MARK 3000 Exam 3

Once IMC messages have captured interest subsequent marketing should move the consumer from

"I like it" to "I want it"

When a child listens to his/her dentist confidently use medical terminology ("big words") to describe the child's diagnosis, the child may perceive that the dentist knows what he/she is talking about and thus rank the dentist high on the ____ service quality dimension

Assurance

PSAs are a special class of advertising so FCC rules require

Broadcasters devote a specific amount of free airtime to them

Which tactic is least interactive

Catalog

Bc US cheese manufacturers do not want to adapt their cheese to better suit the tastes of of german consumers who prefer a sharper cheese taste, the US is unwilling to adapt to ____ differences when marketing to Germany

Cultural

When an advertiser targeting young kids shows the same commercial 3 times during a 30 min tv show

Frequency

Based on the AIDA model before marketers can generate interest they must

Gain attention

Now available are the latest spring fashions

Informative

When service providers use ___ in their brand logos it is more likely to result in a stronger association btw the service offering and the brand name

Interactive imagery

Barbara passes a billboard for the south of the border 90 miles away

Lagged effect

Gillette has a website designed to help customers with product questions. While at the web site, current customers can request free samples of new Gillette products. it also offers a feature that allows customers to buy an assortment hamper of new Gillette products for less than $10. This is an example of how a company can implement a ___ strategy (focused on current customers and new products)

New product development

Click-through rate you need the number of clicks and

Number of impressions

Using the ___ method for setting IMC communications budget, the advertiser 1. Establishes objectives, 2. Determines specific

Objective and task

When celebrities wear designer clothing at awards shows and other high profile events, this is part of the

PR

The AIDA model is aka the ___ model

Think feel do

When evaluation of how a campaign is doing takes place DURING a campaign marketer refer to this as ____

Tracking

Because services are __________, it is often difficult for marketers to convey the benefits to consumers. a. intangible b. heterogenous c. substantial d. perishable e. inseparable

a

BCG Matrix

a means of evaluating strategic business units on the basis of (1) their business growth rates and (2) their share of the market

Food Is Us is a food services corporation that caters to large-scale food service facilities like school cafeterias, university dining halls, and mess halls at military bases . If Food Is Us were to begin selling individual frozen meals (different from cafeteria food) in supermarkets, it would be pursuing a ______ growth strategy a. diversification b. market development c. market penetration d. product proliferation e. product development

a.

Lets say I am trying to measure is aware you are of my new brand of snack chip. I show you different brand names until you respond "I recognize that one"

aided recall

When zaxbys agrees to donate a portion of sales to make a wish

cause-related marketing

When a company promises more than it can deliver, _______. a. consumers will have a knowledge gap b. it has created an empowerment gap c. perishability becomes a problem d. it creates a communication gap e. it needs to enact a voice-of-customer program

d.

Which of the following is NOT a major trade agreement affecting global marketing? a. ASEAN b. NAFTA c. EU d. GNI e CAFTA

d.

Which of the following is NOT included in Hofstede's cultural dimensions? a. Power distance b. Individualism c. Masculinity d. certainty assurance e. Time orientation

d.

When medical provider shows that he/she genuinely cares about your health, he/she is tapping into what aspect of services

empathy

Name a brand that you will likely see reminder advertising for

mature brands: Kroger Folgers Dawn

Which budgeting method includes reverse logic where the only way advertising funds increase is after sales increase?

percentage of sales

____ is a legal way of promoting a product or service through hyperbole

puffery

Gross rating points:

reach x frequency

Horizontal axis of BCG

relative market share

Ritz carltons credo (the care and confort of our guests is our highest mission), customer advantage is based on

Customer excellence

Sarah is working on an Ad campaign about skin cancer, her first concern will be to

Get Consumers Attention

The charmin bear could not be used in the communication strategy that P&G used in china because of its cultural significance. Therefore china changed the icon and kept the product the same

Glocalization

Pre-approach is the step in the selling process in which the sales rep does his/her

Homework

Discover offers a pre-loaded credit card to 13 - 20 year olds looking to make online purchases. (new market, existing product)

Market development

In terms of Hofstede's dimensions by which countries' sociocultural factors differ, ____ refers to the willingness to accept social inequality as natural

Power distance

Thomas Long Company is best known for printing checks. Its Financial Solutions division develops software for mortgage companies. This division is currently producing much less than the desired level of profitability in what has been identified as a high-growth industry. According to the portfolio matrix, Long would label its Financial Solutions division as a(n)

Problem child/question mark

When australia refused to buy mangoes from south america the US govt taxed australian products

Tariff

Campbells gave out coupons to existing customers and created a recipe book. Getting current customers to buy more of the product

Market penetration

By defining its business as "writing instruments" instead of promoting creativity, a pen manufacturing company would more likely experience

Marketing myopia (low opportunity for growth) Ma

When advertising to consumers

Pull strategy

When a company comes up with a unique slogan to distinguish its brand from the competition it is most likely using a

Unique selling proposition

GDP and GNI are economic measures that don't totally account for a country's economic health because they measure only _______. a. material output b. global expectations c. international trade d. poverty potential e. purchasing power parity

a.

Some universities, recognizing the convenience of distance learning have begun to offer fully online, accredited degree programs. Through distance learning options, these universities are most likely pursuing which macro strategy. a. locational excellence b. operational excellence c. purchase excellence d. customer excellence e. product excellence

a.

When a company pools its resources with that of a local firm when entering a new market, they create a(n)______. a. Joint Venture b. Export promotion c. Franchise d. Direct investment e. Strategic alliance

a.

While restaurants face a challenge controlling service quality from day to day, they do have control over _______ a. price of ingredients b. How they communicate the services they promise c. The way customers view them compared to competitors d. The knowledge gap consumers create e. The attitude of customers

b

If i purchase drum equipment for my son on amazon before I checkout amazon will then recommend other pieces of drum equipment that I should consider

direct marketing

What type of communication is effective in reaching segments within multicultural marketplace

direct marketing

The mexican magazine industry accused US magazine publishers of ___ selling magazines in Mexico at a lower price than in the US

dumping

Thinking about the service-product continuum, which of the following is the most service dominant? a. restaurant b. bookstore c. apparel speciality store d. grocery store e. doctor's office

e

To enter the Australian market, an international accounting company, purchased an existing Australian accounting firm. The international accounting company entered the Australian market through the use of

Direct investment

Polo Ralph Lauren announced plans to launch a restaurant chain since this was polo's first venture into the restaurant industry

Diversification

When conducting an economic analysis of a country the best indicator to use is

Human Development Index

Michelle Obama's lets move campaign was often shared in the form of ___ , which are a type of institutional advertising

PSA

Kings dominion, an amusement park in Va, offers reduced rates on weekdays and higher prices on weekends. Also offers lower prices for patrons who enter the park after 4pm. This is a way to contend w the service characteristic of:

Perishability

Old navy advertises all during the year, but increases its advertising in the summer and Christmas shopping months

Pulsing

Best buy is offering a free all-expense paid trip to Hawaii for its top 3 mobile phone sales reps. This would be referred to as a push or pull strategy?

Push (directed to an entity within the channel)

Since 1960 the US has limited the amount of almonds that can be imported

Quota

If integrated marketing communications work effectively they will

Result in purchases by some consumers receiving the communications

If firehouse subs made the decision to close the athens stores and all other stores in NE gA, but they decide to keep the SC stores open what consolidation strategy are they following

Retrenchment

When coke brand ambassadors pass out free mini cans of Coke outside the Tate Center, what form of communication are they engaged in

Sales Promotion (freebies)

When a motorbike brand slashed the price of its motorbike at the end of the year, they are driven by

Sales-oriented

Another name for physical evidence in the additional 3 Ps for services is __

Servicescape

After identifying the target audience

Set specific objectives

Nike is a market leader in the sports apparel industry and industry that is growing rapidly. With berkshire hathaways recent purchase of NIKE it becomes an SBU but it is still an example if a star according to the portfolio matrix

Star

Patents on sinus headache medications give the pharmaceutical companies that own the patents a(n) ___ for 10 years until the patent expires

Sustainable competitive advantage

When my daughter fills out the form inside the cereal box for a chance to win a free Disney vacation, and places the postage paid form in the mailbox, she has participated in

Sweepstakes (by chance!)

You have just started driving for uber. You strive for an image of quality and comfort

Tangible cues

Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and spends up to $1,700 to train a new employee? a. Standards gap b. Knowledge gap c. Communication gap d. Recovery gap e. Performance gap

a.

When marketing managers state that services are _____, they are referring to the fact that services are produced and consumed simultaneously. a. intangible b. inseparable c. peripheral d. perishable e. heterogenous

b

Changes in quotas and tariffs are _______. a. business actions stimulating imports b. government actions that reduce competition from international firms c. a means of slowing outsourcing d. corporate strategies designed to maximize profits e. efforts to stimulate choices among government agencies

b.

Companies achieve ______ through excellent supply chain management and efficient procedures. a. locational excellence b. operational excellence c. customer loyalty d. customer excellence e. value-based pricing

b.

Danielle and her colleagues have analyzed their current business situation and identified target markets for her firm's solar panel products. Finally, they developed the products, prices, distribution, and promotion that should appeal to each of those target markets. Danielle and her colleagues have been developing _______. a. a business mission statement b. a marketing strategy c. team-building exercises d. a strategic vision e. competitive assessments

b.

How do you define GDP? a. The value of a country's exports minus its imports b. The market value of goods and services produced in a country in a year c. The difference btw 2 country's exchange rates d. National income minus national taxes e. The gross purchasing power of domestic goods and services plus international income

b.

In a SWOT analysis, rising gas prices would represent a potential ______ for manufacturers of electric cars a. operational advantage b. external opportunity c. external threat d. internal weakness e. marketing mix

b.

Umpire Inc. sells its business language dictionary to college students throughout the US. Thomas Umpire, the owner, wants to start selling the book to international students abroad. Umpire wants to pursue a _____ growth strategy. a. diversification b. market development c. market penetration d. product proliferation

b.

When considering global marketing opportunities in India, Sammy asked the question, "How will we get it there?" Sammy is concerned about ________ capabilities in India. a. cultural b. infrastructure c. advertising d. production capacity e. pricing

b.

When shopping for a new car you see that there is a significant price difference btw domestic and imported cars, with the imported cars being more expensive. This is likely the result of _____. a. globalization b. tariff c. boycott d. overseas consolidation e. franchising

b.

Damon decides to add new sales staff and increase advertising to increase sales in his existing market for his current line of webcams. Damon is pursuing a _____ growth strategy. a. diversification b. market development c. market penetration d. segment development e. product development

c.

For years, the Marriott, a 5-star hotel in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a _____ gap in services marketing. a. standards b. seniority c. knowledge d. communication

c.

Kevin is assessing global entry strategies, for his southern style sandwich business. He does not want to take a lot of risk and he is willing to limit his control of international store locations. Kevin will most likely use a(n) ________ strategy a. Joint venture b. Exporting c. Franchising d. Direct Investment e. Strategic alliance

c.

The Service Gaps Model is designed to point out those areas where _______. a. delivered service exceeds expected service b. service providers provide the best possible service c. customers believe they are getting less or poorer service than they should d. service providers know more than their customers e. manufacturers are cutting corners on product quality

c.

Services like airline flights and hotel beds are _____. Because of this, many marketers attempt to match demand with supply by using pricing strategies. a. intangible b. inseparable c. peripheral d. perishable e. heterogenous

d.

Michelle phones her insurance agent to renew her car insurance policy. On that same call, the insurance agent attempted to sell Michelle one of the firm's new life insurance policies. The agent was pursuing a ____ growth strategy. a. diversification b. market development c. market penetration d. product proliferation e. product development

e.

Nordstrom, an upscale department store, has a well-known reputation for going the extra mile to serve its customers. This reputation for excellent customer service will most likely result in _____ a. product design excellence b. sustainable price decreases c. mission statement satisfaction d. producer excellence e. sustainable competitive advantage

e.

The ABC company is working closely with a competitor on a global opportunity for mutual benefit. the two competitors are not investing in one another. This is an example of ______. a. Joint venture b. Equity partnership c. Franchising d. Direct Investment e. Strategic alliance

e.

Based on the BCG portfolio analysis, one can determine how attractive a particular market is with ___ established as the vertical axis a. market size b. sales dollars c. competitive intensity d. market profit potential e. market growth rate

e..

When a company like suntrust provides high-quality training for each bank teller to ensure as much consistency in quality of service possible SunTrust is attempting to address the ____ aspect of services.

heterogeneity

In analyzing the gap model, the difference btw customer expectation for service quality and management perception of customer expectations is the

knowledge gap