
Chapter 13 Quiz
Authored by Nedra Rezinas
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1.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
Which of the following reflects product-centric (as opposed to brand-centric) demand?
a) “I really want The North Face’s new ski gloves”
b) “I really need a way to stay warmer when I ski”
c) “I only shop at L.L. Bean for winter clothes”
d) “I need new ski gloves”
2.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
A new company with no existing customer should likely focus on:
a) Loyalty building
b) Demand generation
c) Paid search
d) Demand harvesting
3.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
A company has focused all its efforts on demand harvesting for a long while. It should now shift its efforts to include:
a) Loyalty building
b) Paid search
c) Demand generation
d) More demand harvesting
4.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
All else being equal, a marketing channel that has a high cost per exposure will have a ________ return on investment.
a) High
b) Low
5.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
A random sample of consumers will likely have a low customer concentration for Porsche because:
a) Most people cannot afford such an expensive car
b) Porsche is not a respected brand
c) Porsche only appeals to young males
d) Porsche actively tries to prevent most people from buying its cars
6.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
A consumer sees an ad and purchases the product featured in the ad, but he would have purchased the product anyway even if he hadn’t seen the ad. The ad is:
a) Not effective because the ad was poorly targeted
b) Effective because the consumer purchased the product
c) Effective because the ad caused the consumer to purchase
d) Not effective because the ad did not influence his behavior
7.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
An ad that commands a consumer’s direct attention is likely to be:
a) Less effective than an ad that is only seen in a consumer’s peripheral vision
b) More effective than an ad that does not command direct attention
c) Ineffective in almost all circumstances
d) Effective for all audiences
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