Marketing Final

perceptual map

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

full-line discount store

A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n)

it can be tailored to meet the specific research needs

A major advantage of primary data collection is

a firm's target markets

A marketing strategy identifies three things: ________, a related marketing mix, and the bases on which the firm plans to build a sustainable competitive advantage.

relevance

A measure termed _______ describes how useful an ad message is to the consumer doing the search.

anything of value to customers

A product is __________ that can be offered through a voluntary marketing exchange.

panel data

A restaurant chain is working on improving the quality of its food and service. To track its progress it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years. What kind of data is the restaurant chain collecting?

primary

A toothpaste tube is an example of a ________ package.

product line

A(n) ___________ is a group of products that consumers may use together or perceive as similar in some way.

exchange rates

According to purchasing power parity theory, if __________ is(are) in equilibrium, products will cost the same in each country.

price

According to your text, research has consistently shown that consumers usually rank which of the four Ps as one of the most important factors in their purchase decisions?

brainstorm for alternatives

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, all parties relevant to the decision should

research design

After defining objectives and research needs, the next step in the marketing research process involves

issue a request for proposals from invited suppliers.

After need recognition and product specification, many firms using the B2B buying process

frequent-flyer programs

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

market segments

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.

perceptions

American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different

determinant attributes

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 are called

customer loyalty

Anita has gone to the same hair salon for the past 10 years. She believes that her stylist, the salon owner, does a better job of cutting and styling her hair than anyone else could. Other salons have opened closer to Anita's home, some offering more plush facilities or lower prices, but she isn't tempted to switch. Anita's attitude toward the salon is an example of

national

Another name for a manufacturer's brand is a(n) __________ brand.

implementation

Anupam'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?

having a sales force is worth more than it costs.

As marketing manager for a newly created software company, Katrina is deciding whether or not to hire a company sales force. To make this decision, Katrina needs to consider whether or not

strengths and weaknesses

As part of her company's SWOT analysis, Valerie is assessing the company's internal environment, including

location, location, location

As the old cliché claims, the three most important things in retailing are

creates opportunities to provide value to each group

Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups

organizational culture

At the main campus of a large university, faculty members always refer to one another as "Dr.," wear suits, and guard their academic domains against one another. This leads to frequent name-calling and strenuous debates. Meanwhile, at the various branch campuses, faculty members call one another by their first names, dress casually, and support one another's scholarly efforts. This example illustrates the differences in __________ that can exist within an organization.

psychographic (based on self-values)

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.

A good can be physically touched

Basic difference between a good and service

listen to the customer

Because customers have different needs and expectations, the key to distributive fairness in service recovery is to

reduce inventories needed to satisfy retailers' demand

Because manufacturers with JIT systems produce merchandise closer to the time of sale, they can

users and influencers

Because they do so much driving while visiting doctors' offices and hospitals, pharmaceutical sales representatives are often given company cars to drive. When a pharmaceutical company like Merck is preparing to purchase new company cars, sales reps' feedback will be sought on car models and features, but the final decision will be made by higher levels of management. What role(s) do the sales reps play in the buying center?

cultural

Before going on his first business trip to China, Brad asked his Chinese American friend to advise him on customs and values common among the Chinese businesspeople he will likely encounter. Brad is trying to avoid __________ business blunders.

going above and beyond the norms of corporate ethical behavior

Being socially responsible is generally considered

reduced the price elasticity of demand for its products

Brad always buys and uses Nike brand golf balls. If he finds a Titleist or Callaway ball in the rough, he gives it away. Brand-loyal golfers like Brad allow Nike to charge a higher price and not lose many sales. By building a strong brand, Nike has effectively

allows the firm to spend less on creating brand awareness and associations

Brand extension is a popular marketing strategy because it

making product decisions

Brian is struggling with the choice of publishing his new book as an e-book or paperback. He is addressing which core aspect?

it allows for personalization of the message

Compared to mass media advertising, a key advantage of direct marketing is

knowledge

David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards, return policies, and special orders. David was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." David is likely suffering from a(n) ________ gap.

help her understand the needs of her customers

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

cookies

Every time a consumer surfs the web and clicks on a site, online marketers can place _____ on that user's computer, showing them how that consumer navigates the web and what he or she does or does not buy.

gain lifetime profitability

Focus of a firm that develops a relational orientation with its customers

straight rebuy

For B2B salespeople, usually the easiest sale is a(n) __________ situation.

a clear, distinctive, and desirable understanding of their products relative to competing products

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning by adjusting its marketing mix variables in order to give customers

encourage customers to engage with the firm and experience its products.

For marketers, media-sharing sites such as YouTube or Flickr are social media tools best used to

complaints

For salespeople, __________ provide(s) a major contact point with customers in the follow-up stage of the selling process and an opportunity to build and improve relationships.

prescription drugs

For which of the following is demand likely to be least sensitive to price increases?

general merchandise

Full-line discount, category specialist, and specialty stores are all types of __________ retailers.

less risky strategies first

Generally, firms entering foreign markets begin with

ticketing and marking (price & identification labels)

Getting merchandise floor-ready entails

flow across national borders

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

occasion (part of behavioral)

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day, Easter, and Christmas. This is an example of ________ segmentation.

how well he can identify his target audience

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

plus the net investment income earned from abroad.

Gross national income equals GDP

identify issues

Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event, with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. In the framework for ethical decision making, Hisaoki's company failed to

communication

If there is a difference between the actual service provided to customers and the service the firm has promoted, a __________ gap exists.

decoding

If you ever watched a television commercial and at the end of the message wondered what was being promoted, you may had trouble __________ the IMC message.

department store

If you walk into a(n) __________, you will likely find a broad variety of merchandise, deep assortment, and customer service, with everything divided into what appears to be a collection of specialty shops.

regional culture

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 the impact of

cross-docking

In a __________ distribution center, merchandise moves from vendors' trucks to retailers' delivery trucks in a matter of hours.

in relationship to the value of competitors' offerings

In a competitive market, perceived value is determined by consumers mostly

conventional

In a(n) __________ marketing channel, none of the participants have any control over the others.

there is no common ownership, and the dominant member has significant power to impose its ideas and objectives.

In an administered vertical marketing system,

account for an increasing share of GDP

In countries like the United States, services

a product line

In most companies, portfolio management is typically done at the SBU or ___________ level of the firm.

the central government

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

protect consumers from deceptive practices

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

transmitter

In the communication process, the __________ encodes the marketing communication message.

the firm itself

In the immediate marketing environment, the first factor that affects the consumer is

create interest among consumers, persuading them to investigate further

In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers, they need to

new buy

In which buying situation is the buyer most likely to proceed through all six steps in the buying process?

service retailer

In which of the following categories would a dry cleaning business be placed?

joint ventures

India, like some other countries, may require entering firms to create _________ when expanding into their markets, limiting outsiders' control of businesses.

shopping

Kendra is taking a backpacking trip across Europe. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Kendra, this backpack represents what type of product?

gatekeeper

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, her first stop is to chat with Frank, the business department secretary. From Frank, Kim learns which professors have left the university or have newly arrived. Frank also helps Kim make appointments to see professors to discuss textbook choices. Frank acts as the __________ in the business department buying center.

country culture

Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans purchased all the American flags Walmart stores had available, nationwide. These purchases were indicative of

excite

Location-based software and applications can help bring special offers to customers right on their smartphones when they are in the process of making a purchase decision. This best represents which aspect of the 4E framework of social media marketing?

temporal

Many states have laws regulating the prices businesses charge during emergencies like hurricanes. These laws are designed to protect consumers whose __________ state may impair their ability to make sound purchase decisions.

New York, Los Angeles, and Chicago

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in

retain loyal customers

Marketers frequently design customer relationship management programs to

members promote cites to gain more friends

Marketers rely on social media to achieve three objectives. Which of the following is not one of those objectives?

media-sharing sites

Marketers rely on three types of social media: social networking sites, thought-sharing sites, and

focus group

Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The marketing research firm might conduct a(n) __________ to provide the information Martin has requested.

product-oriented

Melanie works for a small computer software company. Her boss is constantly improving the company's products but neglects customers, billing, and promoting the company. Her boss is probably stuck in the __________ era of marketing.

order getter

Miles worked selling products to industrial users, and he spent most of his time working on customers' new buy and modified new buy situations. Miles was primarily a(n)

increased long-term profits

Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in

How likely is it for certain retailers to carry this product?

Natalie represents a manufacturer who makes unique, high-end hats. When making a recommendation about potential retail partners, what should be Natalie's first consideration?

any experience with the product it wishes to purchase

Olga is the sales rep for ATV Communication Systems. She wants to bid on the RFP issued by Manitoba University for distance learning technology. She knows she will need to provide considerable information and demonstrations of her firm's technology because Manitoba University is in a new buy situation and does not have

lower overall risk

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

market development

Quitman Enterprises sells its business language dictionary to college students throughout the United States. Joseph Quitman, the owner, wants to start selling the book to international students abroad. Quitman wants to pursue a __________________ growth strategy.

in-depth interviews

Randall 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. Randall could use __________ to help him develop his survey.

$550,000 (Total costs=fixed costs + variable costs)

Raymond estimates that the fixed costs associated with opening a new bank branch are $500,000. He expects the branch to attract 1,000 new customer accounts in the first year, each of which will cost $50 per year to service. He also expects to generate $100,000 per year in revenue. For Raymond, the total cost of opening the new branch and remaining open for one year will be

qualitative research

Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.

geodemographic

Retail store chains often use __________ data to tailor each store's assortment to the preferences of the local community.

increase their share of wallet

Retailers focusing on increasing sales to their best customers are attempting to

reachable

Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being

the product history

Salina is working to create greater brand awareness for her company's new line of personal digital assistants. To increase brand awareness, the least important information that should be included in promotions is

stimulate interest, persuading consumers to investigate further

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about (our medicine)." In addition to creating awareness about their drugs, the companies are most likely hoping to

the lifetime value of customers

Some banks have begun offering special accounts designed 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

intensive

Some companies want to get their products into as many outlets as possible, understanding that the more exposure a product gets, the more it will sell. If this is consistent with the company's overall strategy, it will choose __________ distribution.

could lose its trademark status

Sometimes brand names become synonymous with a product itself. If that happens, the brand

direct marketing channel

Sophie made pies and sold them from her food truck to local businesses. This is an example of a(n)

sell to contractors or restaurant owners (sell to business)

Stores like Home Depot and Costco act as wholesalers when they

energy

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is not one of the 4Es in this framework?

American Marketing Association

The _______ provides a detailed, multipronged "Statement of Ethics" that can serve as a foundation for marketers by emphasizing how marketers serve not only their organizations but also act as stewards of society.

communication

The __________ gap can be reduced by managing consumers' expectations and promising only what can be delivered or possibly even a little less.

feedback

The _____________ loop allows the receiver to communicate with the sender in the IMC process

responsive

The attitudes that Ryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to be ____________, quickly addressing any problems that occur.

where the customer is in the buying process

The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes

oligopolistic competition (few firms dominate)

The commercial airline industry is considered what type of market?

tracking

The effectiveness of an advertising campaign is assessed during the campaign by

political/regulatory

The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing practices for all suppliers and consumers. These actions are part of the ________ environment of business.

increased customer loyalty

The knowledge retailers can gain from their store personnel and customer relationship management databases is valuable for developing

renewable

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

reliability

The new hotel manager asked the chef, "Are you sure you know how to cook Beef Wellington?" Which of the service dimensions was the hotel manager expressing concern about?

close-ended

The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem.

assurance

The service dimension called __________ refers to the ability of the firm's employees to convey trust and confidence.

culture

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its

physiological

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs.

corporate blog

This type of thought-sharing site typically provides the highest level of control for companies.

be aligned with the long-term goals of the firm.

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

as many metrics as it can obtain

To determine the market potential for its particular product or service, a firm should use

people who attend are interested in the products and services being offered

Trade shows are a particularly good source of B2B sales leads because

supports promotional efforts by generating free media attention

Unlike advertising, public relations

that generates revenue

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

a social networking site

What is Google+

Firms must consider the high costs associated with producing a small volume of product.

What is one of the drawbacks of using a price skimming strategy?

may limit exposure if ad is very successful

What is the disadvantage for companies in using a "daily budget" such as that offered by Facebook to its advertisers?

sales support personnel

When Barbara realized she didn't have all of the technical information she needed to answer the customer's questions, she made a call to her office. Who would be most likely to provide appropriate assistance?

that the impact of unethical actions can reach far beyond the corporation.

When Bernie Ebbers, WorldCom's CEO, was convicted of financial crimes, WorldCom was forced to merge with MCI. One of the ramifications of this merger was the loss of WorldCom's sponsorship of the Sea Pines Heritage PGA golf tournament. The tournament funds the Heritage Foundation, a major community charity. This example illustrates

empowerment of employees to meet customers' needs

When Dr. Horton checked in at the Ritz-Carlton, it was 3 a.m. He had been traveling for over 12 hours and was exhausted. His suit, which he needed for a speech that morning, looked like he had slept in it. Karen, the night clerk, offered to find a 24-hour dry cleaner and have the suit cleaned while Dr. Horton got a few hours of sleep. Karen's actions are an example of

a company sales force; manufacturer's reps

When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but was not as concerned about control in less populated areas of the country. Motorola probably used _____________ in major urban areas and ______________ in less populated areas of Mexico.

a competitor-oriented

When Ursula decides how to price new products in her gift store, she measures the value of her product offerings against those of the other stores in her area. Ursula uses a _______ pricing strategy.

will probably not be an advantage in getting the new order

When Val sees the RFP issued by one of his customers, he is concerned that the company has changed its specifications since it placed a previous order with him. His company's products do not meet the new specifications. In this situation, being the current vendor

160 (GRP=reach x frequency)

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

product-oriented

When a T-shirt manufacturer states, "We sell it only in black because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing?

customer

When a firm sets its pricing strategy based on how it can add value to its products or services it has embraced a(n) _______ orientation to pricing.

solving problems for consumers

When developing an advertising message, the message should focus on

franchisee

When entering into a franchise agreement, what term is used to refer to the firm that is granted the right to operate a business using the franchise name and business concept?

responsive

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

coercive

When her company's dry goods deliveries were late for the third time, Melissa withheld payment from her supplier until it was back on schedule. This is an example of ________ power.

control phase

When integrating ethics into a marketing strategy, a key task is to ensure all potential ethical issues have been addressed and that all employees of the firm have acted ethically. This action would take place during which stage of the strategic marketing planning process?

direct marketing

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased (your book) also purchased... " This is an example of

B2C

When retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts it is considered _______ marketing.

interdependent

When supply chain members view their goals and ultimate success as intricately linked, or ________, they develop deeper long-term relationships.

in-depth interviews

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ is(are) often the best qualitative research method.

qualitative

When the marketing research problem is not clearly defined, a researcher will likely engage in __________ research.

export goods to other countries

When the value of the dollar declines in relation to other currencies, it benefits U.S. marketers who

Brazil

Which country has a large literate population which has helped it move up to become the world's seventh largest economy?

place

Which element of the marketing mix specifically deals with supply chain management?

communicating value

Which marketing activity is most directly served by the promotion element of the marketing mix?

MyFitnessPal

Which of the following apps would help consumers fulfill their "need to accomplish"?

A company sales force is composed of people who are employees of the selling company

Which of the following best describes a company sales force?

a line extension

Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu?

will this action help advance my career?

Which of the following is not a question posed in the ethical decision-making metric?

silencing an irate customer before the individual makes any angry outbursts

Which of the following is not a recommended strategy for service recovery?

lowering production costs

Which of the following is not one of the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer?

brand conceptualization

Which of the following is not one of the four criteria used for determining how "good" a brand is, or how much equity it has?

intention

Which of the following is not one of the steps in the AIDA model?

Sherman Antitrust Act (1890)

Which of the following specifically prohibits monopolies?

perceived benefit versus perceived cost of search

While on vacation, Martha had her camera stolen. Not wanting to waste vacation time shopping for a new camera, Martha simply purchased another camera just like her old one. For Martha, the __________ was low.

excite

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 dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives?

they are likely to be the source of most market growth

Why should marketers be aware of the BRIC countries?

needs, wants, and ability to purchase

Yvonne knows her firm must look at everything it does from a consumer's point of view. One major difficulty is that consumers' __________ change(s) over time.

straight rebuy

Yvonne uses her customer relationship management (CRM) system to predict when her business customers will need more of her company's packaging materials. When she thinks a customer should be ready to make another order, she contacts them. Yvonne is using CRM to encourage customers to engage in a(n)

conversion rate

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its

sustainable competitive advantage

Zara is a women's clothing retailer headquartered in Spain, with stores located in many countries. Zara has developed a "quick response" system that allows store merchandise to be adjusted rapidly to fit changing customer preferences. Every aspect of Zara's operation is optimized for this system, making it difficult for competitors like The Gap to duplicate. Zara has established

market positioning

________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products. Select one:

business ethics

________ refers to the moral or ethical dilemmas that might arise in a business setting.

sales management

__________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation of members of the sales force.

price fixing

__________ is the practice of colluding with other firms to control prices.

perception

__________ refer(s) to the process by which consumers select, organize, and interpret information to form a meaningful picture of the world.

perceived value

effective promotion enhances a product or service's

place

internet sites, physical stores, and kiosks are most closely associated with which element of the marketing mix

the world of trade

the "marketplace" refers to

health and wellness

which of the following is a social trend listed in the text?