- Description
MKT 435 Wk 5 – Practice: Topic 12 Quick Check
- Prior to the digital age, consumers experienced brands _____________.
o Online
o In person
- What is e-commerce?
o An athletic apparel brand
o The buying and selling of goods and services online
o A digital app for sharing stocks
o None of the above
- Which of the following best explains the importance of e-commerce?
o a. It is no longer feasible to build, rent, and maintain brick-and-mortar stores
o b. Almost half of US consumers prefer to shop online
o c. E-commerce can narrow a brand’s customer base
o d. All of the above
- Fill in the blank: Brands that fail to adopt an e-commerce strategy will lose the consideration and loyalty of consumers, resulting in _________ market share.
o Increased
o Decreased
o Stable
o Dynamic
- What is one benefit of e-commerce as it relates to consumers?
o Standard USPS shipping times for standardization
o 24-hour convenience for instant gratification
o Brands can save money by consolidating their in-person stores
o Production can happen overseas
- How can retail stores meet consumers’ needs with artificial intelligence? Select all that apply.
o Retail stores can continue to engage with customers after they have purchased to increase customer loyalty.
o Retail stores can engage with consumers at each point in the customer journey with the right message at the right time.
o Retail stores can provide relevant information to a consumer to move the person along in the customer journey toward making a purchase decision.
o Retail stores can persuade customers to buy something they do not need.
- What makes the Bombas company different from other sock companies?
o Bombas aligned its brand to an ethical cause that consumers are happy to support.
o Bombas promises the shortest shipping time.
o Bombas socks have the most innovative styles.
o Bombas makes the best socks in the world.
- Which of the following are results of an effective integrated e-commerce strategy? Select all that apply.
o Increased customer lifetime value
o Increased brand awareness
o Shortened customer journeys
o Highly engaged customer communities post-purchase
- In the alternative evaluation stage, what type of campaign is a brand more likely to run that leverages artificial intelligence?
o A “sale” campaign highlighting a current sales offer
o A “versus” campaign highlighting the benefits of its products
o An “ad” campaign with flyers mailed to the consumer’s residence
o An “election campaign” linking a product to a candidate
- Fill in the blank: Brands that position themselves to educate consumers are the brands that will continue to progress through the digital age, _______ market share.
o Losing
o Keeping
o Gaining
o Selling