Question 1

What are the four Cs in Lauterborn's 4Cs marketing model (1990)?

a. Consumer wants and needs, Convenience to buy, Cost to satisfy, Communication

b. Consumer wants and needs, Close to consumers, Cost to satisfy, Communication

c. Clarity; Credibility; Consistency and Competitiveness

d. Creativity, Critical Thinking, Communication and Collaboration

Question 2

Gatorade sports drink has defined its target market as 18-34 year old males who are active in sports. Which two bases of segmentation is Gatorade employing?

a. Benefit and demographic

b. Demographic and psychographic

c. Geographic and benefit

d. Psychographic and geographic

Question 3

The functions of IMC include:

a. Inform

b. Build relationship

c. Assist with marketing mix

d. All of the above

Question 4

______________ are the two key elements in the activity of marketing.

a. Exchange and value

b. Exchange and payment

c. Communication and value

d. Communication and planning

Question 5

In terms of the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work and how well a stain remover eliminates grass stains are all examples of:

a. service assessments

b. psychosocial consequences

c. bundles of attributes

d. functional consequences

Question 6

An approach to finding a major selling idea that uses consumer benefits as afoundation with an emphasis on presenting these benefits in a dramatic way is the_____________________ approach

a. Unique Selling Proposition

b. Affective

c. Positioning

d. Inherent Drama

Question 7

As a marketer, we hope to strengthen both of the emotional bonds and behavioral bonds with the customers. Which of the following is NOT a behavioral bonds?

a. customers are more willing to try the new products of a brand.

b. customers actively search information about the brand.

c. customers develop a high trust towards the brand.

d. customers recommend the brand to friends/family.

e. customers repeatedly purchase the products of a brand.

Question 8

____________________ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision .

a. post-purchase evaluation conditioned anxiety

b. dissatisfaction

c. conditioned anxiety

d. cognitive dissonance

Question 9

Strategic integration is designed to achieve common objectives by:

a. achieving verbal and visual consistency.

b. separating out the different elements of the IMC mix.

c. combining all of the relevant elements of the IMC mix.