MKT 435 Wk 3 - Apply: Summative Assessment

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MKT 435 Wk 3 - Apply: Summative Assessment

1. Color Matching Co. is an interior design firm that has high brand awareness but is struggling to consistently secure new clients. The company hired a team of consumer behavior experts to conduct market research to determine how to consistently convert brand awareness into clients. Which of the following recommendations is the team of consumer behavior experts likely to make?

• It is recommended that Color Matching Co. asks every person in their database to purchase from them immediately.
• It is recommended that Color Matching Co. hosts a webinar and then requests participants to schedule a private consultation with an interior design expert to get a personalized assessment.
• It is recommended that Color Matching Co. hire a high-pressure salesperson to cold call every person in the database.
• It is recommended that Color Matching Co. reaches out to all its current and former clients and offers them a discount based on how many people they refer to the company.

2. Chikin Nugget Co. is about to launch a new plant-based nugget. It decides to offer free samples in a shopping mall in order to generate sales. Is this method effective? Why or why not?

• Yes, because social psychology proves that people are most likely to give something after they have received something.
• No, because people who receive things for free will not buy.
• No, because the cost of the total quantity of free samples given will outweigh the gain of the sales.
• Yes, because scarcity will force people to act so that they do not miss the opportunity to buy the new plant-based nuggets.

6 / 6  (100.0%)

3. ABC Event Marketing needed to increase the RSVP count for an upcoming prostate cancer event. ABC focused on men who have been diagnosed with prostate cancer in the last year. Because of this narrow focus, ABC Event Marketing successfully increased RSVPs by 300% in 10 days. How was ABC Event Marketing able to accomplish this?

• ABC Event Marketing used scarcity to encourage people to RSVP.
• ABC Event Marketing used a targeted segment and problem to focus on so that there was commonality among the guests.
• ABC Event Marketing included celebrity spokespeople to overcome the stigma of prostate cancer and encourage people to attend.
• ABC Event Marketing offered a gift in return for an RSVP.

4. In its campaign, ABC Event Marketing was also able to secure sponsorships from the Mayo Clinic and the Prostate Cancer Foundation. What impact did this have on the results?

• The sponsorships caused more sponsors to step up and donate.
• The sponsorships intimidated potential consumers because of the size of their corporations.
• The sponsorships made people think they were missing the only chance they had to connect with others.
• The sponsorships added event credibility through social proof.