Marketing Final Questions
A(n) ____ channel provides the opportunity for a marketer to customize promotions.
addressable
____ facilitates ____, as it enables customer engagement to facilitate product
Addressability / relationship marketing
Which of the following characteristics distinguish online media from traditional marketing?
Addressability, interactivity, accessibility, connectivity, and control
Which of the following is an example of positioning?
Barry, Inc., a shoe manufacturer, promotes itself as the only existing customized shoe manufacturer in San Antonio.
OFTEN WHEN A COMPANY INTRODUCES A NEW PRODUCT OR LINE EXTENSION, ITS PROMOTION WILL FOCUS ON ____ IN ORDER TO INITIATE THE PRODUCT-ADOPTION PROCESS.
CREATING AWARENESS
Toys "r" Us, Michae's, Petsmart, Staples are examples of?
Category killers
A small self-service store that is open long hours and carries a narrow product assortment in convenient locations is best described as?
Convenience store
Age • Gender • Race • Ethnicity • Income • Education • Occupation • Family size • Family life cycle • Religion • Social class are examples of what type of segmentation variable
Demographic
Nordstrom's, Macy's and JC Penney's are considered?
Department Stores
These retailers compete mainly on the basis of customer services
Department Stores
Self-service, general merchandise stores such as Kmart, Walmart, Target are known as?
Discount Stores
The purpose of market segmentation is to...
Divide a total market to enable a marketer to develop a more precise marketing mix
Which of the following products is least likely to be segmented according to stages in the family life cycle? a) Single-family homes b) Ford automobiles c) European vacations d) Diet Coke e) General Electric appliances
Diet coke
Volkswagen markets its Routan to large families, its R32 racecar to men, and its Jetta to young singles. What targeting approach is Volkswagen using?
Differentiated
Electronic media that function using digital codes are called....
Digital Media
uses the Internet and mobile and interactive channels to develop communication and exchanges with customers.
Digital marketing
A marketer that targets customers based on marital status and the presence and age of children is using:
Family life cycle
Cosmopolitan magazine, Secret deodorant, and Eve cigarettes are all products whose marketers have used segmentation based on:
Gender
Supermarkets, discount stores, and hypermarkets can all be classified as?
General merchandise retailers
Type of retailer that offers a variety of product lines that are stocked in depth.
General merchandise retailers
Population density and city size are _________ variables used for market segmentation.
Geographic
Zerex markets its radiator liquid as a coolant in the South and an antifreeze in the North. Which of the following segmentation variables is Zerex using?
Geographic
Subaru is producing a new crossover van with all-wheel drive. Which of the following would be a likely variable for segmenting the market for this new model?
Geographic location
If you can get a whopper, and go to an optical shop for contacts without leaving the store in which you've been shopping, this is most likely a?
Hypermarket
What is the primary distinction between superstores and hypermarkets?
Hypermarkets are larger and have more types of products than superstores.
The first step in the target market selection process is
Identifying an appropriate targeting strategy
Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant. Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant?
Insistence
Which of the following products is most likely to have its market segment based on age? a) Bass shoes b) Lipton Iced Tea c) Bic pens d) Legos e) Carpet
Legos
The psychographic variable that includes numerous characteristics related to people's activities, interests, and opinion is:
Lifestyle
Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas. What is this segmentation variable called?
Market density
Specialty stores offer_______ than department stores.
More sales expertise and better selections
When research indicated that Bluetooth's products were not reaching the correct target market, marketers of Bluetooth decided to change from demographic segmentation to psychographic segmentation. Which group of new segmentation variables will Bluetooth now be using?
Personality characteristics, motives, and lifestyles
The "Got milk?" Print campaign is advertising that stimulates demand for a ____, known as ____ advertising.
Product category; primary
WHEN SEARS PROMOTES THE BENEFITS AND STRENGTHS OF ITS KENMORE BRAND APPLIANCES, IT IS ATTEMPTING TO BUILD
SELECTIVE DEMAND
A large retailer selling food and most routinely purchased consumer products is a?
Superstore
The process of diving a total market into market groups because people within each group have relatively similar product needs is called...
Segmentation
digital media have created more oppurtunities for companies to......
Target specific markets
Jack needs a potted plant, salmon, motor oil, bread, milk and bday cake. Which store should Jack go to get all these supplies?
Supermarket
Large, self service stores that carry a complete line of food products and some nonfood products are called?
Supermarket
Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?
The role of promotion is to stimulate product demand.
PRIMARY DEMAND IS DEFINED AS
demand for a product category
Brands provide all of the following benefits for buyers except that they do not a) foster brand loyalty. b) help identify specific products. c) help buyers evaluate the quality of products. d) offer psychological rewards. e) reduce perceived risk of purchase.
a) foster brand loyalty. (it's not a benefit to the buyer its to the seller)
Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of
encouraging product trial.
Matt's gf tells him she wants a cashmere sweater for Xmas. Matt decides to go to a store that provides the best possible selection of sweaters. His best choice would be to shop at a?
Traditional speciality
When a firm designs a single marketing mix and directs it at an entire market for a particular product, the company is using a(n) ______ strategy.
Undifferentiated
When the needs of individual consumers in a target market for a specific product are similar and the organization can satisfy most customers with a single marketing mix, the BEST approach to use may be the _____ strategy
Undifferentiated
Large-scale, members-only, retailer that combines cash and carry wholesaling w/ discount retailing?
Warehouse club
Retailers that sell only to members and feature discount retailing combined with cash and carry wholesaling is called?
Warehouse club
Retail facilities located in big, low-cost buidlings with large on-premise inventories and minimal services are called?
Warehouse showrooms
Which of the following types of products would be the most difficult to brand?
Wheat
Taylor works for a company that buys snacks such as chips, cookies, and candy in bulk from manufacturers. Taylor's company then repackages them and sells them to vending companies who have vending machines at government institutions. Taylor most likely works for a(an) ___, while the vending machine company is a(an) _____.
Wholesaler; retailer
JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing
addressability
JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing a) addressability. b) social networking. c) interactivity. d) accessibility. e) control.
a) addressability.
The ability of a marketer to identify customers before they make a purchase is called
addressability.
What is the relationship between line extension and brand extension? a. Brand extension applies the same name to a new but unrelated product, while line extension involves the introduction of related products. b. Brand extension is regulated, while line extension is unregulated. c. Brand extension is more costly than line extension. d. Brand extension is another name for line extension.
a. Brand extension applies the same name to a new but unrelated product, while line extension involves the introduction of related products.
A perceptual map helps a firm to: a. identify the closest substitute products. b. pinpoint a customer group in a large set. c. identify a new raw materials supplier. d. identify a new customer base.
a. identify the closest substitute products.
Before heading to the pool, Yash filled up his car with gas and ran into the _______ to withdraw $40 from the ATM and get snacks and a Gatorade. a.convenience store b.discount store c.extreme-value store d.department store
a.convenience store
Hans can spend hours at his local Carrefour. He will shop for household items and clothing, paying lower prices than at other stores. If he needs to, he can also get his eyeglasses, make deposits at a branch of his bank, and eat lunch at a fast food restaurant. Carrefour is a _______. a.hypermarket b.supermarket c.department store d.discount store
a.hypermarket
Exterior and interior characteristics such as layout, displays, color and lighting are all elements of a store's?
atmospherics
Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ____ than corporate messages.
authentic
A distinguishing factor between a brand name and a brand mark is that a brand name a) creates customer loyalty. b) consists of words. c) identifies only one item in the product mix. d) is registered with the U.S. Patent and Trademark Office. e) implies an organization's name.
b
A market comprised of individuals or organizations with diverse product needs is called a(n) ___ market a. homogeneous b. heterogeneous c. undifferentiated d. differentiated e. concentrated
b
Age, rate of product use, location, and gender are all examples of common a. targeting strategies. b. segmentation variables. c. geographic characteristics. d. demographic variables. e. psychographic variables.
b
Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____. a) brand mark; trade name b) brand name; trade name c) trade name; brand d) brand name; trademark e) brand mark; trademark
b
Laura goes to Walmart and buys some clothing, a DVD, and all the groceries she needs for her family. What type of retailer is this particular Wal-Mart? a) Supermarket b) Superstore c) Hypermarket d) Discount store e) Department store
b) Superstore
Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ______ characteristic of online media. a) accessibility b) control c) interactivity d) addressability e) connectivity
b) control
If a store has areas for men's apparel, women's apparel, housewares, cosmetics, and jewelry and competes mostly on the basis of service, it is a(n) a) off-price retailer. b) department store. c) discount store. d) superstore. e) supermarket.
b) department store.
Category killers compete primarily on the basis of a) enormous product selection and sales expertise. b) low prices and enormous product availability. c) convenient locations and customer services. d) rock-bottom prices and moderate selections. e) one-stop shopping and product availability
b) low prices and enormous product availability
Stores such as T.J. Maxx, Burlington Coat Factory, and Marshalls buy manufacturers' seconds, overruns, returns, and off-season production runs at below wholesale prices. These firms resell this merchandise to consumers at deep discounts, and are called a) category killers. b) off-price retailers. d) hypermarkets. e) discount retailers.
b) off-price retailers.
Jack is shopping for a birthday present for his mother. He wants to buy her a pair of earrings and decides to go to a store that provides the best selection of earrings and jewelry. The best store for him to shop at would be _______. a. a department store b. a traditional specialty store c. a convenience store d. a superstore
b. a traditional specialty store
ll of the following are differences between superstores and discount stores, except _______. a.superstores carry more items in overall inventory than discount stores b.superstores carry routinely purchased consumer products, but discount stores do not c.superstores carry food products that a grocery store carries, but discount stores do not d.superstores offer more services such as auto repair, dry cleaning, and check cashing than discount stores
b.superstores carry routinely purchased consumer products, but discount stores do not
Alli segments its diet pills based on those who have morning cravings, those who tend to overeat near the end of the day, those who need all day long appetite suppression, and those who want appetite control and more energy. This is an example of market segmentation based on variables of
behavior
End use, price sensitivity, and brand loyalty are all _____ variables that can be used in market segmentation
behavioristic
Usage rates is an example of what type of segmentation variable?
behavioristic segmentation variable
Budweiser may choose to segment its market based on heavy, moderate, and light drinkers of its alcoholic beverages. This is an example of market segmentation based on
behavioristic values
The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand
equity
The definition of marketing implies that ____ should receive benefits from exchange relationships.
both customers and businesses
The talking gecko used by Geico Insurance facilitates the development of
brand associations.
the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.
brand equity
Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____.
brand name; trade name
The use of a pull policy may require heavy expenditures forSelect one: a. personal selling and public relations. b. sales promotion and personal selling. c. advertising and sales promotion. d. public relations and distribution. e. distribution and advertising.
c
Interactive links on websites can help advertising move away from being an intrusion to a) attracting spectators. b) being more accessible. c) developing relationships. d) providing the customer with control. e) alluring the inactives.
c) developing relationships.
Beth goes shopping to buy food for dinner, but also wants to pick up a new pair of running shoes and a new shirt for her son. Because she is with her children, she wants to do all of her shopping at one store. Which of the following should Beth visit? a.Supermarket b.Convenience store c.Superstore d.Discount store
c.Superstore
Which of the following is a challenge for traditional specialty retailers? a.They struggle with understanding their customers and, therefore, which products to carry. b.Stores are often very large and require the retailer to pay close attention to average sales per square foot. c.They have high costs in proportion to sales. d.They tend to have less sales expertise than their main competitors, department stores.
c.They have high costs in proportion to sales.
Brookdale is a regional self-service store that sells name-brand and private-brand clothing, home goods, and electronics at low prices. Brookdale is an example of a _______. a.category killer b.department store c.discount store d.hypermarket
c.discount store
The basic function of promotion is
communication
involves the use of digital networks to provide linkages between information providers and users.
connectivity
Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand.
consideration set
A distinguishing factor between a brand name and a brand mark is that a brand name
consists of words.
Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize
consumer generated marketing
One trend that has caused consumer-generated information to gain importance is
consumers' tendencies to trust other consumers over corporations.
____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
control
Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's
credibility
The weakest level of brand loyalty is brand
recognition
IHOP is active on Facebook for the purpose of engaging in ______ marketing
relationship
Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of the following uses of promotion?Select one: a. Making salespeople more effective b. Promoting new product uses c. Retaining loyal customers d. Reducing sales fluctuations e. Stimulating primary demand
d
As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ____ is becoming blurred. a) superstores b) supermarkets c) specialty stores d) department stores e) category killers
d) department stores
The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a. loyalty. b. value. c. share. d. equity. e. association.
d. equity.
Elements that help create brand equity include all of the following except brand a. quality. b. associations. c. loyalty. d. recognition. e. awareness.
d. recognition.
Brand equity is associated with all of the following except: a. added value. b. greater market share. c. high prices. d. regulatory compliance
d. regulatory compliance
Which of the following types of retailer has put the most pressure on category killers? a.Superstores b.Discount stores c.Off-price retailers d.Online retailers
d.Online retailers
In recent years, Target has become more upscale in its appearance and offerings, charging slightly higher prices for products. It has also introduced low-cost clothing lines by designer labels. These changes have blurred the line between _______. a.superstores and warehouse clubs b.department stores and specialty retailers c.discount stores and specialty retailers d.discount stores and department stores
d.discount stores and department stores
Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties. These in-home parties typically cater to families with small children and middle- to upper-middle-class income. Kelly's Kids is using _____ variables to segment its market.
demographic
With its Venus razor, Gillette was the first marketer to offer a triple blade razor specifically designed for women. This is an example of market segmentation using ___________ variables.
demographic
Interactive links on websites can help advertising move away from being an intrusion to
developing relationships
Mattel views the toy market as composed of four age groupings, each with different needs and desires. Mattel is using a(n) _____ targeting strategy for its groups, which are known as _____.
differentiated; market segments.
__ are more consumer-driven than traditional media
digital media
______ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a) Accessibility b) Addressability c) Interactivity d) Connectivity e) Control
e) Control
Which type of retailer generally accepts lower margins than traditional retailers in exchange for higher sales volume? a) Department stores b) Traditional specialty retailers c) Warehouse showrooms d) Direct marketers e) Discount stores
e) Discount stores
A(n) ________ channel provides the opportunity for a marketer to customize promotions. a) accessible b) controlled c) marketing d) linked e) addressable
e) addressable
When off-price retailers obtain too much in-season, high-quality merchandise, tension between them and ________ builds. a) discount stores b) category killers c) specialty retailers d) warehouse clubs e) department stores
e) department stores
Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ______ website. a) accessible b) controlled c) linked d) addressable e) interactive
e) interactive
As digital communication technologies have advanced, it possible for marketers to a) have more control over their product's positioning. b) have more control over the processing of information. c) have more control over people's perceptions of their business. d) be more selective on news releases regarding their company. e) reach markets that were previously inaccessible.
e) reach markets that were previously inaccessible.
If Campbell were to offer single serving "Soup for One" packages to small household markets, it would be using segmentation based on... a) income b) ethnicity c) taste d) geographic considerations e) family life cycle.
family life cycle
Bowflex uses infommercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at
identifying prospects.
The three levels of brand loyalty from strongest to weakest are
insistence, preference, recognition.
Pioneer promotion is most likely to be used during the _____ stage of the product life cycle.
introduction
Category killers compete primarily on the basis of
low prices and enormous product availability.
Brand ___________ is a customer's favorable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand.
loyalty
Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand
loyalty
Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation
name
A manufacturer's outlet mall is classified as?
off-price retailer
Deep discounts, few customer services, and central checkouts. Buy manufacturers seconds, overruns, returns, and off-season production runs at below wholesale prices and resell them.
off-price retailers
Promotion that informs consumers about a new product
pioneer promotion
___ are free online publicity that helps the company
positive customer reviews
Melissa needs some spaghetti sauce and always buy Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand _____ for Ragu and brand _____ for Prego
preference; recognition
By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate
primary demand
Primary vs. selective demand
primary demand: desire for the product class rather than for a specific brand, since there are few competitors with the same product. selective demand: preference for a specific brand. as more competitors launch their own products and the product progresses along its life cycle, company attention is focused on creating selective demand
The Internet can be referred to as a ____ medium because users determine which websites they are going to view.
pull
Digital media such as blogs allow marketers to interact with prospective customers in
real time
Any organization that purchases products for the purpose of reselling them to ultimate consumers is a(n)
retailer
Demand for a specific brand
selective demand
Marketing strategists say businesses ________ consumers via social media
should connect to
Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a
social network
A store that offers a wide variety of shoes for men, women, and children would most likely be considered a ?
speciality retailer
A Narrow product mix with a deep proudct line would most likely be carried by?
speciality retailers
Off-price retailers and category killers are both?
speciality retailers
A trademark signifies
that the owner has exclusive use of a brand and others are prohibited from using it.
A disadvantage of the concentrated targeting strategy is that
the firm's financial condition is tied to a single and specialized marketing mix.
One trend that has caused consumer-generated information to gain importance is
the increase of consumers using digital media to publicize their own product reviews.
IPod is the ___________ of the MP3 player made by Apple, Inc.
trade name
Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?
Which social networking site asks its members "What are you doing?"
When a firm designs a single marketing mix and directs it at an entire market for a particular product, the company is using a(n) _____ strategy.
undifferentiated
When using personality characteristics as a market segmentation variable, marketers generally
use a positively viewed characteristic they assume much of their target market has or would like to have.
