sends a clear message about the unique nature of an organization and its products
100
A company offers a series or group of products under one brand name
family brand
100
When the buying center members find out that leasing a fleet from one car rental company has the advantage of a better repair service contract than other companies provide, they are in which stage of the business-to-business buying process?
vendor evaluation
100
In the business-to-business arena, the post-purchase phase is critical because:
a positive evaluation may result in a straight rebuy situation or an advantage in a modified rebuy situation
100
Didi carefully considers price, sound quality, and the size of a new stereo system. The sound quality is the most important factor, followed by the price. The evaluation model being used by Didi is:
multiattribute
200
The marketing of Velveeta Cheese with Rotel Tomatoes and Diced Green Chilies is an example of:
complementary branding
200
the use of an established bran name on new goods or services
brand extensions
200
refers to a person's mental images, understanding, and interpretations of an object, person, or idea
the cognitive component of an attitude
200
The member of the buying center who is most likely to let the group know that some alternative companies have already been rejected is the:
gatekeeper
200
In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute for salt, then an advertisement that conveys such a message to consumers is attempting to:
create a new linkage
300
the symbol used to identify a company and its brands
corporate logo
300
represents a set of characteristics that are unique to a brand
brand equity
300
During the internal search process for product information, a key objective for creatives and brand managers is to:
make sure the company's brand is part of the consumer's set of potential alternatives
300
The set of brands a person will not consider due to negative feelings is the
inept set
300
Which component of an attitude displays the individual's intentions, actions, or behavior
conative
400
FedEx and IBM are what kind of names?
Implied
400
Advertisements for food products and cleaning supplies once directed exclusively to women now must also be geared towards men. This is an example of the consumer behavior trend of:
gender complexity
400
The members of the buying center who authorize purchasing decisions are called
deciders
400
When a person conducts an internal search for product information and already has sufficient information, the next step of the purchase decision process will be to:
evaluate the alternatives
400
The component of attitude that is an individual's intentions, actions, or behavior
conative
500
Google (evokes a vision of a place where endless number of items can be found), Twitter, and Krispy Kreme are what kind of names?
Conceptual
500
In a buying center of a large company, the purchasing agent is normally the
buyer
500
The individual that is most likely to spend the greatest amount of time in an external search for information is the consumer that has:
some knowledge of the product category, but not enough to make an intelligent decision
500
Which component of an attitude contains the feelings or emotions a person has about a product
affective
500
The linkage between the demand for automobile tires and sales of automobiles is an example of