Question

1. Juan Fernandez frequently travels to Lima, Peru where the only hotel he will stay at is the Four Seasons Hotel. His level of brand familiarity toward the Four Seasons Hotel is which ______ brand awareness below.

a. brand familiarity.

b. brand rejection.

c. brand recognition.

d. brand insistence.

2. Which of the following statements BEST reflects your textbook perspective?

a		"We don't use computers, surveys and the like because marketing's information needs are usually not that precise anyway."
b		"When we work with outside marketing research specialists, we expect them to take the time to really understand the problem we are trying to solve."
c		"As marketing manager, I feel that the marketing researchers should be left alone to do their research--since they often come up with interesting suggestions."
d		"As marketing research director, I should know the marketing manager's position in advance, so we can prove it is correct if possible."
e		"Our company is very small, but we should have our own marketing research department anyway--to get the information we need to make good decisions."

3. When a Home Depot cashier checks out a customer by scanning the bar codes of the items purchased, this is an example of what type of research?

a		Observation
b		Experiment
c		Phone
d		Mail
e		Secondary

4. If Southern Shores Corp. gives the Bright Sun Distributing Co. the exclusive right to distribute Southern Shores' products in Florida with the agreement that Bright Sun can't sell Southern Shores' products outside Florida or to other wholesalers in Florida, this arrangement:

	a	WOULD DEFINITELY BE ILLEGAL because the courts have ruled that all vertical arrangements between producers and intermediaries are illegal.
	b	MAY OR MAY NOT BE LEGAL--the courts would weigh the possible good effects of this vertical arrangement against possible restrictions on competition.
	c	WOULD DEFINITELY BE LEGAL because the courts have ruled that all vertical arrangements between producers and intermediaries are legal.
	d	WOULD DEFINITELY BE ILLEGAL because the courts have ruled that all horizontal arrangements between competitors are illegal.
	e	WOULD DEFINITELY BE LEGAL because the courts have ruled that all horizontal arrangements between competitors are legal.

5. Ben's Chia Seeds does not feel satisfied with the location and amount of shelf space it is given at Super Healthy Food Markets. This creates a source of

a		vertical conflict.
b		diagonal conflict.
c		horizontal conflict.
d		parallel conflict.
e		placement conflict.

Answer 1

A1.

d. brand insistence.

Brand insistence is one of the most coveted goals of the marketers of any product/service. This is the stage where the consumer is not only familiar with the brand but insists upon using the brand over any other competitive brand. Not only the consumer is happy with the value provided for the price of the product/ service but he/she form an emotional and loyal connection with the brand. This can help in retaining consumers in the long run and helps a company in staying relevant and successful in the idnsutry.