5.The "benefits sought" variable belongs to which of the following segmentation characteristics?

Select one:

a.Psychographic

b.Geographic

c.Demographic

d.Behavioural

6.Why are touchpoints important for marketers?

Select one:

a.They're not that important because it is all about the transaction at the end of the day

b.They help us develop appropriate communication strategies during different components of the customer journey

c.Because touchpoints enable face-to-face interaction which the customer likes the most

d.All of the above

7.For building new brand awareness, what strategy is likely to be the most effective?

Select one:

a.Building a website

b.Television advertising campaign

c.Developing a Facebook page

d.Tweeting to your followers

8.In the article by Salim and Tucker (2020), the authors highlight a key discovery that helped DB Exports in developing an advertising strategy for their new low-carb beer option. This key discovery was?

Select one:

a.Advertising channel selection was based on luck

b.Drinking a low carb beer was a selfless act

c.Drinking low carb beer was a selfish act

d.Men are the predominant beer drinkers

9.Whatoverriding goaldo these objectives mostly relate to:

1. Increase consumer product awareness by 200% by end of 2020

2. Achieve 2000 Facebook 'likes' on new product by end of first quarter 2021

3. Convert 10% of website visitors by end of second quarter 2021

Select one:

a.Increase sales

b.Reduce costs

c.Develop social responsibility

d.Improve employee marketing capability

10.Staff uniforms are part ofwhat7P?

Select one:

a.People

b.Processes

c.Physical evidence

d.Price

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