MARK101

“Impossible Is Nothing” is the tagline for which shoe brand?

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Which of the following is one of the reasons customer-engagement marketing has become more meaningful to organisations and consumers?

• It is easier to practice sustainability

• Customer life-time value is increased

• Consumers have more information

• Rapid globalisation

Effective positioning begins with [BLANK] the company’s marketing offers in order to give consumers more perceived value.

• placing

• differentiating

• pricing

• promoting

The cost of attracting new customers is thought to be ________ than the cost of retaining existing customers.

• 2 times higher

• 5 times higher

• 10 times higher

• 20 times higher

You are an assistant marketing manager for a firm in a market with many low-margin customers. What type of relationship would it be most profitable for you to develop with these customers?

• basic relationships

• selective relationships

• community relationships

• club programs

Focus group interviewing has become one of the major marketing research tools for gaining insight into consumer thoughts and feelings. However, if the sample size is small, a researcher would be most concerned about which of the following?

• orchestrating cooperation among participants

• finding a representative sample

• administering the questions

• generalising from the results

Which of the following best describes the process of collecting and analysing data from all channels in the physical and digital arenas?

• Marketing analytics

• Big data

• Netnographics

• Ethnographics

The reference group’s influence is likely to be greatest when the product is:

• visually conspicuous

• expensive

• an innovative product

• widely purchased

In general, a company should enter only segments in which it can [BLANK].

• gain advantages over competitors

• offer lower prices

• offer superior customer value

• identify behaviours

In consumer segmentation, many marketers believe that [BLANK] and [BLANK] provide the best basis for segmenting business markets.

• geographic; demographic segmentation

• buying behaviour; benefits

• user status; user loyalty

• income; usage rate