CO4 Test Exam

1.

1 point

Which of the answers below is NOT one of the reasons why branding is important?

Greater company equity

Price competition

Lower marketing expenses

Memorability

2.

1 point

On the website www.mycoted.com you can find all kinds of creative techniques. You can use these techniques in a creative session during the:

Problem definition phase

Idea generation phase

Evaluation stage

All of the above

3.

1 point

Why does Joseph Pine argue that an in-authentic experience does not exist?

Because in the end everything is staged

Because a consumer is not able to check authenticity

Because the experience takes place inside the consumer

Because authenticity does not exist

4.

1 point

Assess the two following statements:

I - Creativity cannot be trained
II - The screening of ideas should take place in the evaluation phase

Both are false

I is false, II is true

I is true, II is false

Both are true

5.

1 point

In the current experience economy, a brand vision should NOT be about:

Love

Market share

Sustainability

People

6.

1 point

According to Pine & Gillmore, experiences have two dimensions. One of them is 'customer participation'. Which is the other one?

Authenticity

Customer intimacy

Thematic cues

Environmental relationship

7.

1 point

In 'The Biology of Brands' Jonas Ridderstrale refers to the Israeli researcher Amotz Zahavi. Zahavi propesed in the 1970s what he called 'the theory of having a credible handicap'. What does this theory say?

The more true, the less authentic

the greater the handicap, the more attractive

the more attractive, the more memorable

the bigger the handicap, the more doubtful the achievement

8.

1 point

Below are the 4 aspects of an experience, according to Pine.
Which term should be filled in on the question marks?

Entertainment
Aesthetic
Escapist
???

Immersion

Evolution

Education

Excitement

9.

1 point

What is remarkable in the marketing campaign for Sagatiba, as shown in the documentary 'Inside Saatchi & Saatchi'?

The client wants the consumer to experience the product

The client wants to emphasize the packaging in stead of the product

The client wants to sell the country of origin in stead of the product

The client wants to copy the strategy of their biggest competitor

10.

1 point

In the video fragment shown in the first lecture Jonas Riddelstrale was talking about 'dreams'. Which of the terms below can be used as a synonym in this context?

Mission

Vision

Experience

Concept

11.

1 point

Assess the two following statements:

I - co-creation is outcoursing certain tasks to consumers
II - consumers use consumption to construct, represent and maintain their identity

Both are true

Both are false

I is true, II is false

I is false, II is true

12.

1 point

In creativity, divergent thinking happens in the...

Implementation stage

Problem definition stage

Idea generation stage

Evaluation stage

13.

1 point

Assess the following two statements:
Research as discussed in lecture 2, showed that most managers think that...

I - Having an inspiring vision is important
II - Their own vision is inspiriring their employees

I is false, II is true

Both are false

Both are true

I is true, II is false

14.

1 point

"Calling all logo designers. Re-design our logo to win 10.000!(along with other great prizes, submit your artwork now!)"

Wil Reijnders defines 5 different consumer roles in co-creation. To which of the roles below belongs the text above?

Customizer

Insight provider

Ideator

Creator

15.

1 point

When discussing 'meaningful experiences, based on shared values and co-creation' we in fact describe the offering of...

Transformation

Experiences

Memorabilia

Authentic services

16.

1 point

According to Susanne Piët in the experience economy five markets seem to emerge. Which of the below is NOT one of them?

Market for significance

Market for adventures

Market for identity

Market for authenticity

17.

1 point

In Pine & Gilmore's theory on economic progression, services are...

Intangible

Fungible

Memorable

Tangible

18.

1 point

In the movie 'Art and Copy' it is stated that the best advertising creatives have two key qualities. They are both a...

Producer and consumer

Child and adult

Trend setter and a trend follower

Salesperson and an entertainer

19.

1 point

According to Joseph Pine their are two dimensions to authenticity. One is being true to yourself. Which is the other?

Being what consumers want you to be

Being honest to yourself

Being what you say you are to others

Being true to your history

20.

1 point

In what way do the market Susanne Piët describes, connect to Maslow's pyramid?

Each of the markets is connected to a single layer of the pyramid

The markets are the foundation of the pyramid

The markets are a categorisation of needs, just like the pyramid is

The markets represent the economic offers, the pyramid the corresponding needs

21.

1 point

Assess the two following statements:
According to Geert Hofstede..

I - In comparison with America, Europe has a more feminine culture
II - In comparison with Europe, Americans are more interested in stories

Both are true

I is false, II is true

I is true, II is false

Both are false

22.

1 point

What was the reaction of the Sagatiba-management to the 'Pure, so you don't have to be'-campaign which Saatchi & Saatchi pitched to them?

'Absolute stroke of genius'

'Too close to the campaign of our biggest competitor'

'Too expensive'

'Good but not great'

23.

1 point

Considering the two dimensions of authenticity, Joseph Pine labels a trip to Disney World as...

Fake Fake

Real Fake

Fake Real

Real Real

24.

1 point

Assess the two following statements:
According to Hofstede's research...

I - Belgium is a more feminine country than The Netherlands
II - A country that has a male prime minister is likely to score high on masculinity

I is false, II is true

I is true, II is false

Both are false

Both are true

25.

1 point

Pine en Gillmore use the price of coffee offerings to show that...

Customers are willing to pay goods

Customers are willing to pay for services

Customers are willing to pay for experiences

All of the above

26.

1 point

According to Pine & Gillmore experiences...

Are delivered on demand

Are revealed over a duration

Are inventoried after production

All of the above

27.

1 point

In 'The Biology of Brands' Jonas Ridderstrale explains the principle of the current emotion economy. Which of the animals below does he use as a metaphor?

Peacock

Dolphin

Unicorn

Spider

28.

1 point

Assess the two following statements:
According to Susanne Piët..

I - consumers can easily shift from one market to another
II - Fear is the general driving force in the experience economy

Both are true

I is true, II is false

I is false, II is true

Both are false

29.

1 point

You are stuck in the middle of a creative session. Everyone has delivered useful contributions, but you still have the feeling that THE idea is not there yet. Which of the solutions underneath will definitely NOT help you?

Start looking for quality above quantity

Try to reformulate the answer

Go out for a 15 minutes walk, every group member on it's own

Talk with the group for 5 minutes about Angelina Jolie's breasts.

30.

1 point

After the success of it's two main restaurants in Paris and London - Dans le noir? - is now expanding worldwide. The success of this concept proves that...

Consumers are looking for experiences

Consumers are willing to pay for experiences

The success of a restaurant is not only depending on the quality of the cook

All of the above