Test 1

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Fred is an up-and-coming investment banker who works hard supporting his image. Fred loves prestige brands like Mercedes and buys them whenever possible. he is a _______.

achievers

Given that Gabby is looking for a budget-priced flight home for holidays, she will need to determine which flight features are most important to her. She will do this during the ________ phase.

alternative evaluation

antecedent state would be

atm in park in house credit card walmart greeter

Mary attends church every Sunday without fail and drives an American car. She is very brand loyal and is a conservative shopper. she is a ____.

believers

Lifestyle

bowler rita loves to bowl and spends lots of time and money on her favorite sport and hobby

If Justin were to belong to a social group that closely associates with Jet Green, the airline industry, and other customers who love flying Jet Green, he would join a

brand community

Social surroundings would be

bring a friend store coffee bar group discount

Jeremy runs a U.S.-based company. Recently, some of his customers with global operations have placed additional orders that require Jeremy to work with their foreign subsidiaries. As a result, Jeremy has developed local distribution and service reps in three foreign markets. What stage of the global experience learning curve is Jeremy experiencing?

companies with foreign marketing

The early majority represents a good portion of total product sales. Generally this group needs to be:

convinced of the product's claims and value proposition before making a commitment

Marketing Managers are a core contributor to the success of CRM by virtue of their expertise on:

customers and relationships

A firm with a production orientation assumes that if you have a great product:

customers will come to you.

Carol's Croissants has always limited its products to U.S. customers but recently decided to introduce one of its products in Belgium. The company does not plan to change anything about the product before introducing it. This is an example of a:

direct product extension

Davido's Pizza promised delivery in 30 minutes, but it averaged closer to 60-minute deliveries. Eventually Davido's began to lose customers to other pizza restaurants because they didn't trust Davido's promise of quick delivery. What positioning error did Davido's make?

doubtful positioning

temporal affects would be

drive thru late night ads dinner time commercials

Regional market zones usually form as a result of:

economic and political factors, geographic proximity, and cultural similarities.

The most significant global economic trend in the past 15 years has been the:

emergence of regional market zones

Ace is 25 years old and loves extreme sports and adventure vacations. Fortunately he has a good income to support his spending on exercise and socialization's. he is a _____.

experiencers

Consumer socialization, passage through the family life cycle, and decision making within the household are three sources of ________ influences on consumer behavior.

family

Return on marketing investment (ROMI) is the impact an investment in marketing has on a firm's:

financial success

It is important to remember that a marketing plan should be able to change as customers change, competitors develop new products, or there is a change in the external environment. In other words, a marketing plan should be ________ to be successful.

flexible

Value may be defined as the want-satisfying power of a:

good or service

The choice of generic strategy is usually driven by ________ capabilities of the firm, as well as the ________.

growth/concentration based on horizontal integration

According to the BCG matrix, a business that is classified as a cash cow has:

high market share and low growth

As the marketing manager of Tiny Tire Company, you are interested in assessing whether it is possible to decrease the amount of time between customers' tire replacement services and also whether it is possible to increase average transaction amounts through add-on sales. To assess customer satisfaction with current services, you decide to consult your CRM system to:

identify the frequency and size of customer orders

With a salary in excess of $500,000 a year, the CFO of an Internet startup live the good life. fine wines and luxury vacations are just a few of his annual purchases. he is an _______.

innovator

Even if companies do not engage in direct foreign marketing, they may still sell abroad through:

intermediaries

Bette can't understand why anyone would spend money on a luxury car. she defines herself by the work she does and favors practical purchases. she is a ____.

makers

Peter Drucker, the father of modern management, stated that the business function(s) of an organization include:

marketing and innovation

Some firms come close to one-to-one marketing by employing:

mass customization

Goods incorporated directly in a manufacturer's process are called:

materials (either natural products or farm products) or parts (either fully assembled or components)

Having too many internal metrics puts the focus on what a company already knows and fails to put the focus on the unpredictably dynamic external marketplace. Which pitfall of marketing dashboards does this represent?

overreliance on inside-out measurement

As Dora is packing for her honeymoon to Hawaii, she realizes that all of her sunscreens have expired. Since the sun in Hawaii is so strong, she knows she wants the best sun protection possible. She calls her friend Dan, who is a dermatologist, for a recommendation. Dora is seeking information from a(n) ________ in the information search stage.

personal source

When Nike moved manufacturing to China, it took into account China's labor laws when fulfilling hiring needs. Which type of information was being addressed?

political and legal

The National Do Not Call Registry is an example of how the _________ environment affects marketing.

political/legal

Kelly wore Coppertone's Clearly Shear Faces sunscreen last weekend while hiking on the Appalachian Trail. She was very pleased that, even after a full day in the sun, her face was not burned and it did not feel greasy at all. Kelly is currently in the ________ stage of the consumer purchase decision process.

postpurchase behavior

At Nancy's Natural Potato Chip Corp., the company always take into account the quality of the ingredients going into the snack foods it produces and recently rejected a supplier who claimed to use all-natural ingredients but actually did not. What part of the marketing mix did this claim affect?

product

A second communications issue is the allocation of communications budget dollars across product items in a:

product line

Two factors that will influence Gabby's decision are the fact that she is not a morning person and that she is interested in having free Wi-Fi during the flight. These factors would be considered ________ influences in the consumer purchase decision process.

psychological

The GE Business Screen portfolio analysis uses three levels—high, medium, and low—to:

rank business position and market attractiveness.

The value of a focus group lies in the:

richness of the discussion

A key decision for marketers is the degree to which marketing communications focuses on:

single product item versus a product brand

Chad competes in multiple IRONMAN triathlons every year and trains outdoors daily. Chad's been getting sunburned on his long bike rides lately, so he decides to ask his IRONMAN training group about their sunscreens before he purchases his next bottle of sunscreen. The feedback Chad receives from his IRONMAN group is an example of a ________ influence.

sociocultural

Fun Time Corp. has decided to move production of its board games for children and adults from the United States to Mexico to realize cost savings. At the same time, the company has decided to make Spanish-language versions of the games and distribute them in Central and South America. Most likely Fun Time is pursuing a strategy of:

stability

When analyzing segment attractiveness, one of the three factors to consider is the segment's:

strategic fit to the company's goals

Mike thinks money defines success: he just wishes he had more of both. his lower education holds him back so that he can't always afford the stylish products he loves. he is a _____.

strivers

Suzy has led a difficult life in which feeding her children is a daily struggle. while she does have favorite brands, she can rarely afford them and often must go without. she is a _______.

survivors

Bill and his buddies are on their way to Myrtle Beach for a guys' golf weekend. While in the airport, he realizes that none of them has packed any sunscreen. Fifteen minutes before his flight is scheduled to depart, he runs in the airport convenience store to grab a bottle of sunscreen. Which situational influence likely had the most significant impact on his purchase decision?

temporal effects

With a graduate degree an 30 years on the bench, the judge lives very comfortably but does not see the need to have the 'latest and greatest" gadgets. this person is a ________.

thinkers

A beer manufacturer has noticed that the cost of hops has increased four times in the last year. A description of this would be found in the ________ section of the SWOT analysis.

threats

When a sales representative calls on a customer, or a call comes in to the customer service center, these are called customer:

touchpoints

Of all the business fields, marketing is the most:

visible to people outside the organization.

Purchase tasks would be

wedding present cheap cologne expensive cologne

physical surroundings

wide aisles in-store bakery Nordstroms piano player

In her search for the right flight to visit her parents, Gabby learns about the Jet Green fare sale from a favorite blogger. This source of information falls under which category?

word-of-mouth

Critical Characteristics of post-purchase assessment

•Dissonance •Use/Nonuse •Disposal •Satisfaction/Dissatisfaction

Product definition has three objectives:

(1)It defines the product's value proposition. (2)the definition briefly identifies the target markets and the purchase frequency. (3)The definition delineates the product's characteristics

In the business market purchase decision process, new buys will include:

(1)Problem Recognition (2)Define the Need & Product Specifications (3)Search for Suppliers (4)Seek Sales Proposal - Response to RFP (5)Make the Purchase Decision (6)Post-Purchase Evaluation of Product and Vendor

postpurchase behavior

After a fun lunch with your friends at Panera your stomach is full and you're caught up on your friends' news full and happy

Alternative evaluation

After class you ask your friends what they are planning on doing for lunch and check the cafes menu on your phone pros and cons

One of Coppertone's marketing tactics is the sponsorship of the men's and women's Olympic soccer teams. To many of the over 3 million boys and girls playing youth soccer in the United States, the U.S. Olympic soccer teams are a(n) ________ group.

Aspiration

Credit availability, creative pricing, and new financing arrangements enable and even encourage people to engage in

Aspirational Purchases

Riverside Senior living has a campus with living arrangements for independent living, assisted living, rehabilitation, memory care, and skilled nursing. What type of segmentation is Riverside using?

Behavioral

______ is a summary of unique qualities attributed to the brand

Brand Identity

Many companies are using popular songs from the 1960s and 1970s in their advertising. When individuals, particularly baby boomers, hear that music it connects them with positive memories and the product and brand being advertised. This demonstrates

Classical Conditioning

Sabeen didn't have time to shop for Christmas gifts, so she ordered everything from Amazon. This shows how Amazon's ______ is one way the company creates differentiation in its offerings

Convenience Leadership

CRM helps in determining which customers to target based on known or learned characteristics that will drive growth. This describes which of the three CRM objectives?

Customer Acquisition

External factors such as social and cultural forces affect the consumer in the

Decision Process

______ indicates the amount of interpersonal contact an individual has with the reference group

Degree of Affiliation

To remain competitive, firms collect intelligence on a number of external factors. Information related to population change is referred to as:

Demographic Information

Every time Tabitha pays bills for her cell phone or car insurance, services that are important for her, she is practicing the central tenet of marketing called:

Exchange

In terms of segmentation, strategic marketing includes both identifying:

Existing segments & Creating new ones

Nonprofits, hospitals, and other nongovernmental organizations

Institutions

Most products are evaluated on two dimensions—

Instrumental performance & Symbolic performance

When a company is focused on uncovering needs that customers do not realize they have, it is using a:

Market-Driving Strategy

______ ______ is called for when the answer to a specific problem or issue is not available from a firm's market information system or other sources.

Marketing Research

The B2B customer buying process is ______than the consumer purchase decision process because it takes longer and involves more people, making the seller's job more challenging

More Complex

Jeffie completed his mission statement for his marketing plan and has written down company goals; now he is focusing on his business's ________, or how he will be able to attain these goals in specific, measurable ways.

Objectives

Can be very useful in helping visualize where to make strategic changes to either move your product closer to the main market or further differentiate your product away from the competitive cluster and into more unique market space

Perceptual Maps

Related to product line strategy. Often multiple price points are targeted at specific markets with unique features following a (good, better, best) product line strategy is know as:

Pricing Strategy

The probability of a product's success is determined in the (business case analysis) stage of the:

Product Development Process

______ is an offshoot of ROMI that was developed to apply the same principles to customers.

ROCI

Cost reduction is a specific method for introducing lower-cost products to the market. This may involve

Reducing Features

A luxury car dealership assigns a service representative to each customer. This service rep handles all routine and emergency service appointments, writes thank-you letters, and advises the car owner when the next service date is anticipated. This dealership has adopted a:

Relationship Orientation Approach

How is the growth stage of the product life cycle (PLC) characterized with respect to sales revenue and profitability?

Sales begin to decline

Data collected specifically for the research question under consideration is called:

Secondary Data

Segments that have reasonable potential but for one reason or another are not best suited for development immediately.

Secondary Target Markets

Misunderstanding or making information fit existing beliefs is known as:

Selective Distortion

Gen Y consumers are much more receptive than their parents and grandparents to electronic commerce as a primary means of receiving marketing communication and purchasing. The marketing change driver represented by this is a:

Shift in generational values and preferences

learning

Stop light After years of driving experience, hank does not have to think before he slows down the car at a red light

perception

Television commercials While watching sunday night football, dan sees 50 commercials for various products. the only commercial he remembers the next day is for the Acura because he is in the market for a new car

What country spends the most on market research?

The United States

Values, beliefs, and attitiudes

Thrifty dale grew up without much money. he learned the value of a dollar at an early age, and even with a six-figure salary today, he still does not waste money and is a careful shopper

A key focus in product launch because if you can get customers to try a new product, you can win them over with superior product design, features, and value

Trial Purchase

When the Chicago police are investigating a crime, they use video from posted cameras, verbal accounts from eyewitnesses, text from social media, and video and audio from police officers' body cameras. What feature of Big Data is BEST represented here?

Variety

Problem recognition

While you're sitting in your 11 am class your stomach growls loudly

purchase decision

You decide that you would much rather have a You pick two combination at Panera and stop at the ATM on the way to lunch

information search

You realize you do not have any cash for an off-campus lunch; however you're not really in the mood for meatloaf which is the cafes lunch special talk to friends

A point-of-sale system is an example of:

a customer touchpoint

Durable products have such as television and microwave ovens has:

a longer life products


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