Marketing 351 Ch. 1,2,5,7 Exam 1 PHAM

For an individual, the most obvious outcome of the consumption process is

achieving some level of satisfaction of the need that initiated the process.

The _____ dichotomy is a set of self-oriented cultural values that determines whether a culture values physical accomplishments or nonphysical achievements.

active/passive

When does a firm select its target market for a product?

after describing each group of customers with similar need sets

In the context of using symbols in advertisements, even though cultural differences in symbols are frequently observed, there

are still many symbols that work well across a variety of cultures.

The economic health of many countries is highly influenced by

consumption decisions made in large, wealthy societies.

Everything that influences a person's thought processes and behavior such as knowledge, beliefs, art, morals, and customs is referred to as

culture

The complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society is known as

culture

Product distribution is essential to the success of a marketing strategy because

customers rarely go to great lengths to secure a particular brand and expect cross-channel options.

The _____ dichotomy is a set of other-oriented cultural values that describes whether a culture values individual initiative or group conformity.

individual/collective

The most fundamental outcome of a company's marketing strategy is

its product position.

What message should be delivered to a target audience, the desired effect, and how to deliver it are part of a(n)

marketing communications strategy.

Any and all signals that a company provides about itself and its products through advertising, packaging, or public relations are referred to as

marketing communications.

In the process of market segmentation, marketers need to identify product-related need sets because

most products in developed economies fulfill more than one need.

A culture that emphasize the self-oriented cultural value of _____ is less likely to take an action-oriented approach when tackling issues.

passiveness

What are the two types of time perspectives across cultures?

polychronic monochronic

An image of a product or brand in a consumer's mind in comparison to its competitors is known as

product position.

In the context of cultural variations in nonverbal communications, the cultural meaning of objects or things results in

purchase patterns that would otherwise be unpredictable.

Which application of consumer behavior serves to protect consumers?

regulatory policy

Select from the following the four steps of the market segmentation process.

select a segment to serve describe each group Identify product-related need sets group customers with similar need sets

Consumer behavior can best be defined as the study of the processes individuals, groups, or organizations go through in order to

select, secure, use and dispose of products, services, experiences or ideas.

A firm that offers auxiliary or peripheral activities that enhance the primary product is offering a _________.

service

What is an accurate statement about cleanliness as an environment-oriented cultural value?

Many underdeveloped countries do not value cleanliness at a level sufficient to produce a healthy environment.

Which is the most effective way to discover customers' needs?

Marketing Research

A ______ is how a company can provide superior customer value to its target market that involves the formulation of a marketing mix.

Marketing Strategy

Larissa was promoted to assistant vice president and will move out of her shared space and into an office next week. What aspect of nonverbal communication is represented in this situation?

space

Which of the following is a major determinant of the state of a country's economy?

the cumulative impact of its citizens' consumption decisions

Customer value can be defined as

the difference between the benefits derived from a total product and the costs of acquiring those benefits.

What makes gift giving across cultures a difficult task?

the dissimilar values that cultures denote to objects

In the context of relationships as a cultural variation in nonverbal communication, one of the main features of guanxi includes

the idea of a reciprocal relationship continuing indefinitely.

It is necessary to describe groups of customers with similar need sets in terms of demographics, lifestyle, and media usage during the process of market segmentation because

the methods used to reach each group differs.

What are four variables that influence nonverbal communications?

time symbols etiquette relationships

True or false: In many Latin American countries it is common practice to negotiate prices for almost any type of purchase.

true

True or false: Purchases can increase a consumer's need rather than reduce it when he or she has a negative level of satisfaction.

true

Shayla told the marketing team that their efforts would have to be adaptable to an emerging culture in India where more people were looking for products based on their social standing rather than economy. Which cultural value is Shayla concerned with?

wealth

The biggest single influence that is causing the convergence of lifestyles, values, and purchases among youth worldwide is

worldwide mass media.

Kendrik is in the market for a new car. While many of his friends will only consider cars made in Japan, Kendrik doesn't base his decision on the global brand name but prefers to evaluate all of his choices just as he would with any American-made car. Which type of world citizen does Kendrik represent?

global agnostics

Place the steps of the market segmentation process in the order in which they are implemented by a firm. Place the first step at the top and the last step at the bottom.

1. Identifying the need sets related to the products 2. Sorting consumers into groups with similar need sets 3. Describing each group of customers with similar need sets 4. Choosing one or more attractive segments to serve.

In the context of cross-cultural marketing strategy, _________ which generally means global localization, refers to the adaptation of products and services to local considerations.

Glocalization

_____ occur(s) when businesses consider variations in culture and adapt their products and services to meet the needs of a local market.

Glocalization

The Chinese concept that refers to personal relationships on which an individual can draw to obtain resources or advantages when doing business or even in the course of social life is known as

Guanxi

A firm developing a marketing strategy seeks to answer which question?

How will we provide superior customer value to our target market?

Which two statements about determining customers' needs are true?

It can often be accomplished by marketing research. It is a complex process.

Size

It denotes to number of individuals in a given populace.

Distribution

It denotes to the geographic location of individuals in a given populace as well as their rural, suburban, and urban location.

Structure

It describes a population using the variables of age, income, education, and occupation.

When conducting market analysis, which of the following must a company do?

It must understand its own ability to meet customer's needs.

Environment-oriented values

They prescribe a society's relationship to its economic, technical, and physical context.

Select the ways by which a company can understand its own ability to meet customer needs. (Check all that apply.)

- It should consider its production capabilities. - It should understand the skills of its marketing department. - It should evaluate its own financial condition.

An effective communications strategy answers which three of the following questions?

- What media should we use to reach our target audience? - With whom, exactly, do we want to communicate? - What message should we use to reach the target audience?

Which of the following are approaches to identify need sets of groups in the process of market segmentation?

- identifying ethnic groups first followed by consumption-related needs across the groups - identifying needs first followed by consumer characteristics associated with those needs

Select the components of a market analysis

- the organization's own capabilities - the consumption process of potential customers - the economic, physical, and technological environment - the capabilities of current and future competitors

The youth market is widely affected by technology as demonstrated by the fact that _____ of teens use two or more electronic devices.

About 65%

Which category of world citizen doesn't like international brands or brands that promote American values?

Antiglobals

Which two statements about etiquette are true?

Behaviors considered rude in one culture may be acceptable in another. The use of gestures and normal voice tone differ among cultures.

Monochronic time perspective

Choice, Cultures with this perspective view time as fixed in nature, inescapable, and linear, and they often compare its nature to that of a physical object.

_____ is an environment-oriented cultural value that describes the extent to which a culture emphasizes personal and public hygiene.

Cleanliness

Which of the following are the most likely responses from competing companies if your company is successful?

Competitors will reduce prices on their products. Competitors will increase their advertising.

______ studies the processes that people use to choose, secure, utilize, and dispose of products, services, experiences, or ideas to satisfy needs and the effect of these processes on the consumer and society.

Consumer Behavior

Everything a consumer must surrender to obtain the benefits of possessing or using a product is known as

Consumer Cost

Which is an example of an auxiliary service?

Free delivery and set-up when purchasing appliances

Polychronic time perspective

Cultures with this perspective view time as fixed in nature, inescapable, and linear, and they often compare its nature to that of a physical object.

The difference between all the benefits derived from a total product and all the costs of obtaining those benefits is known as

Customer Value

_____ describe(s) a population in terms of its size, structure, and distribution.

Demographics

An element in a marketing strategy that involves making a product available in places where its target customers can purchase it is known as

Distribution

After learning that introducing their organic produce into parts of Europe would cause local farmers great hardship, Cali-Organics Inc. decided to pursue a different foreign market where their impact would be welcome. What caused the company to make this choice?

Ethics

The Japanese business executive found it offensive when the executive from the US-based company tried to look him in the eye when discussing the deal to expand his company's offices. He decided it would be best to work with a different company for the project. Which nonverbal communication did the US executive fail to consider?

Etiquette

During market analysis, which of the following questions should a company ask regarding competition?

If we are successful, which firms will be hurt? How are competitors likely to respond if we are successful?

In the process of market segmentation, what step occurs after identifying product-related need sets?

In the process of market segmentation, what step occurs after identifying product-related need sets?

______ are the arbitrarily assigned meanings for events, actions, and things other than words that are specific to a culture.

Nonverbal communication systems

The nearest others can come to us without creating an uncomfortable situation is known as _____ space.

Personal

What are the three broad forms of cultural values?

Self-oriented values Other-oriented values Environment-oriented values

What is an accurate description of symbols?

Symbols like numbers, creatures, music, colors, and shapes have different interpretations across cultures.

A(n) _______ is a segment of a larger market on which a firm focuses its marketing strategies and tactics.

Target market

Which market analysis component includes consideration of the state of the economy, the physical environment, government regulations, and technological developments?

The conditions

Which statement about status-oriented societies is accurate?

They are more likely to prefer prestigious brand names.

Identify an accurate statement about groups of customers with similar need sets.

They can have sharply different demographics

Other-oriented values

They describe a society's perception of the appropriate relationships between individuals and groups in the society.

Self- oriented values

They describe the objectives and approaches to life that the individual members of society find desirable.

During the meeting, Brenda asked the team if introducing the product into South America would create environmental concerns based on the plastic packaging. What question is she considering as her company makes plans to approach a foreign market?

What are the ethical implications of marketing this product in this country?

A society that gives incentives and prestige to groups is most likely to value the other-oriented cultural value of

collectivism

In the process of market segmentation, which of the following is the step that comes after identifying customers with similar need sets that are related to a product?

describing customers with similar needs in terms of their demographics

What two items have prompted consumer demand for environmentally sound products?

deterioration of the physical environment government regulations

Traditionally, while an American businessperson would carefully review a written contract prior to making a deal, a Chinese businessperson would be more likely to

examine the character of the person making the deal.