Assignment 2 MNB 1601
QUESTION 1 Pg 428
The increasing spending power of the middle classes in Africa has also increased the expansion of the beer market. The ______________ market then consists of individuals or households purchasing products for their own consumption.
1 consumer
2 industrial
3...
Assignment 2 MNB 1601
QUESTION 1 Pg 428
The increasing spending power of the middle classes in Africa has also increased the expansion of the
beer market. The ______________ market then consists of individuals or households purchasing
products for their own consumption.
1 consumer
2 industrial
3 resale
4 government
QUESTION 2 Pg 432
By segmenting consumers into social class, such as the middle-classes, Heineken is making use of
______________ segmentation.
1 geographic
2 demographic
3 psychographic
4 behavioural
QUESTION 3 Pg 440
Heineken is making use of its strong brand presence to launch the new beer, Radler. Which one of the
following represents the last phase of brand loyalty the consumer will move through?
1 Brand recognition
2 Brand preference
3 Brand insistence
4 Brand activation
QUESTION 4 Pg 446
During the development of the new product, Radler, Heineken would have gone through several phases
of new product development. Which one of the following represents phase 4 of the new product
development process?
1 Physical product is developed.
2 Product ideas are developed.
3 Product ideas are screened.
4 Non-viable product ideas are eliminated.
QUESTION 5 Pg 442
Heineken would have made several decisions regarding the packaging to be used for the new Radler
beer. Which one of the following is NOT a relevant factor in the choice of packaging design?
1 Reusable packaging
2 Packaging materials
3 The shape of the package
4 Packaging sizes
, QUESTION 6 Pg 435
Linsey is graduating at the end of the year and her dad would like to purchase a fountain pen for her as a
special graduation gift. He decides to purchase a Mont Blanc stainless steel pen. The ____________
product in this case would refer to a stainless steel pen that has a stainless steel casing with a fountain-
point tip which meets the need to communicate.
1 core
2 formal
3 need-satisfying
4 total
QUESTION 7
The trademark, Mont Blanc, and the specific packaging Mont Blanc uses for their fountain pens would
contribute to the _____________ product.
1 core
2 formal
3 need-satisfying
4 total
QUESTION 8 Pg 436
Leanda has picked up a nasty cough and needs to purchase some cough syrup. She easily finds some at
her local grocery store and discovers that the variety of brands, although limited, are homogeneously
priced. As which type of consumer product can cough syrup be classified?
1 Convenience product
2 Shopping product
3 Speciality product
4 Grudge product
QUESTION 9
Lux, Dove and Knorr are all products sold through Unilever. However, each product has a separate
marketing communication strategy which is aimed at a specific target market. What type of brand would
Lux, Dove and Knorr be?
1 Family brand
2 Generic brand
3 Individual brand
4 Dealer brand
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