Marketing and Innovation Exam PDF 2021

lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 9 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses >...

lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 9 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses > Exam (S21): Marketing & Innovation Management > Exam > Exam "Marketing and Innovation" Time left 1:59:43 Question 41 Not yet answered Marked out of 1.50 The trend of reducing the number of intermediaries is called... Select one: a. Zero effectuation b. Disintermediation c. None of the above d. Directization e. Customization Question 42 Not yet answered Marked out of 1.50 Joe goes out with his friends for pizza. Unbeknownst to him, he is coming down with a stomach virus. When the nausea associated with the virus kicks in, he has to throw up. Now, Joe cannot even look at a pizza without feeling nauseous. In this example, the conditioned stimulus is _____. Select one: a. the pizza b. the friends c. the virus d. the restaurant e. throwing up https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=8 1/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 9 of 16) Question 43 Not yet answered Marked out of 1.50 A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research. Select one: a. exploratory b. qualitative c. prescriptive d. causal e. secondary Question 44 Not yet answered Marked out of 1.50 Working in a company with multiple product brands, that all have a unique appearance without the possibility of tracing them back to the corporation, the brand architecture of the company is a _______ approach Select one: a. House of brands b. None of the answers c. Sub-branding d. Endorsement-branding e. Branded house Question 45 Not yet answered Marked out of 1.50 In communication, which of the following statements about “earned media” is correct? Select one: a. None of the answers b. The company starts an Instagram online campaign c. The company pays third parties to acquire media space d. The company creates its own media to advertise e. Third parties purchase space on the company media ◄ Code of Conduct Jump to... https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=8 2/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 10 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses > Exam (S21): Marketing & Innovation Management > Exam > Exam "Marketing and Innovation" Time left 1:59:21 Question 46 Not yet answered Marked out of 1.50 Behavioral research generally indicates that consumers’ attitudes.... Select one: a. can only be developed through actual experience with products. b. cannot ever be changed. c. are very easy to change through promotion. d. are very accurate predictors of actual purchasing behavior. e. do not change very easily or quickly. Question 47 Not yet answered Marked out of 1.50 What is the marketing term for a relatively small, well-defined and very focused target market? Select one: a. target market b. customized market c. gap in the market d. corner of the market e. niche market Question 48 Not yet answered Marked out of 1.50 The committee of the Oktoberfest has decided to abandon price fixing for all beer tents. This means the owners of a tent can set their own prices for one “Mass” of beer. What effect does the decision have on the price elasticity of demand? Select one: a. None of the answers. b. Price elasticity of demand becomes more inelastic due to the rising competition. c. Price elasticity of demand becomes more inelastic due to the shrinking competition. d. Price elasticity of demand becomes more elastic due to the rising competition. e. Price elasticity of demand becomes more elastic due to the shrinking competition. https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=9 1/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 10 of 16) Question 49 Not yet answered Marked out of 1.50 For a high school student, Tim is highly concerned about environmental issues. He is a strong supporter of garbage recycling and afforestation campaigns taken up by environmental activists in his neighborhood. He wants to become a volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups? Select one: a. secondary group b. dissociative group c. cognitive group d. primary group e. aspirational group Question 50 Not yet answered Marked out of 1.50 Which of the following statement regarding the product life cycle is TRUE? Select one: a. It reveals that branded products have the longest growth phase. b. It cannot be applied to computer products that quickly become obsolete. c. It is based on the assumption that products go through distinct stages in sales and profit performance. d. It can accurately forecast the growth of new products. e. It proves that profitability is highest in the mature phase. ◄ Code of Conduct Jump to... https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=9 2/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 11 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses > Exam (S21): Marketing & Innovation Management > Exam > Exam "Marketing and Innovation" Time left 1:59:14 Question 51 Not yet answered Marked out of 1.50 If two brands move closer to each other on a perceptual (positioning) map, it means that they have become Select one: a. less perceptually alike b. closer in price c. more similarly perceived by consumers d. more objectively alike e. less likely to be direct competitors Question 52 Not yet answered Marked out of 1.50 A consumer chooses the best brand on the basis of its perceived most important attribute. Which heuristic is in line with this way of choosing? Select one: a. Elimination-by-aspects b. Conjunctive heuristic c. Representativeness heuristic d. Lexicographic heuristic e. Availability heuristic https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=10 1/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 11 of 16) Question 53 Not yet answered Marked out of 1.50 You recently bought a fairly cheap printer for your home office. After several weeks of using the printer, you had to buy new ink cartridges for a relatively high price. What strategy is the printer company pursuing? Select one: a. Complementary pricing strategy b. Loss leader strategy c. Dynamic pricing strategy d. Temporal price differentiation e. None of the answers Question 54 Not yet answered Marked out of 1.50 In the choice of target segments, which variables does a company need to consider? Select one: a. Attractiveness of the segments and duration of the segment b. None of the alternatives c. Attractiveness of the segments and compatibility of the segments with the company strategy and resources d. Possible creation of entry barriers and duration of the segment e. Possible creation of entry barriers and compatibility of the segments with the company strategy and resources. Question 55 Not yet answered Marked out of 1.50 Many students get other students to fill in questionnaires for their university projects. What kind of sample is this? Select one: a. systematic random sample b. college sample c. quota sample d. convenience sample e. cluster sample ◄ Code of Conduct Jump to... https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=10 2/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 12 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses > Exam (S21): Marketing & Innovation Management > Exam > Exam "Marketing and Innovation" Time left 1:59:06 Question 56 Not yet answered Marked out of 1.50 An advertisement for prospective applicants to a college shows individual students along with the slogan “I am getting ready to seize my destiny.” The ad appeals to which need in Maslow’s hierarchy? Select one: a. Physiological b. Esteem c. Safety d. Self-actualization e. Social affiliation Question 57 Not yet answered Marked out of 1.50 If a company decides to allocate more resources to personal selling and sales promotion by its resellers, which of the following strategies is it using? Select one: a. Integrated marketing communication b. Indirect selling strategy c. Push strategy d. Pull strategy e. Direct selling strategy https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=11 1/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 12 of 16) Question 58 Not yet answered Marked out of 1.50 As part of a university project, Karen stood outside a store and counted the people going in. She recorded men, women and children separately and noted how many were in each group. Which research technique was she using? Select one: a. case study b. focus group c. experimentation d. survey e. observation Question 59 Not yet answered Marked out of 1.50 Imagine a price change from 7 to 7,20 Euro for a standard box of cigarettes. We expect a decrease of demand by 10%. Which of the following statements is true. Select one: a. The price elasticity of demand is inelastic, the change in price has little impact on demand. b. The price elasticity of demand is inelastic, the change in price has a significant impact on demand. c. The price elasticity of demand is elastic, the change in price has no significant impact on demand. d. The price elasticity of demand is elastic, the change in price has a significant impact on demand. e. None of the answers Question 60 Not yet answered Marked out of 1.50 A marketing expert said that he could have advertised a brand of soap as a detergent bar for men with dirty hands, but instead chose to advertise it as a moisturizing bar for women with dry skin. This illustrates the marketing principle known as Select one: a. sales promotion b. product positioning c. undifferentiated marketing d. cannibalization e. deceptive advertising ◄ Code of Conduct Jump to... https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=11 2/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 13 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses > Exam (S21): Marketing & Innovation Management > Exam > Exam "Marketing and Innovation" Question 61 Not yet answered Marked out of 1.50 Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service? Time left 1:58:57 Select one: a. Advertising b. Sales promotions c. Public relations d. Personal selling e. Direct marketing Question 62 Not yet answered Marked out of 1.50 What are the steps in developing effective communications? Select one: a. Identify target audience / Determine objectives / Design the message / Select the message source / Choose the media b. Determine objectives / Design the message / Identify target audience / Choose the media / Select the message source c. Order doesn’t matter d. Identify target audience / Determine objectives / Design the message / Choose the media / Select the message source e. Determine objectives / Identify target audience / Design the message / Choose the media / Select the message source https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=12 1/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 13 of 16) Question 63 Not yet answered Marked out of 1.50 When choosing brand awareness as a communication objective, one can differentiate between aided and unaided brand awareness. Which one is unaided? Select one: a. Brand loyalty b. None of the answers c. Brand recognition d. Brand knowledge e. Brand recall Question 64 Not yet answered Marked out of 1.50 The company Tupperware sells household devices directly to the customers. This can be called a ______. Select one: a. Three level channel b. One level channel c. Two level channel d. Four level channel e. Zero level channel Question 65 Not yet answered Marked out of 1.50 McDonalds provides three sizes for soft drinks (small, medium, and large) and customers often opt for the medium size. What is this an example of ? Select one: a. the smaller heuristic b. the medium effect c. the framing effect d. the compromise effect e. the Monty Hall problem ◄ Code of Conduct Jump to... https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=12 2/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 14 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses > Exam (S21): Marketing & Innovation Management > Exam > Exam "Marketing and Innovation" Time left 1:58:49 Question 66 Not yet answered Marked out of 1.50 Considering your market only has two competitors and both of them drop out of the market, evolving towards a monopoly. How does the price elasticity of your market evolve Select one: a. Price elasticity of demand will increase b. Price elasticity of demand remains stable c. Price elasticity of demand remains stable d. None of the answers e. Price elasticity of demand will decrease Question 67 Not yet answered Marked out of 1.50 Which of the following is NOT an example of Brand Extension? Select one: a. Lawn mower from Honda b. All of the answers c. Baggy jeans from Levi’s d. Outerwear from Samsonite e. Ice cream bar from Snickers https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=13 1/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 14 of 16) Question 68 Not yet answered Marked out of 1.50 To save time and money, a marketing research team uses data that have already been gathered for some other purpose. Which type of data is the team using? Select one: a. sample b. secondary c. primary d. survey e. experiment Question 69 Not yet answered Marked out of 1.50 Your recently founded fashion company plans its first communication campaign. Therefore, you and your team want to determine communication objectives. Which of the following objectives would be most relevant at this stage? Select one: a. Increasing brand attitude b. Increasing brand loyalty c. Increasing customer satisfaction d. Increasing brand awareness e. Increasing brand love Question 70 Not yet answered Marked out of 1.50 When thinking about the vertical structure of your distribution system, which of the following alternatives include no “intermediary”? Select one: a. Indirect channel b. Crossfunctional channel c. Omnichannel d. Direct channel and indirect channel e. Direct channel ◄ Code of Conduct Jump to... https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=13 2/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 15 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses > Exam (S21): Marketing & Innovation Management > Exam > Exam "Marketing and Innovation" Time left 1:58:35 Question 71 Not yet answered Marked out of 1.50 You are about to book a tennis court for next week in the morning. You are surprised about the rate of the tennis court in the morning is significantly cheaper than in the late afternoon. Which concept is the tennis court operator using? Select one: a. Temporal price differentiation b. Quantitative price differentiation c. Demographical price differentiation d. Location-based price differentiation e. Qualitative price differentation Question 72 Not yet answered Marked out of 1.50 In a sampling plan, the question 'Whom should we survey?' is part of the Select one: a. sampling procedure b. sample size c. sampling scheme d. sampling scale e. sampling unit https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=14 1/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 15 of 16) Question 73 Not yet answered Marked out of 1.50 A brand ________ is a specialized group of consumers and employees whose identification and activities focus around the brand. Select one: a. community b. family c. cluster d. society e. species Question 74 Not yet answered Marked out of 1.50 A Swiss watch manufacturer has two major brands. One offers ruggedness, reliability and durability to active sports enthusiasts. The other offers elegance and stylishness to fashion conscious consumers. Which of the following segmentation approaches is this firm using? Select one: a. Demographic b. Usage c. Socioeconomic d. Geographic e. Benefits sought Question 75 Not yet answered Marked out of 1.50 The primary purpose of market segmentation is to Select one: a. create sales territories of similar size and market potential to determine sales quotas b. allocate marketing resources to meet the needs of specific segments c. reduce market demand to a manageable size d. combine different groups to meet their needs e. profile the market as a whole to optimize marketing efforts ◄ Code of Conduct Jump to... https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=14 2/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 16 of 16) Lernplattform Moodle Technische Universität München Dashboard > My courses > Exam (S21): Marketing & Innovation Management > Exam > Exam "Marketing and Innovation" Time left 1:58:27 Question 76 Not yet answered Marked out of 1.50 When the MOMA museum separated its consumers by whether they were above 50 years or below 50 years for its new exhibit on art that used natural materials, they were using ________ segmentation. Select one: a. psychographic lifestyle b. behavioral occasions c. social class d. demographic e. personality Question 77 Not yet answered Marked out of 1.50 Please read the following press release (March 2018) on RIMOWA’s new dealer strategy. Then choose among the given options, which distribution strategy RIMOWA wants to apply: “Suitcase brand Rimowa, part of luxury group LVMH since 2016, has stopped all of its dealer contracts. It wants to initiate a new procedure soon and only a fraction of the current dealers will get a new contract. The luxury suitcase brand made the decision after LVMH decided to restructure Rimowa’s sales: dealers will have to meet higher standards and in order to start with a clean slate, it decided to halt every contract. The goal is to end up with fewer dealers, but maintain closer ties to them. LVMH may want to give Rimowa a more exclusive image this way. The German trade organization for leatherwear entrepreneurs has already investigated whether the termination of these contracts is in fact legal, but experts say it will be hard to fight, considering everyone is being treated equally: LVMH has found a loophole to only work with dealers it has chosen itself. Several dealers in Belgium and the Netherlands will also lose their Rimowa deal. Van Beek Lederwaren feels lost after working with the brand for 45 years: “We hope we can come to a deal regarding a new contract”, Maarten van Beek told Dutch Couturekrant. “We will have to wait and see however.” 27 Dutch and 16 Belgian entrepreneurs have been hit by Rimowa’s actions. The brand also has its own stores in Antwerp and Amsterdam.” Select one: a. Selective distribution b. Exclusive distribution c. Intensive distribution d. Niche distribution e. None of the above https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=15 1/2 Heruntergeladen durch Junya Yano ([email protected])  lOMoARcPSD|36760513 7/27/2021 Exam "Marketing and Innovation" (page 16 of 16) Question 78 Not yet answered Marked out of 1.50 You recently founded an online market place for used books. A few months after the launch of your marketplace, you launched an online magazine named “Book Review” which publishes articles featuring your newly founded marketplace. What kind of media is this? Select one: a. Paid Media b. Guerilla Media c. Impact Media d. Owned Media e. Earned Media Question 79 Not yet answered Marked out of 1.50 When companies want to reduce the number of customer interactions in the selling situation, they rather should focus on having …. Select one: a. An omnichannel strategy b. Three level channel c. Lower number of intermediaries d. Increased number of intermediaries e. Four level channel Question 80 Not yet answered Marked out of 1.50 You and your friends recently founded a sustainable fashion company in southern Germany. As you have the responsibility over marketing, you have to set the price for your first product launch (socks). You have decided to make use of a target-return pricing approach with the objective to earn a 45 per cent ROI. The company’s investment account for € 130,000. Your expected unit sale is 60,000. Variable cost are € 5.70 per unit; fixed costs account for € 150,000. Which price will lead to a ROI of 45 per cent (please round the price accordingly). Select one: a. 9.00 € b. 8.70 € c. 10.50 € d. 9.20 € e. 5.40 € ◄ Code of Conduct Jump to... https://www.moodle.tum.de/mod/quiz/attempt.php?attempt=2920769&cmid=1738825&page=15 2/2 Heruntergeladen durch Junya Yano ([email protected])