Professional Certified Marketer: PCM

Goldwyn, a market researcher at Horpine Analytics, is creating a survey to measure the value of his company's brand as perceived by customers. Which of the following questions will help Goldwyn measure the top-of-mind awareness of Horpine Analytics?

A. Have you used the services of Horpine Analytics?

B. What are companies that you depend on for your business needs?

C. What companies do you think of first when you hear the phrase market analysis?

D. When was the last time you used an analytics tool?

E. What is the likelihood of recommending Horpine Analytics to others?

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 RandD 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 _____.

A. alpha testing

B. beta testing

C. market testing

D. concept testing

E. idea generation

_____ is a popular positioning method because the relationship of price to quality is among the most important considerations for consumers when they make a purchase decision.

A. Product attributes

B. Value

C. Symbols

D. Brand image

E. Competitor differentiation