TCU Marketing quiz - Weeks 1-6

True or False, Customer attitudes and beliefs do not influence how customers make purchasing decisions.

True or False: A specialty purchase is a low involvement purchase

Which one of these statements about brands is false

Which one of these Ps is not a 4P of marketing?

Segmentation only benefits the business. It does not benefit customers

Segmenting customers based off their attitudes, wants/needs, aspirations, affiliations, knowledge and awareness is ____

The S in STP stands for....

True or False: A Convivence purchase is a low- involvement purchase?

The P in STP stands for.....

Defining the value proposition for a target segment

Positioning is determined by the marketing Mix - product, price, place, promotion

The share of your target that has seen your ad at least once

Succinctly communicates parameters of a position. Expresses a unique selling proposition

Ensuring a consistent message across all communications; playing to each media's strength

Which one of these terms is NOT a 5C of marketing?

Social cultural differences- social class, age, gender, ethnicity and nationality- influence consumer shopping patterns

Which one of these terms is not a 5C of marketing?

What is another name for the 4Ps?

Mass marketing and one to one marketing are the two types of customer segmentation

Core elements are expected by customers - core elements that are substandard can trigger dissatisfaction

Another term for the 4Ps

Core items/ elements are the items essential to the product offering; value-added is supplemental

Which one of these is not one of the three major phases of consumption?

If the marketing goal is to remind customers about the product, which phase of the product life cycle are they in?

The average number of times your target saw the ad (within a set duration)

Strengths and Weaknesses are internal characteristics, usually in comparison to competitors

Product, Price, Place and Promotion are the 4Ps - also known as the _______

Marketers do not control any brand associations - example: logos, colors, jingles, slogans, product packaging etc.

Which one of these terms is NOT a type of marketing orientation

The T in STP stands for .....

Grouping customers based on similar needs

Primary means to communicate with customers

Attaching the same brand name to products

Breaking the market into more homogeneous consumer groups is _________

Assesing the attractiveness of each segment to decide which one to target

What are the three types of consumer purchases?

Which one of these factors is NOT a part of the pre-purchase phase?

Introducing a new brand name for every product line

True or False: Senses Convey information. Sensory and perceptual impressions can become brand associations

Opportunities and threats are external factors and usually driven by changes in one of the 5Cs

Customer attitudes influence whether or not they will

Product lines can expand in breadth (number of product lines), depth (number of products in a line) or both

Segmentation only benefits the organization, not the customer

Assessing attractiveness of each segment and selecting a segment to target

AIDA Stands for

Segmentation is more of an art than an exact science