Diet Coke had a makeover; its new cans are redesigned for the first time since its product launch. Its wavy spirit and style implies that Coca-Cola thinks the bottle will attract consumers' attention and might bring back favorable memories of the 1960s, with its hip retro vibe. This is an example of how consumer behavior can
a. select a target market from among numerous segments.
b. aid consumers in the product attribute retrieval process.
c. determine consumer satisfaction with the attributes of a product.
d. aid in decisions about the product mix
e. develop a new product.
Question 2Every year millions of smokers attempt to quit the habit, but relatively few succeed. To help smokers quit, pharmaceutical companies developed the nicotine patch. In this situation, an understanding of consumer behavior helped to
a. segment the market into homogenous groupings of consumer needs and wants.
b. aid consumers in the product attribute retrieval process.
c. determine consumer satisfaction with the attributes of a product.
d. select a target market from among numerous segments.
e. develop a new product.
Question 3For many years Excedrin has developed marketing communications that stress how effective it is as a headache medicine. What type of marketing strategy is Excedrin using?
a. co-branding
b. product placement
c. product positioning
d. brand extension
e. perceptual mapping
Question 4In marketing, positioning refers to
a. where the brand is placed on the stores' shelves.
b. how the consumer perceives the brand in relation to the competition.
c. where to place marketing communications for a brand so it capture the consumer's attention.
d. how to develop attractive packaging to entice consumers to try the brand.
e. None of these choices is true.
Question 5To recognize and guard against misleading advertising, it is most important to
a. understand the acquisition process.
b. understand how consumers comprehend and categorize information.
c. target the market.
d. understand high-involvement consumer choice and judgment processes.
e. alter the memory formation process.
Question 6The Federal Trade Commission protects consumers from deceptive advertising by studying how consumers perceive and comprehend marketing communications. The FTC seeks:
a. more transparent disclosure of what consumer information is being collected and how it will be used.
b. to eliminate cusswords on radio stations including XM.
c. an advocacy group understanding consumer behavior to protest unfair marketing.
d. reference group members to study online newspapers impact of offline subscriptions.
e. a way to monitor e-commerce.
Question 7Individuals who band together to protest increasingly loose morals and mocking of families on television shows are best known as a(n)
a. consumer cooperative.
b. rating band.
c. regulator.
d. advocacy group.
e. public service.
Question 8Prices tend to end in .99 mainly because this price
a. is the MSRPs suggestion.
b. is mandated by the MSRP.
c. enhances perception of product quality.
d. is perceived by consumers to be cheaper.
e. is the default by retail managers.
Question 9In developing marketing strategies and tactics, marketing managers must first
a. understand consumer needs and wants.
b. formulate strategy.
c. attend to distribution.
d. eliminate the focus on finance in the company.
e. advertise to maximize exposure.
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