- Description
MKT 435 Wk 3 – Apply: Summative Assessment
- Color Matching Co. is an interior design firm that has high brand awareness but is struggling to consistently secure new clients. The company hired a team of consumer behavior experts to conduct market research to determine how to consistently convert brand awareness into clients. Which of the following recommendations is the team of consumer behavior experts likely to make?
o It is recommended that Color Matching Co. asks every person in their database to purchase from them immediately.
o It is recommended that Color Matching Co. hosts a webinar and then requests participants to schedule a private consultation with an interior design expert to get a personalized assessment.
o It is recommended that Color Matching Co. hire a high-pressure salesperson to cold call every person in the database.
o It is recommended that Color Matching Co. reaches out to all its current and former clients and offers them a discount based on how many people they refer to the company.
- Chikin Nugget Co. is about to launch a new plant-based nugget. It decides to offer free samples in a shopping mall in order to generate sales. Is this method effective? Why or why not?
o Yes, because social psychology proves that people are most likely to give something after they have received something.
o No, because people who receive things for free will not buy.
o No, because the cost of the total quantity of free samples given will outweigh the gain of the sales.
o Yes, because scarcity will force people to act so that they do not miss the opportunity to buy the new plant-based nuggets.
6 / 6 (100.0%)
- ABC Event Marketing needed to increase the RSVP count for an upcoming prostate cancer event. ABC focused on men who have been diagnosed with prostate cancer in the last year. Because of this narrow focus, ABC Event Marketing successfully increased RSVPs by 300% in 10 days. How was ABC Event Marketing able to accomplish this?
o ABC Event Marketing used scarcity to encourage people to RSVP.
o ABC Event Marketing used a targeted segment and problem to focus on so that there was commonality among the guests.
o ABC Event Marketing included celebrity spokespeople to overcome the stigma of prostate cancer and encourage people to attend.
o ABC Event Marketing offered a gift in return for an RSVP.
- In its campaign, ABC Event Marketing was also able to secure sponsorships from the Mayo Clinic and the Prostate Cancer Foundation. What impact did this have on the results?
o The sponsorships caused more sponsors to step up and donate.
o The sponsorships intimidated potential consumers because of the size of their corporations.
o The sponsorships made people think they were missing the only chance they had to connect with others.
o The sponsorships added event credibility through social proof.
6 / 6 (100.0%)
- ABC Pharmaceutical Inc. is launching a new medicine. The launch will leverage direct mail and TV commercial advertisements in a B2C environment. Included in the campaign will be statements and endorsements of medical professionals and relevant certifying entities. Why is this inclusion vital to the success of the campaign?
o Because authoritative figures are readily trusted by the general public
o Because people want to feel like they belong
o Because people don’t trust pharmaceutical companies
o Because doctors can be seen as celebrity figures and add to the medicine’s social proof
- Jones Consulting is hired to create a strategy to increase website conversions so that more visitors opt to provide their email addresses. Jones Consulting audits the website and finds that the message is not personalized. How can Jones Consulting use the results of this audit to increase website conversions?
o Create a strategy based on scarcity and utilizing time-sensitive deals to encourage users to visit the site more often.
o There is not enough information in this audit to create a strategy that will make much of a difference.
o Create a strategy based on crisis communication within the consumers’ area to win the consumers’ trust.
o Create a strategy based on understanding the consumer and finding shared goals within the brand to allow consumers to connect with the brand before providing contact information.
- Jones Consulting is hired by a baker to provide a strategy to increase dessert sales at a local trade show. Jones Consulting advises the baker to create a board that shows the number remaining of each dessert. Why did Jones Consulting advise this to increase dessert sales?
o Consumers are attracted to beautifully presented boards.
o Consumers act quickly when they fear missing out.
o Consumers can choose a better variety of goods when they know the number of treats available.
o Consumers want to know that they will be the last person to buy something.
- Jones Consulting is hired by an architect design firm to assess why prospects are not interested in scheduling a consultation with the sales team. Upon assessment, Jones Consulting determines the architect design firm has been losing sales opportunities to competitors that they did not know existed. How did the prospects know more about the competitive landscape than the architect design firm?
o The prospects were provided information about competitors from the architect design firm.
o The prospects were working from a list of recommended architect firms provided by a local construction company.
o The prospects were actively engaged in learning about the architect design landscape.
o The prospects were contacted by the company’s competitors through aggressive social listening.
- Jones Consulting is hired to determine why online sales are low for a medical supply store, while in-person sales continue to increase. If the intended audience for the medical supply store is baby boomers, what conclusion would Jones Consulting come to?
o Baby boomers should not be the intended audience for the medical supply store.
o Baby boomers only want to read reviews online.
o Baby boomers don’t know how to use the internet.
o Baby boomers value in-person interactions and sales relationships.
- ABC Event Marketing is hired to plan a holiday sales event for a local toy retail store. ABC Event Marketing focuses its efforts on gaining the attention of children, instead of the parents. Why is this an effective strategy?
o Because the children will not buy the toys.
o Because the children are easier to market to.
o Because the parents will not buy the toys.
o Because the children will play with the toys.
- A new social media platform, LastHour, hires Jones Consulting to determine how users behave on its platform. Jones consulting evaluates user behavior and determines that users are using the platform to make social plans with friends. How can LastHour use this information to improve its brand loyalty?
o LastHour should update the pictures it uses in advertisements to stock photos of social planning.
o This information won’t be useful to LastHour.
o LastHour should update its brand message to accurately reflect how users behave on its platform and work to secure partnerships that help its users reach their goal.
o LastHour should become more exclusive and require that all of a user’s friends included in the social plan be paying users of the platform.
- Panini Marketing is hired to help Dr. Williams increase his number of incoming patients. During research, Panini Marketing discovers that most of the local citizens prefer an alternative approach to what Dr. Williams provides.
How should this information be used to influence well-informed shoppers favorably?
o Dr. Williams will need to create an infomercial promoting his medical approach.
o Dr. Williams will need to explain the pros and cons of his methodology and treatment approach.
o Dr. Williams will need to offer consultations so that locals can experience his approach.
o Dr. Williams will need to lower his prices.
- Panini Marketing is hired to help Dr. Williams increase his number of incoming patients. During research, Panini Marketing discovers that most of the local citizens prefer an alternative approach to what Dr. Williams provides.
How should this information be used to influence showroom shoppers favorably?
o Dr. Williams will need to explain the pros and cons of his methodology and treatment approach.
o Dr. Williams will need to create an infomercial promoting his medical approach.
o Dr. Williams will need to lower his prices.
o Dr. Williams will need to offer consultations so that locals can experience his approach.
- Panini Marketing is hired to help Dr. Williams increase his number of incoming patients. During its research, Panini Marketing discovered that most of the local citizens prefer an alternative approach to what Dr. Williams provides.
How should this information be used to influence bargain-hunter shoppers favorably?
o Dr. Williams will need to explain the pros and cons of his methodology and treatment approach.
o Dr. Williams will need to offer consultations so locals can experience his approach.
o Dr. Williams will need to create an infomercial promoting his medical approach.
o Dr. Williams will need to lower his prices.
- How would you expect consumers to behave when a disaster strikes and how can brands leverage disasters?
o Consumers will slowly adjust to survival mode; if brands are able to slowly meet the increased demand from loss of infrastructure, they will successfully leverage disasters to their own and their customers’ benefit.
o Consumers will never adjust to survival mode; if brands are not able to meet the increased demand from loss of infrastructure, they will still successfully leverage disasters to their own and their customers’ benefit.
o None of the above
o Consumers will quickly adjust to survival mode; if brands are able to quickly meet the increased demand from loss of infrastructure, they will successfully leverage disasters to their own and their customers’ benefit.
- How would you expect consumers to behave when elections are pending and how can brands successfully navigate elections?
o Consumers will be overwhelmed with advertising, but brands should remain consistent and repetitive in their marketing message.
o Consumers will not be overwhelmed with advertising, so brands should not remain consistent and repetitive in their marketing message.
o Consumers will be overwhelmed with advertising, so brands should stop all of its marketing.
o None of the above
- How would you expect consumers to behave during a recession and how can brands successfully maintain consumers through recessions?
o Consumers will make purchase with the same care and regularity as before but will experiment with new brands.
o Consumers will evaluate the necessity of each purchase but will remain loyal to brands that show clear necessity and lower prices.
o Consumers will evaluate the necessity of each purchase but will not remain loyal to brands that show clear necessity and lower prices.
o Consumers will make purchase with the same care and regularity as before and will remain loyal to brands that show clear necessity and lower prices.
- During the COVID-19 pandemic, event venues closed and were forced to find another way to reach customers and promote loyalty.
Which of the following adaptations best reflect how these venues could respond to this global event?
o An event venue will postpone events because global crises cannot last indefinitely.
o An event venue will cut their losses and cancel events.
o An event venue will stream events online to remain active in the community and present in the minds of consumers
o An event venue will break into a new industry in an attempt to remain relevant.
- During COVID-19 pandemic, event venues closed and were forced to find another way to reach customers and promote loyalty.
Which of the following adaptations best reflect how these venues should communicate during crises like this?
o Share frequently and thoroughly with consumers as updates are available
o Share information that is created by popular blogs and celebrity news accounts
o Share information and decisions only after all updates have been finalized
o Share frequently and minimally with consumers as updates are available
- An event venue has to cancel an art showcase due to an active shooter in the venue area. The doors to the showcase have already opened and guests are already finding their seats. A majority of the guests, however, have not yet arrived. To minimize the impact of this experience of the brand in the eyes of the consumers, how should the event venue respond?
o The event venue should wait until the local police arrive and take care of the situation.
o The event venue should avoid alerting guests who have already arrived while sending an email to guests who have not yet arrived.
o The event venue should first create a safe exit plan and then alert guests.
o The event venue should first alert guests of the situation and then create a safe escape plan.