Marketing Exam 3 Video Questions

(Tobacco)_____________ of the world's adult population smoke cigarettes. Tobacco use is rising in the developing world, and falling slightly in the developed world.

1.3 billion people, 1/3

(Tobacco)In all, more than _____ enter the lungs when a smoker inhales. Among them are formaldehyde, pesticides and arsenic

4000 chemicals

(Life is Good) They define branding as: knowing you are, and _______

Acting like it

(Healthcare Marketing via PR) When a PR agency takes over, its their job to become an _______ for the healthcare companies they're working with

Advisor

(Life is Good) Which of the following is/are true?

All of the above

(Toxic Childhood) Meat and dairy are 2 areas you can focus on. Look for products without _____ and growth hormone. Another big concern is ________ in our produce. No one wants to be exposed to pesticides, but buying organic can be ______. One solution is to simply wash and peel fruits/ veggies.

Antibiotics ; Pesicides ; Expensive

(AFLAC) would rather just create the ______ through the advertising, and then have their agents go in and really explain the need for the product

Awareness

(Medtronic) Why did Dominic have to simultaneously convince the physician and the hospital administration to use his product?

Because neither side had the power to make the decision independently

(AFLAC) In about 3 years, AFLACs ______ soared from 8% to 89%. That compares with the most recognized brands in the world, such as coca-cola

Brand recognition

(Medtronic) How did Dominic build trust?

By demonstrating dependability

(Toxic Childhood)___________, a heavy metal which the government considers nearly as dangerous as lead is turning up in children's jewelry manufactured in ________.

Cadmium ; China

(The persuaders)You need to get smarter about your consumer. You need to understand their purchasing predisposition. You need to understand how they're _____. You need to understand more about THEM. And thats ______.

Changing ; technology

(The persuaders) But advertisers have a big problem. The more messages they create the more they have to create to reach us. Its let to a vicious circle of ________.

Clutter

(The persuaders)Once you get the _____, suddenly, everything starts making sense. I understand why this car sells, this car doesn't sell. You know, I understand why- why a small $29,000 Cadillac cannot sell. You know, I understand why. Because it's ___

Code ; off code

(Medtronic) Being on call is never easy for medical device reps, but it is part of the job. The key was to demonstrate that level of _______.

Commitment to the physician

(Toxic Childhood)The promise of safety [ regarding a generation of new pesticides in the 1940s] turned out to be: _______ There is evidence that were starting to repeat the same pattern, using chemicals that were told are safe today, only to find out that ______.

Completely untrue ; They're not

(The Power of a Name) They [Lexus] came into this market against some very well-established and big, reputable brands like Mercedes and BMW, and they have just stuck at it over time. They have been very ________________ in the way they've marketed themselves. The product is outstandingly good _____________________________________. They've now taken a product that was originally geared as a U.S.-targeted operation and made it global.

Consistent ; Quality and value

(Tobacco) In the 20th century, one form of tobacco- cigarettes- would become the dominant form of ______ and cause an ongoing _____ crisis.

Consumption ; Health Care

(Tobacco) The record shows that big tobacco companies knew the link between smoking and disease and _______ for decades to keep the product out there.

Covered it up

There's a ______ with PR that doesn't exist with advertising

Credibility

(Tobacco) Smoking is the single largest preventable cause of _____ in the US. Tobacco is the only product that if used as directed will ______.

Death ; Kill you

(Tobacco)Each year more than 400,000 Americans __________________ cigarette smoking. One in five deaths in the U.S. is smoking related.

Die from

(The persuaders)Not so long ago, the high-concept ads of today were all but unthinkable. [TV commercial] Soap has never smelled this good before and neither have you. Ads laid claim to real, tangible ______ between 1 product and another.

Differences

(The Power of a Name)One of the things about luxury brands is that, by nature, they should be __________ to get hold of, because that is the nature of luxury. A lot of people are now spending large proportions of their income to acquire these luxury items, be it bass or shoes or whatever it may be. And the problem with that is it makes it [luxury item] more popular, it makes it more ordinary, and therefore by nature ______. So part of the challenge for them [luxury brand manufacture] is to actually maintain the aspiration and the mystique around those brands. And all of them have exactly the same issues. Whether you're Gucci, Prada, Burberry, Hermes, the situation is the same. So ______ is a very important factor.

Difficult ; Less luxury ; Price

(Tobacco) A cigarette is an elegant form of a _______ device, almost like a hypodermic syringe and needle. And the delivery [drug] that one wants out of a cigarette Is _________.

Drug delivery ; nicotine

(The persuaders)You know, we've moved from brands into _____. Look at Tide, for instance in the US.

Experiences

(Life is Good) T/F: Always being focused on doing good things was what built their business

False

(The persuaders)TV audiences are watching ______ ads... If the audience is skipping commercials to get to the programs, why not become ______ themselves?

Fewer ; Part of the Programs

(Healthcare Marketing via PR) They [the PR agency] have to discuss all of their moves with the healthcare provider and make sure they're both on same page when it comes to strategy. Its essential for both parties to stay up tp date with info in the ______ to accurately rely info to customers

Healthcare industry

Their process is all about understanding customers problems first, and the looking at various media for answers. They believe that its the _____, not channels, that create relevance

Ideas

(Toxic Childhood) Its not about banning chemicals. Its about _______ those things which are potentially dangerous and substituting or eliminating them where possible

Identifying

(Crispin Porter + Bogusky) CP+B helped to create a brand for the cause. They literally invented a brand from the ether [I.e. out of thin air]. Gave it a name and reason to be. What they invented... was the truth, a campaign that was built by using both traditional and non traditional communication channels, carefully ______ for maximum impact

Integrated

(Healthcare Marketing via PR) _______ can help increase consumers coming to the healthcare facility and help raise awareness about the company.

Lead generation

(The persuaders)You feel the world through your senses- the 5 senses. And that's what's next. The brands that can move to that emotional level, that can create _____, are going to be the brands where premium profits lie.

Loyalty beyond reason

(The Power of a Name) so the management of a brand actually involves looking very hard at __ of your business

Many, many, many different aspects

(The persuaders)We have to understand the unspoken needs of the people. It works. Good __________________________________ works. When we say it works, it means that marketers understand the ______________________________ (sometimes unspoken) and they deliver.

Marketing research ; real need of the customers

(The persuaders) when I was a brand manager at proctor and gamble, my job was basically to make sure the product was good, develop new advertising copy, design the pack. Now a brand manager has an entirely different kind of responsibility. In fact, they have more responsibility. Their job now is to create and maintain a whole ______ for people, through which they get identity and understanding of the world. Their job is to be a community leader.

Meaning system

(Life is Good) You gotta kind of figure out with the customers: How much do each of them want to know? And how do you give them a concise representation of the work that you're doing so that its _____ to everybody?

Meaningful

(The persuaders)By the early 1990s, a new approach to marketing came to the force, one that leapt right over what the product did to what the product ______.

Meant

(Tobacco) nicotine is the _____ of the various addictive substances people use

Most addictive

(Toxic Childhood) [According to the EPA] We need to have the industry that wants to use these chemicals and bring these chemicals to market ______ the work that it will take government to assure they're safe. Regulations are important. The work of regulations has to be watched, but its done to ______ and chemicals are certainly no different

Pay ; Protect people

(The Power of a Name) Samsung uses their brand value as a key ______________________ indicator for many of their senior people. Brand is something that is not just generated through marketing activities or logos. These are just parts of it. A brand really is built by the __________________________________________, and it has as much relevance inside your organization -- to keeping your employees and encouraging them to behave and act in a way that is consistent with your brand -- as it does with the external.

Performance ; Whole way you do business

(The persuaders)The secret of all persuasion is to induce the person to ________.

Persuade to himself

(Life is Good) Unless they continue to be _______, they can't help anybody. So they have to give customers what they want

Profitable

(Toxic Childhood) If you're concerned about BPA in plastics because you've heard about studies linking it to a host of problems including cancer, sexual dysfunction and heart disease, check the _______ at the bottom. If there's a #7, you should assume it has BPA.

Recycling label

(Medtronic) The physician was at the largest account [healthcare facility] in the state, Medtronic did not, as a company, have a ______ with the physician.

Relationship

(Medtronic) Why do you ideally want those relationships [with administration and the physician] to grow at the same rate?

So that neither side pressures or alienates the other

(The persuaders)This lesson- that a brand could forge an emotional, even _______ bond with todays cynical consumer - wasn't lost on corporate America.

Spiritual

(Life is Good) The old school of corporate philanthropy was "Write the check at the holidays, and put it out the back door", the new school, from life is goods perspective, is "______. Be open about it."

Talk about it

(Toxic Childhood)Nobody can give parents any assurance that the chemicals turning up in out children's bodies are reasonably safe because ________.

The testing has not been done

(AFLAC) T/F: The duck was never intended to sell an insurance product

True

(Tobacco)T/F: Pipe smoking carries similar rates of oral and esophageal cancer as cigar smokers

True

(Toxic Childhood) T/F: In Europe, you're not going to find nail polish with dibatyl phthalates. The suspected hormone disruptor is banned over there, but its still in products here. Or petroleum distillates, a possible carcinogen, but still found here in some mascara, perfume and lipstick

True

(The persuaders) What sets [Clotaire] Raoaille apart from many other market researchers is his belief that consumers are driven by _____ needs and impulses

Unconscious

(Toxic Childhood) A lot of [indoor] products give off a smell. You've probably smelled it. Thats called offgasing. And what you're smelling could be formaldehyde or other ______ [vocs] and those are linked to asthma, kidney and central nervous system damage and sometimes cancer. So, open the windows. All for plenty of ventilation

Volatile Organic Compounds

(AFLAC) He opened up a lot of doors for AFLAC sales agents, but it is really the companies field force [of sales agents] that is out there talking and knocking on the doors that really make the sales, that really sit down with the consumers and ______.

explain what the products are

(Tobacco) The US ranks 4th in production [of tobacco] behind China, India and Brazil. Tobacco os the largest ______ crop grown in the world today

non food

(The Power of a Name)You've got people who are relatively low-income spending the equivalent of a month's salary on a handbag because it __________________________________.

syas something about them

(AFLAC) By far and away, the duck ad concept _____ so much better than any of the others

tested

(Tobacco)After mechanization, ________ _________ gave cigarettes their next big boost.

the movies

(Tobacco)Cigar smokers suffer from ________________________ of esophageal and oral cancers as cigarette smokers. As much as eight times that of non-smokers.

the same right

(The persuaders)"Give us ____". It is has become the imperative that no corporation- or any persuader- can afford to ignore.

what we want