Coursera | Marketing in a Digital World

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

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