mar 3023 exam 1 practice exams

This morning Heather woke up right when her alarm went off and went to the bathroom to brush her teeth, change into her work clothes, and put some make-up on. As she was leaving, she saw that dirty dishes were piling up in her kitchen, and decided that when she got home from work she would need to wash them. She had a long, very busy day at work and ended up getting home later than she expected. Heather had plans to go out to dinner with friends, but she was too tired, so she told them that she would have to reschedule. Heather ate a Hot Pocket and went straight to bed (without washing the dishes). Identify the types of time use that Heather engaged 1. personal 2. commited 3. free 4. contracted

1 & 4 only

Summer is very particular when purchasing personal care products. She especially lovesto buy skin-care lotions that prevent wrinkles, and she enjoys personalized shampoos designed for her specific hair type and scent preferences. Summer is exhibiting which of the following cultural values? I. YouthfulnessII. Time-orientation III. MaterialismIV. Future-orientation V. Individualism

I & V only

Liza is talking to her mom during dinner about how much she would like to get a new prom dress. She recently found some decent options on a few online shopping sites such as Tobiand Lulus. The next day, Liza starts to see ads for prom dresses in her social media newsfeed as well as in her Google searches. Which marketing concept accounts for these ads?

artificial intelligence (AI)

Afternoon is a restaurant in Gainesville that is known for its delicious brunch menu. Unlike some other bigger restaurants in town, this small business prepares their meals with local products that they get from Alachua farmers. In exchange for the chicken eggs from "Happy Farm", Afternoon gives the farmer free meals at Afternoon. Such trade between the two businesses is knows as what?

barter

BOGO (buy one get one free) deals, such as those offered by retailers like Publix, respond to the cultural value known as

value consciousness

Annie is a recent college graduate earning a yearly salary of $50,000 (after taxes). Her rent costs her $16,000 for the year. She also pays about $9,600 in car payments, maintenance, and gasoline; spends $7,800 on food; and buys $6,000 worth of other basic necessities such as clothes. How much disposable income does Annie have?

$50,000

Annie works as an attorney at Waserstein Law Offices. Her gross pay for the year is $57,000. She pays $7,000 in taxes. Her annual rent expense is $8,000 and she spends about $6,000 on food and $15,000 on other necessities such as clothing and transportation. She decides that she is going to take a trip to Las Vegas that will cost her about $8,000. What is Annie's Disposable Income?

$50,000

In Gainesville, a survey was taken and it was found that 62% of households owned cats. The national average for households owning cats is 41%. What is the index for households in Gainesville owning cats?

151

Good Burger is a famous burger franchise. Business moguls Kel Mitchell and Kenan Thompson share the role as CEO after starting out as fry cooks in the 90's. They decide to measure market share in 2019 to see how the company is performing. What is Good Burger's market share? good burger 57 mil, mcburgertown 12 mil, krusty krab 101 mil, bobs burgers 36 mil, top dog 9 mil, all others 127 mil

16.7%

Rachel is researching the U.S. surfing market for a surfboard manufacturer. The following information represents the percentage of households in certain cities that have gone surfing. Calculate the index for those who have been surfing for Miami, FL. Ohio 7 %, miami 60%, maui 80%, new york 20%, entire us 30%

200

Jessica just started a new job at a mattress store in Gainesville. After working for two weeks, she received her paycheck in the mail. Jessica opened up the paycheck and saw at the top that she had earned $389. Jessica then looked at the bottom of the check and found that after taxes were taken out, she only received $201. When Jessica got home, she remembered that she had rent of $89 due and needed to buy groceries for about $30. What was Jessica's disposable income?

201

In California's Silicon Valley, everything is high tech. The Chipotle in Santa Clara has a robotic burrito folder. Chipotle management is facing the decision to upgrade from the El Foldo I to the El Foldo II robot, so they have their artificial intelligence robot conduct a value analysis. What are the cost savings (or losses) over a six-year period of choosing El Foldo II over El Foldo I? 1: price 4000 cost 1500 lifetime 2 years 2: price 6000 cost 1000 lifetime 3 years

3000

The total industry sales for candy companies in the U.S. in 2015 was $100 million, composed of: Sweets Inc. 52 mil, Chocolate Co. 27 mil, Caramel Confections 15 mil, Olde Licorice 2 mil, All Others 4 mil. If Chocolate Co. were to merge with Caramel Confections, what percent market share would the new, combined company have?

42%

The American avocado industry had $900 million in sales during 2017. What was Wholly Guacamole's market share? fressure 103 mil, suavo 84 mil, chiquita 68 mil, wholly guac 45 mil, bohemian 23 mil, all others 577 mill

5%

Which of the following is an example of a multiple products, multiple market segments strategy?

Betty Crocker carries one line of cake mixes for people with conventional ovens and another line of cake mixes for people with microwave ovens.

The Florida Gators have a trademarked logo that is recognized all over the world. (The Gator Nation is everywhere!) Last year a youth league football team, the Tallahassee Geckos, was using a logo exactly like UF's Gator head logo, except their colors were garnet and gold. Which act were the Geckos violating?

Lanham Act

Claudia, the owner of a beauty supply store called Fabulous Faces, wants to gather internal secondary data regarding the number of consumers who purchase red nail polish versus blue nail polish. Which of the following options is appropriate?

The company's marketing department accessing customer sales records for the past 6 months.

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked in the survey?

Why do you wear that particular fashion style?

A bidder's list refers to

a list of firms believed to be qualified to supply a given item

When Home Depot entered the Quebec market in Canada, 2 percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided in advance that if at least 50 percent of a 600-person sample were aware of the Home Depot brand, it would continue its present advertising program. In this example, 50% is

a measure of success

During an afternoon out with his grandma, Zach was talking about how households are a lot different now than they were when his grandma was younger. Which of the following examples is the most common today?

a single individual living alone

Which of the following is the best example of an organizational buyer?

a store owner buying hand-woven tablecloths to sell in her store

Shocktop aired a new commercial during the SuperBowl that cost them over $5 million dollars. In order to ensure that this ad would

ad pretesting

Electronic cigarettes or "vapes" have become a big trend in today's youth. Recently, many states have passed legislation to raise the minimum age of purchasing tobacco. The goal of the new laws is to lower nicotine consumption and health risks for the teenagers who are purchasing these products. In response to this law, Juul (the leading brand of e-cigs) has introduced a nicotine-free e-cig. Juul is attempting to ______________ the legal environment.

adapt to

Publix conducted a blind taste of their brand of cola versus Coca-Cola. After conducting the test in different stores across the Southeast, they discovered that people cannot taste the difference. Publix decided to run an advertisement that highlights that their taste is equal to Coca-Cola's. What approach to positioning is Publix taking?

against another brand

Self-regulation refers to

an alternative to government control where an industry attempts to police itself

A test market for a new Kellogg's cereal is an example of

an experiment

Marketers recognize that people have an actual self-concept and __________.

an ideal self-concept

An international company that wants indisputable proof that its suppliers maintain a high level of quality management would ask its suppliers to

apply for an ISO 9000 certification

A brand community is a specialized form of the ________ reference group.

associative

Known for its cold brew, Pascal's is a coffee shop located in midtown Gainesville. Unlike Starbucks or Dunkin Donuts, Pascal's makes their coffee fresh every morning with coffee beans from a specialty bean supplier. In exchange for the coffee beans, Pascal's gives the supplier unlimited coffee drinks throughout the year. Such a trade between the two companies is known as what?

barter

Which of the following is NOT one of the methods used for segmenting organizational (business) markets?

behavioral: purchasing agent lifestyle

Utilitarianism is a personal moral philosophy that

believes in "the greatest good for the greatest number"

Barriers to entry refer to

business practices or conditions that make it difficult for new firms to enter the market.

The marketing of goods and services to companies, governments, or not-for-profit organizations for use in the creation of goods and services that they can produce and market to others is referred to as

business to business marketing

When Ann Taylor, a well-known retailer of sophisticated women's clothing, started losing sales to its own LOFT stores that feature moderately priced casual clothes, Ann Taylor was dealing with the marketing phenomenon known as

cannibalization

In California, many sustainability initiatives are underway including banning plastic bags and reducing carbon emissions. One program allows companies to buy and sell pollution credits. For example, if a car manufacturer cannot cut back on enough emissions to stay under their permitted amount, then they have to purchase more credits or trade with another company in order to keep producing. The program that puts a limit on a company's carbon emissions is called:

cap and trade

Procter & Gamble (P&G) started the Children's Safe Drinking Water Program initiative in 2004. P&G advertises they will donate one penny for every purchase of a P&G product to the program. The company has been recognized for the various non-profit organizations and sustainable initiatives that it supports. Some customers even admit choosing to buy these products over their competitors' due to their corporate social responsibility. Which strategy did Procter & Gamble implement?

cause marketing

The legal concept of "let the buyer beware," which was pervasive in the American business culture before the 1960s, is referred to as

caveat emptor

Growing interest in hybrid vehicles reflects the new consumer focus related to sustainability and the environment. This interest is an example of

changing values

Nick's Kicks, an athletic shoe company, is working to strengthen their relationships amongst the members of their micro-environment. Currently, their marketing team is analyzing the distributors of their products, ensuring that these businesses are financially strong and that they are targeting the correct consumer market segments for Nick's Kicks. What sector of the micro-environment is Nick 's Kicks marketing team currently analyzing?

channels

Santa's Cocoa Co. is doing an experiment on the taste of its hot chocolate. The company will give 100 consumers three different types of the hot chocolate that vary in the richness of the cocoa powder. They will control for amount of milk going into each sample. Consumers will then rate the cocoa on its flavor after testing each type. In this experiment by Santa's Cocoa Co., what is the independent variable, and what is the dependent variable?

cocoa powder, flavor ratings

The Consumer Bill of Rights refers to a statement that

codified the ethics of exchange between buyers and sellers, including the rights to safety, to be informed, to choose, and to be heard.

You have just purchased a Samsung Galaxy S tablet device. As you head home from the store, you brood about whether your choice was right or whether you should have bought an Apple iPad 2 that you saw advertised on TV. This is an example of

cognitive dissonance

Head-to-head positioning requires a product to

compete with competitors on similar product attributes in the same market

The _____ codified the ethics of exchange between buyers and sellers, including the rights to safety, to be informed, to choose, and to be heard.

consumer bill of rights

Nicole gives her young daughter Kelli an allowance of $5 a week. Sometimes, Nicole takes Kelli shopping. But if Kelli wants something that costs more than she has saved, Nicole reminds her she needs to keep saving. When Kelli is finally able to purchase a special, more expensive item, she is allowed to pay for it herself, including bringing the product to the sales clerk to complete the purchase. In this way, Nicole encourages the development of Kelli's

consumer socialization

Stephanie is a strong supporter of consumer watchdog groups and is against big business. She believes that advertising and excessive consumption damage the quality of life. Stephanie exemplifies which "grassroots" movement?

consumerism

Anna feels the need to get good grades. She sees an email from her marketing professor reminding her that an exam is coming up. This email prompts Anna to study, and she consequently receives a good grade. From the perspective of behavioral learning theory, the email from Anna's professor would be called a:

cue

A researcher at the University of Florida shows a series of 10 video advertisements, including an ad for Gatorade, to a group of 20 students. After playing the ads, the researcher poses the question, "Which sports drink brand did you see advertised?" This memory question is an example of:

cued recall

In a survey being conducted for Gator Pops cereal, participants are asked "Which brands of breakfast cereal do you recall seeing the last time you were at the grocery store?" Which measure of consumer memory is being used in this question?

cued recall

Jonathan works for Ford and knows about their new ad on YouTube for their Ford Focus. Jonathan and his friends watch The Bachelor through YouTube TV, and he noticed that the Ford Focus ad was shown. At the end of the tear-filled episode, Jonathan asks his friends, "Did you see any brands of compact cars advertised during that episode?" Which measure of consumer memory did Jonathan utilize?

cued recall

Many consumers buy soft drinks and potato chips together when they shop at a grocery, convenience, or mass merchandiser store. However, when querying its marketing information system (MIS), one convenience store discovered that when consumers came inside and bought a sandwich, many also purchased toothpaste. This information was obtained from checkout scanner data from its stores nationwide. This convenience store used __________ to extract this "hidden" information from its MIS to find the statistical link between the two product categories.

data mining

The extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions is referred to as

data mining

The money a consumer has left after paying taxes to use for other expenditures, including necessities such as food, shelter, clothing, and transportation is referred to as

disposable income

Kathy used to love microwave popcorn until she realized she hated cleaning the bowl after eating it all. She then discovered Orville pop-up bowls. Kathy loves how after microwaving the popcorn, it is already in an easy-to-use disposable bowl - and she doesn't have to do any dishes! What type of utility discussed in lecture does the Orville pop-up bowl possess?

form

A market-product grid is a

framework used to relate the market segments of potential buyers to products offered or potential marketing actions by an organization.

Beth is part owner of a chain of auto repair shops. Her company was considering adding tire sales in some of its facilities, and several people were slated to meet to discuss the idea. Beth gathered information about possible distributors. Her son had been laid off from a job with one of them, so she removed that company from the group she was preparing to present to the others. Here, Beth was acting in what role in the buying center?

gatekeeper

One approach to positioning a product is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

head to head

A basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

increase sales and profitability

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

increase sales and profits

Two important advantages of secondary data are that they are

inexpensive or free and save time

The societal marketing concept

is the view that an organization should satisfy the needs of consumers in a way that provides for society's well-being

A marketing research question asked the following: Please rate the extent to which you agree that Diet Coke tastes refreshing: Strongly agree Agree Don't know Disagree Strongly disagree This would be classified as what type of question, according to the textbook?

likert scaled

Sherrie sold about $800 worth of produce last weekend at a farmer's market, but it was sunny and warm both days. This Saturday and Sunday are both supposed to be rainy, so she thinks fewer people will attend. She estimates she'll only sell about three-fourths of her total from last time, or $600. Sherrie's sales forecast is an example of a(n)

lost horse forecast

Dan is creating a new app for smartphones. Dan's set of potential consumers, meaning the people with both the desire and ability to buy that specific app, are his:

market

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.

market product grid

Two key types of synergies are

marketing and product synergies

For the past year, Chipotle has purchased paper bags for their "to go" orders from American Paper Company. When American Paper Company met with the Chipotle executives about the upcoming year's business, they pitched a new version of their bag that is cheaper, stronger, and made from 99% renewable resources. After deliberating about the upgrade, Chipotle decided to purchase the new bag from American Paper Company for next year. This is an example of

modified re-buy

Ethics are defined as:

moral principles and values that govern the actions and decisions of an individual or group.

Cooper is part of a special team at his company, RooCorp Athletics, that goes out to competitors' shops, buys their products, and analyzes the shopping process to compare it to what their company does. This is an example of _____________.

mystery shopping

Budweiser was trying to decide on a commercial to run during this year's Super Bowl.They created a commercial that featured a cute puppy. Before they made their final decision, they wanted to do ad pretesting to make sure the commercial would be successful. They conducted an FMRI test to see how people reacted to the cute puppy. This is an example of what type of market research?

neuromarketing

Which of these statements is not true about online buying in organizational markets?

online buying often increases marketing costs, such as advertising costs

To be a Walmart supplier, a firm must be able to deliver its products to its distribution centers within a 15-minute window. If the driver arrives before or after the scheduled window, the supplier will be turned away and fined. Walmart's insistence on choosing a supplier based upon its ability to provide on-time delivery is an example of a(n)

organizational buying criteria

Nielsen collects most of its national television ratings using what method?

people meters

When studying marketing as a business discipline, the concept of a "market" is fundamental. How is "market" defined?

people with both the desire and ability to buy a specific offering

Last year, Allie's Gators, a local pet store, advertised that they would donate 15% of every customer's purchase to the Susan G. Komen Foundation during the month of October for Breast Cancer Awareness month. However, an employee discovered that the amount Allie donated to the Foundation was actually only 5% of purchase revenues. This situation is considered:

pink washing

Andrea walked into Lululemon to purchase workout clothes to help her try to fulfill her New Year's resolution. Immediately when she walked in she noticed the ambiance of the store. It was filled with inspirational photos and quotes about running and yoga, and all of the employees looked athletic and in great shape. She felt inspired to work out harder than ever. What form of utility is Andrea experiencing?

place

Beloved southern grocery store Publix has received a great deal of praise in the past years. Its success can be traced back to its spotless aisles, stellar employee treatment, and outstanding customer care. Only at Publix can you get a delicious chicken tender Pubsub and then be walked to your car by a friendly employee. These features that make Publix stand out among grocery stores are examples of:

points of difference

Amanda plans to go for a run after her classes are over. As she is lacing up her running shoes, she notices that one of the shoe's seams is unraveling and she thinks it is about time for a new pair. In which stage of the consumer purchase decision process is Amanda at that moment?

problem recognition

Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach. Today, you can buy Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue), and A lka-Seltzer Heartburn Relief. Each Alka-Seltzer product has a unique formulation to relieve a specific malady that makes it more specialized than competing products. The maker of Alka-Seltzer is using a ________ strategy.

product differentiation

Another name for the analysis of consumer lifestyles is

psychographics

An industrial buying practice in which two organizations agree to purchase each other's products and services is referred to as

reciprocity

the city of Palatka, Florida, is looking to develop new businesses in the area. Mayor Romero has asked the city council staff to research future population trends to see what types of business would be most beneficial to the city in the next 10-15 years. According to the population trends discussed in class, which type of businesses are likely to be in highest demand?

retirement homes

In an e-marketplace, an online auction in which a buyer communicates a need for a product or service and would-be suppliers are invited to bid in competition with each other is referred to as a

reverse auction

In 1962, President John F. Kennedy outlined a Consumer Bill of Rights that codified the ethics of exchange between buyers and sellers. Which of the following is one of the primary principles?

right to be informed

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is referred to as the

sales forecast

Samsung has released a new Galaxy smartphone that allows its user to see three-dimensional holograms instead of viewing the traditional flat screen. Unfortunately, Apple has a new phone with the same technology. Samsung is advertising its phone heavily to capture market share before Apple can. What type of business orientation is Samsung using?

sales orientation

Facts and figures that have already been recorded before the project at hand are referred to as

secondary data

A general rule of thumb among marketing researchers is to use __________ first and then collect __________.

secondary data; primary data

Annie works in the marketing department of a new company that sells customized yoga mat towels made from recycled materials. She is trying to decide which magazines to buy ad space in. She wants to reach a very specific target audience of hipster yogis who will appreciate the beauty in her designs and will care enough about the planet that they are willing to buy things that are recycled. The magazines she decides to put her advertisement in are called Yogi World, Namaste News, and Relax & Stretch. This is an example of what?

selective targeting

Giana has been going to Publix to buy groceries for the past several weeks. She has made repeat purchases on items such as jelly beans, Cheetos, Oreos, and Kit Kats. (After every workout, Giana likes to reward herself with one of those items.) Yesterday, Giana received an email from Publix containing coupons to use on candy and chips. This type of segmentation strategy was likely based on ___________.

selective targeting

Alexa isn't normally one to gamble, but she ends up going to Las Vegas for her friend's birthday. Once she gets into her hotel, which is also a casino, she is greeted with free food and drinks as well as being surrounded by bright lights and exciting sounds. Alexa can't help but to play one game of blackjack, which turns into many more. Which influence on the consumer decision process was displayed?

situational

The textbook discusses how Carmex uses conversation velocity, share of voice, and sentiment as three ways of measuring success in what domain?

social media

Factors influencing personal moral philosophy and ethical behavior include ________, business culture and industry practices, and corporate culture and expectations.

societal culture and norms

According to the textbook, there is a population shift underway in the U.S. Towards which states is the U.S. population shifting?

southern and western

Rachel was shopping online when she came upon a website that offered a $5 gift card toward her clothing order if she completed a survey for Dunkin Donuts. The survey contained questions related to her opinions on the quality ofDunkin's pastries. One question in the survey asked her to rate her experience with their bagels, particularly the amount of cream cheese. The results of this study are considered to be _____data.

subjective and product class specific

Chick-fil-A is considering adding an "Under 400 Calorie" section to their regular menu to appeal to more health conscious consumers. However, they are unsure if this new menu update will be successful or not. They decide to update the menus in their Chick-fil-A locations in Bostonand Phoenix and monitor sales for six months before deciding whether to introduce the new menu nationwide. Chick-fil-A engaging in:

test marketing

A customer value proposition is

the cluster of benefits that an organization promises customers to satisfy their needs

Value consciousness refers to

the concern for obtaining the best quality, features, and performance of a product or service for a given price

Consumerism refers to

the grassroots movement started in the 1960s to increase the influence, power, and rights of consumers in dealing with institutions.

A consideration set refers to

the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.

Stacey is talking with her mom about current trends in technology and how technology differed when her mom was younger. What is NOT true about the current technological environment?

the majority of people are watching one of the four major TV networks at any given time

the Internet of Things (IoT) refers to

the network of products with connectivity enabled electronics

Marketing research refers to

the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

The recognition of the need for organizations to improve the state of people, the planet, and profit simultaneously if they are to achieve sustainable, long-term growth is referred to as

the triple bottom line

Nicole is talking with her family while enjoying dinner at an upscale restaurant. Her dad mentions that he is remodeling their home, and her mom is excited about shopping for a new car. Additionally, her brother excitedly says that he's going to take the leap and open his own business. Based on this exchange, which of the following is most likely true of Nicole's family?

they are high in consumer confidence

Joe comes from a family of window washers. In the past, Joe's family used to have ample spending power. Today, however, Joe finds it increasingly difficult to make ends meet. On the other hand, Michael, a successful CEO, recently has enjoyed a large increase in his spending power. What trend do Joe and Michael's situations illustrate?

trend in income inequality

Practices that include filing warranty claims after the claim period, misredeeming coupons, and making fraudulent returns of merchandise are examples of

unethical practices by consumers

The market segmentation strategy known as frequency marketing focuses on

usage rate

An opinion leader is an individual

who exerts direct or indirect social influence over others.

Christina is obsessed with her physical appearance. She goes to a Pilates class daily to maintain her muscular physique, has frequent Botox injections, and regularly dresses as if she is 25 years younger than her actual age (which is 50). Christina is exhibiting the cultural value of:

youthfulness

A customer value proposition is defined as:

the cluster of benefits that an organization promises customers to satisfy their needs

The concept that consists of the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors, is referred to as

the family life cycle

Imagine that Staley's Dairy wanted to make their milk look whiter in ads, so they used glue in the ads instead of milk (because glue looks whiter). Which agency listed below is concerned with deceptive advertising and unfair business practices and can issue a legally binding cease-and-desist order to force Staley's to stop?

the federal trade commission

Stark Industries created an advertisement for their new product, Super Spyware glasses. In the commercial, Tony Stark claimed that these glasses would not only allow the user to scan their surroundings with Smart lenses, but that it would also improve your eyesight to 20/20 vision. Two months after launching the product, Stark Industries received many complaints that the glasses did not improve anyone's eyesight (proven by multiple trips to the optometrist). Weeks later, Tony received a letter in the mail telling him to correct their claims for this product or face a large fine. What act or regulatory agency was responsible for this order for Mr. Stark to change his commercial?

the federal trade commission

Customer experience refers to

the internal response that customers have to all aspects of an organization and its offerings

Relationship marketing refers to

the linking of the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.

A market-product grid is a framework to relate

the market segments of potential buyers to products offered or potential marketing actions by an organization

Business marketing refers to

the marketing of goods and services to companies, governments, or not-for-profit organizations for use in the creation of goods and services that they can produce and market to others.

Business-to-business marketing refers to

the marketing of products and services to companies, governments, or not-for-profit organizations for use in the creation of products that they can produce and market to others.

The Internet of Things (IoT) refers to

the network of products with connectivity-enabled electronics.

The term "ultimate consumers" refers to:

the people who use the products and services purchased for a household

Customer relationship management refers to

the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so buyers will choose them in the marketplace.

Triple-bottom line refers to

the recognition of the need for organizations to improve the state of people, the planet, and profit simultaneously if they are to achieve sustainable, long-term growth

Sally's Shampoos is testing a new line of shampoos to determine which one leaves the hair most manageable. In order to do so, they have five test shampoos formulated with five different types of oil. Each is tried by 10 different women in a salon setting. Afterward, each of the women combs out her hair and rates how manageable it is on a 1-10 scale. The results of the experiment show that the shampoo containing Moroccan oil has the highest manageability rating. Which of the following is the experimental independent variable in this experiment?

the type of oil

In 1962, President John F. Kennedy outlined a Consumer Bill of Rights that codified the ethics of exchange between buyers and sellers. These were the right: (1) to safety; (2) __________; (3) to choose; and (4) to be heard.

to be informed

Which of the following conditions are necessary for marketing to occur?

two or more parties with unsatisfied needs, a desire and an ability to satisfy them, a way to communicate, and something to exchange

The tech company Apple sells a variety of computers. For example, they offer small MacBook Airs at a lower price but with less memory, as well as more expensive MacBook Pros that are bigger and have more memory. The tradeoff a consumer makes between the amount of memory and price is an example of:

value

Antonella works in a marketing agency conducting research and collecting relevant data for the company. Her boss assigns her a new project that requires her to determine the percentages of households in selected Florida cities that have a TV with Netflix installed. The overall U.S. percentage of Netflix homes is 12.3%. So far she has obtained information from four cities: Naples 5.6%, Gainesville 4.7%, West Palm 10.9%, and St. Augustine 8.5%. Which city has the highest index value and what is it?

west palm, 89

Albert and Alberta Gator like to go out for a family dinner about once a week. Their son, Albert, Jr., just saw an advertisement for Satchel's on TV. He really wants to try their new bulldog-flavored pizza, so he begs his parents to take him there for their weekly dinner. After days of listening to Albert, Jr., nag, Albert and Alberta eventually give in and take their son to Satchel's. What role(s) did Albert, Jr. play in the decision-making unit? 1. information gatherer 2. influencer 3. decision maker 4. purchaser 5. user

1,2 & 5 only

Ben is doing research on how many households in Florida have attended a professional sporting event. The following information represents the percentage of households in certain cities that have attended a professional sporting event. Calculate the index for attendance of a professional sporting event for Orlando. WPB 9.4%, Orlando 11.2%, Miami 14%, Tampa 10.9%, US 8%

140

Jimmy John's, excited to continue making freaky fast sandwiches, sends out a survey to past customers asking, "On a scale of 0-10, how likely are you to refer us to a friend?" Based on the following information, what is Jimmy John's Net Promoter Score? scale value: 0 1 2 3 4 5 6 7 8 9 10 number of responses: 5 1 8 12 7 6 4 19 9 28 38

16.8%

Nordstrom is considering opening a new store in Gainesville and is conducting research to try to ascertain if it is likely to be successful. They look at the U.S. census data and determine the percentage of Gainesville residents that make more than $100,000 a year, which is the prime demographic for an upscale department store. They also decide to interview employees from other Nordstrom locations in smaller cities and ask them what they think customers want in an upscale department store. Which kinds of data is Nordstrom relying on? 1. internal secondary 2. external secondary 3. internal primary 4. external primary

2 & 3 only

The data below shows the 2013 sales for selected ready-to-eat (RTE) cereals: lucky charms 37mil, oh's 18mil, frosted flakes 82 mil, honey bunches of oats 93 mil, cheerios 54 mil, all others 118 mil what is the market share for honey bunches of oats?

23.1%

Dick Mondell's Burgers and Fries recently opened in Gainesville. It sells several different types of burgers, including a plant-based alternative to beef, and milkshakes made with homemadeice cream. On the day it opened, customers were given a survey that asked, "On a scale of 0 to 10, how likely would you be to recommend Dick Mondell's Burgers and Fries to a friend?" Based on the following responses from 260 customers, what is Dick Mondell's Burgers and Fries' Net Promoter Score? score 0 1 2 3 4 5 6 7 8 9 10 number 4 10 6 5 7 16 9 39 42 65 57

25%

Bridgey owns a textile manufacturer that sells fabric directly to dozens of clothing manufacturers in her region. Bridgey buys the cotton necessary to produce her fabric from Bianca, Blinky, Boris and Beulah, who are local cotton farmers. Bridgey's company provides hundreds of jobs to the surrounding community, and the local economy depends on the viability of her business. Which of the following components of Bridgey's "Micro-Environment" are present in this scenario? I. Stakeholders II. Suppliers III. Customers IV. Competitors

I,II, & III only

Lifestyle refers to

a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them

Megan was in charge of planning spring break for her friends. After rating each location and attribute importance on a 1-10 scale, it was time for Megan to make a decision. According to the multi-attribute model, where should Megan and her friends go for spring break? key west: cost 8 hotel 9 excursions 7 flight 8 colorado: cost 7 hotel 8 excursions 9 flight 7 london: cost 4 hotel 9 excursions 10 flight 10 importance: cost 8 hotel 7 excursions 9 flight 2

colorado

Victoria is an intern at GatorTech Marketing and has been assigned to spend a large portion of her time in Library West observing students' use of technology. Over the course of several months, she noticed that numerous students brought their own power strips with multiple outlets, due to the limited number of electrical outlets in the library. Other students shared laptops with each other because not everyone at the table could charge their devices at once. Victoria is conducting what type of marketing research?

consumer ethnography

Patty is obsessed with the Disney movie, Frozen. She has a laptop case, phone case, coffee mug, and even a comforter featuring the characters from the film. Unfortunately, all of her best friends have these items, too, so Patty doesn't stand out in the crowd. One day, Patty stumbles upon a website that will Photoshop your face onto a life-sized cardboard cutout of your favorite Frozen character. She immediately orders one so she can be only one of her friends with this unique piece of Frozen memorabilia. By ordering the cardboard cutout, Patty is exhibiting what core cultural value?

individualism

College students at UF love to eat at What-A-Burger, but there isn't one on campus. After many complaints, a What-A-Burger food truck now serves tasty hamburgers at Turlington Plaza every afternoon, where many students can indulge their craving conveniently. What type of utility is being created when What-A-Burger parks its food truck on campus?

place

When Mylie looked in her closet and said, "I don't have anything to wear to the party this weekend," she was in which stage of the consumer purchase decision process?

problem recognition

Eric has season tickets to Atlanta Braves games. He is not usually one to eat unhealthy foods. When he goes to the games, however, he sees the players on the field, hears the fans cheering, and smells hot dogs, burgers, pretzels, and popcorn. He cannot resist and orders something from the concession stands. This describes what influence on consumer decision making?

situational

. __________ is/are revolutionizing not only the way people connect with each other but also the way firms conduct market research to achieve insights into their customers.

social media

Your 21st birthday is coming up, and your parents have told you that they will pay for any weekend vacation you want to take! You have narrowed it down to three choices. According to the Multi-Attribute Model, which vacation are you most likely to choose? (All numerical entries are on 1-10 scales like the ones shown in lecture.) cancun: weather 8 scenery 7 activities 5 ease 5 vegas: weather 3 scenery 6 activities 9 ease 6 ski: weather 4 scenery 8 activities 5 ease 7 importance: weather 6 scenery 8 activities 9 ease 3

vegas

Melanie and her roommates are deciding on their spring break plans. One of her roommates, Amy, suggests they go on a cruise to Cozumel since she had gone there before with her family and has done some research on some great deals they can get. The other roommates like the idea, but Melanie insists on making the final decision. Melanie chooses Cozumel and asks Amy to book their cruise tickets. Everyone will reimburse Amy later. They all enjoy the cruise. What role(s) did Amy play in the decision-making unit? 1. Information Gather 2. Decision Maker 3. Purchaser 4. User 5. Influencer

1, 3, 4 & 5 only

Consumer behavior refers to

the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions

Alex is looking at purchasing a new refrigerator for his office kitchen. He has two brands in mind and is trying to determine which is the better value over an 18 year period. How much does Alex save by choosing the refrigerator with the lower lifecycle cost (over 18 years)? brand 1: price 2000 cost 150 lifetime 9 years brand 2: price 3000 cost 200 lifetime 18 years

100

Orange Theory is a gym that prides itself on its ability to help people lose weight and build muscle. Recently Orange Theory asked their customers fill out a survey that asked, "On a scale of 0 to 10, how likely are you to recommend Orange Theory to a friend?" Based on the following responses, what is Orange Theory's Net Promoter Score? score: 0 1 2 3 4 5 6 7 8 9 10 number: 68 32 24 10 19 20 23 48 113 126 197

19%

Vivian makes a living as a freelance photographer. Yesterday, she spent 6 hours on assignment from National Geographic photographing Moroccan architecture. When she returned to her hostel, for 2 hours she did laundry and packed her bags for departure the next morning. Exhausted, Vivian napped from 5 to 8.30 pm before she met her friends at a jazz bar where she spent 2.5 hours. How many hours of personal time did Vivian have in this scenario?

3.5 hours

Bob's Backyard Burgers wanted to increase the number of people who come to dine at their restaurant, so they created a survey to see if their customers would recommend their burgers to their friends and family. The customers were given a survey with their meal that asked, "On a scale of 0 to 10, how likely would you be to recommend Bob's Backyard Burgers to a friend?" After a week they were able to get 100 customers to answer, and they recorded the following results. What is Bob's Net Promoter Score? score 0 1 2 3 4 5 6 7 8 9 10 number 4 2 4 6 5 7 2 5 5 25 35

30%

Wanda Savemoney, the IT specialist at Buymore Insurance, is buying new computers for the office. She's done extensive research and has compared the pros and cons for the two options: Macs and Dells. The MAC has a friendly user interface, making it convenient and easy to use. Dells, on the other hand, are much cheaper than Macs. The table below gives the costs associated with the two computers. Use value analysis to find the life cycle cost of both brands over an eight-year period. What is the cost difference and which computer should Wanda buy? mac: price 1500 cost 125 lifetime 8 years dell: price 800 cost 150 lifetime 4 years

300, mac

As the season began, Gator Gymnastics wanted to gather information about the fan experience through a survey. The survey asked, "On a scale of 1 to 10, how likely is it that you would recommend attending a Gator Gymnastics meet to your friends or family?" Out of the total 3500 responses, 250 said 0 - 2, 100 said 3-5, 100 said 6, 1350 said 7 or 8, and 1700 said 9 or 10. What is the Net Promoter Score for Gator Gymnastics?

35.7%

The industry sales for backpack companies in the U.S. in 2018 are listed: Jansport 80 mil, North Face 73 mil, High Sierra 36 mil, Herschel 23 mil, All Other 38 mil If North Face and Herschel were to merge, what percent market share would the new, combined company have?

38%

General Electric has developed new top of the line washing machines that have low operating costs due to energy saving technology. They also have a lifetime that is five times longer than normal washing machines. What would the 15-year cost savings (per washing machine) be for Hilton Hotels if they bought the new GE washers instead of standard washers? standard: price 500 cost 300 lifetime 3 years GE: price 750 cost 150 lifetime 15 years

4000

The 80/20 rule suggests that

80 percent of a firm's sales are obtained from 20 percent of its customers

Katie is the president of her sorority while pursuing a double major and two minors. This semester, she is taking 20 credits in order to graduate on time. She also is a Cicerone and works part-time at Starbucks. She feels like there are not enough hours in the day to get everything done. Katie's situation exhibits what macro lifestyle trend?

99 lives

Which of the following statements best describes the activities of a whistle-blower?

An employee tells the Consumer Product Safety Commission his company falsified safety reports on a child's car seat.

Apple decides to release a new phone, "iPhone M", and appoints a team to conduct extensive online media advertising and direct marketing. It also decides to package the phone in a sleek silver box and sell the new iPhone exclusively in select Apple stores. It is not available for purchase on their website. Which elements of the marketing mix did Apple consider in this scenario? I. Product II. Promotion III. PlaceIV. Price

I, II, & III only

The Salty Dog Saloon in Gainesville is preparing for Valentine's Day because many college singles are known to drink away their sorrows on this holiday. The manager purchases additional alcohol from a local distributor. He knows that other local bars are planning to have cheap specials, so Salty Dog offers a two-for-one special on all beers. Which of the following components of Salty Dog's Micro-Environment are present in this scenario? I. Channels II. Customers III. Suppliers IV. Competitors

II, III, and IV only

Travis invented a great-tasting peanut butter and banana cereal and wants everyone to love it. On the cereal box are messages such as "Contains heart healthy whole grains!", "Scientifically proven to increase energy and mood!" and "The meal of true champions." Travis is using which of the following positioning approaches? I. Specific Use II. Product Benefit III. Against Product Category IV. Product Feature V. User Category

II, IV, and V only

Rachel's Ravishing Tea, a new local brew-your-own-tea establishment in Gainesville, is looking to get college students to adopt healthy teas as an energy drink alternative to coffee. In the store, various stations are set up that allow customers to mix the flavors of their choice and create their own flavored tea at a low price. Which of the following targeting strategies is Rachel using? I. Discounting II. Multisegment III. Mass Customization IV. Concentration V. Mass Marketing

III and IV only

Jesse walks into Target looking for Fruit Loops. Instead, he accidently grabs Fruity Hoops because the packaging is virtually identical. According to the discussion in lecture, Jesse was confused due to the two products' similar __________. This type of situation is regulated under the _________.

Trade Dress, Lanham Act

Perceived risk is

the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences

Noah has loved the Patriots since he was a little kid. He has every piece of merchandise you can imagine and a signed football from his favorite quarterback Dom Grady. For his birthday, his dad surprised him with tickets to the Super Bowl. Not only did Noah get to go, but the Patriots won the game! Noah was beyond excited and knows this will be a game he remembers forever. Noah attending the Super Bowl is an example of

a peak experience

A marketing program refers to

a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.

The VALS framework is an example of

a psychographic system

A supply partnership refers to

a relationship that exists when a buyer and its supplier adopt mutually beneficial objectives, policies, and procedures for the purpose of lowering the cost of or increasing the value of products and services delivered to the ultimate consumer.

Consumers' awareness of plastic waste in the United States has risen tremendously. As a result, the company Un-litter has eliminated all plastic in its packaging and sells only biodegradable straws and cups. By keeping up with environmental concerns and recognizing that customers are now more mindful about plastic waste, Un-litter has been _____ the environment.

adapting to

With the rise in consumers' awareness of all the added sugar in foods in the United States, the company Organic Opportunity has eliminated all added sugar in its products and sells only locally grown products. By keeping up with health concerns and recognizing what health conscious customers want, Organic Opportunity has been _____ the environment.

adapting to

A consumer journey map is a visual representation of

all of the touch points for a consumer who comes into contact with a company's products, services, or brands before, during, and after a purchase.

According to the text, competition refers to

alternative firms that could provide a product to satisfy a specific market's needs.

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card. Here, ExxonMobil is using which segmentation variable?

behavioral

Chadwick lives by the motto "carpe punctum," where instead of seizing the day he seizes the moment. He makes the most out of his time in college, is extremely involved in his fraternity, and spends every night at the club White Buffalo. Some days he even goes to class. Which macro lifestyle trend best describes Chadwick?

being alive

The best-known self-regulatory group is the ________, which is a voluntary alliance of companies whose goal is to help maintain fair practices.

better business bureau

The concept in organizational buying that corresponds most closely to a consumer's consideration set in the consumer purchase decision process is the

bidders list

Meg recently graduated from FSU. She quickly learned that recruiters only want to hire UF graduates, so she had to move back with her family because she could not find a job. She now sits at home applying to fast food restaurants. Meg's situation best describes which of the following trends in household composition?

boomerang kid

Santi is a recent college graduate ready to get his career started. He has accepted a job offer in his home city of Tampa. He excitedly tells his parents that he will be moving back home for "an indefinite amount of time". Santi is not the only recent college graduate moving back home. He is an example of which trend?

boomerang kids

Ethical exchanges between sellers and buyers should result in

both parties to the exchange being better off after a transaction

Christy Marinara, a nursing student at UF, loves to go grocery shopping at TraderJoe's. One day, she decided to go to Trader Joe's to buy some snacks for her late-night study session. Before she went into the store, she told herself that she absolutely would not buy anything other than snacks. However, Trader Joe's was running some great specials, and Christy eventually bought smoked salmon and angus beef patties in addition to jerky plantain chips. What decision-making concept does Christy's impulse purchase reflect?

bounded rationality

Many University of Florida students, fans, and others view themselves as part of "Gator Nation," the name of the ________ given to supporters of the University of Florida's educational and athletic programs.

brand community

Grape is the most sophisticated and admired high-technology company. Owning one of their products is a status symbol; everyone wants to be seen holding a Gphone. Since Grape is so popular, they try expanding into selling actual grapes. Grape believed customers would go crazy for their Grape grapes. It turns out Grape was wrong. Their new product failed miserably. Grape forgot to consider _____________ when deciding to market Grape grapes?

compatibility

Marsha is conducting research for her store Pac Moon, which sells incense, crystals, candles, and related items for meditation. Marsha hires some anthropologists to live with several of her customers for a few months in order to understand their lifestyles and how Pac Moon's products fit into them. What type of research is Marsha conducting?

consumer ethnography

The cluster of benefits that an organization promises customers to satisfy their needs is referred to as a(n) _____.

customer value proposition

It is winter in Chicago and record low temperatures are expected in the coming weeks. Uggs has predicted an influx of customers looking for stylish but warm boots for the winter. In preparation for producing these extra pairs of boots, Uggs ordered an extra shipment of faux fur from Furs R Us to make sure that they had enough materials. What accounts for the sales of faux fur in this scenario?

derived demand

Mo' Chicken is a restaurant specializing in chicken dishes. Management is currently thinking about opening a new restaurant in North Central Florida. After conducting some research,Mo' Chicken saw that the city of Gainesville was the largest segment, so they didn't even bother to consider other factors or other locations. Now other restaurant chains are also moving into Gainesville, creating intense competition. What happened to Mo' Chicken?

majority fallacy

Jenny's Cars manufactures many products that are sold to different mechanic shops in the area. One of their most successful products has been Jenny's Super Car Battery, which has been known to last longer than the average car battery. Mechanics always buy car batteries from Jenny's Cars to install into the cars of their customers. However, lately people have been more conscious of the effect that car emissions have on the environment. As a result, people have been selling their personal cars and opting for walking or biking instead. Now that mechanics aren't replacing batteries as often, Jenny's Cars has seen decreased sales too. What feature of organization buyers is illustrated here?

derived demand

Spruceland Millworks in Canada makes wooden pallets for transporting and storing new appliances such as stoves, freezers, and refrigerators. The demand for Spruceland pallets would be classified as

derived demand, which is tied to the sales of appliances

Matthew, head of Downton Company, decided that his company is not doing enough for the people who live in the towns where his manufacturing plants are located. Matthew is passionate about childhood education. He decides that the company will donate some money (exact amount not yet determined) to the schools in those towns. Matthew's decision to donate to the schools represents which step in the social audit?

determination of priorities

Joe's Deli and Dave's Deli often find themselves competing with each other because they serve similar food at similar prices. Dave's Deli decides to try a different strategy and introduces a new low-fat menu. Dave's hopes that this low-fat menu will be a success because it will not compete directly with Joe's Deli. (Joe's doesn't have a similar low-fat option.) With this new menu, Dave's Deli is adopting which kind of positioning?

differentiation positioning

Patrick works at a top law firm. The contract he signed stated that he earns $5,000 bi-weekly. When Patrick sees his first paycheck, it is for $4,000 after taxes. After all his other bills are paid, Patrick still has $1,000 left to himself. The amount that he sees on his paycheck ($4,000) is which type of consumer income?

disposable income

Hannah is very excited for her date with Carson. She wants to buy a new dress for the occasion and finds one she likes at three different stores. Her ratings of the three dresses are shown in the chart. Based on the chart, from which store will Hannah most likely purchase? alfreds: price 9 comfort 3 style 5 dress hut: price 3 comfort 5 style 8 abbeys: price 6 comfort 5 style 4 importance: price 6 comfort 8 style 7

dress hut

Michael Smolensky is CEO of Lifeway Foods, Inc., based in Skokie, IL. The company sells kefir, a cultured milk product popular in Smolensky's native Russia. Recently, Smolensky, who had developed his own secret recipe, got a call from his supplier, saying, "Michael, someone is trying to steal your secrets." Smolensky discovered later that a rival had called to ask the supplier for certain ingredients by their secret codes, known only to Smolensky and the supplier. The rival had picked them out of Lifeway's refuse. This is an example of

economic espionage

Whistle-blowers refer to

employees who report unethical or illegal actions of their employers

The trade of things of value between buyer and seller so that each is better off after the trade is referred to as __________.

exchange

Lexi wants to find the perfect gift for her older sister's college graduation. She started looking for the gift last month and expects to spend another couple of weeks to find a gift her sister will use and like. Lexi is engaging in

extended problem solving

Becky is a social media influencer who promotes a line of organic skin products, including facial scrubs and masks. On each of her posts, she discloses whether it is a sponsored promotion, as required by which of the following?

federal trade commission

Jenna prefers yogurt in a drinkable package instead of in packaging that requires a spoon to eat it. What type of utility does the drinkable package provide?

form

Marie has had a very busy day. She had to go to work at the campus gym, and after that she needed to go home and do her laundry and vacuum her room. Then she decided to take a break to shower and change out of her work clothes. She spent the rest of the night studying for her Marketing exam the next day. Which one of the four types of time did Marie not exhibit?

free time

John works in the marketing department at Coca-Cola. Coke just introduced a new line of natural juices in response to growing health concerns in the U.S. He is working on segmenting the market to determine which customers are most likely to buy this new product. He is focusing primarily on consumer lifestyles, measuring the activities, interests, and opinions of consumers. Which of the four categories of measurement is John using?

general/subjective

Gabby is looking to buy a new smartphone. After her friend Melissa cracked her iPhone for the eighth time, Gabby decided it might be best to investigate a few different options before making her purchase. According to the Multi-Attribute model, which smartphone would Gabby choose? iphone: price 3 durability 8 appearance 8 google: price 6 durability 7 appearance 6 galaxy: price 4 durability 6 appearance 7 importance: price 8 durability 5 appearance 7

google pixel 2xl

A brewery in the state of Florida just announced new biodegradable rings to hold their six packs. These new rings degrade quickly, greatly reducing the risk of killing fish, like traditional plastic ones do. The brewery's action is an example of:

green marketing

Recently plagued with complaints about not being environmentally friendly enough, Frack printer company completely revamps its production process to use less energy and reduce its carbon footprint by 20%. The company then launches an advertising campaign to get the word out about its commitment to sustainability and its 20% carbon footprint reduction. Frack's actions can be described as:

green marketing

A market-product grid is a framework to relate the ________ to products offered or potential marketing actions by an organization.

market segments of potential buyers

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

market segments of potential buyers

Tree Huggers is a company that has led the movement in creating environmentally friendly substitutes for plastic. For example, they sell bamboo utensils to fast-food restaurants.Recently, Tree Huggers released an alternative to Ziploc bags that is made out of fabric and bee's wax. These bags are reusable and decompose rapidly. However, these bags require three times the amount of energy to manufacture. Tree Huggers has marketed these bags as being environmentally superior, while hiding the fact that the bags are increasing the company's overall carbon footprint. This can be described as:

greenwashing

Tide noticed about 56% of their sales were coming from only 15% of customers who are brand loyal and do their laundry frequently. What the term is used to describe this situation?

heavy half

William Wrigley founded Wrigley Chewing Gum with only two different flavors. Customers could buy either Juicy Fruit or Spearmint. Over the years, not only have new brands emerged in the gum industry, but also a vast variety of flavors. Now there is bubble gum and sugar-free gum. There is even gum that can help people quit smoking. This evolution of gum shows that, over time, markets evolve toward greater:

heterogeneity

Kelsey's Kupcakes sells all types of cupcakes and creates special ones for holidays.Valentine's Day is just around the corner and Kelsey's has released a new product for thespecial day. Roman is a romantic and wants to impress his partner and make her feel special.He saw Kelsey's Kupcakes ad and went to their store. He bought a red velvet cupcake in the shape of a heart. The store offered to write his partner's name on the cupcake in strawberry icing. By offering this extra service, what cultural value is Kelsey's Kupcake appealing to?

individualism

When Erica was deciding what to order at a new chicken restaurant, she asked her roommate Judy for some advice. Judy said, "You have to get the nuggets; I have read about their nutritional value, and they taste amazing." Although Judy did not make the actual choice of what Erica selected as her meal, she played which role(s) in the decision making unit for Erica's meal?

influencer and information gatherer only

Steph wanted to find a new movie to watch, as she no longer understood the latest pop-culture references. Steph asked her friends what they had seen recently and looked at what the critics were saying on the Rotten Tomatoes website. After researching several movies, bought a ticket to see A Star is Born. When Steph asked her friends what movies they had seen, which part of the decision-making process was she engaged in?

information search

There are five stages in the consumer purchase decision process. The second stage is

information search

Maurice Jones has a $17 budget to purchase a new platform-style videogame at Game Start. Before making a purchase, Maurice reflects on the attributes of his favorite platform-style game (which he already owns), Hogan's Castle. Which aspect of the decision-making process is Maurice exhibiting?

internal information search

Scarlett has an iPhone that reminds her to go to the grocery store on Sundays. She has an app on her phone that populates a list of her most frequent grocery purchases. Scarlett owns an Amazon Alexa that reminds her to lock the house door before she leaves. She drives a car that displays a map to the nearest Whole Foods. Scarlett also wears the newest tech watch that tracks her steps around the grocery store and calories burned while walking. This scenario illustrates which of the following?

internet of things

3M has over 80 percent of its worldwide manufacturing and service facilities that are ISO 9000 certified. This certification gives 3M confidence that

its suppliers' manufacturing systems and products are of consistent quality as well

It's the weekend before the first MAR3023 exam and your study group has to decide which coffee shop in town to meet up at. Shown below are the average ratings and importance weights (both on 1-10 scales) for the group. According to the Multi-Attribute Model, which restaurant is your group most likely to agree on? karma: inexpensive 4 quality 6 noise level 7 proximity 4 opus coffee: inexpensive 6 quality 5 noise level 5 proximity 3 wyatts: inexpensive 4 quality 8 noise level 3 proximity 7 importance: inexpensive 3 quality 7 noise level 9 proximity 6

karma cream

Orange Company has just introduced a cell phone called the ePhone. The ePhone is a smartphone with a large screen, one home button, and it comes in black, white, and gold. The phone looks extremely similar to an iPhone. Orange Company could be in trouble because of what regulation?

lanham act

GatorBank has a special program for recent college graduates: a loan with low interest rates so these former students can pay off their debt and have money to start their career. However, every time a customer goes into the bank to fill out the necessary paperwork, the loan officer rushes them through the process, and doesn't give them enough time to read the fine print before signing. The small print is the only place in the document that informs customers of the total cost of the loan over its lifetime. This situation would be considered:

legal but unethical

Figure 8-8 above depicts what type of statistical forecasting (the portion of the graph labeled "A" is the forecast)?

linear trend extrapolation

Apple has a new app for the iPhone called iSpy. This app will allow you to obtain access to your friends' text messages in order to see what they are saying to others, and to find out what they are saying about you. It is easy to connect to your friends' messages by entering their phone number into the app. The government is not allowing Apple to implement this software because it is considered an invasion of privacy. Top executives at Apple have been working tirelessly to try to persuade government regulators that this app is not an invasion of privacy. The activity that Apply executives are participating in is called:

lobbying

Mark recently majored in Golf and Sports Turf Management and minored in Business at UF. After graduating, Mark does some research and discovers that Naples, FL, has the highest ratio of golfers per capita anywhere in the United States. He decides this is too attractive of a market segment to pass up and decides to move to Naples to open his own golf course. After a few months, the Mark realizes that he is not gaining as many members as he originally forecast. He does a little more research and discovers that there are 15 other golf courses in the immediate vicinity. What is the most likely explanation for the Mark's lack of members?

majority fallacy

The University of Florida has developed and promoted a new app that allows students to sign up for different fitness classes and activities at the on-campus gyms and recreational areas. It has been rolled out to all UF students. The administration is anxious to see if the app is actually used by students and will increase the number of students who sign up for classes. UF decides to monitor the use of the app on a daily basis. UF is engaging in:

market tracking

As discussed in the textbook, marketers can usually control _____ factors, but they usually cannot control _____ factors.

marketing mix, environmental

Karen's Creamy Ice Cream has been around since 1945. They started off as a small company with only 5 flavors, and most of their customers bought either chocolate or vanilla. Now, the company has expanded to over 100 different flavors to fit their customers' desires, with flavors from banana hazelnut to dragon fruit. This is due to which of the following features observed in markets?

markets become more heterogeneous over time

A new skincare company, Curology, asks consumers a series of in-depth questions to create an acne cream tailored to each person's unique skin type. What targeting strategy is Curology utilizing?

mass customization

Restaurants like Chipotle and Moe's offer customers similar products (taco, bowl, burrito, etc.) with the ability to add ingredients (guacamole, queso, etc.) to fit each customer's taste preferences. What type of targeting strategy is this an example of?

mass customization

Wholes, Rolls & Bowls is one of the most popular restaurants in Orlando. This is largely because it lets consumers choose to "build their own" sandwich (i.e., "whole"), wrap (i.e., "roll") or salad (i.e., "bowl"). A customer chooses two meats, three vegetables, noodles or rice, and one dressing. By giving customers an option to design their own dishes, Wholes, Rolls & Bowls is using the targeting strategy known as:

mass customization

Monolith computer company markets its computers as being "well-suited for everyone." The company doesn't believe in tailoring a computer based on a customer's specifications, but instead produces computers on a "one size fits all" basis to create greater efficiency. What type of targeting is Monolith using?

mass marketing

When LEGO conducted market research on its new "Mindstorms" line of toys, their researchers decided to base certain decisions on the amount of time kids played with different kits. Thus, playing time became LEGO's

measure of success

In conducting market research, effective decision makers set criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

measures of success

Alex cannot wait to watch the highly anticipated season of Pilot Pete: The Bachelor live on ABC with a glass of a cabernet sauvignon wine in hand. However, Alex is part of the Millennial generation and no longer pays for cable television. Alex streams it through YouTube TV and while watching also live streams Twitter on her computer and checks Instagram on her phone. Although Alex is a prime target customer for E&J Gallo's Apothic red wine, she misses their commercial on ABC that runs during The Bachelor due to:

media fragmentation

Brandon is looking to buy a new car for his luxury pizza delivery business, and he wants to get the best value. He conducts the following value analysis. Which car should Brandon choose? bmw: price 350000 fuel 1000 lifetime 10 years mercedes: price 175000 fuel 500 lifetime 5 years audi: price 98000 fuel 200 lifetime 2.5 years

mercedes

Courtney just moved to New York City from a small town in North Dakota. She was homeschooled and raised with strict moral and religious values, and she finds herself quickly overwhelmed by the large and diverse population in her new home. Courtney, in an effort to meet a group of people who share her values and beliefs, joins a church in the city from the same denomination as her church back home. The religious group with which Courtney identifies is known as a:

micro culture

Alex's job is to handle all purchasing for Italian Gator, better known as "Pizza by the Slice" in Gainesville. She normally buys paper plates from the wholesaler American Tableware. However, Pizza by the Slice is currently undergoing renovations to make it a more high-end restaurant. Because of this, Alex thinks it would be a good idea to upgrade the plates from paper to plastic. Alex places an order through American Tableware for 50,000 plastic plates. Alex is in which buy class?

modified rebuy

Kevin, a secretary at Star Agency, goes online to purchase a new printer for the company as their Canon printer broke yesterday. After considering a few alternatives, Kevin decides to place an order for the 2020 Officejet printer which is similar in size and price to the company's old printer. Which decision process did Kevin use?

modified rebuy

The University of Florida orders toilet paper quarterly for the restrooms on campus. When the UF purchasing agent called to place an order with UF's vendor of ten years, the sales representative offered a new tube-free toilet paper in the same size and quantity, for a slightly higher price. Because of the university's continued sustainability efforts, the purchasing agent decided to buy the new type. This decision is an example of which "buyclass"?

modified rebuy

"SnackMe" is a nationally renowned company that sells various types of snacks. However, SnackMe recently learned that one of the company's top selling products, "ChewMe," can possibly numb consumers' tongues for significant amounts of time due to its ingredients. Even though chances of numbing a tongue are very low, the company decides to recall all the ChewMe products and even buy the products back from consumers for full price. Because of the company's action that prioritizes consumers' safety, people start to buy more snacks from the company, increasing its profit by 30%. What kind of moral philosophy did "SnackMe" demonstrate?

moral idealism

Monsanto stopped production of a chemical it had made for over 40 years when tests showed the chemical could be accumulated in human tissue, even though the products in which it was used had no known harmful health or environmental effect. The voluntary action by Monsanto is an example of

moral idealism

Combinations of the marketing mix that reflect the unique attitudes, ancestry, communication preferences, and lifestyles of different races are referred to as ________ marketing programs.

multicultural

Nike is well known for its presence on social media. It uses various platforms to educate consumers on its innovative products. In order to be more effective, Nike has created various social media accounts that target specific consumer groups. For example, Nike Women's has a Twitter account that posts information about Nike that is more relevant to a female consumer. Similarly, Nike has a Facebook page for the Nike Fuelband, where Fuelband owners can get the latest updates. Nike's ability to target different types of consumers using different social media is an example of:

multisegment marketing

Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'

needs to create products that could satisfy them

The three types of organizational buy classes are

new buy, straight rebuy, and modified rebuy

Southwest Airlines is looking to decrease their turn-time, i.e., the time a plane spends on the ground between flights. They believe that dual boarding, where passengers board from both the front and back of the plane, could decrease their turn-time by up to 20 minutes for each flight. Southwest Airlines wants to research how customers might feel about this boarding style before they implement it nationally. A few flights at one airport are assigned to use the new boarding style. Teams of Southwest researchers observe customers' reactions. A few dozen passengers are observed. What form of research is Southwest conducting?

observation (exploratory)

Party-Pallooza is known for being the best party store in town. People come from all over to purchase their party needs. Yet, sales started to decline when people started shopping online. Party-Pallooza reacted by developing a website that featured online shopping and ultimately increased their overall business. Party-Pallooza saw the increase in online shopping as a(n):

opportunity

Because she doesn't own a car or live near bus stop, Jessica, a UF business major, struggles to buy groceries. Luckily, Target and Publix have recently opened stores across the street from campus, so she no longer faces this problem. Now she can stop by after class to buy her weekly groceries. What type of utility best represents what these stores offer Jessica?

place

Tinder, the mobile dating app, is competing for market share with Match.com among college students. In its promotional messages, Tinder claims that it connects singles faster and cheaper than the competitor. Tinder is using _____ in its product positioning for college students.

points of difference

Addison is the new head of marketing for Powerade. With the Super Bowl coming up, Addison has to work with her marketing and advertising team to create an effective commercial thatcan be aired during the Super Bowl. One of the main points she wants to focus on is comparing Powerade to Gatorade and showing how Powerade, like Gatorade, is essential for athletic recovery and can replenish individuals after any type of work out. Which positioning approach is Addison using by comparing Powerade to Gatorade?

points of parity

Panera has created a new way to order in their stores. They now have kiosks where you can place your order without having to interact with an employee. Panera wants to know how their employees think this new system has been working. So, they send all of their employees a survey to get feedback. Based on the Marketing Information System (MIS) data classification, where would this research be classified?

primary; internal

Over the years Starbucks has slowly entered the market for branded beverages sold at super markets. Initially there was just the delicious Frappuccino drink, then the double shot expresso, and now they have simple iced coffee. In addition, they sell whole beans, ground coffee, and even Via instant coffee. Based on this information, Starbucks has used _____ to segment the coffee market.

product

In the toothpaste category, Colgate has a toothpaste called Total Plus Whitening. Colgate advertises that this is the only toothpaste clinically proven to whiten teeth and also provide 12-hour protection that helps reduce cavities, prevent gingivitis, reduce plaque, control calculus buildup, and fight bad breath. Colgate's approach to positioning is based on:

product benefit

Elon Musk just created a new jetpack that allows people to fly anywhere they want to go. Since UF students hate dealing with parking on campus, everyone wants their own jetpack. Hundreds of students are on a waiting list to get one since the demand is so high. Elon Musk is producing as many jetpacks as he can. His is the only jetpack in the market. What kind of business orientation does Elon Musk's company have?

product orientation

When eHarmony released their latest commercial, they featured attractive older consumers using the website with no trouble and finding success. The soundtrack featured upbeat, engaging classic rock music from the 1960s, and the announcer made the point that even mature adults can be successful finding a match on eHarmony. eHarmony's ad is an example of:

product positioning

The iPick is a brand new digital device designed to discourage users from picking their noses. The iPick does it for them instead. Demand for the iPick has been overwhelming, and Apple (the manufacturer) cannot keep them in stock. Apple is building a new factory that will pump out twice as many iPicks monthly. Which business orientation is Apple displaying?

production

Victoria recently opened a new shop where she makes and sells trendy shoes. She has found that her trendy shoes are in high demand, so she makes as many shoes as possible, without bothering to market her store to the public. This situation describes a ______ orientation, with an _______ focused approach.

production; inwardly

Although the U.S. Justice Department frowns on ________ because it restricts the normal operation of a free market, it is still legal for two companies to have an agreement to buy one another's products.

reciprocity

Apple is considering creating an in-home device similar to the Amazon Echo Dot. They are curious to see how the Echo Dot is manufactured. An Apple employee goes to Best Buy and purchases an Echo Dot, brings it back to the Apple office, and takes it apart. The Apple employee is involved in__________?

reverse engineering

Pear Tech is trying to gain more market share in the personal computer category. Pear Tech engineers purchase an Apple computer and take it apart to see how it works. What has Pear Tech done to learn more about its competitor?

reverse engineering

Brittany is the CEO of Shanghai Buckets, the world's largest bucket manufacturer. The company, which is based in California, sells all sorts of buckets, ranging from wooden to metal, in all different sizes. Shanghai Buckets sold half-gallon metal buckets to a chain of restaurants for $8 per unit, then sold the same kind of buckets to another company for $15 per unit. There is no apparent reason for the price difference, as each business bought the same number of buckets. Shanghai Buckets is in violation of which of the following?

robinson-patman act

Considerable research has documented that in many product categories, consumers are unable to distinguish among brands when given blind tests (i.e., taste or other use of the products without labels). Such products include soft drinks, coffee, and cosmetics. Nonetheless, consumers often have strong preferences for specific brands (i.e., brand loyalty) in these product categories. Brand loyalty would be characterized by which of the following?

routine problem solving

Gillette Razors is planning to introduce a new razor for women. As part of the process, Gillette created a survey to learn the top three qualities that women want in a razor. They plan to e-mail out this survey to women who are Gillette Facebook fans and those who follow Gillette on Twitter. Gillette is likely making what kind of survey error?

sampling error

Lauren has started going to the gym more regularly. About a month ago, she ordered a new pair of leggings from Lululemon. She loved them so much that she decided to order another pair two weeks ago. She has gone to the Lululemon website a few more times to look at their other clothes, but she hasn't ordered anything else. For the last few days, Lauren has seen many Lululemon ads on Facebook, Instagram, and other websites. Interestingly, Lauren's friends have not been seeing any Lululemon ads on the web. Lululemon is using what strategy to advertise to Lauren?

selective targeting

Facebook, Twitter, and Pinterest have been negotiating terms for merging the three companies. Although each is already successful, they feel that if they merge, they could totally dominate the social network space. However, one day a government lawyer approached them and explained that the proposed merger is very unlikely to go through because they would be violating the

sherman oxley act

Chevy just released their newest 2015 model, the 2500 4x4 pickup truck. This new truck boasts several upgrades both inside and outside of the vehicle. Outside the vehicle there is deeper tread on the tire and titanium shocks, which give it a smoother ride. Inside the vehicle there are wider seats, deeper cup holders, and an HD center console monitor. Which of the following is a product benefit (as opposed to a product feature)?

smoother ride

Summer runs a cupcake business, Student Sweets, near UF's campus. She has recently started a new promotion. For every sorority or fraternity that orders 30 or more cupcakes at one time, she will donate ten percent of the profit from that order to Reading is Fundamental, a program that provides free books to underprivileged children worldwide. This cause marketing has greatly increased her business. What type of corporate social responsibility is Summer exhibiting?

societal responsibility

Yvette grew up using Dove soap at home, as this was the brand her mother consistently purchased for their household. After moving to Gainesville, Yvette was doing her own grocery shopping for the first time. In the soap aisle she noticed that Irish Spring was having a BOGO (buy one, get one free) deal. However, she found herself purchasing Dove soap despite this great deal on Irish Spring. Which factor most likely influenced Yvette's decision?

socio-cultural

McDonald's previously was famous for its supersize fries. After the documentary Supersize Me was released that criticized the supersized menu as contributing to McDonald's customers' obesity, McDonald's made the decision to discontinue the supersize fries worldwide. Even though the supersize generated a lot of profits for McDonalds, McDonald's decision reflected its commitment to:

stakeholder responsibility

Lost-horse forecasting involves

starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.

Three frequently used sales forecasting techniques are: (1) judgments of the decision maker; (2) surveys of knowledgeable groups; and (3) ________.

statistical methods

The deliberate effort by organizational buyers to build relationships that shape suppliers' products, services, and capabilities to fit a buyer's needs and those of its customers is referred to as

supplier development

The deliberate effort by organizational buyers to build relationships that shape suppliers' products, services, and capabilities to fit a buyer's needs and those of its customers is referred to as

supplier development

A relationship that exists when a buyer and its supplier adopt mutually beneficial objectives, policies, and procedures for the purpose of lowering the cost or increasing the value of products and services delivered to the ultimate consumer is referred to as a

supply partnership

The effort to meet today's (global) economic, environmental, and social needs without compromising the opportunity for future generations to meet theirs is referred to as

sustainable marketing

Laura is on the Disney Marketing Team. She has identified several types of people who come to Disney and has someone on her team working on how to advertise what Disney Parks has to offer. However, Laura can't figure out which group or groups - eg., children, young adults, older adults - Disney Parks should go after. What aspect of marketing is Laura grappling with?

targeting

In 1990, Coors Beer created their own bottled water brand called Coors Rocky Mountain Sparkling Water. Coors wanted to take advantage of the growing national trend toward moderate alcohol consumption and capitalize on the fame of their pure mountain water source. However, the product failed miserably. Although many consumers tried Coors sparkling water once, most of them never bought it again. Which type of research could Coors have conducted to avoid this failure?

test marketing

A "blended family" refers to a family

that is formed by merging two previously separated units into a single household