WorksheetsMKT318m
Total questions: 20
Worksheet time: 11mins
Steps in the co-creation process, which step often happens to risk making customers feel dissatisfied and easy to lose customers
Contribution
Select
Consociality
Crowdsource supply
What are the characteristics of Doppelganger Brand Images?
Is a collection of negative images and stories about a brand
Usually focuses against well-known brands that are seen as lacking in authenticity and attempt to create a false or misleading emotional appeal through their promotional activities
Passed down by brand lovers
Usually spread through social media
Which of the following is true about Customer Co-Creation?
Customers can contribute ideas to assist a company in the design and development of a new product.
Customer contributions are usually made through a web-based platform and are often digital.
Is a very broad category and has many different forms.
There are 3 types of client co-creation: Co-designing, collaborating, submitting
Two important steps in the co-creation process contribution and selection
What are the typical characteristics of the sharing economy?
Access instead of ownership: rather than buying an asset, the seeker rents it from someone else
Many different parties will cooperate and create new values, values that cannot be created if the parties work independently.
A platform brings together owners and seekers and facilitates all processes between them
A&C are correct
A&B are correct
What is digital marketing?
A form of performance-based marketing. This is a way for businesses and companies to market their products and services on the Internet.
The process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.
"Is the process of planning the product, price, distribution, and promotion of products, services and ideas to meet the needs of organisations and individuals based on electronic media and the Internet”.
None of the above
What kind of products can design crowdsourcing bring positive effects?
Products with a high degree of initial customer appeal.
Products with simple technology.
Products with low initial customer appeal.
Products with complex technology.
Threadless was one of the first brands to use a co-creation strategy quite successfully for a long time, but from 2014 to now, the brand has encountered many difficulties such as declining sales, had to lay off employees and close some stores. The key reason why Threadless can no longer maintain its previous successes?
Because there are many competitors that also use the co-creation strategy.
Because Threadless's product quality is not as good as before.
Because Threadless cannot adapt to the development of social networking platforms as well as the shift in consumer buying patterns.
Because the co-creation model is outdated.
There are 3 types of feedback that motivate individuals to provide UGC to the company. How does the impact of these three different types of responses depend on each individual's gender?
Among women, cooperation was the strongest motivator, while among men, the competition was the strongest motivator for providing UGC
Among women, the competition was the strongest motivator, while among men, cooperation was the strongest motivator for providing UGC
Among women, individualistic was the strongest motivator, while among men, competition was the strongest motivator for providing UGC
Among women, cooperation was the strongest motivator, while among men, individualistic was the strongest motivator for providing UGC
______the practice of examining merchandise in a physical retail location without purchasing it, and then shopping online for a better deal on the same item
Webrooming
Shopper marketing
Brick and mortar
Showrooming
User-Generated Content occurs when a product's customers create and disseminate online ideas about a product or the firm that markets it. These ideas are often in the form of text but also come in other forms such as music, photos, or videos .Which of the following is false regarding user-generated content characteristics?
The customer is involved in the production of the product.
The contribution is by users of a product rather than the firm that sells this product
It is creative in nature and the user adds something new
it is posted online and generally accessible.
How is social media affecting co-creation of brand and marketing ?
Does not have much effect on co-creation
It's facilitating a democratisation of media production and creates a power shift towards consumers who can now produce content
Helping co-creation reach more people
Harms co-creation because it is easy to steal ideas
Which of the following is a cross-platform marketing method?
Multi channel
Omni Channe
both a and b
only b
What is the difference between Omnichannel and Multichannel?
Two channels have different sales forms, omnichannel is an online sales channel and multichannel is direct sales at points of sale.
Two channels with different target audiences.
Omnichannel focuses on products and Multichannel focuses on customers.
Omnichannel has a close and flexible connection between online and offline channels, Multichannel is operated more individually.
How does GoPro give customers a different experience?
GoPro encourages people who have used the product to take up adventure challenges and share their adventures on social networks.
Introduce customers to outstanding features
GoPro has created many different product lines for many customers.
The _______allows users to utilise basic features of a software, game or service free, then charges for "upgrades" to the basic package.
Paid service
Freemium Model
Pay what you want
Premium pricing
Why do physical stores use a marketing to Shoppers strategy?
To understand and influence customers behaviour
To keep the customers in-store for a longer period
To promote self-service
All of the above
________is a new trend in buying behaviour where customers research relevant product information to qualify their buying decision, before they actually decide to buy their favourite product in the local store.
Purchase at the point of sale
Look for information before buying
Purchase online Research offline
Research online Purchase offline
Which of the following is true about "Pay What You Want"?
99% of consumers will pay without being asked to pay
This pricing strategy is not sustainable, it takes time to apply this pricing strategy, or only applies to some products, to identify the right customer file
This strategy sells 10% lower because selling less, customers do not come much.
Researchers suggest that consumers pay less after experiencing products and services
Which of the following is not an example of using the anchoring effect in sales?
Attach the higher price in front of the product selling price
Put more expensive dishes on the front pages of the menu and lower-priced items on the back.
Emphasise the price before the discount
Provide a product package as bait for the product that needs to be consumed.
High-involvement product is often suitable for which path in the ELM model?
The central route
The peripheral route
Both of the above answers are correct.
