Question:

According to Bendle et al., which of the following are attitude metrics?

a. Purchase intention

b. Consumer belief

c. All of the listed are attitude metrics

d. Perceived Value for money

e. Both purchase intention and consumer belief

Market Share is a function of three things. Which of the following is NOT one of those three things?

a. Penetration share

b. Share of wallet

c. Usage index

d. Retention rate

e. Share of requirement

Share of requirements is:

a. Brand purchases/total category purchases by brand's buyers

b. Unit sales of brand/total market unit sales

c. Average total purchases in category by brand's customers/ average total purchases in a category by all customer for that category

d. Customers who have purchased the brand/ total population of product category customers

e. Penetration share x share of requirements x usage index

The grown metric that is concerned with the sales in a new market, or sales of a new product, is

a. Average frequency of purchase

b. Projection of sales

c. Trial

d. Penetration

e. Repeat volume

Which of the following is NOT relevant when defining customers

a. All of the listed are relevant

b. Level of consumption (e.g., household, individual)

c. None of the listed is relevant

d. Contractual vs non-contractual relationships

e. The time frame considered