MKTG 437 - EXAM 1 QUESTIONS AND
ANSWERS
Functional benefits - Correct Answers -tangible rewards that consumers wants from
shopping online, such as saving money or time
Psychological benefits - Correct Answers -intangible, personal rewards that include
things such as the mastery technology, or the desire to try something new
Sociological benefits - Correct Answers -related to group identity needs, such as
participating with others in a "computer revolution" promoting global connections, or
enhancing racial/ethnic, age or interest group
Orchestrator - Correct Answers -manages customer service and market research,
product literature design, and the product registration and warranty program, along with
traditional and digital marketing communications controlling and managing all 'owned'
media channels rather than parceling them out to different elements of the organization
Publisher - Correct Answers -creates videos for marketing, selling, and servicing every
product; coupons and other promotions delivered through social media
authenticity vs advertising - Correct Answers -being authentic in advertisements goes a
long way because people believe it more. They like it when someone is authentic. If you
are just advertising, people feel like they are being sold to and will reject the
advertisement
corporate blog - Correct Answers -blogs that are sponsored by a company or one of its
brands and maintained by one or more of the companies employees
enjoy, advocate, and bond - Correct Answers -after a purchase, a deeper connection
begins as the consumer interacts with the product and with new online touch points
Information gatherer - Correct Answers -called marketplace intelligence; exploiting the
opportunities that are offered for collecting and using consumer information to
understand consumer behavior and create better marketing and consumer purchase
experiences
Blog - Correct Answers -a regularly updated website or web page, typically one run by
an individual or small group, that is written in an informal or conversational style
Owned media - Correct Answers -Organization controls content; a website, facebook
, Earned media - Correct Answers -activities that generate media coverage: youtube,
video, news
Paid media - Correct Answers -content paid for a company to be placed online: web ad
Micro blog - Correct Answers -blogs with strict post limits; useful for disseminating
news, promoting longer blog posts, sharing links, announcing events, and promoting
sales: Twitter
Social networks - Correct Answers -set of socially relevant nodes connected by one or
more relations
Social news sites - Correct Answers -web sites that allow users to decide which content
is promoted on a given web site by voting that content up or down: huffington post
location based social sites - Correct Answers -web sites that combine the fun of social
networking with utility of location-based GPS technology
review sites - Correct Answers -sites where consumers get to post reviews of products
or services like yelp
AIDA - Correct Answers -Awareness, Image, Desire, Action
Long Tail of Marketing - Correct Answers -shifting away from small number of brands
and products at the largest part of the demand curve, to the long tail, where there are
huge number of customizable products and brands appealing to small niches
Social media - Correct Answers -online means of communication, conveyance,
collaboration, and cultivation among interconnected and interdependent networks of
people, communities and organizations enhanced by technological capabilities and
mobility
Anticipatory marketing - Correct Answers -identifying, exploring and understanding an
interesting consumer response phenomena - collective irrationality. It is a strategy that
drives interest in a product in the absence of above the line and below the line
advertising
one way communication - Correct Answers -information is transferred in one direction
only, from the sender to the receiver. There isn't any opportunity for the receiver to give
feedback to the sender
two way communication - Correct Answers -between marketer and customers
ANSWERS
Functional benefits - Correct Answers -tangible rewards that consumers wants from
shopping online, such as saving money or time
Psychological benefits - Correct Answers -intangible, personal rewards that include
things such as the mastery technology, or the desire to try something new
Sociological benefits - Correct Answers -related to group identity needs, such as
participating with others in a "computer revolution" promoting global connections, or
enhancing racial/ethnic, age or interest group
Orchestrator - Correct Answers -manages customer service and market research,
product literature design, and the product registration and warranty program, along with
traditional and digital marketing communications controlling and managing all 'owned'
media channels rather than parceling them out to different elements of the organization
Publisher - Correct Answers -creates videos for marketing, selling, and servicing every
product; coupons and other promotions delivered through social media
authenticity vs advertising - Correct Answers -being authentic in advertisements goes a
long way because people believe it more. They like it when someone is authentic. If you
are just advertising, people feel like they are being sold to and will reject the
advertisement
corporate blog - Correct Answers -blogs that are sponsored by a company or one of its
brands and maintained by one or more of the companies employees
enjoy, advocate, and bond - Correct Answers -after a purchase, a deeper connection
begins as the consumer interacts with the product and with new online touch points
Information gatherer - Correct Answers -called marketplace intelligence; exploiting the
opportunities that are offered for collecting and using consumer information to
understand consumer behavior and create better marketing and consumer purchase
experiences
Blog - Correct Answers -a regularly updated website or web page, typically one run by
an individual or small group, that is written in an informal or conversational style
Owned media - Correct Answers -Organization controls content; a website, facebook
, Earned media - Correct Answers -activities that generate media coverage: youtube,
video, news
Paid media - Correct Answers -content paid for a company to be placed online: web ad
Micro blog - Correct Answers -blogs with strict post limits; useful for disseminating
news, promoting longer blog posts, sharing links, announcing events, and promoting
sales: Twitter
Social networks - Correct Answers -set of socially relevant nodes connected by one or
more relations
Social news sites - Correct Answers -web sites that allow users to decide which content
is promoted on a given web site by voting that content up or down: huffington post
location based social sites - Correct Answers -web sites that combine the fun of social
networking with utility of location-based GPS technology
review sites - Correct Answers -sites where consumers get to post reviews of products
or services like yelp
AIDA - Correct Answers -Awareness, Image, Desire, Action
Long Tail of Marketing - Correct Answers -shifting away from small number of brands
and products at the largest part of the demand curve, to the long tail, where there are
huge number of customizable products and brands appealing to small niches
Social media - Correct Answers -online means of communication, conveyance,
collaboration, and cultivation among interconnected and interdependent networks of
people, communities and organizations enhanced by technological capabilities and
mobility
Anticipatory marketing - Correct Answers -identifying, exploring and understanding an
interesting consumer response phenomena - collective irrationality. It is a strategy that
drives interest in a product in the absence of above the line and below the line
advertising
one way communication - Correct Answers -information is transferred in one direction
only, from the sender to the receiver. There isn't any opportunity for the receiver to give
feedback to the sender
two way communication - Correct Answers -between marketer and customers
