Marketing 3

Ruggedness

Shoez inc, a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for hiking and other outdoor activities. Which of the following brand personalities could be best associated with the new brand?

Motive

A _______ is a need that is sufficiently pressing to direct a person to seek satisfaction.

Moral

A chartable trust's appeal which states, "while you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a ______ appeal.

The promotion mix

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relations. Which of the following terms best describes this communications mix?

Noise

A consumer is reading a magazine with an advertisement, but due to loud sound he is distracted from reading the advertisement ad is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.

Buzz marketing

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of _________.

Self actualization needs

According the Malow's hierarchy of needs, which of the following is the LEAST pressing need?

consumer market

All the individuals and households that buy or acquire goods and services for personal consumption make up the __________

Cognitive Dissonance

Almost all major purchases result in ________, or discomfort caused by post purchase conflict.

team selling

Amanda Perkins is the senior sales manager in Arlington Steelworks. As the customer base of her company has grown large and more demanding over the last few years, Amanda insists on _________, or using groups of people from various departments such as, sales, technical support, engineering, and even upper management to service complex accounts.

Variety seeking brand behavior

Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead she does a lot of brand switching. Carrie exhibits _________.

Broadcasting; narrowcasting

Companies are doing less _________; and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments

communications often come from different parts of the company

Companies often fail to integrate their carious communications to consumers because

Don't distinguish between message sources

Consumers today receive commercial messages from a broad range of sources. However, consumers _____________ the way marketers do.

Subcultures

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

Influencer

Eric Mason, an employee of Huntington Steelworks, is responsible for defining product specifications and providing relevant information for evaluating alternatives in his organizations buying center. Eric, whose opinions affect the base decisions of his organization to a great extent, is most likely an ________

A straight rebuy situation

Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning supplies for her custodial staff, using the same vendor and order relatively consistent amounts of the same products on each purchase. This is an example of ____________

Pull strategy

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses a _______

derived demand

Green Bees, a popular American heavy-metal band, will perform in Berlin during Christmas. There is a high demand for concert tickets among fans worldwide who are looking forward to the much -awaited performance. In this instance, the high demand for tickets for the Green Bee concert is a representative of __________.

HP is encoding

HP's advertising agency assembles words and illustrations into an advertisement that convey the company's intended brand message. In the context of the communication process, _________

Modified Rebuy

In a _______ situation, the "in" suppliers may become nervous and feel pressured to put their best foot forward to protect an account and the "out" suppliers may see the present situation as an opportunity to make a better offer and gain new business.

Aida

In the _______ model, the D stands for desire

Performance recognition

In the beginning of the buying process, Timothy Perry, a product development manager, noticed that the raw materials that were procured from his company's regular supplier were fc poor quality. Consequently, he decided to change the existing supplier as a remedial measure. The stage of the buying process in which Timothy identified the quality breach represents the _____________ stage.

connects with; ineffective

In the communication process, the more the senders field of experience _______ that of the receiver, the more _______ the message is likely to be

Compatibility

In the context of product characteristics that influence the rate of adoption, _________ refers to the degree to which the innovation fits the values and experience of potential consumers.

Cross-cultural marketing

Many companies use several ethnically specific themes in their mainstream marketing strategy. This is because several marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________

Preapproach

Melissa Price is a member of the sales force at Urban Fashions, a Houston-based manufacturer of women's apparel. Melissa is preparing for a first meeting with a wholesaler who is a potential customer. She is learning as much as she can about her prospect and his organization. Melissa is in the ________ step of the personal selling process.

Gatekeeper

Paul, a purchasing agent for Kiel Inc. has the authority to prevent salesperson from seeing the decision makers in his organization. Which of the following best describes Paul's position?

Institutional

Sage hospitals, a non-for-profit organization, provides healthcare to the people in the Midwest. Management at Sage is involved in the ________ market.

85,000 calls (2,000x35=70,000 1,000x15-15,000 70,000+15,000=85,000)

Sigma inc has 2,000 Type A accounts, each requiring 35 calls per year, and 1,000 type B accounts, each requiring 15 calls per year. What is the sales force's workload?

40

Stahl Inc has 1,000 type A accounts, each requiring 30 calls per year, and 3,000 type E accounts, each requiring 10 calls per year. If each salesperson at Stahl inc can make 1,500 sales per year, how many salespeople would be needed to meet the total work load?

sales promotion

Suppose Amazon.com has offered you a free shipping on your next purchase of more than $35. This is an example of ________

Inelastic

The Pure Drug Company produces Insulin, a product with a very stable demand. Even though the price changed several times in the past two years, the demand for Pure Drug's insulin remained relatively unaffected. In this instance, the demand for insulin is representative of ________ demand.

lifestyle

The latest trend in the US involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in __________ is one of the reasons for the increasing demand for organic ingredients.

Perceived performance

The relationship between the consumer's expectations and the product's __________ determines whether the buyer is satisfied or dissatisfied with a purchase.

Percent age-of-sales

Through the _______ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

Integrated marketing communications

Today several companies are adopting the concept of ____________, which carefully combines and coordinates the companys many communication channels to deliver a clean, consistent, and compelling message about the organization and its brands.

Complex buying behavior

When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brans, they most likely exhibit __________.

workload approach

Which of the following helps companies in setting sales force size?

Sue shops for her family's groceries at the local whole food store

Which of the following is NOT part of the business market?

Price stimuli

Which of the following is a marketing stimuli?

Identifying the target audience

Which of the following is the first step in developing an effective integrated communications and promotion program?

Sampling

Which of the following is the most effective-but most expensive- way to introduce a product or create new excitement for an existing one?

Price

Which of the following plays the most important role in government buying?

Relative Advantage

Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?

social class show distinct product preferences in clothing and automobiles

Which of the following statements is true regarding social classes in the US?

Premiums

_______ are goods offered either free or low cost as incentive to buy a product, ranging from toys included with kid's puroducts to phone cards and DVDs

Product value analysis

________ is an approach to cost reduction in which components are studied carefully to determine if they can be redesigned, standardized, or made by less costly methods of production.

cold calling

________ refers to a practice in which salespeople drop in unannounced on various offers.

a push strategy

the manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using crest. The manufacturer of Crest toothpaste is using a _________