Video Quizzes Marketing 350

GaGa's SherBetter is an example of a(n) _____.

convenience product

Jim King, the CEO of GaGa, realized that the brand name GaGa is more memorable than the product name SherBetter and changed the product's packaging to focus on the word GaGa. A brand name is defined as _____.

the part of a brand that can be spoken, including letters, words, and numbers

Chapter 10

Gaga's SherBetter

The Food Network ran a promotion for its show, The Great Food Truck Race, where viewers were asked to go to the Facebook page and nominate or vote for their favorite local food truck. This event was a great success and generated a lot of buzz. Which of the following is used to evaluate advertising effectiveness before a campaign begins?

A consumer Jury

GaGa is a firm with limited product lines, so it is more likely to expand its product line aggressively. Who among the following is likely to act in a similar manner?

A firm with a high market share

Apart from a grand opening, Frank Pepe also opts for other marketing strategies such as:

Advertising on billboards

In thinking about Mike Boyle Strength & Conditioning's target markets, which of the following segmentation variables is the company most likely using?

Age and benefit expectations

Chapter 8

Alibaba

Frank Pepe retains its standard and quality throughout its restaurants by:

All of these

Frank Pepe follows a unique strategy in which it gives away free pizzas a week prior to the opening of one of its restaurants. What advantages does this provide Frank Pepe's?

All of these answer choices

Chapter 7

Apple pay

Alibaba is based in China. Of which of the following is China a member?

Asia-Pacific Economic Cooperation

The Sephora store manager says that Sephora strives to provide an environment that is fun, energetic, and exciting. This illustrates

Atmospherics

The ad sales marketing team at Scripps Networks Interactive develops ideas for sellers who in turn sell the ideas in the market to advertisers. In this way, the team creates an advertising platform for advertisers. Which of the following best defines an advertising platform?

Basic issues or selling points to be included in an advertising campaign

Apple and Samsung have waged a lengthy battle over ownership of specific technological innovations in the smart phone market. They are _____.

Brand competitors

Frank Pepe's strategy of offering free pizzas for a week can be termed as:

Buzz Marketing

Which of the following pricing bases does Warby Parker seem to be using?

Competition-based pricing

Which market is Mike Boyle Strength & Conditioning operating in?

Consumer market

Retailers that choose to adopt Apple Pay's digital payment service are likely to use which of the following methods of business buying?

Description

What type of targeting is strategy is Boyle's Strength & Conditioning likely using?

Differentiated

Celia's impact on early intervention success could be determined through:

Experimental research

For most people, the purchase of a Ford automobile would employ which type of consumer decision making?

Extended decision making

Chapter 6

Ford innovation

Chapter 15

Frank Pepe's Pizzeria Napoletana

In 2003, James King planned to use his grandmother's recipe of lemon sherbet as the basis of his first product. His product can be classified as a(n) _____.

Good

By favorably emphasizing its benefits, GaGa positions SherBetter as a product that is in-between an ice cream and a sherbet, but better than a sherbet. Such a strategy is typically carried out during the _____ stage of the product life cycle.

Growth

The Nederlander Organization promotes a lot of concerts throughout the United States. Which of the following statements best defines a sales promotion?

It is an activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it.

If Huy Fong were to introduce a new milder version of its renowned Sriracha hot chili sauce to satisfy customers who think the current product is too spicy and the original product is kept in the product mix, this would represent a _______.

Line extension

In the video, the VP of retail marketing indicates that which of the following is everything in reaching the target market where they are shopping?

Location

When Helena Fogarty is discussing the importance of creating a look book & the time frame in which that needs to be completed, which component of the marketing plan is she refereeing to?

Maketing Implementation

Mike Boyle Strength & Conditioning has two locations. Before opening additional locations, Mike Boyle may want to consider the ________, or number of potential customers within a unit of land area.

Market density

Which of the following is most likely Warby Parker's pricing objective?

Market share

Mi ola swimwear may occasionally make changes to their corporate or business unit strategies. Identify the item below that would indicate a change to the corporate strategy....

Offering a line of surf boards.

The interviewee says that Apple and Samsung "are the only two companies that are really selling smart phones at this point." One can infer from this that Apple and Samsung are operating under which of the following competitive structures?

Oligopoly

Conducting a SWOT analysis is helpful determining a companies capabilities and resource relative to the industry. If Helena Fogarty were to conduct a SWOT analysis for Mi Ola & discover that the national scholastic surfing association (NSSA) was looking for an official swimwear sponsor, she would put that under which category of a SWOT analysis.....

Opportunity

If mio ola swimwear wanted to allocate a portion of its marketing budget for the following year to either sponsoring a local surfing competition for a second year or the placement of more magazine advertisements, which strategic performance evaluation element would be the most helpful?

Marketing cost analysis

MIT's AgeLab is a form of:

Marketing research

Sensors installed in the home to record movement is considered a:

Mechanical Observation Method

If Lexus sponsors Restaurant Impossible, Scripps Network Interactive can integrate Lexus into the show and have Restaurant Impossible's host Robert Irvine get in the Lexus car and drive it. This clip can then be streamed on the Internet packaged as a Lexus advertisement. This is an example of product placement, which forms part of the _____ of Lexus's advertising campaign.

Media Plan

Scripps Networks Interactive uses a number of means such as mobile marketing, social media, and websites to advertise its partners' products. This forms part of the _____ of the advertisers.

Media Plan

Chapter 2

Mi ola swim wear

Chapter 5

Mike boyle's strength and conditioning

Sephora sells cosmetics and beauty products in stores and through Sephora.com. This illustrates

Multichannel Retailing

Chapter 17

Nederlander Organization

When Warby Parker began selling eyeglasses online, they were priced significantly lower than traditional "brick & mortar" eyeglass stores, and still are today. Which of the following pricing strategies did the company initially use when introducing its eyewear?

Penetration pricing

Most of Warby Parker's eyeglass frames are priced at $95, including sunglasses frames, while wire-frame eyeglass frames are priced at $145. Which of the following strategies does this best describe?

Price lining

Apple and Samsung both have engaged in lawsuits to resolve disputes regarding ownership of specific technological innovations. Lawsuits represent what kind of approach to responding to environmental forces?

Proactive

In its earliest days, Huy Fong's Sriracha was known as just another Asian sauce, but today it is marketed and recognized as a unique sauce to add flavor to any culinary creation. The decisions and activities intended to create and maintain this concept of the firm's product, relative to competitive brands, in customers' minds is known as _____.

Product Positioning

Huy Fong uses peppers that are ground within six hours of being picked to ensure their freshness, and David Tran, creator of the sauce, says, "We do the fresh one, the best one, the cheapest one." He clearly believes these attributes make his product stand out in a crowded market. Which of the following terms is used to describe the process of creating and designing products so customers perceive them as different from competing products?

Product differentiation

Frank Pepe's Pizzeria conducts a "good neighbor night" at its restaurants, where it donates 15% of its proceeds to a charity. What part of the promotion mix would this activity be categorized under?

Public relations

OSHU's approach to placing sensors in homes could be a:

Quota Sample

Fat tires 20 year life would indicate their success at....

Relationship marketing.

Apple Pay is marketed at both consumers and retailers who choose to accept it for payment. Retailers represent which type of business market?

Reseller markets

Chapter 16

Scripps Networks Interactive

Taza appears to use which type of distribution?

Selective

Chapter 14

Sephora

Frank Pepe promoted its new branch to existing customers by:

Sharing the information on its pizza boxes

According to Sheryl Connelly, Ford's global consumer trends manager, millennial buyers are less interested in cars as a status symbol than previous generations. This best relates to which of the following influences on consumer buying behavior?

Social

According to Rob Siefker, the CEO of Zappos, Tony Hsieh, does not like the term social media. Tony tried to ensure that the employees at Zappos don't use the term, but the term is ubiquitous. Which of the following statements is true of social media?

Social media is more consumer-driven than traditional media.

Zappos uses social networking sites such as Twitter to connect to its customers on a more personal level. Which of the following statements is true of social networking sites?

Social networking sites offer ways for marketers to promote their companies.

According to the video, China had little Internet access prior to 1999 and most Chinese consumers purchased products face to face from small local vendors. Alibaba had to overcome centuries of tradition of face-to-face transactions in order to get Chinese consumers to learn to trust the idea of buying online. To which of the following environmental factors does this best relate?

Sociocultural

Chapter 11

Sriracha

According to the video, the people that work at Belgium brewing would be considered...

Stake holders.

It is mostly the women between 25 and 54 years of age who watch the lifestyle channels owned by Scripps Networks Interactive, and the advertisements run on these channels are essentially aimed at them. These women are the company's _____.

Target Audience

Chapter 13

Taza Chocolate

Both Apple and Samsung were found to have infringed on each other's patents to protect their inventions and were forced to pay fines. Patents, which protect the first company to develop an innovation, best relate to which of the forces discussed in the text?

Technological

The rapid growth of Alibaba required consumers to trust in and adopt the new e-commerce site once the infrastructure and products to do so became available. This best relates to which of the following environmental forces?

Technological

The Food Network ran a promotion for its show, The Great Food Truck Race. This event was a great success and generated a lot of buzz. The fans, businesses, and the show were all involved in generating buzz and the advertising campaign had a large reach. In advertising, reach refers to _____.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period

Belgiums Brewing creation of different beers represent....

The product variable of the marketing mix.

Susie Fogelson, the head of marketing for Food Network and Cooking Channel, mentions that metrics are easy to get from social media, and one can see the return on investment almost immediately. Which of the following steps of the advertising campaign is Susie discussing?

The stage of evaluating advertising effectiveness

Sephora "cast members" are given extensive Science of Sephora training to ensure they know every product and how each product can help customers. By providing services and assisting customers in making product selections, retailers like Sephora add

Value

Chapter 12

Warby Parker

Chapter 9

Zappos

When GaGa introduced the toasted coconut flavor of SherBetter, it expanded its product line. A product line is defined as _____.

a group of closely related product items viewed as a unit because of marketing, technical, or end-use considerations

The video says only a handful of companies make eyeglasses and they mark them up 10 or 20 or more times. Markup pricing is best defined as deriving a price by ____.

adding a predetermined percentage of the cost to the cost of the product

If the lawsuit against Huy Fong were to result in the company changing the recipe for its Sriracha hot chili sauce in such a way that it smells less strongly, this would be an example of _____.

aesthetic modification

Chapter 4

age lab

According to Sheryl Connelly, Ford's global consumer trends manager, millennial buyers want lifestyle accessories on their vehicles. In the context of consumer buying decisions, lifestyle refers to _____.

an individual's pattern of living expressed through activities, interests, and opinions

Chapter 3

apple vs samsung

GaGa promotes its products mainly through sampling and demos at different stores and events. Its sales increases astronomically on days it conducts these demos, and the company later witnesses residual sales when customers come back to buy its products again. This attitude of its customers represents ______.

brand loyalty

When large corporations like McDonald's evaluate digital payment systems for potential use and purchase, the buying decision process will usually be made by _____.

buying centers

Based on the video, how should Sephora be classified?

category Killer

When Jim King says that GaGa's products include seven pint flavors and six novelty bar flavors, he is referring to the _____.

depth of product mix

Zappos uses social media as a communications tool in such a way that it is available to people wherever they are. This is an example of _____.

digital marketing

Zappos has no rules for employees regarding tweeting. Instead of creating policies, it relies on core values. Twitter as a social media platform can be used to _____.

enhance customer service

Zappos has a Facebook page where people can interact. The company's customer loyalty team monitors the Facebook page for service as well as fun interactions. Organizations use Facebook primarily to _____.

give special incentives to customers

China's total output of goods and services for a given period, including sales through Alibaba, comprise its

gross domestic product.

A product attribute that must be considered by Taza in choosing a marketing channel is:

how quickly chocolate melts.

Taza is:

in the upstream of the supply chain.

Taza provides form utility by:

making the product.

Chapter 1

new Belgium Brewing

When a retailer initially chooses to make Apple Pay available for its customers, it will use which of the following types of business purchases?

new-task purchase

Findings reported from the movements of Agnus were most likely from using:

observation methods

Angus is a means of collecting:

primary data

The raspberry flavor of GaGa's SherBetter represents a _____.

product item

Taza is a retailer by virtue of its:

providing its products online.

Kohl's sponsors the TV program, Worst Cooks in America, on the Food Network. Program sponsorship is a _____.

public relations tool

Zappos has a Facebook page through which the company interacts with its customers and tries to engage them in conversation. The company uses social media to create a real connection with customers and describes itself as a human company. This exemplifies how social networking sites are useful for _____.

relationship marketing

Due to the high risk of financial loss of future purchasing power, for most people, automobiles have _____.

situational involvement

Taza manufactures more in the third quarter to prevent:

stockouts in the fourth quarter.