Marketing Exam 2

Kroger required that Bird's Eye pay $15,000 to get its new Vegetable Quinoa Pilaf placed in the frozen vegetable freezer section of its supermarkets. This payment is an example of a

slotting fee.

Which of the following is not a possible source of new product ideas?

simulated test markets

All the following statements about user generated content (UGC) are true EXCEPT:

UGC is reposting an article found in a newspaper or magazine without editing

To handle products in the decline stage of the product life cycle, companies often use either a __________ or a __________ strategy.

deletion; harvesting

In terms of Customer Lifetime Value, how much is a Platinum customer worth to Jurassic Fork? If Jurassic Fork can convert one "Bronze" customer into a "Platinum" customer, how much would they gain in CLTV?

$144,000; $142,080

Use the information in the table below to calculate Customer Lifetime Value for three levels of Lollicup customers. If Bill is a level 3 customer and QiQi is a level 1 customer, how much more valuable is Bill than QiQi?

$3,851.12

Shown below are data that Marriott uses to compute Customer Lifetime Value (CLTV). They have identified three classes of customer. Blake is a Marriott Rewards Gold-level member. If Marriott can convert him to the Platinum level, how much greater will his CLTV be?

$910,704

. In the services domain, the range of offerings from product-dominant to service-dominant is referred to as the

. service continuum.

A new product protocol refers to

. a statement that identifies: (1) a well-defined target market; (2) specific customers' needs, wants, and preferences; and (3) what the product will be and do to satisfy consumers.

The final stage in the personal selling process is:

. follow-up

The table below shows market research data for Tijuana Flats restaurant. They identified three customer groups based on buying patterns. If Tijuana Flats can convert six Silver customers into Gold customers, how much would they gain in CLTV?

. $2,808

Below is a customer Lifetime Value chart for Dunkin Donuts. What would it be worth to Dunkin if they were able to convert 75 silver customers to platinum customers?

. $249,525.36

What does the term "SKU" refer to?

. A product item

Michael Brandon (M.B.) owns Alfer Associates, a company that produces only "M.B.A." brand boots. A new line of "M.B.A." boots hits the market every six months. Last January, however, sales were down and Michael Brandon thought it would be a good idea to begin producing "M.B.A." cologne in addition to the "M.B.A." boots in order to attract more business. Alfer Associates adding "M.B.A." brand cologne to its product mix is an example of: I. category extension II. line extension III. family branding IV. co-branding

. I and III only

Katie was watching the nightly news and was diligently watching all of the commercials that were aired. One of the commercials that she saw featured a talking duck that screamed "AFLAC!" throughout the advertisement. Which of the following did Aflac use in its commercial? (Assume that everything in the commercial was legally protected by Aflac.) I. Brand Name II. Trade Character III. Brand Equity IV. Trademark

. I, II, and IV only

What would be the best promotional strategy for Coldstone if it wishes to be Kristen's most preferred alternative?

. Increase Coldstone's rating on Quality

The Research and Development team at Procter and Gamble is coming up with some additional lipsticks for their COVERGIRL makeup brand. The new lipsticks will include colors such as hazel, pearl, nude, bubblegum pink, and red apple. The new lipsticks can be considered what kind of brand extension?

. Line Extension

Mama's Italian Restaurant is a locally owned business that has some of the best pasta dishes around. In order to produce this delicious cuisine, they must order the finest ingredients. They typically order 500 cans of tomato sauce a month from their supplier, Sysco, but this month the Sysco sales rep is offering them a discount if they purchase 1,000 cans. Which type of sales promotion does this represent?

. Push Promotion

A flowchart of the points of interaction between a customer and a service provider is referred to as

. a customer contact audit.

Cost per click is a measure in which

. a fixed amount of money paid to the site hosting an ad for every visitor who clicks on the ad to jump from that site to the advertiser's website.

Emerson, Incorporated sells Halloween costumes. The company's top salesperson has a sales quota of $3,000 per week and actual sales of $3,500 per week. He makes 20 sales calls per day, 6 days a week. On average, the salesperson sells 36 costumes each week. What is Emerson's top salesperson's conversion rate?

0.30

Brittney is the top seller of women's footwear at Nike. At the end of the last fiscal year, she had made 950 calls and 570 of those calls resulted in a sale. Her sales quota was $800,000 but she surpassed her quota with $1,000,000 in actual sales. What was Brittney's conversion rate?

0.6

Future Inc. has 500 salespeople and 100,000 customers. Each Future Inc. sales rep makes 20 calls per year and each call lasts 15 minutes. What is Future Inc.'s average amount of salesperson selling time per year?

1,000 hours

Tebow Industries (producer of the recently trademarked "Tebowing" tee shirt), has approximately 2,000 customers in the Eastern United States. His salespeople make one call each month to each of his customers. Each call lasts 15 minutes. If the average selling time available per salesperson each year is 600 hours, how many salespeople does Tebow Industries require?

10

Allison has just graduated from UF and landed her first job as a market analyst for a paper company in Gainesville. The first task she is assigned is calculating the BDI and CDI for different territories she is in charge of in order to see where her company should invest their resources. Within the Florida market there are 10 million consumers and her company's sales are currently $6 million, whereas the paper industry as a whole is selling $10 million in Florida. On a national level, there are 100 million people in the target market, the paper category as a whole is selling $100 million, and her company's sales are $50 million. What are the CDI and BDI for Florida, respectively?

100, 120

Ben & Jerry's is developing a new ice cream flavor "Karmel Sutra." Management targeted 20,000 different supermarkets for distribution of this new flavor. Ben & Jerry's marketing managers want the salesforce to call on each store once a week throughout the year to sell the new ice cream flavor. If each call takes 15 minutes and each salesperson has 2,500 hours available annually for selling, how many salespeople will Ben & Jerry's need to employ?

104

Joe, the sales manager of Gator Tech, is calculating the number of salespeople he needs to sell his technology products. He has 40,000 customers, each of whom must be called on once a month, with an average sales call length of 30 minutes, and an average of 1000 hours of salesperson selling time annually. How many salespeople should he hire?

240

. Diamond Line is a distributor of everything a florist needs to create a beautiful arrangement except the flowers. It sells to 5,000 flower shops and 10,000 supermarkets nationwide. Each florist is called on four times a month and each supermarket is called on twice a month. (Assume a 52-week calendar year and that each salesperson takes a four-week vacation.) A sales call to a florist takes one hour of selling time, and a sales call to a supermarket takes two hours of selling time. An average salesperson spends 1,200 hours per year making sales calls. Calculate the number of salespeople Diamond Line needs to cover its account base. The number of salespeople it needs is __________.

600

What is the CDI value for the state that Five should continue to invest marketing resources in, but should also closely monitor category sales in that state?

73

A flowchart of the points of interaction between consumer and service provider is referred to as

A customer contact audit

Karolina is obsessed with a small local store called Bullseye, and especially with their food brand Bolt, which is sold only at Bullseye. She will not shop at any other specialty retail grocery store, as this is her one stop shop. She buys only Bolt pasta, salsa, cereal, granola, yogurt and milk. The Bolt brand is an example of

A private label brand

Katalina is obsessed with Target, especially their food brand, Archer Farms. She will not shop at any other supermarket. She only buys Archer Farms trail mixes, cereals, beverages, and meats. The Archer Farms brand is an example of:

A private label brand

In communications theory, field of experience refers to

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process

Social media advertising is helpful to brand managers because consumers are

Active receivers who send user-generated content to both friends and advertisers

Sam works for Diamond and Gold jewelers, a jewelry store whose goal is to provide the best items for their clients. Everything is custom made and custom cut. Sam uses a systematic approach for selling to his potential customers. First, he spends the majority of the time listening to the customer and hearing their wants and needs. After gaining a better understanding, Sam proposes an item to the customer. Sam is using:

Adaptive Selling

Which of the following statements describes a key difference between advertising and publicity?

Advertising is directly paid, and publicity is indirectly paid

Cooperative advertising refers to

Advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products

In 2010, during the World Cup football match between Denmark and Holland, 36 girls wore colorful branded clothes that promoted the Dutch beer Bavaria, which was not an official World Cup sponsor. They all sat together and attracted a lot of attention until they were removed from the stadium because they were hired by Bavaria to compete for exposure against the official beer sponsor for the World Cup, Budweiser. Bavaria's marketing behavior is called:

Ambush Marketing

If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information most likely would be

An app that conducts price-comparison searches.

Which type of salesperson would routinely be involved in an industrial straight rebuy situation?

An inside order taker

According to the text, what is the single most important factor leading to new product failure?

An insignificant point of difference

Kris was reading a magazine and came across an ad for Ralph Lauren cologne. When Kris saw the ad, all she could think about was how stylish and expensive their clothes are and how sexy the displays are in Ralph Lauren stores. Which component of brand equity does this represent?

Associations

Tim Cook, Apple CEO, was curious to see what comes to consumers' minds when they think of Apple. He had random consumers shout out what they thought of when the company was named. Some of the words were, "technology, blue, luxury, genius, phones, laptops, and Safari." These words represent what component of Brand Equity?

Associations

A new restaurant called Shoko just opened up in Gainesville. Shoko advertises that it provides great service and food to its customers. As a surprise added benefit, Shoko hired a masseuse to go around to tables and offer free neck massages to patrons while they wait for their food. The massages are an example of what level of service?

Augmented

Which of the following is not an example of a "Pull" promotional strategy that might be used by a small, local bakery?

Attending the international cookie trade show to show off their recipe

Carly has decided to ditch cable because she can no longer stand TV commercials. She purchases an Amazon Fire Stick 3.0 from Best Buy, where she is informed that she can stream TV and movies, watch YouTube videos, listen to music and more on the device. Additionally, the product comes with a one-year warranty in the case of malfunction. Upon setting up her device at home, she discovers a code on the inside of the package for a free one-year subscription to Netflix, and she is ecstatic. Which product level is the Amazon Fire Stick 3.0 exhibiting?

Augmented

Nate and Jessica were eating at an upscale Italian restaurant, and the waiter mixed up Jessica's order. When she pointed out that it was not the dish she wanted, the waiter immediately apologized and brought out the correct meal. To their surprise, he then told them the entire dinner was complimentary and brought them both desserts. This demonstrates which type of service?

Augmented Service

Amy is looking for a new brand of laundry detergent, as the one she uses now leaves her feeling itchy. While watching her favorite TV show, Revenge, she sees a commercial for Tide pods. She is intrigued by the colors of the product, how simple it is to use, and the happiness of the family using the product. Amy decides to go to Walmart and purchase a pack of Tide Pods to try them out. After doing a few loads of laundry with Tide Pods, she notices she doesn't feel itchy anymore and her clothes are softer than ever. She gives away all her old liquid detergent and decides she will only be using Tide Pods when doing laundry. Which of the following describes the order of the steps in Amy's individual-level adoption process

Awareness, Interest, Trial, Evaluation, Adoption

According to the text, in classifying different types of products, "business products" are also referred to as:

B2B products

Daniel has just broken up with his girlfriend and is looking for a companion to fill the void in his life. He sits down in his office and starts searching online for potential places that he could find a new pet. After much research, Daniel decides that he is going to take a week to think realistically about the responsibilities of caring for a dog. The next day, Daniel sits down at his computer and logs onto ESPN. To his surprise, an ad on the side of the page is advertising local pet adoption agencies in his area. In this example, Daniel has experienced ____.

Behavioral Targeting

Tatiana frequently shops at Intermix, an online retailer. Recently, she noticed that whenever she is on Facebook there are advertisements for Intermix along with other shopping websites she has visited in the last few weeks. Intermix is engaged in:

Behavioral Targeting

James' Jelly enjoys great success in the jams and jellies market. Surveys consistently show that 75% of consumers prefer James' Jelly to other brands. However, in a blind taste test only 10% of consumers rated James' Jelly as the best. Recently, James has introduced successful brand extensions in peanut butter, English muffins, and toaster pastries. Based on this information, you can conclude that James' Jelly possesses a high degree of:

Brand Equity

Casey has just finished watching the Lord of the Rings trilogy. Although he had never seen the movies before, Casey liked them so much that he decided to spend all of his allowance on Lord of the Rings action figures, swords, and a full costume. At school the next day, Casey tells all of his friends at lunch about the movies and they decide to form a "Lord of the Rings" club. The club meets every Sunday, where they watch one of the movies, trade Lord of the Rings merchandise, and even have sword fights. In this example, the club is a(n):

Brand community

If there are 100 million consumers in the target market, national category sales of $300 million, and national brand sales of $50 million, which territory offers "great potential" (as discussed in lecture) for Muschomp's?

California

Nike just released an ultra-lightweight line of running shoes called the Nike Zoom that is proven to be comfortable and maximize running performance. Since the release of the Nike Zoom, their original lightweight running shoe, Nike Free Runs, has decreased in sales. Consumers are excited about the release of the Nike Zoom and are buying them as opposed to the Free Runs. This is an example of:

Cannibalization

Imagine that Meadowbrook Golf Course is much more popular in the spring and fall than in the summer (when the weather is too hot) and the winter (when the weather is too cold). Meadowbrook tries to increase consumer demand in the summer and winter by offering special discount packages and by catering to large groups that want to organize golf outings for birthdays and special occasions. By trying to provide a service but also to influence consumer demand for that service, Meadowbrook is engaging in:

Capacity management

. Blake Mycoskie started TOMS in 2006. While he was visiting a village in Argentina he found that the people had no shoes to protect their feet. This inspired him to create TOMS and match every pair of shoes purchased with a new pair of shoes for a child. Recently, TOMS used this same "One for One" model with eyewear. This introduction of TOMS glasses is an example of a:

Category Extension

Patty Cakes are famous for their sweet, indulgent cakes. Ranging from Very Vanilla to Triple Chocolate Chunk, nobody in town can resist the tastiness of the cakes. Because they have had so much success with their cakes, Patty Cakes decided to begin making Patty Cakes Ice Cream based on their cake flavors. This is an example of:

Category extension

When the new life-size Dancing Pumpkin Halloween decoration hit the market, the owner of the firm made an agreement with Party City and paid for a percentage of Party City's Halloween TV commercial that featured the Dancing Pumpkin. This is an example of:

Co-op Advertising

Apple is using communications theory to develop its promotional strategy for its newest product, the iPhone 5c. They have been advertising on various TV networks, in magazines, via Twitter, and on their own website to promote the new phone. Apple's media choices are examples of the _____ concept in communications theory.

Channel

American pop star Miley Cyrus has recently been in the news for her wild antics and controversial performance at the MTV Video Music Awards. Capitalizing on all the attention and inspired by her latest hit single, Miley has decided to launch her new line of "Wrecking Ball" swing sets for her fans to purchase. Unfortunately, even though the product is simple and easy to use, many consumers do not understand the purpose of the product or when to use it. To help correct this, Miley demonstrates her new swing set at every concert she performs. What factor that is contributing to the slow rate of diffusion of this new product is Miley trying to address in her concerts?

Communicability

An advertisement for Happy Scoops, a local ice cream shop, reads, "A smile with every scoop." Excited to interact with friendly employees, Veronica goes to Happy Scoops for some ice cream. When she arrives, the employees rush to serve her ice cream but never crack a smile. The gap between Happy Scoops' advertisement and its service implementation is which of the following?

Communications gap

When the market growth rate for hover boards was high, many companies entered the market with brands like the Koogo X1, Spaceboard, Razor Hovertrax, and TechDrift. Now the growth rate has slowed due to the fire hazard with these products. What is most likely to occur next, according to the Product Life Cycle concept?

Competitive Shakeout

It's the year 2020 and everyone is drinking oat milk. Due to its numerous nutritional benefits, environmentally friendly means of production, and delicious taste, millions of people find themselves enjoying oat milk on a daily basis. When producers realized how trendy this cow's milk alternative was becoming, at one point hundreds of companies were making and selling oat milk, even pet food companies. Now, however, only the top 13 oat milk producers remain in the market. According to the product life cycle concept, which of the following has just occurred?

Competitive shakeout

Brittany is overseeing a huge new project at major door manufacturer Real Fake Doors. Their idea is to create a door with built-in facial recognition that unlocks for the home- owners and alerts them as to who is outside knocking. Higher-ups at Real Fake Doors have already screened and evaluated the project, and the R&D department has deemed it feasible. According to the new product planning process, what should Brittany do next?

Concept Testing

Devon is researching the strengths and weaknesses of Coca-Cola. She notices that although Coca-Cola changes its advertising over time, the general themes remain the same. Particularly, the brand is known for reinforcing the ideas of happiness, togetherness and refreshment in its global ads. In doing so, Coca-Cola is demonstrating which promotional mix characteristic?

Consistency

Alexis loves to use Post-Its. After using all of her Post-Its studying for an exam, she makes a trip to the office supply store to buy more. While looking for Post-Its, Alexis notices Sharpie has its own brand of sticky notes called Study Buddies. Since the Post-It colors Alexis likes to use are out of stock, she decides to buy the Study Buddies. From Alexis' perspective, what level of innovation are the Study Buddies?

Continuous

The I Scream for Ice Cream Company has made ice cream for about five years. Every 6 months, the I Scream for Ice Cream Company releases a new flavor of ice cream. For each new flavor, the company relies on their consumers to generate new ice cream flavor ideas. The new ice cream flavor that will be released next month tastes like a pickle and will be called "Dill with It". The new product is a ________innovation.

Continuous

Whirly Whirly Blenders, Inc., is excited to announce the release of a new blender. They currently have 5 different models of blenders in their product line. Now, they are adding a new blender to their line that will have two separate blades rather than a single blade. What level of innovation does this new blender represent?

Continuous

Jordan bought his girlfriend Sami a camera for her birthday. He wanted to purchase a quality camera with the best Consumer Reports ratings. Although he had always considered Sony as the premier brand for electronics, his research showed that Canon has produced better quality cameras in recent years. However, when Sami first tried to use her new Canon Powershot, she was stunned to find that the camera would not focus properly. All her images were blurry! Which level of product did the Canon Powershot fail to deliver?

Core

In the hit TV series Stranger Things,one of the main characters, Eleven, displays a strong love for Kellogg's Eggos frozen waffles, and they appear frequently in the show. Kellogg's Eggos has now decided to create packaging for their waffles that features the character from the show. Which type of product placement does this represent?

Cross-promotion

Shelby owns a cupcake shop and wants to generate ideas for new types of cupcakes. She decides to create a "new ideas" tab on her website so people can submit new cupcake suggestions. She chooses the best ideas each month to sell in her shop and rewards the people who submitted the ideas with a year's supply of cupcakes and insulin. Shelby is using:

Crowd Sourcing

Brette has an obsession with cats and has just started her own business All Things Cat. Surprisingly, her business has been wildly successful. One of the most popular aspects of her business is her website, where her customers can post suggestions for new "cat" products they would like to buy. Brette is using _____ to generate new product ideas.

Crowdsourcing

Nicole owns a cake shop and wants to generate new Halloween themed ideas. She places a "Get Creative" tab on her website so people can submit new cake suggestions. Nicole chooses the best holiday themed ideas each week to sell in her shop and rewards the people who submitted the ideas with a catered Halloween party by Nicole's Cakes. Nicole is using ____ to help grow her business.

Crowdsourcing

The process of managing the entire customer experience with the company is referred to as

Customer experience management

One evening Caro decides she wants to make homemade snickerdoodle cookies. She has no idea how to make them, though, so she turns to Google for a recipe. After conducting extensive research on the best snickerdoodle recipes, she settles on one. The next day while studying/browsing the internet she notices all the banner ads she sees are for baking products. This is an example of what kind of digital advertising?

Display ads and Behavioral Targeting only

A strategy of harvesting may be employed in the _______ stage of a product life to

Decline

Silly Bandz entered the American market in late 2008 and were quickly popularized. People couldn't get enough of Silly Bandz and loved all their fun shapes and colors. However, some users of Silly Bandz started to sustain injuries by wearing several Silly Bandz too tightly on their arms. Now, very limited quantities of Silly Bandz are sold in stores and online due to their loss of popularity. What stage of the product life cycle are Silly Bandz in?

Decline

Traffic generation and lead generation are typical outcomes that are expected and assessed following the use of which element of the promotional mix?

Direct Marketing

Julie is in the Girl Scouts and really wants to sell the most Girl Scout cookies so she can win a new bike. She decides to walk around her neighborhood, going door-to-door to sell cookies. At each house, she first tries to sell 8 boxes of cookies. If they say no, she then asks if they will buy two boxes of cookies. This is an example of which selling strategy?

Door-in-the-Face

Jen needed $100 of spending money for groceries for the next few weeks and decided to ask her parents for it. Upon calling her parents, Jen asked for $500. Her parents, to no surprise, were shocked and not pleased and said, "No way!" As a response to this, Jen finally "settled" with her parents for $100. Jen used which of the following sales presentation techniques?

Door-in-the-face

The Girl Scouts have a new product they are selling for Halloween. It is, of course, a new type of cookie, butterscotch flavored and decorated with icing on the top to resemble a pumpkin. The head of the Girl Scouts gives each girl instructions to go door-to-door and ask homeowners if they would be interested in purchasing 10 boxes of cookies. If they decline, the Scouts are told to ask the homeowner to purchase just one box of cookies to support their troop. This approach to selling is:

Door-in-the-face

Seth is in need of car insurance. He initially was simply going to use Progressive, the insurance company that his father uses. Last Wednesday, while Seth was watching TV, he saw an advertisement for Geico featuring a talking camel. The advertisement really amused Seth, and he laughed out loud. Later, he couldn't help but smile and recall that the Geico ad promised to save him "15% or more" on his car insurance. Finally, Seth decides to purchase car insurance from Geico. The theory that best describes why Seth chose Geico is:

Dual Mediation Theory

Garth the Ghost is in the market for some new bed sheets. For this reason he pays special attention to the commercials as he is watching his favorite TV show, Boo! He sees two commercials advertising bed sheets: one for Bob's Bed Sheets and the other for Betty's Bed Sheets. The Bob's Bed Sheets commercial is very straightforward and involves no action or music. Betty's as is colorful and entertaining with a lot of music and hullabaloo, in addition to claims about her sheets' features and benefits. Garth decides to buy his sheets from Betty's Bed Sheets. Which theory best explains his decision?

Dual mediation theory

Burger King is famous for its classic Whopper but their mascot, the King, has also had some popularity over the years. When BK began running an ad campaign featuring a real life "King", people were quite entertained by these new ads. Many of them posted the ads on Facebook and "tweeted" about the ads on Twitter. What do these posts and tweets represent for BK?

Earned Media

Ryan and Tyler want to throw a Halloween party this year in celebration of their first Halloween in their new apartment. They decide they need to visit a pumpkin patch in order to complete their decorations for the party. While viewing the Pease Pumpkin Patch website, Ryan notices a scary zombie carved into an eye of one of the jack-o-lanterns pictured. He points it out to Tyler, and he sees the figure as well. What type of subliminal advertising is this?

Embedded Stimuli

Erika is a florist. She owns and operates Very Violet, a flower-focused plant store. Her sales are consistently strong because she is very in tune with her own emotions and her customers' emotions. Her empathy and ability to connect with customers helps her to sell exactly what people need and to make them feel comfortable. Based on this information, which characteristic does Erika display a high level of?

Emotional intelligence

Sophie decides to treat herself to a massage at the local spa. As she parks, she notices that the parking lot and the building are very clean and well kept. Inside, the receptionist is well-groomed. Soothing music is playing and the spa smells like fresh mountain water. As she gets her massage, Sophie notices that the massage table is particularly comfortable. Which dimension of service quality is Sophie noticing?

Empathy

In a brainstorming session for a new Gatorade product, the members of the marketing department agreed that the benefits of the new product could best be promoted by directly comparing it to other sports drinks on the market. In terms of the communication process, the translation of this idea into an actual ad campaign is an example of _____.

Encoding

The Pepsi marketing department was devising a new plan to market the benefits of their healthful all-natural new product, Pepsimmortal. They decided that they could best promote Pepsimmortal by creating an ad that directly compares the product to competitors like Coca-Cola. The translation

Encoding

Rachel just got a promotion and is looking to buy a new car. Her friend Annie told her about the new Lexus that just came out. Rachel is interested in the car because it is safe and has a lot of room for storage, which is important to her because she has two young boys. Rachel is currently doing research on its other features and comparing it to other cars to determine if it is the best fit for her and her family. What stage in the adoption process, is Rachel currently in?

Evaluation

Bridget has been waiting months and months for Warner Brothers' DVD release of "The Great Gatsby." Bridget loves Baz Lurtmann's rendition of F. Scott Fitzgerald's classic novel. For the release, Warner Brothers is throwing a "Roaring Twenties Party" where fans like Bridget are encouraged to dress up in their best 1920's attire, drink cocktails, and listen and dance to music from the film. At the party, fans will be able to purchase "The Great Gatsby" DVD when the clock strikes midnight. Warner Brothers is using:

Event Marketing

This year, many UF students were disappointed to hear that none of their friends were having Halloween parties due to the big MAR 3023 exam that night. Luckily, the producers of the "Halloween" movies came to Gainesville to throw a huge "Haunted Halloween" party on campus. What type of marketing technique is this an example of?

Event Marketing

Since 1924, the Macy's Thanksgiving Day Parade has been held in New York City. Every year, over 3 million people watch the parade in person, and over 45 million watch it on TV. The parade, which is "owned and operated" by Macy's, is an example of _____.

Event marketing

Conair, a company that sells health and beauty products, has recently released a new model hair dryer: Infinity 3X Pro. Like most other hair dryers on the market, the Infinity comes in four different colors, has three different heat settings, and has an adjustable handle. Similar to other brands, with the purchase of an Infinity 3X Pro, the consumer receives a one-year warranty on the product. Which "level of a product" do these characteristics of the Infinity represent?

Expected

Purchases such as a massage, a concert, and lawn maintenance would most likely be evaluated on _________ properties.

Experience

Your five-year-old sister wants to have her birthday party at the Build-A-Bear Workshop at the Florida Mall. At Build-A-Bear you can make your own bear by choosing its clothes, heart beat, name, hair type, fur type, etc., all in a fun, party atmosphere. Your sister would rather build her own customized bear than just purchase any old bear out there. What level of marketing does Build-A-Bear offer?

Experience

Nike just released a new ad with the Jonas Brothers (a popular "boy band" from the 2000s). In the ad, they are shown playing basketball in their Nike apparel and sneakers. Then, the boys talked about how the Nike equipment enhanced their performance. Nike thought the boys would be highly credible endorsers of their brand. However, Nike overlooked that the Jonas Brothers do not have which basic source factor with regard to performance athletic apparel?

Expertise

Within social media, a brand manager wishing to reach the largest possible audience should advertise on __________, while a brand manager wishing to engage his/her customers in a two-way conversation should use__________.

Facebook; Twitter

Sarina is famous in Gainesville for making the best hair conditioning treatment. She has a secret recipe that leaves hair shiny and healthier looking. Recently, Sarina changed the conditioner bottle to one with a screw on cap instead of one that squirts the treatment out. Customers had been complaining that they were wasting too much of the conditioner because it got stuck at the bottom of the bottle. Sarina is attempting to improve which packaging function?

Facilitate Use

Anna and Elsa are running a business that sells winter fashion apparel. They have decided to branch out and make equipment for winter sports as well. Anna wants to stick with the brand name they have been using, but Elsa wants to sell the sports equipment under a different brand name. Which terms best represent Anna's and Elsa's ideas of branding, respectively?

Family Branding; Multiple Branding

Mia recently returned from Mexico without a pair of sunglasses she accidentally dropped into the ocean. She is shopping for a replacement pair and decides on some sweet Ray Bans. The Ray Bans are polarized to block reflecting light and are foldable, which allows them to easily fit in Mia's pocket when not in use. The Ray Bans' polarization and foldability are _____, while the light blockage and ease of fit in her pocket are ______.

Features, Benefits

Will loves peanut butter. Whenever he goes to the supermarket, he finds himself rushing to Aisle 7 to see if there are any new and exotic peanut butter flavors. When he reaches the shelf, he looks over the various products offered and makes his purchase decision based on what captures his attention. Marketers refer to this phenomenon of in-store consumer decision-making as the _____.

First Moment of Truth

Stephanie and Kayvious went to a local restaurant for their anniversary, Stephanie ordered a veggie burger because she prefers not to eat beef. Right before Stephanie bit into her burger, Kayvious noticed that it was not a veggie burger. The server immediately brought her a veggie burger. Later, the manager came by to apologize, and made sure everything was OK with their meal. This is an example of what type of service recovery, using the Disney typology discussed in class?

Fix it

When thinking about integrated marketing communications, the term "field of experience" refers to what idea?

For a campaign to succeed, the sender and receiver should share some common experiences and knowledge relevant to the product or message.

Karli loves to eat at Panera, and she eats there at least once a week. During one of her visits she set up a myPanera account, which awards her points for each visit. After a few weeks, she got a free drink with her meal. Panera is participating in:

Frequency Marketing

Costumes R Us" is a new costume store that opened in Gainesville. To promote the store before Halloween, they arranged a flash mob at Turlington, where a group of people wearing costumes performed the "Thriller" dance and handed out coupons. This grassroots attempt to generate word of mouth is an example of:

Guerrilla Marketing

. Which of the following marketing reasons is the most important factor in new product failure?

Insignificant point of difference

Which of the following is the best example of "earned media"?

Hundreds of Twinkies fans post comments on the Twinkies Facebook page.

While you are re-watching the lectures for MAR 3023, studying diligently for your upcoming exam, your roommate decides it is a good time to throw a party. Trying to tune out the festivities, you focus as much as you can on the lecture content. However, due to the distraction of the party, you misinterpret some of the key points. This is an example of which aspect of communications theory? I. Noise II. Encoding III. Decoding

I and III only

Coca-Cola is thinking about releasing a new cheese-flavored soft drink called Cheese Coke. Coca-Cola runs the numbers and sees that Cheese Coke could produce large profits. They then create a small batch of Cheese Coke and conduct taste tests in the Green Bay, Wisconsin, area. Which steps of the new product planning processes are described here? I. Feasibility screening II. Prototype development III. Business analysis IV. Concept testing V. A test market

II and III only

Patty's Party is in the process of developing a new line of Halloween costumes called Creepy Costumes, which come with costumes, face makeup, and hair wigs. They are more expensive than their usual costumes, but are more "complete". Patty does a financial analysis and sees that Creepy Costumes could produce large profits, as customers would rather buy one package with a full costume then look for separate supplies. Patty then creates small collection of Creepy Costumes and brings consumers into a testing facility in the New York, NY area to try them out. Which steps of the new product planning processes are described here? I. Feasibility Screening II. Business Analysis III. Prototype Development IV. Concept Testing V. A Test Market

II and III only

Red Bull is interested in creating a new protein energy drink. After their R&D department comes up with an idea for a formula that seems to hold promise, management verifies that it can be mass produced. Next, Red Bull decides to conduct a survey in which the new drink's features and benefits are described in detail and consumers are asked if they would be interested in buying the drink. Which of the following are represented in this scenario? I. Business Analysis II. Concept Testing III. Feasibility Screen IV. Prototype Development V. Market Testing

II and III only

Nutella is experiencing declining sales in the United States. Nevertheless, Nutella wants to extend its PLC. Nutella is considering exporting its product to other countries, where Nutella hasn't been introduced yet. Which of the following is Nutella using to extend its PLC? I. Product Modification II. Market Development III. Market Penetration IV. Product Repositioning V. Brand Development Index

II only

Regular corkscrews often make opening wine bottles difficult. With this in mind, SimpleSolutions, a company founded on reinventing simple tools to make them more efficient, created an automatic wine opener. This wine opener is capable of opening bottles at 10 times the speed of a corkscrew, is much easier to use, and has a simple instruction manual that states "How to use this product in 3 easy steps." SimpleSolutions' new invention has become increasingly popular throughout the US. Which of the following diffusion factors are present in this scenario? I. Compatibility II. Communicability III. Relative Advantage IV. Risk V. Complexity

II, III, and V only

The first decision in developing the promotion program is to

Identify the target audience

Southwest Airlines operates five flights daily between Chicago and Phoenix during the winter. One flight leaves Phoenix at 12:10 p.m. The plane, a Boeing 737, has a capacity of 120 passengers. During the past month, the flight has averaged 24 passengers, a load factor of only 20 percent. Once the plane takes off, the empty seats generate no revenue for the airline for that flight. What unique aspect of services does this situation describe?

Idle production capacity

Lean Cuisine recently ran a TV advertisement showcasing its new line, "Honestly Good" frozen cuisine. By having Erin Cahill, a young actress, as the spokesperson, they were able to establish a connection between Honestly Good, looking slim, and being healthy. This advertisement is what type of appeal to consumers?

Image

The Internet has revolutionized the way people are exposed to marketing. Monique, an avid online shopper, is always looking at the latest fashions online. While on TMZ.com she noticed a banner advertisement for the shoes she was looking at earlier on Nordstrom.com. This type of marketing communication could be described as which of the following source classifications?

Impersonal and Marketer controlled

Matt wants to impress his girlfriend by taking her to the best restaurant in town for their anniversary. While he is pondering ideas and watching Grey's Anatomy, a commercial comes on advertising a new restaurant in town, Hawaiian Paradise. From the commercial the food looks great and the live music would set a romantic mood. Matt decided to take his girlfriend to the restaurant that weekend. Hawaiian Paradise's commercial is an example of what kind of source?

Impersonal, Marketer Controlled

If Pepsi's advertising is developed and placed into the media by an agency made up only of Pepsi's own staff, then Pepsi is using a(n):

In-house agency

Ashley's favorite restaurant is The Flying Dinosaur, because they serve dinosaur shaped steaks. But the last time she went, the steak wasn't dinosaur shaped. It looked more like a poodle. Ashley posted on Facebook how upset she was, and that she would never go to The Flying Dinosaur again. What characteristic of services marketing does this scenario illustrate?

Inconsistency

Every three months Christie orders a package of 100 pens from BlackForrest.com for her office. She notices that sometimes her order takes 2 days to arrive, sometimes 3, and sometimes she gets the pens the very next morning. This is an example of which of the 4 I's for BlackForrest?

Inconsistency

Nordstrom is a luxury apparel store with a goal of offering an extensive array of designer clothing along with unmatched attention to customer service. Fortune magazine lists Nordstrom as one of the "World's Most Admired" companies because of its outstanding service. To maintain this image and ensure this standard of service, Nordstrom provides extensive training for its employees. Which one of the "4 I's" of service is Nordstrom attempting to address?

Inconsistency

What would be the best promotional strategy for Campus Scooters if it wishes to be Christina's most preferred alternative?

Increase Campus Scooters' rating on Warranty

Which strategy is the best one for Lululemon to pursue in order to strengthen its competitive position?

Increase Lululemon's rating on comfort

You are the brand manager at Under Armour. Based on the multi-attribute model, what strategy would give your brand the biggest advantage over your competitors? (All ratings are on 10-point scales like the ones discussed in class.)

Increase Under Armour's rating on style

Justin works in the Universal Studios marketing department. He has been coordinating the marketing for Halloween Horror Nights. To form his promotional objectives regarding ticket sales for HHN, he decided to conduct a "Hierarchy of Effects" analysis. He found the following: 100% Total potential market for HHN 86% Aware of HHN 76% Knowledge about HHN 63% Like HHN 60% Intend to attend HHN 57% Purchase ticket for HHN The data above indicates that Justin's immediate promotional objective should be to:

Increase liking

You are a brand manager for Apple's iPhone. Based on the multi-attribute model, what strategy would give you the biggest advantage over your competitors? (All numbers are based on a 10-point scale as shown in lecture.)

Increase the iPhone's rating on low price

Clark owns a sporting goods store and has conducted some market research to support his promotional planning effort. Using the results below, what should Clark's promotional objective be for the next year? 100% Total Potential Market 88% Aware 76% Knowledgeable 68% Like 58% Intend 51% Buy

Increase the intention to go to Clark's stores

Lexi and Jess invented a robot that helps pass out candy on Halloween to multiple trick-or-treaters at the same time. Lexi and Jess decide to create a half-hour promotional video to be shown on TV that will educate their target market on the wonders of this new product and allow consumers to buy one by calling 1-800-HALLOWN. This represents what type of integrated marketing communication tool?

Infomercial

George, a salesman from Jack-o-Lantern Inc., is making his sales pitch to Joe. Before introducing the company's line of jack-o-lanterns, George compliments Joe on this new haircut (which actually looks awful). George is using the _____ technique.

Ingratiation

If Nuclear Power Inc. runs an advertisement highlighting the company's environmental responsibility, what kind of advertisement is this?

Institutional Advertisement

Hershey's is best known for its original candy, the Hershey Kiss. Everyone knows what a Hershey Kiss is, and has tried one. Most people think of the Hershey Kiss as a fun, sweet, high quality, chocolate candy. Recently, market analysis has shown that, although Hershey Kisses are very popular, consumers are willing to eat a different type of candy if Hershey Kisses are not readily available. In this scenario, Hershey Kisses are lacking in what component of brand equity?

Loyalty

Which of the following is NOT one of the four types of consumer products discussed in the text?

Loyalty

Breyer's introduced a new line of ice cream flavors for sale in elegant black containers. This was done in a limited geographic area to determine consumer reactions before launching national distribution of the product. Breyer's new product was in the ________ stage of the new-product process.

Market testing

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Maturity

Beats headphones were introduced to the market in 2006 and have become a "must-have" item for all ages. A world-renowned research specialist, Dr. Dre, has analyzed the Beats product life cycle. He found that Beats currently has steady sales and a hefty market share of 64%, but the sales numbers have hit a plateau. From these findings, where is Beats in the PLC?

Maturity

Mary's Macaroons, a new Gainesville establishment, makes delicious macaroons for an affordable price. To let consumers know about their great cookies with cheap prices, Mary's decided to place an advertisement in the Gainesville Sun. After letting the ad run in the newspaper for a couple of weeks, Mary's conducts surveys and discover that 10,000 consumers were exposed to the ad an average of 4 times each. In this scenario, what is the Gainesville Sun and what is the reach of the ad?

Media Vehicle; 10,000

Publix wanted to examine its private label Publix Sweet Tea sales in specific cities. Publix has 100 million consumers in its national target market. In addition, the national category sales of sweet tea are $300 million and brand sales are $60 million. According to BDI/CDI analysis, which city offers "great potential" for Publix Sweet Tea?

Miami

You have 200 million consumers in your national target market. National category sales are $300 million. National brand sales are $100 million. Which territory should you invest in due to its great potential?

Michigan

Which of the following is NOT a suggested technique (as discussed in the textbook) for handling objections in the presentation stage of the personal selling process?

Misrepresent product features to neutralize the objection

Ralcorp produces Ralcorp Corn Nuts, Planters Corn Nuts, and Great Value Corn Nuts. What type of branding strategy is Ralcorp using?

Mixed branding

Planter's Nuts are a well-known national brand. Planter's also produces and packages Great Value brand nuts, sold exclusively at Walmart. Planter's is engaging in

Mixed branding.

Clean Machine manufactures a variety of cleaning and laundry products. When it comes to baby clothes, they suggest that their customers use their detergent "Baby's Bottom." For the elderly crowd, they market "Wrinkles be Gone." For a fresh, clean scent, they promote their "Breezy" brand. Clean machine is participating in:

Multiple branding

Which of the following is NOT one of the rapidly growing social networks discussed in the text?

MySpace

Palm Tree lotion is more expensive than many other lotions it competes against. Palm Tree is sold in many different types of stores. Palm Tree spends a large amount of money on advertising, and it has a Research and Development department dedicated to making sure the product is utilizing the most innovative ingredients and packaging in the industry. Palm Tree enjoys a high degree of brand loyalty among its customers. Palm Tree lotion is most likely a:

National Brand

Which of the following is true about non-profit organizations, as discussed in the textbook?

Non-profit organizations can use many different elements of the promotional mix to achieve their goals.

IBM has 30 information technology hardware and software specialists, business consultants, and engineers working at Charles Schwab, a large brokerage firm, all under the direction of a senior IBM sales executive. They are creating and managing a complex financial planning system that helps Schwab clients with their retirement planning. This is an example of

Partnership selling

In its discussion of the management of services, the text expands the classic "4 Ps" to the "Seven Ps" of Services Marketing. What are the three additional Ps?

People, Physical Environment, and Process

As discussed in the textbook, which of these forms of promotion has especially low levels of "wasted coverage"?

Personal selling

Recently, Chipotle has had a lot of negative publicity in regard to food safety. In order to communicate to consumers they are correcting their mistakes, Chipotle takes out a full page advertisement in the New York Times. In the ad, Chipotle apologizes for its mistakes and promises to make things right in regard to its customers and food safety. What task does Chipotle's advertising represent in this instance?

Persuade

Imagine that Crest is introducing a new type of automatic but disposable toothbrush. As they introduce the product, Crest runs advertisements telling people what the product is, what it does, and where to find it. These ads would be classified as:

Pioneering ads

Alex wants to get his new brand of affordable work out gear into Walmart and Target. He has meetings scheduled with the buyers from each store next month and is spending his time now researching what they are looking for, what the stores' policies are, and how his brand will fit in. He is also trying to learn as much as he can about the individual buyers and their interests and hobbies. Alex is in what stage of the selling process?

Preapproach

Before Disney made a presentation to Marvel Comics to attempt to get the rights to use Star Wars trademarks in its theme parks, Disney did as much research as they could on Marvel, including studying their website and interviewing employees. This is an example of what step in the selling process?

Preapproach

Jen has a sales call scheduled with the VP of Purchasing at Coca-Cola on Friday. Jen just landed a new sales position with ABC Plastics, Inc. and has never called on the VP before. She texts Karen, who used to call on the Coca-Cola VP and had a good relationship with him. Jen asks her about his likes and dislikes and what his product needs have been in the past. What stage of the sales process is Jen executing?

Preapproach

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal. These collectibles are an example of a

Premium

Joey is excited to go to the Florida-Georgia game in Jacksonville because he loves going to the various tents and getting "free stuff". Last year he got a Coca-Cola pen, a Bank of America hat, and a Geico koozie. These companies were using _____ which fall under the _____ category of the promotional mix.

Premiums, Sales Promotion

Throughout her life, Alyson has always been a smart shopper. Whether it be clothing or basic necessities, Alyson is always looking for the best quality deals at the lowest prices. When buying groceries, Alyson's favorite brands are Greenwise, found only at Publix, and Kirkland, found only at Costco. Rather than purchasing Ben and Jerry's Ice Cream or Barilla Pasta, Alyson believes that everything ends up tasting the same. In this scenario, what type of brands does Alyson buy?

Private Label

A UF scientist invented an automated eye drop dispenser. It looks like a regular pair of eyeglass frames and utilizes tiny cameras and an even smaller microprocessor to predict when the wearer will blink. When the dispenser anticipates a blink, the glasses automatically dispense eye drops to the eye right before the blink. This item can be used by small children and save the child's parents the hassle and time of administering eye drop medicine to their child. The time savings this invention offers are a:

Product Benefit

A popular game in the smart phone app industry is Minion Rush, based on the popular movie Despicable Me. Around the beginning of October they released a Halloween update that made one of the levels spookier, just in time for the holiday. The developers did this to keep their product more relevant to consumers and thereby extend the product life cycle. Rebekah, who originally was an avid player of Minion Rush but was slowly drifting away, was impressed by the update and began playing the game more frequently. What type of strategy is this?

Product Modification

Birkenstock shoes are well-known for being unattractive yet comfortable. Recently, Birkenstock has decided to update the Birkenstock look by making the shoe more fashionable. They kept the original Birkenstock comfort, but reworked the appearance to make the shoes more attractive. Birkenstock is engaging in which strategy in an attempt to extend the PLC of their brand?

Product Modification

Recently, Jessica was watching The Big Bang Theory. During that particular episode, Raj, one of the main characters, was in a serious relationship with Siri, the intelligent personal assistant that is part of his Apple iPhone. He repeatedly professed his love for her but she rejected him politely. In this episode, Siri's role can be seen as an example of:

Product Placement

Recently, the executives at the Fiat automobile company partnered with the producers of the movie Zoolander 2 to create a TV commercial. The TV commercial for Fiat featured the lead character of Zoolander 2 driving a Fiat and running a red light countless times for the sole purpose of getting his photo taken by the traffic light camera and showing off his signature "Blue Steel" pose. The same model of Fiat appeared in numerous scenes in Zoolander 2. This collaboration is called:

Product Placement: Cross-promotion

Toothbrushes are an example of ________ while electric toothbrushes are an example of a ________.

Product class; product form

When specific knowledge is required to sell certain types of products or services, then a ________ is used.

Product sales organization

The Enclave Apartment complex of Gainesville offers $200 to residents for referring new people that end up signing leases there. This referral process is an example of which stage in the selling process?

Prospecting

Eddie is interested in trying Google Glass, the new glasses from Google that keep you connected no matter where you are and what you're doing. However, he is reluctant to purchase the product because he is worried that it won't fit with his fashionable image. As discussed in the textbook, Eddie's reason for resisting Google Glass could best be described as a(n):

Psychological barrier

Gainesville alternative-rock band Flipturn performed this year at Okeechobee Music Festival. Now, their name is appearing in reviews in music publications all throughout Florida, claiming that the band is "the next big thing," and their songs are on radio station playlists everywhere. This type of promotion is referred to as

Publicity

Lexus issued a press release to build up the excitement for their new product: the Lexus Hoverboard. Based in part on the press release, a reporter from the Gainesville Moon wrote an article about how he believed the new Lexus Hoverboard is a breakthrough in transportation and by the end of the decade almost everyone will own one because they are so useful. The article by this reporter is _____, while the press release is:

Publicity; Public Relations

Kim, a printer toner salesperson, is on the phone with Ron, a representative of the Draken Corporation. Kim is telling Ron all the great things about her company's toner in hopes that Ron will purchase a large order for his company. Ron is sold on the idea, but as Kim tries to finalize the sale, Ron tells her that he has to check with his boss, Rufus. Kim failed to close the sale because she erroneously assumed that Ron had:

Purchasing authority

Frank recently got hired by Trader Joe's. After his first day, he realized that Trader Joe's always has Buy One Get One (BOGO) deals that their customers enjoy. Frank wanted to know why BOGO deals were always happening at Trader Joe's, especially the BOGO bread deal for the week. Frank's manager told him it was because the bakery offered Trader Joe's a discounted price, so Trader Joe's was able to apply a deal on the bread. What type of sales promotion is this an example of?

Push

Carly is making "You're doing amazing, Sweetie" Kardashian meme-t-shirts. She already has a list of names of businesses that could possibly buy them, but she wants to make sure they have a desire for the shirts, the ability to purchase, and that she contacts the person who is the decision-maker. Carly is engaging in what activity?

Qualifying prospects

Which of the following is an example of an impersonal, marketer-controlled source of information?

Red Bull runs a commercial on TV during the Super Bowl

Brian was planning on surprising his girlfriend by taking her to Miami for the weekend for her birthday, so he made a reservation to stay at the Hard Rock hotel. However, when they arrived at the hotel, there was no record of him making the reservation even though he had a confirmation number and the hotel had already charged his credit card. Hard Rock apologized for their error, upgraded Brian's room to a suite, and gave Brian and his girlfriend a complimentary dinner at one of their four star restaurants on the site. This is an example of which type of service recovery?

Red Carpet

Trading down refers to:

Reducing the number of features, quality or price of a product

Mr. Santos works for Fan Co., a company that sells oversized fans to large consumer venues like indoor stadiums and concert halls. He is responsible for selling fans anywhere in the state of Florida; the company also has sales people responsible for selling fans in every other state in the country. What type of sales force organizational structure does Fan Co. have? I. Product line II. Type of account III. Regional

Regional only

Sunny recently purchased some new lipsticks from Sephora in the Oaks Mall. She has been enjoying the long-lasting wear of the lipsticks; however, she is a little stressed out by the $100 she paid for all of them. About two weeks after she bought the lipsticks, Sunny received some complimentary eye shadow palettes in the mail as well as a newsletter for selected customers only featuring new makeup looks. The items Sunny received in the mail performed which advertising task?

Reinforce

Wilson the Wizard recently purchased a shiny new top-of-the-line cauldron. He has been enjoying the new cauldron's fancy self-heating feature as well as its lustrous finish; however, he is a little stressed out by the $500 he paid for it. About two weeks after he bought it, Wilson receives some complimentary cauldron polish in the mail as well as a newsletter for owners only containing new secret potion recipes. The items Wilson received in the mail performed which advertising task?

Reinforce

Brittany's Books introduced a new E-reader tablet that was very successful on the market. Two years later, Brittany's Books decided to create a new version of their tablet; the only difference was that the screen would light up, making it easier to read in the dark. This new tablet experienced less rapid acceptance in the market in comparison to Brittany's first tablet. This slower rate of diffusion was most likely due to which factor?

Relative Advantage

Southwest Airlines prides themselves on having the highest On Time Performance (OTP) in the entire industry. They want to ensure that their customers trust that they can arrive on time to their destinations because Southwest is dedicated to a high OTP. Which dimension of service quality is Southwest emphasizing?

Reliability

Axe recently introduced a new body spray, Hatchet, targeted at teenage boys who have yet to learn the appropriate amount of body spray to apply. Axe handed out free samples at middle school pep rallies, texted coupons to teens, and even sponsored a video game contest. Axe was using which of the following promotional mix elements?

Sales Promotion

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teen-aged boys who don't watch much TV. P&G handed out samples at skateboarding events and sponsored a contest for high-school football player of the year. P&G emphasized which promotional element in this example?

Sales Promotion

A ________ contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.

Sales quota

Jade is a regular shopper at Publix, a large grocery store chain that sells all of her favorite brands. One day, while browsing through the chip aisle, Jade notices a new flavor of Doritos that she has not seen before. At home, Jade unloads her groceries and takes out the bag of Doritos. She opens the bag and tries one, and to her surprise she really enjoys the taste. In this scenario, what term can be used to describe the act of Jade tasting the Doritos?

Second moment of truth

The University of Florida is constantly evaluating their course management platforms (e.g., Canvas). One of Canvas' competitors is Moodle. Imagine that Moodle wants to make a sale to UF, so they send a team from Moodle to conduct an educational program for about 20 members of UF's information technology staff. During this program, they describe some of the cutting-edge features that Moodle offers. This sales format is known as:

Seminar selling

Supermarket chains are sometimes reluctant to put new products on their shelves due to limited space and the risk that the product may not sell well. To guard against loss of profit, store managers sometimes charge a ________to the manufactuer.

Slotting fee

Bob's Burgers, a local Gainesville restaurant, has had a recent dip in sales. With all of the new restaurants that keep opening up in the area, people are opting to eat elsewhere. To remind people of how delicious and affordable their food is, Bob's decides to run a TV advertisement. The advertisement will air only in the Gainesville area on Channel 20, the local ABC affiliate. Which type of TV advertisement will Bob's be running?

Spot

During the 2014 FIFA World Cup, the Beats by Dre headphones commercial was aired nationally on TV. However, the commercial was shown more often in cities that have an Apple store. The additional exposures of the commercial in several cities were accomplished through _____ TV advertising.

Spot

Banana Republic has recently been experiencing a loss of customers. Research showed that Banana Republic customers desired more fashions to choose from, as well as a friendlier environment. In an effort to gain customers' loyalty, Banana Republic started to offer more fashionable clothing and gave their sales associates training on the fashions so they could be more helpful. Sales increased for a bit but then they dropped again. Banana Republic's customers are annoyed by the fashion advice Banana Republic sales associates are now instructed to give. This service failure can be specifically attributed to which of the following gaps?

Standards Gap

A(n) ________ is the unique identification number that defines an item for ordering or inventory purposes.

Stock keeping unit

In the popular HBO show Sex and the City, Carrie Bradshaw bought Manolo Blahnik shoes and wrote her advice columns on her Apple laptop. It is rumored that Manolo Blahnik paid the producers to have his shoes featured on the show, while Apple simply donated some computers to the producers. The Manolo Blahnik product placement is considered _____, while the Apple product placement is considered _____.

Straight-fee; barter

Imagine that Macy's decided to open a line of smaller, less expensive stores called "Macy's Clearinghouse." The name "Macy's Clearinghouse" combines the original Macy's name with a new term, "Clearinghouse," to distinguish this new type of store from the original stores. This would be an example

Sub-branding

June and Alice went on their annual trip to Halloween Horror Nights last weekend. Over the last few years, they had noticed a decline in the overall fear factor at the park. This year, however, aside from being completely scared out of the wits, they noticed some differences at the park from last year: more frightening architecture in each section of the park, scarier signage, and even the employees' more believable costumes and makeup. Halloween Horror Nights improved which RATER dimension of service quality?

Tangibles

The service continuum discussed in the text most closely relates to which of the five dimensions of the RATER model discussed in lecture?

Tangibles

With respect to advertising, CPM is defined as

The cost of reaching 1,000 individuals or households with the advertising message in a given medium

What do the United States Postal Service, the U.S. Park Service, and a local fire department have in common?

They are all government-sponsored service providers.

Katie owns her own vintage clothing store called Katie's Kloset. Katie's Kloset sells used clothes dating all the way back to the 1920's. After doing some market research, shown below, what should be Katie's promotional objective for the next year? 100% Total potential market 90% Aware 81% Knowledgeable 73% Like 65% Intend 62% Buy

To increase intention to go to Katie's Kloset

Jason is working on his business "Jason's Jams & Jellies." In his online video ads, Jason features an animated talking jam/jelly jar named JoJo with a music box playing his favorite "jams." JoJo the Jamming Jam Jar is a:

Trade character

Over the years, Charmin has decreased the number of sheets of toilet paper on a roll, while keeping the price the same and using air to "puff up" the rolls so that they do not look any smaller. This is an example of what practice discussed in the textbook?

Trading down

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Traffic generation

To try to boost this season's low ratings, the TV show The Walking Dead created a website called deadyourself.com, in which you could upload a picture of yourself onto the body of a zombie that dances around the screen. After you make a zombie, you could then email it to friends, colleagues, and family members. The website also has a link where you can "zombify" yourself and immediately send it to other people. This is an example of:

Viral Marketing

Dos Equis beer uses a suave, sophisticated, "most interesting" man to promote their brand. A set of human characteristics associated with a brand is referred to as __________.

a brand personality

The product life cycle refers to __________.

a concept that describes the stages a product goes through in the marketplace—introduction, growth, maturity, and decline

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

a deal

If a new grocery product does not achieve a predetermined sales target, some retailers require a penalty payment by the manufacturer to compensate them for sales that its valuable shelf space failed to make. What is this type of payment called?

a failure fee

In Internet advertising, cost per action refers to

a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.

A customer contact audit refers to

a flowchart of the points of interaction between a consumer and a service provider.

A Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks. It is placed in a high-traffic area of the store. This type of sales promotion is referred to as __________.

a point-of-purchase display

. Brand personality refers to __________.

a set of human characteristics associated with a brand name

A wiki is a

a website whose content is created and edited by the ongoing collaboration of end users

. Users of social media deliberately seek to ensure that the dissemination of a message does not end with an individual receiver. Marketers using social media try to reach:

active receivers"

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media seek to reach __________.

active receivers"

A marketer is faced with the choice between two media strategies: the first strategy uses Facebook pages and YouTube channels, and the second strategy uses ads in newspapers, magazines, and TV. The difference between these two types of media strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.

active receivers"; "passive receivers"

Trading up refers to _____.

adding value to the product (or line) through additional features or higher-quality materials

Chris is trying to decide which cookies to buy. He is choosing from several brands that have just been introduced. While shopping at Publix, he sees Pillsbury Double Chocolate Chunk cookies. He decides to see if this will be his new, regular cookie of choice. Chris' adoption process is most likely to follow which of the following sequences?

awareness -> interest -> trial -> evaluation -> adoption

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps Dairy had to pay Wrigley, the owner of the Life Savers brand name, a fee to market this concoction. This is an example of:

brand licensing

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of the popular childhood candy). Kemps Dairy had to pay Wrigley, the owner of the Life Savers brand name, a fee to produce and market this concoction to supermarkets and convenience stores. This is an example of __________.

brand licensing

A product manager is sometimes called a(n) _____.

brand manager

Factors such as specifying product features, marketing strategy, and financial projections are a part of which stage of the new-product process?

business analysis

In 2010, Gartner Research and 1To1 Media recognized Microsoft Dynamics Customer Relationship Management (CRM) and its xRM framework for delivering increased productivity and cost savings for customers worldwide. A Microsoft expert works individually with customers on problem recognition and resolution and adapt their enterprise software to meet the unique needs of the customer. The Microsoft expert is engaged in __________ selling.

consultative

Peach Inc. has been in the mp3 player industry for about three years. Every year, they come out with a new model of their pPod nano. The pPod has gradually become smaller in size with each new model. Most recently, they came out with 10 different colors. The pPod nano is practicing _____ innovation.

continuous

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

cost per action," and pay $5.00 for every purchase that originated from an ad on the site

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products

Services provided by specialized professionals such as medical diagnoses and legal services have certain properties or characteristics that the consumer may find impossible to evaluate even after their purchase or consumption. What are these properties called?

credence properties

Consider Figure 20-6C above. If a tire manufacture chooses to employ its own salesforce, there are three basic organizational salesforce structures from which to choose. "Salesforce Organization C" above represents which type of salesforce organizational structure?

customer

All of the following are responsibilities of a product or brand manager EXCEPT:

developing and implementing strategies at the corporate level.

The result of offers that contain all the information necessary for

direct orders

The dimension of service quality called __________ refers to the caring, individualized attention provided to customers.

empathy

Periods of advertising scheduled between periods of no advertising to reflect seasonal demand, represent the __________ schedule of advertising.

flighting

Which of the following is NOT one of the four types of consumer products discussed in the text?

frequency

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill. This assessment of consumer expectations and the actual experience they had is called a __________.

gap analysis

Katie recently went to Sweet Cakes, a local bakery, in search of a delicious triple-layer chocolate cake to celebrate her new job. While all the employees were extremely polite and helpful and even offered cake selection advice, Katie left disappointed. All the varieties of cakes that Sweet Cakes offered were plain vanilla, and they were very high priced. This is an example of:

good expected service but bad core service

According to the text, there are many "marketing reasons" for new product failures. Which of the following is NOT one of them?

groupthink" in task force and committee meetings.

The first decision in developing the promotion program is to __________.

identify the target audience

The first decision in developing an advertising program is to

identify the target audience.

Western Airlines operates five flights daily between Chicago and Phoenix during the winter. One flight leaves Phoenix at 12:10 PM. The plane, a Boeing 737, has a capacity of 120 passengers. During the past month, the flight has averaged only 24 passengers, a load factor of 20 percent. Once the plane takes off, the other 96 seats generate no sales or profits for the airline for that flight. What unique aspect of services does this situation describe?

idle production capacity

You first hear about a new brand of cologne called "Allergic" because you saw an article about it in the New York Times that reported how many celebrities were at the "Allergic" launch party last weekend. What type of source is the New York Times article?

impersonal/independent

When a company uses a(n) _________, it is using its own advertising staff to provide the advertising services needed by the company.

in-house agency

When Margot called the toll-free number to order one dozen water lilies from the Van Ness Water Gardens website, the firm was using __________.

inbound telemarketing

On a recent shopping excursion at a local Target store, Jim Krause went from aisle to aisle selecting the products he needed. He bought a variety of products, including shampoo, toothpaste, a plant for his office, and several pairs of socks. Interestingly, the only salesperson Krause encountered was the person at the checkout counter. The checkout person at Target is an example of a(n) __________.

inside order taker

The notion that a service organization must focus on its employees before successful programs can be directed at customers is referred to as

internal marketing.

In a business-to-business context, the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as __________.

key account management

A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________.

lead generation

Jeff's Peanut Butter Co. conducted market research and found that his customers would enjoy a fruit flavored peanut butter. He markets his fruity peanut butter with colorful packaging, and it sits on the same shelf as his regular peanut butter in grocery stores. This is an example of:

line extension

A slotting fee is a payment that a

manufacturer makes to place a new product on a retailer's shelf.

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

maturity

Social networks can be classified in a matrix with two dimensions: __________ and __________.

media richness; self-disclosure

Sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products are referred to as __________.

missionary salespeople

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller (e.g., a retail chain) because the segment attracted to the reseller is different from its own market is referred to as __________.

mixed branding

Atomic Motors, Inc. manufactures cars. They have three separate makes (brands) of car: Zeus, Panther, and Ryder. The Zeus is a line of sports cars; the Panther is designed to be extremely safe for families; and Ryder is an inexpensive brand. What type of branding is Atomic Motors using?

multiple branding

Companies can employ several different branding strategies. In Figure 11-7 above, "A" represents a __________ strategy.

multiproduct branding

In product strategy, downsizing reduces the __________.

package contents without changing its size while maintaining or increasing the price

John Whitaker works for American Greetings. His job description includes the following responsibilities: (1) stock and arrange point-of-purchase displays of his retail customers—60 percent of his work week and (2) pick up orders from customers and complete the transactions—40 percent of his work week. Whitaker is primarily engaged in which type of selling?

outside order taking

When consumers are in the purchase stage of the decision process, the impact of _____ is very high, but the impact of _____ is very low, compared to other stages of the decision process.

personal selling; advertising

When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?

pioneering

Tests conducted after an advertisement has been seen by the target audience (e.g., a print ad in a magazine or a TV commercial that ran during primetime) to determine whether an ad accomplished its intended purpose, are referred to as __________.

posttests

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a media vehicle.

pretests

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.

pretests

When consumers consider all types of household cleaners, they are considering the __________ of household cleaners. When consumers limit their choice of household cleaners to only those that come in spray bottles, they are considering a __________ of household cleaners.

product class; product form

A group of product or service items (produced by the same firm) that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range, is referred to as a(n) __________.

product line

According to the text, advertisements basically consist of two main types: __________ and __________.

product; institutional

Business products refer to

products organizations buy that assist in providing other products for resale.

A competitive product ad

promotes a specific brand's features and benefits.

Press conferences and image management are tools used by a firm's __________ department.

public relations

All of the following are alternative forms of institutional advertisements EXCEPT:

public service

Mario's Pizza has done some research on their market. The research is as follows: 100% Total Potential Market 92% Aware of Mario's 84% Knowledge about Mario's 77% Like Mario's 71% Intend to buy from Mario's 64% Purchase from Mario's What step should Mario's Pizza focus on improving as their promotional objective?

purchase

A new beverage by Snapple is currently being sold only in the western United States. Over the next year, Snapple plans to introduce the beverage sequentially into areas in the Midwest and in the eastern U.S. This is referred to as a

regional rollout.

There are five key dimensions of service quality:

reliability, tangibility, responsiveness, assurance, and empathy.

. For many years, Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, has been perceived as a cereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, and advertisements depicted children enjoying the product with Tony in competitive situations. Recently, in response to declining sales of Frosted Flakes, the cereal-maker has launched a new series of advertisements that show adults admitting that they enjoy Frosted Flakes, too. Kellogg's is attempting to __________.

reposition Frosted Flakes

Trade promotions refer to

sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.

Hewlett-Packard recently shifted its entire U.S. salesforce into home offices and saved millions in staff salaries and office rent despite the expense of equipping each home office with a notebook computer, fax/copier, mobile phone, two phone lines, and office furniture. Such decreased selling costs are among the benefits of __________.

salesforce automation

Salespeople for Godiva Chocolates use their laptop computers to process orders, plan time allocations, forecast sales, and communicate with other Godiva personnel and customers. This is an example of:

salesforce automation

An order taker refers to a __________.

salesperson who processes routine orders or reorders for products that were already sold by the company

One of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations. For example, consumers can easily evaluate shoes, jewelry, and skis before making a purchase. On the other hand, consumers can evaluate services such as restaurants, ski instructors, and tanning salons only during or after their purchase. Tangible products have more __________ properties, whereas services have more __________ properties.

search; experience

Nick recently was hired at Outback Steakhouse as a waiter and was told by his managers to ensure "customers have a delightful, fun, and positive experience at our restaurant." Taking this directive seriously, Nick began making awesome balloon animals at his customers' tables, and even cracked a few hilarious jokes, which confused and upset the customers. That wasn't the kind of experience they really wanted. Some even left the restaurant without eating. This scenario represents a:

standards gap

The practice of using a group of professionals in selling to and servicing major customers is referred to as

team selling.

A pioneering ad

tells people what a product is, what it can do, and where it can be found.

With respect to advertising, CPM is defined as

the cost of reaching 1,000 individuals or households with the advertising message in a given media vehicle.

Figure 17-1 above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "J" is referred to as _________.

the feedback loop

Web 2.0 is a term that describes

the high degree of interactivity among users.

The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment. They know from experience that such public holidays usually have high rates of accidents. For the hospital's business office, the unexpected lower demand for the emergency room services most likely means

the hospital has idle production capacity.

In television or radio advertising, a rating refers to

the percentage of households in a market that are tuned to a particular television or radio station

Partnership selling refers to __________.

the practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the benefit of the customer

Lead generation refers to

the result of a direct marketing offer designed to generate interest in a product or service, and a request for additional information.

New-product strategy development refers to

the stage of the new-product process that defines the strategic role for a new product in terms of the firm's overall objectives

User generated content (UGC) refers to

the various forms of online media content that are publicly available and created by end users.

. Performance measures for social media are divided into two types: __________ and __________.

those linked to inputs or costs; those tied to the outputs or revenues

Figure 11-1 above represents the stages of the product life cycle. What does the curve labeled "Y" represent?

total industry profit

CoolMax is a fabric made by DuPont. It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of CoolMax crew socks. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?

trial

A statement indicating the liability of the manufacturer for product deficiencies is referred to as a:

warranty

A wiki is a

website whose content is created and edited by the ongoing collaboration of end users.