1. Consumers select alternatives based on:
A none of the given answers.
B the type of problem recognition that occurs.
C the amount of information search required.
D the relative performance on the appropriate evaluative criteria.
2. All of the brands that a consumer would consider for the solution of a particular problem are known as the:
A inert set.
B decision set.
C inept set.
D evoked set.
3. Positioning:
A is the way a product compares to its competitors, as perceived by consumers.
B is generally limited to observable behaviour.
C can be based only on real product advantages.
D is the same as repositioning.
4. Performance dimensions include:
A symbolic performance.
B instrumental performance and symbolic performance.
C classical performance.
D instrumental performance.
5. Which of the following is not a direct method for determining which evaluative criteria are being used?
A All of the given answers are direct methods.
B interviews
C focus groups
D projective techniques