Module 1 Graded Assessment >> Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
TOTAL POINTS 10
1.(Positive) differential effect of the brand name on consumer response to marketing actions is referred to as:
1 point
2.__________ is the consumers’ ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance.
1 point
3.The range of purchase and consumption situations where the brand comes to mind is considered as:
1 point
4.________________ is the process of evaluating each consumer segment’s attractiveness and selecting one or more segments according to their attractiveness for the company.
1 point
5.__________ is the process of occupying a clear, distinctive, and desirable place in consumer’s minds relative to competing products.
1 point
6.Please state which of the below concepts describe how well a market offering fulfills customer needs.
1 point
7.________________ means the degree to which a consumer consistently purchases the same brand within a specific product category.
1 point
8.Which of the following statements about brand loyalty is NOT correct?
1 point
9.Consumers exhibiting ___________ loyalty generally have one or more specific reasons for their purchase decisions and they can easily articulate these reasons.
1 point
10.___________ loyalty is habitual. The consumer is loyal to the product not because of an emotional or rational involvement, but simply because of a routine that he or she has established.
1 point
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