CH.10-, Marketing Exam 3 Quiz, Marketing Test 2, MKTG 321 Ch 10 Final Exam
A major disadvantage of personal selling is that it
is very expensive per contact
Addressibility
the ability of the marketer to identify customers before they make a purchase
___ involves using communities of interested consumers to gather input and feedback for marketing purposes.
"Crowdsourcing"
Critics
-Post ratings/reviews of products or services -Comment on someone else's blog -Contribute to online forums -Contribute to/edit articles in a wiki
Creators
-Publish a Blog -Publish personal webpages -Upload original video -upload original audio/music -write articles or stories and post them
Collectors
-Use RSS feeds -Add tags to webpages or photos -"vote" for websites online
Joiners
-maintain profile on a social networking site -visit social networking sites
Spectators
-read blogs -watch videos from other users -listens to podcasts -read online forums -read customer reviews/ratings
Conversationalists
-update status on social network -post updates on twitter
Characteristics of E-Marketing: -Digital marketing is distinct from traditional marketing channels in five key ways. they are ...?
1) addressability 2) interactivity 3) accessibility 4) connectivity 5) control
Social Technographics Types (7)
1. Creators 2.Conversationalists 3. Critics 4. Collectors 5. Joiners 6. Spectators 7. Inactives
The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.
3,000
______________ was established in 1967 and promotes trade and economic integration among member nations in Southeast Asia. Select one: a. GATT b. ASEAN c. APEC d. WTO e. MERCOSUR
ASEAN
Characteristics of E-Marketing: ___ is the ability to obtain digital information. It allows consumers to find information about competing products, prices, and reviews and become more informed about a firm and the relative value of its products.
Accessibility
Which of the following characteristics distinguish online media from traditional marketing?
Addressability, interactivity, accessibility, connectivity, and control
Swiss-based Toblerone has taken a global approach to marketing its chocolate products. Which of the following is most easily standardized? Select one: a. Price b. Advertising c. Promotion d. Distribution e. Product
Product
The attitude toward the object model (known as the Fishbein model) consists of which three elements? Select one: a. Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs b. Intentions, beliefs about product attributes, and what others think c. Selecting, organizing, and interpreting information inputs d. Perception, motivation, and beliefs about product attributes e. Safety, social, and self-actualization
Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs
___ are web-based journals through which authors can editorialize and interact with other Internet users.
Blogs (web-logs)
Which of the following is NOT an example of a producer market member? Select one: a. Buyers of services used for their operations of their organizations b. Buyers of finished products that intend to resell them for a profit c. Buyers of semifinished items used to make other products d. Buyers of raw materials e. Buyers of finished items used to make other products
Buyers of finished products that intend to resell them for a profit
___ of Forrester Research developed a classification system to help marketers understand what kind of technology users their target markets are.
Charlene Li and Josh Bernoff
A targeting strategy in which an organization targets a single market segment using one marketing mix is called a(n) ____ strategy. Select one: a. differentiated b. selective c. concentrated d. undifferentiated e. focused
Concentrated
Lil Angels Kids Spa offers various treatments designed to appeal to the younger customer. Treatment options include manicures, pedicures, facials, tea parties, and dress up photos. Parents can even purchase a birthday party package. Currently, Lil Angels offers its services only to girls under the age of 14. Originally begun in Delaware, Lil Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged 14 to 17. The company realizes that some changes may be needed. For example, management wants to find out if the older girls will be interested in their birthday party and tea party services. Refer to Scenario 6.1. Lil Angels Kids Spa is currently using a(n)____ targeting strategy. Select one: a. concentrated b. selective c. undifferentiated d. differentiated e. exclusive
Concentrated
Characteristics of E-Marketing: ___ keeps customers and businesses connected with each other.
Connectivity
___ is important to marketers; online forums can be a good place to gather consumer feedback.
Consumer feedback
Characteristics of E-Marketing: ___ refers to consumers' ability to regulate the information they receive via the Internet.
Control
____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. Select one: a. Interactivity b. Accessibility c. Connectivity d. Control e. Addressability
Control
Amos works as a manager in the marketing department of a pharmaceutical firm. The time has come to develop sales forecasts for the next year. This year the company wants to increase the reliability of the sales forecast. Amos was asked to participate in this process because of his extensive market knowledge. He joins a group of other experts in the area. Individuals in Amos's group all submit their own forecasts. These forecasts are then averaged, and the results are given back to the group so they can refine them. The intent is to reach a consensus by working separately on these forecasts. What type of forecasting technique is this? Select one: a. Executive judgment b. Time series analysis c. Random factor analysis d. Delphi technique e. Regression analysis
Delphi technique
Comcast uses a segmentation strategy for its cable TV packages based on market characteristics such as age, gender, or income. Which of the following category of segmentation variables is Comcast using? Select one: a. Product-related b. Behavioristic c. Geographic d. Demographic e. Psychographic
Demographic
___ uses digital media to develop communications and exchanges with customers
Digital marketing
___ are electronic media that function using digital codes
Digital media
___ can be great resources for conducting market research, gathering information about consumers, and asking customers about their preferences.
Digital media
___ help to level the playing field between large and small companies, as both have access to the same sites and the same information.
Digital media
Wag is a service similar to Uber in that it uses an app and promotes the sharing economy concept. Dog owners can use the app to contact independent contractors, who will travel to the dog's home and take it for walks, usually while the dog's owner is away. Users often pay the dog walkers tips. However, they receive the benefit of not having to worry about their pet getting exercise. This service capitalizes on which variable of the e-marketing mix? Select one: a. Product b. Distribution c. Pricing d. Promotion e. Digital media
Distribution
1) The Internet is a new distribution channel that helps businesses increase efficiency. 2) Processing orders electronically reduces inefficiencies, costs, and redundancies while increasing speed. 3) Shipping times and costs are an important element in attracting customers. 4) Walmart and other retailers now offer "site to store" services that allow customers to eliminate paying for shipping and pick up orders in the nearest store. 5. Distribution involves a push-pull dynamic, with companies pushing to get products to consumers and channel members pulling to find one another.
Distribution Considerations
1) Basic Internet literacy is rising all over the world, making it a good way to reach global consumers. 2) Most businesses now find it necessary to use digital marketing to grab and maintain market share. 3) Digital media can help businesses streamline their organizations and offer new benefits and convenience to consumers.
E-Marketing Strategy
___ refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.
Electronic marketing, or e-marketing
Joann and Rachel are searching for an apartment. They will most likely engage in which one of the following forms of decision making? Select one: a. Routinized response behavior b. Limited decision making c. Extended decision making d. Impulse buying e. Intensive response behavior
Extended decision making
Sonic communicates with its customers through ____, which is the most popular social networking site in the world.
Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online
Federal Trade Commission
Management at More Hands Maid Service is concerned that it maintains a high level of service for its business accounts. How should the firm monitor the level of service these customers receive? Select one: a. Specify service uniformity. b. Develop a code of service. c. Formally survey customers. d. Stress truthfulness with employees. e. Set service objectives.
Formally survey customers
Characteristics of E-Marketing: ___ allows customers to express their needs and wants directly to the firm in response to its communications, in contrast to the one-way communications of traditional marketing media.
Interactivity
The ___ allows marketers to communicate with consumers, reach new markets, and target markets more precisely. (this is important for e-marketing)
Internet
The Alphabet Corporation, best known for its Google search engine, is a prime example of a multinational enterprise. With this in mind, which of the following would most accurately characterize Alphabet's operations? Select one: a. It has operations or subsidiaries in many different countries. b. It would not expect its foreign operations to share the same goals as the parent firm. c. It places most of its emphasis on profits generated in foreign countries. d. It follows a strategy of market globalization. e. It does not concern itself with differences in markets around the world.
It has operations or subsidiaries in many different countries
________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. Select one: a. Strategic performance indicators b. Google Analytics c. Key performance indicators d. Click-through rates e. Hashtags
Key performance indicators
________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. Select one: a. Strategic performance indicators b. Hashtags c. Key performance indicators d. Google Analytics e. Click-through rates
Key performance indicators
Which of the following sales forecasting techniques would generally be most suitable for estimating sales of a new product? Select one: a. Regression methods b. Customer surveys c. Executive judgment d. Market tests e. Time series analysis
Market tests
Which of the following statements is not true about recruiting and training a sales force?
Marketers agree on a generally accepted set of traits for being an effective salesperson.
Internet sites that allow users to share photos, videos, and podcasts are called which of the following? Select one: a. Media-sharing sites b. Wikis c. Video-sharing sites d. Virtual sites e. Photo-sharing sites
Media-sharing sites
Brown Dog Cycles creates sleek and modern bicycles for commuters and cycling enthusiasts using the latest materials such as carbon fiber frames. Brown Dog Cycles are relatively expensive, but its urban customers routinely pay $2,000 to $4,000 for the hand-crafted bicycles. The owners are considering expanding their company's footprint outside the United States and are considering opportunities to export its products to Canada and Mexico. They have learned that _______ eliminated virtually all tariffs on goods produced and traded among Canada, Mexico, and the United States. Select one: a. ASEAN b. NAFTA Correct c. MERCOSUR d. EU e. APEC
NAFTA
Some hospitals in the United States find that their need for radiologists to read X-rays is volatile during the evening and early morning hours, especially between 2:00 and 6:00 a.m. This is because the number of emergency room visits needing X-rays is usually lower than those required during daytime operating hours. There is a recent trend where hospitals in the United States are contracting radiologists from countries such as Australia to read the electronically-transmitted X-rays during the evening and early morning hours. This is an example of Select one: a. outsourcing. b. contract sourcing. c. franchising. d. contract manufacturing. e. licensing.
Outsourcing
Dalip Singh makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Dalip notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Dalip viewed the dermatologist as competent, he decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Dalip's decision? Select one: a. Antecedent states b. Purchase reasons c. Momentary mood d. Physical surroundings e. Social surroundings
Physical surroundings
Cognitive dissonance is most likely to occur during which part of the decision-making process? Select one: a. Purchase b. Postpurchase evaluation c. Problem recognition d. Information search e. Evaluation of alternatives
Postpurchase evaluation
1) Price is the most flexible element of the marketing mix. 2) Digital marketing can enhance products' value by providing extra benefits like service, information, and convenience. 3) Discounts and promotions can be quickly communicated using digital media. 4) Deal websites allow consumers to compare prices of products and find the best deals.
Pricing Considerations
1) Connectivity of digital media creates opportunities for businesses to add services and to enhance product benefits. 2) Some companies use advertising campaigns and contests to develop better products; some products are only available via digital media. 3) The Internet can make it easier to anticipate consumer needs—but competition makes quality products and service offerings more important than ever.
Product Considerations
Nucor provides steel for a variety of uses to its various customers. Customers have different needs for the steel, and thus Nucor has to prepare the raw steel differently depending on how customers will use it in their production processes. The primary business segmentation variable in this example is Select one: a. customer size. b. geographic location. c. product use. d. customer importance. e. organization classification.
Product use
Raging Waters is a water park located in San Dimas, California, and typically welcomes 10,000 to 20,000 visitors daily from Los Angeles and nearby cities in Southern California. Raging Waters is known for its coaster-like slides and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Raging Waters using to generate interest and ticket sales for the park? Select one: a. Social media b. Product c. Price d. Promotion e. Distribution
Promotion
Raging Waters is a water park located in San Dimas, California, and typically welcomes 10,000 to 20,000 visitors daily from Los Angeles and nearby cities in Southern California. Raging Waters is known for its coaster-like slides and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Raging Waters using to generate interest and ticket sales for the park? Select one: a. Social media b. Promotion c. Product d. Distribution e. Price
Promotion
1) Promotion is one of the best applications for digital media 2) Consumer consumption patterns are changing and marketers must adapt. 3) Most traditional promotions can be enhanced by using digital media.
Promotion Considerations
The General Agreement on Tariffs and Trade was initially implemented to do which of the following? Select one: a. Prevent the dumping of products into developing countries b. Merge the United States, Canada, and Mexico into a single market c. Promote free trade among members by eliminating trade barriers and educating individuals, companies, and governments about trade rules across the world d. Reduce worldwide tariffs and increase international trade e. Provide loans to countries to build up their infrastructure and increase economic opportunities
Reduce worldwide tariffs and increase international trade
A forecasting method that predicts sales based on relationships between past sales and other variables is called Select one: a. the Delphi technique. b. customer forecasting surveys. c. random factor analysis. d. regression analysis. e. time series analysis.
Regression analysis
Peet's Coffee will spend $500,000 marketing its newest latte drink. It expects to sell 1 million of these lattes over the next year. These 1 million lattes are a _____________ for Peet's Coffee. Select one: a. cycle analysis b. sales forecast c. breakdown approach d. buildup approach e. regression analysis
Sales forecast
Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.
Social Networking
Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into Select one: a. social classes. b. attitudinal segments. c. family types. d. reference groups. e. geographic regions.
Social classes
___ can be a means for firms to gather free insights from consumers on how to improve products and services.
Social networking and the Internet
___ evolved quickly over a short period of time. They began in the 1970s with bulletin board systems, but did not really start to take off until the early 2000s.
Social networks
An organization that decides to buy all of a certain part from the same company is using Select one: a. straight rebuy. b. same vendor analysis. c. multiple sourcing. d. sole sourcing. e. single-supplier purchasing.
Sole sourcing
Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog
Spectator
Which of the following variables would most likely be used to segment a business market? Select one: a. An attitude of the company's CEO b. Net income generated by the company c. The lifestyle of the company's buying agent d. Common opinions of the company's employees e. The geographic location of the company
The geographic location of the company
Which of the following statements about the undifferentiated targeting strategy is false? Select one: a. The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market. b. The opposite of the undifferentiated targeting strategy is the differentiated targeting strategy. c. The undifferentiated targeting strategy uses one promotional program aimed at everyone in the target market. d. The undifferentiated targeting strategy is good for use with staple items, such as sugar and salt. e. The undifferentiated targeting strategy should be used when the needs of individual customers are similar.
The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market.
Alex works for a manufacturer of sports equipment and is currently developing a company sales forecast for golf clubs. While reviewing data, he discovered a pattern in sales volume over the past ten years that peaked during two months of each year. Alex likely used which sales forecasting technique? a. Time series analysis b. Regression analysis c. The Delphi technique d. Executive judgment e. Market tests
Time series analysis
1. The increased tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions through blogs or digital media. As a result, the environment has become more interactive. 2. Consumers' tendencies to trust other consumers over corporations. Consumers often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions.
Two major trends have caused consumer-generated media to gain in importance.
If a large proportion of customers in a total market have similar product needs and the company has the resources to develop a marketing mix to satisfy them, which targeting strategy would be effective? Select one: a. Differentiated strategy b. Positioning strategy c. Segmented strategy d. Undifferentiated strategy e. Concentrated strategy
Undifferentiated strategy
If a large proportion of customers in a total market have similar product needs and the company has the resources to develop a marketing mix to satisfy them, which targeting strategy would be effective? a. Segmented strategy b. Concentrated strategy c. Differentiated strategy d. Positioning strategy e. Undifferentiated strategy
Undifferentiated strategy
1) ___ allows anyone who wishes to upload videos to the Internet to do so. 2) YouTube is the most popular, but hundreds of other video sharing sites exist. 3) Viral marketing is a marketing tool that utilizes the Internet, especially ___ and social networking sites, to spread a message and create brand awareness. Campaigns that successfully go viral are transmitted rapidly around the Internet with no help from the marketer. 4) Marketers increasingly use consumer-generated content for ad campaigns, rather than for hiring ad executives.
Video sharing
1) Second Life is the most popular of ___ worlds, but there are many. 2) ___ are simulated environments that can involve thousands of participants and allow users to select an avatar and live out an alternative life online. 3) Some, like Second Life, allow users to buy and sell goods, services, and even real estate in the ___. 4) Businesses have set up ___ stores in order to take advantage of the trend.
Virtual Realities/virtual worlds
1) Wikipedia is the most famous ___ 2) Monitoring ___ can give corporations a better idea of how consumers feel about their company or products. 3) As with other digital media, a negative representation in a ___ can damage the reputation of a company. 4) Some organizations use ___ as an internal tool for complex projects.
Wikis
___ are websites where users can add or edit content of posted articles.
Wikis
Li and Bernioff group consumers into six groups: they are...?
a) Creators b) Critics c) Collectors d) Joiners e) Spectators f) Inactives
The ability to obtain digital information is referred to as
accessibility
a) Mobile devices, such as smartphones and PDAs, utilize apps to help consumers access more information about businesses. b) Mobile marketing allows marketers to utilize promotions over customers' mobile devices, sometimes in real-time as customers walk by eligible stores. c) Accessibility can be viewed from a firm's perspective as well. "Open innovation" encourages sharing of ideas and innovations between companies and customers for their mutual benefit.
accessibility
Characteristics of E-Marketing: ___ is the ability for a business to identify consumers before they make a purchase.
addressability
Due to the use of cookies, many websites are able to track visitors when they return to their websites. This helps them track how often the visitor views the website and in what products he or she shows an interest. Some websites have capitalized on this by providing product recommendations to users when they return to their websites based on their past activity. This is an example of Select one: a. accessibility. b. connectivity. c. interactivity. d. addressability. e. control.
addressability
a) A social network is a web-based meeting place for friends, family, co-workers, and peers that allows users to create a profile and connect with other users for the purposes that range from getting acquainted, to keeping in touch, to building a work-related network. b) Addressability on social networks comes from their ability to provide a meeting ground for individuals and groups with similar interests and consumption patterns. c) The addressability inherent in digital media enhances the service dimension of products and facilitates relationship marketing through enabling customers to engage in feedback and product innovation. d) Addressability represents the ultimate expression of the marketing concept because it allows marketers to tailor marketing mixes more precisely to customers, to track online buying behavior, and to gather data on individual customers that enhance future marketing efforts.
addressability
JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing
addressibility
The ability of a marketer to identify customers before they make a purchase is called
addressibility
Many innovative competitors now offer services, such as ___, at a fraction of the cost of large companies.
advertising
A business advantage of the concentrated targeting strategy for any company is that it Select one: a. allows a firm to develop a special marketing mix for a single market segment. b. allows a firm to utilize all of its production capacity. c. requires less market research and information. d. maintains the firm's flexibility in moving into other market segments. e. requires less intensive analysis of customers' characteristics and needs.
allows a firm to develop a special marketing mix for a single market segment.
online fraud
any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information
podcasts
audio or video file that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers, offer the benefit of convenience, giving users the ability to listen to or view content when and where they choose.
Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox.
avatar
1) Two-thirds of Internet users read ___, and over half of ___ say they will ___ about products they strongly like or dislike. 2) ___ give consumers power over companies because companies cannot control what bloggers write. 3) ___ represent a marketing opportunity, as they give firms an opportunity to address consumer concerns or to defend their corporate reputations.
blogs
The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate its advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. Select one: a. blog b. bulletin-board site c. podcast d. media-sharing site e. wiki
bulletin-board site
Cube Company sells small refrigerators. It usually sells these refrigerators to hotels and offices. However, sometimes its customers choose to buy their refrigerators because they do not have a lot of room for a full-size refrigerator in their houses and apartments. Its primary market is a(n) _____________ market, but it also sells to a(n) _____________ market. Select one: a. business; consumer b. business; demographic c. business; industrial d. consumer; business e. industrial; target
business; consumer
When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called Select one: a. distortion. b. framing. c. closure. d. interpretation. e. figure-ground.
closure
a) Connectivity has improved because of digital media like Facebook and other social networking sites. b) Social networks often attract large and diverse audiences, which are appealing to marketers.
connectivity
When shopping for detergent, Dylan looks at Arm & Hammer, Gain, Method, and Cheer and chooses the one that is on sale. These four brands make up his ____ set. Select one: a. problem b. purchase c. alternate d. consideration e. imposed
consideration
Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.
control
Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of
control
Gabrielle is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Gabrielle can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media. Select one: a. interactivity b. addressability c. accessibility d. control e. connectivity
control
a) The Internet is a "pull" medium because users can regulate the information to which they are exposed—putting the power in the hands of consumers, not marketers. b) Negative reviews can damage a company, but positive reviews represent free publicity.
control
Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should
create a Fan Page and invite consumers to post their thoughts
Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are
creators
One of the most important benefits of e-marketing is the ability of marketers and Select one: a. government regulators to share information. b. customers to share information. c. vendors to share resources. d. customers to obtain digital information. e. competitors to share information.
customers to share information
The feasibility and degree of globalization is determined by the Select one: a. degree of similarity among the various environmental and market conditions. b. degree of commitment by local managers. c. culture of the nation. d. degree of adoption of Western culture. e. laws of the nation.
degree of similarity among the various environmental and market conditions.
It is important that marketers incorporate multiple ___ into their marketing strategies
digital media
Types of ___ in which Internet users are likely to participate include blogs, wikis, video sharing sites, podcasts, social networking sites, virtual reality sites, mobile applications, and more.
digital media
____ are more consumer-driven than traditional media.
digital media
The ability to process orders electronically and increase the speed of communications via the Internet reduces
distribution costs
After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is Select one: a. dissatisfaction with the purchase. b. the establishment of criteria for comparing products. c. doubts that occur because the buyer questions whether the decision to purchase the product was right d. a function of the manner in which the manufacturer of the product describes its attributes. e. the congruence between external and internal searches for product information.
doubts that occur because the buyer questions whether the decision to purchase the product was right
The most important benefit of ___ is the ability of marketers and consumers to share information. The Internet has changed how marketers communicate with consumers, suppliers, and employees.
e-marketing
digital media
electronic media that function using codes, media available via computers, phones, and other digital devices.
___: 1) Became the largest social networking site in the world in 2008, with a third of all Internet users having visited the site. 2) Appeals to a broad demographic, making it a great resource for marketers. 3) The fastest growing demographic on ___ is women over 55. 4) Users can become a "fan" of products and companies they like. 5) Encourages consumer interaction with companies. 6) Good resource for small companies because it is an economical way to advertise.
The forces that other people exert on one's buying behavior are called social influences. These come from reference groups and opinion leaders, digital influences, social classes, culture and subcultures, roles, and Select one: a. perception. b. ethnic heritage. c. personality. d. attitudes. e. family.
family
In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.
feedback
A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as
flighting
KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should
focus more on traditional promotions rather than social networking
An opinion leader is likely to be most effective under all of the following conditions except when the Select one: a. follower has values and attitudes similar to the opinion leader. b. product details are numerous and complicated. c. follower has high product involvement. d. follower has attitudes and values that are different from those of the opinion leader. e. follower has low product knowledge.
follower has attitudes and values that are different from those of the opinion leader.
Aaron of WP International, a major marketer of word-processing software, calls the administrative assistant of Kimberly, director of purchasing for MMK, Inc. He sets up an appointment to discuss an upcoming purchase of software. The administrative assistant plays the role of ____ in this purchase decision. Select one: a. order giver b. buying center captain c. decider d. gatekeeper e. buyer
gatekeeper
Rockabye Baby is a boutique that sells luxury baby items. It is located in Los Angeles. The owner has been highly successful over the years and has decided to open another store in San Diego. However, sales at this store have been low. The owner asked a marketing consultant for advice about what went wrong. The consultant says the location is not ideal for the market. The owner located his store in a high-income area, but most of the people in the area are singles or retired couples. Instead, the owner should have used ____________ to identify an area of the city with higher-income neighborhoods characterized by couples who want only the best for their newborn babies. Select one: a. behavioristic segmentation b. benefit segmentation c. family life cycle d. geodemographic segmentation e. demographic segmentation
geodemographic segmentation
Understanding where online users are likely to express their thoughts and opinions can help ____ use these forums to interact with consumers, address problems, and promote their firms.
marketers
The University of North Carolina and the University of Illinois at Urbana-Champaign both offer online MBA programs that are available to students around the world. This is an example of Select one: a. customization. b. nationalization. c. globalization. d. regionalization. e. licensing.
globalization
Marketers aiming at business customers, rather than at ultimate consumers, Select one: a. do not need to select target markets. b. have an enormous amount of information available concerning potential customers. c. have more difficulty in determining where their customers are located. d. are restricted in the types of promotion they can use. e. have more difficulty in estimating customers' purchase potentials.
have an enormous amount of information available concerning potential customers
In your market research into the buying behavior of a target market, you have confirmed that members of the group do in fact exhibit varying levels of involvement when buying certain products. For example, you confirmed the group has a __________ level of involvement when they are purchasing cars and clothing. When they are shopping for groceries, they exhibit a __________ level of involvement. Select one: a. low; enduring b. low; high c. high; enduring d. enduring; high e. high; low
high;low
Artwork, a major part of most advertisements, consists of the
illustrations and the layout
As a result of the escalating use of digital media, some of the marketer's control over dispensing product information has been placed Select one: a. in the hands of the consumer. b. in the hands of the stockholders. c. in the hands of the company's competitors. d. under the authority of the government. e. in danger.
in the hands of the consumer
One of the guaranteed constants in the global business environment is Select one: a. tariffs. b. taxes. c. war. d. instability. e. nationalism.
instability
When charitable organizations such as the American Cancer Society, Second Harvest Food Bank, and the Red Cross make purchases for goods and services to use in their daily operations, they would be considered to be _______ buyers. Select one: a. corporate b. reseller c. producer d. institutional e. government
institutional
If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice
integrated marketing communication
Walgreen's has set up a website that enables customers to converse with the company. This is an example of a(n) ____ website.
interactive
Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. Select one: a. addressable b. interactive c. linked d. controlled e. accessible
interactive
a) Interactivity focuses on digital media that make interpersonal connections possible. b) It can help facilitate and enable ongoing conversations with customers, often in real-time, through the use of blogs and social networking sites.
interactivity
Assignment of meaning to organized information inputs is called Select one: a. redefinition. b. interpretation. c. selection. d. learning. e. motivation.
interpretation
Eighteen-year-old students do not form a market for alcoholic beverages because they Select one: a. lack the money to purchase this type of product. b. do not have sufficient experience with this type of product. c. lack the authority to purchase this type of product. d. do not want to purchase this type of product. e. lack sufficient buying power to form a market.
lack the authority to purchase this type of product.
Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the
layout
When a new variety of Envirokids whole-grain breakfast cereals is first introduced, consumers will most likely engage in ____ when deciding whether or not to purchase this new product. Select one: a. automatic processing behavior b. situational decision making c. routinized response behavior d. extended decision making e. limited decision making
limited decision making
1) A social networking site for professionals. 2) Is the fifth-largest social networking site. 3) A profile resembles a résumé. 4) Facilitates job searches and recruiting. 5) Companies use the site to familiarize users with their business.
Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears
more authentic than company-generated content
Sydney won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at
motivating salespeople
1) Predates Facebook. 2) Was once the largest social networking site until Facebook surpassed it. 3) Has a reputation for being more of a dating network than Facebook. 4) Is available in many different languages.
myspace
Capitol Supply's sales and sales force have continued to expand. Now, the firm plans to add a fleet of company cars as part of its sales compensation package. For Capitol Supply, these vehicles would represent a ____ purchase. Select one: a. reevaluated b. straight rebuy c. new-task d. modified rebuy e. reciprocal rebuy
new-task
Inactives
none of the activities
____ includes any attempt to intentionally conduct dishonest activities online. Select one: a. Digital identity theft b. Racketeering c. Online bribery d. Online spam e. Online fraud
online fraud
A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.
percentage-of-sales; objective-and-task
1) Flickr is the most popular ___ website, but there are many. 2) ___ provides an opportunity for companies by enabling them to display snapshots of company events, staff, and products. 3) ___ sites allow users to upload, edit, and share photos. 4) Helps to add a "personal touch" to businesses
photo sharing
Aaron Mahnke is the host of Lore, which posts true life scary stories biweekly. Users love Lore because they enjoy listening to scary stories. Marketers like Lore because they can sponsor content and become affiliated with this popular show. Users can access Lore by going onto the site and accessing the audio content, or they can subscribe through Stitcher and receive new content automatically. Lore is most likely a Select one: a. virtual game. b. podcast. c. video sharing site. d. widget. e. social network.
podcast
Due to increasing consumer demand, many television networks are creating ____ of their shows. Select one: a. imitations b. virtual realities c. digital characters d. wikis e. podcasts
podcasts
1) ___ are audio or video files that can be downloaded from the Internet via a subscription that delivers content to listening devices or personal computers. 2) ___ are convenient because the user can listen to the ___ on his/her Mp3 player at his/her convenience. 3) ___ are a good tool for reaching the 18-29 year old demographic. 4) Television networks, as well as companies, are all creating ___ in order to benefit from this trend.
podcasts/podcasting
Albatross Publishing sought to reduce expenditures related to the printing of books in its trade and educational market and contracted with a printing company in China. However, the publishing company soon realized that China has weak enforcement of intellectual property laws and that gray market books began appearing in the marketplace, which greatly affected Albatross's profits. The company found that it had little recourse against the contract manufacturer and learned a very difficult lesson in international marketing. This exemplifies the impact of _______ forces on international business. Select one: a. sociocultural b. technological c. competitive d. ethical and social responsibility e. political, legal, and regulatory
political, legal, and regulatory
Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do?
post its own promotional messages on blogs and websites
Inelastic demand in business markets refers to a situation where Select one: a. demand for a given product fluctuates significantly over time. b. supply for a given product cannot keep pace with the demand for it. c. price increases or decreases will not significantly change demand for a given product d. demand for one product depends heavily on the demand for another product. e. demand for a given product fluctuates very little over time.
price increases or decreases will not significantly change demand for a given product
The five major stages of the consumer buying decision process, in order, are Select one: a. problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy. b. problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. c. information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase evaluation. d. information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation. e. problem recognition, information search, evaluation of alternatives, postpurchase evaluation, and purchase.
problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.
Individuals and business organizations that purchase products for the purpose of making a profit either by using the products to produce other products or by using them in their operations are classified as ____ markets. Select one: a. institutional b. reseller c. producer d. consumer e. government
producer
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion
Janetta tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.
prospecting
Thanks to the role of the internet in the business buying decision process, interactions with a sales representative now Select one: a. occur much later in the process than in the past. b. rarely occur in the process. c. cost less than in the past. d. occur much earlier in the process than in the past. e. cost more than in the past.
rarely occur in the process
Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.
receiver, decodes
Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?
sales promotion
Xavier loves Chipotle Mexican Grill. He loves the food and views it as being socially responsible. The other day he read in the paper that several people got sick from E. coli from Chipotle Mexican Grill restaurants. The article also detailed safety measures Chipotle was instituting to prevent this from happening again. Xavier would expect nothing less from Chipotle. He feels confident that Chipotle will institute highly effective safety measures. This is most likely an example of Select one: a. selective perception. b. information analysis. c. selective retention. d. selective distortion. e. perceptual selection.
selective retention
People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs. Select one: a. self-actualization b. ego c. social d. esteem e. safety
self-actualization
Market segment profiles are used to describe _____________ members of a market segment, and to explain ______________members in separate market segments. Select one: a. differences between; similarities among b. preferences among; preferences among c. differences between; differences between d. similarities among; similarities among e. similarities among; differences between
similarities among; differences between
social network
web-based meeting places for friends, family, coworkers, and peers that allow users to create a profile and connect with other users from purposed that range from getting acquainted, keeping in touch, and building a work-related network
Courtney is a market research analyst for a global consulting firm. She will be traveling to Frankfort next month to present her research to a meeting of company executives from around the world. This presentation could be instrumental in the company's decision of whether she should be promoted at the end of this year. Courtney has been thinking about the trip, which will be the first time she has been out of the country. She has decided to retire her old college luggage for a more professional-looking version and has begun to evaluate various brands. Courtney is most likely facing _____ for this particular purchase. Select one: a. selective retention b. perceptual involvement c. situational involvement d. enduring involvement e. internal retention
situational involvement
As online ____ expands in popularity, marketers are using the venue to contact new target markets—especially the difficult-to-reach teen and young adult market.
social networking
Online ___ are popular around the globe.
social networks
___ are valuable to marketers as a means of building relationships with customers, providing product information, and learning about consumer needs.
social networks
Julie likes to read the blog connected to the fashion editors at Vogue magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.
spectator
Market researchers for a local bakery determined that Jewish people consume 63% of the portion of bagels sold in New York City. This is an example of ____ influence on consumer buying decision processes. Select one: a. subcultural b. demographic c. role d. situational e. social class
subcultural
On a break between classes, Kelley checks her smartphone and enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a
sweepstakes
Connectivity
the ability for consumers to be connected with marketers along with other consumers
Accessibility
the ability for marketers to obtain digital information
Interactivity
the ability of customers to express their needs and wants directly to the firm in response to its marketing communications
The most important feature of apps is Select one: a. the convenience and cost savings they offer to the marketer. b. market share growth. c. the convenience and cost savings they offer to the consumer. d. sales growth. e. scalability.
the convenience and cost savings they offer to the consumer.
Control
the customer's ability to regulate the information they view as well as the rate and exposure to that information
electronic marketing (e-marketing)
the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing
1) Is a hybrid social networking and micro-blogging site. 2) Companies use ___ to announce sales, promotions, and updates on products and services. 3) Can help (re)build customer relationships. 4) Can give companies a competitive advantage.
wiki
type of software that creates an interface that enables users to add or edit the content of some types of websites
Marketers call the internet a pull medium because Select one: a. social networks have great control over the content to which users are exposed. b. they determine which websites consumers are going to view. c. users determine which websites they are going to view. d. they have great control over the content to which users are exposed. e. users get pulled along by social media influencers
users determine which websites they are going to view.
digital marketing
uses all digital media, including internet, mobile, and interactive channels, to develop communication and exchanges with customers
Cynthia is considering the purchase of a new printer for her real estate office. She is considering a printer that doesn't have as many functions but is available at a considerably lower price than her current printer. She is engaged in ____ analysis. Select one: a. value b. profit c. downsizing d. vendor e. strategic
value
The attrition rate for digital media channels is
very high
blogs
web-based journals in which writers editorialize and interact with other internet users
The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?
Most traditional promotions can be enhanced by using digital media.
