Final Exam Marketing

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Final_Exam_Marketing
Marketing!
Final Exam 33/40

1
Kahn demonstrated the use of a Value Map. According to the Fair Value framework
and to the lecture, what should companies try to do?
Answer
better than fair value on all three bundles. Offer fair value on all three
bundles.
fair value on two bundles and offer better than fair value on the other
Explanation
. Total
1.00
.00 /
.00
2
the STP framework, what does "STP" stand for?
Answer
; tabulating; positioning Sizing; targeting; pricing
; targeting; positioning Correct 1.00 Segmentation; targeting; pricing Total
.00 / 1.00
3
Gillette Sensitive portfolio (pictured below)
"combinhttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04es
outstanding shaving performance and comfort to address the significant unmet
need of 70% of men who say they have sensitive skin." What is the point of
in this positioning statement?
Answer
razors
shaving performance and comfort Correct 1.00 Men with sensitive skin Total
.00 / 1.00
4
Nike's brand mantra "Authentic Athletic Performance," which of the
three words is the emotional modifier? Your Answer
1.00
Total
.00 / 1.00
5
goes to buy a coffee maker. There are 47 available models in the world. Liza has
heard of 9 of these models,
[此处图片未下载成功]
of whichttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04h she's only
willing to buy 3. In this example, how many products are in her
"consideration set?"
Answer
47 3 Total
1.00
.00 / 1.00
6
the item.
a product is frequently promoted and put on sale, consumers tend to _________
their _________ reference point
Answer
; external
; internal Correct 1.00 Raise; internal Raise; external Total

.00 / 1.00
7
, started by brothers Roy and Walt Disney, is one of the world's most famous
mass media corporations. What
of name is Disney? Your Answer
Invented
Correct 1.00
Total://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04
.00 / 1.00
8
Professor Kahn's lectures, she discussed the two axes of color. What were the
two axes?
Answer
& Warmth Arousal & Affect

1.00
& Excitement
.00 / 1.00
9
Answer
color is known for royalty, wealth, success, and wisdom?
Black Blue
Correct 1.00 Total
.00 / 1.00
10
lot of designer clothing companies will send free clothes to celebrities with
hopes that the celebrities will wear their clothing in public and attract more
customers to the brand. What mode of endorsement are these clothing companies
trying to achieve?
Answer
://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04par
mode Implicit mode
present mode Correct 1.00

mode Total
.00 / 1.00
11
image below, which displays Nivea's packaging since 1963, is an example of the
____________, which is when companies use tiny little tweaks to make sure their
packaging and brand stay modern.
Answer
noticeable difference Butterfly effect

0.00
packaged goods modernization theory
12
Answer
your attrition rate is 10%, then your typical customer lifetime is:
year
years
years Correct 1.00 5 years Total
.00 / 1.00://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04r
13
to massive customer heterogeneity, Professor Fader would say there’s more
opportunity to “move the needle” via ___________ than ___________.
Answer
; development Correct 1.00 Retention; development
; acquisition
; acquisition Total
.00 / 1.00
14
and Harrahs rose to prominence in their industries by exploiting which “crack
in product centricity”?
Answer
level tracking Correct 1.00 Commoditization Innovation

15
a customer-centric approach, which customers should you be most concerned with?
Answer
customers who are most engaged with your

products/sehttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04rvices The
customers that have historically been most valuable The customers with the
greatest degree of social influence The customers that are likely to be most
valuable Total
1.00
.00 / 1.00
16
Joe was working in finance, he bought all of his suits at Macy’s, a department
store. Once Macy’s finds out about Joe’s plans to return to business school,
what customer-centric approach would Professor Fader recommend that Macy’s
takes with Joe?
Answer
Explanation
Joe that he’s still important to them by extending a store discount to him
Correct 1.00 that will apply during his time as a student
him incentives to refer his friends to Macy’s
a thank-you note to Joe to thank him for shopping at Macy’s for so many
Joehttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04 into a VIP

customer loyalty program once he graduates from school Total
.00 / 1.00
17
centricity requires zooming in on your important customers. As you do so, which
of the following strategies do you want to focus on?
Answer
to turn all of the less valuable customers into highly valuable ones
Explanation
to treat all of your customers equally well

the least valuable customers, so you can focus your resources on your
valuable customers
to your customer mix Total

the less valuable customers because they provide stability and
1.00
.00 /
.00
18
is the correct overall expected lifetime of this customer base?
Answer://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04r
.9 years 4.9 years
.3 years Inorrect 0.00 7.6 years Total
.00 / 1.00
19
at the hair salon, the receptionist will ask if you also want to get a manicure
while you’re there. What is this an example of?
Answer
selling
Customer needs assessment
referral program Cross-selling Total
1.00
.00 / 1.00
20
a product-centric company, rewards would be measured on metrics like all of the
following EXCEPT:
Answer
share
of new products
of revenue from products less than two years old Inorrect 0.00
Shahttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04re of wallet Total
.00 / 1.00
21
a customer-centric company, sales bias is on the side of the ____________ in a
transaction.
Answer
Seller Buyer
0.00
consumer
.00 / 1.00
22
thought process for a ________-centric company is “How many possible uses of
this product?” The thought process for a ________-centric company is “What
combination of products is best for this customer?”
Answer
; product
; customer Correct 1.00

; customer
; product Total
.00 / 1.00
23
recommends his new Keurig coffee machine to his friend
Jhttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04ill. Jill buys her
own Keurig and loves it - studies show that she is now significantly more likely
to recommend the Keurig coffee machine to another person. What is this effect
called?
Answer
effect
effect
effect Referral effect Total
.00 / 1.00
24
the best answer. Claire just heard that her friend Jack lost his job. In order
to help with his search for a new job, she suggests that he sign up for
LinkedIn, a social networking website for people in professional occupations.
Jack signs up, finds LinkedIn to be very helpful, and ends up becoming an active
user for the next ten years. This is an example of the:
Answer
effect Inorrect 0.00 Marketing effect Referral effect Selection effect Total
.00http://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04 / 1.00
25
?
the product life cycle, which of the following groups adopts a new product or
service during the “Maturity”
Answer
Early majority
adopters
majority Correct 1.00 Total
.00 / 1.00
26
the context of the product life cycle, which of the following is NOT true about
the “Laggards” group?
Answer
usually appear during the “Decline” stage of a product’s life cycle They are
at the opposite end of the product life cycle as the Innovators
1.00 People who are laggards for one product will be laggards for all products
They are the last people to adopt a new product or service Total
://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04ar
.00 / 1.00
27
adage best sums up the concept of “homophily?”
Answer
attract
of a feather flock together The early birds gets the worm
1.00
can't teach an old dog new tricks
.00 / 1.00
Question 28
degrees of separation is the idea that everyone is six or fewer steps away from
any other person in the world. In terms of influence, however, the influence you
have over other people will generally not exceed _____ steps. Your Answer
4 6 2 Total
1.00
.00 / 1.00
29
one of the studies that Professor Bell discusses, he looks at the influence
different "friends" have on a user
http://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04in a certain social
network. Which of these effects is a result of "homophily?"
Answer
were influential over guys, whereas the same was not true for guys over girls
average, someone who has been in a social network for a longer period of
Explanation
has a greater influence on other users

users
who indicate they're looking to date people have less influence over
who are from the same ethnic/culture background, on average, have Correct 1.00
more influence over each other Total
.00 /
.00
30
of the following is a non-digital attribute?
Answer
fit of a pair of shoes Correct 1.00 Delivery time
Length of a book Price Total
://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a041.00 / 1.00
31
to one of the studies Professor Bell discussed, which of the following Product
Life Cycle groups is more driven by better information on a product’s non-
digital attributes that is spread through communication with existing customers
of the product?
Answer
Laggards
adopters Inorrect 0.00 Total
.00 / 1.00
32
?
to Professor’s Bell lecture, changing which of the following had the greatest
impact on operating
Answer
Volume Fixed costs
1.00
costs
.00 / 1.00
33
of the following best represents the idea of price elasticity?
Anhttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04swer
I drop the price by 1%, by how much does demand drop?
I drop volumes by 10%, by how much does the price adjust?
If I raise volumes by 10%, by how much does the price adjust?
I raise the price by 1%, by how much does demand drop? Correct 1.00 Total
.00 / 1.00
34
you buy a computer from Apple, they ask whether you want to purchase the
AppleCare Protection Plan, which is an integrated service and support plan that
is backed by Apple. You can purchase the protection plan in store, but you can
also wait and buy it anytime in the year following your purchase. According to
what you’ve learned in the course, which of the following is NOT a good reason
for why a lot of people end up buying the protection plan in-store?
Answer
are onlyhttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04 buying one

computer, and small volume users tend to be more price sensitive.
are Apple employees who are there to explain the benefits of the
Explanation
1.00
less price sensitive when the focal component is a smaller part of total costs.
Total
protection plan is much less expensive than the laptop, and buyers tend to
.00 / 1.00
35
the context of mental accounting, how should you treat gains and losses (i.e.
good news and bad news)?
Answer
losses and combine gains
gains and combine losses Correct 1.00 Integrate gains and losses Separate gains
and losses Total
.00 / 1.00
36
of the following is NOT one of the four
inputshttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04 to the pricing
process?
Answer
Marginal revenue Distributor margins

1.00
pressures
cost Willingness to pay Total
.00 / 1.00
37
of the following is NOT a strategic advantage of direct channels?
Answer
barriers to entry against other competitors Quality of direct market feedback

to bundle with high margin products/services
from a smaller number of transactions required Correct 1.00 Total
.00 / 1.00
38
Answer
, franchising, and monitoring are all strategies of managing __________
conflict.
1.00
://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04par
.00 / 1.00
39
of the following is not one of the 7Ms?
Answer
Market Measurement Money
content
design Motivation Media strategy Total
1.00
.00 / 1.00
40
type of rational appeal is the ad below?
Answer
Spokesperson Comparison Total
1.00
.00 / 1.00
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Final Exam 33/40

; tabulating; positioning Sizing; targeting; pricing

; targeting; positioning Correct 1.00 Segmentation; targeting; pricing Total

; internal Correct 1.00 Raise; internal Raise; external Total

&amp; Warmth Arousal &amp; Affect

Correct 1.00 Total

present mode Correct 1.00

noticeable difference Butterfly effect

years Correct 1.00 5 years Total

; development Correct 1.00 Retention; development

level tracking Correct 1.00 Commoditization Innovation

customers who are most engaged with your

Joehttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04 into a VIP

to treat all of your customers equally well

to your customer mix Total

is the correct overall expected lifetime of this customer base?

.9 years 4.9 years

.3 years Inorrect 0.00 7.6 years Total

Customer needs assessment

referral program Cross-selling Total

; customer Correct 1.00

majority Correct 1.00 Total

can't teach an old dog new tricks

has a greater influence on other users

fit of a pair of shoes Correct 1.00 Delivery time

Length of a book Price Total

adopters Inorrect 0.00 Total

Volume Fixed costs

I drop the price by 1%, by how much does demand drop?

I drop volumes by 10%, by how much does the price adjust?

If I raise volumes by 10%, by how much does the price adjust?

are onlyhttp://www.mianfeiwendang.com/doc/7a0cd2d87a9c9f0250ba3a04 buying one

losses and combine gains

Marginal revenue Distributor margins

barriers to entry against other competitors Quality of direct market feedback

from a smaller number of transactions required Correct 1.00 Total

Market Measurement Money

type of rational appeal is the ad below?

Spokesperson Comparison Total

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& Warmth Arousal & Affect