Marketing (Weeks 1-3) Book Summary & Lecture Notes - GRADE 8,5

Lay\'s Oven Baked Potato Crisps come in various flavors, including Nature!, Roasted Paprika, Mediterranean Herbs and Barbecue. The brand has recently introduced a new flavor, Lay\'s Oven Baked with Veggie. This is an example of a: A) line extension B) licensed product C) category extension D) third-party endorsement

Réponse: A) line extension

Which of the following is NOT one of the six criteria for choosing brand elements? A) memorable B) likable C) profitable D) protectable

Réponse: C) profitable

Mill\'s Bakery has decided to purchase Farina Bakery, another bakery store in the area, to reduce competition and improve its profits. Which form of growth strategy has Mill\'s Bakery employed? A) backward integration B) intensive growth C) diversification growth D) horizontal integration

Réponse: D) horizontal integration

Decisions about pricing and distribution channels are usually found in the ___(?)___ section of the marketing plan. A) marketing tactics B) financial projections C) implementation controls D) marketing strategy

Réponse: A) marketing tactics

WholeRun, a running shoe brand, segments the market based on consumers\' frequency, duration and intensity of the training. They divide the market into segments \'light, medium and heavy\', ranging from beginners to professional runners. This is an example of segmentation based on: A) demographics B) decision roles C) generation D) usage rate

Réponse: D) usage rate

Cargo bike brand \'CityDad\' has recently introduced a new cargo bike called CityDad Mini. The core positioning of CityDad is \"affordability\". The CityDad Mini is relatively cheap compared to other cargo bike brands. Apart from affordability, the brand also promises other features such as good performance, light and direct steering, easy storage and safety. This describes the ___(?)___ of the cargo bike. A) value proposition B) customer-perceived C) value value network D) total customer cost

Réponse: A) value proposition

Based on Frederick Reichheld\'s Net Promotor approach, customer satisfaction can best be measured with one single question, namely: A) \"How likely is it that you would recommend this product or service to a friend or colleague\"? B) \"How likely is it that you would try this product or service\"? C) \"How likely is it that you would purchase this product or service for a friend or colleague\"? D) \"How likely is it that you would make a friend or colleague aware of this product or service\"?

Réponse: A) \"How likely is it that you would recommend this product or service to a friend or colleague\"?

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

Réponse: B) Communications

Paul would like to eat the Caviar menu at Ciel Bleu, one of Amsterdam\'s most expensive restaurants. The price for a Ciel Bleu Caviar menu is 495 Euro. Paul has saved enough money during the past three months so that he can now fulfill his wish. This is an example of a(n) A) unsought good B) demand C) want D) need

Réponse: B) demand

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.

Réponse: A) The descriptive norm condition \'gender identity\' yielded a significantly higher towel reuse rate than the descriptive norm condition \'same room identity\'.