Test #2 Marketing
Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online
Federal Trade Commission
When Greyhound launched the BoltBus and NeOn bus lines, this is an example of
an extension in the width of the product mix.
Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n)
application
Consumers can order a computer through Best Buy's website and pick up the computer at the store. This type of delivery is called
site to store.
Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a
social network
The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ____ product.
specialty
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
What are the four major categories of factors that influence business buying decisions?
Environmental, organizational, interpersonal, and individual
____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
Control
Which of the following characteristics distinguish online media from traditional marketing?
Correct Addressability, interactivity, accessibility, connectivity, and control
Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should
Correct monitor the website to see if web traffic increased after the launch of the campaign.
When are marketers least likely to change a product's design, style, or other attributes?
Decline
Demand for business products is characterized as derived. From what is the demand derived?
Demand for consumer products
____ are more consumer-driven than traditional media.
Digital media
After deciding to order replacement parts for aging machinery, the buyer for a construction company examines catalogs and trade publications looking for these parts. The buyer is at which stage in the business buying decision process?
Product-supplier search and evaluation
Which of the following issues is least important in nonprofit marketing?
Profits
Convenience products are
Relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort
Retailers like Target and Kmart are considered to be members of which business market?
Reseller
Snappy Tools, Inc., purchases hammers, bolts, and other hardware items from a variety of manufacturers and sells them to hardware stores at a price that includes a profit for Snappy Tools, Inc. The company would be part of what type of business market?
Reseller
A Pillsbury mill in Utah buys grain from growers in the western region. The purchasing agent for Pillsbury will most likely use which buying method?
Sampling
Which method of business buying is necessary when products are highly homogeneous and examination of each item is not feasible?
Sampling
Shannon Hill needed to buy an airline ticket to visit her parents. She called several airlines to compare rates and chose a flight on Southwest Air Lines because, for comparable prices, it had a better reputation for service. For Shannon, this flight is an example of which type of product?
Shopping
____ is(are) a major threat to the sales success of jointly demanded products.
Shortages
Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?
A product line is defined as
a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations.
Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of
addressability
An individual moves into the adoption stage of the adoption process at the point when he or she
begins using that specific product.
Sears sells online through its website, while also selling through physical store locations. This type of retailing is referred to as
bricks-and-clicks
As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to
creators
Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly.
creators
The necessary interaction between service provider and customer that allows a service to be delivered is called
customer contact
In general, differences between goods and services are determined by the
degree of tangibility
Interactive links on websites can help advertising move away from being an intrusion to
developing relationships.
Does not describe demand for business products
elastic
Achieving greater penetration of the market is typically a business goal during the ____ stage of the product life cycle.
growth
Aggressive pricing is typical during the ____ stage of the product life cycle.
growth
A firm with a product in the decline stage of the product life cycle may decide to gradually reduce marketing expenditures and realign its marketing mix to one that requires fewer resources. This approach is called
harvesting
The children who take swimming lessons must be in attendance at the pool during the time of their appointment. The need for the child to be in attendance in order to receive the lesson is an example of the ____ feature of a service, while the need for them to be there at the time of their appointment, represents the ____ feature.
inseparability; perishability
Sales start at zero and profits are negative during the ____ stage of the product life cycle.
introduction
All of the following are important concerns of business customers except
obtaining products that exceed specifications to ensure the best possible product performance.
Bob Denton of Denton Pest Control buys equipment from a supplier because that supplier hires him to spray the warehouse for insects periodically. This practice is known as
reciprocity
The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called
responsiveness
During the decline stage of the product life cycle
sales rapidly decrease
A representative product taken from a lot or batch, evaluated, and purchased refers to
sampling
When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using ____ qualities to evaluate the accountant service.
search
A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.
supplementary
Although it has a strong customer base, Sato Japanese Restaurant rarely attracts customers by methods other than word-of-mouth communication. The manager believes this can be explained by the restaurant's location in a rough area in the city and its run-down appearance. In other words, potential customers are most concerned about
tangibles
In most service industries, customer-contact employees are
the lowest-paid and least-trained employees
American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate
the quality of its services
The owner of the Lords and Ladies hair salon has difficulty in standardizing and controlling the quality of service that the customers in his salon receive. This problem illustrates which of the following unique features of service?
Heterogeneity
Refer to Scenario 11.1. When Gillette developed the Venus razor in 1998, in which stage of the product life cycle was the Venus?
Introduction
Many services have aspects that consumers may never be able to evaluate, even years after the purchase and consumption of the service. These attributes are called
credence qualities
When using an accountant to prepare her tax return, Kaycee really can't determine the level of the accountant's expertise, or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received. This is an example of the ____ of a service.
credence qualities
Demand for a business product is ____ if a price increase or decrease will not significantly affect that demand.
inelastic
Fan Pages are a(n) ____ way for companies to advertise their goods and services while also garnering information about consumers.
inexpensive
Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ____ aspect of services.
intangibility
Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of
intangibility
Anderson Distribution Company has purchased 15 forklifts over the past two years. As it plans to place its next order for another five machines, management wonders if additional features may be needed in order to handle changes in the product lines it carries. For Anderson, these new forklifts represent a ____ purchase.
modified rebuy
When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ stage of the product adoption process.
trial
During the search for products and evaluating possible suppliers stage of the business buying decision process, marketers sometimes use ____ analysis to examine the quality, design, materials, and possibly item reduction in order to acquire the product in the most cost-effective way.
value
