Please help me with whatever you can! not all questions should be answered.

1) In brand architecture, endorsed brands:

1. Are named after the parent brand but will often be in a different category altogether thus being endorsed
2. Often have their own name and category position but gain additional strength from their association with a larger brand (or parent brand)
3. Are part of a branded house of brands
4. Both B & C

2) When willingness to pay exceeds the price a customer is charged, economists refer to this as a:

1. Consumer discount
2. Definitive public good
3. Consumer surplus
4. Winner-winner chicken dinner
5. Proven product value

3) In the role of communication, Keller refers to the 'Six C's' which are:

1. Creativity, Contribution, Commonality, Complementarity, Conformability, Cost
2. Coverage, Creativity, Consciousness, Complementarity, Conformability, Cost
3. Coverage, Contribution, Commonality, Complementarity, Conformability, Cost
4. Coverage, Contribution, Consciousness, Complementarity, Creativity, Cost
5. None of the above

4) Salience (working from the bottom of the brand pyramid) refers to:

1. The point where customers establish a bond and form resonance
2. The point where customers have established judgements and feelings towards a product
3. The point where customers have understood a category, recognized an offering and interacted to receive a level of needs satisfied
4. The point where customers have communicated with the brand their wants and needs.

5) Split (A/B tests), surveys and conjoint analysis in Module 6 were described as possible methods to:

1. Methods of learning consumer satisfaction to improve NPS scores
2. Price test and determine the best possible price to charge for an offering
3. Both answers above are correct.
4. None of the above

6) In regards to 'first mover advantage' studies have consistently shown:

1. Pioneers win the largest marketshare and have the longer term success, proving first mover advantage
2. Early market leaders (or Follow-the-Leader) tend to end up with more marketshare and longer term success
3. It is uncertain whether a 'first mover advantage' truly exists.
4. None of the above
5. B & C are both correct

7) The idea of price elasticity is to understand:

1. The interaction between the changes in quantity of an offering demanded by consumers as the price changes.
2. Whether a firm is offering too high a quantity at the current market price
3. The interaction between segments and their primary demand for a category as price changes
4. The interaction between competitors and their pricing in a marketplace, determining which one is offering the best consumer surplus.
5. Both A and D.

8) As the product lifecycle heads from maturity into decline, what happens to revenues and profits?

1. Both will tend to go down leading some firms to exit the business altogether
2. Revenues may stay stable but profits will certainly decline leading more firms to enter the business
3. Segmenters will enter the market to innovate the curve leading to a long-tail effect in revenues in profits
4. None of the above

9) Primary demand refers to consumer interest in a category while secondary demand refers to interest in an offering within the category. Once consumers understand and are interested in a category a firm will want to drive interest through differentiation which drives value for their specific offering and prevents commoditization.

1. True
2. False

10) The benefit of LoFi tests and prototyping (based tests) is that:

1. They gain consumer insights by allowing allowing them to interact with a basic version of the offering which is more effective than surveys and questions alone
2. It is as easy to perform these types of tests at scales as large as general surveys
3. They are the most inexpensive forms of testing
4. They work best for technology and drug companies.

11) In Rogers' Five Factors in the Diffusion of Innovation, complexity and compatibility in a new offering can best be described as:

1. A new offering has the right level of complexity to be truly innovative while being compatible with previous versions of the offering that the consumers may have purchased.
2. A new offering that is not so complex such that consumers can understand it and compatible with their existing values and experiences so that the offering is meaningful and comprehendible.
3. A new offering that is not so complex such that consumers cannot understand it and compatible with previous versions of the offering that the consumers may have purchased (aka backwards compatibility)
4. None of the Above

12) In the directions and modes of growth model (the model with 15 squares / boxes) as firms expand from internal growth in the same business to new areas such as unrelated businesses or new geographic locations they introduce new forms of risk.

1. True
2. False

13) Second degree price discrimination refers to:

1. Charging different prices for different quantities (such as bulk pricing)
2. Charging different prices to different groups (such as student pricing)
3. Perfect price discrimination, charging the right price for every unit consumed
4. None of the above

14) A segmentation method that segments customers based on activities in which they engage is called:

1. Demographic segmentation
2. Lifecycle Segmentation
3. Lifestage Segmentation
4. Behavior & Lifestyle Segmentation
5. Psychographic Segmentation

15) A lifetime value (LTV) calculation tells a company:

1. An estimate of the average revenue that a customer will generate throughout their lifespan as a customer.
2. The exact number of transactions a customer wil conduct with a company over time including average order size and frequency
3. An estimate of average revenue of a customer that can help determine many economic decisions for a company including marketing budget, resources, profitability and forecasting.
4. Effectiveness of lifecycle marketing initiatives and their profitability over a specific period.
5. Both A & C.

16) Later in the growth phase of the Product Lifecycle a type of company tends to arise that focuses on delivering offerings to sub-categories and niches. This type of company is called:

1. Segmenter
2. Adopter
3. Me-Too company
4. Innovator

17) Key factors in the success of multi-sided platforms (MSPs) are:

(Choose all correct answers)

1. Network effect, having enough parties (i.e. buyers and sellers) who want to interact and transact
2. Reducing friction between various parties who want to interact and transact with one another
3. Ensuring there is adverse selection and that every person who want to join can join.
4. There are upfront fees to reduce adverse selection and ensure a revenue stream.

18) The price of an offering at 'takeoff' will tend to be:

1. Much lower than at introduction. Studies have found it to be as low as 63% of the introduction price.
2. Similar to introduction with a slight discount as companies pass on some of their economies of scale to consumers.
3. Higher than at introduction because demand and popularity push prices upwards (as high as 10% over introduction according to studies).
4. The same as they are at introduction because a company that has priced well will not constantly change pricing.

19) Demographics are generally the best and most decisive way to segment consumers and markets as it helps to capture the widest possible base and helps explain the drivers behind their decisions (aka causation).

1. True
2. False

20) When a product such as Colgate creates a new offering such as Colgate Mint this is an example of:

1. A line extension
2. A brand extension
3. Category innovation
4. Rebranding

please help me with whatever you can!