Module 1 Review Quiz >> Marketing in a Digital World
Module 1 Review Quiz >> Marketing in a Digital World
1. What are the two key steps in the co-creation process?
- Stimulation and financial reward
- Contribution and selection
- Contribution and social recognition
- Financial reward and social recognition
2. 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
3. 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:
- Collaborating
- Co-designing
- Fixing
- Submitting
4.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
5. 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
6. 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
7. Which of the following statements is TRUE about the concept of co-creation?
- 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.
- To successfully employ co-creation, firms need to enhance some controls and be more secretive about their product development activities.
- Contributions made by customers assist a firm in the design and development of a new product offering.
8. What is the meaning of prosumer?
- Producer & consumer
- Production & summary
- Program & consumer
- Producer & summary
9. What type of co-creation does Lego use in its Ideas.Lego platform?
- Tinkering
- Designing
- Collaborating
- Submitting
10. 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