MAR2023 Exam 2 Practice Questions
Users of social media deliberately seek to ensure that the dissemination of a message does not end with an individual receiver. Marketers using social media try to reach:
"active receivers"
A marketer is faced with the choice between two media strategies: the first strategy uses Facebook pages and YouTube channels, and the second strategy uses ads in newspapers, magazines, and TV. The difference between these two types of media strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.
"active receivers"; "passive receivers"
A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of
"cost per action," and pay $5.00 for every purchase that originated from an ad on the site.
According to the text, there are many "marketing reasons" for new product failures. Which of the following is NOT one of them?
"groupthink" in task force and committee meetings.
Brittney is the top seller of women's footwear at Nike. At the end of the last fiscal year, she had made 950 calls and 570 of those calls resulted in a sale. Her sales quota was $800,000 but she surpassed her quota with $1,000,000 in actual sales. What was Brittney's conversion rate?
0.6
Future Inc. has 500 salespeople and 100,000 customers. Each Future Inc. sales rep makes 20 calls per year and each call lasts 15 minutes. What is Future Inc.'s average amount of salesperson selling time per year?
1,000 hours
Ben & Jerry's is developing a new ice cream flavor "Karmel Sutra." Management targeted 20,000 different supermarkets for distribution of this new flavor. Ben & Jerry's marketing managers want the salesforce to call on each store once a week throughout the year to sell the new ice cream flavor. If each call takes 15 minutes and each salesperson has 2,500 hours available annually for selling, how many salespeople will Ben & Jerry's need to employ?
104
Kylie Cosmetics sells its makeup products to various retail stores. The company requires its sales staff to call each of Kylie's 10,000 customers once a week. If each call lasts 15 minutes on average and each salesperson has 900 hours of selling time annually, how many salespeople does Kylie Cosmetics need? Round your answer up to the nearest whole person.
145
Joe, the sales manager of Gator Tech, is calculating the number of salespeople he needs to sell his technology products. He has 40,000 customers, each of whom must be called on once a month, with an average sales call length of 30 minutes, and an average of 1000 hours of salesperson selling time annually. How many salespeople should he hire?
240
A flowchart of the points of interaction between consumer and service provider is referred to as
A customer contact audit
What does the term "SKU" refer to?
A product item
In communications theory, field of experience refers to
A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process
Social media advertising is helpful to brand managers because consumers are
Active receivers who send user-generated content to both friends and advertisers
Sam works for Diamond and Gold jewelers, a jewelry store whose goal is to provide the best items for their clients. Everything is custom made and custom cut. Sam uses a systematic approach for selling to his potential customers. First, he spends the majority of the time listening to the customer and hearing their wants and needs. After gaining a better understanding, Sam proposes an item to the customer. Sam is using:
Adaptive Selling
Which of the following statements describes a key difference between advertising and publicity?
Advertising is directly paid, and publicity is indirectly paid.
Cooperative advertising refers to
Advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products
In 2010, during the World Cup football match between Denmark and Holland, 36 girls wore colorful branded clothes that promoted the Dutch beer Bavaria, which was not an official World Cup sponsor. They all sat together and attracted a lot of attention until they were removed from the stadium because they were hired by Bavaria to compete for exposure against the official beer sponsor for the World Cup, Budweiser. Bavaria's marketing behavior is called:
Ambush Marketing
If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information most likely would be
An app that conducts price-comparison searches.
Which type of salesperson would routinely be involved in an industrial straight rebuy situation?
An inside order taker
According to the text, what is the single most important factor leading to new product failure?
An insignificant point of difference
Kris was reading a magazine and came across an ad for Ralph Lauren cologne. When Kris saw the ad, all she could think about was how stylish and expensive their clothes are and how sexy the displays are in Ralph Lauren stores. Which component of brand equity does this represent?
Associations
Tim Cook, Apple CEO, was curious to see what comes to consumers' minds when they think of Apple. He had random consumers shout out what they thought of when the company was named. Some of the words were, "technology, blue, luxury, genius, phones, laptops, and Safari." These words represent what component of Brand Equity?
Associations
A new restaurant called Shoko just opened up in Gainesville. Shoko advertises that it provides great service and food to its customers. As a surprise added benefit, Shoko hired a masseuse to go around to tables and offer free neck massages to patrons while they wait for their food. The massages are an example of what level of service?
Augmented
Carly has decided to ditch cable because she can no longer stand TV commercials. She purchases an Amazon Fire Stick 3.0 from Best Buy, where she is informed that she can stream TV and movies, watch YouTube videos, listen to music and more on the device. Additionally, the product comes with a one-year warranty in the case of malfunction. Upon setting up her device at home, she discovers a code on the inside of the package for a free one-year subscription to Netflix, and she is ecstatic. Which product level is the Amazon Fire Stick 3.0 exhibiting?
Augmented
According to the text, in classifying different types of products, "business products" are also referred to as:
B2B products
Tatiana frequently shops at Intermix, an online retailer. Recently, she noticed that whenever she is on Facebook there are advertisements for Intermix along with other shopping websites she has visited in the last few weeks. Intermix is engaged in:
Behavioral Targeting
Nike just released an ultra-lightweight line of running shoes called the Nike Zoom that is proven to be comfortable and maximize running performance. Since the release of the Nike Zoom, their original lightweight running shoe, Nike Free Runs, has decreased in sales. Consumers are excited about the release of the Nike Zoom and are buying them as opposed to the Free Runs. This is an example of:
Cannibalization
Imagine that Meadowbrook Golf Course is much more popular in the spring and fall than in the summer (when the weather is too hot) and the winter (when the weather is too cold). Meadowbrook tries to increase consumer demand in the summer and winter by offering special discount packages and by catering to large groups that want to organize golf outings for birthdays and special occasions. By trying to provide a service but also to influence consumer demand for that service, Meadowbrook is engaging in:
Capacity management
Blake Mycoskie started TOMS in 2006. While he was visiting a village in Argentina he found that the people had no shoes to protect their feet. This inspired him to create TOMS and match every pair of shoes purchased with a new pair of shoes for a child. Recently, TOMS used this same "One for One" model with eyewear. This introduction of TOMS glasses is an example of a:
Category Extension
Patty Cakes are famous for their sweet, indulgent cakes. Ranging from Very Vanilla to Triple Chocolate Chunk, nobody in town can resist the tastiness of the cakes. Because they have had so much success with their cakes, Patty Cakes decided to begin making Patty Cakes Ice Cream based on their cake flavors. This is an example of:
Category extension
An advertisement for Happy Scoops, a local ice cream shop, reads, "A smile with every scoop." Excited to interact with friendly employees, Veronica goes to Happy Scoops for some ice cream. When she arrives, the employees rush to serve her ice cream but never crack a smile. The gap between Happy Scoops' advertisement and its service implementation is which of the following?
Communications gap
When the market growth rate for hover boards was high, many companies entered the market with brands like the Koogo X1, Spaceboard, Razor Hovertrax, and TechDrift. Now the growth rate has slowed due to the fire hazard with these products. What is most likely to occur next, according to the Product Life Cycle concept?
Competitive Shakeout
It's the year 2020 and everyone is drinking oat milk. Due to its numerous nutritional benefits, environmentally friendly means of production, and delicious taste, millions of people find themselves enjoying oat milk on a daily basis. When producers realized how trendy this cow's milk alternative was becoming, at one point hundreds of companies were making and selling oat milk, even pet food companies. Now, however, only the top 13 oat milk producers remain in the market. According to the product life cycle concept, which of the following has just occurred?
Competitive shakeout
Brittany is overseeing a huge new project at major door manufacturer Real Fake Doors. Their idea is to create a door with built-in facial recognition that unlocks for the home- owners and alerts them as to who is outside knocking. Higher-ups at Real Fake Doors have already screened and evaluated the project, and the R&D department has deemed it feasible. According to the new product planning process, what should Brittany do next?
Concept Testing
Alexis loves to use Post-Its. After using all of her Post-Its studying for an exam, she makes a trip to the office supply store to buy more. While looking for Post-Its, Alexis notices Sharpie has its own brand of sticky notes called Study Buddies. Since the Post-It colors Alexis likes to use are out of stock, she decides to buy the Study Buddies. From Alexis' perspective, what level of innovation are the Study Buddies?
Continuous
The I Scream for Ice Cream Company has made ice cream for about five years. Every 6 months, the I Scream for Ice Cream Company releases a new flavor of ice cream. For each new flavor, the company relies on their consumers to generate new ice cream flavor ideas. The new ice cream flavor that will be released next month tastes like a pickle and will be called "Dill with It". The new product is a ________innovation.
Continuous
Whirly Whirly Blenders, Inc., is excited to announce the release of a new blender. They currently have 5 different models of blenders in their product line. Now, they are adding a new blender to their line that will have two separate blades rather than a single blade. What level of innovation does this new blender represent?
Continuous
In the hit TV series Stranger Things,one of the main characters, Eleven, displays a strong love for Kellogg's Eggos frozen waffles, and they appear frequently in the show. Kellogg's Eggos has now decided to create packaging for their waffles that features the character from the show. Which type of product placement does this represent?
Cross-promotion
Brette has an obsession with cats and has just started her own business All Things Cat. Surprisingly, her business has been wildly successful. One of the most popular aspects of her business is her website, where her customers can post suggestions for new "cat" products they would like to buy. Brette is using _____ to generate new product ideas.
Crowdsourcing
The process of managing the entire customer experience with the company is referred to as
Customer experience management
A harvesting strategy is most often employed at which stage of the product life cycle?
Decline
A strategy of harvesting may be employed in the _______ stage of a product life to
Decline
Silly Bandz entered the American market in late 2008 and were quickly popularized. People couldn't get enough of Silly Bandz and loved all their fun shapes and colors. However, some users of Silly Bandz started to sustain injuries by wearing several Silly Bandz too tightly on their arms. Now, very limited quantities of Silly Bandz are sold in stores and online due to their loss of popularity. What stage of the product life cycle are Silly Bandz in?
Decline
Traffic generation and lead generation are typical outcomes that are expected and assessed following the use of which element of the promotional mix?
Direct Marketing
When Savannah was on the phone with a sales representative from Sally Hansen Beauty Supply, they asked her if she would like to purchase the Ultra Plucker 3000, a device that would allow her to pluck her eyebrows in 30 seconds or less, for $189. Once Savannah declined due to the price, the representative then proceeded to ask if she would like to purchase the Original Plucker. It takes a full minute to pluck, but costs just $50. Savannah thought that this was a much better deal and agreed to purchase the Original Plucker! What sales presentation format did the representative utilize to get Savannah to purchase the Original Plucker?
Door-In-The-Face
Julie is in the Girl Scouts and really wants to sell the most Girl Scout cookies so she can win a new bike. She decides to walk around her neighborhood, going door-to-door to sell cookies. At each house, she first tries to sell 8 boxes of cookies. If they say no, she then asks if they will buy two boxes of cookies. This is an example of which selling strategy?
Door-in-the-Face
Jen needed $100 of spending money for groceries for the next few weeks and decided to ask her parents for it. Upon calling her parents, Jen asked for $500. Her parents, to no surprise, were shocked and not pleased and said, "No way!" As a response to this, Jen finally "settled" with her parents for $100. Jen used which of the following sales presentation techniques?
Door-in-the-face
Coca-Cola's highly entertaining advertising campaign that used the tag line "taste the feeling," resonated with many consumers. People enjoyed watching the ads, which in turn created a positive brand attitude and an increase in perceptions of how refreshing Coke's taste is. Which theory of advertising can explain those results?
Dual Mediation Theory
Burger King is famous for its classic Whopper but their mascot, the King, has also had some popularity over the years. When BK began running an ad campaign featuring a real life "King", people were quite entertained by these new ads. Many of them posted the ads on Facebook and "tweeted" about the ads on Twitter. What do these posts and tweets represent for BK?
Earned Media
An expert in design and photography creates an image for Evian Water to use in a full-page color ad in the New York Times. He airbrushes in a barely noticeable, snow-tipped mountain reflected in the clouds. This ad can best be described as which of the three types of subliminal advertising discussed in lecture?
Embedded Stimulus
Erika is a florist. She owns and operates Very Violet, a flower-focused plant store. Her sales are consistently strong because she is very in tune with her own emotions and her customers' emotions. Her empathy and ability to connect with customers helps her to sell exactly what people need and to make them feel comfortable. Based on this information, which characteristic does Erika display a high level of?
Emotional intelligence
The Pepsi marketing department was devising a new plan to market the benefits of their healthful all-natural new product, Pepsimmortal. They decided that they could best promote Pepsimmortal by creating an ad that directly compares the product to competitors like Coca-Cola. The translation of a plan into an actual ad campaign is an example of which part of the communication process?
Encoding
Rachel just got a promotion and is looking to buy a new car. Her friend Annie told her about the new Lexus that just came out. Rachel is interested in the car because it is safe and has a lot of room for storage, which is important to her because she has two young boys. Rachel is currently doing research on its other features and comparing it to other cars to determine if it is the best fit for her and her family. What stage in the adoption process, is Rachel currently in?
Evaluation
Red Bull is known for its slogan "Red Bull gives you wings." To reinforce this slogan, they use a variety of marketing techniques, for example hosting the Red Bull cliff diving contest in Acapulco, Mexico. What type of integrated marketing communication tool is the cliff diving contest?
Event Marketing
Since 1924, the Macy's Thanksgiving Day Parade has been held in New York City. Every year, over 3 million people watch the parade in person, and over 45 million watch it on TV. The parade, which is "owned and operated" by Macy's, is an example of _____.
Event marketing
Conair, a company that sells health and beauty products, has recently released a new model hair dryer: Infinity 3X Pro. Like most other hair dryers on the market, the Infinity comes in four different colors, has three different heat settings, and has an adjustable handle. Similar to other brands, with the purchase of an Infinity 3X Pro, the consumer receives a one-year warranty on the product. Which "level of a product" do these characteristics of the Infinity represent?
Expected
Purchases such as a massage, a concert, and lawn maintenance would most likely be evaluated on _________ properties.
Experience
Nike just released a new ad with the Jonas Brothers (a popular "boy band" from the 2000s). In the ad, they are shown playing basketball in their Nike apparel and sneakers. Then, the boys talked about how the Nike equipment enhanced their performance. Nike thought the boys would be highly credible endorsers of their brand. However, Nike overlooked that the Jonas Brothers do not have which basic source factor with regard to performance athletic apparel?
Expertise
Within social media, a brand manager wishing to reach the largest possible audience should advertise on __________, while a brand manager wishing to engage his/her customers in a two-way conversation should use__________.
Facebook; Twitter
Sarina is famous in Gainesville for making the best hair conditioning treatment. She has a secret recipe that leaves hair shiny and healthier looking. Recently, Sarina changed the conditioner bottle to one with a screw on cap instead of one that squirts the treatment out. Customers had been complaining that they were wasting too much of the conditioner because it got stuck at the bottom of the bottle. Sarina is attempting to improve which packaging function?
Facilitate Use
Anna and Elsa are running a business that sells winter fashion apparel. They have decided to branch out and make equipment for winter sports as well. Anna wants to stick with the brand name they have been using, but Elsa wants to sell the sports equipment under a different brand name. Which terms best represent Anna's and Elsa's ideas of branding, respectively?
Family Branding; Multiple Branding
Chipotle recently made the commitment to use only all natural and fresh ingredients. Before making this change, they evaluated whether or not they could realistically accomplish this goal in terms of production demands and resource availability. As discussed in lecture, which step of the new product planning process best describes Chipotle's deliberations?
Feasibility Screen
Dick's Sporting Goods provided a customer with an incorrect receipt for their purchased items. The customer noticed the error and complained to the manager. According to Disney's service recovery model discussed in class, what would be the correct approach to address the problem?
Fix It
When thinking about integrated marketing communications, the term "field of experience" refers to what idea?
For a campaign to succeed, the sender and receiver should share some common experiences and knowledge relevant to the product or message.
Karli loves to eat at Panera, and she eats there at least once a week. During one of her visits she set up a myPanera account, which awards her points for each visit. After a few weeks, she got a free drink with her meal. Panera is participating in:
Frequency Marketing
Karma Cream noticed that many of its customers buy coffee or ice cream from them only about once a month. Although Karma Cream's customers love their products, there are so many coffee shops and ice cream stores in Gainesville that customers have too many options. In an effort to induce customers to buy Karma Cream more often, Karma Cream starts offering a loyalty program. With this program, customers get a free coffee or ice cream after every 10 purchases. Karma Cream is employing:
Frequency marketing
Chips! is a potato chip company. They have been struggling as of late and are conducting research to determine a promotion objective that will help them be more successful. Chips! used the Hierarchy of Effects and found the following results. Out of the total market (100%), 85% are aware of Chips!, 80% percent have knowledge, 76% like them, 63% intend to buy, and 60% buy. What objective should Chips! pursue?
Higher intentions to buy Chips!
Sephora has recently launched a new subscription beauty box Play! by Sephora. In order to introduce the product, the company used their Facebook and Instagram accounts to promote the beauty box. Additionally, Sephora collaborated with U.S. beauty influencers and paid them to recommend Play! on YouTube and Instagram. What types of media did Sephora use for their Play! launch? I. Owned II. Earned III. Unearned
I and III only
While you are re-watching the lectures for MAR 3023, studying diligently for your upcoming exam, your roommate decides it is a good time to throw a party. Trying to tune out the festivities, you focus as much as you can on the lecture content. However, due to the distraction of the party, you misinterpret some of the key points. This is an example of which aspect of communications theory? I. Noise II. Encoding III. Decoding
I and III only
Nikolette's Apple Juice realizes that its colorful packaging suggests to consumers that the product is meant for children. Their research shows that virtually 100% of their juice is consumed by kids. Nikolette's wants to broaden their customer base to include more adults, so they change their product's bottle to a sleeker, more professional appearance. The goal is that adults will no longer view apple juice as just for children and instead see apple juice as appropriate for themselves. This is an example of which of the following strategies to extend the product life cycle? I. Product Repositioning II. Product Modification III. Market Development IV. Market Penetration
I, II, and III only
Patrick was looking to buy a new refrigerator. He wanted a basic fridge that would keep his food safe and cold. After viewing all the options at Lowe's, he walked out of the store having purchased a new Samsung "smart" refrigerator. In addition to providing the basics at a fair price and with a 5-year warranty, the Samsung includes a screen and artificial intelligence technology that curates a grocery shopping list based on the current items in the fridge each week. Which level(s) of product does the Samsung smart fridge provide? I. Expected II. Primary III. Novel IV. Core V. Augmented
I, IV, and V only
Patagonia, an outdoor clothing brand, sells their products in Patagonia stores as well as through various retailers like Amazon, Nordstrom, and REI. The company is looking to increase its sales by incentivizing their retail partners. What types of promotions should Patagonia use? I. Coupons II. Trade Allowances III. Co-Op Advertising IV. Premiums V. Rebates
II and III only
Red Bull is interested in creating a new protein energy drink. After their R&D department comes up with an idea for a formula that seems to hold promise, management verifies that it can be mass produced. Next, Red Bull decides to conduct a survey in which the new drink's features and benefits are described in detail and consumers are asked if they would be interested in buying the drink. Which of the following are represented in this scenario? I. Business Analysis II. Concept Testing III. Feasibility Screen IV. Prototype Development V. Market Testing
II and III only
One evening Caro decides she wants to make homemade snickerdoodle cookies. She has no idea how to make them, though, so she turns to Google for a recipe. After conducting extensive research on the best snickerdoodle recipes, she settles on one. The next day while studying/browsing the internet she notices all the banner ads she sees are for baking products. This is an example of what kind of digital advertising? I. Social Media II. Display Ads III. Search Engine Sponsored Links IV. Email V. Behavioral Targeting
II and V only
Nutella is experiencing declining sales in the United States. Nevertheless, Nutella wants to extend its PLC. Nutella is considering exporting its product to other countries, where Nutella hasn't been introduced yet. Which of the following is Nutella using to extend its PLC? I. Product Modification II. Market Development III. Market Penetration IV. Product Repositioning V. Brand Development Index
II only
Regular corkscrews often make opening wine bottles difficult. With this in mind, SimpleSolutions, a company founded on reinventing simple tools to make them more efficient, created an automatic wine opener. This wine opener is capable of opening bottles at 10 times the speed of a corkscrew, is much easier to use, and has a simple instruction manual that states "How to use this product in 3 easy steps." SimpleSolutions' new invention has become increasingly popular throughout the US. Which of the following diffusion factors are present in this scenario? I. Compatibility II. Communicability III. Relative Advantage IV. Risk V. Complexity
II, III, and V only
The first decision in developing the promotion program is to
Identify the target audience
Southwest Airlines operates five flights daily between Chicago and Phoenix during the winter. One flight leaves Phoenix at 12:10 p.m. The plane, a Boeing 737, has a capacity of 120 passengers. During the past month, the flight has averaged 24 passengers, a load factor of only 20 percent. Once the plane takes off, the empty seats generate no revenue for the airline for that flight. What unique aspect of services does this situation describe?
Idle production capacity
Lean Cuisine recently ran a TV advertisement showcasing its new line, "Honestly Good" frozen cuisine. By having Erin Cahill, a young actress, as the spokesperson, they were able to establish a connection between Honestly Good, looking slim, and being healthy. This advertisement is what type of appeal to consumers?
Image
If Pepsi's advertising is developed and placed into the media by an agency made up only of Pepsi's own staff, then Pepsi is using a(n):
In-house agency
Every three months Christie orders a package of 100 pens from BlackForrest.com for her office. She notices that sometimes her order takes 2 days to arrive, sometimes 3, and sometimes she gets the pens the very next morning. This is an example of which of the 4 I's for BlackForrest?
Inconsistency
Nordstrom is a luxury apparel store with a goal of offering an extensive array of designer clothing along with unmatched attention to customer service. Fortune magazine lists Nordstrom as one of the "World's Most Admired" companies because of its outstanding service. To maintain this image and ensure this standard of service, Nordstrom provides extensive training for its employees. Which one of the "4 I's" of service is Nordstrom attempting to address?
Inconsistency
Clark owns a sporting goods store and has conducted some market research to support his promotional planning effort. Using the results below, what should Clark's promotional objective be for the next year? 100% Total Potential Market 88% Aware 76% Knowledgeable 68% Like 58% Intend 51% Buy
Increase the intention to go to Clark's stores
Last night, Kate went to The Top in downtown Gainesville and had a wonderful experience. The next day when she got to work, she could not stop raving about her experience. The food was wonderful, and the service she received was unmatched. What type of marketing source would this be for The Top?
Independent; personal
Ana is the owner and manager of Relish Burgers. The restaurant has a team meeting and she states to the employees, "I try to treat you all the way you should treat our customers." She hopes to increase the wages of her workers because she believes in rewarding people for doing a good job, which in turn encourages the employees to perform better as they serve their customers. What concept is Ana illustrating?
Internal Marketing
Which of the following is NOT one of the four types of consumer products discussed in the text?
Loyalty
Breyer's introduced a new line of ice cream flavors for sale in elegant black containers. This was done in a limited geographic area to determine consumer reactions before launching national distribution of the product. Breyer's new product was in the ________ stage of the new-product process.
Market testing
An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?
Maturity
Beats headphones were introduced to the market in 2006 and have become a "must-have" item for all ages. A world-renowned research specialist, Dr. Dre, has analyzed the Beats product life cycle. He found that Beats currently has steady sales and a hefty market share of 64%, but the sales numbers have hit a plateau. From these findings, where is Beats in the PLC?
Maturity
Mary's Macaroons, a new Gainesville establishment, makes delicious macaroons for an affordable price. To let consumers know about their great cookies with cheap prices, Mary's decided to place an advertisement in the Gainesville Sun. After letting the ad run in the newspaper for a couple of weeks, Mary's conducts surveys and discover that 10,000 consumers were exposed to the ad an average of 4 times each. In this scenario, what is the Gainesville Sun and what is the reach of the ad?
Media Vehicle; 10,000
Which of the following is NOT a suggested technique (as discussed in the textbook) for handling objections in the presentation stage of the personal selling process?
Misrepresent product features to neutralize the objection
Planter's Nuts are a well-known national brand. Planter's also produces and packages Great Value brand nuts, sold exclusively at Walmart. Planter's is engaging in:
Mixed branding.
Clean Machine manufactures a variety of cleaning and laundry products. When it comes to baby clothes, they suggest that their customers use their detergent "Baby's Bottom." For the elderly crowd, they market "Wrinkles be Gone." For a fresh, clean scent, they promote their "Breezy" brand. Clean machine is participating in:
Multiple branding
Emily owns a makeup company. She sells her products under her own name through department stores like Nordstrom to target wealthy customers. However, she wants to make a more affordable version of her product that could be sold in discount stores like Target. These more affordable products will be sold under the name Kendall. Emily's strategy is an example of...
Multiple branding
Palm Tree lotion is more expensive than many other lotions it competes against. Palm Tree is sold in many different types of stores. Palm Tree spends a large amount of money on advertising, and it has a Research and Development department dedicated to making sure the product is utilizing the most innovative ingredients and packaging in the industry. Palm Tree enjoys a high degree of brand loyalty among its customers. Palm Tree lotion is most likely a:
National Brand
Which of the following is true about non-profit organizations, as discussed in the textbook?
Non-profit organizations can use many different elements of the promotional mix to achieve their goals.
IBM has 30 information technology hardware and software specialists, business consultants, and engineers working at Charles Schwab, a large brokerage firm, all under the direction of a senior IBM sales executive. They are creating and managing a complex financial planning system that helps Schwab clients with their retirement planning. This is an example of
Partnership selling
In its discussion of the management of services, the text expands the classic "4 Ps" to the "Seven Ps" of Services Marketing. What are the three additional Ps?
People, Physical Environment, and Process
As discussed in the textbook, which of these forms of promotion has especially low levels of "wasted coverage"?
Personal selling
Recently, Chipotle has had a lot of negative publicity in regard to food safety. In order to communicate to consumers they are correcting their mistakes, Chipotle takes out a full page advertisement in the New York Times. In the ad, Chipotle apologizes for its mistakes and promises to make things right in regard to its customers and food safety. What task does Chipotle's advertising represent in this instance?
Persuade
Imagine that Crest is introducing a new type of automatic but disposable toothbrush. As they introduce the product, Crest runs advertisements telling people what the product is, what it does, and where to find it. These ads would be classified as:
Pioneering ads
Alex wants to get his new brand of affordable work out gear into Walmart and Target. He has meetings scheduled with the buyers from each store next month and is spending his time now researching what they are looking for, what the stores' policies are, and how his brand will fit in. He is also trying to learn as much as he can about the individual buyers and their interests and hobbies. Alex is in what stage of the selling process?
Preapproach
Before Disney made a presentation to Marvel Comics to attempt to get the rights to use Star Wars trademarks in its theme parks, Disney did as much research as they could on Marvel, including studying their website and interviewing employees. This is an example of what step in the selling process?
Preapproach
McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal. These collectibles are an example of a
Premium
Joey is excited to go to the Florida-Georgia game in Jacksonville because he loves going to the various tents and getting "free stuff". Last year he got a Coca-Cola pen, a Bank of America hat, and a Geico koozie. These companies were using _____ which fall under the _____ category of the promotional mix.
Premiums, Sales Promotion
Throughout her life, Alyson has always been a smart shopper. Whether it be clothing or basic necessities, Alyson is always looking for the best quality deals at the lowest prices. When buying groceries, Alyson's favorite brands are Greenwise, found only at Publix, and Kirkland, found only at Costco. Rather than purchasing Ben and Jerry's Ice Cream or Barilla Pasta, Alyson believes that everything ends up tasting the same. In this scenario, what type of brands does Alyson buy?
Private Label
A UF scientist invented an automated eye drop dispenser. It looks like a regular pair of eyeglass frames and utilizes tiny cameras and an even smaller microprocessor to predict when the wearer will blink. When the dispenser anticipates a blink, the glasses automatically dispense eye drops to the eye right before the blink. This item can be used by small children and save the child's parents the hassle and time of administering eye drop medicine to their child. The time savings this invention offers are a:
Product Benefit
Birkenstock shoes are well-known for being unattractive yet comfortable. Recently, Birkenstock has decided to update the Birkenstock look by making the shoe more fashionable. They kept the original Birkenstock comfort, but reworked the appearance to make the shoes more attractive. Birkenstock is engaging in which strategy in an attempt to extend the PLC of their brand?
Product Modification
Recently, the executives at the Fiat automobile company partnered with the producers of the movie Zoolander 2 to create a TV commercial. The TV commercial for Fiat featured the lead character of Zoolander 2 driving a Fiat and running a red light countless times for the sole purpose of getting his photo taken by the traffic light camera and showing off his signature "Blue Steel" pose. The same model of Fiat appeared in numerous scenes in Zoolander 2. This collaboration is called:
Product Placement: Cross-promotion
Toothbrushes are an example of ________ while electric toothbrushes are an example of a ________.
Product class; product form
Unilever owns Ben and Jerry's. Ben and Jerry's sells seven different types of frozen treats: Ice Cream Pints, Ice Cream Mini Cups, Non-Dairy Pints, Frozen Yogurt Pints, Light Ice Cream, Pint Slices, and the Cores Ice Cream Pints. There are several flavors of each type. Recently, Ben and Jerry's added three new flavors of Cores: Chocolate Chip Cookie Dough Core, Sweet Like Sugar Cookie Dough Core, and Wake & "No Bake" Cookie Dough Core. What would Cores be considered, and what would the new flavors be considered?
Product line; line extensions
When specific knowledge is required to sell certain types of products or services, then a ________ is used.
Product sales organization
Adam is a sales representative for a medical device company. He is researching a possible new client, North Florida Regional Medical Center (NFRMC). During his research he determines that John Smith is the person at NFRMC who has the authority to make purchase decisions. What part of the selling process is this an example of?
Prospecting
Nike Air Max sneakers uses a clear air-cushion as its packaging instead of a box so that the shoes are easily visible. The decreased weight of the package translates into lower shipping costs for the online retailers that sell the Air Max. This demonstrates which elements of packaging?
Protection benefits and channel need benefits
Eddie is interested in trying Google Glass, the new glasses from Google that keep you connected no matter where you are and what you're doing. However, he is reluctant to purchase the product because he is worried that it won't fit with his fashionable image. As discussed in the textbook, Eddie's reason for resisting Google Glass could best be described as a(n):
Psychological barrier
Gainesville alternative-rock band Flipturn performed this year at Okeechobee Music Festival. Now, their name is appearing in reviews in music publications all throughout Florida, claiming that the band is "the next big thing," and their songs are on radio station playlists everywhere. This type of promotion is referred to as _______.
Publicity
Lexus issued a press release to build up the excitement for their new product: the Lexus Hoverboard. Based in part on the press release, a reporter from the Gainesville Moon wrote an article about how he believed the new Lexus Hoverboard is a breakthrough in transportation and by the end of the decade almost everyone will own one because they are so useful. The article by this reporter is _____, while the press release is:
Publicity; Public Relations
Kim, a printer toner salesperson, is on the phone with Ron, a representative of the Draken Corporation. Kim is telling Ron all the great things about her company's toner in hopes that Ron will purchase a large order for his company. Ron is sold on the idea, but as Kim tries to finalize the sale, Ron tells her that he has to check with his boss, Rufus. Kim failed to close the sale because she erroneously assumed that Ron had:
Purchasing authority
Frank recently got hired by Trader Joe's. After his first day, he realized that Trader Joe's always has Buy One Get One (BOGO) deals that their customers enjoy. Frank wanted to know why BOGO deals were always happening at Trader Joe's, especially the BOGO bread deal for the week. Frank's manager told him it was because the bakery offered Trader Joe's a discounted price, so Trader Joe's was able to apply a deal on the bread. What type of sales promotion is this an example of?
Push
Mama's Italian Restaurant is a locally owned business that has some of the best pasta dishes around. In order to produce this delicious cuisine, they must order the finest ingredients. They typically order 500 cans of tomato sauce a month from their supplier, Sysco, but this month the Sysco sales rep is offering them a discount if they purchase 1,000 cans. Which type of sales promotion does this represent?
Push Promotion
Carly is making "You're doing amazing, Sweetie" Kardashian meme-t-shirts. She already has a list of names of businesses that could possibly buy them, but she wants to make sure they have a desire for the shirts, the ability to purchase, and that she contacts the person who is the decision-maker. Carly is engaging in what activity?
Qualifying prospects
During the season finale of The Bachelor, the popular TV reality show, The Red Rose Inc. posted updates on their Facebook and Twitter accounts in response to the broken hearts and proposals in that episode, while also commenting on the quality of roses being handed out. This can be classified as:
Real-time Marketing
Which of the following is an example of an impersonal, marketer-controlled source of information?
Red Bull runs a commercial on TV during the Super Bowl
Brian was planning on surprising his girlfriend by taking her to Miami for the weekend for her birthday, so he made a reservation to stay at the Hard Rock hotel. However, when they arrived at the hotel, there was no record of him making the reservation even though he had a confirmation number and the hotel had already charged his credit card. Hard Rock apologized for their error, upgraded Brian's room to a suite, and gave Brian and his girlfriend a complimentary dinner at one of their four star restaurants on the site. This is an example of which type of service recovery?
Red Carpet
Trading down refers to:
Reducing the number of features, quality or price of a product
Sunny recently purchased some new lipsticks from Sephora in the Oaks Mall. She has been enjoying the long-lasting wear of the lipsticks; however, she is a little stressed out by the $100 she paid for all of them. About two weeks after she bought the lipsticks, Sunny received some complimentary eye shadow palettes in the mail as well as a newsletter for selected customers only featuring new makeup looks. The items Sunny received in the mail performed which advertising task?
Reinforce
Southwest Airlines prides themselves on having the highest On Time Performance (OTP) in the entire industry. They want to ensure that their customers trust that they can arrive on time to their destinations because Southwest is dedicated to a high OTP. Which dimension of service quality is Southwest emphasizing?
Reliability
Axe recently introduced a new body spray, Hatchet, targeted at teenage boys who have yet to learn the appropriate amount of body spray to apply. Axe handed out free samples at middle school pep rallies, texted coupons to teens, and even sponsored a video game contest. Axe was using which of the following promotional mix elements?
Sales Promotion
A ________ contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.
Sales quota
The University of Florida is constantly evaluating their course management platforms (e.g., Canvas). One of Canvas' competitors is Moodle. Imagine that Moodle wants to make a sale to UF, so they send a team from Moodle to conduct an educational program for about 20 members of UF's information technology staff. During this program, they describe some of the cutting-edge features that Moodle offers. This sales format is known as:
Seminar selling
Supermarket chains are sometimes reluctant to put new products on their shelves due to limited space and the risk that the product may not sell well. To guard against loss of profit, store managers sometimes charge a ________ to the manufacturer.
Slotting fee
Bob's Burgers, a local Gainesville restaurant, has had a recent dip in sales. With all of the new restaurants that keep opening up in the area, people are opting to eat elsewhere. To remind people of how delicious and affordable their food is, Bob's decides to run a TV advertisement. The advertisement will air only in the Gainesville area on Channel 20, the local ABC affiliate. Which type of TV advertisement will Bob's be running?
Spot
During the 2014 FIFA World Cup, the Beats by Dre headphones commercial was aired nationally on TV. However, the commercial was shown more often in cities that have an Apple store. The additional exposures of the commercial in several cities were accomplished through _____ TV advertising.
Spot
Suntect is a sunscreen company. It has strong sales in the summer all over the United States, but sales go down during the winter. Suntect wants to advertise in warmer states, like Florida, during the winter. What type of television should Suntect use to run its commercials?
Spot
A(n) ________ is the unique identification number that defines an item for ordering or inventory purposes
Stock keeping unit
In the popular HBO show Sex and the City, Carrie Bradshaw bought Manolo Blahnik shoes and wrote her advice columns on her Apple laptop. It is rumored that Manolo Blahnik paid the producers to have his shoes featured on the show, while Apple simply donated some computers to the producers. The Manolo Blahnik product placement is considered _____, while the Apple product placement is considered _____.
Straight-fee; barter
Imagine that Macy's decided to open a line of smaller, less expensive stores called "Macy's Clearinghouse." The name "Macy's Clearinghouse" combines the original Macy's name with a new term, "Clearinghouse," to distinguish this new type of store from the original stores. This would be an example of:
Sub-branding
Sophie decides to treat herself to a massage at the local spa. As she parks, she notices that the parking lot and the building are very clean and well kept. Inside, the receptionist is well-groomed. Soothing music is playing and the spa smells like fresh mountain water. As she gets her massage, Sophie notices that the massage table is particularly comfortable. Which dimension of service quality is Sophie noticing?
Tangibles
With respect to advertising, CPM is defined as
The cost of reaching 1,000 individuals or households with the advertising message in a given medium
Which of the following statements about services is true?
The proportion of the U.S. gross domestic product (GDP) coming from services now exceeds that of goods.
Jason is working on his business "Jason's Jams & Jellies." In his online video ads, Jason features an animated talking jam/jelly jar named JoJo with a music box playing his favorite "jams." JoJo the Jamming Jam Jar is a:
Trade character
Over the years, Charmin has decreased the number of sheets of toilet paper on a roll, while keeping the price the same and using air to "puff up" the rolls so that they do not look any smaller. This is an example of what practice discussed in the textbook?
Trading down
The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as
Traffic generation
Mullen's is a national manufacturer of sports trophies. Mullen's has a large salesforce that calls on college and high school athletics offices. Mullen's sales plan implementation process for their salesforce is as follows: applicants take numerous reasoning tests to determine their emotional intelligence and abilities. For training, new hires are given several books and videos to review with great detail about all the trophies Mullen's manufactures. Armed with that information, the salespeople are assigned to territories. To keep the salesforce engaged, Mullen's awards the top performer a trophy at the end of each quarter with their name highlighted on a plaque. At the end of the year, salespeople are critiqued on ways to improve their performance. Mullen's salesforce is paid on a salary + commission + bonus plan. Based on the discussion in lecture, which aspect of Mullen's salesforce implementation is lacking?
Training
To try to boost this season's low ratings, the TV show The Walking Dead created a website called deadyourself.com, in which you could upload a picture of yourself onto the body of a zombie that dances around the screen. After you make a zombie, you could then email it to friends, colleagues, and family members. The website also has a link where you can "zombify" yourself and immediately send it to other people. This is an example of:
Viral Marketing
A wiki is a
Website whose content is created and edited by the ongoing collaboration of end users
Dos Equis beer uses a suave, sophisticated, "most interesting" man to promote their brand. A set of human characteristics associated with a brand is referred to as __________.
a brand personality
The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?
a deal
Cost per click is a measure in which
a fixed amount of money paid to the site hosting an ad for every visitor who clicks on the ad to jump from that site to the advertiser's website.
A customer contact audit refers to
a flowchart of the points of interaction between a consumer and a service provider.
Norma Adler works for Tyco Healthcare. Her job is to visit hospitals and meet with staff to explain the equipment that Tyco manufactures for use in operating rooms. Although Adler is part of her company's salesforce, she does not directly solicit orders. Adler is what type of salesperson?
a missionary salesperson
Publicity is defined as:
a nonpersonal, indirectly paid presentation of an organization, product, or service.
Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as
a service blueprint.
Brand personality refers to __________.
a set of human characteristics associated with a brand name
Brand personality is defined as:
a set of human characteristics associated with a brand name.
Trading up refers to
adding value to the product (or line) through additional features or higher-quality materials.
Which of the following results from the convergence of the real and digital worlds is most accurate?
an increased emphasis on mobile marketing
Chloe has recently become a vegetarian and is now looking for a new dairy-free yogurt that she can eat regularly for breakfast. While shopping at Earth Fare, she sees So Delicious Coconut yogurt. Given that the price of the yogurt is low, Chloe's adoption process is most likely to follow which of the following sequences?
awareness -> interest -> trial -> evaluation -> adoption
Chris is trying to decide which cookies to buy. He is choosing from several brands that have just been introduced. While shopping at Publix, he sees Pillsbury Double Chocolate Chunk cookies. He decides to see if this will be his new, regular cookie of choice. Chris' adoption process is most likely to follow which of the following sequences?
awareness -> interest -> trial -> evaluation -> adoption
Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps Dairy had to pay Wrigley, the owner of the Life Savers brand name, a fee to market this concoction. This is an example of:
brand licensing
Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of the popular childhood candy). Kemps Dairy had to pay Wrigley, the owner of the Life Savers brand name, a fee to produce and market this concoction to supermarkets and convenience stores. This is an example of __________.
brand licensing
Pear Phone Inc. just released a new smartphone called the iPear. Each iPear has a recognizable image of a pear on the back. The pear image on the back of the iPear is a:
brand mark
Factors such as specifying product features, marketing strategy, and financial projections are a part of which stage of the new-product process?
business analysis
Which of the following is not a type of consumer product?
component product
A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of
cost per action, and pay $5 for every purchase that originated from an ad on the site.
Services provided by specialized professionals such as medical diagnoses and legal services have certain properties or characteristics that the consumer may find impossible to evaluate even after their purchase or consumption. What are these properties called?
credence properties
After watching the 30-minute infomercial for Oxy-Clean touting its extraordinary stain fighting formula, Sarah was confident Oxy-Clean would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was ________ the message from Oxy-Clean.
decoding
All of the following are responsibilities of a product or brand manager EXCEPT:
developing and implementing strategies at the corporate level.
The dimension of service quality called __________ refers to the caring, individualized attention provided to customers.
empathy
A statement indicating the liability of the manufacturer for product deficiencies is referred to as a(n):
express warranty.
The final stage in the personal selling process is
follow-up
What is the final stage in the personal selling process?
follow-up
Katie recently went to Sweet Cakes, a local bakery, in search of a delicious triple-layer chocolate cake to celebrate her new job. While all the employees were extremely polite and helpful and even offered cake selection advice, Katie left disappointed. All the varieties of cakes that Sweet Cakes offered were plain vanilla, and they were very high priced. This is an example of:
good expected service but bad core service
The first decision in developing an advertising program is to
identify the target audience
The first decision in developing the promotion program is to __________.
identify the target audience
The first decision in developing an advertising program is to
identify the target audience.
You first hear about a new brand of cologne called "Allergic" because you saw an article about it in the New York Times that reported how many celebrities were at the "Allergic" launch party last weekend. What type of source is the New York Times article?
impersonal/independent
According to the text, all of the following are forms of direct marketing except :
in-store free samples
On a recent shopping excursion at a local Target store, Jim Krause went from aisle to aisle selecting the products he needed. He bought a variety of products, including shampoo, toothpaste, a plant for his office, and several pairs of socks. Interestingly, the only salesperson Krause encountered was the person at the checkout counter. The checkout person at Target is an example of a(n) __________.
inside order taker
In a business-to-business context, the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as __________.
key account management
A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________.
lead generation
Jeff's Peanut Butter Co. conducted market research and found that his customers would enjoy a fruit flavored peanut butter. He markets his fruity peanut butter with colorful packaging, and it sits on the same shelf as his regular peanut butter in grocery stores. This is an example of:
line extension
A slotting fee is a payment that a
manufacturer makes to place a new product on a retailer's shelf.
"To remind" is the typical promotional objective at which stage of the product life cycle?
maturity
Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?
maturity
Social media can be classified on two dimensions: ________ and_______.
media richness; self-disclosure
Social networks can be classified in a matrix with two dimensions: __________ and __________.
media richness; self-disclosure
A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller (e.g., a retail chain) because the segment attracted to the reseller is different from its own market is referred to as __________.
mixed branding
Atomic Motors, Inc. manufactures cars. They have three separate makes (brands) of car: Zeus, Panther, and Ryder. The Zeus is a line of sports cars; the Panther is designed to be extremely safe for families; and Ryder is an inexpensive brand. What type of branding is Atomic Motors using?
multiple branding
The first stage of the new-product development process is the ________ stage.
new-product strategy development
John Whitaker works for American Greetings. His job description includes the following responsibilities: (1) stock and arrange point-of-purchase displays of his retail customers—60 percent of his work week and (2) pick up orders from customers and complete the transactions—40 percent of his work week. Whitaker is primarily engaged in which type of selling?
outside order taking
The practice whereby buyers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the benefit of the customer, is referred to as
partnership selling.
When consumers are in the purchase stage of the decision process, the impact of _____ is very high, but the impact of _____ is very low, compared to other stages of the decision process.
personal selling; advertising
When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?
pioneering
When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising touted restaurant-quality soup with authentic ingredients and unique flavors. What type of product advertisement was it using?
pioneering
Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a media vehicle.
pretests
A competitive product ad
promotes a specific brand's features and benefits.
According to the text, before a new product or service is developed, a firm should have a precise ________, which is a statement defining the target market, specifying customers' needs, and defining what the product or service will be and do to satisfy consumers.
protocol
All of the following are alternative forms of institutional advertisements EXCEPT:
public service
When a steady schedule of advertising is supplemented with heavy periods of promotion because of increases in demand, this is referred to as a(n):
pulse schedule.
Mario's Pizza has done some research on their market. The research is as follows: 100% Total Potential Market 92% Aware of Mario's 84% Knowledge about Mario's 77% Like Mario's 71% Intend to buy from Mario's 64% Purchase from Mario's. What step should Mario's Pizza focus on improving as their promotional objective?
purchase
Josh is looking for a new smartphone network provider because he has grown tired of the many dropped calls, particularly near his school. In terms of the service quality dimensions, Josh is unhappy with which dimension of his current service?
reliability
For many years, Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, has been perceived as a cereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, and advertisements depicted children enjoying the product with Tony in competitive situations. Recently, in response to declining sales of Frosted Flakes, the cereal-maker has launched a new series of advertisements that show adults admitting that they enjoy Frosted Flakes, too. Kellogg's is attempting to __________.
reposition Frosted Flakes
Salespeople for Godiva Chocolates use their laptop computers to process orders, plan time allocations, forecast sales, and communicate with other Godiva personnel and customers. This is an example of:
salesforce automation
Consumers can easily evaluate products like shoes and jewelry before making a purchase because they have ________ properties. On the other hand, consumers can evaluate services such as restaurants, ski instructors, and tanning salons only during or after their purchase and use, because they have ________ properties.
search; experience
In the services domain, the range of offerings from product-dominant to service-dominant is referred to as the
service continuum.
Kroger required that Birds Eye pay $15,000 per month to get its new Vegetable Quinoa Pilaf placed in the middle shelves in the frozen vegetable freezer section of all its supermarkets around the country. This payment is an example of a
slotting fee
Nick recently was hired at Outback Steakhouse as a waiter and was told by his managers to ensure "customers have a delightful, fun, and positive experience at our restaurant." Taking this directive seriously, Nick began making awesome balloon animals at his customers' tables, and even cracked a few hilarious jokes, which confused and upset the customers. That wasn't the kind of experience they really wanted. Some even left the restaurant without eating. This scenario represents a:
standards gap
The practice of using a group of professionals in selling to and servicing major customers is referred to as
team selling.
With respect to advertising, CPM is defined as
the cost of reaching 1,000 individuals or households with the advertising message in a given medium
Web 2.0 is a term that describes
the high degree of interactivity among users.
The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment. They know from experience that such public holidays usually have high rates of accidents. For the hospital's business office, the unexpected lower demand for the emergency room services most likely means
the hospital has idle production capacity.
In television or radio advertising, a rating refers to
the percentage of households in a market that are tuned to a particular television or radio station.
User generated content (UGC) refers to
the various forms of online media content that are publicly available and created by end users.
