MKTG Final

Lawn care products manufacturer Scotts has developed easy-to-follow, annual lawn care programs to help homeowners develop thick, green lawns that will combat weeds, insects, and diseases. The specific steps that must be used and their timing vary based on climate. What type of segmentation should Scotts use as the basis to design these programs? psychographic demographic geographic behaviora

geographic

Which of the following is the first step in planning and executing an advertising campaign? Convey the message Create the advertisements Set the Advertising objectives Identify the target market

identify the target market

When introducing new products, Quaker Oats uses a(n) ________ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product. push reminder pull informative

push

Using the in class example, what company targets burger eaters with high-quality, higher priced burgers? McDonalds IHOP 5 Guys Burger King

5 Guys

Retailers using a high/low pricing strategy often communicate this through the creative use of ________, which is the price against which buyers compare the actual selling price of the product and that facilitates their evaluation process. A reference Price Price lining Prices ending in odd numbers The improvement value

a reference price

A product that is perceived to be better than most substitutes is said to have ________, which should speed up the diffusion process. a relative advantage trialability compatibility observability

a relative advantage

What was the main branding strategy our visitor used to diversify into different markets? Brands offering different price points and quality to target customer groups Having regional sales reps within the Americas Multi-national marketing campaigns on television

brands offering different price points and quality to target customer groups

________ involves determining the point at which the number of units sold generates just enough revenue to equal the total costs. Contribution margin analysis Fixed cost analysis Predatory pricing Break-even analysis

break even analysis

Based on the recommendation of its advertising agency, Lowe's chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process? noise communication channel transmitter receiver

communication channel

Which of the following is one of the five Cs of pricing? Complementary Products Cross-price Elasticity Commissions Company Objectives

company objectives

________ pricing methods do not recognize the role that consumers or competitors' prices play in the marketplace. Value-based Competitor-based Cost-based Improvement-based

cost based

When choosing retail partners, a high-end cosmetics manufacturer like Estée Lauder would most likely not choose to sell to CVS or Dollar General due to Networking capabilities Channel structure Customer expectations Distribution intensity

customer expectations

________ is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables. experimental research data mining data collection data warehousing

data mining

What is the first step in the marketing research process? Collecting the data Defining the objectives and research needs Designing the research Analyzing the data

defining the objectives and research needs

The NFL targets several different market segments and designs separate clothing lines for men and women. This is an example of differentiated marketing mass marketing micromarketing concentrated marketing

differentiated marketing

Automobile manufacturers such as Ford and General Motors often use ________ distribution, such that dealers act as retailers. indirect secondary ancilliary modified

indirect

Which of the following terms refers to the process by which ideas get transformed into new offerings, including products, services, processes, and branding concepts that will help firms grow? innovation marketing strategic planning concept testing

innovation

________ are crucial to the success of any new product or service because they help the product gain market acceptance by spreading positive word of mouth about the new product. Early Adopters The Late Majority Innovators The Early Majority

innovators

JIT inventory systems are associated with increased lead time limited deliveries of less merchandise more inventory to warehouse at the right time based on ordering decreased product availability

limited deliveries of less merchandise

Tony the Tiger is an example of which of the following positioning tools to create a position for the brand that distinguishes it from its competitors? -positioning against a specific competition -positioning based on symbolism -positioning based on profit potential -positioning using perceptual mapping

positioning based on symbolism

Introduced in 1920, Band-Aid now has more than 40 products in its product line to help heal cuts and scrapes. Band-Aid has, over the years, increased its product line breadth product mix breadth product line depth augmented product line

product line depth

The main driver for Gap Inc.'s acquisition of new brands was to ______________. Increase customer loyalty Reach new audiences by diversifying monitor the positioning strategy determine consumer preferences

reach new audiences by diversifying

The Broadmoor Hotel in Colorado Springs, Colorado, maintains its five-star rating by focusing on five service characteristics: reliability, responsiveness, assurance, empathy, and tangibles. Employees are trained always to give an estimated time for service, whether it be room service, laundry service, or simply how long it will take to be seated at one of the resort's restaurants. When an employee makes a promise, he or she keeps that promise. Which service characteristic is the hotel focusing on? Reponsiveness Assurance Tangibles Reliability

reliability

The set of business activities that adds value to products and services sold to consumers for their personal or family use is referred to as retailing supply chain management distribution wholesaling

retailing

Best Buy will match competitor prices for customers who bring in proof that a particular product is being sold at a lower price by a competitor, thus using Premium Pricing status quo pricing Target profit pricing Target return pricing

status quo pricing

Supply chain management refers to a set of approaches and techniques firms employ to efficiently and effectively integrate their manufacturers, warehouses, transportation intermediaries, stores, and Suppliers Buying Centers Competitors Customers

suppliers

Which of the following represents the most fundamental difference between a product and a service? Serviceability Tangibility Perishability Heterogeneity

tangibility

Disney starts off its stars with Disney Channel shows, records them on the Disney-owned Hollywood Record label, plays the songs in heavy rotation on Radio Disney and Disney movie soundtracks, organizes concert tours with Disney-owned Buena Vista Concerts, and sells tie-in merchandise throughout Disney stores. The goal of each of these elements is: lagged effect top-of-mind awareness aided recall interest

top of mind awareness

Lowe's hired an advertising agency to develop television ads for its grand opening in southern Massachusetts. The advertising agency represents which of the following components of the communication process? feedback sender transmitter communication channel

transmitter