Velocity Inc., a manufacturer of sports shoes, conducted a marketing research st
ID: 391579 • Letter: V
Question
Velocity Inc., a manufacturer of sports shoes, conducted a marketing research study and found that a vast majority of consumers recall company's "Accelerate further" slogan. In this scenario, it can be concluded that:
a. consumers have evaluated Velocity's products.
b. consumers are aware of Velocity's advertising.
c. consumers have favorable attitudes toward Velocity.
d. Velocity has adopted a niche marketing strategy.
e. Velocity is using a concentrated marketing program.
Which of the following is true of the low-involvement hierarchy?
Select one:
a. It does not advocate the use of broadcast media.
b. It usually occurs during the purchase of expensive products.
c. It is also known as the dissonance/attribute model.
d. It occurs when differences among brands are minimal.
e. It follows a feel...learn...do sequence.
Explanation / Answer
Velocity Inc., a manufacturer of sports shoes, conducted a marketing research study and found that a vast majority of consumers recall company's "Accelerate further" slogan. In this scenario, it can be concluded that:
b. consumers are aware of Velocity's advertising.
The advertising campaign of Velocity has left an enduring impression on the minds of the consumers who are still able to recall the slogan, “accelerate further” of Velocity Inc. This shows that the consumers are aware of Velocity’s advertising.
Which of the following is true of the low-involvement hierarchy?
d. It occurs when differences among brands are minimal.
When the differences among the brands are minimal, consumers do not mind switching from one brand to the other because they are not brand conscious neither are involved with a certain brand in a great manner because the other product offering is very similar to that of one product of a brand. Hence it occurs when differences among brands are minimal.
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