P&BB Exam 1

New firms introducing a new product are compelled to maximize

accidental exposure

Product knowledge is retrieved from memory by this process

activation

Accidental exposure can be enhanced by all of the following EXCEPT

ad placement in niche magazines of interest

Disney World in Orlando, FL has several theme parks, resorts, restaurants, and stores. Each is intentionally created to offer a memorable event for visitors. For example, the Wilderness Lodge is a large resort hotel on the grounds, and everything within it is made to look like log cabins and pioneer days. Even the casual restaurant has the wait staff dressed in pioneer costumes, and they put on funny little skits when they are waiting on customers. Which of the following best describes what Disney is selling?

an experience

A product's position refers to

an image of the product in the consumer's mind relative to competing products

The interpretation process beings with

attention

Walmart can best be described as pursuing which orientation?

cost

Attention and comprehension are part of the integration processes

false

Customer focused performance metrics are considered historical measures, while organization focused measures are considered contemporary

false

The affective system plans, makes decisions, or purposefully tries to achieve some goal

false

The six market orientations discussed in class can be divided into demand side and supply side orientations with the demand side including cost and production orientation

false

The affective system is characterized by all of the following, EXCEPT

it is not capable of being learned

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as

just noticeable difference

Fad products should prepare in advance to pursue which orientation?

marketing

What is the first step in the consumer decision process?

problem recognition

A(n) ____ is anything a customer acquires or might acquire to meet a perceived need.

product

In class we discussed Apple as an example of which orientation?

product

Most firms in lesser developed countries tend to pursue which orientation?

production

Green Hills' latest marketing strategy can be described as which orientation?

relationship

Green Hills' original marketing strategy can be described as which market orientation?

sales

The actual viewership of advertisements contained in television programs viewed by consumers is

selective exposure

Products, brands, packaging, advertisements, coupons, stores, credit cards, price tags, salespeople's communications, and, in some cases, sounds (music), smells (perfume), and other sensory cues are examples of _____ used in marketing strategy.

stimuli

J&J Produce is a distributor of fresh produce. They conducted a thorough analysis of its market and identified groups of consumers that had similar product-related needs. One particular market identified wanted fresh and unique produce, such as Swiss chard, radicchio, and exotic fruits, and they were willing to pay higher prices for these choices. J&J Produce decided to focus its marketing effort on this segment of the total market. This segment is J&J's _____.

target market

Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the

total product

A customer's needs and desires are shaped by his or her self-concept and lifestyles

true

Branding affects customer confidence in a product

true

Customers use external cues (stimuli) to help them identify and define reality

true

Generally, customers perceive that buying products at everyday low prices as spending money and buying products on sale as saving money

true

In effect, slotting fees for shelf-space change the margin for the reseller

true

Location in a store helps define a brand's product category in the customer's mind

true

Satisfied customers provide less feedback to the seller on the buying process

true

Which of the following occurs when parts of a knowledge structure are combined and given a new overall meaning?

tuning

To survive in a competitive environment, an organization must provide its target customers more _____ than is provided to them by its competition.

value