Marketing, test 2
___products are less frequently purchased, consumer products and services that customers compare carefully on suitability, quality, price, and style
Shopping
a product life cycle has five distinct stages: product development, introduction, growth, maturity and
decline
Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________.
geographic location
the new product development process usually starts with
idea generation
When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.
image
a product line is most likely too short if managers can
increase profits by adding items
Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through ________ segmentation.
occasion
___ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others
opinion leaders
___is the process by which people select, organize, and interpret information to form a meaningful picture or the world
perception
World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?
perishability
___ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics
psychographic
____ is the degree to which an innovation appears superior to existing products
relative advantage
in a straight rebuy, a buyer ___
reorders something without any modifications
lengthening a product line beyond its current range is referred to as product line
stretching
___ is the stage where a product and its proposed marketing program are introduced into realistic market settings
test marketing
which of the following statements about buying centers is true
the buying center is not a fixed and formally identified unit within a buying organization
___ can describe a product class, a product form or a brand
the product life cycle concept
which of the following is true of product positioning
to simplify the buying process, consumers are likely to position products in their minds
Introducing a new product into the market is called
commercialization
____ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself
Lagging adopters
___ is a discomfort caused by postpurchase conflict
cognitive dissonance
A(n)___ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea
attitude
A ____ is defined as a name, term, sign, symbol, or design, or a combination of these, the identifies the marker or seller of a produce or service
brand
___involves a review of the sales, costs, and profit projections for a new product to determine whether they satisfy a company's objectives
business analysis
in class, we discussed perceptual maps. what product did we use to construct a map in class;
candy
___ occurs when two established brand names of different companies are used on the same product
co-branding
The stage in which product ideas are presented to groups of target consumers physically or symbolically is referred to as ________.
concept testing
___products are consumer products and services that customers usually buy frequently immediately, and with minimal comparison and buying effort
convenience
A child in the United States is exposed to many values including achievement and success freedom, individualism, hard work, and material comfort. These are symbolic of American
culture
Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.
demographic
Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.
differentiated
Devon is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ________ stage of the buyer decision process.
evaluation of alternatives
in class, we discussed your selection of fast food restaurants. What is the name of the "set" from which competitors will select a product
evoked
which of the following is a social factor that influences consumer buying behavior's
family
a doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic
inseparability
which of the following is probably the best example of an unsought product
life insurance
Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the company has developed its brand with ________
line extensions
___ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior
market segmentation
which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy
market segmentation, market targeting, differentiation, and positioning
When Goodyear sells replacement tires to final consumers, its potential market includes millions of car owners around the world. But its fate in business markets depends on getting orders from only a handful of large automakers. This represents the difference in ________ between business and consumer markets.
market structure
marketing the same product to a huge customer base without any customization is referred to as
mass marketing
When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.
measurable
Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?
multibrands
Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on
multiple segmentation bases
Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.
national
Which of the following is the first stage of the buyer decision process
need recognition
product mix width refers to the
number of different product lines the company carries
Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?
postpurchase decision
which of the following needs is Maslow's hierarchy is generally satisfied last?
self-actualization
____refer to a form of product that consists of activities, benefits, or satisfaction offered for sale that are essentially intangible
services