Ch 10

The following are true about social media marketing except

Although small companies find the management of media marketing initiatives overwhelming, this is not the case for large companies.

_____ is not a social influence on buying behavior.

Education

Starbucks has a number of effective social media campaigns including:

Free coffee on Tax Day

During a holiday season, there was a buying frenzy surrounding a fuzzy red doll named _____ after Rosie O'Donnell mentioned the product on TV

Tickle Me Elmo

You manufacture covers for barbeque grills at a cost of $5 each and make a profit of $2 per cover. The barbeque grill covers are sold to consumers by a national outdoor furniture retailer for $18, and you know the selling price includes a markup of $9 each. What is true about this situation?

You sold the covers through a distributor

A good example of _____ is the process whereby cars are built on moving assembly lines made of skillets large enough to hold workers who move along with the cars while they're being assembled.

automation

The presence of an intermediary substantially reduces the number of ____ faced by both consumers and businesses.

contacts

When you make your first purchase on Amazon.com, you've enlisted a lifelong acquisitions advisor-someone who will constantly suggest other things that you might like to buy. Amazon.com is applying the concept of _____.

customer-relationship management

In the _____ stage of the product life cycle, price competition becomes more intense and profits harder to come by.

decline

The dairy industry still uses cow's milk as the base for its varied products. Over time, however, competition from other types of milk has forced changes in the traditional American taste for milk, ice cream, cheese, cottage cheese, yogurt, frozen yogurt, and sherbet. Currently, for example, soy milk and other related items are making inroads in this traditional market. Buttermilk, for which today's younger market has a strong distaste, is in the _____ stage of the product life cycle.

decline

Technology is a factor in the _____ marketing environment of most companies.

external

If you're a high school student who's attending college fairs and talking with your guidance counselor about colleges, you can be said to be in the _____ stage of the consumer buying process.

information search

Over time, your company hopes to develop brand ____ among customers who prefer or even insist upon its product.

loyalty

The dairy industry still uses cow's milk as the base for its varied products. Over time, however, competition from other types of milk has forced changes in the traditional American taste for milk, ice cream, cheese, cottage cheese, yogurt, frozen yogurt, and sherbet. Currently, for example, soy milk and other related items are making inroads in this traditional market. In this scenario, the product life cycle actually has _____.

much relevance

Using _____ pricing, a company initially charges a low price, both to discourage competition and to grab a sizeable share of the market.

penetration

All of the following are psychological influences except _____.

reference groups

Roger Levin owns and manages Forever Yours Jewelers in a Midwestern city. Sales clerks are especially trained in meeting customer needs, and the Levin family itself is committed to promoting the image of the store and its products and services. Levin buys frequent spots on a local radio station, and holds monthly giveaway contests to give away $200 items of the winner's choice. Founded by Levin's grandfather, the family-owned business has been around for 65 years and enjoys an enviable reputation in the community. Recently, an article appeared in the local newspaper revealing Levin's contributions to local charities. Monthly contests constitute a _____ strategy.

sales promotions

When a travel agency wanted to predict sales for a new travel adventure they wanted to start marketing, they looked at sales figures and customer feedback on similar types of vacation packages they had offered in the past. This is an example of _____.

secondary data gathering