Assignment Detail

1.) Clark is sending in a bid to the National Security Agency (NSA) for his simulation creation services to be used in the NSA’s new employee trainings. He knows that it takes six months for the decision to be rendered after going through multiple committee decision sessions. Clark is working with what type of unique influencing behavior factor for this bid?

a.psychological factor

b.individual factor

c.business environment factor

2.) It’s Friday night and a group of friends are sitting in a movie theater waiting for the movie to begin. The lights dim and the screen opens with a few branded advertisements. One in particular is familiar, Dolby Digital. Its logo and sound often plays before many movies begin. What is Dolby Digital doing with its branding strategy?

a.creating a crowd-sourced brand strategy

b.running a private label branding strategy

c.following a component branding strategy

3.) If something is an intangible or tangible characteristic of a product, service, or offering, it is considered a:

a.benefit

b.price

c.feature

4.) Disney positions its brand as “a magical world where your dreams come true.” In its brand positioning, what goal does Disney achieve?

a.creates a continually changing message to match the general market trends

b.specifically identifies the product and services it offers

c.highlights its differentiating qualities, why it is superior to its competitors and what that means to its target customers

5.) CNET is meeting the needs of the Latino market by partnering with high-profile Latino celebrities. It recently partnered with Sophia Vergara’s marketing agency to reach a wider Hispanic audience. CNET also created a Spanish-language tech site that appeals to younger, more tech-savvy customers. Which of the following influencing marketing factors is CNET using?

a.the ethnic Latino subculture and communication through opinion leaders

b.social class factors and word-of-mouth influence

c.psychological aspects of belief and attitude

6.) Ben commutes to work every day by riding the commuter train into downtown. Every day he stops at the donut shop in the transportation hub building and purchases a cup of coffee and one donut. Ben is now standing in front of the donut store counter to make a purchase. His purchase decision will most likely be a:

a.Medium-involvement decision

b.Low-involvement decision

c.High-involvement decision

7.) Megan grabs a box of Joe Joe’s cookies every time she shops at Trader Joe’s. She discovered them after taste testing many different kinds of cookies last year. This example involves which situational factor?:

a.demographics and life stage

b.the buying task of cookie brand loyalty

c.attitudes and beliefs

8.) Mercedes-Benz runs a TV commercial advertisement that displays one of its top-of-the-line cars. As the driver pulls up to a valet, people turn their heads and stare at the car. Mercedes-Benz has effectively leveraged which need in Maslow’s hierarchy?

a.safety and security

b.physiological needs

c.esteem

9.) Robinson Remodeling is a handyman business specializing in electrical and plumbing services. Mr Robinson should write position statement to help him be with more effective marketing his business. What should be included to make Robinson’s Remodeling statement effective?

a.the position of the mindset of a master plumber

b.addresses the elements of the larger construction market

c.position itself to the homeowner market, and its thirty years of customer satisfaction in small and medium home electrical and plumbing repairs

10.) Maeko likes to purchase many of the products she needs online to save herself time. Her go-to online store is Zappos.com. She finds most of what she needs there and has had very satisfying shopping experiences in the past. What type of brand is Zappos.com?

a.a media brand

b.a private-label brand

c.an e-brand brand