Question 1

In Marketing, Noon Nopi is _________.

a. matching of the eye levels between parties.

b. what fosters relationships
c. the essence of Marketing
d. internal or external
e. all of the above
E
The key difference between Marketing and International Marketing is that in
International Marketing you are ___________.

A. getting your eyes checked

B. adding a domestic market
C. bringing over aspects from other cultures to your home market
D. adding a new business partner
E. adding a market abroad
E
Etic emphasizes _______ understanding while Emic emphasizes _______ and context
specific understanding.

A. culture-bound : culture-free
B. corporate : personal
C. culture-free : culture-savvy
D. culture-free : culture-bound
E. culture-savvy : culture-bound
D
Question 4
The 4P's of Marketing are _________.

A. Place, People, Price, and Promotion

B. Place, People, Price, and Product
C. Price, Promotion, People, and Plan
D. Product, Price, Plan, and Promotion
E. Product, Price, Place, and Promotion
E
Marketing Execution is __________.

A. Noon Nopi realized

B. marketing by combat
C. a way for companies to carry out price cuts
D. a marketing death sentence
E none of the above
A
Which of the following is something we can learn from adaptive organisms?
A. Add more function to survive
B. Learn to hide better
C. Do not align evaluation methods with risks
D. Make the dinosaurs extinct first
E. Study the adaptive organisms' DNA to find out how to become one
A
A common problem when asking the question "what business a company is in", is that
__________.

A. some companies limit themselves to what they produce and not what they compete
against
B. some companies focus on the consumers
C. some companies focus only on the profits
D. some companies are undecided
E. some companies really just don't care
A
In the "Strategic Intent" phase of the innovation process, the most important aspect is
__________.

A. reject bad ideas

B. always have a backup plan just in case employees go rogue
C. to have an open mindset and allow the pursuit of new technologies
D. to make sure the executives of the company are happy
to select a diverse innovation team
C
In Cross Industry Innovation, you can __________.

A. source ideas from other countries

B. source ideas from other cultures
C. focus on economies of scale
D. source ideas from other industries
E. reject inter-industry scalability
D
Transing is.....

A. Changing flights on a long trip.

B. A science fiction movie.
C. Bridging of domains to cope with change.
D. Not related to cross-industry innovation
D. All of the above
C
Brands __________.

A. signify ownership
B. help identify and differentiate a product
C. load and imprint positive associations
D. act like locations in the perceptual maps of people
E. all of the above
E
Which is not a part of Asiana-Cobra Analysis Platform?

A. Asia
B. Nation
C. Snake
D. Company
E. Brand
C
Which of the following is not on the checklist for branding cross country extension?

A. Vision of global reach

B. Noon Nopi similarity
C. Legal restrictions
D. Return on investment
E. Shareholders' dividends
E
Cross Industry Branding is ________.

A. the testing of products in multiple consumer segments

B. the testing of consumers in their understanding of multiple industries
C. testing of Noon Nopi of brands in multiple industries/products
branding across countries
D. None of above
C
Amazon's goal to be earth's most customer-centric company is an example of _______.

A. overarching vision
B. Noon Nopi congruence
C. legal restrictions
D. return on investment
E. none of the above
A
Global Marketing is _________.

A. the addition of a market abroad as an extension of domestic marketing

B. localizing multiple Noon Nopi levels of many different consumers across countries
C. unifying different markets into one Noon Nopi
D. extending our Noon Nopi to other countries
E. all of the above
C
Price can be varied by ________.

A. Product
B. Size
C. Target Segment
D. Brand Positioning
E. All of the above
E
Which of the following is a cultural dimension according to Hofstede?

A. Food
B. Individualism
C. History
D. Art
E. All of the above
B
Which is not a characteristic of Marketing Myopia?

A. Near-sightedness
B. Inability to Separate Results and Process
C. Poor Business Definition
D. Thinking of Long term gain over Short Term risk
E. May be an unintentional result of too much Success
D
Which is the right process of the framework?

A. Vision - Strategy - Action

B. Action - Vision - Strategy
C. Strategy - Vision - Action
D. Strategy - Action - Vision
E. Action - Strategy - Vision
A
Which of the following is NOT a type of Marketing Tsunami?

A. Political
B. Cultural
C. Economic
D. Technological
E. Astrological
E
Cognitive Distance _____

A. Always leads to higher innovation results

B. Always leads to lower innovation results
C. Is optimized by balancing the increased novelty and the decreased absorptive
capacity
D. Is negatively related to novelty of an innovation
E. Is positively related to the absorptive capacity of an innovation
C
What is the main reason why we Brand?

A. Because it is required by law

B. To help identify and differentiate a product
C. To lower marketing costs
D. To create point of parity
E. None of the above
B
A concern for global (standardized) branding in international marketing is

A. Similar Noon Nopi of the brand equity per country or region

B. Black Markets
C. Confused buyers if brands formerly had different names
D. Low application costs of standardizing brands across countries
E. Risk of trusting business partners
C
Brands are important because they _________.

A. brands are inexpensive to manage

B. create preferential demand
C. develop a personality for consumers' home countries
D. Brand is your product or company's name
E. always create only positive associations
B
What is not a cost of Global (Extended) branding across industries?

A. Confused buyers
B. Retail Resistance
C. Helping of the parent brand
D. Diminished Identity with a category
E. None of above
C
Which of the following is a correct pairing from Hofstede's Model?

A. Individualism-Communism: : "Me" versus the "We"

B. Power distance : Avoidance of power
C. Masculinity-femininity : Differentiated gender roles
D. Uncertainty avoidance : Pursue evident goals
E. Indulgence versus Restraint : Emphasis on education
C
Underestimating Noon Nopi can lead to _________.

A. successfully living up to consumer quality expectations

B. consumer satisfaction
C. bad word of mouth
D. cross industry innovation
E. none of the above
C
Which of the following is a Transing domain?

A. Food
B. Art
C. Religion
D. Education
E. All of the above
E
Occurrences at the margin of significant environmental change or megatrend are called
____________.

A. Weak signals
B. Point of Difference
C. Point of Purchase
D. Strong signals
E. Asiana-Cobra
A
Which of the following is the benefit of the "Fit" part of Transing's "Flexible Fit" concept?

A. Maintaining existing strengths

B. Maximizing Costs
C. To take more adaptive risks
D. To go into new industries
E. To add new personnel
A
When dealing with Consumer Behavior, it is important to ___________.

A. Understand consumers at the individual level and also their collective influences
B. Understand consumers at their home countries as well as abroad
C. Understand consumers' consideration set and non-consideration set
D. Understand consumers at their workplace and at home
E. None of the above
A
When utilizing VSA on a target consumer, the key objective is ____________.

A. To ensure alignment of collectivism, consumer individualism, and marketing action

B. To ensure alignment of response, consumer constructs, and marketing action
C. To ensure alignment of response, consumer freedom, and marketing strategy
D. To ensure alignment of collectivism, consumer constructs, and marketing strategy
E. To ensure alignment of individualism, consumer freedom, and marketing action
B
When marketing to the "Bottom of the Pyramid" it is important to ____________.

A. Remember that different tiers respond to marketing actions in a different way

B. Remember that Noon Nopi is the same for each level of the pyramid
C. Focus more on the top of the pyramid where most of the money is
D. All of the above
E. None of the above
A
Marketing CSI is _____________.

A. The art of gathering data and putting the pieces together to create a profile of your
Noon Nopi
B. The art of gathering data and putting the pieces together to create a profile of your
consumer
C. The art of gathering opinions and putting the reactions together to create a profile of
your country of origin
D. The art of gathering opinions and putting the reactions together to create a profile of
your company
E. None of the above
B
In Hidden Consumer Behavior, ____________ is a construct that occurs deep inside
the minds of people.

A. Perception
B. Motivation
C. Learning
D. All of the above
E. None of the above
D
The SFU Grid is used for positioning against __________.

A. Countries
B. Competitors
C. Consumers
D. Channels
E. Campaigns
B
The country that has opinion Leadership/Trend-setting power on other countries is
called _____________.

A. Advanced Countries
B. Developing Countries
C. Lead Countries
D. Developed Countries
E. Undeveloped Countries
C
Please choose the right sequence of the market selection process.

A. Home vs. abroad -> regional selection -> country selection -> segment selection
B. Home vs. abroad -> segment selection -> country selection -> regional selection
C. Home vs. abroad -> country selection -> regional selection -> segment selection
D. Home vs. abroad -> regional selection -> segment selection -> country selection
E. Home vs. abroad -> segment selection -> regional selection -> country selection
A
A good reason for companies to go abroad is ____________.

A. To pursue higher market growth

B. To plan future expansion
C. To source knowledge
D. To create a better global image
E. All of the above
E
Please select the right sequence of the target selection process
1. Align selection with your VSA
2. Balance the selection criteria
3. Aggregate your segments
4. Backup "Plan A" with "Plan B"

A. 1-2-3-4
B. 1-2-4-3
C. 1-3-2-4
D. 1-4-2-3
E. 1-4-3-2
B
A product is _________.

A. Not just tangible but also intangible

B. Something that does not satisfy a need
C. A need to a means
D. Not good if it is expensive
E. None of the above
A
Lego created a face for their brand by utilizing _________.

A. Plastic surgery
B. Good word-of-mouth
C. Trans media storytelling
D. Social media marketing
E. Genetic marketing engineering
C
A way that Place can help Promotion is by __________.
A. Offering free delivery
B. The use of flagship stores
C. Self-creating things online
D. Renting out store space to other businesses
E. All of the above
B
Value equals ________.

A. Benefits - Costs
B. Costs + Benefits
C. Benefits * Costs
D. Costs/Benefits
E. Benefits/Costs
E
When determining relative value in pricing, it is important to approach total benefits and
costs by comparing your company to _________.

A. Consumers
B. Shareholders
C. Government regulators
D. Competitors
E. Accountants
D
Question 1
In cross country social marketing, it is important to remember that __________.

A. Social means online in every country

B. O2O can only mean online to offline
C. O2O can only mean offline to online
D. O2O can mean online to offline but also offline to online
E. O2O can mean either online to offline or offline to online, but not both
D
Question 2
In cross industry Simple Marketing, the search for similarity between industries in order
to simplify must be done in a ___________.

A. Research lab
B. Simplified way
C. Cost effective way
D. Multi-level way
E. Positive way
D
Small Marketing is ________.

A. Marketing for small markets

B. Marketing to small markets
C. Marketing by small firms
D. Targeting unpopular but potentially popular markets
E. All of the above
E
Question 4
In cross country Skip Marketing, __________.

A. Developed countries are always technologically superior to developing countries

B. There is no need to focus any attention on parts and components
C. The technology used in developed countries are always obsolete in developing
countries
D. There is no need to focus on the actual product because demand is universal
E. None of the above
E
An important factor in cross country Screen Marketing, is ________.

A. That timing does not matter across borders

B. That action movies are not popular outside of the United States
C. The universality of the star of the movie
D. That dubbing is useless but should be done to target sight-impaired consumers
E. That showing at art house cinemas is important
C
Set Marketing is about complementary products, which are ________.

A. Products that substitute each other

B. Products that do not compete with each other
C. Products that do not compete with each other but are very rarely used together
D. Products that are free
E. Products that make you happy
B
Sports Marketing is the ________.

A. Marketing of Sports
B. Marketing through Sports
C. Marketing of Sports Stars
D. All of the above
E. None of the above
D
Screen Marketing can be ____________.

A. hiring staff to work on movies

B. selling movies in Blu Ray format
C. the private lives of movie stars
D. product placement in movies
E. all of the above
D
Profiling can help us in terms of understanding ____________ and guiding
____________.

A. practices, financial investments

B. foreign market local languages, marketing strategies
C. consumers, marketing strategies
D. currency, marketing strategies
E. consumers, market research
C
Please choose the best answer. In Market Landing Strategy, a Beachhead Market is
___________.

A. the market where you bring your product after a successful test launch in a
neighboring market
B. the market you strategically start with so that it will help with the future launch of your
product in other countries.
C. the market you have the biggest potential of selling your product due to large
population and high income
D. the market that has the best distribution network, usually one that has easy access to
shipping ports
E. the market that has the best infrastructure so that your product can easily be
transported from the coast to the inner cities where your consumers reside
B
Which of the following is true of the Consumer Journey alignment with Marketing
Strategy?

A. The Consumer Journey is not as important as the Marketing Strategy

B. Marketers should proactively guide their consumers and help them clear through the
hurdles at each stage of the journey.
C. The evaluation of alternatives will always be a hurdle
D. Information search and purchase decision is not as important as problem recognition
and post-purchase behavior
E. Your POD should not benefit you
B
In Price Marketing, Price can help Promotion ____________.

A. because price is the "lazy marketer's advertising"

B. because high price can be a good positioning if backed up by good product
C. because price cuts, if planned well, is part of quick sales promotion
D. all of the above
E. none of the above
D
Question 8
In Cross Industry Sports Marketing, it is important to differentiate _____________.

A. spectator vs. participant

B. entertainment vs. allegiance
C. fan vs. rival
D. participant vs. performance
E. entertainment vs. spectator
A
When the VSA Module is utilized on a targeted consumer, the underlying consumer
behavioral constructs are ___________.

A. what we want our consumers to feel or say about our products

B. the 4P's of marketing
C. what type of responses we are getting from our consumers
D. the lowest level of the module where we are determining which actions we should
take
E. what drives the responses we get from our consumers
E
Which of the following is true in Cross Industry Place Marketing?

A. New technology helps efficiency of service add-ons.

B. Service add-ons innovations can be sourced from a wide range of countries.
C. New technology helps efficiency of market research.
D. New markets help efficiency of service add-ons.
E. Service add-ons innovation are never sourced from a wide range of industries.
A
In Market Targeting, which of the following is a criteria that should be balanced?

A. Present and Future

B. External and Internal
C. Global and Local
D. Quantitative and Qualitative
E. All of the above
E
When positioning against competitors it is good to _________.

A. push out weak associations, pull up your SUU associations for POD, and pump up
your SFU associations for POP
B. push out strong associations, pull up your SUU associations for POD, and pump up
your SFU associations for POP
C. push out strong associations, pull up your SUU associations for POP, and pump up
your SFU associations for POD
D. push out weak associations, pull up your SUU associations for POP, and pump up
your SFU associations for POD
E. concentrate on strong associations, pump up your SUU associations for POP, and
push out your SFU associations for POD
D
Please pick the best answer. What is Skip Marketing?
A. The leapfrogging of technology in developing markets due to technology becoming
more accessible and less costly over time.
B. The leapfrogging of technology in developed markets because they are wedded to
their old infrastructure.
C. The leapfrogging of technology due to technology having higher costs over time.
D. The skipping of marketing content.
E. The skipping of neighboring countries in your marketing strategy in order to disperse
knowledge of your product through limited resources.
A
Which of the following is true when adjusting Noon Nopi to the Bottom of the Pyramid?

A. What we are selling should not be based on the customer need.

B. Trust is important in developing countries.
C. Consumers in developing countries usually do not have access to cash due to few
ATM locations and so attention should be more focused on credit card purchases.
D. Distribution costs are usually low in developing countries.
E. None of the above
B
An orange juice company providing a coupon for bacon is an example of _________.

A. cross country promotion

B. cross branding
C. cross media
D. cross promotion
E. cross analysis promotion
D
Which of the following is a good practice when attempting radical repositioning?

A. Hire "yes" men as staff so that things will move ahead faster
B. Create a Doppelganger mindset to keep your thoughts in check and not be too
radical
C. Hire "no" men as staff in order to ensure group-think
D. Never insource creativity
E. Make a movie to construct and produce a creative narrative for your company.
E
Which of the following is NOT Simple Marketing?

A. Matching simple Noon Nopi levels of consumers

B. Divergence
C. No frills marketing
D. Economy oriented marketing
E. Convergence
B
When comparing "Product" between Tier 1 and Tier 5 of the Pyramid, it is important to
know that __________.
A. service is usually an augmented product that can help in increasing price in Tier 1 but
might be a hard-to-sell proposition in Tier 5
B. products compete against competitors' products in Tier 1 but competitors work
together in Tier 5
C. distributing the products have high costs in Tier 1 but low costs in Tier 5
D. products in general are harder to sell in Tier 1 than Tier 5 due to low labor costs in
Tier 1
E. service is usually easier to sell in Tier 5 due to the higher growth rates and potential
of developing countries
A
A positive way that Product can help Price is ________.

A. product costs can increase price

B. branding and packaging decreases price wiggle room
C. an oversupply of product will increase price
D. an under demand for product will increase price
E. product quality can increase price
E
When aligning your STP with your VSA, it is important to keep in mind that
___________.

A. it is good to just focus on one target

B. your vision requires future orientation
C. your segment cannot be your POD
D. transing with flexible fit will make you avoid diversified choices
E. None of the above
B
In Small Marketing, it is important to keep in mind that _________.

A. small markets only have small potential but also small risk
B. small markets and investments can be influential and have huge potential if targeting
is done well
C. small investments have small returns and so are usually only done by small
companies
D. small markets are not influential but small investments have huge potential if
targeting is done well
D. small investments have small potential but small markets can be influential if
targeting is done well
B
In Cross Country Product Marketing, it is important to not __________.

A. assume that the mix of tangible and intangible aspects will be the same across
countries
B. turn away consumers that may not be aware of the product's functions
C. focus on Noon Nopi
D. pick a country with too little cognitive distance
E. use a different product or service for a common need
A
Which of the following is true about Cross Industry Social Marketing?

A. Social is only online

B. Social is only offline
C. Social is social no matter online or offline
D. Innovation can only occur in one direction
E. Innovation can only occur online
C
A common misperception of B2B Marketing is that _______.

A. B2B Marketing is ultimately B2B2C Marketing

B. B2B Marketing is rather simple when compared to B2C Marketing
C. B2B Marketing stands for Business to Business Marketing
D. B2B Marketing involves Buying Centers and Selling Centers
E. B2B Marketing is like a team sport
B
Please choose the right explanation. In B2B Marketing, _____________.

A. our buyers are a reflection of the selling company

B. our buyers are other businesses
C. our buyers are various departments in a business
D. B2B is actually B2B2C
E. all of the above
E
In B2B Marketing, __________.

A. relationships matter more so than in B2C Marketing because there are fewer and
larger customers
B. relationships do not matter when dealing with "In-Suppliers" and Gatekeepers
C. relationships matter because they raise costs
D. similar functional backgrounds are not important
E. personal ties are not important
A
The 4W's in the 4W Approach ________.

A. are all always involved in every stage

B. includes who is involved in the selling center
C. includes what the member wants in terms of incentives
D. includes when the buying center should walk away from a deal
E. includes the weight or voice that the member of the buying center carries
E
In B2B Marketing, the member of the Buying Center that controls the access or
information to other members such as the key decision maker is known as the
__________.

A. goalkeeper
B. producer
C. initiator
D. influencer
E. gatekeeper
E
When the B2B process is formalized, early vendor involvement is good because
__________.

A. stage 1 is when you have the most competition and hence lower prices
B. there is less leeway early on
C. you can be less proactive and still have good results early on but not in later stages
D. the window of opportunity gets smaller as you wait longer to enter
E. early to production and early to market, makes a product a dull product
D
In B2B2C Pull and Push, _________.

A. you should always take a push or pull strategy as opposed to a push and pull
strategy
B. push involves the manufacturer reaching a consumer directly
C. pull involves the manufacturer reaching a consumer through other people
D. pull enabled push strategy can make marketing easier
E. pull enabled push strategy is rarely recommended
D
Selling Centers are important because salespersons __________.

A. should only be concerned with their numbers

B. may need cross-functional integration
C. may not know as much about organizational culture
D. should not have to deal with the actual product
E. none of the above
B
Total Marketing is when __________.

A. individual play and team play are utilized together

B. is about winning by the selling company instead of who does the scoring
C. marketing is done not just by the marketing department
D. all of the above
E. none of the above
D
The different roles of a Buying Center consists of departments and positions but also
the ___________.

A. Buyer, Influencer, Goalkeeper, and Decider

B. Buyer, Initiator, Goalkeeper, and Decider
C. Influencer, Initiator, Gatekeeper, and Defender
D. Influencer, Initiator, Gatekeeper, and Decider
E. Buyer, Influencer, Gatekeeper, and Defender
D
In B2B product variation __________.

A. hybrid products enjoy the advantages of costs and perceived value

B. one should assume that all products have to be custom designed
C. B2B products are never like B2C products and so should not be marketed in the
same way
D. there is a very narrow distribution when it comes to characteristics of B2B products
E. none of the above
A
In advertising, vertical vehicles are _________.

A. non-industry specific
B. a way of measuring how high the ads reach in the food chain
C. a way of measuring repetition
D. specialized to one industry
E. catered specifically to the petrol industry for cars
D
Which of the following it NOT a component In B2B2C Pricing?

A. Value adding to the buyer

B. Value adding to the end user
C. Seller cost reduction
D. Buyer cost reduction
E. None of the above
E
Which of the following is an example of direct selling?

A. Distributors selling products to retailers

B. Online selling from the manufacturer's website
C. Agents making sales off commission
D. Manufacturer representatives making sales
E. Brokers getting products placed in department stores
B
Which of the following is true about Total Product System (TPS) Marketing?

A. TPS is an individual level team approach

B. POD can only be achieved at the main marketing stage
C. Pre-marketing can lock-in buyers
D. Post-marketing is not profitable but good to do as a courtesy
E. TPS has only a single component
C
Total Costs of Ownership (TCO), ___________.

A. includes upfront costs and installation costs but not disposal costs because some
products have no resale value
B. includes the lifetime costs that the owner of a product must deal with
C. does not include switching costs
D. includes operation costs but not installation costs
E. only includes upfront costs, operation costs, and disposal costs
B
Which of the following is NOT true? Personal selling considerations include,
_________.

A. hiring the right people and training them well

B. motivating your employees to do the best job possible
strategic account selling
C. sales force automation
D. segmenting amongst our customers to find out which segments we
E. should just drop completely since only focusing on one segment is the best strategy
E
Which of the following is NOT true when building the Value Stack?

A. It is important to beware that different units of a customer firm may perceive or

receive only a portion of an offering's total value
B. Marketers create a value stack by educating B2B customers on the total value of the
offering to their firm
C. Sometimes it is important to have different value stack configurations catered to
different buying center members
D. Sometimes it is important to eliminate units in a configuration when dealing with
small to medium sized companies
E. None of the above
E
In B2B Promotion Marketing, _________.

A. much like boxing, the proper communication steps should be set up before the
closing knockout punch
B. the cumulative promotional efficiency is not important if the per-stage efficiency is
high
C. much like boxing, one should always first start with the knockout punch to fake the
opponent and prevent a counter punch
D. there is no proper sequence of Attention, Interest, Desire, and Action
E. the order of Attention and Action is interchangeable and so should be switched
around often
A
Channel costs in B2B Marketing, ___________.

A. are always the same between direct and indirect channels

B. direct channels have high variable costs
C. indirect channels have lower fixed costs
D. direct channels have lower fixed costs
E. indirect channels have lower variable costs
C
Going abroad can allow/require your company to...?

A. ...add to sales
B. ...raise cost and, hence, reduce profitability
C. ...lower costs
D. ...make certain adaptations and localizations of the product
E. ...all of the above
E
How are boxing and promotion related?

A. Like in boxing, the main goal of promotion is to fight your competition

B. Like in a boxing ring where movement is very limited, the choices for a promotion mix
should also be as limited as possible
C. Like in boxing, promotion also demands a combination of different "punches" to set
up the buyer for business
D. Like in boxing, it is necessary to be a big and strong company in order to be
successful
E. None of the above...boxing and promotion are obviously not related!
C
In order to "win" in promotion, you have to gain (1)_____, gain (2)______, and gain
(3)______ before being able to "close" with Action.

A. Offers...investments...knowledge
B. Attention....interest....desire
C. Trust...money...courage
D. Experience...expertise...expectations
E. None of the above
B
B2B promotion should generally not _____?

A. achieve multiple communication goals

B. advertise execution alignment
C. move the buyer along the AIDA to ABC
D. promote using a wide promotion mix
E. rely on one tool for promotion
E
When expanding abroad, it is important to _____?

A. Consider your supply vendor qualification

B. Strictly maintain original business culture in order not to change the product offering
C. Only worry about other foreign competitors
D. Apply the same type of regulation as country of origin
E. Shift exact production, distribution and manufacturing methods, regardless of local
infrastructure
A
A measuring tool for differences in local business culture to consider is called _____?

A. Hofstede Cultural Dimension Theory

B. Herd Behavior
C. STP Analysis
D. Diversity Marketing Tool
E. None of the above
A
What is one of the key implications of the Total Product System (TPS)?

A. It is an individual, single stage approach

B. Pre-marketing can lock-in buyers
C. Differentiation is achieved only at the tangible product stage
D. Post-marketing is irrelevant and shouldn't be done
E. All of the above
B
Question 9
In B2B marketing, it is important to focus on _____?

A. Buyer's benefit and cost analysis only in order to be as desirable as possible

B. Both buyer's benefits and costs analysis as well as your own cost portfolio
C. Your own (supplier's) cost and benefit portfolio
D. One single vertical segment only in order not to create confusion among suppliers or
buyers
E. None of the above
B
What is a feature of pricing in the price concept?

A. The total "pay" is out of pocket

B. Price is set by the supplier, and has the same value for every buyer
C. Prices always end in a '9' ($9.99 instead of $10, $99 instead of 100)
D. Price is value that may involve non-price factors also
E. None of the above
D
In cross country growth, some of the opportunities that we could see are _____?

A. Demand-related in terms of adding markets and adding image

B. Supply-related in terms of increasing scalability
C. Supply-related in terms of securing technology
D. Supply-related in terms of securing supply
E. All of the above
E
In determining the total value of your offering in B2B pricing it is important to consider
_____?

A. Only the inferior and superior PODs of your benefits and costs
B. Only the inferior PODs of your benefits and costs
C. The POP and POD of your benefits and and costs
D. Only the superior PODs of your benefits and costs
E. The superior POD of your benefits and the inferior POD of your costs
C
Total Costs of Ownership (TCO) refers to _____?

A. The upfront costs a customer has to bare

B. The disposal costs a customer has to bare
C. The aggregate of direct and indirect costs a customer has to bear over the lifetime of
a product's use
D. The operation costs a customer has to bare
E. None of the above
C
In determining a sales and distribution strategy, it is important to consider that _____?

A. Different types of customers call for different types of distribution and sales strategy
B. Different types of customers call for different types of distribution strategy, but the
same sales strategy
C. Different types of customers call for the same distribution strategy, but different sales
strategy
D. Different types of customers call for the same type of distribution and sales strategy
E. It completely depends on the industry that you are in
A
With low cultural distance, what is generally the best way to grow to a new country?

A. Indirect export
B. License
C. Joint Venture
D. Locally Produce
E. None of the above
D
What plays a key role in place marketing?

A. A direct channel between the manufacturer and the buyer is always used
B. Service is always separate from the product itself
C. Location, but not time, variety, quantity or customization
D. It is important to consider the set of service add-ons to help smooth out seller and
buyer Noon Nopi gaps
E. All of the above
D
In determining a channel strategy _____?

A. We should first determine the buyer's service needs

B. Direct selling is optimal when the service providing capability is low
C. It is wiser to choose a full function indirect selling method when we are looking for a
specialized distribution channel
D. We should go for indirect selling when our service capability is high
E. We first need to determine whether we want to do direct or indirect selling
A
An important aspect in B2B Pricing is adding value. What are some important features
of adding value?

A. Depending on the future usage value of the product, the segment and price can be
different
B. It is important to help solve problems and lock in buyers through Early Vendor
Involvement (EVI)
C. Having the same pricing strategy regardless of segment and future application eg.
Adhesives
D. Answers (1) and (2) only
E. All of the above
D
According to the B2B Definition-based Growth Matrix, what is an example of a new
diagonal?

A. New application, same product

B. Same application, same product
C. Same application, new product
D. New application, new product
E. None of the above
D
The ideal segment cost portfolio is ______.

A. A predominantly high cost and low price

B. A predominantly high cost and high price
C. A predominantly low cost and high price
D. A predominantly low cost and low price
E. This is a trick questions! There is no ideal segment cost portfolio
C
Why is creating a customer-friendly environment important in services?

A. Because customers participate in the service delivery process

B. Because service customers interact with service employees
C. Because services are perishable
D. Because services are consumed as soon as produced
A
What is not true of service recovery?

A. Service recovery is most related to "simultaneity" of services.

B. Service recovery has to be avoided at all costs.
C. Service recovery allows service managers a second chance to satisfy customers.
D. Service recovery has a paradoxical aspect.
B
Is the following sentence true or false?
When managing service operations, not only the real quality of services but also
customer expectations and perceptions for service quality have to be managed.
T
Is the following sentence true of false?
In services, it is better to sell than not selling at all as long as prices are higher than
variable costs of selling that unit
T
Is the following sentence true or false?
In services, customers co-create the services. A college course designed as a lecture is
a good example of a service co-created with customers.
F
When a customer buys a service product, compared to buying a goods product, what
does the customer really buy?

A. Benefits
B. Utility
C. Features
D. Functions
A
Which one of the following is not a unique characteristic of services?

A. Intangibility
B. Credibility
C. Simultaneity
D. Perishability
B
What are the management challenges associated with the fact that customers are
present, participate, or co-create values during the service delivery process? Choose
the two most applicable ones.

A. Designing the task of service employees

B. Designing the role of service employees
C. Designing the physical environment (service scape) of the service delivery
D. Designing the role of customers
CD
Why is balancing supply and demand so challenging for services? Choose the two most
applicable causes.
A. Because services cannot be pre-produced and inventoried.
B. Because customer needs are so peculiar.
C. Because demand is highly time-variable while supply is relatively fixed over time.
D. Because service employees are humans.
AC
Offering service guarantees to customers is a way to preempt customer demand. What
is the unique characteristic of services that triggers service managers' interest in
offering such guarantees?

A. Perishability
B. Intangibility
C. Simultaneity
D. Heterogeneity
B
According to the lecture, what causes customer evaluation to differ so widely across
different customers for an identical service delivered by the same person in the same
way at the same level of quality?

A. Price
B. Location
C. Customer expectation
D. Servicescape
C
How is a service customer's satisfaction determined?

A. By the customer's mood

B. By the quality level of service delivered
C. By the difference between customer expectation and customer perception
D. By the difference between customer perception and service employee perception
C
Question 8
Is the following sentence true or false?
In managing the quality of service, prevention is the only way to ensure quality.
F
Is the following sentence true or false?
Early bird specials offered by a restaurant are a way to cope with the perishability
characteristic of a service business.
T
Is the following sentence true or false?
Airlines are better off by selling airplane seats, which would otherwise go unsold, at a
price higher than the variable cost of selling a seat than not selling it at all.
T
Is the following sentence true or false?
Service customers use servicescape as a clue for the quality of service.
T
Is the following sentence true or false?
Perceived service quality is same as the reality of the service.
F
One of the characteristics of the hospitality industry is relatively fixed capacity. What is
not the right example of this characteristic?

A. Airlines have so many airplanes and so many seats in an airplane.

B. None of above.
C. Restaurants have so much space for tables and seats.
D. Hotels have so many rooms.
B
Why can charging one fixed price for an essentially same service product be a bad
idea? Choose an answer that does not offer the right reason.

A. Because customers perceive fixed pricing as unfair.

B. Because customers who were willing to pay a higher price end up paying the low
fixed price.
C. Because sales opportunities can be lost from customers who were not willing pay a
price as high as the fixed price.
D. Because different customers are willing to pay differences and therefore should be
charged accordingly to maximize revenue.
A
What is a rate fence? Choose the answer that is not correct.

A. Rate fence is a barrier to prevent a customer who willing to pay a higher price from
benefiting from a lower price.
B. Rate fence is optional.
C. Rate fence is a unique characteristic which distinguishes customers from one
segment from another.
D. Rate fence is an essential requirement for successful application of variable pricing.
B
Is the following sentence true or false?
Broad-scale discounting is more effective than target pricing in maximizing revenue
through discounting.
F
Is the following sentence true or false?
Premium pricing is charging a higher price to customers who are willing to pay a higher
price for an essentially same product with no particular premium features.
F
Which one of the following does not belong to the hospitality industry?

A. Hotels
B. Cruises
C. Restaurants
D. Hospitals
D
What are the common characteristics of businesses in the hospitality industry? Choose
all that apply.

A. Perishable inventory
B. Low fixed cost and high variable cost
C. Highly time-variable demand
D. Relatively fixed capacity
ACD
Most hospitality businesses sell through advance reservations. What are the upsides of
this characteristic? Choose all that apply.

A. Can better predict demand.

B. Can have unexpected availability of inventory due to cancellations and/or no-shows.
C. Can differentiate service offerings.
D. Can act proactively about balancing supply and demand.
ACD
One of the common characteristics of hospitality businesses is that their market is
segmentable. In other words, customers can be grouped into different segments. What
are the important differences among different segments that matter to the successful
marketing of the business? Choose all that apply.

A. Difference in the ability to plan in advance

B. Difference in the flexibility with the time of consumption
C. Difference in the level of uncertainty of the use
D. Difference in the perceived value of an essentially same product
E. Difference in the preferred time of consumption
ABCDE
Fill in the blanks in the following sentence:
Variable pricing approach recommends that businesses charge different prices to
different customers for essentially same product because different customers are willing
to pay different prices due to different ___ (one word)___ and ___(two words)___ of the
product.
needs
perceived value
How does variable pricing approach increase revenue compared to using fixed pricing
approach? Choose all that apply.

A. By charging a lower price to everyone

B. By charging a higher price to everyone
C. By charging a higher price to customers who are willing to pay higher price
D. By capturing more demand by charging lower prices to those who are not willing pay
regular prices
CD
Is it true or false.
Preventing customers who are willing to pay a higher price from paying a lower price is
the biggest challenge in successfully moving from fixed pricing to variable pricing.
T
What is the rate fence in variable pricing? Choose all that apply.

A. It is a set of conditions that make it very hard to apply variable pricing.

B. It is a set of characteristics that distinguish customers from one segment from
another.
C. It is a set of conditions that have to be satisfied in order for a lower price to be
allowed.
D. It is a set of characteristics that distinguish customers from one industry from
another.
BC
Chef's table is an example of ______________________.

A. Premium pricing
B. Fixed pricing
C. Broad-scale discounting
D. Target discounting
A
Is it true or false?
Broad-scale discounting is a bad idea because it makes people who are willing to pay a
higher price pay a lower price.
T
A weekend get-away package for locals is a good example of ___________.

A. Premium pricing
B. Target discounting
C. Broad-scale discounting
D. Fixed pricing
B
Is the following sentence true or false?
Coordination of efforts between marketing team and operations team is an essential
component for the successful implementation of target discounting.
T
Healthcare industry has evolved from competing on the technical quality into competing
on the added value service quality. What does healthcare businesses compete on now?

A. Easy access and shortened waiting time

B. Holistic patient experience quality
C. Quality of treatment
D. Friendliness of doctors and nurses
B
Which of the following aspects of Shouldice Hospital relates to patient experience
management? Choose all that apply.

A. Shouldice does not place a TV set in the patient room.

B. Shouldice serves patients with the same food as hospital staff.
C. Shouldice offers beautiful garden.
D. Shouldice maintains a very high success rate of surgery.
ABC
Is the following sentence true or false?
Facilitating patient's interaction with service providers has long been the focus of
healthcare management, but facilitating patient's interaction with other patients or family
members has not been.
T
Is the following sentence true or false?
Kameda Medical Center offers a beauty salon and a pet lounge in order to enhance
patient experience.
T
Is the following sentence true or false?
Hospitals place artworks or big windows with good views to distract patient attention
from pains.
T
Which one of the following is not true of the healthcare industry?

A. It is one of the most profitable industries in the world.

B. It is the sum of sector that provide goods or services to treat patients with care.
C. It is one of the fastest growing industries in the world.
D. It is one of the largest industries in the world.
A
Which one of the following is not the aspect that distinguishes the healthcare industry
from other service industries?

A. Customers' assessment of the outcome is very objective.

B. The emotional state of customers is largely negative.
C. The industry offers something customers do not want to have to need.
D. Customers are sensitive to and easily influenced by what others say and do to them.
A
Which one of the following does the malpractice example used in the lecture illustrate
the importance of managing?

A. Doctor's qualification such as the number of years in practice

B. Patient's role during the service delivery process
C. Patient's compliance with the instructions from the doctor
D. Doctor's interaction with patients
D
Is the following sentence true or false?
It is the patient experience beyond patient service that has to be well managed for
competitive advantage in the healthcare industry.
T
Easy access to the healthcare facility, shortened waiting time, and friendly staff
compose which one of the following qualities of healthcare services?
A. Technical quality
B. Value-added service quality
C. Holistic patient experience quality
B
Managing patient experience requires care that addresses every aspect of the patient's
encounter with the clinic including ___________. Choose all the words that can fill in
this blank.

A. Physical comfort.
B. Educational needs
C. Spiritual needs
D. Emotional needs
ABCD
Shouldice Hospital was shown as a good example of a hospital with a successful
patient experience design and management. Why was offering only double-occupancy
rooms considered a good idea for managing patience experience?

A. Because it can help patients help each other address emotional needs.
B. Because it can help patients help each other address spiritual needs.
C. Because it reduces operating costs for Shouldice.
D. Because it allows patients to look out for each other for emergency situations.
A
Why does managing patients' interactions with others in the hospital matter to the
hospital?

A. Because patients want others to be always around them in the hospital.

B. Because patients do not want interactions with others in the hospital.
C. Because the quality of the interactions influence patients' satisfaction with the service
at the hospital
D. Because it increases revenue for the hospital.
C
Is the following sentence true or false?
It is not only the direct interactions but also indirect interactions of patients with others in
the hospital that influence patients' satisfaction.
T
In the case of in-patients, which one of the following is a good idea to faciliate
interactions among patients? Choose all that apply.

A. Group exercise sessions

B. Transparent walls of patient lounges
C. Patient orientation program at the beginning of the hospitalization process
D. Group surgery
ABC
Which one of the following is not a key design element of healthcare facilities? Choose
all.
A. Furniture
B. None of above
C. Lighting
D. Color
B
What is the "positive distraction" as a design element of healthcare facilities?

A. Facility design elements that make patients dislike the hospital

B. Servicescape elements that make patients want to linger around longer in the
hospital
C. Simple distraction of patient attention from worries, concerns and pains
D. Disruptive elements such as noise
C
The stethoscope shaped like a teddy bear is a good example of _______-centered
healthcare. What is the right word to fill in this blank?

A. Fun
B. Patient
C. Human
D. Service
C
Which one of these is a main customer of sports?

A. Spectator
B. Participant
C. Sponsor
D. Athlete
E. All of the above
E
In consideration of the 4 Ps, which of the following could best be an aspect of the
Product?

A. Parking
B. Affordability
C. Stadium Location
D. Public Relations
E. Ticket Price
A
Which option best describes a fan?

A. A customer of an athlete or sports organization without personal commitment

B. A customer of an athlete or sports organization with emotional involvement
C. A customer of an athlete or sports organization with personal commitment and
emotional involvement
D. A person who watches a sporting event
E. A participant of a team
C
The main driver of influence marketing through athletes is _____?

A. Trust
B. Sports ability
C. Wealth
D. Peer Pressure
E. Performance
A
In sports marketing, specifically storytelling, _____?

A. Failure can not be dealt with

B. Only the end result is important
C. Context is irrelevant
D. The story needs to be easily remembered
E. All of the above
D
Local Adaptation of sports sponsorship increases when___?

A. Sports property has only global supporters

B. Sports property has only global ingredients
C. There is a good balance between global and local sensibilities
D. Local market does not have purchasing power of sponsoring product
E. All of the above
C
In trying to obtain fandom, sports teams can employ which model for guidance?

A. Fandom Model
B. Fan Identification Model
C. Fan Creation Framework
D. Managerial Correlates Model
E. Fantasy Football Model
B
One way of measuring influence from an individual athlete is ____?

A. Value per tweet

B. Online Engagement
C. Athlete Engagement
D. Facebook follower amount
E. All of the above
E
Which of the following is NOT a characteristic of storytelling?

A. Storytelling must be formulated

B. Storytelling is content with context
C. Storytelling is limited to sports
D. Storytelling can be interactive
E. Storytelling can be very effective marketing
C
According to John Davis, why is sports marketing so important in branding?

A. Because sports are watched by a lot of people

B. Because sports marketing is always cheap
C. Because through fandom, there are deeper positive associations and loyalty
D. Because sports are fun
E. All of the above
C
The line between a spectator and a participant in sports overlaps..

A. Never
B. Depending on the sport.
C. Always
D. All of the above.
E. None of the above.
B
Because different consumers in sports seek different benefits, the key marketing
implication is__________

A. Sports marketing is simple.

B. Sports marketing is unmanageable.
C. We need to try to reach as many different consumers with the same benefit as we
can.
D. We need to match the Noon Nopi to the specific consumer.
E. None of the above.
D
Which of the following is not one of the "4M's" of Influence Marketing?

A. Monopolize
B. Make
C. Manage
D. Monitor
E. Measure
A
Why is the analogy of a small fish appropriate to understand sports sponsorship?

A. Because sponsors are like "fish out of water."

B. Because a sporting property is like a small fish compared to the bigger fish, the
corporate sponsor.
C. Because sports sponsorship is like fishing and you need to sell your brand when the
fish is fresh.
D. Because a sponsor is like a small fish who wants to use a bigger fish, a sport, that
ultimately attracts the attention of the biggest fish, the global consumer.
E. All of the above.
D
If you as a sporting organization have the vision to make sports more affordable to fans,
which of the following strategies and actions is NOT aligned with that VSA?

A. Build more VIP Sky boxes to earn higher revenues.

B. Offer discounts for family spectators.
C. Build more upper deck seats for fans.
D. All of the above.
E. None of the above.
A
Which of the following is a factor in finding a globally-resonant common denominator?

A. Global markets are lacking established brands

B. Emerging global markets are searching for less authenticity
C. Being iconoclastic, fun, and above all, sincere is not important
D. Global markets are cluttered with established brands
E. Emerging global markets should not be considered in viral marketing
D
The Show Biz VSA Mapping is an effective way _____________.

A. for companies to enter the entertainment industry

B. for companies to utilize elements of show business to help their vision, strategy and
action.
C. to align a company's vision, strategy, and anticipation into the entertainment industry
D. to align a company's vision, shareholders, and action for integrating show business
into their portfolio
E. for companies to analyze show business to see if they should enter the industry or
not
B
Which of the following is NOT a placement disadvantage?

A. Low absolute cost

B. Lack of control
C. Public reaction
D. Misplacement
E. Film flops
A
Which of the following is true about creativity?

A. creative content is a killer

B. creativity is problem solving
C. the creativity concept is more important than the execution
D. creativity cannot be systematically developed
E. all of the above
B
Which of the following is TRUE about virtual reality's potential?

A. Size is already over $80 Billion

B. Majors such as Apple, Samsung, Google, and Facebook are not yet involved
C. Entertainment is currently the only application and will be for the near future
D. There are many Cross Industry Application Possibilities
E. None of the above
D
Which of the following is NOT an advantage of placement?

A. Exposure and frequency

B. Support for other media
C. Association/Image transfer
D. Higher defense against attention to brands by consumers
E. Bypass regulation
D
Creativity is about aligning __________ and __________ to solve problems.

A. idea, execution
B. idea, explanation
C. idols, admirers
D. ideals, explanations
E. ideals, execution
A
What is Over the Top TV?

A. "In your face" type of TV

B. A new type of projection TV
C. Advanced hardware additions to cable TV set top boxes that allow more content
D. Direct to consumer internet delivery of content without need for cable/satellite
subscriptions
E. All of the above
D
Which of the following is False? In entertainment, content ___________.

A. is king
B. can be branded through product placement
C. is becoming a key issue offline but not online
D. can be user generated
E. none of the above
C
In the Show Business Brand Relationship Model, you have consumers create,
participate, interact, and experience the element of Show Business through _________.
A. the brand
B. the 4P's
C. the personnel
D. distribution channels
E. eye-catching advertising
A
Why is holding attention among a "crowd of one" important in entertainment?

A. As entertainers we have to care even for one person.

B. We may being talking about a crowd called one.
C. Entertainment is a lonely profession.
D. Holding attention is too difficult for a crowd bigger than one.
E. Because with online media a crowd of one can ultimately be a crowd of many.
E
Disney's practice of having even their top executives don costumes has the intended
effect of...

A. Embarrassing their senior employees.

B. Making them experience the joy and difficulty of engaging customers firsthand.
C. Having them practice their acting skills.
D. Not taking their customers seriously.
E. All of the above.
B
What is the key benefit of a technology like a Hologram when used for a concert?

A. You can have a broader global reach in a more engaging and life-like way.
B. You can physically interact with the artist.
C. It is like watching a concert on TV.
D. You can hear the music in surround sound.
E. You can see it in HD color.
A
With viral marketing why does crowdsourcing ideas need to be controlled?

A. Because crowds are unruly.

B. Because crowds are not creative.
C. Because crowds are too creative.
D. Because the ideas from crowds may not match the vision and strategy of the creative
content.
E. None of the above.
D
In OTT TV, cannibalization for cable TV companies means...

A. The loss of their subscribers and viewers for their cable channels if they offer OTT
TV themselves.
B. The loss of personnel to OTT TV.
C. The loss of viewers of viewers for broadcast channels.
D. The loss of advertisers for OTT TV.
E. All of the above.
A
What is one of the guidelines for country/city sports marketing?

A. Determining the SFU associations

B. Not allowing flexibility to official sponsors/partners in order to maintain power and
control
C. Focusing solely on sports will drive all other success
D. It does not matter which sport is prioritized, as long as it is a sport
E. All of the above
A
What is NOT one of the 4 A's of Sports Sponsorship?

A. Awareness
B. Attitude
C. Achievement
D. Activation
E. Adaptation
C
What is NOT an example of a long term objective of sponsorship?

A. Create an emotional bond with target consumers

B. Establish goodwill with society
C. Meet competitive threats
D. Establish brand SFU image
D. All of the above
C
What is an aspect of formulating a good narrative?

A. Develop your plot

B. Define your character
C. Anticipate the climax
D. Drive home the conclusion
E. All of the above
E
What is BIRGing?

A. Basking in related glory

B. Cutting off related failure
C. Deciding who the manager of the team should be
D. Deciding who to purchase as a new addition to your team
E. All of the above
A
What is true about creating fandom?

A. It is normally achieved from one game/match

B. There needs to be history, tradition and authenticity, as well as entertainment value
C. In order to get fans, a team has to win a championship
D. Sports teams must have highly paid sports stars for people to be a fan of their team
E. Fandom is only created on a global scale
B
Awareness in sports sponsorship increases when____?

A. Competitors also sponsor

B. Brand awareness is well maintained
C. Brand is originally unfamiliar and unknown
D. Communicated through one channel only
E. All of the above
B
What are some aspects of cross country sports marketing?

A. It is limited because sports are not international by nature

B. Growth is only globalized
C. Growth can be as a product or medium
D. Market selection is a minor process in the success rate of cross country sports
E. Growth is only localized
C
What is a characteristic of cross industry sports marketing?

A. Sports can be a source or a destination of innovation

B. Sports exporting is how to add to experience at spectator or participation level
C. Sports importing is how to distill the essence of sports to your industry
D. Sports is only a source of innovation
E. All of the above
A
What is an example of sports importing?

A. Virtual and Augmented Reality

B. Team Play
C. Fair Play
D. Organized Competition
E. All of the above
A
In Entertainment Marketing, Netflix matched Noon Nopi of ___________ and Steve
Jobs matched Noon Nopi of ____________.

A. attention seeking, binge viewing

B. preference for the postal service, computer games
C. binge drinking, low prices
D. comic books, computer customization
E. binge viewing, attention holding
E
Which of the following is FALSE?

A. there can be many sources for big ideas

B. Big Idea Sourcing is when a company is not from a country like the United States,
and so much use good ideas
C. A source of big ideas is not from the company's history
D. nostalgia can be a source for big ideas
E. packaging can be a source for big ideas even if the packaging isn't very good
C
In Cross Country Entertainment market configuration it is important ____________.

A. to keep in mind that some products will have a broader appeal in some countries and
a narrower appeal in others
B. to keep in mind that entertainment products have universal appeal and so it should
not matter which country you are in
C. to keep in mind that movies are the only entertainment products that have broader
appeals in all countries
D. to keep in mind that movies are the best entertainment products to enter emerging
markets
D. to keep in mind that entertainment products will have a narrower appeal in emerging
markets
A
Which of the following is an example of Entertainment Exporting?

A. Sourcing and adaptation of content

B. Bundling content across media
C. Second life market for new products
D. Franchise/continuity building for companies
E. All of the above
E
Any business can technically be like Show Business as long as it is ____________.

A. entertaining, disengaging, boundary-breaking, and value innovating

B. entertaining, engaging, boundary-setting, and value creating
C. entertaining, engaging, boundary-setting, and value co-creating
D. entertaining, engaging, boundary-breaking, and value co-creating
E. entertaining, disengaging, boundary-breaking, and value co-creating
D
Which of the following is a Marketing implication of OTT TV?

A. Cable companies are becoming more powerful

B. Segmentation, targeting and positioning must focus on Millennials watching TV
online
C. Consumers are losing power
D. Multi-platform content delivery strategy is no longer relevant
E. Cannibalization is not a problem because of synergy
B
Making brands ownable means ____________.

A. to allow consumers to easily adopt the brand

B. to allow consumers to easily re-stylize the brand
C. to allow consumers to easily spread the brand
D. All of the above
E. None of the above
D
In cross country entertainment, it is important to remember that ___________.
A. entertainment is not a universal need by nature so must be approached carefully
B. entertainment is not a medium in international marketing
C. entertainment cannot be globalized
D. entertainment cannot be localized
E. the landing market is important
E
Which of the following is NOT an example of Entertainment Importing?

A. Experience reduction
B. Content delivery
C. Content curation
D. Customer journey
E. Global expansion
A
Which of the following is a factor in finding a globally-resonant common denominator?

A. Global markets are lacking established brands

B. Emerging global markets are searching for less authenticity
C. Being iconoclastic, fun, and above all, sincere is not important
D. Global markets are cluttered with established brands
E. Emerging global markets should not be considered in viral marketing
D
The Show Biz VSA Mapping is an effective way _____________.

A. for companies to enter the entertainment industry

B. for companies to utilize elements of show business to help their vision, strategy and
action.
C. to align a company's vision, strategy, and anticipation into the entertainment industry
D. to align a company's vision, shareholders, and action for integrating show business
into their portfolio
E. for companies to analyze show business to see if they should enter the industry or
not
B
Which of the following is NOT a placement disadvantage?

A. Low absolute cost

B. Lack of control
C. Public reaction
D. Misplacement
E. Film flops
A
Which of the following is true about creativity?

A. creative content is a killer

B. creativity is problem solving
C. the creativity concept is more important than the execution
D. creativity cannot be systematically developed
E. all of the above
B
Which of the following is TRUE about virtual reality's potential?

A. Size is already over $80 Billion

B. Majors such as Apple, Samsung, Google, and Facebook are not yet involved
C. Entertainment is currently the only application and will be for the near future
D. There are many Cross Industry Application Possibilities
E. None of the above
D
What is the key phrase, which also stands for "eye-level", that captures the essence of
marketing?
20/20 Vision
Night Vision
Hawk's Eye View
Eye of the Tiger
Noon Nopi
E
What is the difference between marketing and international marketing?
International marketing is done by a team of marketing professionals from many
countries
International marketing can only be done by outsourcing to other countries
International marketing must be done in several languages
International marketing involves marketing with an addition of a market abroad
D
Multinational marketing is meeting Noon Nopi ___________ while Global marketing is
__________ Noon Nopi.
for many different markets, unifying the different markets into one
similarly for all markets, varying each market's
for only one or two foreign markets, differentiating
at home but not abroad, only focusing on foreign markets'
A
What are the two fundamental characteristics of culture?
Being artistic and refined Learned behavior and group behavior Found in museums and
performing arts
Learned behavior and individual behavior
Innate behavior and group behavior
B
We learned that being too big can actually be a problem when it comes to corporate
survival. Which of the following is not an issue with size?
Sign of bureaucracy
Limits flexibility
Wasted resources
Lose focus
Long term vision
E
VSA, which stands for vision, strategy and action.
VSA is strong when _______ levels are _______.
top, aligned
two, aligned
all, aligned
all, misaligned
two, misaligned
C
Why are "weak signals" important in formulating marketing strategy?
They indicate potentially strong trends that may appear later.
Companies can exploit weaker competition.
Companies need to form alliances since they are never self-sufficient.
Strong signals may reveal too much about your strengths.
None of the above.
A
Transing is a term ______.
from a science fiction novel
that describes the switch from a dinosaur to a cockroach
that goes against gravity
that discusses how we cope with "change"
D
According to Keller, a brand is used to ________ and __________.
sell, sell even more
identify, differentiate
infiltrate, takeover
raise, slaughter
add value, promote
B
International branding is branding ____________ and testing Noon Nopi in multiple
________.
across industries, hemispheres
beyond generations, age groups
across borders, national markets
within borders, applications
effectively, industries
C
True or False. A benefit of global branding is a unified image in the short run.
False
If your company creates mainly B2B products, then using the same brand in B2C
products may initially confuse consumers.
True
Which of the following is not part of ASIANA COBRA?
Asia
Nation
Snakes
Company
Brand
C
You can summarize consumers as __________. Check all that apply.
Collective
Systematic
Confusing
Hidden
Sympathetic
A, B, D
Which of the following is not a characteristic difference between Tier 1 and Tier 5?
Inter-category competition vs. Intra-category competition
Business to Consumer vs. Business to Business
Buy on credit vs. Cash on delivery
Omni channels vs. Old-style Omni channels
Service is important vs. irrelevant
A
The "S" in STP stands for _______.
Sedimentation
Segregation
Security
Scanning
Segmentation
E
Which of the following is not a criteria in Targeting?
Targeting should be aligned
Targeting should be balanced
Targeting should be backed up
Targeting should be done before segmentation
Targeting should be aggregated
D
In terms of aggregation which of the following is NOT true?
Demand scalability matters
Supply scalability matters
A good backup plan can help aggregation
Aggregation in marketing leads to higher average cost
Aggregation helps companies to grow in an organic manner
D
Changing the personality of a brand is related to positioning with ________.
Consumers
Competitors
Companies
A
What best helps us determine the right mix of tangible and intangible parts of a product?
Costs
Noon Nopi
Advertising
Supply
Distribution
B
Product can help the other 3 P's positively by ___________. Check all correct answers.
increasing price through product quality
bringing consumers into the place of business
the product packaging being an advertisement
a high product cost increasing the price
A, B, C
The promotion mix consists of ___________. Check all that apply.
Personal selling
Advertising
Price
Public relations
Place
Sales promotion
A, B, D, F
In Cross Country Promotion, each "W" needs to be tested for equivalence.
True
Service Add-ons add to the ultimate __________.
Noon Nopi
Warrior
Pricing of the delivery method
Pricing of the product
Placing of the product
D
"Price" can be in the form of __________.
inconvenience
fear
monetary
uncertainty
all of the above
E
Check all that apply. When dealing with price cross country, _____________.
Noon Nopi adjustment may be needed
brand equity may be a factor
there should automatically be a discount
local competition may be a factor
the brand may not have the same value abroad
A, B, D, E
Check all that apply. Social marketing ____________.
can only be done online
is real people to people marketing
Can be done offline and online
is only done in developed markets
can be done either online or offline but not both
B, C
When engaging in small marketing, if the foreign market is too small, then you should
______________.
not pursue that market
only target a small percentage of that market
aggregate to increase scalability
target a bigger market at the same time
go all in
C
In cross industry small marketing, it is good to benchmark how other small industries
expanded their pie.
True
Simple marketing is about ______________.
making marketing easy
being cool
making things according to how easy it can be fixed
making consumers easy to understand
making consumers' lives simple
E
In cross country sports marketing, localization can be done according to the local
_____________.
population size
popularity of a given sport
popularity of gyms
population diversity
popularity of coaches
B
Check all that apply. In cross country screen marketing, localization methods can
include __________.
dubbing
wide release
limited distribution
pouring all your resources into having better picture and sound quality
remaking the film
A, C, E
A big focus of cross industry screen marketing is about __________.
enhancing user experience
enhancing popularity of the film
enhancing concessions
enhancing promotions
enhancing ticket sales profit
A
Please select all that apply. In cross country set marketing, it is important to ask
_________.
Does the same complement exist in the other country?
Does the same middle class exist in the other country?
If the same complement exists in the other country, is the cost competitive?
If the cost is not competitive in the other country, how do you replace the complement?
Can you sell a lot of units without the complement?
A, C, D
In Asia, "Gatekeepers" who act as "frontmen" for others stem from _________ .
Business etiquette
Poor management
Cultural hierarchy about who should have less power
Total Marketing
Transing
C
Why is a selling center approach necessary in B2B marketing?
Because you cannot trust individuals
Cross-functional integration is necessary when the buying center is large
Due to regulations
Because selling is the most important goal
None of the above
B
From a B2B2C standpoint, companies that advertise do it to achieve _________.
Push enabled Pull
Pull enabled Push
Push only
Pull only
None of the above
B
In project management, RACI stands for _________.
responsibility, accessibility, consult, informed
responsibility, accessibility, consult, investigate
responsibility, accountability, consult, investigate
responsibility, accountability, consult, informed
responsibility, accountability, control, informed
D
The Value Stack Concept allows you to ____________.
make better decisions on how to distribute your product
strategically reconfigure or de-feature value
approach a product non-modularly
integrate the tangible and intagible parts of a product
none of the above
B
Check all that apply. B2B2C Marketing __________.
contains more options than in B2C Marketing
has a broader view of value adding
has a broader view of cost
has a narrower view of cost
has nothing to do with TPS
is intertwined with TPS
A, B, C, F
In regards to value in B2B price marketing, it is important to remember _______.
that POP is most important
higher productivity is not important
higher salvage value is not important
it is important to think more broadly about how you can be better at both benefits and
costs
it is important to limit benefits but not costs
D
In B2B Marketing, ABC stands for _________.
American Boxing Conference
Alpha Beta Charlie
Always Be Careful
Always Be Closing
Always Buy Cheap
D
In the AIDA model of communication, what does the letter "I" stand for?
Interaction
Inspection
Interest
Investigation
Invigoration
C
Which of the following is the best medium to push personal selling?
Citing specific magazines
Creating high reach at low cost
Using comparative advertising
Using corporate brand advertising
Using key trade shows and technical seminars
E
Please check all that apply. In B2B Marketing, the manufacturer can approach ways to
make consumption by the end-user easier or better in terms of _________.
Time
Location
Variety
Quantity
Culture
Income
Customization
A, B, C, G
In B2B Marketing, a manufacturer to buyer route is called a __________, and when a
middleman is involved, it is called a ___________.
direct channel, straight channel
indirect channel, straight channel
direct channel, roundabout channel
direct channel, indirect channel
indirect channel, roundabout channel
D
Which of the following is the correct sequence on
Determine buyer's needs -- Determine capability -- Sell, Sell, Sell -- Determine function
Determine seller's needs -- Determine capability -- Determine direct or indirect --
Determine function
Determine buyer's needs -- Determine availability -- Determine direct or indirect --
Determine function
Determine buyer's needs -- Determine capability -- Determine direct or indirect --
Determine function
Determine buyer's needs -- Determine capability -- Determine direct of indirect --
Determine occupation
D
The B2B Channel Woksheet is __________.
a low cost way to assess the legitimacy of middlemen
a simple way to map out what the demand and supply situation is like according to the
priorty of what is needed from the market
a complex way to map out the economy but none of the less very efficient
is effective when used for direct selling but not when middlemen are involved
is only effective when applied to entering internaitonal markets for smaller enterprises
B
What is important to think about when going abroad?
The market selection process is key if deciding to go abroad.
Having a good beachhead allows you to organically grow and expand to other countries
later.
It is not always necessary to go abroad. Some companies can be more profitable and
successful just being at home.
All of the above
D
According to the growth matrix, there can be movement_____?
Vertically
Horizontally
Diagonally
All of the above
D
Customization _____?
Is always product based
Is always service based
Can be both product or service based
None of the above
C
Which one of the following is not a unique characteristic of service business? Choose all
that apply.
Time-perishable capacity
Low fixed cost and high variable cost
Perishable time-based inventory
Relatively fixed demand
Sale through advance reservations
Segmentable market
A, B, D
What is sports marketing?
Marketing via sports
Marketing of sports
Both of the above
C
In consideration of the Product in the 4Ps, surrounding service, such as parking and
ticketing, can often be equally important as the product itself?
True
Awareness in sports sponsorship increases when____?
Brand Awareness is well maintained
Competitors also sponsor
Brand is originally unfamiliar and/or unknown
Communicated through one channel only
A
Which of the following is NOT included as a sub-product of Entertainment in this
course?
Film/Video
Broadcast/Cable Television
Fashion
Travel
Sports
C
Check all that apply. The impact of utilizing elements of Show Business can be felt at
the _____________ levels.
Cognitive
Affective
Effective
Balanced
Behavioral
A, B, E
Check all that apply. According to the course, creativity is _______________.
thinking outside of the box
not following directions
solving a problem by going beyond conventional thinking
having an open mind
breaking the law
A, C, D
Check all that apply. Which of the following are Placement advantages?
Exposure and frequency
Support for other media
Association/Image transfer
Lowered defense vs. ads
Cost/Small player weapon
A, B, C, D, E
Other types of placement include _____________.
TV program
Novels and plays
Song lyrics
Branded video games
All of the above
E
Making brands ownable means ________________.
to allow consumers to easily adopt the brand
to allow consumers to easily re-stylize the brand
to allow consumers to easily spread the brand
all of the above
none of the above
D
In the pros and cons of memes. Which of the following are Benefits? Check all that
apply.
Easy to create
Simple to share
Poor fit with target
Intellectual property
Fast positive
Visible fallout
Complimentary tool
A, B, E, G
Check all that apply. Entertainment is international because of ___________.
basic instinct
demand stimulation
universal appeal of archetypes
global reach of media
need for content
international laws
A, B, C, D, E
Please check all that apply. Entertainment can help other industries by exporting
__________.
Bootlegs
Amusement
Content
Engagement
New technology
B, D
The artist "Prince" used to offset lower revenue generated from sales of digital
music/CDs with higher revenues from his concerts. This was an example of
___________.
Second life market for new products
Show business for trade shows
Game Strategy for Business Strategy
Bundling
Franchise/Continuity building
A