Marketing Exam 2

The three major types of reference groups are:

aspirational, disassociative, and membership.

Grant Turner makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Grant notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Grant viewed the dermatologist as competent, Grant decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Grant's decision?

Physical Surroundings

Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a doctor. Jose is likely going to view solutions to his problem as

unsought products

Which of the following is the best example of a functional modification?

A smoke alarm is modified to be more sensitive to smoke at farther distances

Dannon Yogurt represents what type of product for most consumers?

Convienence

A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has express his or her

Evaluative Criteria

High school seniors who are trying to decide which college to attend; and newlyweds looking to buy their first home exhibit the same behavior with respect to their level of involvement in their buying process. Which of the following best describes this common buying behavior?

Extended problem solving behavior

Coca-Cola has expanded to Diet Coke, Cherry Coke, and Caffeine-free Coke, to name a few. These are examples of

Product line extensions

Minerals, chemicals, timber, and agricultural products are considered

Raw materials

The phase of new-product development in which a small sample of potential buyers are presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding the product is called

concept testing

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

depth of product mix

A run-out policy of product deletion

exploits any strengths left in the product

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

innovators

A product in the introduction stage of the product life cycle should have which of the following marketing objectives?

to gain awareness and stimulate trial

In the consumer buying decision process, the information search stage

yields a group of brands that a buyer views as possible alternatives.

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of __________.

Brand Licensing

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the _________ stage

Decline

Mario and his friend have been talking about their love of Bose headphones and speakers. Mario's friend mentions a consumer report that he read the week before that stated Bose products had higher prices but lower quality than in previous years. Mario thought to himself that perhaps his friend had misread the report, because Bose had always been the best. This perceptual process is known as selective

Distortion

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise. t/f

F

All of the following are marketer-dominated sources of information except

Friends

When a product experiences an increase in the number of competitors, it is usually in the _______ stage of the product life cycle; however, when that competition becomes intense, it is in the __________ stage.

Growth / Maturity

In your market research into the buying behavior of a target market, you have confirmed that members of the group do in fact exhibit varying levels of involvement when buying certain products. For example, you confirmed the group has a __________ level of involvement when they are purchasing cars and clothing. When they are shopping for groceries, they exhibit a __________ level of involvement.

High / Low

MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets

Ideas

Shane spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Shane's

Lifestyle

The width of a product mix is measured by the number of product

Lines a company offers

Please identify the stage of the product-development process that applies to the follow example: Tide released a smaller, more basic version of its detergent in the Southeast to see how it would sell.

Test marketing

A product line is defined as

a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations

Morgan is interested in upgrading to a new sofa for her apartment. Morgan looks online to see what new models her favorite sofa brand has available and can get information on the style and color; however, she can't actually sit on the sofa to determine its comfort level. Morgan is able to evaluate the __________ modifications to the sofa, but not the __________ .

aesthetic; functional

Ava, a purchasing agent for Trailsend Transport, is currently buying carpet from CarpetOne Inc. for use in an office area at Trailsend. While she is discussing the details of this carpet, the representative from CarpetOne tells her that she can see the actual product in one of their retail stores before finalizing the purchase. While in the retail store at CarpetOne, Ava not only approves the purchase for the office, but also decides she would like to purchase some of the same carpet for her home. The first carpet purchase is considered a ____ and the second carpet purchase is considered to be a ______.

business product; consumer product

After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is

doubts that occur because the buyer questions whether the decision to purchase the product was right