Exam 16: Consumer Behavior and Branding Strategy

What factors increase the likelihood of brand cannibalization?

Slogans like "stick with what works," and "you get what you pay for," are highly credible arguments for consumers.

Diffusion of innovation is the rate at which a new product spreads or is adopted across the marketplace.

The makers of Pantene Hair Care products was interested in determining types of loyalty in its target market. Using marketing research, they asked customers to indicate their first choice and their second choice from among a list of brands and brand extensions. The majority of the participants indicated that Pantene Body Rich Shampoo and Pantene Body Building Mousse were their first and second choice. These results suggest that these consumers are:

What does the Young Rubicam Brand Asset Valuator measure?

Tammy really likes Diet Coke. When Diet Coke isn't available Tammy chooses Coke Zero or Caffeine Free Diet Coke. In terms of loyalty, Tammy is:

Which of the follow is not measured in the Young and Rubicam Brand Asset Valuator?

Many U.S. firms are increasing the emphasis on the number of product line managers.

Which of the following is not a retention strategy?

Brand name is often a product's most important attribute.

Which of the following is not a factor that influences diffusion of innovation?

Perceived risk usually increases the diffusion rate of new products.

The S-shaped diffusion curve tends to produce a U-shaped life cycle curve.

The adoption rate of a new product usually is highest during the growth stage of the product life cycle.

Measuring how much a competitor would be willing to pay for a brand name trademark is a good way to measure brand resonance.

The makers of Irish Spring Soap offer a lower price to consumers if they purchase 10 bars of soap at a time. This pricing strategy is called:

If a marketer is trying to retain and extend demand among current customers, what pricing strategy and channel strategy should be pursued, according to your readings?

New products that share brand name with a familiar established product are known as:

The makers of Pantene Hair Care products was interested in determining types of loyalty in its target market. Using marketing research, they asked customers to indicate their first choice and their second choice from among a list of brands and brand extensions. The majority of the participants indicated that Pantene Body Rich Shampoo and Aussie Body Building Formula Shampoo were their first and second choice. These results suggest that these consumers are:

Comparative advertising increases the perceived similarity of underdog and topdog brands.