u Color Matching Co. is an interior design rm that has high brand awareness but is struggling to consistently secure new clients. The company hired a team of consumer behavior experts to I conduct market research to determine how to consistently convert brand awareness into clients. Which of the following recommendations is the team of consumer behavior experts likely to make? It is recommended that Color Matching Co. reaches out to all its current and former clients and offers them a discount based on how many people they refer to the company. It is recommended that Color Matching Co. hire a high-pressure salesperson to cold call every person in the database. It is recommended that Color Matching Co. hosts a webinar and then requests participants to schedule a private consultation with an interior design expert to get a personalized assessment. It is recommended that Color Matching Co. asks every person in their database to purchase from them immediately. Chikin Nugget Co. is about to launch a new plant-based nugget. It decides to offer free samples in a shopping mall in order to generate sales. Is this method effective? Why or why not? I Yes, because scarcity will force people to act so that they do not miss the opportunity to buy the new plant-based nuggets. No, because people who receive things for free will not buy. , Yes, because social psychology proves that people are most likely to give something after they have received something. No, because the cost ofthe total quantity of free samples given will outweigh the gain ofthe sales. a ABC Event Marketing needed to increase the RSVP count for an upcoming prostate cancer event. ABC focused on men who have been diagnosed with prostate cancer in the last year. I Because of this narrow focus, ABC Event Marketing successfully increased RSVPs by 300% in 10 days. How was ABC Event Marketing able to accomplish this? 7 ABC Event Marketing offered a gift in return for an RSVP. ABC Event Marketing included celebrity spokespeople to overcome the stigma of prostate cancer and encourage people to attend. ABC Event Marketing used scarcity to encourage people to RSVP. ABC Event Marketing used a targeted segment and problem to focus on so that there was commonality among the guests. - In its campaign, ABC Event Marketing was also able to secure sponsorships from the Mayo Clinic and the Prostate Cancer Foundation. What impact did this have on the results? I The sponsorships added event credibility through social proof. 7 The sponsorships intimidated potential consumers because of the size of their corporations. The sponsorships caused more sponsors to step up and donate. The sponsorships made people thinkthey were missing the only chance they had to connect with others. ABC Phamtaceutical Inc. is launching a new medicine. The launch will leverage direct mail and TV commercial advertisements in a BZC environment. Included in the campaign will be I statements and endorsements of medical professionals and relevant certifying entities. Why is this inclusion vital to the success of the campaign? Because authoritative gures are readily trusted by the general public 7 Because doctors can be seen as celebrity gures and add to the medicines social proof Because people want to feel like they belong Because people don't trust pharmaceutical companies lanes Consulting is hired to create a strategy to increase website conversions so that more visitors opt to provide their email addresses. [ones Consulting audits the website and nds that I the message is not personalized. How can Iones Consulting use the results of this audit to increase website conversions? Create a strategy based on scarcity and utilizing time-sensitive deals to encourage users to visit the site more often. Create a strategy based on understanding the consumer and nding shared goals within the brand to allow consumers to connect with the brand before providing contact information. There is not enough information in this audit to create a strategy that will make much ofa difference. 7 Create a strategy based on crisis communication within the consumers' area to win the consumers' trust. Iones Consulting is hired by a baker to provide a strategy to increase dessert sales at a local trade show. Iones Consulting advises the baker to create a board that shows the number I remaining of each dessert. Why did Iones Consulting advise this to increase dessert sales? 7 Consumers are attracted to beautifully presented boards. Consumers can choose a better variety of goods when they know the number of treats available. Consumers want to know that they will be the last person to buy something 7 Consumers act quickly when they fear missing out. Iones Consulting is hired by an architect design rm to assess why prospects are not interested in scheduling a consultation with the sales team. Upon assessment, [ones Consulting I determines the architect design rm has been losing sales opportunities to competitors that they did not know existed. How did the prospects know more about the competitive landscape than the architect design rm? The prospects were working from a list of recommended architect rms provided by a local construction company. The prospects were provided information about competitors from the architect design rm. The prospects were actively engaged in learning about the architect design landscape. 7 The prospects were contacted by the company/s competitors through aggressive social listening. Iones Consulting is hired to determine why online sales are low for a medical supply store, while in-person sales continue to increase. If the intended audience for the medical supply store I is baby boomers, what conclusion would Iones Consulting come to? Baby boomers only want to read reviews online. Baby boomers should not be the intended audience for the medical supply store. Baby boomers value in-person interactions and sales relationships. Baby boomers don't know how to use the internet. ABC Event Marketing is hired to plan a holiday sales event for a local toy retail store. ABC Event Marketing focuses its efforts on gaining the attention of children, instead of the parents. I Why is this an effective strategy? Because the children will play with the toys. 7 Because the children will not buy the toys. Because the children are easier to market to. Because the parents will not buy the toys. a A new social media platform, LastHour, hires Jones Consulting to determine how users behave on its platform. Iones consulting evaluates user behavior and determines that users are using I the platform to make social plans with friends. How can LastHour use this information to improve its brand loyalty? LastHour should update its brand message to accurately reect how users behave on its platform and work to secure partnerships that help its users reach their goal. LastHour should become more exclusive and require that all ofa user's friends included in the social plan be paying users of the platform. _ This information won't be useful to LastHour. LastHour should update the pictures it uses in advertisements to stock photos of social planning. Panini Marketing is hired to help Dr. Williams increase his number of incoming patients. During research, Panini Marketing discovers that most of the local citizens prefer an alternative I approach to what Dr. Williams provides. How should this information be used to inuence wellinformed shoppers favorably? Dr. Williams will need to explain the pros and cons of his methodology and treatment approach. Dr. Williams will need to create an infomercial promoting his medical approach. Q _ Dr. Williams will need to offer consultations so that locals can experience his approach. H Dr. Williams will need to lower his prices. Panini Marketing is hired to help Dr. Williams increase his number of incoming patients. During research, Panini Marketing discovers that most of the local citizens prefer an alternative I approach to what Drl Williams provides. How should this information be used to inuence showroom shoppers favorably? Dr. Williams will need to create an infomercial promoting his medical approach. Dr. Williams will need to offer consultations so that locals can experience his approach. Dr. Williams will need to lower his prices. Dr. Williams will need to explain the pros and cons of his methodology and treatment approach. Panini Marketing is hired to help Dr. Williams increase his number of incoming patients. During its research, Panini Marketing discovered that most of the local citizens prefer an I alternative approach to what Dr. Williams provides. How should this information be used to inuence bargain-hunter shoppers favorably? Dr. Williams will need to create an infomercial promoting his medical approach. Dr. Williams will need to lower his prices. Dr. Williams will need to offer consultations so locals can experience his approach. Dr. Williams will need to explain the pros and cons of his methodology and treatment approach. a How would you expect consumers to behave when a disaster strikes and how can brands leverage disasters? I None of the above Consumers will quickly adjust to survival mode; if brands are able to quickly meet the increased demand from loss of infrastructure, they will successfully leverage disasters to their own and their customers' benet. Consumers will slowly adjust to survival mode; if brands are able to slowly meet the increased demand from loss of infrastructure, they will successfully leverage disasters to their own and their customers' benet. Consumers will never adjust to survival mode; if brands are not able to meet the increased demand from loss of infrastructure, they will still successfully leverage disasters to their own and their customers' benet. How would you expect consumers to behave when elections are pending and how can brands successfully navigate elections? I Consumers will be ovenNhelmed with advertising, but brands should remain consistent and repetitive in their marketing message. 7 Consumers will not be overwhelmed with advertising, so brands should not remain consistent and repetitive in their marketing message. Consumers will be oven/vhelmed with advertising, so brands should stop all of its marketing. None of the above a How would you expect consumers to behave during a recession and how can brands successfully maintain consumers through recessions? I Consumers will evaluate the necessity of each purchase but will not remain loyal to brands that show clear necessity and lower prices. 7 Consumers will make purchase with the same care and regularity as before and will remain loyal to brands that show clear necessity and lower prices. Consumers will make purchase with the same care and regularity as before but will experiment with new brands. Consumers will evaluate the necessity of each purchase but will remain loyal to brands that show clear necessity and lower prices. a During the COVID-19 pandemic, event venues closed and were forced to nd another way to reach customers and promote loyalty. I Which of the following adaptations best reect how these venues could respond to this global event? An event venue will break into a new industry in an attempt to remain relevant An event venue will stream events online to remain active in the community and present in the minds of consumers An event venue will postpone events because global crises cannot last indenitely. 7 An event venue will cut their losses and cancel events. 19 During COVID-19 pandemic, event venues closed and were forced to find another way to reach customers and promote loyalty. Which of the following adaptations best reflect how these venues should communicate during crises like this? Share frequently and minimally with consumers as updates are available Share frequently and thoroughly with consumers as updates are available O Share information that is created by popular blogs and celebrity news accounts O Share information and decisions only after all updates have been finalized 20 An event venue has to cancel an art showcase due to an active shooter in the venue area. The doors to the showcase have already opened and guests are already finding their seats. A majority of the guests, however, have not yet arrived. To minimize the impact of this experience of the brand in the eyes of the consumers, how should the event venue respond? The event venue should first create a safe exit plan and then alert guests. The event venue should avoid alerting guests who have already arrived while sending an email to guests who have not yet arrived. The event venue should first alert guests of the situation and then create a safe escape plan. O The event venue should wait until the local police arrive and take care of the situation. Submit Assessment