Business > EXAM > Wharton Coursera Business Foundations Marketing - Quiz 1-3 plus Final Exam- Questions and Answers (All)

Wharton Coursera Business Foundations Marketing - Quiz 1-3 plus Final Exam- Questions and Answers

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Quiz #1 Quiz, 10 questions Question 1 1 point 1. Question 1 Here is an example of a positioning statement for Volvo: "For upscale American families, Volvo is the family automobile that offers m... aximum safety." In this example, what serves as the frame of reference for the positioning statement? Volvos Other family automobiles Upscale American families The claim of maximum safety Unsafe cars Question 2 1 point 2. Question 2 Which of the following is NOT an element of the marketing mix? Schlumberger-Private Price Place Promotion Product Population Question 3 1 point 3. Question 3 As the US has become more health conscious, we have seen many fast food chains like McDonalds and Burger King introduce healthier offerings like grilled chicken and salad options. This is an example of what course concept? Competitive Points of Parity Category Points of Parity Competitive Points of Difference Category Points of Difference Schlumberger-Private Question 4 1 point 4. Question 4 When Steve Jobs updated his company name from Apple Computer to Apple in 2007, which part of the brand positioning was he changing? Frame of reference Point of difference Target segment Question 5 1 point 5. Question 5 Which of the following is NOT TRUE about the Generation Y cohort? They were born between 1977 and and 1997. They account for 30% of the population. They are independent and don't depend on social networking to connect with other members of their cohort. Schlumberger-Private They appreciate free content, access to wireless internet, and customization. Question 6 1 point 6. Question 6 PRIZM is a segmentation scheme that defines the country based on what type of clusters? Geographic Occupational Cohort Demographic Question 7 1 point 7. Question 7 In a buyer's market, the buyer has the power and the market is ______-focused. Product Customer Question 8 Schlumberger-Private 1 point 8. Question 8 According to the lectures, what should a company's long-term marketing strategy be? To be AT fair value (operational excellence, performance superiority, and customer intimacy). To be the best at one dimension and good enough at the other two dimensions (operational excellence, performance superiority, and customer intimacy). To be ABOVE "fair value" on each dimension (operational excellence, performance superiority, and customer intimacy). Question 9 1 point 9. Question 9 In the STP framework, what does "STP" stand for? Sizing; targeting; pricing Segmentation; targeting; positioning Sizing; tabulating; positioning Schlu [Show More]

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