Marketing Chap. 7-8 at TU München

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Study with flashcards and summaries for the course Marketing Chap. 7-8 at the TU München

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

When talking about the positioning concept point-of difference associations should be ... ?

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which are the considered variables in the laddering method ?

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Managing existing and new offerings: Which are the possible managerial decisions to make ?

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

What is the umbrella brand or branded house strategy and which are the advantages of using this strategy ?

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

What is the house of brands or Corporate brand strategy and which are the advantages of using this strategy ?

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

What is the definition of brand equity ?

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Brand antecedents and consequences do not include the following aspect: A - What companies and marketing managers do B - What customers think and feel C - What customers do D - How much money is spent on advertising E - How the financial markets react

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

How du customers build up brand knowledge ? 1. Beliefs 2. Experiences 3. Feelings 4. Images 5. thoughts A - 1 & 2 are correct only B - 1, 2 & 5 are correct only C - 1, 2, 3 & 4 are correct only D - 1, 3, 4 & 5 are correct only E - All are correct

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which of the following brand aspects cannot be protected ? A - Words B - Pictures C - Target groups D - Forms E - Colors

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which of the following variables is not part of the laddering technique ? A - Instrumental values B - Terminal values C - Concrete and abstract attributes D - Functional and psychological consequences E - Monetary and non monetary costs

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which of the following statements about the techniques of how to do a segmentation analysis is not correct ? A - The clustered analysis correlates an independent variable (consumer) with a dependent variable (group) B - A cluster analysis is used to form groups of customers C - The goal of a cluster analysis is to identify discriminant groups of customers D - The clustering is done via the application of segmentation criteria E - Clusters of customers can be displayed in a two- or more dimensional space

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Effective segmentation criteria describe segments that are...

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Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Marketing Chap. 7-8

When talking about the positioning concept point-of difference associations should be ... ?
– relevant
– distinct
– believable
– feasible
– communicable
– sustainable

Marketing Chap. 7-8

Which are the considered variables in the laddering method ?
– concrete attributes
– abstract attributes
– functional consequences
– psychological consequences
– Instrumental values
– Terminal values

Marketing Chap. 7-8

Managing existing and new offerings: Which are the possible managerial decisions to make ?
– Innovation
– Differentiation
– Diversification
– Modification
– Product elimination

Marketing Chap. 7-8

What is the umbrella brand or branded house strategy and which are the advantages of using this strategy ?
Different product lines refer to one brand (Nivea)

– You show that you have a wide expertise
– It easily facilitates the decision making process for the customers if the brand stand for quality all the product lines are regarded as quality products
– Adoption in retailing

Marketing Chap. 7-8

What is the house of brands or Corporate brand strategy and which are the advantages of using this strategy ?
– it is when you have several brands under one roof

– the association that the customers have is also really important –> When you wash with shampoo you do not want to associate the brand also with the kitchen washer
– Moreover if there is a crisis for one brand the others do not suffer for it

Marketing Chap. 7-8

What is the definition of brand equity ?
… is the added value endowed on products and services which may be reflected in the way customers, think, feel, and act with respect to the bran

Marketing Chap. 7-8

Brand antecedents and consequences do not include the following aspect: A - What companies and marketing managers do B - What customers think and feel C - What customers do D - How much money is spent on advertising E - How the financial markets react
D

Marketing Chap. 7-8

How du customers build up brand knowledge ? 1. Beliefs 2. Experiences 3. Feelings 4. Images 5. thoughts A - 1 & 2 are correct only B - 1, 2 & 5 are correct only C - 1, 2, 3 & 4 are correct only D - 1, 3, 4 & 5 are correct only E - All are correct
E

Marketing Chap. 7-8

Which of the following brand aspects cannot be protected ? A - Words B - Pictures C - Target groups D - Forms E - Colors
C

Marketing Chap. 7-8

Which of the following variables is not part of the laddering technique ? A - Instrumental values B - Terminal values C - Concrete and abstract attributes D - Functional and psychological consequences E - Monetary and non monetary costs
E

Marketing Chap. 7-8

Which of the following statements about the techniques of how to do a segmentation analysis is not correct ? A - The clustered analysis correlates an independent variable (consumer) with a dependent variable (group) B - A cluster analysis is used to form groups of customers C - The goal of a cluster analysis is to identify discriminant groups of customers D - The clustering is done via the application of segmentation criteria E - Clusters of customers can be displayed in a two- or more dimensional space
A

Marketing Chap. 7-8

Effective segmentation criteria describe segments that are...
– measurable
– substantial
– accessible
– differentiable
– actionable

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