Many firms offer a wide variety and deep assortment of products in their portfolio. Which of the following IS NOT one of the reasons or advantages associated with offering a large portfolio of products?
a. Economies of scale in production, bulk buying, and promotion.
b. Pricing consistency across brands in the portfolio.
c. Equivalent quality beliefs among brands in the portfolio.
d. Sales and distribution efficiencies.
e. Package uniformity.
Question 2Applications of Big Data in the real world might include which of the following?
a. Improving customer retention rates.
b. Dealing with negative word of mouth.
c. Creating personalized promotions.
d. All of the above are valid applications of Big Data.
e. Only B and C are valid examples of Big Data.
Question 3Marketers can help change consumer attitudes in this major strategy:
a. changing beliefs
b. appealing to group beliefs
c. appealing to the evaluative component
d. adding new beliefs
e. changing the speed at which individuals process information
Question 4What type of target marketing strategy is best used when a firm finds that its capabilities are intrinsically tied to the needs of a specific market segment?
a. Market specialization
b. Product specialization
c. Single segment targeting
d. Mass market targeting
e. Selective targeting
Question 5A study of hundreds of C-level executives reveals that a fourth dimension of Big Data may be:
a. Visibility
b. Variability
c. Value
d. Vision
e. Vigor
Question 6The Canon Xapshot camera, which records pictures on a computer disk, introduces several new beliefs including seeing your pictures instantly on your TV and the ability to erase unwanted photos. This is best thought of as an example of using an attitude-change strategy to
a. make attitudes toward the object more important than subjective norms.
b. change beliefs.
c. target normative beliefs.
d. change evaluations.
e. add a new belief.
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