Marketers build the actual position of the brand

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Reference no: EM132308244

1. Rockwell Collins is a manufacturer of avionics and communications systems for corporate aircraft. In response to a general slowdown in the business aviation industry, Rockwell announced cutbacks for the items it makes for small and midsize jets. Based on this information, which of the following segmentation variables is Rockwell most likely to utilize?

a. Firmographic

b. Psychographic

c. Buying approach

d. Geographic

2. In organizational buying, the scope and complexity of the decision-making process is determined by the ________.

a. Buying center

b. Clients needs

c. Buying situation

3. To create powerful value propositions, companies should _______.

a. Approach marketing research without preconceptions

b. Adopt customer delight as the key goal of marketing strategy

c. Tap into their core competencies to match customer expectations

d. All of the above

E. Only A and C

4. Marketers build the actual position of the brand in the mind of the customer with:

a. Positioning statements

b. Brand concepts

c. The marketing matrix

d. All of the above

5. All of the following parties are members of a decision-making unit EXCEPT a(n):

a. Gatekeeper

b. Service provider

c. Influencer

D. Buyer

6. When Apollo Foods decided to develop healthy chocolates for the American market, they entered the framework for marketing strategy making through the _________ stage.

a. Analysis of the business environment

b. Product

c. Marketing mix

d. Outcomes

e. Marketing strategy formation

7. Product layers are added as ______; and this _________.

a. Competition intensifies ; cuts margins

b. Managers do marketing research ; reduces the firms competitive edge

c. Consumers become more involved ; helps the brand compete

d. Products are launched ; mitigates risk

8. Customer value has two sides: capturing value through customer ________ and delivery value through customer _________.

a. Profitability ; experience

b. Revenue ; experience

c. Revenue ; satisfaction

d. Share of wallet ; satisfaction

e. Profitability ; satisfaction

9. When conducting a five Cs analysis and developing the context section, which factor should NOT be included in the analysis?

a. The country's legal framework

b. Firm capabilities

c. Emerging technology

d. Local culture

Reference no: EM132308244

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