MKTG 3832 Cengage Questions
Many restaurants such as Chili's encourage diners to complete a quick evaluation of their dining experience and identify how well the restaurant met their needs. Chili's is concerned with the facet of marketing that seeks to _______. A. satisfy customers B. gain a loyal following of customers C. hire the best employees D. maintain profitability
A. satisfy customers
Danita is 40 years old and has always wanted to learn to speak Italian. She's noticed several television advertisements for Babbel promoting its system of foreign language instruction. The ads show professional people like her learning new languages and being successful. According to Maslow's hierarchy of needs, Danita's desire to learn Italian would fulfill a _______ need. A. self-actualization B. safety C. physiological D. social
A. self-actualization
The Wegmans grocery store chain operates 90 stores across six states in the Northeast U.S. and continues to grow. Like many grocery stores, it is trying to respond to changes in the external environment and now offers Instacart, a service allowing customers to shop online and receive delivery within an hour depending on their location. Wegmans believes the added convenience and time-saving aspects of grocery delivery will lead to greater customer satisfaction, increased revenues, and profitability. Wegmans is responding to the _______factor of the external environment. A. consumer B. social C. economic D. competitor
A. consumer
Sherwin-Williams operates retail outlets that provide paint and supplies to end-user consumers or the "do-it-yourself" market, as well as to painting contractors in the commercial sector. In addition, each store has outside sales representatives who work with facility managers and who will ideally gain their commitments to purchase paint from Sherwin-Williams. The paint industry is very competitive, and Sherwin-Williams competes with a variety of other retail outlets specializing in paint, as well as big box stores such as Menards or Lowe's. Recently, Sherwin-Williams used a web-based survey to identify consumer perceptions of the Sherwin-Williams brand in comparison to other brands. This resulted in consumer insights about how Sherwin-Williams compares to other key brands or competitors. Sherwin-Williams plans to utilize these insights to improve its products, store offerings, and services to enhance customer satisfaction and loyalty. The information provided by this research endeavor is an example of _______. A. competitive intelligence B. observation research C. experimental research D. scanner-based data
A, competitive intelligence
Capital Finance provides investment consulting services to businesses. It has contracts with several companies around the globe, including companies in Thailand, Australia, and India. The Internet has enabled Capital Finance to serve customers around the globe. It is estimated that _____ percent of global trade is facilitated by digital technology. A. 50 B. 20 C. 75 D. 25
A. 50
Julian is 13 years old and enjoys creating music videos of himself lip-syncing to popular songs. He uses an app called _______ that lets him post his videos and share them with others. A. TikTok B. WhatsApp C. WeChat D. YouTube
A. TikTok
Zuwena works in research and development with Under Armour. Under Armour continually invests in new technology, and Zuwena's team recently launched a new model of running shoes called the HOVR shoes. These shoes contain built-in pods that connect to the running app MapMyRun, which is also owned by Under Armour. Like many companies, Under Armour invests heavily in product development, which demonstrates that _______. A. a firm's product or product offering is the heart of its marketing program B. services are not considered products C. the marketing process is different when firms market a service versus a product D. a firm's product or product offering only applies to tangible goods like shoes or clothing
A. a firm's product or product offering is the heart of its marketing program
Inês is the marketing manager for Untuckit, an online retailer of men's shirts that are designed to be worn untucked. The company uses sophisticated software to analyze customers' buying habits and identify the most popular styles. This information helps the company understand its target market and develop new products and styles that will appeal to customers. What retailing technology is the company utilizing? A. big data analytics B. RFID C. beacons D. voice-assisted commerce
A. big data analytics
Stephen Chemical produces chemicals that are sold to consumer product manufacturerers, such as Procter and Gamble, as raw materials in the manufacturing processes to create shampoos and detergents. Stephan's chemicals are known as ______________ products. A. business B. consumer C. necessary D. integrative
A. business
Maricel is the owner of a spa and salon. She often monitors the customer comments posted on Google and the spa's Facebook page. She recently became concerned about a negative review from a person who has never visited the salon. Which of the following is an aspect of social media that relates to this issue? A. business owners have little control over the content posted on social media sites B. social media enables business owners to listen to consumers and respond accordingly C. social media posts take a long time to influence purchasing behaviors D. social media has little impact on consumer perceptions
A. business owners have little control over the content posted on social media sites
Vector Marketing, manufacturers of Cutco knives, has supported the American Heart Association with its Go Red campaign to highlight heart disease in women and to raise awareness about symptoms and risk factors. Cutco offers a red-handled knife in conjunction with the campaign. Purple-handled knives support the Alzheimer Association, and pink-handled knives support the Komen Foundation. A portion of every customer's purchase of these special, color-handled knives supports the linked organization. Cutco's partnership with these nonprofit organizations is an example of _______ marketing. A. cause-related B. environmental C. green D. sustainability
A. cause-related
Dhruv is on his way home from work and remembers that he doesn't have any paper towels or milk at home. He stops at a local grocery store and buys his favorite brands: Bounty paper towels and Prairie Farm milk. These items are classified as _______ products. A. convenience B. shopping C. specialty D. unsought
A. convenience
The Pew Research Center recently published a report that noted that the majority of American workers are employed in the service sector. Specifically, "Among the major service-industry sectors, the biggest was trade, transportation, and utilities (27.8 million workers), followed by education and health services (24.3 million), professional and business services (21.5 million), and leisure and hospitality (16.7 million)." This is an example of the _______ role of marketing research. A. descriptive B. exploratory C. diagnostic D. predictive
A. descriptive
Many individuals and businesses use social media platforms such as Facebook, Instagram, and Pinterest to facilitate _______, which is the opportunity to satisfy a person's desire for a good or service through bartering, trade, or financial compensation. A. exchange B. minimalism C. materialism D. customer satisfaction
A. exchange
Zari purchased a tooth-whitening product that claimed on the package to "drastically whiten teeth 2-3 shades within 15 days of use." These claims on the product's package would be considered a(n) _______ warranty. A. express B. monetary C. exclusionary D. implied
A. express
American Eagle Outfitters offers its own credit card and encourages shoppers to apply for a card by offering a 15 percent one-time discount when they open an account. Thereafter, American Eagle tracks customer purchases using the credit card as part of its customer relationship management system. Upon application, credit card holders provide basic information such as their names, addresses, e-mails, phone numbers, and employment information. Which step in the customer relationship management process is highlighted by this example? A. identify customer relationships B. leverage customer information C. identify best customers D. store and integrate customer fata using information technology
A. identify customer relationships
Hagan Automotive is owned by Sarah and David Hagan. It specializes in used, imported automobiles such as Audi, BMW, Mercedes, Porsche, and Volkswagen. Sarah is the office manager, and David is responsible for managing the sales force and purchasing vehicles to be sold by the company. Hagan Automotive is classified as a(n) _______ retail business. A. independent B. exclusive C. chain D. franchise
A. independent
Aneko is a media buyer with Simantel, an advertising agency. Aneko typically purchases radio and television commercial time slots for local business customers such as restaurants and automobile dealerships. These commercials are examples of _______ media. A. measured B. unmeasured C. split D. polarized
A. measured
A drone is an unmanned aerial vehicle that is guided remotely, and farmers across the world are now utilizing drones, which are revolutionizing the farming industry. Although drones are not new, their use in agriculture is significantly impacting the industry and creating an entirely new market. Which type of new product is a drone in the context of agriculture? A. new-to-the-world product B. improvement of existing product C. repositioned product D. new product line
A. new-to-the-world product
Birgit likes to eat healthy foods. She recently visited Bed Bath & Beyond to purchase a high-speed blender to make smoothies, soups, sorbet, and other whole food-based recipes. Birgit compared several brands such as the Ninja Professional ($125), Vitamix ($300), and Kitchen Aid Classic ($80). Birgit decided to purchase the Ninja Professional and was pleasantly surprised at how well it blended spinach, apples, cucumbers, soy milk, and ice when making her morning green smoothie. She made her choice because of the _______ value of the Ninja but was then thrilled when she received more value than she expected from its performance. A. perceived B. hedonic C. utilitarian D. inherent
A. perceived
Menards, a home improvement supercenter retailer, often uses television advertising. Its advertisements feature the catchy musical jingle "Save big money at Menards" and highlight a specific product such as a pack of light bulbs from GE for a special price of $3.99. Which type of strategy is Menards using to sell its products? A. push B. engagement C. persuasive D. pull
A. push
Vanya visited Best Buy to purchase a new laptop computer. She was considering the Apple MacBook Pro since she has an iPhone. The sales representative convinced her to buy the MacBook Air instead. Vanya later learned that the sales representative qualified for a bonus of $500 from Apple for reaching a sales goal of 10 MacBook Air sales within a week. This is an example of _______. A. push money B. a coupon C. a premium D. a rebate
A. push money
Maya and Damone are married with two young children. They own a home and recently made some improvements around the house. They installed a Ring doorbell and a motion-detecting security light by their garage. Both units are connected to the Ring application that notifies Maya and Damone any time a person is in view of either device. In addition, they can program the application to record video. The Ring doorbell and motion-detecting light fulfill Maya and Damone's need for _______. A. safety B. self-actualization C. social D. physiological items
A. safety
Marco is the owner of Salon Concepts, which offers nail, hair, and massage services. Marco wants to increase revenues and decides to offer new services to men, focusing on shaving, beard or mustache care, and barber services. Marco believes these new services will enable the salon to grow and maintain profitability over time. In launching grooming services for men, Marco has made a(n) _______ decision. A. stratgic B. tactical C. innovative D. developmental
A. strategic
Darden Restaurants is well known for its famous restaurant brands, including Olive Garden, Seasons 52, Bahama Breeze, and LongHorn Steakhouse. Each of these restaurant operations maintains a distinct mission and target market, and they are run as independent businesses. Thus, they are considered _______. A. strategic business units B. franchise operations C. wholly owned subsidaries D. captive businesses
A. strategic business units
Samsung introduced the Galaxy Note 7 in August of 2016, and upon debut the product received high praise. However, the phone's battery was faulty, and one incident of fire was reported on a Southwest Airlines flight. Subsequently, the Department of Transportation banned the phones on all commercial aircraft. Samsung initiated an immediate product recall and eventually suspended worldwide production of the product in October 2016. Which of the following statements about the product or product offering applies to Samsung? A. the failure of the Galaxy Note 7 could significantly damage Samsung's reputation B. Samsung's business reputation could be corrected by implementing a persuasive promotional campaign C. Samsung could have overcome problems associated with the Galaxy Note 7 by improving its distribution network D. Samsung could have gained additional customers by dropping the price of its products
A. the failure of the Galaxy Note 7 could significantly damage Samsung's reputation
According to the text, competitive intelligence becomes decision-making intelligence _______. A. when it has implications for the organization B. when it is collected C. when it involves environmental scanning D. when it leads to analyzed information
A. when it has implications for the organization
Marketing activities enable consumers to become aware of products or services, and they hopefully provide the information necessary for each buyer to identify the one brand or model that will be most appropriate for them to purchase. Such marketing activities include promotion, advertising, and public relations, as well as supply chain activities to ensure products are available at retail outlets convenient to customers. Which of the following reasons to study marketing captures the various marketing activities described? A. Marketing can be used in everyday life B. Marketing plays an important role in society C. Marketing offers outstanding career opportunities D. Marketing is important to business
B. Marketing plays an important role in society
Hakim owns a beauty supply retail store that specializes in natural hair care products. Which of the following is true regarding the role of retail operations in the United States economy? A. small retail operations like Hakim's contribute the majority of revenue to the US economy B. a majority of retail operations are small businesses like Hakim's C. the US retail industry generates 10 percent of the gross domestic product D. retail establishments contribute approximately one in ten American jobs
B. a majority of retail operations are small businesses like Hakim's
Gabriel is interested in purchasing a new car and is considering some type of sport utility vehicle (SUV). He enjoys outdoor activities such as bicycling, hiking, camping, and kayaking. Gabriel wants a vehicle that can accommodate his outdoor activity equipment. After conducting some online research and visiting dealerships, he's narrowed his decision to three brands: Subaru, Nissan, and Kia. Each company offers distinct product features, but Gabriel is especially interested in Kia since it warrants its vehicles for 100,000 miles. This example demonstrates the impact of _____ factors as part of the external environment. A. social B. competitive C. political and legal D. technological
B. competitive
Misaka is a social media manager for a family-owned restaurant. The owner has shared with her the overall marketing objectives for the restaurant. What should Misaka do with this information? A. determine which social media outlets are most appropriate for the restaurant B. develop a social media promotional plan consistent with the overall objectives C. identify potential influencers who could help promote the restaurant D. allocate the firm's marketing budget to specific social media outlets
B. develop a social media promotional plan consistent with the overall objectives
Cutco is a manufacturer of kitchen knives and offers a "forever guarantee" on its products. Cutco states, "Since 1949, Cutco owners have enjoyed a Forever Guarantee that ensures the Cutco they use in their home will be as good tomorrow as the first time they used it. We want every Cutco owner to be satisfied forever, and when the product is passed along, we will continue to back that pledge. The guarantee has several important elements." This is an example of a(n) _______ warranty. A. exclusionary B. express C. implied D. monetary
B. express
Chun and her mother are shopping for back-to-school supplies. Chun enjoys visiting clothing stores such as American Eagle with bright lighting, energizing contemporary music, and up-to-date fashions. Even if Chun doesn't purchase anything at American Eagle, she enjoys the experience and has received _______ value. A. contemporary B. hedonic C. utilitarian D. platonic
B. hedonic
Eldon is the social media marketing manager for a franchise location of Buffalo Wild Wings. His lunch customers are typically men between the ages of 18 and 35. However, at dinner there are more families with kids during the evenings and weekends. Most customers are sports fans who enjoy watching games in a social environment. Eldon typically uses Twitter to remind his followers about upcoming sports events or special offers at the restaurant since men are more likely to use Twitter than Facebook or Instagram. This is an example of the _______ stage of social media planning. A. setting social media objectives B. identifying the target audience C. listening to customers D. selecting the tools and platforms
B. identifying the target audience
Anasa recently purchased automobile insurance for her vehicle. Her family has always used State Farm, but Anasa decided to try Progressive because she liked the advertisements featuring Flo, a fictitious salesperson. Anasa has never had a claim and primarily purchased the product because it is required by law. Which characteristic of services relates to Anasa's perception of insurance services? A. inseparability B. intangibility C. perishability D. heterogeneity
B. intangibility
Huilang is an account manager for a radio station. She typically uses _______ communication by meeting with small business owners at their places of business. A. indirect B. interpersonal C. influential D. mass
B. interpersonal
Noroa is a working parent with three busy teenagers, but she tries to prepare a healthy meal every night for dinner. She has recently seen lots of Instagram, Pinterest, and Facebook posts about using an Instapot or a Crock-Pot. She feels somewhat left out since she doesn't own either. However, she takes some time to review the products and decides to purchase a Crock-Pot, which is in the decline stage of the product life cycle. Which category of adopter best describes Noroa? A. innovator B. laggard C. early majority D. early adopter
B. laggard
Samantha and Bethany are purchasing their first home and reviewing the terms of a 15-year mortgage with their lender, Jim, at First Union Bank. Jim reviews the amount of the loan, the interest rate, the total amount of interest they will pay over the course of their loan, and the total amount of money that will be paid over time. Jim is required to provide this information, as it is federally mandated as part of the Truth in Lending Act that was passed in 1968 to protect consumers. Jim is doing what is _______ right by providing this information to Samantha and Bethany. A. morally B. legally C. socially D. voluntarily
B. legally
Starbucks is now selling Cookie Straws in grocery stores across the United States. Starbucks describes the product as a toasted rolled wafer cookie filled with a luscious layer of rich, dark chocolatey sweetness. Cookie Straws are the first "cookie" product offered by Starbucks with placement in the cookie and cracker aisle. Which type of new product are the Cookie Straws? A. improvements or revisions of existing products B. new-product line C. repositioned product D. addition to existing product line
B. new-product line
ExxonMobil has many different divisions and departments in its global operations, including public relations, publicity, pricing, supply chain, sales, and research and development. These groups work to ensure that all stakeholders are receiving the desired value and benefits from their relationship with the company. This example demonstrates that ExxonMobil has embraced the facet of marketing concerned with _______. A. a profit maximization orientation B. organizational functions and processes C. a management orientation D. marketing as a philosophy
B. organizational function and processes
Aldi, a grocery retailer, is using market testing in select cities around the country to measure consumer response to curbside pickup. As they do with other retailers, consumers order items from Aldi online and schedule a pickup time to retrieve their items. Based on preliminary results, Aldi estimates that the addition of curbside pickup will lead to a 15 percent increase in store sales, especially in suburban and higher income locations where shoppers are willing to pay extra for convenience. In this example, Aldi is capitalizing on the _______ role of marketing research. A. exploratory B. predictive C. descriptive D. diagnostic
B. predictive
Remote geographic locations such as the Bahamas must rely on imported goods since the country cannot produce everything it needs. However, the Bahamas is well known for its cigars and rum, which are exported around the world. The principle that captures this example of goods imported to the Bahamas and exported from the Bahamas is called the _______. A. principle of global trade B. principle of comparative advantage C. principle of absolute advantage D. principle of global vision
B. principle of comparative advantage
The Cleveland Museum of Art houses over 43,000 works in its permanent collection thanks to a trust founded in 1913. The museum is free, but it generates revenue from programs, sales of merchandise, special exhibits, and memberships. Recently, the iHeart radio group in Cleveland ran several free 30-second spots known as _______ to encourage attendance of a special exhibit at the museum. A. publicity for the common good B. public service announcements C. advertising for good D. nonprofit ads
B. public service announcements
Assume you are a marketing consultant who has been hired to assist a jewelry store that is releasing a new product line. The store will be the only location in a 60-mile radius to carry this product line. Since the product is in the introduction stage of its life cycle, the jewelry store should use _______ to build awareness. A. personal selling B. radio or television advertising C. coupons in the newspaper D. a contest to win a free item of jewelry
B. radio or television advertising
Harry's Razors spends a greater percentage of its promotion budget for advertising and sales promotion than does Gillette, the major category leader in terms of market share. Gillette has learned that sales and market share improvements slow down and eventually decrease regardless of how much money is spent on advertising and promotion. This phenomenon is called the advertising _______. A. dilemma of marginal returns B. response function C. dilemma of market share rebound D. law of diminishing
B. response function
Rishaan likes cars and associates German automobile manufacturers with high levels of quality. He drives a Volkswagen Jetta and highly values the company. Recently, Volkswagen was fined due to emissions violations in its diesel cars that only activated anti-pollution controls when they were tested. On the road, Volkswagen's diesel models emitted up to 40 times more toxic fumes than permitted by law. One of Rishaan's friends, Jeff, asked him about the Volkswagen diesel emissions problem, but Rishaan said he wasn't aware of any problems. Jeff was surprised at Rishaan's response because he distinctly remembers forwarding an article to Rishaan about the problem and discussing the issue with him. What could account for the difference between Jeff and Rishaan's recollection of this issue? A. selective distortion B. selective retention C. personality D. cognitive dissonance
B. selective retention
Kendra is a sales representative for Dell Computers. She is primarily responsible for marketing Dell products to buyers in the educational market who will use the equipment as part of their jobs related to teaching or administrative work for the school, district, college, or university. Which of the following individuals would NOT be one of Kendra's potential customers? A. the principal of a middle school B. students purchasing computers through the university's technology service C. a first-grade classroom teacher D. the director of technology for the school district
B. students purchasing computers through the university's technology service
Milan visited Bed Bath & Beyond to purchase a coffee maker. He enjoys specialty drinks and was looking at systems that could create espresso-based beverages. He was surprised by the number of models available and was attempting to analyze each one. Suddenly, he heard a voice and realized there was a device mounted to the shelf that was asking him questions. He interacted with the device and based upon his answers, it informed him of two models that would fit his needs. Which retailing technology is Bed Bath & Beyond utilizing? A. big data analytics B. voice-assisted commerce C. beacons D. RFID
B. voice-assisted commerce
Many customers appreciate the benefits of joining Amazon's Prime membership program that provides free shipping on many products. However, some products on Amazon's site are sold by companies outside the United States and are not eligible for Prime shipping since they are shipped directly by the exporter. Which of the following statements is true regarding Amazon and the suppliers who export their items? A. Amazon has little control over the items available in its marketplace B. Amazon takes possession of foreign products and stocks them in US distribution centers C. Amazon's marketplace has enabled many small firms to participate in global business D. Amazon's customers must make payments in foreign currency
C. Amazon's marketplace has enabled many small firms to participate in global business
Which of the following statements is true regarding trends that are leading to the continued growth of customer relationship management as a tool for targeted marketing strategies? A. One-size-fits-all marketing is appropriate for most consumer goods. B. Consumers have more time than ever before to conduct information search prior to purchasing products or services. C. Consumers will demonstrate loyalty to companies and brands that have earned their loyalty and that reinforce that loyalty at every purchase occasion. D. Mass-media advertising will increase in importance as marketers utilize technology to gather detailed information about their customers.
C. Consumers will demonstrate loyalty to companies and brands that have earned their loyalty and that reinforce that loyalty at every purchase occasion.
Jorge is building a new home and will be selecting all new kitchen appliances. He and his wife, Mariana, will most likely be influenced by _______ when making their purchase decision since it is a complex decision. A. advertising B. social media C. a salesperson D. sales promotion
C. a salesperson
Khalid was recently hired as an intern in a marketing company. He was given a copy of the company's employee handbook, which identified the expectations for employees and the standards of proper or acceptable behavior, including the standard of dress, the amount of time given for breaks and lunch, guidelines for using company materials such as the copy machine, and the importance of being courteous and civil to all. The employee handbook provides guidance about the _______ of the company. A. social expectations B. laws C. behavioral norms D. social contract
C. behavioral norms
During the month of November, many men participate in "Movember," a promotion to increase awareness and detection of prostate cancer. The Art of Shaving, which has boutiques scattered across the United States, matches contributions that customers make to the Movember Foundation. The company's Barber Spas also offer free shaves to registered Movember participants at the conclusion of the campaign. The brand has a Movember web page to market a specially launched comb and grooming book, as well a "Keep It Neat!" section of grooming essentials to help customers look their best. The Art of Shaving company is using _______ marketing to support the Movember Foundation and their efforts to improve men's health. A. environmental B. green C. cause-related D. sustainability
C. cause-related
Heritage Glass in rural Tennessee expects 60 to 70 percent of its sales to come from regions outside of the United States including the Philippines, Europe, and South America. Heritage Glass has a _____ vision. A. protectionist B. absolute C. global D. strategic
C. global
Methodist Hospital recently completed a five-year strategic plan. It has recently appointed ten managers from various departments to serve on a task force. These managers will oversee the _______ of the marketing plan by delegating assignments, identifying the timing of tasks, and allocating resources to various departments. A. evaluation B. post-audit process C. implementation D. control
C. implementation
Sherman's is a furniture and appliance retailer serving a tri-city area. The company is interested in identifying viable markets in order to be more effective in marketing its products and services. Which of the following descriptions meets all the characteristics of a market? A. apartment residents who live in furnished apartments with all utilities included in their monthly rent B. college students who reside in residence halls furnished by their university C. individuals or couples who own their home, needing to purchase new or replacement furniture and appliances, with the disposable income or access to credit to afford new items, and a desire to purchase D. Senior citizens who live in townhouses or duplexes but utilize their own furniture and appliances, and who have savings, but may be living on a restricted budget with little interest in replacement items
C. individuals or couples who own their home, needing to purchase new or replacement furniture and appliances, with the disposable income or access to credit to afford new items, and a desire to purchase
Petco provides products and services for individuals who own pets. Petco might use _______ to tailor marketing mixes to meet the needs of specific customers such as those who own cats, dogs, fish, birds, or other animals. A. consolidated marketing B. in-store displays C. market segmentation D. advertising
C. market segmentation
Alberto works for PepsiCo and is on the marketing team for Gatorade. The company has been concerned about Gatorade sales. Sales are still increasing, but at a slower rate. Gatorade has reduced prices but still maintains a dominant position in the market. Based on this description, Gatorade is in the _______ stage of the product life cycle. A. introduction B. decline C. maturity D. growth
C. maturity
Christina is a supply chain professional for Panera Bread. She is responsible for negotiating prices for various ingredients such as yeast, flour, spices, and sugar that are utilized in the making of the bread products that are created prior to distribution to company-owned or franchise stores. Christina works with the manufacturing team to schedule product deliveries and to order sufficient quantities to meet the weekly demand schedule. Christina places orders for the needed items based on the projected demand for that week. Which type of buying situation best describes Christina's process? A. straight rebuy B. flexible demand buy C. modified rebuy D. new buy
C. modified rebuy
SIS International is a global organization that offers marketing research services to clients. Its primary office is in New York with one satellite office in London. The company wants to expand overseas to attract a more diverse client base. It is especially interested in the Asian market. SIS International is conducting its own research to compare Singapore, Beijing, Hong Kong, and Mumbai. Which aspect of the marketing mix is highlighted by this example? A. product B. price C. place D. promotion
C. place
Carlos is a brand ambassador for Maui Jim, a specialty eyeglass company known for its sunglasses. Carlos typically sets up a company display at professional golf events around the country. He offers customers a free Professional Golf Association branded glasses case with every purchase. The case is an example of a _______, a type of consumer sales promotion. A. loyalty incentive B. coupon C. premium D. rebate
C. premium
The Dollar Store has created a unique following of budget-oriented shoppers by offering products priced at $1 and up. It is considered a "value" store where customers can buy generic and brand-name items at deep discount compared to full-service grocery retailers such as Kroger or Meijer. The Dollar Store is using _______ as a positioning base to differentiate its stores from its competition. A. product user B. use or application C. price and quality D. emotion
C. price and quality
CGN is a global consulting firm offering supply chain, logistics, and lean manufacturing consulting services to Fortune 500 firms. As a global provider, CGN can use a variety of consultants to deliver services to clients. It charges a standard hourly rate of $200 per hour for consulting services but may offer discounts for loyal customers. Which aspect of the marketing mix is highlighted by this example? A. product B. promotion C. pricing D. place
C. pricing
Four Roses produces bourbon in Kentucky. It has a growing export business due to the global popularity of the beverage. Some countries, such as China, impose tariffs on bourbon produced in the United States to strengthen their own domestic brands. This strategy is known as _______. A. isolationism B. nativist C. protectionism D. relativism
C. protectionism
Victor went to Home Depot to buy ceiling paint for a home remodeling project. He noticed that the Dutch Boy brand of paint was offering a sales promotion in which customers would receive $2.00 in cash with every gallon of paint purchased through the end of the year. Customers simply needed to send a copy of the sales receipt to the company to receive their cash. This is an example of a _______, a type of consumer sales promotion. A. loyalty incentive B. premium C. rebate D. coupon
C. rebate
JCPenney, a U.S.-based retail chain of 870 stores, is more than 110 years old. Since its first days as a single store location in Wyoming until today, it has experienced many transformations. The store has made changes in inventory, advertising messages, and store design to appeal to an ever-changing customer base. In recent years, JCPenney has been using a _______ strategy and now advertises that "We're always helping you find amazing deals on all your favorite items." Thus, JCPenney is attempting to change consumers' perceptions about its stores in relation to its competitors. A. customized B. concentrated C. repositioning D. multisegment
C. repositioning
Often Running is a retail store that caters to individuals who enjoy running and walking. However, the store understands that not all individuals are the same, and many may share one or more characteristics that lead them to have similar product needs. For instance, runners participating in high school or college track teams may need several different types of shoes for training, including running shoes, indoor track shoes, and outdoor spike shoes. The group of runners who are members of a track team would represent a market _______ to the business. A. element B. position C. segment D. priority
C. segment
Luiz has recently been hired to manage the social media marketing efforts for a furniture retailer. Luiz has decided that Facebook, Instagram, Pinterest, and Houzz are the most appropriate social media platforms for the furniture store. Which stage of the social media planning process is Luiz in? A. defining strategies B. listening to customers C. selecting the tools and platforms D. identifying the target audience
C. selecting the tools and platforms
Shaniqua is the social media marketing manager for Ulta Beauty. Ulta Beauty often motivates web and in-store purchases by offering coupons for $5 off on the next purchase. Shaniqua has set a goal to reach a 5 percent return on Instagram coupon offers that are redeemed by customers who show the coupon on their smartphones. This is an example of the _______ stage of social media planning. A. selecting the tools and platforms B. listening to customers C. setting social media objectives D. identifying the target audience
C. setting social media objectives
According to Business Insider, Automatic Data Processing, Inc. (ADP) engages in the provision of business outsourcing solutions and specializes in cloud-based human capital management. ADP is a preferred vendor for payroll systems, and since it processes millions of checks for its customers, it is a respected source of information about unemployment rates through its monthly National Employment Report. ADP's development and study of employment trends was a(n) _______ decision affecting its long-run profitability and growth. A. executive B. tactical C. strategic D. innovative
C. strategic
Tyrion is a purchasing analyst for Dow Chemical. He is responsible for negotiating agreements with raw material manufacturers used as input for various Dow Chemical products. He prides himself on his organized and rational approach to his job purchasing chemicals and attempts to utilize the same approach in his personal life. He recently ordered ink cartridges from Amazon for his printer in his home office and received free shipping since he's a Prime member. He also likes how Amazon offers the opportunity to re-order items from his previous orders. How would you classify the value Tyrion received from his purchase of ink cartridges from Amazon? A. hedonic B. basic C. utilitarian D. functional
C. utilitarian
Juan is in a management development program with Cisco, a worldwide leader in information technology, networking, and cyber security solutions. Cisco is a manufacturer known for its routers, switches, and wireless units, but it has seen an increase in revenues related to services such as cloud computing. It's no surprise that services account for _______ percent of the economic output of the United States. A. 70 B. 90 C. 65 D. 80
D. 80
Which of the following is an example of a business product? A. a customer purchasing olive oil to use when cooking at home B. Walmart offering curbside pick-up to customers who order groceries via the website C. a Pizza Hut restaurant delivering pizzas to customers' homes D. Crest selling sample-size toothpaste to a dentist who will distribute the product to his or her patients
D. Crest selling sample-size toothpaste to a dentist who will distribute the product to his or her patients
Fernanda is a marketing professional who majored in marketing in college. She often feels like she's a demanding customer when she visits a restaurant, retail outlet, or other business, because she critiques the service she receives and hopes to be treated in such a way as to be satisfied and feel valued as a customer. Which of the following reasons to study marketing captures Fernanda's customer expectations? A. Marketing is important to business B. Marketing plays an important role in society C. Marketing offers outstanding career opportunities D. Marketing can be used in everyday life
D. Marketing can be used in everyday life
There are many reasons why someone could benefit from studying marketing. Which one of the following statements relates to the activities of marketing and how marketing enables businesses to contribute to the objectives of growth, profitability, and survival? A. Marketing plays an important role in society B. Marketing can be used in everyday life C. Marketing offers outstanding career opportunities D. Marketing is important to business
D. Marketing is important to business
Burger King launched a new menu item called the Impossible Whopper, a burger made with a plant-based, protein-filled patty. Burger King has offered a garden vegetable patty burger in the past, but its new Impossible Whopper looks and tastes like meat. The Impossible Whopper is classified as a(n) _______ according to the chapter's categories of new products. A. new-to-the-world product B. improvement or revision of existing products C. repositioned product D. addition to existing product lines
D. addition to existing product lines
Clara stopped into a Barnes & Noble bookstore with a friend to browse the selection of books appropriate for her kids, aged five and seven. She made her way to the children's section and noticed an alert on her phone. She had just received a message from Barnes & Noble that included a 10 percent off coupon on adult fiction titles. In addition, she was notified that the café was offering a buy one, get one free offer on beverages. Which retailing technology is the company utilizing? A. big data analytics B. RFID C. voice-assisted commerce D. beacons
D. beacons
San Diego Zoo Global works with more than 300 conservation partners in 70 countries to save wildlife from extinction. The zoo generates revenue for the Global Fund through a variety of initiatives such as on-site movie filming, featured animals in commercials, and ticket sales. The zoo's efforts to save wildlife around the globe through its Global program are an example of _______ marketing. A. environmental B. sustainability C. green D. cause-related
D. cause-related
Buckle is a casual clothing company typically located in indoor malls across the United States. Buckle's typical shopper is someone aged 15 to 35 who enjoys wearing the latest styles and appreciates the customer service and advice provided by store staff. Buckle hires mystery shoppers to visit similar stores such as American Eagle Outfitters, Aeropostale, and Hollister to check styles and pricing on similar items. This information is part of Buckle's efforts to understand the impact of _______, an external environmental factor. A. changing demographics B. economics C. technology D. competition
D. competition
Frigidaire is well known for its household appliances. The company is offering more technological features in its products such as "smart" refrigerators that allow consumers to view their refrigerator contents remotely via an application on their smartphones. At a recent appliance industry trade show, representatives from Frigidaire visited the displays of other brands such as Samsung, GE, and LG to see their rivals' new products and how they were incorporating technology. This activity allows Frigidaire to stay abreast of the _______ factor of the external environment. A. consumer B. political and legal C. social D. competition
D. competition
Ally Bank has more than $95 billion in customer deposits but has no brick-and-mortar locations. The bank provides high levels of customer service through its investments in emerging technology enabling Ally to capture a high share of customer banking needs. In contrast, Fifth Third Bank has announced that it is closing 30 percent of its bank branches due to loss of market share. These examples demonstrate the impact of _____ factors as part of the external environment. A. political and legal B. demographic C. consumer D. competitive
D. competitive
Pranav is considering purchasing a new automobile. He is trying to decide between two brands-Lexus and BMW. Both are high quality, but he's heard that customers prefer Lexus due to its primary _________ that the driver is in a cocoon-like atmosphere and doesn't feel or hear any road noise. A. primary characteristic B. distinctive feature C. salient attribute D. competitive advantage
D. competitive advantage
Jaray is a chemist and responsible for new product development in the agriculture division of Syngenta. He is developing a formula for an herbicide that can be used to control weeds but is also natural and has no harmful chemicals. Jaray is seeking to collaborate with his chemical suppliers, including Dow and Stepan, to get samples of their naturally formulated surfactants to use in his herbicide. Ultimately, Jaray will decide which formulation is best and identify the one or two brands that meet Syngenta's specifications. Jaray is performing the role of _______ as a member of the buying center. A. purchaser B. influencer C. gatekeeper D. decider
D. decider
Rosario is a sales trainer with Canon Business Solutions, and she is working with new account executives to discuss the company's standards for creating mutually beneficial, win-win relationships with customers. She emphasizes that the goal is to identify consumers' needs and to match the right product or service to each customer. Thus, sales will occur when customers receive benefits from products or services that meet their individual needs. Further, Rosario tells the new sales associates that they should walk away from a sale if the product or service is not in the customer's best interests. Rosario is emphasizing the company's _______. A. laws B. social expectations C. contractual policies D. ethical principles
D. ethical principles
Energy bars are a popular snack or meal replacement for many consumers. The Clif Bar & Company has a variety of bars and emphasizes their natural ingredients and healthy snack options. The bars are available at most grocery stores, and they are sold individually or in a variety of packs of six bars to a box. The company has identified specific sales objectives for each variety of snack bar, and it is currently reviewing the sales data to gauge which varieties are meeting the sales targets. Thus, the Clif Bar & Company is engaged in the _______ process. A. post audit B. implementation C. control D. evaluation
D. evaluation
Rosa recently opened a Kumon Math & Reading Center in her city. She paid $70,000 for the right to use the Kumon name and to have access to business and marketing materials. Rosa is excited about being her own boss and believes the upfront investment and monthly royalty fees will help her business succeed. Rosa's Kumon Math & Reading Center is classified as a(n) _______ retail business. A. chain B. exclusive C. independent D. franchise
D. franchise
Rodney is an account executive with Canon Business Solutions and works in Cleveland, Ohio. He typically serves accounts located in the downtown business district and specializes in larger businesses such as investment firms, law offices, and banks. His first goal when prospecting for new customers is to introduce himself to the business receptionist and try to gain some information about the type of equipment the company is currently purchasing and where it buys items such as copy machines or printers. However, the receptionists can be tight-lipped and often are not willing to provide any information to Rodney. Which role in the buying center are receptionists performing? A. initiators B. deciders C. influencers D. gatekeepers
D. gatekeepers
Restaurant Equipment Corporation imports coolers and freezers from China that are used in the restaurant and hospitality industry. The company typically orders container loads and must consider travel time since the product arrives by ship, which typically takes several weeks. The company benefits from using imported Chinese products since its profit margin is higher than it would be if it had to purchase products made in the United States. This example demonstrates the impact of _____ competition on firms supplying the restaurant and hospitality markets. A. federal B. domestic C. local D. global
D. global
Jasmine is the manager of ticket sales for the Houston Texans, a professional football team. Since their debut in 2002, the Texans have entertained fans in NRG Stadium, which seats close to 72,000 people. Jasmine is responsible for season ticket sales, game-day sales, and group sales to ensure maximum ticket revenue for the team. She recently hired a marketing research consultant to assist her in determining the best approach for marketing season tickets. Jasmine must allocate her marketing budget across various options such as outbound telephone calls, direct mail, radio advertising, print media, and social media. She is hopeful that the marketing research will help her identify the most effective allocation of her budget across these various options. In this case, marketing research is _______. A. enabling Jasmine to serve both current and future customers accurately and efficiently B. helping Jasmine identify problems C. helping Jasmine understand very detailed and complicated relationships D. improving Jasmine's decision-making
D. improving Jasmine's decision-making
Charlotte enjoys trying new products and has a high need for variety. She visits Starbucks at least twice a week and rarely orders the same beverage twice. She recently noticed Starbucks's brand of coffee creamer at the grocery store and picked up the Cinnamon Dolce Latte flavor. Charlotte had never seen the item before but thinks it will be a great success. Based on this information, what stage of the product life cycle best describes the Starbucks creamers? A. decline B. growth C. maturity D. introduction
D. introduction
Miguel lives in Mexico and is studying at a university in Monterrey. He's interested in studying abroad and chooses a program in Angers, France that is approved by his university. He's interested in learning more about the city of Angers and locates a website sponsored by the local tourism board. Miguel doesn't read or speak French. Which of the following could most easily help Miguel use the tourism website? A. an English language option directly on the website B. a French language dictionary C. a friend who knows French D. Language translation software
D. language translation software
The German men's and women's luxury fashion brand Hugo Boss is marketed using the same name in 127 different countries and in 439 different BOSS and HUGO stores, as well as other outlets. Which global branding strategy is Hugo Boss utilizing? A. adaptation and modification B. localization C. different brand names in different markets D. one brand name everywhere
D. one brand name everywhere
Jaylen is the social media manager of an electronics store chain. He believes social media enhances relationships and brings customers and brands closer. The culture of _______that social media fosters may be considered a fifth "P" for marketing. A. persuasion B. promotion C. pervasiveness D. participation
D. participation
Elijah is the director of a long-term care community that serves adults aged 65 and over. There are many different communities for independent living in the community, and Elijah knows that prospective residents consider a variety of factors when making a choice. On his tours, he often emphasizes his facility's wellness amenities such as the swimming pool, exercise classes, and weight machines. He also shows a sample apartment so customers can visualize the room sizes, and how their furniture might fit. Elijah is recognizing that _______ qualities are evaluated as part of the services purchase process. A. credence B. evaluative C. experience D. search
D. search
Which of the following statements is true regarding effective strategic planning? A. strategic planning is not needed when the external environment is stable and unchanging B. strategic planning is necessary every two years C. sound strategic planning is based on managers' assumptions about the firm and its competition D. strategic planning requires top management's support and participation
D. strategic planning requires top management's support and participation
Mtn Dew is a major sponsor of NASCAR driver Chase Elliott and his Chevrolet Camaro ZL1 team. Chase Elliott often wears a Mtn Dew hat, and his number 9 vehicle has a prominent Mtn Dew logo. Mtn Dew sponsorship of Chase Elliott is an example of _______ media. A. measured B. tribal C. polarized D. unmeasured
D. unmeasured
