Quiz 1 Intro Marketing
16/20
Question 1
Toys "R" Us is the name of a major retailer that sells toys and other kids products. What type of name is Toys "R" Us?
Your Answer
Score
Explanation
Descriptive Correct 1.00
Metaphor
Surname
Arbitrary
Altered
Blended
Invented
Total
1.00 / 1.00
Question 2
The image above, which displays Cadbury’s packaging over the course of the 20th century, is an example of the
____________, which is when companies use tiny little tweaks to make sure their packaging and brand stays
modern.
Your Answer
Score
Explanation
Consumer packaged goods modernization theory
Correct 1.00
Just-noticeable difference
Butterfly effect
Total
1.00 / 1.00
Question 3
The tagline for Disneyland is "The Happiest Place on Earth." What type of tagline is this?
Your Answer
Score
Descriptive
Superlative
Clever
Provocative
Imperative
Correct 1.00
Explanation
Total
1.00 / 1.00
Question 4
Under the Elaboration Likelihood Model, a firm should only use central routing in their marketing messaging if
customers have:
Your Answer
Score
Explanation
The ability to elaborate but NO motivation to elaborate.
The motivation to elaborate and the ability to elaborate.
Correct 1.00
The motivation to elaborate but NO ability to elaborate.
NO motivation to elaborate and NO ability to elaborate.
Total
1.00 / 1.00
Question 5
In relation to the Elaboration Likelihood Model, Professor Kahn discussed the peripheral cues that people use to
accept or reject messages. Which of the following is NOT one of the peripheral cues that she mentioned?
Your Answer
Score
Explanation
Authority
Reciprocity
Logic
Correct 1.00
Liking
Consistency
Scarcity
Social proof
Classic conditioning
Total
1.00 / 1.00
Question 6
If a company has used a celebrity endorsement in an "imperative mode," what message is the celebrity
conveying?
Your Answer
Score
Explanation
Correct 1.00
"You should use this product."
"I'm appearing with this product and thereby associate myself with it."
"I endorse this product."
"I use this product."
Total
1.00 / 1.00
Question 7
In her lecture, Professor Kahn discussed how difficult it was for Oldsmobile to reposition its automobiles among
younger consumers. Perhaps they could have tried to evolve the Oldsmobile brand more gradually. All of the
following are ways to evolve brands more gradually except for:
Your Answer
Score
Explanation
Symbols: updating symbols can provide updates without changing
meanings.
New products, which can be true to the core identity but add modern,
innovative elements.
Update the brand name to reflect evolving identities.
Announcements: explaining to your customers that the brand will now be
Correct 1.00
focusing on a different customer segment.
Slogans, which are easier to change than names.
1.00 /
Total
1.00
Question 8
In the lectures, Professor Kahn discussed the Need Recognition phase. In the example below, at what point does
the prospective customer “enter the blender market?”
Your Answer
When the customer decides he wants to buy a Kenmore blender.
When the customer’s blender breaks.
Score
Explanation
When the customer has bought a blender.
The customer is always in the blender market.
Inorrect 0.00
Total
0.00 / 1.00
Question 9
Which of the following is not one of the ways mentioned in the lectures to trigger the shopping process?
Your Answer
Score
Explanation
Create urgency (sales in brick and mortar stores; flash sales like Gilt does).
Create shopping goals (“Back to school”).
Create email lists (sales, event notifications).
Create negative campaigns around competitor products.
Correct 1.00
Create dialogue with customers.
Create new products (people didn’t know they needed an iPod).
Total
1.00 / 1.00
Question 10
Jane goes to buy a laptop. There are 53 available models in the world. Jane has heard of 12 of these models, of
which she is considering buying 4 models. In this example, what is the number 12 referred to as?
Your Answer
Consideration set
Score
Explanation
Inorrect 0.00
Evoked set
Total set
Total
Question 11
0.00 / 1.00
For customer satisfaction, should a company be more concerned with actual performance or perceived
performance?
Your Answer
Perceived performance
Score
Explanation
Correct 1.00
Actual performance
Total
1.00 / 1.00
Question 12
Jonah Berger's STEPPS framework helps us understand which messages catch on and get shared. Which of the
following is NOT one of the factors in the STEPPS framework?
Your Answer
Score
Explanation
Public
Practical value
Popularity
Correct 1.00
Total
1.00 / 1.00
Question 13
Here is an example of a positioning statement for Volvo: "For upscale American families, Volvo is the family
automobile that offers maximum safety." In this example, what serves as the frame of reference for the positioning
statement?
Your Answer
Score
Explanation
Upscale American families
The claim of maximum safety
Unsafe cars
Other family automobiles
Correct 1.00
Volvos
Total
Question 14
1.00 / 1.00
Which of the following is NOT an element of the marketing mix?
Your Answer
Score
Explanation
Price
Place
Population
Correct 1.00
Product
Promotion
Total
1.00 / 1.00
Question 15
As the US has become more health conscious, we have seen many fast food chains like McDonalds and Burger
King introduce healthier offerings like grilled chicken and salad options. This is an example of what course
concept?
Your Answer
Score
Explanation
Inorrect 0.00
Category Points of Parity
Competitive Points of Difference
Category Points of Difference
Competitive Points of Parity
Total
0.00 / 1.00
Question 16
When Steve Jobs updated his company name from Apple Computer to Apple in 2007, which part of the brand
positioning was he changing?
Your Answer
Score
Frame of reference
Point of difference
Target segment
Inorrect 0.00
Explanation
Total
0.00 / 1.00
Question 17
Which of the following is NOT TRUE about the Generation Y cohort?
Your Answer
They are independent and don't depend on social networking to connect
Score
Correct 1.00
with other members of their cohort.
They account for 30% of the population.
They were born between 1977 and and 1997.
They appreciate free content, access to wireless internet, and customization.
1.00 /
Total
1.00
Question 18
PRIZM is a segmentation scheme that defines the country based on what type of clusters?
Your Answer
Geographic
Score
Explanation
Correct 1.00
Occupational
Cohort
Demographic
Total
1.00 / 1.00
Question 19
In a buyer's market, the buyer has the power and the market is ______-focused.
Your Answer
Score
Product
Customer
Total
Correct 1.00
1.00 / 1.00
Explanation
Explanation
Question 20
According to the lectures, what should a company's long-term marketing strategy be?
Your Answer
Score Explanation
To be the best at one dimension and good enough at the other two dimensions Correct 1.00
(operational excellence, performance superiority, and customer intimacy).
To be AT fair value (operational excellence, performance superiority, and
customer intimacy).
To be ABOVE "fair value" on each dimension (operational excellence,
performance superiority, and customer intimacy).