Question 1

A brand strategy can best be described by which of the following?

Accepted Answer

A)  the logo and labeling on the product or service
B)  the plan to market the product
C)  the plan to communicate the brand messages to the target audience
D)  the plan that organizes,controls,and legally protects the brand C

Question 2

Al Ries suggested that using one word as the product or company would create a stronger brand.What was the reasoning behind this suggestion?

Accepted Answer

A)  It would be easier for consumers to remember.
B)  It would leave it to the consumer to fill in the blank.
C)  It would force the product to represent one singular goal.
D)  It would encourage linkage between the company and its service. A

Question 3

When designing your social media strategy,you must consider how you are going to measure your online presence.

Accepted Answer

A) True 
 B)False  True

Question 4

Of the following,what component of communication is most effective in communicating your message?

Accepted Answer

A)  the words spoken
B)  facial expressions
C)  body movements
D)  hand gestures

Question 5

Stephen has opened a BBQ restaurant that he hopes will be seen as a sports bar.Which of the following best describes an example of a need for positioning?

Accepted Answer

A)  Stephen receives a complaint from a customer about the lack of heat in the BBQ sauce.
B)  Stephen notices several Facebook postings that describe his restaurant as "a good family restaurant" and "a perfect end to a day of shopping."
C)  Stephen notices several Facebook postings that describe his restaurant as good but a bit pricey.
D)  Stephen notices that many calls are coming in asking for directions to his location.

Question 6

Research has shown that ______ of our messages are conveyed through facial expression.

Accepted Answer

A)  10%
B)  25%
C)  55%
D)  93%

Question 7

A logo should ______.

Accepted Answer

A)  state the purpose of the product or service
B)  be easily remembered
C)  create an emotional connection with the customer
D)  be associated with the product,not the company

Question 8

What would be the best description of the term packaging?

Accepted Answer

A)  the use of the logo and brand name on the product packaging
B)  making sure that the form of delivery will prevent damage to the product
C)  the process of exploring all visual elements of the product and service appearance
D)  presenting the service in clearly labeled and attractive packages

Question 9

Websites with flashy,cluttered pages tend to be most successful.

Accepted Answer

A) True 
 B)False

Question 10

In order to build long-term relationships with investors,it is important to figure out how to market ______.

Accepted Answer

A)  your company
B)  your price
C)  yourself
D)  your unique value proposition

Question 11

Which of the following best describes the amount of time you have to make an impression during a pitch session?

Accepted Answer

A)  People will allow you at least a minute before deciding if they want to hear more.
B)  People will listen to your entire pitch before forming an opinion.
C)  You will have between 7 and 20 seconds to create a good first impression.
D)  You will have one-tenth of a second.

Question 12

A brand strategy is a short-term plan to develop a successful brand.

Accepted Answer

A) True 
 B)False

Question 13

When you are creating content that will be engaging to your customers,a good rule of thumb is that 10% or less of your content should be about you (or the "face" of your company)and 90% should be about your customers.

Accepted Answer

A) True 
 B)False

Question 14

Most investors will invest primarily in your product or idea,not in you.

Accepted Answer

A) True 
 B)False

Question 15

What should companies think about while marketing on social media?

Accepted Answer

The answer of What should companies think about while marketing...

Question 16

When marketers use the S.A.V.E.framework,the focus is likely to be which of the following?

Accepted Answer

A)  a greater focus on solutions and providing information
B)  cost reduction
C)  a need for an updated,technology-oriented approach to marketing
D)  an emphasis on place,price,and promotion

Question 17

S.A.V.E.advocates marketing a product based on ______ rather than emphasizing its features.

Accepted Answer

A)  its price advantage
B)  how it meets customer needs
C)  its basic functions
D)  its novelty

Question 18

Rather than making an audience immediately fall in love with an idea,the purpose of entrepreneurial marketing is to create a discussion that will lead to a favorable outcome.

Accepted Answer

A) True 
 B)False

Question 19

In a pitch,it is a good idea to use the 4 Ps framework.Using the framework will organize your review of the product and make sure your pitch is complete.

Accepted Answer

A) True 
 B)False

Question 20

When asking "Is this service something that is suitable for my target audience?" an entrepreneur is interested in what aspect of the marketing mix?

Accepted Answer

A)  product
B)  price
C)  promotion
D)  place

Exam 15: Engaging Customers Through Marketing

A brand strategy can best be described by which of the following?

Al Ries suggested that using one word as the product or company would create a stronger brand.What was the reasoning behind this suggestion?

When designing your social media strategy,you must consider how you are going to measure your online presence.

Of the following,what component of communication is most effective in communicating your message?

Stephen has opened a BBQ restaurant that he hopes will be seen as a sports bar.Which of the following best describes an example of a need for positioning?

Research has shown that ______ of our messages are conveyed through facial expression.

A logo should ______.

What would be the best description of the term packaging?

Websites with flashy,cluttered pages tend to be most successful.

In order to build long-term relationships with investors,it is important to figure out how to market ______.

Which of the following best describes the amount of time you have to make an impression during a pitch session?

A brand strategy is a short-term plan to develop a successful brand.

When you are creating content that will be engaging to your customers,a good rule of thumb is that 10% or less of your content should be about you (or the "face" of your company)and 90% should be about your customers.

Most investors will invest primarily in your product or idea,not in you.

What should companies think about while marketing on social media?

When marketers use the S.A.V.E.framework,the focus is likely to be which of the following?

S.A.V.E.advocates marketing a product based on ______ rather than emphasizing its features.

Rather than making an audience immediately fall in love with an idea,the purpose of entrepreneurial marketing is to create a discussion that will lead to a favorable outcome.

In a pitch,it is a good idea to use the 4 Ps framework.Using the framework will organize your review of the product and make sure your pitch is complete.

When asking "Is this service something that is suitable for my target audience?" an entrepreneur is interested in what aspect of the marketing mix?