1. Zeke wants to buy a new pair of sunglasses that he can wear when driving. He has narrowed the brands he will consider down to Dragon Optical, Oakley, Abriko, and Zeal Optics. These 4 brands represent Zeke’s
a. Evaluative criteria grouping
b. Dissonance suppressors
c. Internal information set
d. Evoked set
e. Brand loyalty group
f. Brand switching matrix
2. A “gap” in a perceptual map might represent any of the following, except…
a. A potential market opportunity
b. A position already held by one of your competitors
c. A combination of features for which there is no significant market
d. A lack of complete data about the market
e. All of the above
f. None of the above