MKT 4385 QUESTIONS WITH VERIFIED ANSWERS
Customer experiences in the post-purchase phase of the customer experience journey
could relate to - Answers - how well the product performs.
Customer experience can be measured through all these ways except this one: -
Answers - SAFEQUAL
AIDA, one of the models of the customer response process refers to these stages, in
order: - Answers - Attention-Interest-Desire-Action
In the traditional decision journey, the stage 'Consideration Set' relates to this step in
the AIDA model: - Answers - Interest
In the Customer Decision Journey, what proportion of the touchpoints during evaluation
are customer-driven pull activities? - Answers - about two-third
Behavioral loyalty ... - Answers - refers to how frequently the customer purchases from
the company when the need arises.
A firm can defend its customer relationships by doing all of the following, except this
one: - Answers - Avoiding multi-dimensional relationships with a customer
The traditional model of decision journey is not the most accurate because it is bi-
directional. - Answers - False
In the context of creating valuable customers, firms wanting to build and manage
customer equity should ignore free-riding customers, but focus on vulnerable
customers. - Answers - False
In the purchase funnel, potential customers get converted from the 'prospect' status to a
'lead' status when moving from the 'Interest' stage to the 'Consideration' stage. -
Answers - True
Three important steps of the new product development process are: - Answers -
Conceptualization, Planning, Commercialization
Which type of innovation provides large jumps in a product's benefit-delivering abilities?
- Answers - Discontinuous
An improvement in a products ability to deliver its primary benefit to a customer is
______ - Answers - innovation.
, Peter was enthusiastic about the new case that he was creating for a smartphone using
advanced plastics. He tells you, "This is revolutionary. This is something that everyone
needs. This is truly a discontinuous innovation." It is far more likely that this case will be
a _____ - Answers - continuous innovation.
Brand ______ include the visual designs, logos, and other representations of brands
that cannot be spoken. - Answers - Marks
The financial value of a brand is captured in the brand ______. - Answers - Equity
___________ allow one branded product to feature another brand as a component part
or ingredient. - Answers - Co-brands
The font used to spell iPhone is a - Answers - Brand mark
If a consumer buys Charmin bath tissue that is the exact same quality as a generic
brand only more expensive, Charmin has created ________ with the consumer. -
Answers - Brand Equity
An established way to get financial value out of a brand is ___ - Answers - brand
extension.
Lifestyle is an example of a __________ marketing segmentation variable. - Answers -
Psychographic
Brand loyalty is an example of a __________ marketing segmentation variable. -
Answers - Behavioral
Geographic segmentation is often a function of ________ and _______ decisions
combined. - Answers - product; place
__________ segmentation is the most widely used category of segmentation variables
and is typically the first approach companies use. - Answers - Demographic
Segmentation is a ____ step process. - Answers - 6
What is the second step in the segmentation process? - Answers - Narrow the market
In ________ marketing the company identifies a subsegment that has special needs
that typically is not large enough for the larger competitors in a market to pursue. -
Answers - Niche
Market segments should be internally ________ but externally __________. - Answers -
homogeneous; heterogeneous
Customer experiences in the post-purchase phase of the customer experience journey
could relate to - Answers - how well the product performs.
Customer experience can be measured through all these ways except this one: -
Answers - SAFEQUAL
AIDA, one of the models of the customer response process refers to these stages, in
order: - Answers - Attention-Interest-Desire-Action
In the traditional decision journey, the stage 'Consideration Set' relates to this step in
the AIDA model: - Answers - Interest
In the Customer Decision Journey, what proportion of the touchpoints during evaluation
are customer-driven pull activities? - Answers - about two-third
Behavioral loyalty ... - Answers - refers to how frequently the customer purchases from
the company when the need arises.
A firm can defend its customer relationships by doing all of the following, except this
one: - Answers - Avoiding multi-dimensional relationships with a customer
The traditional model of decision journey is not the most accurate because it is bi-
directional. - Answers - False
In the context of creating valuable customers, firms wanting to build and manage
customer equity should ignore free-riding customers, but focus on vulnerable
customers. - Answers - False
In the purchase funnel, potential customers get converted from the 'prospect' status to a
'lead' status when moving from the 'Interest' stage to the 'Consideration' stage. -
Answers - True
Three important steps of the new product development process are: - Answers -
Conceptualization, Planning, Commercialization
Which type of innovation provides large jumps in a product's benefit-delivering abilities?
- Answers - Discontinuous
An improvement in a products ability to deliver its primary benefit to a customer is
______ - Answers - innovation.
, Peter was enthusiastic about the new case that he was creating for a smartphone using
advanced plastics. He tells you, "This is revolutionary. This is something that everyone
needs. This is truly a discontinuous innovation." It is far more likely that this case will be
a _____ - Answers - continuous innovation.
Brand ______ include the visual designs, logos, and other representations of brands
that cannot be spoken. - Answers - Marks
The financial value of a brand is captured in the brand ______. - Answers - Equity
___________ allow one branded product to feature another brand as a component part
or ingredient. - Answers - Co-brands
The font used to spell iPhone is a - Answers - Brand mark
If a consumer buys Charmin bath tissue that is the exact same quality as a generic
brand only more expensive, Charmin has created ________ with the consumer. -
Answers - Brand Equity
An established way to get financial value out of a brand is ___ - Answers - brand
extension.
Lifestyle is an example of a __________ marketing segmentation variable. - Answers -
Psychographic
Brand loyalty is an example of a __________ marketing segmentation variable. -
Answers - Behavioral
Geographic segmentation is often a function of ________ and _______ decisions
combined. - Answers - product; place
__________ segmentation is the most widely used category of segmentation variables
and is typically the first approach companies use. - Answers - Demographic
Segmentation is a ____ step process. - Answers - 6
What is the second step in the segmentation process? - Answers - Narrow the market
In ________ marketing the company identifies a subsegment that has special needs
that typically is not large enough for the larger competitors in a market to pursue. -
Answers - Niche
Market segments should be internally ________ but externally __________. - Answers -
homogeneous; heterogeneous
