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MRKT 310 Week 2 Quiz 2
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Question 1 (1 point)

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Companies can best empower their customers and make them essential components of their marketing processes by

Question 1 options:

creating feedback channels, encouraging feedback, and enabling customers to participate in the design of current and future products.

empaneling customer focus groups to comment on the company's marketing communications to ensure the message communicates the most effective unique selling proposition.  

designing superior Customer Relationship Management programs that reward loyal customers who prefer the company's products and services above competing offerings.

ensuring the company's offering is always far superior and less expensive than competing offerings.  

Question 2 (1 point)

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Why should companies use social media to organize influencer panels around their products or services?

Question 2 options:

Because potential customers will look to social media prior to making a purchase decision and will heavily rely on the opinion of members of their social network before buying a company's product.

Because influencer panels represent regular users of the company's offering who are willing to take an active role in marketing activities and may favorably influence the decision processes of others in their social network.

Because the message communicated by influencer panel can be controlled by the marketer.  

Because social media is a less expensive and more timely nontraditional media for promoting a company's offering than traditional media.

Question 3 (1 point)

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How can a company enhance the viral marketing of its offering?

Question 3 options:

Send an instant message to its customer database offering discounts to customers who refer friends during a special week-long promotion.  

By including something of interest to the social media user, such as an interactive and engaging website with a game or contest with ability to e-mail links to friends to expand the message reach.  

By linking its product's website to social media sites such as Facebook or Pinterest.

E-mail cents off coupons to everyone in its customer database 

Question 4 (1 point)

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In an effort to promote Pepsi Zero among men, Pepsi published a video on Youtube pranking a used car salesman by having race car driver Jeff Gordon, disguised as a timid driver, take out a Camaro on a test drive.  He was carrying a Pepsi Zero and placed the product in the beverage carrier in the car.  Following the antics of the prank in which the used car salesman was scared senseless by Jeff Gordon's race track maneuvers, the Pepsi Zero logo was visible.  What is the most likely outcome Pepsi can expect from this social media campaign?

View video at 

Question 4 options:

Pepsi Zero sales far surpass Coke Zero sales.  

The video is the highest viewed video of all time on Youtube. 

Favorable impressions regarding Pepsi Zero among racing fans.

A dramatic number of views of the video with positive comments and possible increase in sales of Pepsi Zero.

Question 5 (1 point)

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All of the following are types of social media EXCEPT

Question 5 options:


social networks

downloadable coupons


Question 6 (1 point)

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Marketers prefer customers with behavioral loyalty because

Question 6 options:

it means the customer has actually bought the product, which is preferable to a change in attitude. 

because it means the customer's behaviors can be controlled by the company.

it means the customer has demonstrated the behaviors that are most conducive to a loyal customer of the company's offering over the long term.

it means the customer has expressed the right attitude about the product.

Question 7 (1 point)

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Why would a company want to generate attitudinal loyalty among potential and current customers?

Question 7 options:

Because current customers want their purchase decision reinforced and potential customers need more information about the offering.

Because attitudinal loyalty can help retain current customers and create a favorable impression for sales with potential customers at a future date

Because attitudinal loyalty can help differentiate a company from its competitors

 Because attitudes are difficult to change and companies always need to be managing favorable consumer attitudes towards their offerings

Question 8 (1 point)

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What is a common strategy for generating attitudinal loyalty?

Question 8 options:

aligning a company with a charitable organization and its fundraising and public service events

developing a memorable product logo that conveys trust

using celebrity endorsers to influence public opinion

surveying current customers regarding their attitudes about the company's products

Question 9 (1 point)

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You are a member of the Marriott Rewards Program.  In addition to earning points for nights you stay in a Marriott hotel brand, you can earn points each time you use the Marriott Visa credit card, and purchase from many companies that partner with Marriott (see image for a few examples).  

This illustrates the _______ effect of a customer loyalty program.  

Question 9 options:




residual benefit

Question 10 (1 point)

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A customer is satisfied when ____

Question 10 options:

she tells her friends how happy she is with the product or service.

she feels the product or service performs exactly as she expected. 

she uses the product or service and does not complain to the company or her friends.

she gives the company all 'fully satisfied' marks on a customer satisfaction survey.

Question 11 (1 point)

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When Mark bought his snow blower at Lowe's, the salesperson explained to him that the model he was considering was good, but not the most powerful machine available.  The salesperson explained the benefits of all the models available.  The model Mark ultimately chose was sufficient for his 20-foot driveway during snowstorms producing less than a foot of snow in 24 hours.  That winter Mark's city experienced its worse winter in 20 years with three snowstorms producing more than three feet of snow.  During each of those snowstorms Mark had to hire someone to plow his driveway.  Should Mark be unsatisfied with the purchase of his snow blower at Lowe's?

Question 11 options:

No, Lowe's employed a critical customer satisfaction strategy by  establishing appropriate expectations prior to the purchase.  Mark made the decision based on all the product specifications available and had the opportunity to chose a more powerful model.  

No, you get what you pay for.  It was Mark's fault for not buying a more powerful snowblower model.  

Yes.  Mark should be upset that he had to pay for snowplowing services above and beyond his purchase of a snow blower, which he expected to meet his needs.

Yes.  Mark had the right to expect the  Lowe's salesperson to only sell him something that was appropriate for the weather conditions in the city in which the sale was made.  

Question 12 (1 point)

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Why should companies regularly measure customer satisfaction?

Question 12 options:

to measure the effectiveness of strategic marketing plans

to ensure unhappy customers have a formal way to vent their frustrations

to uncover problems to improve products and services

to reduce post purchase dissonance 

Question 13 (1 point)

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Should the goal of a marketer be to satisfy all customers all of the time?

Question 13 options:

No.  Some people just can't be satisfied no matter what the marketer does to meet their expectations.

No.  There are too many consumer variables not in the marketer's direct control that impact the customer's perception of satisfaction.

Yes,  That is the gold standard for marketing practice.  

Yes.  A marketer should always strive for 100% customer satisfaction.

Question 14 (1 point)

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Why should companies identify their Level 1 Most Valuable Customers?

Question 14 options:

because MVCs are most likely to have to be replaced by new customers after the initial sale

because MVCs have proven their loyalty to the company.

because MVCs produce the most profit per customer for the company

because MVCs require the least amount of the company's resources

Question 15 (1 point)

 Question 15 Unsaved

What is a common unethical marketing practice in online marketing?  

Question 15 options:

Posting anonymous reviews of products

Paying for people to write favorable consumer reviews of products

offering free shipping for out of state but not in state purchases

offering better prices than brick and mortar retail store on brand name products


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