Lecture6 - RSM250H1S-L0301 WINTER 2011 Yutec Sun C ASE...

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RSM250H1S-L0301 WINTER 2011 Yutec Sun
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CASE PROJECT Submit preferred case to TA by next class Swatch Harley-Davidson Instruction on case project posted in BlackBoard Read Mountain man brewing company case before next class
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MID-TERM REVIEW
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7. Which of the following does NOT accurately reflect a problem with the BCG matrix approach? a. It focuses on customer's needs and wants. b. It can be time consuming to implement. c. It can be costly to conduct. d. It focuses on classifying current businesses. e. It is difficult to define SBUs and measure market share and growth. f. None of the above
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9. Which of the following marketing management concepts is most likely to lead to marketing myopia? a. Production b. Customer-driven marketing c. Social marketing d. Customer relationship marketing e. Selling f. Customer-driving marketing g. None of the above
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14. What is the key purpose of active branding in experience products? a) Managing brand loyalty b) Increasing brand awareness c) Creating customer satisfaction d) Creating customer delight e) Building customer's trust f) Managing profitable customer relationship g) None of the above
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16. Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following can be one of these factors? a. Alternative evaluation b. Past consumption experience c. Unavailability of the product d. Postpurchase behaviour e. New product adoption f. Cognitive dissonance g. None of the above
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1.List the THREE elements of customer equity, and describe an example for each.
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