MAR 6815 EXAM QUESTIONS
COMPLETE WITH 100% CORRECT
ANSWERS
\.Likert Scale - ANSWERS-Used to measure rational motives/direct benefits. I.E.
Rank 1-7 "most important vs least important"
\.Deterministic feature
Salient feature
Hygiene feature - ANSWERS-Deterministic - chooses 1 brand over others *most
important*
Salient - important to eliminate competitors
Hygiene - not very important features
\.Ergonomics - ANSWERS-(Performance category) safety, ease to use, comfort,
ease for serviceability, buyer can control product when in use
*Assessed with survey*
\.Decision Making Process - ANSWERS-1. Need Recognition/problem awareness
2. Info search
3. Evaluate alternatives
, 4. purchase
5. post-purchase evaluation
\.Compensatory Decision Rule (consideration set) - ANSWERS-Identify important
attributes and set minimum standard as cutoff. If brand doesn't meet any standard
= dropped.
\.Conjunctive Decision Rule (consideration set) - ANSWERS-Find attributes, set
minimum cutoff for each. If brand doesn't meet ALL standards it's dropped.
\.Disjunctive Decision Rule (consideration set) - ANSWERS-Find important
attributes. Brand must exceed 1 cutoff value to be considered.
\.Flanker Brand Strategy - ANSWERS-Find market niche. Competitive advent. to
protect firm's flagship brand. (most well known brand) prevents competitors from
taking sales away by marketing variants of flagship brand.
- add specialized brand to brand line. EX: Absolut's first flavored vodka for Bloody
Mary consumers
\.Degree of Enactment - ANSWERS-Under Brand Space Strategy - will
product/service be marketed with
1. Functional positioning
2. Symbolic Positioning
\.Degree of Abstraction - ANSWERS-Brand Space - is product independent from its
category
COMPLETE WITH 100% CORRECT
ANSWERS
\.Likert Scale - ANSWERS-Used to measure rational motives/direct benefits. I.E.
Rank 1-7 "most important vs least important"
\.Deterministic feature
Salient feature
Hygiene feature - ANSWERS-Deterministic - chooses 1 brand over others *most
important*
Salient - important to eliminate competitors
Hygiene - not very important features
\.Ergonomics - ANSWERS-(Performance category) safety, ease to use, comfort,
ease for serviceability, buyer can control product when in use
*Assessed with survey*
\.Decision Making Process - ANSWERS-1. Need Recognition/problem awareness
2. Info search
3. Evaluate alternatives
, 4. purchase
5. post-purchase evaluation
\.Compensatory Decision Rule (consideration set) - ANSWERS-Identify important
attributes and set minimum standard as cutoff. If brand doesn't meet any standard
= dropped.
\.Conjunctive Decision Rule (consideration set) - ANSWERS-Find attributes, set
minimum cutoff for each. If brand doesn't meet ALL standards it's dropped.
\.Disjunctive Decision Rule (consideration set) - ANSWERS-Find important
attributes. Brand must exceed 1 cutoff value to be considered.
\.Flanker Brand Strategy - ANSWERS-Find market niche. Competitive advent. to
protect firm's flagship brand. (most well known brand) prevents competitors from
taking sales away by marketing variants of flagship brand.
- add specialized brand to brand line. EX: Absolut's first flavored vodka for Bloody
Mary consumers
\.Degree of Enactment - ANSWERS-Under Brand Space Strategy - will
product/service be marketed with
1. Functional positioning
2. Symbolic Positioning
\.Degree of Abstraction - ANSWERS-Brand Space - is product independent from its
category
