Marketing Exam Review

Part 1: The AIDA Model — What does the acronym "AIDA" stand for?

• Awareness, Interest, Demand, Action

• Attention, Interest, Desire, Action

• Attention, Insight, Demand, Activity

Part 1: The AIDA Model — Which stage of the AIDA model involves sparking curiosity about a company’s product or service?

• Attention

• Interest

• Desire

Part 1: The AIDA Model — In the "Interest" stage, the goal is to use persuasive content to get the audience to think:

• "I need to buy this now."

• "I like this."

• "Where can I find this?"

Part 1: The AIDA Model — Which stage focuses on demonstrating a "gap" between where the audience is now and where they could be?

• Action

• Attention

• Desire

Part 1: The AIDA Model — The "Action" stage is described as compelling an audience to act through:

• A high-friction, low-incentive process

• A low-friction, high-incentive call to action

• A complex, detailed application form

Part 1: The AIDA Model — If a marketer is trying to get a customer to realize how much better their life would be with a specific product, which stage are they targeting?

• Attention

• Desire

• Interest

Part 2: Pricing Strategies — Pricing a main item very low while setting its complement item very high is known as:

• Premium Pricing

• Captive Product Pricing

• Economy Pricing

Part 2: Pricing Strategies — Which strategy involves pricing goods and services as cheaply as possible?

• Economy Pricing

• Penetration Pricing

• Price Skimming

Part 2: Pricing Strategies — Pricing goods at a very low initial price to encourage people to buy them, often with the intent to raise prices later, is called:

• Geographical Pricing

• Penetration Pricing

• Recommended Retail Pricing

Part 2: Pricing Strategies — "Premium Pricing" is best defined as:

• Charging a high price for a unique, high-quality item

• Charging a high price because of a competitive advantage

• Charging different prices based on the area where goods are sold