final exam
Which of the following fall under the responsibility of the CMO? Check all that apply Question 8 options: Hiring and retaining key talent to execute strategy Design the right marketing strategy Leads the marketing organisation Responsible for Supply chain Develops the salesforce structure Question 9 (1 point) ListenReadSpeaker webReader: Listen Brand Strategy consists of the following, select all that apply Question 9 options: What your brand stands for What it offers your customer The personality and message it conveys through marketing Creation of a high impact logo Question 10 (1 point) ListenReadSpeaker webReader: Listen "Dove Soap contains 1/4 moisturising cream" is an example of feature brand positioning. Question 10 options: True False Question 11 (1 point) ListenReadSpeaker webReader: Listen "Michelin Tires: Because so much is riding on your tires" is an example of which type of brand positioning? Question 11 options: Value positioning Feature positioning Benefit positioning Question 12 (1 point) ListenReadSpeaker webReader: Listen Under the BCG Matrix, a product that has low revenue and low growth is a.... Question 12 options: Cash Cow Question mark Dog Rising star Question 13 (1 point) ListenReadSpeaker webReader: Listen According to Godin, Hyatt Hotels has created a strong brand. Question 13 options: True False Question 14 (1 point) ListenReadSpeaker webReader: Listen Which of the following is the 7 P's of Marketing Question 14 options: Product, Price, Promotion, Place, People, Physical Evidence, Process Product, Place, Production, Purpose, Physics, Promotion, People Product, Place, Price, Promotion, Production, Profits, People Physical Evidence, Pricing, Promotions, People, Profits, Production, Place. Question 15 (1 point) ListenReadSpeaker webReader: Listen The Kendall Jenner Pepsi commercial was a great example of well executed activism. Question 15 options: True False Question 16 (1 point) ListenReadSpeaker webReader: Listen Which of the following is NOT a sustainable goal of Carlsberg. Question 16 options: Zero carbon emissions Zero water waste Switch to renewable energy Switch to Coal plants in China. Question 17 (1 point) ListenReadSpeaker webReader: Listen Which of the following are characteristics of Cash Cows? Select all that apply Select 3 correct answer(s) Question 17 options: Low market growth, High profits High revenue, low growth low market share, high volume High market share, high revenue Question 18 (1 point) ListenReadSpeaker webReader: Listen A product that has peaked in Sales growth is at what stage in the Product Life Cycle. Question 18 options: Maturity Growth Introduction Decline Question 19 (1 point) ListenReadSpeaker webReader: Listen The GDPR stands for the European General Data Protection Regulation. Question 19 options: True False Question 20 (1 point) ListenReadSpeaker webReader: Listen What does the GDPR protect? Select all that apply Question 20 options: Right to withdraw access to data when requested by consumer Explicit permission needed to use data Right to know where data is going Right to sell data freely without consent Protects the EU consumer and anyone who sells to them Question 21 (1 point) ListenReadSpeaker webReader: Listen What is not true about the BCG Matrix Question 21 options: It was developed by the Boston Consultant Group It helps assess a company portfolio of products or services It helps assess portfolio investment. It is made of up Stars, Dogs, Question marks and Goats. Question 22 (1 point) ListenReadSpeaker webReader: Listen What do Carlsberg, Toms of Maine, and Chipotle have in common? Question 22 options: They all practice sustainable marketing efforts. They are all part of the UN GDPR They are all valuated at $100B They all have had Super Bowl ads Question 23 (1 point) ListenReadSpeaker webReader: Listen In the SWOT analysis video for Starbucks, the saturation of the US market was identified as a weakness. Question 23 options: True False Question 24 (1 point) ListenReadSpeaker webReader: Listen In the SWOT analysis video for Starbucks, healthier lifestyle trends was identified as a threat to Starbucks. Question 24 options: True False Question 25 (1 point) ListenReadSpeaker webReader: Listen In the Starbucks SWOT video, which of the following were identified as weaknesses?. Question 25 options: Product is not customised Product is not easily affordable in all countries High employee turnover All of the above. Question 26 (1 point) ListenReadSpeaker webReader: Listen What do Louis Vuitton, Chanel, Hermes, Gucci and Rolex have in common? Select all that apply Select 3 correct answer(s) Question 26 options: They are the top 5 Luxury Brands on the BZ Retail list 2020. They all take part in brand activism They are luxury brands. They are global brands. They use Blue Ocean strategy Question 27 (1 point) ListenReadSpeaker webReader: Listen Age is an example of a psychographic. Question 27 options: True False Question 28 (1 point) ListenReadSpeaker webReader: Listen Switching costs are part of all aspects of Porters Five Forces analysis Question 28 options: True False Question 29 (1 point) ListenReadSpeaker webReader: Listen As a Challenger Brand which of the following are strategies you can use to gain market share. Question 29 options: Frontal attack Provide cheaper goods Attack the market leader Out innovate the market leader Raise your prices on existing product Question 30 (1 point) ListenReadSpeaker webReader: Listen What is true about Porters Five Forces. Check all that apply. Question 30 options: It talks about the nature of competition It deals with the power of Consumers It speaks to the power of suppliers It talks about the firm's ability to derive a profit It talks about the threat of substitutes It deals with barriers to enter a market. It deals with with the Product lifespan Question 31 (1 point) ListenReadSpeaker webReader: Listen Why are creating Personas useful? Question 31 options: All of the above They help partners understand your target market. Demographics and psychographics can help you get a better picture of your consumer They help you develop more targets communication. Question 32 (1 point) ListenReadSpeaker webReader: Listen A 100% Money back guarantee is a good example of Physical Evidence in the 7 P's of Marketing Question 32 options: True False Question 33 (1 point) ListenReadSpeaker webReader: Listen The Carlsberg Style Guide is a good example of physical evidence of consistency. Question 33 options: True False Question 34 (1 point) ListenReadSpeaker webReader: Listen Which Marketing Strategy tools would be BEST suited to assess entering an international market. Select all that apply. Question 34 options: BCG Matrix PESTLE SWOT Porters Five Forces Question 35 (1 point) ListenReadSpeaker webReader: Listen What would be considered a KPI (Key Performance Indicator) for a Digital Marketing Campaign. Question 35 options: CTR: Click through Rate Sales revenue ROI (Return on Investment) All of the Above. Question 36 (1 point) ListenReadSpeaker webReader: Listen Which of the following companies we studied this year would CURRENTLY be considered Challenger Brands? Question 36 options: Lyft Nike Longchamp Netflix Question 37 (1 point) ListenReadSpeaker webReader: Listen What is true about Executive Summaries? Check all that apply Select 2 correct answer(s) Question 37 options: They are typically 1-2 pages in length. They cover the main portions of the paper or study. They come at the end of the paper. Question 38 (1 point) ListenReadSpeaker webReader: Listen Setting different prices for different product features is a good strategy to build pricing tiers to prevent price battles among retailers. Question 38 options: True False Question 39 (1 point) ListenReadSpeaker webReader: Listen People, one of the 7 P's of Marketing Deals with Question 39 options: Recruiting, hiring and retaining talent. Creating a winning culture Rewards and Recognition All of the Above. Question 40 (1 point) ListenReadSpeaker webReader: Listen What of the following is NOT true about pricing. Question 40 options: Price Elasticity means that the as price goes up volume goes down. Competitive benchmarking is important to establish your price of an existing good. Pricing is about balancing between value and benefits. You should never price for profit Question 41 (1 point) ListenReadSpeaker webReader: Listen Place from the 7 P's refers to the channels where products and services are sold Question 41 options: True False Question 42 (1 point) ListenReadSpeaker webReader: Listen According to Kantar what future trends are we likely to encounter in Marketing. Check all that apply Question 42 options: The increase in traditional media Brand Activism Issues of sustainability Augmented and Virtual reality Artificial intelligence Question 43 (1 point) ListenReadSpeaker webReader: Listen Chatbots on your website is an example of Artificial Intelligence in use. Question 43 options: True False Question 44 (1 point) ListenReadSpeaker webReader: Listen The P in PESTLE refers to pricing. Question 44 options: True False Question 45 (1 point) ListenReadSpeaker webReader: Listen Netflix was (select all that apply) Question 45 options: A challenger brand to Blockbuster A market leader in the Streaming market. A Blue Ocean provider of DVD mailing back in early 2000's Almost sold to Amazon in late 90's Question 46 (1 point) ListenReadSpeaker webReader: Listen Analytics is the systematic study of analysis and data (KPIs and Metrics) Question 46 options: True False Question 47 (1 point) ListenReadSpeaker webReader: Listen A Net Promoter score refers to whether you will get a job promotion. Question 47 options: True False Question 48 (1 point) ListenReadSpeaker webReader: Listen Net Promoter score is a measurement of customer satisfaction and loyalty. Question 48 options: True False Question 49 (1 point) ListenReadSpeaker webReader: Listen Which of the Marketing Strategy Tools provides the most flexible, meaning the widest application? Question 49 options: BCG Matrix PESTLE Analysis SWOT Analysis Porter's Five Forces Question 50 (1 point) ListenReadSpeaker webReader: Listen According to Porter's Five Forces, rivalries are high in Red Ocean markets. Question 50 options: True False Question 51 (1 point) ListenReadSpeaker webReader: Listen In Porters Five Forces Analysis, what can you do to combat high supplier power? Check all that apply Question 51 options: Change your manufacturing process to avoid the exclusive supplier Source your input materials from lower cost markets or suppliers. Develop the capability in-house. Create a new product that does not use those components reliant on existing supplier. Raise your price to the consumer or end user Question 52 (1 point) ListenReadSpeaker webReader: Listen Who developed the BCG matrix? Question 52 options: McKinsey Consulting Group Boston Consulting Group Seth Godin Don Draper Question 53 (1 point) ListenReadSpeaker webReader: Listen What advantages does a Challenger Brand have? Check all that apply. Select 3 correct answer(s) Question 53 options: They can have lower investment costs. They acquire lessons learned from the market leader. They can improve upon an existing product. They are taxed at a lower rate. Question 54 (1 point) ListenReadSpeaker webReader: Listen In which of the cases this semester did we talk about Luxury goods? Question 54 options: