Since its introduction to the market in 2007, Apple Inc's iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S. alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones. Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies. While deciding on what brand of cell phone he should buy, Mark, a university student, asks his friend for suggestions on different models of cell phones. His friend immediately says that the iphone and Blackberry are good options. This is an example of .
a. a need state
b. stratification
c. an evoked set
d. cognitive dissonance
Question 2You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work. The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels. Part of the site is devoted to a full catalog that lists the company's titles currently in print, and other parts offer interactive activities, musings of well-known writers, and games involving mysteries to solve. This site is using to promote its novels.
a. app ads
b. big data
c. search engine optimization
d. advergaming
Question 3Since its introduction to the market in 2007, Apple Inc's iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S. alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones. Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies. Originally, one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one. This represents:
a. an emotional benefit.
b. a functional benefit.
c. a need state.
d. cognitive dissonance.
Question 4You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work. When you visited the restaurant site, the marketers were able to collect some information about you and your buying habits. Marketers are able to do this by:
a. counting the number of hits made on the site.
b. using software that monitors one's digital footprint.
c. tracking the email registration on the site.
d. counting keystrokes used to move through the site.
Question 5As clothing and accessories retailer Gap, Inc attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked cheap, like a crummy PowerPoint presentation, and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions. Facebook played an important role in Gap reversing its decision to change the company logo.
Thousands of users posted status updates expressing their distaste for the new logo, and company executives could not overlook the opinions of their customers. In this situation, Gap had a strong:
a. need state.
b. brand community.
c. internal search.
d. reaction to advertising clutter.
Question 6You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work. While reading the editorials on the magazine site, a reader was so glad that he was no longer interrupted by annoying ads. Due to widespread annoyance with these online distractions, many service providers offered blockers that greatly reduced an advertiser's ability to get onto a user's screen.
a. paid search advertising
b. pop-up ads
c. rich media
d. opt-in messages
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