MARKETING: Question $11$

A customer touch point for Baboo Airlines would be an item such as $$

o ease of access to the airport

o a mechanic's ability to service the airplanes

o the reservations desk

o the value of air travel versus surface transportation

o competency of a travel agent

Question $12$

The Yellow Submarine sandwich shop has a program that gives you your $10$th sandwich free. What type of consumer sales promotion is The Yellow Submarine using?

o free trials

o frequency programs

o cross$-$promotions

o samples

o coupons

uestion $13$

Blast! is a newly launched brand of energy drinks, one among many other recently introduced competing brands The advertising agency handling Blast!$\text{'}$s account decides that to better promote Blast!, it has to zero in on an advertising medium that would offer flexibility to alter its advertising message and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message.

The advertising agency would be happy to trade off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Blast!?

o outdoor media

o cinema advertising

o magazines

o television

o Yellow Pages

Question $14$

Which of the following is NOT TRUE about Customer Lifetime Value $($CLV$)?$

o CLV explicitly considers the cost of servicing accounts as an expense

o CLV considers the net present value of the stream of benefits from a customer

o CLV is a quantitative estimate

o CLV is used by companies to direct resources primarily toward their best customers

o All of the other response alternatives are true about CLV$.$

Question $15$

Which of the following is true regarding customer expectations?

o If marketers raise expectations too high, it won't attract enough customers.

o If the company sets expectations too low, the buyer is likely to be disappointed.

o If the company sets expectations too low, exceeding buyer expectations becomes difficult.

o If marketers raise expectations too high, the buyer is likely to be disappointed.

o If marketers raise expectations too high, they will soon have many copycat offerings competing in the marketplace.

Question $16$

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the sa audience more than once. The average number of times a person in the target audience is exposed to a messag or advertisement is called:

o Rating.

o Parity.

o Gross rating points.

o Reach.

o Frequency.

Question $17$

$-$ time is the time necessary to prepare a promotional program prior to launching it$.$

o Sell$-$in

o Link

o Setup

o Lead

o Hold

Question $18$

Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?

o frequency capping

o flighting

o concentration

o pulsing

o continuity

Question $19$

Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?

o Identify underserved, inactive individuals and devote extra effort to them.

o Supply key people with product samples.

o Work through community influentials.

o Develop word$-$of$-$mouth referral channels to build business.

o Provide compelling information that customers want to pass along.

Question $20$

Apple hosts a large number of forums, which become customers' primary source of product information after warranties expire and are organized by product lines and type of user $($consumer or professional$).$ These forums are an example of

o niche networks

o social networks

o microblogs

o blogs

o online communities