Quiz_1_Intro_Marketing

Quiz 1 Intro Marketing16/20Question 1Toys R Us is the name of a major retailer that sells toys and other kids products. What type of name is Toys R Us? Your AnswerScoreExplanationDescriptiveCorrect1.00MetaphorSurnameArbitraryAlteredBlendedInventedTotal1.00 / 1.00Question 2The image above, which displays Cadburys packaging over the course of the 20th century, is an example of the _, which is when companies use tiny little tweaks to make sure their packaging and brand stays modern. Your AnswerScoreExplanationConsumer packaged goods modernization theoryJust-noticeable differenceCorrect1.00Butterfly effectTotal1.00 / 1.00Question 3The tagline for Disneyland is The Happiest Place on Earth. What type of tagline is this?Your AnswerScoreExplanationDescriptiveSuperlativeCorrect1.00CleverProvocativeImperativeTotal1.00 / 1.00Question 4Under the Elaboration Likelihood Model, a firm should only use central routing in their marketing messaging if customers have:Your AnswerScoreExplanationThe ability to elaborate but NO motivation to elaborate.The motivation to elaborate and the ability to elaborate.Correct1.00The motivation to elaborate but NO ability to elaborate.NO motivation to elaborate and NO ability to elaborate.Total1.00 / 1.00Question 5In relation to the Elaboration Likelihood Model, Professor Kahn discussed the peripheral cues that people use to accept or reject messages. Which of the following is NOT one of the peripheral cues that she mentioned? Your AnswerScoreExplanationAuthorityReciprocityLogicCorrect1.00LikingConsistencyScarcitySocial proofClassic conditioningTotal1.00 / 1.00Question 6If a company has used a celebrity endorsement in an imperative mode, what message is the celebrity conveying?Your AnswerScoreExplanationYou should use this product.Correct1.00Im appearing with this product and thereby associate myself with it.I endorse this product.I use this product.Total1.00 / 1.00Question 7In her lecture, Professor Kahn discussed how difficult it was for Oldsmobile to reposition its automobiles among younger consumers. Perhaps they could have tried to evolve the Oldsmobile brand more gradually. All of the following are ways to evolve brands more gradually except for:Your AnswerScoreExplanationSymbols: updating symbols can provide updates without changing meanings.New products, which can be true to the core identity but add modern, innovative elements.Update the brand name to reflect evolving identities.Announcements: explaining to your customers that the brand will now be focusing on a different customer segment.Correct1.00Slogans, which are easier to change than names.Total1.00 / 1.00Question 8In the lectures, Professor Kahn discussed the Need Recognition phase. In the example below, at what point does the prospective customer “enter the blender market?”Your AnswerScoreExplanationWhen the customer decides he wants to buy a Kenmore blender.When the customers blender breaks.When the customer has bought a blender.The customer is always in the blender market.Inorrect0.00Total0.00 / 1.00Question 9Which of the following is not one of the ways mentioned in the lectures to trigger the shopping process? Your AnswerScoreExplanationCreate urgency (sales in brick and mortar stores; flash sales like Gilt does).Create shopping goals (“Back to school”).Create email lists (sales, event notifications).Create negative campaigns around competitor products.Correct1.00Create dialogue with customers.Create new products (people didnt know they needed an iPod).Total1.00 / 1.00Question 10Jane goes to buy a laptop. There are 53 available models in the world. Jane has heard of 12 of these models, of which she is considering buying 4 models. In this example, what is the number 12 referred to as?Your AnswerScoreExplanationConsideration setInorrect0.00Evoked setTotal setTotal0.00 / 1.00Question 11For customer satisfaction, should a company be more concerned with actual performance or perceived performance?Your AnswerScoreExplanationPerceived performanceCorrect1.00Actual performanceTotal1.00 / 1.00Question 12Jonah Bergers STEPPS framework helps us understand which messages catch on and get shared. Which of the following is NOT one of the factors in the STEPPS framework?Your AnswerScoreExplanationPublicPractical valuePopularityCorrect1.00Total1.00 / 1.00Question 13Here is an example of a positioning statement for Volvo: For upscale American families, Volvo is the family automobile that offers maximum safety. In this example, what serves as the frame of reference for the positioning statement?Your AnswerScoreExplanationUpscale American familiesThe claim of maximum safetyUnsafe carsOther family automobilesCorrect1.00VolvosTotal1.00 / 1.00Question 14Which of the following is NOT an element of the marketing mix?Your AnswerScoreExplanationPricePlacePopulationCorrect1.00ProductPromotionTotal1.00 / 1.00Question 15As the US has become more health conscious, we have seen many fast food chains like McDonalds and Burger King introduce healthier offerings like grilled chicken and salad options. This is an example of what course concept?Your AnswerScoreExplanationCategory Points of ParityInorrect0.00Competitive Points of DifferenceCategory Points of DifferenceCompetitive Points of ParityTotal0.00 / 1.00Question 16When Steve Jobs updated his company name from Apple Computer to Apple in 2007, which part of the brand positioning was he changing? Your AnswerScoreExplanationFrame of referencePoint of differenceInorrect0.00Target segmentTotal0.00 / 1.00Question 17Which of the following is NOT TRUE about the Generation Y cohort?Your AnswerScoreExplanationThey are independent and dont depend on social networking to connect with other members of their cohort.Correct1.00They account for 30% of the population.They were born between 1977 and and 1997.They appreciate free content, access to wireless internet, and customization.Total1.00 / 1.00Question 18PRIZM is a segmentation scheme that defines the country based on what type of clusters?Your AnswerScoreExplanationGeographicCorrect1.00Occupational