Claudia Abaunza Bautista
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Examen

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Claudia Abaunza Bautista
Creado por Claudia Abaunza Bautista hace más de 9 años
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Exame Marketing 2

Exame Marketing 2

Pregunta 1 de 18

1

A Restaurant charges adult 40€ for their special menú but only 30€ for senior citizens (above 65). Knows as

Selecciona una de las siguientes respuestas posibles:

  • Price discrimination

  • Promotional pricing

Explicación

Pregunta 2 de 18

1

What are the main characteristics of a “pricing penetration” strategy?
Select one or more:

Selecciona una o más de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 3 de 18

1

Select the characteristics related to price that are right.
Select one or more:

Selecciona una o más de las siguientes respuestas posibles:

  • 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

Explicación

Pregunta 4 de 18

1

A Pull Strategy means:
Select one or more:

Selecciona una o más de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 5 de 18

1

Torres Group organizes special music concerts for its clients. Torres marketing department is involved in:
Select one:

Selecciona una o más de las siguientes respuestas posibles:

  • Sales promotion.

  • Advertising.

  • Guerrilla marketing.

Explicación

Pregunta 6 de 18

1

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:

Selecciona una o más de las siguientes respuestas posibles:

  • Similar to Pull Strategy.

  • Elastic.

  • Highly elastic.

  • Inelastic.

Explicación

Pregunta 7 de 18

1

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?

Selecciona una o más de las siguientes respuestas posibles:

  • Advertasing

  • Public relations

Explicación

Pregunta 8 de 18

1

What is the meaning of PWYW?

Selecciona una o más de las siguientes respuestas posibles:

  • Price what you want

  • Ninguna

Explicación

Pregunta 9 de 18

1

Which of the following might be KPIS for the marketing plan of an Italian restaurant group based in Madrid?

Selecciona una o más de las siguientes respuestas posibles:

  • 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)

Explicación

Pregunta 10 de 18

1

The demand is more inelastic when:
Select one or more:

Selecciona una o más de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 11 de 18

1

What are the differences between ATL Above The Line and BTL Below The Line?

Selecciona una o más de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 12 de 18

1

Our company is focused in growing using a penetration strategy (existing products existing markets) might be carried out?
Select one or more:

Selecciona una o más de las siguientes respuestas posibles:

  • R+D

  • New uses for existing products.

  • Creation of substitute products.

  • Higher frequency of use the existing products.

  • Related segments for the existing products

Explicación

Pregunta 13 de 18

1

What might be the advantages of using a dashboard in a restaurant group?
Select one or more:

Selecciona una o más de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 14 de 18

1

What are the main characteristics of a “pricing skimming” strategy?
Select one or more:

Selecciona una o más de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 15 de 18

1

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:

Selecciona una o más de las siguientes respuestas posibles:

  • Good for business.

  • Elastic.

  • Suitable for the strategy.

Explicación

Pregunta 16 de 18

1

What is the main difference between “advertising” and Public relations?
Select one or more:

Selecciona una o más de las siguientes respuestas posibles:

  • 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.

Explicación

Pregunta 17 de 18

1

The difference between the cheapest dish is a menu and the most expensive should be around:
Select one:

Selecciona una o más de las siguientes respuestas posibles:

  • 2,5 times

  • 2 times

  • 30% above

Explicación

Pregunta 18 de 18

1

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:

Selecciona una o más de las siguientes respuestas posibles:

  • Danish consumer´s attitude one the new regulation for the restaurants regulating the allergen communication.

  • All the answers are right.

Explicación

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