MBA QUIZ
MBA6140 Quiz 5
T3: According to the Marketer's Toolkit, what is true of conjoint analysis? P39
It is not quite as sophisticated as concept testing.
It centers on how tradeoffs affect a product's value, such as the tradeoff between increasing gas milage by 20 percent while decreasing 0-to-60mph acceleration from 5 seconds to 6 seconds.
All of the above
None of the above
T3: According to the Marketer's Toolkit, which research technique entails observing how customers use existing products with the aim of discovering ways of improving the product,P45 concept testing [present potential customers with an idea and surveys them on it to see if it would be a good idea] conjoint analysis empathetic design
None of the above
T6: According to the Marketer's Toolkit, what is true of brands that are well-known and respected? P82,86
They reduce perceived risk.
Brand name tends to become less important when the perceived risk of buying less established brands diminishes. [Like comparing Tylenol and the generic with the price at the drugstore]
All of the above
None of the above
T8: For many years, General Motors positioned Chevrolets as entry-level cars, Pontiacs and Oldsmobiles as mid-level cars, Buicks as executive cars, and Cadillacs and cars for the wealthy. According to the Marketer's Toolkit, such a line of cars is which type of product line?P110 isomorphic horizontal [tend to appeal to different customer tastes (ex. Coke, diet coke)] vertical [aim to offer a product for every pocket book] progressive T8: At some point in its history, GM took some Chevrolet models, dressed them up a bit, increased the price, and sold them as Pontiacs, Oldsmobiles, and even Cadillacs. According to the Marketer's Toolkit, such Chevrolets, Pontiacs, Oldsmobiles, and Cadillacs would be based on a common P110-111,123 marketing plan
product
T3: According to the Marketer's Toolkit, what is true of conjoint analysis? P39
It is not quite as sophisticated as concept testing.
It centers on how tradeoffs affect a product's value, such as the tradeoff between increasing gas milage by 20 percent while decreasing 0-to-60mph acceleration from 5 seconds to 6 seconds.
All of the above
None of the above
T3: According to the Marketer's Toolkit, which research technique entails observing how customers use existing products with the aim of discovering ways of improving the product,P45 concept testing [present potential customers with an idea and surveys them on it to see if it would be a good idea] conjoint analysis empathetic design
None of the above
T6: According to the Marketer's Toolkit, what is true of brands that are well-known and respected? P82,86
They reduce perceived risk.
Brand name tends to become less important when the perceived risk of buying less established brands diminishes. [Like comparing Tylenol and the generic with the price at the drugstore]
All of the above
None of the above
T8: For many years, General Motors positioned Chevrolets as entry-level cars, Pontiacs and Oldsmobiles as mid-level cars, Buicks as executive cars, and Cadillacs and cars for the wealthy. According to the Marketer's Toolkit, such a line of cars is which type of product line?P110 isomorphic horizontal [tend to appeal to different customer tastes (ex. Coke, diet coke)] vertical [aim to offer a product for every pocket book] progressive T8: At some point in its history, GM took some Chevrolet models, dressed them up a bit, increased the price, and sold them as Pontiacs, Oldsmobiles, and even Cadillacs. According to the Marketer's Toolkit, such Chevrolets, Pontiacs, Oldsmobiles, and Cadillacs would be based on a common P110-111,123 marketing plan
product