Marketing Final Exam

Marketing Final Exam

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Unformatted text preview: ary set c. inert set d. complete set e. justifiable set ANS: A A buyer’s evoked set is the set of alternatives from which a buyer can choose; also called consideration set. PTS: 1 REF: 79 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 22. Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes. As Warren looked for where he should go on vacation this summer, he consulted a publication called Smart Money and learned the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will only consider these island resorts as possible vacation destinations. This group of resort islands is called Warren’s: a. involvement set b. evaluative set c. evolved set d. evoked set e. intuitive set ANS: D An evoked set is the set of brands a consumer recalls and would consider as possible purchase choices. PTS: 1 REF: 79 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 23. Melissa has been given a horse and needs to buy a new Western saddle. She has narrowed the brands of saddles she is considering down to Dale Chavez, Abetta, and Big Horn. These three brands of Western saddles represent Melissa’s a. evaluative criteria b. dissonance suppressors c. discretionary discriminators d. discriminatory set e. evoked set ANS: E The evoked set is a group of brands, resulting from an information search, from which a buyer can choose. PTS: 1 REF: 79 Thinking KEY: CB&E Model Customer 24. Another name for evoked set is: a. b. c. d. e. OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application array reminder assortment induced memory consideration set awareness set ANS: D These are the brands the buyer will consider and choose from. PTS: 1 REF: 79 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 25. Extending a well-known and respected brand name from one product category to another product category is referred to as: a. brand stretching b. brand extensions c. brand bouncing d. brand transfer e. brand building ANS: B Brand extensions are common a way companies employ categorization to their advantage. PTS: 1 REF: 80 Thinking KEY: CB&E Model Strategy OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 26. Arm & Hammer is a well-known and respected brand of baking soda. The company has put its brand name on several products, such as laundry detergent, toothpaste, kitty litter, and many more. These are examples of: a. brand transfers b. brand modifications c. brand banks d. brand hierarchies e. brand extensions ANS: E Brand extensions occur when a well-known and respected brand name from one product category is extended to other product categories. PTS: 1 REF: 80 Thinking KEY: CB&E Model Strategy OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 27. Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinion...
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This document was uploaded on 09/29/2013.

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