Conceptual Assessment-3 MCQ Quiz

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Southern Illinois University, Edwardsville *

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Marketing

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Feb 20, 2024

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10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 1/15 Review Test Submission: Conceptual Assessment-3 MCQ Quiz Submission Link Marktg An/App for Mgr Dec Makg-MKTG-525-50A-202235 Course Assessments ... Conceptual Assessment-3 Review Test Submission: Conceptual Assessment-3 MCQ Quiz Submission Link User Joseph Thomas Kimball Course Marktg An/App for Mgr Dec Makg-MKTG-525-50A-202235 Test Conceptual Assessment-3 MCQ Quiz Submission Link Started 9/28/22 7:37 PM Submitted 9/28/22 7:39 PM Due Date 10/2/22 11:59 PM Status Completed Attempt Score 10 out of 10 points Time Elapsed 2 minutes Results Displayed All Answers, Submitted Answers, Correct Answers, Incorrectly Answered Questions Question 1 Selected Answer: Answers: The PPT presentation by Prof. David Aaker (Ch-00: Branding and Stories), who is considered as the father of branding, made the following suggestions to build strong brands as highlighted in his two recent books, EXCEPT ____________. d. promote through digital marketing a. create a game changing sub-category b. scale c. build barriers d. promote through digital marketing e. create signature stories that change perception Question 2 ________ combines the design and implementation of marketing activities and mySIUE myServices Star±sh Sexual Violence Prevention Training Feedback 0.25 out of 0.25 points 0.25 out of 0.25 points Joseph Kimball

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 2/15 Selected Answer: Answers: programs to build, measure, and manage brands to maximize their value. b. Strategic brand management a. Brand planning b. Strategic brand management c. Tactical brand management d. Brand targeting e. Brand positioning Question 3 Selected Answer: Answers: The monetary value of a brand is called brand ________ and re²ects the premium that is placed on a company's valuation because of its ownership of the brand. b. equity a. loyalty b. equity c. preference d. identity e. licensing Question 4 Selected Answer: Answers: The ________ approach to measuring brand equity measures the di³erence between the sales revenues from a branded o³ering against those of an identical unbranded o³ering, adjusted for the expense of building the brand. a. market a. market b. financial c. cost d. valuation e. calculation Question 5 The ±rst step in the strategic brand management process is ________. 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 3/15 Selected Answer: Answers: b. identifying and establishing brand positioning a. measuring consumer brand loyalty b. identifying and establishing brand positioning c. planning and implementing brand marketing d. measuring and interpreting brand performance e. growing and sustaining brand value Question 6 Selected Answer: Answers: A brand ________ is a three- to ±ve-word articulation of the heart and soul of the brand and is closely related to other branding concepts like "brand essence" and "core brand promise." a. mantra a. mantra b. personality c. identity d. position e. revitalization Question 7 Selected Answer: Answers: Brand ________ are devices that can be trademarked and serve to identify and di³erentiate the brand. a. Elements a. Elements b. value propositions c. perceptions d. images e. extensions Question 8 The ________ re²ects the way in which a company's brands are related to a company's products and services, as well as to one another. 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 4/15 Selected Answer: Answers: d. brand hierarchy a. brand family b. brand ladder c. brand DNA d. brand hierarchy e. brand blueprint Question 9 Selected Answer: Answers: The ________ in the brand value chain determines the extent to which the value created in the minds and hearts of customers a³ects market performance. a. customer multiplier a. customer multiplier b. market multiplier c. shareholder value d. program multiplier e. price elasticity Question 10 Selected Answer: Answers: If Starbucks wanted its positioning to include the attributes of contemporary, thoughtful, and caring, where would these qualities appear in its Bull's-Eye Framework? e. Brand values, personality, character a. The brand mantra b. Points of parity c. Points of difference d. Substantiators e. Brand values, personality, character Question 11 A winning formula for many ________ brands is craftsmanship, heritage, authenticity, and history (which is often critical to justifying a sometimes an 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 5/15 Selected Answer: Answers: extravagant price). e. luxury a. design b. nondurable c. durable d. ingredient e. luxury Question 12 Selected Answer: Answers: ________ has overtaken the United States as the world's largest luxury market; it's forecast that one-third of all high-end goods will be sold there in the coming years. a. China a. China b. India c. South Africa d. Brazil e. South Korea Question 13 Selected Answer: Answers: Pricing is the only element of marketing mix that produces revenue, all other elements produce costs. a. True a. True b. False Question 14 Selected Answer: Answers: ________—various visual, verbal, and numerical indicators that convey information about price—are an important part of the psychology of pricing. a. Pricing cues a. Pricing cues 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 6/15 b. Price tags c. Bar codes d. QR codes e. Quality labels Question 15 Selected Answer: Answers: When consumers examine products, they often compare an observed price to an internal price they remember. This is known as a(n) ________ price. b. reference a. markup b. reference c. market-skimming d. accumulated e. target Question 16 Selected Answer: Answers: A company decided to conduct a market survey for its new MP3 player that the company had priced at $150. In the survey, 95 percent of participants said that the maximum they would pay for the MP3 player is $100. This is an example of which of the following possible consumer reference prices? d. Upper-bound price a. Historical competitor price b. Expected future price c. Usual discounted price d. Upper-bound price e. Last price paid Question 17 Selected Answer: Answers: ________ re²ects the degree to which a change in price leads to a change in quantity sold. d. Price elasticity of demand a. Supply elasticity 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 7/15 b. Demand variance c. Price-demand d. Price elasticity of demand e. The price effect Question 18 Selected Answer: Answers: Which of these is a major risk of experience-curve pricing? d. A competitor may innovate with lower-cost technology, leaving the leader stuck with old technology a. There is a point beyond which the company can lower its prices no further. b. The more the company produces, the less money it earns c. The company will reach a point where it can no longer afford to keep building production capacity d. A competitor may innovate with lower-cost technology, leaving the leader stuck with old technology e. Aggressive pricing is viewed as socially irresponsible Question 19 Selected Answer: Answers: Which of the following is the ±rst step in setting a pricing policy? b. Selecting the pricing objective a. Selecting a pricing method b. Selecting the pricing objective c. Determining demand d. Estimating cost e. Analyzing competitors' costs, prices, and offers Question 20 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 8/15 Selected Answer: Answers: A company that is looking to maximize its market share would do well to follow ________ pricing. b. market-penetration a. markup b. market-penetration c. market-skimming d. survival e. target-return Question 21 Selected Answer: Answers: When Apple introduced its iPhone, it was priced at $599. This allowed Apple to earn the maximum amount of revenue from the various segments of the market. Two months after the introduction, the price had come down to $399. What kind of a pricing did Apple adopt? c. Market-skimming pricing a. Loss-leader pricing b. Market-penetration pricing c. Market-skimming pricing d. Target-return pricing e. Value pricing Question 22 Selected Answer: Answers: Rent, heat, interest, and salaries are examples of ________ costs. e. fixed a. total b. average c. activity-based d. variable e. fixed Question 23 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id=… 9/15 Selected Answer: Answers: ________ refers to how ±rms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell. b. Marketing communications a. Human resource development b. Marketing communications c. Financial management d. Operations management e. Planning Question 24 Selected Answer: Answers: What is the ±rst step in developing an e³ective marketing communication program? a. Setting the objectives a. Setting the objectives b. Identifying the audience c. Crafting the message d. Deciding on the media e. Developing the creative approach Question 25 Selected Answer: Answers: Which of the following is the correct order of stages that a buyer is assumed to pass through in the classic response hierarchy models? a. Cognitive stage—a³ective stage—behavioral stage a. Cognitive stage—affective stage—behavioral stage b. Affective stage—cognitive stage—behavioral stage c. Behavioral stage—affective stage—cognitive stage d. Cognitive stage—behavioral stage—affective stage e. Affective stage—behavioral stage—cognitive stage Question 26 Which of these is NOT one of the main factors to consider when setting the 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id… 10/15 Selected Answer: Answers: marketing communication budget? d. Product development cost a. Stage in the product life cycle b. Degree of product differentiation c. Market share d. Product development cost e. Message complexity Question 27 Selected Answer: Answers: Which of these is NOT included the creative brief? d. Sales training plan a. Key message b. Target audience c. Communication objectives d. Sales training plan e. Media choices Question 28 Selected Answer: Answers: A company website is an example of ________. b. owned media a. earned media b. owned media c. paid media d. placed media e. integrated Question 29 Selected Answer: Which of these communication formats can be especially helpful if a company needs to challenge consumers' misconceptions? d. Publicity and public relations 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id… 11/15 Answers: a. Advertising b. Mobile communication c. Direct marketing d. Publicity and public relations e. Personal selling Question 30 Selected Answer: Answers: Which of these categories of media is likely to have the highest credibility with audiences? a. Earned media a. Earned media b. Owned media c. Paid media d. Private media e. Public media Question 31 Selected Answer: Answers: As scheduling strategy, alternating periods of communication activity with periods of no communication is known as ________. d. Flighting a. Continuity b. Concentration c. Overlap d. Flighting e. Pulsing Question 32 Selected Answer: Which of these is mentioned as a challenge that results from the growing complexity of the communication landscape? c. Coordinating communication to deliver a consistent message across channels 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id… 12/15 Answers: a. Dealing with the consolidation of social media b. Dealing with the decline of social media c. Coordinating communication to deliver a consistent message across channels d. Coordinating internal and external communication activities e. Coordinating sales messages with marketing messages Question 33 Selected Answer: Answers: As a result of the growing complexity of the communication landscape, companies are adopting ________ as an approach to designing, communicating, and delivering a message through multiple strategies that work together and reinforce one another. a. integrated marketing communications a. integrated marketing communications b. fully digital communication c. integrated marketing strategies d. crowdsourced communication e. values-driven communication Question 34 Selected Answer: Answers: Which of these is NOT one of the levels at which integrated marketing communication works? e. Virtual integration a. Horizontal integration b. Vertical integration c. Internal integration d. External integration e. Virtual integration Question 35 Which of these is a key reason that magazines and newspapers can provide 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id… 13/15 Selected Answer: Answers: detailed product information and e³ectively communicate user and usage imagery? c. Readers consume them at their own pace a. Heavy readers are heavy shoppers b. People are turning away from electronic media to read more c. Readers consume them at their own pace d. People nowadays prefer more technical details in ads e. The lower information density compared to TV commercials makes print more appealing Question 36 Selected Answer: Answers: Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure? a. Television a. Television b. Radio c. Newspapers d. Magazines e. Billboards Question 37 Selected Answer: Answers: ________ describes activities designed to improve the likelihood that a link for a brand rank as high as possible in the order of all nonpaid links when consumers search online for relevant terms. c. Search engine optimization (SEO) a. Search engine marketing (SEM) b. Search marketing c. Search engine optimization (SEO) d. Paid search e. Search targeting 0.25 out of 0.25 points 0.25 out of 0.25 points

10/12/22, 3:02 PM Review Test Submission: Conceptual Assessment-3 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19260962_1&course_id=_80705_1&content_id=_3202019_1&outcome_id… 14/15 Wednesday, October 12, 2022 3:02:10 PM CDT Question 38 Selected Answer: Answers: ________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products. a. Public relations a. Public relations b. Advertising c. Sales promotion d. Personal selling e. Direct marketing Question 39 Selected Answer: Answers: ________ refers to the task of securing editorial space—as opposed to paid space —in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization. d. Publicity a. Advertising b. Media planning c. Communication design d. Publicity e. Copy testing Question 40 Selected Answer: Answers: Which of these is one of the core principles of successful package design from a marketing communications perspective? a. Visibility a. Visibility b. Brand socialization c. Internal branding d. Manufacturability e. Transferability 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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Conceptual Assessment-3 MCQ Quiz

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