Marketing Final 3701

The unique set of associations target customers or stakeholders make with a brand is referred to as its brand

image.

Environmentalism does not typically focus its efforts on

increasing the profitability of the renewable energy market.

How consumers make choices is influenced by the personal, financial, and social significance of the decision being made, in other words, their level of

involvement.

One of the advantages of radio as an advertising medium is that it

is cost-effective.

Brandi used to work in the city where she would take public transportation to work. However, she just took a new job in the suburbs and now not only has to find a place to live, but also has to buy a car to get to and from her job. As it relates to marketing, these things represent a ________ for Brandi.

need

Which mode of transportation is perhaps the most limited in terms of the types of products that can be shipped by it?

pipeline

A succinct description of the core target market to which a product is directed and a compelling picture of how the firm wants that core market to view the product is called a

positioning statement.

If a product idea is deemed to have the potential of being profitable in the business analysis stage, then it moves on to the ________ stage.

product development

Which stage of the new-product development process is usually the most expensive for new products?

product launch

A good mission statement should

provide motivation for the employees of the firm.

What term best describes the costs associated with placing and processing orders for raw materials and finished goods?

purchasing costs

Ritesh opened a new computer store in town. When customers purchase a computer from his store, they automatically receive an extended warranty, free in-home installation, access to Ritesh's 24-hour technical support team, and in-store software training classes. By offering all these things, Ritesh is most likely trying to

reduce a new customer's cognitive dissonance.

What type of strategies must companies embrace for an integrated supply chain to work?

relationship-based

A product labeled "new and improved" would fall within the category of a

revamped product

What measure allows marketers to analyze the success of specific products and regions to pinpoint what is working and what is not?

revenue analysis

Yield management is a strategy for maximizing a firm's

revenue.

What two forecasts are used in a break-even analysis?

sales and expense

Which forecast projects how many units of a product the company expects to sell during a specific time period?

sales forecast

One of the jobs of a purchasing manager is to

select appropriate suppliers.

A primary role of a sales manager is to

serve as a conduit for disseminating information.

As consumers spend more time online and have more technological tools that enable them to avoid exposure to TV ads, marketers will most likely

shift dollars from traditional display advertising to sites like Facebook that can deliver huge audiences.

Marketers commonly classify retailers on all of the following dimensions except

size of establishment.

A well-conducted and presented marketing research report should allow the marketing manager to

solve the marketing problem.

The process of creating, communicating, and delivering value to customers in a way that recognizes and incorporates the concept of sustainability is referred to as

sustainable marketing.

Ethics can be defined as

the moral standards expected by a society.

Marketers define customer value as

the perceived benefits, both monetary and nonmonetary, that customers receive from a product compared with the cost associated with obtaining it.

As noted in your text, managing ________ is one of the most important logistics function because it creates place and time utilities that are essential to keeping customers satisfied.

transportation

What is a corporate chain?

two or more retail outlets that are commonly owned and controlled

What are the three basic strategies for targeting markets?

undifferentiated targeting, differentiated targeting, and niche marketing

Personal selling is more effective when the good or service is

viewed as risky.

According to your text, both structured and unstructured information is growing exponentially with regard to

volume, velocity, and variety.

Hosea works logistics for a large hardware chain. The company's business model depends upon purchasing low-cost goods in bulk. Hosea is looking for the optimal transportation method to get large orders of plumbing supplies to the United States from overseas vendors. What transportation mode should he choose to get these supplies to the United States?

water

Select the scenario that is using snowball sampling.

After Soumya completed the survey on tea preferences, she recommended her friend to the surveyor because they both liked the same brand of tea.

What 1972 environmental regulation was designed to reduce industrial pollution in U.S. waters?

Clean Water Act

Gwendolyn is a 45-year-old Hispanic female who received a college degree in psychology and now works as a school counselor. In her free time, she likes to play tennis. Based on this information, select the descriptor that would not be classified as a demographic characteristic.

Gwendolyn likes to play tennis.

Isaac works for a business that specializes in developing social media smartphone apps aimed towards phone users who are incredibly tech-savvy. What type of age group would likely be the optimal choice for this business' target market?

Millennials

When it comes to marketing for nonprofit organizations, what obstacle must marketers overcome?

They must convince donors to support the mission of the organization without receiving any direct benefit.

Compare the following statements to determine which one best reflects the thinking behind the sales orientation era of marketing?

We'd better persuade our customers to buy our products or they will buy from our competitors.

The internal considerations in a SWOT analysis are

a firm's strengths and weaknesses.

Tactical greening involves

a limited change in a single area.

Chobani, makers of specialty yogurts, has expanded its product line to include "Gimmies," a specialty yogurt supported by a set of characters that are designed to appeal to children. For this product, Chobani is segmenting the market based on

age

Sensory-based stimuli within a retailer's environment—the sights, sounds, smells, and other attributes—that project an image and draw customers to the store are referred to as

atmospherics.

The process of broadening the use of an organization's current brand to include new products is called

brand extension.

As a promotion mix element, public relations refers to

communication focused on promoting positive relations between a firm and its stakeholders.

You are shopping with a good friend. While looking at a jacket, she comments that she never buys clothes produced in Vietnam because the use of cheap overseas labor is harmful to U.S. textile workers. This type of belief is known as

consumer ethnocentrism.

A movement made up of citizens and government entities whose focus is on protecting consumers and promoting their interests is called

consumerism.

The policy or practice of employees volunteering their time or talents for charitable, educational, or other worthwhile activities, especially in the community, is called

corporate volunteerism.

You placed an order online at Target.com for a set of towels. As part of the checkout process, you were asked to provide your e-mail address. Now you receive e-mails from Target.com regarding products you might like. This is an example of

direct marketing.

According to your text, perhaps the most common mistake a firm makes when conducting a SWOT analysis is

failing to separate internal issues from external issues.