Marketing 340
Pauline is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Pauline knows these ________ factors will influence consumers' purchase decisions.
sensory
When Walmart issued new standards for livestock products that were raised on food without antibiotics or artificial growth hormones, it considered multiple ________, including the ranchers that supply the food, its customers, and animal welfare groups.
stakeholders
When conducting a research study attempting to understand what features were most important to automobile consumers, Cary's Research Company used a questionnaire containing ________ questions, with a predetermined set of response options.
structured
Limited problem solving usually relies on
past experience more than on external information.
Generally, people buy one product or service instead of another because they
perceive it to be the better value for them.
Katy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ________ associated with her purchase decision.
performance risk
In the ________ stage, a firm will decide what level of commitment to its ethical policies and standards it is willing to declare publicly and how the firm plans to balance the needs of its various stakeholders.
planning
Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over 20 years. Donald is __________ his business relative to his competition.
positioning
A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.
False
An example of sentiment mining is when survey data are analyzed in depth to determine consumer attitudes toward a product.
False
CTA, CPM, CRM and SERP are all metrics.
False
Call to action is a button at the end of a video or display ad that allows customers to click to call the advertiser.
False
Data that have been collected prior to the start of the current research project are considered primary data.
False
Native ad is another name for bumper ad.
False
One of the advantages of search engine optimization is that the advertiser only pays when someone clicks on its URL.
False
Paid search ads and organic listings are both found on a SERP.
False
Panel data are always secondary data.
False
Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.
False
The goal of pay-per-click advertising is to have high: click-through rates, conversion rates, and bounce rates.
False
The top three digital advertising platforms are Google, Amazon and Facebook in that order.
False
Warren is in a group of 8 to 12 people and is being asked questions by a trained moderator. Warren is part of an in-depth interview group.
False
Consumers use and process different aspects of advertising or messages. ________ yields greater attention and deeper processing, and leads to strong attitudes and purchase intentions.
High involvement
Which social media users spend online more than 2.5 times as much as an average U.S. consumer?
Key corporate social responsibility (CSR) stakeholders typically include all of the following: the firm's employees and their families customer groups members of the community the environment the firm's partners and competitors
True
Retargeting is a popular form of search engine marketing.
False
Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and ________ targeting strategies.
concentrated
Generally speaking, which one(s) of the below is an advantage of digital marketing?
All of the above
56% of online shoppers start their product searches on which online site?
Amazon
________ segmentation is the segmentation method most directly related to satisfying consumers' needs and wants.
Benefit
________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services.
Conscious marketing
What type of media is this? Mentions (from third parties) Shares (from third parties) Reposts (from third parties) Reviews (from third parties)
Earned
Which of these is not one of the 4E Framework of Digital Marketing?
Entertain
What type of media is this? Company website Company blog(s) Company social media
Owned
What type of media is this? PPC Display ad Retargeting Social media ads
Paid
__________ involves efforts to ensure that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings.
Positioning
What is the most basic corporate social responsibility to employees?
To ensure a safe working environment
A disadvantage to using secondary data is that they might not be precisely relevant to the information needed.
True
Attribution is an attempt at measuring the level of success of each form of marketing a company uses.
True
CRM is a tool used for both lead nurturing and customer retention.
True
CTR, CPC, CPL and ROAS are all metrics.
True
Each of the following have over 1 billion users: Facebook Google Search Engine Gmail Android Chrome Google Maps YouTube Google Play Store Google Drive Google Photos
True
When Betsy decided to open up a tea shop in the center of town, she chose a group of customers who represent her customers of interest. This group is called a
Warren is in a group of 8 to 12 people and is being asked questions by a trained moderator. Warren is part of an in-depth interview group.
All of the following are questions posed in the ethical decision-making metric except
Will this action help advance my career?
Which social media site is best suited to help consumers experience a product before buying?
YouTube
All of the following statements regarding corporate social responsibility are true except
a firm's responsibilities to society are not associated with the demands, expectations, requirements, and desires of various stakeholders.
In the ethical decision-making metric, the question that asks "Would I want the person I admire most to see me doing this?" applies to the
admired observer test.
After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, ________ should engage in brainstorming and evaluating alternatives.
all parties relevant to the decision
Maria's Bakery is trying to determine what price to charge for its cookies, so Maria places a low price on them and raises it each week, keeping track of how many she sells. Then she determines what her cost was for the cookies and determines which price was the most profitable. What form of research was Maria conducting?
an experiment
Segmentation, targeting, and positioning
are part of a firm's marketing strategy.
A company that sells only multigrain, low-calorie bread should use a(n) ________ targeting strategy.
concentrated
When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming
conscious marketers.
Before going on his first business trip to China, Bradley asked his Chinese American friend to advise him on customs and values common among the Chinese businesspeople he will likely encounter. Bradley is trying to avoid ________ business blunders.
cultural
Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed to uncover patterns of consumers' purchasing behavior. This is an example of:
data mining.
Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of __________ segmentation.
demographic
Psychographics is the segmentation method that delves into how consumers
describe themselves.
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy.
differentiated targeting
According to one definition, CSR can be described as context-specific actions and policies, taking stakeholders' expectations into account, to achieve what is referred to as the triple bottom line. The triple bottom line includes _________________________ performance.
economic, social, and environmental
The Harvest County School Board is concerned about deteriorating school facilities, combined with a shrinking budget. The board began by studying the issue, and then identified parents, children, teachers, staff, and taxpayers as groups who have a vested interest in the problem. The school board has listened to each group's concerns. In the ethical decision-making framework, its next action should be to
engage in brainstorming alternatives.
Caren has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to
evaluate the attractiveness of each segment.
Postpurchase cognitive dissonance is especially likely for products that are
expensive, infrequently purchased, or associated with high levels of risk.
All of the following are considered qualitative research except
experiments.
Kia has to decide which college to attend. This is the most important, riskiest, and most expensive decision she has ever made. She will be engaged in
extended problem solving.
Marjorie manages an upscale women's clothing store. She wants more information about her customers' general feelings about upcoming fall fashions. Marjorie will most likely use ________ to gather this type of data.
focus group interviews
By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' ________ needs.
functional and psychological
The Tapestry™ Segmentation system divides and sorts small geographic areas into categories using 65 or more demographic and lifestyle characteristics. This market research tool is an example of ________ segmentation.
geodemographic
Marketers love consumers who engage in ________, buying their company's product with little thought or consideration of alternatives.
habitual decision making
Juan has identified four potential market segments for his Rent-A-Nurse service. He will now compare the segments to see if they are distinct from each other. Juan is evaluating whether or not each segment is
identifiable
Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. Hisaoki's company failed to
identify issues.
Most big box retailers regularly move products from one aisle to another. They also put personal care products in the pharmacy area, many aisles away from the grocery products. They do this because consumers who spend more time walking through the store are likely to buy things they hadn't planned to buy, or make
impulse purchases.
Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?
in-depth interviews
When Kyle began searching for a new car to replace her old, rusty one, she probably relied on ________ sources of information.
internal and external
Marketers are particularly interested in postpurchase behavior because it
involves actual rather than potential customers.
A major advantage of primary data collection is
it offers behavioral insights generally not available from secondary research.
Before flying, Jorden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jorden probably has a misguided sense of his
locus of control.
Tomas, a bank employee, doesn't feel that his coworkers accept him. He decides to dress more casually, as they do, hoping to be accepted. Which level of Maslow's hierarchy of needs is Tomas trying to work on?
love
The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of
marketing ethical issues.
The marketing research process follows five steps, and researchers
may not always go through them in the exact sequence if the situation changes or new information is discovered.
Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of
micromarketing
The ________ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you."
mission statement.
A(n) ________ is a need or want strong enough to cause a person to seek satisfaction.
motive
Jill's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Jill will most likely use
observation
Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?
occasion segmentation
The ethical decision-making framework includes all of the following steps except
promote the firm's corporate social responsibility efforts.
When the marketing research problem is not clearly defined, a researcher will likely engage in __________ research.
qualitative
Bryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Bryan may have trouble with this segment not being
reachable.
Caren has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether or not each segment is attractive relative to all of the following except
realistic.
Conscious marketing encompasses all of the following overriding principles except
recognition of the company's bottom line.
Company sales invoices, census data, and trade association statistics are examples of
secondary data.
Marta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Marta is concerned with whether the segment is
substantial
Quantitative research offers a means to confirm ideas through
surveys or experiments.
Jaleel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends including sales by different musical styles, online downloads, and concert attendance. Jaleel will most likely use ________ to gather this type of data.
syndicated data
There is a saying "Never go to the grocery store hungry." This saying suggests that a consumer's ________ state may adversely affect purchasing decisions.
temporal
The greater the discrepancy between a consumer's needy state and the desired state, the greater
the consumer's need recognition will be.
All of the following are included in the decision-making metric except
the likability test.
Which element of the marketing mix is most relevant to the activity "creating value"?
the results will be used in making management decisions.
The consumer decision process model represents
the steps that consumers go through before, during, and after making purchases.
For products like clothes pins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy.
undifferentiated targeting
When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by
using segmentation, targeting, and positioning.
New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems with the property. Previously, they were expected only to answer buyers' questions. The new regulation addressed the marketing ethics problem of
withholding information.
