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
 Apri Haryono Hafid

1. Introduction to Marketing

2. Week 3

3. Quiz #3

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 GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users
and Facilitate Influence and Contagion
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Video: VideoDesigning a Communications Campaign

. Duration: 10 minutes10 min

Video: VideoKey Trends

. Duration: 12 minutes12 min

Video: VideoMedia Planning

. Duration: 8 minutes8 min

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Video: VideoPricing

. Duration: 4 minutes4 min

Video: VideoUnderstanding Price Sensitivity

. Duration: 10 minutes10 min

Video: VideoMeasuring Price Elasticity

. Duration: 16 minutes16 min

Video: VideoPsychological Aspects of Pricing

. Duration: 11 minutes11 min

Video: VideoAnalytic Foundations for Pricing

. Duration: 25 minutes25 min

Video: VideoEconomic Value to the Customer

. Duration: 18 minutes18 min

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Video: VideoCreating Customer Access

. Duration: 18 minutes18 min

Video: VideoDisruption in Information Delivery

. Duration: 7 minutes7 min

Video: VideoManaging Channel Conflict

. Duration: 3 minutes3 min

Video: VideoOnline Retailing and E-Commerce

. Duration: 12 minutes12 min

Video: VideoDigital Marketing Foundations

. Duration: 9 minutes9 min

Video: VideoSummary

. Duration: 2 minutes2 min

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Quiz: Quiz #3

10 questions

Quiz #3
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Due July 23, 11:59 PM PDTJul 23, 11:59 PM PDT
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1.
Question 1
Which of the following are included in the 7 M’s of developing a Communication Plan? (Select all that apply):
1 / 1 point

Money: How much do we need to spend?

Correct

Media Strategy: How do we reach them?

Correct

Mass: How large should the plan be?

Markets: Who should we talk to?

Correct

Message Content/Design: What should we tell them and how?

Correct

2.
Question 2
Which of the following is NOT an example of Mass and Targeted Media strategy?
1 / 1 point

Print Media

Product Placement

Public Relations

Outbound Advertising

Online Word of Mouth

Correct

3.
Question 3
Which of the following is NOT a true statement about the Key Principles of Media Planning?
1 / 1 point

The campaign can show the product in use

The campaign must avoid unpleasant connections with your product

The campaign should state the positives of the product/service

The campaign mentions the brand name

The campaign must win awards in order to succeed

Correct

4.
Question 4
1% improvement in ______ would create the biggest improvement of operating profit for a company.
1 / 1 point

Fixed Cost

Sales Volume

Variable Cost

Price
Correct

5.
Question 5
Price Sensitivity is affected by… (Select all that apply):
0 / 1 point

Indirect Comparisons
This should not be selected

Private Costs

Switching Cost
Correct

Price/Quality Inferences
Correct

Availability and awareness of substitutes

Correct

6.
Question 6
Which of the following statement is true about measuring price elasticity?
1 / 1 point

When actual purchase is measured under controlled conditions, you are measuring Sales Data

One of the strengths of a Survey is that people are honest about their intentions on what they will do

For field/laboratory experiments, one only needs to measure preferences and intentions

A carefully designed choice set in a Trade-Off Analysis can allow us to measure how a consumer trades off
one variable against another
Surveys measures the variable of actual purchases in an experimental environment
Correct

7.
Question 7
According to the Weber Fechner Law, consumers react to prices in _____ as opposed to _____.
1 / 1 point

Terms of Emotion / Rationality

Euros / Dollars

Percentage Terms / Absolutes

Dollars / Euros

Decimal Points of .99 / .00

Correct

8.
Question 8
True or False: Businesses often spend significantly more money on creating customer access for their
products/service than they spend on advertising
1 / 1 point

True

False
Correct

9.
Question 9
For the iPhone, which of the following are considered digital attributes of the product? (Select all that apply)
0 / 1 point

Price
Correct

Feel of the touchscreen technology

Efficiency of using the appes on the phone

Size differences between iPhone models

Correct

Colors
This should not be selected
10.
Question 10
_____ is when the consumers shop offline to get a feel for the product and then buys the product online at a
cheaper price.
1 / 1 point

Webrooming

Retail Dating

Showrooming

Comparison Shopping
Correct