WorksheetsBMK2064_Chapters 6&7
Total questions: 15
Worksheet time: 8mins
A product is really nothing but attributes.
True
False
Theoretically, the three basic types of attributes occur in the sequence of a benefit permits a certain feature, which in turn leads to its function.
False
True
A pen that sprays ink onto the paper is an example of a product:
function
feature
benefit
usage
_____ is a statistical technique that uses maps of the market to determine how various products are perceived by how they are positioned on the market map.
Gap analysis
Situation analysis
Product innovation charter
Trade off analysis
Marketing managers in a product development firm routinely create "gap maps" representing the position of their company's product vis-à-vis competitive offerings. The marketing managers use their subject matter knowledge and make judgment calls based on prior experience and expertise. This is an example of a(n) _____ gap map.
determinant
attribute rating perceptual
overall similarity perceptual
experiential
Customer attribute ratings are primarily used to produce _____ gap maps.
determinant
attribute rating perceptual
overall similarity perceptual
projective
Jonathan, a marketing manager, is involved in a gap analysis procedure to seek customer perceptions of his company's new product. He obtains useful data from users using overall similarities of his customer preferences. This data is particularly useful in generating _____ gap maps.
determinant
attribute rating perceptual
overall similarity perceptual
reflective
The reason it is important to use determinant attributes in making market maps is:
to group individual respondents together into benefit segments based on their preferences.
to identify market segmentation techniques for potential markets.
to find a spot on the map where a gap offers potential as a new item
to reduce a large number of attributes to a small number of underlying factors
Conjoint analysis puts all of the determinant attributes together in new sets and identifies which sets of attributes would be most liked or preferred by customers.
True
False
The morphological matrix of studying relationships simultaneously combines more than two dimensions.
True
False
The analysis of the process by which customers compare and evaluate brands based on their attributes or features is best described by the term _____ analysis.
trade-off
factor
multi-dimensional
gap
After finding the important attributes on which the available products differ, gap analysis:
describes the product category being considered
plots the findings on maps
determines the geographical segmentation of the product market
uses the findings to create a matrix
The assumption behind the use of conjoint analysis is that:
a product is considered as a whole rather than in discrete attributes
a product can be represented as a set or bundle of attributes.
the number of items per purchase is a constant to scale market share
preferences can be observed by testing of many virtual variations of the same basic concept.
Which of the following statements is true of conjoint analysis?
It primarily considers variety-seeking behavior among consumers
It assumes that one cannot represent a product as a set or bundle of attributes
It is similar to multidimensional scaling as it considers overall similarities rather than specific attributes.
It identifies which sets of attributes would be most preferred by customers
Gourmetz, a fast food joint, seeks to launch a new range of organic pizzas. The determinant attributes for the new product range of pizzas are identified as spiciness, flavor, and thickness. The range for each of these attributes is also selected. Cards representing each variant that combines specific levels of determinant attributes are prepared and given to consumers. Then, the best level of each attribute is combined into an overall favorite product. This is an example of _____.
SWOT analysis
trade-off analysis
factor analysis
gap analysis
