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Exame Marketing 2

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Examen
Claudia Abaunza Bautista
Quiz by Claudia Abaunza Bautista, updated more than 1 year ago
Claudia Abaunza Bautista
Created by Claudia Abaunza Bautista over 7 years ago
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Resource summary

Question 1

Question
A Restaurant charges adult 40€ for their special menú but only 30€ for senior citizens (above 65). Knows as
Answer
  • Price discrimination
  • Promotional pricing

Question 2

Question
What are the main characteristics of a “pricing penetration” strategy? Select one or more:
Answer
  • Strategy focused on obtaining a big ROI in the long run.
  • Strategy that might be focused on a high quality/value ratio.
  • Strategy that might be used for the launch of new products.
  • Low pricing strategy.
  • Ninguna correcta

Question 3

Question
Select the characteristics related to price that are right. Select one or more:
Answer
  • We might have a different price for each stage of the life cycle.
  • Doesn’t depend on the demand.
  • Cannot be modified in the life of a service/product.
  • It is easily copied and replicated by competitors.
  • Price is an element of the marketing mix

Question 4

Question
A Pull Strategy means: Select one or more:
Answer
  • Get your consumers engaged in order to ask for your products in shops.
  • To get the consumers approval to use a specific advertising piece targeting them.

Question 5

Question
Torres Group organizes special music concerts for its clients. Torres marketing department is involved in: Select one:
Answer
  • Sales promotion.
  • Advertising.
  • Guerrilla marketing.

Question 6

Question
If the manager of a convenience shop increases 25% the price of the fizzy driks, he discovers that he sells exactly the same number of units. That means, the demand is: Select one or more:
Answer
  • Similar to Pull Strategy.
  • Elastic.
  • Highly elastic.
  • Inelastic.

Question 7

Question
A restaurant specialized in olive oil cooking hires a food magazine to write and publish an ad with technical data and additional health information on its new olive oil menu. The article is published to following month. This is an example of which marketing tactics?
Answer
  • Advertasing
  • Public relations

Question 8

Question
What is the meaning of PWYW?
Answer
  • Price what you want
  • Ninguna

Question 9

Question
Which of the following might be KPIS for the marketing plan of an Italian restaurant group based in Madrid?
Answer
  • Number of the article published in local press in the last year.
  • Average costs of food and beverage in each restaurant (€).
  • Visit frequency of the member of the Special Club in the group (number of times)
  • Average ROI of the marketing actions.
  • Average time to save a table (min)

Question 10

Question
The demand is more inelastic when: Select one or more:
Answer
  • There is a substitute product similar to the one sold.
  • The product is part of a bundling strategy.
  • The purchase is for leisure reasons.
  • The client is familiar with the product.
  • The product has a unique value.

Question 11

Question
What are the differences between ATL Above The Line and BTL Below The Line?
Answer
  • ATL includes marketing tactics addressed to a mass media market. Below The Line marketing tactics are addressed to targeted public.
  • BTL includes marketing activities that are addressed to a mass media market. Above the line Market is targeting a segmented public.

Question 12

Question
Our company is focused in growing using a penetration strategy (existing products existing markets) might be carried out? Select one or more:
Answer
  • R+D
  • New uses for existing products.
  • Creation of substitute products.
  • Higher frequency of use the existing products.
  • Related segments for the existing products

Question 13

Question
What might be the advantages of using a dashboard in a restaurant group? Select one or more:
Answer
  • Ninguna
  • Relevant data might be seen in a very visual format.
  • Helps to take decisions on the plan marketing effectiveness.
  • Solves marketing problems that might be addressable.
  • Marketing information might be seen in a max of 10 KPIS.

Question 14

Question
What are the main characteristics of a “pricing skimming” strategy? Select one or more:
Answer
  • Strategy that might be used to launch a new product to the market.
  • None of the others.
  • Strategy to maximize the benefits of the company in the long run.
  • Low pricing strategy.
  • Strategy that uses a high price in a short period of time.

Question 15

Question
If the restaurant manager increases the price of the menu by 10%, the results shows that the turnover for that following week is about half. That means, the demand of that menu is highly: Select one or more:
Answer
  • Good for business.
  • Elastic.
  • Suitable for the strategy.

Question 16

Question
What is the main difference between “advertising” and Public relations? Select one or more:
Answer
  • None of the answer is right.
  • You always pay to have sth published in a advertising campaign. Might not be the case in a public relationship campaign.
  • Restaurant only use public relations campaigns.

Question 17

Question
The difference between the cheapest dish is a menu and the most expensive should be around: Select one:
Answer
  • 2,5 times
  • 2 times
  • 30% above

Question 18

Question
Which of the following statements is NOT a political-legal factor in a Pestel analysis carried out on a restaurant chain in Denmark? Select one or more:
Answer
  • Danish consumer´s attitude one the new regulation for the restaurants regulating the allergen communication.
  • All the answers are right.
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