MKT EXAM 3

In the grocery store, you can see the General Mills Old El Paso name on taco shells, tortillas, rice, seasonings, and sauces. Having the Old El Paso name on various products is an example of the use of

a family brand.

Disney recently released new versions of its classic movies Aladdin and The Lion King. This is an example of new product innovation based on

a fashion cycle.

A product perceived to be better than most substitutes is said to have ________Blank, which should speed up the diffusion process.

a relative advantage

Luis, a professional chef, has carefully developed a set of product attributes for his new line of seasoning mixes, such as the brand name, features/design, and quality level. Luis is developing the

actual product.

When Ben & Jerry's Ice Cream tests all its proposed new flavors on its own employees at its corporate headquarters in Vermont, it is using

alpha testing.

A virtual game company created advertisements to post on its Facebook's page, using Facebook's targeting options to deliver those ads to the most appropriate customer segments. To make sure the communication is just right, the company produced alternate versions so it could identify which advertisement was most effective. This is an example of

an experiment.

Kyle is highly knowledgeable about new developments in computer technology, since he reads everything he can find about the subject. Typically, being the first to try out new computer parts and models, he would be classified ________Blank in terms of the diffusion of innovation curve.

as an innovator

Discount Baby Stuff, Inc. focuses on all aspects of service quality. The corporate office conveys trust by empowering its employees. If a customer is unhappy with a purchase, the employees are given discretionary resources to rectify the problem. Which service characteristic is the store focusing on?

assurance

Meghan cannot wait to hang her dental school diploma in her new office. She knows it will help convey her competence in dentistry, thus addressing the ________Blank dimension of service quality.

assurance

The five distinct service dimensions that customers use to evaluate how well a service meets or exceeds their expectations are reliability, responsiveness, empathy, tangibles, and

assurance.

When an electric car manufacturer develops the nonphysical aspects of its cars by adding warranties, financing, and after-sale service, it is focusing on the

augmented product.

Big Island Sporting Goods has invited some potential consumers to test a prototype of its new tennis racket in a real-use setting. These consumers will assess the racket for functionality, performance, and potential problems. Big Island is conducting

beta testing

Keira is excited that her favorite brand of running gear has released a new hoodie in the company's trademark color. Keira probably has a strong ________Blank with this company.

brand association

Pella Corporation's ________Blank measures how many consumers in a market are familiar with the brand's replacement windows, what the company stands for, and if they have an opinion about it.

brand awareness

Zippo Lighters launched a women's perfume in a failed attempt at extending its brand to a new product line. To the extent that this brand extension adversely affected consumers' perceptions about its current product lines, it could lead to

brand dilution

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is referred to as

brand equity.

A laundry detergent company also makes and markets fabric softener, laundry stain remover, and spray starch all under the same name. The company is applying a _____Blank strategy.

brand extension

Star Wars memorabilia has been continually successful since the first film was released in the 1970s. The most recent film and television releases, such as The Mandalorian, have led to a massive increase in sales. This example shows the power of

brand licensing.

In response to public outcry over racial stereotyping, PepsiCo renamed and redesigned its classic brand of Aunt Jemima's breakfast brand, which featured the image of a Black woman based on a minstrel character. This is an example of a _______Blank strategy.

brand repositioning

The number of participants who discontinue use of a service, expressed as a percentage of the average number of total participants, is called

churn rate.

In an effort to reach BuzzFeed's audience of more than 200 million readers, Best Friends Animal Society teamed up with the online publication to create and publish a video interview with film star Emma Watson in which she answered fan questions while playing with kittens that were up for adoption. This is an example of

co-branding.

Hector's market research team has defined its objectives and needs and designed the appropriate research process. What is the team's next step?

collecting the data

Honor and her sister planned a family reunion weekend at a mountain resort but discovered that the price advertised was not available on weekends, and that a three-night minimum stay was required. This scenario reflects a(n) _______Blank gap between the sisters and the ski resort.

communication

Janelle's product-development team has provided brief written descriptions of the new toy robot they're developing and the customer needs it would satisfy, including visual images of what the product would look like. The team is engaging in

concept testing.

At his local supermarket, Joel buys laundry detergent, toilet paper, and a bag of chips. These purchases are

consumer products.

Sam never spends a lot of time or thought selecting shaving cream when he is at the store. For him, shaving cream is a ________Blank product.

convenience

When a ride-hailing service determines that some consumers use its app for getting home from parties while others use it for commuting to work, it is most likely assessing the ________Blank of its services.

core customer value

Although sales of long-playing vinyl records (LPs) recently surged after slowing for years, they usually pale in comparison with the number of digital downloads. LPs are likely in the ________Blank stage of their life cycle.

decline

A frozen foods company decided to stop making frozen waffles. The firm has

decreased its breadth.

Hae-Sook has joined the marketing department of an electronics retailer that will be exploring the market potential for a new product. What will be the first step in the marketing research process that Hae-Sook's team will undertake?

defining the objectives and research needs

Which step in the marketing research process consists of identifying the type of data needed and choosing the method necessary to collect it?

designing the research

If the _______Blank buying group is relatively small, the number of people who ultimately adopt the innovation likely will also be small.

early adopter

Lake General Hospital uses patient questionnaires to ensure that the bedside manner of each of its doctors meets patient needs, thus monitoring the ________Blank dimension of service quality.

empathy

Although often an inexpensive source, ________Blank are sometimes not adequate to meet the needs of the researcher, since they were acquired for some purpose other than the research question at hand.

external secondary data

As a result of ________Blank studies, a car company could record people's expressions during three different ads for its new electric vehicle to select the one with the most positive response

facial recognition

As ________Blank, pioneers have the advantage of creating a new market or product category, establishing a commanding initial market share lead.

first movers

Using an unstructured method of inquiry, ________Blank rely on a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic.

focus group interviews

Apex Sleep Products has developed a new adjustable mattress. At which stage in its product life cycle will sales of the new mattress increase most rapidly?

growth

Bank tellers have been largely replaced by ATMs, which provide consistent levels of service and thus overcome the ________Blank nature of service provided by humans.

heterogeneous

Your college might use ________Blank, even though it is a more expensive and time-consuming research method, to better understand how students perceive its sustainability efforts and what it could do better.

in-depth interviews

In response to increased consumer demand for healthful beverages, some soft-drink companies introduced new product lines of flavored water and fruit juices in order to ________Blank their product mix.

increase the breadth of

As the market continues to show growth potential for new flavors and varieties of bottled water, companies in this industry can be expected to ________Blank their product lines.

increase the depth of

One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into

information

Which term refers to the process by which ideas get transformed into new offerings, including products, services, processes, and branding concepts that will help firms grow?

innovation

Leda treats all her clients at the hair salon where she works with a friendly and attentive attitude. Her contribution to the clients' experience highlights the concept that services are

inseparable.

Service providers must offer cues to help their customers experience and perceive their service more positively because the service is

intangible.

One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of

internal secondary data

When _________Blank enter a new product market, the product has achieved its full market potential and sales tend to level off, or they may be in decline.

late majority adopters

KitchenAid develops its merchandise, produces it to ensure consistent quality, and invests in a marketing program to establish an appealing brand image. KitchenAid is an example of a ________Blank brand.

manufacturer

The majority of the brands marketed in the United States are ________Blank brands.

manufacturer

The Service Gaps Model is a diagnostic tool designed to highlight specific areas where

marketers are falling short in their service delivery.

During the ________Blank stage, firms face intense competition for market share, causing them to market their product aggressively.

maturity

When a company examines consumers' brain patterns to identify their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies, this technique is referred to as

neuromarketing.

People who get Botox treatments consider it to be a private matter; therefore, they do not discuss it with others. This lowers the level of ________Blank, slowing down the diffusion process.

observability

A pharmaceutical company wants to conduct research to assess whether the new diabetes monitor it is developing is useful in people's everyday lives. It will most likely use _______research.

observation

Target's All in Motion clothing line provides higher-quality apparel at Target-level pricing, enhancing the product's

perceived value.

Due to the _____Blank nature of a service, if a process like a lift at a ski area fails, customers may decide to do something else and the sales opportunity will be lost.

perishable

Services are ________Blank in that they cannot be stored for use in the future.

perishable

As the size of retail firms has increased through growth and consolidation, more retailers have developed ________Blank merchandise, which they use to establish a distinctive identity.

private-label

Marketing researchers should collect information about consumers only for the purpose of

producing unbiased, factual information.

A(n) ________Blank is anything that is of value to a consumer and can be offered through a voluntary marketing exchange.

product

During what stage of the new-product development process does a marketer develop a prototype for alpha or beta testing?

product development

Founded in 1842, Mott's started selling apple juice in 1938 and now offers a wide variety of apple-based products in its product line. Over the years, Mott's has increased its

product line depth.

General Mills has a variety of brands in its snacks category, including Chex, Nature Valley, Fiber One, and Cascadian Farm. These represent a

product line.

The complete set of a food company's offerings includes cereal, toaster pastries, snacks, soup, yogurt, and baking products. These represent the company's

product mix.

Anton must decide whether to collect scanner research or panel research about his company's new product. The key difference between these is that scanner research typically focuses on a particular ________Blank, while panel research typically focuses on a particular ________Blank.

product; person or household

Wonder Play's new board game is still in rough form, but it has the same game pieces, board, and properties the finished game will have, even though it was produced through different manufacturing processes. This rough version of the game is called a(n)

prototype

The marketing team at Fun Time Fishing Equipment wants to statistically confirm its insights and hypotheses. It will use

quantitative research.

Hernando's Restaurant maintains its five-star rating by focusing on all aspects of service quality. When employees are trained to accurately answer questions about the menu and give a realistic wait time, what service characteristic is the restaurant focusing on?

reliability

A national hotel chain operates a customer relationship management system to track the preferences of regular customers in order to anticipate their individual desires and special requests, which helps facilitate the registration process. This system improves which component of service quality?

responsiveness

Barbara's manager has given her some relevant data to review before the start of their research project. These data are ________Blank data.

secondary

Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be ________Blank data

secondary

For most products, the UPC code is located on the ________Blank package.

secondary

If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as

sentiment analysis.

Honor spent a lot of time shopping for her wedding dress, devoting considerable time and effort to visiting some of the finest bridal shops in her area. For Honor, her wedding dress is a(n) ________Blank product.

specialty

If firms can set appropriate service criteria, train employees to meet and exceed those criteria, and measure service performance, they generally can close the ________Blank gap.

standards

A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of ________Blank question.

structured

What is the most popular type of quantitative primary collection method?

survey research

Nielsen purchases scanner data from retail transactions to track the sales of packaged consumer goods, gathered at the point of sale in retail stores of all types and sizes. Scanner data is an example of

syndicated secondary data.

When a dairy company purchases information about people's yogurt and milk buying behavior from National Purchase Diary Panel, it is acquiring a form of

syndicated secondary data.

Which term represents the most fundamental difference between a product and a service?

tangibility

To evaluate the market potential of its nacho fries, a fast-food company started offering and promoting the product in select cities in Florida and Ohio. This move is an example of

test marketing

Which large group of consumers, representing a substantial portion of the population, will be critical to the success of We Luv Pets' new line of dog chews?

the early majority

________Blank is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables.

Data mining

________Blank describes how easily consumers can test and use the product

Trialability

Which organization provides the three guidelines that marketers should use for conducting marketing research?

American Marketing Association

A luxury watchmaker goes to great lengths to protect itself and its products through the use of trademarks and copyrights. This best represents which advantage of branding?

Brands are assets.

Which organization/agency serves as a watchdog over the data mining of consumer information?

Electronic Privacy Information Center

The primary federal agency that reviews food and package labels to ensure that the claims made by the manufacturer are true is the

Food and Drug Administration.

_______Blank will be crucial to the success of Ben's new online greeting card delivery service because they will help the service gain market acceptance by spreading positive word of mouth about it.

Innovators

________Blank rely on traditional products until they are no longer available, and then they may reluctantly adopt the product.

Laggards

________Blank is a process of balancing various engineering, manufacturing, marketing, and economic considerations to develop a product's form and features or a service's features.

Product design

________Blank is a customer's perception of how well a service meets or exceeds expectations.

Service quality

When Amazon created the Echo, smart speakers that respond to voice commands and connect via Bluetooth, the most likely reason was

to adapt to changing customer needs.

Customers have begun to complain to Jackie that her car repair shop does not provide shuttle service, which many customers need. The best way for Jackie to close this knowledge gap is to

understand customer expectations.

Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is a(n) ________Blank that consumers don't normally think about much.

unsought product

A survey asks respondents, "What are the most important features you would look for in choosing a new automobile, and why?" What type of question is this?

unstructured question

An online network of people who communicate about specific topics is referred to as a (an)

virtual community