BA 303

performance; search for information

Many consumers question whether diet programs really work and result in weight loss. This represents _______ risk. The higher this risk, the more likely a consumer will extend his _____ when going through the decision process.

weight watchers; reference groups

According to the case, only _______ offers its members group meetings. These groups serve as _______ in that they can offer information, provide rewards for ongoing weight loss, and thus enhance a member's self-image.

an information search

According to the consumer decision process, after consumers recognize the need for a product, they then engage in

strengths and weaknesses; opportunities and threats

A SWOT analysis involves an analysis of factors internal to the company, which include ________ as well as factors outside the company, which include ________.

weaknesses

A local coffee shop is known for poor customer service and an unclean, dirty environment. These factors would be classified as _______ in a SWOT analysis.

marketing research

A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas is known as

consideration of stakeholders and their interdependence

A source of inventory for Daily Table is conventional supermarkets and restaurants. It also visits local farms and fisheries to source excess produce and fish. Daily Table works with these companies to save food that would otherwise go to waste. Which aspect of conscious marketing is being focused on by these actions?

structured

A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of _______ question.

marketing plan

A written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected or pro forma income (and other financial) statements.

cash cows

According to the BCG matrix, which type of product typically has excess resources, which can be used to support other products that need additional resources?

evaluative criteria

Consumers can use type of cuisine, neighborhood, and price as their _______ in the decision process.

compensatory

Consumers who use Yelp reviews to measure the tradeoff between quality and price of different restaurants are using what type of consumer decision rule?

greenwashing

Firms that disingenuously market products as environmentally friendly with the goal of gaining public approval and sales, rather than actually improving the environment, are guilty of

weakness

First-time Spirit Airlines customers sometimes don't understand its "bare fare" strategy, leading to unpleasant surprises when they check in at the airport. In terms of a SWOT analysis, this is an example of a(n)

corporate partners

Ford Motor Company engages in partnerships with its suppliers, component part makers, unions, transport companies, and dealerships—collectively known as its

dogs

General Motors determined that it would close down divisions that were in low-growth markets that had relatively low market shares. According to the BCG product portfolio analysis, GM was identifying divisions in the ________ category for closure.

market positioning

Honda marketed its CR-Z hybrid model to a distinct segment of consumers as a fun, green, sporty hybrid that stands out as being uniquely different from other hybrid models. This is an example of which of the following?

product ideas

How does Dole benefit from the Dole Nutrition Institute?

observation

If Fisher-Price wanted to conduct research to determine the colors that best attract babies to its toys and engage them in interactive play, it would most likely use _____ research.

socially responsible but not ethical

If ZipCar engaged in all the activities discussed in the video, but then sold customer data to a third party in a contradiction of its privacy policy, the company would be considered

market segmentation

In order for Martha to categorize prospective buyers into groups that have common needs and will respond similarly to a marketing action, she will need to complete a

internal; favorable

In order to examine the strengths of the Coffee Collective within a SWOT analysis, Martha would need to evaluate the __________ and _____________ factors of her organization.

the company itself

In the immediate environment, what is the first factor that affects the consumer?

Gen Z

Individuals born between the years 2001 and 2014 are called

data mining

Lowe's learned that 25 percent of the time its customers buy a garden hose, they also purchase a sprinkler. Patterns and relationships like this are discovered through a technique called

marketing mix

The Coffee Collective will need to detail the day-to-day operational decisions that are needed to execute the marketing planning phase. These actions are often organized into the "four Ps," also called the

demographic

The E100 is compact and easy to maneuver in the heavily populated streets, and its battery can last for about 96 miles, and then takes only about 7.5 hours to charge. ________ factors include the needs of consumers who chose to live in the urban areas of Chinese cities.

conducting a situation analysis

The SWOT analysis is typically conducted during which of the following steps in the marketing planning process?

federal food and drug act

The ________ prohibited the manufacture or sale of adulterated or fraudulently labeled food and drug products.

technological advances

The ability of marketers to use mobile applications to target and reach their customers more effectively is an example of which macroenvironmental factor?

customer excellence

The case describes local initiatives used by Dunkin' Donuts to try to build customer loyalty. Which of the macro strategies to build sustainable competitive advantage is Dunkin' Donuts pursuing?

locational excellence

The case explains that Starbucks has far more retail outlets than does Dunkin' Donuts, and it is sometimes said that in many cities you can find a Starbucks on almost every corner. What type of macro strategy for Starbucks does this difference between the two companies represent?

interest rates

The cost of borrowing money is measured by

need recognition

The discrepancy between a consumer's actual state and desired state is associated with which of the following steps in the consumer decision process?

survey; phone interviews

Two of the data collection techniques used by the researchers in this study were ______ and _______.

GM (gross margin)

Which of the following is a marketing metric that might be used to evaluate the performance of a company's implementation of its marketing plan?

religion

Which of the following is not a demographic listed in your text that would typically be used to identify consumer markets?

consumers will switch to less expensive options for necessities

Which of the following is the most likely result of inflation?

survey research

Which of the following is the most popular type of quantitative primary collection method?

electronic privacy information center

Which of the following organizations/agencies serves as a watchdog over the data mining of consumer information?

planning, implementation, control

Which of the following represents the three major phases of a marketing plan?

designing the research

Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it?

locus of control

Which of the following would not potentially influence a person's decision of whether to use a weight-loss program?

price

Which of the four Ps does Spirit Airlines rely on most to create value for its customers?

operational excellence

Which of the sources of sustainable competitive advantage discussed in the text is Spirit Airlines most likely pursuing with its ultra-low-cost carrier strategy?

american marketing association

Which organization provides the three guidelines that marketers should use for conducting marketing research?

customers

Which stakeholder group is most impacted by Daily Table's decision to sell "rescued" swordfish, ahi tuna, and salmon, which can cost as much as $30 a pound, for as little as $5.99 a pound?

external

Yelp assists consumers in their _______ search for information.

reference group

Yelpers serve as a(n) ______ for persons using their reviews as a basis of comparison in the decision process.

postpurchase

Yelpers who post reviews are at which stage of the decision process?

CDSTEP

Your text describes the macroenvironmental factors that operate in the external environment by which acronym?

collecting the data

_____ is the third step in the marketing research process, and it begins only after the research to design has been established.

green marketing

________ involves a strategic effort by firms to supply customers with environmentally friendly, sustainable merchandise and services.

consumers

________ is (are) at the center of the marketing environment.

demographic

________ issues impacted the Tesla from being very widely purchased upon introduction.

psychological needs

________ pertain(s) to the personal gratification consumers associate with the product or service.

Generation Y

________, also known as Millennials, constitutes more than 60 million members in the United States alone and were born between 1977 and 2000.

product development

starbucks introduced Via, its brand of instant coffee, to exploit the growth opportunities for new products in current markets. this is an example of which growth strategy?

determination phase

which of the following is not one of the three phases of the strategic marketing process

competitive advantage

Companies must deliver more value and satisfaction to target consumers than its competitors to gain a

health and wellness concerns

Advertising guidelines stating that companies cannot link unhealthy foods with cartoon and celebrity figures pertain to which social trend?

identifying and evaluating opportunities

After a firm has conducted a SWOT analysis, it would typically progress to the next step of marketing planning, which is ________ and involves using STP (segmentation, targeting, and positioning).

analyze the data

After the data is collected, the next step in the research process is to

information search

Alternative evaluation often occurs after the consumer has engaged in which of the following steps of the consumer decision process?

marketing strategy

Although Starbucks, Dunkin' Donuts, and McDonald's all strive to provide a good cup of coffee and pastries to their respective target markets, the difference in their choice of target market, design of their marketing mix, and the basis of their competitive advantage is directly related to their own

external secondary data

Although it is often an inexpensive source, _____ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand.

virtual community

An online network of people who communicate about specific topics is referred to as a (an)

determinant attribute

Angie considered all sporting goods stores to be roughly equivalent in most ways; however, she considered REI stores to have an exceptional level of customer service. Customer service therefore, would be considered a ________ for her in evaluating sporting goods stores.

limited problem solving

Anne loves Adidas apparel for its style and comfort. She needs running pants and purchases a pair with the Adidas logo. This is an example of which type of purchase decision?

social

As consumers respond to climate change and environmental concerns, both General Motors and Tesla are offering fully electric vehicles. This issue represents which of the macroenvironmental variables?

threat

As noted in the case, the retail coffee market is crowded with large players (like Starbucks, Dunkin' Donuts, and McDonald's) and also smaller independent chains with a more "hip" image. Into which SWOT analysis category does this intensity of competition fit?

product development

As the case explains, at one time customers were likely to buy their donuts at Dunkin' Donuts and their coffee at Starbucks. However, several years ago Dunkin' Donuts added espresso drinks to its menu. If Dunkin' Donuts adopted this strategy in order to get its donut customers to spend their coffee dollars at Dunkin' Donuts instead of at Starbucks, what type of growth strategy does this change represent?

planning

At which phase of the marketing planning process is it especially crucial for ZipCar to introduce its core values?

middle/low, baby boomers, asian american's, consumers with bachelors, women in triathlons

Baby boomers: The 78 million American born between 1946 and 1964. Middle- and low-income earners: Group of Americans whose purchasing power keeps declining. Consumers with a Bachelor's degree: These consumers have completed a 4-year degree program. Women in triathlons: Consumers who are in their teens and early 20s who are avid shoppers. Asian Americans: The group makes up about 3% of the U.S. population and is the fastest growing minority population.

jenny craig; noncompensatory

Brenda has a busy schedule and does not have time to prep meals. ____________ offers the added value of prepackaged and prepared meals, which reduce prep time. If Brenda bases her purchase decision on this attribute only, she is using a _________ decision rule.

culture

Broadly defined, ________ is (are) the shared meanings, beliefs, morals, values, and customs of a group of people.

50;23

By 2050, minorities will represent about ________ percent of the population, and nearly ________ percent of the population will be Hispanic.

customers and society

By offering free cars on Election Day, ZipCar benefited which CSR stakeholder groups?

macroenvironmental factors

Culture, demographics, social issues, technological advances, economic situations, and the political/regulatory environment are all factors that make up which of the following frameworks of analysis?

stockholders

Daily Table was formed as a nonprofit, membership-based grocery store. It was created in part to sell food to low-income households that lack reliable access to nutritious and affordable food. Which of the following is not a stakeholder for Daily Table?

social

Daily Table's efforts to be socially responsible including addressing the ethical, _________, and environmental impacts of its business operations and the concerns of its stakeholders.

secondary

Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be _____ data.

a competitive market

Dole needs to be creative with its messaging due to

survey

Dunkin' Donuts started by asking consumers questions about their wants and needs in sandwiches. If Dunkin' Donuts wanted responses to a specific set of structured questions from a large number of consumers, which of these data collection techniques would be the best choice?

physiological

External agencies and government bodies publish safety ratings for cars to help consumers alleviate ________ risk.

postpurchase dissatisfaction

Marketers that set unrealistically high consumer expectations of a product through advertising, personal selling, or other types of promotion may generate higher initial sales, but it will eventually result in ________ if the product fails to achieve these expectations.

market segmentation

Marriott Hotels recognizes that there are different groups of travelers with different needs, wants, and characteristics in their choice of lodging. The process of dividing Marriott's market into these various groups is

predictive

Netflix uses ________ analytics to suggest which movies we should watch as well as to develop new content that it is confident we will like.

syndicated secondary data

Nielsen purchases scanner data from retail transactions to track the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes. Scanner data is an example of

an experiment

Once a firm has created its Facebook page, it can devise advertisements and rely on Facebook's targeting options to deliver those ads to the most appropriate customer segments. To make sure the communication is just right, companies can produce alternative versions and identify which advertisement is most effective. This is an example of

internal secondary data

One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of

information

One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into

internal secondary data

Suppose that three years after introducing its bakery sandwiches, Dunkin' Donuts decides to analyze its historical sales information to see which sandwich varieties have been the most successful. What kind of data would such a project use?

scanner data

Qualitative research includes all of the following except

internal locus of control

Regular users of Yelp who search for reviews are likely to have a(n)

perceptions

Sandra thinks the east side of her city is a great area to own a home and raise a family. Jon thinks the east side has a lot of crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sandra and Jon have different ________ regarding the east side of the city.

determinant attributes

Sharon is researching different weight-loss programs. She is evaluating each program's costs, ease of use, group support, and variety of choices. In the decision process, these four program differences that Sharon is evaluating are called

competition

Since 2006, when Tesla Motors revealed its Roadster and began the market for the modern version of the all-electric car, consumers have more and more choices. Which variable of the immediate environment is primarily affected by this issue?

political/legal

Some of the key reasons the sales of electric cars are growing in China, the largest car market in the world, are the subsidies and incentives offered by the national and local governments. The ________ environment covers these government programs.

postpurchase cognitive dissonance

Sometimes called buyer's remorse, ________ is the internal conflict that arises from an inconsistency between two beliefs or between beliefs and behavior.

experiment

Suppose that Dunkin' Donuts began to offer bakery sandwiches at eight of its locations, charging different prices at each one to investigate which pricing scheme would be the most profitable. What marketing research technique would this represent?

panel data

Suppose that Dunkin' Donuts solicited a group of customers to provide feedback on its products over time; for example, completing a survey every six months over a period of years. What marketing research technique would this represent?

perceived benefits versus perceived costs of search

The fact that a family would spend a lot more time researching the market before buying a new car than it would in the decision to purchase an inexpensive kitchen appliance, like a coffeemaker, can best be explained by which of the following concepts?

opportunity

The increasing popularity of smoothies is a(n) ____________ for Dole

product; person or household

The key difference between scanner and panel research is that scanner research typically focuses on a particular _____, while panel research typically focuses on a particular

both functional and psychological needs

The majority of products and services are likely to satisfy

objective

The primary _______ of AutoTrader.com's research was to connect advertising on its website to actual dealership visits by customers.

company capabilities

The primary strength of Corning is its ability to manufacture glass. This describes which factor of a Corning consumer's immediate environment?

primary data

The researchers collected data to meet the specific needs of AutoTrader.com, which is known as _________ collection.

sample

The researchers solicited customers of dealerships located in diverse markets, selling a variety of brands, and operating as both franchises and independents. These customers represent the _______ used in the study.

evaluative criteria

The salient or important attributes about a particular product that a consumer bases his or her product evaluation on are called

price

Through which of the following marketing mix variables do companies capture value from consumers, resulting in the generation of revenue?

focus group interviews

Using an unstructured method of inquiry, _____ involve a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic.

cognitive, affective, behavioral

What are the three components that make up a person's attitude?

concerns about obesity

What external change led to Dole's new focus on nutrition?

physiological, safety, love, esteem, self-actualization

What is the correct theoretical progression of Maslow's hierarchy of needs, from the bottom of the pyramid to the top of the pyramid?

conscious

When Doug Rauch decided to leave Trader Joe's and open a grocery store that sells fresh produce and prepackaged meals at affordable prices, it was an example of ________ leadership.

syndicated secondary data

When General Motors purchases information about quality and customer satisfaction research from J. D. Power and Associates, it is acquiring a form of

external search for information

When Jon was considering buying a new car, he sought out unbiased information and ratings about different makes and models in Consumer Reports magazine. Which of the following corresponds most closely to this aspect of the decision process?

evaluation

When Martha needs to compare the results of the marketing program for the Coffee Collective and then implement changes based upon what she finds, she is in the _____________ phase of the strategic marketing process.

market development

When Spirit Airlines expands into additional cities, which growth strategy is it using?

positioning

When Spirit Airlines identifies itself as an ultra-low-cost carrier (ULCC), it is ______ itself compared to other airlines.

market development

When Starbucks expands into a new country, what growth strategy is the company pursuing?

society

When ZipCar donates the use of its vehicles to move food from restaurants to food banks, it is primarily serving which group of CSR stakeholders?

its competitors

When a firm evaluates how other companies react to the firm's marketing activities, it is attempting to understand what aspect of the immediate environment?

identify research objectives

When a firm like Dunkin' Donuts conducts marketing research, what should its first step be?

financial

When a manufacturer offers a money-back guarantee on the purchase of its products to show that the products will perform as expected, it is most likely attempting to alleviate which risk?

retrieval

When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their ________ set.

operational

When marketers strive to get their customers the merchandise they want, when they want it, in the required quantities, and at a lower delivered cost than that of their competitors, they are hoping to achieve a sustainable competitive advantage through ________ excellence.

habitual decision making

Whenever Meredith buys toothpaste, she always automatically reaches for the same brand and puts it in her shopping cart with no thought or effort. Meredith is engaged in

promotion

Where does Dole's 5 A Day Plan fit in the marketing mix?

the company sees making the world a better place as part of its core mission

Which aspect of ZipCar's strategy makes it a practitioner of conscious marketing?

diversification

Which growth strategy is being used when a firm introduces a new product or service to a market segment that is currently not served by the firm?

place

Which of the following elements of the marketing mix is involved when marketers make their offering available when and where the customer wants it?

disney and strategic marketing planning process

define the mission = create entertainment experience situation analysis = declining attendence identify and evaluate opportunities = technology available to improve customer experience implement marketing mix = installed GPS, sensors, and other devices evaluate performance = less crowding

metric

is a ___________ measuring system that quantifies a trend, dynamic, or characteristic and is used by marketers to help explain why things happened and also to predict the future

promotion

marketers communicate the value proposition to their customers through variety of media, such as TV and the internet. which of the four Ps does this represent?