Motivation describes the processes that cause people to behave in a particular way. Why do some people watch the Olympics but no other sporting events? Why do some people follow celebrities on social media while others search their family genealogy? Marketers want to know the answers to such questions to appropriately communicate the needs and wants that their products will fulfill. Consumers enter a drive state that influences their feelings and emotions. These feelings and emotions motivate consumers to fulfill their utilitarian and hedonic needs. Utilitarian needs provide a practical benefit. What do hedonic needs provide? A pragmatic benefit An alternative benefit An unusual benefit O An experiential, emotional benefit 2 Maslow's hierarchy of needs is one of the most frequently quoted theories of motivation. As stated in the text, Maslow's hierarchy is built on our major premises: 1. Our motives are acquired through genetic endowment and social interaction. 2. Our motives or needs on the first levels of the pyramid are more critical than the top ones. 3. We must satisfy those bottom motives before moving to the upward ones. 4. Fulfilling one motive then activates another motive. Which of the following represents a motive for marketers to utilize Maslow's hierarchy when analyzing human behavior and building marketing campaigns? O It emphasizes biological needs in relation to human motivation. O It recognizes the cultural differences of consumers and their influence on human motivation. Its flexibility allows for shifts in consumer demand and need fulfillment. It helps marketers craft specific messages based on a consumer's physiological need level.Consumers face many motivational conicts when making purchases. I Which of the following scenarios is an example of an avoidance-avoidance conict in purchasing? Your friends want to go out for a night on the town and hit a few clubs. You don't really like the clubs they will choose and are prone to migraines from overexposure to high stimulus. However, you don't have anything else to do this weekend, and you have a fear of missing out. 7 You dropped your phone and cracked the screen yesterday. The phone still works, but the crack is annoying and gets in the way of some ofthe phone's important functions. However, you know that replacing the screen or getting a new phone is very expensive and might not be in your budget right now. Your favorite band just announced their tour schedule, and you see that they" be coming to a city near you! You're very excited for the performance but kind of nervous about the price tag. Your brother is in town and just invited you to see the new summer blockbuster movie tonight, but you've already been talking about going to the pool with a friend. The cost is equivalent, and both options are appealing to you. At the most basic level, your attitude is what you think, feel, and do. It is a learned predisposition to respond in a consistently favorable/unfavorable manner in relation to some object. I Attitudes have a link to behavior, giving a predisposition to act in a certain way. It is this link with behavior that makes the study of attitudes important for marketers. Your text described the ABC Model of Attitude as constituting three interrelated stages. You may be familiar with the Livescribe Smartpen, which includes an embedded computer and digital audio recorder. Its main function is to save written words (through transferring them onto a computer) and to synchronize these notes with any audio recording that is made. Which of the following components of the ABC Model of Attitude is activated by consumers motivated by the Livescribe Smartpen's functionality and ability to improve a user's notetaking skills? Cognition Affect Behavior , Saliency a You are planning a three-day family vacation and are trying to decide whether to stay at a hotel or use Airbnb. I Which of the following would help you make your decision? 7 The multi-attribute model _ Maslow's hierarchy of needs The ABC model of attitude The VALS framework 6 Consumers like to have a degree of autonomy in their purchasing decisions, but their autonomy is often either actual or perceived. I Which of the following is an example of perceived autonomy? 7 a. You found a deal for a three-year subscription of Disney+ and now pay $7.99 a month. _ b. You purchased a Wendy/5 4 for $4 but switched out the drink for a chocolate frosty. c. You linked your Stitch Fix account to your Facebook for convenience, and now you see a lot of Stitch Fix ads on your newsfeed. d. You are given the option to select which video ad you would like to see on YouTube before watching Taylor Swift's new music video. e. Both C and D You might be familiar with the Disney lm Inside Out, which characterizes ve different emotions (joy, sadness, disgust, panic, and anger) as different forces that contribute to what we I believe and how we act. Plutchik's wheel of eight emotions functions in much the same way. How can understanding the wheel of emotions help us reach consumers? Understanding the balance of emotions and the emotional pairs can help us create very neutral advertisements, which is the goal. Emotions can be a useful tool to create memorable advertisements and reach specic audience segments through targeting certain emotions in our ads. Emotions generally get in the way of a marketing message, so understanding emotions will help us avoid triggering them. 7 Understanding the emotional combinations can help us recognize these emotions in our consumers when we read their social media posts. Negative emotions are often more powerful and memorable than positive emotions. What is true of using negative emotions in marketing? a Based on what you know about gift giving, which of the following marketing strategies would be the most effective in reaching consumers? I a The text characterizes impulse buying as unplanned or difcult for the consumer to control and resulting in an emotional response post purchase. There is normally little outcome if I Negative emotions and guilt appeals are only successful in nonprot marketing and are less useful for product marketing. Negative emotions and guilt appeals should be used subtly and infrequently, or the consumer may be pushed away or offended. Negative emotions help push buyers into a shopping spree, and it is unethical to use them in marketing campaigns. The best marketing campaigns target negative emotions and use strong guilt appeals. Capitalize on the feeling of stress during the holiday season to increase impulse buying and emotional purchases. Focus exclusively on national retailer holidays when the pressure to buy is the highest. Capitalize on positive emotions brought up in small and frequent acts of gift giving. Focus on giving and obtaining material goods since tangible objects have a more emotional impact on receivers. someone buys a low-value item, such as a candy bar. However, impulse buying may also occur on purchases of much higher value goods, such as clothes or even a car. The environment we shop in may increase our likelihood to impulse purchasesuch as buying clothes on the intemet. On occasion, consumers make impulse purchases as a reward for success or as compensation for failure. Which of the following is an example of an advertiser suggesting a compensatory impulse purchase? A television ad for Corona beer with the tagline "winning and playing,\" in which the marketer makes the association between winning at work and playing on weekends A magazine ad for a hotel at Disney World pointing customers to the website for more information A mailer encouraging consumers to begin funeral planning A radio ad for TommyJohn underwear u The founder of psychoanalytic theory was Sigmund Freud. His work had a major effect on motivation and personality research in marketing and consumer behavior. Freud divides the mind I the into the conscious (everything we are aware of) and unconscious (feelings, thoughts, memories outside our conscious awareness). He also stated that our personality is composed of three elements: 0 The id: corresponds to primary needs, focused on immediate gratication, directing a person's psychic energy towards pleasurable acts without regard for consequences 0 The superego: reects the values, rules, and norms imposed by society 0 The ego: represents the interests of the individual, ensuring the necessary arbitration between me demands of the id and the constraints of the superego 0n the train to work this morning, you heard an ad for a local paragliding company. After work, you research more about the paragliding company and decide to purchase a ticket to paraglide for the rst time. Which of Freud's personality components is satised by your paragliding purchase decision? The ego The superego The id The archetype a Archetypes are easily recognized personality types or characters commonly found in storytelling across all cultures. The archetypes are based on universal metaphors rooted in I psychological and sociological analysis of stories and dreams. Carl lung is considered one of the founding fathers of archetype analysis. Which of the following is an example of an effective use of lung's 12 archetypes? The success of Oprah Winfrey resulting from her being seen as an individual with wisdom and experience of life who is looked to for guidance The use of a meditative or spiritual background in a restaurant Defending a cause or supporting an organization by marching in a protest rally The emphasis on bending the rules or having a good time in a television advertisement for a resort What is unique about the big ve personality model that has made it the most reliable personality model for the past 70 years? I It bases personality on several different dimensions versus single categories. It is extensive, utilizing 60 personality terms. It has come to replace horoscopes and astrological signs. 7 It was authored by Sigmund Freud, the world's preeminent psychologist. The VALS Framework divides consumers into eight segments: innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors. I Which of these segments are the least innovative? Believers, strivers, makers, and survivors Thinkers, strivers, experiencers, and survivors , Believers, achievers, innovators, and makers _ Innovators, thinkers, achievers, and experiencers a Companies use persona types to understand the different needs of their customer base by categorizing them into general attributes and personas and then developing ways to meet and I market to those needs. Which of the sample personas below would be most useful for our Tshirt company? _ Susan Spendthrift: a female consumer in her 30405 who shops online twice a month and usually reacts well to a sale. She lives in the Midwest and is okay with paying for shipping. She enjoys inspirational quotes and nostalgia. 8 Farmer McGregor: elderly Scottish horticulturalist who does not own a computer and only makes his clothing purchases at the local farm goods store. He especially dislikes rabbits named Peter. _ Jane Doe: a female consumer. Consumer personas would not be useful for our T-shirt company because we already know our main audience and do not need to expand it. a What are the two types of customer loyalty? I Behavioral and attitudinal 7 Behavioral and emotional _ Cognitive and attitudinal Emotional and attitudinal a is our ultimate goal where our consumers spend more money on our brand versus our competitors in the same product category. I Loyalty of revenue 7 Share of revenue _ Share of wallet Loyalty of wallet a Which company is an example of product-led marketing? I Word Press 7 Coca-Cola _ Zoom Walmart When consumers are continuously exposed to multiple prices, they develop an internal . I Reference price Flexible price 7 Buyer price 7 Anchor price a allows us to leverage localized wireless content in a certain geographical place. I Wireless marketing Accessibility marketing Geography marketing Proximity marketing 6 Which social media strategies promote customer loyalty? Select all that apply I 7 Sharing quotes that reect your brand values _ Posting stock photos Posting only promotional sales Sharing meaningful content 8 Asking your audience questions Sharing behind the scenes ofyour company How can employees improve customer loyalty? I Directing customers what to do Help customers own the moment Micromanaging the situation v Focusing mainly on transactions a What are examples of physical evidence? I Websites Invoicing Ambient conditions Uniforms All of the above 7 None of the above a Walt Disney's Imagineering is an example ofwhjch of the 8 Ps? I People Product Place Process 9 Walt Disney's Imagineering is an example of which of the 8 Ps? O People O Product O Place Process 10 What emotion does a partnership capitalize on to increase customer loyalty? O Excitement O Satisfaction O Trust O Happiness Submit AssessmentI When does a consumer's rst interaction with any brand occur? I when the consumer makes a purchase When the consumer Googles the company After the customer realizes there is a problem to be solved Before the consumer realizes there is a problem to be solved a An everyday purchase is triggered by which type of stimuli? I _ External stimuli Internal stimuli a Advertisements, commercials, and promotions source which type of stimuli? I External stimuli 8 Internal stimuli a To gain market share, what must novice brands do? I 7 Price their products and services at a lower price than larger brands 7 Branch into other areas _ Interrupt the monotony of everyday purchase decisions _ Make themselves look like the leading brand a Which of the following is an example of a modern information search company? I Google and other search engines Online reviews and recommendations Third-party comparison companies 7 All of the above a In the alternative search stage, what parameters might a consumer consider? Select all that apply. I Convenience Cost Salesperson feedback 8 Terms and conditions I According to the text, why might a consumer arrive at the purchase stage and abandon the consumer ioumey? I Change in nancial situation Positive feedback from a friend and inuencer Boredom Receiving a deal from the brand a If you purchased a new pair of running shoes from the same brand for $100 quarterly for a decade, what is your customer lifetime value? I 7 $4,000 7 $4,800 _ $1,410 $8,000 a What is an example of the action a brand may take during the purchase phase of the customer journey? I Send a follow-up survey Provide a guarantee Offer a discount 7 Present information E What is an example of the action a brand may take during the post-purchase phase of the customer ioumey? I Send a follow-up survey Provide a guarantee Present information 8 Offer a discount ' Prior to the digital age, consumers experienced brands . I In person , Online a What is e-commerce? I An athletic apparel brand The buying and selling of goods and services online A digital app for sharing stocks None of the above a Which of the following best explains the importance of e-commerce? I _ a. It is no longer feasible to build, rent, and maintain brick-and-mortar stores b. Almost half of US consumers prefer to shop online c. E-commerce can narrow a brand's customer base 8 d. All of the above Fill in the blank: Brands that fail to adopt an ecommerce strategy will lose the consideration and loyalty of consumers, resulting in market share. I _ Decreased , Dynamic Stable Increased a What is one benet of e-commerce as it relates to consumers? I Brands can save money by consolidating their in-person stores Standard USPS shipping times for standardization Production can happen overseas 7 24hour convenience for instant gratification a How can retail stores meet consumers' needs with articial intelligence? Select all that apply. I Retail stores can engage with consumers at each point in the customer journey with the right message at the right time. Retail stores can persuade customers to buy something they do not need. Retail stores can provide relevant information to a consumer to move the person along in the customerjourney toward making a purchase decision. 7 Retail stores can continue to engage with customers after they have purchased to increase customer loyalty. I What makes the Bombas company different from other sock companies? I Bombas makes the best socks in the world. Bombas aligned its brand to an ethical cause that consumers are happy to support. Bombas socks have the most innovative styles. Bombas promises the shortest shipping time. 8 Which of the following are results of an effective integrated e-commerce strategy? Select all that apply. Increased customer lifetime value Shortened customer journeys O Increased brand awareness O Highly engaged customer communities post-purchase 9 In the alternative evaluation stage, what type of campaign is a brand more likely to run that leverages artificial intelligence? O An "election campaign" linking a product to a candidate O A "sale" campaign highlighting a current sales offer A "versus" campaign highlighting the benefits of its products O An "ad" campaign with flyers mailed to the consumer's residence 10 Fill in the blank: Brands that position themselves to educate consumers are the brands that will continue to progress through the digital age, market share. O Keeping Losing O Selling O Gaining' Imagine mat you want to surprise your spouse wii a vacation for your anniversary because both of you love to travel. You secretly buy plane tickets to Hawaii for the two of you, and while I you're booking a hotel room, you see an advertisement for a two-forone deal on scuba diving lessons. You hadn't considered scuba diving before, but now you're excited about it and decide to purchase the lessons. What types of stimuli were present in this situation? Both the desire for the vacation and the desire for scuba diving were internal stimuli. The desire for a vacation was an internal stimulus, and the promotion on scuba diving was an external stimulus. The promotion on scuba diving was an external stimulus, and the purchase of the scuba diving lessons was an internal stimulus. The desire to surprise your spouse was an internal stimulus, and the plane tickets, hotel room, and scuba diving were external stimuli. a How can a company effectively present an external stimulus to change consumer behavior? I The stimulus is initiated within the customer, so consumers recognize and resonate with their own identity within the stimulus. The stimulus should be irresistibly tempting to consumers so that they can reasonablyjustify taking any action they deem necessary in response. The stimulus should present a desired state above the consumers' current existence, triggering them to try to achieve that state. The stimulus should remind consumers that they are hungry, sad, tired, or another negative feeling so they are motivated to solve that problem. a What factors may lengthen the time a consumer spends searching for information to solve a problem? I The customer works in a related industry or field. The customer has never searched for information about the products in question before. The customer has a specic set of product criteria to search for. 7 The customer has a great deal of experience solving the problem. a How can a brand succeed in marketing efforts during the alternative evaluation phase of the customer journey? I 7 Understand what information channels customers use to research a brand's products and services so you can redirect consumers to the brand's preferred channels. _ Use aggressive advertising campaigns that will block out competitors' ads so that customers see only your products and services when searching for information. Understand what consumers truly desire from a brand's products and services and then clearly communicate those factors in the brand's marketing message. Use persuasive written and visual media to change what consumers desire from a product or service to t what a brand's products and services already offer. a What must happen for the intent to purchase to turn into an actual purchase? I The customer must not see any alternative to purchasing a given product or service. 7 The customers self-image must improve due to purchasing the product. _ The customer must not see the purchase as too large ofa commitment and must be able to return the product if it is unsatisfactory. The customers specied parameters, nancial ability, and psychological state must match up. a How can a company effectively manage the post-purchase stage of the customer ioumey? I Ignore negative reviews and instead focus on promoting the positive aspects of your brand to future customers. Seek feedback from customers and use it to resolve dissatisfaction and improve the brand's offerings. 7 Give the customer some space after making a purchase until beginning to advertise again to avoid overwhelming the customer. _ Provide nancial incentives to dissatised customers not to tell others about their experience with the brand. Each year, Rodrigo buys an annual pass to a local performing arts venue that allows passholders to attend two musical theater productions per month. The annual pass costs $150, and I Rodrigo buys the pass each year for 20 years. What is Rodrigo's customer lifetime value to the performing arts venue? $6,000 7 $156,000 . $1,500 $3,000 6 Which of the following is true of the customer decision journey? I Every stage in the customer journey requires a great deal of effort from consumers, so the brand should stay out of the way until the consumer is ready to make a decision. The brand's marketing message should progress and adapt throughout thejourney as the customer progresses. Each touchpoint in the journey requires similar actions from the brand in ensuring customer awareness. The brand typically focuses more heavily on marketing and relationship management during the rst half of thejourney. a Petra wants to buy a new bicycle so she can bike to work. She asks several of her coworkers what kind of bikes they use. She also goes to a bike shop to nd out more information and speaks I with a sales representative about the different models they offer. Petra wants to think about it, so she thanks the sales rep and returns home. The next day, she buys a bike on the bike shop's website. What kind of information search did Petra conduct? A Modern, since she made the purchase online 7 Traditional, since she gathered information through in-person conversations External, since she received information from others that inuenced her purchase decision 8 Internal, since the problem originated from her own desire to bike to work 10 At what point does the alternative evaluation phase of the customer decision journey come to an end? It may never come to an end-customers sometimes continue to evaluate options even if they do not immediately need to make a purchase. O It ends after the consumer has provided feedback on his or her purchase. It ends as soon as the customer is ready to conduct an information search about the alternatives. It ends as soon as the company has disseminated a message that appeals to the consumer. 11 How have consumer expectations changed due to the rise of e-commerce? Customers expect increased privacy surrounding their purchase decisions. Customers expect brands to be more similar to one another so that they are interchangeable in a digital marketplace. Customers expect prices to continually decrease due to reduced costs of running in-person stores. O Customers expect to have convenient and instant access to brands at their own convenience. 12 What role does artificial intelligence play in influencing consumer behavior? O Artificial intelligence is primarily useful in the alternative evaluation phase, where it can relieve the burden on consumers to decide between multiple options. Consumers perceive artificial intelligence to be fake and deceptive, so marketers should not let consumers know they are using it. Consumers are more easily swayed by website interfaces that use artificial intelligence because it is easier for them to trust cutting-edge technology. O Artificial intelligence can help present the right message at the right time in order to influence the customer to make a purchase from the brand. 13 How can a company use ethical values to influence consumer purchase decisions? Ensure that the company provides exceptional and quick customer service. Refrain from using marketing tactics that subtly influence consumer behavior without consumers knowing. O Align the brand with social or humanitarian causes that are important to consumers. Provide a money-back guarantee to all consumers who are not fully satisfied with a product or service.a How can brands succeed in a constantly changing commercial landscape? I Keep a companys brands and product offerings the same to provide a sense of stability for consumers. Maintain an acute awareness of customer needs and an ability to adapt to new circumstances. Rely mainly on the power of word-ofmouth marketing and social networking to gain consumer awareness. Adopt new trends immediately to ensure customers see your brand as a trendsetter. 3 Which of the following are characteristics of millennial consumers? (Select all that apply.) I _ Desire for brands to focus on ethical practices Expectation of instant gratication Preference to shop at brick-and-mortar stores Distrust of information found online Joe's Supermarket is an international market that features food items from around the world. Patrons of Ioe's Supermarket often shop there weekly for their grocery needs and to chat with I Joe himself. How would Ioe rate the loyalty of his customers? _ These customers are extremely loyal to the brand and would not be easily swayed by lower-priced competitors These customers are loyal for the moment but would abandon the brand ifJoe started making changes to the store. These customers are not loyal to the brand and would not be easily swayed by lower-priced competitors. These customers are extremely loyal to the brand and would be easily swayed by lower-priced competitors. Joe's Supermarket is an international market that features food items from around the world. Ioe is struggling to attract patrons with all of the competition nearby. To stand out against the I competition, which of the following would loe do? Joe would open a mobile grocery store to nd patrons. Joe would start honoring competitor's coupons like the other stores do. Joe would send targeted ads to locals to attract patrons. Joe would analyze what makes his supermarket unique. 3. Ioe's Supermarket is an international market that features food items from around the world. Ice is struggling to attract pan'ons with all of the competition nearby and is considering I changing his pricing strategy to include comparisons of other supermarkets nearby. Why did Ioe make this decision? Joe needs to nd a balance between quality and sacrice and anchoring his price will prevent him from doing that. Joe needs to nd a balance between quality and sacrice and anchoring his price will help him do that. Joe needs to nd a balance between quality and perception and anchoring his price will help him do that. Joe needs to nd a balance between quality and perception and anchoring his price will prevent him from doing that. 4. Ioe's Supermarket is an international market that features food items from around the world. Ioe is struggling to attract patrons with all of the competition nearby and is considering I alternative places to promote his business. Which of these explain how Ioe can adjust his place? Because Joe's Supermarket is a local, brick-and-mortar location, Joe has no options but to wait until people notice the supermarket. 7 Because Joe's Supermarket is a local, brick-and-mortar location, Joe should onlyjoin other local marketplaces. 7 Because Joe's Supermarket is a local, brick-and-mortar location, he should focus exclusively expanding his digital reach through an app. Because Joe's Supermarket is a local, brick-and-mortar location, Joe can join other local and online marketplaces. a Ioe's Supermarket is an international market that features food items from around the world. How would Joe leverage physical evidence and partnerships to increase customer loyalty? I Joe could offer a highly stimulated environment with branded displays of the products on the highest discount in the store. Joe could offer an overall clean environment with branded displays of the least-purchased products in the store. Joe could offer an overall clean environment with branded displays of the most-purchased products in the store. Joe could focus exclusively on creating an attractive, stimulated environment in his store. Millie's Accessories is an award-winning jewelry brand that helps customers feel condent and hold with unique, handcrafted jewelry pieces. I This unique value proposition is shared with customers in every marketing asset. Why? It is important for consumers to understand who the brand serves, how much it costs, and why it is a better choice over its competitors. It is important for consumers to understand who the brand sen/es, how it serves, and why it is a better choice over its competitors. _ It is important for consumers to understand where the brand is based, how it serves, and why it is a better choice over its competitors It is important or consumers to hear slogans and mottos repeated so that they can recognize them more readily. Millie's Accessories is an award-winning jewelry brand that helps customers feel condent and hold with unique, handcrafted jewelry pieces. Before creating this statement, what did the I brand consider? a. What are the needs of this customer segment? b. What is our big promise? c. How much will we charge? d. Both A and B Millie's Accessories is an award-winning jewelry brand that helps customers feel condent and hold with unique, handcrafted jewelry pieces. Why does the brand not share the materials I used to make the jewelry in this statement? As is, the statement includes all the information a consumer could possibly want to know and should not be revised. As is, the statement does not answer all necessary questions and should be revised to include both the jewelry material and the price. As is, the statement does not answer all possible questions a consumer might have and should be revised to include the jewelry material. As is, the statement includes all the information most relevant to the consumer and should not be revised. Millie's Accessories is an award-winning jewelry brand that helps customers feel condent and hold with unique, handcrafted jewelry pieces. If this statement is true, how might it affect I customer loyalty? As the unique value proposition, this informs the consumer of elements about the company that look good but may not be true. As the unique value proposition, this directly affects customer loyalty because it emphasizes the brand's focus on its customers. As the unique value proposition, this directly affects customer loyalty because it emphasizes the brands focus on its internal processes. A As the unique value proposition, this indirectly affects customer loyalty because it emphasizes the brand's focus on its internal processes. 10 Millie's Accessories needs to craft a new unique value proposition (UVP). The marketing team uses Blank's template at first and then decides to switch to Moore's template. What impact will this change in how the UVP is created have on the consumers of Millie's Accessories? Consumers will no longer recognize the brand because. There will be no impact on consumers. Consumers will wonder if the product is still made of quality materials. There will be a positive impact on consumers because Blank's template is more useful for services than for products. 11 Nikoli sells athletic shoes and is struggling to generate sales. When he meets with a marketing consultant, the consultant tells him that his customer's journey is undefined, which is why Nikoli is struggling to make sales. What is the first step Nikoli should take in order to define his customer's journey? O Nikoli should increase the color options for his athletic shoes in order to stand out from other brands. O Nikoli should revamp his customer service offerings to increase consumer loyalty. Nikoli should seek to understand the type of stimuli that identifies the problem for his customers. O Nikoli should assume that the need for athletic shoes is triggered by external stimuli. 12 Nikoli sells athletic shoes and is struggling to generate sales. When he meets with a marketing consultant, the consultant tells him that his customer's journey is undefined, which is why Nikoli is struggling to make sales. After reevaluating the first stage of the customer journey, what should Nikoli provide to customers to ensure that they move successfully through stage 2? O Searchable information about his shoes online A comprehensive guide on how to buy shoes online A competitive discount for his shoes O Alternatives to his shoes online13 Nikoli sells athletic shoes and is struggling to generate sales. When he meets with a marketing consultant, the consultant tells him that his customer's journey is undefined, which is why Nikoli is struggling to make sales. After reevaluating the second stage of the customer journey, what should Nikoli provide to customers to ensure that they move successfully through stage 3? O O Searchable information about his shoes online A comprehensive guide on how to buy shoes online O A competitive discount for his shoes O Alternatives to his shoes online 14 Nikoli sells athletic shoes and is struggling to generate sales. When he meets with a marketing consultant, the consultant tells him that his customer's journey is undefined, which is why Nikoli is struggling to make sales. After reevaluating the third stage of the customer journey, what should Nikoli provide to customers to ensure that they move successfully through stage 4? O A comprehensive guide on how to buy shoes online Alternatives to his shoes online Searchable information about his shoes online O A competitive discount for his shoes 15 Nikoli sells athletic shoes and is struggling to generate sales. When he meets with a marketing consultant, the consultant tells him that his customer's journey is undefined, which is why Nikoli is struggling to make sales. After stage 4, why should Nikoli continue to make sure measures are in place to successfully move consumers through stage 5? Because customers remain neutral after completing a purchase Because Nikoli should offer warranty options for his shoes Because the customer's satisfaction or dissatisfaction will affect future sales Because Nikoli needs to make sure that the product is successfully shipped to the customerWilliam is a consultant who provides private consulting sessions to executive leaders. William is looking for a way to make more money from his consultancy but is unsure which marketing I metric he should focus on as he increases his revenue. Which of the following marketing metrics should William focus on? 7 Sales revenue Customer lifetime value Return on investment _ Share ofwallet William is a consultant who provides private consulting sessions to executive leaders. William is looking for a way to manage where his leads and customers are in their customer journey I so that he can increase his revenue. How would William manage this? He would use customer relationship management He would use return on investment He would use his share of wallet He would use customer lifetime value a Toni used to own a storefront but now runs an ecommerce store that sells jellies, jams, and preserves. What is one benet of this transition to an ecommerce business model that she can I capitalize on to promote customer loyalty? Customers can nd other vendors and might not purchase from Toni anymore Customers can make purchases 24/7 Customers can get free samples from the store Customers must pay for shipping and wait for their purchases to arrive 19 Toni used to own a storefront but now runs an e-commerce store that sells jellies, jams, and preserves. How should Toni incorporate artificial intelligence (AI) into her business? O Using Al, Toni can make the checkout process more simple to increase her business efficiency. Using Al, Toni can predict which customers are more likely to respond to her weekly newsletter ad and increase customer loyalty within that group Using Al, Toni can delegate shipping and purchasing tasks to software to increase her business efficiency. Using Al, Toni can meet the customer at each stage in the customer journey and promote customer loyalty 20 Toni used to own a storefront but now runs an e-commerce store that sells jellies, jams, and preserves. What should Toni do to leverage ethics to promote customer loyalty and prepare for the future? Align with causes she prefers without regard for her consumers' preference in order to strengthen her brand image Avoid associating with any cause to avoid offending anyone O Make ethical decisions and alignments with causes her consumers care about O Partner with civic leaders and different candidates to get deals for her consumers