Marketing: Question $21$

Which of the following is one of the elements of a site's ease of use?

o Physical attractiveness.

o Typefaces and font sizes are very readable.

o The first page is easy to understand.

o The site makes good use of color.

o The site has user$-$centric privacy controls.

Question $22$

Energy Cycles has recently introduced a series of e$-$bikes called Tsunami. The core positioning of Energy Cycles is

"speed." Tsunami is a five$-$gear bike, and apart from speed, the company promises to include other features such as safety, good performance, and range. This describes the $$

of the bike.

o total customer cost

o customer$-$perceived value

o value$-$delivery system

o value proposition

o mantra

Question $23$

The $80-20$ rule reflects the idea that

o $20$ percent of the company's profits are generated by the top $80$ percent of customers

o the top $20$ percent of customers are highly satisfied and $80$ percent of customers will recommend the company to a friend

o $20$ percent of customers are unprofitable, and $80$ percent make up a company's profits

o the top $20$ percent of customers often generate $80$ percent of the company's profits

o any new product will be accepted by $20$ percent of the customers immediately, but $80$ percent of the customers will be up for grabs throughout the product's life cycle

Question $24$

Henry is in the "awareness" stage when he says

o he can try shopping at Grains & Greens while simultaneously exploring other stores in the neighborhood

o he just heard about Grains & Greens from his colleague at work

o he regularly shops from Grains & Greens

o he shops from Grains & Greens as far as the store is easily accessible

o he was happy with the experience of shopping at Grains & Greens

Question $25$

$$ refers to the task of securing editorial space$-$as opposed to paid space$-$in print and broadcast media to romote or "hype" a product, service, idea, place, person, or organization.

o Advertising

o Media planning

o Communication design

o Publicity

o Copy testing

Question $26$

Cheetoh's used $-$ when it placed a coupon for $$1\mathrm{.}00$ off any $12-$pack of soda on packages of its

Flamin' Hot Crunchy Cheetoh's snacks.

o a price pack

o a cross$-$promotion

o a point$-$of$-$purchase promotion

o a prize promotion

o promotion bundling

Question $27$

$$ is the process of carefully managing detailed information about individual customers and all customer

"touch points" to maximize loyalty.

o Customer relationship management

o Customer lifetime value

o Customer profitability analysis

o Customer satisfaction analysis

o Customer value delivery

Question $28$

Nickelodean measures online word$-$of$-$mouth in terms of how far its social media campaign reached. This is an example of measuring the

of word$-$of$-$mouth.

o authority

o speed

o relevance

o scale

o sustainability

Question $29$

Maria Romano chose to design her promotional program in line with the Hierarchy of Effects model of consumer purchasing. Once her marketing research revealed that she had reached her goal that $70$ percent of respondents surveyed held a positive attitude toward her new brand of calzones, her next step would most likely be to run which of the following promotions to achieve the next stage of the Hierarchy?

o Run an ad that describes the fresh ingredients and thick crust attributes of the calzones.

o Run a sales promotion offering free samples of the calzones.

o Provide customers with a coupon at the point$-$of$-$purchase.

o Design and run comparative ads in the appropriate media.

o Run an ad on one of the Super Bowl breaks to get the brand name out.

Question $30$

Premiums $($such as free gifts inside a package$),$ as a consumer promotion tool, are defined as

o offers to consumers of savings off the regular price of a product, flagged on the label or package

o certificates entitling the bearer to a stated saving on the purchase of a specific product

o programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services.

o merchandise offered at a relatively low cost or free as an incentive to purchase a particular product

o values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors

Question $31$

Given:

Number of potential clients $=3,500$

Ideal frequency of calls $=3/$year

Number of existing clients $=250$

Current number of salespeople $=3$

Available selling time per salesperson $=125$ hours$/$month

Average call $=2$ hours

The number of salespeople your firm should hire and train according to the workload approach is about:

o $4$

o $8$

o $12$

o $15$

o $70$

Question $32$

A firm might choose $$ when it wants to maintain control over the service level and service outputs offered by the resellers.

o exclusive distribution

o mass distribution

o intense distribution

o mini$-$distribution

o zero level distribution