Marketing Final

Kroger Co. is what type of retailer?

a supermarket

Market segmentation helps marketers _______.

define customer needs and wants more precisely

Costs that change with the level of production, such as raw material and production labor costs, are referred to as _______.

variable costs

Devices that send out connecting signals to customers' smartphones are called _______.

beacons

A brand posting pictures to its company-run Instagram page is an example of _______ media.

owned

Gillette is best known for its line of products for men's shaving, such as razors, blades, and shaving foam. Gillette also has deodorant and body wash, but the company has noticed that Gillette body wash for men is in a low-growth market. Its market share is low as well. The company is considering how best to allocate resources across the company. Which strategy would you recommend Gillette implement for the body wash line?

Divest

If a company partners with only one retailer per state, this is an example which type of distribution?

Exclusive

Prices decrease as competitors enter the market and economies of scale lower costs of production during which stage of the product life cycle?

Growth stage

Which of the following statements is an argument AGAINST corporate social responsibility?

Management that focus on being socially responsible are spending shareholders' money to further their own agendas.

Makayla is an Uber driver in Orlando, Florida. She enjoys the opportunity to meet different people and earn extra income. During high usage times, Uber's proprietary application determines the fee charged to Makayla's customers. Thus, a consumer using Uber to travel from the airport to a downtown hotel might pay a different price at 1 p.m. on a weekday compared to a busier time at 5:30 p.m. on a weekday. Which type of pricing objective is Uber utilizing?

Operations-oriented pricing

The width and depth of a retailer's product line refers to which method of classifying retailers?

Product assortment

A questionnaire of car owners asks, "On a scale of 1 to 10 (with 10 being most important), how important is gas mileage when deciding which car to buy?" What type of survey question is this?

Scaled-response

Which group of stakeholders in an organization expects good citizenship from the firm and benefits from the taxes paid by corporations and workers?

The local community

If a marketer chooses advertising over personal selling because their product is a routine and simple purchase, they are considering which factor affecting the promotional mix?

Type of buying decision

Which ethical theory considers a person's character, not just their actions?

Virtue ethics

Milan visited Bed Bath & Beyond to purchase a coffee maker. He enjoys specialty drinks and was looking at systems that could create espresso-based beverages. He was surprised by the number of models available and was attempting to analyze each one. Suddenly, he heard a voice and realized there was a device mounted to the shelf that was asking him questions. He interacted with the device and based upon his answers, it informed him of two models that would fit his needs. Which retailing technology is Bed Bath & Beyond utilizing?

Voice-assisted commerce

Tuesday Morning is a chain retail operation specializing in close-out and discounted name-brand merchandise. The company alerts consumers to special items via an e-mail catalog. As an off-price or discount retail operation, customers can expect _______.

a limited quantity of inventory available and frequent out-of-stocks of popular items

Jorge is building a new home and will be selecting all new kitchen appliances. He and his wife, Mariana, will most likely be influenced by _______ when making their purchase decision since it is a complex decision.

a salesperson

Nia was recently shopping at Meijer grocery store, and a store employee was offering product samples of a new potato chip flavor. The employee also directed Nia to the location in a store aisle near her where Nia could purchase a bag of the chips for just $2.99. According to the AIDA concept, the store employee was trying to stimulate _______.

action

Burger King launched a new menu item called the Impossible Whopper, a burger made with a plant-based, protein-filled patty. Burger King has offered a garden vegetable patty burger in the past, but its new Impossible Whopper looks and tastes like meat. The Impossible Whopper is classified as a(n) _______ according to the chapter's categories of new products.

addition to existing product lines

Business products are different from consumer products in that business products _______.

are used to manufacture other goods or services, to help an organization's operations, or resold to consumers

Gustavo is an account representative for an office furniture company. He met with a business buyer who was interested in upgrading the office furniture in a doctor's waiting room. Gustavo presented several options and at the conclusion of the presentation, he asked which option would be best: Option A which included several small loveseats and chairs or Option B featuring a sectional couch and chairs. Gustavo is in the _______ stage of the selling process.

closing the sale

A(n) _______ can help employees understand what their company considers acceptable behavior.

code of ethics

LUS Brands is based in Canada. The company was founded by Sahar Saidi, who is the ultimate "curly girl." Over the years, she had tried every hair care product on the market for curly hair and was always disappointed. She decided to create her own formula. After years of research and development, Sahar created shampoo, conditioner, and styling cream for women with curly hair. LUS Brands is using a(n) _______ targeting strategy.

concentrated

Hugo is celebrating his thirtieth birthday and decides to create a birthday fundraiser on Facebook. Hugo recently noticed that the National Football League (NFL) is a major sponsor of the Wounded Warrior Project. Since Hugo enjoys watching NFL games, he decides to post a birthday fundraiser on Facebook to support the Wounded Warrior Project. This is an example of a promotion designed to _______ the target audience.

connect with

Supplies are _______.

consumable items that do not become part of the final product. Paper and pencils are examples of supplies

A production orientation is successful when _______.

consumer wants and needs match what the company can best produce

Jaray is a chemist and responsible for new product development in the agriculture division of Syngenta. He is developing a formula for an herbicide that can be used to control weeds but is also natural and has no harmful chemicals. Jaray is seeking to collaborate with his chemical suppliers, including Dow and Stepan, to get samples of their naturally formulated surfactants to use in his herbicide. Ultimately, Jaray will decide which formulation is best and identify the one or two brands that meet Syngenta's specifications. Jaray is performing the role of _______ as a member of the buying center.

decider

L'Oréal, a beauty brand, offers a variety of powders and liquid foundation for women with different skin tones. The company's website offers guidance to women to help them assess their skin color—from fair, porcelain skin to a deep, dark complexion. L'Oréal is utilizing _______ segmentation by offering a range of products to meet the needs of all women and diverse ethnic backgrounds.

demographic

Products that look promising after the business analysis stage of product development then proceed to the _______.

development stage

Bombas socks are available only through the company's website, www.bombas.com. Bombas is using the _____ channel system to make its products available to consumers.

direct

Representatives selling door-to-door or in homes is called _______.

direct selling

Post is a manufacturer of many popular consumer cereal brands, from healthy and hearty varieties such as Bran Flakes to brands catering to those with a sweet tooth, like Oreo O's. Post's Shredded Wheat cereal has been a staple in many homes for decades but now has a low market share, and its prospects for market growth are also low. According to the Boston Consulting Group Model, Shredded Wheat would be classified as a _______.

dog

Nerea has high blood pressure and goes to Walgreens to purchase her prescription medicine. Occasionally, Nerea purchases other items such as cosmetics, health and beauty aids, or candy when she picks up her prescriptions. Walgreens can be classified as a _______.

drugstore

Following natural disasters such as hurricanes and tornadoes, the demand for building products such as drywall or gypsum panels and lumber increases. Sometimes, these events lead to higher prices for building products as demand exceeds supply. However, due to global exporting, the prices might decline. U.S. gypsum manufacturing companies complained that China-based Knauf Tianjin was _____ products and selling panels for lower prices than they charged in China.

dumping

Recently, Toyota increased the prices of its new automobiles to reflect an increase in raw material costs such as steel due to tariffs imposed on imported steel from China. Toyota is concerned that the increased prices of its vehicles will negatively impact consumer demand since income growth has not grown in proportion to the rising costs of production. Toyota is seeing how the _____ factor of the external environment impacts its business.

economic

Buckle retail outlet stores are typically located in major and regional indoor shopping centers. Buckle's products appeal to customers who enjoy dressing in the latest denim and casual fashion. The sales associates are trained to deliver a high level of customer service, offering suggestions on sizing, selection, and putting outfits together. In addition, associates assist with after-sale service and are able to handle returns and provide money back or store credit if a customer does not have their sales receipt. Thus, sales associates are _______ to do what's necessary to assure customer satisfaction and loyalty, since they have authority to solve customer problems on the spot.

empowered

Rosario is a sales trainer with Canon Business Solutions, and she is working with new account executives to discuss the company's standards for creating mutually beneficial, win-win relationships with customers. She emphasizes that the goal is to identify consumers' needs and to match the right product or service to each customer. Thus, sales will occur when customers receive benefits from products or services that meet their individual needs. Further, Rosario tells the new sales associates that they should walk away from a sale if the product or service is not in the customer's best interests. Rosario is emphasizing the company's _______.

ethical principles

Energy bars are a popular snack or meal replacement for many consumers. The Clif Bar & Company has a variety of bars and emphasizes their natural ingredients and healthy snack options. The bars are available at most grocery stores, and they are sold individually or in a variety of packs of six bars to a box. The company has identified specific sales objectives for each variety of snack bar, and it is currently reviewing the sales data to gauge which varieties are meeting the sales targets. Thus, the Clif Bar & Company is engaged in the _______ process.

evaluation

The collection of alternatives a consumer actually considers when making a decision is known as the _______.

evoked set

The _______ is the price of one country's currency in terms of another country's currency.

exchange rate

Matcha green tea has become a very popular beverage in recent years. Soar Organic produces some of the finest matcha green tea and works with sales agents and distributors in the United States, Canada, and Australia to aid with international financing, shipping, and supporting Soar Organic's export needs. The sales agents who reside in the countries to which Soar Organic is exporting are called _______.

export agents

Zari purchased a tooth-whitening product that claimed on the package to "drastically whiten teeth 2-3 shades within 15 days of use." These claims on the product's package would be considered a(n) _______ warranty.

express

Shark Vacuum Company is a manufacturer of vacuum cleaners. It offers a traditional-sized vacuum cleaner but has recently released a cordless upright vacuum cleaner that can hold its charge for up to one hour of vacuuming. The model is lightweight, portable, and can be reconfigured to allow owners to use the many attachments that come with the vacuum cleaner model. The change from "corded" to "cordless" would be classified as a _______ modification.

functional

Eddie Bauer has 275 store locations across the United States. It utilizes a sophisticated, data-driven approach to identifying the styles and selections that each of the stores will offer, dividing the country into eight distinct regions such as the west coast, west north central, east north central, and south Atlantic. Each region contains two or more states; for example, the west south-central region includes Texas, Oklahoma, Arkansas, and Louisiana. Eddie Bauer believes each state within a region is relatively similar in terms of climate, so the chain can determine styles that are best suited to those temperatures and weather patterns. For example, those living in the northeast or midwest would have a greater need for winter parkas than consumers in the west or east south-central regions. Based on this example, Eddie Bauer is using _______ segmentation.

geographic

Nestlé, known for its chocolate, has used the phrase "sustainably sourced cocoa beans" on its packages of chocolate bars. However, the company has been accused of contributing to deforestation in West Africa. If true, Nestlé may be using _______ to give the impression that it is environmentally friendly, even though it may be causing harm to the environment.

greenwashing

Anay is an account representative for Kind Bars, a snack bar made with natural ingredients. The snack bar segment faces intense competition from several brands such as NutriGrain, Clif Bar, and Lara Bar to name a few. Unfortunately, new products continue to enter the market, especially in the "health food" category. Anay meets frequently with store managers to discuss product placement and secure shelf space. Sales of Kind Bars are still increasing, thanks to an aggressive consumer promotion campaign. Based on this information, Kind Bars are in the _______ stage of the product life cycle.

growth

In terms of retail operations models, customers paying premium prices will likely demand _______?

higher levels of service

Knowing how customers research products and reach decisions is part of understanding _______.

how consumers make decisions

The Coachella Valley Music and Arts Festival is an annual event held at the Empire Polo Club in Indio, California. The festival organizers are interested in capturing participant reactions and perceptions of the food vendors. They invite concertgoers to register their mobile phone numbers and then send surveys to attendees via their phones. During the last festival, more than 35 percent of attendees participated in the research. This example highlights that mobile research offers the advantage of _______.

increased response rates

Constanza is a mother of two young children. She consciously tries to avoid added sugar in their diets. Like many children, the kids enjoy peanut butter, and Constanza spends several minutes at the store comparing different brands by examining their ingredient lists. She usually purchases a "natural" peanut butter but reads the ingredients to check for added preservatives and sugar. The part of the product's package that is most important to Constanza is its _______ labeling.

informational

The consumer must be present for the consumption of services. This is an example of _______.

inseparability

Old Spice's "Smell like a Man, Man" campaign has revitalized the brand. The first television ad quickly went viral. Old Spice placed print ads using the same wording and talent in targeted publications and supplemented this with a social media presence on Twitter, Instagram, and Facebook. The campaign is an example of _______ marketing communications.

integrated

Paola is the owner of Five Senses Spa and Salon, a full-service salon. Unlike other spa and beauty companies, Paola provides a salary with a bonus compensation program to her employees as well as full benefits. In addition, throughout the year, Paola offers a variety of educational programs such as budgeting and finance to help her employees learn about personal financial planning. Paola realizes the importance of _______ marketing, because happy employees create happy customers.

internal

Offering employees of a service company benefits such as flextime, on-site daycare, and free food are examples of _______.

internal marketing

The marketing research problem _______.

involves determining what information is needed and how it can be obtained

Tamika enjoys shopping at Target. She learned through Target's Instagram posts that a collection from Vineyard Vines would be available in stores and online for a limited time and in limited quantities. Tamika set a reminder on her phone and accessed the Target website at the time the collection was to debut. She found an item she wanted to purchase. However, when she clicked "purchase," she received a message the item was sold out. Within minutes, the entire collection was sold out. Tamika was disappointed and experienced the _______ effect.

jilting

Ishara owns a nail salon that sells nail polish, hand lotion, and other beauty aids. She typically doubles the cost of an item to determine her retail price. This practice is called _______.

keystoning

Selling certain items at or below cost in the hope shoppers will buy other items once they are in the store is called _______.

loss-leader pricing

Companies must consider a country's economic factors because nations with ____________ may be poor markets for expensive industrial machinery but good ones for ____________.

low per capita incomes ; agricultural hand tools

Marketers making product decisions during a recession should _______.

lower prices and offer special deals to get consumers to buy

Volkswagen has announced that it will develop a new line of energy-efficient vehicles that are powered by electricity. VW may offer a van that resembles its iconic Vanagon model from the 1970s and 1980s. The company is currently estimating the size and sales potential of key market segments, as well as identifying competitors who currently serve those segments. Volkswagen is performing a(n) _______.

market opportunity analysis (MOA)

Petco provides products and services for individuals who own pets. Petco might use _______ to tailor marketing mixes to meet the needs of specific customers such as those who own cats, dogs, fish, birds, or other animals.

market segmentation

A _______ is a written document that acts as a guidebook of marketing activities for the marketing manager.

marketing plan

Alberto works for PepsiCo and is on the marketing team for Gatorade. The company has been concerned about Gatorade sales. Sales are still increasing, but at a slower rate. Gatorade has reduced prices but still maintains a dominant position in the market. Based on this description, Gatorade is in the _______ stage of the product life cycle.

maturity

Phil Steele is a professional photographer and owner of steeletraining.com, where he provides video tutorials and courses about photography. His Phil Steele Photography Facebook page has approximately 30,000 followers. Phil Steel Photography is an example of a _______.

micro-influencer

Stefan was recently hired by a small business to provide strategic planning consulting. In the initial meeting, Stefan emphasized the importance of the _______, which is the foundation of any company's marketing plan.

mission statement

Yeti is based in Austin, Texas. The company produces a variety of high-quality products such as coolers, beverage containers, chairs, bags, and branded apparel. It is a publicly traded company operating in the United States, Europe, Canada, Asia, and Australia and manufactures products in the United States, China, and Thailand. A brief look at Yeti's current job openings reveals professional positions in the United Kingdom, the Philippines, and Thailand. Assuming Yeti has office locations in these countries, it would be classified as a ______ firm.

multinational

When a company targets several different market segments and creates a different marketing mix for each segment, they are using _______.

multisegment targeting

Some people avoid buying specific products and brands so they are not associated with specific groups. These groups would be classified as ______.

nonaspirational groups

Zion visited the website of B&H Photo, an online retailer with a location in New York City. He was interested in purchasing a new lens for his camera. It was in stock and could be shipped free to his home via FedEx and arrive in two days. Zion's experience with B&H Photo provides an example of how the _______ business process is important to supply chain managers.

order fulfillment

ExxonMobil has many different divisions and departments in its global operations, including public relations, publicity, pricing, supply chain, sales, and research and development. These groups work to ensure that all stakeholders are receiving the desired value and benefits from their relationship with the company. This example demonstrates that ExxonMobil has embraced the facet of marketing concerned with _______.

organizational functions and processes

Jian is shopping at the grocery store for ice cream, and he notices that the Ben & Jerry's brand has subtly altered its packaging. He's always liked the fun and quirky names that Ben & Jerry's uses, such as Cherry Garcia and Phish Food, and he has also noticed that the containers are brightly colored and feature cows doing whimsical things such as holding a bouquet of flowers, lounging in a chair, or soaring across a field. The newly designed packaging featuring different actions of the cows could be considered an example of _______ labeling.

persuasive

The Food and Drug Administration has recently approved a new portable heart monitoring device called KardiaMobil. It consists of a device and app that enables consumers to record and review electrocardiograms (ECGs) anywhere, anytime. The device attaches to the back of most iOS and Android devices and communicates wirelessly with the free Kardia app. KardiaMobile uses television advertising to demonstrate how simple and easy the device is and how it helps consumers with health conditions such as atrial fibrillation or Afib. The KardiaMobile is the first to introduce ECG monitoring for the consumer market. Therefore, the television advertisements are classified as _______ advertisements.

pioneering

The practice of charging a very low price for a product with the intent of driving competitors out of business or out of a market is called _______.

predatory pricing

Dhruv is shopping at Men's Wearhouse for a new suit. The salesperson shows him that there are basically three levels of quality based on the material and wool content. The top-of-the line suits retail for $1500 each and are ordered according to the customer's measurements. The medium-level suits retail for $750 each, and the base level suits are $450 each. Men's Wearhouse is using a _______ pricing approach.

price lining

Offering product lines with several items at a specific price point is called _______.

price lining

The latest model of the Google Pixel smartphone is introduced at a relatively high price compared to competing products. Previous editions of the Google Pixel phone are then priced at a discount. This is an example of a pricing strategy called _______.

price skimming

Ingrid prefers shopping at Aldi, a no-frills grocery retailer, known for its high-quality products including ______ brands such as Millville cereal bars, which are similar to the popular Nutri-Grain bars, and Clancy's chips, which are comparable to Frito-Lay.

private

On its corporate website, LG states, "We create consumer electronics, appliances, and mobile devices designed to help you connect with those who matter most. Whether that means cooking a nutritious, delicious meal for your family, staying connected on-the-go, sharing your favorite photos, watching a movie with your kids, or creating a clean, comfortable place to celebrate the moments that matter, we'll be there for you every step of the way." The company also highlights its major product categories such as mobile phones, kitchen appliances, televisions, laundry machines, and vacuum cleaners. According to the text, LG would be classified as a(n) _______ type of business customer.

producer

A _______ is a company's assortment of product lines and individual product offerings.

product mix

Vanya visited Best Buy to purchase a new laptop computer. She was considering the Apple MacBook Pro since she has an iPhone. The sales representative convinced her to buy the MacBook Air instead. Vanya later learned that the sales representative qualified for a bonus of $500 from Apple for reaching a sales goal of 10 MacBook Air sales within a week. This is an example of _______.

push money

Ronald and Hannah are planning a trip to Portugal for their honeymoon. They have never traveled to Portugal and want to learn about the top cities and places to visit. They consult TripAdvisor.com and learn that the top city to visit is Lisbon. In addition, the Oceanário de Lisboa is a top attraction with over 38,000 user comments. The TripAdvisor website can be classified as a _______ site.

review

Kraft Foods has a professional sales force of 1,000 sales representatives who work with grocery retailers and others to promote the various Kraft brands. Each sales representative receives a base salary, commission, and a bonus opportunity. The company surveys its customers annually and asks them to rate their sales representative on attributes such as expertise, knowledge, ability to understand the customer's needs, and likelihood to recommend the sales representative. How well each sales representative is evaluated by his or her customers determines the bonus compensation. The bonus is linked to customer _______.

satisfaction

The characteristics of consumers and organizations that marketers use to divide a market into segments are known as _______.

segmentation bases

Jo Malone is a designer fragrance company. Its perfume and cologne products are available at a limited number of stores including Sephora and Nordstrom. Jo Malone is using a(n) _______ distribution intensity.

selective

Aetna Insurance is a dominant provider of health insurance, and it contracts with businesses to offer employee health insurance. Aetna typically relies on standard segments of business customers based on the number of employees working at the firm. Small businesses are those with fewer than 100 employees; medium-sized businesses employ 101 to 999; and large enterprises have 1,000 or more employees. Aetna's segmentation is based on company _______.

size

Elijah owns a tour company near a lake that provides kayak rentals. One of his competitors rents kayaks for $25 per day or $8 per hour. Elijah decided to lower his prices in order to use _______ as his pricing objective and be in line with his competition.

status quo pricing

A modification to a product that changes the taste, texture, sound, smell, or appearance is a _______.

style modification

A market segment that is large enough to justify its own marketing mix is said to be _______, while a market segment is _______ if marketers can reach members of the segment with customized marketing mixes.

substantial; accessible

A _______ is an advantage that cannot be copied by the competition in the near future.

sustainable competitive advantage

Jack is the owner of a car wash. His location offers an automatic car wash option and two self-service car wash bays. He views the car wash business as an investment and strives to control expenses. His goal is to achieve a 20 percent profit on his investment, and he sets his prices in order to achieve this goal. Jack is implementing a _______ pricing objective.

target return on investment

Obesity in the United States has been described as an epidemic since a high proportion of citizens are 15 or more pounds overweight. A convenience store chain has decided to respond to this issue by reducing the size of the soda fountain drinks it sells in its stores. The company now only offers fountain drinks in 16- and 32-ounce sizes, eliminating its "super-sized" 50-ounce beverage option. This decision reflects _______.

the convenience store chain's morals

Graphics technology that displays a realistic visual of a digital image is called _______.

virtual reality

A major shoe manufacturer, which currently uses a multichannel distribution system to make its products available to customers, is considering changing to an omnichannel strategy. Which of the following is true regarding a multichannel system?

A multichannel distribution system can be more expensive due to redundancy and complexity in the firm's distribution system

Which of the following best describes a nonprofit organization?

An organization that exists to achieve a goal other than earning a profit

One 30-second advertisement shown during the Super Bowl football game typically costs over $5 million. Due to its high cost, which of the following companies would be most likely to place an advertisement during the Super Bowl?

Ben & Jerry's Ice Cream, a nationally distributed product

A lighting company has developed a line of security lights that consumers can place at the entrances to their homes. Key features include motion sensing to automatically turn on the light, and notification via smartphone with video. The product is in a high-growth market as people are interested in safety, security, and monitoring their home from wherever they might be. However, the company has a low market share. What strategy would you recommend the company implement for the smart security light line?

Build

What are social media users who are less likely to create and more likely to consume content such as blogs, podcasts, and videos known as?

Collectors

FitNFantastic is an independently owned CrossFit fitness studio, and it is currently struggling to identify its market opportunity. The owner, Badara, received his degree in sports physiology but has never taken any business courses. He's recently been doing some research about market segmentation and learned that if he were to adopt a marketing segmentation strategy, his business might benefit. Which of the following is one of the benefits for firms that use market segmentation?

Market segmentation helps marketers define customer needs and wants more precisely.

Christina is a supply chain professional for Panera Bread. She is responsible for negotiating prices for various ingredients such as yeast, flour, spices, and sugar that are utilized in the making of the bread products that are created prior to distribution to company-owned or franchise stores. Christina works with the manufacturing team to schedule product deliveries and to order sufficient quantities to meet the weekly demand schedule. Christina places orders for the needed items based on the projected demand for that week. Which type of buying situation best describes Christina's process?

Modified rebuy

Dell is a technology manufacturer and marketer best known for its computers. In the laptop category, Dell offers several branded options: XPS, a premium model; Alienware Gaming, for the most up-to-date gaming features; Inspiron, satisfying basic computing needs; and Chromebook, as a budget model. Dell uses a different marketing mix for each model in order to specifically target customers whose needs "fit" or "match" the features provided by the laptop. Which type of segmentation strategy is Dell using to market laptops?

Multisegment targeting

A drone is an unmanned aerial vehicle that is guided remotely, and farmers across the world are now utilizing drones, which are revolutionizing the farming industry. Although drones are not new, their use in agriculture is significantly impacting the industry and creating an entirely new market. Which type of new product is a drone in the context of agriculture?

New-to-the-world product

According to the _______, an industry classification system, the United States has 860,701 business entities in category "72," which is described as "accommodations and food service." The classification system enables business marketers to analyze, segment, and target markets.

North American Industry Classification System (NAICS)

Cintas is a company that provides business owners with items such as floor mats, cleaning supplies, custom apparel, and fire protection solutions. It is a dominant provider to many industries including category "721191"—the bed-and-breakfast inn category—that, according to the _______, has approximately 18,014 businesses.

North American Industry Classification System (NAICS)

Trevor is a marketing manager for Hormel Foods. He typically works with businesses in the hospitality and institutional markets. He's moving to a new territory and is interested in identifying the market opportunity or potential number of businesses that match his target customer specifications. Which of the following would be the most useful source to assist Trevor in this endeavor?

North American Industry Classification System (NAICS)

Rosa was enjoying a cheeseburger at McDonald's recently and noticed another customer eating fries topped with cheese and bacon. She was intrigued and learned that the restaurant had recently introduced Cheesy Bacon Fries. She thought they looked delicious and decided to try them on her next visit. Which characteristic most likely contributed to Rosa's decision to purchase the new meal option?

Observability

Buckle, a retailer of jeans and fashion clothing, is considering expanding further into related product categories, and the company is interested in conducting research to understand the current shopping habits of customers and how much time they spend in the store. Buckle is planning to use an outside marketing research consulting company to gather data. The research company will record the habits of store visitors, such as the amount of time spent in the store, whether a purchase is made, which categories of products are browsed or purchased, and the role of the salesperson, as well as the number of people in each shopping group and the composition of those groups (e.g., family members, friends). This is a labor-intensive project, but Buckle believes it will provide the insight needed to make decisions on product line expansions. Which of the following is the best research method for Buckle's research consultant to employ?

Observation research

A questionnaire of car owners asks, "What do you like most about your car?" What type of survey question is this?

Open-ended

Which group of stakeholders in an organization have a financial stake in the company and expect a reasonable return based on the inherent risk of their investment?

Owners/stockholder

Aditi purchases frozen food items from Schwan's. Her Schwan's account representative delivers the items Aditi has purchased to her home once a week. Aditi enjoys buying Schwan's products because of the convenience. The items stay cold because there is less travel time from the refrigerated truck in her driveway to her home freezer. Which type of utility does Schwan's provide Aditi?

Place utility

Microwave ovens are now in the maturity stage of the product life cycle. Which of the following statements is true about pricing for microwave ovens?

Pricing of microwave ovens will be reduced as competition increases and high-cost firms are eliminated.

Which category of business customers include all individuals and firms that acquire products to support, directly or indirectly, the production of other goods and services?

Producers

Which channel member makes the product?

Producers

Wahl Clipper Company has an innovation center where its engineers create and test new products. Wahl recently reviewed several options for packaging of its curling wand. Which aspect of the marketing mix is Wahl focusing on with its review of packaging options?

Product

Facilitating the joint development and marketing of new offerings among a group of supply chain partner firms describes which process of supply chain management?

Product development and commercialization

Which form of publicity is a strategy that involves getting a company's product to appear in entertainment or news media?

Product placement

Prisha is an avid music fan. She enjoys attending music festivals in her local city as well as around the country. Her favorite festival is Lollapalooza, held each summer in downtown Chicago, Illinois, but she's also traveled to Austin, Texas, for the South by Southwest festival. Prisha is always surprised to see so many companies with booths and representatives who are interested in interacting with concertgoers, but she assumes it's a great way for them to connect with younger customers like herself who are between the age of 18 and 30. Companies like State Farm, a leading property and casualty insurance company, believe that the best way to create relationships with customers is to join them in activities they enjoy. Which type of market segmentation best captures this combination of age and interest in contemporary or alternative music?

Psychographic

Which form of trade sales promotion involves bonuses for wholesalers, retailers, or salespeople who hit certain sales targets?

Push money

Jim Beam White Label bourbon is made from a recipe that is more than 200 years old. The ingredients include corn, rye, barley malt, and natural Kentucky water. The corn, rye, and barley malt arrive at Jim Beam's manufacturing facility in their natural forms as whole grains. These items are fermented using a yeast strain kept alive by Jim Beam since the end of Prohibition. Next, the company distills the mixture twice prior to aging the final product for four years in new, charred, American oak barrels. Some believe it is the best-tasting brand of Kentucky straight bourbon whiskey in the world. According to the text, how would the ingredients of corn, rye, and barley malt be classified?

Raw materials

Bill's Tree Service is an independently owned tree trimming and tree removal service. One of Bill's former customers, Elena, gave Bill's Tree Service a positive recommendation by commenting that Bill returns calls within 24 hours and is always on time for appointments. Which aspect of service quality is Elena emphasizing in her review of Bill's Tree Service?

Responsiveness

Jos. A. Bank is a men's clothing retailer that offers high-quality men's apparel such as suits, shirts, ties, shoes, and casual clothing. The company's retail stores offer personalized service and complimentary tailoring on dress pants and suits. However, customers can also order from the company's website. Those ordering online also have the ability to pick up items at their local stores and receive tailoring provided by their nearest Jos. A. Bank location. Which retailing trend is the company utilizing?

Retail channel omnification

Manuel loves to grill, so he recently purchased a new gas grill online from Costco. The grill arrived, but unfortunately, it was damaged in shipping. Several aluminum pieces were dented, and the shipping box was noticeably damaged. Manuel contacted Costco, which emailed him a shipping label. He learned that the damaged grill will be sent to a Costco warehouse. Costco will file a claim with UPS and receive reimbursement for the grill since it was insured against damage. Which business process related to supply chain management is highlighted by this example?

Returns management

José is shopping at Kohl's for dress pants and notices several varieties of Dockers brand pants by Levi's. Although Dockers come in a range of colors and fits, he's not interested in the brand because his father has always worn Dockers. José thinks he's hipper and more stylish and that Dockers are for individuals who do not care about style. Which aspect of individual influences on buying decisions is demonstrated by this example?

Self-concept

Samsung introduced the Galaxy Note 7 in August of 2016, and upon debut the product received high praise. However, the phone's battery was faulty, and one incident of fire was reported on a Southwest Airlines flight. Subsequently, the Department of Transportation banned the phones on all commercial aircraft. Samsung initiated an immediate product recall and eventually suspended worldwide production of the product in October 2016. Which of the following statements about the product or product offering applies to Samsung?

The failure of the Galaxy Note 7 could significantly damage Samsung's reputation.

Julian is 13 years old and enjoys creating music videos of himself lip-syncing to popular songs. He uses an app called _______ that lets him post his videos and share them with others.

TikTok

Cutco is a manufacturer of kitchen knives and offers a "forever guarantee" on its products. Cutco states, "Since 1949, Cutco owners have enjoyed a Forever Guarantee that ensures the Cutco they use in their home will be as good tomorrow as the first time they used it. We want every Cutco owner to be satisfied forever, and when the product is passed along, we will continue to back that pledge. The guarantee has several important elements." This is an example of a(n) _______ warranty.

express

Rosa recently opened a Kumon Math & Reading Center in her city. She paid $70,000 for the right to use the Kumon name and to have access to business and marketing materials. Rosa is excited about being her own boss and believes the upfront investment and monthly royalty fees will help her business succeed. Rosa's Kumon Math & Reading Center is classified as a(n) _______ retail business.

franchise

Kalani is a sales representative with Sherwin-Williams, a paint company that markets coatings and materials to contractors, facility managers, and other business accounts. She often uses LinkedIn, a social media platform, to network with other business professionals and to identify individuals who have the job titles such as facility manager, director of operations, and paint contractor in her geographic territory. Like other business-to-business professionals, Kalani is using LinkedIn as a tool to _______.

gather leads and prospect for new customers

Aston Martin is a British automobile manufacturer established in 1913. It gained fame as the car that the character James Bond drove in several movies. The brand is well-known around the world, and only a small proportion of its car sales are from the United Kingdom. Aston Martin is experiencing tremendous growth in China, where it now has twenty dealerships. Thus, Aston Martin is considered a _______ brand.

global

Starbucks serves thousands of customers daily and continues to experience growth in customer spending, with revenues up by 3 percent annually. Starbucks has committed to phasing out plastic straws from its 29,000 stores worldwide by 2020. This will eliminate more than one billion straws per year. Plastic straws will be replaced with a lightweight, recyclable, straw-less lid with paper or alternative material straws available for blended beverages, and plastic straws upon request for Starbucks customers who need one. The company's effort to reduce single-use plastic is known as _______ marketing.

green

Anish was meeting with a prospective customer and completed his presentation regarding how the proposed investment portfolio would result in solid returns. The customer stated, "I'm concerned about the brokerage fees that your company charges. Our current brokerage company does not charge fees." Anish is in the _______ stage of the selling process.

handling objections

Chun and her mother are shopping for back-to-school supplies. Chun enjoys visiting clothing stores such as American Eagle with bright lighting, energizing contemporary music, and up-to-date fashions. Even if Chun doesn't purchase anything at American Eagle, she enjoys the experience and has received _______ value.

hedonic

Starbucks's corporate office in Seattle offers Cold Pop, a beverage stand open to employees and visitors. It's open three days a week and serves about 200 drinks a day for $5 per beverage. Cold Pop serves potential new menu items, and employees who purchase the new items also get to vote on the item. Based on the number of votes and positive comments that the new products receive, Starbucks employees begin analyzing the business opportunity for the product. The opportunity to sample and vote on menu prototypes for Starbucks represents the _______ stage of the new-product development process.

idea screening

Jasmine is the manager of ticket sales for the Houston Texans, a professional football team. Since their debut in 2002, the Texans have entertained fans in NRG Stadium, which seats close to 72,000 people. Jasmine is responsible for season ticket sales, game-day sales, and group sales to ensure maximum ticket revenue for the team. She recently hired a marketing research consultant to assist her in determining the best approach for marketing season tickets. Jasmine must allocate her marketing budget across various options such as outbound telephone calls, direct mail, radio advertising, print media, and social media. She is hopeful that the marketing research will help her identify the most effective allocation of her budget across these various options. In this case, marketing research is _______.

improving Jasmine's decision-making

Taco Bell recently announced it was debuting a new menu item. Commercials for the new product feature the item and state the product will be available in stores at the end of the month. The primary goal of this promotional message is to _______ the target audience.

inform

The Pork Producers Association of America often utilizes _______ advertising to increase the consumption of pork products. Outdoor boards, magazines, and television advertisements in the past used the slogan, "Pork. The other white meat." Today, the ads include new, original music with the song 'Make it Like This!' and showcase creative, delicious pork dishes.

institutional

Jiao is an account representative with Samsung. She recently attended the Consumer Electronics Show where she spoke with prospective customers about the new line of Samsung appliances. Visitors to the Samsung booth could enter to win a $100 gift card by registering their contact information. The chance to win a gift card is a form of _______ for Samsung.

lead generation

Emma was raised in the southern part of the United States where it's common to ask guests visiting the house, "would you like a Coke?" This expression is used to inquire if the guest would like a beverage to drink, not necessarily a Coca-Cola or Coca-Cola product. In contrast, people living in the Midwest might ask if the guest would like a pop or soda pop. The use of these expressions by people living in different areas across the United States demonstrates that culture is _______.

learned

Marketers have _______ control over the competitive environment, but keeping up with competitors' actions can help marketers _______.

little ; prepare for potential threats

A _______ is the description and estimation of the size and sales potential of market segments that are of interest to the firm and the assessment of key competitors in these market segments.

market opportunity analysis (MOA)

A company's product sales as a percentage of total sales for that industry is _______.

market share

Netflix dominates streaming services, and the company is now spending almost 50 percent of company revenue on developing original content for its subscribers. However, Netflix is concerned with the introduction of Disney+, a proprietary streaming service for a monthly subscription fee. As a result of Disney's new streaming service, Disney removed all of its titles from Netflix. Therefore, Netflix is interested in determining the best types of content—movies and/or series—to maintain and grow its subscription base. Netflix can use its proprietary data of customer streaming information to gain insight into this issue, since Netflix knows what content people are watching and when they watch it. Netflix's desire to determine the best type of content to offer in order to maintain and/or grow its subscription base is an example of a _______.

marketing research objective

Pranav is the production manager for a Hormel manufacturing facility in Minnesota. The primary product produced is Spam, which is made predominantly of pork. Pranav is responsible for sourcing ingredients such as potato starch, which are needed to produce Spam. He works with Cargill, a supplier of potato starch, and strives to achieve _______ integration to ensure just-in-time inventory and availability of raw materials for each day's production output.

material and service supplier

The purchase of health and beauty aid products can be overwhelming due to the number of choices. For example, Procter & Gamble offers its Old Spice brand for men, Head & Shoulders for individuals needing dandruff control, and Pantene Pro-V formula that "transforms your hair by making it stronger." Procter & Gamble utilizes a unique marketing mix for each brand of shampoo, giving the company many benefits such as greater sales volume, higher profitability, larger market share, and economies of scale in manufacturing and marketing. Procter & Gamble is using _______ targeting.

multisegment

Anish was watching a World Cup soccer match with friends. During commercial breaks, Anish would typically talk with others about the game or go get something to eat. Anish was distracted and didn't pay attention to the commercials. According to the communication process, this is known as _______.

noise

Harley-Davidson enjoys an almost cult-like following for its motorcycles. Most Harley buyers are members of the Harley Owners Group, or HOG. The company offers a variety of benefits to HOG members, including special rides featuring celebrity owners such as Jay Leno and tie-ins to movies using Harley motorcycles. HOG also presents a unique opportunity for Harley-Davidson to gather marketing research insights. The company has recruited several thousand members to participate in ongoing research activities where participants receive gifts such as special shirts or hats for their cooperation. Members typically agree to participate for one year. Members interact with each other and answer company-directed questions via a custom-designed website. This is an example of a(n) _______.

online research community

Brandon has always enjoyed playing video games. He started live streaming and recording videos as well as giving product reviews. Over time, Brandon has developed a following on YouTube, and he is now endorsed by several video game companies who view him as an important _______ who can influence others to purchase goods and services.

opinion leader

Beauty of a Site is an independent retail store with a single brick-and-mortar location. The company also offers its products on its website and via Amazon.com. Joey, the owner, has been considering _______ the functions of order fulfillment and inventory management to Amazon to create efficiencies and reduce the time necessary to fill orders from her local store. Joey believes placing Amazon in charge of inventory management and order fulfillment for website orders will reduce customer wait times and enhance customer satisfaction.

outsourcing

Zappos is an online retailer known for its shoes and apparel. Zappos contracts with Facebook and Instagram to feature banner advertisements. These advertisements often appear to customers who have recently visited the Zappos website. This is an example of _______ media.

paid

Julio is a Subway franchise owner who appreciates the opportunity to give his customers exactly what they want. Subway offers a variety of options for bread, meat, cheese, vegetables, and condiments. Customers can pick and choose to order exactly the type of sandwich they desire. Subway can be categorized as using _______ processing.

people

A _______ is a way to display or graph, in two or more dimensions, the location of products, brands, or groups of products in customers' minds.

perceptual map

One of the least useful concepts in consumer behavior is _______, even though it may influence the types and brands of products people purchase.

personality

Relationship selling is a multistage process that emphasizes _________ win-win outcomes, and _________ as key ingredients.

personalization ; empathy

Aldi, a grocery retailer, is using market testing in select cities around the country to measure consumer response to curbside pickup. As they do with other retailers, consumers order items from Aldi online and schedule a pickup time to retrieve their items. Based on preliminary results, Aldi estimates that the addition of curbside pickup will lead to a 15 percent increase in store sales, especially in suburban and higher income locations where shoppers are willing to pay extra for convenience. In this example, Aldi is capitalizing on the _______ role of marketing research.

predictive

Carlos is a brand ambassador for Maui Jim, a specialty eyeglass company known for its sunglasses. Carlos typically sets up a company display at professional golf events around the country. He offers customers a free Professional Golf Association branded glasses case with every purchase. The case is an example of a _______, a type of consumer sales promotion.

premium

Dollar General operates midsized retail stores in rural towns. It has been expanding the variety of products available in its stores. Some locations now offer fresh produce and an increased assortment of fresh or frozen food items. Dollar General hopes the addition of new products will lead existing customers to purchase more items when they shop, which will in turn increase revenues for the chain. This is an example of the _______ strategic alternative according to Ansoff's matrix.

product development

The Cleveland Museum of Art houses over 43,000 works in its permanent collection thanks to a trust founded in 1913. The museum is free, but it generates revenue from programs, sales of merchandise, special exhibits, and memberships. Recently, the iHeart radio group in Cleveland ran several free 30-second spots known as _______ to encourage attendance of a special exhibit at the museum.

public service announcements

Farmers who grow wheat and corn in Australia can export their grains to Japan. However, Japan has limits on the quantity of grain that can be imported into the country. Japan is using _____ to limit trade.

quotas

Chili's is a large restaurant chain that now offers patrons the opportunity to order and check out using a kiosk at their table. Customers have the option to rate their experience as they checkout and pay. Chili's uses this experience survey to ask about diners' experiences with the restaurant, such as the friendliness of the staff, quality of food, restaurant ambiance, and the customers' likelihood of dining with Chili's again. The survey also gathers the specific store location where the consumer dined to enable the company to identify high- or low-performing restaurant locations. Identification of high- or low-performing locations helps Chili's act quickly to take corrective adjustments when necessary. This highlights an important advantage of online surveys, which is _______.

real-time reporting

Victor went to Home Depot to buy ceiling paint for a home remodeling project. He noticed that the Dutch Boy brand of paint was offering a sales promotion in which customers would receive $2.00 in cash with every gallon of paint purchased through the end of the year. Customers simply needed to send a copy of the sales receipt to the company to receive their cash. This is an example of a _______, a type of consumer sales promotion.

rebate

When a smaller producer lacks the marketing power to be visible to wholesalers and retailers, they would likely choose which distribution channel?

Agent/broker channel

Many customers appreciate the benefits of joining Amazon's Prime membership program that provides free shipping on many products. However, some products on Amazon's site are sold by companies outside the United States and are not eligible for Prime shipping since they are shipped directly by the exporter. Which of the following statements is true regarding Amazon and the suppliers who export their items?

Amazon's marketplace has enabled many small firms to participate in global business.

JCPenney, a U.S.-based retail chain of 870 stores, is more than 110 years old. Since its first days as a single store location in Wyoming until today, it has experienced many transformations. The store has made changes in inventory, advertising messages, and store design to appeal to an ever-changing customer base. In recent years, JCPenney has been using a _______ strategy and now advertises that "We're always helping you find amazing deals on all your favorite items." Thus, JCPenney is attempting to change consumers' perceptions about its stores in relation to its competitors.

repositioning

When a company changes consumers' perception of a brand in relation to competing brands, they are ______ the product.

repositioning

Products that are new and improved versions of existing products would be considered _______.

revisions of existing products

Carmen recently did a Google search for recommendations on a fuel efficient, electric, or hybrid sedan, and she noticed that when she checked her Instagram and Pinterest updates, there were now pop-up advertisements for various brands of vehicles like those the Google search revealed. The information about Carmen that Google, Instagram, Pinterest, or her other social media accounts are utilizing to show her these advertisements is known as _______.

Big Data

Inês is the marketing manager for Untuckit, an online retailer of men's shirts that are designed to be worn untucked. The company uses sophisticated software to analyze customers' buying habits and identify the most popular styles. This information helps the company understand its target market and develop new products and styles that will appeal to customers. What retailing technology is the company utilizing?

Big data analytics

Rob Siefker, Director of the Zappos Customer Loyalty Team, says that Zappos CEO, Tony Hsieh, does not like the term social media. Rob goes on to say that social media is a way to, "interact and invite the customer into the company and a way to kind of get a little bit closer glimpse of how we operate and who our employees are." Which social media objective does this address?

Build relationships and awareness

Diego works as an account representative for Red Bull. He partners with restaurants and bars to promote his product. Diego can give bar owners a small counter-top refrigerator to keep their Red Bull product cold when they place an order for five cases of product. Diego also distributes hats and T-shirts featuring the Red Bull logo for special events at local clubs. The hats, shirts, and refrigerator are examples of _______, an element of the promotion mix.

sales promotion

Many restaurants such as Chili's encourage diners to complete a quick evaluation of their dining experience and identify how well the restaurant met their needs. Chili's is concerned with the facet of marketing that seeks to _______.

satisfy customers

Frito-Lay has been analyzing sales data compiled by a third-party company and has noticed that sales of baked varieties such as Baked Cheetos and Baked Lay's potato chips are higher in suburban markets compared to urban grocery outlets. This information will assist Frito-Lay in their individual store planning sessions as account managers meet with store managers to discuss inventory and stock positions. The information Frito-Lay is utilizing is called _______.

scanner-based research

Elijah is the director of a long-term care community that serves adults aged 65 and over. There are many different communities for independent living in the community, and Elijah knows that prospective residents consider a variety of factors when making a choice. On his tours, he often emphasizes his facility's wellness amenities such as the swimming pool, exercise classes, and weight machines. He also shows a sample apartment so customers can visualize the room sizes, and how their furniture might fit. Elijah is recognizing that _______ qualities are evaluated as part of the services purchase process.

search

Often Running is a retail store that caters to individuals who enjoy running and walking. However, the store understands that not all individuals are the same, and many may share one or more characteristics that lead them to have similar product needs. For instance, runners participating in high school or college track teams may need several different types of shoes for training, including running shoes, indoor track shoes, and outdoor spike shoes. The group of runners who are members of a track team would represent a market _______ to the business.

segment

Danita is 40 years old and has always wanted to learn to speak Italian. She's noticed several television advertisements for Babbel promoting its system of foreign language instruction. The ads show professional people like her learning new languages and being successful. According to Maslow's hierarchy of needs, Danita's desire to learn Italian would fulfill a _______ need.

self-actualization

Antonia has a one-year-old golden doodle dog who eats grain-free dog food. Antonia typically purchases the food from Amazon and likes the convenience of using the Amazon software she downloaded from the Google Play store for Android devices. She just clicks on the Amazon logo and can shop, order, review past orders, and track shipments. The Amazon smartphone software is an example of _______, a type of mobile marketing.

smartphone application (apps)

Jeasen Senior Living provides assisted living communities across the United States. The company focuses on the importance of its residents' desires to maintain their independence and ability to care for themselves in a supportive environment. By recognizing individuals' desires to be independent, Jeasen Senior Living is responding to an important element of the external environment, known as _______ factors.

social

Khalid is a professional photographer who is considering purchasing one of the new mirrorless cameras from FujiFilm. He frequently purchases equipment online from a New York firm, BH Photo. BH Photo's website allows customers to post product reviews. Khalid notices that many of the reviews for the FujiFilm model are negative. However, those who purchased the Sony models gave very positive reviews. Based on his research and owner feedback, Khalid decides to purchase a Sony camera. This example demonstrates the importance of _____ factors as part of the external marketing environment.

social

According to Business Insider, Automatic Data Processing, Inc. (ADP) engages in the provision of business outsourcing solutions and specializes in cloud-based human capital management. ADP is a preferred vendor for payroll systems, and since it processes millions of checks for its customers, it is a respected source of information about unemployment rates through its monthly National Employment Report. ADP's development and study of employment trends was a(n) _______ decision affecting its long-run profitability and growth.

strategic

Rosa works as a sales representative for Grainger, an industrial tool and supply company. Her sales manager often tells her to look for smokestacks and dirty buildings as evidence of manufacturing facilities. Rosa pays attention when she's driving in her territory and often stops at buildings to introduce herself and find out what type of business is being conducted. Which type of prospecting activity is Rosa engaged in?

Cold calling

Which type of media schedule runs ads steadily throughout the advertising period?

Continuous

According to a recent publicity announcement, "Walgreens Boots Alliance Inc. (WBA) and Microsoft Corp. have joined forces to develop new health care delivery models, technology, and retail innovations to advance and improve the future of health care. The companies will combine the power of Microsoft Azure, Microsoft's cloud and AI platform, health care investments, and new retail solutions with WBA's customer reach, convenient locations, outpatient health care services, and industry expertise to make health care delivery more personal, affordable, and accessible for people around the world." This is an example of a _______.

strategic alliance

Darden Restaurants is well known for its famous restaurant brands, including Olive Garden, Seasons 52, Bahama Breeze, and LongHorn Steakhouse. Each of these restaurant operations maintains a distinct mission and target market, and they are run as independent businesses. Thus, they are considered _______.

strategic business units

OfficeMax is a retailer that provides consumable products such as paper, pens, boxes, ink cartridges, and envelopes to both consumer and business markets. Business purchasers such as Lincoln Memorial Hospital typically use an intranet, a customized web-based platform to order products needed for the hospital or connected physician office facilities. The type of business products mentioned that are offered by OfficeMax to its business customers are classified as _______.

supplies

Factors such as the size and profit potential of the market and the level of competition for its business affect the selection of a company's _______.

target market

Julen is the vice president of marketing at American Eagle. Every two to three years, the retailer reviews trends and demographics for major markets across the United States. Recently, the company revised its customer profile to include young men and women aged 12 to 24 who enjoy casual clothing. This description is known as the company's _____, the identification of which is the first and foremost task in developing a retail strategy.

target market

Misaki is an account manager with Office Depot who works in the healthcare sector. Recently, Southwest Medical Center selected Office Depot as a preferred supplier. Misaki worked with her technology team to create a Web portal or intranet. The portal enables all departmental staff at the Medical Center who have the authority to order office supplies and receive special pricing. The use of the Web portal provides _______ integration that connects managers across both firms via both hardware and software systems used to exchange information.

technology and planning

Alberto is an inside sales representative with Windows & More. Alberto works from 3 p.m. to 9 p.m. and contacts potential customers via telephone at their homes. He begins his call by asking whether the person owns her home and whether she would like to consider energy-efficient windows or siding. Alberto is using _______, a type of nonstore retailing.

telemarketing

Aisha is an account representative with Southern Spirits, a distributor of wine, beer, and other alcoholic beverages. She has thousands of brands and varieties of products to offer retailers, restaurants, convenience stores, and other business buyers in her territory. However, some of her wines are in very limited supply. For example, the warehouse that serves her geographic territory may only get one or two cases of some wines. Thus, Aisha must decide how to best allocate these limited varieties. Aisha provides the most time and attention to her high-volume customers since their purchases contribute the most to her salary. As part of her service to the largest accounts, she has decided to give them first choice in purchasing the limited wines. Which ethical theory best characterizes Aisha's decision?

Deontology

Deon is VP of marketing with a major beverage company and is reviewing the contracts of several film, media, and television personalities who work with the company. Recently, two of them were involved in controversial activities concerning their political beliefs and have been quite vocal regarding several social justice issues. Deon is considering canceling their contracts because it is difficult to establish that their personal views are not the views of his company. Which exchange criteria most directly relates to Deon's cancellation of these sponsorships?

Each party believes it is appropriate or desirable to deal with the other party.

Christy has a dresser and desk that she'd like to sell for $50 each, so she posts a photo and description of both items on her Facebook page. She is contacted by Samad, who is willing to pay $40 each for the dresser and desk if Christy can deliver them. Christy cannot accept Samad's offer because she does not own a truck and therefore is unable to deliver the items. Which condition of exchange most directly relates to Christy's inability to deliver the items?

Each party is capable of communication and delivery.

Over the last 30 or so years, Toyota, a Japanese firm has made a considerable investment in the United States and has several manufacturing plants where it produces vehicles for the U.S. market. Its two plants in Kentucky make the Camry, Lexus ES 350, and Avalon. A plant in Texas produces its truck line— the Tundra and Tacoma. In total, Toyota annually produces more than 1.2 million vehicles in the United States. Which method of global marketing best describes Toyota's manufacturing operations in the United States?

Foreign direct investment

Brock is a baseball player at a Division III university. He uses Instagram to follow his favorite professional and Division I college teams. He recently noticed that one of his favorite players was promoting Under Armour. Brock was able to click the link to view the item and make a purchase. Like a lot of people in his cohort (those born between 1995 and 2010), Brock is comfortable using social media sites and his smartphone to make purchases online. Brock is a member of the _______cohort group.

Generation Z

Fitness trackers were first introduced as simple pedometers, but with the advent of smartphones and apps, more advanced products have been developed. Fitbit was an early entrant into this market, followed by the Nike FuelBand. The Apple iPhone incorporated activity tracking, and several companies such as Garmin joined the market as well. After only four years, Nike FuelBand exited the market. Today, Fitbit, Apple, and Garmin are all vying for market share as competition is intense. Each company utilizes aggressive advertising campaigns to persuade consumers to buy their brand. Which stage of the product life cycle best describes fitness trackers?

Growth

The executive producers of a major motion picture are interested in gauging reactions to several different versions of movie previews prior to the movie's release to theaters. A marketing research firm recruits participants who meet the target market characteristics of the movie's intended audience. The firm sends the participants different versions of 15-second or 30-second movie trailer advertisements. Following the viewing of the advertisement, participants answer several questions and indicate their likelihood of seeing the movie in the theater. The ability of the research firm to provide video as part of the research activity highlights which important advantage of mobile research?

Immediate feedback

Yasmin works as a trained salesperson at a local furniture and appliance store. Which of the following is likely true about her role as a customer salesperson?

Knowledgeable salespeople enable retailers to assist their customers in selecting the products or services that are best for them.

Catarina recently downloaded Snapchat. She is a mom to two daughters, who are 11 and 13. The girls recently began using Snapchat and love playing with the filters to take selfies, and they encouraged their mom to get Snapchat too so they can share fun photos with each other. Catarina feels like she is the last one in her friend group to use Snapchat, as most of her friends have been using it for several years. Catarina has very few apps on her smartphone, because she is skeptical of companies and concerned about privacy issues. Which category of adoption best describes Catarina?

Laggard

Noroa is a working parent with three busy teenagers, but she tries to prepare a healthy meal every night for dinner. She has recently seen lots of Instagram, Pinterest, and Facebook posts about using an Instapot or a Crock-Pot. She feels somewhat left out since she doesn't own either. However, she takes some time to review the products and decides to purchase a Crock-Pot, which is in the decline stage of the product life cycle. Which category of adopter best describes Noroa?

Laggard

Miguel lives in Mexico and is studying at a university in Monterrey. He's interested in studying abroad and chooses a program in Angers, France that is approved by his university. He's interested in learning more about the city of Angers and locates a website sponsored by the local tourism board. Miguel doesn't read or speak French. Which of the following could most easily help Miguel use the tourism website?

Language translation software

Offering discounts, building a social bond, offering customization, and value-added services is all an example of which level of relationship marketing?

Level 4

Paul owns a company specializing in fertilizer and pesticide application in agricultural production, and he typically uses his fleet of airplanes to spray the fields. Recently, his sprayer malfunctioned, and pesticide was dumped in a local reservoir that provides drinking water to residents. Paul notified the water company, which posted a boil order for residents. In addition, Paul was fined for polluting the water. What stakeholders were most affected by the malfunctioning equipment incident?

Local community

Which type of promotional goal focuses on a call to action for the consumer?

Persuading

Which survey method allows users to create a survey and distribute it to their own audience through email, their website, or social media?

Web survey systems

Technology impacts personal selling because it changes the nature of the __________ about a product or company.

information flow

A company that allows its individual subsidiaries to compete independently in domestic markets with unique or slightly varied products is using a _______.

multidomestic strategy

Mike Ditka, a famous NFL football coach, was recently featured in a television advertisement for Blu-Emu where he recommends the numbing pain relief cream. This is an example of the _______ executional style of advertising.

spokesperson/testimonial

Hormel Foods has several different product lines such as ready-to-serve meat entree products, side dishes, and snack items. The variety of product lines a company offers is called its product _______.

mix width

Advertising is __________ , __________ communication through various mass media.

paid ; nonpersonal

A factor affecting service promotional strategy is _______.

stressing tangible cues

A good reason to invest in new-product development is _______.

to sustain company growth

Competitive intelligence can come from which of the following sources? (Select three)

1. Industry experts 2. Salespeople 3. Suppliers

Prices are often set high to recover development costs during which stage of the product life cycle?

Introductory stage

During which stage of the product life cycle is it recommended that most promotional expenses—but especially advertising—be reduced?

Decline stage

In the gap model of service quality, the gap between what customers want and what management thinks customers want is called _______?

Gap 1

Measuring the number of positive, neutral, or negative comments about the company or product on social media is which type of social media metric?

Measure of sentiment

Which advertising medium offers geographic selectivity and allows for frequent repetition but allows for only short messages and seldom attracts the reader's attention?

Outdoor

Free trade means _______.

allowing people to buy and sell in other countries without restrictions

The customer relationship management (CRM) cycle _______.

allows companies to identify their most profitable customers

Gustavo was shopping at Hollister for jeans. He noticed a sign near the plain T-shirts that advertised "buy one, get one half off." Since he often wears plain T-shirts, Gustavo spontaneously decided to purchase a white shirt and a black shirt. The sign served as a(n) _______ to influence consumers to make impulse or unplanned purchases.

nudge

Retailers and wholesalers are part of the _______ category.

reseller

When a company uses a single marketing mix to target all customers, it is utilizing _______.

undifferentiated targeting

Products that are unknown to the potential buyer or a known product the buyer does not actively seek are called _______.

unsought products

Which category of business customers accounts for the largest volume of purchases in the United States?

Governments

_______ are the largest U.S. minority.

Hispanics

A factor affecting place (distribution) strategy is _______.

convenience

Which component of the promotional mix is conducted person-to-person with the buyer and may take place face-to-face, over the telephone, or by online video?

Personal selling

Which component of the retailing mix relates to customer service and personal selling?

Personnel

Caterpillar is a manufacturer of heavy equipment. The company imports steel parts such as buckets for end loaders from China. Once the products arrive from China, Caterpillar must remove rust from the items that developed during ocean transport. What area of the marketing mix best characterizes this issue related to the imported steel parts?

Place

Which ethical theory says that when people are faced with an ethical dilemma, they should focus on their duties or responsibilities?

Deontological theory

Which type of media can be low cost and effective but may make it difficult for the marketer to control the results and the message?

Earned media

There are pros and cons to test marketing. Which of the following is true about test marketing?

It can be expensive and take a long time.

Which form of consumer trade promotion involves money paid back to the consumer when they provide proof of purchase?

Refunds or rebates

A company providing customer service via Twitter is an example of which type of common touch point between companies and customers?

Social CRM

Which social media platform allows users to create communities using profile pages or groups, enabling them to share content and exchange messages?

Social networking sites

Which of the following statements is true regarding effective strategic planning?

Strategic planning requires top management's support and participation.

_______ is derived from a good or service that helps the consumer solve problems and accomplish tasks.

Utilitarian value

A customer chatting with customer service at a company's online store is an example of which type of common touch point between companies and customers?

Web-based interactions

Test marketing a product happens _______.

after development

Through a process called _______, marketers collect and evaluate information about the marketing environment.

environmental scanning

CDW is a technology reseller firm that uses both inbound and outbound telephone calls to serve customers. CDW has identified several focal areas and organizes its sales force according to how the business is classified including schools and higher education, government, manufacturing, service establishments, and banking/financial institutions. CDW is organizing its sales force by _______.

industry group

Caterpillar is a well-known manufacturer of earth-moving equipment. The company is also associated with producing high-quality equipment that is durable and long-lasting. In addition, Caterpillar dealers provide excellent customer service by stocking parts to repair equipment and reduce machine downtime. All these factors lead to high customer satisfaction. Based on this information, demand for Caterpillar equipment will likely be classified as _______.

inelastic

Hospitals, colleges and universities, and museums fall into the ______ category of business customers.

institutional

Which social media platform is where users facilitate conversations by posting articles and messages?

Blogs and microblogs

Carlos is an account executive for a paint company. He typically meets with home builders and contractors to discuss wall finishes in their new or remodeled homes. One builder, Robbie, confidentially mentions that he has just received a contract from a developer to build five homes in a new subdivision. Carlos is surprised to hear this since another client of his, Alba, had expected to receive the contract. After meeting with Robbie, Carlos sends Alba a text message with the news about Robbie receiving the contract. Which of the following best explains this interchange between Carlos, Robbie, and Alba?

Carlos has committed an ethical violation.

Walgreens stores in warmer, sunnier parts of the country might dedicate more shelf space to sunscreen, while stores in colder areas might dedicate more space to gloves and hats. This is based on which geographic variable?

Climate

Caring, individualized attention is an example of which component of service quality?

Empathy

Which channel members buy products directly from producers or wholesalers and sell directly to consumers?

Retailers

What is it called when the seller pays all or part of the actual freight charges and does not pass them on to the buyer?

Freight absorption pricing

_______ says that a person's individual environment shapes their moral obligations and beliefs.

Moral relativism

Kroger can use _______ gathered from Pickup orders to determine which products it should keep more or less of in stock.

shopper analytics

Distributing coupons is an example of which component of the promotional mix?

Sales promotion

A company has chosen to launch in one distribution channel exclusively before launching in any other. This is an example of which factor affecting the choice of distribution channel?

Timing factors

Brands offered exclusively by a retailer that are manufactured by a third party are called ______.

captive brands

The stage of the product life cycle (PLC) where profits peak is the _______.

growth stage

Which of the following are priorities for managing service delivery? (Select two)

1. Manage or increase service capacity 2. Minimize wait times

Which AIDA stage involves selecting promotional tactics that bring awareness to the brand or product?

Attention

Katie is the marketing director for a local office of the Komen Foundation, a non-profit organization that advances research and treatment options for individuals with breast cancer. Katie often makes purchases of supplies, marketing materials, and branded merchandise for events such as the Race for the Cure. Which type of business buyer is the Komen Foundation?

Institution

Which media selection consideration relates to the number of customers who are exposed to the ad at least once during a specified period?

Reach

Which type of channel variation utilizes channel partners to facilitate returns or recycling?

Reverse

Patagonia emphasizes its commitment to the environment and sustainability in its products by offering high levels of transparency, so consumers know where every product is made and how materials are sourced. In addition, Patagonia encourages its consumers to return or donate unwanted products, hoping to inspire consumers to be concerned with conservation efforts. Which marketing management philosophy best applies to Patagonia?

Societal marketing orientation

Which type of retailers are large stores specializing in groceries but also carrying nonfood items, such as flowers and personal care?

Supermarkets

The creation and maintenance of information systems that connect managers across firms in the supply chain is an example of what level of external integration?

Technology and planning integration

Broadly speaking, customer relationship management (CRM) allows marketers to _______.

collect information about customers and create marketing promotions and communications specific to groups of consumers

Enterprise Holdings, the parent company of Enterprise Rent-A-Car, recently used a marketing campaign featuring the many former National Collegiate Athletic Association (NCAA) athletes (former university and college players) who are working at Enterprise. The company favors hiring former athletes in sales positions since they possess the trait of _______, defined as a desire to achieve and a drive to win.

competitiveness

Before a marketing research project can be designed, you must first _______.

identify the problem/opportunity

In the GE model, the appropriate action for areas of the matrix with high attractiveness is _______.

invest/grow

Aisha is a marketing researcher who is using a new methodology to understand consumer decision-making. Her research involves using an MRI machine to examine the brain patterns of participants. She recently played different types of music such as classical, pop, rock, and rap music to identify the areas of the brain that were activated by the music. This is an example of _______.

neuromarketing

Noel often watches TV late at night. During SportsCenter on ESPN, Noel saw an advertisement for Meguiar's Hybrid Ceramic Wax. It says, "Spray on. Rinse Off. Protection and durability...beyond conventional car wax. Ceramic made easy." The spot is visually appealing and shows the simplicity of the process and the customer standing back and saying, "Wow!" This is an example of a promotion designed to _______ the target audience.

persuade

Catarina is the marketing manager for a local Ford dealership. Catarina assists the dealership in its Internet marketing efforts and uses Google Alerts and Social Mention to notify her if the dealership is criticized or receives a negative review. Catarina also routinely scans the dealership's Facebook page for negative and positive customer reviews. This is an example of _______, the process of identifying and assessing what is being said about a company.

social media monitoring

Which of the following statements describe transactional selling? (Select three)

1. It often uses repetitive, nonflexible presentations. 2. It focuses on closing the sale as quickly as possible. 3. Low to limited levels of trust are required between the salesforce and the customers.

Strategic marketing management addresses which of the following questions?

1. What is the organization's main activity at a specific time? 2. How will the company reach its goals?

Tanvi works in marketing for a hospital. Recently, the hospital has used marketing activities to attract expectant mothers to use the hospital's maternity services. However, recent patient satisfaction scores have dropped due to patient ratings of the amount of time they are allowed to spend with their new babies. The hospital assumed that new mothers would like to keep their babies in the nursery but it is now realizing that most women would rather have their babies stay in their rooms. Based on the gap model of service quality, which type of gap has occurred?

A gap between what customers want, and what management thinks customers want

Management that focus on being socially responsible are spending shareholders' money to further their own agendas.

B Corp

_______ focuses on the attributes that consumers seek and what they expect to receive from a good or service.

Benefit segmentation

Which of the following is a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status?

Cold calling

Which function of sales management might include grouping sales staff by product or geography?

Determining the sales force structure

_______ is a network of interlocking corporate affiliates important in Japan.

Keiretsu

Which media selection consideration relates to how long a consumer is exposed to a given ad?

Lifespan

A consumer purchasing a new pair of shoes is likely to have which level of involvement in the consumer decision process?

Limited decision making

Which advertising medium offers selective targeting and long life but has long lead times and high cost?

Magazines

Which of the following is true of marketing?

Marketing efforts are performed by many departments in an organization.

Which of the following statements is true?

Mobile surveys have higher response rates than paper surveys.

Hormel has extended its reach into the snack food market and recently unveiled a new product line. Hormel's Natural Choice snacks come in four varieties, each in 2-ounce packs containing ham, turkey, or chicken paired with white cheddar cheese and either pretzels, almonds, or blueberries covered in chocolate. Their retail price is $1.50 to $2.00 each. Which of the following is the most appropriate marketing activity for Hormel to utilize to gain acceptance of the new products?

Offer samples of the new products in retail grocery stores

A chain store and a franchise are examples of which method of classifying retailers?

Ownership arrangement

After collecting and analyzing the data, what is the next step in the research process?

Preparing and presenting the report

Which component of the retailing mix relates to layout and atmosphere?

Presentation

Market-oriented companies create long-term relationships with customers by doing which of the following?

Providing value to customers

Menards, a home improvement supercenter retailer, often uses television advertising. Its advertisements feature the catchy musical jingle "Save big money at Menards" and highlight a specific product such as a pack of light bulbs from GE for a special price of $3.99. Which type of strategy is Menards using to sell its products?

Push

Sharing a basic framework for how companies in the supply chain will communicate and work together is an example of what level of external integration?

Relationship integration

Laqueta is shopping at Dick's Sporting Goods and notices a display for Yeti beverage containers. She likes the various colors and prefers to use a reusable container to reduce her use of plastic. She has read about how the Yeti container keeps beverages hot or cold for several hours. Laqueta is impressed with the product and thinks it will be a real improvement over her current Tervis tumbler. She decides to buy the Yeti product. Which characteristic most likely contributed to Laqueta's decision to purchase the new option?

Relative advantage

The ability to provide prompt service is an example of which component of service quality?

Responsiveness

The _______ prohibits price discrimination in sales to wholesalers, retailers, or other producers.

Robinson-Patman Act

Which form of consumer trade promotion involves the free distribution of small amounts of product in an attempt to obtain future sales?

Sampling

Which type of store carries a deep range of brands within a narrow category of products?

Specialty stores

In _______ of global business development, companies set up foreign subsidiaries to hands sales in one country.

Stage 2

By relying on customer data, a company discontinues products that aren't in demand before inventories can build up. This is an example of which benefit of supply chain management?

Streamlined product mix

_______ is the idea that socially responsible companies will outperform their peers by focusing on the world's social, economic, and environmental problems.

Sustainability

Which of the following best describes the demand-supply integration (DSI) philosophy?

The company departments charged with creating customer demand communicate frequently with company departments charged with fulfilling demand

Zuwena is a marketing consultant and assists clients in determining the best ways to employ a personal sales force. Zuwena recently met with a company that installs residential solar panel systems. A typical installation costs $25,000 or more. Which of the following is the best reason why this company should utilize personal selling rather than advertising or sales promotion?

The product has a high value.

Cristóbal recently purchased a new Ford F150 pickup truck and is now trying to sell his used truck with 180,000 miles on the odometer on eBay. He has created a listing including photos, and he decides to use eBay's "Buy It Now" feature rather than an auction. The truck has been listed for several weeks, but so far no one has contacted him about it. Which condition of exchange most directly relates to Cristóbal's eBay listing for his truck?

There must be at least two parties.

Which form of trade sales promotion involves price reductions offered to wholesalers and retailers that purchase or promote specific products?

Trade allowances

Volkswagen is concerned about the effects of climate change and how the use of fossil fuels is contributing to these changes. As a result, VW has made a commitment to focus on electric vehicles and to produce 22 million such vehicles in the next 10 years. Which ethical theory best describes Volkswagen's decision to focus on electric vehicles?

Utilitarianism

Which channel members buy products from producers and distribute them to retailers?

Wholesalers

A country's _______ is the difference between the value of a country's exports and the value of its imports over a given period.

balance of trade

The most basic level of social responsibility requires that a company _______.

be profitable

In a strategic alliance, _______ and _______ are necessary.

commitment; trust

Restaurant Equipment Corporation imports coolers and freezers from China that are used in the restaurant and hospitality industry. The company typically orders container loads and must consider travel time since the product arrives by ship, which typically takes several weeks. The company benefits from using imported Chinese products since its profit margin is higher than it would be if it had to purchase products made in the United States. This example demonstrates the impact of _____ competition on firms supplying the restaurant and hospitality markets.

global

Birgit likes to eat healthy foods. She recently visited Bed Bath & Beyond to purchase a high-speed blender to make smoothies, soups, sorbet, and other whole food-based recipes. Birgit compared several brands such as the Ninja Professional ($125), Vitamix ($300), and Kitchen Aid Classic ($80). Birgit decided to purchase the Ninja Professional and was pleasantly surprised at how well it blended spinach, apples, cucumbers, soy milk, and ice when making her morning green smoothie. She made her choice because of the _______ value of the Ninja but was then thrilled when she received more value than she expected from its performance.

perceived

Verizon recently launched a campaign giving steep discounts on the new iPhone to new customers. In addition, new users will receive unlimited data plans. This is an example of a promotion designed to _______ the target audience.

persuade

According to Maslow, the most basic needs are _______.

physiological needs

A product can take any of several possible routes to reach the final consumer. The channel where product moves from the __________ to the __________ with no other intermediaries in between is the direct channel.

producer ; consumer

Assume you are a marketing consultant who has been hired to assist a jewelry store that is releasing a new product line. The store will be the only location in a 60-mile radius to carry this product line. Since the product is in the introduction stage of its life cycle, the jewelry store should use _______ to build awareness.

radio or television advertising

There are multiple types of probability samples. In a _______ , every member of the population has an equal chance of selection. In a _______ , members of a population are selected in preset intervals.

simple random sample ; systematic sample

Competitive intelligence helps managers assess _______.

their competitors

Kyrin is the information technology director for the police department in Newburgh, Indiana. She is responsible for purchasing and maintaining all technology-related equipment and services for the department including computers, printers, body cameras, in-car video devices, servers, and networking equipment. She often buys from CDW, a technology-related firm, and appreciates the opportunity to work with dedicated account executives who are experienced in assisting _______ accounts like the police department.

government

Enzo enjoys performing routine maintenance on his vehicle. He recently purchased a new alternator at AutoZone. The salesperson told him that after Enzo installed the new alternator, he could return his used alternator and receive $25 for the part. AutoZone would recycle the part and return it to the manufacturer. This is an example of a _______ channel.

reverse

Companies that use frequency/loyalty programs hope that consumers purchase more of the product or service. This is an example of _______.

usage-rate segmentation

Fabian recently purchased his first home and needs to buy a lawnmower. He visits Home Depot, and while in the store evaluating the various models, he uses his smartphone to check the prices of the same model at Menards and Lowe's. Fabian is engaging in a process known as _______.

showrooming

Paid, nonpersonal communication through mass media such as a radio ad is an example of which component of the promotional mix?

Advertising

The stage of the PLC where sales revenue peaks due to market saturation is the _______.

maturity stage

Which of the following products is more likely to be diffused quickly?

A product that is easy to try on a limited basis

The ability to provide physical evidence of the service is an example of which component of service quality?

Tangibles

A market segment is _______ if marketers can distinguish who is in the segment through demographic information or geographic location.

identifiable

A person's traits, attitudes, and habits are part of their _______.

personality

A company that focuses on a unique aspect of its product is likely using a _______.

product/service differentiation competitive advantage

Revenue minus expenses is _______.

profit

Hakim owns a beauty supply retail store that specializes in natural hair care products. Which of the following is true regarding the role of retail operations in the United States economy?

A majority of retail operations are small businesses like Hakim's.

American Eagle Outfitters offers its own credit card and encourages shoppers to apply for a card by offering a 15 percent one-time discount when they open an account. Thereafter, American Eagle tracks customer purchases using the credit card as part of its customer relationship management system. Upon application, credit card holders provide basic information such as their names, addresses, e-mails, phone numbers, and employment information. Which step in the customer relationship management process is highlighted by this example?

Identify customer relationships.

Stepan Chemical produces chemicals that are sold to consumer product manufacturers, such as Procter & Gamble, as raw materials in the manufacturing processes to create shampoos and detergents. Stepan's chemicals are known as _______ products.

business

The use of machines to offer goods for sale is called _______.

automatic vending

Standards of proper or acceptable behavior are known as _______.

behavioral norms

Marc is the owner of Marc's Auto Service, specializing in imported automobiles. He typically orders parts needed to repair customers' cars from NAPA Auto Parts. NAPA can deliver to Marc's business, and if he orders a part by 8 a.m., he usually receives it by lunchtime. Marc appreciates the ability to get exactly the right part for each vehicle's make and model. These items might include oil filters, radiator hoses, belts, or light bulbs. The products Marc orders from NAPA would be classified as _______.

component parts

The quantity of a product that will be sold in the market at various prices for a specified period is __________ , while the quantity of a product that will be offered to the market at various prices for a specified period is __________ .

demand ; supply

A variety of factors can affect the accuracy of forecasts during business analysis. For example, __________ markets like soft drinks are easier to forecast. But forecasting the size of __________ markets is more of a challenge.

established ; new or niche

A(n) _______ is a written guarantee about the quality, abilities, or performance of a product that is communicated by the manufacturer or seller.

express warranty

The pleasure or happiness you receive from purchasing a product has _______.

hedonic value

Key performance indicators _______.

help managers compare outcomes to stated objectives

In a SWOT analysis, the prospect of entering new markets and launching new products would be listed under _______.

opportunities

Companies may manufacture products that become outdated before they actually need replacement. This is called ______.

planned obsolescence

Uber has been accused of using _______ pricing in which it charges fares at a very low price with the intent of driving competitors out of business or out of a market.

predatory pricing

Presenting the sales price as a substantial discount from the "regular" price is called a ______.

reframing discount

Marketers use _______ and _______ to boost learning for consumers during the decision process.

reinforcement ; repetition

Consumers exchanging goods with one another through a digital marketplace is called _______.

sharing economy

Walmart is tracking a new measure, called the _______, to determine the impact of various initiatives such as using alternative fuels in its trucks, installing solar and passive lighting in retail stores, and reducing waste from shipping containers. Walmart believes it is important to the company's long-term success to continue investing in sustainability programs.

triple bottom line

Nanami used her smartphone and the Amazon app to place an order for several items. She received confirmation of the order via e-mail and a tracking number in a second e-mail when her items shipped. These three instances of contact between Amazon and Nanami are called _______.

touch points

Which type of advertising directly compares two or more brands on specific attributes?

Comparative

By adding the Pickup service, Kroger made adjustments to all of the following elements of its retailing mix EXCEPT: _______.

product

A company that alters a basic product to fit in a local market is using a _______ strategy.

product adaptation

A positioning strategy that positions the product as being associated with a particular category of products is using a ______ positioning base.

product class

Which of the following are examples of supply chain integration strategies? (Select three)

1. Effective use of customer sales data 2. Increased communication with supply chain partners 3. Careful selection of supply chain partners

Pella Windows is a manufacturer of windows. The company has a range of window styles and finishes that can be customized to meet each customer's needs. The product is relatively complex and must be made-to-order to meet an individual customer's requirements. Which of the following statements is true regarding the factors that affect the channel choice for Pella Windows?

A shorter and more direct distribution channel is preferred.

The broadest determinant of consumer behavior is _______.

culture

Companies that are ethically responsible have already met _______ responsibilities.

economic and legal

Solumbra designs and manufacturers protective clothing which helps people reduce the risk of skin cancer from exposure to ultraviolet rays. Its hats, shirts, shorts, and pants are sold globally through its website as well as through retail accounts in specialty stores. Solumbra's product line is consistent across its global markets which provides efficiency in manufacturing. Minimal modifications are made to the information and language on the product tag. Solumbra is utilizing a(n) _____ strategy for product decisions.

global marketing standardization

A control device that marketing managers use is a _______.

marketing audit

Miguel receives a survey from Gillette about his shaving frequency, and whether he uses an electric razor. Miguel responds that he shaves twice a day with a normal razor, although in truth he only shaves four to five times per week. This is an example of _______ error.

measurement

Officials in San Francisco have recently issued a ban on e-cigarette sales. Once the ban goes into effect in early 2020, the new San Francisco ordinance will forbid tobacco shops in the city from selling e-cigarettes that have not been approved by the Food & Drug Administration (FDA). Companies such as Juul could be negatively impacted by this city regulation which demonstrates the importance of staying abreast of the changing _______ factors in the external environment.

political and legal

American Express has millions of customers who carry its credit card. It is interested in learning more about its customers' perceptions of the many benefits and partner companies associated with American Express, so it is launching a research study. The company plans to use a _______ sampling method in which each person who has an American Express credit card has a known statistical likelihood of being selected to participate in the study.

probability

Nonprofits must juggle two objectives: __________ from supporters and __________ to their target audience.

raising money ; providing services

For a market-oriented firm, the advantages of considering the benefits customers seek include which of the following? (Select three)

1. Bolsters creativity and innovation by encouraging employees to come up with new ways to satisfy customers 2. Allows the company to create new products and to modify products due to changing customer needs 3. The company remains focused on the customer rather than the products it produces

Demographic segmentation uses which of the following bases?

1. Income 2. Family Life Cycle 3. Gender

Travis Scott, an African American rap musician, has partnered with Nike's Jordan line to produce the musician's newly designed shoe. He wore them onstage during the Grammy Awards. The shoe features a backward Nike Swoosh and branding details from his record label, Cactus Jack. Nike believes that partnerships with celebrities like Travis Scott will positively influence shoe and apparel sales among African American consumers since _______.

African American consumers have a strong influence on the latest trends

Which type of store competes on the basis of low price and high volume?

Discount stores

Monitoring customer satisfaction and retention describes which function of sales management?

Evaluating the sales force

Ensuring that firms in the supply chain can manage production with flexibility and efficiency describes which process of supply chain management?

Manufacturing flow management

Measuring sales as a percentage of site visits is which type of social media metric?

Measure of conversion

Measuring likes and shares for posted content is which type of social media metric?

Measure of engagement

Which type of media schedule runs ads steadily and also boosts ads during the best sale periods?

Pulsing

Which social media platform is where users post opinions about businesses or other experiences?

Review sites

Portable tools and office equipment would be categorized as _______.

accessory equipment

Verizon uses _______ advertising to demonstrate how its service is superior to T-Mobile's by showing a coverage map of the United States and explaining that Verizon customers have fewer dropped calls.

comparative

Amazon has begun using _______, which are unmanned aerial vehicles, to reduce the costs of "final mile" delivery in urban areas.

drones

Misaki is an account executive for Canon Business Solutions. She has a company vehicle and travels to meet with customers in her market territory, which covers a 120-mile radius of her home office. She drives approximately 2,000 miles per month and uses premium gasoline. The price of gasoline has no impact on the number of miles Misaki travels for work. Therefore, gasoline for Misaki is classified as having _______ demand.

inelastic

_________ is when consumer demand is insensitive to price changes, and _________ is when consumer demand is sensitive to price changes.

inelastic demand ; elastic demand

Penzey's, a spice company headquartered in Wisconsin, predominantly utilizes _______ media such as Facebook and Instagram. These apps are some of the fastest-growing social media and can reach a narrow target audience with a relatively short lead time to create messages.

internet

Huilang is an account manager for a radio station. She typically uses _______ communication by meeting with small business owners at their places of business.

interpersonal

Dante is an account manager for Mediacom, which markets internet and cable television services to businesses such as restaurants, bars, and hotels. Dante practices relationship marketing because he realizes _______.

it's more expensive to attract new customers than to retain existing customers

Sapporo Brewery, Nissan, Yamaha, and Canon are all Japanese firms that are united under one conglomerate called a _______, defined as a network of interlocking corporate affiliations.

keiretsu

Customers are commenting that the most important improvement to Kroger's customer service by the addition of Pickup is the _______.

minimization of wait times

A brand's sponsored post on Facebook is an example of _______ media.

paid

Remote geographic locations such as the Bahamas must rely on imported goods since the country cannot produce everything it needs. However, the Bahamas is well known for its cigars and rum, which are exported around the world. The principle that captures this example of goods imported to the Bahamas and exported from the Bahamas is called the _______.

principle of comparative advantage

A _______ is everything, both favorable and unfavorable, that a person receives in an exchange.

product

Wells Fargo Bank received $25 billion in federal aid due to high default rates among its customers who borrowed money to finance their homes. In many areas of the United States, the value of homes declined, and homeowners were not able to repay their loans. This led to a _____, a period of negative growth.

recession

Raymond Plumbing is a small, independently owned business providing plumbing services to residential and commercial customers. The company recently received B Corp certification. It also funds a scholarship at the local trade union for students to complete their educational requirements to become plumbers. Raymond Plumbing's commitment to education in its local community is an example of _______ sustainability.

social

Which type of advertising appeal tells consumers the product will make their life simpler and easier?

Convenience

Misaka is a social media manager for a family-owned restaurant. The owner has shared with her the overall marketing objectives for the restaurant. What should Misaka do with this information?

Develop a social media promotional plan consistent with the overall objectives

During which step in the sales process must the salesperson ensure that delivery schedules are met and that goods and services have performed as promised?

Following up

Which media selection consideration relates to the number of times an individual is exposed to a given ad in a specified period?

Frequency

Zappos' Facebook page has more than 2.4 million followers. Someone who maintains a Facebook profile and visits the Zappos Facebook page, but doesn't comment or review products would be in which category of social media users?

Joiner

JELD-WEN is a manufacturer of doors and windows that are sold through home improvement stores such as Menards, Home Depot, and professional building contractors. JELD-WEN uses a customer relationship management system to track customer interactions. For example, JELD-WEN recently completed a study of its professional contractors and identified three distinct segments of contractors based on their purchase habits. The company will share this information with different divisions within JELD-WEN. Which step of the customer relationship management system best characterizes JELD-WEN's actions of sharing the information with different divisions within the firm?

Leverage customer information.

KFC restaurants experienced a sell-out of its Beyond Fried Chicken Sandwich. The plant-based fried chicken is made by Beyond Meat. Which area of service distribution is impacted when customers are unable to order an item from the menu?

Managing service capacity

BedJet manufactures and sells a heating and cooling system that can be attached to any bed, allowing those sleeping on the mattress to maintain a comfortable temperature, avoiding being too hot or too cold. The company developed its products based on insights from customers who were tired of night sweats or being too cold. BedJet products have been designed based on customer needs, such as its Dual Zone product that accommodates couples who may desire different sleeping temperatures. Which marketing management philosophy best describes BedJet?

Market

Pablo is considering a business major and asks his friend, Rachel (who is in advertising) about marketing careers. Which of the following represents something Rachel might say about why Pablo should study marketing?

Marketing offers outstanding career opportunities.

A company runs an ad on social media. This is an example of which type of communication?

Mass communication

Measuring the number of impressions for a piece of posted content is which type of social media metric?

Measure of activity

Which social media platform is where users upload and distribute photos and videos?

Media sharing sites

The _______ is an international trade agreement among Canada, Mexico, and the United States designed to facilitate trade by removing tariffs and other trade barriers among the three nations.

North American Free Trade Agreement (NAFTA)

A company sells inventory that must always be refrigerated. This is an example of which factor affecting the choice of distribution channel?

Product factors

A consumer listening to radio advertisement is an example of which component of the communications process?

Receiver

Beverage companies such as Pepsi and Coca-Cola have recently come under scrutiny for the amount of sugar in their products and how this contributes to the high numbers of people in the United States who are obese. As a response to this negative attention, and because of Coca-Cola's desire to promote good nutrition and well-being, the company has changed its packaging and now offers smaller bottles and cans. In addition, Coca-Cola is committed to zero-waste initiatives and is using plant-based products and recyclable materials in its packaging. Which marketing management philosophy best applies to Coca-Cola?

Societal marketing

Pranav is considering purchasing a new automobile. He is trying to decide between two brands-Lexus and BMW. Both are high quality, but he's heard that customers prefer Lexus due to its primary _________ that the driver is in a cocoon-like atmosphere and doesn't feel or hear any road noise.

competitive advantage

The ability to change prices very quickly, often in real time, is referred to as _______.

dynamic pricing

Costs that don't change with the level of production, such as rent, administrative labor, and utilities, are referred to as _______.

fixed costs

Scanner-based research gathers information _______.

from consumers about the promotions and pricing they are exposed to and the things they buy

Heritage Glass in rural Tennessee expects 60 to 70 percent of its sales to come from regions outside of the United States including the Philippines, Europe, and South America. Heritage Glass has a _____ vision.

global

After ideas have been generated, the next step in the product development process is _______.

idea screening

Hagan Automotive is owned by Sarah and David Hagan. It specializes in used, imported automobiles such as Audi, BMW, Mercedes, Porsche, and Volkswagen. Sarah is the office manager, and David is responsible for managing the sales force and purchasing vehicles to be sold by the company. Hagan Automotive is classified as a(n) _______ retail business.

independent

The retail strategy of marking up merchandise 100 percent over cost is referred to as _______.

keystoning

Marc's Automotive Services specializes in imported cars and provides an array of services such as oil changes, tire mounting and rotation, brake service, engine repair, and transmission work. As a service provider, Marc's work can be categorized as _______ processing.

possession

Vanessa is the owner of a spa who worked with a designer to ensure the layout and atmosphere of the space would be comforting, relaxing, and prestigious. This element of the retailing mix is known as _____.

presentation

Zari works at a car dealership. She specializes in used vehicles. She receives an inventory report that lists the cost of each vehicle and the asking price. If Zari sells a car at an amount more than the vehicle cost the dealership to acquire, she has earned a _______.

profit

The Peninsula Hotels group is one of the world's leading hotel chains. It operates prestigious luxury properties in ten major cities across the globe such as Hong Kong, New York, Chicago, Beverly Hills, and Paris. The hotel is known for luxurious amenities and exceptional service. Room rates vary from $1,100 per night for a room with a king bed to over $5,000 per night for a two-bedroom suite. The Peninsula Hotels group is most likely implementing a _______ pricing objective.

profit maximization

The Stephen and Ayesha Curry Family Foundation recently announced in a press release that it is creating a $30,000 STEM scholarship for girls. The Foundation has committed to selecting one candidate each year who has demonstrated "aptitude for overcoming adversity, catalyzing change within her community and demonstrating excellence in a STEM-related field of study." The press release is an example of how the Foundation is seeking _______ for its work.

publicity

Recently, Zari was shopping at her local J. Crew store. She was interested in purchasing a dress, but the store did not have one in her size. The team member assisting Zari offered to check other stores in the area via computer to determine whether another location in the area had the dress in stock in her size. J. Crew team members can offer this service since it utilizes _______ and smart tags to keep track of inventory locations and restocking needs in real time.

radio-frequency identification

Break-even analysis determines what __________ must be reached before the company's total costs equal its total __________ .

sales volume ; revenue

Social media is any tool or service that uses _________ to __________ conversations.

the internet ; facilitate

Carefully specified objectives should have all of the following characteristics EXCEPT _______.

to have unspecified end dates

_______ aims to expand knowledge, not to develop new or improved products.

Basic research

_______ is the increased value of a product that is created as its ownership is transferred.

Exchange utility

Which component of the retailing mix relates to location and hours?

Place

Direct foreign investment can occur through _______.

acquisition of a foreign company or building an international division

The Florida Citrus Growers organization has been concerned with a recent decline in orders for oranges by companies such as Tropicana that produce orange juice. Orange juice has been purported to have high levels of sugar, and many families are limiting the quantity of fruit juices consumed in their homes. Therefore, the demand for oranges can be classified as _______.

derived

A few years ago, people everywhere were participating in the Ice Bucket Challenge. The challenge promoted awareness of the disease amyotrophic lateral sclerosis (ALS) and encouraged donations to research. People would post a video of themselves dumping a bucket of ice water over their head or another person's head. The hallenge led to $114 million in contributions to ALS research in August of 2014 and over 17 million participated in the challenge around the world. This is an example of _______ media.

earned

An influencer organically mentioning a product on Instagram is an example of _______ media.

earned

Marianne recently moved from the Midwest to South Florida to pursue a career in real estate. She enjoys yoga and Pilates and hopes to find a studio in her new city so she can continue her fitness routine. This example demonstrates the impact of _______ as an individual influence on consumer buying decisions.

life events

Ramla is a fundraising director for the College of Business at the University of Alabama. She works with the local business community, alumni, current faculty, and students to generate donations. Ramla's business _______ is to generate $1 million in donations per year to fund scholarships to students and to provide grants for faculty research. Thus, she is seeking funds to cover expenses rather than to earn a profit.

objective

Someone who influences the opinions of others is a(n) _______.

opinion leader

According to the text, competitive intelligence becomes decision-making intelligence _______.

when it has implications for the organization

Which of the following are true about the effects of advertising on market share? (Select two)

1. A certain minimum level of exposure is required to affect purchase habits. 2. Advertising helps establish brand awareness.

Which of the following will most likely contribute to the failure of a product? (Select three)

1. Inadequate distribution 2. Poor marketing 3. Inferior product when compared to alternatives

Hannah and Ella recently dined at Buffalo Wild Wings. They placed their order for drinks and their dinners. Their drinks arrived quickly, but after 20 minutes, Hannah and Ella had still not received any food. Finally, Hannah and Ella received their meals after waiting over 30 minutes. This wait time was much longer than Hannah and Ella expected and is an example of which type of service gap?

A gap between the service that customers receive, and the service they want

Which of the following factors favors advertising and sales promotion?

A product that is easy to understand

Several factors differentiate between those companies that use a sales orientation and those that use a market orientation. One factor relates to how a company defines its business. Which of the following business definitions or mission statements best characterizes an organization pursuing a sales orientation?

American Express: We work hard every day to make American Express the world's most utilized credit card.

At which step in the marketing research process do you interpret and draw conclusions from the information you've collected?

Analyze the data

The Mayhem series of advertisements for Allstate use humor to break through the clutter of television advertising and capture consumer attention. Which of the following is true about using humor in advertising?

Humor is more effective in shaping consumer attitudes when they already have a positive image of the advertised brand.

BMW has announced changes to its 3-series models for the upcoming year. The changes include reduced weight, improved aerodynamics, and enhanced driving dynamics. In addition, consumers will have the option of purchasing the vehicle with or without all-wheel drive. How would you classify BMWs 3-series vehicles?

Improvements or revisions of existing products

Nanami is a social media marketing intern for a community theater. She has been reviewing best practices for determining social media effectiveness and has specified the following promotional tactic: "Use Facebook to publicize upcoming theater productions in order to sell tickets and achieve 85 percent of available tickets sold for each performance." This is an example of which of the following steps in gauging the effectiveness of a social media effort?

Align your social media goals with your business objectives.

Which of the following is NOT true about strategic business units (SBUs)?

Each SBU shares its mission statement with the parent company.

Holding a press conference to communicate with various stakeholders of the firm is an example of which component of the promotional mix?

Public relations

Chao-xing is consulting with a retail store that sells furniture and appliances. The store uses television and radio advertising to gain consumers' attention and to create awareness of the store. Which element of the promotion mix should Chao-xing recommend the store use to create strong desire and purchase intent among its target market of customers?

Sales promotion

Which social media platform is where users post stories and the community votes the stories up or down to rank them?

Social news sites

Christina is considering expanding her women's fashion boutique to include clothing for expectant mothers. However, she's concerned about whether her geographic market has enough women who are pregnant to justify her expenditures. Furthermore, she's heard that the birth rates are down across the United States. Which criterion for successful segmentation is of most concern to Christina?

Substantiality

Sending out a questionnaire to determine which product features consumers prefer is an example of which type of primary research?

Surveys

Which advertising medium offers the largest reach and has a high audio-visual impact but is very expensive and messages can be easily forgotten?

Television

Co-branding can take several forms. _______ identifies the part of the brand that makes up the product.

Ingredient branding

Zuwena works in research and development with Under Armour. Under Armour continually invests in new technology, and Zuwena's team recently launched a new model of running shoes called the HOVR shoes. These shoes contain built-in pods that connect to the running app MapMyRun, which is also owned by Under Armour. Like many companies, Under Armour invests heavily in product development, which demonstrates that _______.

a firm's product or product offering is the heart of its marketing program

A disadvantage of a sales orientation is _______.

a lack of understanding customers' wants and needs

Subway, a chain known for its fresh, made-to-order sandwiches, has launched the Green Goddess Tuna Melt in more than 3,000 U.S. restaurants. The sandwich features flaked tuna blended with mayo, topped with shredded mozzarella cheese, and toasted on nine-grain bread. It is then layered with fresh spinach, tomatoes, onions, and green goddess dressing. Subway is the first national quick-service restaurant chain to use green goddess dressing on a sandwich. Subway's offering of the Green Goddess Tuna Melt is an example of a(n) _______ type of new product.

addition to existing product line

Kayla is a route delivery driver for Ray's Potato Chips. She has 100 different retail outlets on her route and typically visits each store twice a week to replenish stock. The company uses a computer system that determines the optimum delivery schedule and automatically programs the navigation system Kayla uses for her routes. The computer system also produces an inventory list for each store that the loading team utilizes to place items in Kayla's truck. It's a very efficient system since the items at the back of the truck are delivered to the first store on the route. The computer system is utilizing _______ to determine Kayla's routes and facilitate efficient product loading onto her truck.

artificial intelligence

Audi, a German automobile manufacturer, commonly places its _______ consisting of four intertwining rings on the grills of its cars. These rings symbolize the amalgamation in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch, and Wanderer.

brand mark

Dell Computer uses a robust CRM program to track customer interactions. It recognized a key market segment as the adult male who enjoys gaming, and it developed specialized laptops and desktop systems specifically for the gamer customer. Dell utilized _______ management to promote these specialized products at a competitive price via e-mail and banner advertisements on social media channels.

campaign

Popeyes Chicken uses the catchy jingle, "Love that chicken from Popeyes" to create a favorable image of the restaurant. Its television advertisements feature photos of hot, juicy chicken and smiling team members ready to serve customers. Popeyes is using _______ advertising to influence consumers to visit the restaurant.

competitive

Miguel's favorite beverage is Pepsi, which normally costs $1.39 for a two-liter bottle. Occasionally, his local grocery store offers three 2-liter bottles of Pepsi for $3. Due to the savings, Miguel stocks up and buys six bottles since he has room to store them in his pantry. This is an example of the _______ concept.

demand

The Smarties Candy Company is the maker of the multi-colored, chalky candy known as Smarties. However, the same candy is called Rockets in Canada since in that country there was already another brand called Smarties made by Nestlé, which are bright, colorful, candy-coated chocolates. The Smarties Candy Company demonstrates the importance of pursuing a global strategy of _______.

different brand names in different markets

Alicia is interested in purchasing a set of ear buds to use with her laptop and smartphone. She visits Best Buy and notices that the prices vary from $10 to several hundred dollars. Alicia prefers wireless ear buds and compares the Skullcandy model that costs $90 to a similar pair from Beats by Dre that cost $119. She decides to purchase the Beats brand because she believes it's a higher quality set. In this case, Alicia has been influenced by the _______ effect of price

information

Caterpillar is a manufacturer of heavy machinery that is sold around the world. A growing business for this U.S.-based company are products that feature the company's name or logo. Branded merchandise is available in over 150 countries through agreements known as _____, in which, for a fee, Caterpillar allows other firms to use its name or logo on products such as hats, boots, apparel, and scale model replicas of its equipment.

licensing

Hormel Foods has a product line called "side dishes." Each side dish product item serves four people and is packaged in a convenient plastic tray, which is suitable for the microwave. Hormel has several different varieties of macaroni and cheese, mashed potatoes, and broccoli with rice. The number of product items offered within the side dish line is referred to as the product _______.

line depth

Consumer packaged goods companies thrive in the marketplace in part by creating new products that meet the needs of its target markets. Hormel Foods has introduced several new ready-to-eat, quick meal, or snack options designed to be eaten on-the-go. In addition, these products satisfy hunger cravings, taste good, and help meet daily requirements for protein servings. Hormel Foods is most likely pursuing a _______ orientation as a marketing management philosophy.

market

Fernanda is a marketing professional who majored in marketing in college. She often feels like she's a demanding customer when she visits a restaurant, retail outlet, or other business, because she critiques the service she receives and hopes to be treated in such a way as to be satisfied and feel valued as a customer. Which of the following reasons to study marketing captures Fernanda's customer expectations?

Marketing can be used in everyday life.

Which of the following is NOT one of the Ps of the retailing mix?

performance

Services can't be stored, warehoused, or inventoried. This is an example of _______.

perishability

Sanofi is a major pharmaceutical firm that employs account representatives to meet with physicians, pharmacists, and others to inform and persuade customers to prescribe Sanofi products. Sanofi organizes its sales force by _______ across major areas such as diabetes, oncology (cancer drugs), or vaccine therapy. A family practice physician might interact with several representatives from Sanofi.

product line

Which type of media is based on the traditional advertising model, in which a brand pays for media space?

Paid media

Which of the following pricing strategies involves charging a relatively low price to reach the mass market?

Penetration pricing

Which form of consumer trade promotion involves offering an extra item in exchange for proof of purchase?

Premiums

Which component of the retailing mix relates to advertising and publicity?

Promotion

When considering distribution structure and how business markets and consumer markets differ, business markets have _______ , while consumer markets have _______ .

relatively short, direct channels ; longer channels that may involve producers and wholesalers

Riya recently saw an advertisement for the allergy medication Zyrtec. The ad mentioned that Zyrtec provides relief for indoor and outdoor allergies. The advertisement ended with a list of stores where customers could purchase Zyrtec. This is an example of a promotion designed to _______ the target audience.

remind

Many companies have been fined for violating regulations or laws such as those against insider trading. A company can encourage ethical behavior by offering a code of ethics as a guideline to help employees make better decisions. Which statement is true regarding the advantages of a company code of ethics?

Provides an effective internal control of behavior

Determining whether the leads actually have the need, authority, and buying power to be legitimate prospects describes which step in the sales process?

Qualifying leads

Small sensors that can track the location of items are called _______.

RFID tags

Which of the following is NOT a requirement of effective strategic planning?

Resource allocation

Making choices as about goals such as increasing awareness, improving customer service, increasing sales, or some combination relates to which step in creating a social media plan?

Set social media objectives

__________ are simply features of a product, __________ are what the consumer will receive by using the product.

attributes ; benefits

What method do Girl Scouts use to generate leads? a. Referrals b. All of these are correct. c. Networking d. Cold calling

b. All of these are correct.

Chili's, the popular restaurant chain, supports St. Jude Children's Hospital annually by inviting its guests to color a pepper and make a $1 contribution to St. Jude. Chili's has partnered with St. Jude for almost two decades and recently committed to a multi-year pledge to raise $30 million to fund St. Jude's School Program, which ensures that children receiving medical care in the hospital can stay up-to-date with their school assignments. This is an example of _______ marketing.

cause-related

Companies across the globe can now realize opportunities to grow by exporting their products or services to different countries. For example, the popular clothing chain H&M, known as a fast fashion retailer, is based in Sweden, but now has locations in many cities across the United States. These stores offer the same selection of items found in other H&M store locations across the globe. H&M is utilizing Ansoff's strategic alternative of _______.

diversification

McDonald's operates restaurants around the world. The company seeks to make modifications in its menu selections and promotions to appeal to each local market. McDonald's recognizes how individual customer differences in culture and local ingredients impact its business opportunities. Thus, McDonald's is a global company that is acting locally to ensure its success. This strategy is known as _______.

product adaptation

Data previously collected for any other purpose than the specific research project at hand is _______.

secondary data

When consumers worry about a purchase impacting others' opinions of them, they are concerned about _______.

social risk

Marco is the owner of Salon Concepts, which offers nail, hair, and massage services. Marco wants to increase revenues and decides to offer new services to men, focusing on shaving, beard or mustache care, and barber services. Marco believes these new services will enable the salon to grow and maintain profitability over time. In launching grooming services for men, Marco has made a(n) _______ decision.

strategic

Marketers strive to develop an effective promotional mix by evaluating various factors, including which of the following? (Select three)

1. Nature of the product 2. Target market characteristics 3. Stage in the product life cycle

Which components of the promotional mix give the marketer control over the message? (Select three)

1. Sales promotion 2. Personal selling 3. Advertising

Which of the following are disadvantages of personal selling? (Select three)

1. Salespeople can be pushy or can convince customers to buy something they don't need. 2. It can be difficult to keep the message consistent to all customers. 3. The cost per contact is much higher than other promotion methods.

Which of the following products would be most likely to benefit from personal selling activities rather than advertising or sales promotion?

Custom replacement windows for a home

Lihua is learning about global market standardization. She was explaining to a friend the types of products that could easily be standardized for sale around the world except for language differences. Which of the following products could most likely be standardized?

Flash drive

_______ means recognizing and reacting to international marketing opportunities, using effective global marketing strategies, and being aware of threats from foreign competitors in all markets.

Global vision

Which American value is illustrated by ensuring that the disadvantaged and people with disabilities have what they need to become productive members of society?

Helping others

Demarco has always enjoyed McDonald's "Big Breakfast," which includes pancakes, bacon or sausage, and an egg. However, he rarely had the chance to purchase it until recently, McDonald's breakfast was only served until 10 a.m. Demarco was excited to hear about McDonald's decision to serve breakfast all day. He can now order the Big Breakfast any time he wishes. Which area of service distribution is impacted by McDonald's decision to offer breakfast items all day long?

Improving service delivery

Lachlan recently celebrated his twenty-first birthday by getting a custom-designed tattoo on his forearm. Lachlan did some research and chose an artist who's known for her use of color. Lachlan also appreciated the way his artist interacted with him and took an interest in him. Which characteristic of services is best exemplified by Lachlan's experience of getting a tattoo?

Inseparability

In the gap model of service quality, the gap between the service quality specifications and the service that is actually provided is called _______?

Gap 3

Which of the following would support the ability of a service company to expand worldwide?

High global brand awareness

Bombas is a manufacturer and retailer of socks sold exclusively via its website. Which of the following is an advantage for Bombas as an online retail operation?

Lower-cost remote distribution centers can be utilized.

Which of the following is the step of the sales process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement?

Negotiation

Products that supplement a firm's established product line would be considered _______.

additions to existing product lines

Component parts _______.

are either finished items ready for assembly or products that need very little processing before becoming part of some other product

McKinsey is a consulting company that offers services to a variety of industries and issue areas. Its website includes a variety of publications such as white papers and case studies that provide readers with a glimpse of McKinsey's capabilities. The case studies and white papers are an example of _______ marketing.

content

Marketers should monitor their chosen segments _______.

continually

Employees working long hours and enduring sweatshop conditions are a concern in ______.

contract manufacturing

Novo Nordisk, a pharmaceutical company, has been the subject of negative media reports due to the high cost of insulin and frequent price increases. Novo Nordisk typically raises prices twice annually and prescription prices have tripled over the last three years. Some patients report making decisions between purchasing groceries or buying their prescription medicines. Consumer concern over the affordability of prescription drugs reflects the _____ factor of the external environment.

economic

Although _______ provides the least amount of return, many companies choose this method as a first step in international marketing because it is also low risk.

exporting

When different customers pay different prices, it is called _______.

flexible pricing

A company's customer relationship management (CRM) cycle and CRM system _______.

provide built-in marketing research for the company

Unprocessed extractive or agricultural products, such as mineral ore, lumber, wheat, and corn would be categorized as ______.

raw materials

The amount charged to customers for a product multiplied by the number of units sold is _______.

revenue

The Western Store is a retail outlet that specializes in western-style boots, jeans, shirts, and hats. The business frequently uses radio advertising on country radio stations, Pandora, and Spotify. In addition, The Western Store sponsors several high school students who compete in rodeo competitions. The store has about 3,000 followers on Facebook and Instagram. This information indicates that The Western Store's targeted markets are _______ and able to be reached via promotions and social media.

accessible

Prisha works in the marketing department at Gillette. She has been conducting research on how men with facial hair use Gillette products. She's been focusing on the Hispanic market since it's a growing segment of the U.S. population. Which of the following statements is true about this segment of the market?

The use of mobile devices for making transactions such as banking, shopping, and streaming content is higher among Hispanics than other demographic segments

In the buying center, _______ are people who affect the buying decision by supplying information to guide the evaluation of alternatives or by establishing buying specifications.

influencers/evaluators

The Mattress Wedge Foam Pillow was recently featured in a 30-minute spot on television. The _______ discussed the attributes and benefits of the foam pillow and included interviews with customers and healthcare professionals who claimed the pillow could reduce issues with acid reflux.

infomercial

There are two main types of supply chain integration: __________ & __________

internal ; external

Marketing research is the process of __________ , __________ , and __________. data relevant to a marketing decision. It provides __________ with data on the effectiveness of the marketing mix.

planning ; collecting ; analyzing ; decision-makers

Coca-Cola has a variety of strategic business units (SBUs) in its beverage business. Glaceau Vitamin Water is in a high-growth market due to customer trends away from carbonated beverages. However, Coca-Cola has a low market share of the bottled water segment. Thus, Glaceau Vitamin Water would be classified as a _______ according to the Boston Consulting Group model.

problem child

A company hoping to recover from or avoid service lapses should notify customers in advance of _________ and issue product _________ notices with promotional incentives for customers to purchase later.

stockouts ; recall

A company chooses to use the same product in every foreign market that it serves and does not alter any promotional messaging. The company is using a _______ strategy.

straight extension

In a _______, the business buyer reorders the same goods or services without looking for new information or investigating other suppliers.

straight rebuy

ConAgra Foods is a global manufacturer of processed and packaged foods with revenues of $11 billion annually. It recently acquired Pinnacle Foods, which added iconic brands to its portfolio such as Birds Eye, Duncan Hines, Earth Balance, and Vlasic. Pinnacle Foods will continue to have control over its resources and distinct mission, and it will operate independently of ConAgra Foods. Pinnacle Foods is known as a(n) _______.

strategic business unit

Company-level goals such as increasing revenue, cutting costs, and maximizing return on investment are called _______.

strategic goals

A person who is practicing a conventional level of morality would _______.

consider the actions of others

Divit is an organic farmer and sells his fresh produce at weekly farmers' markets in his community. During the summer, he sold watermelons for $3 each. One Saturday, he sold all 50 of the watermelons he had picked. How much revenue did Divit earn from selling his watermelons?

$150

Luiz has recently been hired to manage the social media marketing efforts for a furniture retailer. Luiz has decided that Facebook, Instagram, Pinterest, and Houzz are the most appropriate social media platforms for the furniture store. Which stage of the social media planning process is Luiz in?

Selecting the tools and platforms

The Chili's restaurant chain has invested in social media marketing. It allows customers to opt in and receive messages from Chili's on their smartphones. A recent message stated, "Happy National Fajita Day! Chicken Fajitas with a drink and starter are $10 today." Which type of mobile marketing tool is Chili's using?

Short message service (SMS)

_______ is the cooperative marketing efforts between a for-profit firm and a nonprofit organization.

Cause-related marketing

There are many reasons why someone could benefit from studying marketing. Which one of the following statements relates to the activities of marketing and how marketing enables businesses to contribute to the objectives of growth, profitability, and survival?

Marketing is important to business.

_______ occurs when a company defines its business in terms of goods and services rather than in terms of the benefits customers seek.

Marketing myopia

Anasa recently purchased automobile insurance for her vehicle. Her family has always used State Farm, but Anasa decided to try Progressive because she liked the advertisements featuring Flo, a fictitious salesperson. Anasa has never had a claim and primarily purchased the product because it is required by law. Which characteristic of services relates to Anasa's perception of insurance services?

Intangibility

When a consumer has previous experience with a product or brand, it is likely the level of involvement would _______.

decrease

Fabian has a specialty wine, liquor, and imported cheese store. He hosts weekly wine tastings, and his customers appreciate his extensive selection of wines from around the globe. Fabian has cultivated relationships with wine distributors, and he is often the only retail outlet in town to carry specific wine labels. As a specialty retail store, Fabian's selection of wine is _______.

deep

Alejandro is an account manager with Frito-Lay. He serves a geographic region that includes about 300 customer accounts. Alejandro uses a tablet computer when meeting with store managers so he can input information about anticipated orders directly into Frito-Lay's enterprise resource management software system. This system is also utilized by the various manufacturing plants that produce products so they can accurately plan and forecast the amount of product to be produced. This is an example of _______ integration.

demand-supply

Because product development can be time consuming and expensive, companies want to _______.

develop products that are marketable worldwide

A marketing objective should be _______, _______, _______ and _______.

1. realistic 2. measurable 3. time specific 4. compared to a benchmark

A positioning strategy that focuses on personality or type of consumer is using a _______ positioning base.

product user

Ansh is a supply chain management specialist with Toyota. He is currently reviewing supplier contracts and is interested in reducing the environmental impact within the supply chain. He is hoping that by sourcing materials closer to manufacturing facilities and reducing air shipments, Toyota's supply chain can be more efficient, cost-effective, and environmentally sound. This is an example of _______.

sustainable supply chain management

Jian travels frequently for work and turns on his smartphone as soon as his plane lands on the runway. He recently traveled to the Atlanta airport and was disembarking from the plane on the D Concourse. He looked at his phone and noticed a message inviting him to visit One Flew South, a fine dining restaurant located on the E Concourse. The message is an example of _______, a type of mobile marketing.

Bluetooth marketing

Aligning supply and demand throughout the supply chain by anticipating customer demand and planning production and inventory accordingly describes which process of supply chain management?

Demand management

Which group of adopters is an important link to the late majority and helps new products reach a tipping point in diffusion?

Early majority

A consumer who has an ongoing interest in a product or category experiences which type of high involvement?

Enduring involvement

Which legislation created the Consumer Financial Protection Bureau (CFPB) to oversee checking accounts, private student loans, mortgages, and other financial products?

The Dodd-Frank Wall Street Reform and Consumer Protection Act

Shun purchased a dress through an online boutique. She was at work when it arrived and forgot to try it on. Shun tried on the dress about 14 days after receiving it and didn't like how it fit. She decided she would return it. Shun was busy and didn't have time to go online and complete a return request. Forty days later, Shun discovered that the company has a strict 30-day return policy and she is now unable to return the dress. Which actions do you recommend for the online boutique to improve customer satisfaction?

Accept customer returns over a longer time period such as 60 to 90 days

An organization that chooses a _______ strategy attempts to maintain the product's market share in order to take advantage of the positive cash flow.

hold

Methodist Hospital recently completed a five-year strategic plan. It has recently appointed ten managers from various departments to serve on a task force. These managers will oversee the _______ of the marketing plan by delegating assignments, identifying the timing of tasks, and allocating resources to various departments.

implementation

Services can't be touched, consumed, or felt in the same way as goods. This is an example of _______.

intangibility

Pedro, owner of the BoxFitness club, is conducting a situation analysis. He recently read an article about how research has shown that individuals who have Parkinson's disease can benefit from an exercise regimen that involves boxing. The benefits of boxing for Parkinson's patients would be classified as a(n) _______.

opportunity

Hotels, salons, and other __________ companies employ many of the same "distribution" skills and strategies as companies selling __________

service ; physical goods

Girl Scouts usually try to talk to adults rather than children in a selling situation. Children don't usually qualify as leads because they typically don't hold the _______. a. buying power b. receptivity c. recognized need d. accessibility

a. buying power

KFC experienced a rough start in the Chinese market when it translated its popular tag line, "finger-lickin' good," into Chinese characters meaning, "eat your fingers off." This example demonstrates the importance of pursuing a global strategy of _______.

adaptation and modification

When a country can produce and sell a product at a lower cost than any other country or when it is the only country that can provide a product, it is said to have ______.

an absolute advantage

Ayana was watching an episode of The Bachelor with her mom. During one of the commercial breaks, an advertisement for Mr. Clean airs showing a woman watching a muscular and sexy animated Mr. Clean who is cleaning around the house. This advertisement is most likely trying to create _______ in the mind of the consumer.

attention

Kraft Foods has strategically sold several business units to enable it to focus on core areas. Through divestment of brands, Kraft has reduced the number of product lines it offers retailers. This phenomenon is called product line _______.

contraction

The four marketing management philosophies are _______.

production, sales, market, and societal marketing orientations

A plan for the optimal use of the elements of promotion is a _______.

promotional strategy

Four Roses produces bourbon in Kentucky. It has a growing export business due to the global popularity of the beverage. Some countries, such as China, impose tariffs on bourbon produced in the United States to strengthen their own domestic brands. This strategy is known as _______.

protectionism

Maui Jim is a manufacturer of premium sunglasses. It is considered a top brand. The glasses are sold directly through the company's website and resellers such as Sunglass Hut. The company's website features a browsing menu titled "Activity" where customers can shop the sunglass line by activities such as golf, fishing, running, hiking, tennis, and water sports. Maui Jim is using these activities as a segmentation approach to appeal to customers who enjoy these various activities by providing specific models of sunglasses to "fit" each activity. Maui Jim is using _______ segmentation by focusing on consumers' active lifestyles.

psychographic

Longwei enjoys home improvement projects and often shops at Menards. He recently purchased a Hunter brand ceiling fan. At check-out, he was informed there was an offer by which he could send a copy of his receipt to the manufacturer and receive $10 in return. Longwei picked up the form on his way out of the store. This is an example of a _______, a type of promotional allowance.

rebate

Promotion can perform one or more main goals: informing, persuading, __________ and __________

reminding ; connecting

Maya and Damone are married with two young children. They own a home and recently made some improvements around the house. They installed a Ring doorbell and a motion-detecting security light by their garage. Both units are connected to the Ring application that notifies Maya and Damone any time a person is in view of either device. In addition, they can program the application to record video. The Ring doorbell and motion-detecting light fulfill Maya and Damone's need for _______.

safety

Mingyu has a small lifestyle boutique offering fashions, home décor, and gift items. She often posts photos of new styles on Facebook. Mingyu now offers the option for customers to comment "sold" and request sizes to purchase items via the Facebook posting. Users simply create an account with Mingyu's Facebook page and are given the option to pick up their items in the store or have them shipped. This is an example of _______ commerce, which combines social media with the basics of e-commerce.

social

Many individuals and businesses use social media platforms such as Facebook, Instagram, and Pinterest to facilitate _______, which is the opportunity to satisfy a person's desire for a good or service through bartering, trade, or financial compensation.

exchange

The two general forms of marketing communication are __________ and __________

interpersonal communication ; mass communication

Pasua enjoys going to the movies and especially likes seeing the trailers for movies that are coming out soon. These trailers attempt to gain the interest of theatergoers and build excitement for the upcoming movie. They are considered a form of _______ communication.

mass

The number of different product lines an organization offers is the company's _______.

product mix width

Marketers measure the effectiveness of marketing campaigns through which of the following?

1. awareness 2. engagement 3. conversion

Services tend to be less standardized and uniform than goods. This is an example of _______.

heterogeneity

Marketers in healthier ethical environments are _______ to take a strong stand against unethical practices.

more likely

Which of the following are strategies used to build relationships when marketing services? (Select three)

1. Loyalty programs 2. Selling in bulk 3. Memberships

Milan is the owner of a camera shop specializing in Canon and Nikon products. The store sells camera bodies as well as specialty lenses for the cameras. Milan hosts meetings of the local photography club at the store and schedules a variety of special events. Which of the following statements is likely true for Milan's camera store?

A physical retail store is needed to display and sell merchandise.

_______ represent 7 percent of the U.S. population and often live in multigenerational households, which can impact purchases based on age, dietary habits, and health.

Asian Americans

Maricel is the owner of a spa and salon. She often monitors the customer comments posted on Google and the spa's Facebook page. She recently became concerned about a negative review from a person who has never visited the salon. Which of the following is an aspect of social media that relates to this issue?

Business owners have little control over the content posted on social media sites

Which of the following statements is true regarding trends that are leading to the continued growth of customer relationship management as a tool for targeted marketing strategies?

Consumers will demonstrate loyalty to companies and brands that have earned their loyalty and that reinforce that loyalty at every purchase occasion.

Latosha is a pricing analyst with Staples who enjoys participating in company-sponsored events that contribute to the community. Recently she participated in a one-day event with other employees from the corporate headquarters to pack food for the Meals on Wheels organization. Which of the following is a benefit to companies that participate in socially responsible programs?

Increase in employee satisfaction

Khushi recently downloaded a new app to her smartphone. She enjoys trying new things and is usually the first person in her social group to learn about new apps. She works in the technology industry and is an avid reader of scientific journals and technology-related magazines. Which category of adoption best describes Khushi?

Innovator

During which stage of the product life cycle is it recommended that a marketer use advertising or public relations to raise awareness of its product?

Introduction stage

The German men's and women's luxury fashion brand Hugo Boss is marketed using the same name in 127 different countries and in 439 different BOSS and HUGO stores, as well as other outlets. Which global branding strategy is Hugo Boss utilizing?

One brand name everywhere

In 2012, the ______ was signed by Colombia, Chile, Peru, and Mexico to create a single region for the free movement of goods, services, investment, capital, and people.

Pacific Alliance

_______ is the most flexible of the four Ps because it is the easiest and quickest component to change.

Price

Carefully selecting salespeople describes which function of sales management?

Recruiting and training the sales force

Store-level goals such as increasing store traffic, managing inventory, and managing employees are called _______.

tactical goals

Which of the following statements is true in regards to ethical decision-making?

When the length of time between a decision and the onset of consequences is shorter, marketers will perceive the problem as unethical.

Jarrell is the digital marketing manager for Grainger, a company selling tools, fasteners, and other items via its web-based catalog to business customers including manufacturers, automobile dealerships, and automotive service companies. He uses a blog to post case studies showing how customers are using Grainger products and provides a link to the products in the online catalog. He's then able to monitor and measure the _______ rate to identify how many customers actually click on the links, and whether or not a purchase is made. Jarrell enjoys the opportunity to track customer behavior and knows his role makes an important impact to Grainger's revenue and profitability.

conversion

To maximize margins or keep prices low, a producer with significant resources would likely choose a(n) _______.

direct channel

The driving force that causes a consumer to take action and satisfy a specific need is a _______.

motive

Business customers who consider numerous suppliers (both familiar and unfamiliar), solicit bids, and study all proposals carefully before selecting one are called _______.

optimizers

Selling the same product to two or more buyers at different prices is called _______.

price discrimination

The Bank of America Chicago Marathon recently announced results from the most recent event. Over 11,000 runners competed and raised an event record $22.7 million through the Chicago Marathon Charity Program in which runners ask friends and family to support their charity's cause with a donation. The Bank of America is using _______ to improve brand awareness and enhance its corporate image.

sponsorship

The exclusive legal right to use a brand or part of a brand is ______.

trademark protection

A firm that conducts research attempting to develop new or improved products is conducting _______.

applied research

Cabi is a women's fashion clothing brand based in Los Angeles, California. Cabi's design team in Los Angeles creates its fashion line sixteen months to two years in advance. The design team selects fabrics and other details to create the clothes. Cabi then hires manufacturers in China to produce the items according to the specifications. Once completed, the garments are shipped to California on container ships that take up to two months in transit. It's a complex process but one that enables Cabi to control costs. Which method is Cabi using to engage in global marketing?

Contract manufacturing

If a company wishes to better compete on price and service, it should consider segmenting its business market on which basis?

Geographic location

Boxfit for Everyone is a locally owned fitness facility featuring cross training classes incorporating boxing drills. They offer group classes twice daily at 7 a.m. and 6 p.m. since those are the preferred times for their instructors, who also work full-time in professional jobs. Based on this information, which marketing management philosophy best describes Boxfit for Everyone?

Production orientation

Footlocker, a specialty retailer of athletic shoes, works closely with its suppliers. Footlocker seeks to partner with Adidas, Nike, and Under Armour to reduce customer wait times for new products, reduce supply chain complexity, and continuously monitor the best-selling styles for each store location. In other words, Footlocker seeks to implement supply chain _______.

agility

Margo is a division vice-president at a large insurance company. She dreams of purchasing a Range Rover Sport vehicle that retails for approximately $70,000. She thinks the brand offers the highest level of luxury in a sport utility vehicle. In addition, she associates the Range Rover brand with prestige, wealth, and success. Once she's able to own a Range Rover, Margo will feel like she's "made it." To Margo, the people who own and drive Range Rover vehicles serve as a(n) _______ reference group.

aspirational

The goal of content marketing is to ______.

attract and retain a clearly defined audience and drive profitable customer action

The Chevrolet Corvette is a popular sports car. A recent print advertisement stated, "The 2020 Corvette Stingray will debut with a 6.2-liter V-8 engine—codenamed LT2— that produces 495 horsepower and 470 lb-ft of torque." This information is classified as a(n) _______.

attribute

In the business analysis stage, _______.

ideas are evaluated by projecting cost, sales, and profitability

The first group to adopt new products are called _______.

innovators

Caterpillar is a manufacturer of heavy machinery that is sold through its network of dealers around the world. A popular Caterpillar product is the skid steer loader, which is commonly used in general construction, agriculture, and landscaping. Segmenting Caterpillar's skid steer loader customers by industry enables it to better satisfy customer needs by matching its product and available attachments to the industry focus of the customer. Caterpillar is using _______ as a segmentation variable.

product use

Intel is known for its high-quality computer chips and ability to innovate. Most major computer and tablet manufacturers prefer to include Intel chips and often add the brand's logo and statement "Intel inside" on the product packaging. It is likely that Intel benefits from a _______ competitive advantage.

product/service differentiation

The Good Sleep Hotel chain offers a simple solution to individuals who need to purchase one or more nights away from home—a good night's sleep! The company has one style of room, all with the same amenities, size, and ability to accommodate up to four people with two queen-size beds. Good Sleep Hotel believes that everyone deserves a restful night away from home. Focusing on this simple need enables the company to reduce its marketing expenditures and costs associated with offering different types of rooms such as singles or suites. The Good Sleep Hotel chain is using _______ targeting.

undifferentiated

Imani is 45 years old. She recently met with her financial planner to review her contributions to her Roth IRA, a retirement account. The financial planner also mentioned to Imani that she should consider purchasing long-term care insurance since a high proportion of consumers will likely spend one to two years in a nursing home or assisted living space before the end of their lives. The financial planner said that premiums usually increase after age 50, and that there were several good plans Imani should consider. Imani was somewhat familiar with the term long-term care insurance, but she had never thought about purchasing the product. Thus, for Imani, long-term care insurance would be a(n) _____ product.

unsought

Cognitive dissonance is likely to increase during which of the following situations? (Select three)

1. As the dollar value of a purchase increases 2. When the purchase decision has a major effect on the buyer 3. When the rejected alternatives have desirable features that the chosen alternative does not provide

Ama recently became a consultant with Norwex, a company selling chemical-free cleaning products and microfiber cloths that are used with water. She is an independent contractor and receives commissions from her sales. Ama typically makes presentations to women in the home of a hostess who invites her friends to sample Norwex products. What type of nonstore retailing is Ama using to sell Norwex products?

Direct retailing

Which reason to study marketing supports the idea that, as a consumer, you will better understand the buying process?

Marketing impacts your everyday life.

Zappos uses social media primarily as a way to communicate with customers and it does this by reaching consumers wherever they are. This is an example of ______.

NOT crowdsourcing NOT digital marketing

Canon is a Japanese firm specializing in imaging and optical products such as cameras, photocopiers, and printers. The company recognizes that consumers around the world have similar needs regarding the functions of cameras, photocopiers, and printers. Therefore, Canon can create and manufacture models that are sold around the world with few to no modifications. This is an example of _______.

global marketing standardization

Consumer packaged goods companies such as Procter & Gamble rely on supermarket purchasing data compiled by companies such as SymphonyIRI to understand how their products are selling, in what quantities, and in which package sizes. In addition, they can obtain data about price points, whether consumers utilized coupons, or information about other in-store sales promotions. SymphonyIRI provides _______ data to consumer goods manufacturers.

scanner-based research

When consumers are overwhelmed by stimuli in the environment, they use _______ to choose what information is processed.

selective exposure

Shaniqua is the social media marketing manager for Ulta Beauty. Ulta Beauty often motivates web and in-store purchases by offering coupons for $5 off on the next purchase. Shaniqua has set a goal to reach a 5 percent return on Instagram coupon offers that are redeemed by customers who show the coupon on their smartphones. This is an example of the _______ stage of social media planning.

setting social media objectives

When marketers look at the segment size, expected growth, and sales and profit potential, they are in which step of the market segmentation process?

Profile and analyze segments

It is difficult to separate the information search and evaluation of alternatives steps in the consumer decision-making process because consumers _______.

evaluate some alternatives as the search process progresses

Which of the following factors favors personal selling?

A customized product

Franklin is a financial consultant who specializes in retirement planning. He most enjoys working with clients who are close to his age-those born between 1965 and 1980. He believes this is a great target market because this group typically earns a high income and tend to be more frugal—thus, they are more likely to be interested in saving for retirement. This group is known as _______.

Generation X

Danika is working on a marketing plan for her hair salon, which she has operated for 10 years. She is experienced and knows her market and her customers well. Danika has written down the following statement: "Increase revenue from nail services to $25,000 in the next year." Which statement about marketing objectives is true of Danika's statement?

The objective statement is realistic, measurable, and time specific, but does not include any benchmark comparison.

Hakim is a social media consultant and recently met with a new client. Hakim was explaining the basics of social media marketing and stressed the importance of starting with _______.

a marketing plan

Many retail grocery stores are now offering the option of ordering online and picking up the groceries at curbside. Consumers appreciate the convenience of ordering online and avoiding the need to shop in the store. However, retailers must be concerned about how online sales could _______ in-store sales, since grocery retailers benefit from impulse purchases.

cannibalize

Hoover manufactures vacuums and wanted to expand its manufacturing capabilities. Hoover contracted with an India-based firm and invested funds to provide technology and equipment in a new manufacturing plant in Mumbai. In exchange, Hoover received vacuums that were produced in India and could be sold worldwide. This practice is called _______.

countertrade

Claudia works for a family-owned heating and cooling company that serves commercial accounts. Her company has recently started selling gas-powered generators to reduce issues resulting from power outages. Claudia has identified several restaurants and grocery stores that have a need for back-up power as well as the financial capital to invest in a generator system. Claudia is engaging in a process known as _______.

lead qualification

Samantha and Bethany are purchasing their first home and reviewing the terms of a 15-year mortgage with their lender, Jim, at First Union Bank. Jim reviews the amount of the loan, the interest rate, the total amount of interest they will pay over the course of their loan, and the total amount of money that will be paid over time. Jim is required to provide this information, as it is federally mandated as part of the Truth in Lending Act that was passed in 1968 to protect consumers. Jim is doing what is _______ right by providing this information to Samantha and Bethany.

legally

Consumer purchases are made based on _______, what the consumer expects to obtain from a purchase.

perceived value

The process of identifying and assessing what is being said about a company, individual, product, or brand is known as _______.

social media monitoring

Diego visited Men's Wearhouse to buy a new suit for his college's upcoming career fair. The salesperson provided Diego with several shirts that would complement the suit and offered his opinion on ties that would match well. The salesperson was using a sales technique known as _______.

suggestion selling

Strategic planning is usually conducted by _______.

top managers

Deon has a portable silk-screening business and sells t-shirts at sporting events such as the state track meet. His total fixed costs are $1,500 regardless of the number of shirts he produces. His variable costs are $0.75 for every shirt he makes. If he sells his shirts at $8 each, how many shirts does he need to sell at each event to break even? Round up to the next unit. To calculate Deon's break-even price, use this formula: Break-even is calculated as: fixed costs divided by contribution margin. The contribution margin is the selling price minus variable costs. In other words, first calculate his contribution margin, and then divide Deon's fixed costs by that number.

207 shirts

During which AIDA stage must the company clearly communicate their competitive advantages?

Desire

Suhani works for a grocery meat wholesaler. The company purchases fresh pork and beef products from the farmers who raise the animals. The farmers deliver the meat products to Suhani's company in packages ready to be taken to the grocery store. Which type of utility do the farmers provide to the grocery meat wholesaler?

Form utility

Which generational cohort has never known a world without smartphones?

Generation Z

Selecting and tracking the metrics most relevant to campaign objectives relates to which step in creating a social media plan?

Implement and monitor the strategy

Offering only discounts is an example of which level of relationship marketing?

Level 1

Which type of sample makes little attempt to get a representative cross section of the population?

Nonprobability sample

Carrying different recreation products in stores in different parts of the country is based on which geographic variable?

Region

Which component of the promotional mix includes marketing activities that provide a short-term incentive to buy and is usually used in combination with other forms of promotion?

Sales promotion

The decision to market a product is called _______.

commercialization

The formula for break- even point is: break-even = total fixed costs ÷ _______.

gross margin per unit

The more shared digits companies have, the more _______ they are.

homogeneous

A factor affecting product (service) strategy is _______.

level of customization

Jaylen is the social media manager of an electronics store chain. He believes social media enhances relationships and brings customers and brands closer. The culture of _______ that social media fosters may be considered a fifth "P" for marketing.

participation

The amount of money customers pay to acquire a product is _______.

price

Juan is in a management development program with Cisco, a worldwide leader in information technology, networking, and cyber security solutions. Cisco is a manufacturer known for its routers, switches, and wireless units, but it has seen an increase in revenues related to services such as cloud computing. It's no surprise that services account for _______ percent of the economic output of the United States.

80

Which type of advertising is designed to enhance a company's image rather than to promote a particular product?

Institutional

Which type of advertising is intended to stimulate demand for a new product or category?

Pioneering

Marketing is the activity, set of institutions, and processes for creating, __________, __________, and exchanging offerings that have __________ for customers, clients, partners, and society at large.

communicating delivering value

A graph showing historical sales trends for the company would be an example of ______, while a three-year sales projection for a product the company is about to launch would be _______.

descriptive research; predictive research

AIDA stands for attention, interest __________ and __________

desire ; action

The NAICS is a system for classifying businesses _______.

in North America

Labels perform both ____ and _____ functions.

promotional ; informational

A product modification intended to improve the dependability and durability of a product is a _______.

quality modification

Which of the following are examples of omnichannel marketing? (Select two)

1. Customer can use a mobile app to assist with in-store product research and purchasing. 2. Customer can order online and pick-up at the physical store.

Which of the following are influenced by social factors? (Select three)

1. If specific promotions are effective 2. The products people buy 3. The prices people are willing to pay

Which of the following are characteristics of mobile research? (Select three)

1. Immediate feedback 2. Increased response rates 3. Richer content collection

Which of the following statements describe relationship selling? (Select three)

1. It is focused on maintaining the client relationship over an extended period of time. 2. High levels of trust are required to develop and maintain the relationship over an extended period of time. 3. Sales techniques are focused on identifying customers' needs and wants to reach the best solution.

Which of the following are examples of a push strategy? (Select three)

1. Manufacturers using aggressive business-to-business advertising to convince wholesalers to carry the product 2. Retailers using sales promotion to convince consumers to buy 3. Wholesalers using personal selling to persuade retailers to carry the products

Which is true of the competitive market? (Select three)

1. Marketers must consider the number of competitors within their industry. 2. Marketers must consider the degree of interdependence within the industry. 3. Marketers must consider the size of the competitors in their industry.

Which of the following are advantages of personal selling compared to advertising? (Select three)

1. Personal selling allows for a more detailed explanation of the product. 2. Personal selling can be the most effective method for actually obtaining a sale 3. The sales message can be customized for each prospect, including answering questions and handling objections.

Which of the following are individual influences on consumer buying behavior? (Select three)

1. Personality 2. Self-concept 3. Gender

Which of the following statements describe the impact of technology on personal selling? (Select three)

1. Potential customers can enter the sales situation with as much or even more information than the salesperson. 2. Potential customers can rely on each other by using channels such as social media. 3. Potential customers can now conduct their own product research.

A company considering culture when marketing a product in a foreign country would want to be sure that promotional messages _______, _______, and _______. (Select three)

1. convey the intended meaning 2. are translated correctly 3. reflect the country's social values

Market-oriented companies are _______ focused while sales-oriented companies are _______focused.

1. externally 2. internally

Harvesting is an appropriate strategy for all the following products or SBUs EXCEPT _______, _______, and _______.

1. problem children 2. cash cows 3. dogs

What is it called when marketing intermediaries receive a discount to compensate for other services they provide, such as setting up store displays?

Functional discount

Identifying the customers most likely to have needs that the company can fill describes which step in the sales process?

Generating leads

Prairie Farms is a dairy business that offers milk, cheese, butter, ice cream, and other dairy products to grocery and convenience stores. Which type of distribution intensity would be best for Prairie Farms?

Intensive

John Deere is a manufacturer of agriculture equipment. Deere supplies replacement parts to dealerships across the globe. John Deere has begun utilizing technology so it can identify the geographic location of the parts. This information is available to dealerships and is especially useful in reducing equipment downtime. Agriculture equipment owners can have their machines repaired with replacement parts in a shorter amount of time than before the use of the tracking technology. This is an example of a phenomenon referred to as the _______.

Internet of Things

Zion is the Director of Admissions for Butler University. He seeks to attract approximately 1,400 students as incoming freshmen to the university. The last class had 1,326 - just 74 students shy of Zion's goal. However, the student shortfall translates into open seats in classes and a reduction in tuition revenues. Which characteristic of services is best exemplified by Zion's shortfall of students in the incoming class?

Perishability

Which of the following is a written document or professional presentation that outlines how the company's product will meet the client's needs?

Sales proposal

Which form of publicity is when a company spends money to support an issue, cause, or event not organized by the company itself?

Sponsorship

If a marketer were to run ads so they could reach a large audience that is dispersed over a big geographic area, they are considering which factor affecting the promotional mix?

Target market characteristics

Avery was a multi-sport athlete in high school. She now teaches aerobics and spin classes at her university's fitness center. She wears only Nike shoes and sports apparel and has adopted the Nike slogan, "Just Do It" as her personal statement and the way she approaches life. She believes in herself and feels stronger, fitter, and more competitive when wearing or using Nike products. Avery is also an unpaid ambassador for the brand and often posts photos of herself wearing Nike products on her social media accounts. Avery would be classified as being in the _______ loyalty group with Nike.

committed

Customers at the _______ level of loyalty tell others about the brand and have an emotional connection.

committed

Davis Mortuary provides funeral and burial services for several rural communities. The trends indicate Baby Boomers may prefer cremation, although some are using pre-planning services and purchasing statuary or other memorials for their gravesites. As part of its marketing strategy, this example demonstrates how Davis Mortuary must consider _______ factors as an important aspect of the external marketing environment.

demographic

Batini is interested in purchasing a new laptop computer. There are many different brands, each with a variety of models. Each model varies based on the memory chip, graphics cards, speed of the hard drive, size of the monitor, and available warranty. Batini notices that it is fairly easy to compare from one brand to another since the computer manufacturers use the same brand of components such as Intel memory chips. Thus, laptop computers would be classified as _______ shopping products.

homogeneous

________ are more expensive to market than ___________ because the company must develop a new promotional campaign to introduce each new product.

individual brands ; family brands

The Dollar Store has created a unique following of budget-oriented shoppers by offering products priced at $1 and up. It is considered a "value" store where customers can buy generic and brand-name items at deep discount compared to full-service grocery retailers such as Kroger or Meijer. The Dollar Store is using _______ as a positioning base to differentiate its stores from its competition.

price and quality

An agreement between two or more firms on the price they will charge for a product is called _______.

price fixing

Robert is a college freshman. For the first time, he is making purchases on his own for many items such as toothpaste, shampoo, deodorant, and laundry detergent. On a recent visit to Walmart, Robert picked up a tube of toothpaste and a container of laundry detergent. He easily recognized the brands his family used and didn't spend any time comparing alternatives or even looking at prices. Robert utilized _______ decision making.

routine response behavior

A fixed payment made periodically to an employee is a _________. A _________ is a payment tied directly to the sales or profits a salesperson achieves.

salary ; commission

Most of Zappos' social media activity occurs on Facebook and Twitter. Facebook is considered a _______, while Twitter is a _______.

social networking site; microblog

A _______ is _______ to the company and is a limitation that puts the company at a disadvantage.

weakness ; internal

Elements of product strategy can include all of the following EXCEPT _______.

where the product is sold

The American Medical Association and the American Bar Association discourage their members from using advertising to promote their businesses. Listings of services on a web page are acceptable. However, television, radio, or the use of other media to advertise services is frowned upon. What mode of social control does this represent?

Formal groups

_______ is a measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year.

Inflation

Charlotte enjoys trying new products and has a high need for variety. She visits Starbucks at least twice a week and rarely orders the same beverage twice. She recently noticed Starbucks's brand of coffee creamer at the grocery store and picked up the Cinnamon Dolce Latte flavor. Charlotte had never seen the item before but thinks it will be a great success. Based on this information, what stage of the product life cycle best describes the Starbucks creamers?

Introduction

The KFC food chain operates restaurant locations around the globe and is known for its "finger-lickin' good" chicken. In India, KFC locations offer Vegetable Strips and the Potato Krisper Burger to satisfy the needs of the vegetarian market. Locations in China have a Shrimp Burger, and in Thailand they have a Shrimp Donut. Which of the following statements about global issues in new-product development is true?

KFC has created new menu items that meet the unique needs of customers in each country.

Felipe is the social media marketing manager for a local John Deere dealership. He's creating a quarterly report for the general manager to demonstrate the value of social media marketing. Which of the statements is true about evaluating the effectiveness of social media marketing?

Social media effectiveness is difficult to measure because there is no common denominator to measure ROI.

The second step of the consumer decision-making process is ______.

information search

Which type of channel variation uses another manufacturer's already established channel?

Strategic channel alliance

The trade agreement formally known as the North American Free Trade Agreement (NAFTA) is an agreement between _______.

the United States, Canada, and Mexico

The three largest and fastest-growing subcultures in the United States include: _______, _______, and _______. (Select three)

1. African Americans 2. Asians 3. Hispanics

The three general strategies for selecting target markets include which of the following?

1. Appeal to the entire market with one marketing mix 2. Concentrate on one segment with one marketing mix 3. Appeal to multiple market segments using multiple marketing mixes

Which of the following are examples of campaign management? (Select three)

1. Cross-selling other products 2. Retaining loyal customers 3. Designing targeted marketing communications

If a marketer were to use public relations mainly because it's inexpensive, they are considering which factor affecting the promotional mix?

Available marketing funds

Jalen is in his late thirties and has always enjoyed running. He is training for his first marathon and recently purchased a Garmin running watch to help him train and pace his workouts. He considered the pros and cons of the Garmin system, read many product reviews, and spoke with many friends who recommended the Garmin. Jalen is excited about his purchase but is wondering why he waited so long to get a running watch. He has now become a big advocate for Garmin and has been a vocal supporter of the brand. Which category of adoption best describes Jalen?

Early majority

Rodney is an account executive with Canon Business Solutions and works in Cleveland, Ohio. He typically serves accounts located in the downtown business district and specializes in larger businesses such as investment firms, law offices, and banks. His first goal when prospecting for new customers is to introduce himself to the business receptionist and try to gain some information about the type of equipment the company is currently purchasing and where it buys items such as copy machines or printers. However, the receptionists can be tight-lipped and often are not willing to provide any information to Rodney. Which role in the buying center are receptionists performing?

Gatekeepers

Which of the following is true of customer value?

Good value is signified by the quality a customer expects at the price they are willing to pay.

Susana is a key account sales representative for Kimberly-Clark. Her primary customers are grocery chains and big box retailers such as Target. Susana uses a relationship selling approach. This approach is subject to which of the following disadvantages?

Relationship selling activities lead to more complex issues in evaluating salesperson performance

Which type of promotional goal is usually used during the maturity phase of a product's life cycle to maintain market share?

Reminding

The _______ offers low-interest loans, advice, and information to developing nations.

World Bank

Which of the following are ways that a company choosing a cost competitive advantage can reduce costs?

1. Utilizing technology to reduce production costs 2. Outsourcing low-skill, labor-intensive tasks 3. Reverse engineering competitors' products

To succeed in global markets, service companies need to _______ and _______. (Select two)

1. mind the gaps in service quality 2. adapt to local conditions

Capital Finance provides investment consulting services to businesses. It has contracts with several companies around the globe, including companies in Thailand, Australia, and India. The Internet has enabled Capital Finance to serve customers around the globe. It is estimated that _____ percent of global trade is facilitated by digital technology.

50

Appliance World is a locally owned appliance retailer. It offers a price-match guarantee to customers. Customers simply provide proof of a similar item at a lower price at a competitor, and Appliance World will match the price. Which of the following statements is true about price matching?

A price matching strategy may result in higher prices

Miu is the owner of an indoor trampoline park called Elevate. She has a staff of 25 employees including five full-time managers and 20 part-time employees. Miu is seeking ways to reduce turnover and to increase the levels of engagement between staff and customers. Miu understands that customer satisfaction is more easily achieved when employees are happy. Which of the following would likely lead to higher employee satisfaction?

College tuition reimbursement grants for any employee working 15 or more hours per week

Which type of advertising is designed to influence demand for a specific brand?

Competitive

_______ provides the mechanisms for evaluating marketing results in light of the plan's objectives and for correcting actions that do not help the organization reach those objectives within budget guidelines.

Control

Valentina loves going to concerts. One of her favorite bands is Twenty One Pilots. She's seen the group live several times but thought their last concert at Lollapalooza in Chicago, Illinois, was their worst. Valentina thought their drummer was slightly off-beat and the lead singer, Tyler Joseph, did not seem as energetic as he had in the past. However, Valentina still enjoyed the concert. Which characteristic of services is best exemplified by Valentina's evaluation of Twenty One Pilots' performance?

Heterogeneity

Javier is a funeral director who meets with family members to discuss funeral arrangements for their loved ones. He has a caring demeanor and can naturally show through his words and actions how much he understands their grief during their difficult time. Javier makes sure to ask questions about the loved ones, and he is always interested to learn about their lives. Which aspect of service quality is Javier demonstrating when meeting with family members to plan a funeral?

Empathy

Packages that are easy to transport and stock on shelves are a result of which objective of packaging?

Facilitating the storage, use, and convenience of products

Delivering products to customers at the right time, in the right place, and at the right price is illustrated by which of the following reasons to study marketing?

Marketing plays an important role in society.

Which step in the product development process defines the types of products the organization wants to offer and the markets it wants to serve?

New-product strategy

Which type of advertising appeal tells consumers the product will either save, make, or keep them from losing money?

Profit

Global marketing must take into consideration the value of its country's currency in relation to the countries' currency where its products will be sold. Over the last several years, the U.S. dollar has been strong, meaning that it has a higher value than the currency in other countries. If the U.S. dollar is strong, which of the following is true?

Trade deficits may grow.

Gustavo likes using the self-checkout aisle at Walmart to save time, but he is often frustrated when a product's universal product code is not recognized by the scanning system. Then, a customer service agent must assist him to lookup the product's price, and it takes longer than necessary to complete Gustavo's purchase. Which of the following is true regarding the use of universal product codes (UPC)?

Universal product codes enable retailers to collect information about consumer purchases as part of scanner-based research

Pedro Rodriguez is the CEO of a major hospital. He believes in the importance of transparency, honesty, cultivating trust through collaboration, and that all members of the hospital must act in ways that demonstrate caring and compassion to patients. It is well known that medical errors occur in the hospital setting, but no laws require that patients be informed if an error has occurred. However, Pedro has established a hospital policy that all medical errors must be disclosed as soon as possible to patients and/or their families. Which ethical theory best describes the CEO's decision to disclose medical errors?

Virtue ethics

Nintendo launched the Wii U console in 2012 but stopped production in 2016 prior to the debut of the Nintendo Switch. The Wii U was considered a relatively complicated system. The tablet controller only worked about 15 feet away from the home base console and was not portable. In addition, there were very few new games supported by the system. During this time, both Sony and Microsoft's Xbox systems outperformed and outsold Nintendo. Based on this description, what was the primary reason for the Wii U console's failure?

Wii U offered a poor match between product features and customer desires for portability.

Amazon has a series of related advertisements showcasing its Echo product across a variety of channels such as television, social media, and e-mail direct to consumers. Amazon created more than one hundred 10-second spots, each with a funny little question or request for Alexa. This is an example of an _______.

advertising campaign

During the month of November, many men participate in "Movember," a promotion to increase awareness and detection of prostate cancer. The Art of Shaving, which has boutiques scattered across the United States, matches contributions that customers make to the Movember Foundation. The company's Barber Spas also offer free shaves to registered Movember participants at the conclusion of the campaign. The brand has a Movember web page to market a specially launched comb and grooming book, as well a "Keep It Neat!" section of grooming essentials to help customers look their best. The Art of Shaving company is using _______ marketing to support the Movember Foundation and their efforts to improve men's health.

cause-related

Vector Marketing, manufacturers of Cutco knives, has supported the American Heart Association with its Go Red campaign to highlight heart disease in women and to raise awareness about symptoms and risk factors. Cutco offers a red-handled knife in conjunction with the campaign. Purple-handled knives support the Alzheimer Association, and pink-handled knives support the Komen Foundation. A portion of every customer's purchase of these special, color-handled knives supports the linked organization. Cutco's partnership with these nonprofit organizations is an example of _______ marketing.

cause-related

Gabriel is interested in purchasing a new car and is considering some type of sport utility vehicle (SUV). He enjoys outdoor activities such as bicycling, hiking, camping, and kayaking. Gabriel wants a vehicle that can accommodate his outdoor activity equipment. After conducting some online research and visiting dealerships, he's narrowed his decision to three brands: Subaru, Nissan, and Kia. Each company offers distinct product features, but Gabriel is especially interested in Kia since it warrants its vehicles for 100,000 miles. This example demonstrates the impact of _____ factors as part of the external environment.

competitive

Sherwin-Williams operates retail outlets that provide paint and supplies to end-user consumers or the "do-it-yourself" market, as well as to painting contractors in the commercial sector. In addition, each store has outside sales representatives who work with facility managers and who will ideally gain their commitments to purchase paint from Sherwin-Williams. The paint industry is very competitive, and Sherwin-Williams competes with a variety of other retail outlets specializing in paint, as well as big box stores such as Menards or Lowe's. Recently, Sherwin-Williams used a web-based survey to identify consumer perceptions of the Sherwin-Williams brand in comparison to other brands. This resulted in consumer insights about how Sherwin-Williams compares to other key brands or competitors. Sherwin-Williams plans to utilize these insights to improve its products, store offerings, and services to enhance customer satisfaction and loyalty. The information provided by this research endeavor is an example of _______.

competitive intelligence

The Wegmans grocery store chain operates 90 stores across six states in the Northeast U.S. and continues to grow. Like many grocery stores, it is trying to respond to changes in the external environment and now offers Instacart, a service allowing customers to shop online and receive delivery within an hour depending on their location. Wegmans believes the added convenience and time-saving aspects of grocery delivery will lead to greater customer satisfaction, increased revenues, and profitability. Wegmans is responding to the _______factor of the external environment.

consumer

Products that are relatively inexpensive items that merit little shopping effort are called ______.

convenience products

Nanami stopped at Casey's to buy gasoline for her car. She also needed bread and milk, so she picked those items up after she filled her car with gas. Casey's can be categorized as a _______.

convenience store

Rogers and Hollands, a jewelry store chain, is often based in shopping centers. The chain primarily promotes engagement rings and wedding bands to couples who are seeking rings as an outward sign of their relationship commitments. This is an exciting time for couples, and Rogers and Hollands enjoys working with couples to find just the right ring to fit their budgets and style preferences. The focus of Rogers and Hollands on the engagement and wedding ring market exemplifies its use of _______ segmentation.

demographic

Adidas manufactures sports apparel and shoes in various countries around the world. When Adidas is selecting manufacturers, the company has an extensive contract agreement stipulating a variety of policies regarding workers, such as pay, hours worked per day or week, working conditions, and worker safety. Adidas believes that it is important to ensure fair labor practices even if there are no regulations or laws governing these practices. Based on the pyramid of corporate social responsibility, Adidas is fulfilling its _______ responsibilities.

ethical

Harry's, a men's grooming company, markets razors and hair styling products. Harry's uses a variety of promotional media including advertisements on ESPN to create awareness about its brand and to influence purchase consideration. Recently, Ravindra was watching ESPN and decided to give Harry's a try. The advertisement also helped him realize that he wasn't very satisfied with the disposable razors he had been using. In this case, the advertisement acted as a(n) _______ stimulus to trigger Ravindra's need recognition for a new shaving product.

external

The stage of the PLC where companies focus on increased distribution among wholesalers and retailers is the _______.

growth stage

Ethan recently accepted a sales position with Vector Marketing to represent Cutco. Ethan meets with customers in their homes and typically has several fresh food items such as apples or tomatoes with him. He uses the fresh food items so customers can compare their "favorite" knives with Cutco's knife featuring the Double D edge. Ethan has been surprised how engaged customers become during these activities because they believe that their knives will perform better than the Cutco brand. A customer's level of engagement and participation in the product demonstration is an example of how _______, a step in the AIDA process, is stimulated.

interest

A market segment _______.

is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs

PNC Bank is a regional bank with over 2,000 branch locations across 19 states. It offers both commercial and personal banking services and maintains a centralized database of customer information. The company utilizes this database in making decisions by sharing the information with appropriate bank personnel. This is an example of a process known as _______.

knowledge management

Dick's Sporting Goods is developing a campaign for the next Super Bowl. The ads will begin airing during football playoffs, and the primary target audience is active men aged 25 to 60. Dick's has established the advertising _______ of increasing same store sales by 7 percent over the prior year during the weeks of the campaign.

objective

ESPN+ was launched in April 2018 and is a multi-sport, direct-to-consumer video service. Its _______ is over 2 million subscribers who are exposed to advertisements at least once a month during the NFL and NBA seasons.

reach

Zion Pharma is the manufacturer of a prescription antibiotic and has been accused of using aggressive marketing tactics to increase sales. Zion Pharma has employed sales representatives who meet individually with a variety of physicians and pharmacists to encourage the prescribing of the brand, which is priced higher than similar medications. Based on this information, it is clear that Zion Pharma has embraced a _______ orientation as a marketing management philosophy.

sales

Graciela is a licensed massage therapist who owns a business called Stressbusters. She is offering a special "buy two, get one free" promotion by which customers can purchase a certificate for three 60-minute massages for $120. Graciela is implementing a _______ pricing objective.

sales maximization

Lucía is an avid coffee drinker. She often stops to purchase a morning or mid-afternoon coffee at Dunkin'. She likes the convenience of the drive-through, and her favorite store always gets her order right. However, depending on her schedule and location, she's equally as likely to stop at Starbucks or McDonald's for a coffee. Lucía would be classified as being in the _______ loyalty group with Dunkin'.

satisfied

Aditi and Sam are newlyweds. They will be hosting a dinner party for Sam's parents who are knowledgeable and savvy wine drinkers. Aditi doesn't know much about wine but wants to serve a bottle of wine with dinner. She visits a local liquor store specializing in wine and spends quite a bit of time looking at various wines and speaking with a knowledgeable salesperson at the store. This is an example of _______ involvement and how it can impact a customer's purchase decision process.

situational

Outside magazine features articles and product reviews related to outdoor activities such as hiking, bicycling, running, and water sports. Those who subscribe to the print or online versions of the magazine are likely to be outdoor enthusiasts who view these activities as a core part of their lives. Companies offering products such as bicycles, camping supplies, or hiking equipment that advertise in Outside magazine are attempting to respond to ______ factors in their marketing strategies.

social

Valentina is a kitchen designer based in San Francisco. She often posts before and after photos of her recent kitchen remodeling efforts for clients on Pinterest and Houzz. She enjoys sharing her work and giving others inspiration for their own do-it-yourself projects. Pinterest and Houzz can be categorized as _______ sites.

social news

The Cleveland Clinic has developed a reputation as a high-quality care center where people from around the world might travel for certain procedures such as open-heart surgery. The Cleveland Clinic uses television and print media advertising to create awareness about its heart center and to publicize the excellent care patients receive. If a person has a need for heart surgery, it could be classified as a(n) _______ product.

specialty

Pedro is the owner of BoxFitness, a cardio-fitness club specializing in boxing. He has a certificate as a sports trainer, provides excellent guidance as a trainer, and his business is conveniently located. If a situation analysis were performed, these would be examples of the company's _______.

strengths

Alliance Life Insurance promotes its term life insurance products through commissioned sales representatives, who use aggressive sales tactics to acquire new customers who make monthly premium payments. Alliance is driven to earn profits and instructs its sales representatives to sell, sell, sell, and it trains them that "Everyone needs life insurance." This highlights one of the key differences between sales-oriented firms and marketing-oriented firms, which is _______.

the organization's primary goal to achieve profitability through sales volume

Derived demand means _______.

there is a linkage between the demand for a company's output and its purchases of resources

Prisha was in the market for a used automobile. She stopped at a local privately-owned dealership and was frustrated with the salesperson's approach. Prisha felt she was at odds with the salesperson, and that he was only interested in making a one-time sale. This type of selling is called _______.

transactional selling

Grubhub, a company providing delivery of restaurant menu options, and YUM! Brands, the corporate owner of Taco Bell and KFC, announced a strategic partnership. Grubhub will be an exclusive national partner to YUM! by providing dedicated support for KFC and Taco Bell. Grubhub will provide branded online delivery channels, logistics, last-mile support for delivery orders, and point-of-sale integration to streamline operations. In addition, KFC, Taco Bell, and Grubhub will engage in joint marketing initiatives that will generate new diners and drive order frequency for existing diners. A key element of the alliance between Grubhub and YUM! Brands will be the level of confidence each partner has about the other partner's reliability and integrity. Thus, maintaining _______ is critical to the success of this strategic alliance.

trust

Levi is a supply chain manager for Moroccan Oil. This company makes hair care products such as shampoo, conditioners, and styling products. He is primarily responsible for purchasing the various ingredients that are used in manufacturing the company's products and must also work collaboratively to determine formulations, pricing, delivery schedules, and payment terms. Levi uses persuasive communication skills to create outcomes that result in lower prices or higher profit margins for Moroccan Oil. It's a complex process that demonstrates how the _______ is a key differentiator between consumer and business firms.

type of negotiations

State Farm insurance products are marketed through its 19,000 independent contractor agents who maintain local offices across the United States. At one time, those agents were responsible for servicing accounts and were the primary contacts when customers had questions about their policies or claims to report. However, State Farm, which has been in business since 1922, now offers its policyholders a range of technology-enhanced options such as a smartphone app and a web-based portal to report claims, make payments, or make changes to their policies. State Farm's transition away from face-to-face servicing of clients reflects how _______ is a major factor of the external environment.

technology

Which of the following are examples of primary data? (Select three)

1. Focus groups 2. Ethnographic research 3. Surveys

The University of Phoenix was an early adopter of internet-based classes while their competitors-such as state universities like the University of Illinois-continued to offer traditional classroom instruction. Recently, the University of Illinois announced plans to discontinue campus-based courses for its master of business administration degree and will provide only web-based or online courses for the degree. In addition, the university is offering a wide range of blended courses and web-based courses for other degree options and general education courses. According to McKinsey and Company's four-stage model of innovation disruption, which stage does the University of Illinois action represent?

Adapting to the New Normal

Kalani is an account executive with a medical device company that sells sophisticated camera equipment used in surgical procedures such as knee and hip surgery. Therefore, she primarily works with orthopedic surgeons and hospital surgical departments to promote her company's products. Kalani's territory includes five counties in the southwestern part of Tennessee. Kalani can easily visit each customer account once a month to maintain contact. What is the primary difference between business markets and the consumer markets described by Kalani's customer accounts?

Business markets are comprised of fewer customers than consumer markets.

_______ regulates international trade among importing organizations by restricting access to foreign currencies, while _______ is a deal to stimulate trade.

Exchange control; trade agreement

Yoplait offers a variety of different single-serve yogurt cups in flavors such as strawberry, blueberry, chocolate, banana, and key lime pie. Yoplait also offers another product line of yogurt products called Go-Gurt, which is marketed for kids and served in long tubes. Parents that purchase and enjoy single-serve cups for themselves are likely to purchase Go-Gurt for their children. What benefit does Yoplait receive by using product lines?

Equivalent quality

Albertsons operates more than 400 grocery store locations across the country. The chain is interested in determining the category of product that is best suited to promotions at end-of-aisle displays. Albertsons selects 25 stores in different geographic areas and varies the types of products it features for two different end-of-aisle displays in each store. Albertsons measures the sales for each product category tested and compares the sales during the end-of-aisle display promotion to the baseline sales. Using this comparison, Albertsons can determine whether any change in sales was observed as a result of the promotion. Which type of research method did Albertson's use?

Experiment

Unity Point Hospitals, which is based in Iowa, recently announced plans to seek approval and merge with Sanford Health, which is based in South Dakota. If approved by the ______, an organization empowered to prevent corporations from using unfair methods of competition in commerce, the combined entity would rank among the top 15 not-for-profit health systems by revenue. It would have 76 hospitals across 26 states and nine countries and employ more than 83,000 staff and 2,600 physicians.

Federal Trade Commission (FTC)

Francesca is a media buyer with an advertising agency. She recently met with a client who was primarily interested in connecting with current and prospective customers using social media channels such as Facebook, Instagram, Pinterest, and Twitter. Which of the following is true about digital advertising?

Spending on digital advertising now exceeds spending on advertising through traditional media.

Coca-Cola has a variety of strategic business units (SBUs) in its beverage business. Zico is a line of coconut water that is available in several flavor options and package sizes. Due to its healthfulness and the advantage of having no added sugar, Zico products have a dominant share of the market and are expected to continue to grow. How would Zico be classified according to the Boston Consulting Group model?

Star

Aarav lives in Houston, Texas, and is excited to try McDonald's new jalapeño salsa breakfast sandwiches. These sandwiches come in either biscuit or muffin varieties, with bacon or sausage as the meat options. The sandwiches are topped with a slice of white cheddar cheese, eggs, and a jalapeño salsa concoction. Aarav asks a store employee about the item and learns that the product is only available in Houston at select McDonald's locations. Which stage in the new-product development process best describes this example?

Test marketing

The #DareToWearOne campaign aims to increase use of life jackets and to increase water safety in order to reduce drownings. The nonprofit organization, National Injury Prevention Council, is using a social media push to make wearing life jackets more acceptable among teens and young adults. Unfortunately, drowning rates have increased for men ages 15 to 24 years of age, since many believe it's not "cool" to wear a life jacket. Which of the following statements is most applicable to the National Injury Prevention Council in its aim to promote life jacket use?

Traditional promotional tools may be inadequate to motivate teens and young adults to use life jackets.

Which of the following strategies would be most appropriate for a market-oriented firm?

Understanding what products and services customers want and need and offering those in order to meet organizational objectives

Integrated marketing communications (IMC) is the careful coordination of all promotional messages to ensure the marketer's messages are _______ at every point of contact with the consumer.

consistent

Chikae is a sales representative with Titleist, a golf products company. Chikae typically calls on business owners of golf shops or golf professionals at golf clubs in his territory. Chikae believes that is important to establish rapport with customers by getting to know them personally. Further, he's always working to achieve a win-win outcome and knows that good things will come if he takes care of the customer as his first priority. Chikae is using _______ selling.

consultative

Aurora was recently shopping at a grocery store and planned to purchase chips for an upcoming tailgate party at her home. She noticed that Frito Lay brand chips were discounted, and the store had placed prominent shelf tags showing that consumers could purchase two packages for $3.00. This is an example of a _______ sales promotion.

consumer

Menard's typically features specific products in its television and newspaper advertising. Recently, it offered a special on General Electric light bulbs. Menards receives funds from General Electric to support the advertising of GE's products. This is known as _______ advertising.

cooperative

A form of trade in which all or part of the payment for goods or services is in the form of other goods and services is called _______.

countertrade

In order to maximize profits for a new product, marketers will ideally _______.

create products that require little or no modification when sold globally

A large fast food chain has received complaints from customers and environmental interest groups over the company's continued use of plastic and Styrofoam containers. However, the company just launched a social media campaign to publicize its use of solar power to reduce its carbon footprint. This use of marketing techniques to portray the company as environmentally friendly is known as _______.

greenwashing

Consuela is a busy mom of three children ranging from 3 to 8 years of age. The kids usually accompany Consuela on trips to the grocery store, and she's often amazed at how frequently they ask for items that are not on the shopping list. The youngest is usually asking for a toy, the middle child wants candy, and the oldest wants ice cream. As part of the family decision process, the children perform the role of _______.

initiators

Apple recently announced that it was investing billions to build a new manufacturing facility near its headquarters in California to produce screens for computers, tablets, and smartphone devices. This investment is part of Apple's strategy to control all component parts of its products and to return production to the United States, a process called _______.

inshoring

Ren is a business development consultant for a solar energy company. The company is seeking to expand its business with commercial accounts. Ren typically works in the education market specializing in smaller school districts where he can meet with the superintendents and school board to discuss the benefits of utilizing solar power. Ren's market segment would be categorized as a(n) _______.

institution

Recent advertisements by McDonald's feature a young employee who graduates high school and is accepted to college. It also shows her receiving an educational grant from the company to support her education. Based on the pyramid of corporate social responsibility, McDonald's is fulfilling its _______ responsibilities.

philanthropic

The Final Fantasy XV video game features recognizable name-brand products. In the game, the main characters camp with Coleman gear and buy and eat Cup Noodles in bulk. Coleman and Cup Noodles are using _______ to reinforce brand awareness and create favorable attitudes.

product placement

CDW is a technology-related firm based in Chicago. The company maintains a dedicated salesforce of account executives who are organized into a variety of divisions to primarily serve their business customers. CDW purchases equipment from manufacturers such as Dell, Asus, and Microsoft that is then sold online or via inbound or outbound telemarketing. CDW is classified as a(n) _______.

reseller

Harry's Razors spends a greater percentage of its promotion budget for advertising and sales promotion than does Gillette, the major category leader in terms of market share. Gillette has learned that sales and market share improvements slow down and eventually decrease regardless of how much money is spent on advertising and promotion. This phenomenon is called the advertising _______.

response function

A market-oriented company _______.

sees marketing as a company-wide activity

Recently, there has been a growth in assisted living centers across the United States as the number of adults aged 65 and older increases due to individuals living longer. This phenomenon indicates that companies that choose to develop senior living centers can be assured that this market segment meets the criterion of _______, meaning that it is large enough to warrant developing and maintaining a special marketing mix.

substantiality

Eldon is the social media marketing manager for a franchise location of Buffalo Wild Wings. His lunch customers are typically men between the ages of 18 and 35. However, at dinner there are more families with kids during the evenings and weekends. Most customers are sports fans who enjoy watching games in a social environment. Eldon typically uses Twitter to remind his followers about upcoming sports events or special offers at the restaurant since men are more likely to use Twitter than Facebook or Instagram. This is an example of the _______ stage of social media planning.

identifying the target audience

Miguel recently shared his opinion about mirrorless cameras by posting on Fuji's Facebook page. Fuji was interested in seeing how customers were using their new line of mirrorless cameras for street photography. The company also asked customers to share their tips and techniques for taking photos in public spaces. Fuji will use this information to create a marketing campaign for its mirrorless cameras. This is an example of _______.

crowdsourcing

What are the benefits for Girl Scouts to use the personal selling approach? a. The organization can answer questions about the products immediately. b. The organization can provide a detailed explanation of its cookies. c. The organization can vary their message according to the customer. d. All of these are correct.

d. All of these are correct

Leon is planning a trip to attend alumni weekend at the university at which he received his degree. He was shocked to learn that hotel rooms for alumni weekend are now priced at least three times the typical cost. He spoke with a customer service agent who told him that the hotel uses a computer algorithm that changes the price of a room based on room availability and the number of inquiries the hotel is receiving about rooms. This is an example of _______ pricing.

dynamic

Ama has a food truck where she sells coffee drinks such as espresso, lattes, and brewed coffee. She travels to various locations around the city to sell coffee beverages. Her daily fixed costs are $500, and her average price of a coffee drink is $5. Assume Ama's variable costs are $0.25 for every coffee drink she sells. How many coffee beverages does Ama need to sell to break even? Round up to the next unit. To calculate Ama's break-even price, use this formula: Break-even is calculated as: fixed costs divided by contribution margin. The contribution margin is the selling price minus variable costs. In other words, first calculate her contribution margin, then divide Ama's fixed costs by that number.

106 coffee beverages

Enzo works in admissions for a private university. He recently attended a conference on higher education and learned that, based on a recent survey of admissions officers, 65 percent of accepted students who join a school's private Facebook group enroll in the university. This is an example of which of the following steps in gauging the effectiveness of a social media effort?

Benchmark against your competitors

Batini is the general manager of an Embassy Suites hotel franchise. One of her responsibilities involves monitoring guest feedback on social media sites such as TripAdvisor. While it is time consuming, she responds to every post and uses the feedback or criticism to make improvements in guest services. One recent customer comment about poor WiFi connections led her to invest in a new router and faster Internet service. Which social media objective best corresponds to how Batini is using social media as a listening platform?

Improve customer service

Natalie Pelletier is an actress living in Los Angeles. She has a website, www.irishfrecklegirl.com, on which she writes about food, wine, travel, and acting. She usually posts at least once each month, and she might include a recipe, a book review, and original photographs. Natalie's website can be classified as a _______ site.

blog

Deon is the owner of a floral shop. He is often frustrated that Kroger and Walmart sell plants and flowers at lower retail prices than he can purchase at wholesale. Deon thinks his wholesale firm may be engaging in price discrimination. Which of the following statements best explains why Deon may pay more for his plants and flowers?

A firm can charge different prices to different customers if the prices represent manufacturing or quantity discount savings.

Dr. Dre developed a new model of wireless ear buds and introduced them at a relatively low price in order to capture a large share of the market. This is an example of _______.

penetration pricing

If two executives from rival insurance companies met to discuss the policy premiums they would both agree to charge for automobiles, they would be engaging in _______.

price fixing

Lady Gaga, a well-known pop singer, was the first Twitter user to reach 30 million followers. Lady Gaga is an example of a _______.

social media celebrity

Riya is completing her master's degree in biology. She is interested in pursuing a laboratory scientist position in an infectious disease department of a major hospital. Riya updates her profile on LinkedIn and uses the search feature to locate individuals currently working in infectious disease departments at hospitals within a 100-mile radius of her university. She understands the importance of connecting with people in her field and creating personal connections. The LinkedIn website can be classified as a _______ site.

social networking

Hyundai is introducing a new model of its popular mid-sized sedan, the Sonata. The Sonata competes with Toyota's Camry retailing at $25,050, the Mazda 6 selling for $24,720, and the Honda Accord with a retail price of $24,650. Hyundai plans to price the Sonata at $24,600. This is an example of the _____ pricing strategy.

status quo

Zari lives in Orlando, Florida and often uses Uber. She's always surprised how often the fares change and notices that there can be large differences in Uber's prices. She understands that Uber raises fares when more people are requesting rides. This phenomenon is known as _______ pricing.

surge

What are the social media users who produce and share content, such as blogs and videos, known as?

Creators

What are social media users who often post comments, ratings, and reviews of products known as?

Critics

A company might use __________ prices if its promotional strategy focuses on prestige and quality. On the other hand, it will use __________ prices if its promotional strategy focuses on value compared to the competition.

higher ; lower

Felipe works as an electrical engineer and is concerned about privacy issues. He does not use any apps for social media and believes the privacy risks outweigh any benefits he might receive. According to Forrester Research, Felipe would be classified as a(n) _______ based on his social media usage.

inactive

Which of the following are true statements about supply chains? (Select three)

1. A company's supply chain includes all the companies involved in the flow of providing products to customers. 2. Supply chain partners could include home delivery partners. 3. The goal of supply chain management is to integrate all supply chain activities into a seamless process.

Which of the following are examples of a pull strategy? (Select three)

1. Consumers encouraging the retailer to carry the product 2. Retailers asking their wholesalers to carry the product 3. Manufacturers trying to stimulate consumer demand by promoting directly to consumers

A market must have which of the following characteristics? (Select three)

1. Needs and wants 2. People or organizations 3. The ability and willingness to buy

Which of the following are target market challenges unique to marketing nonprofits? (Select three)

1. Pressure to adopt undifferentiated segmentation 2. Apathetic or opposed markets 3. The need for complementary positioning

In terms of retail operations models, retailers are often categorized by which of the following factors? (Select three)

1. Product assortment 2. Service level 3. Price

Which of the following are factors that influence the economic environment? (Select three)

1. Recession 2. Inflation 3. Purchasing power

The World Trade Organization (WTO) aims to do which of the following?

1. Serve as a forum for trade negotiations 2. Monitor national trade policies 3. Mediate trade dispute

Social media is unique when compared to traditional mass media in which of the following ways? (Select three)

1. Social media amplifies the impact of word of mouth. 2. Social media allows marketers to listen to consumers. 3. Social media activity is more measurable.

In which ways can marketers reach consumers using mobile technology? (Select three)

1. Text-based marketing 2. Mobile ads 3. Smartphone applications

Which of the following are factors related to product (service) strategy? (Select three)

1. The service mix 2. Level of customization 3. The nature of the core service and supplementary services

The three main benefits of branding are: _______, _______, and _______. (Select three)

1. repeat sales 2. new-product sales 3. product identification

A market-oriented company targets its products to _______ while a sales-oriented company targets its products to _______.

1. specific groups of customers 2. everyone

The innovation matrix identifies three levels of change and innovation. They include _______, _______, and _______.

1. transformational innovation 2. adjacent innovation 3. core innovation

What type of failure has occurred when a new-product introduction loses money for the company when accounting for development, marketing, and production costs?

Absolute failure

Grocery store chains such as Hyvee are making considerable investments to offer an increased selection of organic produce, fresh fish, and specialty foods desired by Asian American consumers. Hyvee's interest in marketing to Asian Americans reflects insights about this segment such as _______.

Asian American eating habits are healthier than white or other ethnic segments

Malik is a certified public accountant who works with individuals to provide tax services. He has many clients who have been using him every year for their federal and state taxes. One client recently gave the following review: "Malik is a wonderful accountant. We've been using his services for the last 5 years and he is courteous, efficient, and accurate. In addition to having his CPA, he's also an officer in the local accounting organization. We know he can be trusted with your tax returns, too." Which aspect of service quality is being demonstrated by the customer review?

Assurance

Deon Frederickson recently sold his law practice and is looking forward to traveling the country in his new motor home. He is joining many people like him who were born between 1946 and 1964 who own mobile homes and enjoy visiting national parks and other areas around the United States. Deon is part of the _____ cohort group.

Baby Boomers

Which generational cohort accounts for the majority of prescription drug sales?

Baby Boomers

Clara stopped into a Barnes & Noble bookstore with a friend to browse the selection of books appropriate for her kids, aged five and seven. She made her way to the children's section and noticed an alert on her phone. She had just received a message from Barnes & Noble that included a 10 percent off coupon on adult fiction titles. In addition, she was notified that the café was offering a buy one, get one free offer on beverages. Which retailing technology is the company utilizing?

Beacons

_______ uses previous examples of ethical dilemmas and applies those rules to a current ethical dilemma.

Casuist ethical theory

Nanami is a new-product development engineer with siffron, a company specializing in display solutions for retail outlets. Nanami and her team have created a new product called ModoShelf. It has removable antimicrobial tiles that can be cleaned in a dishwasher. The product is now available to grocery retailers throughout the country for fresh produce displays such as lettuce that may be prone to bacteria formation. What stage in the new-product development process best describes this example?

Commercialization

The amount of information search a consumer will conduct depends on several factors. For example, Carmen is interested in purchasing a new laptop computer. Carmen is highly knowledgeable about technology since she majored in business information systems and enjoys reading about trends and new products in magazines and online forums. She has owned Dell computers and had positive experiences with the brand. Carmen plans to spend approximately $1,500, and she would like the laptop to last at least two years. Based on this information, which factor influencing information search will lead Carmen to spend more time conducting an external search?

Consumer interest

Which of the following is not a trend that will lead to the continuing growth of CRM as a targeting tool?

Cost savings

Which of the following is an example of a business product?

Crest selling sample-size toothpaste to a dentist who will distribute the product to his or her patients

Determining how the company's products can best satisfy the customer's needs describes which step in the sales process?

Developing and proposing solutions

When a company wants to appear as a local brand in a foreign market, it would likely choose which of the following global brand strategies?

Different brand names in different markets

Which type of channel is a variation of the direct channel that utilizes e-commerce and social media?

Digital

Which type of channel variation sells the same product using multiple channel structures?

Dual distribution

Moral principles of values that generally govern the conduct of an individual or group is which mode of social control?

Ethics

Which form of publicity involves events created by the company that are available either in-person or online?

Experiential marketing

Mei-Ling is a college junior majoring in finance and economics. She is interested in applying for internships and plans to attend her next college job fair. She wants to purchase a business suit to wear to the job fair and at subsequent interviews. Mei-Ling wants to look her best and wear appropriate attire. Since making a first impression is important, Mei-Ling will likely take considerable time to visit stores and try on multiple suits before she makes her purchase decision. Mei-Ling has never purchased a suit before, and this is the first time she will buy an expensive item without her mother assisting in the decision. Which type of decision-making will Mei-Ling utilize in purchasing her suit?

Extensive decision making

Misty is an account manager for a marketing firm that provides creative services to business clients. Projects are typically billed on an hourly basis. Misty coordinates with creative team members, media schedulers, and researchers to address her clients' needs. At a previous firm, Misty believed that many employees over-billed their services and did not accurately bill for their time. However, she can now trust all employees to submit accurate time statements and has not heard of anyone violating this practice. Which factor influencing ethical decision making is demonstrated in this example?

Extent of ethical problems within the organization

Captiva designs and manufactures a line of swimsuits for active women pursuing surfing, sailing, and other water sports. The brand is becoming popular since it is designed by women and is perfect for active lifestyles. Captiva uses its website to fulfill orders from women around the world but has its offices in the United States. Which stage of global business best describes Captiva's operations?

First stage

Which type of media schedule utilizes "on" and "off" times for the ad based on the best sales periods?

Flighted

Gabriel is the manager of a restaurant that is known for its daily specials. Due to a larger than normal dinner service, the chef has just informed Gabriel that several special items are no longer available. What should Gabriel do to avoid customer dissatisfaction?

Gabriel should alert the wait staff and ask the servers to notify restaurant guests that several special menu items are not available.

L.L. Bean is a well-known outdoor clothing and recreation equipment company based in Maine. It uses catalogs and its website to entice customers to make a purchase. Once customers purchase, they are placed in the customer database, and then the company follows and tracks their interactions. Clara is vice president of online marketing and has asked the database manager to identify those customers who have the highest dollar spend within the last year. She is specifically interested in knowing how many customers spend more than $2,000 a year with L.L. Bean. Which step of the customer relationship management system best characterizes Clara's request to the database team?

Identify the best customers.

WeatherTech manufactures custom floor mats and accessories for automobiles. WeatherTech is predominantly an online retailer that fulfills customer orders from its website. In most cases, customers can navigate the website and identify products that are made to fit their vehicle. However, some customers may have questions before or after purchase. Which of the following actions can WeatherTech implement to stimulate positive word-of-mouth about its business and to address customer questions?

Include a toll-free number on the website which is answered by a service representative on the first or second ring and who is knowledgeable enough to address any questions or concerns a customer might have

Many vendors at fairs and conventions use Square point-of-sale (POS) terminals to accept credit card payments. If their sales decrease, the demand for the improved POS terminal will also decrease because of _______ demand.

Individuals or couples who own their own home, needing to purchase new or replacement furniture and appliances, with the disposable income or access to credit to afford new items, and a desire to purchase

Nike launched its wearable fitness tracker, the FuelBand, in 2012 after Fitbit's debut in 2007. The FuelBand tracked "Fuel Points," even though customers didn't really know what this metric meant or how it was calculated. Customers also complained that you could sit at your desk waving your hand to ramp up your score. In the four years of FuelBand's existence, Nike only captured about 10 percent of the wearable market, while its rival, Fitbit, became the category leader. Based on this description, what was the primary reason for the FuelBand's failure?

It did not offer a benefit compared to existing products.

Simon is a sales representative with McKesson who works with independent and chain drug stores to provide branded and private label over-the-counter medications, as well as a host of other supplies. Simon can match his customers' requirements to his broad product mix, and he also provides insights about what's selling in the marketplace so that store managers can make decisions about the allocation of shelf space. The approach is working, and Simon has been able to achieve his sales goals while also earning high customer satisfaction scores from his customer accounts. Which marketing management philosophy best applies to McKesson?

Market orientation

A customer entering a discount card number when checking out at grocery store is an example of which type of common touch point between companies and customers?

Point-of-sale interactions

CGN is a global consulting firm offering supply chain, logistics, and lean manufacturing consulting services to Fortune 500 firms. As a global provider, CGN can use a variety of consultants to deliver services to clients. It charges a standard hourly rate of $200 per hour for consulting services but may offer discounts for loyal customers. Which aspect of the marketing mix is highlighted by this example?

Pricing

State Farm Insurance Company noticed a suspicious increase in claims due to flooding as a result of one Whirlpool washing machine model made. Apparently, the high-velocity spinning mode on this particular machine would begin too soon, resulting in a malfunction and an overflow of water. State Farm reported this information to Whirlpool, which immediately acted to notify its retailers and consumers by issuing a recall on the model to correct the problem. The voluntary recall served to prevent future accidents and damage to consumers' homes that State Farm estimated could be up to $6,000 per customer. Which factor influencing ethical decision making is demonstrated in this example?

Probability of a harmful outcome

GameStop operates more than 5,800 retail stores across the United States and 14 countries. It offers a free PowerUp Rewards program that allows customers to earn points and discounts on purchases. Customers can also pay $14.99 per year for a Pro membership that offers additional benefits. More than 55 million people are members of GameStop's Rewards program, providing the company with lots of information about each member's purchasing history, such as the types of products purchased, amount spent per transaction, frequency of shopping, equipment trades, and returns. Which of the following terms best characterizes the information that GameStop owns related to its PowerUp Rewards program?

Secondary data

Rishaan likes cars and associates German automobile manufacturers with high levels of quality. He drives a Volkswagen Jetta and highly values the company. Recently, Volkswagen was fined due to emissions violations in its diesel cars that only activated anti-pollution controls when they were tested. On the road, Volkswagen's diesel models emitted up to 40 times more toxic fumes than permitted by law. One of Rishaan's friends, Jeff, asked him about the Volkswagen diesel emissions problem, but Rishaan said he wasn't aware of any problems. Jeff was surprised at Rishaan's response because he distinctly remembers forwarding an article to Rishaan about the problem and discussing the issue with him. What could account for the difference between Jeff and Rishaan's recollection of this issue?

Selective retention

Shun is a sales representative with a medical device company. He typically meets with hospital purchasing managers to discuss their interest in purchasing new equipment. Shun is highly trained and enjoys his job because no two sales calls are alike. One might last 20 minutes while another might take an hour. Which of the characteristics of personal selling most likely accounts for the difference in time Shun spends with each customer?

Shun tailors the sales message according to the motivations and interests of each customer.

Kendra is a sales representative for Dell Computers. She is primarily responsible for marketing Dell products to buyers in the educational market who will use the equipment as part of their jobs related to teaching or administrative work for the school, district, college, or university. Which of the following individuals would NOT be one of Kendra's potential customers?

Students purchasing computers through the university's technology service

Dhruv is director of admissions for a private university. He's working with a marketing consultant to prepare new brochures to send to prospective students. In this campaign, the university is interested in highlighting all the different ways students can find their passion by getting involved in student organizations, mentoring relationships with alumni, and co-op or internship work experiences. Which of the following terms best describes these aspects of the university's product mix as a service?

Supplementary services

Diya owns a Lexus automobile and schedules routine maintenance at her local Lexus dealer. When she visits for an oil change, she is shown to the luxurious customer waiting area that features a snack bar, espresso machine, and comfortable chairs and couches. In addition, Wi-Fi is available so those needing to work can be accommodated. Diya always feels pampered even though it's her car that's receiving the service. Which aspect of service quality is being demonstrated by Diya's experience at the Lexus dealership?

Tangibles

A local banquet center is considering establishing several social media channels for their business. The owners are not very comfortable using new technology, but they believe having Facebook, Instagram, and Pinterest pages could be beneficial to the company. Which of the following is a benefit the company might receive through social media usage?

The banquet center could establish more direct and meaningful conversations with customers by leveraging social media channels.

Jorge recently interviewed with a business machine company for a sales position marketing copiers and printers to businesses. He was surprised to find that the company's emphasis was purely on sales and using aggressive sales tactics to convince buyers to purchase its line of photocopiers and printers. Which of the following is true about this company related to its marketing management philosophy?

The company has an inward-looking focus on selling what the organization makes.

Which of the following statements regarding market segmentation is true?

There are no scientific procedures for selecting appropriate segmentation variables when choosing a basis for segmenting the market.

Rowena has a Costco membership and enjoys the opportunity to try items at the store. On a recent visit, an associate was offering samples of a quick meal, "Brown Rice & Quinoa," that can be microwaved or boiled to heat and cooks in 90 seconds. After sampling the item, Rowena decided to purchase it. Which characteristic most likely contributed to Rowena's decision to purchase the new meal option?

Trialability

Tyrion is a purchasing analyst for Dow Chemical. He is responsible for negotiating agreements with raw material manufacturers used as input for various Dow Chemical products. He prides himself on his organized and rational approach to his job purchasing chemicals and attempts to utilize the same approach in his personal life. He recently ordered ink cartridges from Amazon for his printer in his home office and received free shipping since he's a Prime member. He also likes how Amazon offers the opportunity to re-order items from his previous orders. How would you classify the value Tyrion received from his purchase of ink cartridges from Amazon?

Utilitarian

Patagonia, an outdoor clothing company, has been a vocal supporter of environmental causes. It recently used _______ advertising. It invested $700,000 in a minute-long television advertisement featuring its founder, Yvon Chouinard, discussing the need to protect and cultivate America's public lands and questioning recent policy decisions allowing private companies to develop public lands.

advocacy

During _______, the consumer conducts a mental review—do I have experience with this product?

an internal information search

When conducting a SWOT analysis, managers can identify opportunities and threats by _______.

analyzing the external marketing environment

Iben is a frequent traveler and recently visited the Atlanta airport on his way to California. He noticed a beverage machine at which he could purchase a specialty coffee, tea, or hot chocolate beverage. Iben was able to use his credit card, but the machine also accepted cash payments. This is an example of _____, a form of nonstore retailing.

automatic vending

In a global economy, products and services are exchanged around the world. Ford Motor Company has production plants in Mexico and purchases component parts from various suppliers around the world which are imported to Mexico to be used in production. Once the automobiles are completed, the finished cars are exported primarily to the United States and Canada. The difference between the value of exports of a country and the value of its imports over a given period is called _______.

balance of trade

Nick Morgan is a scientist with the National Oceanic and Atmospheric Administration (NOAA). He is stationed at the South Pole Observing Station in Antarctica. Nick and his colleagues collect various measurements such as carbon dioxide and solar radiation levels to enable scientists to track changes and determine trends. Nick says, "The data we collect is also used to improve climate models so we can try to see changes in the future." Nick's research would be classified as _______.

basic

Khalid was recently hired as an intern in a marketing company. He was given a copy of the company's employee handbook, which identified the expectations for employees and the standards of proper or acceptable behavior, including the standard of dress, the amount of time given for breaks and lunch, guidelines for using company materials such as the copy machine, and the importance of being courteous and civil to all. The employee handbook provides guidance about the _______ of the company.

behavioral norms

San Diego Zoo Global works with more than 300 conservation partners in 70 countries to save wildlife from extinction. The zoo generates revenue for the Global Fund through a variety of initiatives such as on-site movie filming, featured animals in commercials, and ticket sales. The zoo's efforts to save wildlife around the globe through its Global program are an example of _______ marketing.

cause-related

Quentin recently purchased a Ford F-150 truck to use in his construction business. He had considered other models but decided the Ford was the best value. After owning the truck for two weeks, he received an e-mail from his sales representative at the Ford dealership thanking him for his purchase. In addition, the sales representative included a link to a review of the Ford F-150 in Car and Driver where it was chosen as the top-rated truck. Quentin had been confident about his purchase decision prior to his purchase but felt even more positive about his purchase after receiving the e-mail from his sales representative and reading the magazine review. The follow-up e-mail and article helped to mitigate any _______ Quentin have felt in the postpurchase stage of the decision process.

cognitive dissonance

Many businesses today offer loyalty programs to customers, because gaining customers for life is a goal that enables firms to be more profitable. The Marriott hotel chain's loyalty programs are popular since customers can accumulate points that can be redeemed for upgrades or free room stays. Marriott also encourages members to complete their profiles by indicating the size of bed they prefer (double or king), type of pillow (foam or feather), handicap accessible needs, or other preferences. The profile information enables each hotel to utilize this information and provide the right type of room amenities for each guest. The loyalty program is an example of _______.

customer relationship management

Pasua is an Amazon Prime member who appreciates the convenience and flexibility of ordering products from Amazon. She typically shops using the Amazon app on her phone. Pasua is always amazed how Amazon's suggestions of products she might like are so on-point. She frequently purchases one or more of Amazon's "recommended for you" items as impulse purchases. Amazon is using _______ as a targeting tool based on its ability to track interactions with customers.

customer relationship management (CRM)

Omnichannel marketing is an effort by companies to unify the __________ experience across various _________

customer's ; marketing channel

Sustainable supply chain management involves the integration and balancing of _________ , __________ and economic thinking into all phases of the supply chain management process.

environmental ; social

A person's _______ is how they wish to be perceived.

ideal self-image

A target market is a group of people or organizations for which an organization designs, _________ , and maintains a _________ intended to meet the needs of that group, resulting in mutually satisfying exchanges.

implements ; marketing mix

Social class is based on _______.

occupation, education, income, and wealth

Elon is using the Nike Facebook page to review new models of basketball shoes. Elon enjoys reading the customer reviews and learning how other customers like himself rate the shoe. He often bases his purchasing decision on these reviews by considering factors such as foot support, lateral movement, and fit. Nike also uses the information to track how customer reviews of its products are impacting future sales. Each customer who posts a review receives a numerical rating called a net _______ score.

promoter

The first two digits of a NAICS code designate the _______.

sector

Sergio enjoys hiking and often backpacks for several days or up to a week at a time. He's interested in purchasing a new tent and is looking for something that is lightweight, durable, and easy to set up. He's visited an REI store, Gander Mountain, and several specialty stores in his area that sell tents. In addition, he's explored the options via the Internet to learn more about what's available. To Sergio, a new tent is a(n) _______ product.

shopping

Harley-Davidson Motorcycles has built a strong and loyal following of customers. The company's Harley Owners Group (HOG) hosts events such as drives, barbecues, open houses, product demonstrations, and races. HOG members may also receive promotional discounts on products via email, text, or snail mail. Membership in HOG enables Harley owners to meet and mingle with others to get the most out of their Harley ownership experiences. This is an example of the _______ level of relationship marketing.

social

Nala Cat is known as Instagram's most popular cat with more than 4 million followers. Nala is an example of a _______.

social media star

Particular items for which consumers search extensively and are very reluctant to accept substitutes are called ______.

specialty products

Huggies is a popular brand of diapers that offers a variety of sizes and styles to fit babies based on weight, gender, and activity, such as swim diapers. Huggies devotes significant resources to conduct market research to understand customer needs and to ensure that its diaper products meet the needs of the customer. Rather than make just one diaper formulation, the products are highly customized and appeal to each customer's unique situation. This highlights one of the key differences between sales-oriented firms and marketing-oriented firms, which is _______.

the organization's approach to marketing its products to specific customer segments rather than "everyone" or the average customer

In the buying center, the decider is _______.

the person who selects a good or service to purchase

Mtn Dew is a major sponsor of NASCAR driver Chase Elliott and his Chevrolet Camaro ZL1 team. Chase Elliott often wears a Mtn Dew hat, and his number 9 vehicle has a prominent Mtn Dew logo. Mtn Dew sponsorship of Chase Elliott is an example of _______ media.

unmeasured

Bertrand's parents are originally from France. They have spoken to him in both English and French for as long as he can remember. However, he thinks that they spend more time correcting his pronunciation and use of grammar when he speaks French compared to when he speaks English. Over time, Bertrand has learned that this is common for French families as they desire to speak "perfect" French. Thus, these families share a common _______ of speaking perfect French, which is one component of culture.

value

In March 2019, the European Union fined Google 1.5 billion euros for antitrust violations in the online advertising market, continuing the EU's efforts to rein in the world's biggest technology companies. The _______ law, passed by the European Union, regulates data collected by firms and requires firms to have a "data protection officer" and provide clear and available policies regarding their data collection practices.

General Data Protection Regulation (GDPR)

Lay's potato chips hold a contest called "Do Us a Flavor," in which customers pitch new flavor combinations of the popular Lay's potato chip for the chance to win $1 million. Contestants submit flavor ideas on the "Do Us a Flavor" website. They choose a catchy title, select up to three ingredients, create a quick pitch, and design the bag. What stage of the new-product development process is described by this stage of the Lay's contest?

Idea generation

Which survey method involves a business hiring a firm that facilitates an online group discussion and delivers a recap of the discussion?

Online focus groups

The Environmental Protection Agency (EPA) has recently repealed some of the regulations that govern the oil industry, such as those regulating the proper disposal of wastewater. The president of Oklahoma-based Williams Oil is mandating even stricter guidelines than the EPA imposes. She believes that protecting the groundwater and ensuring clean drinking water for everyone is critically important. Which factor influencing ethical decision making is this company's president using?

Top management's actions

The elements of a brand that cannot be spoken are called the ______.

brand mark

A supplier of scanner-based research _______.

collects checkout scanner data and aggregates it for analysis

Buckle is a casual clothing company typically located in indoor malls across the United States. Buckle's typical shopper is someone aged 15 to 35 who enjoys wearing the latest styles and appreciates the customer service and advice provided by store staff. Buckle hires mystery shoppers to visit similar stores such as American Eagle Outfitters, Aeropostale, and Hollister to check styles and pricing on similar items. This information is part of Buckle's efforts to understand the impact of _______, an external environmental factor.

competition

An advantage of the _______ strategy is the firm may have a competitive advantage over other firms trying to reach multiple markets.

concentrated targeting

When the demand for one business product is related to the demand for another business product used in combination with the first item, _______ occurs.

joint demand

Aneko is a media buyer with Simantel, an advertising agency. Aneko typically purchases radio and television commercial time slots for local business customers such as restaurants and automobile dealerships. These commercials are examples of _______ media.

measured

Rajan, who is the VP of Marketing for a technology firm, is working with the senior leadership team to revise the company's mission statement. He believes the current statement is too narrow since it emphasizes goods and services instead of the benefits customers might receive. In other words, the mission statement is _______.

myopic

Sherwin-Williams employs outside sales representatives who work with customers such as paint contractors and facility managers to procure the Sherwin-Williams paint or wall coatings for their projects. A typical sales representative maintains approximately 150 accounts, and the sales representative identifies the annual revenue potential for each account. Sales managers oversee this process and establish _______, a sales volume goal by month or quarter for the sales representative to achieve.

quotas

Ida is a category manager for a men's fragrance company. She is interested in learning more regarding how men make decisions about buying cologne or aftershave. She has spoken with several marketing research vendors and has learned that _______ is the most popular technique for gathering primary data.

survey research

Walgreens is based in Chicago, Illinois, and has developed a large customer base, especially in larger cities. It has strong relationships with its suppliers and an innovative supply chain, enabling it to reduce out-of-stock inventory, especially with fast-moving items that are purchased frequently. These capabilities have enabled Walgreens to maintain its market position and have a strong competitive position since they are not easily copied or duplicated by other firms. Walgreens enjoys a _______ competitive advantage.

sustainable

Successful relationship marketing strategies depend on all the following EXCEPT _______.

offering high-quality products

If a researcher needs a sample that is representative of the population they are studying, they will utilize a _______.

probability sample

Setting prices to maximize the amount of total revenue relative to total costs is which pricing objective?

profit-oriented

Which of the following are reasons for failing to achieve a marketing objective?

1. Unrealistic marketing objectives 2. Inappropriate marketing strategies in the plan 3. Poor implementation 4. Changes in the environment after the objective was specified

Which of the following is true of an exchange?

Marketing can occur even if an exchange does not take place.

Setting goals, planning, and measuring results are keys to getting things done. This describes which American value?

Achievement orientation

A stop at the grocery store cereal aisle can be overwhelming, with seemingly hundreds of varieties of cereal available. Post has more than 20 brands of cereal in its consumer products division, such as Pebbles cereal, which has a high market share but is in a low-growth market, as consumers now favor more natural cereal products with less added sugar. How would Pebbles cereal be classified according to the Boston Consulting Group model?

Cash cow

Biyu is the office manager for an orthodontist office. She typically schedules check-up appointments in 10-minute intervals, which is the average amount of time needed for the orthodontist to check a patient's progress. However, the orthodontist occasionally needs more time with a patient. Which area of service distribution is impacted most by the occasional variability in the time spent with a patient?

Minimizing wait times

Starbucks is now selling Cookie Straws in grocery stores across the United States. Starbucks describes the product as a toasted rolled wafer cookie filled with a luscious layer of rich, dark chocolatey sweetness. Cookie Straws are the first "cookie" product offered by Starbucks with placement in the cookie and cracker aisle. Which type of new product are the Cookie Straws?

New-product line

SIS International is a global organization that offers marketing research services to clients. Its primary office is in New York with one satellite office in London. The company wants to expand overseas to attract a more diverse client base. It is especially interested in the Asian market. SIS International is conducting its own research to compare Singapore, Beijing, Hong Kong, and Mumbai. Which aspect of the marketing mix is highlighted by this example?

Place

Yasmin works for Bath & Body Works as a category manager. She is interested in identifying the types of products that are typically purchased as gifts, as well as determining how much Loyalty Rewards Members typically spend on gifts. She consults with a database specialist at the company and learns that, unfortunately, this information is not available as part of the information captured related to transactions or purchase history, because Bath & Body Works is not currently capturing whether the purchase was for the customer or a gift. Yasmin has encountered a common disadvantage related to secondary data. Which of the following best characterizes the disadvantage related to Yasmin's research problem?

There is a mismatch between the researcher's unique problem and the purpose for which the secondary data were originally gathered.

Fastenal is a distributor of industrial tools and supplies. It operates more than 2,000 branch locations across the country. It focuses primarily on the business-to-business market and has identified several distinct markets to target: 1) smokestack industrials, 2) modern warehouse, 3) mom-and-pop services, and 4) white-collar industrial. These descriptors help Fastenal's account managers to create a unique message and product or service appeal to the distinct market segments. According to the text, at which step of the market segmentation process are segment descriptors determined?

Third

A discount only for the initial order is called a _______.

new customer discount

Frigidaire is well known for its household appliances. The company is offering more technological features in its products such as "smart" refrigerators that allow consumers to view their refrigerator contents remotely via an application on their smartphones. At a recent appliance industry trade show, representatives from Frigidaire visited the displays of other brands such as Samsung, GE, and LG to see their rivals' new products and how they were incorporating technology. This activity allows Frigidaire to stay abreast of the _______ factor of the external environment.

competition

Ally Bank has more than $95 billion in customer deposits but has no brick-and-mortar locations. The bank provides high levels of customer service through its investments in emerging technology enabling Ally to capture a high share of customer banking needs. In contrast, Fifth Third Bank has announced that it is closing 30 percent of its bank branches due to loss of market share. These examples demonstrate the impact of _____ factors as part of the external environment.

competitive

Dhruv is on his way home from work and remembers that he doesn't have any paper towels or milk at home. He stops at a local grocery store and buys his favorite brands: Bounty paper towels and Prairie Farm milk. These items are classified as _______ products.

convenience

Riko is a marketing director with Uniqlo, a fashion brand based in Japan. She is interested in gathering shoppers' perceptions of the brand and its stores, as well as identifying how Uniqlo compares to its competition. She is reviewing proposals to obtain feedback from 1,000 customers. One firm recommends using a web-based survey that will cost $50 per completed survey. A second firm recommends telephone surveys costing $100 per completed survey, and a third firm proposes mobile research at $25 per completed survey. Riko is surprised to see that mobile research offers the advantage of _______.

cost savings

Norwegian Cruise Line is attempting to use _______ in response to a purported mutiny of passengers on its Norwegian Spirit ship who were upset over changes in their voyage itinerary due to bad weather as well as unsanitary conditions on the ship. The company has issued a press release stating, "We understand that it is disheartening when we are unable to call on ports that our guests have been looking forward to visiting. However, we do ask for our guests' patience, cooperation, and understanding that severe weather conditions are an act of God and cannot be controlled, influenced, or remediated by the cruise line."

crisis management

Pranav works for a German company that provides components for automobiles. He is preparing for a trip to China to meet with car manufacturers and had a short session on business etiquette. One recommendation regarded the presentation of business cards. The recommendation stated that it's a much more formal process in China and that it was important to use two hands when presenting a card to another person. Pranav is learning about the importance of _____ in global business.

culture

Graciela is a professional portrait photographer who often orders canvas prints and other custom products from Artsy Couture. Graciela regularly receives e-mail notices from Artsy Couture with special incentives such as 20 percent off her next order. Graciela feels appreciated by Artsy Couture as one of its top customers, and she has developed a sense of loyalty to the company. Graciela's experience with Artsy Couture provides an example of why the _______ business process is important to supply chain managers.

customer relationship management

Serge is a landscape architect who manages a team of 12 employees who work primarily on commercial landscaping projects. Serge is also responsible for purchasing equipment and landscaping materials, and he recently bought a new Bobcat skid steer machine. He prefers Bobcats even though they are more expensive, because the company provides a variety of add-on products that extend the usefulness of the skid steer, a great warranty, and a competitive price. Thus, Serge purchases the Bobcat due to its _______.

customer value

Allstate is a major property and casualty insurance company. It also seeks to identify new product opportunities, such as identity theft insurance, based on its interactions with customers. Allstate uses a(n) _______ approach to learn about customer needs and to develop new products or services that meet those needs.

customer-centric

By engaging with a potential customer at a table in a shopping mall, a Girl Scout has engaged in __________. a. campaign management b. social CRM c. cross-selling d. a point-of-sale interaction

d. a point-of-sale interaction

Kemi is a brand manager for Post Cereal and is working with his team to plan marketing strategies and tactics for Grape-Nuts. The cereal has been in production since 1897 and has a loyal following of customers. However, the sales have seen a downward trend, and there are many competing products offering similar benefits. Based on this information, Grape-Nuts is likely in the _______ stage of the product life cycle, and any new customers would be classified as _______, according to the diffusion of innovation stages.

decline; laggards

The Pew Research Center recently published a report that noted that the majority of American workers are employed in the service sector. Specifically, "Among the major service-industry sectors, the biggest was trade, transportation, and utilities (27.8 million workers), followed by education and health services (24.3 million), professional and business services (21.5 million), and leisure and hospitality (16.7 million)." This is an example of the _______ role of marketing research.

descriptive

LUVS is a diaper brand. It recently aired a television commercial showing how differently a mom approaches parenting with her first child compared to her second child. The spot ends by saying that parents of their second child are more likely to choose LUVS. A brief product demonstration is shown to prove that LUVS has superior leakage protection compared to competing brands. By demonstrating how LUVS is the better diaper, it is attempting to stimulate _______ based on the AIDA concept.

desire

A _______ strategy increases sales by introducing new products into new markets, while a _______ strategy entails creating a new product targeted to its current customers.

diversification; product development

Companies producing solar panels for roof installations in residential or commercial application have benefited from government assistance in the form of grants to encourage owners to invest in solar technology. Unfortunately, one of the early entrants to solar roof panels went bankrupt and was unable to emerge from bankruptcy proceedings. According to the pyramid of corporate social responsibility, the company failed to meet its _______ responsibilities.

economic

Luxury goods such as designer handbags and watches are highly favored in developed countries such as France, Italy, Germany, the United States, and other countries around the globe where consumers have high discretionary income and enough purchasing power to afford these items. Thus, _____ factors are important considerations when selecting global markets for export opportunities.

economic

The goal for marketers in the consumer decision journey is to _______.

eliminate the consumer's research and evaluation stages of the decision-making process

Marketing research may not be needed if you are _______.

entering a stable market that is well-understood by the company

France is widely known for producing great wines. One of the leading French wineries, Château du Beaune, has invested in a winery in India through a joint venture. The winemaker and various specialists in horticulture are working with the local team in India to ensure proper use of pesticides and conservation of natural resources such as rainwater. In addition, the joint venture has installed solar panels on the roofs of the company's buildings so it can produce its own electricity. As a B Corp, the India-based winery is demonstrating its commitment to _______ sustainability.

environmental

Dyson is a British manufacturer known for its vacuum cleaners, fans, and hairdryers. It has emerged as a leading company highly valued by consumers who routinely pay more than $400 for its top-of-the-line vacuum cleaners. The brand has a high level of awareness, is known for high product quality, and many consumers will only buy the Dyson brand. Dyson is an example of a company exhibiting high brand _______.

equity

Hayley is a senior in high school who wants to major in healthcare administration in college. She's engaged in some information search activities and has identified three schools within a three-hour drive of her home that offer a major in health care management or administration. These three schools are known as Hayley's _______.

evoked set

Sysco is a food distributor that serves the restaurant, hospitality, and institutional markets. Sysco offers a variety of items and typically offers a net 30-day payment. However, companies that have approved credit may be approved for longer-term financing, up to a 90-day payment of their invoices. Sysco is providing a key channel function as an intermediary known as _______.

facilitating

Maria follows a boutique on Facebook that routinely features live sessions of new releases. The boutique informs customers that there are a limited number of items available. Maria placed an order for an item that was recently featured. According to the communication process, this is known as _______.

feedback

Ramla is an account representative with IBM business solutions. She recently contacted Chun who is the lead project manager at an insurance firm that purchased IBM cloud services. Ramla was interested in learning how the cloud services were working for Chun and if there were any questions or issues. Ramla is in the _______ stage of the personal selling process.

following-up

Daiyu was interested in purchasing a new laptop computer. She did a quick online search at Best Buy's website using her smartphone. She was able to see that her local Best Buy had the product in stock. Daiyu purchased the item and requested it be held at the store for pickup. This is an example of the _______ system.

omnichannel

The College Board is interesting in gaining insights about students' changing needs and the type of information that would be helpful to them as they make decisions about which college to attend and which areas to study. To accomplish this, the organization hires a marketing research consultant who recommends a(n) _______. The research firm will identify individuals in their database who are high school sophomores or juniors who have taken the PSAT test. Students will be recruited to participate in a web-based discussion forum that will be led by a moderator. The look and feel of the web-based platform is like a chat room, so all participants can see all questions and all responses. The information is captured by the research firm and is available for review and analysis. Typically, individuals only participate in a single discussion session.

online focus group

The three criteria business buyers use to evaluate business products include _______.

quality, service, and price

The use of machines to offer services is called _______.

self-service technology (SST)