PART B: WRITTEN RESPONSE QUESTIONS From the following four (4) questions student must choose to answer only two (2). Each question is worth 25 marks. Answers must be typed in a Microsoft Word Document and submitted via the Turnitin link on this Canvas exams site. Please title your file MKTG1001finalexam(your student ID). Question 1: Taking one product as an example, describe with illustrations the four types of risk that consumers might face in making their purchase decision. Question 2: Imagine you are advising a coffee shop on improving its brand experience. Using the notion of sensory branding, discuss what elements there are, and how these might be used to enhance the brand experience. Question 3: Nike is looking at segmenting the sports shoe market to develop its understanding of consumers in the category. Identify three (3) possible segments in the sports shoe category, using psychographic segmentation. Question 4: Using the example of either a male or female hairdressing salon, describe with illustrations how you might improve the service experience using the 3Ps of the services marketing mix, namely, physical evidence, process and people. Question 11 pts Even though most people in the original target market for electric toothbrushes already knew how to brush their teeth, consumers still had some learning to do in order to make good use of the new brushing technique. The electric toothbrush is an example of a ________. Group of answer choices dynamically continuous innovation competitive innovation nonradical innovation knockoff discontinuous innovation Flag this Question Question 21 pts Johnson Boats wants to introduce a new model of boat into mature markets in highly developed countries with the goal of quickly gaining mass-market share. As a consultant, you should recommend a ________ pricing strategy. Group of answer choices price leadership penetration cost-plus value skimming Flag this Question Question 31 pts Burger King developed a new french fry to compete with McDonald's fry–considered the world's best. Burger King's specifications included that the crunch would last for seven or more chews. The product failed because consumers did not like the fry as much as McDonald's fry. It is most likely that Burger King did not ________ the idea for both technical and commercial value. Group of answer choices advertise screen promote style patent Flag this Question Question 41 pts Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each __ brand contact______ will deliver a consistent and positive message to consumers about the company. Group of answer choices public relations message media vehicle logo touchpoint advertising Flag this Question Question 51 pts Nita can visit her local supermarket and buy a dozen roses, a gallon of milk, two birthday cards, a bag of cat litter, and a pan for roasting a turkey. This illustrates how channels of distribution benefit consumers by ________. Group of answer choices managing knowledge creating atmospherics creating assortments managing relationships diverting products Flag this Question Question 61 pts John is the marketing director of a charity that raises funds to help provide clean water to poor families in third-world countries. John wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is John most likely to use? Group of answer choices short-messaging system marketing direct-response advertising catalog marketing direct-response TV marketing direct-mail marketing Flag this Question Question 71 pts In terms of the communication model, the animated M&M candies in television commercials ________. Group of answer choices are the medium are representatives of the source introduce noise encode the message are feedback mechanisms Flag this Question Question 81 pts You are looking to advertise your new product, and you want good mass-marketing coverage that is cost effective. You should go with ________ as your advertising medium. Group of answer choices place-based media advergaming branded entertainment television directories Flag this Question Question 91 pts Steve's Physco Skates sells its products to K-Mart, who then sells them to the consumer. This is an example of a(n) ________. Group of answer choices horizontal marketing system indirect marketing channel producer channel direct marketing channel corporate vertical marketing system Flag this Question Question 101 pts A new company called LidRock is prospering because it figured out a novel way to get music, video games, and movies into the hands of consumers: on mini-CDs tucked into the lids of soft drinks. LidRock is focusing on which one of the four Ps? Group of answer choices promotion price product profit place Flag this Question Question 111 pts A business buys candy and gum from many different manufacturers and then resells the items to a variety of different stores. The business is an example of a(n) ________. Group of answer choices diverter manufacturer-owned intermediary independent intermediary disintermediator Flag this Question Question 121 pts Coke's development of Wild Berry Coke, a berry-flavored soft drink, is an example of a ________. Group of answer choices continuous innovation nonradical innovation competitive innovation dynamically continuous innovation discontinuous innovation Flag this Question Question 131 pts To a producer of goods, a greater number of channel levels means ________. Group of answer choices more creativity multiple distribution systems less control higher taxes less distance between producer and end consumer Flag this Question Question 141 pts When Joe's Coffee Nook raised the price of a latte, Joe noticed a substantial change in his daily latte sales. A price reduction caused his sales to increase. From this information, you can assume the demand for lattes is ________. Group of answer choices elastic supply-driven static across-elastic inelastic Flag this Question Question 151 pts A web site is full of games, activities, music, and stories that appeal to children of all ages. Before a parent commits to paying the annual membership fee to gain access to the site, she can register for one free month of use. By accepting the free month's usage, potential adopters move into the ________ stage. Group of answer choices interest trial evaluation awareness confirmation Flag this Question Question 161 pts Dulux is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their spray painters use Dulux paint is an example of how a company uses ________. Group of answer choices viral marketing stealth marketing a pull strategy a push strategy buzz marketing Flag this Question Question 171 pts The ________ is the actual product plus supporting features, such as delivery, installation, financing, and warranty. Group of answer choices brand potential product augmented product innovation core product Flag this Question Question 181 pts The Red Baron Gallery has provided funding to Georgia Public Television to help pay for the rights to broadcast the Antiques Roadshow and is credited at the beginning of the show for its financial support. This is an example of ________. Group of answer choices a sales promotion ambient advertising guerilla marketing a special event a sponsorship Flag this Question Question 191 pts Kathy Jones, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. She is using ________. Group of answer choices institutional advertising crisis management lobbying press releases paid influence programs Flag this Question Question 201 pts Prior to the development of the cardiac stent, surgeons used balloons to clear obstructed heart vessels, but there was no way to ensure the vessels would stay open. The stent is a tiny metal scaffold that props open the formerly obstructed blood vessel and keeps it from becoming obstructed again. Surgeons who use the stent had to engage in a great deal of learning to understand its use and its value in patient care. There was nothing like the stent on the market when it first appeared. The cardiac stent is an example of a ________. Group of answer choices continuous innovation discontinuous innovation dynamically continuous innovation competitive innovation nonradical innovation
