Snapple, Gwine-2, and DropSweet are different brands of juices and beverages by DJ Beverages. The branding strategy for these products is called ________ branding.
a. private
b. family
c. generic
d. individual
Question 2A completely randomized experimental design is one that uses a random process to assign subjects to treatment levels of an experimental variable.
Indicate whether the statement is true or false
Question 3Your company has developed a trail-running shoe that can keep feet warm and dry in any conditions. You determine that your audience for the shoe is young outdoor types with plenty of disposable income. The techniques that you will use to get the message about the shoe to this group, and prevent wasted coverage to those groups that don't fit your profile, is called:
a. positioning.
b. targeting.
c. setting objectives.
d. budgeting.
Question 4When a product becomes familiar to the consumer, it is considered to have achieved ________ status.
a. brand recognition
b. brand loyalty
c. brand preference
d. brand insistence
Question 5A simulated test-market is one that is conducted in two test markets only.
Indicate whether the statement is true or false
Question 6Which of the following is an example of an implementation decision as outlined in the Marcom model in this chapter?
a. positioning
b. targeting
c. setting objectives
d. selecting media
Question 7Competition between brands intensifies during which stage of the product life cycle?
a. Maturity stage
b. Introductory stage
c. Growth stage
d. Diminishing demand period
Question 8When a firm chooses test-markets and then obtains distribution within those markets using members of its own sales force, this is called a conventional method of test-marketing.
Indicate whether the statement is true or false
Question 9Which of the following is not a fundamental decision in the Marcom model explained in this chapter?
a. targeting
b. establishing momentum
c. positioning
d. setting objectives
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