marketing final exam 2`

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ___________ stage of the product life cycle. a) introduction b) growth c) stabilization d) maturity e) decline

maturity

When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.

measurable

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

more for more

Delta, an American video game manufacturer, targets teens between the ages of 13 and 18, providing free game trials and applications. The firm's marketing approach exemplifies ________ segmentation.

age and life cycle

____ involves a review of the sales, costs, and profit projections for a new product to determine whether they satisfy a company's objectives

business analysis

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

concentrated marketing

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

convenience

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.

create immediate consumer recognition

Kallton is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its Web site that customers can suggest ideas for its upcoming product model. Contributors of short-listed ideas will be adequately rewarded. In this case, Kallton is using ________ to generate new product ideas.

crowdsourcing

A child in the United States is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ________.

culture

Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.

demographic

animal crackers Is a home based business that sells high quality children's clothing at premium prices using in home parties. these in home parties typically cater to families with small children and middle to upper middle class income. animal crackers is using __ variables to segment its market

demographic

Proctor and Gamble makes at least eight different laundry detergents. this is most relevant to the issue of

depth of product mix

Gotham home decor sells expensive custom made draperies, bedding, and accessories through sales representatives who are also interior designers. It also has another, slightly less expensive line that it sells through stores such as Nordstroms and Saks fifth avenue. Gotham home decor is most likely using a ___ targeting strategy

differentiated

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

early adopter

Brands vary in the amount of power and value they hold in the marketplace. Iconic brands like Apple, Google, and Harley-Davidson have achieved substantial brand ____

equity

the dairy bar, a national soft service ice cream retailer buys cones from cones and more. cones and more is an important source for marketplace information. they're considered an _____ external source of new product ideas for the dairy bar

external

P&G was among the first to use ________ segmentation when it introduced Secret, a deodorant brand specially formulated for women's chemistry.

gender

chrysler is producing a new seven passenger suv with all wheel drive. which of the following would be the best variables for segmenting the market for this new model

geographic location and family life cycle

Madison goes to Kmart to purchase school supplies for her two children. as she approaches the counter she sees a vase she has to have and buys it immediately. Madisons purchase of this vase is an example of

impulse buying

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

information search

A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?

inseperability

when Chaz realizes his liquor cabinet supply was devastated by last weekends party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the clerk at the liquor store what she would recommend. Chaz started with an ____ search and then progressed to an ____ search

internal,external

companies like 3m, google, and Sony have ____ that encourage employees to develop new ideas

intrapreneurially programs

In which stage of a product's life cycle will promotional expenditures be significantly high in an attempt to create consumer awareness of a product and its features?

introduction

which of the following is an unsought product

life insurance

Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ________ value proposition. A) more-for-the same B) more-for-less C) same-for-less D) more-for-more E) same-for-more

more-for-less

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

opinion leaders

which of the following terms best describes the process of designing and producing a container or wrapper for a product

packaging

is the process by which people select, organize, and interpret information to form a meaningful picture of the world

perception

World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?

perishability

the most effective sources of information about a product tend to be

personal

method is a company producing products that limit the amount of negative impact on the environment. its product line includes dishwashing liquid, cleaners, hand soap, and laundry detergent, to name a few. method is exploring offering a line of environmentally friendly clothing, mostly t shirts, shorts, and long pants for both men and women. its research indicates that they should use psychographic segmentation in their marketing strategy. which group of segmentation variables will method be using

personality characteristics, motives, and lifestyles

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

post purchase behavior

Fred's, a national supermarket chain, sells its own brand of items across all categories. Such items are considered ________ brands.

private

Eastline, a manufacturer of outdoor patio furniture, positions its products as superior in weatherproofing and durability, this is an example of ______ differentiation.

product

A detailed version of a product idea stated in meaningful consumer terms is a ________.

product concept

in the ___ stage of new product development, products undergo rigorous tests to make sure that they perform safely and effectively, or that consumers will find value in them

product development

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

product mix

The overall characteristics of a product that allow it to perform as expected in satisfying customer needs is

quality

______ is the degree to which an innovation appears superior to existing products

relative advantage

Mario is an avid collector of mob memorbiallia. he greatly desires to own the special bat that earned the slugger Sammy Sosa a seven game suspension due to its illegal contents. this is an example of a __ product

specialty

susan has been redecorating her condo for a year. she is carefully selecting each item. Susan finds an oriental rug that matches her color scheme and decor perfectly and purchases it immediately without engaging in comparison shopping. this is an example of a

specialty product

which of the following is an example of a shopping product

television

select the true statement concerning test marketing

test marketing is a limited introduction of the product in areas chosen to represent the intended market

what is the most important consumer buying organization in society

the family

although not recommended, some marketers decide to ignore market segmentation and target the whole market with one offer. this is known as ____ marketing

undifferentiated

jack harpers auto towing service would best be described as a ___ product

unsought

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

user status segmentation

in which of the following cases is little or no test marketing most likely recommended for a new product

when the costs of developing and introducing the product are low