Kratz Final

integrated marketing communications.

Mars, Inc., makers of Snickers candy bars launched its You're Not You When You're Hungry promotion campaign. The company's television commercials portrayed regular people disguised as celebrities behaving badly because they were hungry. Along with the commercials, print ads were released featuring inversion illusions showing the difference between someone whose hunger is satisfied and someone whose hunger is clearly not. In addition, the print ads included a coupon for a Snickers candy bar. This type of promotional strategy is referred to as

positioning.

The activities a firm undertakes to create a certain perception of its product in the eyes of the target market is referred to as

sales promotion activities.

The bulk of a firm's promotion budget is allocated to

perceptual map

The competitive analysis tool that creates a visual picture of where products are located in consumers' minds is called a

analyze competitors' positions.

The first step marketers should take when deciding how best to position their product is to

target market.

The group of customers toward which an organization has decided to direct its marketing efforts is called its

descriptive

The owner of Tools by Joe has hired a company to help him find out whether customers and potential customers would prefer to shop in his store or online. What type of research would this company be conducting?

predictive modeling.

The use of statistical techniques and algorithms based on patterns of past behavior to predict future buying behavior is called

approaches the marketplace as one large segment.

Undifferentiated targeting is a strategy that

a decision support system

What is a DSS?

demand analysis

What is used to estimate how much customer demand there is for a particular product and understand the factors that drive it?

paid and nonpersonal

What two key words in the definition of advertising are crucial to understanding how advertising fits into the promotion mix?

behavioral

What type of business-to-business segmentation allows B2B marketers to segment based on purchasing patterns, supplier requirements, and technological orientation?

ethnographic research

Which data collection method uses techniques from the field of anthropology in order to study consumer behavior?

sales promotion

Which element of the promotion mix refers to the set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product?

substantial

Which market segment criteria refers to the fact that segments must be large enough for the firm to make a profit by serving them?

usage rate

Which of the following is a behavioral segmentation variable?

surveys

Which of the following is a form of quantitative research that can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior?

problem definition

Which step in the marketing research process includes setting specific, measurable research objectives?

exploratory

Which type of research seeks to discover new insights that will help the firm better understand the problem or consumer thoughts, needs, and behavior?

paid display

While viewing a webpage for outdoor gear, Phil noticed a graphic display advertising skateboards at low prices. When he clicked on the ad, it took him to a different website where the skateboards were listed for sale. This is an example of what type of Internet advertising?

lifestyle segmentation.

A psychographic segmentation variable that divides people into groups based on their opinion and the interests and activities they pursue is called

strategic fit.

According to your text, when selecting a target market, firms should consider three important factors: growth potential, level of competition, and

competitive intelligence.

Breen wanted to know if her main rival in the personalized dog clothing business was increasing its prices. She talked to her rival's distributors, her suppliers, and some of her customers to get this information. Breen was engaging in

targeting.

Carson has opened up a new sports bar/restaurant in town. He has determined that his market segments are (1) students from the nearby college campus, (2) families with small children, and (3) young adult males. Carson now has to determine which of these segments will provide him with the best opportunity to maximize sales. The process of doing this is referred to as

big data

Collectively, the people, technologies, and procedures aimed at supplying an organization's marketing information needs are called

internal company data.

Company sales records, customer support records, and sales force reports are all forms of

scanner data

Data obtained from UPC codes at check-out counters is what type of data?

a differentiated marketing strategy

Firms that market the same product to multiple regions with different preferences may need to tweak the product to ensure that it meets a need unique to each segment. This represents what type of targeting strategy?

metropolitan statistical areas.

Free-standing areas with a core urban population of at least 50,000 are what the U.S. Census Bureau calls

primary data.

In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of fitness centers. This type of research is considered to be

market segmentation.

It has been Shelly's dream to open a bakery, and while she has experience in making all types of baked goods, she always gets rave reviews for her hand-decorated cupcakes. So, rather than open a bakery that offers a wide variety of baked goods, Shelly has decided to open a specialty cupcake shop to cater to that market only. This is an example of