Exam 5: Consumer perception

The service industry faces a challenge when setting a price for intangible products. Three types of pricing strategies, based on customer perception of the value provided by the purchase, have been postulated. Which of the following is not one of the strategies?

'We've got the best quality product in the market and we must drive home that idea to our target market,' explained Harvey Norman. He was speaking of the need to establish the product's:

_______ is a problem experienced by many TV advertisers during special programming events such as the Olympic Games. For example, with many brilliantly executed commercials all competing with one another as well as with the Olympic Games themselves for viewer attention, often no one commercial will stand out from the rest.

When Kentucky Fried Chicken changed its name to KFC, it was to omit the dreaded word 'fried' from its advertising. KFC had to go through a(an) _____ process to justify the name change.

With obesity rates rising, companies have attempted to create foods that mimic the taste of the fatty, unhealthy foods by providing healthier substitutes. However, the healthier options are not likely to be adopted by obese consumers unless:

_____ is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decision.

One way to ensure that product changes remain below the point of just noticeable difference (that is, the differential threshold) is for the manufacturer to reduce the product's quantity rather than the price.

Consumers have a heightened awareness of the stimuli that meet their needs or interests and a lower awareness of stimuli irrelevant to their needs. Thus, they are likely to note ads for products that would satisfy their needs or for stores with which they are familiar, and disregard those in which they have no interest. This describes:

After looking at the television advertisement, Nick noted, 'I didn't understand what it was trying to say.' For Nick, the ad apparently had problems with:

When other cues are available to consumers (e.g. brand name or store image), they may be ____ influential than/as price in determining perceived quality.

Evaluation of a single object or person with a multiple of dimensions being based on the evaluation of just one or a few dimensions is known as:

Foster's introduced three brands of beer and positioned them according to different criteria. Which positioning strategy would that fall under?

Product placement is a marketing technique used by marketers for many years where a product is integrated into the TV show or film. This technique stems from which concept?

'The minimal difference that can be detected between two similar stimuli' defines:

A company emphasising an improvement in their product must ensure that the improvement exceeds the consumers':

Perception is the result of:

What is the difference between selective attention and perceptual defence?

Two people driving together may spot a billboard at different times. This means they have different:

It is sometimes more difficult for a company primarily providing services to establish a clear image with its customers because of the:

Mary watches an advertisement for jeans on television. She notices the style and comfort of the jeans but can't recall the price or terms of sale. Mary is experiencing selective perception.