Marketing Communication and Perceived Benefits Quiz

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What can create challenges in cross channel cannibalization according to the text?

New entrant Couponing (correct)

Price promotions

Economic situations

Perceived Price Dispersion

During inflationary times, what is especially true according to the text?

Customer Perception Mismatch

Perceived Price Large Dispersion (correct)

Perceived Benefits Dispersion

Miscommunication of benefits

What can lead to a perception mismatch according to the text?

Orientation of segmentation

Variation in perceived benefits

Poor marketing communication techniques

Changes in economic situations (correct)

What can cause confusion about the set of benefits or their value according to the text?

Market Segmentation Signup and view all the answers

Which approach can help fix miscommunication of benefits within a company based on the text?

Consumer Research Approach Signup and view all the answers

What naturally arises when different segments pay attention to promotional activity differently?

Perceived Benefits Dispersion Signup and view all the answers

What is a common error when creating a Price to Benefits map?

Including multiple and disparate market segments as one Signup and view all the answers

Which group of customers is likely to have a more accurate reading of the benefits of a product?

Customers with direct and recent exposure to the product Signup and view all the answers

What may cause many customers to discount the perceived benefits of a product?

Risk aversion and aversion to change Signup and view all the answers

What approach involves identifying competing products and positioning them on a price to value map based on management's perception of benefits?

Executive Approach Signup and view all the answers

In business markets, what is the difference in approach between executive management and mid-level management?

Executive management seeks change and improvement, while mid-level management seeks stability Signup and view all the answers

Which approach uses market transaction prices and expert evaluations of benefits to position products on a price to value map?

Delphi Approach Signup and view all the answers

What does the Consumer Research Approach primarily measure?

Perceived benefits and perceived price of products Signup and view all the answers

How does dispersion in risk tolerance affect benefits perception?

Some customers discount perceived benefits due to risk aversion Signup and view all the answers

When creating a Price to Benefits map, why is it important to avoid treating multiple market segments as one?

Each segment may have different perceptions of benefits Signup and view all the answers

Which factor can lead to dispersion in perceived prices within a market?

Hidden pricing Signup and view all the answers

What element may cause variation in prices within a market due to different distribution channels and locations?

Phone tariff structures Signup and view all the answers

How does the Executive Approach differ from the Delphi Approach in terms of placing products on a price to value map?

Relies on management impressions Signup and view all the answers