Exam 4: Consumer Perception and Positioning

________ can simply be described as "how we see the world around us."

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name as well. The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness. -In the JUICE MINI CASE, Fruit Fusions explores consumers' ________ in order to determine the best price for its new fruit drinks.

People perceive all stimuli to which they are exposed.

When an ad for Benetton featured the hands of two men - one black and one white - handcuffed together to promote racial harmony, people perceived that a white man was arresting a black man. This is an example of ________.

________ is the customer's view of the value that he or she receives from the purchase.

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name as well. The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness. -In the JUICE MINI CASE, Fruit Fusions only sells its new juice line through high-end grocery stores and lunch boutiques in an effort to create a high-end reputation for its juice line through ________.

________ refers to consumers' heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.

In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the ________ and the show is the ________.

Which of the following is true of services?

Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a small pouch format that is more convenient to use. When they choose to launch their most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is trying to appeal to ________.

The minimal difference that can be detected between two similar stimuli is called the ________.

Marketers are much more interested in what consumers objectively know about their products than what they perceive.

Consumers are influenced by risks that exist whether they perceive the risks or not.

Which of the following is NOT a dimension measured in the SERVQUAL scale?

There is strong evidence that subliminal advertising persuades people to buy goods or services.

________ measures the gaps between customers' expectations of services and their perceptions of the actual service delivered.

If a mobile phone company, Mobile Power, offers a money-back guarantee to offset concerns that the product will not be worth its cost, it is an attempt to help mitigate consumers' perception of ________.

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ________.

Provide an example of how a demographic variable has been used to position a product to a target market.

Which of the following is NOT true about the effect of expectations and motives on perceptions?