Altfragen Management I PDF

Al#ragen Management I Which of the following op/ons is a popular classifica/on system for psychographic segmenta/on? a) VALS framework b) Brand personality framework c) Conjoint analysis d) Cluster analysis e) Perceptual map You are a marke/ng intern in a small family business, and i...

Al#ragen Management I Which of the following op/ons is a popular classifica/on system for psychographic segmenta/on? a) VALS framework b) Brand personality framework c) Conjoint analysis d) Cluster analysis e) Perceptual map You are a marke/ng intern in a small family business, and it is your task to make the company’s marke/ng more digital. Which of the following statements is/are correct? a) Digital marke/ng performance is easy to track compared to tradi/onal marke/ng campaigns. b) Digital marke/ng offers the possibility of contextual placement. c) All of the answers are correct. d) Compared to tradi/onal adver/sing campaigns, digital marke/ng campaigns are rapidly changeable. e) Digital marke/ng can offer customized adver/sing campaigns for a specific group. Companies or individuals par/cipa/ng in the distribu/on channel from producers to consumers are called channel intermediaries. Which if the following examples is*not* a channel member? a) Free agents b) Brokers c) Sole distributors d) Direct salesforce e) Procurement manager Apple distributes their product through its own stores, independent stores like Orange, and online retailers like Amazon. This can be defined as a____. a) Ver/cal Channel Marke/ng System b) None of the answers are correct. c) Mul/channel Marke/ng System d) Horizontal Channel Marke/ng System e) Hybridchannel Marke/ng System What aVributes should objec/ves usually possess? a) Specific – traceable – realis/c – /me bounded – measurable b) Durable – aVainable – /me bounded – profit oriented – realis/c c) Measurable – specific – profit oriented – aVainable – /me bounded d) Measurable – realist – traceable – profit oriented – /me bounded e) AVainable – specific – realis/c – /me bounded – measurable Please choose the op/on which is ideal for pursuing a penetra/on pricing strategy. a) Distribu/on and produc/on costs rise with accumulated produc/on experience. b) The market is highly price sensi/ve.  c) A sufficient number of buyers have high demand. d) High price communicates superior product image. e) Low prices do not s/mulate market growth. Which op/on regarding the marke/ng strategy is NOT correct? a) Within the targe/ng process, marketers evaluate the aVrac/veness of each segment. b) Within the segmenta/on process, marketers generate profiles of segments. c) Within the posi/oning process, marketers develop and maintain a chosen posi/oning concept. d) Within the targe/ng process, marketers choose the target segments. e) Within the posi/oning process, marketers seek to reach as many consumer segments as possible. The selling price for a Ben & Jerry’s Cookie Dough ice cream increases from 6,00€ to 6,60€. As a result of this increase, demand for the product falls by 15%. What is the resul/ng price elas/city of demand? a) 0,66, demand is price elas/c. b) 1,5, demand is price elas/c. c) None of the answers are correct. d) 0,66, demand is price inelas/c. e) 0,04, demand is price inelas/c. In order to understand the market, industries, or customers, companies conduct market research. Market research data can be classified into primary and secondary data. Which of the following data source(s) can be considered as primary data? a) Government sta/s/cs b) Websites c) Focus groups d) Sales reports e) None of the answers are correct. Which of the following philosophy is *NO* compe/ng philosophy under which organiza/ons can choose to conduct their business? a) The holis/c marke/ng philosophy b) The marke/ng philosophy c) The price philosophy d) The sales philosophy e) The produc/on philosophy When the Modern Museum of Art separated its consumers by whether they were culture- oriented or outdoor-oriented for its new exhibit on art that used natural materials, they were using _____ segmenta/on. a) Psychographic b) Personality c) Usage d) Demographic e) Geographic Which if the following op/ons does *not* serve as possible reference price to consumers? a) Break-even price b) Usual discounted price c) Fair price d) Compe/tor price e) The last price paid Which of the following statements is *NOT* correct? a) Winning new customers is more expensive than keeping exis/ng customers. b) Strong brands simplify decision-making. c) A brand posi/oning statement contains a frame of reference. d) Brand equity leads to higher price sensi/vity. e) Being “measurable” and “ac/onable” are important criteria for effec/ve segmenta/on. Select the correct op/on regarding compe/ng-based pricing. a) Compe//on-based pricing relies on several elements such as the ability to deliver on /me, warranty, and product quality. b) None of the answers are true. c) Compe//on-based pricing determines the price that would yield its target rate of return on investment. d) Compe//on based pricing relies on the price with which companies will reach a break-even point or with which they will make the profit they are seeking. e) Compe//on-based pricing relies on the prices compe/tors charge for comparable products. Tom regularly posts review of new Xiaomi phones on YouTube. What type of media does this example represent from Xiaomi? a) Paid offline media b) Owned online media c) Earned online media d) Paid online media e) Earned offline media In general, brand names should be… a) All of the answers are correct. b) Transferable and adaptable c) Easy to spell and pronounce d) Memorable and meaningful e) Protectable and likable When companies want to have full control over the selling situa/on (for example, the level of service offered), they rather should focus on having____ a) An increased number of intermediaries b) An omnichannel strategy c) A lower number of intermediaries d) A three level channel e) A four level channel The qualita/ve value of exposure in a par/cular medium is known as _____. An example would be the qualita/ve value of an adver/sement for an architectural office in the architecture magazine DETAIL. a) Impact b) Reach c) Intensity d) Frequency e) Exposure Which of the following op/ons is an advantage of the medium television? Select the correct answer. a) High repeat exposure b) None of the answers are correct. c) Flee/ng exposure d) Low absolute costs e) High demographic selec/vity Which statement(s) about posi/oning is/are correct? a) A POP of VW compared to Volvo is that VW promises German quality. b) All of the answers are correct. c) A POD of Apple and Samsung is that both brands are well-established in the mobile phone market. d) Posi/oning a strong brand is difficult since many features and quali/es defining POPs and PODs are nega/vely correlated. e) Posi/oning requires that brands are differen/ated but this differen/a/on is not communicated. What is intensive distribu/on? a) A firm focuses only on the distribu/on within the product category. b) Severely limi/ng the number of intermediaries. c) A firm relies on more than a few intermediaries. d) A firm tries to aVack the distribu/on channels of compe/tors. e) A firm places the product or service in as many outlets as possible. Pricing… a) Is affected by psychological biases. b) All of the answers are correct. c) Should, in most cases, be based on the customers’ perceived value. d) Is the only “P” that generates revenue. e) Has an impact on profitability. What tool is most effec/ve for posi/oning products? a) Conjoint analysis b) Brand personality analysis c) Perceptual maps d) Blue ocean analysis e) Cluster analysis Regarding the result measure, there has been a shio from the “old-results” approach to the “new-results” approach. Which of the following result(s) is/are NOT bases on the new-results approach? a) Customer equity b) Customer insight c) Customer equity share d) All of the answers are based on the new-results approach. e) Customer profitability … includes all thoughts, feelings, images, experiences, and beliefs associated with the brand. a) Brand equity b) Brand knowledge c) Brand iden/ty d) Brand image e) Brand awareness A cosme/c company sells its luxury pharmacy products through a small number of intermediaries to selected pharmacies only. Through this type of distribu/on, called ___,more knowledgeable and dedicated selling is possible. a) Selec/ve distribu/on b) Classic distribu/on c) Unique distribu/on d) Exclusive distribu/on e) Intensive distribu/on With respect to intermediaries, when is a “Push-strategy” advisable? a) If consumers can differen/ate between the brands available at the retail store. b) If customers repeatedly reach for the same brands in the retail store. c) If customers have been planning to buy a par/cular product for a long /me. d) None of the answers are correct. e) If the choice for a certain brand is made at the retail store. Select the correct statement about demographic segmenta/on. a) It is difficult to measure demographic variables. b) A genera/on segment consists of a cohort where members share the same cultural, economic, and poli/cal experiences and values. c) The preferences and tastes of social class segments are everlas/ng and constant in the course of /me. d) All answers are correct. e) In addi/on to age, demographic segmenta/on also includes income, personality, and readiness stage. A company based in Switzerland maintains the following distribu/on network: For sales within the EU, the company consults a company that nego/ates sales outside Switzerland. In return, the company receives a commission. What type of intermediary is men/oned in this example? a) Export-management companies b) Export-management merchants  c) Non of the answers are correct. d) Domes/c-based export merchants e) Domes/c-based export agents Which statement about brand names is true? a) Individual brand names can protect the brand equity of higher quality brands. b) Blanked brand names cause high development costs. c) Family brands cause high development costs. d) None of the answers are correct. e) Family brands can also be called umbrella brands. Which of the following statements regarding brand extensions is WRONG? a) “Fit” plays an important role when it comes to the poten/al success of brand extensions. b) Brand extensions are successful in B2C markets but not in B2B markets. c) Brand extensions can help reduce costs. d) One downside of brand extensions is the risk of brand dilu/on. e) Brand extensions might harm the parent brand. Which “P” in the marke/ng mix is the only component that brings in revenue and has a sizeable impact on profitability? a) Promo/on b) All of the answers are correct. c) Price d) Place (distribu/on channels) e) Product/Brand You recently founded an online marketplace for used books. A few months aoer the launch of your marketplace, an independent magazine named “Book Review” published a press ar/cle about your newly founded marketplace. What kind of media is this? a) Guerilla media b) Owned media c) Impact media d) Paid media e) Earned media When facing the following three major pricing approaches: cost-based pricing, break-even pricing, and compe//on-based pricing. What perspec/ve is missing? a) Tax reduc/ons b) The percep/on of accoun/ng c) The value percep/on of compe/tors d) The value percep/on of customers e) The costs of manufacturing Which of the following statements is NOT correct? a) There is a posi/ve associa/on between price and perceived quality of a product. b) There is a nega/ve associa/on between price and perceived quality of a product. c) All if the statements.  d) Clever marketers try to frame the price to signal the best value possible. e) Companies that want a high price image should avoid that prices end in an odd number. A brand _____ is a specialized group like consumers and employees whose iden/fica/on and ac/vi/es focus around the brand. a) Community b) Cluster c) Society d) Family e) Species Which of the following example is NO example for complementary pricing? a) Nespresso coffee machine and Nespresso capsules b) Dyson hair dryer and Dyson straightening iron c) HewleV Packard printer and HewleV Packard Ink cartridges d) Polaroid Instant cameras and Polaroid photo paper e) GileVe razors and GileVe razor blades What is NOT a typical pricing method? a) Auc/on-type pricing b) Hold-on pricing c) Cost-plus pricing (also knowns as Mark-up pricing) d) Value pricing e) Compe//on-based pricing When choosing brand awareness as a communica/on objec/ve, one can differen/ate between______. a) Brand knowledge and brand loyalty b) Brand recogni/on and brand recall c) Brand meaning and brand loyalty d) Brand awareness and brand loyalty e) Brand loyalty and brand knowledge Which of the following statements is correct? a) It is important to posi/on your product before targe/ng. b) Segmenta/on and targe/ng should be done simultaneously. c) Segmenta/on and targe/ng from the basis of posi/oning. d) Targe/ng a niche segment is always beneficial. e) Targe/ng should be done before segmenta/on. You recently found micro-brewery plans its first communica/on campaign. Therefore, you and your team want to determine communica/on objec/ves. Which of the following objec/ves would be most relevant at this stage? a) Increasing brand love b) Increasing brand artude c) Increasing brand loyalty d) Increasing brand awareness  e) Increasing customer sa/sfac/on The number of different persons or households exposed to a par/cular media schedule at least once during a specified /me period is knowns as ____. a) Impact b) Reach c) Range d) Frequency e) Intensity In their Interna/onaliza/on process companies have to decide how to enter a new market. Moreover, there are different modes of entry from expor/ng to direct investments. Which of the following answers CANNOT be considered as an advantage of foreign direct investment over expor/ng? a) More control b) Cost economies through cheaper labor c) Lower risk d) Deepened rela/onship with host government e) All of the answers can be considered as an advantage of foreign direct investment over expor/ng. Which statement(s) about posi/oning is/are correct? a) Posi/oning is a concept that enables buyers as well as seller to gain from being effec/ve and efficient. b) All of the answers are correct. c) Posi/oning supposes that commonali/es, as well as differences between brands, are iden/fied. d) A POD of VW compared to Volvo is that VW promise German quality. e) A POP of LEGO and playmobile is that both brands are well-established in the toy market. The process of selec/ng one or more marker segments to enter is called market… a) Targe/ng b) Dominance c) Posi/oning d) Segmenta/on e) Research Which of the following is a marke/ng advantage of strong brands? a) No vulnerability to marke/ng crises b) More elas/c consumer response to price increases c) Guaranteed profits d) Addi/onal brand extension opportuni/es e) More inelas/c consumer response to price decreases