Amazon Echo represents a product in a growing home assisted technology market. Recently, Amazon interviewed people about their attitudes towards and the features that they prefer in home assistant devices and grouped them based on their responses. Then they went about determining the demographic and psychographic factors of each group. Based on this example Amazon has conducted _____________________________.

Group of answer choices

c) behavioral segmentation.

b) post hoc segmentation.

d) pragmatic segmentation.

a) priori segmentation.

2. Anheuser Busch InBev recently conducted a research study and found that canned beer actually sells better among males aged 21-35 yrs in Southwest, while males aged 40-55 yrs living in the Northwest prefer bottled beer. Using this research they created two different packaging strategies in different regions. Anheuser Busch InBev used ____________________segmentation to market their beer.

Group of answer choices

b) mass media

d) benefit

c) geodemographic

a) psychographic

3. Which of the following is a reason why a marketer would NOT want to segment their audience?

Group of answer choices

b) The managers have not researched the market and instead rely on instinct.

a) The brand does not have a dominant share of the market.

c) There are only three main benefits your product offers.

d) The market is so small that marketing to a portion of it is not profitable.

4. _________________ and _________________ are two of the opposite sides of the VALS framework and differ on a range of topics.

Group of answer choices

c) Achievers and Experiencers

b) Innovators and Thinkers

a) Innovators and Survivors

d) Believers and Makers

5. _____________________ is the combination of the assets that brand holds.

Group of answer choices

d) Brand Equity

a) Brand Image

b) Brand Loyalty

c) Brand Awareness

6. Wendy's recently began marketing that their Frostys now include Reese's Pieces and Heath Bar pieces within that amazing frozen concoction. This is an example of a(n) _______________________strategy.

Group of answer choices

c) ingredient branding

d) multi-branding

a) corporate branding

b) brand experience

7. The main marketing objective of the maturity stage in the product life-cycle is to:

Group of answer choices

d) Focusing on market share and developing brand preference.

c) Building brand awareness.

b) Consider dropping the product from the production line.

a) Focus on product differentiation and finding new users.

8. Packaging can be a part of a brands product strategy.

Group of answer choices

a) True

b) False

9. Excalibur Brand Paints is a popular line of oil and vinyl based paint. Recently, they decided to introduce two new different products, a brand of duct tape and a line of brand paint brushes using the same brand name. Excalibur is using a _______________ strategy to market its products.

Group of answer choices

b) brand extension

a) dual branding

c) multi-branding

d) joint brand

10. Tonka Trucks toy company recently decided that it wanted to reach a new market of consumers. As such, the company embarked on a marketing campaign to show that women also drive trucks and operate big construction vehicles. This coincided with their new line of toys that feature trucks with both male and female toy characters. In terms of managing the product life cycle Tonka has conducted a _____________________ strategy.

Group of answer choices

a) product influence

c) market modification

d) co-branding

b) product modification