Case uitwerking
Quiz answers Theories of Marketing 2021/2022 - Mandatory weekly quizzes
All answers to the mandatory weekly quizzes on Canvas. Right answers are colored orange. Questions are relevant for the final exam.
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Theories of Marketing quiz answers 2021/2022Quiz topic 1 – Developments in Marketing Thinking
1. The article about the new Market Orientation concept by Narver & Slater (1990) is a clear
example of:
a. A conceptual paper
b. An empirical paper
c. None of the above
d. No idea
2. The article about the new marketing paradigm by Achrol & Kotler (2012) is a clear example of:
a. A conceptual paper
b. An empirical paper
c. None of the above
d. No idea
3. (Watch the clip about Kotler’s view on changes in marketing) Kotler talks about Marketing 3.0 that is
relevant today. Can you see a link to the network paradigm proposed in the article by Achrol & Kotler
(2012)?
a. Yes, there is a link with the sub-phenomena level
b. Yes, there is a link with the phenomena level
c. Yes, there is a link with the super-phenomena level
d. No, no link at all between the two
e. No idea
4. Read the article about the announcement of the new NS travel card payment option that the Dutch
Railways introduced recently (NS Flex). IF we use this new service as an illustration of the type of
market orientation of the NS, as defined by Narver & Slater (1998), what type of MO would you
consider this to be an illustration of?
a. It illustrates a responsive market orientation (“customer-led” as defined by Slater & Narver,
1998)
b. It illustrates a proactive market orientation (“market-oriented” as defined by Slater & Narver,
1998)
c. It is not a good illustration of any of two market orientation forms
d. No idea
5. This new service of NS is an illustration of a change in:
a. Marketing Strategy of NS
b. Marketing Tactics of NS
c. Both
d. None
6. Whole Foods grocery stores has chosen to market its organic products to college-educated consumers.
This approach is an example of what type of segmentation?
a. Demographics
b. Psychographics/lifestyle
c. Benefits sought
d. Geographic
7. Which of the following choices is NOT an essential element of a positioning statement?
a. Most important benefit
b. The 4 P’s
c. Target market
d. Product category and type
8. What is meant by customer experience in the article by Homburg et al. (2017)?
a. Adding sensory experiences to your offering
b. Creating experiences around your brand, like events etc.
c. Making sure that the product usage experience is optimal
d. All of the above
e. None of the above
, 9. Ikea changed the way in which furniture retail business functioned very early on;
§ on the one hand they took service away by asking their customers to pick up their own (modular)
furniture (parts) from the warehouse and to assemble the furniture themselves at home,
§ and on the other hand, they added new services by creating a playground with child-care services
and a family restaurant in the stores.
These changes are a good illustration of the developments that warrant a new network paradigm
according to Achrol & Kotler 2012. Which of the phenomena level(s) are illustrated by these changes?
a. One on the phenomena level and one sub-phenomena level
b. Both on phenomena level
c. One on the phenomena level and one on the super-phenomena level
d. Both on sub-phenomena level
10. Does Customer Experience Management, as discussed by Homburg et al. (2017), contradict with the
network paradigm (as suggested by Achrol & Kotler 2012)?
a. Yes, fully
b. Yes, partially
c. No, not at all
Quiz topic 2 – Consumer insights and motivations
1. A core consumer insight underlying Dove’s Campaign for Real Beauty would be that…
a. Many women underestimate their own beauty and dislike society’s general view on the
concept of beauty
b. Price and quality are important decisive factors in the purchase of body/care products
c. Dove was perceived as a strong brand, but not necessarily modern and (thus) appealing to
millennials
d. Dove’s previous brand positioning (in terms of hydrating, soft, caring) was not sufficiently
differentiating in the market
2. Consumer insights are linked to consumer motivations in the sense that…
a. Exploring consumer insights may help to uncover consumer motivations
b. Exploring consumer motivations in a product category may help to generate consumer
insight
c. They are essentially two words for the same concept
d. They are both important consequences of a strong marketing strategy
3. In a business case pitch, a student team started their presentation with the statement: “Our core
consumer insight is that millennials spend a lot of time on their smartphone.” The jury was not
particularly impressed with this statement, primarily because:
a. It is not based on qualitative research
b. It does not explain the underlying reasons for the consumer behavior
c. It is not particularly novel or unexpected
d. It is hard to derive commercial benefit from this insight
4. In one of the knowledge clips, deep metaphors are discussed, such as:
A. Balance; B. Journey; C. Connection
Magids et al. (2015) also discuss several emotional motivators, such as:
1. Enjoy a sense of well-being; 2. Feel a sense of belonging; 3. Feel a sense of freedom; 4. Be the
person I want to be.
These concepts are theoretically different, but certainly related to each other (and the underlying
idea of consumer motivations). Based on your current knowledge, the most logical connection
between the deep metaphors and the emotional motivators would be:
a. A+3, B+4, C+2
b. A+3, B+4, C+1
c. A+1, B+4, C+2
d. A+1, B+3, C+2
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