chapter4

Orion Inc. markets luxury watches and chronographs. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation.

cross-market

Which of the following is the practice of inviting broad communities of customers, employees, independent researchers, and members of the public into the new-product innovation process?

crowdsourcing

Which of the following is one of the other stimuli present in a buyer's environment apart from a marketing stimuli?

cultural stimuli

Observation is best suited for ________.

exploratory research

New-product development starts

idea generation

JoAnn Fabrics Inc. has created a new combination of colors and fabric types. The firm wants to know how consumers will perceive the new product. The firm is concerned with the product ________.

image

The ________ market consists of schools, hospitals, nursing homes, prisons, and the like that provide goods and services to people in their care.

institutional

Which of the following factors influencing the business buying process do marketers typically find most difficult to assess?

interpersonal

A company that uses well-known celebrities to help sell its products is using ________.

person marketing

Which of the following is a marketing stimuli?

price stimuli

A ________ refers to the way a product is defined by consumers on important attributes—the place the product occupies in consumers' minds relative to competing products.

product position

Juana looked at the September issue of her favorite fashion magazine and did not find anything particularly interesting despite the fact that the magazine had several advertisements that were targeted at Juana's demographic. The only thing that interested her was an article about an upcoming fashion show. Which consumer behavior is being illustrated in this instance?

selective attention

Which of the following would a marketer LEAST likely do to encourage habitual buying behavior?

stress unique features in ads

Companies set not a single price, but a pricing ________ which covers different items in its line and changes over time as products move through their life cycles.

structure

Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a ________.

subculture

Which of the following is true about survey research?

Survey research is the most widely used method for primary data collection.

In the proposal solicitation stage of the business buying process, the buyer invites qualified suppliers to submit proposals.(T/F)

TRUUUuu

Which of the following is true of product line pricing?

The price steps take cost differences between products in the line into account.

Which of the following is an advantage of telephone interviews?

The speed with which data is collected is high.

Which of the following statements is true of the idea generation stage in the new-product development process?

Truly innovative companies develop extensive innovation networks that capture ideas and inspiration from every possible source.

________ refers to how a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments.

Value proposition

Which of the following is an example of an internal stimulus that would most likely lead to problem recognition?

A buyer is unhappy with a current supplier's product quality.

16) Which of the following companies uses product line pricing? A) Photo Genie, which sells inexpensive cameras that run only on their own expensive batteries B) Mobile Point, which launched a range of cell phone models, each priced according to its features C) Penguin's Parlor, which offers customers a 20% discount on their birthdays and certain holidays D) Green Thumb, which gives away free watering cans with the purchase of certain potted plants

B) Mobile Point, which launched a range of cell phone models, each priced according to its features

________ is the most basic determinant of a person's wants and behavior.

Culture

Which of the following statements best explains why idea screening may be the most important step of new-product development?

It saves the company money in product development costs by going ahead with only the product ideas that are likely to be profitable.

________ consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization.

Organization marketing

According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"?

buyer's decision process

Experimental research is best suited for gathering ________ information.

causal

A market-penetration pricing policy should LEAST likely be used for a new product when ________.

the product's quality and image support a high price

Shine Enterprises mass produces an all-purpose floor cleaner which is aimed at the whole market. This firm uses a(n) ________ marketing strategy.

undifferentiated

The full mix of benefits on which a brand is differentiated and positioned is known as the brand's ________.

value proposition