  Quiz 1 Intro Marketing
16/20
Question 1
Toys "R" Us is the name of a major retailer that sells toys and other kids products. What type of name is Toys "R" Us?
Your Answer
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Score
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Explanation
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Descriptive
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Correct
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1.00
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Metaphor
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Surname
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Arbitrary
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Altered
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Blended
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Invented
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Total
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1.00 / 1.00
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| Question 2
The image above, which displays Cadbury’s packaging over the course of the 20th century, is an example of the ____________, which is when companies use tiny little tweaks to make sure their packaging and brand stays modern.
Your Answer
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Score
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Explanation
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Consumer packaged goods modernization theory
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Just-noticeable difference
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Correct
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1.00
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Butterfly effect
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Total
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1.00 / 1.00
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| Question 3
The tagline for Disneyland is "The Happiest Place on Earth." What type of tagline is this?
Your Answer
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Score
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Explanation
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Descriptive
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Superlative
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Correct
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1.00
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Clever
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Provocative
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Imperative
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Total
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1.00 / 1.00
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| Question 4
Under the Elaboration Likelihood Model, a firm should only use central routing in their marketing messaging if customers have:
Your Answer
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Score
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Explanation
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The ability to elaborate but NO motivation to elaborate.
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The motivation to elaborate and the ability to elaborate.
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Correct
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1.00
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The motivation to elaborate but NO ability to elaborate.
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NO motivation to elaborate and NO ability to elaborate.
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Total
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1.00 / 1.00
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| Question 5
In relation to the Elaboration Likelihood Model, Professor Kahn discussed the peripheral cues that people use to accept or reject messages. Which of the following is NOT one of the peripheral cues that she mentioned?
Your Answer
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Score
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Explanation
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Authority
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Reciprocity
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Logic
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Correct
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1.00
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Liking
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Consistency
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Scarcity
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Social proof
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Classic conditioning
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Total
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1.00 / 1.00
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| Question 6
If a company has used a celebrity endorsement in an "imperative mode," what message is the celebrity conveying?
Your Answer
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Score
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Explanation
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"You should use this product."
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Correct
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1.00
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"I'm appearing with this product and thereby associate myself with it."
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"I endorse this product."
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"I use this product."
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Total
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1.00 / 1.00
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| Question 7
In her lecture, Professor Kahn discussed how difficult it was for Oldsmobile to reposition its automobiles among younger consumers. Perhaps they could have tried to evolve the Oldsmobile brand more gradually. All of the following are ways to evolve brands more gradually except for:
Your Answer
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Score
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Explanation
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Symbols: updating symbols can provide updates without changing meanings.
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New products, which can be true to the core identity but add modern, innovative elements.
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Update the brand name to reflect evolving identities.
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Announcements: explaining to your customers that the brand will now be focusing on a different customer segment.
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Correct
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1.00
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Slogans, which are easier to change than names.
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Total
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1.00 / 1.00
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| Question 8
In the lectures, Professor Kahn discussed the Need Recognition phase. In the example below, at what point does the prospective customer “enter the blender market?”
Your Answer
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Score
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Explanation
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When the customer decides he wants to buy a Kenmore blender.
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When the customer’s blender breaks.
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When the customer has bought a blender.
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The customer is always in the blender market.
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Inorrect
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0.00
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Total
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0.00 / 1.00
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| Question 9
Which of the following is not one of the ways mentioned in the lectures to trigger the shopping process?
Your Answer
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Score
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Explanation
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Create urgency (sales in brick and mortar stores; flash sales like Gilt does).
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Create shopping goals (“Back to school”).
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Create email lists (sales, event notifications).
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Create negative campaigns around competitor products.
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Correct
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1.00
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Create dialogue with customers.
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Create new products (people didn’t know they needed an iPod).
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Total
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1.00 / 1.00
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| Question 10
Jane goes to buy a laptop. There are 53 available models in the world. Jane has heard of 12 of these models, of which she is considering buying 4 models. In this example, what is the number 12 referred to as?
Your Answer
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Score
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Explanation
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Consideration set
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Inorrect
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0.00
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Evoked set
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Total set
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Total
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0.00 / 1.00
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| Question 11
For customer satisfaction, should a company be more concerned with actual performance or perceived performance?
Your Answer
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Score
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Explanation
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Perceived performance
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Correct
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1.00
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Actual performance
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Total
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1.00 / 1.00
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| Question 12
Jonah Berger's STEPPS framework helps us understand which messages catch on and get shared. Which of the following is NOT one of the factors in the STEPPS framework?
Your Answer
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Score
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Explanation
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Public
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Practical value
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Popularity
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Correct
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1.00
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Total
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1.00 / 1.00
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| Question 13
Here is an example of a positioning statement for Volvo: "For upscale American families, Volvo is the family automobile that offers maximum safety." In this example, what serves as the frame of reference for the positioning statement?
Your Answer
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Score
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Explanation
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Upscale American families
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The claim of maximum safety
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Unsafe cars
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Other family automobiles
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Correct
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1.00
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Volvos
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Total
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1.00 / 1.00
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| Question 14
Which of the following is NOT an element of the marketing mix?
Your Answer
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Score
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Explanation
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Price
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Place
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Population
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Correct
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1.00
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Product
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Promotion
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Total
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1.00 / 1.00
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| Question 15
As the US has become more health conscious, we have seen many fast food chains like McDonalds and Burger King introduce healthier offerings like grilled chicken and salad options. This is an example of what course concept?
Your Answer
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Score
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Explanation
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Category Points of Parity
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Inorrect
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0.00
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Competitive Points of Difference
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Category Points of Difference
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Competitive Points of Parity
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Total
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0.00 / 1.00
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| Question 16
When Steve Jobs updated his company name from Apple Computer to Apple in 2007, which part of the brand positioning was he changing?
Your Answer
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Score
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Explanation
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Frame of reference
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Point of difference
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Inorrect
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0.00
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Target segment
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Total
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0.00 / 1.00
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| Question 17
Which of the following is NOT TRUE about the Generation Y cohort?
Your Answer
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Score
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Explanation
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They are independent and don't depend on social networking to connect with other members of their cohort.
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Correct
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1.00
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They account for 30% of the population.
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They were born between 1977 and and 1997.
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They appreciate free content, access to wireless internet, and customization.
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Total
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1.00 / 1.00
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| Question 18
PRIZM is a segmentation scheme that defines the country based on what type of clusters?
Your Answer
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Score
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Explanation
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Geographic
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Correct
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1.00
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Occupational
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Cohort
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Demographic
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Total
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1.00 / 1.00
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| Question 19
In a buyer's market, the buyer has the power and the market is ______-focused.
Your Answer
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Score
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Explanation
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Product
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Customer
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Correct
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1.00
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Total
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1.00 / 1.00
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| Question 20
According to the lectures, what should a company's long-term marketing strategy be?
Your Answer
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Score
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Explanation
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To be the best at one dimension and good enough at the other two dimensions (operational excellence, performance superiority, and customer intimacy).
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Correct
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1.00
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To be AT fair value (operational excellence, performance superiority, and customer intimacy).
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To be ABOVE "fair value" on each dimension (operational excellence, performance superiority, and customer intimacy).
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