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Purchase Behaviour – Quiz
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Question 1 of 7
1. Question
Targeting on ‘fans’ and / or ‘intent’ generates short and mid term revenue. Sustainable brand growth comes from targeting the market.
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Question 2 of 7
2. Question
For Coca Cola around 25% of annual revenue comes from people who buy the brand once every six years.
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Question 3 of 7
3. Question
Big brands have more customers that are slightly more loyal. Small brands have fewer customers that are slightly less loyal. This ‘marketing law’ is called Double Jeopardy.
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Question 4 of 7
4. Question
Once a fan, always a fan.
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Question 5 of 7
5. Question
Loyalty is everywhere. It is substantial. For growth we should mainly focus on loyalty because that is where the most revenue comes from.
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Question 6 of 7
6. Question
Category buyers often buy multiple brands – nothing new. There are however patterns in duplication of purchase: brands have a ‘fixed’ penetration in client bases of other brands, depending on their market share.
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Question 7 of 7
7. Question
Client bases of different brands look alike. So if you know category media behaviour you know where to reach buyers of all brands. Regional differences however have to be taken into account – depending on the penetration of the brands (ie retail brands).
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