Question 3(1 point)

Which of the following are MOST common?

Question 3 options:

A. It is impossible to say without more information

B. Product line extensions

c. All are about equally common

d. Brand extensions

Category extensions

Question 4(1 point)

Which of the following isNOTtrue about product life cycles?

Question 4 options:

Profits tend to stabilize or decline during the maturity stage due to increased competition.

Sales growth tends to be slow and often leads to negative profits in the introduction stage.

Sales tend to be larger during the growth stage than in the other 3 stages.

Firms tend to focus on making profits than aggressively increasing the market share for products in the decline stage.

Which of the following is true about demand and elasticity?

Question 5 options:

Elasticity of demand is generally higher when there are many substitutes for the product.

Marketers try to increase the demand elasticity of price in order to have higher control of price.

In general, consumers have lower elasticity of demand when the brand is well-differentiated.

The steeper the demand curve, the higher the demand elasticity of price.

Which of the following isnottrue from the reading "Three long-held concepts every marketer should rethink"?

Question 6 options:

Targeting activities are not as efficient as they used to be.

The power of loyalty as a main cue for quality is diminishing.

Segmentation, targeting, and positioning are not as relevant in the current technological era.

Branding is the most important aspect of marketing.

Opinions of others is more relevant than positioning.

Which of the following is true?

Imagine there are 10,000 children in the universe. Some of these children go to camp during the evening. In the evening camping category, there are two competitors: Camp Starlight and Camp Moonlight. A total of 7,500 children attend Camp Starlight. A total of 1,000 children attend Camp Moonlight. These totalsinclude800 children who attend both Camp Starlight and Camp Moonlight.

If Camp Starlight were to pursue a Retention/Stimulate Demand strategy, what is the total number of children in the primary target audience for this campaign?

Question 8 options:

200

800

1,000

6,700

7,500

Imagine there are 10,000 children in the universe. Some of these children go to camp during the evening. In the evening camping category, there are two competitors: Camp Starlight and Camp Moonlight. A total of 7,500 children attend Camp Starlight. A total of 1,000 children attend Camp Moonlight. These totalsinclude800 children who attend both Camp Starlight and Camp Moonlight.

If Camp Starlight were to pursue an Acquisition/Stimulate Demand strategy, what is the total number of children in the primary target audience for this campaign?

Question 9 options:

2,500

3,800

7,000

10,000

None of the above

Imagine there are 10,000 children in the universe. Some of these children go to camp during the evening. In the evening camping category, there are two competitors: Camp Starlight and Camp Moonlight. A total of 7,500 children attend Camp Starlight. A total of 1,000 children attend Camp Moonlight. These totalsinclude800 children who attend both Camp Starlight and Camp Moonlight.

Now imagine that a new competitor, Camp Evening, enters the category. Camp Evening is quickly able to acquire 2,000 customers. All 2,000 customers are loyal to Camp Evening. Taking into account this new information, which of the following statements must be true?

Question 10 options:

Question 10 options:

There are now more people in the day camping category than there were before Camp Evening entered.

Camp Starlight will be most motivated to expand the category.

Camp Evening will be most motivated to engage in an Acquisition/Stimulate Demand strategy.

There are 800 children who attend both Camp Starlight and Camp Moonlight.

None of the above.

There are now more people in the day camping category than there were before Camp Evening entered.

Consider a reward program at a coffee shop. To obtain a free coffee, the program requires customers to accumulate 24 points by making eight coffee purchases. According to the goal gradient hypothesis, which of the following reward programs would be most effective at accelerating purchases?

Question 12 options:

A program in which each purchase earns 3 points

A program in which each of the first four purchases earns 1 point, and then each of the last four purchases earns 5 points

A program in which each of the first four purchases earns 5 points, and then each of the last four purchases earns 1 point

A program in which each of the odd numbered purchases (purchases 1, 3, 5, and 7) earns 5 points, and each of the even numbered purchases (purchases 2, 4, 6, and 8) earns 1 point

Research suggests all of the above would be equally effective because they all require eight coffee purchases.

Camp Starlight will be most motivated to expand the category.

Camp Evening will be most motivated to engage in an Acquisition/Stimulate Demand strategy.

There are 800 children who attend both Camp Starlight and Camp Moonlight.

None of the above.