Marketing Final

Which of the following does your text suggest as the reason different people have different ethical standards?

Each individual is a product of his or her culture, upbringing, and other influences

The three elements of any IMC strategy are the consumer, the channels, and...

Evaluation of the results

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following except...

Performance

Which o the following is not one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantages?

Planning excellence

The complete set of all products offered by a firm is called its...

Product mix

In the 1980s, it was found that seven people died of cyanide poisoning after taking Tylenol. What was Johnson & Johnson's response to this situation?

The company immediately withdrew all Tylenol from the market until it could ensure the product's safety

Nordstrom, an upscale department store, has a well-known reputation for going the extra mile to serve its customers. This reputation for excellent customer sevice will most likely result in...

a sustainable competitive advantage

By providing good customer service, firms _______ their products or services.

add value to

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from...

an external source

When Karen realized her dog had fleas, Karen was faced with...

an unsatisfied need

When conducting a survey about choosing vacation destinations, Hillary will need ______ in order to get reluctant respondents to provide honest information.

assure consumers that their individual responses will be kept confidential

Where does retailing fall in the supply chain?

at the end

To avoid having ethical situations become problematic for a firm, the short-term goals of each employee must...

be aligned with the long-term goals of the firm

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is dull, she is trying to educate customers about the value and uniqueness of the product, and appeal to the environmentally conscious. which of the following is the best social media application for this task?

blog

When Goodwish Marketing decided to upgrade its computer network, many people were involved in the decisions. In B2B buying systems, decisions are often made...

by a committee after considerable deliberation

how does your text describe how social media firms helps marketers connect with their customers?

by helping build connections between customers and firms

The first step of STP process is to...

clearly articulate the firm's vision or marketing strategy objectives

Which of the following is not one of the five Cs of pricing?

collaboration

As part of efforts to stimulate economic development in Africa, the Gates Foundation announced that it would provide cellular phones to farmer cooperatives. The Gates Foundation recognized that problems in _________ exist in many African markets.

communication

A firm's macroenvironment includes all of the following except...

competition

Business-to-business marketing involves buying and selling goods or services by all of the following except...

consumer

The centerpiece of the marketing environment analysis framework is...

consumers

Insight Guides, a line of travel books, provides travelers with background information about people's beliefs, values, and customs in various parts of the world. Insight's books educate travelers about a country's...

culture

Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed to uncover patterns of consumers' purchasing behavior. This is an example of....

data mining

The National Hockey league redirected its marketing efforts when a survey indicated that almost 50 percent of hockey fans were female. This is an example of _______ segmentation.

demographic

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list is called...

determinant attributes

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In doing so, the company...

differentiated its products

The process by which the use of a new product or service spreads throughout a market group is referred to as...

diffusion of innovation

when Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but she would consider only those brands she could buy at her local Best Buy electronics store. This represents Maya's ______ set.

evoked

while waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a desert with the purchase of an entree. This use of a location-based software application is designed to promote which of the 4E framework objectives?

excite

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Al an takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives?

experience

Globalization refers to the processes by which goods, services, capital, people, information, and ideas...

flow across national borders

Airlines were among the first retailers to embrace loyalty segmentation when they created...

frequent-flyer programs

When mountain climbers purchase clothing for scaling Mount Everest, their purchase are primarily addressing ______ needs.

functional

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65. Golden Years is using _______ segmentation.

geodemographic

Innovators are a critical group of new product adopters because they...

help the product gain market acceptance

Martha had several unpleasant experiences trying to find the merchandise she needed at a large lumber yard and hardware store. The employees --when she could find them-- rarely seemed to know where anything was outside of their own departments. But on her most recent visit, she was pleasantly surprised to find that the store had installed kiosks where she could get directions quickly and accurately. The store had found a technological solution to the services marketing issue of...

heterogeneity

Food preparation, lawn maintenance, and housecleaning services are all examples of...

household maintenance activities that people increasingly pay others to perform

When considering global marketing opportunities in Bangladesh, Tom asked the question, "How will we get it there?" Tom is concerned about ________ capabilities in Bangladesh.

infrastructure

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment...

is external

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy...

is likely more costly than an undifferentiated strategy

A major advantage of primary data collection is...

it can be tailored to meet specific needs

Firms use a differentiated targeting strategy because...

it helps obtain a bigger share of the market

When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries?

language

Typical demographic data include all of the following except...

language differences

Today, _______ dominate supply chains.

large retailers

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified _______ that respond similarly to his marketing efforts.

market segments

The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even presidents and directors from around the world flew to the May Clinic to utilize its services. The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville, Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that...

match its core competencies

Karlie likes to post pictures of fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using?

media sharing

Paul subscribes to an internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of marketing research primarily to...

monitor hi competitors

Research indicates that positively engaged consumers tend to be...

more profitable consumers

for many years, Southwest Airlines distinguished itself as the low-cost airline. Now, many other low-cost competitors have entered the market. Similarly, Southwest was one of the first airlines to offer online ticketing. Now all airlines have online ticketing. These examples suggest that...

no single strategy is likely to be sufficient to build a sustainable competitive advantage

Price is the ________ a consumer is willing to make to acquire a specific product or service.

overall sacrifice

Generally, people buy one product or service instead of another because they...

perceive it to be the better value for them

Which element of marketing mix specially deals with supply chain management?

place

Many teenagers, both male and female, have clothes they purchased in the past that they "would not be caught dead in" today. When they occasionally see those clothes hanging in the back of their closet, teenagers probably feel...

postpurchase cognitive dissonance

For a major university, undergraduate studies, graduate studies and professional programs would be _______ within the university's product mix.

product lines

In New England foot-long sandwiches are called "grinders," while in many other parts of the country they are called "subs." This is an example of impact of...

regional culture

The marketing of services differs from product marketing because services are all of these except...

renewable

When the floor rusted through on her old car, Kelly knew she had a problem. logically, Kelly's next step in the consumer decision process would be to...

search for information about cars

Company sales invoices, census data, and trade association statistics are of...

secondary data

When the delivery of a service fails to meet customers' expectations, a _______ gap exists.

service

Typically, B2B buyers ask potential suppliers to...

submit formal proposals

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is...

substantial

Integrated marketing communications include all of the following except...

supply chain management

Unlike product, promotion, or place, price is the only part of the marketing mix...

that generates revenue

the generally accepted ethical code in marketing was developed by...

the American Marketing Association

In most countries, ______ is (are) among the largest purchasers of goods and services.

the central government

Some banks have begun offering special accounts deigned to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth. But bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize...

the lifetime value of customers

The consumer decision process model represents...

the steps that consumers go through before, during, and after making purchases

Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because...

they interact directly with consumers

For products like clothes pins, which provides the same benefit for all consumers, marketers should probably use a(n) ________ strategy.

undifferentiated targeting

If a firm wants to develop a sustainable competitive advantage, it should...

Examine its operations and customer relations to identify significant things competitors cannot easily copy

Which of the following is a core aspect of marketing?

Making product, place, promotion, and price decisions

In many cases, pioneers lose their market lead and initial market share to imitators who...

capitalize on the pioneers' weaknesses

Typically, manufacturers and retailers exchange business documents through a(n) ________ system, the computer-to-computer exchange of business documents from a retailer to a vendor and back.

electronic data interchange

Dawn works for a firm that buys products directly from the manufacturer and resells them to retailers, who then sell the products to consumers. Dawn works for a...

wholesaler