MKTG Ch. 6-10 Video Questions

True or False? To graphically map the "channel conflict" between marketing Numi Tea to premium spas, hotels, and restaurants and selling the same brand at mass market stores such as Target, the company could employ perceptual mapping. True False

True

The Zappos brand relies on its excellent customer service across all its businesses to do what? a. Create brand loyalty b. Increase awareness of the brand name c. Create a family brand d. Offer an explicit warranty

a. Create brand loyalty

Because Numi Organic Tea has identified more than one target market, for example, "eco-moms," college students, and family travelers, they should be particularly aware of the ____________________, which helps explain how consumption patterns differ at different stages determined by a combination of age, marital status, and the presence or absence of children. a. Family life cycle b. 80/20 principle c. Undifferentiated targeting strategy d. Concentrated targeting strategy

a. Family life cycle

When Zappos started charging for certain training events, they were worried that people would not pay. However, they have paid, which indicates what about the Insights program? a. The Insights program is a high quality program that offers great service for a price that is acceptable to businesses. b. The insights program has great service, just like zappos. c. That the buying center agreed on using the Zappos program. d. The insights program is priced low enough to be acceptable for management consulting services.

a. The Insights program is a high quality program that offers great service for a price that is acceptable to businesses

When Zappos started charging for certain training events, they were worried that people would not pay. However, they have paid, which indicates what about the Insights program? a. The Insights program is a high quality program that offers great service for a price that is acceptable to businesses. b. The insights program has great service, just like zappos. c. That the buying center agreed on using the Zappos program. d. The insights program is priced low enough to be acceptable for management consulting services.

a. The Insights program is a high quality program that offers great service for a price that is acceptable to businesses.

Which of the following is the least likely targeting strategy that Numi Tea would select to market their products? a. Undifferentiated targeting b. Concentrated targeting c. Multisegment targeting

a. Undifferentiated targeting

Zappos wide calf boot is part of the Zappos a. private brand b. manufacturer's brand c. family brand d. trademark

a. private brand

For Ski Butternut, racers, first-timers, and terrain-park enthusiasts would be considered a. subcultures. b. opinion leaders. c. lifestyle groups. d. high-risk categories.

a. subcultures.

When the Nederlander Organization "retargets" recipients of email pre-sale blasts (such as the one used for Evita) based on whether they clicked "buy tickets" and did not make the purchase, they are a. using behavioral targeting to send follow-up messages. b. using behaviorscan to understand why they didn't purchase tickets. c. performing observation research on email marketing success and failure. d. demonstrating how virtual shopping can use personal selling techniques.

a. using behavioral targeting to send follow-up messages.

Jen Mullin, the vice president of Marketing for Numi Organic Tea, describes their typical customer as a female, college-educated tea lover, possibly an "eco-mom." What type of market segmentation has she used to identify this customer group? a. Geographic segmentation b. Demographic segmentation c. Ethnic segmentation d. Psychographic segmentation

b. Demographic segmentation

The demographic variable that Numi Tea marketers were examining when they recognized that people who had discovered their product at a high-end spa or fine restaurant often shopped for groceries at Costco was _________________________. a. Age b. Income c. Ethnicity d. Gender

b. Income

When Steve discusses the "buyer for outdoor" and the "buyer for running," what does he mean? a. These are the people responsible for determining how people buy these items from Zappos. b. These are the people who determine the product mix for each of these categories. c. These are the people who buy products that have been modified specifically for Zappos. d. These are the people who decide when to reposition their category.

b. These are the people who determine the product mix for each of these categories.

When someone opts in to receive Broadway direct newsletters, what step in the CRM system are they fulfilling for the Nederlander organization? a. They are helping Nederlander understand its interactions with the current customer base. b. They are helping Nederlander capture customer data based on interactions. c. They are helping Nederlander identify its best customers. d. They are helping Nederlander leverage stored information.

b. They are helping Nederlander capture customer data based on interactions.

When Ski Butternut put in the terrain park, it a. changed the psychographic make-up of people on the mountain. b. began to change the belief that Butternut was only for first-timers by adding a cool and fun feature for more advanced skiers and snowboarders. c. changed the importance of the mountain being for families by adding a feature that was not geared towards families. d. created a new self-concept for people who visit Ski Butternut.

b. began to change the belief that Butternut was only for first-timers by adding a cool and fun feature for more advanced skiers and snowboarders.

Manufacturing a wide calf boot is which kind product modification? a. style modification b. functional modification c. quality modification d. brand extension

b. functional modification

When Zappos vendors visited the company headquarters and wanted to know more about how the business was run, they were expecting: a. installations. b. reciprocity c. e-commerce training d. relationship marketing

b. reciprocity

Customers visiting the Ski Butternut mobile Web site a. an evaluation of an alternative Web site. b. some kind of stimulus. c. something from their subculture. d. one of their consideration set.

b. some kind of stimulus.

The Nederlander Organization uses flexible pricing to offer its customers the shows they want at the prices they can afford. One way they do this is by monitoring supply and demand of ticket sales for different show times and by attendance rates. The best way to process this information is a. by using central knowledge. b. through a decision support system. c. by identifying the marketing research problem. d. by purchasing information from a marketing research aggregator.

b. through a decision support system.

Ski Butternut surveys allows them to compile a database, which reveals a. family subcultures. b. typical family life cycle stage for individuals and families. c. each person's primary reference group. d. motivation for skiing.

b. typical family life cycle stage for individuals and families.

Another way Numi Organic Tea identifies potential customers is through what they want from the product; they are looking for organic, fair-trade, premium quality tea, according to the video. What type of market segmentation is used to identify customers in this way? a. Geographic segmentation b. Demographic segmentation c. Benefit segmentation d. Usage-rate segmentation

c. Benefit segmentation

Numi Tea uses premium ingredients to create a premium tea at an affordable price, according to Jen Mullin. This is a form of ______________________ that the company uses to distinguish their products from those of competitors. a. Perceptual mapping b. One-to-one marketing c. Product differentiation d. Market segmentation

c. Product differentiation

Zappos Insights is an example of: a. B-to-B e-commerce. b. Business supplies. c. An accessory for businesses. d. Business service.

d. Business service.

Mullin talks about ___________________ the Numi brand, developing a specific marketing mix that will influence potential customers' overall perception of the brand, by targeting natural health food stores, university coffee shops, and fine dining establishments. a. Segmenting b. Satisficing c. Optimizing d. Positioning

d. Positioning

Zappos primary customers are consumers, however, Zappos Insights experiences very different customers, including: a. OEMS, raw materials handlers, and other B-to-B providers. b. All members from the buying center. c. members of strategic alliances. d. Resellers, Producers, and Institutions.

d. Resellers, Producers, and Institutions.

Zappos wants to deliver happiness to the highest number of people, which has driven the company's commitment to work with other companies to help them develop a culture promoting happy employees. This could be considered a. a reintermediation of joy into the supply chain. b. a joint demand for happy employees. c. the multiplier effect of happiness. d. a strategic alliance for culture building.

d. a strategic alliance for culture building.

Matt Sawyer says that first time skiiers tend to stay with their first mountain for as many as seven visits before trying another ski area. That makes choosing Ski Butternut what for the first-time skier? a. a highly visible decision. b. a want. c. a consideration set. d. an enduring involvement decision.

d. an enduring involvement decision.

By using images of families skiing and people using the terrain park, Ski Butternut is forming an: a. subculture. b. primary membership group. c. need. d. aspirational membership group.

d. aspirational membership group.

Broadway Direct offers a collection of people who have signed up to receive a newsletter about Nederlander theatre events. Most of these individuals also purchased tickets to see a show at a Nederlander owned theatre. If used as a sample for a marketing research project, Broadway Direct would be a a. judgment sample b. probability sample c. observation research d. convenience sample

d. convenience sample

True or False? Numi's marketing plan includes providing opportunities for potential customers to sample their teas, rather than the more traditional print and television advertising. Using this method, Numi wants to get samples of their tea to a wide variety of different types of consumers, to attract new customers from many different groups. True False

False

True or False? When Jen Mullin explains that her company's tea is sought after as a product to include in gift bags and other promotional giveaways by companies and other organizations, she is recognizing the companies who ask Numi to provide tea samples as optimizers. True False

False

Zappos Insights is an example of relationship commitment to other businesses. a. True b. False

False

Zappos Insights is expanding to work onsite with companies like Google to develop even stronger organizational cultures and connecting culture to customer service. This relationship is a keiretsu. a. True b. False

False

Zappos found that the Insights program has elastic demand, because when they began charging for the workshops, demand for them did not change. True False

False

Zappos sells all four categories of consumer products. True False

False

Zappos would agree with the statement that "some customers are more valuable than others," which is why it is expanding its Zappos insights program. True False

False

Zappos offers consumers and brands things that traditional stores may not. Which of the following is true? a. Zappos offers specialty products at a steep discount to consumers, while helping brands grow their equity through awareness. b. Zappos use of captive brands allows companies to branch into new areas with minimal risk to their other brands. Customers benefit from captive brands because they get high quality without always paying the highest price. c. Zappos offers consumers the ability to compare shopping products with the one-stop shopping of convenience products, while offering brands the ability to leverage their brand equity while still being available in a wide product mix. d. Zappos offers a unique co-branding strategy for its vendors that allows them to brand with zappos and give customers access to more brands than possible in a shoe store.

c. Zappos offers consumers the ability to compare shopping products with the one-stop shopping of convenience products, while offering brands the ability to leverage their brand equity while still being available in a wide product mix.

By understanding how its customers search for ski options, Butternut is able to direct potential customers to a. listen to its radio ad. b. a place where they will be tagged by cookies and monitored for Butternut's database. c. a marketing controlled information source d. a Web site with a Ski Butternut pop-up ad

c. a marketing controlled information source

Using information collected for Ricky Martin's fan club would be considered: a. primary data b. meeting the research objective c. secondary data d. survey research

c. secondary data