MKTG 3340: MID TERM REVIEW

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

"Big deal, the only difference is the shape of the package." Option 4

Functional benefits

"Sell by" Date

Connecting with customers

"cold activated" beer

Marketers spend approximately

$14 billion per year on radio advertising

How to overcome barriers

-low cost leasing options -warranties -money-back guarantees -extensive usage instructions -demonstrations -free samples to imitate trial of new products

Triggers of product repositioning

-reacting to a competitors position -reaching a new market -catching a rising trend -changing the value offered

downsizing

-reducing the package content without changing the package size and maintaining or increasing the price -form of trading down

brand personality

-set go human characteristics associated with a brand name -studies show that consumers assign traits or product and choose brands that are consistent with they own or desired self-image

Example of barriers with electric powered cars in US

-usage barrier: prospective buys believe these care are not compatible with existing driving habits -value barrier: consumers don't recognize the superiority of electronic cares over combustion engines -risk barrier: don't know what the actual cost of this car should be

karen just got a haircut and she is not sure it was the right decision for her to relieve her cognitive dissonance, she might engage in which two of these behaviors now?

1 asking her friends for feedback on the cut 2 noticing other fashionable consumers with similar haircuts

market challengers in a low-involvement product category should focus on which of these strategies?

1 encouraging trial of the brand with samples and coupons 2 breaking buying habits

which two of the following are considered psychological influences on the purchase decision process?

1 learning 2 values, beliefs, and attitudes

which of the following factors increase the depth and duration of a consumer's information search?

1 little past experience and knowledge 2 high risk involved with making a wrong decision 3 low cost of gathering information (low time and effort)

which two of the following may cause you to make a purchase sooner than you had planned?

1 you had an easy and pleasant shopping experience 2 the preferred brand is on sale

Creating brand equity

1. develop positive brand awareness and an association of the brand in consumers minds with a product class or need to five the brand an identity 2. establish a brands meaning the minds of consumers 3. elicit the proper consumer responses to brands identity and meaning 4. create consumer-brands connection evident in an intense, active loyalty relationship between consumers and the brand

which two of the following are essential to brand loyalty?

1. favorable attitude toward a single brand 2. consistent purchase behavior of single brand

5 categories of product adopters

1. innovators 2. early adopters 3. early majority 4. late majority 5. lggards

Marketing reasons for new product failures

1. insignificant point of difference 2. incomplete market and product protocol before product development starts 3. not satisfying customer needs on critical factors 4. bad timing 5. too little market attractiveness 6. poor product quality 7. poor execution of the marketing mix 8. no economical access to buyers

five stages of the purchase decision process

1. problem recognition 2. information search 3. alternative evaluation 4. purchase decision 5. postpurchase behavior

consumer behavior includes

1. processes before and after purchase and use 2. mental and social processes 3. actions related to the purchase and use of a product

two characteristics of attitudes are...

1. shaped by values and beliefs 2. learned

which two of the following are the variables with which the VALS system categorizes buyers?

1. their primary motivation for buying and having products 2 their resources

advantages to brand equity

1.competitive advantage 2.consumers are often willing to pay a high price for a product with brand equity

In terms of the diffusion of innovation, innovators account for __________ of product adopters.

2.5%

Counterfeit products steal sales from the original manufacturer or harm the company's reputation. U.S. companies lose up to __________ each year to counterfeit products.

250 billion

Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to __________ by 2014.

3.1 billion

In terms of the diffusion of innovation, late majority accounts for __________ of product adopters.

34%

New-product process

7 stages: 1. new-product strategy development 2. idea generation 3. screening and evaluation 4. business analysis 5. development 6. market testing 7. commercialization

Which two of the following are essential to brand loyalty a. a consumer using a reward card b. evaluating multiple brands at the point of purchase c. a consistent purchase behavior of single brand d. a favorable attitude toward a single brand

A consistent purchase behavior of single brand/ a favorable attitude toward a single brand

Problem Recognition is perceived

A difference between a person's ideal and an actual situation

Taking a trip to climb Mount Kilimanjaro to fulfill a personal dream would best be called a. a physiological want b. a self-actualization need c. a personal need d. a want only

A self actualization need

A __________ visually shows that the total revenue curve and the total cost curve intersect at a point of zero profit. A. break-even chart B. Gantt chart C. sales response function D. cross tabulation E. demand curve

A. break-even chart

To encourage retailers to pay their bills quickly, manufacturers offer them A. cash discounts. B. cumulative discounts. C. seasonal discounts. D. trade discounts. E. functional discounts.

A. cash discounts.

What is target pricing? A. estimating the price that the ultimate consumer would be willing to pay for a product, then working backward through markups taken by retailers and wholesalers to determine wholesale price B. setting an annual target of a specific unit volume of sales C. summing the total unit cost of providing a product or service and adding a specific amount to the cost to arrive at a price D. alternating and then narrowing the set prices a few dollars or cents above or under an even or odd number until profit is maximized E. setting an annual target of a specific dollar volume of profit

A. estimating the price that the ultimate consumer would be willing to pay for a product, then working backward through markups taken by retailers and wholesalers to determine wholesale price

Which of the following would be the best way to Proctor and Gamble to change a consumer's attitude towards Tide?

Add a new ingredient to its formula

Which of the following is a characteristic of the growth stage of the product life cycle?

Advertising emphasis switches to selective demand.

environmental benefits

Aluminum cans

All of the following are sources of primary data EXCEPT:

American Marketing Association's Marketing News.

Which of the following is most likely to be felt by a consumer experiencing perceiving risk? a. anticipation b. complacency c. fear d. anxiety

Anxiety

Growth

Apple

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is an _______

Attitude

__________ represents the vertical axis of a demand curve graph. A. Variable cost B. Price per unit C. Consumer income D. Competitive intensity E. Quantity demanded

B. Price per unit

Which of the following would be an example of a variable cost for a publication like SHAPE Magazine that is targeted to young women seeking a healthier lifestyle? A. an increase in women in targeted demographics B. printing and binding of the magazine C. the salary of the publisher's CEO D. the rent for a parking garage used by employees E. the cost of a half-page ad in SHAPE

B. printing and binding of the magazine

Penetration pricing is A. charging different prices to different buyers for goods of like grade and quality. B. setting a low initial price on a new product to appeal immediately to the mass market. C. setting a below-market price for the product or product class oriented on a subjective feel for competitors' prices or market price as the benchmark. D. setting prices a few dollars or cents above an even number to indicate quality. E. setting a high price so that quality- or status-conscious consumers will be attracted to the product and buy it.

B. setting a low initial price on a new product to appeal immediately to the mass market.

Business products are also referred to as __________ products.

B2B products-- business to business

Business products

B2B products; products that organizations buy that assist in providing other products for resale

_______ which are a consumer's subjective perception of how a product or brand performs on different attributes, affect attitude formation a. needs b. values c. personality traits d. beliefs

Beliefs

At the time of its introduction, which of the following products was the best example of a continuous innovation?

Breathe Right nasal strips, a sticky strip that is worn across the nose at night to help people with a stuffy nose to breathe better

Pebble used a skimming pricing strategy to introduce its new Pebble Smartwatch. Which of the following conditions would argue against using a skimming pricing strategy when introducing this new wearable computing device? A. A large potential market exists, even at a high price. B. Technological problems still exist for competitors, prohibiting their entry into the market for at least six months. C. Increasing volume substantially reduces production costs. D. Consumers perceive a price-quality relationship. E. The product is relatively price insensitive (price inelastic).

C. Increasing volume substantially reduces production costs. *Skimming pricing is appropriate when: (1) there are enough prospective customers who are willing to buy the product immediately at the high price; (2) the high initial price will not attract competitors; (3) lowering the price has only a minor effect on increasing the sales volume and reducing the unit costs; and (4) customers interpret the high price as signifying high quality. If volume increases reduce production costs greatly, it would suggest a penetration pricing strategy.*

Sears offers a Craftsman radial saw for $499.99, under the presumption that consumers see the Craftsman radial saw as priced at "something over $400" rather than "about $500." This is an application of what pricing strategy? A. prestige pricing B. below-market pricing C. odd-even pricing D. target pricing E. customary pricing

C. odd-even pricing

Which of the following is not a pricing constraint? A. legal considerations B. cost of producing and marketing the product C. promotional mix D. newness of the product or stage in its product life cycle E. competitors' prices

C. promotional mix

If you buy fewer than 10 pairs of UVex Clear UVExtreme safety eyewear for your employees, the cost is $7.40. But if you buy 10 or more pairs in a single purchase, the price per pair is reduced to $6.85. This is an example of a A. promotional allowance. B. cash discount. C. quantity discount. D. seasonal discount. E. functional discount.

C. quantity discount.

Price elasticity of demand refers to A. the range of product features that can be altered without losing customers. B. the ease and speed at which prices can be changed without costs exceeding revenues. C. the percentage change in quantity demanded relative to the percentage change in price. D. the percentage change in quantity demanded relative to the percentage change in units sold. E. the additional profits larger organizations "bank" to prevent losses due to sudden changes in consumer demand.

C. the percentage change in quantity demanded relative to the percentage change in price.

Introduction

Cannon

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it considered was the percentage of Internet Carmex share of voice mentions that are positive, neutral, or negative. This metric is called

Carmex sentiment

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it considered was Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands. This metric is called

Carmex share of voice.

Off peak pricing

Charging different prices during different times of the day or days of the week to reflect variations in demand for the service (matinee movies)

Maturity

Coke

The consumer's __________ set is the group of brands that a consumer would consider acceptable among all the brands of which he is aware.

Consideration

Personality is defined as a person's _______ behaviors or responses to recurring situations

Consistent

Which of the following is a benefit of the packaging and labeling processes in the United States? Packaging procedures give rise to few environmental concerns. The low costs of packaging materials enable marketers to lower product prices. Coming up with packaging designs and strategies is easy and require very little time. Consumer protection is an important function of packaging. Legal requirements ensure that packaging materials are healthy and safe.

Consumer protection is an important function of packaging.

When time, inc. publishes a kid's version of its sports illustrated publication it is attempting to influence today's children to purchase SI when they become adults. This process is an example of a. consumerism b. consumer socialization c. consumer perception d. consumer deception

Consumer socialization

North Safety Products manufactures butyl gloves that offer permeation resistance to gas or water vapors for workers who use dangerous chemicals like ketones. The company has fixed costs of $10 million for its butyl glove production and unit variable costs of $5 per pair. If the company charges $15 per pair, how many pairs of gloves must it sell to break even? A. 200,000 pairs B. 500,000 pairs C. 666,667 pairs D. 1,000,000 pairs E. 2,000,000 pairs

D. 1,000,000 pairs *The break-even point is calculated as fixed costs divided by (price minus unit variable costs) or [$10,000,000 ÷ ($15 − $5)] = 1,000,000 pairs.*

Which of the following is an example of deceptive pricing? A. vertical price fixing B. horizontal price fixing C. loss-leader pricing D. bait and switch E. odd-even pricing

D. bait and switch

Consumer Behavior

Defined as the action a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.

_________ begins with new-product purchases first by innovators and then by early adopters.

Diffusion of innovation

__________ begins with new-product purchases first by innovators and then by early adopters. The offering adoption model The consumer purchase adoption process Diffusion of innovation The market-product life cycle The innovation adoption continuum

Diffusion of innovation

After her purchase of a car, Mariah experienced cognitive______ as she agonized over whether or not she made the right choice

Dissonance

A consumer who is highly involved in a product purchase will typically go through which decision stages?

Does all 5 stages with emphasis on external search and alternative evaluation

"implement marketing actions" occurs during which step of the five-step marketing research approach?

E

The Precision Writing Instruments Company makes a high-end pen known as the Cordova. Materials cost per pen is $6. Labor cost per pen is $5. Production overhead is $1,000,000. Advertising and promotion is $1,000,000. What is the total cost for sales of 500,000 units of the Cordova design? A. $1,000,000 B. $2,000,000 C. $3,650,000 D. $5,500,000 E. $7,500,000

E. $7,500,000 *Total costs = Fixed costs + Variable costs (or Q × UVC) = [($1,000,000 + $1,000,000)] + (500,000 units × $11/unit) = $2,000,000 + $5,500,000 = $7,500,000.*

Which of the following is NOT an example of a price? A. a premium B. a commission C. a salary D. fees E. a tax

E. a tax

Market challengers in a low-involvement product category should focus on which of these strategies?

Encouraging trial of the brand with samples and coupons// breaking buying habits

The highest levels of consumer involvement in the decision process lead to ____ problem solving whole the lowest levels lead to _____ problem solving

Extended and routine

An _____ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the internet, asking a friend, or visiting a showroom

External

When Nabisco sells its cookies, it must consider who is the consumer, the decision maker, and the buyer. It may be the same person for all three roles, but often different______ members play various roles in the purchase of Nabisco's cookies such as Fig Newtons and Oreos a. culture b. social group c. family d. sub-culture e. reference group

Family

Which of the following may occur during the post purchase behavior stage of the purchase decision process

Feeling satisfied or dissatisfied, having cognitive dissonance and comparing a product to one's expectations

Compared to 10 years ago, BMW sells a greater share of its cars to females, African Americans, Hispanics, Asian Americans, and younger customers. Which market modification strategy does this represent? Creating new use situations Finding new customers Changing the value offered Product adaptation Increasing a product's use

Finding new customers

situational influences

Five __________ ________ have an impact on the purchase decision process. The purchase task Social surroundings Physical surroundings Temporal effects Antecedent states

Which of the following is an example of a product line?

Hallmark Mother's and Father's Day cards Option 4

Which of the following statements represents a possible measure of success in Step 1—define the problem of the five-step marketing research approach?

If observations show that children like Toy A more than Toy B in terms of hours spent playing with it, then we will move ahead with making Toy A.

Which of the following statements regarding goods is MOST accurate?

In addition to appealing to the senses, some goods also have intangible attributes.

opinion leaders

Individuals who exert direct or indirect social influence over others are called _____ _____.

__________ involves operating computer networks that can store and process data to extract hidden information from large databases such as households' product purchases, TV viewing behavior, and responses to coupon or free-sample promotions.

Information technology

When BMW first introduced the new M series in the United States, which type of product adopter would have been most likely to buy one? None of these Late majority Laggards Innovators Early majority

Innovators

Postpurchase behavior is critical to marketing managers primarily because

It is the opportunity for marketers to measure and track satisfaction

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the problem, its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a marketer judge the publisher's actions?

It took a systematic approach to analyzing the problem and responded to its advertisers' concerns.

Despite the quality and benefits of Activeion's Ionator, the company was faced with several challenges. Which of the following is an example of one of Activeion's obstacles when marketing this new product?

It was difficult to define "clean" to customers relative to the competitive household products market.

What behavior does Beth show when she seems to know the exact location in the grocery store for every item on her shopping list?

Learning

Sales for BMW models are often highest in the last model year. By adding versions like a convertible model or features such as an upgraded engine or a more sophisticated suspension system, what is BMW striving to accomplish?

Lengthen the product life cycle

Sales for BMW models are often highest in the last model year. By adding versions like a convertible model or features such as an upgraded engine or a more sophisticated suspension system, what is BMW striving to accomplish? Invert the product life cycle Shorten the product life cycle Catch a rising trend Harvest the product line Lengthen the product life cycle

Lengthen the product life cycle`

_______ is the energizing force that stimulates behavior to satisfy a need

Motivation

What type of branding strategy is represented by BMW's alphanumeric naming system for all of its models? Multiproduct branding Private branding Mixed branding Licensing Reseller branding

Multiproduct branding

Consider the Marketing Research Method Photo A above. What type of primary research method is MOST LIKELY being used?

Neuromarketing

point of difference

Number 1 factor that determines product success rate

Communication Benefits

Nutritional Benefits

Which of the following is true of packaging and labeling? Packaging and labeling help in building a brand's equity. Labeling often fails to satisfy the legal requirements of product disclosure. An advantage of packaging is the low cost required for the process. Labeling provides no benefits to manufacturers, but several benefits to consumers. A disadvantage of packaging is that it fails to convey a brand's positioning.

Packaging and labeling help in building a brand's equity.

______ is an individualistic process; one sees the Cadillac as a mark of achievement, another sees it as ostentatious

Perception

Monique really wants a new car, especially now that she admires a coworker's new vehicle every day. What need seems to be motivating Monique to also buy a new car?

Personal need for status and respect

During the last stage of the purchase decision process, known as _______, a consumer compares a purchased product with his or her expectations

Postpurchase behavior

Which of the following represents an example of the first stage in the purchase decision process?

Realizing you're running low on gas

Jenny has decided to purchase a particular Dell laptop but is having trouble deciding where she should purchase her laptop. She is considering purchasing the Dell laptop at the Best Buy store or from Dell.com. Which of the following are likely to be evaluative criteria in this decision?

Return policy and process// cost

Considering the classification of consumer products, which of the following products will have the most limited distribution?

Rolex watches

Benny is shopping at the grocery store. He picks up milk, bread, eggs, and frozen pizza, the same items he typically buys at each visit. What variation of problem solving is Benny using here?

Routine

Which of the following occurs during the decline stage of the product life cycle?

Sales decrease substantially.

Which of the following is true of the maturity stage of the product life cycle? Harvesting is a strategy that is widely used by companies during the maturity stage. Product sales are mainly due to customers who are trying the product for the first time. Sales increase at a decreasing rate as fewer new buyers enter the market. A high initial price may be used in the maturity stage as part of a skimming strategy. Competition and aggressive pricing results in peak profits during the maturity stage.

Sales increase at a decreasing rate as fewer new buyers enter the market.

A person's _____ is the way people see themselves and the way they believe others see them a. self-assertiveness b. self-comprehension c. self-concept d. self-esteem

Self-concept

Kate just moved to a new town and she joined a local tennis club to meet some people in her area despite the fact that she had not played in many years. In terms of the hierarchy, by joining the club she hoped to fulfill her ______ needs a. safety b. physiological c. social d. self actualization

Social

Personal influence, reference groups, family influence, and culture are types of _______ influence on the consumer purchase decision process a. sociocultural b. situational c. psychological

Sociocultural

Decline

Sony

To counteract product counterfeiting, the U.S. government passed the __________ in 2006.

Stop Counterfeiting in Manufactured Goods Act

subculture

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes

Seeing or hearing messages without being aware of them is known as ______ perception

Subliminal

word of mouth

The influence of people during conversations, the most powerful and authentic information source for consumers because it typically involves friends viewed as trustworthy.

consumer socialization

The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.

purchase decision process

The stages a buyer passes through in making choices about which products and services to buy is the purchase decision process. This process has five stages. Problem recognition Information search Alternative evaluation Purchase decision Postpurchase behavior

Which of the following describes the situational influence known as physical surroundings?

The store layout, decor, and music

Which two of the following are the variables with which the VALS system categorizes buyers?

Their primary motivation for buying and having products, their resources

Which of the following is a major challenge in marketing toward Hispanics?

They are a diverse group, with ancestry from multiple nations

Advertising is important for products, such as Butterfinger candy bars and Dasani bottled water, that are purchased frequently and at a relatively low cost. Also, wide distribution in retail outlets is essential. Why?

They are nondurable goods and easily substitutable, so consumers need to be reminded of their existence.

Figure 8-6C above shows that

Tony's Pizza sales to households with 2 people have remained relatively steady from 2008 to 2011.

Figure 8-6D above shows that

Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2008 to 2011.

Which purchase situation is most likely a low involvement purchase for the consumer?

Tyrone is buying a cup of coffee at the corner coffee shop, which he does most days

the prominent psychographic system in which consumers are segmented according to their primary motivations for buying and their level of resource is

VALS

Which two of the following are considered psychological influences on the purchase decision process

Value, beliefs, attitudes/ learning

Marissa Mayer oversees virtually every new design or feature on Google's home page, from the color of the Google tool bar to the exact words on a Google page. Her job title is

Vice President—Search Products and User Experience.

Which of the following statements concerning marketing research is most accurate?

When collecting marketing research, people may or may not be willing to tell you what you want to know if it is potentially embarrassing.

After qualifying by having seen at least six movies in the last year, members of tracking studies are asked three key questions, one of which is __________.

Will you see the film this weekend?

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of a closed-end question that might have been asked?

Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No

The product life cycle refers to __________.

a concept that describes the stages a product goes through in the marketplace—introduction, growth, maturity, and decline

What two things are essential to brand loyalty?

a consistent purchase behavior of single brand & a favorable attitude toward a single brand

beliefs

a consumer's subjective perception of how a product or brand performs on different attributes.

In marketing, a conscious choice made from among two or more alternatives is referred to as

a decision

Problem recognition is perceived as ______.

a difference between a persons ideal and an actual situation

Each element of the promotion mix represents

a different way for the organization to communicate with its customers

Among business products, which of the following would most likely be considered an installation?

a factory

An integrated communications solution involving multiple elements of the promotion mix allows

a firm to effectively create and develop relationships with customers

All of the following are idea evaluation methods EXCEPT:

a focus group

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers is referred to as

a focus group.

Durable good

a good that lasts over many uses, such as appliances, cars, and mobile phones

Product

a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies a consumers' needs and is received in exchange for money or something else of value

Banner advertising

a graphic display that appears on a website in an effort to get you to click on the content

Print media, which typically comprises newspapers and magazines, requires

a greater degree of involvement on the part of the consumer than broadcast media

Product line

a group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group

Which of the following is a characteristic of the growth stage of the product life cycle?

a growing proportion of repeat purchasers to initial purchasers

attitude

a learned predisposition to respond to an object or class of objects in a consistently factorable or unfavorable way.

All of the following are idea generation methods EXCEPT:

a mail survey

A failure fee is a penalty payment

a manufacturer makes to compensate a retailer for devoting valuable shelf space to a product that fails to sell.

In terms of its effect on faxing, e-mail has __________.

a minimal impact since the two technologies do not directly compete with each other

lifestyle

a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Monitoring CPC gives marketing professionals

a more accurate picture of the effectiveness of their advertisement because the clicks represent some interest on the part of the customer

What three items would most likely be considered low involvement purchases?

a pack of chewing gum, a gallon of milk, or a bar of soap

Consider Figure 8-3 above, which is based on data collected from mechanical observations through the use of a _________ to prepare the Nielsen Television Index Ranking Report.

a people meter

personality

a person's consistent behaviors or responses to recurring situations.

Social class is determined by which two items?

a persons occupation & education

New product failures may be reduced or avoided if the company developing the new product has

a precise protocol

If a customer is reluctant to try a new product because she's afraid of what her friends might think, the company is most likely facing __________ barrier.

a psychological

If a customer is reluctant to try a new product because she's afraid of what her friends might think, the company is most likely facing __________ barrier. a psychological a risk an emotional a usage a value

a psychological

taking a trip to climb mount killimanjaro to fulfill a personal dream would best be called...

a self-actualization need

Sales promotion

a set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product

Individual interviews involve

a single researcher asking questions of one respondent.

Product item

a specific product that has a unique brand, size or price

Newspapers have been

a valuable tool for marketers, especially retailers, for well over a century

If a firm's marketing dashboard displays a BDI under 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

a weak brand position in a segment

Among business products, support products that include tools and office equipment are referred to as

accessory equipment

Support products are items used to assist in producing other goods and services. These include installations, industrial services, supplies, and __________.

accessory equipment

which of the following are considered primary motivation for buying and having products, according to the VALS system?

achievement, self-expression, and ideals

problem recognition is perceiving the difference between the _______ state (the consumer is currently hot and thirsty) and the ideal state (the consumer is refreshed from drinking a cool lemonade)

actual

Marketers recognize that people have which two types of self-concepts?

actual and ideal

marketers recognize that people have which two types of self-concepts?

actual and ideal

which of the following would be the best way for proctor and gamble to change a consumer's attitude towards tide?

add a new ingredient to its formula

Select the three approaches marketers use to change consumer attitudes toward products and brands.

add new attributes to the product, change beliefs about the extent to which a brand has certain attributes, & change the perceived importance of attributes

brand equity

added value a brand name gives to a product beyond the functional benefits provided

Trading up refers to __________.

adding value to the product (or line) through additional features or higher-quality materials

Trading up

adding value to the product through additional features or higher-quality materials

The Internet has made it easier for organizations to

advertise directly to consumers

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

advertising to cultivate primary demand

Though the groups are similar in many ways, _____ spend far more than caucasians on boys' clothing, rental goods, and audio equipment

african americans

Though the groups are similar in many ways, ________ spend far more than Caucasians on boys' clothing, rental goods, and audio equipment.

african americans

though the groups are similar in either ways, _____ spend far more than caucasians on boys' clothing , rental goods, and audio equipment

african americans

product manager

aka brand manager -manages marketing efforts for close-knit family of products or brands -responsible for managing existing products they stages of life -some are responsible for developing new products -develop and execute marketing program for the product lines and approve ad copt, media selection and package design -extensive data analysis

Product mix

all the product lines offered by an organization

product modification

altering one or more of the precuts characteristics (quality, performance, appearance) to increase the products value to customers and increase sales

Objective and subjective product criteria are developed during the ________ stage of the purchase decision process so that the decision can be made in the next stage.

alternative evaluation

The five stages of purchase decision process are problem recognition, information search, ______, purchase decision and _____ behavior

alternative evaluation; postpurchase

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as ______.

an attitude

Feature bloat is

an excessive number of product attributes that overwhelms consumers with unnecessary complexity.

A test market for a new Kellogg's cereal is an example of

an experiment

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

an experiment.

Nondurable good

an item consumed in one or few uses, such as food products and fuel

Which of the following is an example of a product in the decline stage of the product life cycle?

analog TVs

situational influences: you just ran into a friend who paid you back the $20 dollars he owes you

antecedent states

A brand name refers to __________.

any word, device (design, sound, shape or color), or combination of these used to distinguish a seller's goods or services

brand name

any word, device or combination of these sued to disguise a sellers products or services *some can be spoken, some can't like cant like the Apple-> logo

In terms of new product purchases, early adopters __________.

are leaders in social settings and have a slightly above average education

As product adopters, members of the late majority __________.

are skeptical and have below average social status

A product line is a group of product or service items that are closely related because they satisfy a class of needs, are used together, __________, are distributed through the same type of outlets, or fall within a given price range.

are sold to the same customer group

Mr. Clean is an antibacterial cleaning liquid for home use. If Proctor and Gamble (P&G), the manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to the Mr. Clean product line, it would be seen by P&G

as new product from the company's perspective because it is a product line extension.

what subculture is characterized by hard work, strong family ties, appreciation for eduction and median family incomes exceeding those of any other ethnic groups

asian Americans

Nearly seventy percent of ________ are immigrants. Most are under the age of 30. This subculture is composed of many diverse groups, which makes it difficult to generalize buying patterns.

asian americans

Which subculture is characterized by hard work, strong family ties, appreciation for education, and median family incomes exceeding those of any other ethnic group.

asian americans

which subculture is characterized by hard work, strong family ties, appreciation for education, and median family incomes exceeding those of any other ethnic group?

asian americans

A survey of buyers' intentions forecast involves

asking prospective customers if they are likely to buy the product during some future time period.

A salesforce survey forecast involves

asking the firm's salespeople to estimate sales during a coming period.

Select the types of reference groups with clear implications for marketers?

aspiration group, associative group, & dissociative group

Match each type of reference group to its correct description.

associative group: a group to which a person actually belongs aspiration group: a group that a person wishes to be a member of dissociative group: a group that a person wishes to maintain a distance from

With respect to distribution, shopping products are available

at a large number of selective outlets

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and free samples are all ways in which companies __________.

attempt to overcome barriers to adoption

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is a(n) ______.

attitude

when pepsi stamped freshness dates on its cans it added an attribute in the consumer's mind that changed _____ toward pepsi and colas in general

attitudes

Which two characteristics are central to defining culture?

attitudes and values

What characteristics are central to defining culture

attitudes, values

Which of the following products at the time of its introduction was the best example of a discontinuous innovation?

automatic dishwashers

Figure 8-6B above shows that

average annual unit sales of Tony's Pizza per household decreased over the period 2008 to 2011.

Microsoft introduced its Zune player a few years after Apple launched its iPod and other competitors offered their new MP3 players. Sales were very disappointing. According to the textbook, the primary reason for the Zune's failure was due in large part to

bad timing

Paid display typically consists of

banner advertising

When a product is expensive, can have serious personal consequences, or could reflect on one's social image

be highly involved

When a product is expensive, can have serious personal consequences, or could reflect on one's social image, those considering buying it are likely to a. Use routine problem solving b. skip some steps of the purchase decision process c. be highly involved d. have someone else make the purchase decision

be highly involved

When a product is expensive, can have serious personal consequences, or could reflect on one's social image, those considering buying it are likely to ______.

be highly involved

A new product protocol should be created

before the product is even developed.

consumer __________ is defined as the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions

behavior

A process that is a repeated cycle of "drive, cue, response, and reinforcement" is called ______.

behavioral learning

The process of developing automatic responses to a situation built up through repeated exposure to it is called

behavioral learning

The process of developing automatic responses to a situation built up through repeated exposure to it is called ______.

behavioral learning

the process of developing automatic responses to a situation built up through repeated exposure to it is called...

behavioral learning

learning

behaviors that result from: Repeated experience Reasoning.

subliminal perception

being unaware of seeing or hearing a message.

A consumer's attitude toward Apple is formed because she has developed ______ over time that Apple's products are cutting edge, innovative, and must haves.

beliefs

A consumer's attitude toward Apple is formed because that consumer has developed ________ over time that Apple's products are cutting-edge, innovative, and must-haves.

beliefs

_____, which are a consumer's subjective perception perception of how a product or brand performs on different attributes, affect attitude formation

beliefs

________, which are a consumer's subjective perception of how a product or brand performs on different attributes, affect attitude formation.

beliefs

a consumer's attitude toward apple is formed because she has developed _______ over time that apple's products are cutting-edge, innovative, and must-haves

beliefs

A(n) ________ is a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use.

brand community

Customers of Harley Davidson that join a HOG (Harley Owners Group) are participating in a(n) ______.

brand community

customers of harley davidson that join a HOG (harley owners group) are participating in a...

brand community

BDI

brand development index

Brand name importance to a company has led to a concept called _________, the added value a brand name gives to a product beyond the functional benefits provided.

brand equity

Brand name importance to a company has led to a concept called _________, the added value a brand name gives to a product beyond the functional benefits provided. brand equity co-branding private branding multibranding brand value

brand equity

Consumers value Secret antiperspirant deodorants more than they value store brand antiperspirant deodorants and are willing to pay $2.99 for Secret but only $1.99 for a functionally similar store brand. In other words, Secret deodorants have more _________ than comparable store brand deodorants. brand modification brand equity brand trademark brand licensing brand personality

brand equity

The first step in developing _________ for the Coffee Collective would be to develop positive brand awareness and an association of the brand in consumers' minds to give the brand an identity. brand personality brand equity brand-peer development brand image brand imagery

brand equity

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of __________.

brand licensing

A favorable attitude toward a single brand, and the consumer's consistent purchase of that brand exemplify

brand loyalty

A ___________ is any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller's products or services.

brand name

A ___________ is any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller's products or services. brand mark trademark brand name trade name brand image

brand name

BMW's slogan is "The Ultimate Driving Machine." Referring to the consumer based brand equity pyramid model, what does this slogan best address in the building of brand equity?

brand performance

BMW's slogan is "The Ultimate Driving Machine." Referring to the consumer based brand equity pyramid model, what does this slogan best address in the building of brand equity? Brand performance Consumer-brand connection Brand awareness Consumer feelings Brand imagery

brand performance

Secret brand management used the "Let Her Jump" and "Mean Stinks" brand purpose ignitions to help develop Secret's fearless, strong ____________. mixed branding brand personality brand trademark brand label brand equity

brand personality

Successful and established brands take on a _______________ , a set of human characteristics associated with a brand name.

brand personality

Successful and established brands take on a _______________ , a set of human characteristics associated with a brand name. value set personal trademark brand personality an air of mystery visible persona

brand personality

market challengers in a low involvement product category should focus on which of these strategies?

breaking buying habits; encouraging to reinforce consumer's existing knowledge

Pez was originally sold in Europe as an adult __________.

breath mint

Installations are support products that include items such as

buildings and fixed equipment

Which of the following is MOST likely to be an example of an unsought product?

burial insurance

A general review of the marketing strategy, product assessment, economic analysis, and legal examination would all take place during which stage of the new-product process?

business analysis

The stage of the new product process that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections is referred to as

business analysis

Products organizations buy that assist in providing other products for resale are referred to as __________.

business products

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does "D" represent?

buying queries

When consumers are evaluating alternatives, they will clarify the information they have gathered in what three ways?

by coming up with brand names that might meet their criteria, by suggesting criteria to use for the purchase, & by developing consumer value perceptions

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

capitalize on the price insensitivity of early buyers

Changing consumer trends can also lead to product repositioning. This product repositioning action is

catching a rising trend.

Changing consumer trends can also lead to product repositioning. This product repositioning action is catching a rising trend. establishing a fad product. a life stage action. compressing the product life cycle. harvesting the product line.

catching a rising trend.

CDI

category development index

A test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales is an example of which type of marketing research?

causal

In setting research objectives, marketers have to be clear on the purpose of the research that leads to marketing actions. The three main types of marketing research include descriptive research, exploratory research, and __________ research.

causal

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

causal research

All of the following are types of warranties except

caveat emptor warranties.

All of the following are types of warranties except caveat emptor warranties. express warranties. limited-coverage warranties. implied warranties. full warranties.

caveat emptor warranties.

When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include

changes in purchases such as dollar or unit sales of individuals or organizations.

product repositioning

changes the place a product occupies in a consumers mind relative to competitive products

All of the following are market modification strategies EXCEPT __________.

changing a product's appearance

There are three approaches used by marketers to change consumers' attitude. They are changing the perceived importance of attributes, adding new attributes to the product, and ______.

changing beliefs about certain attributes

these are three approaches used by marketers to change consumers' attitude they are changing the perceived importance of attributes, adding new attributes to the product and...

changing beliefs about certain attributes

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate primary demand, or desire for the product __________, rather than for a specific brand, when there are few competitors with the same product.

class

Consider Figure 8-4: Question 3 above, which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?

close-end

Firms can use measurement tools like Google Analytics to

closely monitor their return on investment, using metrics such as cost-per- thousand impressions, cost per click, and click-through rates to determine the success of their Internet advertising

Internet advertising drawbacks include

clutter and the difficulty of actually reaching consumers

Thinking, reasoning, and mental problem solving without direct experience are characteristic of

cognitive

Thinking, reasoning, and mental problem solving without direct experience are characteristic of ________ learning.

cognitive

______ learning includes observing the outcomes of others' behaviors and adjusting your own accordingly.

cognitive

___________ learning includes observing the outcomes of others' behaviors and adjusting your own accordingly

cognitive

___________ learning includes observing the outcomes of others' behaviors and adjusting your own accordingly.

cognitive

an advertisement for a security company cites carious crime statistics to make consumers aware of growth in home theft and how security systems impact the rate of victimization the consumer looking at the ad will have to use _____ learning in order to process the information

cognitive

Bob hears the same ad for an iPhone 12 times, asks friends for opinions, listens to a salesperson at Best Buy, and buys the item

cognitive learning

The process by which a firm attempts to have the consumer associate two ideas such as a drug and headache relief is called ______.

cognitive learning

Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?

collect relevant information

The third step of the marketing research approach is to __________.

collect relevant information

After defining the problem and developing the research plan, the next step in the five-step marketing research approach is to

collect relevant information.

trade name

commercial, legal name under which a company does business ex: the Coca-Cola company

Marketers pay slotting fees to grocers in payment for space—or slots—on their retail shelves. Such slotting fees significantly increase the cost of which stage of the new-product process?

commercialization

Public relations

communication focused on promoting positive relations between a firm and its stakeholders

Market modification is a marketing strategy in which additional features or higher-quality materials are added to a product. the number of features, quality, or price of a product is reduced. a company begins to gradually withdraw a failing product from a market. companies try to create new use situations for their existing products. the package contents of a product are reduced while the product price is increased.

companies try to create new use situations for their existing products.

market modification

company tries to find new customers, increase a products use among existing customers or create new use situations

Shopping products refer to items that the consumer

compares several alternatives on several criteria such as price, quality, or style.

which of the following may occur during the postpurchase behavior stage of the purchase decision process?

comparing a product to one's expectations, feeling satisfied or dissatisfied, or having cognitive dissonance

New Balance, Inc., successfully repositioned its athletic shoes to focus on fit, durability, and comfort rather than competing head-on against Nike and Adidas on fashion and professional sports. New Balance is likely reacting to a

competitor's position

New Balance, Inc., successfully repositioned its athletic shoes to focus on fit, durability, and comfort rather than competing head-on against Nike and Adidas on fashion and professional sports. New Balance is likely reacting to a competitor's position. new use situations. rising trend. trend. changing value level.

competitor's position.

Raw materials, such as grain or lumber as well as assemblies or parts, are referred to as

components

The two main classifications of business products are

components and support

cost reduction

compressed insulation

Jamila is in the market to buy a new automobile but she will only consider purchasing models made by American companies. The American care makers are part of Jamila's _____ set. a. universal b. retrieval c. alternative d. consideration

consideration

The consumer's _______ set is the group of brands that a consumer would consider acceptable among all the brands of which he is aware

consideration

jackson wants to buy a new cell phone of the brands that jackson recalls, those he thinks he would actually buy are his ______ set

consideration

the consumer's _______ set is the group of brands that a consumer would consider acceptable among all the brands of which he is aware

consideration

Personality is defined as a person's ____ behaviors or responses to recurring situations

consistent

Personality is defined as a person's ________ behaviors or responses to recurring situations

consistent

In a decision, the restrictions placed on potential solutions to a problem are referred to as

constraints

The __________ in a decision are the restrictions placed on potential solutions to a problem.

constraints

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions

consumer behavior

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, is known as ______.

consumer behavior

A ________ shows multiple consumer touchpoints that take on central roles at different times during the purchase process.

consumer journey map

A visual representation of all of the touchpoints for a consumer who comes into contact with a company's products, services, or brands before, during and after a purchase decision is known as a ______.

consumer journey map

Another potential disadvantage of Internet advertising involves

consumer privacy

Products that are purchased by the ultimate consumer are referred to as __________.

consumer products

The process by which children learn how to save money and use a bank account is part of an overall process known as ______.

consumer socialization

When Time, Inc. publishes a kid's version of its Sports Illustrated publication, it is attempting to influence today's children to purchase Sports Illustrated when they become adults. This process is an example of ______.

consumer socialization

the process by which children learn how to save money and use a bank account is part of an overall process known as

consumer socialization

The life cycle of a product depends on sales to __________.

consumers

Radio advertising remains a powerful promotional tool because

consumers can listen to the radio in their cars, online, and virtually anywhere else through their smartphones

The central element of the marketing strategy for Pez Candy, Inc., is the __________.

container

According to Figure 10-2 above, column "A" represents a

continuous innovation

New chewing gum flavors like lemon-lime, crystal mint, and mint mojito helped Wrigley's add to its sales. These new flavors are which type of innovation?

continuous innovation

The addition of Clorox II bleach to Tide laundry detergents is an example of

continuous innovation.

According to Figure 10-1 above, column "A" would represent what type of product?

convenience

In terms of brand loyalty, consumers are aware of a brand but will readily accept substitutes for which type of product?

convenience

In terms of promotion, which of the following types of products would stress price, availability, and awareness?

convenience

In terms of price, which of the following type of consumer product would most likely be relatively inexpensive?

convenience product

An integrated marketing communications (IMC) strategy involves

coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm's products

The biggest disadvantage of television advertising is

cost

Which of the following is NOT a benefit of using the Activeion Ionator?

cost of the Ionator unit itself

Radio advertising is often the most

cost-effective medium available to a company

The final step in the brand-equity building process involves developing positive brand awareness. placing attention on how consumers think and feel about a brand. establishing a brand's meaning in the minds of consumers. creating a consumer-brand connection. eliciting proper consumer responses to a brand's identity.

creating a consumer-brand connection.

evaluative _________ are product attributes that are used to compare different offerings when making a purchase decision

criteria

Measures of success refer to

criteria or standards used in evaluating proposed solutions to a problem.

Parallel development, involving the simultaneous development of both the product and the production process, is the responsibility of __________.

cross-functional teams

Dell used __________ to develop an online site to generate 13,464 ideas for new products and website and marketing improvements.

crowdsourcing

in behavioral learning, a _______ is a stimulus or symbol perceived by consumers

cue

psychological barrier

cultural differences or image

A set of values, ideas, and attitudes that is learned and shared among members of a group is called ______.

culture

It is a difference in ________ that guides consumers in China to prefer cookies that are slightly sweeter and buyers in South America to prefer cookies that are much sweeter than in the United States.

culture

a set of values, ideas, and attitudes that is learned and shared among members of a group is called

culture

The sociocultural factors that influence consumer behavior include what

culture; friends and family

Privacy advocates worry that

data collection efforts by marketers will hurt consumers because information about their Internet habits could be released or used inappropriately

A collection of databases that store, organize, and manage data sources is called a _________.

data warehouse

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does "B" represent?

data warehouse

Apple introduced the iPhone and iPad that use a multitouch screen to control and interact with what's on its screen, as well as the Magic Trackpad, which is also is a multitouch device. These devices require consumers to use gestures (touch, swipe, tap, etc.) to perform various functions. This could "exterminate" the "mouse," a device Apple invented in 1977 for its Apple II computer that enabled users to perform various functions by moving the mouse and clicking its buttons. Based on the emergence of these two multitouch technologies, the mouse is now most likely is in the __________ stage of its product life cycle.

decline

Consider the PLC product photos above. Which stage of the product life cycle (PLC) is the Apple MacPro desktop computer?

decline

Even though Liquid Paper correction fluid is in the __________ stage of its product life cycle, Sanford, its manufacturer, has not deleted it from its line because there is still a residual core of consumers who use the product.

decline

Figure 11-1 above represents the stages of the product life cycle. What does the portion of the curve labeled "D" represent?

decline

Harvesting is an option for a product in the __________ stage of its product life cycle.

decline

Harvesting is an option for a product in the __________ stage of its product life cycle. maturity diversification growth decline contraction

decline

Profits tend to consume a disproportionate share of management and financial resources relative to their worth throughout which stage of the product life cycle?

decline

The first step of the marketing research approach is to __________.

define the problem

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

deletion

In the late 1950s and 1960s, television westerns were extremely popular. The shows were adventure shows with settings and costumes that were very unlike what really existed. There was Gunsmoke, Bonanza, Wagon Train, The Big Valley etc. When ratings declined as viewers gradually stopped watching this TV genre, production companies found the networks no longer wanted to buy and televise such shows. The production companies used a __________ strategy and stopped production on all television westerns when the networks stopped showing them.

deletion

Early majority

deliberate, many informal social contacts

Television ads can

demonstrate a product in use

A market researcher showed a new brand of blue jeans to several groups of college students and asked the students to rate the quality of the jeans. Two weeks later, the researcher showed the same college students a television advertisement featuring movie star Scarlett Johansson wearing the new brand of jeans. The marketer asked the students again to rate the quality of the jeans. The marketer predicted that after viewing the advertisement, the students' ratings of the new jeans would be more positive than their original ratings. In this experiment, students' ratings of the new blue jeans served as the

dependent variable

When Procter & Gamble Co. acquired the Old Spice brand it decided to reposition the brand by using different advertising to see whether sales would increase. The possible sales increase is the __________ in this experiment.

dependent variable

A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)

depth interview

Research that involves trying to find the frequency that something occurs or the extent of a relationship between two factors is referred to as

descriptive

Analyzing data and presenting the results of this analysis would take place during which stage of the five-step marketing research approach?

develop findings

The fourth step of the marketing research approach is to __________.

develop findings

After defining the problem, the next step in the five-step marketing research approach is to

develop the research plan

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which stage of the five-step marketing research approach?

develop the research plan

The second step of the marketing research approach is to __________.

develop the research plan

All of the following are responsibilities of a product or brand manager EXCEPT: __________.

developing and implementing strategies at the corporate level

At Mattel, Barbie is child-tested to be sure the doll cannot be broken apart and accidentally choke a child. This type of safety test occurs during the __________ stage of the new-product process.

development

In the new-product process, product ideas that survive the business analysis stage proceed to the __________ stage.

development

New-product strategy development calls for INGenius Co. to develop a battery recycler for the business market. Which is the most likely stage of the new-product process in which manufacturing issues regarding the new product become an especially important element?

development

The stage of the new-product process that turns an idea on paper into a prototype is referred to as __________.

development

Idea generation is the stage in the new-product process that

develops a pool of concepts as candidates for new products.

"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?

dichotomous

A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No" The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period. This information was gathered by using which type of question?

dichotomous

which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?

dichotomous

Each of the promotion mix elements can exert influence on

different segments of the target market, and marketers should try to understand the impact of each element within the IMC strategy

When a product that spreads through the population, it is called the __________.

diffusion of innovation

Napster was the first software that allowed an individual to easily search for and exchange MP3 music files with other individuals (in some cases illegally). When it was introduced, Napster would have been an example of a

discontinuous

According to Figure 10-2 above, column "C" represents a

discontinuous innovation

A product that establishes new consumption patterns among consumers is a

discontinuous innovation.

Dragon, a speech recognition software program that allows you to use your voice instead of a keyboard to input text into a word processing program, is an example of a(n)

discontinuous innovation.

Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar market seems like a good idea. This is what Bic did when it introduced __________, and it failed quickly.

disposable underwear

Dynamically continuous innovation

disrupts consumer's normal routine but does not require totally new learning

which of the following are type of reference groups with clear implications for marketers?

dissociate group, aspiration group, and associative group

after her purchase of a car, mariah experienced cognitive _______ as she agonized over whether or not she made the right choice

dissonance

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed. It scores well in brand awareness studies, but recently its sales have been steadily declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first

do marketing research to identify what needs were not being satisfied.

A consumer who is highly involved in a product purchase will typically go through which decision stages

does all five stages with emphasis on external search and alternative evaluation

Pure Forever Inc. is a milk processing and packaging company. The company charges $2 for a 500 ml flavored-milk pouch in the market. Due to an increase in the cost of certain milk processing machinery, the company decides to reduce the quantity of flavored milk in a pouch from 500 ml to 300 ml for the same price. Which of the following strategies is being illustrated in the given scenario? product sabotage price skimming downsizing predatory pricing product proliferation

downsizing

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

downsizing

In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.

drivers

LG Electronics recently introduced the Fridge-TV. This is an example of which type of innovation?

dynamically continuous innovation

Philips Sonicare recently introduced the FlexCare+ rechargeable toothbrush. A key innovation is a new "gum care" mode that prompts consumers to brush for a full 3-minute cycle for improved gum health. This is an example of which type of innovation?

dynamically continuous innovation

There have been pasta sauces on the market for years. These sauces have always required the pasta be precooked before it is mixed with the sauces and other ingredients. The development of Prego Pasta Bake Sauce that does not require the use of pre-cooked pasta would be an example of a(n)

dynamically continuous innovation

The consumers represented by "B" in Figure 11-5 above are called __________.

early adopters

The consumers represented by "C" in Figure 11-5 above are called __________.

early majority

The largest numbers of product adopters with respect to the diffusion of innovation are found among __________.

early majority and late majority

The 2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography, industry sector, and North American Industry Classification code.

economic census

The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources. These reports are vital to business firms selling products and services to organizations.

economic census

The emphasis of a marketing strategy for a discontinuous innovation would most likely be to

educate consumers about entirely new consumption patterns through product trial and personal selling.

Which of the following products would have a high-learning product life cycle curve?

electric cars

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to __________.

encourage product trial and adoption

In conducting marketing research on Facebook for Carmex, Jeff Gerst is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex

engagement

A dramatic benefit of Activeion's Ionator is its __________.

environmental impact on users' health and safety

Brand _____ is the added value a brand name gives to a product beyond the functional benefits provided. design awareness personality equity extension

equity

Effective placement of an ad is

essential to its success or failure

Best Western International, Inc., a national hotel chain, paid couples to videotape themselves as they spent three to seven days on a cross-country trip. From this, Best Western found that women usually decide when to pull off the road, where to stay over night, and what amenities the hotel or motel should have to make their stay more enjoyable. These couples were determining their lodging in a "natural use environment," and so providing __________ research to Best Western.

ethnographic

Having completed his information search, a consumer's next step in decision making is to ______.

evaluate alternatives

The two aspects of the process for evaluating the results of a marketing decision are (1) evaluate the decision itself and (2) __________.

evaluate the decision process used.

Information that is gather about various products and brands in the information search stage must then be sorted out so that alternatives can be _____ in the next stage of the purchase

evaluated

The final step in the five-step marketing research approach includes making action recommendations, implementing action recommendations, and __________.

evaluating the results

having completed his information search, a consumer's next step in decision making is _________

evaluation of alternatives

Becky debated between having salad or fish for dinner. She chose the salad without dressing, assuming it to be lighter and noticing that it was also cheaper. Becky used ________ in her decision

evaluative criteria

Jon is using _______ when he bases his decision to purchase textbooks on price, condition, and location.

evaluative criteria

The objective and subjective attributes that are considered as a consumer evaluates a product are known as

evaluative criteria

When shopping for a new car, Issac asked the salesperson about the Toyota Camry's fuel efficiency, safety rating and available options so he could compare the Camry to other cars he was evaluating. Because the questions represent features that are important to Isaac, they make up what is referred to as his _______.

evaluative criteria

becky debated between having salad or fish for dinner she chose the salad without dressing, assuming it to be lighter and noticing that it was also cheaper becky used _______ in her decision

evaluative criteria

Research that provides ideas about a relatively vague problem is referred to as

exploratory research

CPM

exposes the firm and its products to potential customers

selective perception means that a consumer may purposely filter which of the following?

exposure, comprehension, and retention

Selective perception means that a consumer may purposely filter which of the following? A. exposure b. decision c. comprehension d. retention

exposure, comprehension, retention

Kathy has a broken dishwasher. She searches online for many hours comparing several brands and features. Then she goes to three appliance dealers to review those models and consults with the sales staff about delivery, installation, and price. In the store from which she finally makes her purchase, they give her a demonstration of the machine. Kathy's purchase is an example of a(n) _________ problem-solving.

extended

kathy has a broken washing machine and she searches online for several hours comparing brands and features then she goes to three appliance dealers to review those models and consults with the sales staff about delivery, installation, and price in the store from which she finally makes her purchase, they give her a demonstration of the machine kathy's purchase is an example of the _______ problem-solving variation

extended

which of the following are problem-solving variations for consumer purchase decisions?

extended, limited, and routine

Trend extrapolation involves

extending a pattern observed in past data into the future.

An ______ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the Internet, asking a friend, or visiting a showroom.

external

an _______ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the internet, asking a friend, or visiting a showroom

external

when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the Internet, asking a friend, or visiting a showroom

external

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does "C" represent?

external data sources

A concept test is an

external evaluation with consumers that consists of preliminary testing of a new-product idea rather than the actual product.

Published data from outside the organization are referred to as __________ data.

external secondary

A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of

external secondary data

Observational data refer to

facts and figures obtained by watching, either mechanically or in person, how people actually behave.

Primary data refer to

facts and figures that are newly collected for a project at hand.

Which type of product has equally rapid introduction and decline stages of the product life cycle?

fad products

With respect to price and availability, shopping products are likely to be

fairly expensive and available at a large number of selective outlets.

A product line is a group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, and are distributed through the same type of outlets, or __________.

fall within a given price range

The _____ is one of the most substantial influences on buyer behaviors attitudes. it is the smallest, most immediate reference group with whom one learns how to use consumer products and services and the brands they often continue to use for life

family

When Nabisco sells its cookies, it must consider who is the consumer, the decision maker, and the buyer. It may be the same person for all three roles, but often different ______ members play various roles in the purchase of Nabisco's cookies such as Fig Newtons and Oreos.

family

the ________ is one of the most substantial influences on buyer behaviors and attitudes it is the smallest, most immediate reference group with whom one learns how to use consumer products and services and the brands they often continue to use for life

family

when nabisco sells its cookies, it must consider who is the consumer, the decision maker, and the buyer it may be the same person for all three roles, but often different _________ members play various roles in the purchase of nabisco's cookies such as fig newtons and oreos

family

The ________ concept describes the distinct phases that a family progresses through from formation to retirement.

family life cycle

The effectiveness of Internet marketing is

far more measurable than television, radio, or print options

__________ often speeds up software development by using a "do it, try it, fix it" approach that encourages continuous improvement even after the initial design.

fast prototyping

laggards

fear of debt, neighbors and friends are information sources

What may occur during the post purchase behavior stage of the purchase decision process?

feeling satisfied or dissatisfied; comparing a product to one's experience; having cognitive dissonance

What may occur during the post purchase behavior stage of the purchase decision process

feeling satisfied or unsatisfied; having cognitive dissonance; comparing a product to one's expectations

Compared to 10 years ago, BMW sells a greater share of its cars to females, African Americans, Hispanics, Asian Americans, and younger customers. Which market modification strategy does this represent?

finding new customers

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit. Car manufacturers are using which of the following market modification strategies?

finding new users

As shown in the CDI/BDI marketing dashboard above, a BDI of 30 is determined by __________.

finding the percent of Hawaiian Punch sold to households without children in the U.S. divided by the percent of the U.S. population in the "Households without children" segment multiplied by 100

Another name of a closed-end question is a(n) __________ question.

fixed alternative

Consider the Marketing Research Method Photo C above. What type of marketing research method is MOST LIKELY being represented with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?

focus group

The Federal Trade Commission (FTC) considers a product "new" only

for a period of six months after it enters regular distribution.

A product is a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfy consumers' needs and is received in exchange

for money or something else of value.

Prego recently introduced a Pasta Bake Sauce, which was made so that it was not necessary to precook the pasta before blending pasta, sauce, meat, and cheese in a casserole. Legally, this product would only be considered new

for the first six months that it was regularly available.

Which of the following is considered an idea?

freedom

A prototype is a(n)

full-scale operating model of the product under development.

Which of the following products would have a low-learning product life cycle curve?

fusion razor

What is the marketing objective for the introduction stage of the product life cycle?

gain awareness

The New York Times calls Marissa Mayer the "__________" of Google's home page, the one person who "controls the look, feel, and functionality of the Internet's most heavily trafficked search engine."

gatekeeper

CTR can be used to

gauge how well the firm's ads perform

When Marriott uses its name on a second line of properties, Courtyard by Marriott hotels, it uses the behavioral learning theory called stimulus ______.

generalization

With respect to promotion, which of the following strategies would most likely be used for unsought products?

generating awareness

A product that has tangible attributes that a consumer's five senses can perceive is referred to as a(n)

good

At which stage in the product life cycle do industry profits usually peak?

growth

Product changes characteristically take place in the __________ stage of the product life cycle.

growth

Profit margins often peak as competitors enter the market, and aggressive pricing strategies take hold. This happens during which stage of the product life cycle?

growth

Profit margins often peak as competitors enter the market, and aggressive pricing strategies take hold. This happens during which stage of the product life cycle? commercialization introduction expansion maturity growth

growth

To help differentiate a company's brand from competitors, an improved version is created, or new features are added to the original design, and product proliferation occurs in the __________ stage of the product life cycle.

growth

5 most common counterfeited products

handbas and wallets, watches and jewelry, clothing and accessories, consumer electronics, shoes

A company may retain a product but reduce marketing costs. Coca-Cola, for instance, still sells Tab, its first diet cola, to a small group of die-hard fans. This is an example of

harvesting

A company may retain a product but reduce marketing costs. Coca-Cola, for instance, still sells Tab, its first diet cola, to a small group of die-hard fans. This is an example of divesting. altered marketing mix. diversification. slow deletion. harvesting.

harvesting

What is the marketing objective for the decline stage of the product life cycle?

harvesting

the biggest disadvantage of radio advertising

has been that radio ads are audio-only

family life cycle

he distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.

russell just got a new smart cell phone he did his research before purchasing the phone since he needed it for work purposes which of the following information sources is an example of internal search?

he has used and liked the previous version of the phone

Casey is looking to buy a new replacement set of golf clubs. After he settles on a particular set of Callaway clubs, what are the next two choices Casey has to make?

he must decide when he will make the purchase & he needs to determine from whom he should buy

casey is looking to buy a new replacement set of golf clubs after he settles on a particular set of callaway clubs, what other two choices does casey have to make?

he needs to determine from whom he should buy and he must decide when he will make the purchase

African American women spend three times more on ______ than Caucasian women.

health and beauty products

What factors increase the depth and duration of a consumer's information search?

high risk involved with making a wrong decision, low cost of gathering information (low time & effort), & little past experience and knowledge

What factors increase the depth and duration of a consumer's information search?

high risk involved with making a wrong decision; little past experience and knowledge of the product

A __________ product is one for which significant customer education is required and there is an extended introductory period.

high-learning

An extended introduction stage of the product life cycle occurs for which type of product?

high-learning

An extended introduction stage of the product life cycle occurs for which type of product? high-learning low-learning primary fashion fad

high-learning

The 3 largest ethnic/racial subcultures in the US are

hispanic, African American, asian american

the three largest racial/ethnic subcultures in the united states are

hispanic, african american, and asian american

____ comprise the largest racial/ethnic subculture today, in terms of population and spending power in the US

hispanics

________ comprise that largest racial/ethnic subculture today, in terms of population and spending power in the united states

hispanics

________ comprise the largest racial/ethnic subculture today, in terms of population and spending power in the United States.

hispanics

What is a major challenge in marketing toward Hispanics?

hispanics are a diverse group, with ancestry from multiple nations

Regarding consumer attitudes, beliefs are best described as a consumer's subjective perception of ______.

how a product or brand performs on different attributes

regarding consumer attitudes, beliefs are best described as a consumer's subjective perception of...

how a product or brand performs on different attributes

Figure 10-3 above represents the seven stages of the new-product development process. Stage 2 is the __________ stage.

idea generation

trademark

identifies that a firm has legally registered its brand name or trade name so the firm had it exclusive use *protected under Lanham Act*

Firms that have access to such metrics and, more importantly, use them to determine the effectiveness of their marketing strategies are

in a better position to modify those strategies as needed to increase sales

One of the eight primary MARKETING-RELATED reasons for new-product failure is __________.

incomplete market and product protocol Option 2

Kimberly-Clark developed its Avert Virucidal tissues that contained vitamin C derivatives, which were scientifically designed to kill cold and flu germs when users sneezed, coughed, or blew their noses into them. Unfortunately, people didn't believe the claim and were frightened by the "cidal" in the brand name. The reason for this product failure was

incomplete market and product protocol.

Persuasive advertising attempts to

increase demand for an existing product and is common during the growth stage of the product life cycle as firms compete directly and attempt to take market share from one another

Because soup consumption rises in the winter and declines during the summer, Campbell Soup Co. now advertises more heavily in warm months to encourage consumers to think of soup as more than a cold-weather food. It is primarily using which of the following market modification strategies?

increasing a product's use among existing customers

Because soup consumption rises in the winter and declines during the summer, Campbell Soup Co. now advertises more heavily in warm months to encourage consumers to think of soup as more than a cold-weather food. It is primarily using which of the following market modification strategies? creating a product bundle creating new use situations increasing a product's use among existing customers modifying the product's characteristics finding new users

increasing a product's use among existing customers

When Procter & Gamble Co. acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether sales would then increase. The new advertising message is the __________ in this marketing experiment.

independent variable

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks. Each researcher wanted to spend 15 minutes talking with a head of the household about his/her savings accounts to discuss why he/she did not also have checking accounts and credit cards with the bank. Marine Midland researchers were using __________ to collect these data.

individual interviews

Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using

individual interviews

A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of others in the chain for customer-requested items. The retail chain would have purchased which kind of business products?

industrial services

Among business products, legal counsel for patent information for a firm's R&D department would most likely be classified as which type of support product?

industrial services

Support products are items used to assist in producing other goods and services. These include installations, supplies, accessory equipment, and __________.

industrial services

When a small retail chain hires an accountant to do its income taxes, the retail chain would have purchased a(n) __________ kind of business product.

industrial services

Word of mouth is best defined as ______.

influencing people during conversation

After the consumer completes the problem recognition stage in the purchase decision process, she then begins the ________ stage.

information search

Informative advertising attempts to develop

initial demand for a product and is especially important in the introductory stage of the product life cycle

Sarah loves shopping. She keeps herself updated about the latest apparels and technology-based products, and is always among the first few people to purchase and use such newly-introduced products. Which of the following consumer groups is Sarah most likely a part of? innovators laggards late majority early majority early adopters

innovators

The consumers represented by "A" in Figure 11-5 above are called __________.

innovators

When BMW first introduced the new M series in the United States, which type of product adopter would have been most likely to buy one?

innovators

Services

intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value

For frequently purchased items such as soap, toilet paper, or laundry detergent, a consumer will likely perform a(n) ______ search for information.

internal

barry needs a new pair of running shoes he first thinks about the last pair he bought, how comfortable they are, and how well they have held up he is conducting an ______ search for information

internal

The screening and evaluation stage of the new-product process involves

internal and external evaluations of new-product ideas.

A consumer is most likely to primarily use a(n)_________ when he buys a brand such as Apple to which he is very brand loyal, or if he has previously owned an iPod and an iPhone previously.

internal search

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm, she is using

internal secondary data

Secondary data can be divided into two parts _________ and _________.

internal secondary data; external secondary data

routine purchases may only require _____ information search, whereas one-time high expense purchases require more ______ information search time

internal, external

Routine purchases may only require ______ information search, whereas one-time high expense purchases require more ______ information search time.

internal; external

Paid Internet advertising can be broken down

into paid search and paid display advertising

Based on the Fisher-Price Chatter Telephone example in the textbook, if a measure of success is "playtime" for a particular telephone design, what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"

introduce the new design; drop the old design

3D HDTVs are in which stage of the product life cycle?

introduction

A few years ago, Who Wants to Be a Millionaire premiered as the first nighttime TV game show in several decades. The marketing goals for the show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode. Based on this description, the TV show was in what stage of its product life cycle?

introduction

According to the text, the Kodak Playsport pocket video camera is most likely in what stage of its product life cycle?

introduction

An all electric-powered automobile is in which stage of its product life cycle?

introduction

The __________ stage of the product life cycle occurs when a product is launched to its intended target market.

introduction

An advertising campaign

is a collection of coordinated advertisements that share a single theme

USA.gov

is a portal to all government websites that can be found by topic or keyword.

The click-through rate (CTR)

is a ratio showing how often people who see an ad end up clicking on it

The promotion mix

is a subset of the marketing mix and includes four main elements of marketing communication: advertising, sales promotion, personal selling, and public relations

Direct marketing

is advertising that communicates directly with consumers and organizations in an effort to provoke a response

Product placement

is an advertising technique in which a company promotes its products through appearances on television shows, movies, or other media

accordingly to the concepts of selective exposure and selective comprehension, you are most likely to pay attention to and interpret information that...

is consistent with your attitudes and beliefs

Promotion

is one of the four marketing mix elements and where most of an organization's communications with the marketplace occur

Cost per click (CPC)

is the amount the firm pays each time a customer clicks on an ad

Narrowcasting

is the dissemination of information (often by television) to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes

Cost-per-thousand impressions (CPM)

is what the firm pays for a thousand views of its ad

There are several reasons why a consumer would be reluctant to purchase a new product. For example, a consumer might be reluctant to adopt a new product because of e a psychological barrier, which occurs when __________.

it affects one's image

post purchase behavior is critical to marketing managers primarily because

it is the opportunity for marketers to measure and track satisfaction

A durable good is defined as a(n)

item that usually lasts over an extended number of uses.

Among business products, supplies usually consist of

items as pens, batteries and light bulbs

Shopping products

items for which the consumer compares several alternatives on criteria such as price, quality, or style

Unsought products

items that the consumer does not know about or knows about but does not initially want

Specialty products

items that the consumer makes a special effort to search out and buy

Convenience products

items that the consumer purchases frequently, conveniently, and with a minimum shopping effort

Reminder advertising seeks to

keep the product before the public in an effort to reinforce previous promotional activity and is most common in the maturity and decline stages of the product life cycle

Which of the following is the best example of a nondurable good?

laundry detergent

Early adopters

leaders in social setting, slightly above average education

What behavior does Beth show when she seemed to know the exact location in the grocery store for every item on her shopping list?

learning

what behavior does beth show when she seems to know the exact location in the grocery store for every item on her shopping list?

learning

The family ____ _____ concept describes the distant phases that a family progresses through from formation to retirement

life cycle

A consumer's ________ is identified partly by what that person considers important in her environment and what she thinks of herself and the world around her.

lifestyle

a consumer's ____ is identifiable by what that person considers important in her environment and what she thinks of herself and the world around her

lifestyle

a consumer's _____________ is identified partly by what that person considers important in her environment and what she thinks of herself and the world around her

lifestyle

a market research firm has identified a particular group of consumers they seem to value thriftiness and care for the environment, yet at the same they like their comfort and live in homes located near downtown in describing these new segment of consumers the market research firm is using which two of these to identify them?

lifestyle and geography

Marketing managers often appeal to consumers' ______ when developing the marketing mix to be sure it fits with how they spend their time and money.

lifestyles

Psychographics is considered to be a measure of consumers a. cognition b. learning c. behavior d. lifestyles

lifestyles

Psychographics is considered to be a measure of consumers' ______.

lifestyles

marketing managers often appeal to consumers' ______ when developing the marketing mix to be sure it fits with how they spend their time and money

lifestyles

psychographics is considered to be a measure of consumers'

lifestyles

A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.

likert

Question 6 above, which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 6 illustrates which type of question format?

likert

What are the two most common constraints in marketing problem solving?

limitations on the time and money available

Harrison needs a new toaster. He ask his friends what brands they have, and is looking for one that can handle bagels. He does not think about looking at any other attributes such as energy consumption or warranties. What type of problem solving is Harrison undertaking?

limited

Mason is trying to decide where to go for lunch. He wants to try a new place. He asks his coworkers for suggestions about where he should go. He is demonstrating which type of problem solving

limited

Mason is trying to decide where to go for lunch. He wants to try a new place. He asks his coworkers for suggestions about where he should go. He is demonstrating which type of problem solving?

limited

mason is trying to decide where to go for lunch he wants to try a new place he asks his coworkers for suggestions about where he should go he is demonstrating which type of problem solving?

limited

Figure 8-7 above depicts what type of statistical forecasting?

linear trend extrapolation

Figure 8-7 above the line identified as "A" indicates a(n)

linear trend extrapolation forecast.

The apple silhouette that Apple puts on its machines and in its ads is considered a

logo

The apple silhouette that Apple puts on its machines and in its ads is considered a logo. trademark. copyright. trade registry. brandmark.

logo

The use of product placement has expanded in the past decade as marketers

look for ways to get their products in front of their target audience despite the prevalence of DVRs

Randall did not go through all the stages of the decision process when he bought potato chips at the convenience store. This is because he has ________ involvement in this purchase.

low

randall did not go through all the stages of the decision process when he bought potato chips at the convenience store this is because he has _______ involvement in this purchase

low

A buyer is most likely to skip some stages of the purchase decision process when the buyer is purchasing ______.

low priced frequently purchased products

product counterfeiting

low-cost copies of popular brands not manufactured by the original producer -big problem because they might steal sales from the original producers harm companys reputation -US companies lose $250 billion each year from this

A __________ product requires little learning by the consumer, and the benefits of the purchase are readily understood.

low-learning

Sales for a _____ product begin immediately after introduction because the benefits of purchase are readily understood by consumers. fashion technological high-learning low-learning fad

low-learning

A buyer is more likely to skip some states of the purchase decision process when he is buying what type of good or service

low-priced, frequently purchased products

a buyer is most likely to skip some stages of the purchase decision process when he is buying what type of good or service?

low-priced, frequently purchased products

A favorable attitude toward a single brand, and the consumer's consistent purchase of that brand is referred to as brand ______.

loyalty

Promotional expenses at the maturity stage of the product life cycle are often designed to __________.

maintain market share

A strategy of harvesting may be employed in the decline stage of a product life to __________.

maintain the ability to meet ongoing customers' requests

A slotting fee is a payment a

manufacturer makes to place a new product on a retailer's shelf.

A strategy for managing a product's life cycle that attempts to increase a product's use among existing customers, create new use situations, or find new customers is referred to as __________.

market modification

Breyer's introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyer's new product was in the __________ stage of the new-product process.

market testing

Figure 10-3 above represents the seven stages of the new-product development process. Stage 6 is the __________ stage.

market testing

Sara Burns is the owner of a company called TropicalSpice and was looking for a new product to go with her company's line of food condiments when a friend suggested combining spices from India with tea. In the __________ stage of the new-product process, the spices and tea mixtures were exposed to prospective consumers under realistic purchase conditions.

market testing

When audiences are allowed to preview actual movies (a "sneak preview") such as Harry Potter and the Deathly Hallows—Part 2 and Star Trek so that changes might be made before they are released to the general public, during which stage of the new-product process does this occur?

market testing

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was Canadian bookstores had been replaced by Walmarts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. The best way to identify the problem would be to use __________.

marketing research

Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of

marketing research

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.

marketing research

Antiperspirant deodorants were introduced to the market in 1941. The market for antiperspirant deodorants is currently characterized by slowing product class revenue, fierce price competition, and repeat purchase behavior. Antiperspirant deodorants are currently at the _______ stage of the product life cycle. harvesting growth introduction decline maturity

maturity

At which stage of the product life cycle is a company likely to have its most complete product line?

maturity

Figure 11-1 above represents the stages of the product life cycle. What does the portion of the curve labeled "C" represent?

maturity

Gillette modified its Fusion shaving system with the addition of ProGlide, a five-blade shaver with an additional blade on the back for trimming. Its shaving products are most likely in the __________ stage of the product life cycle.

maturity

Gillette modified its Fusion shaving system with the addition of ProGlide, a five-blade shaver with an additional blade on the back for trimming. Its shaving products are most likely in the __________ stage of the product life cycle. resurgence growth introduction decline maturity

maturity

In which stage of the product life cycle do marginal competitors begin to leave the market?

maturity

The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue, causing marginal competitors to begin leaving the market.

maturity

When most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it, what stage of the product life cycle is the product in?

maturity

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

maturity

The purpose of Nielsen's A2/M2 Initiative is to

measure all types of TV viewing behavior from a variety of video sources.

When Home Depot entered the Quebec market, two percent of the population were aware of the retail chain. To determine how effective its advertising was in the first 18 months of its presence in Quebec, the firm conducted awareness research for a second time. Prior to conducting the research, it was decided that if at least 50 percent of the population were aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n)

measure of success

Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem, which are known as

measures of success

Penningtons Superstore specializes in plus-size fashions for women. It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus-sizes to its 117 stores. Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one. It told the research company it needed the results of its study by September 15 so it could introduce the line the following March, if the market was viable. The major constraint for the marketing research firm in this scenario would be __________.

meeting the time deadline

Teddy Times Inc. is a popular toy-manufacturing brand. It sells its products under its own brand name at various department stores. The company also sells a few of its product lines through a popular retail chain using the retail chain's label. Which of the following branding strategies does Teddy Times use? multibranding strategy brandjacking strategy multiproduct branding strategy private branding strategy mixed branding strategy

mixed branding strategy

Product _____ involves altering one or more of a product's characteristics, such as its quality, performance, or appearance, to increase the product's value to customers and increase sales. lining bundling modification churning sabotage

modification

Evaluating the results of a marketing decision involves

monitoring the marketplace to determine what actions are necessary in the future.

The energizing force that stimulates behavior to satisfy a need is referred to as

motivation

The energizing force that stimulates behavior to satisfy a need, such as having no laundry detergent to do the wash or running out of printer paper when you have a term paper due is known as ______.

motivation

_____ is the energizing force that stimulates behavior to satisfy a need

motivation

________________ is the energizing force that stimulates behavior to satisfy a need

motivation

What type of branding strategy is represented by BMW's alphanumeric naming system for all of its models?

multi-product branding

If Martha decides to use a __________ strategy to grow the Coffee Collective, she would distribute a series of Coffee Collective branded teas and coffees through the local supermarket. multibranding sustainable branding mixed branding private branding multiproduct branding

multiproduct branding

In support of its effort to make the world a better place, Secret has introduced a number of new products including Secret Clinical Strength and Secret Body Spray in addition to Secret Original antiperspirant deodorant. This is an example of a ________ strategy. multiproduct branding multibranding composite branding private branding mixed branding

multiproduct branding

what is necessary for product to be successful?

musty be adopted my innovators and early adopters

People posing as customers, who are paid to check on the quality of a company's products and services and write a detailed report on the experience, are referred to as __________.

mystery shoppers

Outdoor sign makers are trying hard to stay relevant as the era of targeted mobile advertising approaches, and their latest move is to add scent. In Morresville, NC, a billboard has been erected that, for parts of the day, emits the smell of grilling steak. The scent component of the sign operates during prime commute times. It was designed by ScentAir, whose spokesperson described the aroma as, "a blend of black pepper and kind of a charcoal grilling that smells like grilled meat with a nice pepper run on it." This is an example of

neuromarketing

What type of marketing uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli (package designs, brand logos, fragrances, TV ads, and so on) via the five senses (sight, sound, smell, touch, and taste)?

neuromarketing

Which of the products listed below would be the best candidate for full-scale market testing?

new iced coffee beverage from Starbucks

The Apple II, Macintosh, iPod, iPhone, MacBook Air, and iPad are all examples of a company's commitment to __________.

new product development

The first stage of the new-product process is

new product strategy development

Which purchase decision will probably require the most extensive information search?

new windows for a home

Prior to its production, Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone.

new-product concept

Figure 10-3 above represents the seven stages of the new-product development process. Stage 1 is the __________ stage.

new-product strategy development

In which stage in the new-product process would a firm use both a SWOT analysis and environmental scanning to assess its strengths and weaknesses relative to the trends it identifies as opportunities or threats?

new-product strategy development

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)

new-product-concept

Advertising

non personal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication

An iMac personal computer from Apple can be classified according to all of the following categories EXCEPT:

nondurable good

Among consumer products, advertising and wide distribution are especially important for

nondurable goods

Items consumed in one or a few uses, such as food and fuel, are referred to as ________.

nondurable goods

Two important disadvantages of secondary data are that it is __________ and __________.

not up-to-date; not specific enough for the project.

Consumers actually consider both ________ attributes of products, known as evaluative criteria, during the alternative evaluation stage of the purchase decision process.

objective and subjective

Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.

observational

Mechanical, personal, or neuromarketing methods are ways that __________ data can be collected.

observational

Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said clerks at the store had treated them rudely. In order to determine whether or not her clerks were indeed rude, Shelly hired a team of marketing researchers. The researchers posed as customers shopping in the store, but were actually taking notes and recording the actions of the store clerks. Later, Shelly reviewed those notes. The research notes Shelly reviewed were a form of __________ data.

observational

The Marriott Corporation sent a six-person intelligence team to travel and stay at economy hotels around the country for a six-month period. The purpose of these visits was to

obtain ideas by observing consumers in their "natural use environments" to discover their behavioral and emotional reactions to these economy hotels that could be used in the new-product development process that resulted in the launch of Fairfield Inns.

To maximize profits, service providers use tools such as __________ to charge different prices for different times of the day or week to reflect the variations in demand for their services.

off-peak pricing

Paid search advertising typically involves

offering consumers advertising links to brand content based on what they're searching for

The cost to air a single 30-second ad

on a major broadcast network (NBC, ABC, CBS, or Fox) during prime time averages well over $100,000

The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

online survey

A(n) __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher

open-ended

Using a celebrity spokesperson in order to sell a product is an example of using the influence of a. communication b. personality c. opinion d. market

opinion

Using a celebrity spokesperson in order to sell a product is an example of using the influence of _____ leaders

opinion

Using a celebrity spokesperson in order to sell a product is an example of using the influence of _______ leaders.

opinion

individuals who exert direct or indirect social influence over others are called _________ leaders.

opinion

using a celebrity spokesperson in order to sell a product is an example of using the influence of ______ leaders

opinion

branding

org uses name, phrase, design, symbols, or combination of these to identify its products and distinguish them from those of competitors

Two words in the definition of advertising

paid and nonpersonal, are key to understanding how advertising fits into the promotion mix

A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

panel

A sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)

panel

reference groups

people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.

Danilo just received a quote from his car dealer and now must decide on this purchase. He is not sure he can afford the car, or if it gets high enough crash ratings. Danilo is contemplating a. competitive threats b. consumer learning c. perceived exposure d. perceived risk

perceived risk

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is known as

perceived risk

The process by which a person selects, organizes, and interprets information to create a meaningful picture of the world is called

perception

The process by which a person selects, organizes, and interprets information to create a meaningful picture of the world is called ______.

perception

The process by which consumers filter information to limit it to what they want to see is called selective ______.

perception

What is NOT a sociocultural influence that affects a consumer's behavior?

perception

________ is an individualistic process; one sees a Cadillac as a mark of achievement, another sees it as ostentatious.

perception

apple named the iphone as such to allow the consumer to organize the new object into the phone category, and simultaneously categorize it as an apple product apple facilitated consumers'

perception

the process by which a person selects, organizes, and interprets information to create a meaningful picture of the world is called...

perception

Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar market seems like a good idea. This is what Harley-Davidson magazine did when it introduced __________, and it failed quickly.

perfume

Arthur lost his watch and needed to buy a new one. This time, he decided to purchase a Rolex instead of a Timex watch because he felt that Rolex signaled his status better and was a more prestigious watch. His purchase fulfilled which needs?

personal

Arthur lost his watch and needed to buy an new one. This time, he decided to purchase a Rolex instead of a Timex watch because he felt that Rolex signaled his status better and was a more prestigious watch. His purchase fulfilled which needs? A. personal needs b. self actualization c. physiological d. safety

personal

Jonah is impressed by the large in-ground swimming pool his next door neighbor bought. He goes to Aqua-life Pools and has an even bigger one installed in his yard. In terms of Maslow's hierarchy, Jonah is responding to his ________ need for status and prestige.

personal

arthur lost his watch and needed to buy a new one this time, he decided to purchase a rolex instead of a timex watch because he felt that rolex signaled his status better and was a more prestigious watch his purchase fulfilled which needs?

personal

hierarchical needs: the hotel offers guest suites at three premium levels beyond the regular room

personal

jonah is impressed by the large in-ground swimming pool his next door neighbor bought he goes to aqua-life pools and has an even bigger one installed in his yard in terms of the hierarchy, jonah is responding to his ______ need for status and prestige

personal

the sociocultural factors that influence consumer behavior include which of the following?

personal influence, reference groups, family influence, culture and subculture

__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

personal interview

Monique really wants a new car, especially now that she admires a coworker's new vehicle every day. What need seems to be motivating Monique to also buy a new car?

personal need for status and respect

A person's consistent behavior or responses to recurring situations is that person's ______.

personality

____ traits include assertiveness, extroversion and dominance

personality

_______ traits include assertiveness, extroversion, and dominance

personality

a person's consistent behavior or responses to recurring situations is called her...

personality

Which of the following products would have a fad product life cycle curve?

pet rocks

problem recognition is most likely to trigger additional stages in the purchase decision process in which of the following situations?

pete returned home from work to a broken refrigerator, and now most of his food needs to be thrown out

situational influences: you like the look of the new sushi restaurant, but the chairs are really uncomfortable

physical surroundings

Risk barrier

physical, economic or social

The fact that Ethan wants to eat something after a long day trekking in the mountains is indicative of his _____ needs for food.

physiological

The motivation that drives John to buy a bottle of Gatorade after a 6-mile run and drink it quickly is a(n) _______ need

physiological

The motivation that drives john to buy a bottle of Gatorade after a 6 mile run and drink it quickly is an ______ need

physiological

hierarchical needs: one restaurant in the hotel is open 24 hours a day for a nourishing meal

physiological

the motivation that drives john to buy a bottle of gaterade after a six mile run and drink it quickly is a ______ need

physiological

the needs for shelter and food can be categorized as ______ needs, while the need for designer fashions can be classified as a ______ need

physiological, personal

Match the following needs with the examples of the application of that motivation.

physiological: the consumer is hungry and buys a fast food meal while in the car safety: the consumer buys a new set of locks for his home's front and back doors social: the consumer buys a brand of beer that is popular with his circle of friends personal: the consumer buys a riding lawn mower, a bigger, more expensive one than his neighbors self-actualization: a consumer completes a climb of Mt.Kilimanjaro, fulfilling his lifelong dream and ambition

The needs for shelter and food can be categorized as _____ needs, while the need for designer fashions can be classified as ____ need

physiological; personal

The needs for shelter and food can be categorized as ______ needs, while the need for designer fashions can be classified as a ______ need.

physiological; personal

The timeframe for designing a magazine forces marketers to

plan and prepare advertisements months in advance of publication

which of the following purchase decisions will probably require the most extensive information search?

plastic surgery

Who wouldn't want to eat Garlic Cake? Garlic Cake was supposed to be served as an hors d'oeuvre with sweet breads, spreads, and meats, but somehow the company forgot to tell and explain this to potential consumers. This product failure demonstrates

poor execution of the marketing mix.

During the last stage of the purchase decision process, known as ____, a consumer compares a purchased product with his or her expectations

post purchase behavior

final stage of the purchase decision process

post purchase behavior

cognitive dissonance

post-purchase psychological tension or anxiety

The final step, and a very important element in retaining and building a loyal customer base, in the purchase decision process is the _______ behavior stage.

postpurchase

the final step, and a very important element in retaining and building a loyal customer base, in the purchase decision process is the _______ behavior stage

postpurchase

During the last stage of the purchase decision process, known as ________, a consumer compares a purchased product with his or her expectations.

postpurchase behavior

Which is the final stage of the purchase decision process?

postpurchase behavior

During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand.

primary

When the Egg Farmers of Canada advertise "Get Cracking" they are trying to stimulate __________ demand.

primary

The two main types of data are

primary and secondary

During the introduction stage of the product life cycle, the need is to establish

primary demand.

During the introduction stage of the product life cycle, the need is to establish selective demand. warehouses and distribution centers. a multi-market strategy. primary demand. a price skimming strategy.

primary demand.

If Martha leveraged a __________ strategy to grow her overall business, she might develop a line of imported flavored teas and sell them at the local College Town Food Cooperative using the College Town name for the new product line. multibranding mixed branding private branding multiproduct branding sustainable branding

private branding

perceiving a difference in one's ideal and actual situations is the initial stage of the purchase decision process, one that is known as ________ recognition

problem

The perception of a difference between a person's ideal and actual situation is known as

problem recognition

The perception of a difference between a person's ideal and actual situation is known as ______.

problem recognition

Put the five stages of the purchase decision process in the sequence in which they occur.

problem recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior

extended, limited, and routine are variations of ____ for consumer decisions

problem solving

extended, limited, and routine are variations of _________ for consumer decisions

problem solving

Consumer behavior takes into account which three things?

processes before and after purchase and use, actions related to the purchase and use of a product, & mental and social processes

A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value is referred to as __________.

product

Parallel development is the simultaneous development of both

product and production process.

The sale of two or more separate products in one package is referred to as __________.

product bundling

Vinyl records, cassette tapes, CDs, and music downloads (mp3 files) are all members of the same __________.

product class

Greeting cards are an example of a __________, and Valentine cards are an example of a __________.

product class; product form

usage barrier

product is not compatible with existing habits

The Vermont Teddy Bear Company sells handmade Teddy bears designed to be given as gifts for almost every occasion imaginable. The Love Bandit Bear is one bear it designed for people to give to each other on Valentine's Day. The Love Bandit Bear is an example of a

product item

A group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range is referred to as a __________.

product line

During a recent shopping trip to a local Target store, Pat noticed several things. First, she noticed that the store offered a tremendous variety of products, including toys; pet food; clothing for men, women, and children; health and beauty aids; small household appliances; automotive products; and more. Each product grouping at Target is an example of a(n) __________.

product line

The Little Remedies products shown above best describe which of the following?

product line

Bayer aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. The manufacturer of Bayer aspirin is using __________.

product line extension

From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the lowest level of risk?

product line extension

The person responsible for managing the marketing efforts for a close-knit family of products or brands is called the

product manager or brand manager.

The person responsible for managing the marketing efforts for a close-knit family of products or brands is called the advertising manager or promotion manager. product manager or brand manager. CEO or brand manager. brand manager or product promoter. sales manager or director of marketing.

product manager or brand manager.

All of the different product lines offered by an organization are collectively referred to as a

product mix

Newman's Own is a company that gives all of its profits to charities. The company produces popcorn, salsa, pasta sauce, and salad dressings under the Newman's Own brand name. These product lines comprise the company's

product mix

Procter & Gamble revamped pantene shampoo and condition with a new vitamin formula and relaunched the brand with a multimillion dollar advertising and promotion campaign. What is this an example of?

product modification

Value barrier

product provides no incentive to change

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

product repositioning

Marketing drivers are used with which of the four Ps?

product, promotion, price, and place inclusively

Consumer products

products purchased by the ultimate consumer

Unsought products are

products that the consumer does not know about or knows about but does not initially want.

which of the following are methods marketers use to reduce consumers' perceived risk?

providing comprehensive usage instructions and using endorsements from influential people

Two consumers each earn $87,000 annually but they spend their money quite differently. The first owns four motorcycles and enjoys hunting and fishing. The second plays golf weekly and drives an SUV. The marketing manager might target these two consumers as part of two different segments based on their _______

psychographics

Motivation, perception, and lifestyle are considered what type of influence on the purchase decision process?

psychological

According to the consumer behavior model, which of the following are major categories of influence on the purchase decision process?

psychological and sociocultural influences

_____ influences like motivation and learning and ________ influences like reference groups and culture impact a consumer's decision to buy

psychological: sociocultural

From whom to buy and when to buy are decisions made during which stage of the purchase decision process?

purchase decision

dave had been looking for an interior decorator he found a few good options and he thinks he will hire the person who was most comfortable with dogs because he did not want to have to put his elderly dog outside while the designer was working at what stage of the decision process is dave?

purchase decision stage

imulated test markets (STMs) are often run in shopping malls where consumers are

questioned to identify who uses the product class being tested.

From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the highest level of risk?

radical innovation

Television ads can develop messages that entertain or emotionally appeal to consumers in ways that

radio and print media cannot

In its recent "You're not you when you're hungry—Snickers satisfies" TV ad, Mars, the maker of the Snickers candy bar, repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy hunger. Mars used this repositioning strategy with its Snickers brand to __________.

reach a new target market segment

which of the following represents an example of the first stage in the purchase decision process?

realizing you're running low on gas

From what sources is learning derived?

reasoning and repeated experience

trading down

reducing a products number of features, quality, or price

Trading down refers to __________ when repositioning a product.

reducing the number of features, qualities, or price

__________ groups affect consumer behavior because they influence the information, attitudes, and aspiration levels that help set a consumer's standards.

reference

a consumer will often turn to one of her formal or informal ________ groups for advice and guidance on acceptable beliefs, attitudes, and consumer behaviors this group might be colleagues at work, team members on sports team, or a club in which she is a member

reference

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are known as a a. reference group b. social class c. consideration set d. family life cycle

reference group

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are known as a ______.

reference group

tom's volleyball team has a lot of influence in his buying behavior for a vast array of products the team serves as a __________ to tom by offering information about brands, providing rewards in the form of compliments for well-selected purchases, and contributing to tom's self-image

reference group

The non personal component

refers to the fact that advertising uses media to transmit a message to large numbers of individuals rather than marketing to consumers face-to-face

The paid aspect of the definition

reflects that the time or space for an advertising message is purchased

Chris goes to Starbucks every morning and plans to today because he has never been disappointed with his purchase before. According to behavioral learning theory, the reward he gets from enjoying his purchase is called ______.

reinforcement

Chris goes to Starbucks every morning and plans to today because he has never been disappointed with his purchase before. According to behavioral learning theory, the reward he gets from enjoying his purchase is called....

reinforcement

chris goes to starbucks every morning and plans to today because he has never been disappointed with his purchase before accordingly to behavioral learning theory, the reward he gets from enjoying his purchase is called

reinforcement

a market leading beer company's marketing strategy would most likely involve an emphasis on

reinforcing advertising, and maintaining quality and supply

a market-leading beer company's marketing strategy would most likely involve an emphasis on...

reinforcing advertising, and maintaining quality and supply

From which two sources is learning derived?

repeated experience and reasoning

Sealy, the self-proclaimed largest manufacturer of mattresses in the U.S., recently set out to redefine its place in the bedrooms of America. No longer was it going to be known as simply a mattress company. Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of __________.

repositioning

evaluative criteria

represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands.

A discontinuous innovation is a product that

requires consumers to learn entirely new patterns of behavior and product usage.

a high-involvement purchase will typically have which characteristics?

requires extensive research and reflect a person's image

Discontinuous innovation

requires new learning and consumption patterns by consumers

Continuous innovation

requires no new learning by consumers

What is the marketing research term for the specific, measurable goals the decision-maker seeks to achieve in conducting the marketing research?

research objectives

Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does "E" represent?

results

When the product information is lengthy and complex, store employees often give the consumer a brochure to take home. They know that consumers often have selective

retention

selective _______ results in consumers forgetting some of what they see, read, or hear, often very quickly

retention

As it pertains to behavioral learning, what word is most closely associated with reinforcement?

reward

Alexis chose Armand Plumbing for her remodel. She had noticed the Better Business Bureau logo on the website, and it probably worked to limit her perceived ______.

risk

Danilo just received a quote from his car dealer and now must decide on this purchase. He is not sure he can afford the car, or if it gets high enough crash ratings. Danilo is contemplating perceived ______.

risk

If a customer is reluctant to try a new product because she's afraid it might make her ill, the company is most likely facing a __________ barrier.

risk

Worrying about the expense of a purchase, the possibility that it will harm you in some way, or that your friends will make fun of it are all examples of perceived ______.

risk

alexis chose armand plumbing for her remodel she had noticed the better business bureau logo on the website, and it probably worked to limit her perceived...

risk

worrying about the expense of a purchase, the probability that it will harm you in some way, or that your friends will make fun of it are all examples of perceived...

risk

Benny is shopping at the grocery store. He picks up milk, bread, eggs, and frozen pizza—the same items he typically buys at each visit. What variation of problem solving is Benny using?

routine

Shondra buys orange juice from the grocery store without even thinking about it. She buys it every time she shops and always picks the same brand, from the same fridge shelf. Shondra is engaging in _______ problem solving.

routine

benny is shopping at the grocery store he picks up milk, bread, eggs, and frozen pizza, the same items he typically buys at each visit what variation of problem solving is benny using here?

routine

Garrett was just convinced to buy life insurance. In terms of the hierarchy, he is driven by his ________ needs when he seeks financial security for his family should he die unexpectedly.

safety

Hayley works at a convenience store and often is responsible for closing on the weekends. To ease her mind about being alone late at night, she enrolled in a self-defense course. In terms of the hierarchy, she is driven by her ______ needs.

safety

hayley works at a convenience store and often is responsible for closing on the weekends to ease her mind about being alone late at night, she enrolled in a self-defense course in terms of the hierarchy, she is driven by her _____ needs

safety

hierarchical needs: there are adequate precautions taken to prevent individuals not staying in the hotel from giving access to the floors where guest stay

safety

According to Amber Arnseth, the "Ionator's" key benefits using Activeion technology are

safety, simplicity, sustainability, savings, and fun.

product bundling

sale of two or more separate products in one package EX: Microsoft office is sold as a bundle with Word, Excel, and Powerpoint

Derived demand

sales of business products frequently result from the sale of consumer products

After recognizing a problem, an internal _____, and sometimes an external one, for relevant information

search

after recognizing a problem, a consumer begins an internal _________, and sometimes an external one, for relevant information

search

Information search is the _____ stage in the purchase decision process

second

Information search is the ________ stage in the purchase decision process.

second

information search is the _______ stage in the purchase decision process

second

Facts and figures that have already been recorded before the project at hand are referred to as

secondary data

Red Carpet Baby! a children's accessory and toy store, uses U.S. Census Bureau information to determine the number of families with children under age 5 in its market area. Data obtained from this source are called __________.

secondary data

A general rule of thumb among marketing researchers is to use __________ first and then collect _________.

secondary data; primary data

Radio advertising allows marketers to

segment effectively based on the geographic location and type of format a radio station uses

For years when most consumers thought of cranberries, they thought of the Ocean Spray brand. Then Northland cranberry juice came on the market, claiming that it was superior to the Ocean Spray brand. Northland was creating __________ demand for its cranberry products.

selective (preference for a specific brand)

If a consumer hears an advertisement but minutes later cannot remember what was heard, this describes ______. On the other hand, if a consumer hears an advertisement but is not aware that the advertisement was heard, this describes ______.

selective retention; subliminal perception

Taking a trip to climb Mount Kilimanjaro to fulfill a personal dream would best exemplify a ______ need.

self actualization

When the U.S. Army invites enlistees with the slogan "Be all you can be," what type of motivational needs does it target?

self-actualization

hierarchical needs: the guest enjoys the hiking and meditation options that are on the mountain very close to the hotel

self-actualization

when the us army invites enlistees with the slogan "be all you can be" what type of motivational needs does it target?

self-actualization

Match the example that best illustrates each of the hierarchical needs for a week's stay in a hotel.

self-actualization: the guest enjoys the hiking and meditation options that are on the mountain very close to the hotel safety: there are adequate precautions taken to prevent individuals not staying in the hotel from gaining access to the floors where guest stay social: the hotel has a bar on the premises that offers trivia nights and live music with dancing for guests to interact personal: the hotel offers guest suites at three premium levels beyond the regular room physiological: one restaurant in the hotel is open 24 hours a day for a nourishing meal

A person's ________ is the way people see themselves and the way they believe others see them.

self-concept

the way people see themselves and the way they believe others see them

self-concept

A(n) __________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.

semantic differential

Question 5 above, which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 5 illustrates which type of question format?

semantic differential scale

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) __________ analysis.

sensitivity

If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product, she is using __________.

sensitivity analysis

Intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value are referred to as __________.

services

The new-product process an organization goes through to identify business opportunities and convert them into salable products or services contains

seven stages from new product strategy development to commercialization.

In terms of promotion, which of the following type of consumer product stresses product differentiation from competitors?

shopping product

Marissa, a college student, and her father, a wealthy businessman, were each considering the purchase of a new automobile. As a college student with limited financial resources, Marissa went from car dealer to car dealer in several different cities searching for the lowest price on a new economy car. She devoted a great deal of time and energy to getting the best value for her money. For Marissa, an automobile was a __________.

shopping product

You decide to buy a new car. You talk to friends about it, research mechanical specifications in Consumer Reports, test drive different makes and models, and compare prices at several dealerships. Into which classification of consumer products would your new car purchase fall?

shopping product

Items for which the consumer compares several alternatives on several criteria such as price, quality, or style are referred to as __________.

shopping products

Another major advantage of television advertising is the ability to combine

sight, sound, and motion to appeal to consumer senses

The purchase task, physical and social surroundings, temporal effects, and antecedent states are all _________ influences that can impact the purchase decision process

situational

the purchase task, physical and social surroundings, temporal effects, and antecedent states are all _____ influences that can impact the purchase decision process

situational

the purchase task, physical and social surroundings, temporal effects, and antecedent states are all __________ influences that can impact the purchase decision process

situational

late mahority

skeptical, below average social status

3M is a master of the __________ pricing strategy. According to a 3M manager, "We hit fast, price high, and get the heck out when the me-too products pour in."

skimming

George Santayana, Spanish philosopher once said, "Those who cannot remember the past are condemned to repeat it." Applied to the organizational problems in new-product failure, this is really an example of

skipping stages in the new-product process

Kroger required that Birds Eye pay $15,000 to get its new Vegetable Quinoa Pilaf placed in the frozen vegetable freezer section of its supermarkets. This payment is an example of a

slotting fee

newspaper advertising is an effective way for

small businesses to advertise their goods or services to the local community

Lily just moved to a new town and she joined a local tennis club to meet some people in her area despite the fact that she had not played in many years. In terms of the hierarchy, by joining the club she hoped to fulfill her _______ needs.

social

When De Beers advertises around the world with the message, "Diamonds are Forever," it is most likely appealing to a woman's need for love and belonging. Which level of Maslow's hierarchy does this represent?

social

de beers advertises around the world with the message "diamonds are forever" appealing to women's _________ needs for love and belonging

social

hierarchical needs: the hotel has a bar on the premises that offers trivia nights and live music with dancing for guests to interact

social

A relatively permanent, homogeneous divisions in society into which people sharing similar values, interests, and behavior can be grouped by is

social class

Companies use ________, with common divisions of upper, middle, and lower, as a basis for identifying and reaching good prospects for their products.

social class

What two are sociocultural factors that influence consumer behavior?

social class & reference groups

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations.

social media

situational influences: your mom decides to come with you when you say you're going to the mall

social surroundings

consumer _______ is the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers

socialization

According to the consumer behavior model, what are the major categories of influence on the purchase decision process?

sociocultural & psychological influences

according to the consumer behavior model, which of the following are major categories of influence on the purchase decision process

sociocultural and psychological influences

Which of the following is an example of a product in the maturity stage of the product life cycle?

soft drinks

Over half of all American households that subscribe to cable or satellite television services now have

some type of DVR for recording and watching their favorite programs

With respect to price, which of the following type of consumer product would most likely be very expensive?

speciality product

Burberry makes fine raincoats, clothing, and other items, some that feature the company's distinctive plaids. Originally found only in Great Britain, Burberry has opened a limited number of exclusive shops in leading cities around the world to reach customers who value its name and quality. Burberry is selling which classification of consumer product?

specialty product

In terms of promotion, which of the following type of consumer product stresses status and uniqueness of brand?

specialty product

Ideally, before a new product is developed, a firm should have a precise protocol, which is a statement that identifies: (1) a well-defined target market; (2) __________; and (3) what the product will be and do to satisfy consumers.

specific customers' needs, wants, and preferences

Business analysis

specifies the features of the product and the marketing strategy needed to bring it to the market and make financial projections

Cheng and Luli are planning a family vacation. Because he has to ask for time off of work, Cheng selects the week they will travel. Luli however, decides their travel destination, what activities they will participate in while on vacation, and she also books the airline and hotel rooms. This exemplifies which decision-making process?

spouse-dominant decision making

Ben's parents' ______ changed as did their purchasing patterns when Ben graduated from college, got a job and moved into his own apartment

stage of the family life cycle

Ben's parents' _______ changed as did their purchasing patterns when Ben graduated from college, got a job and moved into his own apartment.

stage of the family life cycle

Idea generation

stage of the new-product process that develops a pool of concepts as candidates for new products, building upon the previous stage's results

Lost-horse forecasting involves

starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.

Supplies are support products that include items such as

stationery, paper clips, and brooms

Drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger would be

statistical inference

The method of __________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.

statistical inference

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from a national sample of 600 respondents throughout the U.S., it was able to announce that 14.1 percent of all Americans lacked healthcare insurance. To make this statement, the Centers for Disease Control and Prevention had to use

statistical inference.

Your product has been suffering from steadily eroding sales. You have tried a number of options to revitalize the product's sales and profits, but after seven changes in your strategy, you have yet to find success. Which of the following actions would be the LEAST appropriate next step?

stimulate primary demand

Several decades ago many consumers thought that all coffee tasted the same. What theory suggests that consumers might be able to perceive differences between the tastes of Starbucks coffee and other coffee offerings?

stimulus discrimination

several decades ago many consumers thought that all coffee tasted the same what theory suggest that consumers might be able to perceive differences between the tastes of starbucks coffee and other coffee offerings?

stimulus discrimination

The Vermont Teddy Bear Company sells handmade Teddy bears designed to be given as gifts for almost every occasion imaginable. The Love Bandit Bear is designed for people to give to each other on Valentine's Day. The unique identification number that the Vermont Teddy Bear Company uses to distinguish this Teddy bear from the others in its product line for ordering and inventory purposes is called a(n)

stock keeping unit

Seeing or hearing messages without being aware of them is known as ________ perception.

subliminal

seeing or hearing messages without being aware of them is known as __________ perception

subliminal

The Journal of Marketing Research and the Journal of Marketing provide

summaries of research methods and techniques valuable in addressing marketing problems.

Among business products, printer paper would be classified as which type of support product?

supplies

Installations, accessory equipment, supplies, and industrial services used to assist in producing other goods and services are referred to as __________.

support goods

Products (such as tools and repair services) that are used to assist in producing other goods and services are referred to as __________.

support products

Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as __________.

syndicated panel data

The J. D. Power & Associates and other market research firms recruit large groups of consumers, who are paid to record all of their purchases on a regular basis. Known as __________, they economically collect data using a paper or electronic diary. Businesses pay firms like J. D. Power for their reports that answer the question "How many times did our customers buy our products this year compared to last year?"

syndicated panels

Making recommendations, implementing those recommendations, and evaluating the results would take place during which stage of the five-step marketing research approach?

take marketing actions

The fifth step of the marketing research approach is to __________.

take marketing actions

A large number of channels provides marketers an opportunity to

target specific markets through narrowcasting

The late Steve Jobs oversaw or invented innovations that revolutionized six industries. Which industry below is NOT one of these six?

television

Marketing professionals must understand the changing landscape of

television advertising and consider the various advantages and disadvantages of trying to reach consumers in this way

Product placement has expanded beyond

television and movies in recent years

situational influences: you just heard the store manager announce that the store will be closing in ten minutes

temporal effects

What type of market is a food company using when it offers a product for sale in a small geographic area to help it evaluate potential marketing actions?

test market

Helath, Safety and Security issues

tetra juice boxes

The major disadvantage of advertising in print media, is

that fewer and fewer Americans use that as their primary information source

Business analysis refers to the stage of the new product process

that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections.

Another major advantage of Internet advertising is

the ability to target specific consumers

consumer behavior

the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does __________.

the actual length of time a given product stays in any given stage of the life cycle

perceived risk

the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.

An advantage of using a panel of consumers for marketing research is

the company can find out if consumers change their purchasing behavior over time.

A consumer who is highly involved in a product purchase will typically go through which decision stages?

the consumer will engage in all five stages with emphasis on external search and alternative evaluation

motivation

the energizing force that stimulates behavior to satisfy a need.

The term product class refers to __________.

the entire product category or industry

Data mining refers to

the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.

Questionnaire data refer to

the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

eli used to go trekking in the colorado mountains with his wife susan but now that they have a child, they are going for shorter strolls and rarely take a vacation this is an example of how ______ can make people change their behavior

the family life cycle

One reason for the decreased viewership of top-rated TV programs is

the greater number of channels available to consumers

consideration set

the group of brands that you would consider from among all the brands of which you are aware in the product class.

A label refers to -any word or device used in business contexts to distinguish a seller's goods or services. -the information on a pack regarding a product, such as package contents and ingredients. -an association of a brand in consumers' minds that gives the brand an identity. -any container in which a product is offered for sale and on which information is conveyed. -the added value a brand name gives to a product beyond the functional benefits provided.

the information on a pack regarding a product, such as package contents and ingredients.

Magazine advertising has several disadvantages as well, beginning with

the lead time necessary to place an ad

Depending on the firm's objective, marketers must also decide on

the media to use to convey their message

Linear trend extrapolation is similar to trend extrapolation except

the pattern is always a straight line.

A disadvantage of the mall intercept interview method is

the people selected may not be representative of the targeted consumers.

involvement

the personal, social, and economic significance of the purchase to the consumer.

brand loyalty

the positive reinforcement of previous actions.

perception

the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Customer experience management (CEM)

the process of managing the entire customer experience within the firm

Which two statements are characteristics of high-involvement purchases?

the purchase could reflect on ones social image or the purchase could have serious personal consequences

According to the consumer behavior model, sociocultural, psychological, and situational influences affect ______.

the purchase decision process

situational influences: you need to buy a gift for a friend's birthday party

the purchase task

The five situational influences that have an impact on the purchase decision process are ______.

the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states

Complicating the use of television advertising is

the rapid growth of digital video recorders (DVRs

One advantage of advertising via the Internet is

the reduced cost relative to advertising on other media

social class

the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Development

the stage in the new-product process that turns the idea on paper into a prototype

new product strategy development

the stage of the new-product process that defines the role for a new product in terms of the firm's overall corporate objectives

New-product strategy development refers to

the stage of the new-product process that defines the strategic role for a new product in terms of the firm's overall objectives.

Market testing

the stage of the new-product process that involves exposing actual products to prospective consumers under realistic purchase conditions to see if they will buy

Commercialization

the stage of the new-product process that positions and launches a new product in full-scale production and sales

which of the following describes the situational influence known as physical surroundings?

the store layout, decor and music

Today, firms work to integrate the four elements so that the contribution from the whole promotion mix exceeds

the sum of the individual elements

Personal selling

the two-way flow of personal communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision

Promotion is all the activities that communicate

the value of a product and persuade customers to buy it

self-concept

the way people see themselves and the way they believe others see them.

What are the variables with which the VALS system categorizes buyers

their resources; their primary motivation for buying and having products

There are several factors why a consumer would be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a value barrier, which occurs when __________.

there is no incentive to change

Which two of the following are characteristic of attitudes?

they are learned and they are consistently favorable or unfavorable

According to Robert Stephens of the Geek Squad, the biggest complaint about technical support people is

they are rude and egotistical

Social media platforms like Facebook are an ever more popular choice for Internet advertisers because

they offer new strategies for online advertising

Advertising is the element of the promotion mix most consumers

think of first

Speed or __________ is often vital in introducing a new product.

time to market

Marketers use advertising campaigns to achieve three primary objectives:

to inform, to persuade, and to remind

Accessories are support products that include items such as

tools and office equipment

Which of the following is the best example of a convenience product?

toothpaste

Figure 11-1 above represents the stages of the product life cycle. What does the curve labeled "Y" represent?

total industry profit

Figure 11-1 above represents the stages of the product life cycle. What does the curve labeled "X" represent?

total industry sales revenue

Reducing the number of features, qualities, or price when repositioning a product is referred to as __________.

trading down

The 1 Series changes the value offered to consumers by making it smaller, more fuel-efficient and lower-priced than other BMWs. Which tactic is BMW using to change the value offered on the 1 series?

trading down

The 1 Series changes the value offered to consumers by making it smaller, more fuel-efficient and lower-priced than other BMWs. Which tactic is BMW using to change the value offered on the 1 series? Trading up Upsizing Bottom up marketing Trading down Top down marketing

trading down

After experiencing slower growth in 2008, Secret introduced Secret Clinical Strength with the additional benefit of guaranteed confidence from 100% odor protection. Priced at $8.99, the Secret Clinical Strength line is an example of ____________. swapping share trading down new market penetration trading up new use creation

trading up

Dog food manufacturers, such as Ralston Purina, also have begun offering super-premium foods based on "life-stage nutrition." The marketing strategy Ralston Purina is using is called

trading up

Dog food manufacturers, such as Ralston Purina, also have begun offering super-premium foods based on "life-stage nutrition." The marketing strategy Ralston Purina is using is called product extension. trading up. downsizing. market modification. rebranding.

trading up

Ralston Purina advertises with the following slogan: "Your Pet, Our Passion—Premium Pet Food by Purina." They offer high quality, super-premium cat and dog food based on formulations that promote "life stage nutrition." This is an example of __________.

trading up

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

trend

Gillette budgeted $200 million in advertising to introduce the Fusion shaving system to male shavers. Gillette was attempting to stimulate

trial

Gillette budgeted $200 million in advertising to introduce the Fusion shaving system to male shavers. Gillette was attempting to stimulate trial. primary interest. secondary demand. derived demand. expected demand

trial

The initial purchase of a product by a consumer is referred to as a(n) _________.

trial

In addition to seeking ideas from more well-known sources, organizations also get ideas from universities, inventors, and small nontraditional firms. For example, inventor Gary Schwartzberg sold his idea for __________ to Kraft Foods, Inc.

tube-shaped bagels filled with Philadelphia cream cheese

If you are using a marketing dashboard to discover which cities in Florida have the weakest sales of sunscreen, what marketing metric should be used to measure sales performance?

unit sales for this year and last year by city

Leona hates carrying a camera with her on vacations. If she only knew of the existence of the ½" thick Logitech pocket digital camera that easily fits in any pocket! For Leona, the Logitech camera is a(n)

unsought

A new exercise video contends that with one day of fasting and a one-hour period of intense cardiovascular exercise, the average individual can lose five pounds a week and be in peak health within six months of starting the program. __________ barriers will doom the new product to failure because the product's claims are not consistent with how consumers think and behave.

usage

To better connect with its customers, the Campbell Soup Company __________.

used sophisticated neuromarketing techniques to analyze consumer response to its label and changed the packaging accordingly

the marketing manager for a brand of root beer often has difficulty convincing buyers to pay for high-quality soda frequently, women buy it but do not drink it they will buy store brands for other family members, hoping to save money this exemplifies a problem in family decision roles, sometimes the _________ is not the ________

user, buyer

If a customer is reluctant to try a new product because he doesn't see much difference between it and similar products, the company is most likely facing a __________ barrier.

value

If a customer is reluctant to try a new product because he doesn't see much difference between it and similar products, the company is most likely facing a __________ barrier. value financial usage psychological risk

value

reasons for resisting new product

value barrier, usage barrier, risk barrier, psychological barrier

What are considered psychological influences on the purchase decision process?

value, beliefs, and attitudes; learning

Select the things are considered psychological influences on the purchase decision process?

value, beliefs, attitudes, and learning

Attitudes toward product are shaped by our ______.

values and beliefs

Which of these characteristics are central to defining culture? a. technology b. opportunity c. Values d. Attitudes

values, attitudes

which of these characteristics are central to defining culture?

values, ideas and attitudes

Product form refers to __________.

variations within the product class

Innovators

venturesome,higher educated, use multiple information sources

Perceptual benefits

vertical packaging

Younger consumers often receive news, entertainment, and employment information

via computers and portable electronic devices

Ideally, before a new product is developed, a firm should have a precise protocol, which is a statement that identifies: (1) __________; (2) specific customers' needs, wants, and preferences; and (3) what the product will be and do to satisfy consumers.

well-defined target market

Ideally, before a new product is developed, a firm should have a precise protocol, which is a statement that identifies: (1) a well-defined target market; (2) specific customers' needs, wants, and preferences; and (3) __________.

what the product will be and do to satisfy consumers

Readers choose

what they want to read and then can spend as much time as they want reading it

From whom to buy from and ________ to buy are the two choices left for a consumer once she has made the decision on an alternative.

when

People often think of television advertising first

when they hear the term marketing

Marketers typically do not control

where their advertisements are placed in relation to the features and stories contained in the publication

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step market research would take would be to determine _____________.

whether the problem is internal or external to the organization

Mystery shoppers are people

who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences.

Volvo's YCC opens its doors with a press of a button on the car key, will parallel park the car with a self-steering system, and has customized seat covers that can be removed and washed. Many of these new product features were added because Volvo sought ideas from

women employees

_____ is seen as the most powerful and authentic information source for consumers because it typically involves friends that are viewed as trustworthy a. advertising b. personal selling c. the internet d. word of mouth

word of mouth

________ is seen as the most powerful and authentic information source for consumers because it typically involves friends that are viewed as trustworthy.

word of mouth

influencing people during conversation

word of mouth

jay feels that he has been treated poorly and quite unfairly by the electronics store at which he bought his speakers he is a customer who is very likely to spread negative _______ about the firm to his friends and family

word of mouth

the influencing of people during conversation, in either positive or negative ways, is called...

word of mouth

which of the following is NOT a way to perform an internal search for information when deciding where to go get lunch?

you go to a new area of town and look around

What may cause you to make a purchase sooner than you had planned?

you had an easy and pleasant shopping experience, they preferred brand is on sale