Midterm MBNMkt320

One of the difficulties in measuring the effectiveness of IMC efforts is the ________, where consumers do not act immediately after receiving a marketing communication.

lagged effect

Integrated marketing communications include

direct marketing

Firms use a differentiated targeting strategy because

it helps obtain a bigger share of the market

A major advantage of primary data collection is

it offers behavioral insights generally not available from secondary research.

When Starbucks sells its coffee and mugs to the public on its website, it is a ________ sale

B2C

Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase ________ marketing.

C2C

Which of the following is true of marketing?

Marketing affects various stakeholders.

McDonald's introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether or not consumer perceptions are improving. This would be an example of

Sentiment mining

Generally, when advertising to consumers, the objective of an advertising campaign is

a pull strategy—to get the product into stores by having consumers demand it.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

advertising to direct marketing and website development.

Segmentation, targeting, and positioning

are part of a firm's marketing strategy.

The light beer commercial with the slogan "less filling, tastes great" was based on ________ segmentation.

benefit

If a few of Xbox's customers are asked to try out a new video game that has not yet been released on the market; this is an example of

beta testing

Pioneer or breakthrough products

can change consumer preferences

The owner of Gilmo BMW Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. Gilmo will probably use a survey with ________ questions to address his research problem.

closed-ended

If your company hired you to make sales calls via the telephone, it hired you to perform

cold calling

The perceptions of ________ are being measured in a perceptual map.

consumers

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule.

continuous

Compared to other IMC alternatives, advertising is extremely effective for

creating awareness and generating interest in a product.

By adding new product lines beyond its core business of computer software, like the Surface Pro tablet and Xbox 360 game system, Microsoft primarily benefits by

creating diversification and reducing risk

________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

demographic

In recent years, the component of IMC that has received the greatest increase in aggregate spending is

direct marketing

Cheng is asked to conduct an STP analysis for his firm. The first step he should perform in this analysis is to

divide the marketplace into subgroups.

The three elements of any IMC strategy are the consumer, the channels, and

evaluation of results

Traditionally, the role of sales promotion has been to ________, whereas the goal of advertising was to ________.

generate short-term results; generate long-term results

Differences in weather and climate create opportunities for

geographic segmentation

Strategic efforts to supply consumers with environmentally friendly merchandise are called

green marketing

During the ________ stage of the product life cycle, sales rise, profits rise rapidly, and there are an increasing number of competitors.

growth

During the ________ stage of the product life cycle, there are few but an increasing number of competitors.

growth

Using ________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.

in-depth interviews

________ is the process by which ideas are transformed into new products and services that will help firms grow.

innovation

Whenever Conrado considers upgrading his personal computer system, he consults with Navin, a knowledgeable friend who always has the newest technology. For Conrado, Navin is a(n) ________ in the diffusion of innovation curve.

innovator

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

institutional advertising

Persuasive advertising is often used when competition

is most intense

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are most likely pursuing which macro strategy?

locational excellence

A relational orientation is based on the philosophy that buyers and sellers develop

long term relationship

_______ are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

loyalty programs

Andy decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems. Andy is pursuing a ________ growth strategy.

market penetration

Fisher-Price wanted to determine if a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?

observation

Firms achieve ________ through efficient procedures and excellent supply chain management

operational excellence

For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates

opportunities

A small office supply company may have a person whose primary responsibility is to process routine orders, reorders, or rebuys of products for clients. This employee is known as a(n)

order taker

Value-oriented marketers constantly measure

perceived customer benefits against the costs of their offerings.

Effective promotion enhances a product or service's

perceived value

In the product development process, what takes place between concept testing and market testing?

performing product development

Integrated marketing communications includes

personal selling

In recent years, cellular (mobile) service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on ________ value creation.

place

Which element of the marketing mix is most relevant to the activity "delivering value"?

place

Starbucks carefully crafts its offerings and advertising message, and it strategically sets prices and selects locations to appeal to its target market. These efforts represent Starbucks'

positioning strategy

Which element of the marketing mix is most relevant to the activity "capturing value"?

price

When you register your telephone number with the National Do Not Call Registry, you are responding to a need for

privacy

Which element of the marketing mix is most relevant to the activity "creating value"?

product

Grace phoned her auto insurance agent to renew her policy. The agent told her about new types of insurance now available—to cover her apartment, or even the engagement ring she just got from her fiancé. The agent was pursuing a ________ growth strategy.

product development

Google and other search engines allow marketers to bid to have their ads shown when consumers search keywords related to the firm's products. These marketers are attempting to create value through

promotion

After defining objectives and research needs, the next step in the marketing research process involves

research design

When a global firm turns to its subsidiaries in less developed markets for new product ideas, such as when Samsung's ActivWash was initially developed for the Indian population and is now one of the most popular washing machines in South Korea, it is engaged in

reverse innovation

To develop psychographic segments, the marketer must understand consumers

self-values, self-concept, and lifestyles.

Jacob was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n)

star

Which of the following sis a main component of a value proposition?

target market

The right communication channel to use in IMC is

the one that will connect to the desired recipients.¡

A company has a new concept for a lightweight bicycle that can be easily folded and taken with you inside a building or on public transportation. The company is currently engaged in concept testing. The most important question during this phase of product development pertains to

the respondent's purchase intentions if the product were made available.

When referring to "exchange," marketers are focusing on

the trading of things of value

One of the goals of value-based marketing is

to offer greater value than competitors offer.

In the IMC communication process, the ________ encodes the marketing communication message.

transmitter

Neville is trying to create an advertising message that tells consumers how his company's cable and Internet services differ from other alternatives in the market. Neville is trying to create a(n)

unique selling proposition

________ compares the price of a product to its benefits.

value

"Why create a perceptual map?" asked Don. Andrea, the senior marketing manager, gave him four reasons. Which of the following are valid reasons?

"We can easily show where we are positioned and how large the market is."

After using market research to identify the target audience for her advertising campaign, Nya will next use this information to

set explicit and measurable objectives for the campaign.

Marketers know that, compared to high school graduates who are working full time, college students

spend their disposable income differently

Public relations is the component of IMC that

supports other promotional efforts by generating "free" media attention.