Marketing Examen

In the value based pricing strategy, a company must position itself on the value map. Which are the two axes of analysis?. The price and the benefits perceived by the company. The perceived price and the customer-perceived benefits. The perceived value and the company-perceived benefits.

Identify which attributes are relevant for a company to be customer centric. To be proactive to anticipate needs, to listen to your customers and to follow up customer’s feedback. To listen to your customers, to follow up their feedback and to ignore your performance. To align your services and processes to the customer, to wait until the customer communicates his or her needs and to measure your performance. To align your services and processes to the customer, to launch into the market without defining your target and to measure your performance.

In the awareness phase, what feelings should the messages appeal to?. Fear or/and benefits. Pain or/and gain. Proof and detalied info.

The First step in benchmarking should always be... To identify the competitor's practices. To do a report of threats and opporunities. To identify activities and key factors.

What of the following elements is not included in a customer persona?. Opportunities. Demographic and psychographic information. Gains and pains. JTBD.

What is segmentation in marketing?. Tailoring marketing strategies to diverse customer needs. The other three answers are incorrect. Separating prospective buyers into groups with common needs and who respond similarly to a marketing action. Randomly separating prospective buyers into groups who respond differently to a marketing action.

If we choose attributes marketing as a distribution strategy and the attributes uses its own channels to promote our products, what type of channel would we be using for promotion?. The other three answers are incorrect. Paid media. Earned media. Owned media.

One of the following groups has an element that is not included in a customer journey map. Which one?. Actions, triggers, channels. Actions, channels, opportunities. Opportunities, feelings, channels. Actions, feelings, thoughts.

Choose the correct answer. Ignoring customer trends can give rivals the opportunity to transform the industry. The other three answers are correct. Ignoring customer experience can give rivals the opportunity to get your customers. Ignoring customer trends and/or customer experience can risk your company/product to fail.

Within the subscription model, what is the difference between flat rate membership and tiered membership?. a) All users pay the same and receive the same bene)ts in the bat rate membership and tiered membership, but they have the option to pay in instalments in the second model. All users pay the same and receive the same bene)ts in the tiered membership, but in the bat rate membership users receive the bene)ts according to how much they pay. All users pay the same and receive the same bene)ts in the bat rate membership, but in the tiered membership users receive the bene)ts according to how much they pay.

A micro moment in the customer journey is... a) The other three answers are incorrect. A customer need not solved satisfactorily. A relevant moment of the journey the customer does. An experience that exceeds customers expectations.

Which of the following is a good practice when elaborating a survey?. Being brief. Changing the scale within the survey. The other three answers are correct. Not requesting specifc scoring.

Before designing any marketing plan, it is essential to know the situation of the environment and the trends in which the company is situated. Which tool or methodology can we use to analyse the micro-environment?. The analysis of the market size. The other two answers are correct. The benchmarking.

Choose the correct answer. In addition to physical products and services, events, experiences, people, places and companies can also be categorised as products. Product can be de)ned as the value proposition materialised in an offer that involves a combination of physical products, services, information, experiences, etc. The other three answers are correct. Products can be classified according to whether they are durable or long-lasting, whether they can be accurately touched or felt, and according to their general use or practice.

Which of the following statements is not a tenet of the JBTD?. People buy a product or service to get a job done. Products are chosen when get a job done better and cheaply. A job isn't stable over time. A functional job has other jobs associated with it.

According to the marketing strategy roadmap, what should be deAned after doing market research and deAning the company's positioning, and deAning the target audience?. The marketing plan. The other three answers are correct, since the order of the factor is irrelevant. The marketing objectives. The marketing mix (4 P's).

The following factors must be taken into account in pricing psychology. Decoy effect, the rule of nine, penetration pricing and bundling. The rule of nine, price anchoring, bundling and reframing value. Price skimming, decoy effect, price differentiation and price anchoring. Bundling, reframing value, price skimming and the rule of nine.

"The customer experience across all sales channels is integrated with one another since it takes a customer-centric approach”. What channel strategy does this definition refer to?. Single channel. Multi channel. Omni channel. Cross channel.

Choose the correct answer. Product is a value proposition or a set of just physical advantages that contribute to satisfying needs. Place is where you sell your product and the distribution channels you use to get it to your customer. The real issue of the price is the value, and the fair price is always determined with accuracy.

Complete Kotler’s statement with the correct answer: “Marketing Mix is part of a Marketing Plan, a written document which sets... ... strategies and action plans relating to the marketing objectives that will facilitate and enable the implementation of the decisions taken at the corporate level”. ... strategies and action plans relating to the marketing objectives that will facilitate the decisions to take and help choose the right path at the corporate level”. ... objectives, strategies and action plans relating to the marketing mix elements (4 P’s) that will facilitate and enable the implementation of the decisions taken at the corporate level”.