3. Discuss some of the most significant accomplishments at Google in the 21st century.
Quiz
1. Which of the following best describes how Google has managed to help define marketing
in the 21st century?
a. Innovative products and services
b. State of the art technology capabilities
c. An advertising powerhouse
d. All of the above
2. Which of the following is marketed at Google to ensure consumer satisfaction?
a. Goods
b. Services
c. Events
d. All of the above
.
3. Which of the following are the key markets that are targeted to consumers at Google?
a. Consumer markets
b. Business markets
c. Global markets
d. All of the above
4. Which of the following contributed to the creation of new marketing behaviors and
opportunities to the consumer?
a. AdSense
b. AdWords
c. Both A and B
d. None of the above
2. Describe how Chips ability to plan enhanced the continued success at Joie de Vivre.
3. Explain how the role of relationships enhanced the planning process at Joie de Vivre. Be
specific.
Quiz
1. Which of the following enhanced the strategic planning process at Joie de Vivre?
a. Analyzing internal strengths
b. Analyzing external threats
c. Analyzing internal weaknesses
d. All of the above
2. Chip Conley was successful in the development of a strategic marketing plan. Which of
the following is not one of the steps in this plan?
a. Plan
b. Implement
c. Control
d. Delegate
3. Chip Conley was excited about starting the company and he offered consumers a unique
atmosphere to enjoy. He specified marketing tactics that included product features of the
hotel, promotion, merchandising pricing, channels, and service. What did he implement?
a. Taxation rules
b. Tactical marketing plan
c. Tooling strategies
d. Traditional strategy
4. Why did Chip Conley implement pay cuts and freezes to the employees at Joie de Vivre?
a. Strategic planning
b. He disliked the employees
c. He used the funds to develop the business
d. None of the above
5. Which of the following is not a core competency that contributed to the success of Joie de
Vivre?
a. A source of competitive advantage; makes a significant contribution to perceived
consumer benefits
b. It has applications in a wide variety of markets
c. It is difficult for competitors to imitate
d. It is not difficult for competitors to imitate
2. To gain a competitive advantage at the advertising firm, what would the firm need to
evaluate to estimate the current demand for a product they wanted to promote?
a. Total market potential
b. Total industry sales
c. Market shares
d. All of the above
3. Which of the following best describes the creative methods used at Crispin Porter +
Bogusky to promote products and services?
a. Systematic design
b. Collection
c. Analysis and reporting
d. Traditional and non-traditional
4. What is Crispin Porter + Boguskys greatest strength that provides it the ability to
promote products and services?
a. Demand
b. Creativity
c. Supplies
d. Brand recognition
5. The Truth campaign was effective because the firm was aware of the publics increased
concerns about the adverse outcomes of smoking. What other programs should marketers
focus on to improve the environment and appeal to the public?
a. Design programs
b. Workaholic programs
c. Policy programs
d. Green marketing programs
2. Explain how Dunkin Donuts discovers if the extensive market research is effective.
3. Dunkin Donuts implements extensive research to develop consumer products. Explain
how Dunkin Donuts expands product offerings to meet the demands of the consumer. Be
specific.
Quiz
1. What are two complimentary approaches that can be used to measure the marketing
productivity at Dunkin Donuts?
a. Marketing metrics to assess marketing affects
b. Marketing-mix modeling to estimate casual relationships and how marketing activity
affects outcome
c. Marketing meetings to evaluate ideas to market new products
d. Market estimation of demand
2. Why does Dunkin Donuts use product development labs?
a. To train the competitors to duplicate products
b. To enable employees to manipulate the products
c. Taste and evaluate coffee in the entire value chain
d. They do not have product development labs