mkt quiz 2
Complex
When consumers engage in __________ buying behavior they go through a learning process, so it is most important that marketers understand information gathering and evaluation behavior.
A measure of the brand's ability to capture consumer preference and loyalty
Which of the following best describes brand equity?
A product is anything offered to a market that might satisfy a need or want.
Which of the following correctly defines a product?
Individuals and households that buy goods and services for personal consumption
Which of the following correctly defines the consumer market?
Marketing prepackaged lunches for children
Which of the following descriptions best represents targeting a demographic segment?
Retail
Which of the following exemplifies a service?
Cultural stimuli
Which of the following is one of the other stimuli present in a buyer's environment apart from a marketing stimuli?
information search
Donna wants to buy a new coat. During the ________ stage of the buyer decision process she will ask her friends to recommend stores that sell good quality winterwear clothing. She will also go through newspapers and magazines to look out for offers and sales on coats.
Benefits sought
Fitbit makes health and fitness tracking devices. Some buyers want very basic fitness tracking such as steps taken and calories consumed. Others are focused on high performance and want heart rate and sleep monitoring, text notification, and wireless sync to their smart phone. In serving these two very different groups, Fitbit is using __________ segmentation.
Perishability
For which service characteristic do marketers need to pay close attention to fluctuations ind demand?
user status
Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?
Service quality depends on who provides them, as well as when, where, and how they are provided.
One characteristic of services is their variability. What is the main reason for services being variable?
interactive marketing
Service quality greatly depends on the quality of the buyerdashseller interaction during the service encounter. This is known as __________.
Different segments might require different marketing strategies or mixes.
Which of the following statements about segmentation is true?
intangible
Services cannot be seen, tasted, felt, heard, or smelled before they are bought. In other words, services are __________.
Lifestyle
There is a growing segment of people who want food that tastes good and is also good for them. This healthy-living segment represents which segmentation base?
place
Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________ marketing.
occasion segmentation
Tropicana promotes drinking orange juice at any time of day as a cool, refreshing drink. The market segmentation approach Tropicana is using is ________.
convenience
Typically, consumers put in minimum time and effort when buying products such as laundry detergent, candy, and fast food. These types of goods are classified as __________ products.
False
Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.
Consumers tend to buy brands whose personality matches their own.
Which of the following statements is correct regarding the influence of personal factors on buyer behavior?
People within a social class tend to exhibit similar buying behavior.
Which of the following statements is true of social classes?
Consumer needs, wants, and usage rates vary closely with demographic variables.
Which of the following statements regarding demographic segmentation is correct?
brand personality
Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand?
Mass marketing
Which targeting strategy focuses on common consumer needs, as opposed to different needs?
A private brand
Walmart created the Great Value brand for their food products and the Equate brand for their pharmacy, health, and beauty products. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart using?
Line extension
When Doritos comes out with new flavors of their tortilla chips, what brand development strategy are they using?
Reference group
A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a ________ to the band's fans.
The buyer's characteristics and the buyer's decision process
According to the simple model of buyer behavior, what is in a buyer's black box?
postpurchase behavior
After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.
need recognition
An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify?
core customer value
Charles Revson, who started Revlon, once said "We sell hope." Revson was defining the __________ of Revlon cosmetics.
it can increase costs
Choosing a differentiated targeting strategy has many benefits, but a potential downside is that __________.
Subcultures
Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.
shopping
Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a(n) ________ product.
connection to entertainment and information
If a consumer purchases a new flat-screen "smart" television which can connect to services like Netflix and Pandora, what is the core customer value involved?
tech support and warranty
If a consumer purchases a new flat-screen "smart" television, what is the augmented product involved?
Differentiable
If men and women respond similarly to the same marketing mix, they do not constitute distinct, identifiable segments. Gender would not be an effective base for segmentation in this example because the segments are not __________.
Activities
In the context of the AIO dimensions for measuring consumers' lifestyles, "A" stands for ________.
buy products to support their self-image
Many marketers use the self-concept premise that people's possessions contribute to and reflect their identitieslong dashthat is, "we are what we consume." According to this premise, consumers ________.
social marketing
Mothers Against Drunk Driving (MADD) runs advertising campaigns aimed at stopping drunk driving and preventing underage drinking. This is an example of __________.
Individual marketing
On the My M&Ms website buyers can place custom orders for M&Ms. They can choose their own colors, put a personalized text message on the candies, and even upload a photo to be placed on each M&M. Which targeting strategy is M&M using for My M&Ms?
lifestyle and personality
Psychographic segmentation divides buyers into different segments based on __________.
Opinion leader
Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel portrays the image of a(n) ________.
evaluation of alternatives
Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of the buyer decision process.
need recognition
The buying decision process starts with ________, in which the buyer spots a problem.
Lifestyle
The latest trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.
product line length; product mix width
The number of items in a product line represents the __________ and the total number of product lines a company carries represents the __________.
Market targeting
The process of evaluating each market segment's attractiveness and selecting one or more market segments to enter is called __________.
perceived performance
The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.
False
While an individual's beliefs are difficult to change, an individual's attitudes are easy to change.
geographic segmentation
"Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example of ________.
High involvement and few differences between brands
Dissonance-reducing buying behavior would result from which of the following conditions?
shopping
Furniture, major appliances, clothing, and hotel services are classified as __________ products.
Aspirational groups
________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.
Social classes
________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
Lifestyle
________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.
Perception
________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
Person
________ marketing consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations.
Dissonance-reducing buying
__________ behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands.