1. Differentiation means developing different value offerings for different targeted segments.
True
False
2. The region, the density of the population, and the size of the population are techniques used in:
positioning
differentiation
democratic segmentation
population parameter estimation
geographic segmentation
3. Demographic segmentation is one of the most popular segmentation approaches because:
it is readily measurable
4. With reference to the VALSTM, framework,_____ are primarily concerned about safety and security, so they tend to be brand loyal and buy discounted merchandise.
makers
survivors
believers
achievers
thinkers
5. Google uses stored browsing histories to trigger ads aimed at selling specific products for which a Google user has shown potential interest. This shows that Google is using____ segmentation.
behavioral
social class
demographic
geodemographic
education
6. When customers see the logo of McDougal's restaurant they think of decent food served quickly in a clean, family friendly environment This is an example of the____role the brand plays for customers.
reassurance
education
information conveyance
invigoration
benchmarking
7. Companies translate the essential benefit into physical, tangible elements known as the ____.
augmented product
core product
deviated product
differentiated product
contrasting product
8. When Apple introduced the iPhone, in order to reach the corporate mobile user it had to develop features that would attract this market However, it had to deal with the offerings of market leader Research in Motion. So when the engineers were designing the iPhone, they used BlackBerry as a comparison point. This is an example of the ______ role the brand plays for the brands competitors.
invigoration
education
protection
benchmarking
categorization
9. Tangibility refers to ___________.
the service delivered with the product
the ability to create a combination of product and service
the physical aspect of a product
the value of the product in the market
the emotions associated with the product
10. Gino always purchases clothing made by S&G Clothing. He tells others about how much he likes their clothes and the good qualities about them. When a shirt he purchased turned out to be defective, instead of switching clothing companies, he gave S&G a chance to fix the problems and still shops there. This is an example of the ______ dimension of brand equity.
brand Assets
brand Assodation
brand Awareness
brand Loyalty
perceived Quality.