MKT 1

Which of the following is NOT one of the core principles of marketing? - marketing entails an exchange - marketing is exclusive to businesses - marketing about satisfying customer needs and wants - marketing requires decisions based on the 4Ps

- marketing is exclusive to businesses

Strategic Marketing Planning Process

1. Define the MIssion/Vision 2. Situation Analysis 3. Identify and Evaluate Opportunities 4. Implement Marketing Mix 5. Evaluate Performance

Zipcar traditionally focused on marketing toward individuals without cars as a convenient form of alternative transportation. Zipcar has now begun to also focus its marketing toward businesses and organizations to use Zipcar for their employees. This is an example of _______________. - A2B marketing - C2C marketing - B2C marketing - A2C marketing - B2B marketing

B2B marketing

Red Mango rewards loyal customers with coupons that can be redeemed for free and discounted products, and they offer loyal customers special promotions. These activities are part of a(n) ______________ program. - C2C - B2B - CRM - supply chain management - exchange

CRM

In the DDPerks loyalty program, customers earn points for each purchase and are awarded free coffee each time they earn 200 points. Loyalty programs are part of a(n) - transactional orientation - value co-creation effort - supply chain - CRM program - marketing channel

CRM program

When Staples plans its store layout and designs its website, it wants to offer its customers __________. - big cost savings - ink and paper - a huge product selection - an easy experience - luxury products

an easy experience

Many consumers believe bottled water is ________ tap water. - less available than - not as safe as - identical to - better than - cheaper than

better than

Ethnographic research takes place ________. - by measuring sales of items - in focus groups - through surveys - by human observation - online only

by human observation

Staples offers quality customer service and its own brand of products to establish a ___________. - fun environment - marketing plan - competitive advantage - target market - large inventory

competitive advantage

If Seventh Generation were analyzing the consumers' immediate environment, which of the following would it study and research? - social trends - inflation and interest rates - competitors - regional culture - country culture

competitors

The video mentions that Adidas works closely with BASF to develop new technologies like Boost. For Adidas, this relationship with BASF is an example of which aspect of the marketing environment? - economic - social - company - technology - corporate partners

corporate partners

What is Ford's overall goal in meeting the needs of the millennial demographic? - using cutting-edge technology - creating lifelong customers - producing an economic vehicle - word-of-mouth advertising - being socially responsible

creating lifelong customers

The Ford Fiesta was first introduced in the 1970s. Although not successful in the United States, it was in Europe. What macroenvironmental factor did the Fiesta appeal to in Europe? - economy - technology - culture - political - demographic

culture

The acceptance of running as a leisure activity for women varies widely from one country to another, affecting sales of Adidas shoes to women. Which aspect of the marketing environment does this represent? - culture - economic - demographic - technology - social

culture

Adidas has identified two different customer groups for its shoes with Boost technology: an older group concerned with performance, and a younger group interested in style. Which aspect of the marketing environment does the split between these two groups represent? - technology - political/legal - social - demographic - economic

demographic

Generational cohorts, ethnicity, and gender are all considered part of _________ macroenvironmental factors. - economic - cultural - technological - demographic - political/regulatory

demographic

When Julie, the marketing executive for Hope Springs, determined that market segments existed with sufficient disposable income to pay a premium for bottled water, she determined this by examining ________ factors. - demographic - social - political/legal - technological - cultural

demographic

Which of the following is not one of the three phases of the strategic marketing process? - determination phase - planning phase - implementation phase - evaluation phase

determination phase

In 2008, the U.S. market downsized to smaller cars because of the _______________ macroenvironmental factor. - technology - culture - political - social trends - economic

economic

Manufacturing of Adidas shoes takes place in factories around the world. Major fluctuations in the value of the U.S. dollar compared to other currencies could affect Adidas's manufacturing costs. Which aspect of the marketing environment does this issue represent? - political/legal - demographic - social - economic - culture

economic

Zipcar's commitment to educating customers about alternative transportation is an example of what? - work-of-mouth advertising - providing employment opportunities - production orientation - enriching society - competition

enriching society

The expansion of bottled water sources to include filtered municipal water was a consequence of Pepsi and Coke __________. - leaving the market - cooperating - entering the market - using technology - restricting access to other sources

entering the market

Zipcar was developed to adapt to customers' changing transportation needs. Zipcar was successful because it was able to create a venture that satisfied these unfulfilled needs. This is an example of what? - entitlement - managerial prowess - supply chain pervasiveness - entrepreneurship - self-promotion

entrepreneurship

The primary function of marketing is to _______. - improve the supply chain - advertise effectively - establish value - develop a well-designed sales force

establish value

When Martha needs to compare the results of the marketing program for the Coffee Collective and then implement changes based upon what she finds, she is in the _____________ phase of the strategic marketing process. - program - evaluation - planning - responsibilities - implementation

evaluation

Both Red Mango and Pinkberry must communicate information about their products and services and then deliver them to their customers. In turn, their customers provide these companies with money and information. This represents the core marketing concept of _______. - globalization - exchange - supply chain management - CRM - value

exchange

Marketing entails a(n) _______ between the buyer and the seller. - exchange - need - plan - value

exchange

HSN created product value by having ________. - award-winning ads - catalog sales - exclusive designer agreements - discount prices - good retail locations

exclusive designer agreements

By providing refillable water bottles and refilling stations in order to reduce waste from bottled water, Hope Springs is aligning its product with which current social trend? - green marketing - privacy concerns - health-and-wellness concerns - cultural diversity - economic uncertainty

green marketing

In producing and marketing environmentally friendly products, Seventh Generation is practicing _______. - greenwashing - environmental marketing - green marketing - micro-marketing - macro-marketing

green marketing

Seventh Generation has to advertise and promote its products. If the company spends more resources on advertising and promotion than on actually engaging in sound environmental practices, it would be guilty of _______. - greenwashing - breaking the law - ignoring regional culture - deceptive advertising - charging too high a price

greenwashing

Assuming Netflix was following a marketing plan, at which stage should it have given more consideration to the impact of the July 2011 price increase? - defining the business mission - evaluating performance - identifying opportunities - implementing the marketing mix - situation analysis

implementing the marketing mix

Seventh Generation wants to research the demographic characteristics of its target market. To do this, the company would study all of the following except - income - ethnicity - gender - age - inflation

inflation

The Staples Mailmate is an example of how Staples offers value by providing consumers with _________. - large assortments - innovative products - discount products - products that copy the national brands - the lowest possible prices

innovative products

A service is different from a good in that the benefit is _______. - less expensive - intangible - tangible - easy to market

intangible

In order to examine the strengths of the Coffee Collective within a SWOT analysis, Martha would need to evaluate the __________ and _____________ factors of her organization. - internal; favorable - external; unfavorable - location; determinant - external; favorable - internal; unfavorable

internal; favorable

One way HSN promoted its products was to use _____. - lifestyle programming - coupons - discounts - infomercials - humorous ads

lifestyle programming

Moving from television broadcast into e-commerce has allowed HSN to achieve _______ excellence. - locational - service - product - operational - customer

locational

Both Pinkberry and Red Mango know that to be truly value driven, they must do all of the following except - share information - carefully balance benefits and costs - make profitability the number one goal - take advantage of new technologies - build relationships with customers

make profitability the number one goal

One way Netflix could grow its business would be to offer its existing services to foreign markets it does not currently serve. This would represent which growth strategy? - product development - diversification - market development - segmentation - market penetration

market development

When Spirit Airlines expands into additional cities, which growth strategy is it using? - market penetration - related diversification - market development - unrelated diversification - product development

market development

The Coffee Collective is seeking to identify customers who want a unique coffee-drinking experience and are open to a loyalty rewards program. In doing so, the Coffee Collective is identifying its target _____________. - market program - marketing concept - marketing mix - market segment - market orientation

market segment

In order for Martha to categorize prospective buyers into groups that have common needs and will respond similarly to a marketing action, she will need to complete a ______________. - four Ps segmentation - marketing program - market inquiry - market segmentation - strategic planning analysis

market segmentation

Although blue jeans are made of the same basic fabric, how a brand of jeans is _____ determines how the brand will be positioned in the marketplace, and ultimately who will buy it. - sold - manufactured - warranted - developed - marketed

marketed

The activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers is referred to as _______. - promotion - advertising - marketing - planning

marketing

Firms compete on price point, store design, and the product itself. These are all elements of a firm's _______. - supply chain - relational orientation - marketing plan - marketing mix - entrepreneurship

marketing mix

The Coffee Collective will need to detail the day-to-day operational decisions that are needed to execute the marketing planning phase. These actions are often organized into the "Four Ps," also called the _________. - marketing metrics - situation analysis - marketing mix - points of difference - SWOT analysis

marketing mix

A bundle pricing strategy means that the cost is lower when you buy _________. - more often - more styles of a product - more items at once - an assortment of products - on a regular schedule

more items at once

The bottled water industry has experienced ________ than the carbonated beverage industry. - much less growth - slightly less growth - slightly greater growth - much greater growth - about the same growth

much greater growth

One of Netflix's original competitive advantages was its efficiency. The company delivered movies quickly and charged a relatively low cost for the service. Strategically, this is known as _____ excellence. - customer - product - delivery - operational - locational

operational

Which of the sources of sustainable competitive advantage discussed in the text is Spirit Airlines most likely pursuing with its ultra-low-cost carrier strategy? - operational excellence - locational excellence - product excellence - customer excellence - price excellence

operational excellence

Dunkin' Donuts makes sure that its locations are convenient for its customers—close to where they live and work. Which of the four Ps does this represent? - place - people - promotion - product - price

place

If Mom places the highest value on convenience when looking for a cup of coffee, which of the marketing-mix components is she most concerned with? - promotion - program - place - price - product

place

Marketing requires product, price, promotion, and ______ decisions. - profit - production - prototype - place

place

Zipcar's goal is to have an available zipcar located within 10-15 minutes of its members. This is an example of what component of the marketing mix? - promotion - product - price - place - position

place

All U.S. cars must meet a 35.5-mpg requirement by 2016. This requirement is important to the ___________ macroenvironment factor. - social trends - culture - political/regulatory - economic - technology

political/regulatory

By providing refillable water bottles and refilling stations in order to reduce waste from bottled water, Hope Springs is aligning its product with which current social trend? - economic - political/regulatory - technological - social - competitive

political/regulatory

When Spirit Airlines identifies itself as an ultra-low-cost carrier (ULCC), it is ______ itself compared to other airlines. - positioning - targeting - segmenting - situating - evaluating

positioning

Which of the four Ps does Spirit Airlines rely on most to create value for its customers? - product - people - place - price - promotion

price

Clearly, customers enjoy the frozen yogurt offered at both Pinkberry and Red Mango. They also seem to enjoy the service in the stores as well as the idea that frozen yogurt is healthy. These elements all represent delivering value through which of the four Ps? - price - product - none of these - promotion - place

product

Dunkin' Donuts offers coffee and donuts that are "familiar with a twist"—popular items that are available all the time, and seasonal specials like pumpkin spice coffee and heart-shaped donuts. This "familiar with a twist" approach is an example of which of the four Ps? - price - people - place - promotion - product

product

Joe to Go offers donuts with its simple cup of black coffee that customers serve themselves. In doing so, the company is attempting to create value for Dad and other customers through which element of the four Ps? - program - price - product - promotion - place

product

When HSN added event programming to its mix, which two elements of the marketing mix did it affect? - place and product - place and promotion - price and promotion - product and price - product and promotion

product and promotion

By offering new products developed by well-known designers to its existing customers, HSN used which growth strategy? - product development - diversification - portfolio analysis - market penetration - market development

product development

When Netflix launched its streaming-only plan, the company anticipated that most current users would drop the rental plan and move to it. In strategic terms, this is a growth strategy of _____. - market penetration - market development - product development - portfolio analysis - diversification

product development

Companies that get celebrities to be seen in their designer jean brands relate to which of the marketing mix variables? - price - distribution - promotion - product - place

promotion

Dunkin' Donuts offers some localized programs; for example, offering free coffee to all customers if a local sports team wins an important game. This is an example of which of the four Ps? - price - people - place - promotion - product

promotion

The placement of proof-point information on product packaging is part of which of the four Ps? - product - promotion - place - production - price

promotion

To communicate to consumers that its products are both healthy and delicious, Red Mango would use which of the 4 Ps? - product - promotion - price - place - people

promotion

Having employees make smoothies for customers represents which aspect of a product offering? - idea - good - place - service - price

service

Intangible customer benefits, such as a car wash or a haircut, are examples of _______. - products - services - goods - ideas

services

Americans are increasingly concerned about health and wellness, creating an opportunity for Adidas to present the Boost shoe line as a way to make running for health more enjoyable. This is an example of which aspect of the marketing environment? - culture - economic - technology - social - political/legal

social

Based on the information in the case, only Pinkberry seems to be using _______ through its interactive website, Twitter, and Facebook. - social media - the 4 P's - value co-creation - CRM - supply chain management

social media

The green movement represents which factor in the marketing environment? - generational cohorts - regional culture - social trends - demographics - technology advances

social trends

At the beginning of the bottled water movement in the United States, it was primarily purchased by ___________. - large families - the elderly - status-conscious consumers - bargain hunters - hospitals

status-conscious consumers

By completely separating Qwickster and Netflix into independent companies, Reed Hastings essentially created two _________. - market segments - sustainable competitive advantages - strategic business units - cash cows - target markets

strategic business units

Dunkin' Donuts uses 100% Arabica beans in its coffee and tests the quality of the coffee beans before using them. The companies who provide coffee beans to Dunkin' Donuts are part of its - CRM program - supply chain - transactional orientation - B2C marketing - value co-creation

supply chain

HSN focuses its marketing efforts on busy women older than 35 years old who own their homes. This customer group is HSN's ________. - market position - key segment - market segment - strategic base - target market

target market

Mobile devices offer consumers an access channel of ever-increasing importance, as demonstrated by consumers' abilities use of a smartphone app to find water-bottle filling stations for Hope Springs. This is an example of a trend within the ________________ environment. - technological - cultural - social - economic - political/regulatory

technological

Kristen was developed to represent a typical "Millenial" model. This generational cohort relies heavily on _____________ to keep up with friends and for business purposes. - social status - income - employment - technology - education

technology

Which is not one of Staples's promotional efforts? - circulars - tv commercials - in-store displays - the lowest prices of any competitor - quality service

the lowest prices of any competitor

The exponential growth of the bottled water industry can be attributed largely to _________. - environmentalists - water shortages - rising prices - the power of marketing - high-end restaurants

the power of marketing

Why was it important for Ford to target Millenial (Generation Y) buyers? - they are a large customer base - they like bright colors - they have many social concerns - they have gas mileage concerns - they prefer small cars

they are a large customer base

A situation analysis identified increasing competition, potential downsizing of the U.S. Postal Service, and cable pay-per-view expansion, which were ______ for Netflix. In response, Netflix was initially able to capitalize on the _____ of streaming, gaming platforms, and an iPhone app. - weaknesses; strengths - weaknesses; opportunities - threats; opportunities - threats; strengths

threats; opportunities

By creating cool, comfortable stores that invite customers to socialize, Red Mango increased the ______ of its market offerings. - supply - price - value - exchange - cost

value

Consumers pay more for a pair of premium jeans because these jeans provide more ____________. - features - colors - sizes - use - value

value

Lexus offers a back-up camera on its luxury automobiles. By eliminating blind spots and improving the safety of its vehicles, Lexus creates _______ for its customers. - a need - value - an exchange - a promotion

value

When consumers weigh the benefit gained from a product in comparison to the money spent, the end result is _______. - a want - a need - value - an exchange

value

Both Pinkberry and Red Mango allow customers to "do-it-yourself." In other words, customers can create and customize their own unique combinations of flavors and toppings. In marketing, this is known as ______. - the marketing mix - value co-creation - value - CRM - exchange

value co-creation

Customers can use the self-service area to customize their own dish of frozen yogurt. In marketing terms, Red Mango is engaging these customers in ________. - promotion - value escalation - C2C escalation - value co-creation - entrepreneurship

value co-creation

Zipcar is an example of what type of market orientation? - exchange marketing - value-based marketing - providence marketing - sales marketing - production marketing

value-based marketing

First-time Spirit Airlines customers sometimes don't understand its "bare fare" strategy, leading to unpleasant surprises when they check in at the airport. In terms of a SWOT analysis, this is an example of a(n) - weakness - strategy - opportunity - threat - strength

weakness

When Netflix first offered streaming, it expected that many rental customers would move to the new service. However, there were far less movie titles available through streaming as compared to DVD mail rentals. In a SWOT analysis, the lack of movies available for streaming would be classified as a(n) _____. - threat - strength - weakness - portfolio - opportunity

weakness

Depending on whether consumers want bargains, selection, service, or style will determine _____ consumers will buy their jeans. - how often - how - when - why - where

where