7UP soft drink is essentially a _____ that subsumes a variety of noncola soft drinks.
a. product class c. target product
b. marketing segment d. None of the above.
Question 2Which of the following is the most elementary level of measurement?
a. nominal scale
b. ordinal scale
c. ratio scale
d. interval scale
Question 3Which of the following is a message strategy that focuses on creating a mental association between the firm's brand and the product class?
a. positioning by market price c. positioning by product placement
b. positioning by product class d. None of the above.
Question 4Scales that assign a value to an object for identification or classification purposes are called _____ scales.
a. ordinal
b. nominal
c. interval
d. ratio
Question 5Customer groups are _____ sets of buyers.
a. heterogeneous c. segmented
b. homogeneous d. None of the above.
Question 6In an observation study, when shopping time in a supermarket is defined as: Using a stopwatch, start the stopwatch the moment the customer enters the store and stop the stopwatch as soon as the customer is handed a receipt by the checkout clerk, this is best described as an example of a(n) _____.
a. nominal scale
b. equivalent-form scale
c. operational definition
d. test-retest method
Question 7Which of the following is a matrix specifying each business unit that is the basis of all subsequent corporate, marketing, and marketing communications decisions?
a. product-target matrix c. target-price matrix
b. product-market matrix d. target-prospects matrix
Question 8Which of the following refers to concepts measured with multiple variables?
a. operation
b. construct
c. concept
d. scale
Question 9Which of the following concepts refers to specific aspects of good or service that are typically manipulated by engineers?
a. matrix c. technologies
b. product market d. specifications
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