Name Examples for Midterm BUSN 2003
Shima's employer is currently developing a new marketing strategy. The top managers have developed the marketing strategy and have given it to Shima so that she can now develop an implementation plan. Shima's company will most likely end up with which type of strategy?
Centralized
Luke Matthews is the supply chain manager for a large plastics manufacturing company. He is responsible for procuring a wide variety of raw materials to be utilized in the manufacturing process of their plastic products. As part of an annual quality control and expense analysis, Luke is reviewing the prices charged by the raw materials suppliers and also seeking bids from competing suppliers to determine whether any savings could be realized. Luke is rewarded by the company with bonuses when he is able to reduce expenses associated with the raw materials as this could lead to higher profit margins on the products they manufacture. Luke knows that saving a few cents can make a dramatic difference since they manufacture thousands of products at their state-of-the-art facility in Indiana. What type of analysis do you believe Luke Matthews can perform utilizing the data related to the prices charged by their current and prospective raw materials suppliers?
Cost analysis
Dennis Cooper is the owner of Window Services Co, a company specializing in replacement windows, remodeling services, and siding. Dennis is interested in determining the characteristics of individuals who would be most likely to need replacement windows and interested in remodeling services, such as siding, awnings, and sunroom additions. He would like to identify characteristics of potential consumers who would be most likely to spend the most and utilize their services. This information will be quite helpful to Window Services Co as they make design changes to the store, select merchandise, create advertising messages, and determine what type of remodeling services to offer. Window Services Co would like to identify the customers based on factors such as gender, age, marital status, age of home, and discretionary income. What type of research would be most appropriate for Window Services Co to utilize?
Descriptive
Sandy understands that even small businesses like her local catering business have certain responsibilities to society. She knows that she must abide by the laws that apply to her business and try to make a profit. What are the other obligations Sandy should know about?
Ethical and philanthropic
Cyril has to decide whether to travel to New York by train or airplane. Traveling by train would take longer, giving him potentially less time to spend in New York. However, traveling by air would be much more expensive. The train as a form of transportation is what type of competitor to air travel?
Generic
Manuel was given the task of conducting a research project for his firm and proceeds with the following steps: He asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Manuel omitted?
Interpreting research
Mrs. Baird's is attempting to forecast sales for a new ice cream cake. To come up with an accurate forecast, Mrs. Baird's places the product in Atlanta supermarkets for a period of four months. In this instance, Mrs. Baird's is using which forecasting method?
Market test
After doing considerable shopping, Kai has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Kai?
Purchase
Sterling is a corn farmer. He sells his corn to stores such as Kroger. What type of competitive structure does Jerry most likely operate in?
Pure competition
Amanda's team is analyzing target markets for the company's new product idea. Her group is currently considering the different factors it should adopt to divide the market. A major part of this decision involves the customers' needs for, uses of, or behavior toward the product. At which stage of the target market selection process are Amanda and her team currently?
Step 2: Determine which segmentation variables to use
Xi Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about upcoming drink specials or special events. Xi was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Xi believed he could simply modify the newspaper advertisements and Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early efforts with e-marketing were not successful. Which of the following could explain why his website failed?
Xi treated digital marketing like a traditional marketing channel.
Nicholas Smart of Rex Corning Fiberglass talks to Martin Halls, a homebuilder, to find out how much fiberglass insulation he intends to use in building homes during the next year. Nicholas then multiplies that number by the total number of builders in the territory. He is using a ____ approach to measure sales potential.
buildup
Mitchell Finnigan runs the marketing department of a large electronics firm. This firm operates in an extremely competitive business environment. Mitchell wants to ensure that he is involved in all the daily decisions and that there is a clear chain of communication between himself and his marketing employees. He believes that his extensive marketing experience makes him the best person for making all the major marketing decisions. Mitchell believes all employees should act together as a cohesive unit and know their roles. Under Mitchell Finnigan, the marketing department most likely has a _______________ structure.
centralized
Gracie wants to buy a new couch, but there is only one place in her town that sells them, and she lives in an isolated area. Gracie most likely feels her consumer right to ____ has been violated.
choose
When shopping for detergent, Zachary looks at Tide, Fresh Start, Persil, and All and chooses the one that is on sale. These four brands make up his ____ set.
consideration
Zach is new to the realm of digital marketing. Recently, he saw a blog post about his company that was just untrue. He demanded the blogger remove the post. Much to his surprise, however, the post had already spread to other sites. Zach immediately released content on the corporate website and social media pages with information that refuted the post. Much to his surprise, however, the original post continued to spread. Zach does not understand why users are spreading the post when his organization has posted information claiming that the post is untrue. Zach has failed to realize that
consumer-generated digital content is often trusted over corporate content
Julie is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Julie can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media.
control
Cheryl got a new job that pays extremely well. This is good because two years ago she was forced to go into bankruptcy when she couldn't repay her debt. She would like to purchase a used car so she can drive to work. However, she knows it will be hard to get the bank to provide her with a car loan at favorable interest rates due to her recent bankruptcy. She has therefore saved her money diligently so she will have enough to pay for the car outright. In this case, Cheryl lacks
credit
Tiana knows her business has a problem because of an increasing number of consumer complaints received recently. She has decided how to make this problem a precise, researchable statement and should next move on to
designing the research project
When Anna started high school, she dated a boy on the football team. The relationship ended badly, and Anna swore off jocks forever. She avoids sports games and tells everyone she knows how lame school sports are. Recently, she started dating a new boyfriend who has embraced the Goth persona. Anna thinks he is very cool and wants to be just like him. Anna views jocks as a(n) _____________________, while she views those who embrace the Gothic lifestyle as a(n) _____________________.
dissociative reference group; aspirational reference group
Charles and Melody are searching for a health club to join. This purchase will likely be affected by ____ involvement.
enduring
Caleb is a football enthusiast. He watches all the big games, collects football memorabilia, and knows everything there is to know about football history. His best friend Shang is not a football fan. However, he does enjoy watching the Super Bowl every year because of all the excitement. He even finds that he gets really into the game. Usually the Super Bowl is the only football game Shang watches, but he still looks forward to it every year. Caleb has a(n) ____________ involvement with football, whereas Shang has more of a(n) _____________involvement.
enduring; situational
Elaine is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of decision-making process is she using?
extended
Jordan and Cindy are searching for an apartment. They will most likely engage in which one of the following forms of decision making?
extended decision making
Evan has just been hired as a product manager for a major technology firm. Currently, he is making purchases for his new apartment and upcoming job. His purchase of _____ would most likely be done through extended decision making, while his purchase of ____ would be made through limited decision-making behavior.
flat screen TV; bath towels
Laurel Dudley and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Laurel was annoyed that Seth, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using
focus-group interviews
Naomi Holden is breaking down and classifying costs of her small business to determine which are associated with specific marketing efforts and then comparing these costs with results. Naomi is engaging in
marketing cost analysis
Tara Potter is a marketing consultant for Top Research Inc., and often recommends ______ focus groups, which are more convenient for participants and enable a company to gather data from large and geographically diverse groups in a less intensive manner than traditional focus-group interviews.
online
Samson visits REI frequently because he likes the depth of its product selection. He also likes the friendliness of the staff and REI's environmental activism. Samson is influenced by ___________ motives.
patronage
Cindy prefers to shop at Target for most of her household needs even though the same products and brands are available at Kmart. She prefers the service, location, and friendliness of the employees at Target. Cindy's reasons that influence her decision to shop at Target are called
patronage motives
Eavin Singh makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Eavin notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Eavin viewed the dermatologist as competent, Eavin decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Eavin's decision?
physical surroundings
Aaron Mahnke is the host of Lore, which posts true life scary stories biweekly. Users love Lore because they enjoy listening to scary stories. Marketers like Lore because they can sponsor content and become affiliated with this popular show. Users can access Lore by going onto the site and accessing the audio content, or they can subscribe through iTunes and receive new content automatically. Lore is most likely a
podcast
Eloise reads through her e-mails containing advertisements for sweaters from H&M, purses from JCPenney, and athletic shoes from Foot Locker. Later while at the mall, she remembers only the shoe ad, thanks to the recent tear in her own Reeboks. Eloise has engaged in selective
retention
Marilyn went to Sam's Wholesale Club to shop for a party she was hosting on the weekend. She knew that she could buy larger quantities of food items than she normally did, and they would also be much less expensive. She checked everything off her list and proceeded to the checkout lines. Passing a display of fresh flowers, she thought, "Wouldn't those be nice for the party?" She selected one of the bouquets and placed it in her cart. Marilyn has most likely engaged in ______ when selecting the food for her party, and ____ when selecting the flowers.
routinized decision making; compulsive response behavior
While shopping at a local grocery store, Brandon sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as
routinized response behavior
Shortly after moving into their new home, Eliot and Catarina Park purchase and install smoke detectors and an alarm system. The Parks are concerned about fulfilling their need for
safety
Kathryn wants to open up a clothing store. The target market she selects will largely determine the type of product she sells. She has performed research and come up with three market segments that she thinks could be profitable: formal wear for special events, stylish but high-end clothes for consumers who use clothing as a status symbol, and casual clothing for those whose main concern is comfort. Kathryn has used sales estimates, competitive assessments, and cost estimates to determine the potential profitability of each segment. What is Kathryn's next step in the process?
select specific target markets
Renato is in the market for a new car. He believes that lately there have been more car ads than usual on TV. The need Renato has is most likely driving which of the following phenomena?
selective exposure
Alberto loves Chipotle Mexican Grill. He views it as being socially responsible and loves the food. The other day he read in the paper that several people got sick from E. coli from Chipotle Mexican Grill restaurants. The article also detailed safety measures Chipotle was instituting to prevent this from happening again. Alberto would expect nothing less from Chipotle. He feels confident that Chipotle will institute highly effective safety measures. This is most likely an example of
selective retention
George is a marketing research consultant and specializes in qualitative research. He's a member of the Qualitative Research Association and enjoys attending regional and national meetings where he can meet other consultants and participate in workshops to improve his skills. George always finds one to two new books to purchase from the trade show and truly enjoys the chance to expand his knowledge base through these learning opportunities. He knows that this new knowledge will improve his capabilities to deliver the type of consultation his clients might desire and will enable him to effectively compete for work. George's attendance at these national meetings and his book purchases are motivated by his need of ________ , one of Maslow's hierarchy of needs.
self-actualization
Selena Gomez is on a concert tour and has decided to hold a contest for tonight's event. The first 10 people to answer a riddle by calling a local phone number will receive free tickets to the show and backstage passes. Which social networking site would be the best for Selena Gomez to broadcast information about this contest?
