Marketing MC

SWOT is short for

"strengths" "weaknesses" "opportunities" "threats" analysis.

Which statement/s with regard to brand mantras is/are correct

A brand mantra is a three to five word articulation of the heart and should of the brand. A brand mantra should be short, crisp, vivid A good brand mantra should clarify what is unique about the brand

Which of the following statements with regard to communication are correct?

A communication channel could be a sales person, advertising media or a public relations tool that conveys a message to a receiver during the communication process One of the errors in communication is that the receiver may not transform abstract ideas into an effective set of symbols

Which of the following statements with regard to Post purchase behavior is/ are correct?

Digitalization e.g. through the share economy, has had a big impact on post-purchase behavior Trading in for other products is a trend that is positively developing.

Immediate feedback, very persuasive, can select audience, can give complex information about product or service are strength of which of the following

Direct Marketing

Which of the following statements with regard to creation of websites is true?

A website should be easy to navigate and easily lead to other pages that open quickly Individual websites are clean and not crammed with content

Name aspects of the Price 'P'

Allowances are an aspect of the "Price P" Credit terms are an aspect of the "Price P"

What does the "PEST" or "PESTEL" analysis stand for?

An analysis of the political, economic, socio-cultural, technological drivers of the environment of a company

Which of the following statements with regard to soft and hard segmentation is/are correct?

Both, hard and soft segmentation criteria are needed today for segment profiling Soft segmentation drivers can only always be the second step in the process after all hard criteria are known and analyzed

Qualitative measures in market research

Brand personification is a suitable tool. The "ZMET" approach is a suitable tool. Word association is a suitable tool.

Which of the following statements about online marketing is/are correct?

Companies must design websites that embody or express their purpose, history, products, vision, that are attractive on first viewing and encourage repeat visits. Microsites are individual websites or clusters of pages that function as supplements to a primary site.

Which of the following statements with regard to the marketplace is/are correct?

Consumer empowerment means that today, in times of online research and blogs, consumers are more powerful when facing companies - empowered - than they used to be The trend of disintermediation means that wholesalers are slowly becoming fewer and fewer as more customers buy directly As the trend towards deregulation is growing there are more marketing opportunities for companies

Which of the following statements is correct with regard to designing communication?

Creative strategies are the way marketers translate their messages into a specific communication, an informational appeal elaborates for example product attributes, a transformational appeal elaborates for example non-product related benefits Trustworthiness describes how objective and honest the source is perceived to be

Which of the following statements with regard to influences on buying behavior is/are correct?

Cultural, personal and social factors are all factors that influence buying behavior An aspirational group may be a reference group even thought eh consumer is not a member as a consumer may hope to join it one day in the future Economic circumstances are an influence on buying behavior on a personal level

Increase in disposable income" is often considered a "strength" in a SWOT

False

SWOT is part of the strategy formulation in strategic planning

False

There is no research needed to do a SWOT

False

Threats are internal problems to be solved, they can be shown in a SWOT

False

Which of the following statements with regard to Freemium business model?

Free + premium It means customers get some offers for free to attract them and once they like the service they are likely to sign up to a better version of the service that is payable

Integrative growth

Horizontal e.g. take over a computer Forward e.g. take over retail shop Backward e.g. take over supplier

Which of the following statements with regard to promotional strategy?

In a pull-strategy the consumer plays an important role

Which of the following statements about Longtail Business Model is/are correct?

In this business model even small and very small niches may be catered to profitability based on the development of digital opportunities

Segmentation is done along so-called "hard" or "soft" criteria today, show the correct answers.

Income and Income bracket = hard criteria Value systems and beliefs of customers are part of the demographic criteria and are soft criteria

Diversification

Invest in unrelated business opportunities

Which of the following statements with regard to B-to-B buying process is/are correct?

It is essentially the same as in B-toC markets, there are just a few more steps described and it is more detailed in some regards

NLP = neuro linguistic programming

It is used as an approach for sales in business-to-consumer markets It may even mirror communication approaches and cultures

Which of the following statements with regard to positioning a small business is/are correct?

It should encourage product trial. It should creatively conduct low cost marketing research if needed.

In business-to-business marketing there is the so-called honeycomb model. Which of the following statements is/are correct?

Just pick something - about users and social media or whatever

Which of the following statements with regard to micromodels of marketing communication?

Micromodels of marketing communications concentrate on consumers' specific responses to communications. "do-feel-learn," is relevant when the audience has high involvement but perceives little or no differentiation

Micromarketing is an important trend, which of the following statements is/are correct?

One-to-one or individual marketing is the ultimate level off micro marketing Micromarketing may well include customer wishes, for example if customer can "individualize" a packaging such as a bottle for wine

Intense Growth

Penetration, Market development, Conquer customers from competition

Which of the following statements is correct with regard to demographic marketing environment?

Population age mix is an important analysis tool in marketing as a marketer can adapt the marketing mix accordingly Worldwide the population is still growing which is viewed as a positive factor by many marketers Geographical shifts in population are not so important anymore as with online services marketers can follow potential customers everywhere almost immediately

STP (Don't have full question)

STP is one of the core processes and understandings in marketing as without a clear definition of the customer segments target groups would be hard to identify The expected result of the process is a unique selling proposition for the developed product

Which of the following statements with regard to the STP concept is/are correct?

Segmenting Targeting Positioning

Which of the following statements with regard to segmentation is correct?

Segments of a market are driven by customer need criteria Different segments may be addressed especially by differing, respectable suitable adaptations of the marketing mix Target groups are derived from segments

Which of the following statements with regard to social media options is/are correct?

Social networks have become an important force in both business-to-consumer and business-to-business marketing. A company needs a clear social media and content strategy that is to be implemented as part of marketing communication strategy

When BMW entered the market the competition of other luxury cars was huge. At that time all the luxury cars focused on its luxury and overlooked the performance factor. BMW came with the dual positioning of "luxurious (POP) and performance (POD) and the slogan "the ultimate driving machine" It is an example of...

Straddle positioning

Which of the following statements about research tools and questionnaire design is/are correct?

Surveys are one of the most important research tools or methods Sentence completion is not a recommended method in written surveys as it will automatically lead to lead answers that are based on the leading question

Which of the following factors must be taken into account when creating integrated marketing communication programs?

Target audience

Which of the following statements with regard to decision making of private buyers are correct?

The choice set is the set that is made up of those remaining product offers / options that the consumers will likely buy after evaluating the awareness set. The evaluation of alternatives is an important step in the buyer decision process.

Which of the following statements with regard to marketing is fair / correct?

The coordinated use of the so called 4 P's is also called "Marketing Mix" During times of the production concept marketing was irrelevant

Which of the following statements with regard to the risk a consumer may face in the buying process?

The functional risk is given if a product will in the end - maybe - not perform according to expectations A social risk could for example exist, if the buyer would face embarrassment because of the buying decision A psychological risk could for example exist if the buyer feels he/she would be ripped off and pay too high a price for the product A physical risk would for example exist, if the buyer faces a threat to his/her health because of the product

Influences on consumer behavior

The importance of age has been decreasing Emotions influence buying behavior Occupation is a major influence

The idea of the Product Life Cycles (PLC) focuses on the long term perspective of marketing. Which of the following statements is/are correct?

The most common PLC model consists of three stages: introduction, maturity, decline.

Demographic environment

The population age mix is ​​part of the analysis regarding the demographic environment. Educational Group analysis is part of the analysis regarding the demographic environment.

Which of the following statements with regard to market research is correct?

The primary goal of explorative research is to ascertain magnitudes. Observation as a method is declining as online surveys are becoming more important Descriptive research tries to describe cause and effect chains Causal research is very demanding as many assumptions and psychological factors will influence it Explorative research is not very demanding as the result is typically a long time magnitudinal report

Marketing funnel

To be aware of the brand is one of the steps within the funneling. , Triers or non-rejecters is a step within the funnelling. Recently used identification is a step within the funnelling

Volvo's station wagon has been successfully position as "the safest, most durable wagon in which families can ride." The goals of brand positioning are as follows, please show the correct ones.

To locate the brand in the minds of the target customers To maximize the potential benefit to the firm To create a customer focused value proposition successfully

Which of the following statements is correct about customer trends and communication?

Training and developing the sales force to scan, document and deliver customer trends can be a valuable source The development of digital communication channels has meant that the channel partners can share their information quicker and easier

In a SWOT we summarize internal and external information

True

SWOT is a step in the strategic planning process

True

Which of the following statements with regard to customer satisfaction is/are correct?

Typically one needs to know expectations first as customer satisfaction will be a function based on expectations Periodic surveys, customer loss rates and mystery shopping are ways to measure customer satisfaction Customer satisfaction is an important marketing goal as these customers typically buy more

Which of the following statements with regard to POP and POD are correct?

Understanding PODs and POPs can help companies positioning their brands successfully POPs are attributes and benefits associations that are not necessarily unique to a brand but may be shared with other brands

Competitive Frame of Reference which of the following statements is correct?

Using the market approach, competitors are defined as companies that satisfy the same customer need Every company needs to gather information about each competitor's real and perceived opportunities and threats

Which of the following statements with regard to socio-cultural environment is/are correct?

When analyzing values the question about views of nature as threatening or nature as supportive is an important factor. The view of organizations should be known as a factor as it will influence expectations towards organizations

Which of the following statements with regard to the 4P's in marketing?

Within the promotion P there is a trend to online advertising Within the promotion P there is a trend towards more social media marketing

A market opportunity is a benefit that

a company is able to communicate convincingly to a target group

Which of the following statements with regard to influences of buying behavior is correct?

membership in clubs e.g. sports clubs still matters dissociative groups that a potential customer rejects may also matter