marketing quiz 6,7,8,9,12

Which of the following gauges the difference between what a customer expects in service quality, and what actually occurs?

Gap analysis

Light bulbs, mops, and cleaning supplies are products business customers consume in a relatively short time. Which product category best fits these products?

Maintenance, repaid, and operating MRO

Which of the following statements does NOT comprise an internal customer mind-set?

My focus is on the customer who buys our products.

Which of the following refers to the systematic and usually team-based approach to coordinating all aspects of a product's strategy development and execution?

Product managements

Which of the following refers to the loss of sales of an existing brand when a new item or product family is introduced?

cannibalization

Marketers estimate technical success when they decide whether a new product is technologically feasible and a(n) _____success when they decide whether anyone is likely to buy the product.

commercial

When a firm offers one or more products to a single segment, it uses which of the following strategies?

concentrated targeting strategy

Which the following refers to all the benefits the product will provide for consumers or business customers?

core product

Which of the following approaches is common in industrial contexts where a manufacturer often works with one or a few large clients and develops products that only these clients will use?

customized marketing strategy

The brand wants to encourage more than just "eager tech enthusiasts" and "music lovers" to adopt Sonos headphones. If it wants the product's popularity to diffuse to mainstream Americans, it must get which group of adopters to try, like, and endorse the product?

early adaptors

Which of the following adopters are concerned about social acceptance, so they tend to gravitate toward products they believe will make others think they are cutting-edge or fashionable?

early-adaptors

At which stage of the positioning process would a company engage in a repositioning strategy?

evaluate responses and modify as needed

Which of the following refers to the stage of the product adoption pyramid in which consumers weigh the costs and benefits of the new product?

evaluation

Which of the following terms refers to the extent to which a person's sensory receptors are capable of registering a stimulus?

exposure

Which of the following refers to a branding strategy in which a group of individual products or individual brands share?

family brand

A(n) _____ is a tangible product, something we can see, touch, smell, hear, taste, or possess.

good

Your local city council or your county commissioners are examples of a(n) _____ market.

government

Which of the following stages of the product life cycle features new competitors that enter the market creating new variations of the product?

growth stage

Which of the following refers to demand in which changes in price have little or no effect on the amount demanded?

inelastic demand

At what step in the consumer decision-making process is a marketer likely to utilize search marketing techniques such as search engine optimization (SEO), sponsored search ads, and shopbots to help consumers find and learn more about their products?

information search

The article describes:"The brand was early to target modern audiophiles with high-end speakers that can stream music wirelessly, meaning users can listen to their entire collection anywhere in the home. The brand is well-loved among its core base of eager tech-enthusiasts..."In terms of the "Diffusion of Innovation," these "modern audiophiles" (audiophiles are "hardcore" music-lovers) and "eager tech-enthusiasts" are probably which category of adopters?

innovators

Which of the following refers to the characteristic of a service that means that it is impossible to detach the production of a service from the consumption of that service?

inseperability

Following the introduction of a new product in the marketplace, which of the following stages of the product life cycle features slow growth?

introduction stage

A _____ is a new product that copies, with slight modification, the design of an original product.

knockoff

Which of the following adopters are typically lower in income level and education than other adopters and are bound by tradition?

laggards

Which of the following would NOT be considered to be in the services industry?

manufacturer of desks

Which of the following terms refers to the process by which people select, organize, and interpret information from the outside world?

perception

Which of the following is the third step in the target marketing process?

positioning

Costco's store brand, Kirkland Signature, is an example of which branding strategy

private label brand

Which of the following refers to individuals who are responsible for developing and implementing the marketing plan for all the brands and products within a category?

product category manager

What step of the consumer decision-making process is a consumer likely to be in if heuristics such as brand loyalty and country-of-origin are factoring into the decision?

product choice

Which of the following refers to a concept that explains how products go through four distinct stages from birth to death:introduction, growth, maturity, and decline?

product life cycle

Which of the following terms is an actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behavior?

reference group

The article describes Google's fast diffusion as resting in:"Google was able to focus and harness search to produce a search engine that was just much more intuitive and far better than anything else out there, driving rapid adoption,This is most closely related to which of the following barriers to new product adoption?

relative advantage

When it comes to creativity and innovation, marketers engage in R&D activities. R&D are initials that stand for _____.

research and devlopment

Which of the following segments would a marketer be utilizing if the marketer offered diapers in pink for girls and blue for boys?

segmenting by gender

Which of the following make up intangibles such as efforts, acts, or performances without the transfer of ownership rights?

services

Which of the following product categories classifies milk, bread, and gasoline as basic or necessary items that are available almost everywhere and most consumers don't perceive big differences among brands?

staple product

A Rolex watch, a Lexus car, and even the latest Apple iPhone are all examples of a _____ symbol.

status

If an advertiser uses hidden messages in its product commercial, or hides messages in the product itself (such as baking words into the tops of crackers), the advertiser is using _____ advertising.

substantial

Which of the following requires a company to be willing to bet that people have similar needs so the same product and message will appeal to many customers?

undifferentiated targeting strategy

Which of the following refers to a measurement that reflects the quantity purchased or frequency of use among consumers of a particular product or service?

usage rate

Which of the following roles in the buying center is the member of the buying center who actually needs the product?

user

____ means that over time, even the same service that the same individual performs for the same customer changes—even only in minor ways.

variability

The Pillsbury Doughboy is an example of _____ in which his friendly demeanor and the trademark giggle he lets out whenpoked in the belly help shape consumer perceptions of the brand.

brand anthromorphism

_______ provides a competitive advantage because it gives the brand the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.

brand equity

In the buying center, which role has responsibility to execute the purchase?

buyer

One rule of marketing is that _____% of purchasers account for _____% of a product's sales.

20; 80

Which of the following product layers might include a warranty, credit, delivery, installation, and repair service after the sale because marketers know that adding these supporting features to a product is an effective way for a company to stand out from the crowd?

augmented product

Which of the following refers to an approach of developing one or more products for each of several distinct customer groups and making sure these offerings are kept separate in the marketplace?

differentiated targeting strategy