Marketing Exam
Selima has been having a difficult time working with a particular buyer while using the personal selling process, and she has asked her manager, Cezar, for some ideas about how to close the sale effectively. Cezar asks her a number of questions to help sort out the difficulties. Which of the following questions would Cezar be least likely to ask?
"Have you completed the follow-up to ease the buyer's mind?"
When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were
160.
What Amazon innovation might suggest replenishment of a previously ordered item, facilitate the purchase of a tool that the shopper is missing for a DIY project, or even recommend alternatives to consistently purchased products and brands?
Alexa
Generally, less money is spent on advertising in B2B markets than in B2C markets because
B2B marketing usually involves more personal selling.
When Starbucks sells its coffee and mugs to the public on its website, it is a ________ sale.
B2C
Which BRIC country's economic growth in the 21st century can largely be attributed to the expansion of its literate population and the impositions of social programs that have allowed more than half of its 201 million citizens to enter the middle class?
Brazil
Darwin is hoping to get a chance to bid on supplying key components to Chuck's business. He is eager to move forward, but he must wait until
Chuck develops a list of product specifications.
________ are combating competitive pressures by providing better value with private-label merchandise; adding new value-added services such as online ordering and delivery options; and providing a better shopping experience.
Conventional supermarkets
Customer retention programs are based on what concept?
Customer relationships should be viewed from a lifetime value perspective rather than on a transaction-by-transaction basis.
________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.
Demographic
It is important to Elias to get value for his money, but he does not want to spend time comparison shopping. Elias will likely respond to ________ pricing, but not to ________ pricing.
EDLP; high/low
The first step in the STP process is to
Establish overall strategy or objectives
Which of the following is a federal agency that regulates advertising activities?
FCCC
What U.S. government agency has the primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true?
Food and Drug Administration
Harold wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. Harold decides to target Internet users who search for the terms "apartment," "insurance," and "student." Which of the following will be most helpful to Harold?
Google AdWords
Assuming that a marketing research study will answer important questions and reduce the uncertainty associated with a proposed project, a major question that needs to be addressed before starting the study is
Is top management committed to the project and willing to abide by the results of the research?
________ pricing tactics lower the price of a product below the store's cost.
Loss-leader
When a company offers consumers the ability to make purchases via a smartphone, this is known as
M-commerce.
________ is the process of examining consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies.
Neuromarketing
________ can purchase merchandise at substantial discounts from the original wholesale prices because they do not ask the suppliers for advertising allowances or markdown adjustments.
Off-price retailers
________ training is excellent for communicating selling and negotiation skills, because managers can observe the sales trainees in real selling situations and provide instant feedback.
On-the-job
How is consumer panel data collected during the test marketing phase of a new product introduction?
Panelists scan their receipts on a home scanning device.
In 2016, in response to the threats of climate change, the United Nations rectified the
Paris Accord.
________ is the cash expenditure plus taxes that consumers have to pay for a good or service.
Price
Which of the following are guidelines for developing a marketing research questionnaire?
Questions should use vocabulary respondents are familiar with.
________ is an inventory management system that delivers less merchandise on a more frequent basis than in traditional inventory systems.
Quick response
________ plays an important part in protecting privacy and requires companies to disclose their privacy practices to customers on an annual basis.
The Federal Trade Commission
Why would a firm eliminate an item within a product line?
The product undermined its own brand.
When a customer purchases a television at Best Buy, which of the following information flows in the supply chain are started?
The sale is transmitted to Best Buy's distribution center to adjust inventory data.
Why should marketers be aware of the BRIC countries?
They are likely to be the source of most market growth.
Imagine that you currently operate a coffee shop, and you want to add another shop in a new location. You need to obtain data to determine the size of your potential market. Which data source would you use?
U.S. Bureau of the Census
Which of the following is the best example of a mass media advertising channel?
USA Today
________ compares the price of a product to its benefits.
Value
Supercenters are large stores that combine a supermarket with a full-line discount store. ________ dominates this category with the vast majority of supercenters in the United States.
Walmart
When a company launches a new product line with an existing brand name, this is known as
a brand extension.
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver
a consistent and compelling message.
The consumer buying process begins when
a consumer recognizes an unsatisfied need
Yury is opening a financial consulting service for high-income retirees in his area. This target market is used to paying for quality and associates high quality with high prices. In this instance, Yury should probably not use a penetration pricing strategy because
a low price might signal low quality.
How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer are all elements of
a marketing plan.
Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with
a poor choice of medium.
First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of
a public service announcement.
Avery's, an upscale department store, has a well-known reputation for going the extra mile to serve its customers. This reputation for excellent customer service will most likely result in
a sustainable competitive advantage.
In the AIDA model, the do stage is the ________ stage.
action
When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following except
age
Melinda could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as
aided recall.
Freida is using a test model of her firm's new inline skates to see if they work according to the design specifications. She is involved in
alpha testing.
The National Institutes of Health (NIH) sponsors medical foundations to conduct research to treat rare diseases. The research is then disseminated to the medical community, thus encouraging the development of drugs and therapies more quickly and at a lower cost than would be possible if the research were privately funded. This is an example of
an R&D consortia.
Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of
an associated service.
Segmentation, targeting, and positioning
are part of a firm's marketing strategy.
In questionnaire design, a question such as "Do you like Burger King's hamburgers and fries?"
asks two questions at once.
Which of the following is included in the five dimensions used by consumers to determine overall service quality?
assurance
When conducting a survey about choosing vacation destinations, Michele should ________ in order to get reluctant respondents to provide honest information.
assure consumers that their individual responses will be kept confidential
Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service?
augmented product
In the AIDA model, the think stage is the ________ stage.
awareness
Brett is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should
be short and use simple words.
In the case of Band-Aid adhesive bandages, the brand name has
become synonymous with the product itself.
Ilana and Gabi are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to
begin to collect data.
The product life cycle is theoretically ________ with regard to sales and profits.
bell-shaped
Jeremy has worked for many years reviewing and approving print ads for his firm. He has memorized a checklist of key points to review. Which of the following would be on her checklist?
body copy
The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the
body copy.
A salesperson's compensation can be made up of some combination of salary, commission, and ________, which are payments made at a manager's discretion when the salesperson achieves certain goals.
bonuses
Which of the following descriptions embodies conscious marketing principles?
both ethically and socially responsible
To reach more customers in India, which represents a vastly promising market but where the GDP is less than $2,000 per capita, Netflix offers subscription plans priced lower than those offered in the United States. This market is known as
bottom of the pyramid.
One of the key characteristics of ________ sessions is that no idea should be immediately accepted or rejected.
brainstorming
Suppose that you work for an advertising agency and are brought into a meeting where everyone is asked to generate ideas for names for a new beach resort. You are engaged in ________, a form of new idea generation.
brainstorming
For a company like Pepsi-Cola, ________ occurs when its new brands sells more than the core brand.
brand dilution
Wang tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as
brand dilution.
Denny always liked REI outerwear, so when he was shopping for a winter coat, he ordered one from REI without thinking too much about it. This demonstrates how ______ facilitate purchases.
brands
Because PSAs are a special class of advertising
broadcasters to devote a specific amount of free airtime to them.
In most large organizations, several people are responsible for making a purchase decision. This group is called the
buying center.
In a focus group, researchers usually videotape or audiotape the session in order to
catch any patterns of verbal or nonverbal responses.
Variable costs change with
changes in the quantity being produced
The number of participants who discontinue their use of a service divided by the average number of total participants is called
churn.
Sales representatives are often compensated, at least in part, on a percentage of the sales revenue. This percentage is known as a
commission.
When firms set prices similar to those of competitors, they are following a strategy of
competitive parity.
Imagine that a management consulting firm wants to sell a bank a new system for finding checking account errors. The consulting firm's salesperson has learned about the customer during the qualification stage, and the salesperson should now
conduct additional research and develop plans for meeting with the customer.
For an advertiser, the target audience can be understood as
consumers designated by research as its focal market.
Marketers selling milk, bread, and other consumer staples know that most customers do not spend much time searching or comparing alternatives. For most consumers, these are ________ goods.
convenience
If a manufacturer wanted to sell a full range of products in a number of different container sizes, which kind of store would the company be least likely to choose as a retailing partner?
convenience stores
Parties that work along with the focal firm to provide goods and services to consumers are viewed as
corporate partners.
For every consumer who purchases a pair of TOMS shoes, the company promises that a needy child will receive a pair of shoes. TOMS shoes is actively engaging in
corporate social responsibility.
The pricing method that considers what consumers may be willing to pay for a particular product based on the value received over the product's entire lifetime is the ________ pricing method.
cost of ownership
Nazira would like to know which, if any, of her firm's IMC efforts are working. She could use ________ to provide feedback from her efforts.
coupon redemption rates
The key to a successful emotional advertising appeal is to use the emotion to
create a bond between the consumer and the brand.
More accurate sales forecasts are possible when retailers ________ rather than ________.
create one forecast for a distribution center; survey every current customer
Which of the following is likely to provide a sustainable competitive advantage?
creating an efficient supply chain that lowers your costs
Several months ago, Viola took over the sales territory managed by a very successful salesperson. Viola should use ________ as a first source of leads.
current customers
The Service Gaps Model is designed to highlight those areas where
customers believe they are getting less or poorer service than they should.
Which of the following is included in the four product life cycle stage?
decline
The first step of the marketing research process is
defining the objectives and needs.
In services marketing, the saying "where the rubber meets the road" refers to whether or not a(n) ________ gap exists.
delivery
Boho Clothing an online trendy women's clothing site, targets college-educated women between 25 and 40 years old with average household income of $70,000 or more. This is a form of ________ segmentation.
demographic
Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of ________ segmentation.
demographic
Psychographics is the segmentation method that delves into how consumers
describe themselves.
Bhakti was recently promoted to a sales management position. She had been an effective representative, but her strengths and educational background were in management. She was about to begin her first salesperson recruitment campaign. The most important thing Bhakti can do to ensure that she recruits the right people is to
determine exactly what the salesperson will be doing and what traits and abilities job candidates will need to succeed.
The role of the buyer in dealing with the manufacturer includes getting information, negotiating prices, arranging shipping dates, and
determining promotional events.
Having no intermediaries between the buyer and seller is a defining characteristic of a(n) ________ marketing channel.
direct
ABC, Inc. wants to expand into the Central American market. It has the financial resources, wants to control business operations, and has had considerable success marketing to Hispanics in the United States. ABC will likely use ________ to expand into the Mexican market.
direct investment
Which of the following is the least interactive IMC strategy?
direct marketing via catalog
Sophia wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Sophia will likely increase her use of
direct marketing.
The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in
direct marketing.
Often, inexperienced salespeople mistakenly believe that during the sales call, they should
do all the talking.
Along the service-product continuum, which of the following would be considered the most service dominant?
doctor's office
Which of the following is a public relations tool?
donating a portion of profits to a charitable cause
As it pertains to the diffusion of innovation, if the ________ group is relatively small, the number of people who ultimately adopt the innovation likely will also be small.
early adopter
The value of a brand is often calculated by assessing the
earning potential of the brand over the next 12 months.
Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand's
equity.
Darlene has identified four potential market segments for her Don't Do It Yourself handyman service. The next step is to
evaluate the attractiveness of each segment.
Production of the DeLorean car, made famous in the film Back to the Future, never got above 25,000 units during its lifetime. Automobile industry analysts estimate that production of this car needed to reach around 300,000 units to achieve the ________, which refers to a decrease in unit cost as product volume increases.
experience curve effect
The ________ occurs when unit cost drops as the quantity sold increases.
experience curve effect
Global expansion often begins with
exporting goods
Salespeople should be evaluated and rewarded only for those activities and outcomes that
fall under their control.
A ________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.
flighting
Tilly runs a parasailing business on Hilton Head Island, South Carolina. Tilly closes her business in winter when the water gets too cold. She should use a ________ advertising schedule.
flighting
The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to
focus on solving problems.
In the selling process, the saying "It ain't over till it's over" refers to the ________ stage of the process.
follow-up
Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for ________ data.
frequency and reach
A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n)
full-line discount store.
Marketers often create a special marketing mix for loyalty segments because these segments are
generally profitable.
The Tapestry ™ Segmentation system divides and sorts small geographic areas into categories using 65 or more demographic and lifestyle characteristics. This market research tool is an example of ________ segmentation.
geodemographic
Let's Dish is a meal-preparation service operating in three states. Customers visit a Let's Dish store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm it in the oven or microwave. If Let's Dish wanted to expand into new areas of the United States, what segmentation method would probably be most useful in choosing new locations?
geodemographic segmentation
Canton's Canoes initially identified active retirees living in the retirement community nearby as one of its target markets. Canton's then tailored their service and marketing message to the interests and schedules of that audience. Canton's initially used ________ segmentation and then used ________ segmentation.
geodemographic; lifestyle
To get us to remember their ad and the product or brand in the ad, advertisers must first
get our attention.
The goal of any marketing communication is to
get the right message to the right audience through the right media.
Today, almost every sales representative can immediately check the company's inventory and production schedule electronically. This allows sales reps to sell what is available and make promises to customers that they can keep. This technology has improved service delivery through
greater ability to obtain information.
When Kimberly-Clark introduced rolls of toilet paper without the cardboard core, what social trend did this product respond to?
green marketing
During the ________ stage of the product life cycle, there are few but an increasing number of competitors.
growth
When Toyota introduced hybrid cars, there were waiting lists to buy them. Then Honda and a few other manufacturers entered the market, shifting the product life cycle for hybrid cars into the ________ stage of the product life cycle.
growth
The sender of an integrated marketing communication
has little control over what meaning any individual receiver will take from the message.
The decision to delete a product is never taken lightly because, generally, manufacturers
have made substantial investments in product development and manufacturing.
Every month, Dr. Christie takes his staff to lunch and asks them to share patients' comments and concerns. Dr. Christie uses the lunches as an informal marketing research effort intended primarily to
help him understand the needs of his customers.
Many services marketers use training and standardization to reduce service
heterogeneity.
The old restaurant saying "You are only as good as the last meal served" reflects the fact that services are
heterogeneous.
Because of ________, many companies have altered their "no questions asked" return policies to include time limits, "restocking" fees, and store-credit-only refunds.
high costs
One measure of traffic from visitors on sites, the total requests for a page, is measured in units called
hits.
Which of the following is the most logical example of complementary products?
hot dogs and hot dog buns
Lyle is planning an advertising campaign to promote his canoe tour company. The success of his ad campaign depends on
how well he can identify his target audience.
The goal of customer relationship management is to
identify and build loyalty among a firm's most valued customers.
The ________ stage of the advertising campaign planning process can be described by the question, "To whom are we trying to talk?"
identifying target audience
Vikram's company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this issue be addressed?
implementation
A regional manager at Sally's Beauty Supply, a chain of retail stores selling hair and beauty products, is reviewing sales data after a recent in-store promotion. The data show success in some stores and limited response in others. To understand the differences between stores, the manager will probably next review the company's
implementation programs, to see if the promotion was handled consistently in the different stores.
In a competitive market, perceived value is determined by consumers mostly
in relation to the value of its close competitors.
Rod wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Rod could use ________ to help him develop his survey.
in-depth interviews
One important purpose of a brand is to
increase consumer recognition and awareness of product offerings.
A major factor contributing to the growth in the use of direct marketing IMC efforts is
increased use of credit and debit cards, and online shopping by consumers.
Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in
increasing market share, sales, and customer loyalty.
Empowerment becomes more important when the service is
individualized.
After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to ________, ________, or ________ potential and/or existing students.
inform; persuade; remind
Emelia is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Emelia is trying to create a(n) ________ appeal.
informational
When the iPad Mini came out, Yvonne spent the night in front of the store so she could get one before any of her friends. According to the diffusion of innovation, Yvonne is a(n)
innovator.
Price skimming focuses on selling products to ________ and ________ in the consumer adoption process model.
innovators; early adopters
When supply chain members view their goals and ultimate success as intricately linked, or ________, they develop deeper long-term relationships.
interdependent
The ________ stage of the product life cycle is characterized by negative or low profits.
introduction
In questionnaire design, a question such as "When was the first time you went to a dentist?"
is a question that respondents cannot easily or accurately answer.
Marketers with successful brands sometimes hesitate to expand their brands because
it is costly to maintain many product lines, and it might weaken the brand's meaning.
One reason marketers of new, innovative products often start out with a price skimming strategy rather than a market penetration strategy is that
it is easier to lower prices than to raise them.
The CEO of Charisse's firm just came back from a business seminar. He called Charisse into his office and stated, "I just found out about the product life cycle curve in a strategy seminar. This is a great tool. I want you to drop whatever you're doing and inventory all of our products to determine exactly where they are in the product life cycle." Charisse needs to think fast for a good answer because she knows that
it is often impossible to identify with precision where a product is in the product life cycle.
A major disadvantage of primary data collection is
it requires more sophisticated training and experience to design the study and collect data.
Which of the following retail stores would emphasize personal selling the most as part of the firm's promotional efforts?
jewelry store
Candace's marketing research returned the finding that customers were staying away from her home goods store because of a lack of services like gift cards, return policies, and special orders. Candace was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." Candace is likely suffering from a(n) ________ gap.
knowledge
Jacques manages an upscale French restaurant in the Philadelphia area. His restaurant offers a few specials each evening in addition to its regular menu. Jacques has trained his servers to report comments and requests for items that have previously been offered only as specials. Jacques uses this information to reduce the ________ gap in services marketing.
knowledge
Manufacturers trying to implement a just-in-time delivery system need to start with
knowledge of customer demand.
When the sequel to a movie eventually shows up on their regular television networks, ________ might watch it.
laggards
One of the difficulties in measuring the effectiveness of IMC efforts is the ________, where consumers do not act immediately after receiving a marketing communication.
lagged effect
Which of the following groups are included in the diffusion of innovation curve?
late majority
Donnie wanted to impress Abby with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process
learning.
Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as
lifestyle.
When Talbots, an upscale women's clothing store, tries to portray an image of "traditional, conservative, and with good taste," it is appealing to its target market's
lifestyle.
Service employees at the airlines' flight cancelation desks frequently encounter travelers who get emotional about canceled or delayed flights. The first thing these employees should do is to
listen to the customer.
Sometimes all that needs to be done to satisfy a customer complaint is to
listen to the customer.
Consumers involved in habitual decision making engage in
little conscious decision making.
One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and
lower overall risk.
While JIT systems have many benefits, they
make the logistics function more complicated.
Because advertising is the most visible form of marketing,
many people think of marketing and advertising as synonymous.
Many U.S. companies first discovered marketing during the ________ era.
market-oriented
The ________ is the combination of media used and the frequency of advertising in each medium.
media mix
When Derek's Hardware, a New Jersey-based discount hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in
misguided geographic segmentation.
If a firm in a purely competitive market can differentiate its product or service, it becomes part of a(n) ________ market.
monopolistic competition
In a market with ________ there are many firms providing differentiated products.
monopolistic competition
One of the key characteristics of brainstorming sessions is
no idea is immediately accepted or rejected.
Though a picture can be worth a thousand words, the most important facet of encoding is
not what is sent, but rather what is received.
Jaleel is a sales manager at Hewlett Packard. He is responsible for evaluating the sales, profits, orders, and sales ratios of each of the sales representatives in this territory. Jaleel is evaluating ________ measures.
objective
Which of the following is a key component of a value proposition?
offering name or brand
When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated?
once, for each individual product and service
Martine spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. She is primarily a(n)
order taker.
From the consumer's perspective the individual elements of an IMC strategy can be viewed on two axes: ________ and
passive and interactive; offline and online.
Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because
people already know what the brand means.
Cross-price elasticity is the
percentage change in quantity demanded of product A compared to the percentage change in price of product B.
Rafi manages a Sleep-Wise Inn along an interstate highway. He knows from experience that 5 to 10 last-minute customers will call after 8 p.m. each evening looking for a room and asking the price. Rafi has empowered his staff to offer discounts when the motel is largely vacant, and to quote the standard price when the motel is close to full. He knows his service is ________, meaning that if no one stays in the room, it generates no revenue that evening.
perishable
P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used ________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.
persuasive
In the four Ps of marketing, ________ refers to all the activities required to get the right product to the right customer when that customer wants it.
place
In one test before product launch, customers try a sample product and are then surveyed to understand whether or not they would buy/use the product again. This is known as
premarket testing.
Sarita belongs to a national consumer panel created by a market research company. She regularly receives samples of new products from a variety of firms and fills out questionnaires about the products. The national consumer panel Sarita is part of is engaged in
premarket testing.
Elias was struggling selling his golf photography outside a PGA event. When he offered a T-shirt with a golf photograph on it with any framed golf photo, sales picked up. Elias discovered the value of sales promotions—specifically ________—in encouraging customers to buy.
premiums
When a research team has gathered data for specific research needs, this is known as
primary data.
We often see advertisements touting a product as being made with natural ingredients or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on
product attributes.
Stitch Fix is a successful online clothing company. One of the difficulties in running a clothing company is the need to have significant ________, a large number of items in each product line.
product line depth
After need recognition, a business develops ________ that suppliers might use to develop their proposals.
product specifications
Suppose your university made a sizable investment in its career services—additional counselors, increased efforts to bring in recruiters, and other services aimed at helping students find jobs. This investment would enhance the university's ________ in an attempt to create value for students and recent graduates.
product value
Which of the following is considered part of the augmented product?
product warranty
Integrated marketing communications (IMC) represents the ________ element of the six Ps.
promotion
Managers of fast-food restaurants struggle with a rapid turnover of personnel. Employee turnover rates of 100 to 200 percent annually are common. The work environment is difficult, and customers can often be demanding. One of the first steps managers can take to help workers deliver quality service is to
provide emotional support and concern for their employees.
A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on
providing classes at convenient times and offering online courses.
Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of ________ segmentation.
psychographic
A ________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.
pulsing
The purpose of ________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue appropriate courses of action.
quantitative research
Which of the following provides the information needed to confirm insights and hypotheses and help managers pursue appropriate courses of action?
quantitative research
The major objectives associated with a penetration pricing strategy are to
quickly build sales and market share.
Historically, prices were
rarely changed except in response to radical shifts in market conditions.
Wang wants to sell personal website services to American soldiers in the Middle East. Because of the difficulty of communicating with people in a combat zone, Wang may have trouble with this segment not being
reachable.
Greta had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head and Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an antidandruff shampoo. The new ads suggest that Head & Shoulders has most likely been
rebranded.
Piper made sure that her customers felt comfortable contacting her when they needed something, and she focused on the long term in her dealings with them Piper is a ________-oriented salesperson.
relationship
For salespeople who practice ________, an unsuccessful close one day may lay the groundwork for a successful close during the next meeting.
relationship selling
Inkjet printers were a big improvement over the dot-matrix printers they replaced. Inkjet printers gained rapid acceptance in the marketplace primarily because of their
relative advantage.
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of ________ advertising.
reminder
Liam told the sales rep he wasn't buying his product because it cost too much. In terms of the personal selling process this is called a(n)
reservation.
Which of the following are recommended strategies for service recovery?
resolving problems quickly
Effective service recovery entails
resolving the problem quickly.
When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is
responsive.
When choosing where to eat lunch, Bart's major service criterion is speed: being seated promptly and served his meal quickly. For Bart, ________ is the most important of the five service quality dimensions.
responsiveness
Private-label brands are developed and marketed by a(n)
retailer.
Brands that are owned by ________ are called private-label brands.
retailers
Wholesalers sell to
retailers
One of the advantages of personal selling over other types of marketing communication is that
salespeople can build strong relationships with customers.
The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use ________ to overcome the problem of inseparability of services.
satisfaction guarantees
Firms can measure the success of a new product by
satisfaction of its technical requirements.
Many restaurants offer daily specials, appetizers, entrees, and desserts not listed on their standard menu. These daily specials primarily provide the new product benefit of
satisfying the changing needs of current and new customers.
Pauley's firm had grown steadily and the products and systems had become more and more complicated. He had been a star representative and had personally serviced and developed all his accounts. In the past year or so, Pauley and his sales colleagues have been changing their approach due to the sales growth and increasing product complexity. Customer relationships are now being handled more and more by ________—whose primary duties are order getting, order taking, or sales support—which is typical of firms experiencing this kind of growth.
selling teams
In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?
sender
When the delivery of a service fails to meet customers' expectations, a ________ gap exists.
service
Sales representatives add value for customers by
simplifying communication with the firm.
Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and spends up to $1,700 to train a new employee?
standards gap
UPS, FedEx, and other shipping companies support other firms' ________ marketing goals
supply chain management
Which of the following would be considered a logo without words?
symbol
A new form of self-reporting, used by Crest and other manufacturers to identify how consumers use their products, involves
taking selfies while performing normal routine tasks.
Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?
television
A marketing professor in Boston, Massachusetts, maintains a museum of failed consumer products. Most new products in this museum failed during the ________ stage of new product development, when they are introduced to a limited geographic area.
test marketing
Although conflict is likely to occur in any marketing channel, it is generally more pronounced when
the channel members are independent entities.
Because market and operating conditions are different in each target market
the choice of a pricing strategy should be specific to the target market.
The greater the discrepancy between a consumer's needy state and the desired state, the greater
the consumer's need recognition will be.
Most customers want to achieve a fair solution following a service failure. Which of the following factors affect a person's perceptions of "fairness" in these kinds of situations?
the customer's experience with other firms
Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how ________ impacts demand for products.
the income effect
Raoul was known for driving 20 miles just to save a dollar on the price of his favorite beverage. Raoul perceived price as ________ for a good or service, while most consumers recognize price as the ________ made to acquire a good or service.
the money paid; overall sacrifice
To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and
the number of impressions.
The IMC communication process includes a(n)
the transmitter.
During the research design step of the marketing research process, researchers identify the type of data needed and
the type of research necessary to collect the data.
Vanessa wants to position her financial services company. She can position her services according to
the value proposition.
From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
their fundamental right to privacy.
Franco is working on the message to convey in his firm's advertising campaign. As a starting point, Franco should first consider
touting the key benefits of his firm's services.
The Consumer Electronics Show is an example of a(n)
trade show.
Zappos.com, an online shoe store, offers an easy, no-hassle return procedure. This relates to the ________ of its products.
trialability
Generally, the larger and more sophisticated the channel member, the less likely that it will
use supply chain intermediaries.
The chair of the board of the local historical association chose the bank where the organization keeps its money; however, the office manager is the primary person who makes deposits, writes checks, and balances the account every month. The office manager is the ________ in the buying center for the bank account.
user
When managers understand what their service providers are facing on a day-to-day basis by directly observing them and talking to customers, it is called management by
walking around.
B2B partners often connect to each other on the Internet through special ________ designed to facilitate information exchanges and transactions.
web portals
A generational cohort is a group of people
who are of the same generation.
Political consultants have been using marketing research for decades to help their candidates understand
who makes up the voting public and how to reach them.
A company that buys products from manufacturersand resells them to retailers is a
wholesaler.
An advertising plan is crucial to an ad campaign because it
will later be used to measure the success or failure of the campaign.
n advertising plan is crucial to an ad campaign because it
will later be used to measure the success or failure of the campaign.
