Question 1

X-Pert Bikes sells bikes for people of all ages. The company is creating a new advertising campaign targeted only at existing customers, encouraging them to buy an X-Pert Bike the next time they want a bike. The company also begins an X-Pert Club for existing users of X-Pert Bikes, as research has shown that familiarity with a brand increases the chances of repeat purchases. In this case, X-Pert's campaign is aiming to build ______.

Accepted Answer

The advertising campaign and creation of an X-Pert Club for existing customers is aimed at promoting repeat purchases and building brand loyalty. Therefore, the best choice is E, brand loyalty.

Question 2

X-Pert Bikes sells bikes for people of all ages. The company is entering the Indian market for the first time. Indian consumers are not familiar with the brand or its products. The company is planning its introductory ad campaign. Which of the following should the company aim to build first?

Accepted Answer

Since X-Pert Bikes is entering the Indian market for the first time and Indian consumers are not familiar with the brand or its products, the company should aim to build brand awareness first. This will allow the company to introduce itself and its products to potential customers and create a foundation for future marketing efforts. Once the brand is established, the company can focus on building other aspects such as brand loyalty and brand parity.

Question 3

Rudolf Freer Inc., an automobiles manufacturer, decides to create an all-weather golf cart. The decision is stimulated by the increasing popularity of snow-golfing. The R&D team of Rudolf develop a working model of the golf cart and simulate different weather conditions in the lab to see how the golf cart holds up. The golf cart is currently in the stage of _____.

Accepted Answer

The stage where the R&D team is testing the working model of the golf cart in different weather conditions in the lab is alpha testing. This is the first testing stage where the product is tested in a controlled environment to identify and fix any issues before moving onto further testing stages. Beta testing involves testing the product with a select group of users in a real-world environment, market testing involves testing the product in a specific market before fully launching, concept testing involves testing the initial concept or idea before developing a working model, and idea generation involves generating new ideas for potential products.

Question 4

_____ are consumers who like to avoid change and rely on traditional products until they are no longer available.

Accepted Answer

Laggards are consumers who are the last to adopt new products and generally avoid change, relying on traditional products until they are no longer available. They are slow to accept new ideas and technologies, and often have lower incomes and less education than other consumer groups.

Question 5

Ricardo buys a dental care kit from Sobreno's, a retail store. The kit contains mouthwash, toothpaste, floss, tongue cleaner, and toothbrush in individual boxes with the manufacturers' labeling. The mouthwash comes in a 50-ounce bottle, the toothpaste in a 4-ounce tube, the floss in a small pack, and the tongue cleaner and toothbrush in anti-bacterial wraps. Which of the following from the scenario is a primary package?

Accepted Answer

The answer of Ricardo buys a dental care kit from...

Question 6

Quano Inc. decides to produce a 3D-display phone, Chel, which is a much-anticipated release. Raymond and Jenny are among thousands of buyers who queue up outside a retail store to buy Chel on the day of its release. Most buyers are disappointed within a week because of heating issues. Quano announces immediately that it would replace the defective phones with a rectified model. Raymond and Jenny's replacement phones arrive after three months. The new Chel has a few issues that are taken care of by a software upgrade. This prompts a flood of sales. Trevor is one of Quano's regular customers who buys Chel after the software upgrade. In this scenario, Trevor is one among the _____.

Accepted Answer

Trevor is not among the early adopters or innovators, who are the first to try a new product. He is also not among the late majority or laggards, who are hesitant or resistant to new products. Trevor is part of the early majority, who wait for the product to be tested by the early adopters before making a purchase. When the product is improved and the issues are resolved, the early majority is more likely to make a purchase, which is the case with Trevor buying Chel after the software upgrade.

Question 7

Filz, a consumer electronics manufacturer, wants to produce a new line of eco-friendly ACs to tap into the segment of customers who make environmentally conscious decisions. It asks the R&D team to come up with a suitable technology to facilitate the production of eco-friendly ACs. Which of the following stages of product development has be exemplified in this scenario?

Accepted Answer

The scenario exemplifies the idea generation stage of product development, where Filz is seeking suggestions from its R&D team for a suitable technology to produce eco-friendly ACs to tap into the segment of customers who make environmentally conscious decisions.

Question 8

Which of the following is true of packaging a product?

Accepted Answer

Consumers are often drawn to products with new or updated packaging because it can create a sense of novelty and excitement. This can lead to increased interest in the product and a higher likelihood of purchase. Choices A, B, C, and D are all incorrect as they either make false statements or do not relate to the benefits or drawbacks of packaging a product.

Question 9

When should a company use individual brands over family brands?

Accepted Answer

When the products vary in their usage and performance, it is better to use individual brands as they can each be communicated to their target market based on their specific benefits and uses. A family brand may not be effective in communicating the different advantages offered by each product.

Question 10

Donner Inc. manufactures a new vacuum cleaner that it claims can actively disinfect areas from bacteria and viruses, along with dust and dust mites. Whitwell Technologies, Donner's competitor, is fascinated with the idea but does not want to license technology from Donner Inc. Instead, the R&D team at Whitwell take apart Donner's vacuum cleaner to understand how it works. Whitwell improves on the technology and manufactures a vacuum cleaner that it claims to be better at disinfecting areas from bacteria and viruses than other competitors. Which of the following is illustrated in the scenario?

Accepted Answer

The scenario describes Whitwell Technologies taking apart Donner Inc.'s vacuum cleaner to understand how it works, which is an example of reverse engineering.

Question 11

Procedural fairness refers to:

Accepted Answer

Procedural fairness is the perceived fairness of the process used to resolve complaints. This includes factors such as whether the customer was given a chance to explain their situation, whether the process was transparent and impartial, and whether the company took steps to address the complaint in a timely manner.

Question 12

Sandra has been using her Xapa-6, a six-year old phone model from Keto, for the past four years. Despite several other releases from Keto and advancements in mobile phone technology, Sandra hasn't switched to a newer model. In this scenario, Sandra is one among the _____.

Accepted Answer

Sandra's behavior suggests that she is resistant to change and prefers to stick with what she knows, even if it is outdated. This is a characteristic of laggards, who are the last group of consumers to adopt new technologies.

Question 13

Which of the following combinations is used to determine the equity of a brand?

Accepted Answer

Brand equity is determined by the awareness, perceived value, associations and loyalty that consumers have towards a brand. These factors help in assessing the brand's strength and its ability to generate greater revenue for the company. Choice B, C, D, and E are not directly related to the determination of brand equity.

Question 14

The profit earned by a product is at its lowest during the _____ stage of the product life cycle.

Accepted Answer

During the introduction stage, the product is new to the market, and costs are high due to marketing and production, while sales are low, resulting in the lowest profit.

Question 15

Which of the following is most likely to be considered a convenience product?

Accepted Answer

A can of soda is a classic example of a convenience product. It is frequently purchased by consumers without much thought or effort, and is often readily available in many different locations.

Question 16

PlayBall, a manufacturer of gaming consoles, announces the release of its new device. Karen, wanting to be one of the first to own the new gaming console, stands in a queue for over five hours on the day of its release. Even though disappointed that the product sold out before her turn arrived, Karen returned at 2 A.M the next day and was the first person in line. In this scenario, Karen is one among the _____.

Accepted Answer

Innovators are the first individuals in a social system to adopt an innovation. As Karen stands in line for over five hours on the day of the release and returns at 2 A.M the next day, she is an innovator because she is among the first to adopt the new gaming console.

Question 17

Bisky, a newly-founded biscuit company, is developing its first product, Jamz. It intends to the sell the product as a nutritious alternative to other biscuits. It markets the product with the tagline "A healthy snack for a healthy you." Which of the following is true of this scenario?

Accepted Answer

The FDA is responsible for regulating the accuracy of product claims related to health and nutrition. Bisky's claim that Jamz is a nutritious alternative to other biscuits would need to be verified by the FDA before it could be marketed. The other options are not relevant to the scenario.

Question 18

Raymond is driving across town when he spots a billboard that reads, "When life begins…" He instantly recognizes this as the tagline for Voch Spa and expects to find a spa nearby. Which of the following aspects of a brand is exemplified in this scenario?

Accepted Answer

This scenario exemplifies brand association, as Raymond recognizes the tagline as belonging to the Voch Spa brand and expects to find a spa nearby. None of the other options apply in this scenario.

Question 19

_____ occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.

Accepted Answer

Brand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold, and it can lead to a decline in brand equity. For example, if a luxury fashion brand were to start selling low-priced, low-quality items, this could dilute the perception of luxury and quality associated with the original brand.

Question 20

What is the advantage of manufacturer brands?

Accepted Answer

Manufacturer brands are produced by the company that makes the product, resulting in consistent quality. This is an advantage as it can help build trust and loyalty with consumers who know they can trust the quality of the product.

Exam 1: Professional Certified Marketer