Quiz 1 Intro Marketing

16/20

Question 1
Toys "R" Us is the name of a major retailer that sells toys and other kids products. What type of name is Toys
"R" Us?

Score

Your Answer
Descriptive

Correct

Explanation

1.00

Metaphor
Surname
Arbitrary
Altered
Blended
Invented
Total

1.00 / 1.00

Question 2
The 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 Answer

Score

Explanation

Consumer packaged goods modernization theory

Just-noticeable difference
Correct

1.00

Butterfly effect

Total

1.00 / 1.00

Question 3
The tagline for Disneyland is "The Happiest Place on Earth." What type of tagline is this?
Your Answer

Score

Descriptive

Superlative
Correct

Clever

1.00

Explanation

Provocative

Imperative

Total

1.00 / 1.00

Question 4
Under the Elaboration Likelihood Model, a firm should only use central routing in their marketing messaging
if customers have:
Your Answer

Score

Explanation

The ability to elaborate but NO motivation to elaborate.

The motivation to elaborate and the ability to elaborate.

Correct

1.00

The motivation to elaborate but NO ability to elaborate.

NO motivation to elaborate and NO ability to elaborate.

Total

1.00 / 1.00

Question 5
In 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 Answer

Score

Authority
Reciprocity
Logic

Correct

1.00

Liking
Consistency
Scarcity
Social proof
Classic conditioning
Total

1.00 / 1.00

Explanation

Question 6
If a company has used a celebrity endorsement in an "imperative mode," what message is the celebrity
conveying?
Your Answer

Score

Explanatio
n

"You should use this product."

Correct 1.00

"I'm appearing with this product and thereby associate myself with it."

"I endorse this product."

"I use this product."

1.00 /
1.00

Total

Question 7
In 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 Answer

Score

Symbols: 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

Correct 1.00
focusing on a different customer segment.
Slogans, which are easier to change than names.

Explanati
on

1.00 /
1.00

Total

Question 8
In 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 Answer

Score

Explanatio
n

When 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.

Inorrect 0.00

Total

0.00 / 1.00

Question 9
Which of the following is not one of the ways mentioned in the lectures to trigger the shopping process?
Your Answer

Score

Create 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.

Correct 1.00

Create dialogue with customers.

Create new products (people didnt know they needed an iPod).

Explanatio
n

1.00 /
1.00

Total

Question 10
Jane 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 Answer

Score

Explanation

Consideration set
Inorrect

0.00

Evoked set

Total set

Total

0.00 / 1.00

Question 11
For customer satisfaction, should a company be more concerned with actual performance or perceived
performance?
Your Answer

Score

Explanation

Perceived performance
Correct

1.00

Actual performance

Total

1.00 / 1.00

Question 12
Jonah Berger's 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 Answer

Score

Public

Practical value

Popularity
Correct

Total

1.00

1.00 / 1.00

Explanation

Question 13
Here 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 Answer

Score

Explanation

Upscale American families

The claim of maximum safety

Unsafe cars

Other family automobiles

Correct

1.00

Volvos

Total

1.00 / 1.00

Question 14
Which of the following is NOT an element of the marketing mix?
Your Answer

Score

Price

Place

Population
Correct

1.00

Product

Promotion

Total

1.00 / 1.00

Explanation

Question 15
As 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 Answer

Score

Explanation

Category Points of Parity

Inorrect

0.00

Competitive Points of Difference

Category Points of Difference

Competitive Points of Parity

Total

0.00 / 1.00

Question 16
When Steve Jobs updated his company name from Apple Computer to Apple in 2007, which part of the brand
positioning was he changing?
Your Answer

Score

Explanation

Frame of reference

Point of difference
Inorrect

0.00

Target segment

Total

0.00 / 1.00

Question 17
Which of the following is NOT TRUE about the Generation Y cohort?
Your Answer

Score

They are independent and don't depend on social networking to connect

Correct 1.00
with other members of their cohort.
They account for 30% of the population.

Explanatio
n

They were born between 1977 and and 1997.

They appreciate free content, access to wireless internet, and

customization.
1.00 /
1.00

Total

Question 18
PRIZM is a segmentation scheme that defines the country based on what type of clusters?
Your Answer

Score

Explanation

Geographic
Correct

1.00

Occupational

Cohort

Demographic

Total

1.00 / 1.00

Question 19
In a buyer's market, the buyer has the power and the market is ______-focused.
Your Answer

Score

Explanation

Product

Customer
Correct

Total

1.00

1.00 / 1.00

Question 20
According to the lectures, what should a company's long-term marketing strategy be?
Your Answer

Scor Explanati
e
on

To be the best at one dimension and good enough at the other two
Correct 1.00
dimensions (operational excellence, performance superiority, and customer
intimacy).
To be AT fair value (operational excellence, performance superiority, and

customer intimacy).
To be ABOVE "fair value" on each dimension (operational excellence,

performance superiority, and customer intimacy).