Marketing Test 2

Which of the following would allow Gabbie the most flexibility in asking probing questions about why customers would want an open mic night? 1. Mail surveys 2. Online surveys 3. Personal interviews 4. Experiments 5. Social media audits

3. Personal interviews

If Brian were tasked with purchasing an additional 500 tablets for Hope Springs but he was asked to change the requirements for making the purchase, this would be called a(n) __________. a. direct purchase b. new buy c. straight rebuy d. indirect buyback e. modified rebuy

A modified rebuy is a buying situation where the organization changes the product specifications, price, delivery schedule or supplier

When Hope Springs develops its flavored water additive and uses the college town where Gabbie and Justin are students to gauge if there is ample product interest, the company is engaged in a _______. standard test market geographic test market simulated test market controlled test market segmented test market

A standard test market approach is where a company uses existing distribution channels in a test-market city to determine the level of interest in a new product or service.

If Ju Li used a(n) ___________ approach to screening and evaluation, she would have employees evaluate the technical feasibility of selling the additive in addition to its bottled water products. external strengths analysis customer-driven internal potential threats

An internal approach allows an organization to ensure that employees have the commitment and skills to meet customer expectations and sustain customer loyalty—which is a key consideration in evaluating a new idea

If automakers used ___________ segmentation, they would use vehicle features such as the availability of a moon roof and Bluetooth capability to find customers similar to Justin. psychographic physiological geographic demographic behavioral

Behavioral segmentation consists of two types: (1) segmenting consumers based on which features are most important, and, (2) usage rate, which is the quantity consumed or patronage—store visits—during a specific time period

The first step in developing _________ for the Coffee Collective would be to develop positive brand awareness and an association of the brand in consumers' minds to give the brand an identity. brand personality brand-peer development brand imagery brand equity brand image

Brand equity is a building process where businesses create added value above and beyond the functional benefits of products through their brand name

__________ is the new-product development phase resulting after Hope Springs decided that the flavor additive had enough market interest and launched full-scale production and sales. Idea generation Screening and evaluation Market testing Commercialization Development

Commercialization is the final and most expensive phase of the new-product development process and represents the outcome of the previous stages—taking a new product or service to market.

Instead of using survey information, Martha decides she would rather use ________ to find hidden information within her customer relationship management database to find links between spending habits and which types of entertainment should be marketed by the Coffee Collective. 1. buying inquiries 2. data mining 3. indirect data purchases 4. rebuy model statistics 5. external data

Data mining is an effective way to extract hidden predictive information from existing databases to find links between consumer purchasing patterns and marketing activities.

_________, or technical experts, can control the flow of information in the purchasing process of the buying center at Hope Springs. a. Gatekeepers b. Influencers c. Users d. Buyers e. Deciders

Gatekeepers control the flow of information in the buying center. Purchasing personnel, technical experts, and secretaries can all keep salespeople or information from reaching the other four roles.

___________ means that the Coffee Collective's customers cannot easily distinguish the service provider, such as Martha and her employees, from the service itself, such as purchasing and drinking the fresh-brewed coffee. Intangibility Perishability Inconsistency Inseparability Inventory

Inseparability means that the consumer cannot distinguish the service provider from the service itself—such as the role a server plays when you eat at your favorite restaurant

Since the Coffee Collective is a service organization, what it provides tends to be more of a performance than a product. Because of this, Martha must demonstrate to customers the benefits of visiting the Coffee Collective in order to overcome the __________ of services. intangibility inseparability inventory perishability inconsistency

Intangibility means that services cannot be touched or seen before the purchase decision and that they are more of a performance to experience rather than an object to purchase

________ data, or the facts and figures that have already been collected about Coffee Collective prior to the research at hand, might include previous years' budgets, old Coffee Collective marketing activities, internal sales figures, and customer emails. a. External primary data b. Internal primary data c. Internal secondary data d. External secondary data e. Derived data

Internal secondary data generally offers the most easily accessible information and can be divided into two related parts: (1) marketing inputs and (2) marketing outcomes

Aggregating potential car buyers into groups that have common needs and will respond in the same way to a marketing campaign is a process known as _______. a. market positioning b. product differentiation c. market segmentation d. market differentiation e. market cataloguing

Market segmentation allows organizations to use a marketing strategy of product differentiation where firms use different marketing mix actions to help consumers perceive product differences against competitors.

One of the key characteristics of Hope Springs' organizational buying behavior is the ___________ characteristic where the price of the tablet computers can be negotiated and is affected by quantity-purchase discounts. a. buying process b. product or service c. regulatory d. marketing mix e. market

Marketing mix characteristics include advertising and forms of promotion, direct selling and distribution to buyers, and prices that are often negotiated as part of the purchase process.

If Martha decides to use a __________ strategy to grow the Coffee Collective, she would distribute a series of Coffee Collective branded teas and coffees through the local supermarket. private branding multiproduct branding sustainable branding multibranding mixed branding

Multiproduct branding is where a company uses one name for all its products within a product class, and is also known as family branding or corporate branding

If Martha leveraged a __________ strategy to grow her overall business, she might develop a line of imported flavored teas and sell them at the local College Town Food Cooperative using the College Town name for the new product line. multibranding sustainable branding multiproduct branding mixed branding private branding

Private branding, or reseller branding, is an approach where companies manufacture products but sells them under the brand name of a wholesaler or retailer

If automakers attempted to change the way Justin feels about the price of hybrid vehicles in comparison to the other vehicles he is considering, this would be an example of ____________. product manipulation perceptual adjustment product repositioning product forecasting product positioning

Product repositioning changes the place a product occupies in consumers' minds relative to competitive products while product positioning is the place a product occupies in consumers' minds based upon important attributes relative to competitive products

If automakers were to segment Justin based upon the type of active lifestyle he leads, this would be considered _____________ segmentation. behavioral demographic geographic physiological psychographic

Psychographic segmentation allows marketers to segment individuals based upon their lifestyles. Thus, people of similar lifestyles tend to live near one another, have similar interests and purchase similar offerings

In order for the Coffee Collective to maintain ____________, it will need to make sure that its coffee tastes great, the coffee shop is clean and taken care of, and the staff is able to answer customers' questions. reliability responsiveness service quality tangibility gap analysis

Service quality can be identified by conducting a gap analysis, or assessing the difference between customer expectations and actual experiences. In doing so, organizations can evaluate the service quality that is being delivered to their customers

The ___________ includes members of Hope Springs' upper management team, Brian—the purchasing manager, and members of the accounts payable department. acquisitions department a. buyback unit b. finance group c. decision team d. buying center

The buying center is a group of people in an organization that participates in the buying process and share common goals, risks, and knowledge important to a purchase decision.

If Philip B decided to formulate a lower-price, lower-quality hair care line to be sold at Target and other big box retailers and used a different brand name, it would be using a _______ strategy. multiproduct branding multibranding private branding

With multibranding, each product has a distinct name. This is a useful strategy when each brand is intended for a different market segment, as would be the case with Philip B's new product line.

If Justin were to belong to a social group that closely associates with Jet Green, the airline industry and other customers who love flying Jet Green, he would join a ______________. a. brand community b. reference group c. dissociative group d. loyalty program e. aspiration group

a. Brand communities are one form of specialized associative groups where membership is focused on the product, the use of and relationships developed with other customers of the brand

The need for Hope Springs to have tablet computers that are fast, include 24/7 tech support, and include a generous volume discount relate to which key characteristic of organizational buying? a. Organizational buying criteria b. Buyer-seller relationship c. Demand characteristics d. Number of potential buyers e. Derived demand

a. Organizational buying criteria, In making a purchase, the buying organization must weigh key buying criteria that apply to the potential supplier and what it wants to sell.

Two factors that will influence Gabbie's decision are the fact that she is not a morning person and that she is interested in having free Wi-Fi during the flight. These factors would be considered __________influences in the consumer purchase decision process. a. psychological b. situational c. marketing mix d. sociocultural e. regulatory

a. psychological, Psychological influences include motivations, personality, perceptions, perceived risk, consumer learning and lifestyles

In her search for the right flight to visit her parents, Gabbie learns about the Jet Green fare sale from a favorite blogger. This source of information falls under which category? a. Reference group influence b. Word-of-mouth c. Thought leader d. Family life cycle e. Family influence

b. Word-of-mouth

Given that Gabbie is looking for a budget-priced flight home for holidays, she will need to determine which flight features are most important to her. She will do this during the ____________ phase a. post purchase behavior b. alternative evaluation c. information search d. purchase decision e. problem recognition

b. alternative evaluation

Consumer socialization, passage through the family life cycle, and decision making within the household are three sources of _______ influences on consumer behavior. a. opinion leader b. family c. reference group d. word-of-mouth e. cultural

b. family

If Martha wants to determine whether or not she should offer open mic night at the Coffee Collective as part of the coffee experience, this would be an example of her ____________. a. establishing parameters b. testing marketing actions c. defining the problem d. collecting information e. creating a plan

c. defining the problem

Putting the new hair care line sold at Target and other big box retailers under the same Philip B brand may 1. dilute the established brand in the eyes of loyal customers. 2. improve the reputation of the new brand in the eyes of loyal customers. 3. capitalize on its current distributor networks.

dilute the established brand in the eyes of loyal customers

_________ data includes information collected from national TV ratings, mystery shopper experiences and neuromarketing techniques collected for the project at hand. a. Secondary external b. Primary questionnaire c. Indirect d. Secondary internal e. Primary observational

e. Primary observational

When Hope Springs Water Co. was looking to complete the _________ phase, the company could have leveraged internal research, requested customer input, conducted a competitive analysis or sought collaboration with another organization. screening and evaluation commercialization development idea generation market testing

idea generation