Marketing Ch 5
AIDA
A - attention. I - interest. D - desire. A - action.
When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising.
Competitive
The marketing concept is best defined as
a philosophy stating that an organization should try to satisfy customers' need through a coordinated set of activities that allows the organization to achieve its goals
Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah's, a local where the Kappas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Jennifer is influenced by
a reference group
Liz Claiborne, INC uses which types of channel of distribution for its premium brands?
a short, direct channel
When a company promotes its position on a public issue, this is specifically referred to as _____ advertising
advocacy
A marketing ethics issue likely exists when
an individual or organization must choose from among several actions that must be evaluated as right or wrong
Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's club and has a new tire installed. Ryan's purchase of a new tire in his situation is considered to be ______
an unsought good
Cognitive, affective, and behavioral are the three major components of
attitudes
If Hanes, a manufacturer of tshirts, were to begin producing a tshirt with the trade character Pillsbury Doughboy on the front, this would be an example of
brand licensing
Which of the following is elements of brand equity?
brand name awareness, perceived brand loyalty, and brand loyalty
labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?
branding
Purchases are made by larger groups of people are
business buying behavior
Sales are typically for larger amounts per transaction are
business buying behavior
The process includes a more formal evaluation process are
business buying behavior
The four quadrants of the Boston Consulting Group Matrix (BCG) are:
cash cows, stars, question marks, dogs
If Papa John's advertises that its thin crust pizza has less calories than Pizza Hut's, this would be an example of ____ advertising.
comparative
Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.
competitive
If Georgia-Pacific, a producer of home siding, decking, and other wood products, focused its marketing efforts to home construction companies only, it would be using a(n) _____ strategy. If it sold the same products to both construction companies and DIY retailers such as Home Depot, it would be using a(n) _______ strategy.
concentrated; differentiated
The process is more heavily influenced by psychological concepts are
consumer buying behavior
The difference between consumer sales promotion methods and trade sales promotion methods is
consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy
Often when a company introduces a brand new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process
creating awareness
Marketing is the process of....
creating, distributing, promoting, and pricing to facilitate satisfying exchange relationships with customers to develop and maintain favorable relationships with stakeholders in a dynamic environment
When managers at Logistics Pro are developing their strategic plan, they use a market orientation as a guide to ensure that _____ is an integral part of the process
customer satisfaction
Segmentation variables are usually grouped into four categories:
demographic, geographic, psychographic, and behavioristic
Last year, Precision Brake's sales to the manufacturers of lawn tractors declined, partially due to the fact that more consumers were hiring small landscaping businesses to cut their grass. This decline in sales for Precision Brake is an example of
derived demand
GE Transportation is most likely using a(an) ______ targeting strategy, segmenting by _______ variables.
differentiated; benefit expectations
If Liz Claiborne were to distribute their Kate Spade brand through its company-owned stores and through wholesalers, to major department stores, then Liz Claiborne would be using _____ distribution.
dual
characteristics of a good brand name?
easy to remember, indicate the product's use, easy to spell, easy to say
Justin is purchasing his third car in the past five years. He has been a car enthusiast ever since he was a young boy. Justin likes to spend his free time looking at car magazines, going to car shows, and watching NASCAR. Justin's interest in cars is referred to as
enduring involvement
After compiling a list of potential customers, a salesperson must
evaluate whether each prospect is able, willing, and authorized to buy the product
Since Alicia and Carlos were using gas mileage as one of their evaluative criteria, they are most likely in the _____ phase of the consumer buying process
evaluation of alternatives
The Liz & CO brand is sold only at J.C. Penney's. This is an example of ___ distribution
exclusive
At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of
free sample
The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten different times. This is advertising
frequency
Zerex markets its radiator liquid to different markets; one as a coolant and the other as antifreeze. Which of the following segmentation variables is Zerez most likely using?
geographic
Suppose that GE Transportation decided to produce only locomotive engines for rail lines in the United States. The segmentation variable then would be
geographic location
A culture can be divided into subcultures according to
geographic regions or human characteristics, such as age or ethnic background
The first stage in the development of any advertising campaign is
identifying the advertising target audience
In recent years the proportion of promotional dollars spent on sales promotion has
increased relative to advertising
Consumerism is
individuals, groups, and organizations' efforts to protect the rights of consumers
Given the type of business market in which precision brake is currently operating, which group would it be least likely to sell to?
institutions
Services have four basic characteristics
intangibility, inseparability, perishability, and heterogeneity
When Gillette developed the Venus razor in 1998, it was considered to be in the ____ stage. Today, the Venus razor has several competitors and has increasing profits, most likely an example of the _____ stage.
introduction; growth
A major disadvantage of personal selling is that it
is very expensive per contract
The primary advantage of a concentrated targeting strategy is
it allows a firm to specialize to meet specific customer needs
The Pillsbury brand name would be characterized as a _____ brand?
manufacturer
Researchers at GE Transportation estimate that 1,000 rail lines throughout the world will purchase some kind of locomotive engine next year. That numbers represents the
market potential
Marketing managers strive to develop a marketing mix that
matches the needs of the target market
Anderson Distribution Company has purchased 15 forklifts over the past two years. As it plants to place its next order for another five machines, management wonders if additional features may be added in order to handle changes in the product lines it carries. For Anderson, these new forklifts represent a ______ purchase.
modified rebuy
Perry Supply's sales and sales force has continued to expand. Now, the firm plants to add a fleet of company cars as a part of its sales compensation package. For Perry Supply, these vehicles would represent a _____ purchase.
new-task
Secondary demand is demand for a
particular brand
If Samsung uses ______ pricing for its newest version of laptops, it is probably most interested in obtaining market share and it is assuming _______
penetration pricing; that other competitors could enter the market easily
Signs, counter pieces, racks, and self-service cartons are all forms of
point-of-purchase displays
If a company calls a meeting to announce a major news event, this is known as a
press conference
The decision of Macy's to use even prices such as $60 for a Ralph Lauren Polo is an application of _____; where ____ prices are often used to _____
prestige; gives a product an upscale or exclusive image
By promoting the fact that "orange juice is not just for breakfast anymore", the Florida Orange Growers Association attempted to stimulate
primary demand
When Jeep Wrangler produces the new year's model vehicle, they discontinue production of last year's. However, when Apple brings out a new iPhone, they continue to produce the previous version for at least some period of time. Jeep Wrangler's new-product strategy is an example of _____ while Apple's is an example of _______
product modification; line extension
Which of the following is not a public relations tool?
product sample
If Ray-Ban selected the prices for its new sunglasses to be $60, $70, $ or 80, this would most likely be an example of using ____ pricing to enhance its distinctive positioning strategy
promotional
Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?
realibility
Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of _____ advertising.
reinforcement
An ad for a multivitamin that claims "We still bring you everything you need to get through the your day in one vitamin" would most likely be considered ____ advertising.
reminder
Carla is a prosecuting attorney for the city of Cleveland. She is also vice president for the local parent/teacher organization and a coach for her daughter's soccer team. The actions and activities associated with each of these positions constitute Carla's
role
U.S. Electric, the maker of a highly innovative xenon light bulb used in large, manufacturing facilities, finds that it has excess inventory. The firm increases its direct marketing by 20 percent and adds three new sales representatives. This company is operating as if it were in which of the following orientations?
sales
When evaluating market segments, assessment of competitors is important because
sales estimates may cause a segment to appear to be lucrative, but there may be several competitors that together have a large share of that segment
Hunt's decided to put a much larger share of its promotion budget into _____ because of the heavy reliance it will be placing on coupons in the second quarter.
sales promotion
Perception is a three-step process that involves
selecting, organizing, and interpreting information inputs
The fact that Alicia had to remembered the gas mileage of the Toyota Sienna incorrectly is most likely an example of
selective distortion
Shaving razors fall into which of the following classifications?
shopping products
Toyota's production of commercials that featured Hispanic actors and the Spanish language is an example of marketing to
subcultures
Parisian Dry Cleaners airs a series of radio ads that claim, "Parisian, your local dry cleaners." This campaign would best be described as ______ advertising.
target
Kashi Hear to Heart cereal is aimed at people concerned about their health. These people represent the Kashi....
target market
The college aged student represents EXperience Limited's ______, and the tours its operates represent the ______ element of the marketing mix.
target market; product.
Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means
that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again
Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest. He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing. This most closely represents a decision about.....
the best way to distribute his products
A market opportunity results from
the right combination of circumstances and timing that permit an organization to take action to reach a particular target market
The Boston Consulting Group Matrix (BCG) is used
to make decisions about where to place a company's reasources
What is the most basic role of promotion?
to stimulate product demand
Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing was. This is an example of a(n)
unaided recall test
Hershey Foods Corp. offers a single product line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's prodct
width
What is the primary distinction between a line extension and a product modification?
with product modifications, the original product is replaced in the product line while both the old and the new products remain in the case of line extension
The fact that Paws and Claws is open 24 hours each day is part of the _______ marketing mix variable while the swimming pool is part of the ________ variable.
Distribution; product.
H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?
Heterogeneity
Pioneer promotion is most likely to be used during the ____ stage of the product life cycle, while competitive advertising is likely to be used during the _____ stage.
Introduction; maturity
How does brand loyalty typically effect a customer's purchase decisions?
It shortens the amount of time and reduces the risk
The U.S. Army recruits soldiers based on the slogan, "An army of one," implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow's hierarchy of needs?
Physiological
When Precision Brake sells to the individual dealers, they would be considered what business type
Producer
Promotional strategy is sometimes combined with channel types. When a company uses promotion to the next member in the channel, such as the wholesaler, or retailer, it is called ____ promotion; when a company promotes to the final consumer, it is called ____ promotion. Companies _____ use both of these methods at the same time.
Push; pull; sometimes
Successful business organizations should take actions to convert internal weaknesses into ______ and external threats into ________
Strengths; opportunities
Natalie is a sales representative with Nike. Tomorrow she will join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process. Natalie is engaged in
Team selling
Paws and Claws' addition of unexpected services, pick-up and delivery, and 24 hour access while charging a higher than its competition is best described as which type of value?
Value = customer benefits - customer costs
The information in EXperience Limited's database could be best used to develop
a CRM program
According to the text, a market is defined as
a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase these products.