MKTG W3

What characterized the first industrial revolution?

• Digitalization

• Mass production powered by electricity

• Mechanized production, powered by water and steam

• The creation of the lightbulb

Answer explanation

The first industrial revolution was categorized by mechanized production, powered by water and steam

Which of the following is not a key shift in marketing?

• Exclusive to Inclusive

• Vertical to Horizontal

• Individual to Social

• Engaging Brands to Established Brands

Answer explanation

The three shifts in marketing as described by Kotler are:

Vertical to Horizontal

Individual to Social

Exclusive to Inclusive

This is an example of which marketing paradox?

• Informed vs. Distracted

• Offline vs. Online Interaction

• Negative Advocacy vs. Positive Advocacy

Answer explanation

Since Amazon is an online company, having an offline store is a bit of an Offline-Online paradox.

Which generational cohort is known for being 'Digital Natives'

• Gen X

• Baby Boomers

• Millennials

• Gen Z

Answer explanation

Generation Z are known as digital natives

Which of the following is not part of the F factor in marketing (although Prof Holly argues it should be!)

• Friends

• Facebook

• Fans

• Followers

Answer explanation

Friends/family, and followers and fans are what Kotler describes as the F Factor.

But I still think Facebook should be added!

True or False - the Third Industrial Revolution revolves around digital transformation.

• True

• False

Answer explanation

The answer is false, it is the 4th industrial revolution that revolves around digitalization

The reviews on this Mexican restaurant are an example of which marketing paradox?

• Negative vs. Positive Advocacy

• Informed vs. Distracted Customers

• Online vs. Offline

Answer explanation

The reviews highlight the promototers, detractors or passive brand advocates, which is part of the positive vs. negative marketing paradox.

The F factor primarily influences which digital shift?

• Exclusive to Inclusive

• Vertical to Horizontal

• Generational Cohort Theory

• Individual to Social

Answer explanation

The F Factor primarily influeces the shift from individual to social

An example of how connectivity has changed marketing is the shift from renting videos at Blockbuster video to using Netflix.

• True

• False

Answer explanation

This is true! Connectivity has allowed users to watch videos from the comfort of their home instead of renting them

In the net promoter score theory, 'passives' have a significant impact on brand advocacy

• True

• Falose

Answer explanation

Passives, are the only level to have little to no impact on brand advocacy.