marketing exam 2 ch. 5, marketing exam 2 ch. 6

________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself.

Lagging adopters

According to Maslow's hierarchy of needs, which of the following is true?

Lower-level needs are fulfilled before higher-level needs.

________ refers to the unique psychological characteristics that distinguish a person or group.

Personality

Which of the following is most likely a true statement about social class?

Social classes show distinct product preferences in areas such as clothing.

________ is a discomfort caused by postpurchase conflict.

Cognitive dissonance

________ is the degree to which the results of using an innovation can be observed or described to others.

Communicability

________ is the degree to which an innovation fits the values and experiences of potential consumers.

Compatibility

________ refers to the practice of including ethnic themes within a company's mainstream marketing.

Cross-cultural marketing

Market segments that can be effectively reached and served are said to be ________.

accessible

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

actionable

According to Sigmund Freud's theory, a person's buying decisions are ________.

affected by subconscious, hidden motivations

________ is the degree to which an innovation may be tried on a limited basis.

Divisibility

A marketing firm has been assigned the task of watching trends in personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________.

economic situations

In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense?

evaluation

ProFem Inc. caters its line of sports apparel exclusively to women. What type of segmentation does the company use?

gender

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.

image

BritWay Ventures, a leading producer of soft drinks, is considering a differentiated marketing strategy. It is most likely important that the company weighs increased sales against ________ before selecting this strategy.

increased costs

A successful niche marketing strategy relies on a firm's ________.

knowledge of customer needs

Which of the following is a personal factor that influences a consumer's buying behavior?

life-cycle stage

Which of the following is a psychographic characteristic of a consumer?

lifestyle

Marketers tailoring brands and promotions to the needs and wants of specific customer groups practice ________.

local marketing

The less-for-much-less positioning involves meeting consumers' requirements for ________.

lower quality for a lower price

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition.

more-for-more

A(n) ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

motive

Company and brand positioning should be summed up in a ________.

positioning statement

Voorhees' Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jason Voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying process was Voorhees in when he decided to replace his old coops?

problem recognition

People tend to interpret new information in a way that will support what they already believe. This is called ________.

selective distortion

Which of the following needs in Maslow's hierarchy is generally satisfied last?

self-actualization needs

Companies are likely to gain ________ through speedy, convenient, or careful delivery of products.

services differentiation

A(n) ________ reflects the general esteem given to the different roles of a person by society.

status

According to Maslow's hierarchy of needs, which of the following is most likely an esteem need?

status

Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price?

the same for less

By offering product and marketing variations to segments and developing a stronger position within several segments, companies hope to create more total sales through segmented marketing than ________ marketing across all segments.

undifferentiated

Which of the following is an approach where firms target a whole market based on common consumer needs?

undifferentiated marketing

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

user status segmentation

Which of the following is an experiential source of product information?

using the product

________ factors are the most popular bases for segmenting customer groups.

Demographic

Which of the following is true about local marketing?

It increases manufacturing costs.

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Opinion leaders

Which of the following statements about buying centers is true?

Some buying centers involve informal participants.

Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition. Which of the following situations would most likely cause Alice to experience postpurchase dissonance?

The price of the Toyota Camry falls due to an increase in demand.

Which of the following is true of product positioning?

To simplify the buying process, consumers are likely to position products in their minds

In which of the following stages of the buyer decision process does a consumer compare multiple products with similar attributes?

alternative evaluation

Which of the following generally increases the total demand for business products?

an increase in consumer demand

Demographic variables are the most popular bases for segmenting customer groups because they ________.

are easier to measure

Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business?

reverse auctions

Which term refers to the activities a person is expected to perform according to the people around him or her?

role

When a market segment is large or profitable enough to serve, it is termed ________.

substantial

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

usage rate

The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation.

benefit

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

brand personality

Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products?

buzz marketing

Which of the following types of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?

channel differentiation

Which of the following sources of product information can marketers control completely?

commercial sources

A brand difference is said to be preemptive if ________.

competitors cannot easily copy the difference

Unlike other car rental agencies that are based in airports to serve travelers, Wheelz-On-Rent has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Wheelz-On-Rent caters to a small share of the large car rental market. From this description, it can be concluded that Wheelz-On-Rent most likely practices ________.

concentrated marketing

Which of the following is a commercial source of product information?

dealer Web sites

Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation?

demographic

Zista, a boutique that caters to the clothing needs of women, manufactures two different lines of fashion wear based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged women, and the other line targets younger professionals and homemakers. Zista most likely segments the consumer market based on ________ variables.

demographic

Rasco Corp. segments its foreign markets based on the income levels of a country's population. In this case, the firm segments its market based on ________.

economic factors

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.

generating person-to-person brand conversations

Which type of market segmentation is generally used by marketers who sell products for the affluent segments of a population?

income

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find something in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process.

information search

Opinion leaders are also known as ________.

leading adopters

Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy.

less-for-much-less

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

market segmentation, market targeting, differentiation, and positioning

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is engaging in ________.

mass customization

Marketing the same product to a huge customer base without any customization is referred to as ________.

mass marketing

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.

measurable

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

micromarketing

A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________.

modified rebuy

Which of the following strategies is most likely to be followed by firms that position themselves as caterers of the best products at economical prices?

more for less

Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ________ value proposition.

more-for-less

Using a(n) ________ positioning strategy, companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price.

more-for-the-same

Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on ________.

multiple segmentation bases

Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.

occasion

Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation.

people

The most effective sources of information about a product tend to be ________ sources.

personal

Zeal is a popular automobile brand, and its positioning statement reads as follows: "For upscale American families who require large vehicles, Zeal is the automobile of choice." Which of the following mandatory elements is missing from the positioning statement?

point of difference

Through ________, brands can be differentiated on features, performance, or style and design.

product differentiation

During which stage of the business buying process is a buyer most likely to conduct value analysis by carefully studying components to determine if they can be redesigned, standardized, or made less expensively?

product specification

At one time, Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller was repositioned to attract members of the working, middle-class. What is this segmentation method called?

psychographic

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Positioning

Senz, an automobile manufacturer, produces low-end vehicles that are targeted toward lower-income consumer groups. Senz most likely segments the consumer market based on ________ variables.

demographic

________ is the degree to which an innovation is difficult to understand or use.

Complexity

________ are minor stimuli that influence where, when, and how a person responds to an idea.

Cues

A(n) ________ becomes a motive when it is directed toward a particular stimulus object.

drive

________ is the degree to which an innovation appears superior to existing products.

Relative advantage

Which of the following is true of perceptual positioning maps?

They are used to analyze consumer perceptions of a brand versus competing products.

A market segment is less attractive when ________.

it contains powerful suppliers who can control prices

________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands.

Selective retention

Zindle, an American smartphone-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of a(n) ________ segmentation.

age and life-cycle

A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

attitude

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation.

behavioral

When market segments are conceptually distinguishable and respond distinctively to various marketing mix elements and programs, they are said to be ________.

differentiable

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.

differentiated

Which of the following is the first stage of the buyer decision process?

need recognition

A company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n) ________.

straight rebuy

Which of the following is true of business markets?

Business demand is derived demand as it ultimately derives from the demand for consumer goods.

________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores.

Local

________ is the process of evaluating the attractiveness of different market segments and selecting one or more segments to enter.

Market targeting

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers.

Systems selling

Fred's faith in his favorite brand makes him consider new initiatives and products introduced by the brand. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community. Fred is best described as a(n) ________.

early adopter

Which of the following do organizational buyers use when they want to connect with important suppliers and create direct procurement accounts?

extranet links

Which of the following is a social factor that influences consumer buying behavior?

family

Pacific Fisheries groups its customers by regions in the U.S., such as Midwest, Northeast, and Southwest. For each region, Pacific Fisheries tailors a different set of advertisements and promotions. Based on which of the following segmentation variables does the firm divide its market?

geographic location

Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________.

higher costs of doing business

Customers recognize the products of Breads & Butters, a coffee shop, by identifying the "twisted bread" logo that helped the firm revolutionize its products. In this case, the firm has differentiated itself through its ________.

image

In which of the following stages of the adoption process does a consumer seek information about a new product?

interest

Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ________ segmentation.

intermarket

Which of the following includes the target segment of a product, the category to which the product belongs, and the product's point of difference from other members in the category?

positioning statement

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available in the same price range. Bill is in which of the following stages of the buyer decision process?

postpurchase behavior

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?

postpurchase behavior

Estel, a kitchen-cabinet manufacturer, positions its cabinets as furniture with superior craftsmanship and durability. This is an example of ________ differentiation.

product

Mike's, a chain of department stores, regularly purchases plastic bags from a certain supplier. The store decides to switch to less expensive bags made of biodegradable plastic. The change will promote an environmentally-friendly image for the department store and cut costs. This approach to cost reduction most likely occurred in the ________ stage of the business buying process.

product specification

GenX, a manufacturer of sport motorcycles, is seeking a new supplier of motorcycle headlamps and brake lights. After searching trade directories, GenX invites five different suppliers to make formal presentations about how their solutions can create greater value for GenX than competing solutions. GenX is currently in the ________ stage of the business buying process.

proposal solicitation

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

purchase decision

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a(n) ________.

reference group

In a straight rebuy, a buyer ________.

reorders something without any modifications

Which of the following is most likely the final stage of the business buying process?

supplier performance review