MARKETING

When participating in major projects in college marketing classes, effective teams can use a __________ to be sure that each team member does a fair amount of work and that class projects are finished efficiently and on time.

Gantt chart

In 2008, Apple filed for and received approval from the U.S. Patent and Trademark Office to trademark the "App Store" name to describe a service that allows its iPhone and iPad customers to purchase and download applications, video games, and other software. Over the past few years, Apple has invested millions in advertising and publicity and customers have purchased millions of dollars of software from its "App Store." However, Amazon.com claims that Apple did not have exclusive rights to the name because other firms used it to describe their online storefronts where consumers can obtain software for smartphones and tablet devices. In March 2011, Apple filed a lawsuit against Amazon for violating its trademark. Why should Apple rigorously protect its "App Store" trademark?

In order to maintain the use of its widely recognizable trademark, Apple must prevent the name from becoming generic.

Where did Hamdi Ulukaya, the creator of Chobani, Inc., want to place Chobani yogurt?

in the dairy case of major grocery store chains

In Marketing in the News, we heard that the German supermarket chain Lidl is about to open dozens of stores in:

The USA

How will the grading in this class work?

50% mini-tests, 20% midterm, 30% final, plus Extra Credit

TravelTex.com is a website sponsored by the Economic Development and Tourism department of the state of Texas. They create a commercial showing families having fun at the Texas beaches, and inviting the viewer to browse their site or to phone for a brochure on vacation spots in Texas. They are marketing:

A Place -- Texas

In class, we discussed three types of competition that marketers must think about. Which of the following is a good example of "substitute product" competition?

A ticket to the Indians, Cleveland Browns, or Cleveland Orchestra

No because it is not specific, measurable, or time-based.

Amazon Prime

All of the following are examples of ideas that can be marketed except

Apple using a TV ad to explain the features of an iPad mini (camera, screen resolution, user interface, etc.).

In general, the board of directors oversees the three levels of strategy in organizations: corporate, business unit, and functional. However, for our guest lecturer, Rob Felber of Felber & Felber Marketing, this concept is not very relevant. This is because:

As the president and CEO of Felber & Felber, Rob fulfills ALL of these functions himself

In class, we heard about some companies which unethically may overstate a product's features or performance or may run rigged contests. What type of deceptive practice is this?

Deceptive Promotion

The textbook says that you are a Marketing Expert. The instructor:

Disagrees with this view; you know a bit about marketing but are not an expert

Consider the following Ben & Jerry's dollar sales and market share details. A marketing manager for Ben & Jerry's has been provided with a marketing dashboard display. He notices that dollar market share for 2014 was 18.4 percent and for 2015 it was 20.0 percent. What simple formula was used to calculate the dollar market share percentages for each of these two years?

Dollar market share (%) = Ben & Jerry's sales ($)/Total industry sales, including Ben & Jerry's sales ($).

Who is (are) the author of your textbook (13edition)?

Kerin and Hartley

As noted in the lecture, based on SWOT analysis you want to:

Match Strengths and Opportunities

In class, we heard about some questionable business practices that have been associated with Nike over time. Which of the following is NOT one of the problems associated with Nike?

NOT being socially responsible, Use of sweatshops to manufacture their products, Use of child labor to manufacture their products, Targeting low-income families by making shoes an expensive status symbol

We decide to be "socially responsible" and to promote world peace. We set up a goal for our organization of "increasing world peace." Does this represent a "good" goal?

No because it is not specific, measurable, or time-based.

You see an advertisement stating that you should come to Larry's Coffee Shop in Kent, Ohio for the "world's best cup of coffee." Would this be considered deception?

No! First, this is a subjective judgment and second, reasonable people won't be fooled by it.

We have several video guest lecturers for the class. One of these is Michele Skinn, Director of the Fisher. Titus Foundation. Which of the following best describes her organization?

Not for Profit -- Services

Which of the following would NOT be an environmental factor affecting the organization?

Quality control problems on a production machine

________________ is/are responsible for establishing the organization's mission and objectives.

Senior management

Which of the following statements regarding social forces is most accurate?

Social forces can have a dramatic impact on marketing strategy.

I am working on my marketing class at 2 a.m. when I decide I REALLY want some ice cream. Most stores are closed, but the local Walmart Supercenter is open 24/7. I am able to get some Ben & Jerry's there. What form of utility did the Walmart provide?

Time Utility -- by being open at 2 a.m. Walmart has made the product available when I wanted it

Which of the following is NOT an objective of the course:

To give you an understanding of the ways to raise capital for the organization

In marketing, an organization refers to

a legal entity that consists of people who share a common mission.

Last year, the Parker family dined at nice restaurants almost four times a week. Even though Mr. Parker received a 2 percent pay raise, the cost of living rose by 4 percent and property taxes went up 5 percent in their community. As a result, the family now eats most of their meals at home, dining out only a few times a month. This reflects

a reaction to a loss of discretionary income.

An employee who contacts the SEC to report her company's use of illegal accounting procedures is an example of

a whistle-blower.

the income, expenditures, and resources that affect the cost of running a business and household.

baby boomers

In Marketing in the News, we heard that Starbuck is testing ____________ as it attempts to evolve beyond being a local coffee house

brunch

Investors should understand that when purchasing stock, the principle of __________ is in effect. It is in the best interests of investors to do research on the company, so they will make a wise purchase.

caveat emptor

You have just purchased an iPad Mini 4 tablet device. As you head home from the store, you brood about whether your choice was right or whether you should have bought a Galaxy Tab S2 after seeing an ad for it on TV. This is most likely an example of

cognitive dissonance.

Evergreen Air Center is the world's biggest parking lot for unwanted aircraft. Airlines pay a monthly fee from $750 to $5,000 to mothball their unneeded airplanes there. Its location is on 1,600 acres of Arizona desert near Tucson. The Southwest climate of dry, warm air serves as a cheap and effective airplane preservative against rust. Evergreen's location is

competency

Marketing discovers consumer needs by

conducting effective marketing research.

The marketing mix elements are called __________ because they are the responsibility of the marketing department in an organization.

controllable factors

The Ben & Jerry's website states: "Central to the mission of Ben & Jerry's is the belief that all three parts [product mission, economic mission, social mission] must thrive equally in a manner that commands deep respect for individuals in and outside the company and supports the communities of which they are a part." This statement reflects Ben & Jerry's

core values.

In Marketing in the News, we heard that as it plans to roll out Google Express nationwide, the company has decided to:

drop part of its grocery business and stop selling perishables.

Each strategic business unit has marketing and other specialized activities (e.g., finance, manufacturing, or research and development) at the __________ level, where groups of specialists actually create value for the organization.

functional

All of the following are environmental forces that affect an organization except

geographical.

Because an organization has limited influence on market growth rate, its main alternative for moving an SBU on the portfolio analysis matrix is to try to change its relative market share. The most likely way for a company to turn a question mark into a star rather than a dog is to

inject cash into it.

When Anheuser-Busch reaches out to its customers and the general public with its alcohol awareness and education programs and community support, and seeks to protect the natural environment and improve societal well-being, this is a reflection of

its broader social responsibility.

In Marketing in the News, we heard that the affluent can improve their social status by:

just by traveling

Generally, the U.S. population is becoming

larger, older, and more diverse.

The owners of Ben & Jerry's Homemade Inc. adhere to the belief that the company should not harm the environment in any way but actually improve it. This is an example of

moral idealism.

Domino's Pizza has addressed the first objective in marketing, which is to discover consumers'

needs, to create products that could satisfy them.

In Marketing in the News, we heard that Coca-Cola wants 50% of its sales by 2020 to come from:

non-sugar drinks.

In Marketing in the News, we heard that Apple generated a good deal of "buzz" for its "special event" in San Francisco via:

numerous tip-offs and leaked photos.

In class, we heard from one of our video guest speaker (Mr. Muller) about they evaluate how well they are accomplishing their marketing strategy. One important managerial point that he makes is that when evaluating results, your people will tend to:

pay attention to what you measure.

Robert was running low on cash and could not buy his textbook by the first day of class if the bookstore did not accept his credit card. Luckily, the bookstore accepted his VISA card, so the bookstore created __________ utility for Robert.

possession

Owners of a specialist olive oil production firm decided to offer their product in 5-ounce and 13-ounce sizes. They decided to sell the olive oil only through the mail and to price the smaller bottle at $6.50 and the larger bottle at $12.00. These actions consist of the firm's marketing

tactics

Recently, ink has been developed that will conduct electricity. The application for this ink is to print circuitry that can be read electronically. This may help to drive down the cost of radio frequency (RFID) tags that are currently used in industry. This is an example of how __________ forces are applied to industry.

technological

The Electronic Signatures in Global and National Commerce Act makes digital signatures as valid as pen-and-ink signatures. This act created a demand for software and hardware that would collect, transmit, and receive digital signatures. This example indicates how __________ forces can work together in the marketing environment.

technological and regulatory

A customer value proposition is

the cluster of benefits that an organization promises customers to satisfy their needs.

Social responsibility is

the idea that individuals and organizations are accountable to a larger society.

The economy is defined as

the income, expenditures, and resources that affect the cost of running a business and household.

Environmental forces refer to

the marketing manager's uncontrollable forces in a marketing decision involving social, economic, technological, competitive, and regulatory forces.

Profit refers to

the money left over after a business firm's total expenses are subtracted from its total revenues.

The element of the marketing mix that describes a means of getting the product to the consumer is known as

the place.

Customer relationship management refers to

the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so buyers will choose them in the marketplace.

What is the marketing term for people, whether they are 80 years or 8 months old, who use products and services purchased for a household?

ultimate consumers