MKT MGT Exam 1
Small changes in consumer demand can lead to considerable shifts in business product demand and it referred to as the ____________. Modified effect Acceleration effect Transverse effect Deceleration effect Steady state effect
Acceleration effect
Which of the following statements is FALSE? 'Positioning' a product is primarily done so every marketer within the firm understands its ability to fulfill their needs and wants. Perceptual map informs us about our competitive place in the minds of the customers. Positioning is about proactively placing ourselves competitively in the minds of the customers. Firms position their offerings against competitors' offerings.
'Positioning' a product is primarily done so every marketer within the firm understands its ability to fulfill their needs and wants.
SERVQUAL is __________. A questionnaire that compares the importance and performance of a firm in service quality An instrument to measure the deviations of quality from the norm on a scale from 1 to 10 A questionnaire that can be used to track packages as they cross the United States and the world None of these An instrument to measure employees in a service environment
A questionnaire that compares the importance and performance of a firm in service quality
Marketing plans are ________. archived in the Library of Congress to showcase to industry leaders A rallying point for creativity A means of gathering input from stakeholders throughout the firm Essential for the firm's success
A rallying point for creativity A means of gathering input from stakeholders throughout the firm Essential for the firm's success
_________ is not a distinct characteristic of services that is different from physical goods. Perishability Variability Assurance Intangibility Inseparability
Assurance
Whar are the differences between consumers in the B2C markets and business clients in the B2B markets? consumers, unlike B2B clients, are NOT price sensitive. B2B clients evaluate risks of a purchase more so than consumers. consumers need more after-sales services than B2B clients B2B clients buy products and services to enhance their utility creation consumers buy products for self-gratification, unlike business clients
B2B clients evaluate risks of a purchase more so than consumers. B2B clients buy products and services to enhance their utility creation consumers buy products for self-gratification, unlike business clients
Perception drives John's attitudes, beliefs, motivation, and, eventually, his ____. Performance Self-esteem Behavior Attention Values
Behavior
Perception drives John's attitudes, beliefs, motivation, and, eventually, his ____. Self-esteem Values Performance Attention Behavior
Behavior
Contingency plans should include ________. Expected-case scenarios Worst-case scenarios Best-case scenarios, Worst-case scenarios, and Expected-case scenarios Best-case scenarios and Worst-case scenarios only Best-case scenarios
Best-case scenarios, Worst-case scenarios, and Expected-case scenarios
Customer relationship management (CRM) is designed to __________. Both facilitate higher levels of customer satisfaction and identify the most profitable customers Allow software to manage marketing Identify the most profitable customers Assign a sales representative to a particular customer Facilitate higher levels of customer satisfaction
Both facilitate higher levels of customer satisfaction and identify the most profitable customers
The St. Louis Rams pump the smell of candy cane's into their stadium because the team feels that the scent adds to the _____ experience. Tangible Environmental Olfactory Brand Intangible
Brand
KFC is very protective of its "Seven Herbs and Spices" recipe intellectual property, which, in the view of the company, gives them a significant competitive advantage over other chicken restaurants, and will use any legal resource available to protect its patented formula. This is an example of the _____ dimension of brand equity. Brand assets Brand awareness Brand loyalty Perceived quality Brand association
Brand assets
When Maria purchases laundry detergent she is able to easily recall and process information about Tide, but this does not happen for other brands. This is an example of the _______ benefit of brand equity for customers. Perceived quality Brand image Perceived bonuses Brand connections Brand loyalty
Brand connections
_____ is defined as a summary of unique qualities attributed to the brand. Brand symbol Brands Brand momentum Brand identity Brand equity
Brand identity
Intel makes a product most people never see; however, it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the ______ benefit of brand equity to marketing strategy. Brand image Perceived bonuses Perceived quality Brand loyalty Brand connections
Brand loyalty
Intel makes a product most people never see; however, it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the ______ benefit of brand equity to marketing strategy. Perceived quality Brand image Brand loyalty Perceived bonuses Brand connections
Brand loyalty
Which of the following statement is FALSE as regards to branding: [If more than one answer appears to be correct, choose the best answer.] Brands educate the customer about the product Actions by managements affect the brand reputaion. Branding helps reassure the customer in the purchase decision Branding is sufficient, though not necessary, for a product's success.
Branding is sufficient, though not necessary, for a product's success.
A hospital is planning to buy a new MRI machine costing $3 Million. How can Jill, a senior marketer manager of Philips, impact the decision-making process within the hospital's buying center? By threatening to sue the decision maker if he does not buy the MRI machine from Philips. By providing the members of the buying center with a list of influencers - namely, past buyers of its MRI machines By bringing gifts to the gatekeeper By bribing the user.
By providing the members of the buying center with a list of influencers - namely, past buyers of its MRI machines
Honda buys back its cars from consumers. This is an example of ___ market. [If more than one answer appears to be correct, choose the best answer.] B2C C2H C2B C2C B2B
C2B
The brand manager for Kraft Macaroni and Cheese is interested in finding out if changing the shape of the noodles from the rods to circus characters will lead to increased sales. The brand manager needs to conduct ________ type of research. Exploratory Secondary Descriptive Taste testing Causal
Causal
There are two clocks A and B. Clock A is always 10 minutes behind. Clock B does not run. Clock A is vever right, while Clock be is right twice a day. Which of the following statements is correct with regard to these two clocks? Both clocks are equally reliable Neither of the clocks are reliable. . Clock B is more reliable. Clock A is reliable.
Clock A is reliable.
A characteristic of B2B companies is that they often make products that end up as ___________ in a finished product. Labels Minor features Components Major features Factoids
Components
he two fundamental approaches to learning include ____ and _____. Coaching, listening Trial and error, coaching Conditioning, trial and error Conditioning, cognitive learning Coaching, conditioning
Conditioning, cognitive learning
The marketing manager of QRS Children's Furniture is designing a new label for her line of highchairs. The two key aspects of the label that she is working on are the assembly instructions and the simple usage instructions. These are examples of the ________ requirement of labeling. Industry Marketing Consumer Legislative Legal
Consumer
Companies translate the essential benefit into physical, tangible elements known as the _________. Core product Deviated product Contrasting product Differentiated product Augmented product
Core product
When a customer cannot make a reasonable evaluation of the quality of a service even after use, it is said that the service possesses ______________ attributes. Credence None of these Focused Experience Search
Credence
Exceeding customer expectations is often referred to as ___________. Customer loyalty Customer delight Customer excellence Customer essence
Customer delight
CRM stands for _________________. Customer related metrics Customer relationship management Consumer retention management Consumer rights monitor Customer retention management
Customer relationship management
Marketing managers need to pay attention to culture because _________. Stereotyping is an efficient way to market Customers filter messages through cultural influences Culture shapes the way people respond to the product offering it is politically correct Not understanding culture means the risk of negative effect on product acceptance
Customers filter messages through cultural influences Culture shapes the way people respond to the product offering Not understanding culture means the risk of negative effect on product acceptance
The recent controversy over the age of Chinese Olympic gymnasts because of differing ages on their passports and in government files exemplifies the difficulty with secondary data _____ in global markets. Compatibility Extendibility Dependability Comparability Accessibility
Dependability
The relationship between consumer demand for products and demand for B2B products is said to be _______________. Derived demand Downward sloping demand Equal demand Inelastic demand Upward sloping demand
Derived demand
Differentiated target marketing means ______. Using the push and pull strategy to differentiate markets The same value offering to every market segment Different prices to different markets Different value offerings for different target markets
Different value offerings for different target market
Joan Doe is a participant in an online focus group for a processed-food company. However, during one of the sessions her children are acting up and, as a result, she does not give much thought to her responses. This is an example of the _________ problem that companies that use online focus groups face. Family issue Access limitation Identity verification Environmental control Qualification
Environmental control
As the marketing manager for ABC Co. you are charged with developing marketing strategies for an area that is composed of a diverse population from a variety of countries. To reach this diverse populace you might want to consider efforts that focus on specific ________ when generating strategies. Gender Education Age Ethnic groups Income
Ethnic groups
Bryan gets reduced fees for his daughter's piano lessons by maintaining her teacher's website. Bryan is practicing the central tenet of marketing called ____________. Value Growth Sustainability Barter Exchange
Exchange
The zone of defection describes the area where ______________ reside and are prone to leaving a business and defect to competitors. Satisfaction is no longer an issue and customers become terrorists against the company Customers who have one bad experience with the firm Slightly satisfied and satisfied customers Extremely dissatisfied and somewhat dissatisfied customers
Extremely dissatisfied and somewhat dissatisfied customers
Harley-Davidson introduced a cologne. While the Harley brand has a large and loyal customer base, the cologne was not successful. This is an example of the ______ limitation of branding. Failure to persuade the customer because of the misfit between the brand image and the product Failure to protect the brand Lack of brand-worthy communications Failure to overcome poorly designed products Lack of meaningful differences among products
Failure to overcome poorly designed products
Attitudes are _____ or _____, ______ or ________. Attitudes are very seldom if ever neutral. Favorable, unfavorable, strong, weak Strong, weak, high, low Good, bad, strong, weak Good, bad, high, low Favorable, unfavorable, positive, negative
Favorable, unfavorable, positive, negative
Business markets are characterized by having ___________________. Any number of customers Thousands of customers Few but smaller customers Many smaller customers Few but larger customers
Few but larger customers
Vegan Videos has decided to conduct exploratory research to clarify its marketing-related research problem. It has decided that it needs to collect primary data, but it has only one week to collect these qualitative data from 20 customers and only 1 researcher. Vegan Videos should use a(n) __________ technique to collect the data to meet its deadline. Experimental In-depth interview Focus group Questionnaire Survey
Focus group
A marketing manager using PRIZM is interested in ____________ segmentation. Benefits sought Geographic Occasion Psychographic Geodemographic
Geodemographic
You are a market researcher at XYZ Corp. To ensure that you conducted high-quality research you should ________. Google a topic to find information Choose a random sampling method Remain impartial and objective Rely on your gut instincts Figure out the research plan as you go along
Google a topic to find information Choose a random sampling method Remain impartial and objective
The product experience is called the ________. Tangible asset of marketing space Soul food of marketing Focus of consumer attributes Heart of marketing
Heart of marketing
Most services are not _________. High in credence qualities High in search qualities None of these High in experience qualities Difficult to evaluate
High in search qualities
amara is searching for a new camera. This is a _____, so the entire process will take longer. Big decision Low-involvement purchase High-cost product High-involvement purchase Repeat purchase
High-involvement purchase
Time to market is a term that means _________. How long it will take to get the product through the introduction stage to the growth stage This is the best time to market this new product How long it will take to develop and get the product to market None of these It is time that the company had an entry into a particular market segment
How long it will take to develop and get the product to market
Time to market is a term that means _________. None of these How long it will take to develop and get the product to market How long it will take to get the product through the introduction stage to the growth stage It is time that the company had an entry into a particular market segment This is the best time to market this new product
How long it will take to develop and get the product to market
egmenting means _________. Identifying and calculating the churn rate in different markets Selecting the markets to attack in the marketplace Selecting a corporate position to communicate to potential customers Identifying the market into meaningful smaller markets based upon common characteristics
Identifying the market into meaningful smaller markets based upon common characteristics
The marketing manager for Brand A Razors, a strong national brand, believes he knows how customers will react to a new product offering, but he conducts market research to provide justification for this new product. This violates the _________ aspect of the definition of market research. Impartial and objective Validity Systematic Reliability Scientific
Impartial and objective
It is said that B2B demand is more _____________ in general than B2C demand for products or services. Systemic Inelastic Bimodal Variable Elastic
Inelastic
In the introduction phase of the PLC it is important to _________. Target the high-end market with a differentiated product and higher price point Work to further differentiate the product from those of competitors Inform and educate the target audience about the product's features and benefits Link the brand with key product features and highlight differentiation between competitors Decide whether to invest further in the product or allocate funding to a new project(s
Inform and educate the target audience about the product's features and benefits
________ utility relates to promotion strategy Time Information Form Possession Place
Information
When customers see the logo of McDougal's restaurant, they think of decent food served quickly in a clean, family-friendly environment. This is an example of the _______ role the brand plays for customers. Education Benchmarking Information conveyance Reassurance Invigoration
Information conveyance
An individual moves through five stages before adopting a product. The five stages include all of the following except ____. Interest Evaluation Information search Adoption
Information search
The best place in a SWOT analysis to identify an increased marketing budget is in ________. Internal strengths Internal opportunities External threats External opportunities Internal weaknesses
Internal strengths
he innovation diffusion process __________. Is how long it takes a product to move from first purchase to last purchase Is how long it takes a product to move from trial to adoption Is how long it takes a product to move from introduction to growth Is how long it takes a product to move from awareness to interest None of these
Is how long it takes a product to move from first purchase to last purchase
While culture affects people in many ways, three factors are particularly relevant in consumer behavior: _______, _______, and _________. Values, beliefs, language Language, values, attitudes Language, attitudes, nonverbal communications Values, attitudes, language Language, values, nonverbal communications
Language, values, nonverbal communications
Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the ______ requirements of labeling. Marketing Legal Consumer Legislative Industry
Legal
Concerned by recent negative trends in economic indicators such as the consumer price index, gross domestic product, and inflation, the marketing manager of Kevin's Kayaks recommends that the company reduce its advertising spending. His recommendation is based on ________ data. Incomplete Macroeconomic Government Numerological Microeconomic
Macroeconomic
Pegasus Express, a well-established North American delivery service, wants to expand service into Central and South America. This is classified as ___________ in Ansoff's Product-Market Matrix. Marketing strategy development Market penetration Product development Market diversification Market development
Market development
Which of the following statements hold true for selecting target market(s) from several market segments? [If more than one answer appears to be correct, choose the best answer.] Since all segments are viable, choose only the ones that are closest to each other. The marketer should choose all viable market segments to improve the probability of success. Marketer should choose the segment with the highest profit potential. Marketers should only evaluate market segments that are 'strategic fits' i.e. the marketer can deploy leveraging strategies. Marketer should choose the segment with the highest demand.
Marketers should only evaluate market segments that are 'strategic fits' i.e. the marketer can deploy leveraging strategies.
In services marketing there is a Gap Model of Service Quality. The gap refers to __________. Management's mismanagement of resources to achieve better service quality Misunderstandings between the provider of the service and the customer's experience of the service Employees' perception of the customer experience Distance between the understanding of management and employees None of these
Misunderstandings between the provider of the service and the customer's experience of the service
The product life cycle (PLC) for a particular product has ________. Life cycles that resemble normal curves More than one life cycle—industry and brand life cycles An evolutionary phase that defines when to offer a new product One life cycle for all brands combined None of these
More than one life cycle—industry and brand life cycles
Listerine mouthwash sells for $2 more than Target's Up & Up brand mouthwash even though both products contain the same ingredients and are manufactured by the same company. This is because _____ brands can command a price premium. Family Stand-alone Licensed Store National
National
Attitudes are learned or at least influenced by __________. New information Marketers Expectations Motivation Religion
New information
The concept of engaging in a learning relationship with customers and directing the firm's resources to making each product or service to feel tailored is known as ____. Product orientation One-to-one marketing orientation Differentiation orientation Relationship orientation Market orientation
One-to-one marketing orientation
Pierre Cardin partnered with several other product manufacturers and attached its name to a wide assortment of products including clothing, housewares, and even cosmetics. Eventually Pierre Cardin wasn't known for anything anymore. This is an example of _____, a disadvantage of co-branding. Brand identity Brand strength Loss of control Partner fit Overexposure
Overexposure
Maslow's Hierarchy of Needs Theory suggests that humans have wants and needs that influence their behavior. People advance to the next level only if the lower needs are met. The order of the needs is ____________. Safety, love/social, physiological, self-esteem, self-actualization Physiological, safety, love/social, self-esteem, self-actualization Physiological, love/social, safety, self-esteem, self-actualization Safety, physiological, love/social, self-esteem, self-actualization Physiological, safety, self-esteem, love/social, self-actualization
Physiological, safety, love/social, self-esteem, self-actualization
Gabrielle and Juan have a vacation home 90 miles from their primary residence. They could haul bags of groceries and an ice chest of refrigerated foods with them when they leave home. However, they like to grocery shop at a market located near the vacation spot. It offers them ______________ utility. Ownership and form Form Time Place Form and time
Place
Automobile manufacturers must comply with regulations set by the National Transportation and Safety Board. A discussion of this would be included in the ________ part of a marketing plan. Firm resources Firm structure and systems Political, legal, and ethical Sociocultural/demographic Threat of new entrants
Political, legal, and ethical
One competitive force not addressed directly by Michael Porter is ________. Power of suppliers Power of substitute forces Power of potential entrants Power of competitive forces Power of other stakeholders
Power of other stakeholders
_______ are the stages of the consumer decision-making process. Evaluation of alternatives, information search, product choice Problem recognition, search for information, evaluation of alternatives, product choice decision, post-purchase evaluation Problem recognition, evaluation of alternatives, product choice decision Problem recognition, evaluation of alternatives, product choice, evaluation Evaluation of alternatives, product choice, evaluation
Problem recognition, search for information, evaluation of alternatives, product choice decision, post-purchase evaluation
Colgate Palmolive reported fake Colgate toothpaste being shipped in phony packages in the United States. It was not clear where the fake toothpaste originated, but Colgate and other packaged goods companies took a number of steps to reduce counterfeit packaging. Document Security Systems works with manufacturers to make their packaging more secure. This is part of the _____ objective of packaging. Communication Harmony Usage promotion Aesthetic Protection
Protection
A marketing manager using VALS is interested in ____________ segmentation. Geographic Benefits sought Occasion Geodemographic Psychographic
Psychographic
The owner of Santos Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment. The owner decides to purchase a Dixie Chopper because of its reputation for dependability and excellent customer service. This is an example of the _______ role the brand plays for customers. Education Reassurance Invigoration Benchmarking Communication
Reassurance
From a customer's perspective, value is defined as ___________________. Receiving the benefits for the burdens endured Getting the cheapest price Getting the best of the seller Shopping at Walmart Liking a product, no matter the price
Receiving the benefits for the burdens endured
Fernandez Brothers Inc., provides accounting services to small businesses. Before and after tax season, the partners meet with each client company. It sends a monthly newsletter to update clients with tax changes. The firm's business practices revolve around putting the customer at the center when developing services and practices. Fernandez Brothers has adopted a ________________ approach. Product orientation Differentiation orientation Mass customization orientation Market orientation Relationship orientation
Relationship orientation
Beliefs, once formed, are _______ to change. Prone Resistant Vulnerable Likely Expected
Resistant
Beliefs, once formed, are _______ to change. Vulnerable Likely Resistant Expected Prone
Resistant
When Mom-And-Pop's Bakery decided to conduct research about its current and potential customers, it decided to examine the demographic information for the surrounding zip codes. The best kind of data for this research project would be _______ data. Secondary Governmental Survey Experimental Primary
Secondary
The sequential steps to successful segmentation are _________________. Consumer analysis, content analysis, and segmenting Positioning, targeting, and segmenting Segmenting, targeting, and positioning Research, fulfillment analysis, and churn rate Need identification, qualitative research, and positioning
Segmenting, targeting, and positioning
Although individuals are exposed to 2,000 to 5,000 messages daily, all messages are not processed, retained, and interpreted because of _________, which helps individuals focus on what is relevant and eliminate what is not. Selective awareness Selective hearing Selective attention Selective distortion Selective retention
Selective awareness
Although individuals are exposed to 2,000 to 5,000 messages daily, all messages are not processed, retained, and interpreted because of _________, which helps individuals focus on what is relevant and eliminate what is not. Selective hearing Selective attention Selective retention Selective awareness Selective distortion
Selective awareness
Joe's perceptions are shaped by these three psychological tools: _____, ______, and ______. Selective hearing, selective attention, selective vision Selective awareness, selective vision, selective attention Selective attention, selective distortion, selective retention Selective awareness, selective distortion, selective retention Selective distortion, selective attention, selective vision
Selective awareness, selective distortion, selective retention
The stereotypical automobile dealership uses tactics like high pressure and bargaining to get customers to buy. This is an example of _____________. Production orientation Business orientation Buzz marketing orientation Marketing orientation Selling orientation
Selling orientation - A sales orientation suggests that, to increase sales and consequently production capacity utilization, professional salespeople need to "push" product into the hands of customers, both businesses and end users.
Benihana restaurants have the tag line, "an experience at every table." This conveys that _________. Service is not repeatable, so get used to differences at every table of the restaurant Service is a combination of product excellence combined with some unique product features Service is a lot of rote memory by the workers at the restaurant Service is easy to create Service is a drama to get customers to new heights of involvement
Service is a drama to get customers to new heights of involvement
In the B2B market, test marketing is ________. Extremely different than B2C because of the magnetic variance of the enterprises Identical to the B2C market Larger in scope and involves more individuals and companies Smaller in scope and involves fewer individuals and companies
Smaller in scope and involves fewer individuals and companies
_____ are unique purchases made based on a defining characteristic for the consumer. The characteristic might be a real or perceive product feature such as Apple iPhone's easy user interface. Shopping goods Specialty goods Unsought goods Convenience goods
Specialty goods
American Express recently introduced the One card that incorporates the American Express brand as well as its own brand One. This is an example of combining a family brand with _____. Licensing Co-branding Store branding Merging Stand-alone branding
Stand-alone branding
Mammoth Foods, a major agricultural corporation, recently purchased MJS Organic Foods Co. MJS was established six years ago and has become a major supplier to restaurants in the northeastern United States. The organic herbs, vegetables, and fruit market is expected to have a double-digit growth rate over the next decade. Most likely, MJS would be classified as a ________ under the Boston Consulting Group model. Dog Cash Cow Star Top Gun Problem Child
Star
MRO supplies, materials, repairs, and operational supplies and services are generally purchased through a ______________. Modified rebuy Contractual rebuy New purchase Straight rebuy Bid at time of need
Straight rebuy
Reordering products that are used on a consistent basis is called a(n) ________. Order on demand Straight rebuy Modified order on demand Purchase Two-bin inventory system
Straight rebuy
Reordering products that are used on a consistent basis is called a(n) ________. Straight rebuy Modified order on demand Order on demand Two-bin inventory system Purchase
Straight rebuy
he three main types of buying situations can be characterized as ___________. Straight rebuy, mid-level rebuy, and planned purchase Adapted rebuy, modified rebuy, and new purchase Straight rebuy, modified rebuy, and new purchase Buy, rebuy, and adapted rebuy Adapted rebuy, straight rebuy, and expected rebuy
Straight rebuy, modified rebuy, and new purchase
A SWOT analysis should not ________. Analyze the competition Look at internal strengths Include factors from the situation analysis Suggest solutions to problems Identify natural factors
Suggest solutions to problems
The Coca-Cola Co. gives its bottles the same distinctive shape all over the world because it believes that ________ sensations translate well across global markets. Tactile Linguistic Auditory Visual Olfactory
Tactile
Target marketing is the process by which __________. The company chooses which advertising strategy to use Groups are evaluated on the basis of high or low churn to see which is the most profitable The company evaluates segments and decides which ones have the most potential for development The company collects cookies to track everyone who visits its website The market is divided into cohesive groups
The company evaluates segments and decides which ones have the most potential for development
Target marketing is the process by which __________. The company chooses which advertising strategy to use The company collects cookies to track everyone who visits its website Groups are evaluated on the basis of high or low churn to see which is the most profitable The company evaluates segments and decides which ones have the most potential for development The market is divided into cohesive groups
The company evaluates segments and decides which ones have the most potential for development
Positioning relies on the communication of one or more sources of value to customers in a way that the customer can easily make the connection between ________. The customer's needs and wants and what the product has to offer The cost of the product and the quality The product and advertising The way the 4Ps work with one another The salesperson and the customer at a personal level
The customer's needs and wants and what the product has to offer
Positioning relies on the communication of one or more sources of value to customers in a way that the customer can easily make the connection between ________. The way the 4Ps work with one another The salesperson and the customer at a personal level The customer's needs and wants and what the product has to offer The cost of the product and the quality The product and advertisin
The customer's needs and wants and what the product has to offer
The Irish Pub is trying to understand why its happy hour business is declining while other pubs in the area are busier than ever. The owner wants to understand the decline in sales volume so she can resolve it. The best type of research to perform at this time would be _________. Academic Causal Exploratory Random Descriptiv
The pub needs to perform exploratory research. Exploratory research is really about discovery. Reasons for conducting exploratory research include to (1) clarify the research problem, (2) develop hypothesis for testing in descriptive or causal research, (3) gain additional insight to help in survey development or to identify other research variables for study, and (4) answer the research question.
_________ is the synchronized movement of goods through the channel. Intermodal transportation The supply chain CRM Shipping Containerization
The supply chain
When product is defined in a marketing context, it is _________. The physical tangible product A bundle of demand and supply issues The total asset balancing between buyer and seller The total product experience
The total product experience
The razor is an example of a product that appeals to both men and women but reveals that ___________. There are different needs and wants for the same product category based on gender Women are always different than men The same product class cannot be used to attack different gender markets Both by slightly altering a product you can attack different gender markets and there are different needs and wants for the same product category based on gender By slightly altering a product you can attack different gender markets
There are different needs and wants for the same product category based on gender
Ryan pays a market rate to take his young children to daycare that is run by his employer. It is open until 7:00 p.m., a time by which everyone leaves. This service offered by his company offers ________________ utility. Form and ownership Place Time and place Form Time
Time and place
eter Drucker, the father of modern management, stated that the only purpose of an organization is _____________. To make products affordable and accessible to the majority of the public To respect the environment To improve the quality of life for all people To create products To create a customer
To create a customer
The single largest buyer of goods and services in the world is ____________. U.S. government General Electric Walmart None of these Chinese government
U.S. government
NAICS codes now include __________. United States, Canada, and Mexico Both of the Americas, North and South United States and Canada United States Both of the Americas and the Caribbean Basin
United States, Canada, and Mexico
Paul is the groundskeeper for a golf course. He not only mows the greens and fairways but is also an expert on the grass that is used and how to care for it. The golf pro and club manager consult with him about what new equipment the club needs to maintain the greens. Paul plays the role of __________ in the buying process. Decider Operator Influencer User Key holder
User
Victorinox, maker of the Swiss Army knife, promises its knives to be "free from defects in material and workmanship for the entire life of the knife." This is an example of a ________. Warranty Brand strategy Guarantee Service contract
Warranty
There is a category of goods called unsought goods. These goods are characterized as being the kinds of things that consumers _______. Want to be completely convenient to them Frequently purchase and have little interest in seeking new information about Do more research on and compare across product dimensions such as color, size, features, and price Would rather not purchase at all
Would rather not purchase at all
Match the products on the left to the category of goods on the right. convenience higher education red Ferrari funeral services
coffee shopping specialty unsought
Using the Russian doll metaphor, a product can be viewed as comprising of: core benefit, actual product and augmented product. good, service, warranty benefit promise augmentation, core guarantee, warranty potential augmented guarantee, basic warranty, brand enhancement
core benefit, actual product and augmented product.
Using the Russian doll metaphor, a product can be viewed as comprising of: [If more than one answer appears to be correct, choose the best answer.] augmented guarantee, basic warranty, brand enhancement good, service, warranty benefit promise augmentation, core guarantee, warranty potential core benefit, actual product and augmented product.
core benefit, actual product and augmented product.
Which of the following are considered uncontrollable factors in marketing? product innovation legal environment customer retention economy social-cultural mileu
economy social-cultural mileu legal environment
Generally, the best predictor of consumers future buying behaviors is their _______. past buying behaviors political leanings beliefs AIOs
past buying behaviors
What is NOT a dimension of the product mix? [If more than one answer appears to be correct, choose the best answer.] product width product length product depth product breadth product height
product hieght
Match the product category on the left with its characteristic on the right. Shopping product Convince product speciality product Unsought product
shopping product - brand reputation is important convenience product - HIGH time and place utility specialty product - customer is very knowledgeable about the product unsought product - customers procrastinate buying it
Which of the following does NOT assess total market demand? [If more than one answer appears to be correct, choose the best answer.] authority to buy affordability willingness to buy size of buying center need/want
size of buying center
Courtney always purchases Coke products. She doesn't even consider other beverages when they are cheaper than Coke. This is an example of ________________. an indicant of disposable income of the consumers, in this case of Courtney's. what is a convenience product for one can be a specialty product for another Courtney having low consumer IQ Courtney's brand loyalty towards Coca Cola Coke being a specialty product for Courtney
what is a convenience product for one can be a specialty product for another Courtney's brand loyalty towards Coca Cola Coke being a specialty product for Courtney
What are the characteristics of a good market segment? be similar to other segments served be close to production facility will be profitable be accessible is identifiable
will be profitable be accessible is identifiable
