mktg 351 final
Isabela wishes to sell an heirloom diamond ring she recently inherited from her aunt, Floriana. She lists the necklace for sale on eBay, with a reserve (minimum bid) price of $7,900. Isabela is unsuccessful in selling the necklace on eBay because no bidder meets or exceeds the reserve price. Has Isabela marketed the necklace?
Yes, because marketing can occur even if an exchange does not occur.
The company recently introduced Apple Jacks Frosted Apple Cinnamon Pop-Tarts. Which of the following is true of this new flavor?
it represents a product line extension and increases the product line depth
CVS's website allows consumers to purchase a number of items, such as personal care items, vitamins, and diapers, and have the items shipped to their homes. This is an example of which of the following? shopper marketing, back stock, shop at home television network, online retailing
online retailing
Marketers for EltaMD log onto TikTok and review comments being made in videos featuring the hashtags #eltamd and #eltamdskincare. They make note of both positive and negative comments. The marketers for the company are participating in which activity?
social media monitoring
In the lobby area of Dentistry for Kids, there are pictures of the dentists and each of the hygienists who work in the office. Under each picture is a framed diploma for each person. The pictures and diplomas help patients evaluate which service quality?
assurance
Given that 85 percent of the country hasn't heard of the Impossible Food product and McGuinness' statement that "you can't buy what you haven't heard of," the company should focus on which stage of the AIDA concept?
attention
Judy Sansone, former senior vice president of front store business and chief merchant at CVS Pharmacy, said, "We are always looking for new ways to combine convenience and innovation to help better serve our customers." As a result, CVS introduced machines that offered products such as over-the-counter remedies for allergy and pain relief, eye care and oral health care products, healthy snacks and beverages, and batteries and phone chargers. The machines are located in airports, public transit stations, office parks, and college campuses. These machines are an example of which form of nonstore vending?
automatic vending
CVS is able to send real-time notifications to consumers when they are in geographic proximity to a CVS location. These may be reminders to refill a prescription or to pick up one that is ready even if they don't have the CVS mobile app. This is possible due to which technological advancement?
beacons
Since its inception, Bi-Rite has been a neighborhood market—not one to serve the masses. The company's mission states, "We care for each and every member of our community as a guest in our home. We serve seamlessly; we inspire; we feed; and are fed." Customers are often greeted by name when they enter the market, and Bi-Rite buys much of its produce directly from farmers they've known for years. Bi-Rite recently began a program called Cooking Matters, which teaches pre- and post-natal mothers about nutrition, cooking, and the importance of good food. All of these examples best illustrate which of the following?
bi-rite's efforts at relationship marketing
EltaMD has a section on its website called "Live Freely." In this section, the company posts articles about skin care and sunscreen, as well as helpful tips. Live Freely is an example of which type of social media platform?
blog
As the Walt Disney Company entered its new market of streaming services, the company had to decide how it was going to price its service appropriately. One way to do this was to compare other streaming service prices in order to understand the average price range for the industry. At which stage of setting the right price on a product would this likely occur?
choosing a price strategy to help determine a base price
The Caviar Co. is a company based in San Francisco, California, that sells a variety of caviar and roe from its retail location and online. Inspired by TikTok, The Caviar Co. collaborated with Kellanova's Pringles brand to create the "Crisps and Caviar Collection." Consumers can purchase a "Crisps and Caviar Flight," which features small packages of Pringles Original, Sour Cream & Onion, and BBQ chips with samples of The Caviar Co.'s Classic White Sturgeon Caviar and Smoked Trout Roe. The sophisticated packaging features the Pringles logo with the words "The Caviar Co." This product is an example of which of the following? co-branding, captive branding, private brand, informational labeling
co-branding
While driving through a rural city in Connecticut, Xaryus notices a new hardware store with a grand opening banner above the door. Xaryus thinks this may be a customer that would be interested in carrying some of his company's products. Xaryus knows he must occasionally approach potential buyers without any prior knowledge of the prospects' needs or financial status. This is an example of which of the following? networking, referral, sales process, cold calling
cold calling
Even though the Kellogg Company split into two individual companies, both companies continue to use the recognizable red color and iconic script "K" on product packaging. This is most likely due to which of the following reasons?
company executives recognize the importance of brand equity in the market
A recent YETI campaign focused on outdoor advertising, with the images of the wasteful product next to a durable YETI product appearing on a billboard or side of a bus stop for weeks or months until the campaign is over. YETI is using which type of media schedule with this campaign?
continuous
Behr's former Vice President of Digital Marketing shared that the company was "using data to identify clusters and gain insights to be smarter and more effective with our marketing communications." She shared that if the company noticed that customers in the Northeast painted their living rooms in shades of gray or neutrals, then "instead of just doing generic display ads and banners, we could customize images to be more relevant to an audience and be more meaningful with our outgoing messages." This allowed Behr to deliver personalization at scale. Behr is using which of the following in this example? cross-tabulation, neuromarketing, customer relationship management, ethnographic research
customer relationship management
Many of the products at Bi-Rite markets have a higher price point than products at larger grocery stores. Costs for organic and responsibly sourced products are higher than for non-organic products. But Sam Mogannam believes that his customers see the bigger vision—to support the community in which Bi-Rite operates. Quality food and service to the community represent which of the following?
customer value
Considering the definition of marketing, the two market locations, creamery, and pickup and delivery options represent which aspect of Bi-Rite's offerings?
delivering
The COVID-19 pandemic caused the closure of many offices that Cintas serviced for Facility Services and First Aid & Safety. As a result, the demand for Cintas's services declined. This is an example of which of the following concepts?
derived demand
While Xaryus has historically sold all products that Stanley Black & Decker offers in its Outdoor and Tool category, the new vice president of sales is considering some changes. Xaryus would be in charge of selling only tools. The other account manager would be in charge of selling only the products in the outdoor category. This is an example of which function of sales management?
determining the sales force structure
P&G tested the PowerMop with consumers in one of its many innovation centers. The company had rooms set up to look like kitchens or areas of the home with hardwood, tile, laminate, or vinyl floors where consumers could use the PowerMop in a realistic environment. This likely occurred during which stage of the new-product development process?
development
Recently, C&S announced that it was building a new operations platform on Google Cloud. By using artificial intelligence (AI) and machine learning (ML), the company plans to leverage this new operations platform to monitor traffic patterns and identify optimal distribution routes, which will help with fuel efficiency. In addition, the platform will help support long-term business growth. C&S is engaging in which of the following?
digitalization
LG's Business Solutions company offers commercial solar panels that are energy-efficient and long-lasting. The demand for clean energy around the world is growing, and the Solar Energy Industries Association (SEIA) reports that solar has experienced an average annual growth rate of 24 percent for the last decade. While the LG panels are widely seen as some of the best in the world, they are sold at a premium price, and there are very good low-cost options from competitors. In addition, LG is facing increasing material and logistics costs and severe supply constraints. As a result, LG's market share has fallen significantly. Given these factors, LG will most likely choose which strategy for its solar panels?
divest
Impossible Foods has created an efficient strategy for building consumer interest by getting featured on television news shows and receiving positive mentions in newspaper articles. It also benefits from social media influencers who post pictures of themselves enjoying Impossible Burgers at various restaurants. These are examples of which category of media?
earned
Before EltaMD had its own TikTok account, users and skin professionals were posting about the brand without any prompting from the company. These organic posts can also be classified as which of the following?
earned media
To make its insurance more affordable, Progressive was the first auto insurance company to allow its customers to pay their premiums in installments. Progressive recognized a need and presented a solution to those customers due to changes in which of the following? technology and innovation, diversity equity and inclusion, economic factors, the competitive environment
economic factors
Bi-Rite gives its employees the authority to solve customer problems quickly rather than having to seek out a manager. This is an example of which of the following concepts?
empowerment
Progressive's website states, "Each day, we strive to take innovative steps to reduce our dependence on natural resources and operate efficiently in all aspects of our business." The company continuously works to invest in buildings, equipment, and company vehicles that are energy and fuel-efficient. This illustrates Progressive's attention to which aspect of the marketing environment?
environmentalism
For its most recent advertisements, YETI chose outdoor billboards, posters on the side of lifeguard stands at beaches in Los Angeles County, and temporary plywood scaffolding outside a construction site. Which of the following is a benefit of outdoor advertising?
exposure frequency is high
Jules is planning a once-in-a-lifetime trip to Iceland. They're planning a ten-day trip to ensure they can visit museums and shops in Reykjavík, spend a few days at the Blue Lagoon, and hike for several days in North Iceland. Jules estimates they will spend around $3,500 on the trip—which will require them to save up for several months prior to the trip. They have spent two months planning out the trip, conducting research online, and creating a detailed spreadsheet of the trip details. Which type of consumer decision making is Jules making and what is their level of involvement?
extensive decision making, high involvement
WK Kellogg's markets its cereals as Kellogg's Special K, Kellogg's Rice Krispies, Kellogg's Corn Pops, Kellogg's Apple Jacks, and more. This is an example of which of the following? individual branding, captive branding, private brands, family branding
family branding
Many of Domino's' international locations are not company-owned stores. Instead, Domino's allows designated companies the right to market its product using its name, logo, methods of operation, products, and more. Domino's is able to expand internationally without putting up large capital investments and still retains control of its name. Which global entry method is Domino's using?
franchising
Dr. James worked hard to create Dentistry for Kids and helped design every themed room. Dr. James says, "My utmost goals are to provide exceptional treatment and care and turn a visit to my office into something that my patients look forward to." However, a recent Yelp review from a customer said, "Was not impressed with Dr. James. His office is nice, and they obviously spent a lot of money on it. I, however, am more concerned with how my child is treated than whether she has an iPad to play on while waiting..." The review continues, explaining why the customer didn't think her child was treated well. This example illustrates an issue with which gap in the gap model of service quality?
gap 5
Former CEO Ritch Allison's comments on expanding globally indicate Domino's is recognizing and reacting to international marketing opportunities and using effective global marketing strategies. Which of the following concepts does this illustrate? outsourcing, they have absolute advantage, intention to exports products, global vision
global vision
REI operates three Adventure Centers in Scottsdale, San Francisco, and Seattle. The Adventure Centers focus on gear rental and outdoor classes and experiences, including guided day trips. A recent Nielsen study revealed that 1.3 million Seattle-area adult residents have gone hiking in the past 12 months—that's 40 percent of the city's population. Another study found that of all large cities in the United States, Seattle has the highest share of physically active adults, 84.7 percent of the adult population. Which of the criteria for successful market segmentation does this illustrate?
identifiability and measurability
For Procter & Gamble (P&G), the new Swiffer PowerMop falls into which category of new products?
improvements or revisions of existing products
Other streaming services have not lost significant amounts of subscribers in the short term after price increases. This information indicates that streaming services likely have which of the following?
inelastic demand
A Cintas sales manager in Missouri would like to earn the business of a local college. They know they must find out who the members of the buying center are in the college. Specifically, the sales manager wants to know the people in the buying center who supply information to guide the evaluation of alternatives. Which role does this describe?
influencers/evaluators
One of your friends is planning to travel during their summer break. They are scrolling through Instagram looking at travel influencers' posts. Your friend hasn't decided on a location yet but is hoping to see a post which will inspire them. At which point in the consumer decision making process is your friend?
information search
With only 15 percent household awareness, Impossible Foods decided to launch a 90-second advertisement that aired during the Tony Awards. The commercial featured a narrator singing about the history of meat up to the present day. It features lines such as, "It can do all the things that meat can do too; it can sizzle and bleed" and "Impossible is much better for the planet. It also has zero milligrams of cholesterol and is packed with protein." This advertisement likely had which goal of promotion?
informing
Soon after its release, one TikTok user posted a video saying the Swiffer PowerMop "had finally arrived at Target!" They purchased the PowerMop, unboxed the product, and used it. This consumer is likely part of which category of adopters?
innovators
C&S's Full Circle Market private brand is available in every store that C&S services, which includes stores such as Ridley's Family Markets, Giant Eagle, Hy-Vee, Save A Lot, and many more. In addition, the Full Circle Market products are available in almost all 50 states except for Alaska, Hawaii, Maine, Michigan, North Dakota, and Rhode Island. This is an example of which type of distribution intensity?
intensive
C&S integrates purchasing, storage, and inventory functions within all areas of the company. This is an example of what type of supply chain integration?
internal
P&G created a 30-second television commercial titled "A Smarter Way to Mop." The commercial features a consumer cleaning his living area and bathroom while the narrator describes the new scrubbing strips that "absorb and lock dirt away." The narrator also mentions the 360-degree swivel head as the consumer is shown using that feature to mop behind the toilet in his bathroom. Swiffer also partnered with TikTok users to promote the product by sending them a PowerMop and asking them to create videos showing them using the product and talking about its benefits. Given this information, the Swiffer PowerMop is likely in which stage of the product life cycle?
introductory
Currently, Dentistry for Kids has an electronic file on each patient. It includes their picture and birthdate, siblings' names (if applicable), and dental records. The office sends a birthday card to each patient every year. Dr. James wants to improve the practice's relationship marketing and suggests that one week prior to a scheduled appointment, an email with a short survey is sent to the patient's parent or caregiver. The survey would ask for personal information about the patient—their favorite color, favorite television show and movie, and preferred theme for the exam room. When the patient arrives on the day of their appointment, they would be given a new toothbrush in their favorite color, escorted to the themed exam room they chose, and find their favorite television show or movie is cued up in the room. Which level of relationship marketing is Dr. James attempting?
level 3, customization
Marketers for REI Adventures utilize Facebook technology to find "lookalike audiences." Which of the following traits found on users' Facebook pages could be categorized as a psychographic segmentation base? (Select three.) likes blues and rock musicians on facebook, lives in nashville, follows hiking tour companies on facebook, relationship status is single, member of kayaking group on facebook
likes blues and rock musicians on facebook, follows hiking tour companies on facebook, member of a kayaking group on facebook
The citizens of Bangladesh, where some of Bearbottom's clothing is produced, represent which type of stakeholders for the company?
local community
EltaMD's partnership with Dr. Muneeb Shah is important because of his huge following and credibility as a dermatologist. With 18.2 million followers, Dr. Muneeb Shah is which type of influencer?
mega
Cintas serves Fidelity Investment offices throughout the United States with first aid cabinets stocked with bandages, ointments, burn care, and single-dose tablets for pain relief. Fidelity can manage its orders through a personalized company website. The office manager at one Fidelity location logs in to the website to request double the number of seasonal allergy tablets compared to the office's usual order size. This is an example of which of the following? revised buy, new buy, straight rebuy, modified rebuy
modified rebuy
Diego set a goal to hike three 14ers before his 30th birthday in three months. A 14er is a mountain that exceeds 14,000 feet of elevation. Even for avid hikers, like Diego, 14ers are tough because the hike to reach the peak will likely take longer than five hours and the air is thinner at that altitude which can cause some people to feel nauseous and struggle to get enough oxygen. Many experts recommend training before a 14er hike and getting your body acclimated to a higher altitude for a day or two before the hike. Despite the difficulty, Diego is committed to achieving his goal. He books his trip to Colorado (home to fifty-three 14ers) for June. Diego's determination to meet his goal and reason for booking the trip is likely due to which of the following?
motive
REI Adventure trips range from an "Under 35" kayaking weekend in the San Juan Islands to a five-day family adventure in Olympic National Park. REI Adventures is using what type of targeting strategy?
multi segment
Prior to selecting Cracked Pepper as the company's 2024 Color of the Year, Behr conducted a survey of 1,000 consumers to gather insights into their preferences and attitudes regarding the impact of color on their overall outlook. Behr wanted a survey method that was low-cost and had real-time reporting. Which type of survey did it likely use?
online surveys
Prior to the COVID-19 pandemic, Behr employees would walk up and down retail aisles collecting in-person consumer insights. The employees would ask questions such as, "What is your process for picking a paint color?" and "What color do you find most soothing?" These are examples of what type of question?
open ended question
Top executives at LG are conducting a SWOT analysis. The growth of artificial intelligence (AI) could allow LG to apply this technology across its SBUs to develop innovative products and services. LG would classify this as what in a SWOT analysis?
opportunity
C&S partnered with a company called DataStax to consolidate and respond to warehouse data. The company has multiple warehouses in 15 states that operate around the clock, making streamlined data collection necessary to increase distribution efficiency and facilitate innovation. The partnership with DataStax allowed C&S access to real-time information and improved order cycle times. The partnership with DataStax illustrates an improvement in which process of supply chain management?
order fulfillment
LG products are sold in retail stores across the globe, including Best Buy, Costco, Lowes, and Target, as well as online through retail websites, Amazon, and LG's own website. This represents LG's strategy for which element of the marketing mix?
place (distribution)
Which of the following factors contributed to the closing of Domino's restaurants in Italy? cultural, political, demographic, economic
political
When someone visits Progressive's website to receive a quote on auto insurance, they are required to enter their name and address, including their zip code. A consumer in Iowa requesting a quote will see the lowest level of bodily injury liability coverage they can select is $20,000, which is Iowa's minimum coverage requirement. A consumer in Ohio will see the lowest amount of bodily injury liability coverage they can select is $25,000—Ohio's minimum coverage requirement. Progressive's website showing the state minimum requirements is a reflection of which of the following? political and legal factors, economic factors, technological factors, social factors
political and legal factors
In addition to large, chain retail stores, some of Stanley Black & Decker's prospective customers are small, independently owned businesses that often don't have their own websites. Before contacting these leads, Xaryus checks LinkedIn to obtain information about key decision makers, or he views sites such as Yelp to read reviews. He might also talk with other customers or those in the industry who may know the business or prospect to obtain greater insight. This is an example of which step in the sales process?
preapproach
The traditional layout of most CVS locations includes several rows of metal fixtures that display the items for sale. In addition, CVS has fixtures along the exterior walls. The pharmacy is usually in the back of the store, and if the store has a MinuteClinic, it is located near the pharmacy. At the front of the store is the checkout, which is generally a large counter with two or three cash registers. This relates to which element of the retailing mix?
presentation
Recently, Disney+ announced several options for customers to get three streaming services for one price. One option is to get Disney+Basic (no ads), Hulu (no ads), and ESPN+ (with ads) for $24.99 per month. Which pricing strategy does this illustrate?
price bundling
The advertisements featuring plastic and Styrofoam products next to YETI's coolers and drinkware would be classified as which type of advertising?
product
Customizing menu items in the different markets Domino's serves is an example of which of the following strategies?
product adaptation
One of LG's newest products for its Home Appliance and Air Solution Company is the LG Styler Steam Closet. The Steam Closet sanitizes, deodorizes, and freshens clothing and accessories with chemical-free TrueSteam technology. This first-of-its-kind clothing care system can remove allergens such as pollen, dust, and pet dander without soaps, bleach, or other chemicals. Television personality Jonathan Scott, perhaps best known for his television series Property Brothers, is a fan of the LG Styler, saying, "I think it will become a staple in everybody's home and in the laundry room." For LG, the Styler Steam Closet represents which strategy?
product development
Each of the individual categories that Kellanova carries, such as Snack Bars & Bites, represents which of the following?
product line
NBC sitcom Superstore follows employees at Cloud 9, a fictional big-box retail store. In one episode, several characters can be seen standing in front of an endcap display of YETI coolers and drinkware. This is an example of which public relations tool?
product placement
Disney+ announced the price increases just one month after the company's 2023 Q3 (third quarter) results showed a loss of $512 million for its streaming services. Which pricing objective is the company likely using?
profit
Impossible Foods using personal selling to get into restaurants is an example of a ____ strategy, while its use of public relations and advertising to influence consumer attitudes and stimulate consumer demand is an example of a ____ strategy.
push, pull
When Xaryus visits his accounts and attempts to gain shelf space for new products, he creates presentations that are tailored for each buyer. He never gives the same presentation to The Home Depot in Norwalk, CT, that he does to Wilton Hardware, 20 minutes away. In addition, Xaryus wants to make sure his customers are happy with the Stanley Black & Decker products he sells to them. Xaryus is likely participating in which of the following?
relationship selling
Marketers for REI Adventures utilize Facebook technology to find "lookalike audiences." Which trait found on users' Facebook pages could be categorized as a demographic segmentation base?
relationship status is listed as married
Dentistry for Kids has a lot of patients who come to their office because of less-than-desirable experiences at dental offices not geared toward children. For a parent making the decision on whether or not to visit Dentistry for Kids, the images of the office and exam rooms on the Dentistry for Kids website serve as which of the following qualities? credence, service, experience, search
search
According to a Harris poll conducted in 2017, 52 percent of millennials expressed a desire for professional assistance when selecting paint colors for their homes. The Harris Poll is a market research and analytics firm that collects information on consumer sentiment, behaviors, and motivations on a variety of topics, including the economy, science and technology, and lifestyles. For Behr, the Harris poll serves as which of the following? primary data, secondary data, convenience sample, marketing research problem
secondary data
Bearbottom Clothing has a Vendor Code of Ethics (VCOE) to which all of its partners are committed. The VCOE is based on globally recognized labor standards, including the United Nations (UN) Guiding Principles for Business and Human Rights, the International Labour Organization's (ILO's) core conventions, and the Universal Declaration of Human Rights. What type of social control does Bearbottom's VCOE represent?
self-regulation
Travel blogger, Brooke Saward, documents her travels on her popular blog, World of Wanderlust. She offers travel tips to more than 500,000 followers on Instagram and Facebook—sharing advice on everything from solo travel to the best safari lodges in South Africa to the best hikes in Vancouver. For her followers, Brooke likely serves as which of the following?
social influence
According to LG, the company is #1 in global market share in the vehicle telematics industry, which is a relatively new but fast-growing market. LG's Vehicle Component Solutions SBU, therefore, represents which of the following for the electronics company? cash cow, star, dog, or problem child?
star
The restroom and hygiene solutions that Cintas delivers to some of its accounts would be classified as which type of business product?
supplies
Progressive's addition of a mobile app, which allows customers to start photo estimates for insurance claims, pay their bills, and request roadside assistance, was likely created because Progressive marketers noticed a change in which of the following? technology and innovation, economic factors, political and legal factors, social factors
technology and innovation
Marketers for P&G set up a booth for the Swiffer PowerMop at a home and garden show. The booth had several flooring samples set up, and marketers would sprinkle dirt or spill liquids on the flooring and ask people walking by to test out the new PowerMop. Which product characteristic was demonstrated at the home and garden show that can increase the rate of acceptance and diffusion for consumers considering the new PowerMop?
trialability
Recent increases in inflation have caused significant increases in the price of many consumer products. At the same time, many companies are facing supply chain issues—from shortages and delays of materials to low staffing levels. Many businesses today face a dilemma—keep their current prices and cut into their profits or raise prices to cover the rising costs of raw materials and shipping and risk losing customers. CEO and founder Robert Felder has said that when businesses help their customers, they are actually helping themselves. As a result, Bearbottom has kept its prices steady, saying, "Ultimately, our goal is to help our customers during this time of constantly rising prices. If we are able to keep our prices stable and continue to offer great value, consumers will continue to buy our products." Based on his statements, Robert is following which ethical theory in this situation?
utilitarian ethical theory
C&S buys from the makers of products, manages the inventory, and sells the products to independent and chain grocery stores. Which channel structure does this represent?
wholesaler
