Each week's discussion forum has two major topics.
quizes
week 1
Question 1
Which of the following definitions of marketing most accurately reflects the definition of the American Marketing Association?
1)
Marketing is a process of producing maximum profits.
2)
Marketing is a social and managerial process by which individuals and organizations obtain what they want and need.
3)
Marketing is the creation of value for customers who then are able to buy what they need and want, when and where they want.
4)
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
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Question 2
Why can't the term marketing be used to refer to advertising activities performed by a marketer?
1)
Because advertising is not one of many marketing communications tools
2)
Because marketing is a much broader, strategic discipline and advertising is only one part of the communication function of marketing
3)
Because advertising is commonly used interchangeably with the term marketing by professional marketers
4)
Because without advertising it won't matter what the company markets because no one will know about it
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Question 3
How do marketers ensure customers can find offerings?
By ensuring their products are offered on the internet
Correct Answer
By ensuring they developed supply chains that are designed to deliver the right product to the right customer at the right time
By spreading word of mouth promotions
In
By ensuring that the customer understands how to use a product and why the product has value to them.
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Question 4
What is marketing's most important role?
1)
Bring needed products and services to consumer groups
2)
Contribute to the organization's profits by ensuring the company is offering the right products.
Correct Answer
3)
Create value for consumers
In
4)
Grow the organization in terms of market share, overall revenues, profit margin, or other measurement of success as defined in the organization's strategic plan.
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Question 5
The personal value equation refers to:
Correct Answer
the relationship between the price of the product and how difficult it is to purchase the product versus the benefits the customer hopes to receive.
In
how much a consumer feels a particular product is worth.
the combination of price and the benefits the customer hopes to receive from his purchase.
the combination of the brand equity of the product, the degree to which the product is discounted, the number of competing products and the effort the consumer needs to purchase the product.
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Question 6
What is an offering?
The benefits of acquiring a particular product.
The price a consumer pays to acquire a product.
Correct Answer
A bundle of value deliverered via a product, a service, or a combination of the two, plus the price
In
A tangible good a consumer can purchase
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Question 7
Which statement best describes the 'offering' of an Apple iphone.
In
A cell phone that costs more than competing offerings because consumers perceive that the iPhone offers more features than any other cell phone and is worth the price, and the Apple brand is known and respected.
A state of the art mobile phone device that needs to be attached to a cell service provide for worldwide phone connectivity
A means to connect with anyone, any where, any time
Correct Answer
A bundle of features and benefits along with the reputation of Apple products, the warranty and ancillary support
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Question 8
What is the value of an organization having a customer-focused value proposition?
A good value proposition will ensure that the organization achieves a profit or other goals.
A value proposition is the tagline or jingles used by marketers in all of their marketing communications that customers can easily remember.
A value proposition spells out the price of a product or service offering in terms the customer can understand and therefore make a decision. The customer does not need to search for the price.
A value proposition helps customers quickly identify the benefits of a product or service offering, and can distinguish those features and benefits from competing offers.
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Question 9
Which of the following marketers do you think practices the marketing concept?
1)
A cat food company that drops its price by 10%
2)
A use car salesman who wants to sell you a car that will provide her with the highest possible commission
3)
A restaurant that encourages customers to fill out a feedback card and use that information to improve the restaurant offering
4)
A new operating system that will replace an existing operating system within six months for an increase in user fees
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Question 10
Why should marketers try to benefit society at large?
Because marketing facilitates trade which makes people's lives better.
Because if they don't goverments and consumer groups will eventually regulate the industry.
Because all of society are potential customers.
Because consumer advocacy groups can initiate a boycott of the company's product.
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Question 11
What are the major steps in a strategic planning process?
1)
conduct marketing research to identify customer needs
develop a mission statement
develop a valuable offering
communicate the offering
2)
environmental analysis
mission statement
objectives
value proposition and strategy formulation
3)
mission statement
value proposition
environmental analysis
strategy formulation
4)
develop mission statement
develop corporate objectives
scan the internal and external environments
develop product or service offerings
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Question 12
Which of the following represents a customer-focused mission statement.
Our mission is to expand globally within the next five years.
Our mission is to become the product of choice for all our customers.
Our mission is to become the world's leader in our technological field.
Our mission is to grow the company with state of the art products and services.
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Question 13
What is the reason why a good strategic plan includes an analysis of the current situation including a SWOT analysis?
To ensure the organization identifies everything that happened in the past to include that history in its strategic plan
To ensure all departments are represented in the strategic planning process
To ensure the organization does not repeat past mistakes.
To ensure the organization plans to minimize its weaknesses and threats and maximize its strengths and opportunities
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Question 14
Why is it important for organizations to adopt a marketing orientation?
Because it no longer matters what an organization offers so long as it produces profits.
Because the marketing orientation ensures the organization will reach maximum sales
Because the selling orientation doesn't work anymore
Because adopting a marketing orientation means the organization focuses its efforts and resources on creating value to satisfy customer wants and needs
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Question 15
Why should an organization operate in an ethical and socially responsible manner?
Correct Answer
Because consumers are demanding ethical and socially responsible behavior.
Because marketing has a bad reputation and companies need to regain the public's trust
In
Because organizations can be assessed heavy fines if they do not operate ethically and in a socially responsible manner.
Because the organization's officers can be held personally responsible if the company is found to have violated an ethical norm.
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week 2
Question 1
What are the essential and effective components of customer empowerment?
A customer relationship management program that ensures needs of MVC's are being met better than other customers
Encouraging customers to complain about products to online customer communities and the company
Referring customers to competitors in order to price compare
Enabling customers to participate in the design of current and future products and provide feedback
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Question 2
What is the purpose of influencer marketing?
Posting signs in a store to influence purchase decisions at the point of sale
Key corporate officers infuencing the daily management of frontline employees
Targeting people known to influence others who may be potential customers
Using influencial celebrities for disinformation campaigns against competitors
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Question 3
When does a consumer become a customer?
When a consumer buys a product or service for the first time
When the consumer wishes he could buy the product
While a person stands in line to buy a product
When the consumer acknowledges a need for a product or service that he wants to fill
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Question 4
What might be a most favorable outcome of viral marketing?
A company's message is spread widely through a community by word of mouth.
Customers post negative assessments on product review websites.
Computer antivirus programs are upgraded.
Public health numbers of contagious diseases declines as a result of public health awareness campaigns.
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Question 5
Which of the following is NOT a type of online social media?
Social networking sites
Wikis
A downloadable corporate brochure
Blogs that enable content contributors
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Question 6
Which type of customer loyalty would marketers prefer?
Complete loyalty
Attitudinal loyalty
Marketers don't care if a customer is loyal
Behavioral loyalty
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Question 7
What is one strategy for generating attitudinal loyalty?
Correct Answer
By engaging in cause-related marketing activities important to the customer communities
By developing a memorable logo that conveys the attitude of the product or service
In
By using celebrity endorsers who are influencial in changing customers' attitudes towards a product or service
By proving to customers that the company can be trusted
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Question 8
Annie loves to travel on Delta because the frequent flier program allows her to fly more often. Which positive affect of a loyalty program does this describe?
Spreader effect
Accelerator effect
Positive effect
Blocker effect
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Question 9
Doug is anxious to reach the 1 million point level in his Marriott rewards program so he can take his wife on an around the world vacation. He stays out of town on business trips as often a possible to try to increase the number of nights that count towards the 1 million. Doug is exhibiting which of the positive effects of the Marriott loyalty program?
Longevity effect
Blocker effect
Spreader effect
Accelerator effect
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Question 10
Customer satisfaction means:
The customer is delighted with the product or service
The customer tells all his friends how happy she is with her purchase.
The product or service is exactly what the customer expected.
The customer gives the company all 'fully satisfied' marks on a customer satisfaction survey.
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Question 11
The best way a company can ensure customer satisfaction is to:
send the customer a customer satisfaction survey after prompting them on the 'right answers'.
give the customer more than they are expecting.
There is nothing a company can do to improve customer satisfaction because products and services can't be perfect for everyone.
establish appropriate expectations in the minds of the customers and deliver those expectations.
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Question 12
Why is it important to measure customer satisfaction?
Because customers who are unsatisfied want to vent their frustration to the company in a formal manner
Because customer satisfaction is tied to employee compensation
To uncover problems the company was not aware of and constantly improve its products and services
To identify complaining customers before they experience cognitive dissonance
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Question 13
Should a company satisfy all its customers?
Correct Answer
No. There are too many consumer variables not in the marketer's direct control that impacts the customer's perception of satisfaction.
Yes. A company that knows exactly what customers want should be able to deliver it.
Yes. That is the standard the company should establish for themselves.
In
No. Some people just can't be satisfied no matter what the company does.
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Question 14
Can consumers trust the product or service reviews they read online?
Yes. These reviews are written by customers just like us.
In
No. Only satisfied customers write reviews and the reviews are biased too favorably towards the productd.
Correct Answer
No. The principle of caveat emptor applies to the online environment.
Yes. There are safeguards in place to eliminate negative or untrustworthy reviews.
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Question 15
Permission marketing means:
Correct Answer
A company asks the customer's permission to send them messages.
The company gives its permission for its marketers to send emails and other messages to potential customers.
In
The customer asks the company to send him messages.
The federal government grants permission for companies to send messages to customers.
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Question 1
Wny is it important for marketers to understand consumer behavior theories?
Correct
Because in addition to marketing stimuli, the consumer has other stimuli they bring to their decision-making processes
Because marketers need to develop strategies for each of the consumer behavior factors
Because they may be able to manipulate consumers into purchasing their products
Because consumers are all different and need different products and services
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Question 2
Which of the following stimuli can a marketer control?
Correct Answer
The price of an offering.
Incorrect
A consumer's relationship with a brand
When a consumer purchases a product or service offering
The consumer's social class
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Question 3
How can a marketer influence the decision of a consumer who identifies with the upper social class?
By only selling through the internet
By ensuring a reasonable price for the product
Correct
By appealing to their need for exclusivity by limiting distribution to only one exclusive retailer
By widely advertising in major urban newspapers
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Question 4
The consumer purchase process begins when:
the manufacturer promotes the availability of the product.
the consumer surfs the internet looking for information on a particular product or service.
a consumer sees an ad for something he wants on TV.
Correct
the consumer identifies a need he wants to fill and has the resources to do so.
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Question 5
Consumers ask their friends for product recommendations during which stage of the Consumer Purchasing Process?
Product choice and purchase
Correct
Search for information
Product evaluation
Need recognition
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Question 6
What happens if a consumer purchases a product that does not live up to his expectations following an extensive consumer decision making process?
The customer returns the product and hopefully gets a refund.
Incorrect
The customer tells all his friends about his bad experience in hopes of influencing them to not purchase the product.
Correct Answer
The consumer experiences cognitive dissonance.
The customer begins the decision-making process over again and hopefully has a better result.
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Question 7
At which stage of the consumer decision-making process does the consumer actually own the product or service offering?
Search for information
Disposal of the product
Product evaluation
Correct
Product choice and purchase
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Question 8
At what stage of the consumer decision process can a marketer influence the customer by having a highly recognizable brand name?
Incorrect
Product evaluation
Product choice and purchase
Correct Answer
Search for information
Need recognition
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Question 9
At what stage of the consumer decision process can a marketer focus on creating primary demand for a new product?
Correct
Need recognition
Product evaluation
Product use and evaluation
Search for information
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Question 10
A buying decision in which the consumer is highly involved means:
the consumer will make a list of pros and cons for each of the products under consideration.
Correct Answer
the consumer views the purchase as risky because of the price or because the purchase will reflect some aspect of her personality that is important to her.
the consumer doesn't trust advertising and insists on taking the time to do all the research himself.
Incorrect
the consumer likes to save money and shops for deals on every purchase.
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Question 11
Why should marketing be concerned with disposal of a product as the last stage in the consumer decision process?
Beause they might be able to charge for disposal of their product
Correct
Because consumers are more concerned with environmental issues, and consumer concerns should be the company's concerns
Because they can use the old product to make new ones and increase profit margins
Because government regulations require them to be concerned with disposal.
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Question 12
When making a routine purchase, does the consumer go through all the stages in the consumer decision process?
Yes. The consumer still goes through all the steps in the consumer decision process, but may take significantly less time at each of the stages.
No The consumer does not have to pass through any of the stages in the consumer decision process.
Yes. It doesn't matter the frequency or size of the purchase the consumer goes through all the steps for each and every purchase.
Correct
No. If the consumer already knows what she wants because of prior experience and satisfaction with the product, she will go directly to the product choice and purchase stage.
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Question 13
Why do marketers need to be concerned with situational factors affecting consumer behaviors?
Correct
Because situational factors greatly affect a consumer's ability to buy a product or not buy a product
Because a situation may arise at the company that is not favorable to the consumer
Because situational factors identify whether or not the consumer has the means to buy the product
Because whether the product is purchased or not depends on the situation
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Question 14
If you were going to look for a retirement savings product, one of the personal factors that is affecting your decision is:
Incorrect
Lifestyle
Correct Answer
Age
Self-concept
Gender
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Question 15
If you were considering purchasing a season ticket to the symphony orchestra, which level of Maslow's Hierarchy of Needs are you trying to fulfill?
Safety needs
Social needs
Esteem needs
Psychological needs
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week 4
Your quiz has been submitted successfully.
Question 1
Target marketing may also be considered as ________.
wide blasts of media messages
shotgun marketing
undifferentiated marketing
differentiated marketing
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Question 2
If you were describing a market for farm equipment, which segmentation basis would be the primary descriptor of the market segment?
demographic
behavioral
psychographic
geographic
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Question 3
What kind of information would be considered in demographic segmentation?
nationality, social class, job title
location, longevity, language
age, income, gender
intelligence, maturity, stability
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Question 4
What are the common characteristics of a family life cycle?
A family's transportation preferences
The ups and downs a family faces over the cousre of a single year
The age range of a family
The stages a family goes through over time and the effects of these stages on their buying behavior
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Question 5
Does a customer's ethnicity impact buying decisions?
Consumer diversity is a social rather than a marketing concern.
Ethnicity has a large impact on purchasing decisions.
Ethnicity has a minor impact on purchasing decisions.
Ethnicity has no impact on purchasing decisions.
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Question 6
Psychographic segmentation deals with which customer characteristics?
Addictions, avoidances, angtagonisms
Neuroses, psychoses, dysfunctions
Age, gender, income
Values, attitudes, lifestyles
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Question 7
What might be among the benefits of effective market segmentation?
Customer messages are more difficult to compose for segmented customers.
There are no benefits to be gained by segmenting customers.
In
The marketing department will be allocated a larger budget for more advertising to reach even more potential customers.
Correct Answer
The numbers of possible competitors decreases in a well-defined segmented market.
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Question 8
What is the critical role of 'positioning' in marketing?
It can incorporate a competitive message.
It provides a cogent reason why a customer should buy a product.
It can override a customer's predisposition.
It diverts attention from the product's flaws.
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Question 9
Which of the following is the best approach to repositioning a company's products and/or brands?
Correct Answer
Changing market perceptions with changes in promotional messages
In
Product and brand repositioning is impossible to achieve
An increased focus on a company in marketing messages
Eliminating the product or brand from the company's holdings
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Question 10
Demographics can be used to help companies develop products to meet consumer needs and to anticipate future needs. For example, if a power tool company learned that more women are making home-improvement product purchase, using this demographic data the company could _____.
increase the price of all their consumer power tool products.
stop producing consumer power tools.
include large-print instructions with consumer power tool products.
produce a line of pastel-colored power tools.
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Question 11
Demographics can be used to help companies develop goods and services to meet consumer needs and to anticipate future needs. For example, a pizza shop has a limited delivery zone. The pizza shop owner learns that a new apartment building has just been built on the outskirts of town just outside their regular delivery area. The residents of the apartment building are young families. The pizza shop owner knows that young families are his biggest consumers. What should the pizza shop owner do?
Ignore the new demographics of his growing community.
Add new pizza specials to his menu that families will enjoy.
Increase the scope of the delivery area to include the new apartment building.
Survey existing customers to collect information about the growing community.
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Question 12
A company that wants to focus all its limited resources on one market segment would practice which target-market strategy?
Undifferentated
Global
Concentrated
Multisegment marketing
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Question 13
Mary Jane is opening a new boutique store in the heart of an historic city. Mary Jane will only sell art produced by local artists as she noted other galleries were selling artwork from artists located across the country. Mary Jane will engage in what market target market strategy?
Differentiated
Niche
Undifferentiated
Multisegment
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Question 14
Segmenting global markets is the same as segmenting domestic markets.
In
No, global marketers need to segment only by picking countries in which they want to sell their products or services.
No, customer variables in different countries are easier to identify than domestic customer variables.
Yes, global markets are much easier to segment than domestic markets.
Correct Answer
Yes, the same segmentation variables apply to global as well as domestic markets.
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Question 15
Which of the following is NOT a characteristic of an attractive market segment?
The segment is sizable enough to be profitable.
The segment is growing.
The segment is all female.
The segment is accessible.
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week 5
Question 1
There are four levels of a product: core, tangible, augmented, and promised Which of the following represents an intangible product?
A new projector screen TV for teens to share with their friends
An outdoor kitchen to improve the value and appearance of a home
Correct Answer
Life insurance with a high premium and high cash value after 20 years
In
A new Range Rover for its unique styling and brand name
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Question 2
What is the advantage of a service-dominated approach to products?
Because everything today is essentially a service
Because it integrates the product, price, and service dimensions of an offering
Because you don't have to be concerned with tangible benefits
Because services are more dominant today that pure goods.
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Question 3
Which stages are part of the product life cycle?
Early maturity, late maturity, demarket
Product development, product testing and launch
Introduction, launch, demarketing
Growth, maturity, decline
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Question 4
The product line is a group of related offerings. Which answer does NOT explain the definition of a product line?
A line extension can be added
Can be broad or narrow
The entire assortment of products a company offers
Created to make marketing strategies more efficient
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Question 5
The service-dominant approach to marketing considers three separate and distinguishable characteristics. Which of the following is NOT one of them?
Planning
Products
Services
Prices
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Question 6
Which of the following best describe the new offering-development process?
Product design, testing, feature screening, and commercialization
Idea generation, idea screening, feature specification, development, testing, commercialization, and evaluation
Idea generation, development, and commercialization
Ideation, design, testing, screening, development, and evaluation
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Question 7
In the idea screening stage, companies evaluate new offerings by determining ______.
if the product costs more during idea generation than expected.
the product's features
if the product fits with the image and corporate strategy
if the product works like it is supposed to work or if it needs further development.
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Question 8
Price is _______.
the amount of money a customer pays to receive the offering's benefits.
the value the company believes the product is worth in order for them to make a profit.
the manufacturer's suggested list price (mslp) and not necessarily what the consumer will pay for an offering.
always expressed in terms of US dollars.
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Question 9
Which of the following is an example of total cost of ownership?
A BOGO (buy one get one free) price for a pair of shoes
purchase of a blood glucose meter and the strips necessary to test blood glucose levels.
a Lego set and another related Lego product
Price of a hair appointment and the cost of gas to get to the salon
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Question 10
When an accounting firm packages its audit report in an expensive official looking report cover using linen stationary and the logo embossed on every page, what are they trying to convey to the customer?
a way to present canned information in a way that looks customized
to appear as if their service is really a product
A marketing message to promote their brand name to anyone who sees the report
A tangible aspect to the audit service to help the customer evaluate the service, trust the service, and be comfortable with price paid
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Question 11
Do all products have a technology platform?
Correct Answer
No, technology platforms are unique to products using technology as the basis of their product
Yes, products need technology to be manufactured.
No, the technology as the basis for the product is irrelevant to describing a product.
In
Yes, all products have some aspect of technology involved in them.
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Question 12
For most customers, a fur coat would be an example of what type of consumer offering?
shopping offering
specialty offering
convenience offering
unsought offering
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Question 13
Apple begins markting an iCar. In which stage of the product life cycle would you put the iCar?
decline
introduction
maturity
growth
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Question 14
Kellogg Cereal markets All Bran, a non-sweetened and minimally processed cereal. It is in the decline stage of the product life cycle. What can Kellogg do to generate new interest in All Bran and extend the length of the product life cycle?
Try to get better shelf position for All Bran so consumers see it better and therefore more likely to buy it.
Consider the cereal a 'dog' and take it off the shelves and cut their losses.
Correct Answer
Find a new market segment who would value the healthy cereal such as millinials.
In
Offer price promotions with deep discounts to sell more boxes of All Bran.
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Question 15
Why is having a good brand a great marketing strategy?
To ensure customers don't buy competing offerings
So that other products offered under the same brand name can receive the halo effect of the brand name and brand image
So that marketers don't have to constantly find new product names
So that competitors can't use the same brand name
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week 6
Question 1
Most shippers have track and trace systems to track their product loads in the supply chain. Having the capacity to track products helps shippers anticipate events that could disrupt the supply chain. Which of the following could disrupt the supply chain?
employees taking sick days
shipping mistakes as a result of improper information inputted into the system
hurricane over the Atlantic Ocean
customers changing their minds
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Question 2
The definition of demand planning is _______.
process of demanding channel members to provide value added if they want to be included in the supply chain.
process for estimating how much product customers will buy.
process of anticipating demand prior to production.
process of determining how demanding customers will be when they receive their order.
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Question 3
Which of the following best describe the concepts that influence the price of a product or service?
demand, competition, cost, and government
design, development, materials, and taxation
cost, communication, convenience, and competition
design, delivery, development, and demand
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Question 4
Walmart is a multi-billion dollar retail company that is a buyer from several consumer goods manufacturers. Many of their suppliers have moved to Bentonville, Arkansas, the Walmart headquarters. Why do you think suppliers have moved so close to Walmart headquarters?
Correct Answer
to be around many of the suppliers to Walmart who tend to cluster in the same geographic area for convenience
In
to be able to walk over purchase orders and not waste time with the mail service or an untrustworthy electronic ordering system.
to ensure they can get to headquarters quicker than competitors
to be able to meet with the president of the company as often as possible
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Question 5
A local dermatologist has developed a new line of body scrub products for sensitive skin. She is unsure if she should sell her products through dermatologists' offices or through retail chains such as Sephora. Which explanation best describes why the marketing channel decision is as important as pricing and product features?
because one channel may want a greater percentage of the sale than the other channel
In
because it might be easier for her to make a distribution deal with Sephora, a national chain, as opposed to calling on individual doctor officers that may take too much time and money.
because the skin scrub is like so many other products in that product category that selling through dermatologists offices would give it the aura of being an exclusive product.
Correct Answer
because place communicates to the customer something about the product's value proposition, which includes the benefits and price
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Question 6
Peeps has been manufacturing candy since 1923. Recently they opened a retail store in the Mall of America and two additional locations. Since Peeps is intensively distributed in most other retail stores carrying candy, especially around Easter time, why would Peeps decide to add a new retail store channel?
because Peeps wants to eliminate those other intensive channels of distribution and reposition themselves as an exclusive product
because Peeps can't always count on the other stores to carry their product.
because the Peeps president wants to experiment with a direct channel of distribution
because Peeps believes the retail stores will enhance their brand name recognition and sell more Peeps everywhere the candy is sold as a result
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Question 7
Breakeven point refers to ______.
the point at which total costs equal total revenue.
the point at which revenue equals units sold.
the point at which the firm can finally make a profit.
the point at which consumers have had enough of a product.
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Question 8
The most efficient and effective manner in which to place a product into the hands of the customer is one way to define ________.
In
logistics.
members.
Correct Answer
value chain.
intermediaries.
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Question 9
The shortest marketing channel consists of two parties, the producer and the consumer. This statement best describes which of the following concepts?
mono-channel marketing
indirect channel
direct channel
traditional channel
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Question 10
Which of the following intermediaries buys large quantities of a product and breaks it down into smaller units more convenient for the customer to buy at retail?
distributors
In
manufacturer
Correct Answer
wholesalers
agent/broker
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Question 11
_____ involves trying to sell a product in as many outlets as possible.
Selective distribution
Intensive distribution
Wholesale distribution
Exclusive distribution
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Question 12
______ involves selling products through one or very few outlets.
Selective distribution
Intensive distribution
Wholesale distribution
Exclusive distribution
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Question 13
Which of the following is NOT a pricing objectives?
In
earning a targeted return on investment
Correct Answer
minimizing costs
maximizing sales
maximizing profits
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Question 14
Demand for a product is said to be inelastic when ______.
an increase in price will cause demand to go up or stay the same.
the price goes up the demand goes down.
the price goes down, the product will end up in an outlet store
the price goes up, consumers look for bargains.
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Question 15
Which unethical practice refers to competitors getting together and agreeing to charge the same price?
predatory pricing
skimming
price fixing
bait and switch
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week 7
Question 1 (1 point)
Question 1 unsaved
How does Integrated Marketing Communications techniques add value for customers?
Question 1 options:
IMC integrates all of the product features and benefits into a compelling message.
IMC identifies the basis for the sale to the right target market.
IMC creates a visually exciting and compelling message that can be used in both advertising and public relations.
IMC delivers a clear, consistent, and compelling message about the offering that consumers can understand however they are exposesd to the message.
Question 2 (1 point)
Question 2 unsaved
Mobile marketing means _______.
Question 2 options:
communicating messages that are designed to be received wherever a customer might be located.
communicating messages that can have multiple meanings depending on the receiver.
communicating messages on billboards seen by the target market on their way to work.
communicating messages via cell phones or other mobile devices.
Question 3 (1 point)
Question 3 unsaved
Which of the following is NOT part of the promotion mix?
Question 3 options:
personal selling
promotion objectives
sales promotion
public relations
Question 4 (1 point)
Question 4 unsaved
What is the difference between push and pull promotion strategies?
Question 4 options:
The choice of a push or pull strategy depends on the manufacturer.
A push strategy is more aggressive than a pull strategy.
The choice between push or pull strategy depends on the marketing communications budget.
Push is communication aimed at the end user and pull is communication aimed at the trade.
Question 5 (1 point)
Question 5 unsaved
If you wanted to use television advertising in a vehicle such as the Super Bowl to ensure that as many members of your target market receive your message at least once you would be maximizing _______.
Question 5 options:
your time.
your promotion budget.
frequency.
reach.
Question 6 (1 point)
Question 6 unsaved
If you had a highly complex technology product that requires a great deal of explanation and demonstration, you would most likely use _______________ as your primary promotion mix tool.
Question 6 options:
public relations
sales promotion
professional selling
QVC network
Question 7 (1 point)
Question 7 unsaved
Apple is known to launch its new products using which promotion mix tool?
Question 7 options:
Extensive advertising campaign in all major daily papers and network television
Offering deep discounts on the new product to penetrate the market before competitors can copy the Apple technology.
A media event attended by all major networks and trade press
Educating Apple sales representations on the new product so they can explain it to their customers
Question 8 (1 point)
Question 8 unsaved
If a product is in the maturity stage of its product life cycle, which promotion tool would most likely be used to extend the life of the product's life cycle?
Question 8 options:
advertising
sales promotion
public relations
direct marketing
Question 9 (1 point)
Question 9 unsaved
Which stage of the communication process is focused on ensuring the unique selling proposition is decoded by the consumer as precisely as intended?
Question 9 options:
feedback
media
encoding
noise
Question 10 (1 point)
Question 10 unsaved
The unique selling proposition is ________.
Question 10 options:
the 'pitch' used in the sales presentation.
the reason why the consumer should buy the offering based on the benefits he will receive to fill his needs.
the uniqueness of the salespeople needed to sell a product.
the unique method used to place the product on the shelf.
Question 11 (1 point)
Question 11 unsaved
All of the following are frameworks for designing promotion objectives EXCEPT ______.
Question 11 options:
building primary demand.
the AIDA model.
minimizing the promotion budget.
building selective demand.
Question 12 (1 point)
Question 12 unsaved
Which of the following statements about public relations is most accurate?
Question 12 options:
Public relations helps companies support their customer relationships and sales efforts by building rapport with customers, generating excitement for the offering, and supplementing other sales efforts.
Public relations is free advertising that companies with minimal promotion budgets can use to sell their product.
Public relations is necessary to create awareness for an offering because if the media likes it so will the consumers.
Public relations involves convincing the media to say good things about an offering without having to pay for expensive traditional advertising or go through the effort of utilizing online media.
Question 13 (1 point)
Question 13 unsaved
Why should sales promotions be used only for a limited time?
Question 13 options:
Beause sales promotions should only be done around major holidays
Because sales promotions make the offering look cheap and you only want to have discounts in certain times of the year to stimulate short term sales
Because sales promotions cost the company too much money and brings them too close to their breakeven point negatively affecting their profit goals.
Because sales promotions should stimulate sales by giving the customer who has a positive attitude for the product but has not taken action a time constricted inducement to buy the offering.
Question 14 (1 point)
Question 14 unsaved
Which promotion budgeting method is the best method to begin the budgeting process?
Question 14 options:
percentage of last year's sales method
affordable method
objective and task method
competitive parity
Question 15 (1 point)
Question 15 unsaved
How does the promotion budget affect the choice of promotion mix tools?
Question 15 options:
Some promotion mix tools such as traditional advertising may be too expensive for the company's limited financial resources, so it can't be included in the promotion mix even if it is the best tool for achieving a promotion objective.
Large marketing communications budgets means the company can shotgun their messages knowing they will eventually reach all members of a target audience.
The promotion budget drives all marketing communications decisions.
Small marketing communications budgets means the company can't do anything except less expensive public relations.
homeworks
MRKT 310 Principles of Marketing
Week 1 Writing Assignment
What is Strategic Marketing?
Learning Outcomes
Creating Value for Customers: The Role of the Customer in the Company's Strategic Planning. SWOT analysis Competitive Analysis: Directions
Select your product or service offering from the list in the Weekly Writing Assignment Discussion Forum. Research your product or service offering through the Internet and ’s virtual library (your references will need to be mostly academic sources. See library services if you do not know what an academic source means). Do not limit yourself to searching solely on the product or service name. Look up the industry it is in (Hoovers.com is a good source for this via the library) and search on that industry as well. Look up the direct competitors. Check industry journals and the trade press. Ask your family, friends, coworkers and others what they think about the product and each of the competitors. You may want to visit a retailer to compare the products on the shelves or visit all of the websites. Keep all your research as you will need it for future writing assignments. Prepare your assignment beginning with a title page with your name and and the name of your product or service. Then answer each of the following four questions in order and number the beginning of your response to each question. You do not need to repeat the question. Creating Value for Customers. Role of the Customer in the Company's Strategic Plan. SWOT analysis. For example, if a strength is a a strong national brand name, the implication is that the company may be able to launch other related products under the positive umbrella of the same brand name. Conversely, if a major weakness is the company is carrying a lot of debt, the implication is that the company not not be able to achieve significant growth, but may have to consider retrenchment strategies. Competitive Analysis. General Submission Requirements
Prepare as a word processed document (such as Microsoft Word).
•Your assignment should be the equivalent of two pages of double-spaced text, approximately 1/2 page for each of the four questions. Do not exceed this maximum unless permitted by your faculty member. Writing concisely and on point is one of the objectives of this course. You may attach exhibits that will not be counted towards your two page of double-spaced text.
•Be sure your name, writing assignment number, and the name of your product or service are on the first page of your writing assignment.
•Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.
•If the writing assignment requires external research, be sure to use footnotes and include a bibliography. You may use MLA or APA style, or any other college-level style guide. More information about using a style guide can be found in the 's virtual library accessible from your LEO classroom or at .edu/library.
•Upload your word processed document in your LEO assignments by the due date in the LEO calendar.
Refer to the grading rubric associated with the assignments. Be sure to note that 20% of your grade on this assignment will be based on your grammar, composition, adherence to the submission requirements, and use of an appropriate college-level style guide for writing and referencing.
Any questions? Please post in the general discussion forum for W
week 2
MRKT 310 Principles of Marketing
Week 2 Writing Assignment
Customer Satisfaction, Loyalty, Management and Empowerment
Learning Outcomes
Customer empowerment. Customer satisfaction. Customer Relationship Management. Customer privacy. Directions
Refer to the product or service you selected last week. This week you want to take a closer look at the company’s website to identify how that company interacts with its customers. If they have Facebook pages or other social media, check them out as well and add that information to your research data. You may want to find a Most Valuable Customer of the product or service if you are not one yourself, or alternatively think like an MVC. What is the evidence of an MVC of your product or service. It isn't just that the customer regularly buys the product or service. It means that the customer is treated differently -- better -- than other customers. It means that the MVC represents about 20% of the company's revenues. These are the customers with whom the company regularly communicates, offers special deals, and other ways as outlined in the text and as you can find with just a little bit of googling on the internet. You may want to calculate the lifetime value of a most valuable customer. See the formula in the week's readings. If you are not an MVC yourself, make and share your assumptions about your calculation. If you are not an MVC, you might want to find someone who is and ask them why they are loyal to the product or service and what they feel the company does for them that is special that they don't do for other customers. You may need call or visit a store to take a look at your product or service if the website does not provide you everything you need to evaluate the company's product or service privacy policy. Usually the privacy policy is available on the website. Prepare your assignment beginning with a title page with your name and product or service. Then answer the following four questions in order and number the beginning of your response to each question. Customer Empowerment.
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