Question

1. "The transformation of M&S’s loyalty program, which has been criticized for being too confusing to use, will be spearheaded by the retailer’s first chief data officer who will join the business in the next few weeks."

Which of the below tactics is mainly related to this insight?

	A.	Product
	B.	Brand
	C.	Communication
	D.	Incentives

2. Aroma 360—a Florida­based scent marketing and branding company with clients like Ritz Carlton, Paradise Island Bahamas and Ferrari of Ft. Lauderdale—finds that customers stay as much as 44% longer in a business “surrounded by an attractive scent.”  

This is an example of ______________.

	A.	Bundling
	B.	Influencer marketing
	C.	Hyper-personalization
	D.	Sensory marketing

3. The insights suggested women actually wanted Baileys to be about enjoyment, so its positioning now is helping consumers in ‘The Pursuit of Pleasure’.

Here the author refers to marketing tactics.

True

False

Answer 1

Q-1. "The transformation of M&S’s loyalty program, which has been criticized for being too confusing to use, will be spearheaded by the retailer’s first chief data officer who will join the business in the next few weeks."

Which of the below tactics is mainly related to this insight?

Answer: D. Incentives.

Reason: Loyalty programs are provided by brands to consumers as incentives to attract them and retain loyalty with a view at consumer retention and repeat business through points accumulated from every purchase which can be redeemed for products, gifts or discounts.

Q-2. Aroma 360—a Florida­based scent marketing and branding company with clients like Ritz Carlton, Paradise Island Bahamas and Ferrari of Ft. Lauderdale—finds that customers stay as much as 44% longer in a business “surrounded by an attractive scent.”

This is an example of ______________.

Answer: D. Sensory marketing.

Reason: Sensory marketing or branding refers to companies or brands targeting customers senses to associate a brand with an emotional appeal to the customers thereby influencing customers behaviour to the brand.

Q-3. The insights suggested women actually wanted Baileys to be about enjoyment, so its positioning now is helping consumers in ‘The Pursuit of Pleasure’.

Here the author refers to marketing tactics.

Answer: True.

Reason: Positioning of a brand always refers to marketing tactics or strategies to help influence consumers behaviour by appealing to their emotions or desires.