BA 303
Netflix uses ________ analytics to suggest which movies we should watch as well as to develop new content that it is confident we will like.
predictive
Through which of the following marketing mix variables do companies capture value from consumers, resulting in the generation of revenue?
price
Which of the four Ps does Spirit Airlines rely on most to create value for its customers?
price
The researchers collected data to meet the specific needs of AutoTrader.com, which is known as _________ collection.
primary data
As the case explains, at one time customers were likely to buy their donuts at Dunkin' Donuts and their coffee at Starbucks. However, several years ago Dunkin' Donuts added espresso drinks to its menu. If Dunkin' Donuts adopted this strategy in order to get its donut customers to spend their coffee dollars at Dunkin' Donuts instead of at Starbucks, what type of growth strategy does this change represent?
product development
starbucks introduced Via, its brand of instant coffee, to exploit the growth opportunities for new products in current markets. this is an example of which growth strategy?
product development
How does Dole benefit from the Dole Nutrition Institute?
product ideas
The key difference between scanner and panel research is that scanner research typically focuses on a particular _____, while panel research typically focuses on a particular
product; person or household
Where does Dole's 5 A Day Plan fit in the marketing mix?
promotion
marketers communicate the value proposition to their customers through variety of media, such as TV and the internet. which of the four Ps does this represent?
promotion
As noted in the case, the retail coffee market is crowded with large players (like Starbucks, Dunkin' Donuts, and McDonald's) and also smaller independent chains with a more "hip" image. Into which SWOT analysis category does this intensity of competition fit?
threat
In the immediate environment, what is the first factor that affects the consumer?
the company itself
Broadly defined, ________ is (are) the shared meanings, beliefs, morals, values, and customs of a group of people.
culture
Firms that disingenuously market products as environmentally friendly with the goal of gaining public approval and sales, rather than actually improving the environment, are guilty of
greenwashing
The case describes local initiatives used by Dunkin' Donuts to try to build customer loyalty. Which of the macro strategies to build sustainable competitive advantage is Dunkin' Donuts pursuing?
customer excellence
Lowe's learned that 25 percent of the time its customers buy a garden hose, they also purchase a sprinkler. Patterns and relationships like this are discovered through a technique called
data mining
By 2050, minorities will represent about ________ percent of the population, and nearly ________ percent of the population will be Hispanic.
50;23
________ involves a strategic effort by firms to supply customers with environmentally friendly, sustainable merchandise and services.
green marketing
Your text describes the macroenvironmental factors that operate in the external environment by which acronym?
CDSTEP
Which of the following is a marketing metric that might be used to evaluate the performance of a company's implementation of its marketing plan?
GM (gross margin)
Individuals born between the years 2001 and 2014 are called
Gen Z
________, also known as Millennials, constitutes more than 60 million members in the United States alone and were born between 1977 and 2000.
Generation Y
Advertising guidelines stating that companies cannot link unhealthy foods with cartoon and celebrity figures pertain to which social trend?
health and wellness concerns
Dole needs to be creative with its messaging due to
a competitive market
Which organization provides the three guidelines that marketers should use for conducting marketing research?
american marketing association
Once a firm has created its Facebook page, it can devise advertisements and rely on Facebook's targeting options to deliver those ads to the most appropriate customer segments. To make sure the communication is just right, companies can produce alternative versions and identify which advertisement is most effective. This is an example of
an experiment
After the data is collected, the next step in the research process is to
analyze the data
According to the BCG matrix, which type of product typically has excess resources, which can be used to support other products that need additional resources?
cash cows
_____ is the third step in the marketing research process, and it begins only after the research to design has been established.
collecting the data
The primary strength of Corning is its ability to manufacture glass. This describes which factor of a Corning consumer's immediate environment?
company capabilities
Since 2006, when Tesla Motors revealed its Roadster and began the market for the modern version of the all-electric car, consumers have more and more choices. Which variable of the immediate environment is primarily affected by this issue?
competition
Companies must deliver more value and satisfaction to target consumers than its competitors to gain a
competitive advantage
What external change led to Dole's new focus on nutrition?
concerns about obesity
The SWOT analysis is typically conducted during which of the following steps in the marketing planning process?
conducting a situation analysis
________ is (are) at the center of the marketing environment.
consumers
Which of the following is the most likely result of inflation?
consumers will switch to less expensive options for necessities
Ford Motor Company engages in partnerships with its suppliers, component part makers, unions, transport companies, and dealerships—collectively known as its
corporate partners
The E100 is compact and easy to maneuver in the heavily populated streets, and its battery can last for about 96 miles, and then takes only about 7.5 hours to charge. ________ factors include the needs of consumers who chose to live in the urban areas of Chinese cities.
demographic
________ issues impacted the Tesla from being very widely purchased upon introduction.
demographic
Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it?
designing the research
which of the following is not one of the three phases of the strategic marketing process
determination phase
define the mission = create entertainment experience situation analysis = declining attendence identify and evaluate opportunities = technology available to improve customer experience implement marketing mix = installed GPS, sensors, and other devices evaluate performance = less crowding
disney and strategic marketing planning process
Which growth strategy is being used when a firm introduces a new product or service to a market segment that is currently not served by the firm?
diversification
General Motors determined that it would close down divisions that were in low-growth markets that had relatively low market shares. According to the BCG product portfolio analysis, GM was identifying divisions in the ________ category for closure.
dogs
Which of the following organizations/agencies serves as a watchdog over the data mining of consumer information?
electronic privacy information center
When Martha needs to compare the results of the marketing program for the Coffee Collective and then implement changes based upon what she finds, she is in the _____________ phase of the strategic marketing process.
evaluation
Suppose that Dunkin' Donuts began to offer bakery sandwiches at eight of its locations, charging different prices at each one to investigate which pricing scheme would be the most profitable. What marketing research technique would this represent?
experiment
Although it is often an inexpensive source, _____ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand.
external secondary data
The ________ prohibited the manufacture or sale of adulterated or fraudulently labeled food and drug products.
federal food and drug act
Using an unstructured method of inquiry, _____ involve a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic.
focus group interviews
When a firm like Dunkin' Donuts conducts marketing research, what should its first step be?
identify research objectives
After a firm has conducted a SWOT analysis, it would typically progress to the next step of marketing planning, which is ________ and involves using STP (segmentation, targeting, and positioning).
identifying and evaluating opportunities
One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into
information
The cost of borrowing money is measured by
interest rates
One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of
internal secondary data
Suppose that three years after introducing its bakery sandwiches, Dunkin' Donuts decides to analyze its historical sales information to see which sandwich varieties have been the most successful. What kind of data would such a project use?
internal secondary data
In order to examine the strengths of the Coffee Collective within a SWOT analysis, Martha would need to evaluate the __________ and _____________ factors of her organization.
internal; favorable
When a firm evaluates how other companies react to the firm's marketing activities, it is attempting to understand what aspect of the immediate environment?
its competitors
The case explains that Starbucks has far more retail outlets than does Dunkin' Donuts, and it is sometimes said that in many cities you can find a Starbucks on almost every corner. What type of macro strategy for Starbucks does this difference between the two companies represent?
locational excellence
Culture, demographics, social issues, technological advances, economic situations, and the political/regulatory environment are all factors that make up which of the following frameworks of analysis?
macroenvironmental factors
When Spirit Airlines expands into additional cities, which growth strategy is it using?
market development
When Starbucks expands into a new country, what growth strategy is the company pursuing?
market development
Honda marketed its CR-Z hybrid model to a distinct segment of consumers as a fun, green, sporty hybrid that stands out as being uniquely different from other hybrid models. This is an example of which of the following?
market positioning
In order for Martha to categorize prospective buyers into groups that have common needs and will respond similarly to a marketing action, she will need to complete a
market segmentation
Marriott Hotels recognizes that there are different groups of travelers with different needs, wants, and characteristics in their choice of lodging. The process of dividing Marriott's market into these various groups is
market segmentation
The Coffee Collective will need to detail the day-to-day operational decisions that are needed to execute the marketing planning phase. These actions are often organized into the "four Ps," also called the
marketing mix
A written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected or pro forma income (and other financial) statements.
marketing plan
A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas is known as
marketing research
Although Starbucks, Dunkin' Donuts, and McDonald's all strive to provide a good cup of coffee and pastries to their respective target markets, the difference in their choice of target market, design of their marketing mix, and the basis of their competitive advantage is directly related to their own
marketing strategy
is a ___________ measuring system that quantifies a trend, dynamic, or characteristic and is used by marketers to help explain why things happened and also to predict the future
metric
Baby boomers: The 78 million American born between 1946 and 1964. Middle- and low-income earners: Group of Americans whose purchasing power keeps declining. Consumers with a Bachelor's degree: These consumers have completed a 4-year degree program. Women in triathlons: Consumers who are in their teens and early 20s who are avid shoppers. Asian Americans: The group makes up about 3% of the U.S. population and is the fastest growing minority population.
middle/low, baby boomers, asian american's, consumers with bachelors, women in triathlons
The primary _______ of AutoTrader.com's research was to connect advertising on its website to actual dealership visits by customers.
objective
If Fisher-Price wanted to conduct research to determine the colors that best attract babies to its toys and engage them in interactive play, it would most likely use _____ research.
observation
When marketers strive to get their customers the merchandise they want, when they want it, in the required quantities, and at a lower delivered cost than that of their competitors, they are hoping to achieve a sustainable competitive advantage through ________ excellence.
operational
Which of the sources of sustainable competitive advantage discussed in the text is Spirit Airlines most likely pursuing with its ultra-low-cost carrier strategy?
operational excellence
The increasing popularity of smoothies is a(n) ____________ for Dole
opportunity
Suppose that Dunkin' Donuts solicited a group of customers to provide feedback on its products over time; for example, completing a survey every six months over a period of years. What marketing research technique would this represent?
panel data
The fact that a family would spend a lot more time researching the market before buying a new car than it would in the decision to purchase an inexpensive kitchen appliance, like a coffeemaker, can best be explained by which of the following concepts?
perceived benefits versus perceived costs of search
Sandra thinks the east side of her city is a great area to own a home and raise a family. Jon thinks the east side has a lot of crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sandra and Jon have different ________ regarding the east side of the city.
perceptions
Which of the following elements of the marketing mix is involved when marketers make their offering available when and where the customer wants it?
place
Which of the following represents the three major phases of a marketing plan?
planning, implementation, control
Some of the key reasons the sales of electric cars are growing in China, the largest car market in the world, are the subsidies and incentives offered by the national and local governments. The ________ environment covers these government programs.
political/legal
When Spirit Airlines identifies itself as an ultra-low-cost carrier (ULCC), it is ______ itself compared to other airlines.
positioning
Which of the following is not a demographic listed in your text that would typically be used to identify consumer markets?
religion
When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their ________ set.
retrieval
The researchers solicited customers of dealerships located in diverse markets, selling a variety of brands, and operating as both franchises and independents. These customers represent the _______ used in the study.
sample
Qualitative research includes all of the following except
scanner data
Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be _____ data.
secondary
As consumers respond to climate change and environmental concerns, both General Motors and Tesla are offering fully electric vehicles. This issue represents which of the macroenvironmental variables?
social
A SWOT analysis involves an analysis of factors internal to the company, which include ________ as well as factors outside the company, which include ________.
strengths and weaknesses; opportunities and threats
A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of _______ question.
structured
Dunkin' Donuts started by asking consumers questions about their wants and needs in sandwiches. If Dunkin' Donuts wanted responses to a specific set of structured questions from a large number of consumers, which of these data collection techniques would be the best choice?
survey
Which of the following is the most popular type of quantitative primary collection method?
survey research
Two of the data collection techniques used by the researchers in this study were ______ and _______.
survey; phone interviews
Nielsen purchases scanner data from retail transactions to track the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes. Scanner data is an example of
syndicated secondary data
When General Motors purchases information about quality and customer satisfaction research from J. D. Power and Associates, it is acquiring a form of
syndicated secondary data
The ability of marketers to use mobile applications to target and reach their customers more effectively is an example of which macroenvironmental factor?
technological advances
An online network of people who communicate about specific topics is referred to as a (an)
virtual community
First-time Spirit Airlines customers sometimes don't understand its "bare fare" strategy, leading to unpleasant surprises when they check in at the airport. In terms of a SWOT analysis, this is an example of a(n)
weakness
A local coffee shop is known for poor customer service and an unclean, dirty environment. These factors would be classified as _______ in a SWOT analysis.
weaknesses
