What happens to brands that don$$t adapt to market changes?

The brand will die.

The brand will have a low year, but market changes are temporary, and the brand will be fine.

If it$$s a strong brand, it can weather the change.

The brand will be bought by more adaptable brands.

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When doing an in$-$store learning exercise, what three things should you identify?

Price ranges, shelf space division, packaging trends

Product competition, brand loyalty, value elements

Gotta$-$Do$$s$,$ Smart$-$to$-$Do$$s$,$ Dumb$-$to$-$Do$$s

Benefits, product warnings, negatives

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Which is an example of cognitive purchase?

Buying a kitchen tool from the same brand you have for the past $5$ years

Choosing a brand of milk

Buying a car

Seeing a McDonald's ad and deciding to eat out

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Where does good marketing begin?

It begins with marketing personnel re$-$working past marketing strategies.

It begins with gaining strategic consumer insight.

It begins with analyzing the competition$$s advertising campaigns.

It begins with an intensive$$and expensive$$research project.

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Business decisions should be based on which of the following?

Gut feelings$$as a consumer, you should understand consumers

Trial and error$$it doesn$$t matter how you feel or how much data you collect, you$$ll be wrong before you$$re right

Data$$the only way to truly be accurate

Judgment$$weighing everything out as a marketer and judging what will be most successful

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How has the mobile device affected retail stores?

Foot traffic has increased, since the ability for consumers to find $$locations near me$$ has actually brought in many new customers.

Foot traffic has not noticeably changed, and while mobile devices increase the ability to browse, buying in retail is still the preferred option.

Foot traffic has declined, yet consumers spend more money when they do visit stores.

Foot traffic has declined, and retail stores are in incredible danger of losing to mobile sales.

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What are the four key moment types that represent the full range of needs along the consumer journey that companies need to consider as micro$-$moments?

I want to know, I want to do$,$ I want to go$,$ I want to buy

Trigger, consideration and evaluation, moment of truth, purchase

Problem recognition, information search, evaluation of alternatives, purchase decision

Initial consideration, active evaluation, moment of purchase, post$-$purchase experience

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What does it mean to $$be there$$ as an essential strategy?

Being in mobile spaces when people are searching

Getting enough shelf space in stores

Putting out enough ads

Creating a cult following

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What must a brand do for I$-$want$-$to$-$buy moments when it comes to the $$be useful$$ strategy?

Enable the ability to deliver products to a consumer$$s doorstep.

Encourage consumers to make it into stores.

Educate consumers on what it is they actually want.

Empower consumers to purchase in whatever way best suits their needs.

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When are consumers open to the influence of marketing messages?

Never, which is why marketing messages must be subtle yet constant.

When a consumer turns to a device to take action on what they want.

Always, which is why a brand needs to inundate consumers with their message.

When a consumer is browsing, an act that the average consumer does daily.