,1. In the context of service marketing, which of the following best
describes the concept of 'service blueprinting'?
A) A method to monitor service quality.
B) A tool for managing brand equity.
C) A technique for service design and innovation.
D) A strategy for pricing services competitively.
Answer: C) A technique for service design and innovation.
Rationale: Service blueprinting is a process used to visualize the service
process, points of customer contact, and the physical evidence
associated with a service from a customer's perspective.
2. What does the term 'consumer ethnocentrism' refer to in international
marketing?
A) The importance of understanding and adapting to the ethics of a
consumer group.
B) The tendency to believe that one's own ethnic or cultural group is
centrally important.
C) The practice of segmenting markets based on ethnic background.
D) The analysis of consumer behavior across different ethnic groups
within a market.
Answer: B) The tendency to believe that one's own ethnic or cultural
group is centrally important.
, Rationale: Consumer ethnocentrism is the belief held by consumers
that products from their own country are superior or buying from
domestic markets is the socially responsible approach.
3. In digital marketing, what is 'A/B testing' primarily used for?
A) To compare two versions of a webpage to see which one performs
better.
B) To determine the most effective pricing strategy.
C) To identify the best distribution channels.
D) To test the quality of the product.
Answer: A) To compare two versions of a webpage to see which one
performs better.
Rationale: A/B testing is a method to compare two versions of a single
variable, typically by testing a subject's response to variant A against
variant B, and determining which of the two variants is more effective.
Question: Which of the following best describes the concept of
relationship marketing?
A) Focusing on short-term sales goals
B) Emphasizing one-time transactions
C) Building long-term customer loyalty
D) Ignoring customer feedback
Answer: C) Building long-term customer loyalty
, Rationale: Relationship marketing centers on nurturing enduring
connections with customers to foster loyalty and repeat business, moving
beyond one-off transactions.
Question: What is the primary goal of integrated marketing
communications (IMC)?
A) Isolating marketing channels
B) Ensuring consistent messaging across channels
C) Using a single marketing channel for all promotions
D) Ignoring digital marketing channels
Answer: B) Ensuring consistent messaging across channels
Rationale: IMC aims to harmonize messaging across various marketing
channels to deliver a cohesive brand experience to consumers.
Question: Which factor is NOT typically considered in a SWOT analysis?
A) Strengths
B) Weaknesses
C) Opportunities
D) Taxes
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