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What is the difference between a marketing tactic and a marketing strategy?
- Successful marketing tactics change based on available technology and trends, while successful marketing strategies have stayed constant over time.
- Marketing tactics are often seen as untrustworthy or exaggerated, while marketing strategies are usually seen as clever and intelligent.
- 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.
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Which of the following is an example of digital disruption?
- A consumer’s preference for using Apple products instead of Samsung
- Streaming services like Netflix replacing video rental stores like Blockbuster
- Privacy controls on Facebook that prevent strangers from seeing one’s profile
- A Wi-Fi network that stops working due to a faulty router
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Which of the following is true of product and brand management?
- 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.
- 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.
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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.)
- Targeted television advertisements
- Video ads on UTube
- Advertisements on television streaming services
- Social media advertisements
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Which of the following describes the essential role of marketing?
- To convey to the customer how a product will make their life better
- To give a company’s customer touchpoints a consistent, visually appealing look and feel
- To make the biggest splash in a pool of competing products
- To develop the most creative content that will make potential customers remember the brand
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