Marketing Final Chapman

92. Which of the following is the best definition of a purpose Brand?

A brand that is synonymous with the job.

24. The starting point for marketing analytics is:

A clear understanding of the managerial decision and the context of the decision.

31. Anna is considering buying the new iPad mini. She decides the best way to do an information search on it is to go to the Apple store and play around with the ones out on display. This is an example of what?

A internal search

61. To identify cost-plus pricing

Accountants calculate the cost and then marketing manager add the margin needed

74. LF USA and Authentic Brands Group recently created an apparel collection called Marilyn Monroe, which re-imagines the actress's style. The collection is set to launch in mid-March available only at 150 Macy's stores. This is an example of:

Affective distribution

77. Channel members can affect customer value by:

All of the above

90. Which of the following is one of the three layers to create products that, "you can be sure customers want to hire?"

All of the above

73. According to the text, which of the following most accurately describes the role technology plays in Sales Management?

All of the above are true.

99. What is a construct?

An abstraction to see the dynamics of causality

72. The text argues, "To better understand motivation is to understand these three linkages that determine salesperson succes:" Which of the following is one of the three linkages talked about in the text?

Aptitude- inborn physical or mental potential or natural ability

44. Which of the following suggestions does the textbook make?

Ask followers to retweet at least occasionally.

82. Why do consumers exhibit compensating behaviors?

Because of the great compensation rates for consumer reviews.

10. Jeremy is participating in a business-to-business buying decision. After meeting with the involved parties multiple times, Jeremy writes the contact and makes sure they get the lowest price possible. Which part of the buying center is Jeremy?

Buyer

37. In Sam's family, his mom does all the grocery shipping. His younger siblings usually accompany his mom to the store and they always beg for various items that they like. But in the end, his mom is the one to put the items in the cart and purchase them. In this situation what role does Sam's mom best play?

Buyer

60. Social media services created a new vocabulary such as cost-per-click (CPC), click-through-rate, and cost-per-action (CPA). Because ads must generate enough interest to get a click and clicks must generate an action leading to a sale, the critical number is:

CPA- Cost per action

78. According to the introduction, correlation _______ causality.

Causes

27. Which of the following is an example of a product that requires routine problem solving:

Cleaning supplies for your new apartment

67. While watching her favorite TV show, Amanda noticed an ad for a new brand of toothpaste. Although Amanda had never heard of this particular brand, the ad made her aware of the brand and, by the end of the ad, Amanda was favorably disposed to the brand. Which two objectives did this ad accomplish?

Cognitive and affective

97. Which of the following is the best example of "the fallacy of surface growth?"

Companies who grow by copying or acquiring other companies

65. What step on the new-product development process is thought to be the most important for assessing product potential in the market?

Concept testing

96. Which of the following is the best example of active data?

Context rich view of the job

26. Let's say, you are walking in the mall and a man with a clipboard is asking everyone who passes to take a short survey. This is considered a ___________ sample.

Convenience

98. Which of the following is NOT one of the clear benefits to a jobs-focused organization?

Create stronger functional roles

87. How can you "map out the competing forces" to understand the customers' jobs?

Customers can't tell you anything

14. What is another name for Data Wrangling?

Data munging

52. What is the biggest difference between Deal Shoppers and Price Shoppers? a) Deal shoppers have high brand sensitivity and high price sensitivity Price shoppers have low brand sensitivity and high price sensitivity b) Deal shoppers have low brand sensitivity and high price sensitivity Price shoppers have low brand sensitivity and low price sensitivity c) Deal shoppers have high brand sensitivity and low price sensitivity Price shoppers have low brand sensitivity and high price sensitivity d) Deal shoppers have low brand sensitivity and low price sensitivity Price shoppers have low brand sensitivity and low price sensitivity

Deal shoppers have high brand sensitivity and high price sensitivity Price shoppers have low brand sensitivity and high price sensitivity

9. When beginning a survey a good manager looks for data previously collected through sources such as the US Census Bureau and other industry associations. This manager is in which part of the Marketing Research Process using which type of data?

Design Research Project - Secondary data

35. Bulgari sells fashionable and expensive jewelry, watches, and leather goods. What type of income is used to purchase expensive jewelry and other luxury products?

Discretionary income

39. Suppose your brand team decides to conduct research to understand consumers' perceptions of brands and brand attributes. Specifically, you want to generate perceptual maps to show the relationships among brands and brand attributes in your industry. Which analytical method is most useful for this research project?

Discrimination analysis

22. Google Inc. decided to enter the computer tablet market. Google's product, the Nexus 7, was the first device to run Android 4.1. To launch this new product, Google used a __________ strategy to sell this new product.

Diversification

64. Studies show that ______ __________ is the most important in-school factor in student achievement.

Effective teaching

75. Coach has introduced a new leather handbag that will only be available for purchase at Coach stores. This demonstrates which type of distribution?

Exclusive Distribution

88. The book states—New products succeed not because of the features and functionality they offer but because of the _______ they enable.

Experiences

54. Need to Believe" is about _______ a product that addresses a real problem, while "Reason to Believe" is about __________ that a product solves the problem.

Finding and Showing

62. When a product does not live up to the promise of the concept, generally marketers will use:

Focus group concept testing or frustration/satisfaction drivers testing

18. Various hotel brands (Marriot, Hyatt, and Hilton) are evaluated based on their importance and performance of beds, pricing, amenities, bonus programs, and location. These results are displayed in a two-by-two format where the top right quadrant is high importance and high performance. This is an example of which positioning method?

Gap analysis

23. Which of the following positioning methods asks customers to make judgements regarding the importance of a brand's features and benefits to the buying decision?

Gap analysis.

29. If a telemarketer calls your home to sell you a product, and your son answers the phone, he is playing the role of a(n):

Gatekeeper

56. The global marketing strategy based on a standard platform combined with some modification for the market is called:

Glocal

19. Wallace has recently opened a lemonade stand. He charges $2.00 for one glass. Gromit, another lemonade entrepreneur, decides to open a stand a few streets down and only charges $0.25 per glass. Wallace's customers decide to go to Gromit because he offers a similar product for less money. This demonstrates which pricing strategy?

Golden Goose pricing

51. Big data, itself, is essentially worthless. Raw, unorganized facts are of little value to decision makers. So, it really does not matter how much data you have, but what you do with it. The big question for marketers is:

How can big data be used to identify consumer insights and direct marketing strategy

33. Service providers can overcome___________ (characteristic of services) by offering evidence of quality as part of the service experience. For example, professional-quality sales materials, excellence awards, and beautiful yet highly functional websites all provide evidence of quality.

Intangibility

11. When conducting a survey, Bob found that there were many people who were choosing not to participate. What consequence does a non-response error have on the results?

It creates a bias in the data

93. What is "passive data?"

It is product sales, quality standards, and competitive benchmarks

100. Which of the following is NOT one of the two problems to avoid when applying Jobs Theory?

Jobs should be described in adjectives and adverbs.

83. Which of the following best decribes the idea of "negative jobs?"

Jobs that are outsourced to offshore sites.

1. When making sponsored YouTube videos with a brand champion,

Let the brand champion make their own video

86. Which one of the following is twice as powerful as the allure of gains

Loss aversion

21. Clorox has often been used to clean bathrooms and get white laundry whiter. In recent commercials, Clorox has been advertising to those same users that you can use Clorox to disinfect toys and dog bowls. Clorox is using these ads in an attempt for:

Market penetration

50. Start-up businesses want to find a marketplace that has potential for the growth of their product. What type of research are start-up companies interested in?

Market research

63. General Motors divided the car market using sensitivity to price. Gillette divided the safety razor market using sensitivity gender. These methods fall under which term in the marketing strategy process?

Market segmentation

15. Prunes have traditionally been sold to an older demographic to help with digestive regularity. A few years ago, several prune distributors began referring to prunes as "dried plums". Recently Sunsweet introduced individually wrapped prunes marketed to younger consumers as a quick snack. Marketers modify the market and marketing mix when products are in the __________ stage of the product life cycle.

Maturity

12. An employee of Enron came to the realization that someone in the company was committing fraud. The boss told him that he should look the other way or his job could be in jeopardy. What part of the fraud triangle does this question describe?

Motivation

5. Marketstar, a market research company in Ogden, Utah, conducted a survey for a local home improvement store. Marketstar went to local high schools to survey the students on their interactions with the home improvement store. The survey results influenced the home improvement store to initiate a marketing campaign that promptly failed. The Marketstar survey results were most likely invalid based on what type of market research error?

Non-response error

91. The book mentioned some of competing products to Uber. Which of the following is NOT Uber's competition?

None of the above - they all are competitors

3. What is the purpose of data exploration?

Numerical summaries and visualizations

95. The __________ of operations replaces and displaces the _________ of innovation."

Passive data ... active data

68. What does it mean to, "have a sense of how to run value ahead of price?"

Patience for profit, impatience for value

34. In terms of inseparability, a service provider's __________ _______ is what sets the business apart

Personal behavior

16. Which element of the marketing mix has the greatest impact on price?

Place

32. The marketing manager for Little Ceaser's releases the following statement: Little Ceaser Pizza competes in the Fast Food category and provides affordable, family-loving, one-stop meals to busy parents when they are looking for a quick, filling meal that everyone enjoys. Little Ceasar's Pizza unlike Domino's Pizza or Pizza Hut is unique because it provides two pizzas for the price of one. The marketing manager is doing what?

Positioning

20. One key issue with Cost-Plus pricing is

Potential loss of profits due to consumer surplus

8. Bryce just graduated from college and landed a great job. He owns a Honda Accord but would prefer an Audi and can finally afford it. What phase of the consumer behavior process is Bryce in?

Problem/opportunity recognition

28. McDonald's has just introduced a new side to the menu. Sweet potatoes fries will now be available in McDonald's U.S. restaurants. If the workers advertise sweet potatoes by asking the customer ordering if they want to try the new side, this is an example of what?

Product development

47. What is the number one reason new product ideas fail?

Product is not unique and not valued.

55. Spalding, an American sporting goods store, manufactures sports equipment and balls of a variety of sports such as baseball, football, basketball, golf, etc. All of the products of Spalding can be referred to as the:

Product mix.

94. Which of the following is an example of "passive data?"

Product sales

49. Intel's processing chip was generally viewed as a commodity until Intel launched the "Intel Inside" campaign in 1991. Stickers placed on laptops with the words "Intel Inside" created a huge demand among consumers. This is an example of:

Pull strategy

69. Senior managers love _____ marketing because the results are quick and easy to measure and report up the organizational chain.

Push

17. ___________ stimulates immediate market results by offering low prices, free samples, and/or other incentives for people to take action immediately.

Push Marketing

48. Sam is under a lot of stress at his job. His position is on the line and he needs to get a sales transaction to go through. He tells himself it is okay to possibly break the rules because he is trying to make enough money to support his family. According to the fraud triangle, which aspect is missing from this situation?

Rationalization

53. A government report suggested Medicare could save $1.9 billion a year if the national ____________ rate were lowered to the levels achieved by the best US hospitals.

Readmission

30. Which significant pain does the product address that is personally relevant to your target audience?" This question is which one of the five questions to ask when sharpening a competitive angle?

Reason to believe

70. As described in the text, persuasion is more closely related to which of the following?

Reasoning.

38. Symantec is focusing on improving service quality by increasing the competency of their service providers in hopes of increasing employee credibility. Symantec is focusing on enhancing which dimension of service quality?

Reliability

40. Which determinant of service quality shows the strongest influence on customers' perceptions of service quality?

Reliability

46. The research shows that the determinants of service quality __________ across different service sectors.

Remain relatively stable

76. Cabela's consciously designs retail space to orchestrate carious dimensions of the store—layout, color, sounds, and signage—to appeal to consumers' emotions and encourage buying. This is called:

Retail control

71. Churchill, Ford, Hartley, and Walker;have shown that the key determinants of salesperson effectiveness are a function of which of the following key drivers?

Role Perceptions, Skills, Motivation, and Aptitude

58. When Kraft wanted to launch a liquid water enhancer, it initially considered launching it as an extension of its brand Crystal Light, primarily sold to soccer moms. Instead, Kraft decided to launch the product as Mio and successfully marketed it to Millennials, who embrace individuality and customization. In deciding whom they should exchange with, Kraft was:

Selecting the target market

66. Which type of service providers spend too much time interacting with customers and therefore are rated low on day-to-day productivity?

Servants Heart

59. Jim is retiring after 40 years as an accountant and he never dreamed of owning an expensive flashy watch. However, he received a big final bonus check and browsing a few jewelry and watch shops he decided to buy a $15,000 Rolex. What type of good did Jim purchase?

Speciality

81. Jobs in your own life can _________ innovation

Strengthen the need for

42. XYZ Company has just recently launched a new product to a specific market segmentation. However, the market segment only consists of a small town of farmers. Marketers are worried that the segment size is not large enough to make this product profitable. Which characteristic of good segmentation plans is lacking?

Substantial

57. While reviewing customer service reports, the brand manager for Extra Sugarfree Gum notices a small handful of comments from customers saying that they are allergic to artificial sweeteners—and that Extra should launch a gum made with real sugar instead. The brand manager is worried that segmenting customers based on allergies would fail which criteria for segmentation? (Choose the most correct answer)

Substantial

80. In chapter 1, what does the book suggest is the best answer to the question, "Why is success so hard to sustain?"

The best managers doing all the right things, following the best advice

6. What is an example of changes in a consumer's current state?

The consumer is out of toothpaste

43. A common phrase in marketing is, "If you're not marketing to the heart, you're not marketing." Which product level then is most important in marketing?

The core product

36. Know your audience" is the first step in telling a story with your data. This step refers to:

The finding in the language the audience understands

45. The bid a business puts in to Facebook for CPC is ______.

The maximum cost and not the actual cost.

85. Chapter 5, in the book, describes, "two opposing forces battling for dominance in the moment of choice." Which of the following are one of these forces?

The perceptions of the consumer about the company.

41. You are trying to predict weekend ticket sales for a ski resort (the dependent variable), you might hypothesize that the independent variables for your model would NOT include which one of the following:

The price of a pair of snow skis

13. Which is the first step or first element for conducting good marketing research?

The research questions are interesting and important to the client

79. Which one of the following most accurately describes the purpose of the book?

To help executives of large marketing organizations progress

4. The objective of data modeling is to:

Transform data to extract insights

25. What is the least important reason why firms fail?

Unethical behavior

7. Which of the following are used for behavioral segmentation?

Usage situations

84. What is the big hire?

When the customer first considers to buy the product.

89. What is a job spec

a specification the customers provides to describe their job to be done

2. What product adopter group tends to buy products once they are proven to be successful in the market?

early majority