Research has clearly shown that consumers can recall ____ even when the opportunity to process is low.
a. concrete cues
b. messages not related to aspirations
c. messages not related to expectations
d. abstract cues
e. salient attributes
Question 2When upstream and support activities (such as technology development and operations) are vital to competitive advantage in the international setting, which pattern of competition is the most common?
a. A multidomestic pattern of international competition.
b. A fragmented pattern of international competition.
c. A global pattern of international competition.
d. An export-based pattern of international competition.
e. A segmented pattern of international competition.
Question 3Standard test markets are the most expensive, take the most time and are likely to tip off the competitors, compared
with other approaches.
a. True
b. False
Indicate whether the statement is true or false
Question 4Timberland stresses the attribute sturdiness in all its global advertising, thereby having the same image in every country. Timberland is trying to make this attribute
a. an affective cue.
b. a goal-related cue.
c. a new ideal state.
d. a salient attribute.
e. a support argument.
Question 5The two performance levels companies emphasize in developing a financial strategy are productivity strategy and revenue-growth strategy.
Indicate whether the statement is true or false
Question 6The time required for an adequate market test is often minimal.
a. True
b. False
Indicate whether the statement is true or false
Question 7In order to gain a competitive advantage for a product or a service, marketers need to identify when attributes are
a. peripheral.
b. ideal.
c. diagnostic.
d. actual.
e. subliminal.
Question 8Organizational capital is the culture, leadership, employee incentives, and teamwork to mobilize the organization and execute the strategy.
Indicate whether the statement is true or false
Question 9External validity refers to our ability to attribute the effect that was observed to the experimental variable and not to
the other factors.
a. True
b. False
Indicate whether the statement is true or false
Question 10Everything else at the restaurant was fine, but after Kimberly discovered an insect in her soup, she decided not to return. This is an example of how
a. retrieval cues affect decision making for services.
b. negative information can be diagnostic.
c. consumption goals can affect repurchase decisions.
d. the consideration set can be important for consumption.
e. goal-related cues affect decision making for services.
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