Mktg 4666 Final
Levels of Brand Relationship Intensity, from low to high (L-R) are: A. Awareness, Identity, Connection, Community, Advocacy B. Identity, Connection, Community, Advocacy, Awareness C. Connection, Community, Advocacy, Awareness, Identity D. Community, Advocacy, Awareness, Identity, Connection E. Advocacy, Awareness, Identity, Connection, Community
A. Awareness, Identity, Connection, Community, Advocacy
The measurement of advertising campaign effectiveness includes all but which one of these following metrics: A. Calculated Risk-taking and Resource Leveraging (Maybe) B. Click % C. Conversions D. CPM E. Impressions
A. Calculated Risk-taking and Resource Leveraging (Maybe)
Which of the following is not one of the four primary parts of an advertising campaign? A. Formulation/implementation. B. Theme/concept. C. Message/Purpose. D. Time Frame. E. Media.
A. Formulation/implementation.
There are a number of levels of commitment that consumers can make to brands, which of the following is the highest ? A. Brand Preferred B. Brand Loyal C. Brand Aware D. Brand Concious E. Brand Indifferent
B. Brand Loyal
Image elements give consumers an easier means of mentally categorizing each brand. Which of the following is not means of mentally categorizing each brand: A. Logo B. Media C. Fonts D. Colors E. Taglines
B. Media
The name of a strategy that entails forging long-term partnerships with customers, both individuals and firms is relationship marketing.
TRUE
The new (2004) AMA definition of marketing reflects a shift to value creation and value communications.
TRUE
Viral marketing is the rapid spread of your marketing message.
TRUE
When it comes to entrepreneurial marketing, The Four Ps are dead and have not yet been replaced
TRUE
Worldwide, the cost of education increases 10% per year.
TRUE
The goal of IMC is to profitably acquire, retain, and grow customers.
TRUE
The internet is not an efficient market.
TRUE
The Underlying Dimensions of Entrepreneurial Marketing include ALL but which of the following: A. Proactiveness and Innovativeness B. Societal Immersion in Cause Marketing C. Obsession with Opportunity D. Customer Intimacy including Exceptional Value Creation E. Calculated Risk-taking and Resource Leveraging
B. Societal Immersion in Cause Marketing
Which of the following is not a definition or description of customer relationship marketing? A. is about establishing, maintaining, enhancing, and commercializing customer relationships through promise fulfillment B. is another term for mass marketing via the internet C. means two-way communication with individual stakeholders, one at a time. D. relationship capital the most important asset a firm can have. E. focuses more on wallet share than on market share.
B. is another term for mass marketing via the internet
When referring to the market and Generation C, which of the following is not included in their description? A. Connected B. Creative C. Concentric D. Collaborative E. Contextual
C. Concentric
Attachment to a brand is built through all but one of the following factors: A. Overall benefit to the consumer B. Relative value vs. price C. Creativeness D. Emotional connection E. Accessibility
C. Creativeness
Which of the following is not one of the 4 Cs? A. Co-created B. Communities C. Customer D. Customizable E. Choice
C. Customer
A brand is all but one of the following: A. Something bought by a consumer B. Unique C. Impacted by a lifecycle D. Timeless E. Eternal
C. Impacted by a lifecycle
Which of the following is NOT a company side tool used in CRM? A. Cookies B. Data mining C. RSS feeds D. Email E. Web logs
C. RSS feeds
Which of the following statements about an E-Marketing plan is untrue (false)? A. The e-marketing plan is a blueprint for e-marketing strategy formulation and implementation. B. The plan serves as a road map to guide the firm, allocate resources, and make decisions. C. The plan is a static view of the first year of an entrepreneur's marketing efforts. D. Is a seven step process. E. Is used to secure outside funding.
C. The plan is a static view of the first year of an entrepreneur's marketing efforts.
Which of the following is not a (an) definition of entrepreneurial marketing? A. The unplanned, non-linear, visionary marketing actions of the entrepreneur. B. Guerrilla, grass-roots approaches that are creative and non-formulaic. C. The marketing activities in firms that are small and resource constrained and therefore must rely on creative and unsophisticated marketing tactics that make heavy use of personal networks. D. Brand development for internet social media marketing. E. The act of market creation by high-growth, high-technology firms.
D. Brand development for internet social media marketing.
Diminished customer service in the marketplace is represented by ALL BUT ONE of the following: A. Demise of operated assisted calls in favor of direct dial B. ATMs in place of bank tellers C. Online statement retrieval in place of paper notification D. Customers want warm delightful service rather than solutions E. Customers want speed, efficiency and control
D. Customers want warm delightful service rather than solutions
Which of the following is NOT TRUE of a Paid search: (s) A. Advertiser pays a fee for directory submission, B. Advertiser pays a fee for inclusion in a search engine index C. Advertiser pays a fee to display their ad with particular keyword searches D. Guerrilla, grass-roots approaches that are creative and non-formulaic E. Advertiser pays a fee for a promenient page listing
D. Guerrilla, grass-roots approaches that are creative and non-formulaic
Which of the following is NOT a task of market research? A. Designing methods for collecting data B. the information collection process C. Analyzing and interpreting results D. Implementing a color scheme for the website E. Communicating findings to decision makers
D. Implementing a color scheme for the website
Which of the following statements about advertising is UNTRUE:(FALSE) A. With an uncountable number of media outlets to choose from, marketers can send their ads to the audience demographic that is most suitable for their needs ATMs in place of bank tellers B. Advertising can help establish a brand name, increase exposure and help keep the brand name in the minds of consumers C. Media outlets may charge outrageous fees for ad space that draws a large or highly targeted audience D. It is easy to accurately measure whether an ad has generated enough consumer interest or contributed enough revenue to warrant the expense. C. Consumers understand that an ad contains information that is coming directly from the brand that is trying to sell them something - not exactly an unbiased opinion
D. It is easy to accurately measure whether an ad has generated enough consumer interest or contributed enough revenue to warrant the expense.
Which of the following management philosophies would be employed by an entrepreneur? A. Production B. Market C. Societal D. Profit E. Poligny
D. Profit
Entrepreneurial marketing includes all BUT one of the following: A. proactive identification, evaluation and exploitation of opportunities B. acquiring and retaining profitable customers C.innovative approaches to risk management, resource leveraging D. economic evaluation of lost opportunities E. value creation
D. economic evaluation of lost opportunities
The CPM metric is calculated as follows: A. (Cost of the ad/Audience) *100 B. (Cost of the ad/Impressions) *1,000 C. (Content of the ad/Audience) *1,000 D. (Content of the ad/Audience) *100 E. (Cost of the ad/Audience) *1,000
E. (Cost of the ad/Audience) *1,000
Individuals buy products because they A. Wish for them B. Desire them C. Need them D. Want them E. All of the above
E. All of the above
Which of the following is NOT a benefit of social media to marketers? A. Cost efficiency B. Broader visibility C. Increased consumer trust D. Increased revenue E. Ease of gathering news and other content
E. Ease of gathering news and other content
Transactional Functions include all but one of the following: A. Making contact with buyers. B. Marketing communication strategies. C. products to buyer needs. D. Negotiating prices. E. Inventory storage.
E. Inventory storage.
Which of the following is NOT TRUE of VIRAL CAMPAIGNS? A. The marketer can offer an incentive to a consumer to pass a message on to others B. The marketer deliberately creates aspects of the campaign in such a way that the audience will be compelled to pass the message on to others C. 60% of all Internet users have passed along an e-mail to a friend or colleague that they found interesting or funny D. Often called a "refer-a-friend" program E. Usually last a long time from inception to conclusion of the campaign
E. Usually last a long time from inception to conclusion of the campaign
Advertising is personal, usually persuasive, communication about products or ideas paid for by an identified sponsor.
FALSE
Attention economy is characterized by a focus shift to consumer engagement.
FALSE
Brand equity is the tangible value of a brand, measured in dollars.
FALSE
By 2020, world population is expected to reach 9 billion.
FALSE
Customer value = benefits + costs.
FALSE
Guerilla marketing is getting your brand viewed without paying for the privilege.
FALSE
Of 100 largest economies 31 are corporations (MNCs), 69 are nation states.
FALSE
Over past decade freight and communication costs have increased sharply.
FALSE
Pareto principle: 20% of a firm's business comes from the top 80% of customers.
FALSE
Social media tools provide the same benefits to users and marketers.
FALSE
The internet does not allow for price transparency.
FALSE
With the arrival of the 4 Cs the customer is no longer the center of marketing activities.
FALSE
"Marketing" refers to the act of bringing a product or service to the market and enticing audiences to consider and ultimately purchase a specific brand.
TRUE
Ambush marketing is wearing logo brand apparel to a competitor's sponsored event.
TRUE
As described in the marketplace today, the GENERATION C stands for content.
TRUE
Attributes include overall quality and specific features.
TRUE
Brand has gone from being tangible to being intangible.
TRUE
Brand is a specific characteristic or unique quality that distinguishes one product from another.
TRUE
Buyers set prices and sellers decide whether to accept the prices in a reverse auction.
TRUE
Customer relationship management (CRM) had to change to managing relationships to develop customers (MRC).
TRUE
E-mail advertising is the least expensive type of online advertising.
TRUE
Efficient Markets Mean Loss of Pricing Control for companies because they are not the only determinants of price.
TRUE
Entrepreneurs must treat creative consumers strategically because they are here to stay and are a rich source of innovation.
TRUE
Five countries account for approximately one-half of the world's population.
TRUE
In a sense, the Web is not only a means of advertising, it is also the subject being advertised.
TRUE
In today's marketplace, firms interact as competitors, customers, and collaborators in a global knowledge economy.
TRUE
Janus was the Roman God of beginnings and endings.
TRUE
Lack of adequate laws protecting intellectual property rights is a significant challenge for MNCs.
TRUE
Marketers use blogs to disseminate their views and to draw users to their sites.
TRUE
Online customer service is an expensive competitive necessity.
TRUE
Opportunity recognition is part of converting an idea to a means of creating social value.
TRUE
Pure competition exists when many independent sellers offer products in the same basic way.
TRUE
Search engine optimization (SEO) is the act of altering a Web site and incoming links so that it does well in organic, crawler-based listings.
TRUE
The Internet is taking us back to an era of dynamic pricing--varying prices for individual customers.
TRUE
The Web has forced traditional PR to evolve as more consumers look to the blogosphere for news and information.
TRUE
The first blog was started in 1997.
TRUE
The function of brands has changed significantly, much of which can be ascribed to the recent shift from 4 P's to 4 C's.
TRUE
In today's marketplace, Customer Satisfaction is expressed as the feeling that a product has met the customer's expectations.
TRUE OR EXCEEDED
