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Marketing 205c

Question	Answer
Question 1 In Marketing, Noon Nopi is _________. a. matching of the eye levels between parties. b. what fosters relationships c. the essence of Marketing d. internal or external e. all of the above	E
The key difference between Marketing and International Marketing is that in International Marketing you are ___________. A. getting your eyes checked B. adding a domestic market C. bringing over aspects from other cultures to your home market D. add	E
Etic emphasizes _______ understanding while Emic emphasizes _______ and context specific understanding. A. culture-bound : culture-free B. corporate : personal C. culture-free : culture-savvy D. culture-free : culture-bound E. culture-savvy : cultu	D
Question 4 The 4P's of Marketing are _________. A. Place, People, Price, and Promotion B. Place, People, Price, and Product C. Price, Promotion, People, and Plan D. Product, Price, Plan, and Promotion E. Product, Price, Place, and Promotion	E
Marketing Execution is __________. A. Noon Nopi realized B. marketing by combat C. a way for companies to carry out price cuts D. a marketing death sentence E none of the above	A
Which of the following is something we can learn from adaptive organisms? A. Add more function to survive B. Learn to hide better C. Do not align evaluation methods with risks D. Make the dinosaurs extinct first E. Study the adaptive organisms' DNA	A
A common problem when asking the question "what business a company is in", is that __________. A. some companies limit themselves to what they produce and not what they compete against B. some companies focus on the consumers C. some companies focus	A
In the "Strategic Intent" phase of the innovation process, the most important aspect is __________. A. reject bad ideas B. always have a backup plan just in case employees go rogue C. to have an open mindset and allow the pursuit of new technologies	C
In Cross Industry Innovation, you can __________. A. source ideas from other countries B. source ideas from other cultures C. focus on economies of scale D. source ideas from other industries E. reject inter-industry scalability	D
Transing is..... A. Changing flights on a long trip. B. A science fiction movie. C. Bridging of domains to cope with change. D. Not related to cross-industry innovation D. All of the above	C
Brands __________. A. signify ownership B. help identify and differentiate a product C. load and imprint positive associations D. act like locations in the perceptual maps of people E. all of the above	E
Which is not a part of Asiana-Cobra Analysis Platform? A. Asia B. Nation C. Snake D. Company E. Brand	C
Which of the following is not on the checklist for branding cross country extension? A. Vision of global reach B. Noon Nopi similarity C. Legal restrictions D. Return on investment E. Shareholders' dividends	E
Cross Industry Branding is ________. A. the testing of products in multiple consumer segments B. the testing of consumers in their understanding of multiple industries C. testing of Noon Nopi of brands in multiple industries/products branding across	C
Amazon's goal to be earth's most customer-centric company is an example of _______. A. overarching vision B. Noon Nopi congruence C. legal restrictions D. return on investment E. none of the above	A
Global Marketing is _________. A. the addition of a market abroad as an extension of domestic marketing B. localizing multiple Noon Nopi levels of many different consumers across countries C. unifying different markets into one Noon Nopi D. extendin	C
Price can be varied by ________. A. Product B. Size C. Target Segment D. Brand Positioning E. All of the above	E
Which of the following is a cultural dimension according to Hofstede? A. Food B. Individualism C. History D. Art E. All of the above	B
Which is not a characteristic of Marketing Myopia? A. Near-sightedness B. Inability to Separate Results and Process C. Poor Business Definition D. Thinking of Long term gain over Short Term risk E. May be an unintentional result of too much Succe	D
Which is the right process of the framework? A. Vision - Strategy - Action B. Action - Vision - Strategy C. Strategy - Vision - Action D. Strategy - Action - Vision E. Action - Strategy - Vision	A
Which of the following is NOT a type of Marketing Tsunami? A. Political B. Cultural C. Economic D. Technological E. Astrological	E
Cognitive Distance _____ A. Always leads to higher innovation results B. Always leads to lower innovation results C. Is optimized by balancing the increased novelty and the decreased absorptive capacity D. Is negatively related to novelty of an inno	C
What is the main reason why we Brand? A. Because it is required by law B. To help identify and differentiate a product C. To lower marketing costs D. To create point of parity E. None of the above	B
A concern for global (standardized) branding in international marketing is A. Similar Noon Nopi of the brand equity per country or region B. Black Markets C. Confused buyers if brands formerly had different names D. Low application costs of standard	C
Brands are important because they _________. A. brands are inexpensive to manage B. create preferential demand C. develop a personality for consumers' home countries D. Brand is your product or company's name E. always create only positive associat	B
What is not a cost of Global (Extended) branding across industries? A. Confused buyers B. Retail Resistance C. Helping of the parent brand D. Diminished Identity with a category E. None of above	C
Which of the following is a correct pairing from Hofstede's Model? A. Individualism-Communism: : "Me" versus the "We" B. Power distance : Avoidance of power C. Masculinity-femininity : Differentiated gender roles D. Uncertainty avoidance : Pursue ev	C
Underestimating Noon Nopi can lead to _________. A. successfully living up to consumer quality expectations B. consumer satisfaction C. bad word of mouth D. cross industry innovation E. none of the above	C
Which of the following is a Transing domain? A. Food B. Art C. Religion D. Education E. All of the above	E
Occurrences at the margin of significant environmental change or megatrend are called ____________. A. Weak signals B. Point of Difference C. Point of Purchase D. Strong signals E. Asiana-Cobra	A
Which of the following is the benefit of the "Fit" part of Transing's "Flexible Fit" concept? A. Maintaining existing strengths B. Maximizing Costs C. To take more adaptive risks D. To go into new industries E. To add new personnel	A
When dealing with Consumer Behavior, it is important to ___________. A. Understand consumers at the individual level and also their collective influences B. Understand consumers at their home countries as well as abroad C. Understand consumers' consi	A
When utilizing VSA on a target consumer, the key objective is ____________. A. To ensure alignment of collectivism, consumer individualism, and marketing action B. To ensure alignment of response, consumer constructs, and marketing action C. To ensur	B
When marketing to the "Bottom of the Pyramid" it is important to ____________. A. Remember that different tiers respond to marketing actions in a different way B. Remember that Noon Nopi is the same for each level of the pyramid C. Focus more on the	A
Marketing CSI is _____________. A. The art of gathering data and putting the pieces together to create a profile of your Noon Nopi B. The art of gathering data and putting the pieces together to create a profile of your consumer C. The art of gatheri	B
In Hidden Consumer Behavior, ____________ is a construct that occurs deep inside the minds of people. A. Perception B. Motivation C. Learning D. All of the above E. None of the above	D
The SFU Grid is used for positioning against __________. A. Countries B. Competitors C. Consumers D. Channels E. Campaigns	B
The country that has opinion Leadership/Trend-setting power on other countries is called _____________. A. Advanced Countries B. Developing Countries C. Lead Countries D. Developed Countries E. Undeveloped Countries	C
Please choose the right sequence of the market selection process. A. Home vs. abroad -> regional selection -> country selection -> segment selection B. Home vs. abroad -> segment selection -> country selection -> regional selection C. Home vs. abroad	A
A good reason for companies to go abroad is ____________. A. To pursue higher market growth B. To plan future expansion C. To source knowledge D. To create a better global image E. All of the above	E
Please select the right sequence of the target selection process 1. Align selection with your VSA 2. Balance the selection criteria 3. Aggregate your segments 4. Backup "Plan A" with "Plan B" A. 1-2-3-4 B. 1-2-4-3 C. 1-3-2-4 D. 1-4-2-3 E. 1-4-3	B
A product is _________. A. Not just tangible but also intangible B. Something that does not satisfy a need C. A need to a means D. Not good if it is expensive E. None of the above	A
Lego created a face for their brand by utilizing _________. A. Plastic surgery B. Good word-of-mouth C. Trans media storytelling D. Social media marketing E. Genetic marketing engineering	C
A way that Place can help Promotion is by __________. A. Offering free delivery B. The use of flagship stores C. Self-creating things online D. Renting out store space to other businesses E. All of the above	B
Value equals ________. A. Benefits - Costs B. Costs + Benefits C. Benefits * Costs D. Costs/Benefits E. Benefits/Costs	E
When determining relative value in pricing, it is important to approach total benefits and costs by comparing your company to _________. A. Consumers B. Shareholders C. Government regulators D. Competitors E. Accountants	D
Question 1 In cross country social marketing, it is important to remember that __________. A. Social means online in every country B. O2O can only mean online to offline C. O2O can only mean offline to online D. O2O can mean online to offline but a	D
Question 2 In cross industry Simple Marketing, the search for similarity between industries in order to simplify must be done in a ___________. A. Research lab B. Simplified way C. Cost effective way D. Multi-level way E. Positive way	D
Small Marketing is ________. A. Marketing for small markets B. Marketing to small markets C. Marketing by small firms D. Targeting unpopular but potentially popular markets E. All of the above	E
Question 4 In cross country Skip Marketing, __________. A. Developed countries are always technologically superior to developing countries B. There is no need to focus any attention on parts and components C. The technology used in developed countri	E
An important factor in cross country Screen Marketing, is ________. A. That timing does not matter across borders B. That action movies are not popular outside of the United States C. The universality of the star of the movie D. That dubbing is usel	C
Set Marketing is about complementary products, which are ________. A. Products that substitute each other B. Products that do not compete with each other C. Products that do not compete with each other but are very rarely used together D. Products t	B
Sports Marketing is the ________. A. Marketing of Sports B. Marketing through Sports C. Marketing of Sports Stars D. All of the above E. None of the above	D
Screen Marketing can be ____________. A. hiring staff to work on movies B. selling movies in Blu Ray format C. the private lives of movie stars D. product placement in movies E. all of the above	D
Profiling can help us in terms of understanding ____________ and guiding ____________. A. practices, financial investments B. foreign market local languages, marketing strategies C. consumers, marketing strategies D. currency, marketing strategies	C
Please choose the best answer. In Market Landing Strategy, a Beachhead Market is ___________. A. the market where you bring your product after a successful test launch in a neighboring market B. the market you strategically start with so that it will	B
Which of the following is true of the Consumer Journey alignment with Marketing Strategy? A. The Consumer Journey is not as important as the Marketing Strategy B. Marketers should proactively guide their consumers and help them clear through the hurdl	B
In Price Marketing, Price can help Promotion ____________. A. because price is the "lazy marketer's advertising" B. because high price can be a good positioning if backed up by good product C. because price cuts, if planned well, is part of quick sal	D
Question 8 In Cross Industry Sports Marketing, it is important to differentiate _____________. A. spectator vs. participant B. entertainment vs. allegiance C. fan vs. rival D. participant vs. performance E. entertainment vs. spectator	A
When the VSA Module is utilized on a targeted consumer, the underlying consumer behavioral constructs are ___________. A. what we want our consumers to feel or say about our products B. the 4P's of marketing C. what type of responses we are getting f	E
Which of the following is true in Cross Industry Place Marketing? A. New technology helps efficiency of service add-ons. B. Service add-ons innovations can be sourced from a wide range of countries. C. New technology helps efficiency of market resear	A
In Market Targeting, which of the following is a criteria that should be balanced? A. Present and Future B. External and Internal C. Global and Local D. Quantitative and Qualitative E. All of the above	E
When positioning against competitors it is good to _________. A. push out weak associations, pull up your SUU associations for POD, and pump up your SFU associations for POP B. push out strong associations, pull up your SUU associations for POD, and p	D
Please pick the best answer. What is Skip Marketing? A. The leapfrogging of technology in developing markets due to technology becoming more accessible and less costly over time. B. The leapfrogging of technology in developed markets because they are	A
Which of the following is true when adjusting Noon Nopi to the Bottom of the Pyramid? A. What we are selling should not be based on the customer need. B. Trust is important in developing countries. C. Consumers in developing countries usually do not	B
An orange juice company providing a coupon for bacon is an example of _________. A. cross country promotion B. cross branding C. cross media D. cross promotion E. cross analysis promotion	D
Which of the following is a good practice when attempting radical repositioning? A. Hire "yes" men as staff so that things will move ahead faster B. Create a Doppelganger mindset to keep your thoughts in check and not be too radical C. Hire "no" men	E
Which of the following is NOT Simple Marketing? A. Matching simple Noon Nopi levels of consumers B. Divergence C. No frills marketing D. Economy oriented marketing E. Convergence	B
When comparing "Product" between Tier 1 and Tier 5 of the Pyramid, it is important to know that __________. A. service is usually an augmented product that can help in increasing price in Tier 1 but might be a hard-to-sell proposition in Tier 5 B. pro	A
A positive way that Product can help Price is ________. A. product costs can increase price B. branding and packaging decreases price wiggle room C. an oversupply of product will increase price D. an under demand for product will increase price E.	E
When aligning your STP with your VSA, it is important to keep in mind that ___________. A. it is good to just focus on one target B. your vision requires future orientation C. your segment cannot be your POD D. transing with flexible fit will make y	B
In Small Marketing, it is important to keep in mind that _________. A. small markets only have small potential but also small risk B. small markets and investments can be influential and have huge potential if targeting is done well C. small investme	B
In Cross Country Product Marketing, it is important to not __________. A. assume that the mix of tangible and intangible aspects will be the same across countries B. turn away consumers that may not be aware of the product's functions C. focus on Noo	A
Which of the following is true about Cross Industry Social Marketing? A. Social is only online B. Social is only offline C. Social is social no matter online or offline D. Innovation can only occur in one direction E. Innovation can only occur onli	C
A common misperception of B2B Marketing is that _______. A. B2B Marketing is ultimately B2B2C Marketing B. B2B Marketing is rather simple when compared to B2C Marketing C. B2B Marketing stands for Business to Business Marketing D. B2B Marketing invo	B
Please choose the right explanation. In B2B Marketing, _____________. A. our buyers are a reflection of the selling company B. our buyers are other businesses C. our buyers are various departments in a business D. B2B is actually B2B2C E. all of th	E
In B2B Marketing, __________. A. relationships matter more so than in B2C Marketing because there are fewer and larger customers B. relationships do not matter when dealing with "In-Suppliers" and Gatekeepers C. relationships matter because they rais	A
The 4W's in the 4W Approach ________. A. are all always involved in every stage B. includes who is involved in the selling center C. includes what the member wants in terms of incentives D. includes when the buying center should walk away from a dea	E
In B2B Marketing, the member of the Buying Center that controls the access or information to other members such as the key decision maker is known as the __________. A. goalkeeper B. producer C. initiator D. influencer E. gatekeeper	E
When the B2B process is formalized, early vendor involvement is good because __________. A. stage 1 is when you have the most competition and hence lower prices B. there is less leeway early on C. you can be less proactive and still have good results	D
In B2B2C Pull and Push, _________. A. you should always take a push or pull strategy as opposed to a push and pull strategy B. push involves the manufacturer reaching a consumer directly C. pull involves the manufacturer reaching a consumer through o	D
Selling Centers are important because salespersons __________. A. should only be concerned with their numbers B. may need cross-functional integration C. may not know as much about organizational culture D. should not have to deal with the actual pr	B
Total Marketing is when __________. A. individual play and team play are utilized together B. is about winning by the selling company instead of who does the scoring C. marketing is done not just by the marketing department D. all of the above E. n	D
The different roles of a Buying Center consists of departments and positions but also the ___________. A. Buyer, Influencer, Goalkeeper, and Decider B. Buyer, Initiator, Goalkeeper, and Decider C. Influencer, Initiator, Gatekeeper, and Defender D. I	D
In B2B product variation __________. A. hybrid products enjoy the advantages of costs and perceived value B. one should assume that all products have to be custom designed C. B2B products are never like B2C products and so should not be marketed in t	A
In advertising, vertical vehicles are _________. A. non-industry specific B. a way of measuring how high the ads reach in the food chain C. a way of measuring repetition D. specialized to one industry E. catered specifically to the petrol industry	D
Which of the following it NOT a component In B2B2C Pricing? A. Value adding to the buyer B. Value adding to the end user C. Seller cost reduction D. Buyer cost reduction E. None of the above	E
Which of the following is an example of direct selling? A. Distributors selling products to retailers B. Online selling from the manufacturer's website C. Agents making sales off commission D. Manufacturer representatives making sales E. Brokers ge	B
Which of the following is true about Total Product System (TPS) Marketing? A. TPS is an individual level team approach B. POD can only be achieved at the main marketing stage C. Pre-marketing can lock-in buyers D. Post-marketing is not profitable bu	C
Total Costs of Ownership (TCO), ___________. A. includes upfront costs and installation costs but not disposal costs because some products have no resale value B. includes the lifetime costs that the owner of a product must deal with C. does not incl	B
Which of the following is NOT true? Personal selling considerations include, _________. A. hiring the right people and training them well B. motivating your employees to do the best job possible strategic account selling C. sales force automation D	E
Which of the following is NOT true when building the Value Stack? A. It is important to beware that different units of a customer firm may perceive or receive only a portion of an offering's total value B. Marketers create a value stack by educating B	E
In B2B Promotion Marketing, _________. A. much like boxing, the proper communication steps should be set up before the closing knockout punch B. the cumulative promotional efficiency is not important if the per-stage efficiency is high C. much like b	A
Channel costs in B2B Marketing, ___________. A. are always the same between direct and indirect channels B. direct channels have high variable costs C. indirect channels have lower fixed costs D. direct channels have lower fixed costs E. indirect c	C
Going abroad can allow/require your company to...? A. ...add to sales B. ...raise cost and, hence, reduce profitability C. ...lower costs D. ...make certain adaptations and localizations of the product E. ...all of the above	E
How are boxing and promotion related? A. Like in boxing, the main goal of promotion is to fight your competition B. Like in a boxing ring where movement is very limited, the choices for a promotion mix should also be as limited as possible C. Like in	C
In order to "win" in promotion, you have to gain (1)_____, gain (2)______, and gain (3)______ before being able to "close" with Action. A. Offers...investments...knowledge B. Attention....interest....desire C. Trust...money...courage D. Experience..	B
B2B promotion should generally not _____? A. achieve multiple communication goals B. advertise execution alignment C. move the buyer along the AIDA to ABC D. promote using a wide promotion mix E. rely on one tool for promotion	E
When expanding abroad, it is important to _____? A. Consider your supply vendor qualification B. Strictly maintain original business culture in order not to change the product offering C. Only worry about other foreign competitors D. Apply the same	A
A measuring tool for differences in local business culture to consider is called _____? A. Hofstede Cultural Dimension Theory B. Herd Behavior C. STP Analysis D. Diversity Marketing Tool E. None of the above	A
What is one of the key implications of the Total Product System (TPS)? A. It is an individual, single stage approach B. Pre-marketing can lock-in buyers C. Differentiation is achieved only at the tangible product stage D. Post-marketing is irrelevan	B
Question 9 In B2B marketing, it is important to focus on _____? A. Buyer's benefit and cost analysis only in order to be as desirable as possible B. Both buyer's benefits and costs analysis as well as your own cost portfolio C. Your own (supplier's)	B
What is a feature of pricing in the price concept? A. The total "pay" is out of pocket B. Price is set by the supplier, and has the same value for every buyer C. Prices always end in a '9' ($9.99 instead of $10, $99 instead of 100) D. Price is value	D
In cross country growth, some of the opportunities that we could see are _____? A. Demand-related in terms of adding markets and adding image B. Supply-related in terms of increasing scalability C. Supply-related in terms of securing technology D. S	E
In determining the total value of your offering in B2B pricing it is important to consider _____? A. Only the inferior and superior PODs of your benefits and costs B. Only the inferior PODs of your benefits and costs C. The POP and POD of your benefi	C
Total Costs of Ownership (TCO) refers to _____? A. The upfront costs a customer has to bare B. The disposal costs a customer has to bare C. The aggregate of direct and indirect costs a customer has to bear over the lifetime of a product's use D. The	C
In determining a sales and distribution strategy, it is important to consider that _____? A. Different types of customers call for different types of distribution and sales strategy B. Different types of customers call for different types of distribut	A
With low cultural distance, what is generally the best way to grow to a new country? A. Indirect export B. License C. Joint Venture D. Locally Produce E. None of the above	D
What plays a key role in place marketing? A. A direct channel between the manufacturer and the buyer is always used B. Service is always separate from the product itself C. Location, but not time, variety, quantity or customization D. It is importan	D
In determining a channel strategy _____? A. We should first determine the buyer's service needs B. Direct selling is optimal when the service providing capability is low C. It is wiser to choose a full function indirect selling method when we are loo	A
An important aspect in B2B Pricing is adding value. What are some important features of adding value? A. Depending on the future usage value of the product, the segment and price can be different B. It is important to help solve problems and lock in b	D
According to the B2B Definition-based Growth Matrix, what is an example of a new diagonal? A. New application, same product B. Same application, same product C. Same application, new product D. New application, new product E. None of the above	D
The ideal segment cost portfolio is ______. A. A predominantly high cost and low price B. A predominantly high cost and high price C. A predominantly low cost and high price D. A predominantly low cost and low price E. This is a trick questions! Th	C
Why is creating a customer-friendly environment important in services? A. Because customers participate in the service delivery process B. Because service customers interact with service employees C. Because services are perishable D. Because serv	A
What is not true of service recovery? A. Service recovery is most related to "simultaneity" of services. B. Service recovery has to be avoided at all costs. C. Service recovery allows service managers a second chance to satisfy customers. D. Service	B
Is the following sentence true or false? When managing service operations, not only the real quality of services but also customer expectations and perceptions for service quality have to be managed.	T
Is the following sentence true of false? In services, it is better to sell than not selling at all as long as prices are higher than variable costs of selling that unit	T
Is the following sentence true or false? In services, customers co-create the services. A college course designed as a lecture is a good example of a service co-created with customers.	F
When a customer buys a service product, compared to buying a goods product, what does the customer really buy? A. Benefits B. Utility C. Features D. Functions	A
Which one of the following is not a unique characteristic of services? A. Intangibility B. Credibility C. Simultaneity D. Perishability	B
What are the management challenges associated with the fact that customers are present, participate, or co-create values during the service delivery process? Choose the two most applicable ones. A. Designing the task of service employees B. Designing	C D
Why is balancing supply and demand so challenging for services? Choose the two most applicable causes. A. Because services cannot be pre-produced and inventoried. B. Because customer needs are so peculiar. C. Because demand is highly time-variable wh	A C
Offering service guarantees to customers is a way to preempt customer demand. What is the unique characteristic of services that triggers service managers' interest in offering such guarantees? A. Perishability B. Intangibility C. Simultaneity D. He	B
According to the lecture, what causes customer evaluation to differ so widely across different customers for an identical service delivered by the same person in the same way at the same level of quality? A. Price B. Location C. Customer expectation	C
How is a service customer's satisfaction determined? A. By the customer's mood B. By the quality level of service delivered C. By the difference between customer expectation and customer perception D. By the difference between customer perception an	C
Question 8 Is the following sentence true or false? In managing the quality of service, prevention is the only way to ensure quality.	F
Is the following sentence true or false? Early bird specials offered by a restaurant are a way to cope with the perishability characteristic of a service business.	T
Is the following sentence true or false? Airlines are better off by selling airplane seats, which would otherwise go unsold, at a price higher than the variable cost of selling a seat than not selling it at all.	T
Is the following sentence true or false? Service customers use servicescape as a clue for the quality of service.	T
Is the following sentence true or false? Perceived service quality is same as the reality of the service.	F
One of the characteristics of the hospitality industry is relatively fixed capacity. What is not the right example of this characteristic? A. Airlines have so many airplanes and so many seats in an airplane. B. None of above. C. Restaurants have so m	B
Why can charging one fixed price for an essentially same service product be a bad idea? Choose an answer that does not offer the right reason. A. Because customers perceive fixed pricing as unfair. B. Because customers who were willing to pay a higher	A
What is a rate fence? Choose the answer that is not correct. A. Rate fence is a barrier to prevent a customer who willing to pay a higher price from benefiting from a lower price. B. Rate fence is optional. C. Rate fence is a unique characteristic wh	B
Is the following sentence true or false? Broad-scale discounting is more effective than target pricing in maximizing revenue through discounting.	F
Is the following sentence true or false? Premium pricing is charging a higher price to customers who are willing to pay a higher price for an essentially same product with no particular premium features.	F
Which one of the following does not belong to the hospitality industry? A. Hotels B. Cruises C. Restaurants D. Hospitals	D
What are the common characteristics of businesses in the hospitality industry? Choose all that apply. A. Perishable inventory B. Low fixed cost and high variable cost C. Highly time-variable demand D. Relatively fixed capacity	A C D
Most hospitality businesses sell through advance reservations. What are the upsides of this characteristic? Choose all that apply. A. Can better predict demand. B. Can have unexpected availability of inventory due to cancellations and/or no-shows. C.	A C D
One of the common characteristics of hospitality businesses is that their market is segmentable. In other words, customers can be grouped into different segments. What are the important differences among different segments that matter to the successful ma	A B C D E
Fill in the blanks in the following sentence: Variable pricing approach recommends that businesses charge different prices to different customers for essentially same product because different customers are willing to pay different prices due to differe	needs perceived value
How does variable pricing approach increase revenue compared to using fixed pricing approach? Choose all that apply. A. By charging a lower price to everyone B. By charging a higher price to everyone C. By charging a higher price to customers who are	C D
Is it true or false. Preventing customers who are willing to pay a higher price from paying a lower price is the biggest challenge in successfully moving from fixed pricing to variable pricing.	T
What is the rate fence in variable pricing? Choose all that apply. A. It is a set of conditions that make it very hard to apply variable pricing. B. It is a set of characteristics that distinguish customers from one segment from another. C. It is a	B C
Chef's table is an example of ______________________. A. Premium pricing B. Fixed pricing C. Broad-scale discounting D. Target discounting	A
Is it true or false? Broad-scale discounting is a bad idea because it makes people who are willing to pay a higher price pay a lower price.	T
A weekend get-away package for locals is a good example of ___________. A. Premium pricing B. Target discounting C. Broad-scale discounting D. Fixed pricing	B
Is the following sentence true or false? Coordination of efforts between marketing team and operations team is an essential component for the successful implementation of target discounting.	T
Healthcare industry has evolved from competing on the technical quality into competing on the added value service quality. What does healthcare businesses compete on now? A. Easy access and shortened waiting time B. Holistic patient experience quality	B
Which of the following aspects of Shouldice Hospital relates to patient experience management? Choose all that apply. A. Shouldice does not place a TV set in the patient room. B. Shouldice serves patients with the same food as hospital staff. C. Shou	A B C
Is the following sentence true or false? Facilitating patient's interaction with service providers has long been the focus of healthcare management, but facilitating patient's interaction with other patients or family members has not been.	T
Is the following sentence true or false? Kameda Medical Center offers a beauty salon and a pet lounge in order to enhance patient experience.	T
Is the following sentence true or false? Hospitals place artworks or big windows with good views to distract patient attention from pains.	T
Which one of the following is not true of the healthcare industry? A. It is one of the most profitable industries in the world. B. It is the sum of sector that provide goods or services to treat patients with care. C. It is one of the fastest growing	A
Which one of the following is not the aspect that distinguishes the healthcare industry from other service industries? A. Customers' assessment of the outcome is very objective. B. The emotional state of customers is largely negative. C. The industry	A
Which one of the following does the malpractice example used in the lecture illustrate the importance of managing? A. Doctor's qualification such as the number of years in practice B. Patient's role during the service delivery process C. Patient's co	D
Is the following sentence true or false? It is the patient experience beyond patient service that has to be well managed for competitive advantage in the healthcare industry.	T
Easy access to the healthcare facility, shortened waiting time, and friendly staff compose which one of the following qualities of healthcare services? A. Technical quality B. Value-added service quality C. Holistic patient experience quality	B
Managing patient experience requires care that addresses every aspect of the patient's encounter with the clinic including ___________. Choose all the words that can fill in this blank. A. Physical comfort. B. Educational needs C. Spiritual needs D.	A B C D
Shouldice Hospital was shown as a good example of a hospital with a successful patient experience design and management. Why was offering only double-occupancy rooms considered a good idea for managing patience experience? A. Because it can help patien	A
Why does managing patients' interactions with others in the hospital matter to the hospital? A. Because patients want others to be always around them in the hospital. B. Because patients do not want interactions with others in the hospital. C. Becaus	C
Is the following sentence true or false? It is not only the direct interactions but also indirect interactions of patients with others in the hospital that influence patients' satisfaction.	T
In the case of in-patients, which one of the following is a good idea to faciliate interactions among patients? Choose all that apply. A. Group exercise sessions B. Transparent walls of patient lounges C. Patient orientation program at the beginning	A B C
Which one of the following is not a key design element of healthcare facilities? Choose all. A. Furniture B. None of above C. Lighting D. Color	B
What is the "positive distraction" as a design element of healthcare facilities? A. Facility design elements that make patients dislike the hospital B. Servicescape elements that make patients want to linger around longer in the hospital C. Simple di	C
The stethoscope shaped like a teddy bear is a good example of _______-centered healthcare. What is the right word to fill in this blank? A. Fun B. Patient C. Human D. Service	C
Which one of these is a main customer of sports? A. Spectator B. Participant C. Sponsor D. Athlete E. All of the above	E
In consideration of the 4 Ps, which of the following could best be an aspect of the Product? A. Parking B. Affordability C. Stadium Location D. Public Relations E. Ticket Price	A
Which option best describes a fan? A. A customer of an athlete or sports organization without personal commitment B. A customer of an athlete or sports organization with emotional involvement C. A customer of an athlete or sports organization with pe	C
The main driver of influence marketing through athletes is _____? A. Trust B. Sports ability C. Wealth D. Peer Pressure E. Performance	A
In sports marketing, specifically storytelling, _____? A. Failure can not be dealt with B. Only the end result is important C. Context is irrelevant D. The story needs to be easily remembered E. All of the above	D
Local Adaptation of sports sponsorship increases when___? A. Sports property has only global supporters B. Sports property has only global ingredients C. There is a good balance between global and local sensibilities D. Local market does not have pu	C
In trying to obtain fandom, sports teams can employ which model for guidance? A. Fandom Model B. Fan Identification Model C. Fan Creation Framework D. Managerial Correlates Model E. Fantasy Football Model	B
One way of measuring influence from an individual athlete is ____? A. Value per tweet B. Online Engagement C. Athlete Engagement D. Facebook follower amount E. All of the above	E
Which of the following is NOT a characteristic of storytelling? A. Storytelling must be formulated B. Storytelling is content with context C. Storytelling is limited to sports D. Storytelling can be interactive E. Storytelling can be very effective	C
According to John Davis, why is sports marketing so important in branding? A. Because sports are watched by a lot of people B. Because sports marketing is always cheap C. Because through fandom, there are deeper positive associations and loyalty D.	C
The line between a spectator and a participant in sports overlaps.. A. Never B. Depending on the sport. C. Always D. All of the above. E. None of the above.	B
Because different consumers in sports seek different benefits, the key marketing implication is__________ A. Sports marketing is simple. B. Sports marketing is unmanageable. C. We need to try to reach as many different consumers with the same benefit	D
Which of the following is not one of the "4M's" of Influence Marketing? A. Monopolize B. Make C. Manage D. Monitor E. Measure	A
Why is the analogy of a small fish appropriate to understand sports sponsorship? A. Because sponsors are like "fish out of water." B. Because a sporting property is like a small fish compared to the bigger fish, the corporate sponsor. C. Because spor	D
If you as a sporting organization have the vision to make sports more affordable to fans, which of the following strategies and actions is NOT aligned with that VSA? A. Build more VIP Sky boxes to earn higher revenues. B. Offer discounts for family sp	A
Which of the following is a factor in finding a globally-resonant common denominator? A. Global markets are lacking established brands B. Emerging global markets are searching for less authenticity C. Being iconoclastic, fun, and above all, sincere i	D
The Show Biz VSA Mapping is an effective way _____________. A. for companies to enter the entertainment industry B. for companies to utilize elements of show business to help their vision, strategy and action. C. to align a company's vision, strategy	B
Which of the following is NOT a placement disadvantage? A. Low absolute cost B. Lack of control C. Public reaction D. Misplacement E. Film flops	A
Which of the following is true about creativity? A. creative content is a killer B. creativity is problem solving C. the creativity concept is more important than the execution D. creativity cannot be systematically developed E. all of the above	B
Which of the following is TRUE about virtual reality's potential? A. Size is already over $80 Billion B. Majors such as Apple, Samsung, Google, and Facebook are not yet involved C. Entertainment is currently the only application and will be for the n	D
Which of the following is NOT an advantage of placement? A. Exposure and frequency B. Support for other media C. Association/Image transfer D. Higher defense against attention to brands by consumers E. Bypass regulation	D
Creativity is about aligning __________ and __________ to solve problems. A. idea, execution B. idea, explanation C. idols, admirers D. ideals, explanations E. ideals, execution	A
What is Over the Top TV? A. "In your face" type of TV B. A new type of projection TV C. Advanced hardware additions to cable TV set top boxes that allow more content D. Direct to consumer internet delivery of content without need for cable/satellite	D
Which of the following is False? In entertainment, content ___________. A. is king B. can be branded through product placement C. is becoming a key issue offline but not online D. can be user generated E. none of the above	C
In the Show Business Brand Relationship Model, you have consumers create, participate, interact, and experience the element of Show Business through _________. A. the brand B. the 4P's C. the personnel D. distribution channels E. eye-catching adver	A
Why is holding attention among a "crowd of one" important in entertainment? A. As entertainers we have to care even for one person. B. We may being talking about a crowd called one. C. Entertainment is a lonely profession. D. Holding attention is to	E
Disney's practice of having even their top executives don costumes has the intended effect of... A. Embarrassing their senior employees. B. Making them experience the joy and difficulty of engaging customers firsthand. C. Having them practice their a	B
What is the key benefit of a technology like a Hologram when used for a concert? A. You can have a broader global reach in a more engaging and life-like way. B. You can physically interact with the artist. C. It is like watching a concert on TV. D.	A
With viral marketing why does crowdsourcing ideas need to be controlled? A. Because crowds are unruly. B. Because crowds are not creative. C. Because crowds are too creative. D. Because the ideas from crowds may not match the vision and strategy of	D
In OTT TV, cannibalization for cable TV companies means... A. The loss of their subscribers and viewers for their cable channels if they offer OTT TV themselves. B. The loss of personnel to OTT TV. C. The loss of viewers of viewers for broadcast chan	A
What is one of the guidelines for country/city sports marketing? A. Determining the SFU associations B. Not allowing flexibility to official sponsors/partners in order to maintain power and control C. Focusing solely on sports will drive all other su	A
What is NOT one of the 4 A's of Sports Sponsorship? A. Awareness B. Attitude C. Achievement D. Activation E. Adaptation	C
What is NOT an example of a long term objective of sponsorship? A. Create an emotional bond with target consumers B. Establish goodwill with society C. Meet competitive threats D. Establish brand SFU image D. All of the above	C
What is an aspect of formulating a good narrative? A. Develop your plot B. Define your character C. Anticipate the climax D. Drive home the conclusion E. All of the above	E
What is BIRGing? A. Basking in related glory B. Cutting off related failure C. Deciding who the manager of the team should be D. Deciding who to purchase as a new addition to your team E. All of the above	A
What is true about creating fandom? A. It is normally achieved from one game/match B. There needs to be history, tradition and authenticity, as well as entertainment value C. In order to get fans, a team has to win a championship D. Sports teams mus	B
Awareness in sports sponsorship increases when____? A. Competitors also sponsor B. Brand awareness is well maintained C. Brand is originally unfamiliar and unknown D. Communicated through one channel only E. All of the above	B
What are some aspects of cross country sports marketing? A. It is limited because sports are not international by nature B. Growth is only globalized C. Growth can be as a product or medium D. Market selection is a minor process in the success rate	C
What is a characteristic of cross industry sports marketing? A. Sports can be a source or a destination of innovation B. Sports exporting is how to add to experience at spectator or participation level C. Sports importing is how to distill the essenc	A
What is an example of sports importing? A. Virtual and Augmented Reality B. Team Play C. Fair Play D. Organized Competition E. All of the above	A
In Entertainment Marketing, Netflix matched Noon Nopi of ___________ and Steve Jobs matched Noon Nopi of ____________. A. attention seeking, binge viewing B. preference for the postal service, computer games C. binge drinking, low prices D. comic bo	E
Which of the following is FALSE? A. there can be many sources for big ideas B. Big Idea Sourcing is when a company is not from a country like the United States, and so much use good ideas C. A source of big ideas is not from the company's history D.	C
In Cross Country Entertainment market configuration it is important ____________. A. to keep in mind that some products will have a broader appeal in some countries and a narrower appeal in others B. to keep in mind that entertainment products have un	A
Which of the following is an example of Entertainment Exporting? A. Sourcing and adaptation of content B. Bundling content across media C. Second life market for new products D. Franchise/continuity building for companies E. All of the above	E
Any business can technically be like Show Business as long as it is ____________. A. entertaining, disengaging, boundary-breaking, and value innovating B. entertaining, engaging, boundary-setting, and value creating C. entertaining, engaging, boundar	D
Which of the following is a Marketing implication of OTT TV? A. Cable companies are becoming more powerful B. Segmentation, targeting and positioning must focus on Millennials watching TV online C. Consumers are losing power D. Multi-platform conten	B
Making brands ownable means ____________. A. to allow consumers to easily adopt the brand B. to allow consumers to easily re-stylize the brand C. to allow consumers to easily spread the brand D. All of the above E. None of the above	D
In cross country entertainment, it is important to remember that ___________. A. entertainment is not a universal need by nature so must be approached carefully B. entertainment is not a medium in international marketing C. entertainment cannot be glob	E
Which of the following is NOT an example of Entertainment Importing? A. Experience reduction B. Content delivery C. Content curation D. Customer journey E. Global expansion	A
Which of the following is a factor in finding a globally-resonant common denominator? A. Global markets are lacking established brands B. Emerging global markets are searching for less authenticity C. Being iconoclastic, fun, and above all, sincere i	D
The Show Biz VSA Mapping is an effective way _____________. A. for companies to enter the entertainment industry B. for companies to utilize elements of show business to help their vision, strategy and action. C. to align a company's vision, strategy	B
Which of the following is NOT a placement disadvantage? A. Low absolute cost B. Lack of control C. Public reaction D. Misplacement E. Film flops	A
Which of the following is true about creativity? A. creative content is a killer B. creativity is problem solving C. the creativity concept is more important than the execution D. creativity cannot be systematically developed E. all of the above	B
Which of the following is TRUE about virtual reality's potential? A. Size is already over $80 Billion B. Majors such as Apple, Samsung, Google, and Facebook are not yet involved C. Entertainment is currently the only application and will be for the n	D
What is the key phrase, which also stands for "eye-level", that captures the essence of marketing? 20/20 Vision Night Vision Hawk's Eye View Eye of the Tiger Noon Nopi	E
What is the difference between marketing and international marketing? International marketing is done by a team of marketing professionals from many countries International marketing can only be done by outsourcing to other countries International mark	D
Multinational marketing is meeting Noon Nopi ___________ while Global marketing is __________ Noon Nopi. for many different markets, unifying the different markets into one similarly for all markets, varying each market's for only one or two foreign ma	A
What are the two fundamental characteristics of culture? Being artistic and refined Learned behavior and group behavior Found in museums and performing arts Learned behavior and individual behavior Innate behavior and group behavior	B
We learned that being too big can actually be a problem when it comes to corporate survival. Which of the following is not an issue with size? Sign of bureaucracy Limits flexibility Wasted resources Lose focus Long term vision	E
VSA, which stands for vision, strategy and action. VSA is strong when _______ levels are _______. top, aligned two, aligned all, aligned all, misaligned two, misaligned	C
Why are "weak signals" important in formulating marketing strategy? They indicate potentially strong trends that may appear later. Companies can exploit weaker competition. Companies need to form alliances since they are never self-sufficient. Strong	A
Transing is a term ______. from a science fiction novel that describes the switch from a dinosaur to a cockroach that goes against gravity that discusses how we cope with "change"	D
According to Keller, a brand is used to ________ and __________. sell, sell even more identify, differentiate infiltrate, takeover raise, slaughter add value, promote	B
International branding is branding ____________ and testing Noon Nopi in multiple ________. across industries, hemispheres beyond generations, age groups across borders, national markets within borders, applications effectively, industries	C
True or False. A benefit of global branding is a unified image in the short run.	False
If your company creates mainly B2B products, then using the same brand in B2C products may initially confuse consumers.	True
Which of the following is not part of ASIANA COBRA? Asia Nation Snakes Company Brand	C
You can summarize consumers as __________. Check all that apply. Collective Systematic Confusing Hidden Sympathetic	A, B, D
Which of the following is not a characteristic difference between Tier 1 and Tier 5? Inter-category competition vs. Intra-category competition Business to Consumer vs. Business to Business Buy on credit vs. Cash on delivery Omni channels vs. Old-st	A
The "S" in STP stands for _______. Sedimentation Segregation Security Scanning Segmentation	E
Which of the following is not a criteria in Targeting? Targeting should be aligned Targeting should be balanced Targeting should be backed up Targeting should be done before segmentation Targeting should be aggregated	D
In terms of aggregation which of the following is NOT true? Demand scalability matters Supply scalability matters A good backup plan can help aggregation Aggregation in marketing leads to higher average cost Aggregation helps companies to grow in	D
Changing the personality of a brand is related to positioning with ________. Consumers Competitors Companies	A
What best helps us determine the right mix of tangible and intangible parts of a product? Costs Noon Nopi Advertising Supply Distribution	B
Product can help the other 3 P's positively by ___________. Check all correct answers. increasing price through product quality bringing consumers into the place of business the product packaging being an advertisement a high product cost increasing t	A, B, C
The promotion mix consists of ___________. Check all that apply. Personal selling Advertising Price Public relations Place Sales promotion	A, B, D, F
In Cross Country Promotion, each "W" needs to be tested for equivalence.	True
Service Add-ons add to the ultimate __________. Noon Nopi Warrior Pricing of the delivery method Pricing of the product Placing of the product	D
"Price" can be in the form of __________. inconvenience fear monetary uncertainty all of the above	E
Check all that apply. When dealing with price cross country, _____________. Noon Nopi adjustment may be needed brand equity may be a factor there should automatically be a discount local competition may be a factor the brand may not have the same val	A, B, D, E
Check all that apply. Social marketing ____________. can only be done online is real people to people marketing Can be done offline and online is only done in developed markets can be done either online or offline but not both	B, C
When engaging in small marketing, if the foreign market is too small, then you should ______________. not pursue that market only target a small percentage of that market aggregate to increase scalability target a bigger market at the same time go al	C
In cross industry small marketing, it is good to benchmark how other small industries expanded their pie.	True
Simple marketing is about ______________. making marketing easy being cool making things according to how easy it can be fixed making consumers easy to understand making consumers' lives simple	E
In cross country sports marketing, localization can be done according to the local _____________. population size popularity of a given sport popularity of gyms population diversity popularity of coaches	B
Check all that apply. In cross country screen marketing, localization methods can include __________. dubbing wide release limited distribution pouring all your resources into having better picture and sound quality remaking the film	A, C, E
A big focus of cross industry screen marketing is about __________. enhancing user experience enhancing popularity of the film enhancing concessions enhancing promotions enhancing ticket sales profit	A
Please select all that apply. In cross country set marketing, it is important to ask _________. Does the same complement exist in the other country? Does the same middle class exist in the other country? If the same complement exists in the other count	A, C, D
In Asia, "Gatekeepers" who act as "frontmen" for others stem from _________ . Business etiquette Poor management Cultural hierarchy about who should have less power Total Marketing Transing	C
Why is a selling center approach necessary in B2B marketing? Because you cannot trust individuals Cross-functional integration is necessary when the buying center is large Due to regulations Because selling is the most important goal None of the abov	B
From a B2B2C standpoint, companies that advertise do it to achieve _________. Push enabled Pull Pull enabled Push Push only Pull only None of the above	B
In project management, RACI stands for _________. responsibility, accessibility, consult, informed responsibility, accessibility, consult, investigate responsibility, accountability, consult, investigate responsibility, accountability, consult, inform	D
The Value Stack Concept allows you to ____________. make better decisions on how to distribute your product strategically reconfigure or de-feature value approach a product non-modularly integrate the tangible and intagible parts of a product none of	B
Check all that apply. B2B2C Marketing __________. contains more options than in B2C Marketing has a broader view of value adding has a broader view of cost has a narrower view of cost has nothing to do with TPS is intertwined with TPS	A, B, C, F
In regards to value in B2B price marketing, it is important to remember _______. that POP is most important higher productivity is not important higher salvage value is not important it is important to think more broadly about how you can be better at	D
In B2B Marketing, ABC stands for _________. American Boxing Conference Alpha Beta Charlie Always Be Careful Always Be Closing Always Buy Cheap	D
In the AIDA model of communication, what does the letter "I" stand for? Interaction Inspection Interest Investigation Invigoration	C
Which of the following is the best medium to push personal selling? Citing specific magazines Creating high reach at low cost Using comparative advertising Using corporate brand advertising Using key trade shows and technical seminars	E
Please check all that apply. In B2B Marketing, the manufacturer can approach ways to make consumption by the end-user easier or better in terms of _________. Time Location Variety Quantity Culture Income Customization	A, B, C, G
In B2B Marketing, a manufacturer to buyer route is called a __________, and when a middleman is involved, it is called a ___________. direct channel, straight channel indirect channel, straight channel direct channel, roundabout channel direct channel	D
Which of the following is the correct sequence on Determine buyer's needs -- Determine capability -- Sell, Sell, Sell -- Determine function Determine seller's needs -- Determine capability -- Determine direct or indirect -- Determine function Determin	D
The B2B Channel Woksheet is __________. a low cost way to assess the legitimacy of middlemen a simple way to map out what the demand and supply situation is like according to the priorty of what is needed from the market a complex way to map out the ec	B
What is important to think about when going abroad? The market selection process is key if deciding to go abroad. Having a good beachhead allows you to organically grow and expand to other countries later. It is not always necessary to go abroad. Som	D
According to the growth matrix, there can be movement_____? Vertically Horizontally Diagonally All of the above	D
Customization _____? Is always product based Is always service based Can be both product or service based None of the above	C
Which one of the following is not a unique characteristic of service business? Choose all that apply. Time-perishable capacity Low fixed cost and high variable cost Perishable time-based inventory Relatively fixed demand Sale through advance reservat	A, B, D
What is sports marketing? Marketing via sports Marketing of sports Both of the above	C
In consideration of the Product in the 4Ps, surrounding service, such as parking and ticketing, can often be equally important as the product itself?	True
Awareness in sports sponsorship increases when____? Brand Awareness is well maintained Competitors also sponsor Brand is originally unfamiliar and/or unknown Communicated through one channel only	A
Which of the following is NOT included as a sub-product of Entertainment in this course? Film/Video Broadcast/Cable Television Fashion Travel Sports	C
Check all that apply. The impact of utilizing elements of Show Business can be felt at the _____________ levels. Cognitive Affective Effective Balanced Behavioral	A, B, E
Check all that apply. According to the course, creativity is _______________. thinking outside of the box not following directions solving a problem by going beyond conventional thinking having an open mind breaking the law	A, C, D
Check all that apply. Which of the following are Placement advantages? Exposure and frequency Support for other media Association/Image transfer Lowered defense vs. ads Cost/Small player weapon	A, B, C, D, E
Other types of placement include _____________. TV program Novels and plays Song lyrics Branded video games All of the above	E
Making brands ownable means ________________. to allow consumers to easily adopt the brand to allow consumers to easily re-stylize the brand to allow consumers to easily spread the brand all of the above none of the above	D
In the pros and cons of memes. Which of the following are Benefits? Check all that apply. Easy to create Simple to share Poor fit with target Intellectual property Fast positive Visible fallout Complimentary tool	A, B, E, G
Check all that apply. Entertainment is international because of ___________. basic instinct demand stimulation universal appeal of archetypes global reach of media need for content international laws	A, B, C, D, E
Please check all that apply. Entertainment can help other industries by exporting __________. Bootlegs Amusement Content Engagement New technology	B, D
The artist "Prince" used to offset lower revenue generated from sales of digital music/CDs with higher revenues from his concerts. This was an example of ___________. Second life market for new products Show business for trade shows Game Strategy for B	A

Created by: CaoBaoTrung

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