Question 1

The connections between the elements of the 5 Ps and the corresponding 5 Cs are known as

Accepted Answer

The connections between the 5 Ps (Product, Price, Place, Promotion, People) and the 5 Cs (Customer, Company, Competitors, Collaborators, Context) are referred to as core linkages, highlighting the strategic relationships in marketing.

Question 2

When there is a clear customer need, a firm can be successful if it understands that need and can build a product to suit those needs. Three of the four following problems represented a failure of GoPro to get the product/customer benefit correct. Which of the following was NOT one of the customer benefit issues GoPro got wrong?

Accepted Answer

D

Question 3

Core linkages are those connections between each of the corresponding 5 Ps and 5 Cs, and the linkages among one of the 5 Ps (e.g., product), and the remaining four of the 5 Cs are known as __________ linkages.

Accepted Answer

Supporting linkages refer to the connections between one of the 5 Ps and the remaining four of the 5 Cs, emphasizing how each element supports and is supported by the others.

Question 4

Products affect customer costs in very basic ways-the development of the product and its technology, providing valuable software to operate the product, etc. How does the process work in reverse? Which of the following shows how price affects customer benefit?

Accepted Answer

Signaling premium status through pricing can affect customer perception of a product's value and quality, thereby influencing the perceived benefit. Higher prices can signal better quality or exclusivity, enhancing the perceived value of the product to the customer.

Question 5

You probably have retailers where you feel comfortable, where you go to get advice, and where you go to see the people who work there. Unless it's a company store, the manufacturer of products has little direct influence on why you shop there. From the perspective of the manufacturer, the selection of a retailer will be place, but what is going on from the customer's point of view?

Accepted Answer

The answer of You probably have retailers where you feel...

Question 6

Some companies develop how-to videos or information on how to purchase a product effectively, and while these reduce the risks that customers may perceive, this effort fits into the promotion-customer cost linkage by

Accepted Answer

These how-to videos or informational content help customers understand the product better, thereby reducing the time and effort (search costs) they need to invest in finding the right product. This is considered a part of the promotion strategy because it directly impacts the customer's perception of the total cost (price plus effort) of acquiring a product.

Question 7

After you have assembled all the linkages that can be used, the next step is to eliminate those that are too difficult to do or those that

Accepted Answer

The correct choice is C) don't fit with the positioning plan. This is because the positioning plan outlines how a company differentiates its product or service from the competition and how it wants the product to be perceived by the market. If a linkage does not align with this plan, it could dilute or confuse the brand's message and positioning, making it a less effective strategy.

Question 8

Considering both core and supporting linkages can be overwhelming with the many linkages and many options with each of the linkages. What is the BEST way to select those that will become integral parts of the marketing mix?

Accepted Answer

Determining what is important to the customer is the best way to select integral parts of the marketing mix because it ensures that the marketing efforts are aligned with customer needs and preferences, which is crucial for the success of any marketing strategy.

Question 9

We think of product-communications linkages as positive for the firm, but the linkage can also have a negative effect on the firm.

Accepted Answer

Product-communications linkages can indeed have negative effects on a firm if the communication or the product itself is perceived negatively by the public, leading to potential backlash or harm to the firm's reputation.

Question 10

As the marketers focus on the core linkages for the marketing mix of a product, the most effective approach will be to isolate each of the 5 Ps and determine the desired levels of the consumer side 5 Cs to maximize the perceived value for the customer.

Accepted Answer

The statement correctly describes the approach of isolating each element of the marketing mix (5 Ps) and aligning it with the corresponding consumer value (5 Cs) to maximize perceived value for the customer.

Question 11

If a company is making a product that would benefit from in-store support and education, the firm will use the place-communications linkage to help determine what kinds of retailers should be used for the product.

Accepted Answer

The place-communications linkage is a concept in marketing that suggests the choice of retail outlets for a product should align with the communication and support needs of the product. For products that benefit from in-store support and education, selecting retailers that can provide these services is crucial for effective marketing and customer satisfaction.

Question 12

Product-connection linkages can provide customers opportunities to create relationships with other customers through use of the product.

Accepted Answer

Product-connection linkages facilitate interactions among customers who use the same product, enabling them to share experiences, tips, or form communities around the product, thus creating relationships among them.

Question 13

As a general rule of thumb, supporting linkages should be retained, regardless of alignment with core linkages.

Accepted Answer

Supporting linkages should be evaluated for their alignment with core linkages and retained only if they contribute positively to the overall strategy or objectives. Misaligned or non-contributory linkages can dilute focus and resources.

Question 14

Place and convenience are connected by a core linkage. While GoPro was able to get the product into places where the customer could find it, it made an error when production problems forced it to

Accepted Answer

GoPro's error in delivering fewer cameras than needed during a holiday season directly impacted convenience by not meeting customer demand when and where the product was most sought after, thus affecting the core linkage between place and convenience.

Question 15

GoPro had which promotion problem when the drone was postponed in the spring of 2016 and customers defected?

Accepted Answer

GoPro had created high expectations through its promotions, but when the drone was postponed, it failed to meet those expectations, leading to customer dissatisfaction and defection.

Question 16

GoPro worked to establish a base price for HERO4 Session but had to adjust the price downward to about half the initial price. When viewed from the customer perspective of cost, these adjustments demonstrated

Accepted Answer

The price adjustment indicates that customers did not perceive the product to be worth the initial higher price, leading GoPro to lower the price to better match customer valuation.

Question 17

When launching any technology product, a firm such as GoPro must create a balance between what is technically possible-and innovative-and

Accepted Answer

The balance must ensure that the technology meets customer needs and provides benefits, making it appealing and useful to the target market.

Question 18

GoPro demonstrated a large number of positive linkages between the 5 Ps and the 5 Cs, especially from the company's perspective. The overall problems demonstrate

Accepted Answer

Customers prioritize their own perspectives and expectations, which may not always align with the company's focus on the 5 Ps and 5 Cs.

Question 19

Jason is the junior member working with the rest of the marketing team to identify and develop detailed core, and then supporting, linkages for the new product the firm will be launching. It seems to Jason that it had taken a really long time to get to this stage with the research, segmenting, targeting, and positioning, and considering all the elements of marketing mix. He was proud of all the work he had done to build the comprehensive list, and he was disappointed when he heard what the team would do next. What is the team planning to do next that is disappointing to Jason?

Accepted Answer

The team plans to eliminate linkages that didn't seem strong enough to support a launch, which is disappointing to Jason because it means that some of the work he contributed to building the comprehensive list might not be used.

Question 20

In the final stages of developing the marketing mix, the marketer must carefully examine each of the linkages one last time to ensure that

Accepted Answer

In the final stages of developing the marketing mix, it's crucial to identify and eliminate any inconsistencies to ensure that all elements of the mix work together cohesively and effectively. This helps in delivering a clear and consistent message to the target audience, enhancing the overall impact of the marketing strategy.

Quiz 14: Developing an Integrated Marketing Mix