MARK 3336 CH10-18 VQ

In 1995, when Umpqua Bank opened in new markets, which type of marketing effort did it utilize? (18)

formulated marketing

As with many companies, NutriSystem's marketing strategy hopes to achieve a brand community. Which of the following would be an example of NutriSystem's brand community? (17)

Its customer interaction through social media, blogs, and website content.

Hammerpress utilizes different pricing strategies than other printing companies, which sell printers to the home-printing market at a low price point and then sell the continual ink cartridge purchases at a high price point. Which type of pricing strategy is this? (11)

captive product pricing

A fast-food restaurant determines the cost of producing its chicken nuggets then adds a percentage to that cost to determine the price charged to consumers. This indicates that the restaurant is utilizing which of the following pricing strategies? (10)

cost-plus pricing

Hammerpress must decide how to price the standard run-rate items it sells, such as business cards, wedding invitations, and posters. Which type of pricing strategy is this? (11)

product line pricing

Within each retail establishment of Kmart, external vendors stock and maintain the magazine department of the stores, but do not actually take possession of the product. Which type of wholesaler best describes these vendors? (13)

Limited-service wholesalers

Prior to 1945, Progressive, like all insurance companies, used which of the following marketing channels? (12)

direct

What was the average wait time in a drive-thru in 2013? (10)

3 minutes

How much does one save using the "Big Gas"? (15)

30 cents/gallon

NutriSystem includes Facebook, Twitter, blogs, and Instagram in its marketing strategy. This indicates that NutriSystem is involved in which type of marketing? (17)

Social media

Which of the following best describes the type of buyer Kmart is trying to reach with its free shipping? (13)

The omni-channel buyer

What did the little kid say about UMPQUA bank? (18)

pretty cool for a bank

Which type of message appeal does OXO utilize? (14)

rational

First Flavor does not use online, mobile, or social media to engage customers, indicating that First Flavor is not engaged in which of the following? (16)

social selling

Which of the following was likely not a reason NutriSystem decided to use direct and digital media? (17)

Consumers spend less time and money online than ever before.

When Sam Farber started OXO and launched never-before-seen products that were targeted at people with dexterity problems, in which stage of buyer-readiness was his target market? (14)

awareness

NutriSystem maintains a website that engages consumers and includes videos, blogs, activities, and other features that build closer customer relationships and generate engagement. This indicates that NutriSystem employs a(n) __________. (17)

brand community website

Which element of the marketing communications mix does OXO most heavily utilize? (14)

direct marketing

Which of the following is true regarding Progressive's advantage of adding a direct marketing channel in the 1980s? (12)

increased market share through streamlined marketing

Umpqua's vision is "to become the world's greatest bank." The company sees its competitors as other financial institutions that preform banking services. This is taking a ____ of its competition. (18)

industry point of view

What time was the Kmart advertisement shown on air? (13)

After 9 PM CST

Which of the following best describes the value that was added when agents were added to Progressive's marketing channel? (12)

increased customer service

In order to achieve depth of awareness of the OXO brand, which of the following media strategies does the company utilize? (14)

personal: social media

A large ink jet printing company enters the letter press market and sells its printing services at a loss just to drive Hammerpress out of business. This is an example of ____. (11)

predatory pricing

Although Kmart received praise for creating one of the funniest commercials of its time, the company was also criticized for it, causing marketers to combat the negativity through press releases. Which of the following marketing mix elements is mostly aligned with the marketers' decision to issue press releases? (15)

public relations

Who is the co-founder and president of First Flavor? (16)

Jay Minkoff

By offering free shipping, which of the following retail marketing mix elements is Kmart not focusing on? (13)

Product and services assortment

Kmart did not create the "Ship My Pants" and "Big Gas Savings" commercials. Instead, they hired a(n) ____ named Draftfcb. (15)

advertising agency

What service does the service center at Progressive provide? (12)

all of the above (1. defining repairs to be made 2. finding a body shop to fix the car 3. providing a rental car)

Which of Treacy & Wiersema's competitive marketing strategies does Umpqua Bank follow? (18)

customer intimacy

Which of the following best describes the higher price that a customer is willing to pay for a fast-food chain's products?

customer perception

With regard to supply and demand, which of the following best represents the intentions of the fast-food company's slash on prices? (10)

demand will increase for its products

Which of Porter's competitive strategies does Umpqua Bank follow? (18)

differentiation

In which type of competition do fast-food restaurants operate? (10)

monopolistic competition

Which of the following best describes Kmart's execution style in its advertisements? (15)

mood

If Brady, the owner of Hammerpress, strategically discounts the price of all gift cards by 20% during the holidays and runs a campaign to encourage gift card purchases, he is implementing which type of pricing? (11)

promotional

Kmart would be classified best as which type of retailer? (13)

Department store

NutriSystem uses direct-mail marketing for its products geared toward men. Which of the following is not an advantage of direct-mail marketing? (17)

It is less expensive than mass media.

What is the printing method chosen by Hammerpress? (11)

old printing methods

In the 1990s, which distribution channel did Progressive add? (12)

online, direct channel

It is likely that sales people at First Flavor try to identify potential business customers to utilize the Peel-n-Taste product in their marketing campaigns. Which of the following best describes this step of personal selling process? (16)

prospecting

First Flavor would best be described as assisting companies in which of the marketing mix elements? (16)

sales promotion

Which of the following policies is used by Oxo? (14)

satisfaction guarantee

Which of the following best describes the advertising media first used with Kmart's "Big Gas Savings" and "Shipped My Pants" commercials? (15)

social media

When First Flavor promotes its product to other organizations as a marketing tool, the company may wish to showcase its product to numerous potential customers at once. Which promotional tool would you recommend to First Flavor? (16)

trade shows