Marketing Midterm 2
Which of the following involves the association of a for-profit company with a nonprofit organization? advocacy publicity lobbying product placement advertising cause-related marketing
cause-related marketing
Which of the following entails placing two or more brand names on a product or its package? family branding private branding dual-code branding cobranding complimentary branding
cobranding
The model of service quality that identifies five gaps that can cause problems in service delivery and influence customer evaluations of service quality is referred to as the _____ model. gap theory of reasoned action attribution dual-coding Fishbein
gap
A service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed and, therefore, is referred to as: impervious extraneous synergistic perishable intangible
intangible
Often the task of lead qualification is handled by a telemarketing group or a sales support person who frees the sales representative from the time-consuming task by engaging in: prequalification database mining co-opting cold calling networking
prequalification
The level of relationship marketing that is least likely to be effective in the long term because its advantage is easily imitated by other firms is based on: personal communications social bonds service delivery heuristics pricing incentives structural bonds
pricing incentives
A(n) _____ brand is one owned by the wholesaler or retailer. intermediate private generic corporate primary
private
A news story on the bonuses received by executives of a bank that received bailout money from the Federal government is an example of: a sales promotion free advertising demarketing newspaper advertising publicity
publicity
What is the chief advantage of primary data? low cost compared to secondary data relevance to the problem at hand availability to any interested party for use accessibility through computerized databases avoiding interviewer biases
relevance to the problem at hand
FedEx advertises that they will "Absolutely Positively" have your documents delivered tomorrow morning. FedEx is providing which of the following service quality aspects to its users? tangibility responsiveness assurance responsibility reliability
reliability
A group of services that support or enhance the core service is called: secondary services peripheral services additional services supplementary services complementary services
supplementary services
James recently went to a new health clinic because he had a sore throat that wouldn't go away. He was not familiar with this clinic and was a bit surprised when the doctor came in and was wearing blue jeans, a flannel shirt, and tennis shoes. The doctor and nurse took proper care of James, but it seemed strange to him that the doctor was dressed that way. Which component of service quality does this illustrate? reliability responsiveness assurance empathy tangibles
tangibles
UPS uses their "White-board" campaign to show how they can help a growing business with their problems. This is using a(n) _____. unique selling proposition advertising objective basis for lifestyle strategy promotional mix basis for comparative advertising
unique selling proposition
All of the following are benefits from organizing related items into product lines EXCEPT: package uniformity varying quality advertising economies efficient sales and distribution standardized components
varying quality
Under the _____, all sales have an implied warranty. Label Law Lanham Act Bill of Rights Good Housekeeping Seal Uniform Commercial Code
Uniform Commercial Code
The ad campaign for South Beach Living Cinnamon Raisin Cereal Bars highlights that the product is a good source of fiber and packed with ten grams of protein. This advertising highlights: a product attribute the creation of brand loyalty how negative consumers' attitudes are modified a product benefit a loyalty reward
a product attribute
Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue is known as: embedded message subliminal advertising advergaming blogging social networking
advergaming
Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen's marketing research. diagnostic descriptive predictive heuristical demonstrative
descriptive
Which of the following is the best example of a shopping product for most consumers? washing detergent crackers soft drink digital camera magazine
digital camera
Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes. It is using a(n) _____ strategy. individual branding family branding combination branding trademarked branding private branding
individual branding
The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in: advertising database marketing marketing research a data retrieval system secondary data
marketing research
When an advertiser decides how much space and/or time will be placed in each advertising medium that the company wants to use, the advertiser is determining its: marketing mix media mix promotional plan advertising campaign reach objectives
media mix
Which type of interview question encourages an answer phrased in the respondent's own words? scaled-response question Likert item closed-ended question open-ended question free-form question
open-ended question
Ads for the Nutrisystem weight-loss system feature celebrities, like football great Dan Morino, showing how they lost weight on the program. This is an example of a _____ executional style for advertising. lifestyle testimonial fantasy scientific mood
testimonial
Nonprofit organizations face a unique challenge because the target market of the nonprofit organization is often: the community where it is located the people who provide the funding a paid administrator the apathetic or strongly opposed individuals the government
the apathetic or strongly opposed individuals
When a product name becomes generic: the firm must use black-and-white packaging competitors are prohibited by law from using the trademark the price will have to drop to appeal to lower-income consumers the product name is no longer recognized as the exclusive property of one firm a firm can reapply for exclusive trademark protection at the U.S. Patent Office
the product name is no longer recognized as the exclusive property of one firm
Personal selling is more important than advertising and sales promotion if: the products being sold are standardized there are many customers for the product being sold the product being sold has a low value the buyers of the product are extremely dispersed the products being sold are technically complex
the products being sold are technically complex
A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark. trademark patent brand private brand right of warranty
trademark
The convenience product marketing strategy includes: wide distribution of the product higher than ordinary prices few retail outlets other than convenience stores significantly lower promotion budgets products that are not easily substitutable
wide distribution of the product
A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): Web community focus blog online focus group Webinar Web-based ethnographic group
Web community
All of the following are examples of secondary data EXCEPT: a physical count of the number of cars passing through an intersection to determine the need for a traffic signal a census report on the number of people who are native to a community the creation of a customer database a collection of trade journal articles about the future of a particular industry a newspaper story describing the lifestyle of the average Internet user
a physical count of the number of cars passing through an intersection to determine the need for a traffic signal
Seagram's Coolers has asked bartenders in New York City to submit cocktail recipes to its Web site. From these entries, the winning recipe will be selected. The winner of this _____ gets to take a friend on a five-night trip to Tahiti. contest push money deal sampling relationship game sweepstakes
contest
The most basic benefit the consumer is buying in a service is referred to as the: primary service inherent service core service tangible service complete service
core service
Service personnel who exhibit caring, individualized attention to customers are addressing which service quality component? reliability responsiveness assurance empathy tangibles
empathy
The brand name of a manufacturer is known as a(n) _____ brand. private manufacturer's individual captive family
manufacturer's
Which of the following statements about handling objections is true? A professional salesperson should not anticipate objections. A salesperson should view objections as requests for more information. Objections should not be used to close the sale. A good salesperson dreads having to handle sales objections. Objectives can only be handled when they arise, not anticipated beforehand.
A salesperson should view objections as requests for more information.
_____ is used by public relations specialists to handle the effects of unfavorable publicity. Media planning Crisis management Message power Damage control Communication narrowcasting
Crisis management
_____ is the creation of a large computerized file of customers' and potential customers' names, profiles, and purchase patterns. Electronic targeting Sampling procedure specification Database marketing Competitive data mining Consumer behavior marketing
Database marketing
_____ research is the study of human behavior in its natural condition. It often proves that consumers do not do what they say they do, such as how they use a computer or what they watch on television. Ethnographic Action-based Experiment Survey Visualization
Ethnographic
_____ is the way the advertisement portrays its information. Message execution Appeal formation Focus selection Audience selection Benefit determination
Message execution
Every fall, Americans eat turkey during the holiday season. For some consumers, that is the only time they cook a turkey. Butterball has satisfied loyal customers for more than 50 years and fields about 100,000 phone calls every November from consumers asking cooking questions. So this year, Butterball decided to include a meat thermometer with each turkey so consumers can know when the big bird is ready to eat. Each year, Butterball also selects the best leftover recipe from those posted on its Web site through an online vote with consumers. The consumer submitting the recipe receiving the most votes wins a $1,000 prize. Butterball also hires a company to go into stores and provide bite-size turkey nuggets to consumers so they can taste how moist Butterball turkeys can be. Usually, the person providing the turkey will be standing next to temporary shelves with all the Thanksgiving fixings on it that are set up in the stores this time of year. Refer to Butterball Turkey. The temporary shelves that are put up in the stores that include complementary products for a holiday meal, such as dressing mixes, canned vegetables, cranberry sauce, and so on, is an example of a(n): P-O-P display trade allowance push money interactive kiosk sampling station
P-O-P display
_____ occurs when a sample, in some ways, is not representative of the target population. Sampling error Measurement error Cross-tabulation Diagnostic error Single-source research
Sampling error
Which of the following statements about contests and sweepstakes is true? Contests depend on luck, and participation is free. Contests are generally effective tools for creating long-term relationships with customers. Sweepstakes are promotions that require participants to exhibit some skill. Sweepstakes usually draw about ten times more participants than contests. Contests and sweepstakes are not useful for creating interest and publicity.
Sweepstakes usually draw about ten times more participants than contests.
Which of the following statements about the selection of media for advertising is true? Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television. The media selection is typically unrelated to the advertising objectives. The appeal and executional style of the ad strongly affect the media selection. Creative work is finished before the media are selected. Media selection is the first step in developing an advertising campaign.
The appeal and executional style of the ad strongly affect the media selection.
Digital Cookware has developed a new kind of skillet that should make cooking easier for many non-chefs. The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached. The skillet with the aid of an accompanying cookbook will take much of the guesswork out of cooking. Digital Cookware is a small company, and it has invested considerable money in developing this new technology, which it eventually hopes to use in an entire line of pots and pans. It has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion. Refer to Digital Cookware. Why might rebates be a really good sales promotion for Digital Cookware to use? They are useful in building long-term relationships with customers. They can create a great amount of publicity. They create mutually beneficial relationships between the manufacturer and its customers. They are good at enticing purchases, but most rebates are not redeemed. They can be piggybacked with similar products.
They are good at enticing purchases, but most rebates are not redeemed.
All of the following statements characterize the traditional personal selling approach EXCEPT: Traditional selling focuses on closing sales. Traditional selling uses short-term follow-ups that focus on product delivery. Traditional personal selling takes a team approach to the account. Salespeople sell products not advice and assistance. Proposals and presentations used emphasize pricing and product features.
Traditional personal selling takes a team approach to the account.
Each year, Atlanta hosts the Peachtree Road Race, a running event that attracts many world-caliber racers. This year race officials also sanctioned a race conducted in Iraq so that soldiers from the state would not have to miss the annual event. The winners of the Mid-east race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of: advertising and personal selling efforts strategic product promotions and resulting sales a target marketing strategy sales promotion efforts a public relations strategy
a public relations strategy
The U.S. Army created a video game called America's Army to boost its recruiting efforts. The game is an example of: an interconnect a videomercial advergaming a relationship tool an infomercial
advergaming
A(n) _____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time. advertising objective marketing mix media schedule advertising life span promotional mix
advertising objective
Americans for Balanced Energy Sources has spent $1.3 million on ads to say that coal-fired electric generating plants can be clean despite growing opposition to coal plants as many of the plants contribute directly to greenhouse gases leading to an accelerated increase in global warming. These ads are examples of _____ advertising. advocacy selective product differential image
advocacy
Mountain Express is a company that provides grocery delivery service to several small communities in Idaho. The company gives a 2 percent discount on all food orders to customers after they have used the service 10 times. An additional percentage discount is offered for each additional 15 orders up to a maximum of 8 percent. The relationship marketing strategy used by Mountain Express is based on: following service delivery paradigms building social bonds building financial bonds opening personal communication channels creating structural bonds
building financial bonds
Refer to Grizzly watching. Instead of pricing guests separately for their room, breakfast, tours, etc. the Great Bear Nature Tour charges a _____ price of $1,418 per night, including bear watching tours. bundled supplementary core service heterogeneity unbundled
bundled
Danny is in charge of new business development for his advertising agency. He recently made a sales presentation to the administration of Northwest Medical System to discuss the creative approaches his agency would use to differentiate Northwest Medical from its competition. Danny ended the presentation by asking, "When would you like our firm to begin working on your new brand awareness campaign?" In which stage of the selling process would such a question most likely be asked? closing the sale follow-up dealing with cognitive dissonance handling rejection qualifying the prospect
closing the sale
Verizon runs ads that have a map floating over cellphone users' heads showing where they have 3G network capabilities, and the blue coloring on the map shows that Verizon's coverage is almost everywhere in the United States. The ads also show an unfortunate AT&T customer with a red-shaded map showing much less 3G network coverage throughout the United States. Verizon is using _____ advertising. competitive institutional comparative image pioneering
comparative
Relationship selling is also called: long-term selling win-win selling consultative selling experiential selling interactive selling
consultative selling
The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray. Refer to Alberto Culver Company. Based on their intended use, Alberto Culver's toiletries division products could best be classified as _____ products. industrial consumer business convenience unsought
consumer
Many people have trouble defining the term "casual dress" when it comes to what is appropriate to wear to work. Levi Strauss & Co. put together a newsletter and a video detailing what was suitable for casual work attire. Levi sent the video to human resources managers all over the United States. This is an example of: event advocacy lobbying product placement consumer education issue sponsorship
consumer education
Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free- standing insert (FSI) coupons. Refer to Sav-More Supermarkets. Edisto decided to survey each customer who stops in front of the frozen orange juice section on Saturday. The type of sample Edisto used for his research project is called a _____ sample. simple random piggyback probability stratified convenience
convenience
Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping. Using this research approach, known as _____ research, Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense. ethnographic dichotomous experiment survey open-ended
ethnographic
The statement on the toothpaste box that brushing twice a day with this paste will remove 90 percent of all tartar from the user's teeth is an example of a(n): implied warranty functional label UPC disclaimer express warranty universal warranty
express warranty
When a company markets several different products under the same brand name, it is referred to as a(n) _____ brand. family generic bargain dealer umbrella
family
Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and that buyers are trained in the use of the product. All of these functions are part of _____, the final step in the selling process. the preapproach closing lead qualification follow-up the sales presentation
follow-up
A _____ error arises if the sample drawn from a population differs from the target population. field frame measurement random nonresponse
frame
Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service? frequent buyer program 80/20 program net worth program premium program continuity program
frequent buyer program
When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free they were making a _____. product line contraction quality modification aesthetics modification obsolescence factor functional modification
functional modification
Most colleges and universities have a campus activity board that brings entertainers and special events to campuses. To locate and hire these entertainers, many campuses send their student activity board members to one of the seven regional or the national NACA (National Association of Campus Activities) conventions. More than 100 entertainers, talent agencies, and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show. (Conference attendees call this the Marketplace.) Approximately 20 entertainers are selected to present a short program (called a showcase) in which they demonstrate what they would do if hired to perform on campus. Many other entertainers have videos and CDs, which they hand out to student attendees. Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency. Other student attendees provide input as to which entertainers best match the demographics of their institutions. Refer to College Entertainers. The student activity board members who attended a NACA convention were approached by a talent agent who represents a group of comedians who have been known to use profane language in their routines. Several of the college students told the agent that type of language would not be welcome at their college. The agent promised the group that the comedians were able and willing to perform an act that the students could bring their grandmothers to see without being embarrassed. In this example, the agent was: getting referrals doing a preapproach qualifying leads using trade promotions handling objections
handling objections
Have you ever wanted to spend your vacation up close and personal with a grizzly bear? Great Bear Nature Tours is one of the many lodges that provide that service. Great Bear, located in British Columbia, is actually a lodge built on a floating barge. The lodge can handle up to ten guests in what the Wall Street Journal calls rustic but upscale accommodations in double rooms that begin at a rate of $1,418 per night, including bear watching tours. Although bear hunting still brings tourists to Canada, bear watching is a growing attraction. On a bear watching tour the guide, who is often unarmed, will take you close enough to get a good view of a grizzly in the wild. In fact, one of the favorite tours allows you to watch bears swipe at salmon as they swim upstream to spawning grounds. While bear watching sounds dangerous, bear attacks are not common. However, just to be careful many tour guides carry pepper spray. Tour guides say they are able to keep tour members safe by watching the bears and reading their body movements. Refer to Grizzly watching. The bear watching vacation experience can vary greatly depending on many factors, including the lodge itself and the tour guide. For example, lodging can run from a "rustic" room with little more than a bed to a plush room with all the modern amenities. This is an example of the _____ characteristic of services. intangibility inseparability heterogeneity perishability homogeneity
heterogeneity
After listening to a group of middle-aged women discuss there biggest concerns about the jeans they wore, a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to: improve the quality of their decision making find out why a marketing plan failed learn how to more efficiently retain customers understand the ever-changing marketplace do all of these
improve the quality of their decision making
Nonprobability samples: require more expensive marketing research than probability sampling include any sample in which little is done to obtain a representative cross section of the population by definition must be representative of the population often start out with random numbers to ensure selection of subjects is truly random offer an easy method for determining sampling error
include any sample in which little is done to obtain a representative cross section of the population
When consumers think of Nestle, they probably think of chocolate. Historically, though, Nestle's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafe, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestle is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestle wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction. Critics claim this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company. Refer to Nestle. One new product Nestle intends to introduce includes fiber added to chocolate. The packages will include the fact that each chocolate bar contains 5 grams of fiber and the various health benefits of including more fiber in one's diet. Which form of labeling will this perform? persuasive informational regulatory competitive perceptive
informational
In an industry where guests are tired of cookie cutter hotels, some consumers are looking for personalized service, which can be found in boutique hotels. Boutique hotels cater to their guests' sense of their personal image as being discriminating, more sophisticated, and more hip. Frequently, these guests don't want to be where the crowds are. This is a small but growing market niche. There are no generally recognized rules for boutique hotels, but they tend to be small and service oriented, with high-style decor and top-notch restaurants. Employees are called cast members. Amenities include cordless phones, DVR players hooked up to high-definition televisions, Aveda brand bath and hair products, and down comforters and pillows. Refer to Boutique Hotels. The service provided by employees at boutique hotels cannot be touched, seen, or felt in the same manner as the hair and bath products and can be described as: unknowable tangible intangible credible incomprehensible
intangible
Boutique Hotels In an industry where guests are tired of cookie cutter hotels, some consumers are looking for personalized service, which can be found in boutique hotels. Boutique hotels cater to their guests' sense of their personal image as being discriminating, more sophisticated, and more hip. Frequently, these guests don't want to be where the crowds are. This is a small but growing market niche. There are no generally recognized rules for boutique hotels, but they tend to be small and service oriented, with high-style decor and top-notch restaurants. Employees are called cast members. Amenities include cordless phones, DVR players hooked up to high-definition televisions, Aveda brand bath and hair products, and down comforters and pillows. Refer to Boutique Hotels. Boutique hotels not only call their employees cast members, but they compete for their talent, provide them with all the training needed, stress teamwork, and give employees freedom to make decisions. In order to provide the level of service guests require, boutique hotels need to engage in _____ marketing. interactive relationship internal nonprofit affiliation
internal
One of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands is a: directed coupon mailing sweepstakes loyalty marketing program trade sales promotions sampling program
loyalty marketing program
Cobranded credit cards are used in conjunction with: self-perpetuating premiums loyalty marketing programs trade consumer promotions consumer discount programs functional consumer discounts
loyalty marketing programs
A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this? telephone interview mail questionnaire mall intercept observation study laboratory test
mall intercept
Campbell's, Nature Valley, Honda, and Lipton products are examples of _____ brands because of who owns them. manufacturers' private family individual master
manufacturers'
Refer to Sav-More Supermarkets. The Sav-More management is continually provided with information to make better marketing decisions. These data are easily accessed and manipulated. This type of system is called a: marketing decision support system competitive intelligence system single-source system marketing information system marketing research system
marketing decision support system
All of the following are examples of point-of-purchase promotions EXCEPT: television monitors at supermarket checkouts shelf talkers newspaper inserts shelf extenders end-aisle and floor-stand displays
newspaper inserts
In many nonprofit situations the consumer is not charged a tangible price yet must absorb time costs, embarrassment costs, or effort costs. These costs are called the organization's: liquidity fees financial costs fiscal prices nonfinancial prices retained earnings
nonfinancial prices
Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year. Refer to Callaway Golf. When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking? scaled-response close-ended dichotomous open-ended multiple-answer
open-ended
Geyser Falls Water Park, charges less for weekday admission than it does for weekend attendance. It also has a lower ticket price for patrons who arrive at 4 p.m. Because it is focusing on coordinating supply and demand by varying prices, it is using a(n) _____ pricing objective for service firms. revenue-oriented operations-oriented image-focused patronage-oriented equity-oriented
operations-oriented
Don at North Jersey Car & Limo knows that he is in the _____ processing business. As a result, he tries to get to know his clients and their interest. people mechanical possession mental information
people
College Entertainers Most colleges and universities have a campus activity board that brings entertainers and special events to campuses. To locate and hire these entertainers, many campuses send their student activity board members to one of the seven regional or the national NACA (National Association of Campus Activities) conventions. More than 100 entertainers, talent agencies, and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show. (Conference attendees call this the Marketplace.) Approximately 20 entertainers are selected to present a short program (called a showcase) in which they demonstrate what they would do if hired to perform on campus. Many other entertainers have videos and CDs, which they hand out to student attendees. Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency. Other student attendees provide input as to which entertainers best match the demographics of their institutions. Refer to College Entertainers. The entertainers and agency representatives engage in _____ in the Marketplace. transformational management countertrades all types of marketing communications personal selling loyalty marketing programs
personal selling
A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie-laden, its next step in the marketing research process should be to: collect the data recognize the marketing problem analyze the marketplace plan the research design specify the sampling plan
plan the research design
Advanced Bionics is a global leader in the development of implantable, high-tech neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half years after introducing its new stimulators, the firm is doing $200 million in domestic sales. How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach. First, Advanced Bionics hired the right talent for its sales force. Companies tend to use experienced sales reps—often hired away from competing companies—to sell new medical devices. This can be very expensive since experienced reps generally expect as much as $200,000 in annual income. So when Advanced Bionics brought its medical device to market, it hired people with no experience selling medical devices and turned them into sales reps. Hiring inexperienced salespeople created some problems, however, and the company experienced high turnover rates during its first two years in operation. Second, Advanced Bionics provided salespeople with a rigorous training program. Third, Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve. In short, the company has been able to succeed by selecting good salespeople, training them well, and managing them carefully. Refer to Advanced Bionics. Medical Education Training Associates (META) handles the training of new Advanced Bionics sales reps. One of META's advanced courses focuses on building networks among the company's various stakeholders. Networking is often discussed as an approach for developing _____. new product ideas potential new clients strategic resources sales force morale cost reduction strategies
potential new clients
A regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. Refer to University Research Study. Which role of marketing research is represented if the student researchers address "what if" questions, such as examining the outcomes if all the degree programs were available online? predictive proscriptive descriptive diagnostic normative
predictive
Every fall, Americans eat turkey during the holiday season. For some consumers, that is the only time they cook a turkey. Butterball has satisfied loyal customers for more than 50 years and fields about 100,000 phone calls every November from consumers asking cooking questions. So this year, Butterball decided to include a meat thermometer with each turkey so consumers can know when the big bird is ready to eat. Each year, Butterball also selects the best leftover recipe from those posted on its Web site through an online vote with consumers. The consumer submitting the recipe receiving the most votes wins a $1,000 prize. Butterball also hires a company to go into stores and provide bite-size turkey nuggets to consumers so they can taste how moist Butterball turkeys can be. Usually, the person providing the turkey will be standing next to temporary shelves with all the Thanksgiving fixings on it that are set up in the stores this time of year. Refer to Butterball Turkey. The meat thermometer Butterball provides with each turkey is an example a(n): add-on trade promotion bonus pack rebate premium
premium
New subscribers to Men's Health magazine receive a free copy of Men's Health Total Fitness Guide. The Fitness Guide is an example of a(n): contest premium trade sample product placement loyalty incentive
premium
A _____ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things. brand equity quality warranty transaction product
product
Unlike advertising that establishes or maintains a company's identity, _____ advertising touts the benefits of a specific good or service. selective cooperative advocacy image product
product
Choice Homes, Inc., based in Texas, built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to "move up" to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighborhoods. Refer to Choice Homes, Inc. The three different brands of homes (Choice, Choice Classic, and Reflections) represent the firm's: line portfolio mix depth line breadth product line product itemization
product line
When consumers think of Nestle, they probably think of chocolate. Historically, though, Nestle's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafe, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestle is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestle wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction. Critics claim this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company. Refer to Nestle. What adjustment to its product mix is Nestle doing when it sells underperforming items? product line extension product line contraction product pruning product line retraction functional modification
product line contraction
In an advertisement for Planters peanuts and trail mix, a peanut wearing a monocle and a top hat and called Mr. Peanut represents the product quality. Mr. Peanut appears in all of the advertisements for Planters. This is an example of how a company can use a _____ executional style. product symbol lifestyle spokesperson fantasy scientific evidence
product symbol
The Tween Scene is a retail store catering to 8-12 year-old boys and girls. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. This is an example of a(n) _____ scheduling plan. continuous replication interval seasonal pulsing
pulsing
Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer? semantic differential scaled-response question interval-based question sampling frame question bounded-frame question
scaled-response question
Ads for Oreck vacuums claim that it removes 99% of allergens with its heppa filter, which is based on testing from an independent laboratory. Which executional framework is this? factual demonstration scientific rational testimonial
scientific
"Girls Just Wanna Have Funds" is a Washington, D.C. support group that consist of mostly young women that offers tips on budgeting and debt relief. As they state on their Web site, their goal is to help women break financial ceilings "one stiletto at a time." Girls Just Wanna Have Funds is providing a _____ that is helpful to women that want to be financially savvy. synergy tangible resource tangible product service good
service
A management consulting business stays in touch with its business customers with phone calls and greeting cards. It periodically sends out needs-assessment questionnaires and designs new services to meet the needs revealed in these surveys. This is an example of relationship marketing based on: financial bonds social bonds service delivery patronage bonds structural bonds
social bonds
Bang & Olufsen make some of the best sound systems in the world. After years of development, Bang & Olufsen recently released its new BeoLab 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n) _____ product. heterogeneous shopping specialty homogeneous shopping convenience exclusive
specialty
To improve its friendliness the First National Bank hired Joy as a greeter. Joy's job is to sit at a desk near the front lobby and greets customers as they enter with a warm friendly smile along with a "Good Morning" or "Good Afternoon." Unfortunately, Joy is also required to answer the bank's main telephone line. Since she spends most of her day on the telephone, Joy rarely gets to flash her smile or greet anyone as they enter the bank. In fact, Joy is on the phone so much that she doesn't really even seem friendly. This is an example of a gap between: the service quality specifications and the service that is actually provided what the company provides and what the customer is told it provides the service customers receive and the service they want what customers want and what management thinks customers want what management thinks customers want and the quality specifications management develops to provide the service
the service quality specifications and the service that is actually provided
