Introduction to Marketing, Questions and Answers

Results Reporter | | Out of 10 questions, you answered 5 correctly with a final grade of 50% | | | | | | 5 correct (50%) | | | | 5 incorrect (50%) | | | | 0 unanswered (0%) | | |

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| 1 CORRECT | |
Value is the customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it. The mileage of a car would be considered as a(n): | | | A) | functional benefit. | | | B) | experiential benefit. | | | C) | social benefit. | | | D) | psychological benefit. | | | E) | internal benefit. | | | | | | Feedback: Difficulty: Hard
LO: 01-01
Topic: The Role of Marketing
Bloom's: Apply
AACSB: Reflective Thinking
Page: 07
Value is the customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it. Benefits can be functional (the performance of the product), experiential (what it feels like to use the product), and/or psychological (feelings such as self-esteem or status that result from owning a particular brand). | | 2 INCORRECT | |
How did integrated marketing communications (IMC) revolutionize the role of marketing? | | | A) | It shifted marketplace power from retailers to manufacturers. | | | B) | It led to increasing dependence on the advertising element of the promotion mix. | | | C) | It led to the rapid growth and development of database marketing. | | | D) | It created a lessening need for advertising agencies to be accountable for their actions. | | | E) | It shifted marketing expenditure from non-traditional to traditional media advertising. | | | | | | Feedback: Difficulty: Easy
LO: 01-03
Topic: Reasons for the Growing Importance of IMC
Bloom's: Remember
AACSB: Analytic
Page: 14
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