The subsequent questions are related to the Markstrat World

8.Customers make purchase decisions based on:

A.R&D Investments

B.Their perception

C.Company's perception

D.Company names

9.The perceptual map study is based on the MDS study:

A.True

B.False

C.Unknown

10.There is only one way to re-position a brand: through advertising.

A.True

B.False

C.Unknown

11.The Convenience of a brand is based mostly on:

A.Price

B.Price and Design

C.Battery Life and Processing Power

D.None of the above

12.The similarity of R&D projects will have an impact on costs:

A.True

B.False

C.Unknown

13.The higher the resolution, the lower the base cost:

A.True

B.False

C.Unknown

14.An online query will be more accurate than a feasibility study for an R&D project:

A.True

B.False

C.Unknown

15.A Sonite R&D project requires more time than a Vodite R&D project:

A.True

B.False

C.Unknown

16.A completed R&D project can be used to modify existing brands and:

A.Request another R&D project

B.Introduce a new brand

C.Reduce Market Research Studies costs

D.Improve Economy

17. The obsolete inventory is sold to a:

A.Trading company

B.Another team

C.Your professor

D.Unknown

18. Perceptual objectives maybe set based on:

A.Semantic Scales Study

B.Semantic Scales and MDS Study

C.MDS Study

19.What type of study do you need to purchase to have an estimate of the number of consumers who know a given brand?

A.Consumer panel

B.Consumer survey

C.Competitive intelligence study

20.What is Brand Awareness?

A.The percentage of potential consumers who can recall a given brand name

B.The percentage of potential consumers who intend to buy a given brand within a year

C.The percentage of consumers who have already used a given brand at least once in the past year

21.What type of study do you need to purchase to have an estimate of the market share of a given brand in a specific distribution channel?

A.Distribution panel

B.Consumer panel

C.Competitive intelligence study

22.Brand purchase intentions provide information on:

A.The percentage of potential consumers in each segment who prefer to shop in a given distribution channel

B.The number of brands in a specific product category that a segment of consumers is likely to purchase each year

C.The percentage of potential consumers in each segment who intend to buy a given brand

23.What are semantic scales?

A.Market research studies aimed at assessing consumers' needs and estimating how brands are perceived

B.Market research studies used during the advertising concept testing phase to assess how consumers rate different sets of advertising messages on a scale from 1 to 7

24.Market studies used by advertisers to understand how language conveys meaning

Which of the following KPIs will you learn about by conducting an advertising experiment?

A.Awareness, purchase intentions and contribution after marketing

B.Awareness, market share and contribution after marketing

C.Awareness, purchase intentions and market share

25.How can you have a global overview of the competitive performance of your firm vs. its key competitors?

A.By purchasing an industry benchmarking study

B.By purchasing competitive intelligence studies

C.By analyzing the company scorecard