- Description
MKT 435 Wk 5 – Practice: Assignment
- Imagine that you want to surprise your spouse with a vacation for your anniversary because both of you love to travel. You secretly buy plane tickets to Hawaii for the two of you, and while you’re booking a hotel room, you see an advertisement for a two-for-one deal on scuba diving lessons. You hadn’t considered scuba diving before, but now you’re excited about it and decide to purchase the lessons. What types of stimuli were present in this situation?
o The desire to surprise your spouse was an internal stimulus, and the plane tickets, hotel room, and scuba diving were external stimuli.
o The promotion on scuba diving was an external stimulus, and the purchase of the scuba diving lessons was an internal stimulus.
o The desire for a vacation was an internal stimulus, and the promotion on scuba diving was an external stimulus.
o Both the desire for the vacation and the desire for scuba diving were internal stimuli.
- How can a company effectively present an external stimulus to change consumer behavior?
o The stimulus should remind consumers that they are hungry, sad, tired, or another negative feeling so they are motivated to solve that problem.
o The stimulus should present a desired state above the consumers’ current existence, triggering them to try to achieve that state.
o The stimulus is initiated within the customer, so consumers recognize and resonate with their own identity within the stimulus.
o The stimulus should be irresistibly tempting to consumers so that they can reasonably justify taking any action they deem necessary in response.
- What factors may lengthen the time a consumer spends searching for information to solve a problem?
o The customer has a great deal of experience solving the problem.
o The customer works in a related industry or field.
o The customer has never searched for information about the products in question before.
o The customer has a specific set of product criteria to search for.
- How can a brand succeed in marketing efforts during the alternative evaluation phase of the customer journey?
o Use aggressive advertising campaigns that will block out competitors’ ads so that customers see only your products and services when searching for information.
o Understand what consumers truly desire from a brand’s products and services and then clearly communicate those factors in the brand’s marketing message.
o Understand what information channels customers use to research a brand’s products and services so you can redirect consumers to the brand’s preferred channels.
o Use persuasive written and visual media to change what consumers desire from a product or service to fit what a brand’s products and services already offer.
- What must happen for the intent to purchase to turn into an actual purchase?
o The customer must not see the purchase as too large of a commitment and must be able to return the product if it is unsatisfactory.
o The customer’s specified parameters, financial ability, and psychological state must match up.
o The customer must not see any alternative to purchasing a given product or service.
o The customer’s self-image must improve due to purchasing the product.
- How can a company effectively manage the post-purchase stage of the customer journey?
o Seek from customers and use it to resolve dissatisfaction and improve the brand’s offerings.
o Give the customer some space after making a purchase until beginning to advertise again to avoid overwhelming the customer.
o Ignore negative reviews and instead focus on promoting the positive aspects of your brand to future customers.
o Provide financial incentives to dissatisfied customers not to tell others about their experience with the brand.
- Each year, Rodrigo buys an annual pass to a local performing arts venue that allows passholders to attend two musical theater productions per month. The annual pass costs $150, and Rodrigo buys the pass each year for 20 years. What is Rodrigo’s customer lifetime value to the performing arts venue?
o $1,500
o $3,000
o $6,000
o $156,000
- Which of the following is true of the customer decision journey?
o Each touchpoint in the journey requires similar actions from the brand in ensuring customer awareness.
o The brand’s marketing message should progress and adapt throughout the journey as the customer progresses.
o Every stage in the customer journey requires a great deal of effort from consumers, so the brand should stay out of the way until the consumer is ready to make a decision.
o The brand typically focuses more heavily on marketing and relationship management during the first half of the journey.
- Petra wants to buy a new bicycle so she can bike to work. She asks several of her coworkers what kind of bikes they use. She also goes to a bike shop to find out more information and speaks with a sales representative about the different models they offer. Petra wants to think about it, so she thanks the sales rep and returns home. The next day, she buys a bike on the bike shop’s website. What kind of information search did Petra conduct?
o External, since she received information from others that influenced her purchase decision
o Modern, since she made the purchase online
o Traditional, since she gathered information through in-person conversations
o Internal, since the problem originated from her own desire to bike to work
- At what point does the alternative evaluation phase of the customer decision journey come to an end?
o It ends after the consumer has provided on his or her purchase.
o It ends as soon as the customer is ready to conduct an information search about the alternatives.
o It ends as soon as the company has disseminated a message that appeals to the consumer.
o It may never come to an end—customers sometimes continue to evaluate options even if they do not immediately need to make a purchase.
- How have consumer expectations changed due to the rise of e-commerce?
o Customers expect brands to be more similar to one another so that they are interchangeable in a digital marketplace.
o Customers expect prices to continually decrease due to reduced costs of running in-person stores.
o Customers expect increased privacy surrounding their purchase decisions.
o Customers expect to have convenient and instant access to brands at their own convenience.
- What role does artificial intelligence play in influencing consumer behavior?
o Artificial intelligence is primarily useful in the alternative evaluation phase, where it can relieve the burden on consumers to decide between multiple options.
o Artificial intelligence can help present the right message at the right time in order to influence the customer to make a purchase from the brand.
o Consumers are more easily swayed by website interfaces that use artificial intelligence because it is easier for them to trust cutting-edge technology.
o Consumers perceive artificial intelligence to be fake and deceptive, so marketers should not let consumers know they are using it.
- How can a company use ethical values to influence consumer purchase decisions?
o Ensure that the company provides exceptional and quick customer service.
o Provide a money-back guarantee to all consumers who are not fully satisfied with a product or service.
o Align the brand with social or humanitarian causes that are important to consumers.
o Refrain from using marketing tactics that subtly influence consumer behavior without consumers knowing.
- How can brands succeed in a constantly changing commercial landscape?
o Adopt new trends immediately to ensure customers see your brand as a trendsetter.
o Keep a company’s brands and product offerings the same to provide a sense of stability for consumers.
o Rely mainly on the power of word-of-mouth marketing and social networking to gain consumer awareness.
o Maintain an acute awareness of customer needs and an ability to adapt to new circumstances.
- Which of the following are characteristics of millennial consumers? (Select all that apply.)
o Distrust of information found online
o Preference to shop at brick-and-mortar stores
o Expectation of instant gratification
o Desire for brands to focus on ethical practices