Question

QUESTION 1

1. Coca-Cola has been expanding its core Coca-Cola brand at a rapid rate with the launch of its first energy drink, Coca-Cola Energy last month. Coca-Cola CEO James Quincey shows no signs of slowing this down and is promising more innovation on the Coca-Cola brand to capture different occasions. Quincey said it will launch Coca-Cola Coffee by the end of the year in 25 countries after successful pilots in nine other markets.

   Which of the below tactics is represented by this article piece?

   		Distribution
   		Incentives
   		Communication
   		Product

1 points   

QUESTION 2

1. Spotify users have a fresh new playlist waiting for them called Discover Weekly. It’s a custom mixtape of 30 songs they’ve never listened to before but will probably love, and it’s pretty much magic.

   This is an example of ____________.

   	A.	Hyper-personalization
   	B.	Influencer marketing
   	C.	Second-screen technology
   	D.	Conjoint analysis

1 points   

QUESTION 3

1. “Innovating to Zero” is the mega vision of a “Zero Concept” world where cities and buildings will want to be carbon neutral, just like Copenhagen wants to be first carbon neutral capital of the world where one could even have a carbon neutral beer in a carbon neutral brewery, and spend a night in a carbon neutral hotel.

   Which of the below context factors is represented by this trend?

   		Regulatory
   		Economic
   		Sociocultural
   		Physical

1 points   

QUESTION 4

1. A third of brands admit to deliberately not disclosing influencer marketing as sponsored content as they believe doing so will impact consumers’ trust, instead choosing to come up with “creative alternatives”.  

   Which of the below tactics is mainly related to this insight?

   	A.	Incentives
   	B.	Pricing
   	C.	Distribution
   	D.	Communication

1 points   

QUESTION 5

1. On a range of issues, from Donald Trump’s presidency to the role of government to racial equality and climate change, the views of Gen Z – those ages 13 to 21 in 2018 – mirror those of Millennials.

   Which of the below context factor is represented by this trend?

   		Economic
   		Sociocultural
   		Regulatory
   		Technological

1 points   

QUESTION 6

1. “We really believe in empowering women but people didn’t want Baileys to help them shine,” Diageo CMO Syl Saller told Marketing Week earlier this year. The brand’s insight suggested women actually wanted Baileys to be about enjoyment, so its positioning now is helping consumers in ‘The Pursuit of Pleasure’.

   Here Saller refers to marketing tactics.

   True

   False

1 points   

QUESTION 7

1. The report, produced by digital think tank L2 in partnership with personalisation specialist RichRelevance, collected data on the sophistication of brands’ omnichannel capabilities, such as store locator services, promotion of in-store events, online pre-ordering and free shipping.

   The above report is an example for the synergies between online and offline stores.

   True

   False

1 points   

QUESTION 8

1. Ashley received a Lands End catalog on the mail with a discount coupon code. This is an example of incentives.

   True

   False

1 points   

QUESTION 9

1. Eye-tracking is an impressive piece of sensory research technology, but it can be complex to set up and require a lot of user-testing.Yet this and other emotional intelligence and biometrics technology is being used by brands to play on consumers’ senses. As well as eye-tracking there are skin responses, facial coding and heart rate monitoring.

   This is an example of marketing research in pricing.

   True

   False

1 points   

QUESTION 10

1. In order to drive customer-led thinking, CMOs are increasingly being replaced by chief customer officers (CCOs). Research by recruitment consultancy Talecco shows the number of CCOs at UK companies rose from 14 to 90 between 2014 and 2017, with 46% of those introduced in the previous 12 months. Marketers have always been ‘the voice of the customer’ but for them to truly serve that purpose businesses must be structured in a way that enables collaboration across all functions – whether a CMO or CCO is at the heart of that shouldn’t matter.

   This trend highlights the importance of achieving siloed organizations.

   True

   False

1 points   

QUESTION 11

1.   

   Choose one from the above apps (Fandango, a movie ticket app; Lyft, a public ride sharing and travel app; or Caviar, a food delivery app). Imagine you’re the marketing director for the app and answer the following 5 questions accordingly:

   1. Give an example for a collaborator for the app and write what value the app offers for the collaborator
   2. Define customer centricity through the app you chose
   3. Write a needs-based customer segment for the app
   4. Given your above segment, craft a comparative customer-focused positioning statement
   5. Given your positioning, write a brief tactic for each:   
      • Product
      • Price
      • Communication

Answer 1

1.

C

It is the communication tactics being used, at a PR event that is spreading the messages to the audience.

2.

A

It is a custom mix tape, designed for the Spotify users. So, it is a personalized service.

3.

C

It is a case of Socio-cultural context where people have opted to go for the carbon neutral culture.

4.

D

It is the communication with the target audience that is modified.

5.

B

6.

True

Positioning of a brand is a marketing tactics.

Pl. repost other unanswered questions for their proper answers!