Marketing Ch 5

AIDA

A - attention. I - interest. D - desire. A - action.

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising.

Competitive

The marketing concept is best defined as

a philosophy stating that an organization should try to satisfy customers' need through a coordinated set of activities that allows the organization to achieve its goals

Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah's, a local where the Kappas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Jennifer is influenced by

a reference group

Liz Claiborne, INC uses which types of channel of distribution for its premium brands?

a short, direct channel

When a company promotes its position on a public issue, this is specifically referred to as _____ advertising

advocacy

A marketing ethics issue likely exists when

an individual or organization must choose from among several actions that must be evaluated as right or wrong

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's club and has a new tire installed. Ryan's purchase of a new tire in his situation is considered to be ______

an unsought good

Cognitive, affective, and behavioral are the three major components of

attitudes

If Hanes, a manufacturer of tshirts, were to begin producing a tshirt with the trade character Pillsbury Doughboy on the front, this would be an example of

brand licensing

Which of the following is elements of brand equity?

brand name awareness, perceived brand loyalty, and brand loyalty

labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

branding

Purchases are made by larger groups of people are

business buying behavior

Sales are typically for larger amounts per transaction are

business buying behavior

The process includes a more formal evaluation process are

business buying behavior

The four quadrants of the Boston Consulting Group Matrix (BCG) are:

cash cows, stars, question marks, dogs

If Papa John's advertises that its thin crust pizza has less calories than Pizza Hut's, this would be an example of ____ advertising.

comparative

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

competitive

If Georgia-Pacific, a producer of home siding, decking, and other wood products, focused its marketing efforts to home construction companies only, it would be using a(n) _____ strategy. If it sold the same products to both construction companies and DIY retailers such as Home Depot, it would be using a(n) _______ strategy.

concentrated; differentiated

The process is more heavily influenced by psychological concepts are

consumer buying behavior

The difference between consumer sales promotion methods and trade sales promotion methods is

consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy

Often when a company introduces a brand new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process

creating awareness

Marketing is the process of....

creating, distributing, promoting, and pricing to facilitate satisfying exchange relationships with customers to develop and maintain favorable relationships with stakeholders in a dynamic environment

When managers at Logistics Pro are developing their strategic plan, they use a market orientation as a guide to ensure that _____ is an integral part of the process

customer satisfaction

Segmentation variables are usually grouped into four categories:

demographic, geographic, psychographic, and behavioristic

Last year, Precision Brake's sales to the manufacturers of lawn tractors declined, partially due to the fact that more consumers were hiring small landscaping businesses to cut their grass. This decline in sales for Precision Brake is an example of

derived demand

GE Transportation is most likely using a(an) ______ targeting strategy, segmenting by _______ variables.

differentiated; benefit expectations

If Liz Claiborne were to distribute their Kate Spade brand through its company-owned stores and through wholesalers, to major department stores, then Liz Claiborne would be using _____ distribution.

dual

characteristics of a good brand name?

easy to remember, indicate the product's use, easy to spell, easy to say

Justin is purchasing his third car in the past five years. He has been a car enthusiast ever since he was a young boy. Justin likes to spend his free time looking at car magazines, going to car shows, and watching NASCAR. Justin's interest in cars is referred to as

enduring involvement

After compiling a list of potential customers, a salesperson must

evaluate whether each prospect is able, willing, and authorized to buy the product

Since Alicia and Carlos were using gas mileage as one of their evaluative criteria, they are most likely in the _____ phase of the consumer buying process

evaluation of alternatives

The Liz & CO brand is sold only at J.C. Penney's. This is an example of ___ distribution

exclusive

At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of

free sample

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten different times. This is advertising

frequency

Zerex markets its radiator liquid to different markets; one as a coolant and the other as antifreeze. Which of the following segmentation variables is Zerez most likely using?

geographic

Suppose that GE Transportation decided to produce only locomotive engines for rail lines in the United States. The segmentation variable then would be

geographic location

A culture can be divided into subcultures according to

geographic regions or human characteristics, such as age or ethnic background

The first stage in the development of any advertising campaign is

identifying the advertising target audience

In recent years the proportion of promotional dollars spent on sales promotion has

increased relative to advertising

Consumerism is

individuals, groups, and organizations' efforts to protect the rights of consumers

Given the type of business market in which precision brake is currently operating, which group would it be least likely to sell to?

institutions

Services have four basic characteristics

intangibility, inseparability, perishability, and heterogeneity

When Gillette developed the Venus razor in 1998, it was considered to be in the ____ stage. Today, the Venus razor has several competitors and has increasing profits, most likely an example of the _____ stage.

introduction; growth

A major disadvantage of personal selling is that it

is very expensive per contract

The primary advantage of a concentrated targeting strategy is

it allows a firm to specialize to meet specific customer needs

The Pillsbury brand name would be characterized as a _____ brand?

manufacturer

Researchers at GE Transportation estimate that 1,000 rail lines throughout the world will purchase some kind of locomotive engine next year. That numbers represents the

market potential

Marketing managers strive to develop a marketing mix that

matches the needs of the target market

Anderson Distribution Company has purchased 15 forklifts over the past two years. As it plants to place its next order for another five machines, management wonders if additional features may be added in order to handle changes in the product lines it carries. For Anderson, these new forklifts represent a ______ purchase.

modified rebuy

Perry Supply's sales and sales force has continued to expand. Now, the firm plants to add a fleet of company cars as a part of its sales compensation package. For Perry Supply, these vehicles would represent a _____ purchase.

new-task

Secondary demand is demand for a

particular brand

If Samsung uses ______ pricing for its newest version of laptops, it is probably most interested in obtaining market share and it is assuming _______

penetration pricing; that other competitors could enter the market easily

Signs, counter pieces, racks, and self-service cartons are all forms of

point-of-purchase displays

If a company calls a meeting to announce a major news event, this is known as a

press conference

The decision of Macy's to use even prices such as $60 for a Ralph Lauren Polo is an application of _____; where ____ prices are often used to _____

prestige; gives a product an upscale or exclusive image

By promoting the fact that "orange juice is not just for breakfast anymore", the Florida Orange Growers Association attempted to stimulate

primary demand

When Jeep Wrangler produces the new year's model vehicle, they discontinue production of last year's. However, when Apple brings out a new iPhone, they continue to produce the previous version for at least some period of time. Jeep Wrangler's new-product strategy is an example of _____ while Apple's is an example of _______

product modification; line extension

Which of the following is not a public relations tool?

product sample

If Ray-Ban selected the prices for its new sunglasses to be $60, $70, $ or 80, this would most likely be an example of using ____ pricing to enhance its distinctive positioning strategy

promotional

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?

realibility

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of _____ advertising.

reinforcement

An ad for a multivitamin that claims "We still bring you everything you need to get through the your day in one vitamin" would most likely be considered ____ advertising.

reminder

Carla is a prosecuting attorney for the city of Cleveland. She is also vice president for the local parent/teacher organization and a coach for her daughter's soccer team. The actions and activities associated with each of these positions constitute Carla's

role

U.S. Electric, the maker of a highly innovative xenon light bulb used in large, manufacturing facilities, finds that it has excess inventory. The firm increases its direct marketing by 20 percent and adds three new sales representatives. This company is operating as if it were in which of the following orientations?

sales

When evaluating market segments, assessment of competitors is important because

sales estimates may cause a segment to appear to be lucrative, but there may be several competitors that together have a large share of that segment

Hunt's decided to put a much larger share of its promotion budget into _____ because of the heavy reliance it will be placing on coupons in the second quarter.

sales promotion

Perception is a three-step process that involves

selecting, organizing, and interpreting information inputs

The fact that Alicia had to remembered the gas mileage of the Toyota Sienna incorrectly is most likely an example of

selective distortion

Shaving razors fall into which of the following classifications?

shopping products

Toyota's production of commercials that featured Hispanic actors and the Spanish language is an example of marketing to

subcultures

Parisian Dry Cleaners airs a series of radio ads that claim, "Parisian, your local dry cleaners." This campaign would best be described as ______ advertising.

target

Kashi Hear to Heart cereal is aimed at people concerned about their health. These people represent the Kashi....

target market

The college aged student represents EXperience Limited's ______, and the tours its operates represent the ______ element of the marketing mix.

target market; product.

Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means

that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again

Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest. He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing. This most closely represents a decision about.....

the best way to distribute his products

A market opportunity results from

the right combination of circumstances and timing that permit an organization to take action to reach a particular target market

The Boston Consulting Group Matrix (BCG) is used

to make decisions about where to place a company's reasources

What is the most basic role of promotion?

to stimulate product demand

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing was. This is an example of a(n)

unaided recall test

Hershey Foods Corp. offers a single product line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's prodct

width

What is the primary distinction between a line extension and a product modification?

with product modifications, the original product is replaced in the product line while both the old and the new products remain in the case of line extension

The fact that Paws and Claws is open 24 hours each day is part of the _______ marketing mix variable while the swimming pool is part of the ________ variable.

Distribution; product.

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?

Heterogeneity

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle, while competitive advertising is likely to be used during the _____ stage.

Introduction; maturity

How does brand loyalty typically effect a customer's purchase decisions?

It shortens the amount of time and reduces the risk

The U.S. Army recruits soldiers based on the slogan, "An army of one," implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow's hierarchy of needs?

Physiological

When Precision Brake sells to the individual dealers, they would be considered what business type

Producer

Promotional strategy is sometimes combined with channel types. When a company uses promotion to the next member in the channel, such as the wholesaler, or retailer, it is called ____ promotion; when a company promotes to the final consumer, it is called ____ promotion. Companies _____ use both of these methods at the same time.

Push; pull; sometimes

Successful business organizations should take actions to convert internal weaknesses into ______ and external threats into ________

Strengths; opportunities

Natalie is a sales representative with Nike. Tomorrow she will join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process. Natalie is engaged in

Team selling

Paws and Claws' addition of unexpected services, pick-up and delivery, and 24 hour access while charging a higher than its competition is best described as which type of value?

Value = customer benefits - customer costs

The information in EXperience Limited's database could be best used to develop

a CRM program

According to the text, a market is defined as

a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase these products.