marketing exam 2
The concept behind the t-shirt style in the Good Shirts Project was created by __________.
2 artists
Which of the following best defines nonprofit marketing?
Activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit or return on investment
According to your textbook, which service is closest to being in the middle of the tangibility continuum?
Dinner at the Olive Garden
Your firm is launching a new product that everyone believes is going to be a blockbuster. Everyone is geared up to make this product launch the most successful in the firm's history. Your boss instructs you to make sure the product gets the highest intensity of market coverage the firm can support. To achieve this, you will implement which of the following distribution strategies?
Intensive distribution
As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the
Nutrition Labeling Act.
Which of the following is the most commonly used channel for distributing business products?
Producer, organizational buyers
What are the three primary ways that marketers deliver services?
Service facilities, customer's home, or from a distance
Based on the story about the founder selling his first 100 items, which of the following is a FALSE statement?
The founder learned the importance of having an actual store for the customers to see/try on the product.
Which of the following is a primary factor specific to services in choosing a brand name?
The service brand is usually the same as the company name so it must be flexible enough to fit several services
WTA is a manufacturer of very large blades used in energy-reducing wind turbines. What is most likely the most expensive physical distribution function associated with the WTA product?
Transportation of the product.
Taylor works for a company that buys snacks such as chips, cookies, and candy in bulk from manufacturers. Taylor's company then repackages them and sells them to vending companies who have vending machines at government institutions. Taylor most likely works for a(an) ___, while the vending machine company is a(an) _____.
Wholesaler; retailer
Who made the final purchasing decision in the sale of Gaga's first 500 pints?
a dog
The Good Shirts Project founders wanted to create ____________.
a style of shirt that focused on the concept rather than the execution
A general-merchandise retailer offers
a variety of product lines that are stocked in depth.
The two levels of expectations that consumers generally have about services are
acceptable and desired.
The US fund of UNICEF partnered with the Good Shirts Project to provide aid for those in need in _________.
africa
Rob Stevens is the head of a company that produces computer software for production scheduling. The firm is small and presently does not generate enough volume to justify hiring a sales force. The firm is probably using ____ to maintain contact with the firms using its products.
agents
A producer is not likely to receive ____ from an industrial distributor.
aggressive promotion of its brand
Intuitiv Manufacturing's large plastics molding machine suddenly broke down during its day shift. When considering the purchase of available alternatives, Intiutiv decided to rent one for the next two years instead of buying one. In this situation, the large plastics molding machine it rented would be classified as
an installation
Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is _____.
better price; gradually diminishing
After Boston, Taza Chocolate explored the possibility of expanding into San Francisco. How did the company representative get from store to store in San Francisco?
biking
Axe was the first company to market ___________ to men.
body spray
L.L. Bean began its business with selling ____________.
boots
In the video, the _______________ for Axe discussed the target market for the Axe products.
brand manager
Breakeven analysis is a tool that marketers are likely to employ during the ____ stage of the new-product development process.
business analysis
Karla tells Jeff that she likes his team's idea about a new three-lace running shoe but wants him to put together some figures regarding anticipated sales, costs, and resulting profits. She is asking Jeff to proceed to which stage of the new-product development process?
business analysis
The product deletion process is similar to the ____ step of the new-product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs, and profits.
business analysis
You were just hired to manage the new product development process at a consumer products company. In your first meeting with the CEO since being hired, she recounted to you the numerous times in the past when the company launched products it thought would be successful. However, it later came to realize the products had a detrimental impact on the company's overall costs and profits mix. She wants you to revamp the company's new product development process to prevent this from happening in the future. Which of the following steps in the new product development process should you overhaul in order to address the CEO's concerns?
business analysis
Laura and Marie own and operate a small restaurant. On a weekly basis, they go to their local Sam's Wholesale Club to purchase the food items and cleaning supplies they need for their business. With the exception of the volume they purchase and the items' intended use, this grocery shopping trip is identical to a weekly trip by their families to a grocery store. Sam's is serving as a ____ wholesaler for these entrepreneurs.
cash-and-carry
IMA Wholesalers is a distributor of car repair parts and supplies, selling to both retailers and auto repair service businesses. Recently, IMA has been promoting the Pennzoil brand of oil over the Quaker State brand of oil by offering larger discounts to the channel members. If IMA continues to do this, ____ is likely to result
channel conflict
According to the text, the direct consumers of a nonprofit organization's ideas or services are called its ____ public
client
When customers are satisfied to the extent that they will use a service repeatedly over a period of time, they are demonstrating the main characteristic of a ______.
client-based relationship
Hickory Village Shopping Center has two department stores and some specialty and convenience stores. It serves a large geographic area and holds special events to stimulate consumer traffic. Hickory is a ____ shopping center
community
Which of the following is the stage of the new-product development process where customers are first exposed to the new product idea?
concept testing
The ability of a product to provide the same level of quality over time is called
consistency
Packaging is most important, as a strategic tool, for
consumer convenience products.
Overall channel goals and individual channel member goals cannot be achieved together without
cooperation.
Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.
credence
In terms of services having heterogeneity characteristics, a large variety of possibilities are provided for marketers. One would be the marketer's option to:
customize their services to meet unique individual needs
Mercedes recognized it needed to revitalize its brand and attract different market segments. These are indications that Mercedes' products were primarily in the ____ stage of the product life cycle.
decline
L.L Bean uses data, statistics and customer information to _________.
decrease the number of catalogs they are mailing
Quality modifications are changes that relate to a product's
dependability and durability.
When Gaga added 7 new pint flavors, Gaga was adding to the __________________ of its product mix.
depth
Cash and Carry is a store that carries food, clothing, and household goods at lower price margins than other nearby stores. There is little service provided and customers have to bag their own purchases. Cash and Carry is most likely an example of a(an)_
discount store
For a bar of Taza chocolate, there are three different pricing levels. The ______ price is the lowest price; the ______________ price is in the middle; the __________ price is the highest price.
distributor; wholesale; retail
Taza Chocolate sells its products online and in retail stores to reach its target market. This is an example of ________________.
dual distribution
When Prize Pet Grooming offers pet owners who recommend the business to a friend $10 off their next grooming bill, it is a program designed primarily to
encourage word-of-mouth communication.
L.L. Bean tries to appeal to _____________.
families
Axe appeals to its target market by mainly focusing on __________?
girls
The degree of heterogeneity increases as there is increasing ____ that is involved with carrying out a service,
human labor
When a cellphone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the Star, the Fanfare, and the Illusion, this strategy is called ____ branding.
individual
A customer must have a particular brand and will accept no substitutes. This is termed brand
insistence
If Jason Carter, product manager at SeaRay Boats, became aware that Bass Boats, Inc., was in the process of test marketing a new line of shallow-water fishing boats in the southeast region, he might want to engage in ____ to reduce the validity of the other firm's results.
jamming
While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the ____ group.
laggards
An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n)
lifestyle shopping center
In the video, Axe offers various personal grooming products such as body wash, body spray and shampoo. When Axe added the body spray, it was trying to improve its product mix through ______________.
line extension
Location is important to a retailer because
location determines the trading area from which the store must draw its customers
Dropping an unprofitable product immediately is the best strategy when
losses are too great to prolong the product's life
Taza Chocolate is a(an) ________________.
manufacturer
Josh Bowman, of U.S. Hospital Supply Corporation, has responsibility for managing the marketing activities for products aimed at nursing homes and extended care facilities. Josh's job is that of a(n)
market manager
If someone bought the t-shirt featuring the green cargo plane, alternative products or services he/she could have spent his/her money on are known as _____________.
opportunity costs
Nathan is trying to decide which shipping company to use to transport his custom-made furniture to customers. Nathan is facing a decision about
order delivery
When Zappos, Inc., an online marketer of shoes, accessories, and clothing, contracts out the physical distribution task to third parties such as UPS, this arrangement is called ____. This is due to the fact that UPS does not have managerial authority within the Zappos marketing channel
outsourcing
When Gaga realized that people did not get what SherBetter is... Gaga decided to change its ________________.
packaging
Demand-based pricing most closely relates to the ____ of services.
perishability
When services can't be inventoried and then sold at some other time is called what?
perishability
As Justin works on the prototype of a new action-oriented computer game, he is engaging in which phase of the new-product development process?
product development
Kara is a member of the product development team at a company that manufactures sports equipment. During a recent meeting, one of the team members asked "What level of quality are we building into the camping gear?" Based on this question, Kara and her team are most likely in the ____ phase of new-product development.
product development
A ____ is responsible for a product, product line, or several distinct products in an interrelated group within an organization.
product manager
Gaga's product mix of offering both pints and bars represents Gaga's _____________________.
product mix width
Seth recently purchased a new Brunswick Billiards table for his recreation room. The next day after delivery, Seth noticed a problem with the way one of the pockets was strung. Since it was a weekend, he didn't expect to have it repaired. However, when he called the store to leave a message, someone answered the phone. She gave Seth a number where he could call a repair representative who would come straight to Seth's house within an hour. Brunswick Billards is most likely differentiating itself through
product support services.
The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called
responsiveness.
Veronica Montez works for Bicardi at a location away from the manufacturing plants. She provides wholesale services to wholesale and retail customers, but her facility does not carry inventory. Veronica works at a
sales office
What form of marketing does Gaga's SherBetter primarily use to increase brand awareness?
sampling
What step in developing new products involves determining whether the product idea is compatible with company objectives, needs, and resources on a general level?
screening
Antonio is planning a trip to Cancun for spring break. He will likely be able to evaluate the hotel's size, amenities offered, and prices by looking at information on its website. However, he won't be able to evaluate the comfort level of the bed or the friendliness of the employees until he actually spends time at the hotel. The type of evaluation attributes Antonio is using before his trip are called _______ and those he uses during the trip are called _____.
search; experience
The Fisher-Price company produces toys and baby-related products. For the introduction of its line of nursery furniture for infants and small children, the Fisher Company will most likely use ____ distribution for the products
selective
The _________ when service-companies reconstruct high-contact services into that of low-contact services.
service becomes less personalized
In contrast to industrial products, consumer products are often purchased because of
social influences
The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ____ product.
speciality
If Hilton Hotels bundle their rooms with services including free local phone calls, cable tv, wifi, and daily-complimentary breakfast, these services are known as ____ services.
supplementary
Based on the video, Axe utilized ___________ as a positioning basis to compete in the marketplace.
target market
According to the video, the Good Shirts Project bases pricing on ______________.
the actual price of the item on the shirt
Today, the majority of L.L. Bean's orders originate from _________.
the website
By buying in large quantities and delivering to customers in smaller lots, a wholesaler may perform all of the following physical distribution activities except
unit pricing
The following organizational approaches accomplish tasks necessary to develop and manage products: market manager approach, product manager approach, and the ____ approach.
venture team
Early in the commercialization phase, marketers must make decisions about
warranties, repairs, and replacement parts
In service marketing, the most important link to the customer is
well-trained contact employees
Taza Chocolate executives feel that ___________ will always be their "bread & butter" where they move volume and have good margins.
wholesale
You run a services business and you are constantly looking for ways to project an image of quality to your current and potential customers. You recognize there are very few tangible elements customers can view before making a services purchase. If you want to improve these elements of your business, then you should focus on improving _________________.
your facilities and your employees
Which of the following statements is true about product support services?
They include delivery, installation, financing and customer training.