Marketing Exam III

Delta Airlines encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's

Credibility

__________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy.

E-key performance indicators

Marketers improve their ability to establish prices appropriately when _______.

They know the prices charged for competing brands

What term is used to refer to the strategic process of distributing, promoting, and pricing products and discovering the desires of customers using digital media and digital marketing?

What term is used to refer to the strategic process of distributing, promoting, and pricing products and discovering the desires of customers using digital media and digital marketing?

What is the primary distinction between a line extension and a product modification?

With a line extension, the original product remains in the product line, but in a product modification, the original product is replaced by the new product.

The History Channel and the Pawn Stars marketing team can also glean a wealth of information about the consumers who visit the Pawn Stars website, such as their interests and geographic location. This is an example of the _______ characteristic of online media.

accessibility

Amazon can identify visitors to its site before they make a purchase. Amazon is utilizing the _______ feature of online media.

addressability

Miguel expects to set the price of the couch high because he knows that consumers anticipate paying more for longer-lasting products. What stage of the pricing process is Miguel currently at?

assessing the target market's evaluation

If Ruth were hired by Procter & Gamble and given total marketing responsibility over Tide Free and Gentle Liquid Laundry Detergent, she would hold the position of _______ manager.

brand banager

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name, this arrangement is an example of

brand licensing

Which of the following would be an example of accessory equipment?

calculator

ACE Corp. offers a price discount to encourage prompt payment. Which of the following is it likely to use?

cash discount

Which is the best way to handle the deletion of a product?

conducting a review to determine its impact on the overall product mix

This ability Luciana has to communicate with other consumers and the company through this online forum is an example of what characteristic?

connectivity

The _______ characteristic of online media ensures that customers can select which websites they visit and how they wish to engage with the marketer.

control

Quality modifications are changes that relate to a product's _______.

dependability and durability

Belle Meade sells different kinds of wine. Under its white wine product line, it sells four products—Carriage House White, Celebration Riesling, Race Day White 2016, and Lady's Cuvee. This is an example of _______.

depth of product mix

Packaging can provide all the following functions, except _______.

determine the price to be charged for the product

What is the first step in establishing prices?

development of pricing objectives

To encourage shoppers to pay with cash, Blue Ribbon Farms offers a 10 percent discount on purchases for consumers who pay by cash or check. Blue Ribbon Farms is utilizing a _______ pricing strategy.

differential

The use of digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers is

digital marketing

The restaurant is implementing _______ that function using digital codes that are available via computers, cellular phones, smartphones, and other digital devices as part of its business activity.

digital media

When demand dips during the slow season, prices will decrease. This is a way to help balance out supply and demand. What is another name for the type of pricing that LEGOLAND is using?

dynamic pricing

Melinda begins weighing the pros and cons of Tide Pods versus the liquid laundry detergent. Melinda is in what stage of the product adoption process?

evaluation

Your local oil change place provides free coffee, comfortable seating, and a variety of magazines in the waiting room. These are examples of _______.

experimental benefits

When automakers started installing Bluetooth in cars, this was an example of _______.

functional modification

Seventh Generation is developing a new type of organic body wash that is going to be higher in price than the competition but provides superior performance characteristics compared to other organic body wash brands. It should most likely use _______ positioning for the new body wash.

head-to-head

Samsung has asked its engineers and other employees to submit possibilities for new features. Samsung is currently in the _______ phase of the new-product development process.

idea generation

New Product Development Process

idea generation, screening, concept testing, business analysis, product development, test-marketing, and commercialization

The company's product mix includes home cleaning products, air care, pest control, home storage, and auto care. The president of marketing at SC Johnson would like to add laundry products to its product mix. SC Johnson would be _______.

increasing the width of its product mix

Bic, which is widely known for producing ballpoint pens and related writing products, tried to introduce Bic disposable underwear. The reason this new product failed is likely because of

ineffective branding

Because of differences in bodies, each surgery will be somewhat different. This illustrates which of the following unique features of services?

inseparability

Traveler's Insurance uses an umbrella in its name to symbolize protection. The symbol provides a cue to overcome which aspect of a service?

intangibility

The online media characteristic that allows customers to express their needs and wants directly to the firm in response to its marketing communications is known as _______.

interactivity

Colleen thinks the meal she ate at Outback Steakhouse was high in quality. However, she found a dinner she had last week at a five-star restaurant to be much higher quality. This example points out that the dimension of _______ is relative and may be difficult to describe without having a basis of comparison.

level of quality

Doritos has expanded beyond its original Nacho Cheese flavor to Cool Ranch, Jacked, Spicy Sweet Chili, and Salsa Verde, to name a few. These are examples of _______.

line extension

Artemis Inc. has a pricing objective to increase its primary product's sales relative to total industry sales. This is best described as a _______.

market share objective

_______ pricing, which is typically used by retailers such as Best Buy, calculates the retail price by adding a predetermined percentage of the cost to the cost of the product.

markup

In which stage of the product life cycle do sales reach their peak?

maturity

A run-out strategy of product deletion _______.

may focus on intensifying marketing efforts in a core market

Procter & Gamble manufactures detergent, diapers, razors, toothpaste, toilet paper, and a variety of other products. These products make up Procter & Gamble's product _______.

mix

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, these pencils would be considered what type of product?

mro supplies

Product deletion can best be described as the process of deleting a product from the product mix when it _______.

no longer satisfyies enough customers

The Black Friday sale is an example of a _______ pricing strategy.

periodic discoutning

It will delete the cereal by letting it decline and not changing its marketing strategy in a process called _______.

phase-out

Huy Fong is buying peppers and vinegar to make its iconic Sriracha sauce. For Huy Fong, these are best described as ______

process materials

If Kimberly-Clark's Cottonelle brand of toilet paper offered you a position where you would have total marketing responsibility for all of its flushable wipes, this position would probably hold the title of _______.

product manager

If Peloton seeks to lead the electronics industry in innovation, what type of pricing objective will it most likely adopt?

product quality

Rental car companies purchase thousands of new cars each year for their fleets. They are likely to receive _______ discounts when purchasing from automobile manufacturers.

quantity

"Does this new product idea meet our company's overall objectives?" is a question that marketers would most likely ask during the _______ phase of the new-product development process.

screening

Miller's Furniture offers free delivery and Scotch Guard fabric protection on any couch for more than $500. Free delivery and fabric protection are examples of _______.

supplemental features

Chase Bank offers a credit card that it differentiates from competing cards by providing a toll-free phone number that connects directly with a customer service agent rather than an automated system. Chase is differentiating this credit card through _______.

support services

Discounts that are used to attract and keep effective resellers by compensating them for performing certain functions such as transportation or warehousing are called _______ discounts.

trade

Marketers call the internet a pull medium because

users determine which websites they are going to view.

What pricing concept best characterizes consumers' willingness to pay higher prices for products that possess desirable features or characteristics?

value

Cummins has multiple product lines that it categorizes into engines, power generation, fuel systems, turbo technologies, filtration, and emissions solutions. This would be an example of which of the following?

width of product mix

They are now in the process of determining a product idea's potential contribution to the firm's sales and profits. The managers are at what stage of the new-product development process?

Business analysis