Question 1

____ generally employs a pull strategy, focusing on non-price benefits and targets end-users.
A)Personal selling
B)Relationship  marketing
C)Advertising
D)Promotion
E)Viral marketing

Accepted Answer

Advertising typically employs a pull strategy by focusing on non-price benefits to attract end-users, encouraging them to seek out the product or brand.

Question 2

Tactics include the media, channels, and delivery mechanisms used to reach the customer and create brand awareness.

Accepted Answer

Tactics refer to the specific actions, methods, or techniques used to execute a strategy, including the choice of media, channels, and mechanisms for reaching customers and building brand awareness.

Question 3

Launch objectives are the key goals for the marketing campaign. ​

Accepted Answer

Launch objectives define the primary goals and targets that a marketing campaign aims to achieve, such as increasing brand awareness, generating leads, or boosting sales.

Question 4

The American Marketing Association defines ____ as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct" from other sellers.
A)advertising
B)Promotion
C)brand
D)brand image

Accepted Answer

The answer of The American Marketing Association defines ____ as...

Question 5

The challenges to product development include all of these except:
A)Rising supply chain complexity
B)Increasing costs
C)Global competition
D)Diffusion
E)Increased costs of trade promotions

Accepted Answer

Diffusion is not a challenge to product development; it refers to the spread of a product through the market over time, which is a post-development phase. The other options directly impact the development phase by increasing complexity, competition, or costs.

Question 6

To the extent that entrepreneurs can predict the points of takeoff (optimism)and slowdown (pessimism)in the ____, they can better manage demand. ​
A)life cycle
B)marketing plan
C)diffusion cycle
D)promotion plan
E)None of these choices

Accepted Answer

The life cycle refers to the stages a product goes through from introduction to decline, and predicting these stages helps in managing demand effectively.

Question 7

Strategies deal with the needs of the customer and what is being offered to satisfy those needs.

Accepted Answer

Strategies are plans or approaches developed by businesses or organizations to meet the needs of their customers by offering products or services that satisfy those needs.

Question 8

Traditional advertising - a push strategy - consists of print and broadcast media.

Accepted Answer

The answer of Traditional advertising - a push strategy -...

Question 9

____, such as banner exchange programs, is/are strategic partnerships intended to increase website traffic.
A)Vodcasts
B)Affiliate programs
C)Social media
D)Crowdsourcing
E)Search engine marketing

Accepted Answer

Affiliate programs are designed as strategic partnerships where one website promotes another in exchange for a commission or reciprocal advertising, aiming to increase website traffic.

Question 10

A/An ____ is one of the best places to meet and negotiate with sales representatives and to gather contact information for a mailing list. ​
A)website
B)blog
C)affiliate program
D)online community
E)trade show

Accepted Answer

Trade shows are specifically designed for businesses to showcase and demonstrate their latest products and services, meet with industry partners and customers, study activities of rivals, and examine recent market trends and opportunities. This makes them ideal for meeting sales representatives and gathering contact information.

Question 11

For most entrepreneurs, making a big financial investment in advertising and promotion makes sense.

Accepted Answer

While advertising and promotion are important, they are not always the best initial big financial investment for most entrepreneurs. Many successful businesses start by focusing on building a strong product or service, understanding their market, and leveraging cost-effective marketing strategies such as social media, word-of-mouth, and networking. Large expenditures in advertising should be carefully considered and ideally based on a solid understanding of the target market and effective marketing strategies.

Question 12

Giving customers something for nothing makes sense in an environment where it is hard to get customers' attention.

Accepted Answer

In a competitive environment where it's challenging to capture customers' attention, offering freebies or incentives can be an effective strategy to attract potential customers, differentiate from competitors, and eventually lead to increased customer engagement and loyalty.

Question 13

Geoffrey Moore's modification of the adoption/diffusion curve shows the ____, a period when the early adopters have been exhausted and the technology stops selling. ​
A)long tail
B)life cycle
C)tornado
D)chasm
E)void

Accepted Answer

Geoffrey Moore's modification of the adoption/diffusion curve introduces the concept of the "chasm." This chasm represents a critical gap between the early adopters of a technology and the early majority. It is a period where the initial excitement has worn off, but the broader market has not yet begun to adopt the technology, often leading to a significant challenge for technology companies to overcome.

Question 14

Advertising and promotion are both used to create awareness of the company's products, services, and pricing to influence customers to buy.

Accepted Answer

The answer of Advertising and promotion are both used to...

Question 15

Promotion tends to be more price-focused or incentive-focused and therefore is usually considered a push strategy. ​

Accepted Answer

Promotion strategies that focus on discounts, coupons, or other incentives to encourage customers to make a purchase are typically push strategies. These tactics rely on pushing the product to the customer through price incentives rather than pulling the customer in through brand awareness and value proposition.

Question 16

____ is simply a tool for increasing the level of visibility of a website when customers search for specific key words.
A)Search engine marketing
B)Search engine optimization
C)RSS reader
D)Both "Search engine marketing" and "Search engine optimization"
E)Both "Search engine marketing" and "RSS reader"

Accepted Answer

Both Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are strategies used to increase a website's visibility in search engine results. SEM involves paid advertising to appear in search results, while SEO focuses on optimizing website content and structure to rank higher organically. Both aim to enhance visibility based on specific keywords.

Question 17

____ marketing is widely used to describe a marketing strategy that entices customers to pass on the marketing message to others.
A)Personal
B)Relationship
C)Guerilla
D)Viral
E)Complaint

Accepted Answer

Viral marketing is the strategy that relies on individuals to spread a marketing message, much like a virus spreads from one person to another, making it a powerful way to reach a large audience quickly.

Question 18

____ Readers provide a way to find out what others are saying about an entrepreneur's company by enabling the entrepreneur to subscribe to blogs and podcasts. ​
A)RSS
B)SEM
C)SEO
D)Viral
E)None of these choices

Accepted Answer

RSS (Really Simple Syndication) allows users to subscribe to online content like blogs and podcasts, enabling them to easily follow updates or discussions related to an entrepreneur's company.

Question 19

Building brand equity requires that customers form an emotional attachment to a brand.

Accepted Answer

Building brand equity often involves creating a strong brand identity to which customers can form emotional attachments, enhancing loyalty and preference for the brand.

Question 20

The Yellow Pages do not effectively generate awareness of new products/services in the early stages.

Accepted Answer

The answer of The Yellow Pages do not effectively generate...

Quiz 14: Creating a Startup Funding Strategy

____ generally employs a pull strategy, focusing on non-price benefits and targets end-users.

Tactics include the media, channels, and delivery mechanisms used to reach the customer and create brand awareness.

Launch objectives are the key goals for the marketing campaign.

The American Marketing Association defines ____ as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct" from other sellers.

The challenges to product development include all of these except:

To the extent that entrepreneurs can predict the points of takeoff (optimism) and slowdown (pessimism) in the ____, they can better manage demand.

Strategies deal with the needs of the customer and what is being offered to satisfy those needs.

Traditional advertising - a push strategy - consists of print and broadcast media.

____, such as banner exchange programs, is/are strategic partnerships intended to increase website traffic.

A/An ____ is one of the best places to meet and negotiate with sales representatives and to gather contact information for a mailing list.

For most entrepreneurs, making a big financial investment in advertising and promotion makes sense.

Giving customers something for nothing makes sense in an environment where it is hard to get customers' attention.

Geoffrey Moore's modification of the adoption/diffusion curve shows the ____, a period when the early adopters have been exhausted and the technology stops selling.

Advertising and promotion are both used to create awareness of the company's products, services, and pricing to influence customers to buy.

Promotion tends to be more price-focused or incentive-focused and therefore is usually considered a push strategy.

____ is simply a tool for increasing the level of visibility of a website when customers search for specific key words.

____ marketing is widely used to describe a marketing strategy that entices customers to pass on the marketing message to others.

____ Readers provide a way to find out what others are saying about an entrepreneur's company by enabling the entrepreneur to subscribe to blogs and podcasts.

Building brand equity requires that customers form an emotional attachment to a brand.

The Yellow Pages do not effectively generate awareness of new products/services in the early stages.

Quiz 14: Creating a Startup Funding Strategy

____ generally employs a pull strategy, focusing on non-price benefits and targets end-users.

Tactics include the media, channels, and delivery mechanisms used to reach the customer and create brand awareness.

Launch objectives are the key goals for the marketing campaign. ​

The American Marketing Association defines ____ as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct" from other sellers.

The challenges to product development include all of these except:

To the extent that entrepreneurs can predict the points of takeoff (optimism) and slowdown (pessimism) in the ____, they can better manage demand. ​

Strategies deal with the needs of the customer and what is being offered to satisfy those needs.

Traditional advertising - a push strategy - consists of print and broadcast media.

____, such as banner exchange programs, is/are strategic partnerships intended to increase website traffic.

A/An ____ is one of the best places to meet and negotiate with sales representatives and to gather contact information for a mailing list. ​

For most entrepreneurs, making a big financial investment in advertising and promotion makes sense.

Giving customers something for nothing makes sense in an environment where it is hard to get customers' attention.

Geoffrey Moore's modification of the adoption/diffusion curve shows the ____, a period when the early adopters have been exhausted and the technology stops selling. ​

Advertising and promotion are both used to create awareness of the company's products, services, and pricing to influence customers to buy.

Promotion tends to be more price-focused or incentive-focused and therefore is usually considered a push strategy. ​

____ is simply a tool for increasing the level of visibility of a website when customers search for specific key words.

____ marketing is widely used to describe a marketing strategy that entices customers to pass on the marketing message to others.

____ Readers provide a way to find out what others are saying about an entrepreneur's company by enabling the entrepreneur to subscribe to blogs and podcasts. ​

Building brand equity requires that customers form an emotional attachment to a brand.

The Yellow Pages do not effectively generate awareness of new products/services in the early stages.

Launch objectives are the key goals for the marketing campaign.

To the extent that entrepreneurs can predict the points of takeoff (optimism) and slowdown (pessimism) in the ____, they can better manage demand.

A/An ____ is one of the best places to meet and negotiate with sales representatives and to gather contact information for a mailing list.

Geoffrey Moore's modification of the adoption/diffusion curve shows the ____, a period when the early adopters have been exhausted and the technology stops selling.

Promotion tends to be more price-focused or incentive-focused and therefore is usually considered a push strategy.

____ Readers provide a way to find out what others are saying about an entrepreneur's company by enabling the entrepreneur to subscribe to blogs and podcasts.