BUAD479 test

In 2016, having wifi at Starbucks is an example of a(n):

expected product

You have been asked to create a digital marketing plan to reach customers using mobile devices. Which of the following steps will you not recommend to your mobile team?

Leave current web pages the same because consumers prefer to view web pages on their mobile devices that mirror those created for viewing on desktop or laptop computers

Most executives agree that brand strategies must be engineered across the entire marketing mix and throughout the life cycle of a products. Which of the following is NOT a component of that marketing mix? i. Pricing ii. market research iii. production iv. innovation

ii, iii, & iv

Which of the following choices is NOT an example of a B2B buyer becoming more sophisticated and deliberate about purchasing smartphones for his sales force?

realizes quality cues have and impact on price

Subaru car owners are renowned for their repeat buying and brand loyalty. What type of connection would Keller conclude that the customer has achieved with the brand?

Resonance

After seeing increased competition, and in an effort to increase sales and profitability, Wonder Bread wants to extend its product mix breadth. The firm should consider all of the following EXCEPT:

Tapping into scarce resources that could benefit the overall product mix

The number 1 driver of new product profitability is:

unique superior product

Mr. Smith at Acme Production, Inc. is trying to determine the true economic value (TEV) for a new computerized machine. This machine costs $20 per hour to operate and can be used for a year before it needs to be replaced. A system crash costs $500,000, and the probability that the machine will crash is 5%. The next-best alternative has a price of $150,000. It can also be used for a year and costs $15 per hour to operate. The cost of a system crash for this alternative is also $500,000, and the probability that it will crash is 15%. Acme plans to operate this machine 8 hours per day, 365 days, over the next year. The true economic value (TEV) of the machine is:

$185,400

IKEA has a breakeven volume of 100,000 units for a new lamp. The variable cost per unit is $75 and the revenue per unit is $99.99. The fixed costs are:

$2,499,000

profit margin

(per unit revenue-variable costs)/ per unit revenue unit contribution/ per unit revenue

Suggested retail Margin

(suggested retail price- manufacturer selling price ) / suggested retail price

Profit Impact

(unit contribution * units volume) - fixed costs

The demand curve suggests that an auto manufacturer will sell 20,000 Mercedes-Benz M-Class vehicles when they are priced at $50,800, but when the price is reduced to $45,000, that quantity will increase to 27,000 units. What is the resulting elasticity?

-3.07

retention rate

1- churn rate

Expected Purchasing Life (L)

1/churn rate

You have run a search ad campaign with the following results: the margin on each unit sold is $158. Assume the consumers purchase only one unit of the product per search. What is your search ad return on investment?

74%

Which of the following type of online advertising intermediaries decide the placement and pricing of online display ads by using the supply and demand of the ad landscape in a real time auction process?

Ad exchanges

Marketers often use which of the following techniques to determine the impact of a price change?

Breakeven analysis

You have been hired by a new organic juice company to run its digital marketing program for its product. One of the first initiatives you tackle is the firm's inbound marketing program. Which of the following tools would NOT be included ads part of your inbound marketing program?

Creating paid search advertisment that are very good at gaining consumer attention

Research indicates that which of the following plays the greatest role in the product purchase decision process?

Customer reviews/recommendations

In which of the following stages of the product life cycle are promotion efforts minimal?

Decline

Sue has been shopping for a new computer, and she has diligently researched the various available brands. After evaluating the alternatives, she is considering purchasing a Dell computer. Which of the following is an example of marketing communications that Dell might use to prompt Sue in the next stage of her decision making—the purchase decision?

In store signage announcing a $500 rebate with the purchase of a Dell computer

Where on Young and Rubicam's Power Grid would a product with high brand recognition but with low differentiation and relevance likely reside?

Lower right quadrant/ eroding brand

Unit Contribution

Per unit revenue - variable cost per unit

Which of the following statements most closely matches the forecast provided in the reading for digital advertising spent in the future.

Spending on digital advertising is forecast to grow at a rate of more than 15% per year

The makers of Red Bull Energy Drink want to generate earned media and create associations between the brand and popular culture. Which of the following types of media vehicle may be particularly useful in this strategy?

Sponsorship of the Cliff Divers World Series

In determining the effectiveness of sales promotions, which of the following metrics is NOT used by marketers?

Website bounce rate

Which of the following best describes brand promise?

What a company wants a customer to do/gain/ feel by using the product.

All of the following are price indicators of customer price sensitivity EXCEPT:

a performance as expected

All of the following are typical marketing research techniques utilized in the new product development process EXCEPT:

awareness and usage study

Customer Lifetime Value (CLV)

contribution margin * expected purchasing life of the customer - upfront costs of acquiring the customer

To measure the effectiveness of marketing communications, marketers assess message delivery. Two common message delivery metrics that measure how much of the target market is exposed to the advertisment and the number of times they are exposed are:

effective reach and frequency

Break Even Volume

fixed costs in $/ unit contribution in $

All of the following are characteristics exhibited by winning products except:

good product quality, according to the customers definition of quality

What type of marketing strategy best exemplifies a straightforward mapping of a product to a customers willingess to pay?

good-better-best vertical differentiation

Corporations can benefit from personal branding through: i. celebrity endorsements ii. customers who relate to the brand personality iii. development of employee leadership potential

i and ii

A firm might NOT want to engage in social media because i. its product is unlikely to generate online conversation ii. the firm wants to act transparently iii. the reputation risk from hostile conversations about the product is fairly high

i and iii

Interbrand, BrandZ, and Brand Finance all use qualitative and quantitative measurements to calculate brand value, but BrandZ model's greatest differentiating component is its:

incorporation of proprietary global market research data

Which of the following choices is NOT one of the reasons cost plus pricing is so popular?

it captures the full price that customers might be willing ot pay for a product

Merging and milking brands are examples of

liquidating brands from a project portfolio

In the six Ms model of marketing communications, strategic intent refers to:

mission and market

The three interrelated elements in the marketing strategy formation process include all of the following EXCEPT:

objectives

A customer's incentive to purchase is equal to:

perceived value (PV) minus price

All of the following metrics are typically included in a concept test EXCEPT:

product price

Marketers often assess the true economic value by using all of the following EXCEPT:

the costs of competitors products

A customer is shopping for spices in a US supermarket. She pauses as she compares the Goya brand of cinnamon to the McCormick brand. She opts for the McCormick cinnamon, judging it to be of better quality. This instinctual bias is known as:

the provenance paradox

churn rate

the rate at which customers leave a product or service

market share

total market / units sold

The Stage-Gate model includes all of the following steps EXEPT"

training