Mooc1:

Quiz 1

Question 1

Based on the information given below, please choose the answer

that comes closest to the estimated number of people who go to the
movies in the northeastern part of the United States.

The states included in this region are Connecticut, Delaware, Maine,

Maryland, Massachusetts, New Hampshire, New Jersey, New York,
Pennsylvania, Rhode Island, and Vermont. This data comes from the
2012 US Census Bureau, which collects information about different
aspects of the population.

1 point

42,148 million

40,690 million

61,983 million
104,634 million

2.

Question 2

Using the different types of product categories that we reviewed,

please watch the following video (https://www.youtube.com/watch?
v=6pF55yy0H3g&t=1s) and classify the service that Coca-Cola
offered with its promotion.

1 point

Emotional, tangible, and high involvement.

Functional, tangible and high involvement.

Emotional, tangible, and low involvement.

Emotional, intangible and low involvement

Functional, intangible and low involvement.

3.

Question 3

If you had launched the lemonade business we discussed in our

lectures in your neighbourhood, which of the following phrases best
describes the situation your product may be entering its growth
phase?

1 point

Sales are growing rapidly, but so are the number of competitors.

You are developing your sales channels to distribute in as many
outlets as possible.

Potential customers don't know about your lemonade yet and there
are few competitors.

Almost everyone in your target group has tried the lemonade and
growth comes from substituting other products or new customers
entering your target group.

Your lemonade is the first one in the marketplace and your

marketing efforts are ensuring everyone knows about your product.
Your competitors are merging, some are going out of business, and
your demand is stable or decreasing.

4.

Question 4

Which of the product strategies below did Apple use when they
decided to launch iPhone?

Here is a summary on how the Iphone was launched by Steve Jobs in

2007: https://www.history.com/this-day-in-history/steve-jobs-debuts-
the-iphone

1 point

Market development.

Market penetration.

Diversification.

Augment the depth of their product mix.

Repositioning the brand.

5.

Question 5

Imagine that you work for Microsoft and you are doing an analysis
of the next step for the Microsoft Windows System within the
desktop market. Using the data below, where would you place it
within the BCG matrix?

PC shipments
For 2015 (and earlier), Gartner reports for "the year, worldwide PC
shipments declined for the fourth consecutive year, which started in
2012 with the launch of tablets" with an 8% decline in PC sales for
2015 (not including cumulative decline in sales over the previous
years).

Remember that this is how a BCG matrix looks like:

1 point

You can't analyze this using the BCG matrix.

Question mark.

Star.

Dog.

Cow.

6.

Question 6

Which of the below is NOT a key success factor when launching a

new product?

1 point

Listen to the consumer along the way during the product

development cycle and after launch.

Get everyone onboard – including those areas/functions not directly

involved in the development process.

Giving R&D the liberty to come up with whichever product they

think will be the next big hit.

Set go-no-go milestones with specific decision-making criteria and

stick to them.

Generate a business case that summarizes the concept’s viability.

Quiz 2:

Question 1

What are the key inputs for developing your brand?

1 point

-Business strategy, brand image, market trends, customer analysis,

competitive analysis.

Relevance, strategic fit, differentiation, credibility.

Top management’s ideas, our agency’s creativity, our sales force’s and our
customer service inputs.

Market development, market penetration, diversification and product

development.
Essence, values, extended identity.

Question 2

Read the following phrase and think about our lemonade business. Select
whether the statement is an end-benefit, an attribute or neither for our
lemonade business: "Our lemonade makes you feel fresh and
energized"

1 point

Attribute.

-End-benefit.

Neither an end-benefit nor an attribute.

Question 3

In the following advertising, please identify which one is the “reason to

believe”:

1 point

.The product’s ingredients.

.The packaging.

-The curves on the models.

The model’s bra.

.The Dove brand.

Question 4

Which of the following is a well-written brand value for innovation for a

company in the sports business?

1 point

“For us, Innovation means employees always strive to produce excellent

work that pushes the company upward”

-“For us, Innovation means enhancing the performance of our customers

through the use of technology.”

“For us, Innovation means generating new ideas and incorporating new
technologies that will make us more competitive”

“For us, Innovation is challenging conventional wisdom, finding new ways to

surmount existing challenges”

Question 5

One of the criteria for evaluating brand strategies is being relevant. Which of
the answers below explains what it means to be relevant?

1 point

It means that the brand has to use content and sponsorships in a strategic
way.

It means that all brand-related topics are connected.

It means that the brand has high awareness among all consumers.

None of the above.

-It means being meaningful to your target customers.

Question 6

Read the following three sentences about FedEx and answer the question in
bold:
  Sentence 1: For businesses of all sizes, Fedex is the solutions and
logistics company that provides peace of mind through unparalleled
innovation, quality, and consistency.

 Sentence 2: Business solutions for your peace of mind.

 Sentence 3: Relax, It’s Fedex.

Which one of these sentences is the company's positioning

statement?

1 point

-Sentence 1.

Sentence 2.

Sentence 3.

Quiz 3

Question 1:

What is brand equity?

1 point

A concept that summarizes who we are and our key promise to our
stakeholders.

A concept to explain when Brands are cluttered and confusing to both

customers and employees.

-A set of assets (and liabilities) linked to a brand’s name and symbol that
adds to (or subtracts from) the value provided by a product or service to a
firm and/or the firm’s customers.

A set of attributes that summarize how the Brand connects with its
stakeholders, i.e. wants to be perceived, and defines the Brand personality /
character.

It outlines the proof points or what the brand is claiming to credibly deliver
on the positioning.

Question 2

Which of the below are brand architecture models?

1 point

Introduction, growth, maturity and decadency.

-House of brands, hybrid and branded house.

Market development, market penetration, diversification and product

development.

Cash cows, dogs, stars and question marks.

Pre-purchase, purchase and post-purchase.

Question 3

Which of the below are indicators that you might have a brand architecture
issue or opportunity?

1 point

-All of the above.

Brands are cluttered and confusing to both customers and employees.

None of the above.

There is no clear plan for integrating recently acquired brands into the
existing architecture.

There is no internal system for managing how new brands, or sub-brands are
developed.

Question 4

Which one of the options below is the right input to develop your brand
architecture?

1 point

-An understanding of how the customers view & define the category.

An understanding of how the retailer believes the brands should be

organized in the store.

An understanding of how the sales team thinks that they will be more
effective in commercializing the products.

None of these options.

An understanding of how employees see the ideal links between the
products and brands.

Question 5

Which one of the below is NOT a logical organizing principle for unisex sports
clothing?

1 point

By color.

By type of sport.

By intensity of activity.

-By how much consumers’ sweat.

By where the activity will be carried out.

Question 6

Look at the images below and think about which model of brand architecture
Best Western uses?

1 point

Hybrid.

Branded house.

House of brands.

Quiz 4

Question 1

What question does a brand portfolio tackle?

1 point

How should I launch new brands?

What is the best strategy to negotiate acquiring new brands?

-How should I use my brands to achieve top- and bottom-line growth?

How should I best structure and communicate my portfolio of brands?

How should I evaluate my next marketing campaign?

Question 2

Read the following situation and decide whether it is a portfolio question or a

brand architecture issue:

"You are launching a new low-cost product in a category where you already
have a brand in a higher value tier and need to decide which brand to use."

1 point

Portfolio.

Architecture.

Question 3

1.Which of the answers below is a list of key criteria to evaluate when you
FIRST DECIDE to expand your brand internationally?

1 point

Should we use an exclusive distributor, many non-exclusive distributors or

open our own distribution channel?

-How fierce is the competition? How long have they been there? What is their
presence and what are their customer loyalty levels?

Do we have an office in that location?

Can we manufacture in that market from the brand’s launch?

Can I manage customer service in the local language?

Question 4
Which one of the below is NOT a sign that your organization might be
suffering from a portfolio issue?

1 point

You have overlapping brands in a portfolio offering with similar

products/services targeted to the same customer.

You have no clear brand-driven growth platforms to fuel future growth, but
rather have to launch new brands every time you launch a new product.

You are losing market share to old competitors and new entrants.

There is no internal system for managing how new brands, or sub-brands are
developed.

You are having to increase your advertising/marketing spending to get the

same impact.

Question 5:

Imagine that it is 5 years from now, and our Lemonade business has grown
dramatically. We launched our lemonade business with the Lemon-Life brand
below, and we are now evaluating other categories in which to launch
products. Our goal is to grow our revenues 5 times in the next 5 years. R&D
has developed the following pipeline of potential products.

Our Brand:
Our Pipeline:

Which of the below questions should you answer before deciding under
which brand you would launch each product?
a. Does this initiative generate sufficient revenues and return for on-going
support to the brand / product?

b. If we use the Lemon-life brand, could it inhibit or take away attributes to

the product’s brand promise?

c. Should we allow the launch team to decide based on their intuition?

d. Do we want all products associated with the same brand?

e. Do we need different brand essences?

f. Are there different Needs / Attitudinal segments within the potential

customers?

g. Will we price them all in the same tier? Or will they be participating in
different pricing tiers?

h. Is there a driver that can be leveraged to create a brand platform?

i. Do consumers behave the same in the different categories (i.e. how they
use the product, where they buy, when they buy, why they buy)?

j. Should we maximize savings by using only one brand?

k. Is there fierce competition in the categories where we are launching the

product?

l. How will each product’s revenues and margins be affected by the decision?

m. All of the above

n. None of the above

1 point

A through to C.

D through to L.

M.

N.

-A through to J.

Question 6
Imagine that it is 10 years from now, and we have already made various
brand decisions, and our brand portfolio looks like the one below.

Without any other information (i.e. consumer research, sales, etc.), please
identify from the list below, which issues and opportunities your brand
portfolio might be facing.

1 point

Can we grow the business by expanding into higher price / value tiers in
Food, Drinks and Health?

Should we grow the business in the Luxury price tier using Citron Elixir?

Is there a potential brand overlap and confusion between Lemonyou and

Lemonhealth?

Can a beauty brand also be in health care?

Should there be two brands in the value tier or is there a potential for more
efficient allocation of resources?
Should we invest in Lemonbase as an ingredient brand for other products not
manufactured by our company?

-All of the above.

None of the above.

Quiz 5

Question 1

In the text below, which phases of the purchase funnel are mentioned?

When searching for information for my next trip, I came across an

advertisement of South Africa in a travel magazine. I went online and looked
at the different itineraries that I could do in that country. I also read some of
the reviews of hotels, attractions, bus and train options. I evaluated other
options such as Zimbabwe, Kenya and Tanzania. Finally, I decided on South
Africa and made my reservation through a travel agent in that country, who
responded promptly to my request.

1 point

Influencing, Pre-purchase, Purchase.

Branded House, Hybrid and House of Brands

-Awareness, Consideration, Purchase.

Essence, Values and Extended.

Magazines, Online Review sites, Travel Agent.

Question 2

Which one of the below is an example of a touchpoint?

1 point

Environmental Policy.

Fair trade.

-Sales clerk.

Brand Awareness.

Friendliness.
Question 3

Which of the lists below best captures the different roles that your
touchpoints can play in the customer experience?

1 point

-Branded Differentiators, Signature Icons, Category Redefiners and Guest

Expectations.

Introduction, Growth, Maturity and Decadency.

Company, Client and Supplier.

Internal and External.

Offline, Online, Mixed.

Question 4

Which of the examples below, best represent the pre-purchase touchpoints

for our lemonade business?

1 point

-Word-of-mouth from my friend, the posters on the street and the push
message on our phones.

The décor of the stand, the music, the product (comprised of the actual
lemonade and the cup), the ingredients, and the personnel (with their
uniform).

Valencia - Spain, Recyclability, Handmade, Brown sugar, Cinnamon.

Loyalty card and next purchase promotion.

All of the above .

Question 5

Using the information of a hotel client’s interview, written below, please

select which of the options best exemplifies the touchpoints that
represent the potential bottleneck for the family to move from the
Purchase to the Loyalty phase of the purchase funnel.

"Let’s look at one family we interviewed, Peter and Anne from Madrid. They
are a young couple in their 30s with 2 young children. They travel mostly
within Spain by car, and like to go to places where there is lots to do for the
kids, but also fun for him and his wife. They don't expect to spend a lot of
time in the room, so he looks for hotels that have a convenient location,
good rates and dependable service. What he really appreciates are small
extras for the kids, and rooms that feel updated.

They had set their sight on going to Valencia, because of the existence of
both beach and the Oceanographic site. Peter asked a colleague from work
who had recently visited Valencia, and he recommended our client’s hotel.
Peter immediately went online, looked at the hotels website pictures, and
once he got approval from Anne, he decided to go ahead and book. It took
him 45 minutes browsing through different booking engines to actually make
the reservation, because pricing was different in every website, which really
annoyed him.

Let’s fast forward to the actual arrival at the hotel. After the long drive, Peter
and Anne began their check in process and the kids were roaming around
the lobby playing with the luggage. Anne got really nervous that they would
knock down some vases that are part of the décor. Once finished the check
in process, they took the elevator up to their rooms, only to find out that
they weren’t connecting rooms. Annoyed, Peter went downstairs and after a
long discussion with the reception clerk, he came up with the keys to
connecting rooms. When they entered the rooms, the décor was updated,
but the bed was hard as wood, and the bathroom had no bathtub (for the
kids) and the shower hadn’t been updated in a while.

Let’s Fast forward again to their departure day. Early in the morning, they
received an envelope with the bill under their door. After revising it, Peter
realizes that there were some minibar charges that weren’t theirs. He went
downstairs to reception to find a long cue. During this wait, he decides to
write a review of the hotel on the Internet. After 15 minutes and a bit of
discussion, he is finally able to sort out the bill and complete the check-out
process."

1 point

Word of mouth, Hotel's web site, and the lobby.

The vases in the lobby, the connecting rooms, the bill.

-Online booking, Bed, Shower, Reception staff for check in and check out,
online review.

The elevator, the cue in the lobby, the bathtub.

None of the above.

Question 6

How do you prioritize high impact touchpoints in the customer experience

journey?

1 point

The uniqueness of the experience that can be created should not be

considered in touchpoint prioritization.

-High impact touchpoints are those that make or break the brand experience
and have the ability to influence the behavior of the target customer in a
compelling way.

Touchpoints that are simple to implement but not relevant to the target
customer should be prioritized.

Prioritizing touchpoints based on the customer's needs and preferences is

not necessary in the process.

Prioritization of touchpoints should be solely based on their cost and

implementation complexity.

Quiz 6

Question 1

What is the first step to define your internal communication and training
program?

1 point

Define a theme for your campaign.

Develop videos to promote your program.

Identify who are the people that will appear in the communication.

-Understanding who your audience is.

Identify which is the best channel to launch it.

Question 2

What is a crucial role to recruit when embedding the brand in your

organization?
1 point

An external consultant.

An HR specialist with experience in group psychology.

A graphic designer.

An internal communication person.

-The Brand Champions (or Ambassadors).

Question 3

What is the most important action to take when launching a brand

engagement program?

1 point

-Have your top management’s endorsement.

Launch a great tagline for your program.

Develop a comprehensive brand tool kit.

Give out bonus compensation for everyone who learns the brand values.

None of the above.

Question 4

The following 3 questions are related to the following mini-case.

Remember from Module 4, that we had decided to launch our lemonade

business under the brand “Lemon-Life”. Imagine that we are now opening
our 6th neighborhood kiosk.

 We have a workforce of 15 (2 per kiosk and 3 in a central facility

coordinating everything from purchasing, marketing, HR, Finance, etc.).

 Our biggest success is delivery, with sales growing 100% each month.

 We are beginning our brand engagement program.

After an exhaustive process, we defined our brand as:

If you are in charge of defining the metrics that we will use to measure on-
brand behavior in our program, taking into account that this is a new brand
and our employees have never had any formal training in our brand, which
one would you use in our “Hearing Phase” and why?

Please select a metric and rationale from the options.

Metric

a. Number of new products launched

b. Revenues

c. Referral

d. Brand awareness

e. Brand consideration

Rationale: Because…

f. Our brand will only be known by how many people purchase our lemonade.
g. Word of mouth and social networking recommendations are what will let
future customers know who we are.

h. We want employees to know what our brand is all about.

i. What is crucial is that our employees need to understand the customer’s

decision-making process.

j. The only way to continue growing is through the launch of new products.

1 point

e and h.

-d and h.

a and f.

b and g.

d and i.

Question 5

(Refer to the example shown in question 4)

For our program we have chosen 2 Brand Champions and they are in charge
of leading the teams to embed the brand values throughout the different
touchpoints. Which of the below descriptions would you use as criterion for
recognizing their behavior?

1 point

The number of customers that they convince to buy more than one product.

The savings that they can bring to every touchpoint.

Policing everyone to ensure that they behave according to our values.

The number of customers that know our values.

-Assisting fellow colleagues in guidance of what is considered on-brand

behavior.

How well employees can recite our values.

Mooc 2

Quizz 1
Question 1

Imagine a retailer considering a 33-percent-off sale on blenders currently

priced at $54. The retailer pays $29 per blender from the manufacturer.

How much has the volume to increase for the sale to maintain
profits?

1 point

248%

24%

496%

49%

Question 2

Consider a wind turbine manufacturer. Currently, a 1.5 MW wind turbine has

a price of $1.7M and $1.3M in variable cost.

If the manufacturer considers raising the price by 3%, what would be the
allowable volume loss to at least maintain profits?

1 point

11% to 12%

9% to 10%

5% to 6%

3% to 4%

Question 3

Wild Blue Preserves makes 15 different jams and jellies. They set up a small
shop in a local mall to sell their products alongside other prepared foods. A
jar of wild blueberry jelly costs $1.50 per 250 ml jar to produce. The mark-up
pricing percentage Wild Blue Preserves plans to use is 100 per cent.

What would be the final price using cost-based pricing?

1 point

$1.99

$3.00
$3.50

$2.50

Question 4

An established producer of beef jerky decides to use market penetration

pricing at a local convenience store. A study of other convenience stores
shows a price range for jerky of $2.00 to $3.00 per 100 g package.

Considering the seller would like to enter the market aggressively to gain
market share, what would be the appropriate price for a 100 g
package?

1 point

More than $3

Less than $2

Between $2 and $3

Question 5

1:What is the price elasticity if a price increase of 15% leads to a unit

sales drop of 20%?

1 point

-1.33

-1.5

1.5

1.33

2: What is the price elasticity if an increase in price of 10% leads to a unit

sales drop of 5%?

1 point

0.5

-0.5

-2

2
Question 6

Assume that a product has a price elasticity of -0.7. In order to reduce unit
sales by 20%, what would the necessary price increase be?

1 point

20% to 21%

21% to 22%

27% to 28%

28% to 29%

Question 7

A product is being priced at 100€ and is being sold 3,000 times. The price
elasticity is estimated to be -2.0.

By how much would the revenues change when increasing the price
by 5%?

1 point

By an increase of €16,500

By a decrease of €16,500

By an increse of €26,500

By a decrease of €26,500

Question 8

Let's imagine you own a Porsche dealership that has been authorized to sell
the new 911, which has a suggested retail price of $70,000.

Dealerships commonly adjust price substantially upwards or downwards in

response to local demand conditions.

You think the demand for the 911 looks as follows in your market:

Table: Price/Sales volume relationship

Price ($) Sales Volume

0 600
10,000 540

20,000 480

30,000 420

40,000 360

50,000 300

60,000 240

70,000 180

80,000 120

90,000 60

100,000 0

Given that you can purchase the Porsche 911 for $60.000, how would you
price the Porsche 911 to maximize profits?

1 point

$60,000

$70,000

$80,000

$90,000

$100,000

Quizz 2

Question 1

What statement about profit is accurate?

1 point

Profit = Revenues - Costs

Profit = Revenues - Variable Costs - Fixed Costs

All of the mentioned

Profit = (Units Sold * Price) - (Units Sold * Variable Cost) - Fixed Cost
Question 2

If our company increases its prices while the competition keeps their prices
the same, what is the most likely impact on our sales volume?

1 point

Other

Increase

Remain unchanged

Drop

Question 3

As the marketing manager for the Samsung S6 you are responsible for
setting prices in the Spanish market. You have decided that using
market data to find the profit maximizing price is the right approach. You
therefore ask your marketing research department for the necessary
information.

After a couple of days they inform you that the fixed cost of production is
€200,000 and that the variable cost is €200 per phone. They also have
been able to collect sales data for the past year. It seems the price had
changed four times over the past year.
With this information, which would be the optimal price to sell the
Samsung S6?

1 point

€400

€460

€490

€450

€425

Question 4

As far as you can remember, there has always been a rivalry between
Mercedes and BMW. Thus, as the pricing manager at Mercedes, you
always have to keep an eye on BMW’s prices and sales figures. This is
especially important when revising the prices at Mercedes.

Your boss has asked you to analyze whether the current price still is at
optimal levels or whether it should be changed. In order to answer this
question you received the following data from your colleagues in the
marketing department.
Mercedes Price (€) €35,900 €34,745 €33,500 €33,200

BMW Price (€) €34,000 €34,000 €34,000 €34,000

Relative Price (Merc / BMW) 1.06 1.02 0.99 0.98

Mercedes Market Share 18% 20.5% 21% 21.1%

You are also told that:

 The total luxury car market in Europe has a volume of 1.626.667 cars
sold.

 The price you currently charge is €34,745

Should this price be changed if it is your objective to maximize

revenues? If so, to what price?

1 point

It should be changed to $33,500

It should be changed to $33,200

No, it should stay at $34,745

It should be changed to $35,900

Question 5

As a marketing manager at Toyota you are being charged with setting the
price for the new Auris. You conducted a Gabor Granger exercise and got
the following information:

Definitely Not Probably Not Probably Would Definitely Would

Buy Buy Buy Buy

€25,000 42% 38% 13% 7%

€27,000 46% 39% 11% 4%

€29,000 52% 38% 8% 2%

You know that your market has a potential of 100,000 cars. You are
interested in finding the price which maximizes your revenues.

What would be the correct price?

1 point
€25,000

€27,000

€29,000

Another price

Quizz 3

Question 1

Disney offers both hotel rooms and entrance to their theme parks at their
resorts. Consider four different market segments with willingness to pay
for rooms and theme park, as well as market shares shown below. Assume a
market size of 5,000 individuals per day.

Willingness to pay for Willingness to pay for Theme Market

Segment
Room Park Share

Amusement Park
$200 $150 20%
Lover

Luxury Lover $300 $50 10%

Conference
$325 $5 20%
Devotee

Disney Devotee $50 $200 50%

Disney prices the Room at $300 and Theme Park at $150. These are not
bundled, and can be purchased separately.

What is the total revenue earned under this scenario for one day?

1 point

$975,000

$1,350,000

$1,275,000

$600,000

Question 2

Consider now a scenario in which Disney considers selling a bundle.

You still have the four different market segments and a total market size
of 5,000 individuals per day. Here again the data as in the previous
question:

Willingness to pay Willingness to pay for Willingness to pay for Marke

Segment
for Room Theme Park Room + Park Share

Amusement
$200 $150 $350 20%
Park Lover

Luxury Lover $300 $50 $350 10%

Conference
$325 $5 $330 20%
Devotee

Disney
$50 $200 $250 50%
Devotee

Disney prices the Room at $325, Theme Park for $200 and Room +
Theme Park for $350. Customers can only choose one of the packages.

What is the total revenue earned under this scenario for one day?

1 point

$1,350,000

$1,275,000

$1,375,000

$975,000

Question 3

Let's consider again the willingness to pay for a hotel room and theme park
entrance for the four market segments. Also, assume as before, a market
size of 5,000 individuals per day.

Willingness to pay for Willingness to pay for Theme Market

Segment
Room Park Share

Amusement Park
$200 $150 20%
Lover

Luxury Lover $300 $50 10%

Conference
$325 $5 20%
Devotee

Disney Devotee $50 $200 50%

Which would be the optimal price to maximize revenue for the Room
and Theme Park, without considering the possibility of bundling?

1 point

Room: $200

Theme Park: $150

Room: $300

Theme Park: $150

Room: $200

Theme Park: $200

Room: $300

Theme Park: $200

Question 4

Assume that before the launch of iPhone in 2007, Apple had conducted an
experiment examining 2,400 consumers to assess the potential demand
of iPhones across different price points.

First, they divided them among iPod owners (1,200 of them, half the
sample), and non-iPod owners.

They were all offered the opportunity to pre-order one 4GB iPhone at a
specified price:

 One third of the participants were offered a price of $299 (low)

 One third a price of $399 (medium)

 One third a price of $499 (high).

In the table below, you'll see what percentage of each group pre-
ordered the corresponding iPhone:

Segment $299 (low) $399 (medium) $499 (high)

iPod non-owner 12.1% 10.2% 8.3%

iPod owner 19.2% 13.8% 9.6%

*Each cell represents 400 participants.

Assuming that:

 The production cost of the 4GB iPhone is $150 per unit

 The target market size is 100 million customers

 The previous study is representative of the total market, that 50% of

the target population owns an iPod and that Apple wants to maximize
profits

Which would be the optimal price for each segment?

1 point

$499 for iPod non-owners

$299 for iPod owners

$299 for iPod non-owners

$399 for iPod owners

$499 for iPod non-owners

$399 for iPod owners

$299 for iPod non-owners

$299 for iPod owners

$399 for iPod non-owners

$499 for iPod owners

$399 for iPod non-owners

$399 for iPod owners

$299 for iPod non-owners

$499 for iPod owners

Question 5

Assume the following willingness to pay for three customer segments for
their first five visits to a movie theater:

Visits Segment A Segment B Segment C

First $9.00 $10.00 $12.00

Second $6.00 $7.50 $10.00

Third $3.50 $5.50 $8.00

Fourth $2.00 $4.00 $6.00

Fifth $1.10 $1.50 $3.50

Which would be the revenue if we could optimize the price for each
visit?

1 point

$49.00

$40.00

$64.50

$67.50

Question 6

You just recently joined American Express in their credit card business. More
specifically you have assumed the responsibility for the Spanish market. One
of the responsibilities is to decide how many versions of a credit card to
offer and at what price. Everything is on hold until you decide what to do.
To help you with your decision, you obtained estimates of the market
potential for the different versions under consideration and the respective
cost of launching the product in the market and deliver the
necessary service.

Find below the corresponding segments and their willingness to pay for each
of the versions of the credit cards:

Willingness to pay for Willingness to pay for

Segment Segment size
Standard Gold

Individuals 200,000 €20 €40

Corporate 100,000 €30 €70

Assume further that the Standard American Express has a marketing

expense of €50,000 and a variable cost of €5, and that the Gold American
Express has a marketing expense of €150,000 and a variable cost of €15.

What would be the optimal price for each version?

1 point

Standard: €30

Gold: €40

Standard: €20

Gold: €40

Standard: €20

Gold: €70

Standard: €30

Gold: €70

Question 7
You just recently joined American Express in their credit card business. More
specifically you have assumed the responsibility for the Spanish market. One
of the responsibilities is to decide how many versions of a credit card to
offer and at what price. Everything is on hold until you decide what to do.

To help you with your decision, you obtained estimates of the market
potential for the different versions under consideration and the respective
cost of launching the product in the market and deliver the
necessary service.

Find below the corresponding segments and their willingness to pay for each
of the versions of the credit cards:

Willingness to pay for Willingness to pay for

Segment Segment size
Standard Gold

Individuals 200,000 €20 €40

Corporate 100,000 €30 €70

Assume further that the Standard American Express has a marketing

expense of €50,000 and a variable cost of €5, and that the Gold American
Express has a marketing expense of €150,000 and a variable cost of €15.

If you would have to launch only one product, which one would you
launch? At what price?

1 point

Standard: €20

Gold: €70

Standard: €30

Gold: €40

Quizz 4

Question 1

Do consumers tend to use price as a quality indicator more often for

products they buy frequently or for products they purchase for the first time?

1 / 1 point

First time products

Products purchased frequently

Do consumers tend to use price as a quality indicator more often for

products or for services they purchase?

1 point

Products

Services

2.

Question 2

As the marketing manager responsible for television sets, you currently offer
two products in your lineup: one priced at $399 and another at $499.
To stimulate sales of the existing products, what price point would you
choose for introducing a new, third television set?

1 point

A television set at $699

A television set at $449

A television set at $249

3.

Question 3

You have just recently been hired as a sales representative and today you
will have your first meeting with a client. Your company offers multiple
products at different prices – from cheap to expensive. When presenting to
the client the overall product portfolio, how to best present the options?

1 point

Start with one that is mid-priced

Start at the lowest priced item

Start at the highest priced item

4.

Question 4
Imagine Apple offers two versions of the iPod:

Version A Version B

Price $400 $300

Storage Capacity 30 GB 20 GB

Some customers prefer A for its storage, while others like B for its price.
According to the decoy effect theory, when given the below three choices,
which product are customers likely to select?

Version A Version B Version C

Price $400 $300 $450

Storage Capacity 30 GB 20 GB 25 GB

1 point

According to the theory of the decoy effect customers are likely to chooose A

According to the theory of the decoy effect customers are likely to chooose B

According to the theory of the decoy effect customers are likely to chooose C

5.

Question 5

In line with prospect theory, which option do consumers typically prefer:

losing $5 twice or losing $10 once?

$10 Once

$5 Twice

In accordance with prospect theory, which option do consumers typically

prefer: winning $5 twice or winning $10 once?

1 point

$5 Twice

$10 Once

6.

Question 6
In line with prospect theory, which option do consumers typically prefer: a
$5 discount on a $500 product or on a $50 product?

1 point

$500

$50

7.

Question 7

Based on the relationship between price and demand, which price would you
anticipate would result in the highest volume of product sales?

$59

$64

$54

According to the theory of price endings, which price would you anticipate
would result in the highest volume of product sales?

1 point

$64

$59

$54

8.

Question 8

Why do price endings have an impact on consumers' decision-making

process?

1 point

Due to the level effect

Due to the level and image effect

Due to the image effect

9.

Question 9

When aiming to reduce the perceived discomfort of paying, which payment

method should be encouraged among customers?

1 point

Cash payments

Credit card payments

Mooc 3

Quizz 1

Question 1

Which channel function does not help to fulfill the completed transactions?

1 point

Information

Physical Distribution

Financing

Risk-taking

2.

Question 2

Which of the following sentences defines a "Push Strategy"?

1 point

Manufacturer uses several forms of communication to persuade consumers

to demand the product.

Both definitions.

None of them.

Manufacturer induces intermediaries to carry, promote and sell the product.

3.
Question 3

Which one of the following is not one of the main steps when designing a
distribution model?

1 point

Establish channel objectives.

Identify channel alternatives.

Analyze the environment.

Evaluate the alternatives.

4.

Question 4

Which of the following is not a key factor in channel management?

1 point

Train and motivate

Select

Evaluate

Update

5.

Question 5

Which of the following is not a critical question to ask about market-by-

market growth?

1 point

What are our growth priorities?

How will we enable change?

Should we follow the strategy of the best performers in the market?

How will we deliver on our value proposition?

6.

Question 6
Which of the following is not a main marketing logistics function?

1 point

Logistic Information Management

Transportation

Financing the merchandise

Inventory Management

7.

Question 7

What definition best reflects what a merchant wholesaler does?

1 point

Takes title of goods.

Takes no title of goods and performs only a few functions.

Takes no title of goods and provides full services.

Brings buyers and sellers together and assists in negotiation.

Quizz 2

1.

Question 1

Which of the following aspects influences a channel being shorter?

1 point

Complexity of purchase process.

.Simple products

.High population density

2.

Question 2

Which of the following is NOT one of the three rules for building a modern
retail organization that will support an Omni-channel strategy?

1 point
Be a silo bluster.

Go beyond structure.

Plan medium and long-term.

Have bold ambitions.

3.

Question 3

Which one of the following segmentation criteria can you establish to

minimize conflict?

1 point

Industry

Legal procedure

HR qualification

4.

Question 4

Which is one correct definition when describing Trade Marketing?

1 point

Increment the offer from the manufacturer.

Share costs among players.

It is a strategic alliance.

5.

Question 5

What of the following are trade marketing objectives?

1 point

Enhance logistics.

Improve Point of Sales (POS) turnover.

Pricing policy.

6.
Question 6

What is one of the main Category Manager (CM) functions?

1 point

Develop strategic plans for a certain product line.

Manage the relationship with retailers.

Serve as an “advocate” of the client inside the manufacturer.

7.

Question 7

Which of the following is NOT a way retailers can improve their promotion
performance and increase their margins on promotions?

1 point

Craft promotion strategies to guide category-level decisions.

Deploy Big-data analytics to produce actionable recommendations.

Design a promotion process within the department in charge.

Build up orgnaizational capabilities to execute promotions.

8.

Question 8

What type of channel conflict did Goodyear face when several channels
started to sell to the same target market?

Remember, this case was explained at the video titled “Channel Conflict,
Cooperation and Competition.”

1 point

Horizontal

Vertical

Multichannel

9.

Question 9

The person in charge of a large client is the:

1 point

Neither of these.

Category Manager

Both

Key Account Manager

Quizz 3

1.

Question 1

What main activity do retailers NOT provide?

1 point

Offering services.

Providing assortment.

Keeping bulk.

Holding inventory.

2.

Question 2

Which of the following is NOT considered an important development that is

taking place in retail?

1 point

Evolving role of the Internet

Technology in Retailing

Globalization

Age of information

3.

Question 3

Which of the following descriptions of the breadth and depth of an

assortment is correct?
1 point

Breadth is the number of different items offered in a merchandise category.

Both of them.

None of them

Depth is the number of merchandise categories a retailer offers.

4.

Question 4

What aspects from the consumer experience DOES NOT have a strong
impact on brand advocacy?

1 point

Emotional connection

Customer service

Product satisfaction

Price

5.

Question 5

Which of the following sentences regarding Sustainable Competitive

Advantages (SCA) is right?

1 point

A SCA is replicating and improving a competitor’s advantage, maintaining it

over a long period of time.

For some brands such as ZARA, Distribution and information Systems are one
SCA.

To build a Sustainable Competitive Advantage, retailers usually rely on their

single, most competitive approach.

6.

Question 6

In which order should the so called “S.T.O.R.E.” five-step approach, to the

reassessment of the role of the physical store, be implemented?
1 point

Redesign In-store experience; Maximize the Portfolio; Redefine the Role of

the Store; Adjust Categories and Implement across channels.

Redefine the Role of the Store; Redesign In-store experience; Maximize the
Portfolio; Adjust Categories and Implement across channels.

Redefine the Role of the Store; Adjust Categories; Maximize the Portfolio;
Redesign In-store experience and Implement across channels.

Redesign In-store experience; Maximize the Portfolio; Adjust Categories;

Redefine the Role of the Store; and Implement across channels.

7.

Question 7

Which is NOT a benefit of Omni-Channel Retailing, especially for the

traditional store-based and catalogue retailers when using electronic
channels.

1 point

Overcoming the limitations of existing formats

Becoming a leader

Building a Strategic Advantage

Expanding markets

Quizz 4

1.

Question 1

Which of the following is NOT a critical question companies need to address

to achieve customer-management excellence in emerging markets?

1 point

What are our growth priorities?

How we will maintain our strategy?

What is our distinctive value proposition?

How we will deliver our value proposition?

2.

Question 2

Which of the following sentences does NOT define Efficient Customer

Response (ECR)?

1 point

Work independently.

Reduce activities that do not add value in the supply chain.

Increase final customer satisfaction.

Joint initiatives between producers and retailers.

3.

Question 3

Which of the following can retailers NOT be classified by?

1 point

Ownership

Variety and Assortment

Communication

Price

4.

Question 4

Which of the following are the main components of a Retail Strategy?

1 point

Target Market and Format/Marketing Mix.

Target Market and Sustainable Competitive Advantage.

Target Market and Format/Marketing Mix and Sustainable Competitive

Advantage.

None of them.

5.
Question 5

Which is NOT one of the main growth strategies?

1 point

Franchising

Market Penetration

Retail Format Development

Diversification

6.

Question 6

Which one is NOT a main characteristics of retailers to exploit international

growth opportunities?

1 point

Global culture

Adaptability

Communication Campaign

Financial Resources

7.

Question 7

If we talk about entry strategies, which of the following Entry Strategies

requires the highest level of investment for the retailer?

1 point

Strategic Alliance

Direct Investment

Franchising

Joint Venture (JV)

8.

Question 8
Which of the following Golden Rules for a successful Franchise is the most
critical?

1 point

Select the right Partner

Select the right Product

Select the right Market

Select the right Team

9.

Question 9

Which of the following definitions is right?

1 point

C&C is when a company takes orders on the website but have retailers
deliver and collect payment.

Both of them

B&C are existing companies that have added an online site for information or
e-commerce.

10.

Question 10

Which of the following is NOT a mobile shopping myth?

1 point

Driving self-service.

The App is the answer.

Cool features.

It will substitute the rest of retailer's devices.

11.

Question 11

Which of the following is NOT a reason DATA is becoming a competitive

advantage in Future Retailing?
1 point

The need to have a lot of Information

Big Data

Importance of Analytics

Loyalty Programs

12.

Question 12

If you are a brand that has already covered the domestic retail market and
you are already active in international expansion, what other two growth
strategies could you use?

1 point

Retail Format Development and Market Penetration

Retail Format Development and Diversification

Diversification and Market Expansion

Mooc 4

Quizz 1

1.

Question 1

(Positive) differential effect of the brand name on consumer response to

marketing actions is referred to as:

1 point

Brand salience

Advertising

Brand meaning

Brand equity

2.

Question 2
__________ is the consumers’ ability to identify the brand under different
conditions, as reflected by their brand recognition or recall performance.

1 point

Brand perception

Brand awareness

Brand reflection

Brand image

3.

Question 3

The range of purchase and consumption situations where the brand comes to
mind is considered as:

1 point

Brand equity

Breadth of brand awareness

Depth of brand awareness

Brand meaning

4.

Question 4

________________ is the process of evaluating each consumer segment’s

attractiveness and selecting one or more segments according to their
attractiveness for the company.

1 point

Mass marketing

Targeting

Segmentation

Positioning

5.

Question 5
__________ is the process of occupying a clear, distinctive, and desirable place
in consumer’s minds relative to competing products.

1 point

Positioning

Mass marketing

Segmentation

Targeting

6.

Question 6

Please state which of the below concepts describe how well a market offering
fulfills customer needs.

1 point

Brand performance

Brand imagery

Brand salience

Brand feelings

7.

Question 7

________________ means the degree to which a consumer consistently

purchases the same brand within a specific product category.

1 point

Brand loyalty

Brand meaning

Brand imagery

Brand performance

8.

Question 8

Which of the following statements about brand loyalty is NOT correct?

1 point

Loyal consumers are usually willing to pay more for products

Brand loyalty decreases marketing expenses for the company

Brand loyalty correlates well with product sales

Brand loyalty depends purely on emotional aspects of consumer-brand

relationship

9.

Question 9

Consumers exhibiting ___________ loyalty generally have one or more specific

reasons for their purchase decisions and they can easily articulate these
reasons.

1 point

Hand loyalty

Head loyalty

Heart loyalty

10.

Question 10

___________ loyalty is habitual. The consumer is loyal to the product not

because of an emotional or rational involvement, but simply because of a
routine that he or she has established.

1 point

Heart loyalty

Head loyalty

Hand loyalty

Quizz 2

1.

Question 1

Please indicate which of the following is NOT one of the four steps of the
Selective Processes Theory:
1 point

Selective Comprehension

Selective Exposure

Selective Retention

Selective Adaptation

Selective Attention

2.

Question 2

Please read the following definition:

People tend to seek out the viewpoints that they agree with.

Please indicate which step of the Selective Processes Theory, this definition
corresponds to:

1 point

Selective Perception

Selective Retention

Selective Exposure

Selective Attention

Selective Comprehension

3.

Question 3

Which is the correct order of the steps of effective communications?

a. Design communications

b. Identify target audience

c. Decide on the media mix

d. Determine communications objective

e. Select channels

f. Measure results
1 point

d, b, e, c, a, f

a, b, c, d, e, f

b, d, a, e, c, f

d, e, b, a, c, f

b, a, c, e, d, f

4.

Question 4

Please indicate which of the following is NOT an external search source

during the consumer decision making process:

1 point

Product usage experiences

In-store displays

Friends

Examining products in a store

Consumer blogs

5.

Question 5

Please indicate which of the following is NOT one of the dimensions of the
FCB Grid:

1 point

High involvement

Thinking

Reactive

Low involvement

Affective

6.
Question 6

AIDA stands for attention, ________, desire and _________.

1 point

Involvement; appeal

Intensity; appeal

Involvement; action

Interest; action

7.

Question 7

The first step of hierarchy of needs in which the consumer learns to

recognize the product or brand name is:

1 point

Knowledge

Preference

Awareness

Conviction

Liking

8.

Question 8

___________ effect occurs at the point where the advertising or

communication begins to affect consumer responses in a more positive
direction and have greater incremental effect on sales.

Which is correct to fill in the blank?

1 point

Wear-out

Decay

Carry-over

Threshold
Diminishing returns

9.

Question 9

Which method of setting an integrated marketing communications budget is

based on the fallacy that communications cause sales?

1 point

Objective and task budgeting

Percentage of sales budgeting

What you can afford budgeting

Meet the competition budgeting

Payout planning budgeting

10.

Question 10

______________ budgeting is the allocation of marketing communications

funds to match the competitor’s level of spending.

Which is correct to fill in the blank?

1 point

Payout planning

Meet the competition

What you can afford

Percentage of sales

Object and task

Quizz 3

1.

Question 1

The leverage point is the:

1 point
Key idea or ideas that an advertisement is to convey

Design of the advertisement that attracts attention or presents information

Key element in an advertisement that activates a consumer's personal value

system

Theme that explains how the message will be delivered

2.

Question 2

An advertising appeal is the:

1 point

Design of the advertisement that attracts attention or presents information

Key element in an advertisement that activates a consumer's personal value

system

Key idea or ideas that an advertisement is to convey

Theme that explains how the message will be delivered

3.

Question 3

Which message strategy is linked with reasoning and thinking processes?

1 point

Resonance

Cognitive

Affective

Conative

4.

Question 4

Which message strategy is most linked with emotions?

1 point

Hyperbole
Conative

Affective

Cognitive

5.

Question 5

Ads using an informative executional framework are best suited for:

1 point

Brand image message strategies

High involvement purchase decisions

Slice-of-life executions

Conative message strategies

6.

Question 6

Which conative message strategy is linked to impulse buys?

1 point

Resonance

Promotional support

Action-inducing

Unique selling proposition

7.

Question 7

A hyperbole cognitive message strategy is a(n):

1 point

Untestable claim based upon some attribute or benefit

Claim of superiority based on a specific product attribute intensely so that it

cannot be made by a competitor

Direct promotion of product attributes

Testable claim of superiority that can be supported or substantiated in some
manner

8.

Question 8

A negative comparison ad that causes people to dislike the sponsor brand

may be due to:

1 point

The preemptive claim of superiority

Internal cognitive consistency

A generic demonstration of product quality

Spontaneous trait transference

9.

Question 9

Which type of executional framework seeks to convince buyers that a

product is superior through using some type of expert or evidence?

1 point

Dramatization

Authoritative

Slice-of-Life

Fantasy

10.

Question 10

When a product solves a daily life problem, which type of executional

framework do you think is more suitable for the product’s advertising?

1 point

Authoritative

Slice-of-life

Fantasy
Informative

Quizz 4

1.

Question 1

___________ is the concept under which a company integrates and

coordinates its many communications tools to deliver a clear, consistent, and
compelling message about the company and its products.

1 point

The marketing mix

Integrated channel management

Integrated marketing communications

Integrated demand characteristics

2.

Question 2

________ is a marketing communications tool in which marketers are able to

present their brands 'naturally' within a TV show or movie for a fee.

1 point

Viral marketing

Product placement

Public relations

Sponsorship

3.

Question 3

________ is used to influence the way an organization is perceived by its

various stakeholders.

1 point

Sponsorship

Product placement
Viral marketing

Public relations

4.

Question 4

Which tool of the marketing communications mix consists of short-term

incentives to encourage consumers to purchase a product or service?

1 point

Public relations

Sponsorship

Sales promotions

Viral marketing

5.

Question 5

________ is a type of marketing communication in which consumers pass

along marketing content of a brand to others through the Internet.
Consumers do this without receiving a fee, and the content is often creative
and provocative.

1 point

Sponsorship

Guerilla marketing

Viral marketing

Public relations

6.

Question 6

If a company wants to build a reputable "corporate image," it will most likely

use which of one the following marketing communications mix tools?

1 point

Product placement
Public relations

Sponsorship

Viral marketing

7.

Question 7

When a company aims to reach masses of potential consumers that are

geographically dispersed at a low cost per exposure, the company will most
likely choose which of the following marketing communications tools?

1 point

Advertising

Sales promotions

Public relations

Sponsorship

8.

Question 8

If McDonalds includes a free toy from a Disney movie in its happy meals for
kids, what type of sales promotion is used?

1 point

Price-off

Sampling

Coupons

Premiums

9.

Question 9

________ is a tool that allows consumers to try out products without the risk of
deviating from a product that they already know.

1 point

Premiums
Sampling

Coupons

Price-off

10.

Question 10

________ is a practice that helps search engines to reach the content in our
websites more effectively through organic (not paid) searches.

1 point

Search engine optimization

Viral marketing

Content marketing

Guerilla marketing