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Marketing 62 Final Revision Quiz
Questions
All things being equal, current customers are __________ for GPI. - โ โ more profitable
Customers expect that GPI salespeople have excellent - โ โ communication skills.
GPI uses the five attributes in order to acquire - โ โ customer commitment.
Due to the fact that selling requires a unique skill set, many consider it to be one of the ______ careers in business. - โ โ customer commitment.
SBC's focus on building communities with bicycling enthusiasts can be viewed as which of the following two types of promotional strategies? - โ โ pull strategy
Which forms of social media are mentioned in the video as parts of SBC's overall social media strategy? - โ โ Social networks
In the video, SBC's Senior Community and Social Media Specialist notes at least one metric that the company
uses to evaluate the performance and value of its social media efforts. Which one(ones) was(were) mentioned? - โ โ Social networks
Assume that SBC's marketing manager has decided that they would like to send consumers who have never bought a bicycle from SBC, but have opted into mobile promotions from the company a mobile coupon for one of its bicycles when they are near a sports equipment
retailer. This is an example of - โ โ geo-location marketing.
The new GoPro Hero5 Session offers 4K video, one- button simplicity, and voice control all in a small, waterproof design at the attractively low price of $299.99, and replaces the previous generation GoPro Hero4 Session. The Hero5 is more powerful and feature- packed than the Hero4, but they have similar external designs. The Hero5 is an example of a(n) ____________ as part of new product development. - โ โ upgrade or modification to existing products
Ideas for new products at GoPro are often generated by Nick or an employee who sees an opportunity for the
features design elements that show white propellers set against a blue sky. This design element symbolizes the firms aviation engineering heritage, which not only helps to portray BMWs identity, but also helps to differentiate its brand from that of its competitors.
BMW does not aspire to be the world's largest manufacturer; instead, they aspire to be the world's largest manufacturer of premium automobiles. This
notion exemplifies BMW's desire to maintain their - โ
โ brand identity-is the summary of the unique qualities that can be attributed to their brand. BMW does not want to be the world's largest automobile manufacturer because they only focus on producing premium automobiles. However, they do aspire to be the world's largest manufacturer of premium automobiles.
BMW's unique method for making sure that all of their models are new and competitive in each sector is an example of effective management of their - โ โ product mix -BMW has been able to effectively manage its product mix by using an iterative method of releasing new models in at least one of its product lines at least once a year.
Over their 7-year PLC lifespan, BMW often strategically extends or widens its product lines to keep them interesting for consumers. This product strategy is typically employed during which stage of the product life cycle? - โ โ Maturity Phase
Over the course of their life cycle, BMW constantly adds more __________ to their products in order to improve them and make them more interesting to consumers. -
โ โ features- A feature is any product attribute or performance characteristic that is added to or subtracted from a product to differentiate it from competitors. BMW constantly adds more features to their products
When BMW harvests a discontinued model and releases it with a technological makeover, the product is then in
what phase of the product life cycle? - โ โ The Introduction Phase- when BMW harvests a car model that had been discontinued in the past, gives it a technological makeover, and releases it to the market, the product starts a new growth phase in the product life cycle.
Regardless of what type of electronics product they manufacture, the Sony brand name can be considered a(an) - โ โ strength
Brand equity can be defined a - โ โ as "a set of assets (and liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm or that firm's customers."
Brand equity has five dimensions: - โ โ brand awareness, brand loyalty, perceived quality, brand association, and brand assets.
Consumers formed ______ with the low-cost Hyundai Excel, and that hurt the Hyundai brand 10 years later as it extended its line to include higher-priced vehicles. - โ
โ a negative brand connection
Hyundai's 10-year, 100,000-mile warranty on the Powertrain in each of the company's vehicles is an example of a(an) _______ warranty. - โ โ specific
Hyundai's Assurance program empathized with American consumers during uncertain financial times, helping to
create a psychological and emotional - โ โ brand association.
Serving new employees MREs during orientation shows that USAA exhibits - โ โ a high degree of customer orientation.
When USAA customers speak with USAA call center representatives, this is an example of a - โ โ service encounter
uSAA's home and auto insurance policies have ________ attributes because the public is not considered to have expert knowledge on them, but knows the desired end state, to have their home or car protected in the event of an emergency. - โ โ credence
CHARACTERISTICS OF SERVICES
Intangibility
Inseparability
Variability
Perishability - โ โ Intangibility-school
Inseparability-concert
Considering the value that salespeople add to the car buying process, which of the following are advantages that personal selling offers over other marketing communications methods? - โ โ all-
Immediate feedback to the customer
The ability to tailor the message to the customer
Both the ability to tailor the message to the customer and immediate feedback to the customer
Enhances the personal relationship between company and customer
As customers acquire more information from other sources, salespeople are expected to have __________ influence over the customer decision-making process. - โ โ less
When a salesperson receives a compliment from a customer for helping that customer find an automobile that perfectly matches his/her needs, this is likely an example of an ___________ reward for the salesperson.
Walmart's competitors are price competitive in order to gain - โ โ market share.
Walmart's pricing objectives must be consistent with other - โ โ Walmart's pricing objectives must be consistent with other
Walmart's pricing message is a part of its ______________ strategy. - โ โ branding
Walmart plans to stock pricier products in its stores to attract more upscale customers; however, they must exercise caution in doing so as to not negatively affect their - โ โ brand loyalty.
Based on its current practices, Walmart's core strategy is
Investment in the activities within the value chain should positively enhance the __________ through more efficient and effective firm performance. - โ โ profit margin
Managing Creston's distribution channels is a fruitful area of concentration for marketing managers because
through contractual agreement. - โ โ vertical marketing system
________ is due to the elimination of one or more intermediaries, and is common in the electronic channel.
- โ โ Disintermediation
From the perspective of Domino's, as described in the video, which of these is part of Domino's outbound logistics? - โ โ Delivering ingredients to Domino's stores
In the Domino's "hub and spokes" organization described in the case, the hub serves which of the following physical distribution functions? - โ โ Breaking bulk
Creating assortments
Reducing transactions
Transportation and storage
All of these choices are correct.
Most Domino's stores are franchise locations. What kind of supply chain exists between Domino's and these
stores? - โ โ Contractual vertical marketing system
Which of the following is not an advantage of the hub- and-spokes organization used by Domino's? - โ โ Contractual vertical marketing system
Which of the following is not part of the Domino's supply chain? - โ โ Which of the following is not part of the Domino's supply chain?
Networking is a way for GPI to __________ for potential customers. - โ โ prospect
As the primary point of contact, GPI salespeople are expected to __________ the customer relationship. - โ
โ build and support
Mr. Thornton uses his previous experience as a professional baseball player as a means to - โ โ prospect for customers.
