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Marketing: Question 2 1 Which of the following is one of the elements of a site's ease of use? o Physical attractiveness. o Typefaces and
Marketing: Question 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 usercentric privacy controls. Question Energy Cycles has recently introduced a series of ebikes called Tsunami. The core positioning of Energy Cycles is "speed." Tsunami is a fivegear 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 customerperceived value o valuedelivery system o value proposition o mantra Question The rule reflects the idea that o percent of the company's profits are generated by the top percent of customers o the top percent of customers are highly satisfied and percent of customers will recommend the company to a friend o percent of customers are unprofitable, and percent make up a company's profits o the top percent of customers often generate percent of the company's profits o any new product will be accepted by percent of the customers immediately, but percent of the customers will be up for grabs throughout the product's life cycle Question 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 refers to the task of securing editorial spaceas opposed to paid spacein 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 Cheetoh's used when it placed a coupon for $ off any pack of soda on packages of its Flamin' Hot Crunchy Cheetoh's snacks. o a price pack o a crosspromotion o a pointofpurchase promotion o a prize promotion o promotion bundling Question 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 Nickelodean measures online wordofmouth in terms of how far its social media campaign reached. This is an example of measuring the of wordofmouth. o authority o speed o relevance o scale o sustainability Question 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 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 pointofpurchase. 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 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 Given: Number of potential clients Ideal frequency of calls year Number of existing clients Current number of salespeople Available selling time per salesperson hoursmonth Average call hours The number of salespeople your firm should hire and train according to the workload approach is about: o o o o o Question 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 minidistribution o zero level distribution
Marketing: Question
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 usercentric privacy controls.
Question
Energy Cycles has recently introduced a series of ebikes called Tsunami. The core positioning of Energy Cycles is
"speed." Tsunami is a fivegear 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 customerperceived value
o valuedelivery system
o value proposition
o mantra
Question
The rule reflects the idea that
o percent of the company's profits are generated by the top percent of customers
o the top percent of customers are highly satisfied and percent of customers will recommend the company to a friend
o percent of customers are unprofitable, and percent make up a company's profits
o the top percent of customers often generate percent of the company's profits
o any new product will be accepted by percent of the customers immediately, but percent of the customers will be up for grabs throughout the product's life cycle
Question
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
refers to the task of securing editorial spaceas opposed to paid spacein 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
Cheetoh's used when it placed a coupon for $ off any pack of soda on packages of its
Flamin' Hot Crunchy Cheetoh's snacks.
o a price pack
o a crosspromotion
o a pointofpurchase promotion
o a prize promotion
o promotion bundling
Question
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
Nickelodean measures online wordofmouth in terms of how far its social media campaign reached. This is an example of measuring the
of wordofmouth.
o authority
o speed
o relevance
o scale
o sustainability
Question
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 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 pointofpurchase.
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
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
Given:
Number of potential clients
Ideal frequency of calls year
Number of existing clients
Current number of salespeople
Available selling time per salesperson hoursmonth
Average call hours
The number of salespeople your firm should hire and train according to the workload approach is about:
o
o
o
o
o
Question
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 minidistribution
o zero level distribution
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