DSII. Part 1

Starbucks invests heavily in behind-the-scenes content, Q&A sessions, and open feedback channels across its social platforms, hoping to connect more authentically with customers. Which concept from the theory that stresses cultivating positive ties with all relevant groups is Starbucks illustrating by sustaining genuine conversations and actively listening?

• An exclusive tactic centered on short-term contests and promotions

• A method emphasizing meaningful rapport beyond mere transactions

• A data-driven system focused solely on analytics-based targeting

A new digital bank organizes an online community forum. Read the following statements and determine which principle from a recognized framework on two-way digital dialogue each one represents: 1) The institution promptly replies to live chat queries in real time. 2) The bank openly shares its data protection policies. 3) Representatives encourage real customers to voice criticisms without restrictive moderation.

1. Which of the following options correctly pairs each statement with the appropriate principle?

• (1) Commitment, (2) Empathy, (3) Risk

• (1) Propinquity, (2) Transparency, (3) Risk

• (1) Propinquity, (2) Risk, (3) Commitment

Answer explanation

• Propinquity involves being present and responsive in a timely manner (Statement 1). Transparency underscores openness about processes and policies (Statement 2).

Risk entails allowing honest, unfiltered discourse (Statement 3). This combination precisely matches Kent & Taylor’s dialogic communication elements in an online setting.

Zoom aims to promote its new webinar feature by applying a three-part method that considers audience size, content alignment, and potential impact. Place these steps in the correct order to mirror that strategic framework: 1) Verify if the broadcast sparks substantial engagement or long-term effects. 2) Examine how extensive the invitation list can become through collaborations. 3) Investigate the degree to which the topic appeals to likely attendees.

• 2 → 3 → 1

• 3 → 1 → 2

• 1 → 2 → 3

Answer explanation

Following the “Reach, Relevance, and Resonance” logic: first gauge how many participants can be tapped (Reach), then assess how well the content aligns with their interests (Relevance), and finally confirm whether it generates deep engagement or influence (Resonance).

Netflix hosts monthly watch parties where customers collectively stream new releases, chat in real time with Netflix reps, and receive immediate responses to technical or storyline-related questions. According to Kent & Taylor’s dialogic communication concept that highlights timely engagement and proximity with stakeholders, Netflix is demonstrating ________.

• Propinquity

• Commitment

• Transparency

Answer explanation

“Propinquity” in Kent & Taylor’s framework refers to being present and responding promptly, fostering close connections. Netflix’s watch parties and immediate feedback exemplify that real-time, engaging presence.

Tesla leverages Twitter for Q&A sessions where followers ask about vehicle features. Company engineers occasionally disclose pre-launch insights, inviting candid reactions, even if it could spark negative publicity. Which principle from Kent & Taylor’s model focuses on accepting possible criticism and allowing open discourse as part of genuine engagement?

• Transparency

• Risk

• Empathy

Answer explanation

Encouraging unfiltered comments and being vulnerable to criticism embodies “Risk,” since it permits honest feedback—crucial for genuine two-way communication and trust-building in stakeholder relationships.

Match each marketing focus to the correct ‘R’ in the 3 “R”s of Influence: 1) Targeting millions across diverse regions. 2) Aligning product with nutritional preferences. 3) Gauging long-term loyalty shifts post-campaign

• (1) Resonance, (2) Relevance, (3) Reach

• (1) Relevance, (2) Resonance, (3) Reach

• (1) Reach, (2) Relevance, (3) Resonance

Answer explanation

• “Reach” pertains to audience size (1).

• “Relevance” involves matching audience interests (2).

• “Resonance” measures meaningful impact over time (3).
  This sequence follows the established logic of the 3 “R”s.

Marriott introduced a “teleportation” VR experience in certain hotel lobbies, allowing prospective travelers to virtually “visit” destinations before booking. What is the primary advantage Marriott is seeking by letting guests virtually explore locations?

• Showcasing minimal content to reduce cognitive load

• Immersing consumers in realistic scenarios that boost emotional engagement

• Limiting customers’ access to only text-based information about destinations

Answer explanation

By leveraging VR’s immersive qualities, Marriott enhances the emotional and sensory impact of its travel offerings, a core principle of experiential marketing aimed at intensifying consumers’ personal engagement and purchase intention.

Walmart employs VR simulations to train its employees in handling high-traffic holiday sales scenarios, aiming to improve readiness and confidence. Walmart’s VR modules primarily seek to boost ________ by demonstrating tangible on-the-job benefits.

• Perceived Usefulness, given the training’s direct, practical value

• Perceived Novelty, about the excitement of getting new technology to support internal processes

• Perceived Importance, undermining the role of hands-on testing

Answer explanation

When employees see that VR training offers concrete, relevant advantages for real-world job performance, it heightens their perceived usefulness, a key factor in technology adoption per the Technology Acceptance Model.

IKEA’s VR showroom application allows customers to visualize how furniture might fit into their living spaces. Below are three VR marketing objectives and corresponding concepts. Match each objective to its relevant theoretical principle: 1) Reducing uncertainty in product fit or aesthetic. 2) Offering an interactive, immersive environment for exploration. 3) Encouraging a sense of confidence that leads to purchase decisions

• (1) Trialability from Diffusion of Innovation, (2) Immersion principle, (3) Observability from Diffusion of Innovation

• (1) Trialability from Diffusion of Innovation, (2) Immersion principle, (3) Enhanced Perceived Usefulness

• (1) Reduced Perceived Complexity, (2) Technology Acceptance Model, (3) Immersion principle

Answer explanation

• Trialability from Diffusion of Innovation states that testing a product or experience before committing reduces uncertainty (1).

• Immersion underscores how VR fosters a feeling of presence by engaging users deeply (2).

• Enhanced Perceived Usefulness reflects how tangible trial experiences can nudge customers toward purchase decisions (3).

A video game studio adopts VR demos at conventions, seeking to accelerate early adoption by highlighting innovative gameplay and ease of use. According to Diffusion of Innovation, demonstrating the product’s quick learning curve and “wow” factor helps in boosting its ________.

• Rate of adoption among initial consumers

• Resistance to mainstream popularity

• Likelihood of perpetual trial status without purchase

Answer explanation

By showcasing straightforward controls and exciting immersive features, the studio aligns with Diffusion of Innovation’s emphasis on sparking early user adoption, ultimately influencing broader market acceptance.