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Final Exam 33/40Question 1Professor Kahn demonstrated the use of a Value Map. According to the Fair Value framework and to the lecture, what should companies try to do?Your AnswerScoreExplanationOffer better than fair value on all three bundles.Offer fair value on all three bundles.Offer fair value on two bundles and offer better than fair value on the other bundle.Correct 1.00Total1.00 / 1.00Question 2In the STP framework, what does "STP" stand for?Total1.00 / 1.00Question 3The Gillette Sensitive portfolio (pictured below) "combines outstanding shaving performance and comfort to address the significant unmet need of 70% of men who say they have sensitive skin." What is the point of
difference in this positioning statement? Total1.00 / 1.00Question 4In Nike's brand mantra "Authentic Athletic Performance," which of the three words is the emotional modifier?Your AnswerScoreExplanationAuthenticCorrect 1.00
PerformanceAthleticTotal1.00 / 1.00Question 5Liza goes to buy a coffee maker. There are 47 available models in the world. Liza has heard of 9 of these models, of which she's only willing to buy 3. In this example, how many products are in her "consideration set?"AnswerScore1.00 / 1.00Question 6If a product is frequently promoted and put on sale, consumers tend to _________ their _________ reference point for the item.Your AnswerScoreExplanationLower; externalLower; internalCorrect 1.00Raise; internalRaise; external
Total1.00 / 1.00Question 7Disney, started by brothers Roy and Walt Disney, is one of the world's most famous mass media corporations. What type of name is Disney? 1.00 / 1.00Question 8In Professor Kahn's lectures, she discussed the two axes of color. What were the two axes?
ExcitementTotal1.00 / 1.00Question 9Which color is known for royalty, wealth, success, and wisdom?1.00 / 1.00