Fluent Essays

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A marketer is in charge of which of the following tasks in a business?

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Creating a strategic plan to guide branding, marketing, and communications ◦ 

Producing the company’s long-term financial forecasts ◦ 

Directly selling products to customers ◦ 

Developing and fostering interaction between departments in the business Bookmark question for later

How can businesses best cope with the quick pace of digital disruption?

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Provide as many routes to purchase as possible. ◦ 

Rely on forecasts from economists to know how to proceed. ◦ 

Adopt new technologies immediately after they are released. ◦ 

Let marketing lead the way. Bookmark question for later

A brand story is a platform from which recognition, loyalty, and revenue are driven. What are the core components of a brand? (Select all that apply.)

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Brand strategy ◦ 

Brand correlation ◦ 

Brand traditions ◦ 

Brand identity ◦ 

Brand positioning Bookmark question for later

How does the brand development process begin?

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By identifying influencers who can promote the brand ◦ 

By determining key marketing strategies and tactics ◦ 

By designing a logo and brand name ◦ 

By researching the market to determine the target audience Bookmark question for later

What is the role of brand management in marketing?

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Building a strong brand is the essential foundation for successful marketing. ◦ 

Brand management is a niche field of marketing that only large companies include in their marketing plans. ◦ 

Brand management is slowly being eclipsed by product management due to digital disruption, but it is still used in more traditional firms. ◦ 

Branding is the last step in marketing and can come only after a marketing materials have been developed and tested. Bookmark question for later

Since 2017, consumers have watched video content the most on which type of technology?

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Desktop computers ◦ 

Mobile phones ◦ 

Movie screens ◦ 

Televisions Bookmark question for later

How has the media consumption of young adults and teenagers changed in recent years?

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These groups tend to browse the internet for information and entertainment rather than relying on print sources. ◦ 

These groups tend to use the TV to watch shows rather than play video games. ◦ 

These groups prefer watching TV on streaming services but have resisted the same trend with music streaming services. ◦ 

These groups tend to read more news and consume less video content than previous generations. Bookmark question for later

A marketer’s job is to _____________.

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Introduce new products in a way that appeals to the strongest appetites of potential consumers, such as a desire for money or sex ◦ 

Make a bigger impression than any other brand or company to get noticed by consumers in a favorable way ◦ 

Increase brand affinity by creating content that will cause consumers to come and linger for longer than they do for competitors’ content ◦ 

Understand how a product or service fits into the target consumer’s life in a way that will make their life better and tell them that Bookmark question for later

What are the four stages of the AIDA model?

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Avoidance, interest, denial, acceptance ◦ 

Autonomy, inspiration, dedication, action ◦ 

Awareness, interest, desire, action ◦ 

Alignment, integration, delivery, acknowledgement Bookmark question for later

Which of the following describes responsive purchasing?

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When people conduct heavy research before making a purchase decision ◦ 

When brand management doesn’t have much of a role in the purchase decision ◦ 

When the customer doesn’t consider any alternatives to purchasing a particular brand ◦ 

When a customer makes a purchase based on a recommendation or an advertisemen What is a working mission statement?

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A chart that provides a hierarchical structure of organizational roles and responsibilities ◦ 

A draft of a company’s mission statement that is built from the input of both employees and management ◦ 

An often long and flowery description of the company’s objectives published for the public to read ◦ 

A concise statement that helps focus employees on the company’s ultimate objective and map out the road to success Bookmark question for later

How long should a working mission statement be?

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As long as it needs to be to convey the company’s values ◦ 

One page ◦ 

One paragraph ◦ 

One sentence Bookmark question for later

What question does the working mission statement aim to answer for employees in a business?

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When are your projects due? ◦ 

Who is your boss? ◦ 

How well do you do your job? ◦ 

What do you do? Bookmark question for later

Which of the following is an element needed when building a working mission statement?

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Who your biggest investors and supporters are ◦ 

The key constraints that limit the way you work ◦ 

Who is in charge of different responsibilities in the company ◦ 

The core ideas that sum up your job activities Bookmark question for later

What is an operating charter?

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A document that defines interactions and authority across and between groups in an organization or department ◦ 

A legal form that must be filed with the state to register a business ◦ 

A single sentence that helps focus employees on the company’s ultimate objective and map out the road to success ◦ 

An often long and flowery description of the company’s objectives published for the public to read Bookmark question for later

Operating charters are created at which level of an organization?

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Each person within an organization creates their own operating charter. ◦ 

The organization as a whole has one operating charter. ◦ 

Each department can create its own operating charter. ◦ 

The management team typically has an operating charter for the executive officers to follow. Bookmark question for later

The combined working mission and operating charter fulfills what purposes? (Select all that apply.)

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Provide a detailed plan for accomplishing business objectives ◦ 

Define expectations for business goals ◦ 

Focus everyone’s time, energy, and resources on single-mindedly improving the business ◦ 

Shape customer perception of the company’s values and brands ◦ 

Set parameters and define authority for individuals Bookmark question for later

Edward Deming wrote that 94\% of problems in most corporations are due to inadequate _________.

 ◦ 

Systems ◦ 

Human resources ◦ 

Branding ◦ 

Management Bookmark question for later

Which of the following are included in an operating charter? (Select all that apply.)

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Scope of work ◦ 

Marketing strategies ◦ 

Quantifiable measures of success ◦ 

Company values ◦ 

Primary objectives Bookmark question for later

How is an operating charter different from a business plan?

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An operating charter is created internally, whereas a business plan is dictated by investors and the board of directors. ◦ 

An operating charter is typically classified, whereas a business plan is kept in plain sight for all employees to refer to. ◦ 

An operating charter shows the big picture of what you want to accomplish, whereas the business plan is more detailed. ◦ 

An operating charter is much longer and more detailed, whereas a business plan should be no more than one page. Bookmark question for later

A marketer is primarily in charge of which of the following tasks in a business?

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Performing financial analysis on the company’s past earnings ◦ 

Using creativity to build trust and cooperation within working groups ◦ 

Creating a strategic plan to influence company objectives and long-term business goals ◦ 

Identifying the essence of the company’s brand story and conveying that story with passion Bookmark question for later

What is the difference between a marketing tactic and a marketing strategy?

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Marketing tactics are often seen as untrustworthy or exaggerated, while marketing strategies are usually seen as clever and intelligent. ◦ 

Successful marketing tactics change based on available technology and trends, while successful marketing strategies have stayed constant over time. ◦ 

Marketing tactics are typically short-lived and unsuccessful, while marketing strategies are typically long-term efforts that yield results. ◦ 

Successful marketing tactics depend on consumer input and buy-in, while successful marketing strategies depend on the marketer’s skills and creativity. Bookmark question for later

Which of the following is an example of digital disruption?

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A consumer’s preference for using Apple products instead of Samsung ◦ 

Privacy controls on Facebook that prevent strangers from seeing one’s profile ◦ 

Streaming services like Netflix replacing video rental stores like Blockbuster ◦ 

A Wi-Fi network that stops working due to a faulty router Bookmark question for later

Which of the following is true of product and brand management?

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It requires little conscious thought to build a brand because consumers tell the brand story on their own. ◦ 

Brand management is the role of marketers, while product management is the duty of advertisers. ◦ 

Brand management typically takes on a supporting role, albeit an important one, to more central marketing activities. ◦ 

It takes years to build a successful brand, and it requires careful planning and consistent execution. Bookmark question for later

Given current trends in the consumption of video content, which modes of advertising have faced barriers to reaching a wide audience in recent years? (Select all that apply.)

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Video ads on YouTube ◦ 

Advertisements on television streaming services ◦ 

Targeted television advertisements ◦ 

Social media advertisements Bookmark question for later

Which of the following describes the essential role of marketing?

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To develop the most creative content that will make potential customers remember the brand ◦ 

To give a company’s customer touchpoints a consistent, visually appealing look and feel ◦ 

To convey to the customer how a product will make their life better ◦ 

To make the biggest splash in a pool of competing products Bookmark question for later

How can marketers successfully use new possibilities presented by digital technology?

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Marketers should stick to the fundamentals rather than being swayed by new possibilities, because the fundamentals are tried-and-true methods for success. ◦ 

Marketers should monitor the possibilities presented by new digital technology and integrate them if it makes sense in line with their broader marketing fundamentals. ◦ 

Marketers should be quick to adopt new technologies—if a marketer can do something new, they should do it, or else they risk being left behind. ◦ 

Marketers should be cautious about adopting any new strategies or tactics, because consumers are suspicious of changes. Bookmark question for later

What is the purpose of the AIDA model?

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To influence consumers’ emotions and thoughts to encourage them to purchase something ◦ 

To model how to create a strong brand in a digital marketplace ◦ 

To understand how consumers make purchase decisions ◦ 

To provide a set of guidelines for creating marketing materials Bookmark question for later

Which of the following is true of today’s consumers?

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Advertising to older adults is tricky because they expect a seamless experience with a brand across different touchpoints more than other segments do. ◦ 

Consumers today feel most satisfied about a purchase when they have spent a great deal of time and effort to make the right purchase decision. ◦ 

Advertising to teenagers and young adults is easy because they listen to a lot of radio, read extensively, and watch a lot of TV. ◦ 

Consumers have more access to information, content, and purchasing options than ever before due to access to digital devices. Bookmark question for later

Which of the following should be included in a working mission statement for a hotel chain?

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The names of the manager and the head of each department ◦ 

The responsibilities of each employee in the company ◦ 

The company’s commitment to provide clean rooms and exceptional customer service ◦ 

The daily cleaning schedule and room service menu Bookmark question for later

How can a working mission statement help a company succeed?

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It gives employees an understanding of budget constraints. ◦ 

It gives employees an understanding of strategic goals. ◦ 

It gives employees a set of rules for how to interact with one another and with customers. ◦ 

It gives employees creative direction when developing marketing campaigns. Bookmark question for later

Which of the following is a good example of a working mission statement for a health and wellness company?

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To create healthier and happier clients through sustainable wellness initiatives ◦ 

To grow our profits 10\% year-over-year while investing in environmental sustainability initiatives ◦ 

We treat our employees with respect and acknowledge their individual contributions to our health and wellness initiatives. ◦ 

We help our clients balance their lives and achieve wholeness through mental, physical, and emotional wellness. We guide you on your journey to true wellness and physical fitness and sustain our efforts by caring for the earth and caring for all human beings. 



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Which of the following types of information would be important to include in an operating charter for a marketing department?

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The salaries of each team member ◦ 

The primary objectives and job responsibilities of your team in creating marketing campaigns ◦ 

The company’s values of efficiency and innovation ◦ 

The due dates for each of your projects Bookmark question for later

How can a combined mission statement and operating charter help a company improve its systems?

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It grants authority to individuals within an organization and sets parameters for their roles. ◦ 

It helps focus employees’ time, energy, and resources on improving the business and reaching goals. ◦ 

It provides a view of the company’s goals and objectives in broad strokes. ◦ 

All of the above. Bookmark question for later

Which of the following is true?

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The most successful companies keep their business objectives a secret so that employees don’t take advantage of them. ◦ 

Working mission and operating charters help define internal systems so that employees can focus on meeting business objectives. ◦ 

Most of the problems in a corporation come from restrictive mission statements that provide little room for creativity. ◦ 

There is little reason to create a departmental working mission statement and operating charter if the company as a whole already has one