Marketing Communication and Perceived Benefits Quiz
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Questions and Answers

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?

    <p>Market Segmentation</p> Signup and view all the answers

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

    <p>Consumer Research Approach</p> Signup and view all the answers

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

    <p>Perceived Benefits Dispersion</p> Signup and view all the answers

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

    <p>Including multiple and disparate market segments as one</p> Signup and view all the answers

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

    <p>Customers with direct and recent exposure to the product</p> Signup and view all the answers

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

    <p>Risk aversion and aversion to change</p> 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?

    <p>Executive Approach</p> Signup and view all the answers

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

    <p>Executive management seeks change and improvement, while mid-level management seeks stability</p> 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?

    <p>Delphi Approach</p> Signup and view all the answers

    What does the Consumer Research Approach primarily measure?

    <p>Perceived benefits and perceived price of products</p> Signup and view all the answers

    How does dispersion in risk tolerance affect benefits perception?

    <p>Some customers discount perceived benefits due to risk aversion</p> 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?

    <p>Each segment may have different perceptions of benefits</p> Signup and view all the answers

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

    <p>Hidden pricing</p> Signup and view all the answers

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

    <p>Phone tariff structures</p> 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?

    <p>Relies on management impressions</p> Signup and view all the answers

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