Question 1

Eli Lilly is a pharmaceutical firm that could give doctors, patients, hospitals, insurance companies, and governments trustworthy answers to questions of concern to them. To make sure everyone at Eli Lilly could deliver the right answers, the company developed a comprehensive Brand-to-Action training program to educate and engage employees in the role of the corporate brand, Lilly's intended positioning, and how employees' behavior affected the customer experience and key touch points. Eli Lilly is using ________ to accomplish this task.

Accepted Answer

A)   macrobranding
B)   internal branding
C)   cohort marketing
D)   loyalty marketing
E)   interruption marketing B

Question 2

When Kellogs launched its cereal in the Arab world they employed ________ going to schools and clubs and offering free samples of its cereal, and even educating their potential consumers about how to prepare and eat cornflakes and other cereal.

Accepted Answer

A)   Consumer marketing
B)   Grass-roots marketing
C)   Differentiated marketing
D)   Partner marketing
E)   Instructional marketing B

Question 3

The sale of sheep in the Arab world is highest in Eid Al-Adha, a wholly celebration where Muslims make sacrifice resembling the sacrifice of prophet Ibrahim usually following Haj. Stores who specifically advertise sheep at this time of year are segmenting on the basis of ________.

Accepted Answer

A)   benefits
B)   demographics
C)   user status
D)   occasion
E)   psychographics D

Question 4

Which of the following is an example of a discretionary option?

Accepted Answer

A)   A homogeneous preference
B)   Hallmark targeting several different market segments
C)   Air Arabia charging each passenger for a seat
D)   Pepsi Cola selling more than one different type of cola drink
E)   Fly Dubai giving the passenger a choice of seat for an additional fee to their booking

Question 5

The Hajj pilgrimage to Mecca is a multi-billion dollar activity and is a good example of a ________
Behavioural variable.

Accepted Answer

A)   user status
B)   attitude
C)   benefit
D)   occasional
E)   loyalty status

Question 6

The Sultan Centre, the leading supermarket chain, customizes its signatures and stores according to store name, size and location. This is an example of ________ segmentation.

Accepted Answer

A)   psychographic
B)   geographic
C)   user status
D)   demographic
E)   behavioral

Question 7

Which of the following clusters is NOT one of the PRIZM Clusters?

Accepted Answer

A)   Gender
B)   Race and ethnicity
C)   Urbanization
D)   Education and affluence
E)   Family life cycle

Question 8

The same products that appeal to 21-year-olds are appealing to their parents. Which of these same products, according to the book, does not appeal to both audiences?

Accepted Answer

A)   Similar types of clothing
B)   Mobile phones
C)   Admission to theme parks
D)   Electronic gadgets
E)   Automobiles

Question 9

McDonald's found great success in its McArabia grilled chicken sandwich across the Arab world, and attempted to build on that success by introducing other Arab-world-based menu items. What is this approach called and why did McDonalds do it?

Accepted Answer

The answer of McDonald's found great success in its McArabia...

Question 10

At the high-end of air travel is the private jet market. International Air Charter and Qatar Executive tap into this ________ market.

Accepted Answer

A)   subsegment
B)   diffused preference
C)   clustered preference
D)   niche
E)   unique

Question 11

Bravia television screens are considered to be a subbrand of Sony, the manufacturer.

Accepted Answer

A) True 
 B)False

Question 12

Marketing practitioners against local marketing argue a number of points about why it does not work, EXCEPT ________.

Accepted Answer

A)   it dilutes the project
B)   it drives up manufacturing costs
C)   it is not specific enough
D)   magnifies logistical problems
E)   it drives up marketing costs

Question 13

Marketers of Mountain Dew launched ads featuring a group of anonymous males- the "Dew Dudes" - participating in extreme sports such as bungee jumping, skydiving, and snowboarding while consuming Mountain Dew to establish a meaningful ________ with its 12-24-year-old target market.

Accepted Answer

A)   brand element
B)   internal brand
C)   brand asset
D)   brand contact
E)   brand salience

Question 14

The Four Seasons Hotel at the Kingdom Centre in Riyadh, Saudi Arabia, not only rents its facilities and ballrooms for wedding celebrations and also offers wedding planning services and on-site
Wedding expert. The Four Seasons is practicing ________ segmentation.

Accepted Answer

A)   income
B)   life stage
C)   behavior
D)   user status
E)   gender

Exam 6: Creating Brand Equity and Identifying Market Segments and Targets