MKTG 321 Exam 2 (Lampo)

As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ______ is becoming blurred

department stores

Nordstrom, Macy's, and JCPenny are all considered

department stores

The marketing of products to ultimate consumers through face to face sales presentations either at home of the workplace is called

direct selling

when a retailer advertises a product and makes it available for purchase through telephone or mail orders, the retailer is using

direct-response marketing

Services delivered through machinery such as computer kiosks, ATMs and vending machines can reduce the _____ that comes from increased contact with human employees

heterogeneity

​Ximena works from her place of residence. She is employed by a call center and usually answers marketing-related questions for customers who call in. This practice is known as

homesourcing

line extensions

same product category -ex: budweiser, gatorade focusing on diff. products for type of workout, oreo thins

Veronica Montez works for Bicardi at a location away from the manufacturing plants. She provides wholesale services to wholesale and retail customers, but her facility does not carry inventory. Veronica works at a

sales office

brandless

-company based on image of being "brandless" -simple packaging -whole idea is actually branding

Brand loyalty

-huge part of brand equity(brand value) -husband is brand loyal to olive oil

communication through branding

-josh bell playing violin in subway station -mcdonalds brand name is more valuable than product

Coca-cola

-vending machine that raised price of coke as temps rose -did not go over well -bc brand equity/loyalty was so strong they were able to bounce back

Taylor works for a company that buys snacks such as chips, cookies, and candy in bulk from manufacturers. Taylor's company then repackages them and sells them to vending companies that have vending machines at government institutions. Taylor most likely works for a(an) ___, while the vending machine company is a(an) _____.

wholesaler; retailer

many manufacturers that produce their own brand

also produce products for private distributor brands

client based relationships are least likely to be developed by...

appliance repairmen

While on their family vacation, the Millers realize they left their camera at home. They purchase a disposable camera at an amusement park using their credit card, but never interact with a person. What type of retailing did this transaction most likely involve?

automatic vending

As Jessica enters Audio Jetz car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with coffee-warming app. She answers that she didn't know that this type of app for cars was available. Based on this information, she is now in what stage of the product adoption process for this item?

awareness

Everything associated with the product, including its symbolism and experiences is the

brand

what enabled whole foods to be purchased for such a large amount?

brand value/brand equity

products are classified as being business or consumer products according to the

buyer's intended use of the product

Ximena works from her place of residence. she is employed by a call center and usually answers marketing-related questions for customers who call in. this practice is known as

call-sourcing

A retail strategy of managing groups of similar, often substitutable products produced by different manufacturers is called

category management

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

category-consistent packaging

A sony laptop that has an "Intel" logo on its keyboard is an example of

co-branding

which of the following service providers are most likely to use demand-based pricing?

cruise ships

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

customers can reuse it for other purposes

Mercedes-Benz recognized it needed to revitalize its brand and attract different market segments. These are indications that Mercedes-Benz's products were primarily in the ____ stage of the product life cycle.

decline

brand recognition

don't really care about brand of product-just pick one

re-branding

dunkin donuts; trying to change name bc want to be known for coffee

the four factors that affect a customers evaluation of a service are the analysis of customer expectations, service quality, specifications, management of service expectations, and ______

employee performance

when prize pet grooming pet owners who recommend the business to a friend $10 off their next grooming bill, it is a program designed primarily to

encourage word-of-mouth communication

if a retailer needed help with store design and training sales personnel, it would most likely use the services of a

full service wholesaler

Cigarette manufacturer Philip Morris uses the services of Universal Corporation, the world's largest buyer and processor of leaf tobacco, which provides financing for its customers. This means that Universal is a

full-service wholesaler

which stage in the product life cycle is it critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?

growth

Federal laws require the disclosure of nutritional information on labels. So far research on this matter

has shown mixed results about the use of this information

Services _____ factors for the customer to evaluate as compared to goods

have fewer

hair stylists find it challenging to standardize their service because the customer must be involved in production. this illustrates which of the following unique features of services?

inseparability

the three levels of brand loyalty from strongest to weakest are

insistence, preference, recognition

store ABC is a retailer that sells brand-name and private-brand products at low prices. it is a self-service store. which of the following is true about store ABC?

it is a discount store

While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the ____ group.

laggards

which of the following is an advantage of franchising?

limited capital is needed to start

category killers compete primarily on the basis of

low prices and enormous product availability

Alison lives in a remote area of Montana, where few good roads exist. She runs a small retail store specializing in Western attire. Due to her remote location, Alison is most likely to obtain the merchandise for her store from

mail-order wholesalers

The producers of Schick razor blades use a marketing strategy that includes large advertising expenditures and more price flexibility for the various types of blades offered. Based on this example, razor blades are in the ____ stage of the product life cycle

maturity

Service industries account for _____ of the gross domestic product of most developed nations

nearly three-quarters

during the introduction stage of a successful product, profits are usually

negative and increasing

brand extension

new product in a different product category -ex: blue tiffany guns, disney wedding dresses, cheeto chapstick

brand preference

prefer certain brand but if unavailable will pick another

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to ______

promise too much and cause customer expectations beyond what they can deliver

Angela approaches David Hughes, owner of Hughes Auto Parts, to talk about the possibility of adding a new line of products to his store. Angela tells David that the product is a line of high-quality driving sunglasses. She offers to set up the display, service and restock it weekly, and maintain billing and inventory records. She tells David that all she needs is a couple of square feet of space. Angela is in the business of serving retailers as a

rack jobber

a specialty product

requires purchase planning, and the buyer will not accept substitutes

When service companies change high-contact services into low-contact services, the

service becomes less personalized

The continuum of tangibility goes from ______ on one end to ______ on the other end

service-dominant products; good-dominant products

all of the following are elements of the inseparability characteristic of services except that

services are easy to standardize and control

Products for which buyers are willing for spend much time comparing stores and brands for differences in prices, product features, and services are called ______ products

shopping

a large retailer selling food and most routinely purchased consumer products is a

superstore

services are usually provided through ______ directed at people or objects

the application of human or mechanical efforts

which of the following issues is least important in using co-branding effectively?

the brands involved should be owned by different companies

Tina, a waitress at the Riverfront Grill, is angry that a customer complained that his soup was cold because of her slow service. Riverfront owner Max Griffin reminds her that she must focus on service quality as defined by

the customer's perception

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

the product is used infrequently

When Starbucks introduced their instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

to encourage the consumer to try the product several times

Many cities are revitalizing their downtown areas by bringing in new retail establishments. They are building new civic structures, passing ordinances that encourage the restoration of historic buildings, and developing mixed-use structures that include retail, residential, and other uses. These areas are best described as

traditional business districts

consumers are _______ likely to tell other people about a bad customer service experience compared to a good one

two times more

distribution for nonprofit organizations is

typically characterized by short channels

By buying in large quantities and delivering to customers in smaller lots, a wholesaler may perform all of the following physical distribution activities except

unit pricing

retail facilities located in big, low-cost buildings with large on-premise inventories and minimal services are called

warehouse showrooms

marketing tells us...

what to think and what to believe

private distributor brands are owned by

wholesalers or retailers

brand insistence

will only accept one brand & will seek out new store if one doesn't have the brand -what you want to achieve