Mktg Strategy and Policy CH. 1

A product that provides the utmost in convenience is said to offer exceptional: a. time and place utility. d. form and time utility. b. place and possession utility. e. form and place utility. c. time and possession utility.

a

Which of the following changes occurring in today's economy has NOT been caused by the growth of the Internet? a. increase in product selection d. rising prices for most products b. shifting demand patterns e. audience and media fragmentation c. privacy and security concerns

d

__________ Utility—Products high in this utility have attributes or features that set them apart from the competition.

form

_________ Utility—Products high in form utility have attributes or features that set them apart from the competition. 5. Psychological Utility—Products high in psychological utility deliver positive experiential or psychological attributes that customers find satisfying. Conversely, a product might offer exceptional psychological utility because it lacks negative experiential or psychological attributes.

Form

Many firms attempt to distinguish or differentiate their product offerings through the use of __________ strategies. This involves establishing a mental image of the product offering relative to competing offerings in the minds of target buyers. a. product positioning d. image marketing b. branding e. comparative c. perceptual marketing

a

One of the major difficulties of conducting business in today's economy concerns the unclear legal jurisdiction surrounding many business transactions. The issue is especially keen for marketers who do business in: a. international markets. d. metamarkets. b. domestic, interstate markets. e. peer-to-peer transactions. c. business-to-business markets.

a

A customer's decision to purchase one product or group of products over another is primarily a function of: a. the convenience of acquiring the product or group of products. b. how well that choice will fulfill that person's needs and satisfy his or her wants. c. the product's features relative to competing products. d. the product's price. e. the availability of the product or group of products.

b

In 2005, the American Marketing Association changed the definition of marketing that had stood for 20 years. The major changes in the definition included a shift from delivering the 4 Ps (product, price, place, promotion) to delivering __________ and a shift from creating exchanges to creating __________. a. satisfaction; customer relationships d. value; satisfaction b. value; customer relationships e. quality; value c. quality; transactions

b

Which of the following statements about pricing decisions in the marketing program is TRUE? a. Price is one of two elements of the marketing mix that leads to revenue. b. Price has a direct connection with customer demand. c. Pricing is the least manipulated element of the marketing mix. d. Pricing is the most difficult element of the marketing mix to change. e. Customers will always equate higher prices with higher quality products.

b

__________ involves the analysis of economic, political, legal, technological, and cultural events and trends that may affect the future of the organization and its marketing efforts. a. Competitive intelligence d. Marketing research b. Environmental scanning e. External analysis c. Tactical planning

b

__________ is the curse of mature markets whereby products lack any real means of differentiation and customers see competing products as offering roughly the same benefits. a. Specialization d. Price devaluation b. Commoditization e. Market homogeneity c. Maturation

b

Although mass media audiences are becoming increasingly fragmented, media fragmentation does have a major advantage. What is this advantage? a. It now costs less to reach a mass audience. b. It is much easier to measure feedback from mass media audiences. c. It is now easier to reach small, highly targeted audiences. d. Consumers are now much more receptive to television advertising. e. Consumers are now highly susceptible to online advertising.

c

Among the fundamental changes to marketing and business practice in today's economy is the dramatic increase in the availability of information. This increase in information has created a shift in the balance of power in the supply chain. Who now holds most of the power in today's economy? a. retailers b. wholesalers c. customers d. manufacturers e. market research firms

c

Edmunds.com provides a collection of online services and information pertaining to the automotive market. Edmunds offers reviews, free pricing reports, discussion boards, and links to a variety of car manufacturers, dealers, insurance companies, and finance companies. What role does Edmunds.com play in today's economy? a. distributor d. metamarket b. marketspace e. electronic broker c. metamediary

c

Furniture Mart offers services such as financing and home delivery to its customers. What type of utility is Furniture Mart trying to increase? a. time utility d. form utility b. place utility e. psychological utility c. possession utility

c

In the airline industry, companies like American, Delta, and US Air have a difficult time competing because their industry has become commoditized. What does this mean for firms in the airline industry? a. Airline firms compete in a declining industry. b. Airline customers have become increasingly demanding. c. There is very little differentiation among product offerings in the industry. d. The industry experiences very little change over time. e. Airlines have been forced to develop partnerships to remain competitive.

c

All of the following are reasons for the general decline in customer satisfaction over the past 20 years EXCEPT: a. Customers are much less brand loyal than in the past. b. Today's customers are very price sensitive. c. Today's customers are exceptionally demanding. d. Product quality is much lower now than at any time in the past. e. Customers are more cynical, have more information, and have more attitude than ever before.

d

Changing value propositions in today's economy—such as changes caused by the growth in e-commerce—have forced marketers to learn a tough lesson about customers. What is that lesson? a. Customers will always seek the best value regardless of quality. b. Customers will always turn to the most recognized brand. c. Customers would rather perform service for themselves to save money. d. Customers will turn to the most convenient, least expensive alternative in situations where they see goods and services as commodities. e. Customers will always seek the best quality regardless of price.

d

In the traditional transactional marketing approach, the ultimate goal of marketing is to: a. serve customers' needs and wants. b. develop long-term customer relationships. c. create value in the buyer-seller relationship. d. acquire new customers and complete a large number of exchanges. e. All of the above are goals of transactional marketing

d

Which of the following IS NOT one of the five conditions of exchange in marketing? a. There must be at least two parties to the exchange. b. Each party has something of value to offer the other party. c. Each party must be free to accept or reject the exchange. d. Each party must be capable of immediate delivery. e. Each party believes that it is desirable to exchange with the other party.

d

A cluster of closely related goods and services that center around a specific consumption activity is referred to as a: a. marketspace. d. marketing channel. b. market. e. metamarket. c. metamediary.

e

What type of planning deals with specific markets or market segments and the development of marketing programs that will fulfill the needs of customers in those markets? a. market planning d. lower-level planning b. strategic planning e. tactical planning c. local planning

e

___________ Utility—Products high in this utility are available where customers want them, which is typically wherever the customer happens to be at that moment or where the product needs to be at that moment.

place

______________ Utility—This utility deals with the transfer of ownership or title from marketer to customer. Products higher in possession utility are more satisfying because marketers make them easier to acquire.

possession

_____________ Utility—Products high in psychological utility deliver positive experiential or psychological attributes that customers find satisfying. Conversely, a product might offer exceptional psychological utility because it lacks negative experiential or psychological attributes.

psychological

_________ Utility—Products high in this utility are available when customers want them.

time