MKT4312 Quiz 5

MKT4312 Quiz 5

1. _________ is a marketing strategy that stresses the importance of consistent, seamless, multi-dimensional brand experience for the consumer.

• A. Push-Pull

• B. Customization

• C. Relationship marketing

• D. Integrated marketing

2. Experiential marketing promotes a product by communicating a product’s features and

benefits and connecting it with ______ and _______ consumer experiences.

• A. simple; diverse

• B. unique; interesting

• C. general; interesting

• D. general; exciting

3. One notable trend in marketing is the growing role of _______ , that is, those marketing activities that occur after customer purchase such as customer service programs.

• A. corporate social responsibility

• B. loyalty program

• C. customization

• D. aftermarketing

4. Within any price tier, there is range of acceptable prices, called ______ , that indicate the flexibility and breadth marketers can adopt in pricing their brands within a tier.

• A. price threshold

• B. value-based pricing

• C. price bands

• D. free price

5. The rapid expansion of the Internet and continued fragmentation of mass media have brought the need for __________ into sharp focus.

• A. relationship marketing

• B. brand repositioning

• C. brand expansion

• D. personalized marketing

6. Which of the followings is NOT a brand experience scale?

• A. sensory

• B. intellectual

• C. affective

• D. relational

7. Nike equipment from product lines such as Nike Golf is often sold through _______ such as golf pro shops.

• A. department stores

• B. specialty stores

• C. discounted stores

• D. online stores

8. Marketing channels blend three key factors for consumer shopping. Which of the following is NOT one of the factors?

• A. information

• B. entertainment

• C. experiences

• D. situation

9. A successful value-pricing strategy should strike the proper balance among three key components EXCEPT:

• A. product design and delivery

• B. product costs

• C. product positioning

• D. product prices

10. Direct channels can enhance brand equity by allowing consumers to better understand the depth, breadth, and variety of products associated with the brand. Indirect channels can enhance brand equity through the actions and support of ________.

• A. manufacturers

• B. advertising agents

• C. intermediaries

• D. online experts