MKT Harper Test 1

What percentage of marketers assert that they use social media tools for their businesses?

97%

Which of the following is true regarding modern gender roles?

Gender roles have been blurred in the past several years

During which step of the marketing planning process does a firm engage in segmentation, targeting, and positioning?

Identify and evaluate opportunities phase

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

a sustainable competitive advantage

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

brainstorm for alternatives

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of

marketing ethical issues

________ 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.

marketing positioning

Creative locations, such as kiosks at the baggage claim in airports or small booths in grocery stores, represent Starbucks' effort to improve its offering on which dimension of the marketing mix?

place

In the ________ stage, a firm will decide what level of commitment to its ethical policies and standards it is willing to declare publicly and how the firm plans to balance the needs of its various stakeholders

planning

3M involves its customers in the process of developing new products. In this way, it can benefit from current customers' insights and develop new products that will meet these customers' needs. 3M is pursuing a ________ growth strategy.

product development

Marketing involves all of the following except

production scheduling

Which of the following are commonly found in distribution and fulfillment centers to fill orders for stores or individual customers?

robots

As owner of a retail franchise food store, Mary Grey purchases supplies based on specials advertised nationally throughout the franchise system. One Monday, she was surprised to find customers asking for specials she hadn't been informed of in advance. The franchise company failed to live up to the value-driven activity of

sharing information across the organization

When integrating conscious marketing into a marketing strategy, a key task is to ensure that all managers are evaluated on their actions from a conscious marketing perspective. This action would take place during which stage of the strategic marketing planning process?

control phase

For every consumer who purchases a pair of TOMS shoes for $55, the company promises that a needy child will receive a pair of shoes. TOMS shoes is actively engaging in

corporate social responsibility

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

culture

Which of these is a macroenvironmental factor?

culture

Introducing newly developed products or services to a market segment the company is not currently serving is called

diversification

Population estimates show that by the year 2050, nearly 23 percent of the population in the United States will come from which group?

hispanics

Gary has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. The first thing Gary should do is to

identify issues that need to be addressed

A regional manager at GNC, a chain of retail stores selling nutritional supplements, is reviewing sales data after a recent in-store promotion. The data show success in some stores and limited response in others. To understand the differences between stores, the manager will probably next review the company's

implementation programs, to see if the promotion was handled consistently in the different stores

Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through

increased choices

The political/regulatory environment comprises political parties, governmental organizations, and

legislation and law

To build relationships, firms focus on the ________ of the relationship, not how much money is made during each transaction.

lifetime profitability

To determine how attractive a particular market is using the BCG portfolio analysis, ________ is(are) established as the vertical axis.

market growth rate

Near the end of the model year, the Move-Them-Out automobile dealership had an unusually high inventory level. The manager increased her advertising spending and gave extra incentives to its salespeople. Move-Them-Out operates as if it were in the ________ era.

sales-oriented

New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems with the property. Previously, they were expected only to answer buyers' questions. The new regulation addressed the marketing ethics problem of

withholding information

Part of the social trend toward health and wellness is a concern about the increasing degree of obesity in the United States. Related to this concern, the text notes the increasing popularity of

yoga

Fran uses a database software system to remind him when his customers should be ready to reorder his industrial cleaning products. With this reminder system, Fran contacts his customers when they are most likely to be "in the buying mode." Fran's system is part of

Customer relationship management

Imagine the use (or misuse) of data collected from consumers by a marketing research firm. One of the issues that might arise is the way the data are collected. At what step in the framework for ethical decision making would this issue be identified by the marketing research firm?

Step 1—identifying issues

________ provides a detailed, multipronged "Statement of Ethics" that can serve as a foundation for marketers

The American Marketing Association

What type of firms recognize that including a strong social orientation in business is a sound strategy that is in both its own and its customers' best interest?

Socially Responsible firms

After a firm has identified the various stakeholders and their issues and gathered the available data, all parties relevant to the decision should engage in brainstorming and evaluating alternatives. ________ then review and refine these alternatives, and choose a course of action.

company leaders and managers

Strategic efforts to supply consumers with environmentally friendly merchandise are called

green marketing

Valerie is charged with assessing her company's external environment as part of a SWOT analysis. Valerie will study her company's

opportunities and threats

Jeffrey is going to sell sporting apparel, which he has already purchased from manufacturers, and has signed a deal agreeing to the volume he will sell monthly. He has researched his competition, talked to some customers, and decided on prices he will charge. Jeffrey has also developed a plan for promoting his business. Based on this description, which element of the marketing mix does Jeffrey still need to work on?

place

When conducting a SWOT analysis, in what phase of the strategic marketing process is an organization presently engaged?

planning

When Marvel launched several successful series on Netflix, including Jessica Jones, The Defenders, Iron Fist, and Luke Cage, it employed a ________ strategy.

product development

Which of the following statements reflects the philosophy of the market-oriented era?

the customer is king

One of the goals of value-based marketing is

to offer greater value than competitors offer