Contemporary Marketing: Key Concepts and Quiz Insights

Which statement best describes the contemporary view of marketing? Marketing is synonymous with selling With the rise of social commerce, company-driven marketing is no longer important. Marketing's emphasis within the firm continues to decline. Marketing is about identifying and meeting human and social needs in a way that harmonizes with the goals of the organization. Question 2 1 / 1 pts Marketing fuels growth by: Creating new markets or expanding existing ones Understanding customer needs to inform new products and services Encouraging awareness of the external environment and market trends Creating a positive experience for the customer All of the above Question 3 1 / 1 pts An advertisement showing the great time your family will have at Disney's Magic Kingdom is an example of marketing a ____________________ Service Experience Idea Organization Question 4 1 / 1 pts A brand is

The logo on the package The advertising slogan The set of expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another The name of the product or service Question 5 1 / 1 pts A marketing plan is The media plan for the next 12 months The central instrument for directing and coordinating the marketing effort, and includes strategic and tactical components The plan describing how new products will be launched over the next 2 years Not important because marketing should be spontaneous Question 6 1 / 1 pts ________________ is an example of a quantitative research method Experiment Questionnaire Survey Database report All of the above

Question 7 1 / 1 pts The goal of ethnographic research is to: Capture cause-and-effect relationships by isolating one variable and conducting an experiment Understand consumers' behavior by observing a small group of customers discussing various topics of interest at length Study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns Immerse the researcher into a consumer's life to uncover unarticulated desires that might not surface in any other form of research Question 8 1 / 1 pts Which one of these is NOT a way to segment the market? Demographic information Credit usage behavior Psychographic attributes Behavioral factors Geography Question 9 1 / 1 pts Thinking about the type of information that can be included in a consumer profile, which is unique in that it includes unobservable characteristics? Demographics Shopping behavior Where they live Attitudes, motivations, values

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Question 10 1 / 1 pts Consumer insight is: The opinions and behaviors of consumers The underlying attitudes, motivations driving the opinions and behaviors Something you can observe and measure When you read the consumer's mind Question 11 1 / 1 pts Dove's "Campaign for Real Beauty" demonstrates: Connecting with consumers on an emotional level drives loyalty and brand growth Advertisements that make the viewer cry are more effective That the Real Beauty campaign did not work and Dove returned back to their previous campaign focused on the functional benefit: “1/4 cup of moisturizing cream in every bar of Dove soap” that the brand was inauthentic and so the consumers did not like the ads Question 12 1 / 1 pts ________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market. Valuation Positioning Pricing Commercialization

Launching Question 13 1 / 1 pts Which of these is the BEST definition of a company's competitors? Firms recognized to participate in the same industry sectors Firms that have historically been the company's strongest competitors Firms that aim to fulfill the same needs of the target customers Any firms that seek economic value from the same target customers Question 14 1 / 1 pts It is important for a brand to have an emotional benefit because Brands that provide an emotional benefit create a heightened connection with the consumer. If the functional benefit represents the point of differentiation, competitors may quickly copy it. Emotion is what really drives the purchasing behaviors, and also, decision making in general. All of the above Question 15 1 / 1 pts Brand purpose is The inspirational reason why the brand exists and guides everything the brand does The rational, tangible benefits offered to the target consumer Only needed for a new brand when it is launching, and then after that, everyone knows the purpose of the brand

The way a brand expresses the WHAT and HOW of the brand strategy Another term used to describe the objectives of the advertising campaign

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