MSLE Final Part 1
How do we define the life currency "Frustration"? a. A feeling of dissatisfaction from unfulfilled needs or problems. b. A feeling of anger from inner turmoil. c. A feeling of resentment from neglect. d. A feeling of indifference from others.
a. A feeling of dissatisfaction from unfulfilled needs or problems.
A brand consists of three core components. One is Brand Strategy, another is Brand Positioning. What is the third? a. Brand Identity b. Brand Packaging c. Brand Advertising d. Brand Trust e. Brand Insight
a. Brand Identity
____________ provides consumers a method of classification, differentiation, and identification for similar products. a. Branding b. Segmentation analysis c. Product placement d. Consumer demographics
a. Branding
Consumers have three different ways of processing in order to make a purchase. What is the one where you have to do a lot of research in order to make the decision? a. Cognitive b. Time-consuming c. Habitual d. Responsive e. Reflexive
a. Cognitive
You walk into a Maverik gas station to get a drink, but you see that the Doritos display by the front door and grab some of those too! Which life currency is most responsible for impulse purchases such as this? a. Convenience b. Fear c. Love d. Information
a. Convenience
A marketer is in charge of which of the following tasks in a business? a. Creating a strategic plan to guide branding, marketing, and communications b. Directly selling products to customers c. Producing the company's long-term financial forecasts d. Developing and fostering interaction between departments in the business
a. Creating a strategic plan to guide branding, marketing, and communications
What should a brand's online content focus on? a. Creating snackable, educational content b. Making the hard sell c. Having step-by-step instructions d. Increasing the number of "purchase here" opportunities
a. Creating snackable, educational content
When you look at the behaviors of people as well as their demographics, their behaviors, and their psychological makeup, what are you trying to do? a. Determine the target audience b. Population analysis c. Determine the best fit for a test market d. Determining the brand positioning
a. Determine the target audience
Taco Bell managers ran a pricing test and discovered that ton matter what price they posted for their Crunchwrap Supreme, the volume they sold didn't change. In some stores they ridiculously priced it at $5.99, in others at just .99 cents. There was no difference in the Volume of sales at any of the test stores. All stores sold about 132 (plus or minus 5) per day. This research indicates what about consumers? a. Price Insensitivity b. Price sensitivity c. Price elasticity d. The price is right.
a. Price Insensitivity
When you price your product or service at $99.99 instead of $100.00 it is called. a. Psychological pricing b. High-low pricing c. Price discrimination d. Dynamic pricing
a. Psychological pricing
The __________ method of brainstorming is often successful because it uses the brain to absorb and process things or events, then make new connections. a. Stimulus response b. Creative juices c. Brain draining d. White board
a. Stimulus response
What is concept testing as described in this topic? a. Surveying people in the target audience to gauge their interest in a product concept without actually making the new product b. Developing a prototype of a new product to gain publicity c. Brainstorming new ideas for a product that will solve a real problem in consumers' lives d. Applying for a patent for a new product to get a better position in the market
a. Surveying people in the target audience to gauge their interest in a product concept without actually making the new product
Edward Deming wrote that 94% of problems in most corporations are due to inadequate _________. a. Systems b. Branding c. Human resources d. Management
a. Systems
The first words of the "Reason Why" in the brand positioning must be what? a. That's because b. Brand name c. What it does d. To illustrate e. Product name
a. That's because
Which of the following is an element needed when building a working mission statement? a. The core ideas that sum up your job activities b. Who is in charge of different responsibilities in the company c. Who your biggest investors and supporters are d. The key constraints that limit the way you work
a. The core ideas that sum up your job activities
When someone makes a local search, 50% of those that make that search will visit that store within _____? a. The day b. The week c. The next two weeks d. The hour e. The next two-days
a. The day
How would you define market research? a. The systematic gathering information about consumers' needs and preferences. b. Concept testing c. Systematic planning d. Repetitive product evaluation
a. The systematic gathering information about consumers' needs and preferences.
Which of the following is true of the target audience for a brand? a. The target audience is the core group, but other consumers may be interested in the brand as well. b. A brand positioning statement should appeal to the widest target audience possible. c. The target audience can be determined by looking at the brand's spokespeople, who are usually members of the target audience. d. Only members of the target audience will purchase the brand.
a. The target audience is the core group, but other consumers may be interested in the brand as well.
Fred and his buddy Mike went to a football game and decided to grab some food / drinks before they sat down. They walked the concourse looking at the options, and decided on Cheesesteaks and beer. The total price came to $94 for two cheesesteaks and 2 beers. No one in their right mind would pay that much elsewhere? Why did they do it and feel OK about it? a. The value each customer places upon the purchase is a combination of life currencies determines their actions. b. The dollar amount it is sold for equates to quality c. The social approval the customer feels after buying it drives the purchase. d. Everything tastes better at a ballgame.
a. The value each customer places upon the purchase is a combination of life currencies determines their actions.
How has the media consumption of young adults and teenagers changed in recent years? a. These groups tend to browse the internet for information and entertainment rather than relying on print sources. b. These groups tend to use the TV to watch shows rather than play video games. c. These groups prefer watching TV on streaming services but have resisted the same trend with music streaming services. d. These groups tend to read more news and consume less video content than previous generations.
a. These groups tend to browse the internet for information and entertainment rather than relying on print sources.
The combined working mission and operating charter create the backbone for developing the marketing plan. a. True b. False
a. True
When marketer's develop their brand, what is the ultimate emotional connection they seek to establish? a. Trust b. Truth c. The consumer voice d. Differentiation
a. Trust
What is a working mission statement? a. A draft of a company's mission statement that is built from the input of both employees and management b. A concise statement that helps focus employees on the company's ultimate objective and map out the road to success c. A chart that provides a hierarchical structure of organizational roles and responsibilities d. An often long and flowery description of the company's objectives published for the public to read
b. A concise statement that helps focus employees on the company's ultimate objective and map out the road to success
What is an operating charter? a. A single sentence that helps focus employees on the company's ultimate objective and map out the road to success b. A document that defines interactions and authority across and between groups in an organization or department c. A legal form that must be filed with the state to register a business d. An often long and flowery description of the company's objectives published for the public to read
b. A document that defines interactions and authority across and between groups in an organization or department
What is an example of a product that offers a functional benefit? a. A shirt that makes you feel attractive b. An energy drink can that is resealable c. A car that looks expensive d. A security system that provides peace of mind
b. An energy drink can that is resealable
What are the three strategies essential to winning micro-moments? a. Be ready, be available, be dependable b. Be there, be useful, be quick c. Track, target, trigger d. Anticipate, connect, eliminate
b. Be there, be useful, be quick
Which type of device should brands focus on using to earn customers and why? a. Mobile—customers can use mobile devices on the go, which is where they do most of their shopping and researching. b. Both mobile and desktop—customers cannot be separated between mobile and desktop users, because both play a role in the purchase journey. c. Desktop—customers actually go through with purchases more often on desktop than mobile. d. Mobile—customers perform more searches on mobile devices than on computers.
b. Both mobile and desktop—customers cannot be separated between mobile and desktop users, because both play a role in the purchase journey.
How does the brand development process begin? a. By designing a logo and brand name b. By researching the market to determine the target audience c. By identifying influencers who can promote the brand d. By determining key marketing strategies and tactics
b. By researching the market to determine the target audience
Which of the following is a way to reduce risk in the innovation process? a. Invest is prototyping and manufacturing early so you can ramp up easily b. Conduct concept testing c. Fail once and don't fail again d. Don't spend too much on marketing at first e. Get nationwide distribution quickly
b. Conduct concept testing
What is typically the best source of new business, product, and service ideas? a. Asking consumers what they want b. Crowdsourcing c. Copying successful products in the market d. Relying on a few trusted individuals for new ideas
b. Crowdsourcing
What is typically the key to success in marketing? a. Stick with old-school marketing techniques rather than quickly adopting new and popular ones. b. Differentiating your product or service from competitors' products / services so that they see you as the ONLY solution to their problem. c. Offer just a few good products rather than a large variety of mediocre products. d. Offer the lowest prices compared to competitors.
b. Differentiating your product or service from competitors' products / services so that they see you as the ONLY solution to their problem.
What pricing strategy is used by airlines to maximize profit? a. Product bundle pricing b. Dynamic pricing c. Captive product pricing d. Skimming
b. Dynamic pricing
Operating charters are created at which level of an organization? a. The organization as a whole has one operating charter. b. Each department can create its own operating charter. c. The management team typically has an operating charter for the executive officers to follow. d. Each person within an organization creates their own operating charter.
b. Each department can create its own operating charter.
In order to find success, marketer's must have product superiority versus competitors products and services. a. True b. False
b. False
The monetary cost of a pruduct or service is the primary decision maker of whether or not to make a purchase. a. True b. False
b. False
To be successful in today's competitive environment, marketer's should spend most of their efforts on finding ways to lower the price of their products and services to customers. a. True b. False
b. False
When determining a pricing strategy, your competitors price is the primary factor in determining what you can charge. a. True b. False
b. False
Why is it important to have a generous marketing budget set aside for a new product launch? a. The most successful new products make a lot of noise with flashy marketing campaigns. b. If customers don't know the product exists, then there's no way they will buy it. c. It takes a large investment up front to ensure that the product will remain in stock as customers begin to buy it. d. A large investment in marketing will convince company employees that the product is worth their time and effort.
b. If customers don't know the product exists, then there's no way they will buy it.
Which of the following is true of an effective brand positioning statement? a. It provides clever phrases that should be used in the advertising. b. It drives everything the customer knows and believes about the product. c. It should be revisited and revised frequently to keep up with market trends. d. It lists every benefit the product could provide to consumers.
b. It drives everything the customer knows and believes about the product.
What is the cardinal rule of brainstorming? a. Do not stop until you have all agreed on the best idea. b. Keep all ideas and treat them as if they are great, no matter how ridiculous they sound. c. The moderator has the final say on which ideas have merit. d. Assume that everyone has something to contribute.
b. Keep all ideas and treat them as if they are great, no matter how ridiculous they sound.
How can businesses best cope with the quick pace of digital disruption? a. Provide as many routes to purchase as possible. b. Let marketing lead the way. c. Adopt new technologies immediately after they are released. d. Rely on forecasts from economists to know how to proceed.
b. Let marketing lead the way.
Branding is about understanding how your product or service fits into the customers ______ in order to make it better? a. Trust b. Life c. Decision choice set d. All of the above
b. Life
How long should a working mission statement be? a. One paragraph b. One sentence c. As long as it needs to be to convey the company's values d. One page
b. One sentence
What are the two main types of research that marketers use that are related to the number of people that the research is conducted on? a. Primary research and secondary research b. Qualitative research and Quantitative research c. Systematic research and objective research d. Quantitative research and segmentation research
b. Qualitative research and Quantitative research
What three attributes of a company's message do consumers say influence brand perception? a. Helpful, relevant, widespread b. Quality, timing, relevance c. Easy to find, easy to use, easy to understand d. Informative, easy to find, valuable
b. Quality, timing, relevance
You found an interesting survey online that was conducted on 5,000 Americans getting their opinions related to climate change. You are going to use this research as part of a paper you are working on. What type of research would this be classified as? a. Secondary Qualitative research b. Quantitative Secondary research c. Test market d. Qualitative Primary research
b. Quantitative Secondary research
You live in a small, rented one-bedroom apartment that's about 566 sq ft. You were out shopping today, and walked into Costco. By the doors they have the TV's displayed. Your eyes are drawn to the magnificent 83 inch LG OLED that's on sale for $3,899. It's expensive, but its also AWESOME. The prettiest picture you've ever seen on a TV. You just got your tax return, so you have the cash available to buy it. You REALLY want it, but you walk away and don't purchase it. What life currency most likely drove this decision? a. Love b. Space c. Money d. Expertise e. Information f. Trust g. Quality h. Fear i. Human Emergy
b. Space
Which of the following describes brand positioning? a. An analysis to determine where the brand has competitive advantage and superiority versus competitors b. The focused articulation of the brand strategy using insights gained from research c. The creation of distinguishable elements that help consumers identify a brand d. A definition of the underlying principles of the brand
b. The focused articulation of the brand strategy using insights gained from research
An important principle when creating new ideas is that innovations must _____________. a. Carry a name that is obvious to consumers in explaining what the product is b. Thrive on their own merit, not just because of having a known brand name c. Be connected to a well-known company or brand d. Build on the innovations of competitors
b. Thrive on their own merit, not just because of having a known brand name
Which of the following describes responsive purchasing? a. When people conduct heavy research before making a purchase decision b. When a customer makes a purchase based on a recommendation or an advertisement c. When brand management doesn't have much of a role in the purchase decision d. When the customer doesn't consider any alternatives to purchasing a particular brand
b. When a customer makes a purchase based on a recommendation or an advertisement
What does "Kitchen Logic" mean? a. You need to ensure that the reason why is presented in an orderly manner, or else you won't be able to find the right utensils when you're "cooking up" a campaign. b. You need to ensure that you've stated your reason why in a clear, uncomplicated way such that two people sitting at the kitchen table could explain it easily to one another. c. You need to ensure that the reason why statement is equally understandable to the entire family from young children to seniors. d. You need to ensure that the reason why plays on the senses of consumers, as if they were smelling or tasting their favorite meal cooking.
b. You need to ensure that you've stated your reason why in a clear, uncomplicated way such that two people sitting at the kitchen table could explain it easily to one another.
What is a "concept" as described in this topic? a. An explanation of the target audience, benefit, and compelling reason why for a product b. A proposed design or schematic plan for an innovation c. A one-paragraph ad for a proposed innovation based on the product's brand positioning d. An idea from a brainstorming session deemed to have merit by the moderator
c. A one-paragraph ad for a proposed innovation based on the product's brand positioning
What is the definition of a "Dumb-To-Do" when doing an in-store learning exercise? a. A characterization than an individual consumer uses to determine product choice b. When a product is trying to convince a consumer that it is necessary c. An action that a marketer takes that isn't driving incremental sales d. Things that all products in a category must do to remain competitive
c. An action that a marketer takes that isn't driving incremental sales
What is the role of brand management in marketing? a. Branding is the last step in marketing and can come only after a marketing materials have been developed and tested. b. Brand management is a niche field of marketing that only large companies include in their marketing plans. c. Building a strong brand is the essential foundation for successful marketing. d. Brand management is slowly being eclipsed by product management due to digital disruption, but it is still used in more traditional firms.
c. Building a strong brand is the essential foundation for successful marketing.
Which of the following is true about innovation? a. Innovation becomes necessary only when competitors have shown signs of adopting new technologies and innovations. b. We have no idea if innovation will be important 10 to 20 years from now, so it's best to wait it out and see if it becomes necessary. c. Companies that fail to innovate will eventually see their brands decline and die. d. Well-established companies have little need for innovation due to brand name recognition.
c. Companies that fail to innovate will eventually see their brands decline and die.
An important principle when creating new ideas is to push _________, not ___________. a. Product features; consumer advantages b. Positive viewpoints; negative criticism c. Consumer benefits; product functions d. Value created; price points
c. Consumer benefits; product functions
What is the next step after moving a product idea through concept testing and prototyping? a. Creating a name for the product b. Defining your target audience c. Figuring out how to sell the product d. Collecting survey responses from the target audience to gauge their interest
c. Figuring out how to sell the product
Which of the following contributes to an effective environment for brainstorming? a. An office conference room b. Scheduling it midday so everyone's awake c. Fun d. Lots of people e. Having just your core group participate to retain security of the ideas
c. Fun
Products are made in factories. Where are brands made? a. In customer interests b. At Point of Purchase c. In the mind d. On packaging benefits e. In advertising
c. In the mind
What is the difference between marketing and branding? a. Marketing is done by marketing teams, while branding is carried out by sales reps. b. Marketing is the underlying strategy, while branding includes the tactics used to carry out the strategy. c. Marketing focuses on execution, while branding is the strategy that guides the marketing. d. Marketing and branding are one and the same.
c. Marketing focuses on execution, while branding is the strategy that guides the marketing.
Since 2017, consumers have watched video content the most on which type of technology? a. Televisions b. Desktop computers c. Mobile phones d. Movie screens
c. Mobile phones
Which of the following is an example of a brand extension? a. The Coca-Cola Company offering Vanilla Coke as a new variety of Coca-Cola. b. Yoplait yogurt offering a new line of sugar-free yogurt. c. P.F. Chang's, a Chinese restaurant, offering frozen entrées at the grocery store. d. Chex cereal offering a new Chocolate Chex flavor.
c. P.F. Chang's, a Chinese restaurant, offering frozen entrées at the grocery store.
When the Maverik Convenience Store chain enters a new market, they price their gasoline at a 25 cent discount to the competitive prices at existing gas stations in order to attract gas buyers and force the other gast station owners to sell their stations to them. What is this pricing strategy called? a. Price prejudice b. Targeted pricing c. Predatory pricing d. High-low pricing
c. Predatory pricing
Which type of pricing changes the price depending on time of day? a. Premium pricing b. Loss-leader c. Price Discrimination d. Cost-plus pricing
c. Price Discrimination
When customers react negatively to small price changes, its called: a. Price insensitivity b. Price elasticity c. Price sensitivity d. Price discrimination
c. Price sensitivity
Which of the following is an indication of a flawed innovation process? a. The idea has never been tried in the past. b. The product is significantly different from anything else on the market. c. Scientists and engineers are driving the process rather than consumer insights and marketing. d. The company is hesitant to stray from its current target audience.
c. Scientists and engineers are driving the process rather than consumer insights and marketing.
When performing an in-store learning experience, the benefits that market leaders provide that set a product apart and give it a competitive advantage is called what? a. Benefits that focus on "smart" technology b. A product offer that makes a product completely unique from its competition c. Smart To-Do's d. The "must-haves" for a product within that product category
c. Smart To-Do's
How can you differentiate your brand from other brands in the consumer's mind? a. Ensure that your product offers all the same benefits as similar products. b. Use a logical appeal to show customers your product is superior. c. Tell them how your product / service will fit into their life in a way that will make their fife better. d. Emphasize your company's industry experience and professional acclaim.
c. Tell them how your product / service will fit into their life in a way that will make their fife better.
What innovation problem led to the failure of Kellogg's Breakfast Mates? a. Customers disliked the taste of the new product. b. The new product was not different from anything that was already offered in the market. c. The product required a new distribution system that led to many difficulties. d. Marketing for the product appealed to the wrong target audience.
c. The product required a new distribution system that led to many difficulties.
What is the law of gravitational marketing? a. The most successful new products are those that catch the eye of highly influential people, who then draw others to the new product with the weight of their opinion. b. Customers tend to gravitate toward what they are already familiar with, so it pays off in the end to imitate existing products. c. To successfully introduce a new product, you must disrupt marketplace equilibrium by offering something significantly different, better, and special than current offerings. d. Products that draw on new and exciting scientific research will always be ahead of the game in marketing.
c. To successfully introduce a new product, you must disrupt marketplace equilibrium by offering something significantly different, better, and special than current offerings.
Which of the following correctly describes a line extension? a. A line extension involves changing the brand name of a product currently offered by a company. b. A line extension benefits from the success of another company's brand by creating a new, similar product at a different company. c. A line extension uses a well-established brand name to create new products in different product categories than those it usually competes in. d. A line extension borrows the name and brand equity from an existing product to create new products within the same product category.
d. A line extension borrows the name and brand equity from an existing product to create new products within the same product category.
The brand positioning statement provides the foundation for __________. a. Advertising b. Pricing c. Promotions d. All of the above
d. All of the above
Which of the following is a life currency that a marketer could manipulate, as discussed in this topic? a. Money b. Space c. Information d. All of the above e. Love f. Time
d. All of the above
How is an operating charter different from a business plan? a. An operating charter is typically classified, whereas a business plan is kept in plain sight for all employees to refer to. b. An operating charter is much longer and more detailed, whereas a business plan should be no more than one page. c. An operating charter is created internally, whereas a business plan is dictated by investors and the board of directors. d. An operating charter shows the big picture of what you want to accomplish, whereas the business plan is more detailed.
d. An operating charter shows the big picture of what you want to accomplish, whereas the business plan is more detailed.
What are the four stages of the AIDA model? a. Autonomy, inspiration, dedication, action b. Avoidance, interest, denial, acceptance c. Alignment, integration, delivery, acknowledgement d. Awareness, interest, desire, action
d. Awareness, interest, desire, action
The ___________ is at the center or every marketing decision. a. Product b. Brand management c. Market analysis d. Consumer
d. Consumer
When pricing through the product life cycle, at which inflection point do you have to start dropping price? a. Mature b. Introduction / Early Adopters c. Growth d. Declining
d. Declining
Branding is figuring out how to make your product ____________ in the minds of consumers. a. Valuable, exciting, and transformative b. New, improved, and special c. Novel, important, and exciting d. Different, better, and special
d. Different, better, and special
What are the two ways to be quick on mobile sites or apps? a. Fewer clicks and more comprehensive steps b. Decrease screen changes and increase instruction availability c. Drop-down menus and touchable content-to-order d. Eliminate steps and fill in forms
d. Eliminate steps and fill in forms
How long on average does the digital purchase journey take? a. With the ability to shop anytime and anywhere, the purchase journey has decreased to an average of 12 hours. b. From first search to purchase, the purchase journey takes approximately a week. c. If micro-moments are being met, the purchase journey takes an average of 14 days. d. From first search to purchase, the purchase journey takes an approximate 21 days.
d. From first search to purchase, the purchase journey takes an approximate 21 days.
You are doing your federal income tax return. It's very complicated, so you decide to take your information to H&R Block and have them do your taxes for you. The cost of their service is quite expensive for a college student at $299.00, yet you decide to pay for it anyway. Which of these are life currencies that could have impacted your decision? a. Trust b. Persistence c. Sincerity d. Frustration e. Reluctance f. Frugality g. Benefit
d. Frustration
What company's research department discovered the moments that matter when it comes to online e-commerce for business? a. McKinsey Consulting b. The Nielsen Company c. Meta d. Google e. Accenture
d. Google
What is the moment at the beginning of the purchase journey when discovery and helpful information are found? a. I-want-to-see moment b. I-want-to-learn moment c. I-want-to-buy moment d. I-want-to-know moment
d. I-want-to-know moment
You are the BIGGEST Utah Jazz fan that ever lived, and are buying tickets today for the upcoming Jazz game in Salt Lake City. The ticket prices are $250 each, and you need four tickets for your family. (Total cost $1,000). Which life currencies likely impacted your decision to make such a large purchase? a. Human Energy b. Frustration c. Trust d. Love e. Convenience f. Space g. Information h. Fear
d. Love
It is important to make a new product available ____________ because that is where most people begin their shopping journey. a. On retail store websites b. In big-box retail stores c. In grocery stores d. On Amazon
d. On Amazon
What are the stages of the improvement cycle (cycles of learning)? a. Study, do, test, revise b. Brainstorm, model, survey, test c. Learn, know, do, become d. Plan, do, study, act
d. Plan, do, study, act
Market research that you do yourself on a small number of people, would be classified how? a. Systematic and objective b. Primary and segmented c. Concept and secondary d. Primary and qualitative
d. Primary and qualitative
Which company invented the business strategy of brand management? a. Coca-Cola b. Disney c. UPS d. Procter & Gamble
d. Procter & Gamble
When you calculate how much money you can make off a single purchase, what do we call that? a. Price analysis b. None of the above—its impossible to calculate that. c. Price / Profit d. Profit margin
d. Profit margin
Which of the following are included in an operating charter? a. Brand Positioning b. Company values c. Marketing strategies d. Quantitative measures of success e. Annual sales targets
d. Quantitative measures of success
Which of the following best describes price elasticity? a. Sell at a high price to enhance brand image and brand perception b. Specialize so that you get manufacturing efficiencies. c. Buy low, sell high. d. Sell until the marginal profit equals the marginal cost. e. Sell at a low price to capture market share
d. Sell until the marginal profit equals the marginal cost.
What are the three main elements of a brand positioning statement? a. Awareness, buy-in, click-through b. Attention, brand name, company values c. Analytics, brand awareness, call to action d. Target audience, benefit, compelling reason why
d. Target audience, benefit, compelling reason why
Which of the following is true about launching new business ventures? a. Most ideas for new products and services can be put into action quickly. b. It is fairly easy to get a new business idea up and running successfully. c. There are already too many businesses in the market for a new venture to be successful. d. That 85% of new products, services, and businesses fail within the first 12 months.
d. That 85% of new products, services, and businesses fail within the first 12 months.
At times, marketers assume they know enough to sell their product without the need for consumer insight/. What do we call this? a. The Ideology Trap b. The Knowledge Trap c. Brand Positioning d. The Assumption Trap
d. The Assumption Trap
What phrase should always begin the articulation of the benefit in brand positioning? a. "Not only . . . but also" b. "New and improved" c. "That's because" d. The product name
d. The product name
What is the key to creating an emotional connection with the consumer? a. Patience b. Eye-catching marketing c. Benefits d. Trust
d. Trust
A marketer's job is to _____________. a. Increase brand affinity by creating content that will cause consumers to come and linger for longer than they do for competitors' content b. Introduce new products in a way that appeals to the strongest appetites of potential consumers, such as a desire for money or sex c. Make a bigger impression than any other brand or company to get noticed by consumers in a favorable way d. Understand how a product or service fits into the target consumer's life in a way that will make their life better and tell them that
d. Understand how a product or service fits into the target consumer's life in a way that will make their life better and tell them that
What question does the working mission statement aim to answer for employees in a business? a. When are your projects due? b. How well do you do your job? c. Who is your boss? d. What do you do?
d. What do you do?
What term was coined by that Company for when a consumer turns to a device to take action on what they want? a. Critical moments b. Purchase moments c. Four-circle moments d. Inclusive moments e. Micro moments
e. Micro moments
A good friend told of this cool new shoe called Kizik that you can step right into without needing to bend down or tie shoe laces. No heel crushing, no hands. Interesting, right? You are standing in their new store at Fashion Place Mall, but it's busy with customers and only one clerk is working. You want to try on a pair of their Athens model (price $129) and ask some questions (like, does the back of the shoe break down and wear out quickly?). You've been standing around for 20 minutes and the clerk is still busy, so you leave the store. What life currencies likely caused you to leave without making a purchase? a. Space b. Trust c. Location d. Innovation e. Location f. Benefits g. Information
g. Information
