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1、Quiz 1 Intro Marketing16/20Question 1Toys 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 AnswerScoreExplanationDescriptiveCorrect1.00MetaphorSurnameArbitraryAlteredBlendedInventedTotal1.00 / 1.00Question 2The image above, which disp
2、lays Cadburys 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 AnswerScoreExplanationConsumer packaged goods modernization theoryJust-noticeable differenceCorrect1.00Butterf
3、ly effectTotal1.00 / 1.00Question 3The tagline for Disneyland is The Happiest Place on Earth. What type of tagline is this?Your AnswerScoreExplanationDescriptiveSuperlativeCorrect1.00CleverProvocativeImperativeTotal1.00 / 1.00Question 4Under the Elaboration Likelihood Model, a firm should only use c
4、entral routing in their marketing messaging if customers have:Your AnswerScoreExplanationThe ability to elaborate but NO motivation to elaborate.The motivation to elaborate and the ability to elaborate.Correct1.00The motivation to elaborate but NO ability to elaborate.NO motivation to elaborate and
5、NO ability to elaborate.Total1.00 / 1.00Question 5In 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 AnswerScoreExplanationAuthor
6、ityReciprocityLogicCorrect1.00LikingConsistencyScarcitySocial proofClassic conditioningTotal1.00 / 1.00Question 6If a company has used a celebrity endorsement in an imperative mode, what message is the celebrity conveying?Your AnswerScoreExplanationYou should use this product.Correct1.00Im appearing
7、 with this product and thereby associate myself with it.I endorse this product.I use this product.Total1.00 / 1.00Question 7In 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
8、Oldsmobile brand more gradually. All of the following are ways to evolve brands more gradually except for:Your AnswerScoreExplanationSymbols: updating symbols can provide updates without changing meanings.New products, which can be true to the core identity but add modern, innovative elements.Update
9、 the brand name to reflect evolving identities.Announcements: explaining to your customers that the brand will now be focusing on a different customer segment.Correct1.00Slogans, which are easier to change than names.Total1.00 / 1.00Question 8In the lectures, Professor Kahn discussed the Need Recogn
10、ition phase. In the example below, at what point does the prospective customer “enter the blender market?”Your AnswerScoreExplanationWhen the customer decides he wants to buy a Kenmore blender.When the customers blender breaks.When the customer has bought a blender.The customer is always in the blen
11、der market.Inorrect0.00Total0.00 / 1.00Question 9Which of the following is not one of the ways mentioned in the lectures to trigger the shopping process? Your AnswerScoreExplanationCreate urgency (sales in brick and mortar stores; flash sales like Gilt does).Create shopping goals (“Back to school”).
12、Create email lists (sales, event notifications).Create negative campaigns around competitor products.Correct1.00Create dialogue with customers.Create new products (people didnt know they needed an iPod).Total1.00 / 1.00Question 10Jane goes to buy a laptop. There are 53 available models in the world.
13、 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 AnswerScoreExplanationConsideration setInorrect0.00Evoked setTotal setTotal0.00 / 1.00Question 11For customer satisfaction, should a company be more concerne
14、d with actual performance or perceived performance?Your AnswerScoreExplanationPerceived performanceCorrect1.00Actual performanceTotal1.00 / 1.00Question 12Jonah Bergers 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 AnswerScoreExplanationPublicPractical valuePopularityCorrect1.00
