Test 1

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

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

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

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

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

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

ROCI

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

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

Secondary Data

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

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

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

ABC Automobile Manufacturers is the leading brand in economy cars with respect to gas mileage. If ABC wanted to start making hybrid vehicles under the same brand name, the company would likely be successful because of its previous product offerings. This is an example of linking the ________ benefit of brand equity to marketing strategy.

brand connections

Social surroundings would be

bring a friend store coffee bar group discount

The probability of a product's success is determined in the ________ stage of the product development process.

business case analysis

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

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

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

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.

Xie Zang is considering buying a new car. Because she had a good experience with her previous car from XYZ Motors, she determines that a car from XYZ Motors will best meet her current needs. This is an example of the brand ________ role in customer purchase decisions.

education

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

Above all, the purpose of the package is to promote product purchase.

false

Durable products such as televisions and microwave ovens have a shorter product life than nondurable products such as health and beauty products.

false

Marketing dashboards display information in numerical formats and offer subjective feedback about initiatives and results.

false

Product definition has three objectives: define the product's value proposition, identify the key suppliers of raw materials and the nature of those markets, and define the product's characteristics.

false

The administration of information security when using CRM is part of the marketing manager's job.

false

The more cobranded products a company has, the stronger its brand image because of the increased exposure of the brand to the public.

false

Marketers have two key communications strategic decisions: the degree to which marketing communications focuses on a single product, and the allocation of budget money across product items in a product line.

false?

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

family

The brand name "Bailey's" is used for a variety of products including liqueur, coffee creamer, and candies. This is an example of a ________ strategy.

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

Pricing strategy is related to product line strategy. Often multiple price points are targeted at specific markets with unique features following a ________ product line strategy.

good, better, best

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

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

After months of in-home research, Kraft discovered that its customers often transferred Chips Ahoy cookies to jars to keep them from going stale. The company solved this problem by creating a patented resealable opening on the top of the bag. This is an example of the ________ objective of package design.

protection

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.

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

reducing features

The value of a focus group lies in the:

richness of the discussion

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

sales begin to decline

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

Elba's new blouse had a label that said it was guaranteed not to shrink or fade as long as it was dry cleaned and not hand-washed. This is an example of a ________ warranty.

specific

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

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

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

touchpoints

A customer's equity with a brand is the difference between the perceived benefits and costs associated with the brand.

true

A point-of-sale system is an example of a customer touchpoint.

true

Brand identity is a summary of unique qualities attributed to the brand.

true

Goods incorporated directly in a manufacturer's process are called materials (either natural products or farm products) or parts (either fully assembled or components).

true

Marketing managers are a core contributor to the success of CRM by virtue of their expertise on customers and relationships

true

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

true

Trial purchase is 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.

true

Warranties do little to inform the customer about perceived product quality and manufacturer commitment to customer satisfaction.

true

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

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