About the customer interests and personalized attention

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Reference no: EM132188932

1. The ______ component includes the caring and individual attention provided by employees. Evaluation criteria include the listening skills of the employee, the sincere caring about the customer’s interests, and personalized attention

A. reliability

B. tangibles

C. empathy

D. assurance

E. responsiveness

2. Laura always uses Box office revenue as her guidance to choose movies. Her logic is, if a movie is a Blockbuster success, it must be a good movie since so many people watched ?it. ?Laura's reasoning is an example of _________

A. Indirect network externalities

B. Direct network externalities

C. Information spillover

D. Herding behavior

3. A company's power structure and the nature of its existing relationships with suppliers are ?all related to which of the major business market segmentation variables? demographic

A. operating variables

B. purchasing attributes

C. situational factors

D. personal characteristics

4. Zocor, a statin (simvastatin) prescribed to combat high cholesterol and to reduce the risk of coronary heart disease, is marketed internationally by Merck & Co. With sales of approx. $ 5bn in 2003, it was the company’s most important sales driver and the second largest product worldwide, preceded only by its competitor Lipitor offered by Pfizer. In Germany, Zocor was launched in 1989, but its patent expired in May 2003.

The German subsidiary of Merck (called MSD Sharp & Dohme) decided to introduce a new brand, Zocor MSD, in January 2003, four months prior to patent expiration. MSD decided to name this new product, Zocor MSD in order to stress its well-proven quality and harness the reputation of Zocor and MSD. Zocor MSD is cheaper than Zocor, but would be more expensive than the generics. Zocor MSD could be best described as a ___________ ?

A. Cash cow

B. Low-end Entry brand

C. Flanker/fighter brand

D. High-end prestige brand

E. dog

5. The availability of various types of Wii games makes Nintendo's Wii (the video game ?console targeted towards the whole family) more attractive, thus increases the sales of ?Wii. This phenomenon is called ______.

A. Indirect network externalities

B. Direct network externalities

C. Information spillover

D. Herding behavior

6. Given our class discussion, 'Brand Knowledge' is composed of ____ and 'Brand Image' (or ?sometimes referred to as 'Brand Meaning'). For example, both Wal-Mart and Target have high ?____, but their 'Brand Images' are very different.

A. Brand Awareness

B. Brand Association

C. Brand Communication

D. Brand Attributes

Reference no: EM132188932

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