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
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
