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How can marketers successfully use new possibilities presented by digital technology?
- 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 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 cautious about adopting any new strategies or tactics, because consumers are suspicious of changes.
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What is the purpose of the AIDA model?
- To understand how consumers make purchase decisions
- To provide a set of guidelines for creating marketing materials
- To model how to create a strong brand in a digital marketplace
- To influence consumers’ emotions and thoughts to encourage them to purchase something
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Which of the following is true of today’s consumers?
- Consumers have more access to information, content, and purchasing options than ever before due to access to digital devices.
- 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 older adults is tricky because they expect a seamless experience with a brand across different touchpoints more than other segments do.
- Advertising to teenagers and young adults is easy because they listen to a lot of radio, read extensively, and watch a lot of TV.
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Which of the following should be included in a working mission statement for a hotel chain?
- The responsibilities of each employee in the company
- The names of the manager and the head of each department
- The daily cleaning schedule and room service menu
- The company’s commitment to provide clean rooms and exceptional customer service
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How can a working mission statement help a company succeed?
- It gives employees a set of rules for how to interact with one another and with customers.
- It gives employees an understanding of budget constraints.
- It gives employees creative direction when developing marketing campaigns.
- It gives employees an understanding of strategic goals.
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Which of the following is a good example of a working mission statement for a health and wellness company?
- 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.
- To create healthier and happier clients through sustainable 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?
- The primary objectives and job responsibilities of your team in creating marketing campaigns
- The due dates for each of your projects
- The salaries of each team member
- The company’s values of efficiency and innovation
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How can a combined mission statement and operating charter help a company improve its systems?
- 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.
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Which of the following is true?
- 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.
- 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
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