Questions:
Question 1.1.Palm Products created a trade show booth with low levels of visible light so that visitors could encounter their glow-in-the-dark drinkware in a simulation of actual product usage conditions. What would be the correct term for this marketing technique?
Immersion marketing
Experiential marketing
Complementary product marketing
Community marketing
Question 2.2. Lands' End, the clothing company, offers an unconditional guarantee that reads, "If you're not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price." Which category of product strategy does this example illustrate?
Support
Branding
Quality
Packaging
Question 3.3. Which of the following statements BEST illustrates a service-dominant logic?
The value of a bar of soap lies in its ability to cleanse, not its composition of cleansing agents.
The features of a salt shaker (its enclosed container and perforated top) render it useful for
dispensing salt.
The competition for a seat during the taping of the Oprah show gives it its value (scarcity).
A product's position on the continuum from pure good to pure service depends on its ability to render service.
Question 4.4. Which campaign example BEST illustrates a focus on capturing "share of customer"?
Starbucks rolls out a mobile phone app that works like a frequent-purchase rewards card but captures data to measure Customer Lifetime Value.
Trader Joe's mails "Trader Joe's Fearless Flyer," an advertising circular, to 350,000 San Gabriel
Valley households.
Mars Candy uses newspaper advertising and in-store events to promote a new ice cream novelty line that extends the well-known candy brand.
Post Cereal extends its Honey Bunches of Oats product line with Fruit Blends, using coupons on the original product to encourage consumers to try the new line.
Question 5.5. What specific marketing response might counteract the essential variability of services?
Bring employees from all locations together for training.
Build loyalty by encouraging adapting offerings to customers' tastes.
Use technology to entertain customers so variability of service is less apparent.
Promote a brand image that makes variability part of the service's persona.
Question 6.6. A characteristic that most identified the Sales Era was
the shift from a buyer's market to a seller's market following the Industrial Revolution.
the definition of a concept of value in utility.
the belief that a powerful selling effort by a company can outmatch any opposition bycustomers.
the focus on production of goods for sale.
Question 7.7. What characteristic of an increasingly creative society has the MOST impact on marketers' strategies?
Creative individuals' desire to participate leads to cause-related marketing.
With the rise of this new creative class, consumers have an increasing craving for self- actualization, which reflects their rising affluence.
Creative consumers' anxieties about globalization revolve around access to education and information.
The rising creative class in developing countries does not share the same level of economic freedom as their peers in developed countries do.
Question 8.8. A feature that most identified the Production Era was
the shift from production for use to production for exchange.
the shift from proliferation of goods for agricultural use to industrial use.
the emergence of the advertising discipline.
the shift from focusing on production of goods to finding customers.
Question 9.9. What does the Situation Analysis require in addition to Internal and External Analysis?
Planning for future marketing campaigns to assess impact on current strategic plans.
Review of the company's history to fully understand original founders' intents.
Market research to answer questions that came to light through Internal and External
Analysis.
A review of the company's current state of operations, including both personnel and operational assets.
Question 10.10. The fundamental reason for undertaking a Situation Analysis is to
Select among several proposed strategies to respond to innovation by a competitor.
Develop a promotional campaign designed to gain repeat business from past customers.
Document a marketing strategy's long-range objectives in a written plan.
Find a suitable pairing between potential customers' needs and the company's innate
strengths.