Marketing Chapter 7, 8, 9, 10, 12

List the steps of the new-product development process in order, placing the first step at the top of the list.

1. Idea generation 2. Screening 3. Idea evalauation 4. Development of product and marketing mix 5. Commercialization

Order the five levels of brand familiarity, from the lowest level of brand familiarity (listed at the top) to the highest level of familiarity (at the bottom).

1. Rejection 2. Nonrecognition 3. Recognition 4. Preference 5. Insistence

As a demonstration of their innovation in the grocery industry, in a typical year, Frieda's wholesale introduces about ______ new products.

40

Applying the research findings to a marketing strategy plan is the ______ step in the marketing research process.

5th

Large retail stores that sell more than $5 million annually account for almost ______ of all retail sales in the United States.

75%

In the United States, ____ of all retail operations are classified as small.

85%

In the late 1990s, 36% of contacted households completed a phone survey. Today, about _____ of households participate.

9%

Which of the following would be included in a total product offering? (Check all that apply.)

A convenient package Helpful instructions A good warranty A useful physical good Superior service

What is the name for a company that owns and operates multiple stores?

A corporate chain

What is a popular type of qualitative marketing research that involves group interaction to encourage participants to share their thoughts?

A focus group interview

What are two advantages of direct investment? (Check all that apply.)

A high degree of control over the marketing mix Knowledge of the country's market

The owner of a web-based business might want to check to see how many customers are currently visiting her online store or placing orders. What tool allows her to see this activity on the computer in real time?

A marketing dashboard

Which of these products is protected by copyright law?

A musical score

In the marketing research process, what specifies which information will be obtained and how it will be obtained?

A research proposal

______ is an automated process of analyzing and categorizing social media to determine how many positive, negative, and neutral online comments a brand receives.

A sentiment analysis

What two advantages does a marketer gain by using direct distribution? (Check all that apply.)

Ability to transform its marketing mix rapidly Sensitivity to shifts in customer moods

Which regrouping activity would be beneficial in an agricultural market that consists of many small producers?

Accumulating

Select all that apply Which of these situations involves an intangible service?

All Brenna could think about after she left the movie was how happy the couple were when they finally got together. Maria and her husband knew they would need a lawyer to give them advice on the issue.

An Aeron desk chair in a professor's office is an example of what type of business product?

An accessory

What types of firms typically hire market research firms or research specialists to help them with market research? (Check all that apply.)

An increasing number of not-for-profit organizations Large, for-profit companies

What academic discipline is ethnographic research based on?

Anthropology

Putting together a variety of products to give a target market what it wants occurs in which regrouping activity?

Assorting

Splashes Car Wash offers its car wash customers air fresheners, car mats, and lint free cloths. This is an example of which regrouping activity?

Assorting

What is the term for places where goods are offered and purchased through the use of bids?

Auction companies

Customers who buy and receive products from vending machines are participating in what type of retailing?

Automatic vending

Jenna works for a company that manufacturers rain boots. Recently, the company started selling the boots directly to consumers online, but decided to stop this practice after receiving complaints from retailers who also sold the company's boots. What was Jenna's company hoping to accomplish by removing the online site?

Avoid conflict with the retailers

Which of the following is a consequence of the perishable quality of services?

Balancing supply and demand can be challenging.

Even though it is clear that traditional channel systems are not recommended, why do they continue to occur?

Because channel members have different objectives

Which of the following are reasons a company might choose a direct channel to distribute its products? (Check all that apply.)

Because it believes it can better serve customers that way Because it wants to directly manage the entire marketing mix Because it believes it can offer a cheaper price that way

What are two reasons an intermediary might be better suited to lead a channel than a producer? (Check all that apply.)

Because it is closer to the final user Because it has data about the final user

Why are haphazard or unorganized methods of performing marketing research considered ill-advised? (Check all that apply.)

Because they misuse marketing managers' time Because they are costly Because they are not based on the scientific method

Which of the following are characteristics of category killers? (Check all that apply.)

Below average prices A focus on specific product types

"Big _____ " is the name given to data sets that are too large and complex to work with typical database management tools.

Big Data

With the advent of cloud storage and other online storage tools, Micah's company is now able to save all the data it collects from internal sources, external sources, and marketing research studies. The company wasn't able to store all of this with its former database management system. What phenomenon is Micah's company experiencing?

Big data

Which of the following are examples of professional services? (Check all that apply.)

Billings advertising agency creates print advertisements for 50 different clients. Speedtech IT maintains networks and websites for ten clothing retailers. BMC Management provides consulting services to improve efficiency.

Which of these companies is performing a sentiment analysis?

Bob's Burgers reviewed the number of positive and negative tweets about its new sandwich.

Which of the following are characteristics of a good brand name? (Check all that apply.)

Brief and simple Easy to recognize and recall Does not go out of date

A supermarket chain purchases fruits and vegetables in very large quantities. The company then distributes smaller orders to its individual stores to offer to consumers. This is an example of which regrouping activity?

Bulk-breaking

What is the process that occurs in a channel of distribution by which a large quantity of product is split into smaller quantities?

Bulk-breaking

How does a licenser make money through licensing its process, trademark, patent, or other rights in international markets?

By collecting fees and royalties

What is the best way for marketing managers to identify the correct problem and not its symptoms?

By doing research

Which of the following is an advisable way for firms that practice direct investment to gain the approval of citizens of the host country?

By offering local people jobs

Which of the following are common ways in which customers obtain information online about products for purchase? (Check all that apply.)

By reading posted reviews By viewing photos and videos By chatting with a virtual salesclerk

Which of these questions could be used in qualitative research?

Can you describe your recent 50-mile bike ride?

Except for the payment required, the activities of service wholesalers resemble the activities of what other type of wholesaler?

Cash-and-carry

What type of wholesalers require their customers to pay for their purchases with cash only?

Cash-and-carry

If customers use booklets to study products and then place their orders online, by phone, or through the mail, they are using the services of what type of wholesalers?

Catalog wholesalers

Match each of the following individual products to its target market.

Citibank Individual Retirement Accounts-Charles is a employee of Shell Oil Company and is concerned about the future. Citibank Online Bill Pay- Fred is a busy attorney at a law firm where he works 60-plus hours a week and doesn't have much time. Citibank Business Credit Cards-John is a recent college graduate who is starting a graphic design services company and does not have many financial resources. Citibank Home Equity Loans-Ben and Julie are homeowners who are expecting their first child and want to expand their living space.

K.C. Rao, brand manager for Hershey, has introduced a new low-calorie chocolate candy bar, Choco-Lite. He is gradually rolling out the product, starting to sell it in the western United States before moving east. He has decided on an expensive promotional campaign to make customers aware of the new bar. Choco-Lite is in which step of the new-product development process?

Commercialization

What are two characteristics associated with warehouse clubs? (Check all that apply.)

Competitive prices Annual membership fee usually paid by customers

Which of these can be hidden costs customers encounter when shopping online? (Check all that apply.)

Concerns about fraud Handling costs

Which governmental body was set up to encourage safety in product design and better quality control?

Consumer Product Safety Commission

Which of the following are intended to be purchased and used by the final end user?

Consumer products

What are three benefits of conducting a telephone survey? (Check all that apply.)

Consumer responses can be recorded Fast turnaround Interviewer can ask follow-up questions

What kind of retailer makes it easy for customers to quickly buy products like milk and bread and avoid purchasing these items at a larger retail grocer?

Convenience stores

Which of these researchers is using the experimental method to collect information?

Corinne provided each participant with two plates. Each plate held a slice of pizza. The plates were labeled "A" and "B."

What are the three types of vertical marketing systems? (Check all that apply.)

Corporate Administered Contractual

What is the general name for companies, such as Walmart and Target, that operate more than one retailing site?

Corporate chains

Match each vertical marketing system (on the left) with its real-world example (on the right). Instructions

Corporate- Starbucks is the largest coffeehouse company in the world with more than 11,000 company-owned stores in the United States. Administered- Walmart has the buying power to control the relationships it has with its many vendors. Contractual- McDonald's grants the right to market its goods within a certain territory or location. This situation is controlled by the legal relationships between the companies.

What are three elements of a research proposal? (Check all that apply.)

Cost of data collection The way the data will be acquired The type of data that will be acquired

_________ make unauthorized copies of products.

Counterfeiters

Joe's Heating and Air Conditioning Corp. is conducting research that focuses on the entire process of purchasing a home heating system from the initial need for a new furnace, to how the customer learned product information and selected an installer. What type of qualitative data is the company using?

Customer journey map

Matthew received a pacemaker to help the arrhythmia he is experiencing with his heart. The pacemaker provides a continual stream of information that is monitored by specialists at the heart clinic and if they notice any indicators of concern, they contact Matthew and he reports to the clinic for assessment. What is helping the heart clinic improve the quality of care Matthew is receiving?

Data

What is syndicated data?

Data collected by a firm and sold to marketing managers

Which of the following are true of the battle between manufacturer and dealer brands? (Check all that apply.)

Dealer brands account for almost 30% of purchases in U.S. grocery stores. In the past, dealer brands were far less popular than manufacturer brands.

What is generally the most challenging step of the five-step approach to marketing research?

Defining the problem

For a company, what are three possible benefits of using reverse channels? (Check all that apply.)

Demonstrating its commitment to the environment Generating profit Saving money

Which of the following is a way in which marketing managers narrow down research objectives?

Develop a list of questions that includes all possible problem areas.

Which of the following is true?

Different consumers favor different kinds of retailers.

What are two limitations associated with surveys? (Check all that apply.)

Difficult to get respondents to expand on answers It might take awhile to compile the data

Of all the approaches to entering an international market, which is the most financially risky?

Direct investment

Which of the following describes a parent firm having a division or subsidiary in a foreign market?

Direct investment

The difference between the quantity of products it is economical for a producer to make and the quantity final users or consumers normally want is known as which of the following?

Discrepancy of quantity

A person who travels to homes to sell Mary Kay cosmetics is engaging in what type of retailing?

Door-to-door

What type of retailing features a salesperson visiting a customer at the place where they live?

Door-to-door

Limited-function wholesalers who sell products but do not touch, store, or ship them are known as what type of wholesalers?

Drop-shippers

What kind of wholesalers do not carry stock, but take orders and give these orders to manufacturers?

Drop-shippers

Which of these characteristics help a new product move quickly through the early stages of the product life cycle? (Check all that apply.)

Ease of use Matches values of target customers Comparative advantage

Which of the following factors are important to new product success? (Check all that apply.)

Effective transitions from idea to market Effective product design Offering superior customer value

Which of the following statements is true of ethnographic research?

Ethnography involves studying customers in their homes or at work.

Which of the following are ideas consistent with total quality management? (Check all that apply.)

Everyone in the company should care about quality. It is less expensive to do things right the first time. Poor quality equals lost customers.

If a global company needs help understanding the market in different areas of the world, the company can turn to what type of agent?

Export or import

Wilson Sporting Goods and Sports Equipment sells its products in a number of international markets. What type of entry strategy is Wilson using to enter those markets?

Exporting

True or false: Companies that collect and analyze big data and respond to an online customer "before the next click" are doing so in order to reach a vast and generalized audience.

False

True or false: Frieda's Wholesale knows that tradition is the key to success and relies on traditional food items to meet the demands of its retail clients.

False

True or false: In the "battle of the brands," intermediaries have no advantages over manufacturer brands.

False

True or false: It is more common for small companies to use multichannel distribution.

False

True or false: Marketing managers should focus on informing customers about their brand during the market growth stage of the product life cycle.

False

True or false: More ideas are generated in a firm with a culture that emphasizes efficiency and cost-cutting.

False

True or false: Now that companies spend more money on new product introduction, it is common for more than 80 percent of new products to succeed.

False

True or false: One disadvantage to vertical integration is higher executive overhead costs.

False

True or false: Product liability is capped so that total costs to a firm cannot exceed its total assets.

False

True or false: The idea of a shared product-market commitment, when all channel members focus on the same target market, has traditionally been the way most firms have handled channel relationships.

False

True or false: The sales and profits of an individual brand always follow the product life-cycle pattern.

False

True or false: The smaller the sample size, the greater the accuracy of estimates from a random sample.

False

True or false: The wheel of retailing theory provides accurate explanation for all major retailing developments.

False

True or false: When using the omnichannel approach, stores focus on service within a single retail channel. True false question.

False

In order to provide consumers with sufficient information, the ______ Act demands that the packaging of consumer goods use language that is easy to understand.

Federal Fair Packaging and Labeling

Why do Internet retailers have lower operating costs than brick-and-mortar stores?

Fewer salesclerks

Which of the following typically occur in the market introduction stage of the product life cycle? (Check all that apply.)

Firms inform customers about the product. Sales are low. Customers are not seeking the product.

What name was given to retailers who stocked a wide range of products and were the main retailers in the U.S. about 150 years ago?

General stores

Which of the following are considered "products"? (Check all that apply.)

Goods Services

Matching Question Match the product (on the left) to its blend of physical goods and services (on the right).

Handkerchief-100% physical good Life insurance-100% service Cable TV-Blend of physical good and service

Rather than look at the sales and income generated from the last product introduction in the spring, Millie decided to introduce the new product because she had a good feeling it would do well in the market. Six months later, Millie couldn't believe how low the sales were for the product. What should Millie have used to make a better decision?

Hard data

What is a disadvantage of personal interview surveys?

High cost

What are the two classifications of shopping products?

Homogeneous; heterogeneous

______ conflicts occur between firms at the same level in the channel of distribution.

Horizontal

What are two examples of "soft goods" sold by mass-merchandisers? (Check all that apply.)

Housewares Clothing

Which of the following should impact marketing strategy planning? (Check all that apply.)

How fast the product is moving to the next stage Where a product is in its life-cycle stage

When introducing a new product in the market introduction stage, which of the following must a marketing manager consider? (Check all that apply.)

How to promote the product Which distribution channels to select The cost of product development

What is another name for supercenters?

Hypermarkets

Match the activities (on the right) with the appropriate step of the new-product development process (on the left).

Idea Generation-Screening- Solicit ideas from customers. Idea evaluation- Idea fit with company objectives. Development- Create prototype. Commercialization- "Roll out" product in select markets

Which two of the following statements about market exposure are true? (Check all that apply.)

Ideal market exposure makes just enough of a product available to satisfy the consumers' needs. The amount of market exposure needed for a product to be successful differs from product to product.

Which of the following statements is true of international marketing research?

If a firm is doing similar research projects in different markets around the world, a manager should establish some basic guidelines at the outset.

What is often one characteristic of new retailing approaches?

If they succeed, other countries will adapt them.

Which of the following statements is true of a focus group?

In a focus group, an interviewer seeks group interaction—to stimulate thinking and get immediate reactions.

What issues can negatively impact the validity of market research? (Check all that apply.)

Inaccurate responses from respondents Questions that are written poorly

Which of the following occur in the market maturity stage of the product life cycle? (Check all that apply.)

Industry profits decline. Competition gets tougher.

What is the most obvious prerequisite for a consumer to shop online?

Internet access

What type of retailers are still in the market growth stage?

Internet merchants

Marketing managers can use which of the following in order to acquire information about a market? (Check all that apply.)

Interviews Questionnaires Experiments Observations

How has the rise of carriers such as FedEx and UPS affected wholesalers?

It has hurt their business, since manufacturers can send items to customers.

A good situation analysis offers which of the following benefits to marketing managers? (Check all that apply.)

It may eliminate the need to collect more data. It gives useful information. It is comparatively quick.

Seeing sales of its tennis balls in decline, the brand manager at Tennis Pro International made minor changes to the brand's packaging (moving from three-ball packages to four-ball packages) and promoted this as a new product. How would the Federal Trade Commission respond to this decision?

It probably would not approve of it.

Which of the following best defines brand familiarity?

It refers to the extent to which customers recall and accept a company's brand.

Which of the following are benefits of reducing the number of research objectives at the start of the marketing research process?

It saves money. It saves time.

Why is 'fixed response' the typical format of a survey questionnaire?

It simplifies data analysis.

Which of these individuals is working within a channel of distribution?

Jason drives a truck for a restaurant supply company and delivers products to The Beach House Restaurant.

What kinds of producers tend to lead channels?

Large producers

What are potential sources of secondary data? (Check all that apply.)

Library Trade associations

What are the five approaches a firm might use to enter international markets? (Check all that apply.)

Licensing Exporting Management contracting Joint venture Direct investment

Which of the following is an example of a regularly unsought product?

Life Insurance

Why have some retailers taken their business to other countries?

Limited expansion in their home countries

Wholesalers who engage in certain wholesaling activities (but not all wholesaling activities) are known as what kind of wholesalers?

Limited-function

Colin is a marketing manager at Page-by-Page Books, Inc. His company has implemented a system that continually gathers information about market trends and buying habits in the industry. Colin uses the information to make informed decisions about the company's marketing activities. What type of system does his company use

MIS

Which of the following research methods would be the most suitable for acquiring detailed private information, including past history, about people's purchase habits?

Mail or online survey

What market entry approach allows a domestic firm to avoid the costs of managing production and distribution?

Management contracting

What kind of wholesalers receive commissions for selling multiple manufacturers' goods?

Manufacturers' agents

What is the name for warehouses that manufacturers establish that are distinct from their manufacturing facilities?

Manufacturers' sales branches

Match the stage of the product life cycle (on the left) with the characteristics of the product-market (on the right).

Market introduction -Verizon introduces a phone with a 3D screen; no other firm has one. Market growth - Several firms sell compact fluorescent light bulbs; sales and profits are growing. Several firms sell compact fluorescent light bulbs; sales and profits are growing. Market maturity -There is a battle of the brands in frozen pizza, with all brand offerings being relatively similar. There is a battle of the brands in frozen pizza, with all brand offerings being relatively similar. Sales decline matches - Only a few firms still make disk drives for computers; sales and profits are dropping fast.

What two things does a franchise holder receive from a franchise operation?

Marketing help Purchasing strength

Which of the following statements about marketing information systems is true?

Marketing information systems can handle big data—or data sets too large and complex to work with typical database management tools.

Jacob is reviewing a report that shows him the sales and costs anticipated with the three different promotional efforts his company plans to use for the new product. From this, he selects the marketing mix appropriate for the product. What type of report is Jacob using to make his decision?

Marketing model

What is the name for retailers, such as Target and Walmart, that offer stores with several departments but little customer service?

Mass-merchandisers

Which type of retailers offer low prices to sell large quantities of goods quickly?

Mass-merchandisers

Tesco, Walmart, and Amazon.com are known as which type of retailers?

Mass-merchandising

In what stage of the product life cycle do many firms slash prices or modify existing products to add value and maintain market share?

Maturity

What is the term for wholesalers who own the goods they sell to others?

Merchant wholesalers

Which market situation is typical of the market growth stage of the product life cycle?

Monopolistic competition

Which three of the following are advantages of vertical integration? (Check all that apply.)

More buying power More control of distribution Lower executive overhead

Which two items are most commonly purchased online? (Check all that apply.)

Music Books

Which of the following occur in nature and are forms of raw material?

Natural products

______ is essential if a company is going to survive in today's dynamic markets.

New product development

Which of the following statements is true of the processes used to gather problem-specific data?

None of these alternatives is true.

The "people meter" used by Nielsen Media Research is an example of which type of data gathering technique?

Observation

_______ is a method of collecting data that focuses on a well-defined problem.

Observing

Richard told the marketing team that it was imperative for the company to provide a seamless shopping experience within every shopping channel -- online, physical store, and mobile devices. What selling approach is Richard advocating?

Omnichannel

What type of research offers the benefits of face-to-face focus groups, while minimizing the limitations?

Online focus groups

What are the three categories of supplies? (Check all that apply.)

Operating Maintenance Repair

U.S. shoppers generate much more trash per person than anywhere else on earth. Much of this trash is

Packaging

What aspect of a product makes it easy to identify on the store shelf?

Packaging

Which of the following is responsible for a product's promotion, protection, and enhancement?

Packaging

What part of the marketing mix concerns the distribution channels used to get a product to the consumer?

Place

Which factor in the marketing mix is usually the most difficult to adjust?

Place

_______________ decisions often have long-run effects and are harder to change than Price decisions.

Place

As the text explains, which video game is an example of augmented reality?

Pokemon Go

What are some advantages intermediaries enjoy in the battle of the brands? (Check all that apply.)

Preferred shelf positioning Better access to low-cost, reliable supply sources

When consumers consider heterogeneous shopping products, what is the least important factor they take into consideration?

Price

______ data is information specifically collected to solve a current problem.

Primary

Which of the following is used to describe the total amount of individual products in a product line?

Product line length

Which of the following positions oversee product promotion and often take over the jobs formerly handled by advertising managers? (Check all that apply.)

Product manager Brand manager

Which of the following occur in the market growth stage of the product life cycle? (Check all that apply.)

Product variety increases. Innovators profit. New competitors enter. Sales grow fast.

Red Kite Creative designs websites and offers online marketing advice to its clients. What type of business product does Red Kite offer?

Professional services

During the new-product development process, a company should continually evaluate which two of the following? (Check all that apply.)

Profitability Return on investment

What type of wholesalers change their marketing approaches and focus on their channels?

Progressive

______ wholesalers need to be efficient, but that does mean that their costs will be low.

Progressive

What are some common responsibilities of selling agents? (Check all that apply.)

Promoting goods Selling goods

Kent posts events and activities on the store's Facebook page as a way to draw in customers. Which of the 4 Ps is Kent using?

Promotion

What are the benefits of family branding? (Check all that apply.)

Promotion costs for individual products is reduced. Positive feelings attached to a particular product may boost other products in the family.

Match the example of a packaging decision and its opportunity to add value.

Promotion- Kellogg's nutrition label helps consumers decide which cereal to buy. Protection- Electronic tags on the GAP's clothing set off alarms if not removed. Enhancement- McDonald's food containers are made from recycled materials.

Family branding makes sense when the products are similar in which two of the following ways? (Check all that apply.)

Quality Type

Which of the following statements is accurate regarding quantitative research?

Quantitative research seeks structured responses that can be summarized in numbers.

What are the two basic methods for obtaining customer information?

Questioning Observing

Marketing managers can use which of the following in order to acquire information about a market?

Questionnaires Observations Interviews Experiments

Music Unlimited manages all of the music items for Klein's retail stores. Klein's relies on Music Unlimited to decide which titles to place in the local retail stores and applies that knowledge in other stores. What type of wholesaler is Music Unlimited?

Rack jobber

Unprocessed expense items that receive little handling before progressing to the next production stage are ______.

Raw materials

What are two characteristics of a manufacturers' agent? (Check all that apply.)

Receive commissions Sell goods from different manufacturers

Which of the following are levels of brand familiarity? (Check all that apply.)

Recognition Insistence Rejection Nonrecognition Preference

Which of the following terms describes how a company's product compares to a similar product offered by a competitor?

Relative quality

Marketing _____ involves the procedures that develop and analyze new information about a market

Research

Which two of the following are potential advantages of performing concept tests online? (Check all that apply.)

Research and testing costs are lower. Feedback is immediate.

What are some benefits of distributing questionnaires via mail or e-mail? (Check all that apply.)

Respondents can answer questions on their own time. Respondents can answer anonymously. Respondents may be more forthcoming with private details

What is the term for the percentage of people contacted who complete a questionnaire?

Response rate

Which of the following is true about retailer strategies?

Retailers have an almost unlimited number of ways to alert their offerings to appeal to a larger market.

Jake's pastry shop sells baked goods and coffee to customers. What process is the company engaged in during these activities?

Retailing

What is the name for the collection of activities in which businesses sell things to buyers?

Retailing

Most of Stardust Co.'s competitors have left the market because of declining sales. Stardust has introduced new products, but has continued producing the old products because a small group of loyal customers still use them. This product-market is in which product life cycle stage?

Sales decline

What is the name for merchandisers that carry any goods that they think they can sell profitably?

Scrambled

What name is given to information that has already been collected or published?

Secondary data

What channel system would be best for a company to select to avoid selling to wholesalers and retailers that have a poor credit rating?

Selective

What is the term for the type of agents who assume all marketing responsibilities for manufacturers?

Selling agents

Which of the following would be a convenience product for most consumers?

Shampoo

What are benefits of online focus groups? (Check all that apply.)

Smaller likelihood of one person controlling the discussion Participants feel at liberty to express themselves fully The honesty of participants

What is the final step of the research process?

Solving the problem

What are the four types of regrouping activities? (Check all that apply.)

Sorting Accumulating Bulk-breaking Assorting

A type of limited-line store that offers one type of product is known as which type of retailer?

Specialty shop

Anna's Antique Emporium is a small business that sells only mid-century antique furniture. Which type of store is this?

Specialty shop

The convenience product group includes three classes. Match the class with the shopping behavior. Instructions

Staple- Doris buys Kellogg's Corn Flakes on her routine shopping schedule. Impulse- Doris is buying her groceries and notices a new flavor breath mint at the checkout counter. Emergency- Doris is on her way home from the supermarket and buys an umbrella because it started to rain.

Which of the following occur in the sales decline stage of the product life cycle? (Check all that apply.)

Strong brands can make profits. Price competition becomes vigorous. New products replace old.

As a market moves into the market maturity stage, which of the following might provide a firm in that market with sources of competitive advantage? (Check all that apply.)

Successful promotion strategies A somewhat better product Lower production costs

Which two of the following statements about market exposure are true? (Check all that apply.

The amount of market exposure needed for a product to be successful differs from product to product. Ideal market exposure makes just enough of a product available to satisfy the consumers' needs.

What is the outcome for marketing managers who acquire data from a sample that is not representative of the population?

The data might be inaccurate

What is a drawback of being a partner in a joint venture?

The difficulty of getting out of it due to contractual and financial obligations

Which of the following are benefits to conducting a personal interview survey? (Check all that apply.)

The interviewer can explain complicated directions. It can take place at locations where people shop.

Which three of the following need to be considered when deciding whether or not to offer a warranty? (Check all that apply.)

The legal environment Competitors' offerings Customer needs

Who does most of the marketing strategy planning when licensing a process in a foreign market?

The licensee

Which of the following is often the best way for a marketing manager to observe and understand a customer's experience?

The marketing manager should become a customer.

What are four common reasons why new products may fail? (Check all that apply.)

The marketing plan for the product is weak. The benefit offered is not unique. A company underestimates the competition. The product is not designed well.

What is the best definition of place in marketing strategy?

The process of moving products from sellers to buyers

What are three disadvantages of focus group interviews? (Check all that apply.)

The researcher's perspective may influence results. It's difficult to measure results objectively. People who participate may not be typical of the intended market.

Business product classes are based on which of the following? (Check all that apply.)

The way buyers think about the products The way buyers will use the products

What are the consumer product classes based on?

The way people think about products

Why are stores such as Toys R Us and IKEA known as category killers?

Their focus on certain products hurts their competitors.

Which of the following are likely reasons why respondents might not share their thoughts with an interviewer during a personal interview survey for market research? (Check all that apply.)

They are afraid they won't impress the interviewer. They come from a culture where sharing private information with strangers is not common. They think their responses are embarrassing

Which of the following are true of staples? (Check all that apply.)

They are bought frequently. They are bought without much consideration.

Which one of the following is a characteristic of a fixed response questionnaire?

They are easy to analyze.

Which of the following statements about capital items are true? (Check all that apply.)

They are paid for upon purchase but depreciated over many years. They are generally expensive items.

Why do some customers say they dislike supercenters?

They are too crowded.

Which of the following are true of professional services? (Check all that apply.)

They are typically expense items. They support a firm's operations.

Name one advantage of limited-line retailers.

They can focus on specific customers.

What is one advantage that truck wholesalers offer?

They can quickly provide goods before they spoil.

Which of the following is a common mistake marketing managers tend to make during the first step of the marketing research process?

They confuse problems with symptoms.

Why did general stores decline after the U.S. Civil War?

They did not offer variety within product lines.

What is the status of smaller retail stores in the United States?

They do less business collectively than the larger stores.

What is a characteristic of merchant wholesalers?

They focus on offering specific types of goods.

Which of the following are true of trademarks? (Check all that apply.)

They must be legally registered. They can be symbols, words, or marks.

Which two of the following statements about online retailers are true? (Check all that apply.)

They offer a wide variety of products. They offer low prices to customers who compare prices.

Which of the following is a reason that some wholesalers have increased operating costs?

They provide specialized attention to some consumers.

How do supermarkets cut costs?

They require customers to serve themselves.

What is the purpose of branding?

To identify a product

Why does Amazon.com recommend similar shoes for people who have purchased shoes on its site?

To provide personalized service to consumers

What is the role of the marketing manager after solving a marketing problem?

To select a target market

In an administered channel system, what types of agreements might channel members make? (Check all that apply.)

To share inventory information To work together on promotions

What is the one key trait found in companies that are successful at developing new goods and services?

Top-management support

_________ customers' behavior may provide companies with ideas for new products, added features or additional services.

Tracking

When channel members do not share a product-market commitment, they are involved in what type of channel system?

Traditional

Which channel system has the least amount of cooperation between channel members?

Traditional

Lawton Convenience stores orders its chips and salty snacks from Harrison Delivery. Harrison Delivery stocks its goods in its own trucks that make the deliveries, which makes it what type of wholesaler?

Truck wholesaler

True or false: A major drawback of using questionnaires to conduct quantitative research is the low response rate.

True

True or false: A service is typically done in person once the customer has agreed to pay for it.

True

True or false: A situation analysis allows both the marketing manager and researcher to agree upon and understand what the problem area is.

True

True or false: A website allows small firms with narrow specializations to sell directly to customers across the globe.

True

True or false: An MIS makes it easier for marketing managers to find information.

True

True or false: Artificial intelligence refers to having machines that operate like humans concerning learning and decision-making situations.

True

True or false: Better protective packaging can reduce costs by cutting down on breakage, spillage, and theft.

True

True or false: Companies that track customer behavior through an app might use the data to introduce a new product feature.

True

True or false: Currently, online retail sales are growing at a pace of about 15% a year.

True

True or false: Department stores are usually strong in customer services.

True

True or false: Direct distribution of a product allows a company to supervise the entire marketing mix.

True

True or false: Findings attained from a focus group session can be affected by the researcher's perspective.

True

True or false: If people begin using a brand name to generally describe the type of product, the owner of the brand name will lose all rights to it.

True

True or false: In emerging markets, online sales are almost nonexistent

True

True or false: In emerging markets, online sales are almost nonexistent.

True

True or false: Licensing is a fairly low-risk approach for a domestic firm to enter foreign markets because the foreign licensee takes most of the risk.

True

True or false: Marketing managers in small companies can learn a lot simply by listening to what the customers have to say.

True

True or false: Qualitative research provides the advantage of depth in question responses.

True

True or false: Shoppers in the United States create significantly more trash per person than in any other country.

True

True or false: The scientific method requires an organized method of research.

True

True or false: When a company serves multiple target markets, it may choose to sell direct to consumers and also indirectly through intermediaries.

True

True or false: When companies decide to move into an international market, they must adapt their strategy to meet local needs.

True

True or false: When demand for a brand is strong enough that the market price can be high, there is a favorable market for successful branding

True

Which of the following are names of consumer product classes? (Check all that apply.)

Unsought Specialty Shopping Convenience

_____ refers to the extent to which data measure what they are intended to measure.

Validity

Tyler's company collects customer data in many ways, from the number of clicks on their website to the hundreds of retweets of their marketing messages, as well as, focus groups. This is an example of which of the Four Vs?

Variety

Which of the Four Vs refers to the numerous ways a company can collect data?

Variety

Kelly is a marketing manager and during her last discussion with the IT department, she said she would like to identify when a customer showed interest in an online product and send a coupon or discount offer to that customer within 20 seconds of their view. Which of the Four Vs does Kelly want to implement?

Velocity

Maria decided not to use the data found in the report because she couldn't verify the source. Which of the Four Vs helped Maria make this decision?

Veracity

Which of the Four Vs denotes the quality of the data?

Veracity

______ conflicts occur between firms at different levels in the channel of distribution.

Vertical

Corporate channel systems can be created when a firm takes over other firms at various levels of channel activity. For example, a large coffee company might acquire and then run a group of smaller coffee shops. This is known as which of the following?

Vertical integration

What is the term for retailers, such as Costco and Sam's Club, that offer a limited number of items in their simple yet large stores?

Warehouse club

What is the name for the theory that argues that conventional stores are threatened by low-end stores until they, too, become more conventional?

Wheel of retailing

Which of the following are situations that may call for a reverse channel? (Check all that apply.)

When a customer's car has a safety recall on its brake pads When a customer wants to return a jacket When a customer's coffee maker is under warranty and needs to be repaired When a customer wants to recycle an old computer

Which of the following conditions help enable successful branding? (Check all that apply.)

When customers can easily identify a product by brand or trademark When it is easy to maintain product quality that is the best value for the price When customer need is great enough to make the branding effort profitable

In which two instances do ethical dilemmas tend to occur in multichannel distribution systems? (Check all that apply.)

When customers' Place needs change When there are shifts in the competition

When might management contracting be an especially recommended market entry strategy? (Check all that apply.)

When the foreign market has a developing economy When the foreign market has an unstable government

Which of the following is one of the fundamental Place decisions a producer must make?

Whether or not to outsource distribution or handle it in-house

What is the term for companies that sell to other companies, but not directly to consumers?

Wholesalers

The regrouping activity of assorting is usually done by which two groups? (Check all that apply.)

Wholesalers Retailers

Smith Electrical Supplies sells primarily to electrical contractors and manufacturing firms with no sales to consumers. What type of function is Smith Electrical Supply practicing?

Wholesaling

Which of the following products are examples of tangible goods? (Check all that apply.)

Wrangler jeans Rolling Stone magazines Ford F150 trucks

Which of the following helps customers identify a trusted product in the store without needing to evaluate it and similar products every time they go shopping?

a brand name

Producers tend to concentrate on making one product---not an entire line of related products. The end-consumer generally wants to purchase more than that one product that the producer specializes in creating. This situation is referred to as ______.

a discrepancy of assortment

If the marketing manager of a bakery says, "I think customers will prefer our new whole wheat bread recipe. Let's make up a batch of the bread and test it compared to our current recipe. If more than half the customers prefer it, we will change to the new recipe." It sounds like this manager has developed and plans to test ______.

a hypothesis

The owner of a restaurant decides to prepare a dozen steaks for the Friday evening crowd based on the fact that he sold 12 steaks last Friday and most of the customers were regulars. This is an example of ______.

a hypothesis

Johnson & Johnson wants to sell its health care products in a new international market. The firm is looking for a foreign partner to work closely with on marketing and to share investment costs. Based on this situation, it is clear that Johnson & Johnson's strategy to enter the market is ______.

a joint venture

When domestic firms enter into partnerships with foreign firms, it is called ______.

a joint venture

A firm should never skip steps in the new-product development process because ______.

a single misstep or oversight could cause the product to fail.

An informal study of what information is already available in the problem area is called

a situation analysis.

Capital items that last for only a short period and are used in production or administrative tasks are known as ______.

accessories

Collecting products from many small producers is a regrouping activity called ______.

accumulating

Javier Sugar Company collects crops from small sugarcane plantations throughout the Jamaican countryside. The company then exports the large quantity of crops to sugar manufacturers internationally. This is an example of which regrouping activity?

accumulating

Jose Colombian Coffee Co. collects its coffee from small individual farms in the mountains. This is an example of __________.

accumulating

Channel systems where the channel members informally agree to cooperate with each other are called ______.

administered channel systems

Wholesalers who do not possess products themselves but help others with their retail transactions are known as________ wholesalers.

agent

Market research firms or specialists are sometimes called in by companies to

aid in the research process

A data warehouse can be described as _____.

an electronic library

A marketing manager at a major coffee house would like the bold roast coffee to receive highest marks from the survey she is conducting. The results indicate that the milder coffee is actually preferred, but she decides to withhold this information. Her decision is an example of ______.

an unethical action

SOme companies use data and ___________ intelligence to support continuous improvement.

artificial

When Jen walks into her apartment after work, she says "Alexa, turn on the lights." In response, her lights are turned on. Jen then says, "Alexa, thank you" to which she hears a response "You're welcome." Alexa is a small round object that sits on Jen's kitchen counter. Alexa is an example of _____.

artificial intelligence

A brand can be a company ______, so it is important to make sure that the brand name does not become public property.

asset

Amanda's Hair Salon offers a range of beauty products, cosmetics and vitamin. This is an example of_________

assorting

A product ______ is made up of all of the various products that a company sells.

assortment

Kent's Snack Foods sells tortilla chips, potato chips, pretzels, and nuts. All of these products make up the product ____ of the company

assortment

Products that experience quick shifts in supply and demand, such as livestock, are often sold through ______ companies.

auction

There are some apps on the market that contain computer-generated images and sound which are placed into the user's physical words. These apps use ______ (AR) technology.

augmented reality

When using observation to collect data, it is important for the researcher to ______.

avoid influencing the subject's behavior

Private and manufacturer brands compete for customer business in a struggle known as the ______.

battle of the brands

The Four Vs are used to understand the dimensions of _____.

big data

When Thomas Crown discovered that his local grocery store was out of Charmin bathroom tissue, he made a special trip across town to a Walmart store just to get the Charmin brand. Thomas's level of brand familiarity with regard to Charmin is ______.

brand insistence

Short, simple and suggestive of the benefits describe a good ______.

brand name

The term iPod is an example of a(n) _____.

brand name

Which of the following occurs when a person is completely unfamiliar with a brand?

brand nonrecognition

Tina Wu got food poisoning after eating at Andy's Chicken House restaurant, and now she refuses to go back. This is an example of ______.

brand rejection

The use of particular names, words, or symbols to identify a product is referred to as ______.

branding

Micah needs paper towels and stops at her local Walmart to pick some up. In this instance, Walmart is an example of a ____ store.

brick-and-mortar

Workers known as ______ unite businesses offering goods with businesses purchasing goods.

brokers

A hardware store chain purchases garden supplies in large quantities and then distributes smaller quantities to individual stores. This is an example of____ ____.

bulk breaking

The regrouping activity that divides larger quantities into smaller quantities as products get closer to the final market is referred to as ______.

bulk-breaking

At the bakery where Jaxon works, large commercial mixers are used to mix ingredients for wedding cakes. These mixers are an example of a _____ product.

business

Products that are intended to be used in order to make other products are called ______ products.

business

Consumers tend to research products before making an online purchase especially when the customer is _____.

buying an item for the first time

A customer journey map reveals the _______ for a product.

buying process

A product that can be used and depreciated over a long period is called a(n) ______ item.

capital

Some firms enlist a channel _____ to direct the activities of an entire channel.

captain

A key to making marketing research and an MIS that is useful in marketing strategy planning is _____.

careful communication and coordination with research experts

Ideally, all members of a(n) ______ should have a shared-product commitment.

channel

A manager who helps direct the activities of a whole channel and tries to avoid or solve channel conflicts is known as a(n) ______.

channel captain

Different channels can serve different target markets. This avoids ______.

channel conflict

Any series of firms or individuals who participate in the flow of products from producer to final user is called a(n) _____.

channel of distribution

During the ______ step of the new-product development process, a new product is finally placed on the market.

commercialization

Brady Chips sells different computer chips that are used in all kinds of electrical products produced by various companies. For the manufacturers that buy from Brady, the computer chips are ______.

component parts

Expense items that are considered ______ are processed and integrated into a finished product.

components

Getting reactions from customers about how well a new product idea fits their needs is called ______.

concept testing

Jason participated in a focus group in which he was shown a new line of "healthy" soft drinks and tasted the product. He wrote down his reaction to how well he thought the soft drink tasted and whether or not he preferred it over his current soft drink. Jason is participating in _____.

concept testing

A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks he knows what the problem is and carefully analyzes secondary data to verify his assumption. His next step should be to:

conduct informal discussions with outsiders, including intermediaries, to see if he has correctly defined the problem.

A(n) ____ interval is the range on either side of an estimate that is likely to contain the true value for the whole population.

confidence

Continuous improvement means that an organization strives to ______.

constantly make things better

Products that are intended to be purchased and used by the end user are called ______ products.

consumer

The Federal Fair Packaging and Labeling Act has a direct effect on the labeling of _____.

consumer goods

A(n) _____ is a group of customers who provide information on a continuing basis.

consumer panel

Jessica is a member of a group of consumers who do research for ACNielsen. Group members have ID cards and when they make a purchase, this card is scanned and purchase information goes directly to ACNielsen. These group members are part of a _____.

consumer panel

An ongoing commitment to improving processes and products one step at a time is referred to as ______ improvement.

continuous

In ______ channel systems, the channel members agree by contract to cooperate with each other.

contractual

Channel systems in which the channel members are officially bound to work with each other are called ______.

contractual channel systems

Even though consumers need ______ products, they are generally unwilling to spend much time shopping for them.

convenience

A _____ carries a limited stock of items and focuses on making things easy for their customers.

convenience store

Good marketing research requires ______ to be sure that the research focuses on real problems.

cooperation between researchers and marketing managers

A channel system in which the same owner owns the retailer, wholesaler, and producer is called (a)n ______ channel system.

corporate

In a(n) ______ channel system, a firm may play the role of producer, wholesaler, and retailer.

corporate

New retail approaches that succeed in one part of the world are often quickly adapted to other ___________.

countries

Sometimes the best way to observe a customer is for the marketing manager to become a

customer

The longer new-product development takes, the more likely it is that ______.

customer needs will change

Sears department stores has created a number of brands, including Diehard (for batteries), Craftsman (tools), and Kenmore (appliances). These types of brands are called ______ brands.

dealer

A computer program that makes it easier for a marketing manager to get and use information and turn the information into knowledge to make informed marketing strategy decisions is called a(n)

decision support system (DSS).

As the marketing manager at a very successful sports equipment company, Joe must make decisions about pricing and advertising. He often uses a computer program that provides suggestions about price levels and advertising media choices. This computer program is most likely a(n)

decision support system (DSS).

The number of wholesalers in the U.S. has ______ in the last 20 years.

declined

The most difficult step in the marketing research process is:

defining the problem

List the five steps in the marketing research process in order, beginning with the first step at the top of the list.

defining the problem analyzing the situation getting problem-specific data interpreting the data solving the problem

Jenna likes to shop at Carson's because it is a big store that has a shoe department, home decor department, women's and men's clothing and more. Carson's is an example of a ______.

department store

Small companies:

depend on their salespeople or managers to conduct marketing research.

The demand for wood pulp depends partly on the demand for books. In this case, the demand for wood pulp is a(n) ______ demand.

derived

The difference between consumer products and business products is ______ demand.

derived

The sales of timber at the Duluth Timber Company have fallen since new home sales have declined. Duluth's demand for its timber is an example of ______ demand.

derived

When the demand for a business product results from the demand for a final consumer product, it is called ______ demand.

derived

In the ______ step of the new-product development process, the physical product is designed.

development

All four of the hardware stores in Trevor's community sell gas grills, but Hank's Hardware is the only store that delivers and installs the grills at no-charge. For this reason, Trevor buys his new grill at Hank's Hardware. By adding these services, the hardware store has _____ its offerings.

differentiated

A company produces clothing and household items and sells them to customers via the Internet. This company is using a(n) ______ distribution system.

direct

Big Wave Entertainment is a newly-opened computer game developer. Although the company creates quality computer games, no intermediary will agree to distribute their products. In order to get its games to consumers, Big Wave may need to create a(n) ______ distribution system.

direct

In order to quickly clear a backlog in its beauty products inventory, Skinsation Inc. trained its sales representatives to promote these products when interacting with customers. Since Skinsation sells products during at-home parties, it uses a(n) ______ distribution system and has the ability to directly train salespeople.

direct

In some cases, a producer finds that there are no appropriate intermediaries for a product. In other cases, a producer finds that they cannot work well with existing intermediaries. In these situations, a producer may need to develop a(n) ______ distribution system.

direct

TaxWizard is a tax preparation company with millions of customers worldwide. Because their services are typically produced in collaboration with customers, TaxWizard may be said to use a(n) ______ channel of distribution.

direct

IKEA is an international home products company that is headquartered in the Netherlands. The firm owns stores in the United States where it has complete control of marketing strategy planning. IKEA uses ______ to operate in the United States.

direct investment

Aloha Clothing is a manufacturer that promotes its products using Internet commercials and postcards that are mailed to target customers. Aloha Clothing uses _____ to reach its customers.

direct marketing

Direct communication between a seller and an individual customer using a promotion method other than face-to-face personal selling is called ______.

direct marketing

A high degree of control over the marketing mix and knowledge of the country's market are two advantages of ____ _____.

direct, investment

Barnum Manufacturing makes component parts for bicycles which it sells directly to companies that make the bicycles. This is an example of a ______ transaction.

direct-to-customer

Bose electronics sells its products through its own stores and website, which is known as a(n) ______ channel. Bose also offers its goods through intermediaries, such as various electronics stores. This is known as a(n) ______ channel.

direct; indirect

When companies use their competitors as sources of new-product ideas, they often ______.

disassemble competitors' products in order to reverse engineer their innovations

Molly is an avid tennis player and while she uses a Wilson racquet and wears Wilson tennis shoes, she is frustrated that the company doesn't make tennis skirts. This is an example of a(n) _____.

discrepancy of assortment

A manufacturer of plastic garbage bags makes hundreds of thousands of these products, while consumers usually buy one box of bags at a time. This is an example of ______.

discrepancy of quantity

For General Mills, it makes the most economical sense to produce large amounts of breakfast cereal each planning period. For the average consumer, it makes the most sense to buy a box of breakfast cereal when the consumer needs one. This difference is known as ______.

discrepancy of quantity

Really new product innovations tend to ______.

disrupt old ways of doing things

Apple has developed innovative protective packaging for its iPad2 tablet computer. This has led to fewer iPads being damaged in shipping which, in turn, will lower ______ costs.

distribution

New products that require minor changes in customer behavior are called ______ innovations.

dynamically continuous

The introduction of camera technology to cell phones, which required users to learn relatively minor new behaviors, is an example of a(n) _____.

dynamically continuous innovation

Leila has repeatedly had a good experience with Overland brand tires and buys them every time she needs a new set of tires for her car. Leila is buying Overland tires primarily because they have ______.

earned her trust

In the case of individual sellers facing price competition, demand might be fairly ______.

elastic

Jane Zhang's car got stuck in a snow bank. Fortunately, there was a hardware store nearby where she bought a shovel—just like one she had at home. She was able to get herself unstuck. In this case, the shovel was a(n) ______ product.

emergency

Products that customers purchase in the moment when they have a great need are called ______ products.

emergency

Jose and Marta are both purchasing new televisions. Jose is hosting a Super Bowl party this afternoon and needs to replace the television that broke late last night, while Marta wants to carefully examine the different models available to find the one that is of the highest quality and best suits her needs, regardless of price. For Jose the television is a(n) ______ product, but for Marta it is a(n) ______ product.

emergency; heterogeneous shopping

How much a brand is worth in terms of its market strength is known as brand _______.

equity

When Mallory asked her son what cell phone he would like for his 18th birthday, he replied, "An Apple iPhone of course." The familiarity of the Apple iPhone name proves its overall strength in the market. In other words, this phone has strong brand ______.

equity

Sason has packaged their aspirin medication so that it is similar to the packaging of Bayer aspirin. This could be considered an _________ dilemma.

ethical

Some customers complain that Frito-Lay's new potato chip packaging hides the fact that they are buying fewer chips for the same price. This type of issue requires marketing managers to make ______ choices regarding the packaging.

ethical

In marketing, research that investigates the actions of consumers in their natural habitat is called ______.

ethnographic research

Total quality management requires ______ to focus on quality and meeting customer needs.

everyone in the organization

In order to maintain high prices, Luxe does not want its retailers to discount its watches. In addition, Luxe demands that its retailers offer only the highest level of service to its customers. The company only has one retail location in any city. Luxe uses a(n) ______ distribution system.

exclusive

When a company selects just one retailer in each geographic area to sell its product, it is using _____ distribution.

exclusive

When someone purchases a BestBurger franchise, they are guaranteed to be the only franchise within a 50-mile radius. This reflects a(n) _____ distribution strategy.

exclusive

______ distribution agreements can be affected by U.S. antimonopoly laws.

exclusive

Aziz, a marketing manager at a company, decides to sell his product through just one intermediary in Chicago. Based on this choice, it is clear that Aziz wants the product to have ______.

exclusive distribution

Selling through only one intermediary in a particular geographic area is known as ______.

exclusive distribution

A product is a(n) ______ item when its complete cost is treated as a business cost during the year it is bought.

expense

The total cost of a(n) _____ item is considered a business expense in the year it's purchased.

expense

The Lanham Act of 1946 ______. (Check all that apply.)

explains how to protect marks describes what marks are protected

Agents who focus on retail transactions in different countries are known as _____ agents.

export or import

In addition to selling its products within the United States, a U.S. company decides to sell its products in Canada, Mexico and Costa Rica. It begins to ship surplus inventory to the other countries. What is the company's strategy to enter those foreign countries?

exporting

Selling some of what the firm produces to foreign markets is called ______.

exporting

The process of selling some of what a firm produces to a foreign market is called _____.

exporting

An MIS should collect ___ information from the marketplace and from competitors.

external

Some automobile manufacturers install digital sensors to track fuel and engine activity on automobiles sold to the public. This is an example of _____ data.

external

True or false: To be used correctly, the marketing research process must be conducted in a linear fashion, without returning to any of the previous stages.

false

How well a brand is recognized and accepted by people is called brand ______.

familiarity

A(n) _________ brand exists when a marketer applies one brand name to multiple products, for example if a company sold paper towels, dishwashing liquid, and snack crackers under the same brand name.

family

When multiple products are marketed under a single brand name, it is called a brand ______.

family

Gold Medal buys wheat to produce its Gold Medal brand flour. For Gold Medal, the wheat is a(n) ______.

farm product

Products that are grown are called ______.

farm products

Firms that sell ______-related products should expect short product life cycles.

fashion

Donna was invited to attend a meeting with six other people to review and discuss impressions of a firm's advertisements. After viewing them, the group answered open-ended questions. Donna was most likely part of a ______.

focus group

Dunkin' Donuts is an example of a _____.

franchise operation

A product that does not have a brand name and is instead identified by its contents and the firm that made the product is called a ____ product.

generic

When Parul went to the store to buy cough medicine, she found Robitussin brand cough medicine and another brand in a plain package that was selling for $4 less than the Robitussin. The lower-priced cough medicine is an example of a _____.

genetic product

A reverse channel is a way for a company to ______.

get back its products from customers

In general, product life cycles, as a whole, are ______.

getting shorter

A phase-out strategy should be implemented _____.

gradually

A supermarket is a large store that specializes in selling _____.

groceries

If a new product has a greater comparative advantage over products already on the market, sales will tend to _____.

grow more rapidly

Without _____ data, marketing managers may make the same errors as their predecessors.

hard

The ultimate purpose of a marketing information system (MIS) is to

help marketing managers make informed choices

Branding may be less important for ______ (homogeneous/heterogeneous) shopping products.

heterogeneous

Customers want to review the quality and suitability of ______ shopping products because they see them as being different.

heterogeneous

Gallery Furniture uses knowledgeable sales people to provide customers with information about the quality of the furniture they are considering. Gallery knows that its target customers view quality and style as more important than price. For this target market, furniture is a(n) ______ shopping product.

heterogeneous

Micah needs a new dishwasher and goes to the store where she seeks out a sales assistant who can provide information about the different models available. The dishwasher is an example of a _____ shopping good.

heterogeneous

An online shopper is most likely to read reviews, study product features, and compare different models when shopping for a(n) ______.

heterogeneous shopping product

Kelly carefully shops for blue jeans comparing brand name, style, and quality. She views jeans as being a(n) ______.

heterogeneous shopping product

The cost of new-product development is typically ______ and the associated risk of failure is ______.

high; high

Chevron says "Cars love the Techron additive, and so should you." Chevron is trying to emphasize this product difference because most consumers see little differences between brands of gasoline. They see gasoline as a(n) ______ shopping product.

homogeneous

When shopping for ______ shopping products, people are primarily concerned with price because they see the products as being fundamentally the same.

homogeneous

Rajon Bondo wants to buy a new blender for his kitchen. He thinks all blenders are alike—so he went online to find an inexpensive one that met his needs. For Rajon, blenders are a(n) ______.

homogeneous shopping product

WeSellLower.com's advertising slogan is "TRY it over there, but BUY it here!". The Internet retailer is able to offer lower prices than traditional "brick-and-mortar" competitors because it has lower physical overhead costs. Its competitors with physical retail stores are not happy. This is an example of what type of channel conflict?

horizontal

______ arrangements, which competing channel members enter into, are considered illegal in the United States because they suppress market competition and negatively impact consumers.

horizontal

Someone who uses the scientific method to introduce a new product would start by forming a(n)

hypotheses

An educated guess about the relationship between things or about what will happen in the future is called a(n) _____.

hypothesis

Making a product available widely enough to satisfy target customers' needs but not exceed them is called ______.

ideal market exposure

Products that customers buy because they feel a strong need for them, even though they did not initially plan to purchase them, are called ______ products.

impulse

While shopping in her local supermarket, Cassidy grabbed a package of gum from a display at the checkout counter. Cassidy does not usually chew gum, but the display caught her interest. In this case, the gum was a(n) ______ product.

impulse

Many services are delivered by individual service providers with varying levels of experience and expertise. This can lead to service quality that is ______.

inconsistent

The sales of installations tend to _____ during periods of company growth.

increase

The Lanham Act of 1946 was enacted to _____.

indicate what brand names and trademarks could be protected

Associated Farmers' Products is a new producer of fruit and vegetable products. The company uses wholesalers and retailers to get its goods to consumers. This is an example of a(n) ______ channel system.

indirect

Certain service firms can offer products only while the customer is present. Therefore these firms rarely use ______ distribution.

indirect

A product brand name that is used only for that product is called a(n) ______ brand.

individual

A single item within a product line is called a(n) ________ product.

individual

Procter & Gamble offers Tide brand laundry detergent in different sizes and types, such as Coldwater Liquid, High Efficiency Liquid, and Bleach Liquid versions. Each size and type is an example of a(n) ______ product.

individual

Great Grains manufactures and sells a variety of baked goods under its Baked Better brand name. When the company developed a new line of cookies, it chose to brand them as Chewy. For Chewy, Great Grains is using a(n) ______.

individual brand

Because a company must buy the supplies it needs in order to produce its products, the industry demand for business products is considered fairly ______.

inelastic

It is the job of a specialist in the ____ department to make sure the technical aspects of an MIS are correct.

information technology

Secondary data refers to:

information that has been collected or published already.

An organizational culture that emphasizes ______ can generate more ideas.

innovation

When people are willing to make the effort to look for a branded product because they refuse to consider purchasing an alternative brand, it is called brand ______.

insistence

The building and land used by a company are which type of business product?

installations

Dorothy visits a lawyer and walks out with advice about how to prepare her will. While she walks out of the meeting without anything in hand, she is pleased with what she learned. This is an example of a product that is _____.

intangible

Camphor Inc. needed to sell more batteries. These are normally an impulse purchase; most people do not go out to a battery store on a regular basis. Camphor needs to pursue a(n)_____________ distribution strategy.

intensive

Company offices prefer to have their business supplies conveniently available. This calls for producers of office supplies to choose a(n) ______ distribution strategy.

intensive

Amos & Sons used to sell its barbecue sauce only through high-end retailers. Recently, it has started selling the barbecue sauce through grocery chains as well. This is an example of moving from selective distribution to ______.

intensive distribution

Juan, a marketing manager at a company, decides to sell a product through all appropriate and willing intermediaries. Based on this choice, it is clear that Juan wants the product to have ______.

intensive distribution

Selling a product through all appropriate wholesalers or retailers who will stock or sell the product is known as ______.

intensive distribution

A woman visited a local and independent mortgage broker to secure a home loan. The independent broker was able to help her decide which one of the various mortgage products would best fit her needs. In this situation, the broker served as a(n) ______ who provided the buyer with information.

intermediary

Katrine doesn't understand all of the various aspects of automobile insurance and relies on her local independent State Farm Insurance agent to provide her with information. This agent acts as a(n) _____ for State Farm.

intermediary

Most companies experience losses during the market ______ phase due to high levels of promotional spending, sharing information about the product, and low sales. All of these are important since most target customers are not aware of the product.

introduction

Secondary data found on the Internet

is sometimes inaccurate.

A situation analysis aids the marketing research process in all the following ways except that:

it interprets data and converts it to useful knowledge and business wisdom.

There has been growth in multichannel distribution mainly because ______.

it is the way customers want to shop

Marketing research helps managers make better marketing decisions because:

it offers objective information gathered using the scientific method.

In a(n) ______, the partners must work together to develop a mutually agreed upon marketing strategy for an international market.

joint venture

When marketing managers are able to answer questions like "How did our competitor enter that market?" and "Why did our Twitter account blow-up after that tweet?," the company has changed data into _____

knowledge

When marketing managers are able to answer questions like "How did our competitor enter that market?" and "Why did our Twitter account blow-up after that tweet?," the company has changed data into _____.

knowledge

When it first began distributing root beer to grocery stores, Reggie's Root Beer Supply only sold original flavor root beer. In the last three years, the company has extended the product and now distributes vanilla root beer and caramel root beer to stores. By increasing the number of products in the root beer line, the company is focusing on product line _____.

length

After Kroger installed a system to track when more than two customers are waiting in line, it managed to reduce checkout line wait times to _____.

less than 30 seconds

A familiar brand that can be used by sellers for a fee is called a(n) ________ brand.

licensed

The Dallas Chargers racing team gives manufacturers of clothing and gift items permission to use the team's name and emblem. In return, the Dallas Chargers receive payment for granting this permission. In this case, the Dallas Chargers name and logo is a(n) ______.

licensed brand

Selling the right to use some process, trademark, patent, or other rights for a fee or royalty is called ______.

licensing

The basic approaches for entering international markets includes exporting, management contracting, joint venture, direct investment and ____.

licensing

A product idea can be in a different ______ in different markets.

life-cycle stage

Retailers known as ______-function wholesalers participate in select (but not all) wholesaling activities.

limited

A firm's product _____ is made up of closely related products.

line

When an unauthorized company counterfeits a product of another company, it will cause the original owner of the counterfeited item to _____.

lose sales

TQM is based on the idea that the cost of poor product quality is ______.

lost customers

Ultimately, the cost of a poor quality product or service is _____.

lost customers

When shopping for homogeneous goods, consumers are most likely to focus on _____.

low price

Indirect distribution is best when an intermediary helps producers ______. (Check all that apply.)

lower costs serve customer needs better

When shopping for a homogeneous shopping product, consumers typically search for the _____.

lowest price

In the problem-solving step, managers use the research results to ______.

make marketing decisions

The Blue Lagoon Corporation purchased the land, hired the building contractors, and built the facility for a seaside resort in Jamaica, but Marriott provides all of the management and marketing functions for the property. Marriott is using ______ to operate in this international market.

management contracting

When someone offers management and marketing skills and has nothing to do with production or distribution, this person is providing _____.

management contracting

Producer-made brands are referred to as ______ brands.

manufacturer

Place the four stages of the product life cycle in order from the first stage (top) to the final stage (bottom).

market introduction market growth market maturity sales decline

Tennis Products Corp. has noticed that in one of its product-markets, industry sales have leveled off and competition has been getting tougher. This product-market appears to be in the ______ stage of the product life cycle.

market maturity

Concept testing in the form of focus groups, surveys, or online testing are all ways to conduct ______.

market research

A customer service manager at a car rental company can check in every afternoon to see which car rental location is renting the most cars that day by using a

marketing dashboard.

The data from a ______ system can be used to guide the marketing strategy planning process.

marketing information

Because market researchers must be sure that they are focusing on actual problems, cooperation with ______ is critical to good marketing research.

marketing managers

A retailer may be ______, or even declining, in the United States, but only beginning to grow in other countries.

mature

Competitive advantage is especially important in ______ product-markets.

mature

Sometimes in a(n) ______ market, a firm may find a new use for an existing product that aids in boosting sales and avoiding sales decline.

mature

Many firms respond to the increased competition of the market ______ stage of the product life cycle by slashing prices in order to maintain market share.

maturity

A research proposal:

may include information about costs, what data will be collected, and how long the process will take.

The marketing _____ is a statement of relationships among the marketing variables.

model

Apple Inc. uses different intermediaries to distribute its electronic products. To enhance the customer experience, Apple also operates a chain of over 450 additional stores worldwide in fiscal year 2015. Based on this information, it is clear that Apple is using a(n) ______ distribution strategy.

multichannel

Before going to the book store to purchase the book, Manuel reads a review of the new novel on Amazon. What type of distribution does this represent?

multichannel

Edmund and Edgar, a clothing manufacturer, sells its clothing and accessories on its website, at one Edgar and Edmund store in Los Angeles, and through the discount retailer Walmart. Edmund and Edgar is using ______ distribution to reach its customers.

multichannel

Ethical dilemmas can rise in ______ because not everyone will win.

multichannel distribution

Using several competing channels to reach the same target market is called ______.

multichannel distribution

A brand name has a _____ meaning than branding.

narrower

Manufacturer brands are sometimes called ____ brands because they are promoted all across the country.

national

Precious metals, iron ore, natural gas, and coal are all examples of ______ products.

natural

The product life-cycle concept ______ indicates precisely how long each stage will last.

never

An offering that is different in any way from a company's other products is known as a(n) ______ product, even if it is a refined version of a previous product.

new

Products that potential customers are unaware of and that offer really new ideas are called ______ unsought products.

new

When Irene's Ice Cream offered an ice cream product that aided in digestion, it was introducing a product with features that had not existed before to a market that hadn't considered the idea before. This is an example of a(n) _____ product.

new unsought

Because the product life cycle is an inevitability in most markets, a firm must have an active ______ process or otherwise risk going out of business.

new-product development

Lisle has never heard of Refinery29.com. This is an example of brand ______.

nonrecognition

Defining the problem ensures that the research is ______.

not wasted effort correctly targeted

Roy's Toy Store uses video in the toy aisles to watch how parents and kids interact while shopping for toys. This is an example of the _____ method of collecting data.

observation

You would find a wider assortment of products to choose from when shopping at a(n) ____ store.

online

B&B Accounting has another company in India prepare simple tax returns, a job formerly done by B&B employees. B&B is ______ these tax returns.

outsourcing

When managers choose to buy professional services outside the firm as opposed to having people working within the firm do them, it is called _____.

outsourcing

A statistical _____ is an easy-to-use computer program that analyzes data.

package

Candace doesn't want another company to copy her idea for a self-charging phone case. To protect her idea, Candace should file for a _____.

patent

What do service wholesalers do?

perform every wholesaling activity

When demand for a service fluctuates greatly, it causes problems for the marketing manager, because there is no way to keep an extra supply of services in a warehouse. In other words, services are ______.

perishable

Eva, a marketing researcher, wants to do in-depth research on business customers' experiences with the company's products. She is MOST likely to get what she wants if she uses:

personal interview

The interviewer asked Joe about his use of Viagra. Joe mumbled an answer, clearly embarrassed. This can be a problem with __________ __________

personal interview

During the market growth stage of a product, a company will want to focus promotional efforts on _____ customers.

persuading

When a firm determines that a product will no longer be profitable enough for the firm to meet its objectives, it may need to develop a ______ strategy.

phase-out

The first company to introduce a new product to a market is known as a(n) ______.

pioneer

The cost of ______ is lost customers.

poor quality product

In marketing research, a(n) ______ is the total group that marketing managers are interested in.

population

Carla Mason usually buys Wheaties breakfast cereal because she likes the taste, though she sometimes buys other cereals when they are on sale. For Carla, Wheaties has achieved brand ______.

preference

When members of a brand's target market typically select that brand instead of other comparable options, it is called brand ______.

preference

Questioning and observing are the two basic methods of obtaining ______.

primary data

Rite-Way drugstores places the Rite-Way brand name on a wide range of products that are only sold in Rite-Way stores. The Rite-way brand is a ______ brand.

private

An item or service that fulfills a need and is available from a company is known as a _____.

product

Place, price, promotion, and _____ are the four components of the marketing mix.

product

Dove offers four different types of personal cleaning products -- soap, body wash, shampoo and hand lotion. These represent Dove's _____ _____.

product lines

The legal obligation of sellers to pay damages to individuals who are injured by defective or unsafe products is called ______.

product liability

Ford Motor Company offers different types of vehicles, such as cars, SUVs, trucks, and minivans. These represent different ______. Multiple choice question.

product lines

Focused and dedicated services that aid in a firm's operation are called ______ services.

professional

It is important to evaluate a new idea's return on investment and likely .

profitability

It is important to evaluate a new idea's return on investment and likely__________.

profitability

As a way to increase ______, Epson uses a reverse channel to recycle used printer-ink cartridges. The company then uses the emptied cartridges to manufacture new filled ones at a lower costs.

profits

Burton's, Inc., is a wholesaler that supplies local sporting goods stores with clothing and footwear. Burton's constantly stays aware of when products are becoming popular in youth sports. Burton's customers are always able to purchase these goods before competing stores sell them. Burton's can be described as a(n) _____ wholesaler.

progressive

Procter & Gamble's Crest toothbrush packaging makes it easy for the consumer to see and evaluate the product, and the design helps to focus attention on the benefits of the toothbrush. This aspect of the packaging helps Procter & Gamble ______.

promote the product

During the market introduction stage of the product life cycle, it takes time for customers to learn that a new product is available; therefore, a firm must invest heavily in ______.

promotion

The major responsibility of most product managers or brand managers is ______.

promotion

A sunglasses manufacturer that develops a sample of a new product design to test among employees and customers has produced a(n) ______.

prototype

A(n) _________ is an early sample or model built to test a concept.

prototype

Business products are often sold through direct distribution because business customers tend to _____. (Check all that apply.)

purchase less frequently be located in the same geographic area place big orders

In more complex service delivery situations, like running a cruise ship, it is hard to keep _______ consistent.

quality

Kendra is shopping at the new organic food store. She wants to buy her favorite organic granola, but is disappointed to find another brand on the store shelf. From a marketing point-of-view, the granola on the shelf lacks _____ because it doesn't meet Kendra's needs.

quality

Within the context of marketing, the power of a product to fulfill a customer's requirements is called its _____.

quality

A marketing researcher at a soda company conducted a survey to determine the number of respondents who have tried their new diet soda. He calculates a percentage for respondents who have tried the product and figures an average score for how satisfied they were. The researcher is conducting ______.

quantitative research

Research that seeks structured responses that can be summarized in numbers, such as percentages, averages, or other statistics, is referred to as ______.

quantitative research

It is more economical for Bob's Baseball Bats to produce thousands of bats each month even though consumer demand is not that high. This is an example of a discrepancy of _____.

quantity

It is the job of a ______ to specialize in hard-to-handle product assortments that a retailer doesn't want to manage.

rack jobber

The process where customer input is incorporated into a new design of the product and then the revised product is given back to the customer for further evaluation is called ______.

rapid prototyping

Sales of an individual product or brand will ______ follow the product life-cycle pattern.

rarely

Country Hill Products, Inc. has a subsidiary that grows soybeans and field corn. In addition, the firm has a subsidiary that mines for coal and precious metals. All of the company's products are examples of ______.

raw materials

At the step when data are interpreted, a marketing manager should:

realize that statistical summaries from a sample may not be precise for the whole population.

As Jessica was shopping for lemonade at the grocery store, she remembered an advertisement she had seen for Country Time lemonade so she placed a bottle of the lemonade in her cart for purchase. In this instance, Country Time achieved brand _____.

recognition

When people can recall a brand's name, it is called brand ______.

recognition

Activities that solve discrepancies of quantity and assortment throughout an entire distribution channel are called ______ activities.

regrouping

Products that stay unsought but eventually are bought are called _____ unsought products.

regularly

Ronnie Brewer has never owned a Ford car, but his parents owned one and the car had all kinds of problems. As a result, Ronnie will not even consider buying a Ford. For Ronnie, Ford has achieved brand _____.

rejection

Sherri's Shirts sells three types of silk blouses. The one with the highest thread count is considered to be the highest grade of the three types of blouses. This is a description of the _____ of the silk blouses.

relative quality

The Consumer Product Safety Commission has the power to _____.

remove a toy from the market if it posed a choking hazard

The marketing _________ process is not necessarily linear. You might find a solution before all of the five steps are completed.

research

Situation analysis is especially important so that both the marketing manager and the _____ understand the problem area.

researcher

Academy Sports + Outdoors' primary target market is families looking for moderately-priced sports, outdoor, and lifestyle offerings. The company has a website and brick-and-mortar stores in several states. The stores have a self-service design that encourages customers to select products without the help of a salesperson. These traits all represent the ______ of Academy Sports + Outdoors.

retailer strategy

Best Buy has a recycling program that accepts used TVs, DVD players, computer monitors, audio and video cables, cell phones, and more from consumers. The company created this ______ channel in order to be environmentally and socially responsible.

reverse

Channels that are used to retrieve products that customers no longer want are called ______ channels..

reverse

Mattel recently recalled more than 9 million toys, including popular Barbie, Polly Pocket, and "Cars" movie items. The toys were recalled for safety reasons. Mattel used a(n) ______ to facilitate the process.

reverse channel

Many companies are using ______ in order to reduce environmental damage.

reverse channels

When research and development managers at Bosch Home Appliances purchase a new Maytag dishwasher and take it apart to get new product ideas, Bosch's managers are engaging in ______.

reverse engineering

The 80/20 rule is based on the idea that 80 percent of a company's _____ come from only 20 percent of its customers.

sales

In marketing research, a part of the relevant population is called a ______.

sample

Since it is rarely possible for marketing managers to acquire information about every member of a population, they instead acquire information from a representative ______.

sample

The product offered by Southwest Airlines achieves the highest level of ______ when the customer's entire flight experience—from departure to arrival—meets the customer's needs.

satisfaction

The marketing research process is based on the _____.

scientific method

Tom's Bakery sells donuts, cupcakes, and bread—but recently the store began to sell plush toys and bubbles because so many of their customers are children and they felt these items would sell easily. Tom's Bakery is using ______ merchandising.

scrambled

Carl Kastle, marketing manager for NPG Electronics, reviews a S.W.O.T. analysis to help him evaluate three new product ideas NPG is currently considering. Kastle is operating in the ______ step of the new-product development process.

screening

You would conduct a S.W.O.T. analysis in the _____ phase of the new product development process.

screening

Companies that respond quickly to products introduced by pioneers and offer a superior marketing mix are known as ______ and can be more profitable over time.

second-movers

A company's MIS is a good source for _____ data.

secondary

In order to only use better-than-average intermediaries, Samson Co. ____ uses distribution.

selective

Marketers must be careful when using sentiment analysis because this information is usually ______.

selective

Michael Kors is a fashion designer who is best known for designing classic American sportswear for women. His company hand-picks retailers, with only a few in each town, to sell the clothing line. He uses ______ distribution to gain fairly widespread market coverage.

selective

______ distribution is selling through only those intermediaries who will give the product special attention.

selective

Maria, a marketing manager at a company, decides to sell a product through wholesalers and retailers who agree to make a special effort to sell the product. Based on this choice, it is clear that Maria wants the product to have ______.

selective distribution

In the early years, Nike sold its running shoes through retailers that catered primarily to the running market. Then, the company began offering products in many more retail outlets. You can now find Nike products in almost any retailer that carries footwear. Nike's distribution strategy moved from ______ to ______.

selective;intensive

Tools that measure ______ ______ can quickly generate a lot of information, and many are free. Yet, much of this information is selective.

sentiment analysis

An indirect channel of distribution is often the best choice because an intermediary can help a producer _____.

serve customers better at a lower cost

A wholesaler known as a(n) ______ wholesaler participates in every wholesaling function.

service

When competitors offer physical goods, a company may differentiate its offering by adding a _________ valued by its target market.

service

A ______ is a trademark that refers specifically to an offered service.

service mark

In the service industry, training and empowerment are two keys to improving ______.

service quality

Direct contact between the customer and the company occurs most often among ______ organizations.

service-providing

Dental Providers of America, Inc. provides dental services across the country and has dental offices in most major cities. The company has to have multiple locations because ______.

services are conducted in person

General Mills markets several types of breakfast cereals, baking products, pasta, and ice cream. In other words, General Mills has ______.

several product lines

Products that a customer is willing to spend time and effort comparing to similar products are called _____ products.

shopping

COncerns about unexpected shipping costs, the quality of the merchandise, rerun policy and personal information security are issues with ______.

shopping online

Mary is shopping for a football jersey in her favorite colors. At the same time, her husband Frank is shopping for a football jersey from his college alma mater. For Mary, the jersey is a(n) ______ product, for Frank, the jersey is a(n) ______ product.

shopping; specialty

Products influenced by fashion typically have _____ life cycles.

short

It is important that a firm _____ in the new-product development process.

should not skip steps

For the experimental method to work, researchers must use two or more groups that are:

similar in most ways, except on the characteristic being tested.

In addition to informing the marketing manager of what information is existing and accessible regarding a problem area, a _____ also highlights additional information that must be acquired.

situation analysis

For a marketing manager, calling people who are knowledgeable in the designated problem area and performing Internet searches may constitute the research required to conduct a useful

situation analysis.

According to the FTC, a product can only be called new for _____.

six months

Because introducing a new product is expensive, a marketing manager may try to ________ the market--- charging a relatively high price to help pay for the introductory costs.

skim

A ranch distributes its various grades of beef, as defined by the USDA, to different outlets based on the quality desired by customers. This is an example of which regrouping activity?

sorting

A wholesaler that specializes in serving gas station convenience stores focuses on smaller packages of prepared foods and drinks. This is an example of ___________.

sorting

Cassandra knows that the larger grocery stores her baking company serves will want cookies packaged in family-sized containers while the convenience stores will want individual serving sizes. Which regrouping activity is Cassandra concerned with?

sorting

Separating products into grades and qualities desired by different target markets is called ______.

sorting

Products that customers will make an extra effort to find because they really want them are called ______ products.

specialty

Melissa will not buy any tea except "Highlander"—an expensive white tea brand that few stores carry. She used to buy it only when she visited her mother who lived 100 miles away in a big city. She finally convinced her local grocery store to carry Highlander brand. For Melissa, this tea is a(n) ______.

specialty product

Product life cycle patterns apply to the sales of a given product idea in a(n) ______.

specific product-market

Products that are bought frequently, routinely, and without much consideration are called ______.

staples

A(n)__________ package is an easy-to-use computer program that analyzes data.

statistical

Finding a new use for an existing product in a mature market has the potential to ______.

stimulate sales growth

Companies may use different market ______ for individual products and target markets.

strategies, strategy, or plans

Expense items that qualify as ______ are not included in a final product.

supplies

The most common ethical issue in marketing research concerns marketing managers who ______.

suppress particular results of market research

Taking time to compile data and getting respondents to answer completely are two limitations of ______

surveys

Recent television commercials for Chevrolet show customers discussing J.D. Powers rankings and awards for the company. The information from J.D. Powers is an example of _____.

syndicated research

A multinational corporation produces many of the world's consumer product brands in the categories of food, beverages, cleaning agents, and personal care products, which are sold in many different retail stores. It would be common for this corporation to ______.

take the lead in channel relations

In 2015, Target was the second largest general merchandise retailer in the United States. As a retailer, Target has a good understanding of customer needs and purchases items from producers that they think will be popular with their customers. Therefore, it is not surprising that Target ______.

takes the lead in channel relations

A good is a(n) ______ item because it can be seen and touched.

tangible

Rapidly changing ______ is one reason why product life cycles are getting shorter.

technology

A broker usually has a _____ relationship with the buyer and seller in a transaction.

temporary

Marketing research that is based on the scientific method requires a company's ideas to be

tested prior to implementation.

Rapid prototyping ensures that ______.

the best version of the product reaches the market as quickly as possible

The Clothing Company sent e-mails with two different subject lines. Five hundred customers received one that said "20% Off and Free Shipping," while another 500 received one that said "Big Sale." The rest of the e-mail message was the same. Marketing managers then compared how many customers from each group clicked through to the Clothing Company from the email. To do their market research, the Clothing Company used ______.

the experimental method

The development stage of the new-product development process helps to determine ______.

the materials, equipment, staff, or training that will be required to deliver a new product or service

The four stages new-product ideas go through are known as _____.

the product life cycle

Marketing research is most successful when driven by _____ because it requires testing prior to making a final marketing decision.

the scientific method

Consumers like to use vending machines because _____.

they are convenient

What are some of the advantages of limited-line retailers? (Check all that apply.)

they can change to adapt to the needs of individual customers They interact with their customers.

A pitfall for marketing managers engaged in Step 1 of the marketing research process is ______.

thinking that a symptom is the problem

When the collecting primary of secondary data, research takes _____ and money.

time

A product that includes superior service, a satisfying physical good, helpful instructions, an easily accessible package, and a good warranty demonstrates a ______ product offering.

total

A firm that attempts to provide superior customer service by focusing on quality throughout each of its activities is engaging in ______.

total quality management (TQM)

Moments of direct contact between the customer and the firm, also known as ______, are opportunities for the company to deliver superior value.

touchpoints

Band-Aid and Kleenex are both examples of _____ because they are legally registered for use by their respective companies.

trademarks

Design Fashions produces high-end women's clothing. The company is having problems with one of its intermediaries because the wholesaler refuses to spend time selling Design Fashions' products to retailers. This situation suggests that Design Fashions operates in a ______ channel system.

traditional

In ______ channel systems, the various channel members make little or no effort to cooperate with each other.

traditional

Two keys to improving service quality are ______.

training and empowerment

Limited-function wholesalers that provide goods that they store in their vehicles are known as ______ wholesalers.

truck

A retailer is more likely to be successful when they ______.

understand why people buy where they do

During the planning meeting, the marketing manager told the team they needed to promote the new line of low-sodium snack chips because consumers didn't even know they existed and wouldn't know to pick them up when they shopped. These snack chips are an example of a(n) _____ product.

unsought

Products that people are unaware of or do not yet want are called ______ products.

unsought

Which of the following is not a business product class?

unsought

The scientific method is important in marketing research because it:

uses observations to develop hypotheses and then test them.

Kroger has installed special infrared cameras to notify the manager when more than two people are waiting in line. This is an example of ______.

using technology to improve customer service

The duration of the whole product life cycle tends to ______.

vary greatly across products

As one of the Four Vs, _____ is the speed at which data are generated and processed.

velocity

When a marketing manager finds an Internet source that appears useful, the manager should plan to

verify that the source is reputable.

Channel systems in which the whole channel focuses on the same target market at the end of the channel are called _____ marketing systems.

vertical

A video game retailer removed coupons meant for consumers from a new game's packaging. The producer of the game did not like this practice. The disagreement between the retailer and producer is referred to as ______.

vertical conflict

When firms acquire other firms at different levels of channel activity it is called ______.

vertical integration

When using the observation method to collect data, the researcher tries to ______.

view or document a subject's normal actions

The first "V" in the Four Vs is ____ which identifies the quantity of data generated and stored.

volume

Companies use a data ______ to store all of their databases so they are available when needed.

warehouse

The promises a seller makes about a product are called a ______. Multiple choice question.

warranty

In the United States, manufacturers' sales branches are classified as _____.

wholesalers

Sharon reminded the marketing team that trying to sell the sherpa-style coats in St. Louis hadn't worked before because that area of the country had short bursts of cold weather. Sharon recommended that the company only sell the coats in climates with at least three months of arctic temperatures. This demonstrates how available data has been transformed into _____.

wisdom