marketing

How might Starbucks ensure that it behaves in a socially responsible way toward members of its supply chain?

It can purchase coffee beans from suppliers who pay coffee growers a fair price.

Which of the following statements regarding corporate social responsibility is true?

It sees limited overlap between the business and society, and between business and the planet.

In its discussion of Nike and adidas, two major athletic shoe manufacturers, the text mentions that Nike has purchased Umbro, a sports brand that has appealed mainly to soccer (European football) enthusiasts in the past. This action suggests that Nike intends to compete head to head with adidas, which got its start designing soccer shoes. On a SWOT analysis for adidas, how should Nike's acquisition of Umbro be categorized?

Threat

When we say that marketing can be entrepreneurial, it means that entrepreneurs

launch ventures to satisfy unfilled needs.

Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors. Before initiating the promotional campaign, Yuri will assess his competitors' strengths, weaknesses, and

likely response to his promotional activities.

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by

listening

If a firm adopts a CRM business philosophy, it most likely has a(n) ________ orientation with its customers.

relational

Jami sells construction equipment. Whenever she calls on her building contractor customers, she asks if they are having any problems. In doing so, Jami is addressing which of the following core aspects of marketing?

satisfying customer needs and wants

Darwin's company is facing a difficult ethical issue. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluating alternatives. Management reviewed and refined the alternatives. It should now choose the course of action that

seems best after weighing the concerns of all stakeholders.

During the ________ era, manufacturers and retailers recognized they needed to give their customers greater value than their competitors did.

value-based marketing

Serena studies her customer profiles, market research data, complaints, and other information, attempting to better understand what her customers want. Serena most likely operates in the ________ era of marketing.

value-based marketing

Manufacturers who use just-in-time manufacturing systems coordinate closely with suppliers to ensure that materials and supplies arrive just before they are needed in the manufacturing process. While just-in-time systems can offer major advantages in terms of inventory costs, they must be carefully managed. If a firm found that its just-in-time system was badly managed, leading to frequent manufacturing delays due to missing parts, this would represent a(n) __________ in a SWOT analysis.

weakness

B2B partners often connect to each other on the Internet through special ________ designed to facilitate information exchanges and transactions.

web portals

Not only does GIS technology help Starbucks determine the ideal locations for new stores, but it also can enable the company to decide

which kinds of stores to open.

Effective promotion enhances a product or service's

perceived value.

Which generation's members are also known as Millennials?

Gen Y

The XYZ firm is in Step 4 of its ethical decision-making process. Executives were asked to take the publicity test using an ethical-decision making metric. All scores were in the "No" column. What does this mean?

-The executives need to step back and reflect on how they wish to proceed. -*The situation is ethically troubling to the executives. -The executives need to retake the test or take the moral mentor test instead. -The results are invalid and the executives need to take the transparency test.Kim

The strategic marketing planning process

-is frequently used in reverse. -begins with establishing specific, measurable outcomes. -*is not always sequential. -forces marketing managers to think rationally.

LeBron James, Alex Rodriguez, and other athletes are paid huge sums of money by companies for celebrity endorsements. If endorsements by these athletes create a clear understanding among consumers of the companies' products in comparison to competing products, they can help with the firm's ________________ strategy.

-targeting -*positioning -*segmentation -customer excellence

Nearly what percentage of U.S. adults now recycle their soda bottles and newspapers?

50 percent

________ are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.

Ad-supported apps

Which ethnic group tends to be not only more affluent and suburban than previously thought, but also younger, with 47 percent between the ages of 18 and 49 years?

African American

Which statement about the changing ethnicity in the United States is true?

African American U.S. households are more affluent than previous studies suggested.

________ is distinguished from the other generational cohorts in that the group's oldest members are now collecting Social Security.

Baby Boomers

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task?

Blog

By allowing consumers to sell their unwanted goods to other consumers, auction sites like eBay and Etsy cater to ________ marketing.

C2C

Derek just posted an entry in his blog talking about how happy he is with his new GoPro camera. In the blog he also posted videos that he took with the camera. As a customer of the product, which facet of the 4E framework for social media is Derek most exhibiting?

Engagement

When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?

Excite

What technological advancement enables a firm to track an item from the moment it was manufactured, through the distribution system, to the retail store, and into the hands of the final consumer?

RFID tags

Subway is a large chain of franchise sandwich shops. Marcia owns three Subway stores in a large city. At the end of the year, she notes that sales rose from two to five percent over last year's sales at Stores 1 and 2 but fell two percent at Store 3. Based on this information, how should Marcia reward (or punish) her store managers?

She should seek more information about why the stores had different results before making a decision.

________ provides a detailed, multipronged "Statement of Ethics" that can serve as a foundation for marketers.

The American Marketing Association

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from

an external source.

Firms typically repurchase office supplies (paper, ink cartridges, pens, etc.) through straight rebuys on their supplier's website. Should an office supplies sales rep stay in close touch with his or her current customers? Why or why not?

Yes; the sales rep might learn about a new opportunity in the need recognition stage.

Companies that specialize in sentiment analysis are least likely to look at ________ for data.

YouTube

The consumer buying process begins when

a consumer recognizes an unsatisfied need.

Which of the following is a pricing model for apps discussed in your text?

ad-supported

Many inventors struggle with the question, "I made it; now how do I get rid of it?" They have made the error of considering marketing as

an afterthought.

To avoid having ethical situations become problematic for a firm, the short-term goals of each employee must

be aligned with the long-term goals of the firm.

Alex decides to make a donation to the Autism Research Institute. Which component of Alex's attitude toward autism research does this represent?

behavioral component

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, all parties relevant to the decision should

brainstorm for alternatives.

CA Technologies, a firm providing software and services to information technology departments, maintains a corporate blog. How can this blog help CA Technologies with B2B marketing?

by building brand awareness among potential customers

Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the ________ component of Jerry's attitude.

cognitive

The three components of an attitude are

cognitive, affective, and behavioral.

A firm's macroenvironment includes all of the following except

competition.

Marketers want their firms to develop excellent supply chain management and strong supplier relations so they can

create a sustainable competitive advantage.

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its

culture

Which of these is a macroenvironmental factor?

culture

The shared meanings, beliefs, morals, values, and customs of a group of people constitute their

culture.

Fourteenth National Bank prides itself on offering better service than any of its competitors. If this is accurate, and if customers recognize and value Fourteenth National's superior service, the bank creates and delivers value through

customer excellence.

When Ramona, the keynote speaker at a major business leaders' conference, arrived in the middle of the night at the Ritz-Carlton, she was exhausted and her suit was wrinkled from her ten-hour plane trip. The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation. She has been a loyal Ritz-Carlton customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of

customer excellence.

Franco uses a database software system to remind him when his customers should be ready to reorder his industrial cleaning products. With this reminder system, Franco contacts his customers when they are most likely to be "in the buying mode." Franco's system is part of

customer relationship management.

Many corporations are shifting from defined benefit to defined contribution retirement programs. When considering changes to retirement programs, the primary stakeholders are the

employees

For marketers, media-sharing sites such as YouTube or Flickr are social media tools best used to

encourage customers to engage with the firm and experience its products.

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. All of the following are included in the 4E framework except

energy

Elena is in the process of buying a new car. There are many possible cars to choose from, but she is focused on a few she would actually consider buying. These make up her ________ set.

evoked

Marketers particularly want their brands and products to be in consumers' ________ sets.

evoked

Four Winds Art Gallery recently began offering appraisals of customers' art collections, in addition to continuing to sell paintings. Four Winds is

expanding from offering just goods to also offering services.

Current research points to which pricing model for apps as the most effective?

freemium apps

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, her first stop is to chat with Frank, the business department secretary. From Frank, Kim learns which professors have left the university or have newly arrived. Frank also helps Kim make appointments to see professors to discuss textbook choices. Frank acts as the ________ in the business department buying center.

gatekeeper

Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. Hisaoki's company failed to

identify issues.

A meat-packing company discovers that six months ago it unknowingly distributed meat from a cloned cow. The firm is unaware of any specific risks to humans consuming the meat; however, some scientists have raised questions, and some consumers are afraid of possible future problems. The meat company has to decide whether or not to make this matter public. How should it begin the process of making an ethical decision?

identify the issues raised by the situation

During which phase of the marketing planning process does a firm identify and evaluate different opportunities by engaging in segmentation, targeting, and positioning?

implementation phase

Yolanda is the new restaurant manager in a major hotel. When considering changes in the restaurant that will increase value to customers, Yolanda will likely attempt to either provide the same quality at a lower cost or

improve products and services at the same cost.

Steve wasn't sure what kind of salsa he wanted to get for his upcoming Super Bowl party. It seemed like there were dozens of varieties to choose from. He noticed that he could sample a few at a station in the store. He tried four, rejected two, and bought several jars of the two he really liked. He also ended up buying a different—and more expensive—kind of tortilla chip after tasting it. Marketers identify this as a success story of

in-store demonstrations.

When Diana went to college, tuition was $650 per semester. Now that same college charges $6,500 per semester. This number reflects a persistent increase in price known as

inflation.

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. Raycom's engineers have been asked to provide detailed specifications and recommendations for the equipment needed. The Raycom engineers will primarily play the ________ role in the company's buying center.

influencer

The president of the Northwoods University student body made a formal request to the IT department for additional computers in the main computer lab. The student body president is the ________ in the buying center.

initiator

Marketers are particularly interested in postpurchase behavior because it

involves actual rather than potential customers.

Tomas, a bank employee, doesn't feel that his coworkers accept him. He decides to dress more casually, as they do, hoping to be accepted. Which level of Maslow's hierarchy of needs is Tomas trying to work on?

love

A __________ growth strategy employs the existing marketing offering to reach new market segments.

market development

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of

marketing ethical issues.

Marketers rely on the three types of social media: social networking sites, thought-sharing sites, and

media-sharing sites.

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

microblogging

Value-oriented marketers constantly measure

perceived customer benefits against the costs of their offerings.

The ________ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you."

mission statement.

A(n) ________ situation in B2B marketing is similar to limited problem solving in the B2C process.

modified rebuy

Judy knows it is important to approach business buyers at the right time, often during the first stage of their buying process, which is

need recognition.

When Natasha took over as facilities manager for Burlington Furniture Manufacturing, she was shocked to see the factory was still heated with a coal-fired boiler. She made an immediate decision to upgrade the heating system to something more efficient, and began to research available options. For Natasha and Burlington Furniture, this represented a(n) ________ situation.

new buy

Generally, people buy one product or service instead of another because they

perceive it to be the better value for them.

American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different

perceptions

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ________ associated with her purchase decision.

performance risk

Jeff is going to sell sporting apparel, which he has already purchased from manufacturers, and has signed a deal agreeing to the volume he will sell monthly. He has researched his competition, talked to some customers, and decided on prices he will charge. Jeff has also developed a plan for promoting his business. Based on this description, which element of the marketing mix does Jeff still need to work on?

place

Effective marketing doesn't just happen. It is

planned

In the ________ stage, a firm will decide what level of commitment to its ethical policies and standards it is willing to declare publicly and how the firm plans to balance the needs of its various stakeholders.

planning

The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing practices for all suppliers and consumers. These actions are part of the ________ environment of business.

political/regulatory

A former advertising campaign for GEICO Insurance used the slogan, "So easy, even a caveman could do it" to emphasize the ease of buying insurance on GEICO's website. This campaign was part of GEICO's

positioning strategy.

Which of the following is the best way to build a sustainable competitive advantage using product excellence?

positioning the product using a clear, distinctive brand image

When you register your telephone number with the National Do Not Call Registry, you are responding to a need for

privacy

All of the following terms are generally associated with the definition of corporate social responsibility except

profit

Americans often equate "bigger" with "better," and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are trying to reduce ________ risk in the consumer decision process.

psychological

Generational cohorts are groups of people of the same generation who have similar ________ because they have shared experiences and are in the same stage of life.

purchase behaviors

In a process called ________, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

showrooming

Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group?

small-business owners

LinkedIn is an example of which type of social media site?

social networking

If a B2B customer is satisfied with an existing supplier, it will probably engage in a(n) ________ to purchase additional quantities of the item.

straight rebuy

The automobile manufacturing industry closely watches annual consumer satisfaction surveys. For years, Japanese car companies consistently had the highest levels of customer satisfaction, creating a(n) __________ for these companies.

sustainable competitive advantage

Some banks have begun offering special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth. But bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize

the lifetime value of customers.

All of the following are included in the decision-making metric except

the likability test.

When referring to "exchange," marketers are focusing on

the trading of things of value.

One of the goals of value-based marketing is

to offer greater value than competitors offer.