Mark 36 Video Quizzes

Eskimo Joe's is an important part of the community, including customers' lives and customer involvement, which indicates Eskimo Joe's is involved in _________________.

Customer Engagement Marketing

IMG World provides college students with new, relevant media, making which stage of the consumer buyer behavior process easier for the consumer?

Information Search

Burger​ King's target demographic for its Satisfries was most notably mothers of young children. Which of the following demographics was Burger King most likely​ targeting?

Millenials

In 2020, Eskimo Joe's has faced a new challenge. What is that challenge?

Issues with the logo

Eskimo Joe's offers food, spirits, and logo merchandise to customers, who in turn, offer Eskimo Joe's money. What is this relationship known as?

Exchange

In addition to selling food, drink, and a variety of items that feature its popular logo, Eskimo Joe's offers its customers a valuable experience, known as its ______________.

Market Offering

The decision to offer Satisfries to customers is most closely aligned with their understanding of the changes in which of the following​ environments?

The cultural environment

The most basic determinant of a person's wants and behavior are embedded in a consumers __________.

Culture

Konica/Minolta focuses one of its business units on medical and healthcare groups. These groups make up one of Konica/Minolta's __________.

Market segment

The owners of Eskimo Joe's understand the customers' needs and wants by sensing and responding to those needs, indicating that Eskimo Joe's assumes which philosophy?

Marketing Concept

Nielsen gathers consumer insights through a variety of ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these examples?

Online Marketing Research

The specific data that Nielsen provides to its clients for a specific purpose that has not been completed before, is most likely which type of data?

primary

According to James Russo, in what year did Nielsen start?

1923

Burger​ King's Satisfries are most likely marketed to which type of customer​ market?

Consumers

Eskimo​ Joe's food, logo​ products, and overall experience keeps customers loyal and coming back time and time again. Such customer loyalty increases​ __________________.

Customer lifetime value

Prior to changing its product offerings and realigning its business units, managers at Konica/Minolta most likely first performed which of the following to determine those units that were profitable and those that should be phased out or realigned?

Perform a portfolio analysis

What is IMG primarily known for?

Sport and talent arena

In its efforts to offer healthier​ options, Burger King hopes to attract mothers away from​ McDonald's and into Burger King. By providing the​ Satisfries, Burger King is reacting to which of the following​ environments?

The competitive environment

Michael Hand, who is featured in the video, holds what position at IMG?

Vice President of Strategic Marketing

Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions.

customer insight

Kevin Kern described Konica/Minolta's use of commercials, newspapers, social media, and other media to control the marketing message. Which marketing concept was he referring to?

Marketing Mix

Konica/Minolta hopes to create customer value through its mission, strategic goals and objectives, marketing mix, and other marketing tools. This collective effort is known as Konica/Minolta's __________.

Marketing strategy

A popular football player at a college who is able to influence the buying decisions of fans would best be described as a(n) __________.

Opinion leader influence

Burger​ King's offering of healthier French fries is most closely related to building relationships with which of the following microenvironment​ actors?

The customers

Under the previous CEO, Konica/Minolta's management determined it was time to invest in __________ by offering new products to the technology market.

product development

A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of research?

descriptive research