Assessing Various Marketing
Processes
One of the don’ts of questionnaire
construction is to ensure that fixed responses do not overlap. Which of the
following is the best illustration of a problem that this “doesn’t”
might cause?
a. A consumer must describe a
cartoon about buying a car.
b. An income question asks for an
income designation in one of the following income categories: $0-$20,000,
$20,000-$40,000, or $40,000 and above.
c. A consumer is asked whether he
or she could spy on another consumer’s shopping experience.
d. A consumer is asked to describe
a recent event will driving.
A good way to describe the
________ would be discuss all the activities involved in building deeper
understanding, relationships, and offerings to individual customers.
a. customer prospecting process
b. customer fulfillment management
process
c. customer relationship
management process
d. customer equity process
The potential disadvantages of
co-branding are the risks and lack of control from becoming aligned with
another brand in the consumers mind. Consumer ________ about the level of
involvement and commitment with co-brands are likely to be high, so
unsatisfactory performance could have negative repercussions for the brands
involved.
a. primary service features
b. pricing
c. expectations
d. perceptions
When Apple Computers launched
Macintosh, its key point-of-difference was “user friendly.” Many
consumers valued ease of use, especially those who bought computers for the
home. One drawback with a “user-friendly” association was that consumers
assumed that the computer was ________.
a. not very expensive
b. not compatible with any other
computers
c. not very powerful
d. not for university use
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