Quizes

From a marketing perspective, what separates __________ from the generation before them is that they are individualistic, value leisure time as a high priority, and are trying to maintain their youth. Baby Boomers Generation W Generation X Generation Y Generation Z

Baby Boomers

Viewers of the baseball World Series are likely to see ads for beer and cars, and viewers of the Academy Awards broadcast (the "Oscars") are likely to see ads for clothing and hair care products, due to cultural expectations. male domination in corporate boardrooms. demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers. marketers' perceptions that women don't like beer and men don't care about their hair.

demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers.

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are called __________. an evoked set determinant attributes short lists perceived risk factors

determinant attributes

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with Group of answer choices an evoked set. psychological needs. social concerns. evaluative criteria.

evaluative criteria.

Marketers particularly want their brands and products to be in consumers' __________ sets. universal retrieval evoked deterministic

evoked

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by looking through the internal records of a firm, often found on the company website. examining personal memories and knowledge. using the Internet to find what other consumers feel about a specific product or service. consulting close friends and families before expanding the search to a wider, external group.

examining personal memories and knowledge.

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 services to also offering goods. implementing a market segmentation strategy. capturing value through multiple pricing strategies. expanding from offering just goods to also offering services.

expanding from offering just goods to also offering services.

The many demands on consumers today have made it more difficult for marketers to grab consumers' attention. decide what to offer. deliver products just-in-time. differentiate between the needs of seniors and Baby Boomers.

grab consumers' attention.

ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of their products as environmentally friendly because they were made with all natural ingredients, even though ABC's plant was one of the worst polluters in town. The new term for this practice is deceptive advertising. greenwashing. environmental exploitation. virtual greening

greenwashing

Gender roles are a constant cultural norm. require firms to produce gender neutral advertising for 100 percent of their products. have been blurred in the past several years. are important, and gender boundaries should never be crossed.

have been blurred in the past several years.

As director of a small art gallery, one of Frederica's major concerns is the preferences of the people who buy her artists' work. Frederica recognizes that the center of her marketing efforts is profits. her target customers. artistic social responsibility. competing art galleries.

her target customers.

Henriette offers financial counseling and management on a fee-only basis. She has found that different customers are willing to pay different rates for her services. This shows that her pricing decisions should depend primarily on choosing an average price that she will charge all her clients. changes in technology allowing consumers to manage their own affairs. how different customers perceive the value of her services. changes in the economy.

how different customers perceive the value of her services.

When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that everyone is equal. income in the United States has become more unevenly distributed. everyone has been equally affected by the recession. there is increasing purchasing power among lower income groups.

income in the United States has become more unevenly distributed.

By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to influence social norms regarding sexuality. encourage consumers to participate in product redesign. stimulate supply chain management cooperation. increase the perceived value of their products.

increase the perceived value of their products.

The "Got Milk" advertising campaign, designed to increase consumption of milk, was intended to help market a(n) individual. firm. industry. organization.

industry

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. buyer initiator influencer user

influencer

Marketers must determine the price of a product carefully, based on potential buyers' beliefs about its value. the environment. the cost to manufacture the product. the economic outlook.

its value

Among the factors affecting the consumer decision-making process is/are __________, the way consumers spend their time and money to live. lifestyle conspicuous consumption the demonstration effect external validation

lifestyle

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 likely assess his competitors' strengths, weaknesses, and likely reaction to Yuri's promotional activities. demographics. just-in-time processes. satisfaction quotient as perceived by customers. ethical values.

likely reaction to Yuri's promotional activities.

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in higher prices than the market leader charges. increased competition. long-term relationships. strong connections among competing firms in the marketplace.

long-term relationships.

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in higher prices than the market leader charges. increased competition. long-term relationships. strong connections among competing firms in the marketplace.

long-term relationships.

Because Americans are working longer hours without increases in real, disposable income, and are utilizing an army of communication devices to keep up with the demands in their personal and work lives, retailers are increasing their budgets for traditional advertising outlets like television and radio. making their products available whenever and wherever consumers want them. outsourcing marketing communications to global production facilities. focusing only on those demographic cohorts that have time to relax.

making their products available whenever and wherever consumers want them.

The importance of supply chain management is often overlooked in the study of marketing because marketing has no responsibility for supply chain management. supply chain management doesn't add much value for customers. companies do not want customers to know anything about the supply chain. many of the activities take place behind the scenes.

many of the activities take place behind the scenes.

Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts. Retailers function as Group of answer choices market intermediaries. monopolists. regulators of consumer demand. wholesale specialists.

market intermediaries

Successful firms focus their efforts on satisfying customer needs that are easiest to satisfy. provide minimal core value. are important to all generational cohorts. competitors have tried and failed to satisfy. match their core competencies.

match their core competencies.

Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are decentralized. less focused on customer value creation. identical. more formal and structured.

more formal and structured.

Compared to consumers in the United States, Europeans are less ethnically diverse. a considerably older population. more green-consumer conscious. less sensitive to environmental concerns.

more green-consumer conscious.

A __________ is a need or want strong enough to cause the person to seek satisfaction. locus of control motive attitude perception

motive

The __________ situation usually involves more members of a buying center and involves more time to complete than the other buying situations. modified rebuy new buy adapted buy straight rebuy

new buy

Effective promotion enhances a product or service's supply chain management system. wholesaling capabilities. perceived value. design features.

perceived value.

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 attitudes. risk factors. perceptions. factual norms.

perceptions

Every year, before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is probably concerned with __________ risk. psychological financial performance social

performance

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT product. place. performance. promotion. price.

performance

Many teenagers, both male and female, have clothes they purchased in the past that they "would not be caught dead in" today. When they occasionally see those clothes hanging in the back of their closet, these teenagers probably feel cognitive bias. postpurchase cognitive dissonance. psychological risk. need recognition.

postpurchase cognitive dissonance.

Laura has a nearly new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling __________ needs. functional postpurchase safety psychological

psychological

Upscale men's and women's clothing stores like Nordstrom's, Neiman-Marcus, or Saks Fifth Avenue primarily appeal to consumers' __________ needs. functional postpurchase safety psychological

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. regional cultures inflationary expectations political affiliations purchase behavior

purchase behavior

Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company's latest product offering. The firms hope these "models" will serve as a(n) __________ and influence consumers. reference group risk avoider cultural determinant cognitive learning experiment

reference group

Many Hollywood movie stars were among the first to buy electric and hybrid vehicles. These stars often became __________, influencing other consumers' behavior. reference groups internal loci of control cultural icons cognitive parameters

reference groups

In New England foot-long sandwiches are called "grinders" while in many other parts of the country they are called "subs." This is an example of the impact of regional culture. country culture. generational factors. social trends.

regional culture.

Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different areas of the country. These politicians are appealing to differences in popular culture. regional culture. demographics. generational cohorts.

regional culture.

When Alisa decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Alisa's __________ set. universal retrieval evoked deterministic

retrieval

Many entrepreneurs are successful through marketing efforts designed to Group of answer choices mimic existing products on the market. satisfy unfilled needs. raise social consciousness. gain monopoly power.

satisfy unfilled needs

When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly's next step in the consumer decision process would be to identify her need. search for information. evaluate alternatives. purchase a new car.

search for information.

In the past, manufacturer's representatives did not have up-to-minute data about the products they were selling. Today, manufacturer's representatives are often provided online access to inventory data for the companies they represent. These online inventory systems allow companies to become more value-driven through sharing information across the organization. balancing customers' benefits and costs. evaluating strategic competitive partnerships. building relationships with government regulators of marketing institutions.

sharing information across the organization.

Darrell sells custom cabinets for upscale residential homes. Darrell hopes that satisfied customers will create word of mouth referrals for him. To make it more likely that his customers are satisfied, Darrell could do any of the following EXCEPT tell customers that he has the best quality cabinets available anywhere in the country. carefully demonstrate how to maintain the finish on his cabinets. provide a satisfaction guarantee policy. visit customers after they have moved into their homes.

tell customers that he has the best quality cabinets available anywhere in the country.

Peter wanted an unbiased source of information to help him decide what brand of appliances to buy for his new condominium. Peter would most likely search for information from the Sears catalog. the Consumer Reports website. the local Better Business Bureau. the website for Best Buy (an electronics retail chain).

the Consumer Reports website.

Xavier is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and a thorough knowledge of his brand messages. the ability to buy them. knowledge of competing products. the ability to negotiate discounts.

the ability to buy them.

Marketers involved in supply chain management are constantly balancing the goal of promotional effectiveness against ethical advertising standards. the problem of price maximization against cost efficiency. the goal of minimizing costs against satisfying the service levels customers expect. the desire to achieve against the need for a stable source of supply.

the goal of minimizing costs against satisfying the service levels customers expect.

Some discount stores put products in large bins and let consumers hunt and find bargains. The price these consumers pay includes only the actual price they pay at the register. the value of their time and energy. the excitement they experience in finding an item they desire. the savings to the store of not having to display the products neatly on shelves.

the value of their time and energy.

Marketers should not assume that they can target all Asian consumers in the United States with one strategy because they speak different languages and come from different cultures. Asians do not respond to marketing efforts. there are not enough Asians in the United States to effectively target. each major city tends to have only one group of Asians in large numbers.

they speak different languages and come from different cultures.

Marketing provides the critical function of __________ when companies expand globally. managing production efficiency understanding customers managing personnel forecasting economic growth

understanding customers

For specialty goods like Rolex watches or Ferrari automobiles, marketers often use __________ to influence consumers' purchase decisions. crowding in-store demonstrations well-trained salespeople promotions

well-trained salespeople

A __________ is a type of reseller, a business that buys from other businesses but does not significantly alter the form of the products it buys. manufacturer producer consumer wholesaler

wholesaler

When Val sees the RFP issued by one of his customers, he is concerned that they have changed their specifications since they placed a previous order with him. His company's products do not meet the new specifications. In this situation, being the current vendor will necessitate renegotiating price and delivery terms. allows for a straight rebuy. offsets a consensus buying center culture. will probably not be an advantage in getting the new order.

will probably not be an advantage in getting the new order.

Business-to-business marketing involves buying and selling goods or services by all of the following EXCEPT manufacturers. consumer. retailers. producers.

Consumer

Which of these is a macroenvironmental factor? Culture Corporate partners Competition Company All of these are macroenvironmental factors.

Culture

__________ attributes are product or service features that are important to buyers and that are used to differentiate among choices. Retrieval Financial Social Determinant

Determinant

Melanie is the director of human resources for a small manufacturing firm. She has a strong personal interest in technology, and is known throughout the firm as one of the first to hear about and use new kinds of communications technologies. If the firm decides to upgrade its network, Melanie will probably function in what role in the firm's buying center? Auctioneer Initiator Influencer Decider

Influencer

Budweiser is well known for using humor in its ads for Bud Light beer. Which of the various factors affecting the consumer decision process are humorous ads like the Bud Light ads most likely to be attempting to influence? Motives Attitudes Lifestyle Perceptions

Lifestyle

Brian is struggling with the choice of publishing his new book, How to Cook Polish Barbeque, as an e-book or a paperback. Brian is addressing which core marketing aspect? Developing a promotional plan Managing the exchange function of marketing Making product decisions Deciding where and how to sell the product

Making product decisions

Which of the following is a core aspect of marketing? Satisfying as many needs as possible Creating a product that everyone will want to buy Setting prices lower than all competitors Making product, place, promotion, and price decisions

Making product, place, promotion, and price decisions

Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on a compensatory decision rule. a noncompensatory decision rule. habitual decision making. social factors.

a noncompensatory decision rule.

By offering environmentally responsible products, green marketers undercut prices of non-environmentally responsible marketers. keep costs much lower than those of competitors. make consumers feel guilty for buying other products. add value that other products do not have.

add value that other products do not have.

Marketers have learned that culture influences __________ consumers buy. what how where when all of these

all of these

The factors in the immediate marketing environment include the actions of the company. company's competitors. company's corporate partners. all of these none of these

all of these

When evaluating competitors, marketers need to assess competitors' strengths. weaknesses. likely reaction to marketer's activities. all of these none of these

all of these

Identifiable elements of a country's culture include dress. symbols. ceremonies. language differences. all of these.

all of these.

The reality that marketers face consumers who are "time poor" is illustrated by the fact that kids and parents are busier than ever. consumers have many more choices about how to spend their limited leisure hours. consumers compensate for less leisure time by multitasking. consumers are working more hours and have fewer leisure time hours. all of these.

all of these.

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. an internal locus of control. a decision rule. an internal source.

an external source.

Marketers in the United States are paying increasing attention to ethnic groups because they represent a majority of the population in non-urban areas of the country. approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups. they are more susceptible to marketing messages. government subsidies assist marketers attempting to communicate value to these groups.

approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.

Negative attitudes are typically difficult for marketers to change because most consumers' attitudes depend on prices. consumers weigh performance risk against functional needs when assessing their attitudes. attitudes are learned and long lasting. attitudes shift consumers from limited to extended problem solving situations.

attitudes are learned and long lasting.

Alex decides to make a donation to the Autism Research Institute. Which component of Alex's attitude towawrd autism research does this represent? behavioral component affective component cognitive component affordable component

behavioral component

To become a more value-driven organization, Pokrah University is holding regular coffee-hour discussions with its students and is surveying its graduates regarding students' educational needs and desires. Pokrah University is becoming more value driven through sharing information across the organization. balancing its customers' benefits and costs. evaluating strategic competitive partnerships. building relationships with customers.

building relationships with customers.

The four Ps make up the marketing mix, which is the __________ set of activities that the firm uses to respond to the wants and needs of its target markets. unpredictable external internal controllable global

controllable

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its conversion rate. collection ratio. consumer index. customer total.

conversion rate.

The firms that work along with the focal firm to provide goods and services to consumers are viewed as cultural cohorts. corporate partners. cartels. cooperatives.

corporate partners.

Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups will create inflationary expectations. will disappear as ethnicity becomes a stronger cultural determinant. creates opportunities to provide value to each group. will vanish once the recession ends.

creates opportunities to provide value to each group.

To attract and maintain habitual purchasers, marketers spend considerable effort analyzing consumer data for postpurchase dissonance signals. creating strong brands and store loyalty. cultivating cultural decision making. reducing financial risk and increasing psychological payout.

creating strong brands and store loyalty.

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its reference group. family. culture. cognitive frame.

culture

Setting unrealistically high consumer expectation often leads to ritual reversion. customer dissatisfaction. postpurchase harmony. financial risk.

customer dissatisfaction.

Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do customers who mostly order kitchen tools. This is an example of C2C marketing. customer relationship management. a transactional marketing orientation. supply chain management.

customer relationship management.

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 C2C marketing. customer relationship management. a transactional marketing orientation. supply chain management.

customer relationship marketing

The __________ generational cohort is characterized by the question, "Why shop at Neiman Marcus when Kohl's and Target are just as good, cheaper, and more convenient?" Baby Boomers Generation W Generation X Generation Y Generation Z

Generation X

Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core. What social trend does this product respond to? Green marketing Time-poor society Cultural diversity Technological advances Regulatory issues

Green marketing

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in Duluth, Montpelier, and Augusta. smaller states. New York, Los Angeles, and Chicago. coastal resort areas.

New York, Los Angeles, and Chicago.

__________ refer(s) to the process by which consumers select, organize, and interpret information. Attitude Learning Perception Cultural norms

Perception

When a tee shirt manufacturer states, "We only sell it in black because that way we can buy plenty of black fabric and run our plant efficiently," their statement reflects the views that were popular in which era of the evolution of marketing? Production-oriented Sales-oriented Market-oriented Value-based marketing

Production-oriented

__________ is communication by a marketer that informs, persuades, or reminds potential customers about a product. Pricing Promotion Placement A relational orientation

Promotion

A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's Hierarchy of Needs? Safety Love Esteem Self-actualization

Safety

__________ factors, such as the purchase situation, often override or influence psychological and social issues influencing consumers' purchase decisions. Situational Extended habitual Postpurchase dissonance Interpersonal

Situational

The marketing goal of getting the "right quantities to the right locations, at the right time" is: communicating the value proposition. supply chain management. creating value. capturing value.

Supply chain management

UPS, FedEx, DHL, and other shipping companies support other firms' __________ marketing goals. supply chain management value communication value capture retail management

Supply chain management

When an office supply store offers self-check-out, extended hours at its stores, and online shopping with next day delivery, it is trying to address what type of concern? Time-poor society Greener consumption Health and wellness Privacy concerns

Time-poor society

Jonathan prefers shirts made with a 50-50 cotton blend, but he will sometimes buy shirts with less cotton if they are less expensive. Jonathan uses __________ to decide which shirts to buy. a compensatory decision rule a noncompensatory decision rule habitual decision making social factors

a compensatory decision rule

The basic difference between a good and a service is that a good provides intangible benefits. can be physically touched. is always less expensive than a corresponding service. generates greater interest among consumers.

can be physically touched.

When studying culture, the challenge for marketers is to determine whether culture can help to identify a particular group that might be interested in the marketer's products. is regional or subregional. reinforces stereotypes. is related to educational achievement.

can help to identify a particular group that might be interested in the marketer's products.

The three components of an attitude are cognitive, affective, and behavioral. connected, applicable, and bearable confident, achievable, and believable consistent, affordable, and particular

cognitive, affective, and behavioral.

A firm's macroenvironment includes all of the following EXCEPT competition. culture. demographics. economics. political/legal issues.

competition