marketing chpt 5+6 quiz

The term _____ is used to describe a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information.

phishing

A _____ is a separate window that appears on a user's screen with an advertising message.

pop-up ad

Caleb followed a friend's Facebook link to a CNN video featuring a story about a political candidate. However, after about 30 seconds he stopped watching because prior to the CNN video a _______ advertisement for Coca Cola was playing.

pre-roll Rationale: A pre-roll video advertisement is a brief message that appears before expected video content.

The marketing website of a company differs from its corporate website as the marketing website is established:

to increase the purchase of products by visitors by engaging them in interactions that will lead to purchase of the product.

An advertisement that creates warm feelings of goodwill toward the advertiser and his products is altering the ________ component of attitude.

Affective

A basic measurement of website's effectiveness is the conversion rate, which is the:

percentage of website visitors who make purchases.

A __________role is seen when the partners independently make equal numbers of decisions regarding household purchases.

Autonomic

Paul is a sales representative at Midwest Mazda and recently sold a CX9 to Summer and Brian for their growing family. Paul knows how important it is to reassure his clients that they've made the right decision and usually calls his customers within 2-3 days of purchase to ask what they think so far and remind them of all the great features. He provides lots of reassurance and wants his customers to know he cares about them and values their business. Which of the following is a possible reason why Paul might contact his customers and provide reassurance they made the right purchase decision?

Counter potential cognitive dissonance Rationale: Cognitive dissonance is a type of post-purchase dissonance or anxiety resulting from an imbalance among a person's knowledge, beliefs, and attitudes.

As defined in the text, consumer behavior is a function of the interaction of interpersonal influences and personal factors. Which of the following is an example of an interpersonal influence?

Culture Rationale: Interpersonal influences include culture, friends, classmates, coworkers, and relatives.

When you are welcomed back by your name to a website you've shopped at before and offered products suited specifically to your tastes and budget (based on your past purchase), you are being targeted by:

personalized marketing.

First time drivers who are trying to decide which car to buy and how to select an insurance company, and newlyweds looking to buy their first home, both undergo the same problem solving processes with respect to their level of involvement in their buying decisions. Which of the following best describes this common buying process?​

Extended problem solving

As an observant marketer, you read newspapers and magazines regularly to keep up with trends in American cultural values. But you realize that certain core values do not change over time. When considering various slogans to promote a new line of kitchen appliances, you identify one that fails to tap into a core value. Which slogan is it?

Keeps Mom in the Kitchen

Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales clerk shows her the latest styles in bright prints and bold colors. Although these are the styles worn at her office, she rejects them and purchases traditionally formal clothes in neutrals and black. Rachel's decision is most likely driven by _____ factors.

Personal

According to Maslow, _____ needs concern essential requirements for survival such as food, water, shelter, and clothing.

Physiological

As a marketing director, you have developed a line of skincare products focused on current needs that consumers have, including matters like wrinkles, sun effects, fine lines, and exfoliation for both men and women. Selena and her husband David have purchased several products from the skincare line and are satisfied consumers. Selena decides to purchase a cream to minimize fine lines because she notices some developing around her eyes. David's brother, André, purchases a product for sun effects after David mentioned how well it worked. Which types of consumer behaviors are exhibited in the scenario above?

Selena exhibits a personal factor and André exhibits interpersonal influence.

According to the text, which of the following factors has led to increased use of the Internet for making purchases by consumers in China?

The availability of local online payment systems. Rationale: Online purchase transactions in China have increased significantly due to the spread of local online payment systems.

​If a book publisher decides to bypass Barnes and Noble by selling directly to readers online, this would be most likely to create a serious _____:

channel conflict The most likely outcome would be channel conflict.

Amazon boasts a very high _____ when using banner ads placed on CNN.com based upon the percentage of people who are exposed to the advertisement and follow the link to view the advertisement.

click-through rate Rationale: The click-through rate represents the percentage of people presented with a banner ad who click on it.

​Online communities like Internet forums and social networking sites take advantage of the _____ function of the Internet.

communication

Edward is looking to purchase a new laptop because he is not satisfied with the features of his old one. He gathers information from his coworkers about the new models available in the market with the desired features and lists down all the available options. The next step in Edward's decision-making process is to:

compare the prices and features of all the available brands in his list.

By enabling the coordination of all promotional activities to produce a unified, customer-focused promotional message, e-marketing helps reach consumers through:

integrated marketing

​Lehmann Systems provides a space on its website for users to provide feedback on products and also to suggest new ideas and ideas for improvement. Customers can also subscribe to a newsletter sent by Lehmann Systems, which informs the customers about latest offers and sales. Lehmann systems is engaging in:

interactive marketing.

B2B e-marketing has been shown to:

make it possible for marketers to find new markets and customer

The term _____ is used to describe dot-com retailers without traditional stores or catalogs.

pure-play

Online retailers normally provide directions on how to return merchandise when they deliver a customer's order. This is called _____________.

reverse logistics

Jessica is visiting Chicago with several friends from college and wants to book reservations at one of the top restaurants in the city. She accesses the OpenTable application on her smart phone and reviews several restaurants that are near her location. After discussing with her friends, she makes a reservation at 8 p.m. at one of the restaurants for that evening. Which capability of e-marketing has Jessica utilized to obtain a reservation for dinner?

right-time marketing Rationale: The OpenTable application enables users to take advantage of "right-time marketing" to obtain reservations at restaurants around the country at the desired date/time.

Online shopping has been influenced by the increased availability of _______________.​

smart phones

Companies should apply caution and commonsense when making their products available for sale via the Internet. Which of the following products would be most likely to be sold using the Internet?

sports apparel Rationale: Not all products lend themselves to sales on the Internet. Complex products and those requiring demonstration or trials may be better sold in person.

CallowayGolf.com is a popular website for consumers who enjoy golf and are seeking information about the products and/or those who wish to order directly from the website. CallowayGolf.com notices that its _______ is relatively low with very few visitors actually purchasing from the website. However, it believes the website is effective for ______ shoppers who typically visit locally-owned golf retailers to sample the clubs and make a purchase.

​conversion rate; web-to-store Rationale: Conversion rate is the percentage of visitors who make a purchase from a website. Web-to-store shoppers are consumers who use the Internet as a tool when shopping at brick-and-mortar retailers.