CHP Marketing & Brand Management 2 — Questions and Answers
Question 1: A housekeeping company wants to differentiate itself from competitors by emphasizing its use of eco-friendly cleaning products. This strategy is best described as:
- Cost leadership
- Value-based differentiation (Correct answer)
- Market penetration
- Diversification
Correct answer: Value-based differentiation
Value-based differentiation sets a service apart by offering unique attributes customers value, such as eco-friendly practices.
Question 2: Which metric is most useful for measuring how effectively a housekeeping brand converts website visitors into paying clients?
- Bounce rate
- Conversion rate (Correct answer)
- Impressions
- Cost per click
Correct answer: Conversion rate
Conversion rate measures the percentage of visitors who take a desired action, such as booking a cleaning service.
Question 3: A cleaning business offers a 'refer-a-friend' discount to existing customers. This tactic is an example of:
- Pull marketing
- Referral marketing (Correct answer)
- Content marketing
- Guerrilla marketing
Correct answer: Referral marketing
Referral marketing incentivizes existing customers to recommend the service to others, leveraging word-of-mouth.
Question 4: When a housekeeping company uses a consistent color scheme, logo, and tone across all advertisements and uniforms, this is called:
- Brand equity
- Brand consistency (Correct answer)
- Market segmentation
- Competitive analysis
Correct answer: Brand consistency
Brand consistency ensures all touchpoints reinforce the same identity, building recognition and trust.
Question 5: Which of the following is an example of a housekeeping company using 'content marketing'?
- Running a paid TV commercial
- Publishing a blog with home cleaning tips (Correct answer)
- Offering a seasonal discount
- Cold-calling potential customers
Correct answer: Publishing a blog with home cleaning tips
Content marketing involves creating valuable, informative content to attract and engage a target audience organically.
Question 6: A housekeeping business targets households with annual incomes above $100,000. This approach is an example of:
- Geographic segmentation
- Psychographic segmentation
- Demographic segmentation (Correct answer)
- Behavioral segmentation
Correct answer: Demographic segmentation
Demographic segmentation divides a market by characteristics such as income, age, or family size.
Question 7: Which pricing strategy involves setting a high initial price for premium housekeeping services to signal quality and then gradually lowering it?
- Penetration pricing
- Price skimming (Correct answer)
- Bundle pricing
- Competitive pricing
Correct answer: Price skimming
Price skimming starts high to capture high-end customers and maximizes revenue before reducing prices over time.
CHP Marketing & Brand Management 2
A housekeeping company wants to differentiate itself from competitors by emphasizing its use of eco-friendly cleaning products.
This strategy is best described as: