Intro to Marketing Chapter 5,6,7,8

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

Product mix

________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

Market segmentation

When JIF Peanut Butter adds a new product called JIF Peanut Butter - Caramel Flavor that is Gluten Free in the same packaging size as the other varieties of JIF, this is called ____________

Product line extension

GE operates a company trading site where it posts purchasing needs, invites bids, negotiates terms, and places orders. This is an example of a(n) ________.

Company buying site

Which of the following is the first stage of the buyer decision process?

Need recognition

Using ________, researchers measure consumer responses to new products and marketing tactics in laboratory stores or virtual online shopping environments.

Simulated test markets

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying and consolidating separate products and services from several suppliers.

Systems selling

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

Unsought

Which of the following is a social factor that influences consumer buying behavior?

Family

If a product passes both the concept test and the product test, the next step is most likely to be ________.

Test marketing

Is the stage where a product and its proposed marketing program are introduced into realistic market settings.

test marketing

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

usage rate

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

user status segmentation

When a company tests a group of target consumers to find out the degree of consumer appeal toward a potential new product or service, the is known as

Concept testing

Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through ________ segmentation.

Occasion

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Opinion leaders

When Starbucks adds a new product called Starbucks Ice Cream, to be sold in all Starbucks locations, this is called _______________.

Product brand extension

The stage in which product ideas are presented to groups of target consumers physically or symbolically is referred to as ________.

concept testing

When a company offers a contest (like "the VOICE") to search for new product ideas or the best consumer generated product, this is an example of

external idea sources

The new product development process usually starts with ________.

idea generation

Which type of market segmentation is generally used by marketers who sell luxury products targeted to the affluent segments of a population?

income

Companies like Google, Apple and Sony have ________ that encourage employees to develop new ideas.

intrapreneurial programs

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

market segmentation, market targeting, differentiation, and positioning

Market segments that can be effectively reached and served are said to be ________.

Accessible

Which of the following is true of the product life cycle (PLC)?

All products generally go through all five stages of PLC.

________ occurs when two established brand names of different companies are used on the same product.

Co-branding

A product life cycle has five distinct stages: product development, introduction, growth, maturity, and ________.

Decline

When thinking about the PRODUCT LIFE CYCLE, which stage comes LAST??

Decline

Dividing a market into different segments based on gender falls under the category of

Demographic segmentation

In which of the following stages of the adoption process does a consumer seek information about a new product?

Interest

When thinking about the PRODUCT LIFE CYCLE, which stage comes FIRST??

Introduction

________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself.

Lagging adopters

Which of the following is a personal factor that influences a consumer's buying behavior?

Life-cycle stage

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

Purchase decision

In a straight rebuy, a buyer ________.

Reorder something without any modifications

Which of the following is a desirable quality for a brand name?

The name should translate easily into foreign languages.

Which of the following is true of perceptual positioning maps?

They are used to analyze consumer perceptions of a brand versus competing products.

Brand names help consumers identify products that might benefit them and brands say something about product quality and consistency.

True

One reason demographic variables are the most popular bases for segmenting customer groups is because they ________.

are easier to measure than other variables

Service variability means that ________.

service quality depends on when, where, and how they are provided

A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

Brand

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation.

Behavioral

The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation.

Benefit

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Convenience

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.

Create immediate consumer recognition

Taco Bell test marketed Doritos Locos Tacos for three years and developed 45 prototypes. Once the decision was made to launch the new taco shell, it moved into the ________ stage of the new product development process.

Likely product development

Evans and Hills, a beverages manufacturing company, has developed a new line of specialty teas and is seeking regular input from the test marketing process. To facilitate this process, the firm uses BuyerScan, a software that generates store-by-store, week-by-week reports on the actual sales of tested products and the impact of in-store and in-home marketing efforts. Which of the following approaches does this scenario illustrate?

controlled test markets

Doggie World concept tested an idea for a new chew toy that would entertain dogs while simultaneously cleaning their teeth. Dog owners were pleased with the results. The next stage in developing the new product concept is ________.

marketing strategy development

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

micromarketing