Marketing Final Exam

Aida concept vincent entered the stage a action b

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Unformatted text preview: gy OBJ: 16-5 TOP: AACSB MSC: BLOOMS Application 82. When Vincent saw Mike’s new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it some day. According to the AIDA concept, Vincent entered the _____ stage. a. action b. attention c. liking d. interest e. desire ANS: E The Yakuza Aniki mountain bike has created a brand preference. PTS: 1 REF: 257-258 Communication KEY: CB&E Model Strategy OBJ: 16-5 TOP: AACSB MSC: BLOOMS Application 83. Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model. a. liking b. awareness c. action d. preference e. knowledge ANS: C These extras are the sales promotion techniques that often push the complacent consumer into the purchase stage. PTS: 1 REF: 258 Thinking KEY: CB&E Model Strategy OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 84. For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process? a. A pair of white socks b. A two-pack of light bulbs c. A loaf of bread d. e. Gear for mountain climbing A six-pack of beer ANS: D Most buyers involved in high-involvement purchases pass through the four stages of the AIDA model. The climbing gear would be the alternative most likely to create a high level of psychological risk. PTS: 1 REF: 258 Thinking KEY: CB&E Model Strategy OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Application 85. Which of the following statements about the AIDA model is true? a. The AIDA model explains why public relations is the most important element in the promotional mix. b. Advertising is most effective at the purchase stage of the AIDA model. c. Certain promotional tools are more effective at certain stages of the AIDA model. d. Sales promotion is not helpful during the attention stage of the AIDA model. e. The promotional mix should not be influenced by the AIDA model. ANS: C A helpful concept for marketing managers is that as the customer moves from awareness to purchase, different promotional tools are more effective at certain points. PTS: 1 REF: 258 Thinking KEY: CB&E Model Strategy 86. The AIDA concept: a. OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Analysis assumes that the second step in the purchasedecision process is inertia does not explain how all promotions influence purchase decisions assumes that consumers regularly go through each stage of the process during all purchases indicates that the purchase decision is the same for high-involvement and lowinvolvement products is accurately described by none of the choices b. c. d. e. ANS: B The second step in the AIDA concept is interest. Customers typically do not go through all stages for a low-involvement product. PTS: 1 Thinking REF: 258 OBJ: 16-5 TOP: AACSB Reflective KEY: CB&E Model Strategy MSC: BLOOMS Comprehension 87. Protons are new, poppable snacks made with super-crunchy tofu. They are bite-si...
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This document was uploaded on 09/29/2013.

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