Exam Questions

Chap 1

Who now holds channel power?

A.     Produce

B.     Consumer

C.     Retailer

D.    Consumer

Answer: B

Adaptation works well for ______________.

A.     High consumption products

B.     Expensive products

C.     Exclusive products

D.    Any product

Answer: A

 

Chap 2

When Pillsbury chocolate chip cookie dough uses Hershey’s chocolate chips, what type of branding is this?

A.     Co-branding

B.     Private branding

C.     Ingredient branding

D.    Flanker branding

Answer: C

 

The customer’s perception of a brand in the customer’s mind is called

A.     Salient

B.     Parity

C.     Label

D.    Product Positioning

Answer: D

 

Chap 3

Why is it important for advertisers to understand the generation of their target audience?

A.     Baby Boomers have more money.

B.     Younger generations want to rebel against their parents.

C.     Each generation has their own general set of values, beliefs, and role models.  This insight helps advertisers know how to appeal that generation.

D.    It really doesn’t matter.

Answer: C

When a customer has decided that they will never purchase a Dell or Acer, this is their __________.

A.     Evoked set

B.     Inept set

C.     Inert set

D.    Problem set

Answer: B