Principles of Marketing
MKT 100
Exam 1 (Chapters 1-8)
1. Hannah and Ellen rely on consistent messages received via word of mouth, and are
older and more conservative than other customers of Product X. Hannah and Ellen most
likely most likely fall into which of the following categories?
A late majority
2. The _____ are a group of approximately 10-15% of the population who is so influential
that the loss of one of these customers costs the firm more than the loss of later
adopters.
Early adopters
3. If a company wants to be innovative, which strategy are they most likely to use?
Product development
4. What term refers to the group of people who are the most risk averse, skeptical of new
products, and stereotypically lower in income?
Laggards
5. In which phase of the Product Life Cycle is customer awareness getting stronger, and
there may be some buzz in the marketplace?
Market growth
6. Why can a store brand offer decent quality for lower prices?
Lower advertising costs because they can advertise for free in the store
7. A brand name whose image is waning is less of a liability in which approach?
House of brands
, 8. One way marketers get customers to relate to brands is by creating a brand _____, such
as Apple’s classification as ‘exciting’ or how Gillette is action oriented.
Personality
9. Harley Davidson user groups are an example of _____.
A brand community
10. Which is an example of co-branding?
Brembo brakes are in Aston Martins
11. ______ are mostly comprised of experience and credence qualities.
Services
12. A _______ is the general term used to describe both goods and services
13. What does good variability consists of?
The customization and tailoring of the service delivery for the customer’s unique
needs
14. Alpha company makes items you typically see in a drug store. If they make toothpaste,
which of the following would be expansion in the depth direction?
Floss
15. The color of a new vehicle is an example of a _____ quality.
Search
16. A ____ item is something that is purchased without much thought before the purchase.
Convenience
17. Why is Chrysler’s imported from Detroit trademarked?
The slogan is well associated to Chrysler’s brand.
MKT 100
Exam 1 (Chapters 1-8)
1. Hannah and Ellen rely on consistent messages received via word of mouth, and are
older and more conservative than other customers of Product X. Hannah and Ellen most
likely most likely fall into which of the following categories?
A late majority
2. The _____ are a group of approximately 10-15% of the population who is so influential
that the loss of one of these customers costs the firm more than the loss of later
adopters.
Early adopters
3. If a company wants to be innovative, which strategy are they most likely to use?
Product development
4. What term refers to the group of people who are the most risk averse, skeptical of new
products, and stereotypically lower in income?
Laggards
5. In which phase of the Product Life Cycle is customer awareness getting stronger, and
there may be some buzz in the marketplace?
Market growth
6. Why can a store brand offer decent quality for lower prices?
Lower advertising costs because they can advertise for free in the store
7. A brand name whose image is waning is less of a liability in which approach?
House of brands
, 8. One way marketers get customers to relate to brands is by creating a brand _____, such
as Apple’s classification as ‘exciting’ or how Gillette is action oriented.
Personality
9. Harley Davidson user groups are an example of _____.
A brand community
10. Which is an example of co-branding?
Brembo brakes are in Aston Martins
11. ______ are mostly comprised of experience and credence qualities.
Services
12. A _______ is the general term used to describe both goods and services
13. What does good variability consists of?
The customization and tailoring of the service delivery for the customer’s unique
needs
14. Alpha company makes items you typically see in a drug store. If they make toothpaste,
which of the following would be expansion in the depth direction?
Floss
15. The color of a new vehicle is an example of a _____ quality.
Search
16. A ____ item is something that is purchased without much thought before the purchase.
Convenience
17. Why is Chrysler’s imported from Detroit trademarked?
The slogan is well associated to Chrysler’s brand.
