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Marketing Midterm Exam - September 2020 (covering Weeks 1-3)
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Performance marketing is one of the four dimensions of Holistic marketing. According to the framework of Holistic marketing, 'Performance marketing' focuses on all of the following aspects EXCEPT:
A) Social
B) Communications
C) Brand equity
D) Environment
Performance marketing is one of the four dimensions of Holistic marketing. According to the framewor...
B) Communications
This question is based on the mandatory article by Goldstein, Cialdini, & Griskevicius, V. (2008), "A room with a viewpoint: Using social norms to motivate environmental conservation in hotels":
The authors conducted two field experiments. Based on the results of experiment 2, the authors found all of the following results EXCEPT:
A) The descriptive norm condition 'gender identity' yielded a significantly higher towel reuse rate than the descriptive norm condition 'same room identity'.
B) All four 'descriptive norm' messages combined yielded a significantly higher towel reuse rate than the 'standard environmental message'.
C) The descriptive norm condition 'same room identity' yielded a significantly higher towel reuse rate than the descriptive norm condition 'citizen identity'.
D) The descriptive norm conditions 'citizen identity' and 'guest identity' did not differ from one another.
This question is based on the mandatory article by Goldstein, Cialdini, & Griskevicius, V. (2008), ...
A) The descriptive norm condition 'gender identity' yielded a significantly higher towel reuse rate than the descriptive norm condition 'same room identity'.
In the Five-Stage Model of the Consumer Buying Process, the next step after 'evaluation of alternatives' is:
A) problem recognition
B) postpurchase behavior
C) purchase decision
D) information search
In the Five-Stage Model of the Consumer Buying Process, the next step after 'evaluation of alternat...
C) purchase decision
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