Module 3 Quiz
Week- 3
Module 3 Quiz
1.
Question 1
Which of these forces increase the need to align business, brand and behaviour? (select only one)
1 point
The customer-consumer journey is for a consumer product or service rather than a business-to-business one
The customer-consumer journey cuts across business silos
The customer-consumer journey involves several decision makers
The customer-consumer journey is for a high-involvement product or service e.g. like buying a car or taking out a mortgage
2.
Question 2
Which of the following brands were used in the video as examples of strong alignment between business, brand and behaviour? (select all that apply)
1 point
Apple
Club Med
Unilever
Goldman Sachs
Disney
Reckitt Benckiser
Nokia Siemens
3.
Question 3
Which of the following brands were used in the video as examples of mis-alignment between business, brand and behaviour? (select all that apply)
1 point
Unilever
Reckitt Benckiser
Nokia Siemens
Starbucks
Club Med
Pampers
Goldman Sachs
4.
Question 4
True or False? When two companies merge, their shared values provide the best basis for building a winning culture.
1 point
False
True
5.
Question 5
True or False? The brand promise to customers has to be the same as that to the employees.
1 point
False
True
6.
Question 6
Which of these factors is NOT a cause for brands to coordinate their strategy globally? (select only one)
1 point
The ‘not-invented-here’ syndrome
Economies of scale
Converging consumer needs
Hyper-connected customers
7.
Question 7
True or False? Unilever found that a command and control structure helped execute a global strategy for the Dove brand.
1 point
False
True