MKT 435 Wk 5 - Practice: Topic 12 Quick Check

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MKT 435 Wk 5 - Practice: Topic 12 Quick Check

1. Prior to the digital age, consumers experienced brands _____________.

• Online
• In person

2. What is e-commerce?

• An athletic apparel brand
• The buying and selling of goods and services online
• A digital app for sharing stocks
• None of the above

3. Which of the following best explains the importance of e-commerce?

• a. It is no longer feasible to build, rent, and maintain brick-and-mortar stores
• b. Almost half of US consumers prefer to shop online
• c. E-commerce can narrow a brand’s customer base
• d. All of the above

4. Fill in the blank: Brands that fail to adopt an e-commerce strategy will lose the consideration and loyalty of consumers, resulting in _________ market share.

• Increased
• Decreased
• Stable
• Dynamic

5. What is one benefit of e-commerce as it relates to consumers?

• Standard USPS shipping times for standardization
• 24-hour convenience for instant gratification
• Brands can save money by consolidating their in-person stores
• Production can happen overseas

6. How can retail stores meet consumers’ needs with artificial intelligence? Select all that apply.

• Retail stores can continue to engage with customers after they have purchased to increase customer loyalty.
• Retail stores can engage with consumers at each point in the customer journey with the right message at the right time.
• Retail stores can provide relevant information to a consumer to move the person along in the customer journey toward making a purchase decision.
• Retail stores can persuade customers to buy something they do not need.

7. What makes the Bombas company different from other sock companies?

• Bombas aligned its brand to an ethical cause that consumers are happy to support.
• Bombas promises the shortest shipping time.
• Bombas socks have the most innovative styles.
• Bombas makes the best socks in the world.

8. Which of the following are results of an effective integrated e-commerce strategy? Select all that apply.

• Increased customer lifetime value
• Increased brand awareness
• Shortened customer journeys
• Highly engaged customer communities post-purchase

9. In the alternative evaluation stage, what type of campaign is a brand more likely to run that leverages artificial intelligence?

• A “sale” campaign highlighting a current sales offer
• A “versus” campaign highlighting the benefits of its products
• An “ad” campaign with flyers mailed to the consumer’s residence
• An “election campaign” linking a product to a candidate

1. Fill in the blank: Brands that position themselves to educate consumers are the brands that will continue to progress through the digital age, _______ market share.

• Losing
• Keeping
• Gaining
• Selling