Conceptual Assessment-3 Doc

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MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 1 of 9 MKTG-525: Marketing Analysis and Applications for Managerial Decision Making Conceptual Assessment-3 (15 Points) Deadline: Sunday, October 02, 2022, by 11:59 pm The Conceptual Assessment-3 has the two sections covering Chapters-10 through Chapter-13 of the course’s assigned textbook and associated PPT (including Ch-00: Game Changing Brands and Creating Stories), and lecture recordings. Section-1 : This section has a total of 40 multiple choice questions (MCQ) and all questions are compulsory to answer. Each question carries a weight of 0.25-point totaling to 10 points. Some questions may have up to 5 alternatives, while others may have fewer alternatives, but there is only one correct answer. Consider all alternatives before selecting the best one in your opinion. You will have two attempts (highest score accounted for) to submit your responses through a submission link provided in the Conceptual Assessment-2 folder on the course SIUE BB. It is advised that you first complete the quiz below at your convenience and time, select the responses and then attempt to submit the responses online. This quiz is due on Sunday, October 02, 2022, by 11:59 pm. Students get two attempts with the higher score accounted for. Late submissions will not be possible. Section-2: This section will require to answer two subjective questions, for 2.5-points each totaling to 5 points, from a given choice of 6 question options in about 300 words each and submit it through a separate link provided in the Conceptual Assessment-2 folder. This assignment is due on Sunday, October 02, 2022, by 11:59 pm. Students get two attempts with the higher score accounted for. Late submissions will not be possible. SECTION-1: Multiple-Choice Question (MCQ) Quiz (40 Questions/10 Points) 1. 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 ____________. a. create a game changing sub-category b. scale c. build barriers d. promote through digital marketing e. create signature stories that change perception 2. ________ combines the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value. a. Brand planning b. Strategic brand management c. Tactical brand management d. Brand targeting e. Brand positioning

MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 2 of 9 3. The monetary value of a brand is called brand ________ and reflects the premium that is placed on a company's valuation because of its ownership of the brand. a. loyalty b. equity c. preference d. identity e. licensing 4. The ________ approach to measuring brand equity measures the difference between the sales revenues from a branded offering against those of an identical unbranded offering, adjusted for the expense of building the brand. a. market b. financial c. cost d. valuation e. calculation 5. The first step in the strategic brand management process is ________. 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 6. A brand ________ is a three- to five-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 b. personality c. identity d. position e. revitalization 7. Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand. a. elements b. value propositions c. perceptions d. images e. extensions

MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 3 of 9 8. The ________ reflects the way in which a company's brands are related to a company's products and services, as well as to one another. a. brand family b. brand ladder c. brand DNA d. brand hierarchy e. brand blueprint 9. The ________ in the brand value chain determines the extent to which the value created in the minds and hearts of customers affects market performance. a. customer multiplier b. market multiplier c. shareholder value d. program multiplier e. price elasticity 10. 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? a. The brand mantra b. Points of parity c. Points of difference d. Substantiators e. Brand values, personality, character 11. A winning formula for many ________ brands is craftsmanship, heritage, authenticity, and history (which is often critical to justifying a sometimes an extravagant price). a. design b. nondurable c. durable d. ingredient e. luxury 12. ________ 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 b. India c. South Africa d. Brazil e. South Korea 13. Pricing is the only element of marketing mix that produces revenue, all other elements produce costs. a. True b. False

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MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 4 of 9 14. ________ — various visual, verbal, and numerical indicators that convey information about price — are an important part of the psychology of pricing. a. Pricing cues b. Price tags c. Bar codes d. QR codes e. Quality labels 15. When consumers examine products, they often compare an observed price to an internal price they remember. This is known as a(n) ________ price. a. markup b. reference c. market-skimming d. accumulated e. target 16. 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? a. Historical competitor price b. Expected future price c. Usual discounted price d. Upper-bound price e. Last price paid 17. ________ reflects the degree to which a change in price leads to a change in quantity sold. a. Supply elasticity b. Demand variance c. Price-demand d. Price elasticity of demand e. The price effect 18. Which of these is a major risk of experience-curve pricing? 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.

MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 5 of 9 19. Which of the following is the first step in setting a pricing policy? a. Selecting a pricing method b. Selecting the pricing objective c. Determining demand d. Estimating cost e. Analyzing competitors' costs, prices, and offers 20. A company that is looking to maximize its market share would do well to follow ________ pricing. a. markup b. market-penetration c. market-skimming d. survival e. target-return 21. 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? a. Loss-leader pricing b. Market-penetration pricing c. Market-skimming pricing d. Target-return pricing e. Value pricing 22. Rent, heat, interest, and salaries are examples of ________ costs. a. total b. average c. activity-based d. variable e. fixed 23. ________ refers to how firms attempt to inform, persuade, and remind consumers — directly or indirectly — about the products and brands they sell. a. Human resource development b. Marketing communications c. Financial management d. Operations management e. Planning 24. What is the first step in developing an effective marketing communication program? a. Setting the objectives b. Identifying the audience c. Crafting the message d. Deciding on the media e. Developing the creative approach

MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 6 of 9 25. 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 — 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 26. Which of these is NOT one of the main factors to consider when setting the marketing communication budget? a. Stage in the product life cycle b. Degree of product differentiation c. Market share d. Product development cost e. Message complexity 27. Which of these is NOT included the creative brief? a. Key message b. Target audience c. Communication objectives d. Sales training plan e. Media choices 28. A company website is an example of ________. a. earned media b. owned media c. paid media d. placed media e. integrated 29. Which of these communication formats can be especially helpful if a company needs to challenge consumers' misconceptions? a. Advertising b. Mobile communication c. Direct marketing d. Publicity and public relations e. Personal selling 30. Which of these categories of media is likely to have the highest credibility with audiences? a. Earned media b. Owned media c. Paid media d. Private media e. Public media

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MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 7 of 9 31. As scheduling strategy, alternating periods of communication activity with periods of no communication is known as ________. a. Continuity b. Concentration c. Overlap d. Flighting e. Pulsing 32. Which of these is mentioned as a challenge that results from the growing complexity of the communication landscape? 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 33. 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 b. fully digital communication c. integrated marketing strategies d. crowdsourced communication e. values-driven communication 34. Which of these is NOT one of the levels at which integrated marketing communication works? a. Horizontal integration b. Vertical integration c. Internal integration d. External integration e. Virtual integration 35. Which of these is a key reason that magazines and newspapers can provide detailed product information and effectively communicate user and usage imagery? 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.

MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 8 of 9 36. 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 b. Radio c. Newspapers d. Magazines e. Billboards 37. ________ 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. a. Search engine marketing (SEM) b. Search marketing c. Search engine optimization (SEO) d. Paid search e. Search targeting 38. ________ 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 b. Advertising c. Sales promotion d. Personal selling e. Direct marketing 39. ________ 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. a. Advertising b. Media planning c. Communication design d. Publicity e. Copy testing 40. Which of these is one of the core principles of successful package design from a marketing communications perspective? a. Visibility b. Brand socialization c. Internal branding d. Manufacturability e. Transferability

MKTG-525: Conceptual Assessment-3 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 9 of 9 SECTION-2: Conceptual Assessment-3 Subjective Assignment (2x2.5=5 Points) ANSWER ANY TWO SUBJECTIVE QUESTIONS , FOR 2.5-POINTS EACH TOTALING TO 5 POINTS, from a given choice of 4 question options in about 300 words each and submit it through a separate link Conceptual Assessment-2 Written Assignment provided in the same folder. This assignment is due on Sunday, October 02, 2022, by 11:59 pm. Students get two attempts with the higher score accounted for. Late submissions will not be possible. 1. Define a “ Brand ” and what is the essence of branding. What are different methods to measure “ Brand Equity ” ? 2. What is “ Price ” and how consumers arrive at their pricing perceptions.? Briefly explain six steps in setting a price. 3. Define “ Marketing Communications ” ? Briefly discuss the Macro and Micro model of communication process. 4. What is Integrated Marketing Communications (IMC), Briefly discuss the key aspects of some of the most popular communication formats.

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