MKT WEEK 11 FINAL EXAM

Question 1 When can marketing become operational? Correct Answer: Correct when implementing plans to create CRM databases Response Feedback: Good work Question 2 2 out of 2 points Bic Inc. has a new ad to attract new customers. This ad is categorized as a(n) Correct Answer: Correct acquisition cost. Response Feedback: Good work Question 3 2 out of 2 points Correct When customers become dissatisfied, what is the primary means of regaining the customer? Selected Answer: Correct through an empowered frontline employee Correct Answer: Correct through an empowered frontline employee Response Feedback: Good work Question 4 2 out of 2 points Correct The hierarchy of customer behavior is Selected Answer: Correct awareness, trial, repeat, loyalty. Correct Answer: Correct awareness, trial, repeat, loyalty. Response Feedback: Good work Question 5 2 out of 2 points Correct CRM programs are tools used by companies to track spending by collecting information, such as customer identification and contact information, and some form of information on the RFM of the customers' purchase history. What does RFM represent? Correct Answer: Correct recency, frequency, monetary Response Feedback: Good work Question 6 2 out of 2 points Marketers don't track customer evaluations because Correct Answer: Correct they're interesting. Response Feedback: Good work Question 7 2 out of 2 points Correct Aliya is the marketing manager at JumpyInk. The strategic tool JumpyInk uses forces her to make judgments about the company's performance based on market attractiveness and business strength. Which tool does Aliya use? Selected Answer: Correct General Electric model Correct Answer: Correct General Electric model Response Feedback: Good work Question 8 2 out of 2 points Correct ABC Company has produced the XYZ brand. Because it has a relatively large share in a growing market, it is best classified as a Selected Answer: Correct star. Correct Answer: Correct star. Response Feedback: Good work Question 9 Which strategy in the Ansoff's product-market growth matrix combines current markets and new products? Correct Answer: Correct product development Question 10 Correct Company ABC has a mature brand in a stable market, so managers maintain business as usual—same price, same marketing support, etc. What strategy are they using? Selected Answer: Correct doing nothing differently Correct Answer: Correct doing nothing differently Response Feedback: Good work Question 11 Which strategy in the Ansoff's product-market growth matrix combines new markets and new products? Question 12 Because BCD brand has a strong market share in a non-growth industry, it is best classified as a Selected Answer: Response Feedback: Good work Question 13 2 out of 2 points Correct Looking for suppliers who are cheaper than our current ones but still high quality is an example of a way to Selected Answer: Correct decrease variable costs. Correct Answer: Correct decrease variable costs. Response Feedback: Good work Question 14 3 out of 3 points Correct Customers can post complaints or positive reviews during which phase? Selected Answer: Correct post-purchase Correct Answer: Correct post-purchase Response Feedback: Good work Question 15 3 out of 3 points Correct Which of the following options did researchers determine increases brand popularity on social media like Facebook? Selected Answer: Correct volunteerism Correct Answer: Correct volunteerism Response Feedback: Good work Question 16 Correct Which of the following is the percent of sessions for which a visitor lands on the website and views only one page before quickly leaving? Selected Answer: Correct bounce rate Correct Answer: Correct bounce rate Response Feedback: Good work Question 17 3 out of 3 points What is the main goal for users of Facebook? Correct Answer: Correct sharing slices of life with friends Response Feedback: Good work Question 18 3 out of 3 points For companies calculating ROI, the cost of social media actions depends on Selected Answer: Correct marketing goals. Correct Answer: Correct marketing goals. Response Feedback: Good work Question 19 3 out of 3 points What is it called when one group is exposed to one ad or new product description (or whatever element of the marketing mix the marketer is testing) and the other group is either a control group or sees a different version? Selected Answer: Correct A/B split test Correct Answer: Correct A/B split test Response Feedback: Good work Question 20 3 out of 3 points Correct Which of the following media options has the most reach? Selected Answer: Correct magazines Correct Answer: Correct magazines Response Feedback: Good work Question 21 3 out of 3 points Correct In marketing, GRP is an acronym for Selected Answer: Correct gross rating points. Correct Answer: Correct gross rating points. Response Feedback: Good work Question 22 3 out of 3 points Correct Sally is the creative director at a New York-based agency. In thinking about a list of goals for the ads she is responsible for creating, which is likely NOT on her list? Selected Answer: Correct entertainment Correct Answer: Correct entertainment Response Feedback: Good work Question 23 3 out of 3 points Which ad would be the least expensive? Selected Answer: Correct 1-minute radio ad Correct Answer: Correct 1-minute radio ad Response Feedback: Good work Question 24 3 out of 3 points Correct Ad costs are the highest during which program? Selected Answer: Correct Sunday Night Football Correct Answer: Correct Sunday Night Football Response Feedback: Good work Question 25 3 out of 3 points Correct What type of ad is also referred to as fighting or pulsing? Selected Answer: Correct occasional Correct Answer: Correct occasional Response Feedback: Good work Question 26