Multiple Choice - Markedsføring

Lise is sitting on the airport express train from Gardermoen and preparing intensively for a meeting. She works for REMA and needs to go through the documents before the meeting starts in 20 minutes. She is unsure if she will make it on time. While reading the documents, she notices a Bunnpris advertisement on the TV screen in front of her. She continues reading while occasionally glancing up at the screen. The most likely thing she will remember from the advertisement are the prominent elements such as celebrities, vibrant colors, slogans, brand names, etc. These elements are attention-grabbing and have a higher chance of being retained in her memory.

The choice to purchase or not purchase is influenced by variables such as habits, personality traits, and situational factors. These factors can play a significant role in determining an individual's decision-making process and can override or complement their purchasing intentions.

The Fishbein & Ajzen's extended attitude model is the most relevant theory to describe how Lars will shape his attitudes towards the alternatives he is considering. This model suggests that attitudes are formed based on the beliefs and evaluations of the attributes associated with the alternatives. Lars, with his interest and knowledge in slalom, will likely consider the various attributes of the equipment he is evaluating and form attitudes based on his beliefs and evaluations of those attributes.

The correct answer is "Kontraktbaserte." Kontraktbaserte verdikjeder krever mest koordinering og samarbeid. This is because in a contract-based value chain, multiple parties are involved, and their roles and responsibilities are defined in a contractual agreement. Coordination and collaboration are necessary to ensure that all parties fulfill their obligations and work together effectively. On the other hand, administrerte verdikjeder are managed internally within a single organization, which may require less coordination and collaboration with external parties.

Customers with a high level of knowledge about cars are likely to spend the most time and effort searching for information when buying a car. This is because they have a deeper understanding of the technical aspects, features, and specifications of different car models. They may also have specific preferences and requirements that they want to fulfill. Therefore, they are more likely to conduct thorough research, compare options, and seek detailed information before making a purchase decision.

The correct answer is personnel, raw materials, and equipment/facilities. In order to produce the "backstage elements" in the Troyes product-element model, personnel is needed to perform the necessary tasks, raw materials are required as inputs, and equipment/facilities are utilized to carry out the production process.

According to the marketing law, Q-meieriene must have documentation that proves the milk lowers cholesterol before they start marketing it. This means that they need scientific evidence or studies that support the claim that the ingredient in the milk can lower cholesterol levels. Simply referring to previous research on the ingredient's cholesterol-lowering effects for other products is not enough. The law requires specific documentation for the specific product being marketed.

To ensure that a commercial has an effect on those who passively process it, it is important to clearly expose brand elements both visually and audibly. This means that the brand should be prominently featured in the advertisement, making it easily recognizable and memorable even for those who are not actively engaged with the content. By doing so, the brand can leave a lasting impression and potentially influence passive viewers to take action or remember the advertisement in the future.

If the customer has a positive attitude towards contributing, both their self-perception and the brand can be positively influenced. This suggests that customer involvement in the production process can have a positive impact on both the customer's perception of themselves and the brand. However, it is important to note that this effect is contingent on the customer already having a positive attitude towards the brand.

Selektiv verdikjede refers to the practice of selling products through carefully selected retail outlets. This means that the company chooses specific stores or outlets to sell their products, rather than making them available everywhere. This approach allows the company to maintain more control over the distribution and positioning of their products, and also ensures that the products are sold in locations that align with the company's branding and target market.

The correct answer is that open innovation involves a company sourcing ideas from various sources and also collaborating with others to commercialize those ideas. This means that the company is not only gathering ideas from different channels but also working together with external partners to bring those ideas to market. This approach allows for a broader range of ideas and expertise to be utilized, leading to increased innovation and potential for success.

Protection for a trademark can be obtained through registration in the Patent Office's trademark register or through acquiring a reputation through use (innarbeidelse).

The question asks for a method to compare the average score of own brand with the corresponding score of the competitor. ANOVA (Variance Analysis) is a suitable method for comparing means of multiple groups, in this case, the own brand and the competitor. It can determine if there is a significant difference between the average scores of the two groups. Therefore, ANOVA is the appropriate analysis method to use in this situation.

When a product becomes more specialized and its quality is improved, it is most appropriate for a company to reduce the channel width for brand distribution. This is because a specialized and high-quality product often requires a more targeted and exclusive distribution strategy to effectively reach its intended market and maintain its premium positioning. By reducing the channel width, the company can focus on selected distribution channels that align with the specialized nature of the product, ensuring better control over distribution and potentially increasing profitability.

The advertisement has the potential to increase the awareness of the brand and the key associations related to it, but only if the brand elements are clearly exposed. This suggests that the individual may not be heavily influenced by the advertisement, but there is a possibility that it could have a positive impact on their perception and knowledge of the brand.

In a situation where the supply risk for a product is low but the economic importance of the product is high, competition would be the most appropriate procurement strategy. This is because competition allows for multiple suppliers to compete for the business, which can lead to better pricing, quality, and innovation. Additionally, competition ensures that the buyer has options and can switch suppliers if necessary, reducing the risk of relying on a single supplier.

Given that the assumption is passive processing, it would be advisable to expose the brand elements prominently in the advertisement. This is because passive processing suggests that the audience may not actively engage with the advertisement or pay full attention to it. By making the brand elements highly visible, it increases the chances of the audience noticing and remembering the brand, thus strengthening brand awareness.

According to Fishbein and Ajzen's model, the "intention to act" is influenced by two factors: attitude towards the behavior and social norms. Attitude towards the behavior refers to an individual's personal evaluation or belief about the behavior, whether they perceive it as positive or negative. Social norms, on the other hand, refer to the perceived expectations or pressures from others regarding the behavior. Therefore, both attitude towards the behavior and social norms contribute to the formation of the intention to act.

An appropriable resource is characterized by being controllable and difficult to be captured by other companies. This means that the company has the ability to control and protect the resource from being taken or used by competitors. It implies that the resource is valuable and unique to the company, giving it a competitive advantage. This control and difficulty in appropriation make the resource more valuable and important for the company's success.

The student's positive experience with preparing and enjoying the Jegergryte from Toro will likely strengthen both their attitude towards the dish itself and their confidence in their cooking skills. This is because of the self-serving bias, which leads individuals to attribute success to their own abilities and skills. Therefore, the student's positive experience with the Jegergryte will likely reinforce their positive attitude towards it and their belief in their own cooking abilities.

The most appropriate time for a company to reduce the channel width for distribution of a product is when the product becomes more specialized and increases in quality. This is because when a product becomes more specialized, it may require a more targeted and focused distribution strategy to reach its intended market. Additionally, when the quality of a product increases, it may be necessary to limit the number of distribution channels to ensure that the product is consistently delivered to customers in a high-quality manner.

The correct answer is "Ja, påstanden har god støtte" because the question is asking if the statement "merke-elementene alltid bør eksponeres tydelig i TV-reklamer" has good support in advertising research. The answer suggests that there is good support for this statement in advertising research.

According to Fishbein & Ajzen's extended model, individuals' attitudes and social norms towards the purchase play a significant role in shaping their purchase intentions. This means that a person's own beliefs, values, and opinions about the purchase, as well as the influence of societal expectations and norms, contribute to their likelihood of purchasing a product. The other options mentioned, such as assumptions about the product's capabilities and immediate emotions towards the purchase, may also play a role but are not specifically mentioned in the given correct answer.

The correct answer is "Nei, fordi meglerne representerer en ikke-appropierbar ressurs." This means that the brokers cannot be easily imitated or replicated by competitors, making them a valuable strategic resource for the company.

The factors that have the greatest impact on the decision to complain or not are the degree of dissatisfaction, the degree of regret, the expected response to the complaint, and how easy it is to complain. These factors determine the consumer's motivation to take action and express their negative experiences with the product or service. If the consumer is highly dissatisfied, feels regret, expects a positive response to the complaint, and finds it easy to file a complaint, they are more likely to complain.

The correct answer is "Påstanden er delvis feil" because advertising directed towards children is not allowed to the same extent as advertising aimed at adults. There are stricter regulations and guidelines in place to protect children from potentially harmful or manipulative advertising practices. Therefore, the statement that advertising directed towards children is allowed on an equal footing with advertising aimed at adults is partially incorrect.

The correct answer is "Nei, påstanden er feil." This means that the statement made by the colleague is incorrect. They claimed that it is important to develop an advertisement with strong narrative climaxes, but this is not true. The question is asking whether it is given that the advertisement we process passively, even though detergent is a low-involvement category. The correct answer is that the properties of the advertisement can indeed change the processing, but it does not necessarily mean that strong narrative climaxes are important.

The correct answer is "Påstanden er feil." This means that the statement "Kryssalg handler om at kunden utsettes for flere tilbud fra flere tilbydere samtidig" is incorrect. Kryssalg refers to the practice of offering additional products or services to a customer who is already making a purchase. It does not necessarily involve multiple offers from multiple providers simultaneously.

Strategisk partnerskap er den mest hensiktsmessige innkjøpsstrategien når både innkjøpets økonomiske betydning og forsyningsrisikoen er stor. Ved å inngå et strategisk partnerskap etablerer man et langsiktig og nært samarbeid med en eller flere leverandører. Dette gir bedre kontroll over forsyningskjeden, reduserer risikoen for forsyningsavbrudd og gir mulighet for å oppnå bedre priser og betingelser. I tillegg kan strategiske partnere bidra med innovasjon, kvalitetsforbedringer og økt effektivitet i innkjøpsprosessen.

The term "oppslag" refers to the seller convincing the customer to purchase a more expensive product than what they originally intended to buy. This means that the seller successfully convinces the customer to upgrade their purchase and spend more money on a higher-priced item.

Understanding the customer's needs in personal sales processes before selling the first product they show interest in is more profitable because it creates opportunities for cross-selling and upselling. By understanding the customer's needs, salespeople can identify additional products or services that may complement or enhance the initial purchase, increasing the overall sales value. This approach also helps to avoid selling a product to the customer that they may later complain about, ensuring customer satisfaction and reducing potential returns or negative feedback.

According to the marketing law, it is permissible to target children in advertising as long as the advertisement does not directly encourage them to make a purchase. This means that G-Sport can address children in their advertising campaign as long as it does not contain explicit calls to buy their products.

The advertisement is in violation of the marketing law because the company is planning to send out advertisements to potential customers without their consent. According to marketing laws, companies are required to obtain the consent of individuals before sending them any form of advertising. Therefore, sending out advertisements to individuals without their consent is considered a violation of the marketing law.

For a consumer to process an advertisement centrally, they must be motivated and have the ability and opportunity to process the advertisement. This means that the consumer needs to have the desire or interest to engage with the advertisement and also have the cognitive and physical resources to pay attention to and comprehend the message. Simply being motivated or having an engaging advertisement is not enough; the consumer must also have the capacity to process the advertisement effectively.

Kognitiv dissonans refers to the discomfort or psychological tension that arises when there is a discrepancy between our beliefs, attitudes, or behaviors. In this case, the correct answer states that it is the experience of discomfort when the consequences of a decision do not align with our expectations. This aligns with the concept of cognitive dissonance, as it highlights the discomfort that arises when there is a conflict between our decision and the outcome we anticipated.

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The primary associations in the model should revolve around key drivers for choice. This means that the primary associations should be related to the main factors that influence consumers' decision-making process when choosing a brand. These associations should highlight the unique selling points or attributes of the brand that differentiate it from competitors and make it a preferred choice for consumers. By focusing on these central drivers for choice, the brand can effectively position itself in the market and create a strong brand image in the minds of consumers.

The correct answer is "Nei" because the question asks if K will win the case to stop N from using the MOJOMO brand name. The explanation does not state the reason why K will not win, but it implies that the outcome depends on whether N uses the same font and color as K. However, this is not a valid reason for K to win the case. The question does not provide any information about the relevance of font and color in trademark disputes, so it cannot be used as a determining factor in this case.

The correct answer is "Målkontroll, prosesskontroll og sosial kontroll". In this context, companies use an external advertising agency to solve creative communication tasks. To ensure that the solutions align with the company's objectives, different control mechanisms can be applied to the agency. The three types of control mentioned are goal control, process control, and social control. Goal control involves monitoring and evaluating whether the agency's solutions meet the company's objectives. Process control focuses on overseeing the agency's creative process and ensuring it follows the desired approach. Social control involves managing the relationship and communication between the company and the agency.

In order to avoid selection effects in experiments, it is important to have a control group and randomly assign participants. This helps to ensure that any differences observed between the control group and the experimental group are due to the manipulation being tested and not other factors such as participant characteristics or biases in participant selection. Random assignment helps to distribute potential confounding variables evenly across groups, making the groups comparable and reducing the likelihood of selection effects.

"Aktivering" av CSR-aktiviteter refers to the process of communicating and promoting these activities either internally or externally. This involves raising awareness among employees and stakeholders about the company's social responsibility initiatives and their impact on society. It emphasizes the importance of effectively communicating CSR initiatives to ensure that the company's potential to contribute positively to society is realized.

To find out which advertisement is most effective, the brusprodusenten should use Variansanalyse (ANOVA). ANOVA is a statistical analysis that compares the means of two or more groups to determine if there are any significant differences between them. In this case, the four different advertisement variants are being tested on four different groups. By conducting an ANOVA, the brusprodusenten can determine if there are any significant differences in the purchase intentions and brand attitudes between the groups exposed to each advertisement variant, helping them identify the most effective one.

The answer "Markedvariabler, psykologiske variabler og kontrollvariabler" suggests that a system for market monitoring should include variables related to the market, psychological factors, and control factors. This means that the system should consider variables such as market trends, customer behavior, brand perception, brand loyalty, and factors that can be controlled or influenced by the company. By monitoring these variables, a company can gain insights into market dynamics, customer preferences, and the effectiveness of its marketing strategies.

A "disjunktiv beslutningsmodell" means that the consumer requires products to meet minimum requirements on at least one product feature to be considered. This suggests that the consumer is willing to accept products that excel in at least one aspect, even if they may have weaknesses in other areas. This approach focuses on finding products that have strengths in certain areas rather than solely focusing on weaknesses.

The term "strategiske ressurser" refers to important and rare resources that a company has access to, which can be controlled and are difficult for competitors to replicate. These resources give the company a competitive advantage and are crucial for its success.

This answer is correct because external validity refers to the extent to which the findings of a study can be generalized or applied to a larger population or real-world settings. It assesses whether the results obtained from a particular sample can be extended to the entire target population or other similar contexts. Therefore, the answer accurately captures the meaning of external validity.

The given answer states that the methodology is unsuitable for testing the effect of the advertisement. This could be because the methodology only compares the attitudes and associations of those who have noticed the advertisement with those who have not, without considering other factors that may influence these attitudes and associations. Therefore, it may not provide an accurate assessment of the advertisement's effectiveness.

When a correlation coefficient is significant, it means that the correlation between two variables is larger than zero in the population from which the sample is drawn, with a defined level of probability. This indicates that there is a meaningful relationship between the variables being studied, and it is not due to random chance. In other words, the correlation observed in the sample is likely to be representative of the correlation in the larger population.

The correct answer is "Ved at nye linker skapes, etablerte linker forsterkes, eller nye assosiasjoner legges til". This answer suggests that marketers can create changes in association networks by creating new links, strengthening established links, or adding new associations. This implies that marketers can influence how consumers perceive and connect different concepts or ideas through strategic marketing efforts.

The company is unlikely to win immediate protection for the brand name "Stolte Norske Tradisjoner" because it is too generic. However, over time, the company may be able to obtain protection through the process of "innarbeiding" or establishing a reputation and distinctiveness for the brand. This means that even though no one else is currently using the name, it may not be distinctive enough to be immediately granted legal protection. The company may need to build a unique reputation and association with the brand through marketing and consumer recognition before it can be protected.