Marketing in a Digital World Coursera Quiz Answers

Week 1: Orientation Quiz

Quiz 1:

Q1. This course includes _ modules.

  • 8
  • 6
  • 4
  • 3

Q2. The instructor requires a textbook in this course.

  • True
  • False

Q3. Which of the following activities is NOT required in order to pass this course?

  • Attend a weekly meeting with the instructor
  • Watch the lecture videos
  • Read the required texts
  • Complete the quizzes

Q4. The Honors Assignments are not required activity. However, work for the Honors Assignments will be recognized as Honors on the course certificate.

  • True
  • False

Q5. The basic concept of “promotion” is introduced in Module _ of the course.

  • 1
  • 2
  • 3
  • 4

Q6. If I have a problem in the course I should:

  • Report it to the Learner Help Center (if the problem is technical) or to the Content Issues forum (if the problem is an error in the course materials)
  • Email the instructor.
  • Wait until someone reaches out to me.
  • Call the instructor.

Quiz 2: Basic Concept Practice Quiz

Q1. Innovation is viewed as a critical element in the success of a product’s development. According to the lecture video, which firm’s innovation strategy is different from the others?

  • Netflix
  • Apple
  • Google
  • Coca-Cola

Q2. Strong brands have which of the following benefits?

  • Charge higher prices
  • Enjoy greater loyalty
  • Experience higher profitability
  • All of the above

Quiz 3: Module 1 Digital Concept 1 Practice Quiz: Customer Co-Creation

Q1. When firms engage in co-creation, they face the challenge of having to reject customer submissions and risk creating bad will with some of their most highly engaged customers.

  • True
  • False

Q2. Which of the following are practical recommendations regarding co-creation?

  • The Rule of 1
  • Authenticity is critical
  • Patches & badges
  • All of the above

Quiz 4: Digital Concept 2 Practice Quiz: Sharing Economy

Q1. Which of the following are characteristics of sharing economy firms?

  • Two-sided platform
  • Crowdsourced supply
  • Access not ownership
  • All of the above

Q2. The individuals who provide crowdsourced resources are often called “Prosumers”.

  • True
  • False

Quiz 5: Ideas.Lego.com

Q1. Which of the following statement about Lego and Lego Ideas is CORRECT?

  • Lego Ideas platform was launched in 2013.
  • Lego was established in 1948.
  • Lego Ideas platform allows fans to support product ideas.
  • Lego was founded in Belgium.

Q2. How many supporters does it take for Lego experts to officially review a product idea?

  • 1,000 supporters
  • 100 supporters
  • 5,000 supporters
  • 10,000 supporters

Q3. What categories of feedback can you leave private feedback to the creator on a Lego product idea page? (Select all that apply)

  • Building techniques
  • Details
  • Originality
  • Design aspiration

Q4. According to ideas.lego.com, how many supporters does a product idea need to reach before the idea can be reviewed by expert?

  • 1,000 supporters
  • 5,000 supporters
  • 10,000 supporters
  • 100 supporters

Q5. On which section of the Lego Ideas website can you explore various Lego ideas?

  • Product ideas
  • Staff picks
  • Most supported
  • Contests

Q6. In what ways do you think Lego Ideas website helps Lego as a company for its product?

What do you think?
Your answer cannot be more than 10000 characters.

Quiz 6: Product Quiz

Q1. What are the two key steps in the co-creation process?

  • Contribution and selection
  • Contribution and social recognition
  • Stimulation and financial reward
  • Financial reward and social recognition

Q2. Which of the following are key concepts for the Product portion of the marketing mix?

  • Product quality
  • Managing a firm’s product line
  • Product service support
  • All of the above

Q3. In my research on the topic of customer co-creation, my colleague Matt O’Hern and I identified four different types of customer co-creations as illustrated by a 2×2 matrix.

Which of the following types of co-creation are NOT included in this matrix:

  • Submitting
  • Fixing
  • Co-designing
  • Collaborating

Q4. In addition to giving rides to passengers, which of the following additional offerings are provided by Uber:

  • Food delivery service
  • Transportation by motorcycle in a number of countries such as India, Indonesia, and Pakistan
  • Subsidiary that allows individuals to rent bicycles
  • All of the above

Q5. The sharing economy is defined as “technology-enabled platforms that provide users with temporary access to resources that may be crowdsourced.” This definition has which of the following key components:

  • Inherently digital in nature
  • Temporary access rather than permanent ownership
  • Resources that are accessed are often (but not always) owned by external individuals.
  • All of the above

Q6. The Chicago-based t-shirt manufacturer, Threadless, has no design staff. All of its t-shirts are designed and selected by its customers using a web-based platform. What approach does Threadless use for both product development and branding decisions?

  • Firm-centered approach
  • Brand managers decide themselves
  • Customer co-creation approach
  • None of the above

Q7. Which of the following statements is TRUE about the concept of co-creation?

  • Contributions made by customers assist a firm in the design and development of a new product offering.
  • To successfully employ co-creation, firms need to enhance some controls and be more secretive about their product development activities.
  • Most successful co-creation efforts reward successful co-creators just financially.
  • Customers usually care about your products and have incentive to spend their valuable time giving your ideas.

Q8. What is the meaning of prosumer?

  • Producer & consumer
  • Producer & summary
  • Production & summary
  • Program & consumer

Q9. What type of co-creation does Lego use in its Ideas.Lego platform?

  • Tinkering
  • Collaborating
  • Designing
  • Submitting

Q10. In the reading, Eckhardt, G. M., & Bardhi, F. (2015, January 28). The sharing economy isn’t about sharing at all. Harvard Business Review, Sharing is described as a form of social exchange that takes place among people known to each other, without any profit.

  • True
  • False

Week 2: Marketing in a Digital World

Quiz 1: Basic Concept Practice Quiz

Q1. Promotion is defined as the methods of communication that a marketer uses to provide information about its product.

  • False
  • True

Q2. According to the lecture video, what is the second most recognized word in the world?

  • Coke
  • Good
  • OK
  • Fine

Quiz 2: Digital Concept 1 Practice Quiz: User-Generated Content

Q1. Which of the following is a characteristic of User-Generated Content (UGC)?

  • The contribution is by users of a product rather than the firm that sells this product.
  • It is creative in nature and the user adds something new
  • It is posted online and generally accessible.
  • All of the above.

Q2. User-Generated Content (or UGC) is non-commercial in nature and doesn’t make any direct promotional appeals.

  • True
  • False

Quiz 3: Digital Concept 2 Practice Quiz: Doppleganger Brands

Q1. A Doppelganger Brand Image or DBI is a collection of disparaging images and stories about a brand circulated in popular culture by a loosely organized network of anti-brand activists, bloggers, and opinion leaders.

  • False
  • True

Q2. Doppelganger brand images are usually focused on well-known brands that are viewed as lacking authenticity and trying to create false or misleading emotional appeals through their promotional activities.

  • True
  • False

Quiz 4: Wikipedia.org

Q1. According to the wikipedia.org exercise video, which of the following statement about Wikipedia is CORRECT?

  • Wikipedia.org has cumulated over 35 million entries across over 300 different languages.
  • Wikipedia.org was launched in 2000.
  • Entries on Wikipedia.org can only be made by experts and scientists.
  • Wikipedia.org has about 100 million readers per month.

Q2. Where can you find information on how to edit an article on wikipedia.org?

  • Community portal
  • Contact page
  • About Wikipedia
  • Help

Q3. You can only make edits to articles on wikipedia.org when you have an account.

  • True
  • False

Q4. How do you publish edits made on an existing entry on wikipedia.org?

  • By clicking Show changes
  • By clicking Show review
  • By clicking Publish changes
  • Edits will be published automatically after a certain amount of time.

Q5. What information do you need to provide in order to create a wikipedia.org account? Select all that apply.

  • Email
  • Password
  • Username
  • Address

Q6. How does allowing user to contribute its website help promote Wikipedia as an organization?

What do you think?
Your answer cannot be more than 10000 characters.

Quiz 5: Promotion Quiz

Q1. Promotion entails which of the following activities?

  • Personal selling
  • Sales promotion
  • Word of mouth
  • All of the above

Q2. Which of the following is NOT mentioned in the videos as a company that utilizes User Generated Content (or UGC)?

  • Warby Parker
  • Camelbak
  • Little big planet
  • GoPro

Q3. Of all of the different types of User Generated Content (or UGC), product reviews appear to have the strongest impact on consumer purchasing decisions.

  • True
  • False

Q4. GoPro strategically uses User Generated Content (or UGC) by holding contests that ask their customers to submit:

  • Photos or videos that they have taken with their cameras
  • Articles and papers
  • Actually items
  • None of the above

Q5. Which of the following is NOT a benefit of User-Generated Content (or UGC)?

  • Positively related to product sales
  • Helps keep a firm’s content fresh
  • Enhanced technological performance
  • Low cost

Q6. The practical recommendations of Doppleganger Brand Image include which of the following?

  • Monitor digital cues
  • Identify and track brand avoiders
  • Develop and test a new story
  • All of the above

Q7. What is the meaning of a Doppelganger?

  • Double person
  • Double trouble
  • Double walker
  • None of the above.

Q8. As discussed in the Doppelganger Brand Image lecture video, which of the following is NOT an example of a brand that has been the target of a Doppelganger Brand Image?

  • United Airline
  • Coca Cola
  • New Pepsi Logo
  • FUH2 Champaign

Q9. Approximately how many different languages is Wikipedia available in?

  • 10
  • 100
  • 300
  • 200

Q10. As discussed in the reading Holt, D. (2016). Branding in the age of social media. Harvard Business Review, in 2011 Coca Cola announced a new marketing strategy called:

  • Chain & Linked
  • Liquid & Solid
  • Solid & Linked
  • Liquid & Linked

Week 3: Marketing in a Digital World

Quiz 1: Basic Concept Practice Quiz

Q1. Which of the following are concepts that belong to the placement part of the marketing mix?

  • Inventory management
  • Logistics
  • Sales force management
  • All of the above

Q2. What is the definition Of the placement portion of marketing mix?

  • Displaying a product in a store
  • It is a measure of ranking a product in the marketplace
  • The process of making a product accessible to potential customers
  • None of the above

Q3. Which one is an example of exclusive retailing?

  • Shopping at Costco with membership card
  • Mercedes Benz selling its luxury cars through chosen distribution channels
  • Walmart selling the products in large quantities
  • Small convenience store selling goods at discount prices

Quiz 2: Digital Concept 1 Practice Quiz: New Retail

Q1. Physical retailers are implementing new retail strategies as a reaction to the challenges of operating in a digital world.

  • True
  • False

Q2. Omnichannel marketing is based on the idea of:

  • Mixing digital and physical retailing
  • Obtaining the information about a product online and buying it in a physical store
  • Being strongly influenced by physical environment
  • All of the above

Quiz 3: Digital Concept 2 Practice Quiz: Desktop Manufacturing

Q1. What are the main advantages of 3D printing compared to traditional manufacturing techniques?

  • It requires additional assembly to print the objects.
  • This technology is widely accessible.
  • No additional setup cost
  • There are economies of scale in 3D printing.

Q2. With 3D printing technology, products can be digitized and downloaded.

  • True
  • False

Quiz 4: Thingiverse.com

Q1. According to the Thingiverse.com exercise video, which of the following statement about Thingiverse is CORRECT?

  • Thingiverse was launched in 2018.
  • Thingiverse library objects can be downloaded with affordable price.
  • Thingiverse library has over 100,000 objects.
  • Thingiverse was launched by MakerBot.

Q2. According to the Thingiverse.com exercise video, where do you click on to explore things that are submitted by users?

  • Explore
  • Create
  • Education
  • Dashboard

Q3. Where can you obtain the ID number of a thing on Thingiverse.com?

  • By looking at the tags
  • Under the summary section
  • From the thing’s web URL
  • By reaching out to the creator

Q4. In what ways does Thingiverse.com website allow its visitors to understand the product idea and interact with the creator? Select all that apply.

  • Visitors can like and leave comments about the thing they are visiting.
  • Creators can share the thing’s files with visitors.
  • Creators can share the 3D printing setting with visitors.
  • Visitors can print the thing tag if they choose to print the thing and display it publicly.

Q5. Maker files can be downloaded for free.

  • True
  • False

Q6. What impact(s) might a service like Thingiverse.com have on product placement?

What do you think?
Your answer cannot be more than 10000 characters.

Quiz 5: Placement Quiz

Q1. How does our digital marketing environment impact placement?

  • Shift from long distribution channels for physical goods to short distribution channel for digital goods
  • Higher cost for transportation and logistics
  • Increasing number of channel members
  • None of the above

Q2. Digital tools such as 3D printers have the potential to shrink the supply chain and replace retailers:

  • True
  • False

Q3. Which of the following is NOT observed in the new retailing landscape?

  • Digital retail channels provide a considerable amount of product information, extensive technical information, and user reviews that influence and help consumers make their purchases online.
  • Retailers are adapting to omnichannel marketing to blend physical and digital retail in an effective marketing strategy.
  • Online retailing is heavily influenced by location such as a small town (Champaign) or a big city (Chicago).
  • Physical retailing is most effective in terms of conducting product research and getting the best price.

Q4. What is the advantage of the Power of Touch for physical stores?

  • Helps retailers lower the cost of goods sold
  • Increases customer retention
  • Helps keep customers in a store for a longer period of time
  • Sells slow-moving products

Q5. 3D printers create products in an additive manner:

  • True
  • False

Q6. How can 3D printers disrupt traditional businesses?

  • They can turn the physical good into a digital file that can be created by anyone
  • 3D printers can significantly lower the cost of manufacturing
  • 3D printing may be a threat to logistics companies
  • All of the above

Q7. Why do physical stores use a Marketing to Shoppers strategy?

  • To understand and influence customer behavior
  • To keep the customers in-store for a longer period
  • To promote self-service
  • All of the above

Q8. Which of the following is NOT true about 3D printers?

  • Different materials such as metal, plastic, and rubber can be 3D printed
  • This technology allows users to make complex assembled objects
  • It requires high set-up costs
  • It allows a small manufacturer to compete with a large corporation

Q9. Which of the following is NOT an example of Enhancing the physical by adding the Digital?

  • Installing augmented reality devices that allows customers to see themselves in different makeup in a beauty store
  • Increasing the number of electronic devices sold in a store
  • Using high-tech hangers that display the number of “likes” received by an item from the customers in a clothing store
  • Virtual store where a customer can make purchases and pick up later at a physical store

Q10. According to the reading, McCue, TJ. (2015, July 21). 3D printing is changing the way we think. Harvard Business Review, how can the tipping point of 3D printing be reached?

  • It happens when enough people see a huge potential and new possibilities of this technology.
  • When the technology becomes accessible in the large number of neighborhoods.
  • When big companies install this technology and start using it widely.
  • When the tipping point can be reached once the technology’s overall output rises.

Week 4: Marketing in a Digital World

Quiz 1: Basic Concept Practice Quiz

Q1. Academic research suggests that for many product categories, customer have relatively high level of price knowledge.

  • True
  • False

Q2. Which of the following are commonly used pricing strategies?

  • Value-based pricing
  • Competitor-based pricing
  • Cost-plus pricing
  • All of the above

Quiz 2: Digital Concept 1 Practice Quiz: Pay What You Want

Q1. Price is determined by the value a product or service delivers to various potential customers.

  • True
  • False

Q2. Which of the following practices are useful in implementing a Pay What You Want strategy?

  • Setting a reference price
  • Employing charity appeals
  • Focusing on marginal cost
  • All of the above

Quiz 3: Digital Concept 2 Practice Quiz: Freemium

Q1. The Freemium business model is based on which of the following ideas?

  • Providing users with free services and products
  • Delivering as many free features as possible to users
  • Creating a platform that will benefit only limited number of premium users
  • Offering a set of basic features for free but charges a price for premium features.

Q2. Which of the types of perceived values is directly associated with customers’ intent to upgrade from a free subscription to a premium subscription?

  • Economic value
  • Quality
  • Enjoyment
  • Social value

Quiz 4: It’s Full of Sparks

Q1. According to the It’s Full Of Sparks exercise video, which of the following statement about Freemium Games is CORRECT?

  • Freemium games cost a small fee to download
  • Freemium games can be only found on Android devices.
  • Freemium games usually have add-on items you have to pay later on.

Q2. According to the It’s Full of Sparks exercise video, how many free firecrackers do you get initially in the It’s Full of Sparks game?

  • 8
  • 10
  • 5
  • 1

Q3. In It’s Full of Sparks game, how many firecrackers do you receive by watching a short video?

  • 1
  • 5
  • 10
  • 8

Q4. Removing adds is usually a reason for upgrade in freemium games.

  • True
  • False

Q5. In It’s Full of Sparks game, how much does it cost for the premium experience?

  • $1.99
  • $0.99
  • It’s completely free.
  • $2.99

Q6. What did you learn about the freemium pricing?

What do you think?
Your answer cannot be more than 10000 characters.

Quiz 5: Price Quiz

Q1. Which one of these is NOT one of the pricing concepts mentioned in the course?

  • Price elasticity
  • Reference prices
  • Break-even analysis
  • Price fairness

Q2. Making a right pricing decision for a firm is crucial because:

  • It helps the firm be unique
  • It affects a firm’s profitability
  • It provides a firm with a sustainable competitive advantage
  • It creates value for customers

Q3. Which of these factors should firms consider when setting a price?

  • Cost of production
  • Customer’s willingness to pay
  • Price of competing products
  • All of the above

Q4. What is the primary reason that the Freemium model is more beneficial when it is applied to digital products or services?

  • Because the 5% Rule of Thumb applies to those products
  • It is true because Freemium’s free options provide consumers with so much value that they do not have to purchase the premium version
  • Economic value has a direct positive association with the intention to purchase premium offerings
  • The fact that the marginal cost of adding a new user is close to zero makes it more effective

Q5. Freemium models are commonly employed in which of the following categories?

  • Smartphone apps
  • Social media and communication platforms
  • Software
  • All of the above

Q6. What happens if a firm sets its prices too high?

  • The firm may lose potential revenue
  • The firm may lose potential sales
  • The firm will be less profitable
  • All of the above

Q7. Pay what you want (PWYW) strategy is a good way to maximize a firm’s profit.

  • True
  • False

Q8. Which statement about Pay What You Want (PWYW) pricing strategy below is CORRECT?

  • In this strategy, a firm may suggest a price. However, customers can get the product at any price they wish, even at no cost.
  • A firm using PWYW strategy will set a reference and a minimum required price and customers are free to pay more than those prices.
  • This pricing strategy is considered sustainable and many firms may benefit from using it.
  • In this strategy, customers will receive a product or service as long as they pay something.

Q9. What are the possible ways for Freemium model businesses to convert their Free subscribers into Premium subscribers?

  • Freemium platforms should offer more benefits to their premium members
  • They need to keep adding new features to make their offerings more appealing
  • Freemium businesses need to be sticky to make it difficult for customers to switch to competitors
  • All of the above

Q10. According to the reading, Gu, X., Kannan, P. K., & Ma, L. (2019, March 20). How companies can get the most out of a freemium business model. Harvard Business Review, how does a firm implement Versioning strategy in the Software-as-a-Service (SaaS) space?

  • By creating customer enjoyment to capture more value for the firm
  • By upgrading the product constantly and increasing the number of free offerings to receive more positive feedback
  • By extending the premium product lines according to customer behavior and their response, to elevate their willingness to pay for premium offerings
  • By encouraging the Free Mentality of customers to deliver more quality benefits and features to them
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