MKT 355 Chapter 9

content marketing

A blank1 - Word Answer blank2 - Word Answer strategy compliments a community-centric strategy.

a

A content marketing strategy is best defined by which of the following statements? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a A strategy tool using various forms of imaging or media to populate a physical or virtual community in order to create a platform to facilitate marketing transactions. b A strategy to create competitive advantages by establishing distinct aspects of production and marketing processes. c A strategy to create the images and contextual meaning that places a product or service in target market's perceptual framework. d A strategy to focus marketing efforts on select areas of a market reconfigured into homogeneous groups.

earlyvangelist

A potential customer who has been shown to exhibit the most pain with respect to some problem, and who also has been shown to have 'pieced together' a solution to this problem is called an blank1 - Word Answer .

b

A user persona defines the motivational behavior of members of a market segment. Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a True b False

b

Achieving superior customer value is based upon a product or service having three capabilities. Which of these capabilities is usually manifested by the product's or service's experiential or symbolic utilities? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Functional b Meaning c Differentiation d Validation

b

Engage, execute, evaluate, and decide are components of a sales roadmap. Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a True b False

a

First assume that the primary cause for the ultimate demise of the Aswan Corporation was the internal conflicts within the firm; then assume that the primary cause for this demise was the inability to gain cooler space. Indicate for each of these situations whether the company's sales process should be deemed to be validated. Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Situation one: yes. Situation two: no b yes for both situations c no for both situation d Situation one: no. Situation two: yes

d

For a startup, specifically dealing with the customer validation stage of the customer development process, which of the following factors would be most important for selecting who to target? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Size b Synergy c Level of competiton d Willingness to co-partner

d

For a startup, which of the following factors would be the most important factor when selecting a market segment to target? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Size b Synergy c Level of Competition d Pain Level

c,d

How is the MVMP developed in the customer discovery stage of the customer development process differ from the MVMP developed in the customer validation stage of that process? {Select all that Apply} Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a The MVMP in the customer validation stage has a minimum viable product (MVP) b The MVMP is the customer discovery stage is based on interviews with prospective customers c The MVMP in the customer validation stage has sales, channel, and marketing collateral maps d The MVMP in the customer validation stage is based on the methodologies associated with the information foundation of an entrepreneurial marketing plan

c,d

Hypothesis driven discovery plays a critical role in which of the following stages of the customer development process? {Select all that apply} Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Development of an initial MVMP b execution of the analysis methods in the information foundation c revision of a MVMP d taking the correct action to execute a MVMP

homogeneous

If the members of a segment are as alike as possible on the segmentation variables, then that segment is said to be blank1 - Word Answer within.

a

In the current global economy the primary determinant of business success is most often which of the following? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Knowledge b Access to Capital c Hypothesis Driven Decision Making d A Validated sales road map

sales metrics

Match the following areas of research or inquiry with the parts of a customer validation process that they typically correspond to. What is average number of contacts per sale?

sales metrics

Match the following areas of research or inquiry with the parts of a customer validation process that they typically correspond to. What is the average total cost of a sale?

sales strategy

Match the following areas of research or inquiry with the parts of a customer validation process that they typically correspond to. What is the best price point?

sales strategy

Match the following areas of research or inquiry with the parts of a customer validation process that they typically correspond to. What sales message is most effective?

customer decision process

Match the following areas of research or inquiry with the parts of a customer validation process that they typically correspond to. Who are gatekeepers?

customer decision process

Match the following areas of research or inquiry with the parts of a customer validation process that they typically correspond to. Who are the actual purchasers of the product?

marketing objectives and budget

Match the following definitions with the appropriate strategic decision. a strategy to create competitive advantages by establishing distinct aspects of production and marketing processes

positioning

Match the following definitions with the appropriate strategic decision. a strategy to create the images and contextual meaning that places a product or service in target market's perceptual framework

target market

Match the following definitions with the appropriate strategic decision. a strategy to focus marketing efforts on select areas of a marekt reconfigured into homogeneous groups

content marketing

Match the following definitions with the appropriate strategic decision. a strategy tool using various forms of imaging or media to populate a physical or virtual community in order to create a platform to facilitate marketing transactions

expand MVMP

Match the following desired outcomes of the customer validation stage of the customer development process with the phase of the customer validation stage that is is associated with. channel plan

expand MVMP

Match the following desired outcomes of the customer validation stage of the customer development process with the phase of the customer validation stage that is is associated with. collateral materials

positioning

Match the following desired outcomes of the customer validation stage of the customer development process with the phase of the customer validation stage that is is associated with. competitive strategy

positioning

Match the following desired outcomes of the customer validation stage of the customer development process with the phase of the customer validation stage that is is associated with. creative brief

Test MVMP

Match the following desired outcomes of the customer validation stage of the customer development process with the phase of the customer validation stage that is is associated with. purchase order

launch

Match the following desired outcomes of the customer validation stage of the customer development process with the phase of the customer validation stage that is is associated with. repeatable scalable sales process

b

Naming a segment and assigning it a profile is which step in the segmentation process? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a fourth b second c first d third

a

Superdrug Stores is the second largest health and beauty retailer in the United Kingdom. In order to address the negative impact of body image issues among women, the company established a program called "Perceptions of Perfection Across Borders" (https://onlinedoctor.superdrug.com/perceptions-of-perfection/). Which of the following types of content is this an example of? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Advocacy for some cause or pursuit of some social justice b Coaching or education to help understand some solution or execute some solution c Enhance some aspect of someone's life or lifestyle d General entertainment

a

The A.I.D.A. Model is a dimension of which of the following? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Marketing collateral plan b Channel map c Sales roadmap d Influence map

b

The Chopper Doctor is a professional full service medical clinic that targets rural patients in northwest Montana. The company's name is based on the fact that the majority of its 'house calls' require the use of a helicopter because most patients cannot be reached easily by car. This is an example of what type of positioning? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a variety based b access based c needs base d diversity based

decision, framework

The context through which information is turned into knowledge refers to a blank1 - Word Answer blank2 - Word Answer

c

The customer validation stage of the customer development process prototypes which of the following? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Customer creation b Product-market fit c Sales process d Pricing program

b,d

The primary focus of a content marketing strategy is to create which of the following? (Check all that apply) Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a customers b conversations c customer satisfaction d community e customer transactions

a

The purpose of segmentation is to be able to gain the depth of understanding one could get from analyzing a single individual and then being able to apply that understanding in a broad enough manner to be profitable. Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a True b False

c

The the Information, experience, and/or understanding enabling a task to be done with maximum efficiency and effectiveness defines which of the following terms? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Decision Framework b Validation c Knowledge d Hypothesis

b

When segments are generally large enough to allow the company to be profitable they are said to be which of the following criteria of a 'good' segmentation process? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Measureable b Substantial c Actionable d Homogeneous within

c

When segments are generally responsive to marketing actions designed to address their unique characteristics and buying behavior they are said to be which of the following criteria of a 'good' segmentation process? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Measureable b Substantial c Actionable d Sustainable

a,b,d

Which of the following is a component of the MVMP developed in the customer validation stage of the customer development process, that is not a component of the MVMP developed in the customer discovery stage? {Select all the apply} Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Sales road map b Channel map c Price d Marketing collateral map

c

Which of the following is not a step in developing a content marketing strategy? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Develop mission and goals b Measure results c Monetize activities d Select channels

c

Which of the following is one of the learning objectives for the customer validation stage of the customer development process? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Advertising strategy b Competitive strategy c Customer decision process d Product design process

d

Which of the following is the instruction manual for how to convert prospective customers into paying actual customers? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a marketing collateral map b channel map c product positioning map d sales road map

b

Which of the following is the part of a creative brief that provides a compelling reason for customers to buy, and identifies the unique benefits that customers will receive? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Breakthrough insights b Value proposition c Positioning d Brand ideals

b

Which of the following metrics is not associated with the Sales Metrics Learning Objectives for the Customer Validation stage of the Customer Development Process? {Select all that Apply} Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a number of contacts per sales call b purchase frequency c total costs per sale d % aware per 1,000 messages

c

Which of the following statements best defines a marketing collateral plan? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a A diagram of the organizations involved in a company's value chain. b A diagram or blueprint for the messaging and images that will be used in the communication plan. c A diagram or how each marketing piece will be directed, and at whom, and for what purpose. d A diagram of who will be contacted with what message in an effort to create sales.

c

Which of the following statements best describes the concept of a competitive product position? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a The compelling reason why the customer should select venture's product. b The prescribed actions to create the images and contextual meaning that places a product or service in targeted consumers' perceptual framework. c A statement that indicates how a product compares with other products or services in the industry with respect to with respect to the competitive framework. d The image or location of a product or service that defines the functional capabilities and the contextual meaning the venture wishes to create and embed in customers' minds.

a

Which of the following statements best describes the concept of a value proposition statement? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a The compelling reason why the customer should select venture's product. b The prescribed actions to create the images and contextual meaning that places a product or service in targeted consumers' perceptual framework. c A statement that indicates how a product compares with other products or services in the industry with respect to with respect to the competitive framework. d The image or location of a product or service that defines the functional capabilities and the contextual meaning the venture wishes to create and embed in customers' minds.

a

Which of the following terms defines the prescribed actions to create the images and contextual meaning that places a product or service in what is called consumers' perceptual framework based on important, distinctive attributes relative to other products or services? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Positioning strategy b Differentiation c Content development d Product position