marketing final everything

Scenario 11.2. In Australia Coca-Cola launched Mother, an energy drink. However, most people did not like the taste. Rather than introducing an entirely new product, Coca-Cola decided to reposition the product. It reformulated the Mother drink and re-released it with a new marketing campaign. Refer to Scenario 11.2. Which of the following slogans should Coca-Cola use to signal to consumers that its Mother drink has been repositioned?

"New Mother- Tastes Nothing Like the Old One"

Jennifer Garner was featured in a Neutrogena advertisement. The ad has a big photo of Jennifer Garner that takes up the whole page. The written portion of the ad contained four main elements. On the bottom right is the Neutrogena name "Neutrogena Partnership for Skin Health" with a trademark registration symbol. Toward the middle of the ad are the words "Yes. She checks herself out in the mirror" in the largest font. Underneath it explains how 1 in 5 Americans will develop skin cancer in their lifetime and how Neutrogena is partnering with the Academy of Dermatology to stop skin cancer before it spreads. The fourth element consists of slightly larger letters with the words "Protect yourself starting today." Which of the following is most likely to be the subheadline?

"Protect yourself starting today"

Scenario 12.5. A few months before, a major B2B supplier raised prices of its products 10 percent to cover changes in market conditions. He was surprised to find how the orders from his normal customers plummeted. His normal order was $1,100. After the price increase, the average order dropped by 25 percent. He became concerned that customers might look elsewhere. For this reason, he decided to start offering discounts. When one of his loyal customers, David, purchases $950 worth of product for his firm, the supplier gives David the terms "4/20 net 30." He wants to maintain his relationship with David and would ideally like to receive payment in less than a month. Refer to Scenario 12.5. How much would David have to pay if he pays in 25 days? In 19 days?

$950; $912

An agency traditionally receives most of its compensation from .

15% commission paid by the media which it makes its purchases

Scenario 12.5. A few months before, a major B2B supplier raised prices of its products 10 percent to cover changes in market conditions. He was surprised to find how the orders from his normal customers plummeted. His normal order was $1,100. After the price increase, the average order dropped by 25 percent. He became concerned that customers might look elsewhere. For this reason, he decided to start offering discounts. When one of his loyal customers, David, purchases $950 worth of product for his firm, the supplier gives David the terms "4/20 net 30." He wants to maintain his relationship with David and would ideally like to receive payment in less than a month. Refer to Scenario 12.5. Consider how the average order amount changed when prices were raised $75. The elasticity of demand is ___________. With this in mind, the product can best be described as ___________.

2.5; elastic

Scenario 12.1. Chantel, a resident of Denver, Colorado, decided to open up her own fine jewelry store. To do so, she used her life savings and a loan from the bank. Chantel was able to open up a store with sufficient inventory. She markets the jewelry as the "finest jewelry in the West." The most popular item Chantel sells is a rose gold bracelet that sells for $550. During one month, Chantel's fixed costs are $6,000. Her variable costs average about $400. Refer to Scenario 12.1. How many rose gold bracelets would Chantel have to sell to break even?

40

If a retailer purchases a can of soup for 60 cents and sells it for 99 cents, what is the markup as the percentage of cost? The percentage of selling price?

65%; 39.4%

How does a sustainable competitive advantage differ from a competitive advantage?

A sustainable competitive advantage is one that competitors cannot copy in the immediate future.

Which of the following is the best example of a rack jobber?

A vendor maintains a rack of DVDs it sells at a popular drugstore.

Which is the best way to handle the deletion of a product?

Conduct a review to determine its impact on the overall product mix.

Experiential or symbolic benefits are most important to which of the following?

Disney world

A large retail organization is more likely to have one or two skilled individuals in the organization to handle its advertising needs.

False

A salesperson should always anticipate and counter objections before the prospect raises them.

False

A social audit identifies changes in public opinion affecting an organization.

False

Experts have determined that good salespeople exhibit a set of generally accepted characteristics.

False

In order to qualify as retailing, the transaction between buyer and seller must occur either through the Internet or a physical location.

False

Retailers play a major role in creating time, place, and possession utility but not form utility.

False

Exploratory studies use relatively large sample sizes.

False, exploratory studies use relatively small sample size

An undifferentiated targeting strategy uses market segmentation.

False, segmentation is not needed for an undifferentiated targeting strategy because the market is homogenous

Which of the following is true about team selling?

It can be used to address short-term situations or ongoing needs.

__________________ are designed to resemble traditional "Main Street" shopping centers and often have a central theme evidenced by the architecture.

Lifestyle shopping centers

Lynn works in sales at a firm that sells large-scale printing equipment for printing companies. She recently sold a new model of the company's product. However, the machine did not work properly, and investigations showed that it was a mistake made on the part of the manufacturer stemming all the way back to its construction in the factory. Lynn's sales manager had put a lot of pressure on Lynn to sell as much of this new equipment as she could, and now Lynn is worried that more products she sold will also have defects in the machinery. In this case, there could be a major recall, and the firm's CEO would have to get involved. Suppose an organization who bought the machinery realizes it is not working. The customer is highly dissatisfied and is likely to express her discontent initially to _______________.

Lynn

Grant thinks he has reached the point where he has maximized his profit. However, because this can be tricky to determine, he is not sure. He decides to test it by selling one more unit. If Grant is correct in his assumption, what should happen when he sells this additional unit?

Marginal cost will exceed marginal revenue.

Which of the following statements about sales estimates is correct?

Market potential places absolute limits on company sales potential

Which of the following is the best way to measure who read the company's public relations message and what they thought about it?

Measure attitude levels before and after the campaign.

What happens if revenue and cost remain constant?

Prices could be set for maximum profits

Which of the following is true about relationship marketing?

Relationship marketing involves interactions with customers over the long term.

Which of the following is an example of public relations?

Target puts up a placard with the names and photos of employees recognized for exceptional service.

Assessing public attitudes and creating a favorable image are no less important than direct promotion of the organization's products.

True

Extreme value stores include Dollar General, Dollar Tree, Big Lots, and 99¢ Only Stores.

True

Geodemographic segmentation allows marketers to focus precise marketing efforts on very small geographic markets, such as community and even individual neighborhoods.

True

Most of the largest marketing research firms derive a significant portion of their revenues from research conducted outside of the United States.

True

Scenario 17.3. Amelia is partnering with Frank, an engineer, to try and sell a new aerospace product. Amelia has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Amelia is very eager to make sales. Normally, Amelia likes to work alone, but she appreciates Frank's expertise because she thinks it'll help increase sales significantly. Amelia is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Frank will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. Amelia and Frank are engaged in team selling.

True

When marginal revenue equals marginal cost, profit is at its highest.

True

Overuse of cents-off offers might lead to __________________.

a cheapened brand image

Demand-based pricing is best used when the company has __________.

a fixed amount of available resources that are perishable

DVD players have been declining for years. Recognizing that DVD players are a thing of the past, those who manufactured DVD players have not attempted to make any changes but are letting them live out the remainder of their lives. The makers of DVD players have new technology to explore and do not want to waste resources trying to prolong the life of an obsolete technology. This is an example of _____________.

a phase-out

In recent years, sales promotion has increased at the expense of ____________.

advertising

Scenario 16.1. Faith's job is to provide copywriting services for promotions from several major clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Phillip arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 16.1. Faith, Anna, and Phillip most likely work at a(n)

advertising agency

The J.Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the ______________ for this particular J.Crew product line.

advertising platform

Scenario 11.2. In Australia Coca-Cola launched Mother, an energy drink. However, most people did not like the taste. Rather than introducing an entirely new product, Coca-Cola decided to reposition the product. It reformulated the Mother drink and re-released it with a new marketing campaign. Refer to Scenario 11.2. In repositioning the product, Coca-Cola changed the taste of the product. It also changed the look of the product with a larger can size and different colors. This is an example of a(n) _________________________ modification.

aesthetic

Philip is out shopping for a motorcycle. He sees a motorcycle he really likes, but he seems to remember reading something about its gas mileage. He racks his brain trying to remember but is unable to recall the information. He therefore decides to come back another day. He goes home and researches the motorcycle on the Internet. During his information search, Philip performed ______________ and then __________________________.

an internal search; an external search

Scenario 6.2. Amy aspires to be a "super mom." She is a mother of three children, and she writes novels for a living so she can be with her youngest children who are not yet in school. When she is not taking care of her children or working on her novels, Amy is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up-to-date on current trends and is the go-to person for new products geared toward children. Amy views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Amy greatly admires Rochelle Davis and those like her. She views them as a(n) _____________________ that she wants to emulate and be like.

aspirational reference group

Mike is pricing a new couch. This couch is higher-quality and expected to last longer than your traditional couch. Mike prices the couch high because he knows that consumers anticipate paying more for longer-lasting products. What stage of the pricing process is Mike currently at?

assessing the target market's evaluation of price

Which of the following is the final step in establishing an implementation timetable?

assigning responsibility for completing each activity to one or more employees, teams, or managers

Scenario 14.2. Jordynn decides to open an Olive Garden franchise. She pays the franchise fees and opens the restaurant. Because Olive Garden is already a well-known name, Jordynn knows her chances of success are higher than if she opened her own restaurant from scratch. Jordynn hires experienced servers with great customer service skills. Jordynn would love to adopt an ancient Roman décor for her restaurant. However, she is told that her restaurant must have more of a Tuscany theme so that it remains consistent with other Olive Garden restaurants. Her restaurant becomes a major success. Jordynn's servers are especially adept at convincing patrons to purchase Olive Garden's bottles of wine. Refer to Scenario 14.2. The Tuscany theme Jordynn adopts, including photos of Italian scenes and Italian-style architecture, is part of Olive Garden's ________________.

atmospherics

A buffet restaurant targets its promotions toward those who love "all-you-can-eat" meals. Its promotion targets those who desire to get more for less money and/or those who like variety in their meals. However, the company knows that many of the people who come in will not eat as much. Others, however, may eat way past the value of what they paid. The buffet has balanced this out in its pricing strategy, classifying its diners as light eaters, moderate eaters, and heavy eaters. What type of segmentation strategy is the buffet using?

behavioristic

Which of the following allows marketers to sift through large amounts of information to gather unique insights that would not necessarily have been observable through other methods?

big data

Assume that Coca-Cola has a manager for Powerade, a manager for Coca-Cola, a manager for Frito-Lay, and a manager for Oatmeal. What types of managers are these?

brand managers

Scenario 10.2. Oculus, acquired by Facebook in 2014, is involved in virtual reality. Its Oculus Rift product is a virtual reality headset released to the public in 2016. Retailers including Best Buy sell the Oculus Rift for approximately $600. Already there are some competitors emerging to challenge Oculus Rift, including the HTC Vive, Microsoft's HoloLens, and Sony's PlayStation VR. Refer to Scenario 10.2. In terms of brand loyalty, at this stage of the product life most consumers will probably have _______ for the Oculus Rift.

brand recognition

Lyle founded a salsa manufacturing plant in his hometown of El Paso, Texas. Sales have been good, and demand for his products have been high. Lyle believes there are many more potential customers for his product in different regions of the country. He would like to sell to discount stores, restaurants, supermarkets, and more. Lyle does not have much experience in the sales area, however, and he cannot afford to hire a full-time salesperson yet. Lyle turns to Tim, an independent salesperson who works for several different clients in the food industry. Tim is a specialist in his field and has a number of connections in the food industry. Lyle is sure Tim will be successful in finding companies or restaurants who will want to purchase his salsa. Tim is most likely a(n) _____________.

broker

scenario 5.4. Mistine is a direct selling cosmetics firm based in Thailand. Originally, it made a name for itself selling an affordable product that was of good quality. It focused mainly on housewives. However, over the years Mistine has expanded its focus, targeting more groups such as teenagers and higher-income women. Unlike many comparable direct selling firms, Mistine engages in much advertising. Its advertising campaigns must be tailored toward the appropriate target market. Refer to Scenario 5.4. Suppose a sales manager at Mistine wants to determine the company's market potential. She first estimates how many cosmetic products potential buyers will purchase in her sales territory during a given period. She multiples that amount by the total number of potential in that area and then performs the same calculations in the other territories in which Mistine operates. She then adds together the totals to get the company's market potential. What type of approach is the sales manager using?

buildup approach

Which of the following would be part of an organization's corporate identity materials?

business cards

Scenario 5.1. Cynthia works at an engineering firm in Arizona that installs transmission lines and works with the electrical systems of buildings. She is in charge of strategic planning. Mostly her firm has worked with cities such as Tucson and Phoenix. Once in a while they will receive a major project from the state, such as renovating a major government building in the capital. However, Cynthia's firm wants to expand its target market beyond government projects. Under her direction, the marketing team launched an initiative to target more potential clients in different areas. Two areas in which Cynthia would like to expand include colleges and large for-profit businesses. Refer to Scenario 5.1. A market is a group of individuals and/or organizations that have a desire or need for products in a product class and have the ability, willingness, and authority to purchase those products. There are two types of markets. Cynthia's organization targets the _____________

business market

Scenario 5.3. Eaton sells many industrial products for the lighting and solar industry, including lighting controls, landscape lighting, lighting relay and metering panels, flood lighting, and more. Among its vast array of products, it also sells lighting accessories and lighting solutions for private residences. Refer to Scenario 5.3. Eaton is targeting most of its industrial products to the ____________ market and targeting its residential lighting systems to the _________________ market.

business; consumers

A is a secondary incentive and is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over.

buy-back allowance

Which of the following would be an example of accessory equipment?

calculator

Scenario 16.3. Every year on Independence Day, Nathan's holds a hot dog eating contest. Currently, the champion of the Nathan's hot dog eating contest is Joey Chestnut at 70 hot dogs. The winners of the contest get a bejeweled mustard yellow belt. In 2004 Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. The New York Times has covered the Nathan's Hot Dog Eating Contest in the past. This year they requested a photo of the winner during the contest eating hot dogs. They posted a large shot of the photo on the news website. Underneath they included a brief description of the contest and the winner. This is an example of a __________________.

captioned photograph

Scenario 12.5. A few months before, a major B2B supplier raised prices of its products 10 percent to cover changes in market conditions. He was surprised to find how the orders from his normal customers plummeted. His normal order was $1,100. After the price increase, the average order dropped by 25 percent. He became concerned that customers might look elsewhere. For this reason, he decided to start offering discounts. When one of his loyal customers, David, purchases $950 worth of product for his firm, the supplier gives David the terms "4/20 net 30." He wants to maintain his relationship with David and would ideally like to receive payment in less than a month. Refer to Scenario 12.5. What type of discount is the supplier offering David?

cash

Procter & Gamble's Tide laundry detergent has a predominant share of the detergent market in the United States. It makes $4.5 billion in sales of this detergent brand. However, the detergent market has reached market saturation in the United States. With this information, what type of product is Tide based upon the Boston Consulting Group's market growth/market share matrix?

cash cow

Scenario 12.3. Bert's company is about to release a new electronics product. The electronics product is estimated to have a short life cycle before it is replaced by an upgraded one. The company would like to recover the capital spent to produce the product. It therefore decides to charge the highest possible price for the product upon release. Bert's firm recognizes this might provide an advantage to competitors who may release the product at a lower price, but it believes customers will feel that the higher price signals higher quality. Refer to Scenario 12.3. What type of pricing objective has Bert's firm adopted?

cash flow

Scenario 14.3. Delilah owns a pottery store in a small town. In recent years she has been able to expand her pottery store significantly. Demands for her pottery have grown from outside of the area, and many fans follow the photos of new designs and art pieces posted on Delilah's Facebook page. Delilah does not want to open a new location in a more urban area, but she would like her fans from outside the region to be able to order pottery easily. Additionally, some of her firm's most loyal supporters live in towns even more rural than Delilah's. Delilah is looking for a marketing distribution method that would not be too high in cost and would not require a whole lot of time. She already sells through her website, but she wants open up another channel of distribution. Refer to Scenario 14.3. Based on her criteria, Delilah should probably use ____________.

catalog marketing

Joseph has a passion for quality electronics. His dream is to open up a large electronics store to compete against Best Buy. He thinks he can utilize supplier relationships to source the latest high-tech electronics at lower prices. Therefore, he thinks he can beat Best Buy on the type of products available as well as with lower price points. Joseph is most likely to open up a ________________.

category killer

Supermarkets use ________ to allocate space for their many product categories, such as cosmetics, cereals, and soups.

category management

Most wine comes in similarly shaped bottles. However, Stack Wine offers its wine in four-pack cups. While a traditional winemaker is likely to adopt _____________ packaging, Stack Wine has adopted ____________ packaging.

category-consistent; innovative

Marty works at an organization with a clear chain of command. The major decisions are relegated to top managers. Marty and his co-workers have strict performance standards. Managers at his organization monitor the work of employees to make sure they are staying on track. This is an example of a _________ organization.

centralized

Which of the following is likely the most important decision a company makes during the strategic planning process?

choosing a target market

When a person fills in missing information in a way that conforms to a pattern or statement, this is known as ______________.

closure

Jamie works as a salesperson at a car dealership. He takes his sales very seriously. After selling a car to a customer, he waits two weeks and then calls the customer to see how they like their new car. He tries to reinforce the fact that they made a smart investment and that the dealership is there for any problems they might have. Jamie is attempting to reduce ________________.

cognitive dissonance

After designing the research project, the next step for the marketing researcher is to

collect data

The Amazon Echo is a voice-enabled wireless speaker. It has been in development since 2010. In 2014 it was released only to Amazon Prime members for purchase. In 2015 it expanded and became available in stores nationwide. What stage in the product development process was Amazon Echo in 2015?

commercialization

Scenario 14.1. Nicole has been wanting to open her own business for many years. After much saving and a loan from the bank, she was able to open up her own store. This store features upscale jewelry, footwear, and clothing for professional women. She uses a premium pricing strategy to demonstrate the quality of her products. As time passed, she adopted other product lines including luggage and beauty products. Nicole has developed strong relationships with suppliers so that new orders come relatively quickly. Nicole distinguishes herself from the competition with the high level of service at her store. Her workers are trained to greet customers within fifteen seconds of them entering the store. She also gives her employees permission to take whatever time needed to make sure that customer needs are met. Refer to Scenario 14.1. Nicole has located her very first store in a smaller shopping area where she sometimes partners with the other businesses to hold events or exhibits. Nicole chose this location because she wanted to attract customers looking for shopping or specialty products. She feels that many of the retailers in the shopping center offer products that cannot be found in the typical strip mall. Nicole has located her shop in a ______________.

community shopping center

______________ is the maximum percentage share of a market that an individual firm within an industry can expect to capture for a specific product.

company sales potential

Scenario 12.4. Anthony works at a firm that wants to develop a new pricing strategy for one of its products. The company has decided that its main objective for this product is to increase the product's sales in relation to industry sales. Anthony has obtained a list of prices that tell him how much similar products are being sold for. Anthony is particularly interested in the industry's top competitor because it has so much market share. After determining the price of its major competitor, Anthony decided to undercut their price by several dollars. He believes putting a sign in their stores that features his company's discounted price next to the price of their major competitor for the same product will show consumers that Anthony's company offers them a much better deal. However, he knows that he has to be careful not to misrepresent the competitor's price in the process. Refer to Scenario 12.4. Which of the following pricing strategies is Anthony planning to adopt?

comparison discounting

Jessica continues to work on the marketing strategy for Tres Tortillas. Tres Tortillas was successful in selling 16 ounce jars of salsa in its restaurant. In fact, demand for the jars of salsa is so high that Jessica believes Tres Tortillas should try to expand and start selling in stores. She believes Tres Tortillas salsa has the potential for enormous growth, perhaps even more so than the actual restaurant. Refer to Scenario 2.3. Jessica's manager is skeptical. Such an investment would require a manufacturing facility, a larger marketing budget, and salespeople who would be able to get the salsa onto store shelves. However, Jessica maintains that Tres Tortilla's secret salsa recipe is a core competency. The market for salsa is also strong. She believes this provides Tres Tortillas with a chance to match its core competency to market opportunities, otherwise known as a(n) ___________________.

competitive advantage

Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of ________________.

competitive advertising

Scenario 11.3. Victoria works in the production department for a manufacturer of coffee equipment. A new promising product idea the company is considering involves the development of simple pour-over coffee makers. These coffee makers would be made of wood with a cotton drip bag, similar to what is known in Costa Rica as Chorreadores. Victoria's firm thinks this type of product can catch on in the United States because they are exotic and environmentally friendly. Refer to Scenario 11.3. Victoria is working with a team to determine the feasibility of the product. Together with her team, she shows a small group of avid coffee customers a written description as well as a photo of the proposed product. She hopes to determine whether they would buy the product and what they think about it. Victoria and her team are at what stage in the product development process?

concept testing

Scenario 6.1. Wyatt has made the decision that it is time to purchase a condo. His apartment is too small, and he is tired of paying rent. His price range is between $100,000 and $150,000. He would like to purchase a condo that is within a half hour of his work. With these criteria set in mind, he sets out to search for his ideal home. Refer to Scenario 6.1. Suppose that after an extensive search, Wyatt has narrowed down his decision to three condos. All fall within his price range, and all of them are in a desirable location in town. These three condos are now a part of Wyatt's _______________.

consideration set

Miles recently stayed at the Hyatt. He loved the experience. The staff was so nice, and the rooms were clean. The concierge was extremely helpful. He decided to stay there when he returned on his next business trip. However, the next time he stayed there, there were different staff members who were not very friendly or helpful. Also, the housekeeping staff did not change the towels in his room. The only thing he found to be the same was the concierge. This Hyatt seems to lack ____________.

consistency of quality

Taco Bell would like to create a sales promotion event that would allow customers to have fun. After doing some research, it decided upon a ____________ because contestants would be more highly involved even if participation might be somewhat lower.

consumer contest

Purposeful actions to take advantage of and/or damage others during a transaction is best described as

consumer fraud

Consumer behavior that violates generally accepted norms of a particular society is known as ______________

consumer misbehavior

Scenario 17.2. Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as Lenovo just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. The first type of sales promotion mentioned is a(n) _________________ sales promotion. The second type is a ___________________ sales promotion

consumer; trade

Refer to Scenario 10.1. Tide Pods would most likely be classified as a ______________ product. However, suppose a hotel uses Tide Pods to wash their sheets and towels. In this case, Tide Pods would be classified as______________.

convenience; MRO supplies

Which of the following food products would most likely use an undifferentiated marketing strategy?

corn

Which of the following is calculated during the fourth step of the target market selection process, evaluating relevant market segments?

cost estimates

Valerie is attempting to price a piece of custom-made equipment for a gym. The production costs of the equipment are hard to assess. She decides it would just be easier to add a specified dollar amount to the total cost. What type of pricing is Valerie using?

cost-plus

Sam has a dilemma. He works for a chocolate company and the price of chocolate is going up. The most logical solution would be to raise the price. However, Sam knows from his history in the business that their loyal customers would not look favorably on a price increase. For customers, candy bars are one of those items where the price rarely changes. Sam's firm has sold its candy bars for $0.99 for the past two decades. Sam feels that the next best solution to absorbing the extra costs is to make the candy bars slightly smaller without lowering the price. Sam's company is most likely using which of the following pricing strategies?

customary

Libby is part of an online group of people who act as sounding boards for new ideas from one of her favorite companies. Libby does not interact much with the other people in her group, but she provides her own insights about proposed products. Libby is part of a(n) _________.

customer advisory board

Many marketers collecting information turn to LexisNexis. LexisNexis contains articles on a variety of topics as well as cases and news documents. LexisNexis would most likely be considered which of the following?

database

Mackenzie works closely with retailers who sell her company's products—fancy watches. Lately, one retailer has seemed reluctant to order more watches. According to the retailer, it does not seem to experience enough sales from their watches to justify selling them. Mackenzie's firm tells the retailer that it will include a silver tray with its next shipment of watches if the retailer will commit to purchasing one more shipment of their newest watch product and display the watches on the tray for at least a week. This is an example of a ________________.

dealer loader

Around Christmas time, airline tickets tend to increase. What type of pricing are the airlines most likely using to determine how much they will charge customers at this time?

demand-based pricing

The Kenmore brand released a new type of appliance. Shelby is in charge of sales promotion. After examining the types of sales promotion that would be most effective, she chooses a __________________. Although labor costs will be high, she knows it has proven to be a highly effective way of selling appliances.

demonstration

Scenario 14.1. Nicole has been wanting to open her own business for many years. After much saving and a loan from the bank, she was able to open up her own store. This store features upscale jewelry, footwear, and clothing for professional women. She uses a premium pricing strategy to demonstrate the quality of her products. As time passed, she adopted other product lines including luggage and beauty products. Nicole has developed strong relationships with suppliers so that new orders come relatively quickly. Nicole distinguishes herself from the competition with the high level of service at her store. Her workers are trained to greet customers within fifteen seconds of them entering the store. She also gives her employees permission to take whatever time needed to make sure that customer needs are met. Refer to Scenario 14.1. Based upon the information about Nicole's store, what type of store do you think it is?

department store

Belle Meade sells different kinds of wine. Under its white wine product line, it sells three products—Carriage House White, Celebration Riesling, and Chardonnay. This is an example of _____________.

depth of product mix

Olivia works at Ginger, a woman's clothing store. Olivia noticed that while the store was popular with women of all ages, it was selling few of its jeans to women over 45. While they bought tops, shorts, and dresses, rarely any sales from this group of women included jeans. In contrast, Ginger's jeans were highly popular among those under 45. Olivia would like to conduct research to see why this is so. What type of research will Olivia likely conduct?

descriptive research

After locating and defining problems or issues, the next step in the marketing research process is to _____________.

design the research project

Malcolm has decided that he wants to open up his own law practice. The time has come to establish prices for his services. Due to his extensive experience and legal background, he believes that his fees should not relate directly to the time or effort spent on specific cases. Now that Malcolm has chosen the pricing strategy he wants to use, what is his next step?

determining the final price

At what stage of the target market selection process is the marketer first likely to uncover information that makes a segment less attractive than previously thought?

develop market segment profiles

Scenario 5.4. Mistine is a direct selling cosmetics firm based in Thailand. Originally, it made a name for itself selling an affordable product that was of good quality. It focused mainly on housewives. However, over the years Mistine has expanded its focus, targeting more groups such as teenagers and higher-income women. Unlike many comparable direct selling firms, Mistine engages in much advertising. Its advertising campaigns must be tailored toward the appropriate target market. Refer to Scenario 5.4. What type of segmentation strategy is Mistine using?

differentiated targeting strategy

include social media reviews on ecommerce sites, and review apps.

digital influences

In terms of selling products, _______________ is the most personal and customizable form of selling, whereas _______________ is one of the least personal.

direct selling; automatic vending

National Geographic sent Ray his monthly magazine. They also sent him a form letting him know that his subscription was running out. If he acts now, he can save $5 on his purchase. All Ray has to do to renew his subscription for the upcoming year is fill out a form and mail it with a check to National Geographic. This is an example of ______________.

direct-response marketing

Disney is implementing a new type of pricing. When demand increases and more customers visit the parks, the price will increase. When demand dips during the slow season, prices will decrease. This is a way to help balance out supply and demand. What is another name for the type of pricing that Disney is using?

dynamic pricing

Paul owns a small retail store. His store sells local products from farmers and small food and beverage businesses. He has a number of strategic partnerships with different players in the industry and believes his business has the ability to become highly successful. Those customers who have bought from him have become loyal and frequently visit the store. The problem is most people do not seem to realize the store exists. He decides to write a marketing plan that will outline the marketing activities he needs to take to spread awareness of his company and attract consumers to his business. Refer to Scenario 2.5. Paul is at the stage of his marketing plan where he needs to gather information about his firm's situation with respect to the market. A major part of this is his assessment of target markets. Which section is he about to write?

environmental analysis

It has been more than five years since the BP oil spill that rocked the Gulf of Mexico. BP has launched a number of campaigns to reestablish its credibility. If BP wanted to identify changes in public opinion impacting the firm, it should conduct _______________.

environmental monitoring

It is a year later. Jessica's manager decided that the company would develop a salsa business. Jessica has been in a flurry of activity since then. Not only did the company have to invest in a building and equipment, but she has had to develop marketing strategies for the new salsa business. The marketing strategies are now complete and ready to be put into action. Jessica was placed in charge of marketing implementation. She has spent several months organizing the marketing unit, training employees, coordinating the marketing staff, and communicating the goals and objectives of the strategy. Refer to Scenario 2.4. What is next step Jessica should take to implement the marketing strategy?

establish a timetable for implementation

Check My Work Which of the following is the fourth step of the target market selection process?

evaluate relevant market segments

Scenario 16.2. HarperCollins paid popular community site BuzzFeed to publish a post on its site. The post is titled "10 Quotes Every Grad Needs to Read." The post was published to coincide with graduation season, particularly a speech made by teacher David McCullough, Jr. titled "You Are Not Special." The post followed the BuzzFeed format, with the headline typical of a BuzzFeed post. Refer to Scenario 16.2. HarperCollins wanted to know how effective its campaign was. It decided to survey a panel of users to measure how well they remembered the advertisement. HarperCollins is currently in the __________________ stage of the advertising campaign and is interested in implementing a __________________.

evaluating advertising effectiveness; posttest

Scenario 12.4. Anthony works at a firm that wants to develop a new pricing strategy for one of its products. The company has decided that its main objective for this product is to increase the product's sales in relation to industry sales. Anthony has obtained a list of prices that tell him how much similar products are being sold for. Anthony is particularly interested in the industry's top competitor because it has so much market share. After determining the price of its major competitor, Anthony decided to undercut their price by several dollars. He believes putting a sign in their stores that features his company's discounted price next to the price of their major competitor for the same product will show consumers that Anthony's company offers them a much better deal. However, he knows that he has to be careful not to misrepresent the competitor's price in the process. Refer to Scenario 12.4. When Anthony is examining the list of prices, he is most likely in which of the following stages?

evaluating competitors' prices

The use of comparative shoppers would generally occur during which step of the pricing process?

evaluating competitors' prices

Margie noticed that sales of her company's newest bicycle product are much higher than anticipated. She wants to investigate why this has occurred. Margie first compares the sales to performance standards the company has set for the new product. She examined the firms' efforts, the costs incurred from marketing activities, industry sales as a whole, and competitor sales. After looking at all this data, she determined that the reason for the higher sales was two-fold. Industry sales averages were high, and after some investigation Margie noticed that there has been a major influx in consumers wanting to bike to work or for recreational purposes—much more than anticipated. The bicycle they released also had a unique design, and she believes this design—which is patented so rivals cannot replicate it—makes the bicycle more comfortable for bicyclists who ride long distance. Refer to Scenario 2.6. At what stage of the strategic planning process is Margie?

evaluating marketing strategies

Scenario 10.3. Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy than liquid detergent (they can just be thrown into the washer) and more concentrated. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Refer to Scenario 10.3. Melinda hates using liquid laundry detergent. She heard about Tide Pods from a friend and did some research. She likes what she learns, but she is concerned about all the incidents where children have accidentally swallowed the pods. She has two young children herself. Melinda begins weighing the pros and cons of Tide Pods versus the liquid laundry detergent. Melinda is in what stage of the product adoption process?

evaluation

Shelly is undergoing the eight-step process for establishing prices for a newly launched product. She has just finished assessing the target market's evaluation of possible prices. What is Shelly's next step?

evaluation of competitors' prices

Which of the following would be a cost-effective, fairly accurate way of coming up with a sales forecast if product demand is relatively stable and managers at the firm have a long tenure in the field?

executive judgment

_____________ research allows marketers to make causal deductions about relationships.

experimental

Scenario 4.1. Justin is part of a group of students who are working with a bakery to collect marketing research. The bakery wants to determine whether a new type of pastry would be successful. Justin's group decides to conduct a taste test and then have respondents fill out a survey about their thoughts. Questions would include whether they liked or disliked the pastry, what they liked or disliked about it, and whether they would purchase it at certain price points. Refer to Scenario 4.1. What type of research is Justin's team collecting?

exploratory research

Scenario 6.1. Wyatt has made the decision that it is time to purchase a condo. His apartment is too small, and he is tired of paying rent. His price range is between $100,000 and $150,000. He would like to purchase a condo that is within a half hour of his work. With these criteria set in mind, he sets out to search for his ideal home. Refer to Scenario 6.1. What type of decision making will this purchase most likely involve?

extended decision making

A marketing strategy is stating what is to be accomplished through marketing activities using clear language. It should be measurable. true or false?

false

Almost all consumers experience cognitive dissonance in the postpurchase evaluation stage.

false

Because gas is inelastic, this makes it a prestige product.

false

Chelsea loves her car. Recently, she noticed her tires were getting worn. She took it into the dealership, where she was told that all her tires were worn and should be replaced. Chelsea knows this will be a significant investment. She decided on getting the most expensive tires because they are high quality and she wants the best. She hopes she is making the right decision. At least she will not have to purchase tires for several more years, unless she gets a flat. Chelsea's involvement with her tire purchase is an example of enduring involvement.

false

Conducting a SWOT analysis comes immediately before the establishment of corporate and business-unit strategies. true or false

false

Firms can use the "Made in USA" label on their products as long as over 50 percent of the product is actually produced in the USA.

false

In industries where price competition prevails, a firm should always price its products much lower than competitors.

false

Joseph Campbell owns his own pet store. He has named his store Campbell's Pet Store. It has become popular, and Joseph wants to trademark the name. He is likely to receive trademark protection if he is the first to register the name.

false

Laggards are those consumers who never adopt the product.

false

Most of the time, large organizations adopt the traditional functional form of an organization.

false

The Food and Drug Administration have strict criteria over what products can be labeled as "natural."

false

The marketing implementation section of the marketing plan outlines how the company will achieve its objectives. true or false?

false

Scenario 5.2. Angel wants to become a successful brewer. He analyzes the target market for beer and finds that there is a market niche for gluten-free beer. Angel considers the types of markets he can target with his beer. He knows that many people perceive gluten as unhealthy and might be inclined to buy his beer due to its gluten-free nature. However, he also knows there is a strong demand among those who suffer from Celiac Disease. After doing sales and cost estimates, Angel feels ready to make a decision. Refer to Scenario 5.2. Assume that Angel decides that he wants specifically to target those who suffer from Celiac Disease. Although he realizes that many consumers avoid gluten simply for health reasons, he believes putting his marketing muscle behind a marketing strategy that would target one specific market segment is the way to go. Angel is adopting a differentiated targeting strategy.

false, angel is using a concentrated targeting strategy because he is only targeting one specific group of the population

The marketing research process differs from country to country.

false, the marketing research process we describe in this chapter is used globally, but to ensure the research is valid and reliable, data-gathering methods may have to be modified to allow for regional differences

A marketing information system uses tools and methods to measure and interpret the effectiveness of a firm's marketing activities

false, this is marketing analytics

Smart Ones TV dinners come in red boxes with many of the same elements. Each box features the giant "Smart Ones" brand name at the top. This is an example of

family packaging

Consumer misbehavior is consumer behavior that is illegal.

fasle

Which of the following is a benefit of franchising for the franchisor?

fast and selective product distribution

A major benefit of personal selling over other promotional tools is .

flexibility

Procter & Gamble is thinking about developing a new brand of shampoo. Before it invests too many resources, however, it wants to gather consumer insights to determine what consumers are looking for in shampoo and whether its idea will be likely to catch on. It has brought together a group of 12 consumers. A moderator is present to direct discussion, but P&G is most interested in the unique insights it could collect through group interaction. This is known as a _________________, which is a part of _______________ research.

focus group; exploratory

Scenario 14.1. Nicole has been wanting to open her own business for many years. After much saving and a loan from the bank, she was able to open up her own store. This store features upscale jewelry, footwear, and clothing for professional women. She uses a premium pricing strategy to demonstrate the quality of her products. As time passed, she adopted other product lines including luggage and beauty products. Nicole has developed strong relationships with suppliers so that new orders come relatively quickly. Nicole distinguishes herself from the competition with the high level of service at her store. Her workers are trained to greet customers within fifteen seconds of them entering the store. She also gives her employees permission to take whatever time needed to make sure that customer needs are met. Refer to Scenario 14.1. Ten years have passed since Nicole opened her first store. She has since opened two more stores, and demand remains high. Her store has been listed as one of the top stores for customer service. Nicole would like to engage in wide-scale expansion in the United States. She is looking at an option that would allow her store to gain fast and selective product distribution without incurring the high cost of constructing her own stores. However, a disadvantage to this option would be the possibility of losing some control over the new stores. Nicole is most likely considering ________________.

franchising

The supplier in the franchise relationship is known as a . _______

franchisor

When automakers started installing Bluetooth in cars, this was an example of ______________.

functional modification

Jessica is working on a SWOT analysis of a local Mexican restaurant Tres Tortillas in Flagstaff. She writes down that the organization has high customer loyalty, resources for expansion, and strong management. She also writes that the market for salsa products is strong, and more people are eating out. On the other hand, one major complaint leveled against the restaurant is that its prices are high, and other casual-dining restaurants with less expensive menu offerings are opening in the city. Still, Jessica believes the restaurant's talented and well-known chef provides it with an advantage other restaurants do not have. Refer to Scenario 2.1. Which of the following characteristics of the Mexican restaurant represents an opportunity?

greater demand for salsa products

Compared to goods marketers, service marketers are more likely to promote which of the following?

guarantees

The United Kingdom's largest supermarket is called Tesco. Tesco is a grocery and general merchandise retailer. In some outer city regions, Tesco has opened up stores it calls Tesco Extra, which carries all of Tesco's product ranges. These stores are known for their massive size—the largest one is 185,500 square feet. Tesco Extra is most likely to be a _________________.

hypermarket

Drake is performing a marketing research study on products that contain pomegranate as an ingredient. He believes this study will prove that consumers are attracted to pomegranates because of their exotic nature and reported connection to health benefits. Drake is developing a(n)

hypothesis

Apple wants to develop a campaign for its latest iPhone model. Before it can do anything else, Apple must _____________.

identify and analyze the target audience

The real value of marketing research is measured by_______________.

improved decision- making ability

As John stands in line at the grocery store, he notices a new flavor of gum on the nearby stand. He grabs the gum and throws it in the cart. What type of behavior is John exhibiting?

impulse buying

Scenario 12.1. Chantel, a resident of Denver, Colorado, decided to open up her own fine jewelry store. To do so, she used her life savings and a loan from the bank. Chantel was able to open up a store with sufficient inventory. She markets the jewelry as the "finest jewelry in the West." The most popular item Chantel sells is a rose gold bracelet that sells for $550. During one month, Chantel's fixed costs are $6,000. Her variable costs average about $400. Refer to Scenario 12.1. When Chantal raised the price of her rose gold bracelets by $75 to cover unexpected expenses, she was surprised to see that demand appeared to increase. She was making more sales at a higher price. This means the rose gold bracelets are ______________.

inelastic

Scenario 10.3. Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy than liquid detergent (they can just be thrown into the washer) and more concentrated. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Refer to Scenario 10.3. When first released, Tide Pods caught consumers' attention because the detergent was placed into a small orange "pod" that users could throw into their washing machine. This eliminated the need to measure and pour out messier liquid detergent. Tide Pods likely represent what type of packaging?

innovative

Felicity loves to try new products because she gets a thrill from it. Even though some of the products she bought turned out to be failures, Felicity is willing to take the risk. She needs to be the first one to own the newest products! Her best friend Melanie, however, is generally suspicious about new products. For instance, when the iPad first came out, Melanie was highly skeptical. Even when Felicity assured her that it was a good product, Melanie was not certain. Finally, after a few years and lots of encouragement from Felicity, Melanie decided to purchase the newest iPad. Felicity is most likely in the ___________________ category, while Melanie is most likely in the ______________ category of product adopters.

innovator; late majority

Madeline works in the sales division of an office supply business. Most of her time is spent on the phone talking to current clients. Some of these customers consist of individual businesses, while others are retailers that will resell the office supplies. Most of Madeline's job involves taking reorders from their customers. Sometimes she also calls to ensure the products were delivered on time. Madeline is most likely a(n) ___________________ focused on ___________________________.

inside salesperson; current-customer sales

Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, "Grant a Farmer's Wish." The Stonyfield logo was at the top left. This is most likely to be what type of advertising?

institutional advertising

Fidelity Investments is the second largest mutual fund and financial services group worldwide. It has various offices in cities across the United States. In each office customer contact personnel have a well-groomed, professional appearance. The inside of the office is clean and attractive. These visible cues are an attempt to deal with the problem of ________________ common to service organizations.

intangibility

Marketing research is the systematic design, collection, ______________, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.

interpretation

Scenario 10.2. Oculus, acquired by Facebook in 2014, is involved in virtual reality. Its Oculus Rift product is a virtual reality headset released to the public in 2016. Retailers including Best Buy sell the Oculus Rift for approximately $600. Already there are some competitors emerging to challenge Oculus Rift, including the HTC Vive, Microsoft's HoloLens, and Sony's PlayStation VR. Refer to Scenario 10.2. In which stage of the product life cycle is the Oculus Rift?

introduction

Which of the following is a disadvantage of being a first-mover in the market?

large outlays associated with creating a new product

Scenario 16.1. Faith's job is to provide copywriting services for promotions from several major clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Phillip arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 16.1. Phillip is most likely working on ____________.

layout

Kira loves Mexican food. She saw a new Mexican restaurant that had affordable prices. She went in to eat but had a bad experience because the food was too salty. Kira thought perhaps it was just a fluke. She went back to the restaurant, but the food tasted just as bad. For Kira the restaurant has a low

level of quality

When Cheetos developed a new "cheesy" flavor, Cheddar Jalapeno Crunchy Cheetos, it was an example of a _______.

line extension

Which of the following products would a consumer most likely use limited decision making in a purchase situation?

living room curtains

A very small firm is most likely to rely on which of the following in regards to its advertising needs?

local newspapers and broadcast stations

Scenario 14.2. Jordynn decides to open an Olive Garden franchise. She pays the franchise fees and opens the restaurant. Because Olive Garden is already a well-known name, Jordynn knows her chances of success are higher than if she opened her own restaurant from scratch. Jordynn hires experienced servers with great customer service skills. Jordynn would love to adopt an ancient Roman décor for her restaurant. However, she is told that her restaurant must have more of a Tuscany theme so that it remains consistent with other Olive Garden restaurants. Her restaurant becomes a major success. Jordynn's servers are especially adept at convincing patrons to purchase Olive Garden's bottles of wine. Refer to Scenario 14.2. What is one of the disadvantages Jordynn encountered by opening a franchise instead of her own restaurant?

loss of some control

Consumers are most likely to remain anonymous through which survey method?

mail surveys

Scenario 10.1. Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. The company that made Buckyballs discontinued the office toy. Refer to Scenario 10.1. What type of brand was Buckyballs?

manufacturer brand

Scenario 12.4. Anthony works at a firm that wants to develop a new pricing strategy for one of its products. The company has decided that its main objective for this product is to increase the product's sales in relation to industry sales. Anthony has obtained a list of prices that tell him how much similar products are being sold for. Anthony is particularly interested in the industry's top competitor because it has so much market share. After determining the price of its major competitor, Anthony decided to undercut their price by several dollars. He believes putting a sign in their stores that features his company's discounted price next to the price of their major competitor for the same product will show consumers that Anthony's company offers them a much better deal. However, he knows that he has to be careful not to misrepresent the competitor's price in the process. Refer to Scenario 12.4. Anthony's firm has adopted a ______________ pricing objective.

market share

Scenario 5.4. Mistine is a direct selling cosmetics firm based in Thailand. Originally, it made a name for itself selling an affordable product that was of good quality. It focused mainly on housewives. However, over the years Mistine has expanded its focus, targeting more groups such as teenagers and higher-income women. Unlike many comparable direct selling firms, Mistine engages in much advertising. Its advertising campaigns must be tailored toward the appropriate target market. Refer to Scenario 5.4. Assume that Mistine wants to break into the Kenyan market. It is entering the market for the first time and is unsure about how successful its products will be. Mistine's management team wants to develop a sales forecast for the area. Which of the following would be most appropriate in terms of accuracy?

market tests

_______________ uses tools and data to measure and interpret the effectiveness of a firm's marketing activities.

marketing analytics

A _______ states what is to be accomplished through marketing activities.

marketing objective

A ______ is a written document that specifies the marketing activities to be performed to implement and evaluate the organization's marketing strategies.

marketing plan

In which stage do sales first start to decline?

maturity

Scenario 10.3. Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy than liquid detergent (they can just be thrown into the washer) and more concentrated. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Refer to Scenario 10.3. Tide holds a large market share in the laundry detergent industry—more than 50 percent. However, Tide has been on the market for many years. Procter & Gamble was hoping that its new pods would bring new life to its product and excite consumers once more. Tide laundry detergent is most likely in what stage of the product life cycle?

maturity

Scenario 17.2. Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as Lenovo just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. As the scenario describes Dell agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. This is most likely a _______________.

merchandise allowance

Google has written down the following: "to organize the world's information and make it universally accessible and useful." This is most likely a part of Google's ___________________.

mission statement

While shopping at Food Lion, Sam noticed the granola bars he usually purchases were on sale for four boxes for $10.00. Sam thought that was a great deal and purchased eight boxes to stock up. What type of pricing strategy is Food Lion using?

multiple-unit pricing

Scenario 16.2. HarperCollins paid popular community site BuzzFeed to publish a post on its site. The post is titled "10 Quotes Every Grad Needs to Read." The post was published to coincide with graduation season, particularly a speech made by teacher David McCullough, Jr. titled "You Are Not Special." The post followed the BuzzFeed format, with the headline typical of a BuzzFeed post. Refer to Scenario 16.2. What type of advertising is HarperCollins using?

native

Philip goes to a Toyota dealership looking for a new car. He finds a Toyota Corolla he really likes. The time has come to meet with the salesperson. What type of pricing strategy is the salesperson likely to adopt with Philip?

negotiated pricing

CVS wants to study how aging consumers shop. It sets up a mock store and invites older consumers to shop. The store is made to look exactly like a normal store because researchers want the consumers to feel as if they are really shopping. Researchers record what they see and use this to develop a report for CVS's marketing department. What type of data collection practice is being used here?

observation

Cecilia is watching people in a store to see how long customers tend to linger in front of certain items of interest. Cecilia is engaging in ______________ to collect _____________ data.

observation; primary

Which of the following direct marketing methods will reach the most people, allow customers to shop from the convenience of their homes, and is one of the least expensive?

online retailing

Scenario 6.2. Amy aspires to be a "super mom." She is a mother of three children, and she writes novels for a living so she can be with her youngest children who are not yet in school. When she is not taking care of her children or working on her novels, Amy is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up-to-date on current trends and is the go-to person for new products geared toward children. Amy views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Rochelle Davis' blog is so popular that a local children's toy company regularly sends her product samples in the hopes she will give them a positive review on her blog. Rochelle is most likely which of the following for the local children's toy company?

opinion leader

August loves going to Walmart because she loves its low prices. August enjoys searching for deals, and price is very important to her. For August price is a(n) __________________ for shopping at Walmart.

patronage motive

Paul owns a small retail store. His store sells local products from farmers and small food and beverage businesses. He has a number of strategic partnerships with different players in the industry and believes his business has the ability to become highly successful. Those customers who have bought from him have become loyal and frequently visit the store. The problem is most people do not seem to realize the store exists. He decides to write a marketing plan that will outline the marketing activities he needs to take to spread awareness of his company and attract consumers to his business. Refer to Scenario 2.5. Paul would like his sales for next month to reach $15,000. This is an example of a _______________.

performance standard

Susan works for Procter & Gamble. She has been told that the company wants to test a new product idea on some of its consumers. The budget she is given is way more than she thinks she will need, so she does not feel that money will be an issue. Susan would like to get highly accurate data. She wants to encourage respondents to be as detailed as possible in their responses. Which survey method would work best for Susan?

personal interview surveys

Damian works at the Container Store. While he is placing inventory on the shelves, a customer comes up to him. The customer mentions she saw an advertisement on a new storage product that just came out. Damian informs the customer that the store is out of the product but will be getting a new shipment tomorrow. When the lady asks Damian if they have any similar products, Damian leads her to a product that he feels will meet her needs. He tells her while this a bit smaller, it also costs less and is on sale. Damian is engaging in _______.

personal selling

Which of the following categories is a situational factor?

physical surroundings

scenario 17.1. Sheila works at an industrial products firm. She is sent to an industrial products trade show to man a booth. At the booth she talks with a number of company representatives and urges them to write their names and contact information on a card so she can contact them later. When she gets back to the office, Sheila plans to go over the contacts and do some research to determine whether they have bought from the firm before, their industry and interests, and whether they are the key decision makers of the businesses. Refer to Scenario 17.1. When she gets back to the office, Sheila plans to engage in which step of the personal selling process?

preapproach

Apple has been working on what it believes is a revolutionary new technology. CEO Tim Cook is finally ready to showcase this technology. Cook knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be best for Tim Cook to use to announce this major news event?

press conference

Scenario 12.1. Chantel, a resident of Denver, Colorado, decided to open up her own fine jewelry store. To do so, she used her life savings and a loan from the bank. Chantel was able to open up a store with sufficient inventory. She markets the jewelry as the "finest jewelry in the West." The most popular item Chantel sells is a rose gold bracelet that sells for $550. During one month, Chantel's fixed costs are $6,000. Her variable costs average about $400. Refer to Scenario 12.1. Chantel decided to raise the price of her rose gold bracelets even higher to $750. To her surprise, though, demand went down. Based on this information, the rose gold bracelets are most likely a product.

prestige

Scenario 12.3. Bert's company is about to release a new electronics product. The electronics product is estimated to have a short life cycle before it is replaced by an upgraded one. The company would like to recover the capital spent to produce the product. It therefore decides to charge the highest possible price for the product upon release. Bert's firm recognizes this might provide an advantage to competitors who may release the product at a lower price, but it believes customers will feel that the higher price signals higher quality. Refer to Scenario 12.3. What type of pricing strategy is Bert's company using for this product?

price skimming

Which of the following companies are most likely to use individual branding?

procter & gamble

Functional testing occurs in which part of the product development stage?

product development

Jessica's manager believes that Tres Tortillas can gain an advantage over competing Mexican restaurants in the area by capitalizing on the growing demand for salsa. He believes the firm's top secret salsa recipe could be the key to expanding into another market niche. The manager has proposed developing a line of its salsas in 16-oz jars to sell at its restaurant. This way its loyal customers could buy its salsa outright and serve it at home. Jessica has been tasked with the determining the feasibility of this strategy. Refer to Scenario 2.2. What type of competitive growth strategy is Jessica's manager discussing?

product development

Herbalife24 includes products developed for athletes in Canada. Herbalife is a weight management and nutrition products company known for marketing products to customers for a healthier lifestyle. Athletes are just one of the groups that Herbalife targets. Herbalife24 is most likely a ______________.

product line

Scenario 11.1. During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble decided to release a cheaper, more basic version of their Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and they discontinued Tide Basic. A few years later they tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 11.1. P&G marketed Tide Basic as a detergent that could perform the basic functions of its signature Tide products at a lower price to the consumer. This was an attempt to create a concept of the product in customers' minds. This is referred to as ______________.

product positioning

If Apple seeks to lead the electronics industry in innovation, what type of pricing objective will it most likely adopt?

product quality

Scenario 5.3. Eaton sells many industrial products for the lighting and solar industry, including lighting controls, landscape lighting, lighting relay and metering panels, flood lighting, and more. Among its vast array of products, it also sells lighting accessories and lighting solutions for private residences. Refer to Scenario 5.3. On Eaton's website, the firm segments its product offerings as aerospace, filtration, hybrid power, electrical, hydraulics, industrial clutches and brakes, plastic extrusion, and vehicle. What type of segmentation strategy has Eaton most likely adopted?

product use

Scenario 17.1. Sheila works at an industrial products firm. She is sent to an industrial products trade show to man a booth. At the booth she talks with a number of company representatives and urges them to write their names and contact information on a card so she can contact them later. When she gets back to the office, Sheila plans to go over the contacts and do some research to determine whether they have bought from the firm before, their industry and interests, and whether they are the key decision makers of the businesses. Refer to Scenario 17.1. At the trade show, Sheila is engaging in which stage of the personal selling process.

prospecting

Scenario 5.2. Angel wants to become a successful brewer. He analyzes the target market for beer and finds that there is a market niche for gluten-free beer. Angel considers the types of markets he can target with his beer. He knows that many people perceive gluten as unhealthy and might be inclined to buy his beer due to its gluten-free nature. However, he also knows there is a strong demand among those who suffer from Celiac Disease. After doing sales and cost estimates, Angel feels ready to make a decision. Refer to Scenario 5.2. Angel is segmenting the market based on what type of segmentation variable?

psychographic

In 2007 the Cartoon Network placed battery-powered LED placards resembling characters from Adult Swim's animated series Aqua Teen Hunger Force in areas around Boston. This was a unique campaign, but it backfired because consumers thought the placards resembled improvised explosive devices and called authorities. Although this campaign was intended to be a fun __________ tool, it costs the organization in fines and embarrassment.

public relations

Scenario 16.3. Every year on Independence Day, Nathan's holds a hot dog eating contest. Currently, the champion of the Nathan's hot dog eating contest is Joey Chestnut at 70 hot dogs. The winners of the contest get a bejeweled mustard yellow belt. In 2004 Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. Orbitz's donation of a travel package for the winner of Nathan's Hot Dog Eating Contest was most likely an attempt to generate positive _____________.

public relations

Scenario 16.3. Every year on Independence Day, Nathan's holds a hot dog eating contest. Currently, the champion of the Nathan's hot dog eating contest is Joey Chestnut at 70 hot dogs. The winners of the contest get a bejeweled mustard yellow belt. In 2004 Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. Suppose that USA Today writes an article about this year's Nathan's Hot Dog Eating Contest. This acts as _________________ for Nathan's Hot Dogs.

publicity

What is the latest stage during which a buyer can terminate the buying decision process?

purchase

Daniel always has to purchase popcorn whenever he goes to the movies. Popcorn is marked up 1,275 percent. However, Daniel is willing to pay this price. For Daniel the _____ is impacting his view of price.

purchase situation

Value is a combination of price and __________.

quality

Scenario 11.1. During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble decided to release a cheaper, more basic version of their Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and they discontinued Tide Basic. A few years later they tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 11.1. P&G had to modify its Tide product to appeal to this new demographic. What type of product modification did it make?

quality modification

Scenario 4.1. Justin is part of a group of students who are working with a bakery to collect marketing research. The bakery wants to determine whether a new type of pastry would be successful. Justin's group decides to conduct a taste test and then have respondents fill out a survey about their thoughts. Questions would include whether they liked or disliked the pastry, what they liked or disliked about it, and whether they would purchase it at certain price points. Refer to Scenario 4.1. Justin and his team were hoping to conduct their tests in a grocery store. However, they could not receive permission to do so. In the end, they set up a booth in the student union building and asked passers-by to participate. To be more representative, they tried to divide by age and race to ensure they got enough from both genders and from different ethnicities. For instance, they know that roughly 5 percent of the student population at the school is Hispanic. Since its goal is to get 200 responses, they set a goal to ask 10 Hispanic individuals to take the taste test. This is most likely an example of _______________.

quota sampling

Scenario 6.3. Samantha just got the news that she got passed over for a job she wanted. Now she is at the mall looking for a gift for her best friend's birthday. She is in a bad mood and does not want to be there. It's the Christmas season, so the mall is very crowded. After searching for a long time at a jewelry store, she finally finds the necklace her friend wanted. Samantha thinks the necklace is too expensive and is not even that attractive, but she buys it because she knows her best friend likes it. Refer to Scenario 6.3. Which situational factor most contributed to Samantha's purchase?

reason for purchase

Scenario 17.2. Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as Lenovo just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. As the scenario describes, Dell plans to create a sales promotion in which it will send a specified amount of money to consumers who purchase their line of more expensive computers. This is most likely a _________________.

rebate

Shawn works at a retail store that sells a variety of items, including umbrellas. Shawn knows that people buy umbrellas more in the summer season because of the higher frequency of storms. He has identified a formula based on past umbrella sales during the summer season. Shawn believes he can use this formula to predict future sales forecasts with a high degree of accuracy. This is an example of what type of sales forecast?

regression analysis

Shiloh works in marketing. He is part of team coming up with the content of a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, "Quicker Picker Upper." Another team member, Luanne, doesn't favor this idea. She believes they need to do something new and novel. Shiloh, however, thinks the tagline works to reiterate the message that Bounty is a good product for wiping up spills. Luanne prefers an advertisement that will describe how Bounty is superior to Brawny as sales of Brawny paper towels have recently increased. Shiloh favors a _________________ advertising approach, while Luanne favors a ______________ approach.

reminder; comparative

Scenario 14.3. Delilah owns a pottery store in a small town. In recent years she has been able to expand her pottery store significantly. Demands for her pottery have grown from outside of the area, and many fans follow the photos of new designs and art pieces posted on Delilah's Facebook page. Delilah does not want to open a new location in a more urban area, but she would like her fans from outside the region to be able to order pottery easily. Additionally, some of her firm's most loyal supporters live in towns even more rural than Delilah's. Delilah is looking for a marketing distribution method that would not be too high in cost and would not require a whole lot of time. She already sells through her website, but she wants open up another channel of distribution. Refer to Scenario 14.3. The reason why Delilah chose to locate her one retail location in this small town was because the town has a reputation for being an "art colony." It is located off a major highway, and a lot of travelers stop in. Others are willing to travel from miles away. When Delilah looked at the market, she realized most sellers of art in the community were charging premium pricing. This worked fine for those who traveled from far away to shop for art, but most people who were just passing through on their way to another destination did not want to make such a big investment. Recognizing this, Delilah chose to price her pottery at more reasonable prices. This is an example of __________________.

retail positioning

Walmart is requiring more trade sales promotion from manufacturer Procter & Gamble to keep extensively promoting its products and displaying them on their shelves. Procter & Gamble will most likely comply with Walmart's request because ____________.

retailers like Walmart have gained considerable power in the supply chain.

Scenario 14.1. Nicole has been wanting to open her own business for many years. After much saving and a loan from the bank, she was able to open up her own store. This store features upscale jewelry, footwear, and clothing for professional women. She uses a premium pricing strategy to demonstrate the quality of her products. As time passed, she adopted other product lines including luggage and beauty products. Nicole has developed strong relationships with suppliers so that new orders come relatively quickly. Nicole distinguishes herself from the competition with the high level of service at her store. Her workers are trained to greet customers within fifteen seconds of them entering the store. She also gives her employees permission to take whatever time needed to make sure that customer needs are met. Refer to Scenario 14.1. Based upon the description, Nicole is engaging in

retailing

When Olive Garden sells wine to its customers in the restaurant, this is known as ________________.

retailing

Scenario 11.3. Victoria works in the production department for a manufacturer of coffee equipment. A new promising product idea the company is considering involves the development of simple pour-over coffee makers. These coffee makers would be made of wood with a cotton drip bag, similar to what is known in Costa Rica as Chorreadores. Victoria's firm thinks this type of product can catch on in the United States because they are exotic and environmentally friendly. Refer to Scenario 11.3. Victoria's firm released the pour-over coffeemaker, and it became a hit among a niche group of avid coffee fans. For a few years sales were high. Eventually, however, sales peaked and started to decline. Victoria's firm realizes the coffeemaker still has a small following of dedicated customers. They plan to move on to a more advanced pour-over coffeemaker, but in the meantime they plan to emphasize the core strengths of the current coffeemaker, including the fact that it is so sustainable. This is an example of what type of product deletion?

run-off

Scenario 10.1. Buckyballs was marketed as desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. The company that made Buckyballs discontinued the office toy. Refer to Scenario 10.1. "Keep Away from Children" was placed on the label of Buckyballs packaging for _________ purposes.

safety

Margie noticed that sales of her company's newest bicycle product are much higher than anticipated. She wants to investigate why this has occurred. Margie first compares the sales to performance standards the company has set for the new product. She examined the firms' efforts, the costs incurred from marketing activities, industry sales as a whole, and competitor sales. After looking at all this data, she determined that the reason for the higher sales was two-fold. Industry sales averages were high, and after some investigation Margie noticed that there has been a major influx in consumers wanting to bike to work or for recreational purposes—much more than anticipated. The bicycle they released also had a unique design, and she believes this design—which is patented so rivals cannot replicate it—makes the bicycle more comfortable for bicyclists who ride long distance. Refer to Scenario 2.6. What method of analysis is Margie using?

sales analysis

Method is a nontoxic, biodegradable cleaning supplies company. Suppose one of the employees on the production team at Method got an idea for the company to expand into biodegradable plastic wrap. He has heard about new technologies that could make this possible. Method has the resources to invest in this new product, but after considering it, the production managers nixed the idea because it did not fit well with its product mix. What stage of the product development process was Method in?

screening

International differences can have a profound impact on data gathering. The marketing researcher should therefore follow a two-pronged approach when conducting international marketing research projects. In the first phase, the marketer should focus on indirect data gathering. This _____ data would then be analyzed to gain a greater understanding of the particular marketing environment.

secondary

The first of two major components of developing a marketing strategy is to __________________.

select a target market

At what stage of the target market selection process is management likely to investigate whether the organization has sufficient financial resources, managerial skills, employee expertise, and facilities to compete effectively in selected segments?

select specific target markets

Scenario 5.2. Angel wants to become a successful brewer. He analyzes the target market for beer and finds that there is a market niche for gluten-free beer. Angel considers the types of markets he can target with his beer. He knows that many people perceive gluten as unhealthy and might be inclined to buy his beer due to its gluten-free nature. However, he also knows there is a strong demand among those who suffer from Celiac Disease. After doing sales and cost estimates, Angel feels ready to make a decision. Refer to Scenario 5.2. In making his decision, Angel is at what stage in the target market selection process?

select specific target markets

Scenario 6.2. Amy aspires to be a "super mom." She is a mother of three children, and she writes novels for a living so she can be with her youngest children who are not yet in school. When she is not taking care of her children or working on her novels, Amy is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up-to-date on current trends and is the go-to person for new products geared toward children. Amy views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Suppose Amy is out shopping for children's clothes with one of her friends. When Amy mentions how much she admires Rochelle Davis, her friend replies that she heard Rochelle is being investigated for allegedly plagiarizing some of her books. Amy tells her friend she must be mistaken as Rochelle has too much integrity to do such a thing. She argues that other people are just jealous because their books are not as popular. This is an example of which of the following?

selective distortion

REI targets individuals who love and appreciate the outdoors. It therefore appeals to customers who have a(n) _______________ as outdoor enthusiasts.

self-concept

Scenario 10.2. Oculus, acquired by Facebook in 2014, is involved in virtual reality. Its Oculus Rift product is a virtual reality headset released to the public in 2016. Retailers including Best Buy sell the Oculus Rift for approximately $600. Already there are some competitors emerging to challenge Oculus Rift, including the HTC Vive, Microsoft's HoloLens, and Sony's PlayStation VR. Refer to Scenario 10.2. What type of consumer product is the Oculus Rift?

shopping

A market segment profile describes the ____________ among potential customers within a segment and explains the _____________ among people and organizations in different segments.

similarities; differences

The human requirements for love and affection in Maslow's hierarchy are known as ___________ needs.

social

PepsiCo recently launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. It should therefore conduct a(n) _______________.

social audit

Shawn went to a restaurant where the beer was mediocre and the place was run-down. The restaurant was out of many of its more popular menu items. Yet Shawn remembered the restaurant fondly because he had dinner with the girl he would end up dating steadily. They really hit it off that night. A few months later he decides to return to the restaurant, only to find that he was disappointed in the food and service. He thinks it's strange because he had such a good experience last time. What situational factor likely influenced Shawn's first experience?

social surroundings

Phil works at a wholesaler that specializes in organic, grass-fed beef. Resellers wanting to purchase from Phil's organization have few options to choose from because its beef products tend not to vary. Phil most likely works for a __________________.

specialty-line wholesaler

Procter & Gamble's Bounty paper towels has the highest market share in the industry. It operates as a cash cow for P&G. Assume that Procter & Gamble is adjusting the prices of Bounty paper towels sold in the United States. Viewing the United States as a saturated market, the marketing manager of Bounty believes that P&G should adopt a pricing strategy that will serve to maintain their current market share. What type of objective is this manager adopting?

status quo

Scenario 17.3. Amelia is partnering with Frank, an engineer, to try and sell a new aerospace product. Amelia has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Amelia is very eager to make sales. Normally, Amelia likes to work alone, but she appreciates Frank's expertise because she thinks it'll help increase sales significantly. Amelia is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Frank will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. What type of compensation system does Amelia have for her personal selling efforts?

straight commission compensation plan

Through the process of _________ , a company establishes an organizational mission and formulates goals, a corporate strategy, marketing objectives, and a marketing strategy.

strategic planning

Margie noticed that sales of her company's newest bicycle product are much higher than anticipated. She wants to investigate why this has occurred. Margie first compares the sales to performance standards the company has set for the new product. She examined the firms' efforts, the costs incurred from marketing activities, industry sales as a whole, and competitor sales. After looking at all this data, she determined that the reason for the higher sales was two-fold. Industry sales averages were high, and after some investigation Margie noticed that there has been a major influx in consumers wanting to bike to work or for recreational purposes—much more than anticipated. The bicycle they released also had a unique design, and she believes this design—which is patented so rivals cannot replicate it—makes the bicycle more comfortable for bicyclists who ride long distance. Refer to Scenario 2.6. Margie believes this is the optimal time to seize upon this opportunity. Through the bike's patented design, her company has capabilities that fit the unique demands of this growing market. Margie wants to capitalize on this opportunity before these market trends have a chance to change. This period for Margie's firm is known as a ______.

strategic window

Scenario 11.2. In Australia Coca-Cola launched Mother, an energy drink. However, most people did not like the taste. Rather than introducing an entirely new product, Coca-Cola decided to reposition the product. It reformulated the Mother drink and re-released it with a new marketing campaign. Refer to Scenario 11.2. By using a larger can size and different colors, Coca-Cola is changing the ______________ of the product.

styling

Logan enjoys going to the local zoo. He does not like the price of the zoo food and beverages, however, as they are much more expensive than food in other places. When he does buy a drink, he usually goes for the extra-large because he gets a souvenir cup that he gets to keep. The souvenir cup represents which of the following?

supplemental features

What type of sales position is Frank most likely to occupy?

technical salesperson

Scenario 11.1. During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble decided to release a cheaper, more basic version of their Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and they discontinued Tide Basic. A few years later they tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 11.1. What stage of the product development process was P&G in when it decided to discontinue Tide Basic?

test marketing

Scenario 11.4. Look at the perceptual map for car brands. Answer the questions below. Car Brands Perceptual Map A perceptual map for car brands shows 4 quadrants. The upper quadrant is labelled Classy. The left quadrant is labelled Conservative. The right quadrant is labelled Sporty. The lower quadrant is labelled Practical. Refer to Scenario 11.4. In which quadrant would a Ford most likely fit?

the lower-left quadrant

Scenario 6.3. Samantha just got the news that she got passed over for a job she wanted. Now she is at the mall looking for a gift for her best friend's birthday. She is in a bad mood and does not want to be there. It's the Christmas season, so the mall is very crowded. After searching for a long time at a jewelry store, she finally finds the necklace her friend wanted. Samantha thinks the necklace is too expensive and is not even that attractive, but she buys it because she knows her best friend likes it. Refer to Scenario 6.3. Samantha wants to stop by her favorite bookstore before it closes in 15 minutes. However, because she is thirsty, she decides to stop quickly for a drink. She heads over to Boba Tea but notices the line is very long. She notices there is hardly anyone in the Starbucks line and decides to get a latte instead, even though she would have preferred a tea. Which situational factor most contributed to Samantha's purchase?

time dimension

Why might a marketer want to engage in marketing cost analysis?

to allocate the firm's marketing resources better in the future

Scenario 12.2. Phillip is the buyer of equipment for a large factory. Phillip wants to get the best deal possible. He does not mind paying extra, however, if it means getting equipment that will last a long time. Doug, a salesperson from an equipment firm that wants to sell to Phillip's company, has done his research. He knows that once Phillip purchases from a company, he is most likely to purchase from them in the future—especially if he views the equipment as good quality. To secure the deal Doug therefore takes 5 percent off the list price of the equipment his firm is selling to Phillip. Phillip accepts the deal. Refer to Scenario 12.2. Doug's company is offering Phillip's firm a(n) _______ discount.

trade

Jeff works in the sales department of a large firm that sells to retailers. His main duties are to help clients restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers. Jeff is most likely a _________________.

trade salesperson

A customer forecasting survey may be useful to a business with relatively few customers.

true

All marketers of goods sell customer services.

true

Michelle bought a $300 dress for homecoming. She wore it to homecoming and had a great time. However, afterwards she decided she did not want the dress. She returned it for a full refund. The cashier did not ask about the missing tags. This is an example of consumer misbehavior.

true

Scenario 10.1. Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. The company that made Buckyballs discontinued the office toy. Refer to Scenario 10.1. Buckyballs was marketed as a desk toy, and many consumers placed them on their desks at work. Despite this fact, Buckyballs should be classified as a consumer product.

true

Scenario 11.4. Look at the perceptual map for car brands. Answer the questions below. Car Brands Perceptual Map A perceptual map for car brands shows 4 quadrants. The upper quadrant is labelled Classy. The left quadrant is labelled Conservative. The right quadrant is labelled Sporty. The lower quadrant is labelled Practical. Refer to Scenario 11.4. An Audi would most likely fit in the upper-right quadrant of the perceptual map.

true

The challenge is not in collecting big data; it is how to use it effectively.

true

The degree of centralization falls under organizing the market unit—a major part of managing marketing implementation. true or false

true

Value does not necessarily have to connote a low price.

true

Scenario 5.1. Cynthia works at an engineering firm in Arizona that installs transmission lines and works with the electrical systems of buildings. She is in charge of strategic planning. Mostly her firm has worked with cities such as Tucson and Phoenix. Once in a while they will receive a major project from the state, such as renovating a major government building in the capital. However, Cynthia's firm wants to expand its target market beyond government projects. Under her direction, the marketing team launched an initiative to target more potential clients in different areas. Two areas in which Cynthia would like to expand include colleges and large for-profit businesses. Refer to Scenario 5.1. How is Cynthia's company segmenting the market for its services?

type of organization

Jacob performed an experiment over and over again in his quest to understand buyer behavior. He always got similar results. Jacob went to his manager with his results and told her that this knowledge could help them improve the company's marketing strategy. However, the manager pointed out that Jacob's results do not prove an association between his outcomes and buyer behavior. In fact, the manager can think of a number of factors proven to be more effective in influencing buyer behavior. In this case, Jacob's results lacked _________.

validity

Lindsey works in R&D at a consumer products firm. She meets up with Don, who works in finance, Riley, who works in production, and David, who works in marketing. Together they are going to develop a new product that Lindsey's department had researched. They are responsible for all aspects of developing the product. This is an example of a

venture team

Cardinal Health, based in Dublin, Ohio, specializes in the distribution of pharmaceuticals and medical products. It recently completed a transaction where it provided a national hospital chain with a new supply of pharmaceuticals used to help control pain after surgery. Cardinal Health is engaging in ___________.

wholesaling

Cummins has multiple product lines that it categorizes into engines, power generation, fuel systems, turbo technologies, filtration, and emissions solutions. This would be an example of which of the following?

width of product mix

When creating sales territories, managers should try to create territories

with similar sales potential.