MK test 2
Customers want to review the quality and suitability of ______ shopping products because they see them as being different.
heterogeneous
The data from a ______ system can be used to guide the marketing strategy planning process.
marketing information
A retailer may be ______, or even declining, in the United States, but only beginning to grow in other countries.
mature
Advertising new uses for a product to different markets can help offset declining sales in a(n)______ market.
mature
During the market ______ stage of the product life cycle, promotion becomes more important due to increased competition.
maturity
Carla Mason usually buys Wheaties breakfast cereal because she likes the taste, though she sometimes buys other cereals when they are on sale. For Carla, Wheaties has achieved brand ______.
preference
When members of a brand's target market typically select that brand instead of other comparable options, it is called brand ______.
preference
Separating products into grades and qualities desired by different target markets is called ______.
sorting
Products that customers will make an extra effort to find because they really want them are called ______ products.
specialty
A company reviews stockturn rate when it wants to know _____.
the number of times the average inventory is sold in a year
A firm that attempts to provide superior customer service by focusing on quality throughout each of its activities is engaging in ______.
total quality management (TQM)
Moments of direct contact between the customer and the firm, also known as ______, are opportunities for the company to deliver superior value.
touchpoints
Which of the following helps customers identify a trusted product in the store without needing to evaluate it and similar products every time they go shopping?
A brand name
Even though it is clear that traditional channel systems are not recommended, why do they continue to occur?
Because channel members have different objectives
Companies may use different market for individual products and target markets.
Blank 1: strategies, strategy, or plans
Taking time to compile data and getting respondents to answer completely are two limitations of ______ .
Blank 1: surveys
When the collecting primary of secondary data, research takes _____ and money.
Blank 1: time
Which of these companies is performing a sentiment analysis?
Bob's Burgers reviewed the number of positive and negative tweets about its new sandwich.
Which two items are most commonly purchased online?
Books Music
Which of these can be hidden costs customers encounter when shopping online?
Handling costs Concerns about fraud
Rather than look at the sales and income generated from the last product introduction in the spring, Millie decided to introduce the new product because she had a good feeling it would do well in the market. Six months later, Millie couldn't believe how low the sales were for the product. What should Millie have used to make a better decision?
Hard data
What is a disadvantage of personal interview surveys?
High cost
Which of the following is used to describe the total amount of individual products in a product line?
Product line length
During the new-product development process, a company should continually evaluate which two of the following?
Profitability Return on investment
Which of the following are considered "products"?
Services Goods
Which of the following would be a convenience product for most consumers?
Shampoo
What are some of the advantages of limited-line retailers?
They interact with their customers. they can change to adapt to the needs of individual customers
Which of the following are true of trademarks?
They must be legally registered. They can be symbols, words, or marks.
Which of the following is a reason that some wholesalers have increased operating costs?
They provide specialized attention to some consumers.
______ conflicts occur between firms at different levels in the channel of distribution.
Vertical
What is the name for the theory that argues that conventional stores are threatened by low-end stores until they, too, become more conventional?
Wheel of retailing
Short, simple and suggestive of the benefits describe a good ______.
brand name
Ideally, all members of a(n) ______ should have a shared-product commitment.
channel
The demand for wood pulp depends partly on the demand for books. In this case, the demand for wood pulp is a(n) ______ demand. Multiple choice question.
derived
Handkerchief Life insurance Cable TV
100% physical good 100% service Blend of physical good and service
Applying the research findings to a marketing strategy plan is the ______ step in the marketing research process.
5th
Large retail stores that sell more than $5 million annually account for almost ______ of all retail sales in the United States.
75%
In the late 1990s, 36% of contacted households completed a phone survey. Today, about _____ of households participate.
9%
What is the name for a company that owns and operates multiple stores?
A corporate chain
The owner of a web-based business might want to check to see how many customers are currently visiting her online store or placing orders. What tool allows her to see this activity on the computer in real time?
A marketing dashboard
In the marketing research process, what specifies which information will be obtained and how it will be obtained?
A research proposal
______ is an automated process of analyzing and categorizing social media to determine how many positive, negative, and neutral online comments a brand receives.
A sentiment analysis
What two advantages does a marketer gain by using direct distribution?
Ability to transform its marketing mix rapidly Sensitivity to shifts in customer moods
Javier Sugar Company collects crops from small sugarcane plantations throughout the Jamaican countryside. The company then exports the large quantity of crops to sugar manufacturers internationally. This is an example of which regrouping activity?
Accumulating
An Aeron desk chair in a professor's office is an example of what type of business product?
An accessory
What are two characteristics associated with warehouse clubs?
Annual membership fee usually paid by customers Competitive prices
What academic discipline is ethnographic research based on?
Anthropology
What are the four types of regrouping activities?
Assorting Accumulating Bulk-breaking Sorting
At which stage of the product life cycle may firms introduce a product?
At any stage
Customers who buy and receive products from vending machines are participating in what type of retailing?
Automatic vending
What are two reasons an intermediary might be better suited to lead a channel than a producer?
Because it is closer to the final user Because it has data about the final user
Which of the following are reasons a company might choose a direct channel to distribute its products?
Because it wants to directly manage the entire marketing mix Because it believes it can offer a cheaper price that way Because it believes it can better serve customers that way
Which of the following are reasons an intermediary might refuse to work with a producer?
Because the producer is selling a new product Because the producer is unknown to the intermediary
Why are haphazard or unorganized methods of performing marketing research considered ill-advised?
Because they are costly Because they are not based on the scientific method Because they misuse marketing managers' time
Which of the following positions oversee product promotion and often take over the jobs formerly handled by advertising managers?
Brand manager Product manager
Which of the following occurs when a person is completely unfamiliar with a brand?
Brand nonrecognition
What is the process that occurs in a channel of distribution by which a large quantity of product is split into smaller quantities?
Bulk-breaking
Which of the following are common ways in which customers obtain information online about products for purchase?
By chatting with a virtual salesclerk By reading posted reviews By viewing photos and videos
What is the best way for marketing managers to identify the correct problem and not its symptoms?
By doing research
K.C. Rao, brand manager for Hershey, has introduced a new low-calorie chocolate candy bar, Choco-Lite. He is gradually rolling out the product, starting to sell it in the western United States before moving east. He has decided on an expensive promotional campaign to make customers aware of the new bar. Choco-Lite is in which step of the new-product development process?
Commercialization
Which of the following occur in the market maturity stage of the product life cycle?
Competition gets tougher. Industry profits decline.
What are three benefits of conducting a telephone survey?
Consumer responses can be recorded Fast turnaround Interviewer can ask follow-up questions
Which of these characteristics help a new product move quickly through the early stages of the product life cycle?
Ease of use Matches values of target customers Comparative advantage
Which of the following are characteristics of a good brand name?
Easy to recognize and recall Brief and simple Does not go out of date
Which of the following factors are important to new product success?
Effective product design Effective transitions from idea to market Offering superior customer value
What are the two classifications of shopping products?
Homogeneous; heterogeneous
WeSellLower.com's advertising slogan is "TRY it over there, but BUY it here!". The Internet retailer is able to offer lower prices than traditional "brick-and-mortar" competitors because it has lower physical overhead costs. Its competitors with physical retail stores are not happy. This is an example of what type of channel conflict?
Horizontal
______ conflicts occur between firms at the same level in the channel of distribution.
Horizontal
What are two examples of "soft goods" sold by mass-merchandisers?
Housewares Clothing
When introducing a new product in the market introduction stage, which of the following must a marketing manager consider?
How to promote the product Which distribution channels to select The cost of product development
What is another name for supercenters?
Hypermarkets
Which two of the following statements about market exposure are true?
Ideal market exposure makes just enough of a product available to satisfy the consumers' needs. The amount of market exposure needed for a product to be successful differs from product to product.
What issues can negatively impact the validity of market research?
Inaccurate responses from respondents Questions that are written poorly
The building and land used by a company are which type of business product?
Installations
What type of retailers are still in the market growth stage?
Internet merchants
Marketing managers can use which of the following in order to acquire information about a market?
Interviews Experiments Questionnaires Observations
How has the rise of carriers such as FedEx and UPS affected wholesalers?
It has hurt their business, since manufacturers can send items to customers.
A good situation analysis offers which of the following benefits to marketing managers?
It is comparatively quick. It gives useful information. It may eliminate the need to collect more data.
Colin is a marketing manager at Page-by-Page Books, Inc. His company has implemented a system that continually gathers information about market trends and buying habits in the industry. Colin uses the information to make informed decisions about the company's marketing activities. What type of system does his company use?
MIS
Which of the following research methods would be the most suitable for acquiring detailed private information, including past history, about people's purchase habits?
Mail or online survey
What two things does a franchise holder receive from a franchise operation?
Marketing help Purchasing strength
What are the two basic methods for obtaining customer information?
Observing Questioning
What type of research offers the benefits of face-to-face focus groups, while minimizing the limitations?
Online focus groups
What are the three categories of supplies?
Operating Maintenance Repair
Which of the following is responsible for a product's promotion, protection, and enhancement?
Packaging
What part of the marketing mix concerns the distribution channels used to get a product to the consumer?
Place
Marcus has three new product ideas that seem to be right for the company. His manager asks him to make a rough estimate of how much it would cost to develop each idea and potential profits for each idea. What is his manager asking Marcus to determine?
ROI
What is the final step of the research process?
Solving the problem
What is the outcome for marketing managers who acquire data from a sample that is not representative of the population?
The data might be inaccurate
What are benefits of online focus groups?
The honesty of participants Participants feel at liberty to express themselves fully Smaller likelihood of one person controlling the discussion
What is the best definition of place in marketing strategy?
The process of moving products from sellers to buyers
Business product classes are based on which of the following?
The way buyers will use the products The way buyers think about the products
What are the consumer product classes based on?
The way people think about products
Why are stores such as Toys R Us and IKEA known as category killers?
Their focus on certain products hurts their competitors.
The owner of a restaurant decides to prepare a dozen steaks for the Friday evening crowd based on the fact that he sold 12 steaks last Friday and most of the customers were regulars. This is an example of ______.
a hypothesis
When domestic firms enter into partnerships with foreign firms, it is called ______.
a joint venture
A firm should never skip steps in the new-product development process because ______.
a single misstep or oversight could cause the product to fail.
An informal study of what information is already available in the problem area is called
a situation analysis.
Capital items that last for only a short period and are used in production or administrative tasks are known as ______.
accessories
collecting products from many small producers is a regrouping activity called ______.
accumulating
Channel systems where the channel members informally agree to cooperate with each other are called ______.
administered channel systems
A data warehouse can be described as _____.
an electronic library
A brand can be a company ______, so it is important to make sure that the brand name does not become public property.
asset
A product ______ is made up of all of the various products that a company sells.
assortment
Kent's Snack Foods sells tortilla chips, potato chips, pretzels, and nuts. All of these products make up the product ____ of the company.
assortment
There are some apps on the market that contain computer-generated images and sound which are placed into the user's physical words. These apps use ______ (AR) technology.
augmented reality
When using observation to collect data, it is important for the researcher to ______.
avoid influencing the subject's behavior
Private and manufacturer brands compete for customer business in a struggle known as the ______.
battle of the brands
Expense items that are considered ______ are processed and integrated into a finished product.
components
The longer new-product development takes, the more likely it is that ______.
customer needs will change
Sears department stores has created a number of brands, including Diehard (for batteries), Craftsman (tools), and Kenmore (appliances). These types of brands are called ______ brands.
dealer
A computer program that makes it easier for a marketing manager to get and use information and turn the information into knowledge to make informed marketing strategy decisions is called a(n)
decision support system (DSS).
As the marketing manager at a very successful sports equipment company, Joe must make decisions about pricing and advertising. He often uses a computer program that provides suggestions about price levels and advertising media choices. This computer program is most likely a(n)
decision support system (DSS).
The number of wholesalers in the U.S. has ______ in the last 20 years.
declined
All four of the hardware stores in Trevor's community sell gas grills, but Hank's Hardware is the only store that delivers and installs the grills at no-charge. For this reason, Trevor buys his new grill at Hank's Hardware. By adding these services, the hardware store has _____ its offerings.
differentiated
In order to quickly clear a backlog in its beauty products inventory, Skinsation Inc. trained its sales representatives to promote these products when interacting with customers. Since Skinsation sells products during at-home parties, it uses a(n) ______ distribution system and has the ability to directly train salespeople.
direct
In some cases, a producer finds that there are no appropriate intermediaries for a product. In other cases, a producer finds that they cannot work well with existing intermediaries. In these situations, a producer may need to develop a(n) ______ distribution system.
direct
TaxWizard is a tax preparation company with millions of customers worldwide. Because their services are typically produced in collaboration with customers, TaxWizard may be said to use a(n) ______ channel of distribution.
direct
Innovations that require major changes in customer behavior are called ______ innovations.
discontinuous
Leila has repeatedly had a good experience with Overland brand tires and buys them every time she needs a new set of tires for her car. Leila is buying Overland tires primarily because they have ______.
earned her trust
Jane Zhang's car got stuck in a snow bank. Fortunately, there was a hardware store nearby where she bought a shovel—just like one she had at home. She was able to get herself unstuck. In this case, the shovel was a(n) ______ product.
emergency
Products that customers purchase in the moment when they have a great need are called ______ products.
emergency
How much a brand is worth in terms of its market strength is known as brand _______.
equity
How well a brand is recognized and accepted by people is called brand ______.
familiarity
When multiple products are marketed under a single brand name, it is called a brand ______.
family
Firms that sell ______-related products should expect short product life cycles.
fashion
Donna was invited to attend a meeting with six other people to review and discuss impressions of a firm's advertisements. After viewing them, the group answered open-ended questions. Donna was most likely part of a ______.
focus group
Dunkin' Donuts is an example of a _____.
franchise operation
Splash Facial Cleanser Inc., has a new product and decides to release the product into eight test cities to gain customer reaction. Each city is receiving the same product but under a different name and at a different price point. This is an example of a(n) _____.
full-scale market test
When Parul went to the store to buy cough medicine, she found Robitussin brand cough medicine and another brand in a plain package that was selling for $4 less than the Robitussin. The lower-priced cough medicine is an example of a _____.
generic product
A reverse channel is a way for a company to ______.
get back its products from customers
In general, product life cycles, as a whole, are ______.
getting shorter
A phase-out strategy should be implemented _____.
gradually
A supermarket is a large store that specializes in selling _____.
groceries
If a new product has a greater comparative advantage over products already on the market, sales will tend to _____.
grow more rapidly
Without _____ data, marketing managers may make the same errors as their predecessors.
hard
The ultimate purpose of a marketing information system (MIS) is to
help marketing managers make informed choices.
Micah needs a new dishwasher and goes to the store where she seeks out a sales assistant who can provide information about the different models available. The dishwasher is an example of a _____ shopping good.
heterogeneous
An online shopper is most likely to read reviews, study product features, and compare different models when shopping for a(n) ______.
heterogeneous shopping product
The cost of new-product development is typically ______ and the associated risk of failure is ______.
high; high
When shopping for ______ shopping products, people are primarily concerned with price because they see the products as being fundamentally the same.
homogeneous
The sales of installations tend to _____ during periods of company growth.
increase
Associated Farmers' Products is a new producer of fruit and vegetable products. The company uses wholesalers and retailers to get its goods to consumers. This is an example of a(n) ______ channel system.
indirect
Certain service firms can offer products only while the customer is present. Therefore these firms rarely use ______ distribution.
indirect
A product brand name that is used only for that product is called a(n) ______ brand.
individual
Procter & Gamble offers Tide brand laundry detergent in different sizes and types, such as Coldwater Liquid, High Efficiency Liquid, and Bleach Liquid versions. Each size and type is an example of a(n) ______ product.
individual
Great Grains manufactures and sells a variety of baked goods under its Baked Better brand name. When the company developed a new line of cookies, it chose to brand them as Chewy. For Chewy, Great Grains is using a(n) ______.
individual brand
An organizational culture that emphasizes ______ can generate more ideas.
innovation
When people are willing to make the effort to look for a branded product because they refuse to consider purchasing an alternative brand, it is called brand ______.
insistence
Secondary data found on the Internet
is sometimes inaccurate.
There has been growth in multichannel distribution mainly because ______.
it is the way customers want to shop
When marketing managers are able to answer questions like "How did our competitor enter that market?" and "Why did our Twitter account blow-up after that tweet?," the company has changed data into _____.
knowledge
When it first began distributing root beer to grocery stores, Reggie's Root Beer Supply only sold original flavor root beer. In the last three years, the company has extended the product and now distributes vanilla root beer and caramel root beer to stores. By increasing the number of products in the root beer line, the company is focusing on product line _____.
length
After Kroger installed a system to track when more than two customers are waiting in line, it managed to reduce checkout line wait times to _____.
less than 30 seconds
A familiar brand that can be used by sellers for a fee is called a(n) ________ brand.
licensed
The Dallas Chargers racing team gives manufacturers of clothing and gift items permission to use the team's name and emblem. In return, the Dallas Chargers receive payment for granting this permission. In this case, the Dallas Chargers name and logo is a(n) ______.
licensed brand
Selling the right to use some process, trademark, patent, or other rights for a fee or royalty is called ______.
licensing
A product idea can be in a different ______ in different markets.
life-cycle stage
A firm's product _____ is made up of closely related products.
line
When an unauthorized company counterfeits a product of another company, it will cause the original owner of the counterfeited item to _____.
lose sales
TQM is based on the idea that the cost of poor product quality is ______.
lost customers
When shopping for a homogeneous shopping product, consumers typically search for the _____.
lowest price
In the problem-solving step, managers use the research results to ______.
make marketing decisions
The Blue Lagoon Corporation purchased the land, hired the building contractors, and built the facility for a seaside resort in Jamaica, but Marriott provides all of the management and marketing functions for the property. Marriott is using ______ to operate in this international market.
management contracting
The ____ stage is the time of biggest profits for an industry.
market growth
Place the four stages of the product life cycle in order from the first stage (top) to the final stage (bottom).
market introduction market growth market maturity sales decline
Tennis Products Corp. has noticed that in one of its product-markets, industry sales have leveled off and competition has been getting tougher. This product-market appears to be in the ______ stage of the product life cycle.
market maturity
Concept testing in the form of focus groups, surveys, or online testing are all ways to conduct ______.
market research
Edmund and Edgar, a clothing manufacturer, sells its clothing and accessories on its website, at one Edgar and Edmund store in Los Angeles, and through the discount retailer Walmart. Edmund and Edgar is using ______ distribution to reach its customers.
multichannel
A brand name has a _____ meaning than branding.
narrower
Manufacturer brands are sometimes called ____ brands because they are promoted all across the country.
national
The product life-cycle concept ______ indicates precisely how long each stage will last.
never
Products that potential customers are unaware of and that offer really new ideas are called ______ unsought products.
new
When Irene's Ice Cream offered an ice cream product that aided in digestion, it was introducing a product with features that had not existed before to a market that hadn't considered the idea before. This is an example of a(n) _____ product.
new unsought
Because the product life cycle is an inevitability in most markets, a firm must have an active ______ process or otherwise risk going out of business.
new-product development
Lisle has never heard of Refinery29.com. This is an example of brand ______.
nonrecognition
Roy's Toy Store uses video in the toy aisles to watch how parents and kids interact while shopping for toys. This is an example of the _____ method of collecting data.
observation
It would be typical for a focus group to use _____ questions.
open-ended
A statistical _____ is an easy-to-use computer program that analyzes data.
package
A common marketing research problem is collecting ______ unnecessarily when there is plenty of free or inexpensive information available on the topic that may be helpful.
primary data
Questioning and observing are the two basic methods of obtaining ______.
primary data
Rite-Way drugstores places the Rite-Way brand name on a wide range of products that are only sold in Rite-Way stores. The Rite-way brand is a ______ brand.
private
Ford Motor Company offers different types of vehicles, such as cars, SUVs, trucks, and minivans. These represent different ______.
product lines
Focused and dedicated services that aid in a firm's operation are called ______ services. Multiple choice question.
professional
During the market introduction stage of the product life cycle, it takes time for customers to learn that a new product is available; therefore, a firm must invest heavily in ______.
promotion
Late entrants who come into the market at maturity must try to take a share of an already saturated market. They attempt to do this by investing heavily in _____.
promotion
The major responsibility of most product managers or brand managers is ______.
promotion
A sunglasses manufacturer that develops a sample of a new product design to test among employees and customers has produced a(n) ______.
prototype
Kendra is shopping at the new organic food store. She wants to buy her favorite organic granola, but is disappointed to find another brand on the store shelf. From a marketing point-of-view, the granola on the shelf lacks _____ because it doesn't meet Kendra's needs.
quality
Within the context of marketing, the power of a product to fulfill a customer's requirements is called its _____.
quality
Activities that solve discrepancies of quantity and assortment throughout an entire distribution channel are called ______ activities.
regrouping
When customers refuse to buy a brand until its image is changed, brand ______ is taking place.
rejection
Order the five levels of brand familiarity, from the lowest level of brand familiarity (listed at the top) to the highest level of familiarity (at the bottom).
rejection nonrecognition recognition preference insistence
Marketing _____ involves the procedures that develop and analyze new information about a market.
research
When a company compares the ROI of each possible product idea, it is looking at _____.
return on investment
Carl Kastle, marketing manager for NPG Electronics, reviews a S.W.O.T. analysis to help him evaluate three new product ideas NPG is currently considering. Kastle is operating in the ______ step of the new-product development process.
screening
you would conduct a S.W.O.T. analysis in the _____ phase of the new product development process.
screening
A company's MIS is a good source for _____ data.
secondary
Melissa will not buy any tea except "Highlander"—an expensive white tea brand that few stores carry. She used to buy it only when she visited her mother who lived 100 miles away in a big city. She finally convinced her local grocery store to carry Highlander brand. For Melissa, this tea is a(n) ______.
specialty product
Product life cycle patterns apply to the sales of a given product idea in a(n) ______.
specific product-market
The Clothing Company sent e-mails with two different subject lines. Five hundred customers received one that said "20% Off and Free Shipping," while another 500 received one that said "Big Sale." The rest of the e-mail message was the same. Marketing managers then compared how many customers from each group clicked through to the Clothing Company from the email. To do their market research, the Clothing Company used ______.
the experimental method
The development stage of the new-product development process helps to determine ______.
the materials, equipment, staff, or training that will be required to deliver a new product or service
The four stages new-product ideas go through are known as _____. Multiple choice question.
the product life cycle
Marketing research is most successful when driven by _____ because it requires testing prior to making a final marketing decision.
the scientific method
Which of the following are likely reasons why respondents might not share their thoughts with an interviewer during a personal interview survey for market research?
they think their responses are embarrassing. They come from a culture where sharing private information with strangers is not common. They are afraid they won't impress the interviewer.
A pitfall for marketing managers engaged in Step 1 of the marketing research process is ______.
thinking that a symptom is the problem
Band-Aid and Kleenex are both examples of _____ because they are legally registered for use by their respective companies.
trademarks
Design Fashions produces high-end women's clothing. The company is having problems with one of its intermediaries because the wholesaler refuses to spend time selling Design Fashions' products to retailers. This situation suggests that Design Fashions operates in a ______ channel system.
traditional
In ______ channel systems, the various channel members make little or no effort to cooperate with each other.
traditional
Two keys to improving service quality are ______.
training and empowerment
True or false: Qualitative research provides the advantage of depth in question responses.
true
A retailer is more likely to be successful when they ______.
understand why people buy where they do
Products that people are unaware of or do not yet want are called ______ products.
unsought
The duration of the whole product life cycle tends to ______.
vary greatly across products
When a marketing manager finds an Internet source that appears useful, the manager should plan to
verify that the source is reputable.
A video game retailer removed coupons meant for consumers from a new game's packaging. The producer of the game did not like this practice. The disagreement between the retailer and producer is referred to as ______.
vertical conflict
Which of the following is the best example of an individual product?
A 6-oz. tube of Crest Pro-Health Toothpaste, Clean Cinnamon
As a market moves into the market maturity stage, which of the following might provide a firm in that market with sources of competitive advantage?
A somewhat better product Successful promotion strategies Lower production costs
make unauthorized copies of products.
Blank 1: Counterfeiters
Companies may use different market ____ for individual products and target markets.
Blank 1: strategies, strategy, or plans
How does a licenser make money through licensing its process, trademark, patent, or other rights in international markets?
By collecting fees and royalties
Which of the following is true?
Different consumers favor different kinds of retailers.
Of all the approaches to entering an international market, which is the most financially risky?
Direct investment
True or false: More ideas are generated in a firm with a culture that emphasizes efficiency and cost-cutting.
False
True or false: Now that companies spend more money on new product introduction, it is common for more than 80 percent of new products to succeed.
False
True or false: The sales and profits of an individual brand always follow the product life-cycle pattern.
False
True or false: The smaller the sample size, the greater the accuracy of estimates from a random sample.
False
True or false: The wheel of retailing theory provides accurate explanation for all major retailing developments.
False
True or false: To be used correctly, the marketing research process must be conducted in a linear fashion, without returning to any of the previous stages.
False
True or false: When using the omnichannel approach, stores focus on service within a single retail channel.
False
In order to provide consumers with sufficient information, the ______ Act demands that the packaging of consumer goods use language that is easy to understand.
Federal Fair Packaging and Labeling
Why do Internet retailers have lower operating costs than brick-and-mortar stores?
Fewer salesclerks
______ wholesalers need to be efficient, but that does mean that their costs will be low.
Progressive
What is the purpose of branding?
To identify a product
True or false: Companies that track customer behavior through an app might use the data to introduce a new product feature.
True
True or false: Currently, online retail sales are growing at a pace of about 15% a year.
True
True or false: Department stores are usually strong in customer services.
True
True or false: Direct distribution of a product allows a company to supervise the entire marketing mix.
True
True or false: Findings attained from a focus group session can be affected by the researcher's perspective.
True
True or false: If people begin using a brand name to generally describe the type of product, the owner of the brand name will lose all rights to it.
True
True or false: Marketing managers in small companies can learn a lot simply by listening to what the customers have to say.
True
True or false: The scientific method requires an organized method of research.
True
The term iPod is an example of a(n) _____.
brand name
Products that are intended to be used in order to make other products are called ______ products.
business
Continuous improvement means that an organization strives to ______.
constantly make things better
Really new product innovations tend to ______.
disrupt old ways of doing things
Expense items that qualify as ______ are not included in a final product.
supplies
Recent television commercials for Chevrolet show customers discussing J.D. Powers rankings and awards for the company. The information from J.D. Powers is an example of _____.
syndicated research
A good is a(n) ______ item because it can be seen and touched.
tangible
Which of the following are characteristics of category killers?
Below average prices A focus on specific product types
With the advent of cloud storage and other online storage tools, Micah's company is now able to save all the data it collects from internal sources, external sources, and marketing research studies. The company wasn't able to store all of this with its former database management system. What phenomenon is Micah's company experiencing?
Big data
___decisions often have long-run effects and are harder to change than Price decisions.
Blank 1: Place
_____customers' behavior may provide companies with ideas for new products, added features or additional services.
Blank 1: Tracking, Following, or Analyzing
SOme companies use data and ___intelligence to support continuous improvement.
Blank 1: artificial
Amanda's Hair Salon offers a range of beauty products, cosmetics and vitamin. This is an example of__
Blank 1: assorting
Products that are intended to be purchased and used by the end user are called products ____.
Blank 1: consumer
"Big_____ " is the name given to data sets that are too large and complex to work with typical database management tools.
Blank 1: data
An MIS should collect _____ information from the marketplace and from competitors.
Blank 1: external or outside
A(n) ____ brand exists when a marketer applies one brand name to multiple products, for example if a company sold paper towels, dishwashing liquid, and snack crackers under the same brand name.
Blank 1: family
Camphor Inc. needed to sell more batteries. These are normally an impulse purchase; most people do not go out to a battery store on a regular basis. Camphor needs to pursue a(n) ___ distribution strategy.
Blank 1: intensive
The basic approaches for entering international markets includes exporting, management contracting, joint venture, direct investment and____
Blank 1: licensing
The interviewer asked Joe about his use of Viagra. Joe mumbled an answer, clearly embarrassed. This can be a problem with ________.
Blank 1: personal Blank 2: interviews
In marketing research, a(n) is the total group that marketing managers are interested in.
Blank 1: population
A company may introduce or drop a product at any stage of the .
Blank 1: product Blank 2: life Blank 3: cycle
Dove offers four different types of personal cleaning products -- soap, body wash, shamppo and hand lotion.These represent Dove's .
Blank 1: product Blank 2: lines
Dove offers four different types of personal cleaning products -- soap, body wash, shamppo and hand lotion.These represent Dove's ________.
Blank 1: product Blank 2: lines
It is important to evaluate a new idea's return on investment and likely ____ .
Blank 1: profitability or profits
A(n)____ is an early sample or model built to test a concept.
Blank 1: prototype
The marketing ____ process is not necessarily linear. You might find a solution before all of the five steps are completed.
Blank 1: research
Situation analysis is especially important so that both the marketing manager and the _____ understand the problem area.
Blank 1: researcher
In order to only use better-than-average intermediaries, Samson Co. uses _____ distribution.
Blank 1: selective
When competitors offer physical goods, a company may differentiate its offering by adding a ____valued by its target market.
Blank 1: service
Because introducing a new product is expensive, a marketing manager may try to _________ the market--- charging a relatively high price to help pay for the introductory costs.
Blank 1: skim
A wholesaler that specializes in serving gas station convenience stores focuses on smaller packages of prepared foods and drinks. This is an example of
Blank 1: sorting
A(n) ______ package is an easy-to-use computer program that analyzes data.
Blank 1: statistical
Which of these questions could be used in qualitative research?
Can you describe your recent 50-mile bike ride?
Which of the following industries are, for the most part, in market maturity in the United States?
Carbonated soft drinks Breakfast cereal Laundry detergent
Different channels can serve different target markets. This avoids ______.
Channel conflict
Citibank Individual Retirement Accounts Citibank Online Bill Pay Citibank Business Credit Cards Citibank Home Equity Loans
Charles is a employee of Shell Oil Company and is concerned about the future. Fred is a busy attorney at a law firm where he works 60-plus hours a week and doesn't have much time. John is a recent college graduate who is starting a graphic design services company and does not have many financial resources. Ben and Julie are homeowners who are expecting their first child and want to expand their living space.
Which three of the following need to be considered when deciding whether or not to offer a warranty?
Competitors' offerings The legal environment Customer needs
What are the three types of vertical marketing systems?
Contractual Administered Corporate
Which of the following are names of consumer product classes?
Convenience Specialty Unsought Shopping
What is the term for groups founded by retailers who advertise together and operate purchasing groups?
Cooperative chains
Which of these researchers is using the experimental method to collect information?
Corinne provided each participant with two plates. Each plate held a slice of pizza. The plates were labeled "A" and "B."
What is the general name for companies, such as Walmart and Target, that operate more than one retailing site?
Corporate chains
What are three elements of a research proposal?
Cost of data collection The type of data that will be acquired The way the data will be acquired
Matthew received a pacemaker to help the arrhythmia he is experiencing with his heart. The pacemaker provides a continual stream of information that is monitored by specialists at the heart clinic and if they notice any indicators of concern, they contact Matthew and he reports to the clinic for assessment. What is helping the heart clinic improve the quality of care Matthew is receiving?
Data
What is syndicated data?
Data collected by a firm and sold to marketing managers
Which of the following are true of the battle between manufacturer and dealer brands?
Dealer brands account for almost 30% of purchases in U.S. grocery stores. In the past, dealer brands were far less popular than manufacturer brands.
What is generally the most challenging step of the five-step approach to marketing research?
Defining the problem
Which of the following is a way in which marketing managers narrow down research objectives?
Develop a list of questions that includes all possible problem areas.
A person who travels to homes to sell Mary Kay cosmetics is engaging in what type of retailing?
Door-to-door
In addition to selling its products within the United States, a U.S. company decides to sell its products in Canada, Mexico and Costa Rica. It begins to ship surplus inventory to the other countries. What is the company's strategy to enter those foreign countries?
Exporting
True or false: The idea of a shared product-market commitment, when all channel members focus on the same target market, has traditionally been the way most firms have handled channel relationships.
F
True or false: Companies that collect and analyze big data and respond to an online customer "before the next click" are doing so in order to reach a vast and generalized audience.
False
True or false: In the "battle of the brands," intermediaries have no advantages over manufacturer brands.
False
True or false: Industry profits begin to increase toward the end of the market growth stage.
False
True or false: Marketing managers should focus on informing customers about their brand during the market growth stage of the product life cycle.
False
What are two limitations associated with surveys?
It might take awhile to compile the data Difficult to get respondents to expand on answers
Seeing sales of its tennis balls in decline, the brand manager at Tennis Pro International made minor changes to the brand's packaging (moving from three-ball packages to four-ball packages) and promoted this as a new product. How would the Federal Trade Commission respond to this decision?
It probably would not approve of it.
Which of the following best defines brand familiarity?
It refers to the extent to which customers recall and accept a company's brand.
Which of the following are benefits of reducing the number of research objectives at the start of the marketing research process?
It saves time. It saves money.
Why is 'fixed response' the typical format of a survey questionnaire?
It simplifies data analysis.
What are three disadvantages of focus group interviews?
It's difficult to measure results objectively. People who participate may not be typical of the intended market. The researcher's perspective may influence results.
Which of these individuals is working within a channel of distribution?
Jason drives a truck for a restaurant supply company and delivers products to The Beach House Restaurant.
Match the example of a packaging decision and its opportunity to add value. Promotion Protection Enhancement
Kellogg's nutrition label helps consumers decide which cereal to buy. Electronic tags on the GAP's clothing set off alarms if not removed. McDonald's food containers are made from recycled materials.
What kinds of producers tend to lead channels?
Large producers
What are the five approaches a firm might use to enter international markets?
Licensing Management contracting Joint venture Direct investment Exporting
What names are used for a retailer who mostly sells goods that are similar to one another?
Limited-line Single-line
Johnson Controls (JC) is finally earning a profit on a new product it introduced to business buyers a year ago. More and more customers are purchasing the product, and the product faces little serious competition. Industry competitors have begun to take notice, however, and have recently introduced competing products. In which stage of the product life cycle is Johnson Controls operating?
Market growth
Tesco, Walmart, and Amazon.com are known as which type of retailers?
Mass-merchandising
Which market situation is typical of the market growth stage of the product life cycle?
Monopolistic competition
Before going to the book store to purchase the book, Manuel reads a review of the new novel on Amazon. What type of distribution does this represent?
Multichannel
_____ is essential if a company is going to survive in today's dynamic markets.
New product development
Carnival Cruises is drastically discounting cabins on its next Caribbean cruise because all the cabins are not currently sold. This discounting is most likely due to which factor of services?
Perishability
Which factor in the marketing mix is usually the most difficult to adjust?
Place
As the text explains, which video game is an example of augmented reality?
Pokemon Go
Which of the following are ideas consistent with total quality management?
Poor quality equals lost customers. Everyone in the company should care about quality. It is less expensive to do things right the first time.
What are the benefits of family branding?
Positive feelings attached to a particular product may boost other products in the family. Promotion costs for individual products is reduced.
What are some advantages intermediaries enjoy in the battle of the brands?
Preferred shelf positioning Better access to low-cost, reliable supply sources
Which of the following occur in the sales decline stage of the product life cycle?
Price competition becomes vigorous. Strong brands can make profits. New products replace old.
______ data is information specifically collected to solve a current problem.
Primary
What type of wholesalers change their marketing approaches and focus on their channels?
Progressive
Kent posts events and activities on the store's Facebook page as a way to draw in customers. Which of the 4 Ps is Kent using?
Promotion
Family branding makes sense when the products are similar in which two of the following ways?
Quality Type
Which of the following are levels of brand familiarity?
Recognition Preference Nonrecognition Rejection Insistence
Which of the following terms describes how a company's product compares to a similar product offered by a competitor?
Relative quality
Which two of the following are potential advantages of performing concept tests online?
Research and testing costs are lower. Feedback is immediate.
What are some benefits of distributing questionnaires via mail or e-mail?
Respondents can answer questions on their own time. Respondents can answer anonymously. Respondents may be more forthcoming with private details.
What is the term for the percentage of people contacted who complete a questionnaire?
Response rate
Which of the following is true about retailer strategies?
Retailers have an almost unlimited number of ways to alert their offerings to appeal to a larger market.
What is the name for the collection of activities in which businesses sell things to buyers?
Retailing
Which of the following products are examples of tangible goods?
Rolling Stone magazines Ford F150 trucks Wrangler jeans
The 80/20 rule is based on the idea that 80 percent of a company's _____ come from only 20 percent of its customers.
Sales
Most of Stardust Co.'s competitors have left the market because of declining sales. Stardust has introduced new products, but has continued producing the old products because a small group of loyal customers still use them. This product-market is in which product life cycle stage?
Sales decline
What is the name for merchandisers that carry any goods that they think they can sell profitably?
Scrambled
What name is given to information that has already been collected or published?
Secondary data
What channel system would be best for a company to select to avoid selling to wholesalers and retailers that have a poor credit rating?
Selective
A ranch distributes its various grades of beef, as defined by the USDA, to different outlets based on the quality desired by customers. This is an example of which regrouping activity?
Sorting
Cassandra knows that the larger grocery stores her baking company serves will want cookies packaged in family-sized containers while the convenience stores will want individual serving sizes. Which regrouping activity is Cassandra concerned with?
Sorting
A type of limited-line store that offers one type of product is known as which type of retailer?
Specialty shop
True or false: A website allows small firms with narrow specializations to sell directly to customers across the globe.
T
What are four common reasons why new products may fail? (
The benefit offered is not unique. A company underestimates the competition. The marketing plan for the product is weak. The product is not designed well.
Which of the following are benefits to conducting a personal interview survey?
The interviewer can explain complicated directions. It can take place at locations where people shop.
Which of the following are true of staples?
They are bought frequently. They are bought without much consideration.
Which one of the following is a characteristic of a fixed response questionnaire?
They are easy to analyze.
Which of the following are true of professional services?
They are typically expense items. They support a firm's operations.
Name one advantage of limited-line retailers.
They can focus on specific customers.
Why did general stores decline after the U.S. Civil War?
They did not offer variety within product lines.
What is the status of smaller retail stores in the United States?
They do less business collectively than the larger stores.
How do supermarkets cut costs?
They require customers to serve themselves.
What is the role of the marketing manager after solving a marketing problem?
To select a target market
In an administered channel system, what types of agreements might channel members make?
To work together on promotions To share inventory information
What is the one key trait found in companies that are successful at developing new goods and services?
Top-management support
What are potential sources of secondary data?
Trade associations Library
When channel members do not share a product-market commitment, they are involved in what type of channel system?
Traditional
True or false: A major drawback of using questionnaires to conduct quantitative research is the low response rate.
True
True or false: A situation analysis allows both the marketing manager and researcher to agree upon and understand what the problem area is.
True
True or false: An MIS makes it easier for marketing managers to find information.
True
True or false: When demand for a brand is strong enough that the market price can be high, there is a favorable market for successful branding.
True
Which of the following is not a business product class?
Unsought
_____ refers to the extent to which data measure what they are intended to measure.
Validity
Which of the following conditions help enable successful branding?
When it is easy to maintain product quality that is the best value for the price When customer need is great enough to make the branding effort profitable When customers can easily identify a product by brand or trademark
Which of the following should impact marketing strategy planning?
Where a product is in its life-cycle stage How fast the product is moving to the next stage
Which of the following is one of the fundamental Place decisions a producer must make?
Whether or not to outsource distribution or handle it in-house
What is the term for companies that sell to other companies, but not directly to consumers?
Wholesalers
The regrouping activity of assorting is usually done by which two groups?
Wholesalers Retailers
Producers tend to concentrate on making one product---not an entire line of related products. The end-consumer generally wants to purchase more than that one product that the producer specializes in creating. This situation is referred to as ______.
a discrepancy of assortment
When Thomas Crown discovered that his local grocery store was out of Charmin bathroom tissue, he made a special trip across town to a Walmart store just to get the Charmin brand. Thomas's level of brand familiarity with regard to Charmin is ______.
brand insistence
Tina Wu got food poisoning after eating at Andy's Chicken House restaurant, and now she refuses to go back. This is an example of ______.
brand rejection
The use of particular names, words, or symbols to identify a product is referred to as ______.
branding
Micah needs paper towels and stops at her local Walmart to pick some up. In this instance, Walmart is an example of a ____ store.
brick-and-mortar
At the bakery where Jaxon works, large commercial mixers are used to mix ingredients for wedding cakes. These mixers are an example of a _____ product.
business
A manager who helps direct the activities of a whole channel and tries to avoid or solve channel conflicts is known as a(n) ______.
channel captain
Any series of firms or individuals who participate in the flow of products from producer to final user is called a(n) _____.
channel of distribution
During the ______ step of the new-product development process, a new product is finally placed on the market.
commercialization
Brady Chips sells different computer chips that are used in all kinds of electrical products produced by various companies. For the manufacturers that buy from Brady, the computer chips are ______.
component parts
Getting reactions from customers about how well a new product idea fits their needs is called ______.
concept testing
Jason participated in a focus group in which he was shown a new line of "healthy" soft drinks and tasted the product. He wrote down his reaction to how well he thought the soft drink tasted and whether or not he preferred it over his current soft drink. Jason is participating in _____.
concept testing
A(n) ____ interval is the range on either side of an estimate that is likely to contain the true value for the whole population.
confidence
The Federal Fair Packaging and Labeling Act has a direct effect on the labeling of _____.
consumer goods
A(n) _____ is a group of customers who provide information on a continuing basis.
consumer panel
Jessica is a member of a group of consumers who do research for ACNielsen. Group members have ID cards and when they make a purchase, this card is scanned and purchase information goes directly to ACNielsen. These group members are part of a _____.
consumer panel
An ongoing commitment to improving processes and products one step at a time is referred to as ______ improvement.
continuous
Channel systems in which the channel members are officially bound to work with each other are called ______.
contractual channel systems
Even though consumers need ______ products, they are generally unwilling to spend much time shopping for them.
convenience
A _____ carries a limited stock of items and focuses on making things easy for their customers.
convenience store
Good marketing research requires ______ to be sure that the research focuses on real problems.
cooperation between researchers and marketing managers
Since size offers an advantage, many retailers who are not part of a chain join franchises or _______.
cooperatives
In a(n) ______ channel system, a firm may play the role of producer, wholesaler, and retailer.
corporate
Defining the problem ensures that the research is ______.
correctly targeted not wasted effort
List the five steps in the marketing research process in order, beginning with the first step at the top of the list.
defining the problem analyzing the situation getting problem specific data interpreting the data solving the problem
Jenna likes to shop at Carson's because it is a big store that has a shoe department, home decor department, women's and men's clothing and more. Carson's is an example of a ______.
department store
When the demand for a business product results from the demand for a final consumer product, it is called ______ demand.
derived
During the idea evaluation step of the new-product development process, marketing managers should ______.
describe and test the firm's assumptions about each new-product idea and customers' needs
In the ______ step of the new-product development process, the physical product is designed. Multiple choice question.
development
Aloha Clothing is a manufacturer that promotes its products using Internet commercials and postcards that are mailed to target customers. Aloha Clothing uses _____ to reach its customers.
direct marketing
barnum Manufacturing makes component parts for bicycles which it sells directly to companies that make the bicycles. This is an example of a ______ transaction.
direct-to-customer
Bose electronics sells its products through its own stores and website, which is known as a(n) ______ channel. Bose also offers its goods through intermediaries, such as various electronics stores. This is known as a(n) ______ channel.
direct; indirect
When companies use their competitors as sources of new-product ideas, they often ______.
disassemble competitors' products in order to reverse engineer their innovations
The invention of the television, automobile, or personal computer, all of which introduced drastic changes into the lives and behaviors of customers, are examples of ______.
discontinuous innovations
Molly is an avid tennis player and while she uses a Wilson racquet and wears Wilson tennis shoes, she is frustrated that the company doesn't make tennis skirts. This is an example of a(n) _____.
discrepancy of assortment
An offering that is different in any way from a company's other products is known as a(n) ______ product, even if it is a refined version of a previous product. Multiple choice question.
dynamically continuous
The introduction of camera technology to cell phones, which required users to learn relatively minor new behaviors, is an example of a(n) _____.
dynamically continuous innovation
Jose and Marta are both purchasing new televisions. Jose is hosting a Super Bowl party this afternoon and needs to replace the television that broke late last night, while Marta wants to carefully examine the different models available to find the one that is of the highest quality and best suits her needs, regardless of price. For Jose the television is a(n) ______ product, but for Marta it is a(n) ______ product.
emergency; heterogeneous shopping
Nabisco 100 Calorie Packs of its cookies and snacks allow for better calorie measurement for dieters. The goal of this packaging is to ______.
enhance the product
When Mallory asked her son what cell phone he would like for his 18th birthday, he replied, "An Apple iPhone of course." The familiarity of the Apple iPhone name proves its overall strength in the market. In other words, this phone has strong brand ______.
equity
In marketing, research that investigates the actions of consumers in their natural habitat is called ______.
ethnographic research
Total quality management requires ______ to focus on quality and meeting customer needs.
everyone in the organization
When someone purchases a BestBurger franchise, they are guaranteed to be the only franchise within a 50-mile radius. This reflects a(n) _____ distribution strategy.
exclusive
Aziz, a marketing manager at a company, decides to sell his product through just one intermediary in Chicago. Based on this choice, it is clear that Aziz wants the product to have ______.
exclusive distribution
Selling some of what the firm produces to foreign markets is called ______.
exporting
Some automobile manufacturers install digital sensors to track fuel and engine activity on automobiles sold to the public. This is an example of _____ data.
external
Customer reactions to various marketing mixes under real market conditions can be determined through ______.
full-scale market testing
A product that does not have a brand name and is instead identified by its contents and the firm that made the product is called a ____ product.
generic
An educated guess about the relationship between things or about what will happen in the future is called a(n) _____.
hypothesis
The stage in the new-product development process that involves gathering feedback from customers even before there is an actual product is called ______.
idea evaluation
Making a product available widely enough to satisfy target customers' needs but not exceed them is called ______.
ideal market exposure
Products that customers buy because they feel a strong need for them, even though they did not initially plan to purchase them, are called ______ products.
impulse
While shopping in her local supermarket, Cassidy grabbed a package of gum from a display at the checkout counter. Cassidy does not usually chew gum, but the display caught her interest. In this case, the gum was a(n) ______ product.
impulse
Company offices prefer to have their business supplies conveniently available. This calls for producers of office supplies to choose a(n) ______ distribution strategy.
intensive
Amos & Sons used to sell its barbecue sauce only through high-end retailers. Recently, it has started selling the barbecue sauce through grocery chains as well. This is an example of moving from selective distribution to ______.
intensive distribution
Juan, a marketing manager at a company, decides to sell a product through all appropriate and willing intermediaries. Based on this choice, it is clear that Juan wants the product to have ______.
intensive distribution
Katrine doesn't understand all of the various aspects of automobile insurance and relies on her local independent State Farm Insurance agent to provide her with information. This agent acts as a(n) _____ for State Farm.
intermediary
Most companies experience losses during the market ______ phase due to high levels of promotional spending, sharing information about the product, and low sales. All of these are important since most target customers are not aware of the product.
introduction
Stockturn rate is also known as _____.
inventory turnover
when shopping for homogeneous goods, consumers are most likely to focus on _____.
low price
The mass-merchandising concept is based on the idea that _____.
low prices create faster turnover and greater sales
Indirect distribution is best when an intermediary helps producers ______.
lower costs serve customer needs better
A customer service manager at a car rental company can check in every afternoon to see which car rental location is renting the most cars that day by using a
marketing dashboard.
Because market researchers must be sure that they are focusing on actual problems, cooperation with ______ is critical to good marketing research.
marketing managers
As sales and profits decline in a mature market, a firm can stimulate overall demand by ______.
marketing the product differently to new markets
Competitive advantage is especially important in ______ product-markets.
mature
Many firms respond to the increased competition of the market ______ stage of the product life cycle by slashing prices in order to maintain market share.
maturity
What aspect of a product makes it easy to identify on the store shelf?
packaging
When demand for a service fluctuates greatly, it causes problems for the marketing manager, because there is no way to keep an extra supply of services in a warehouse. In other words, services are ______.
perishable
When a firm determines that a product will no longer be profitable enough for the firm to meet its objectives, it may need to develop a ______ strategy.
phase-out
the first company to introduce a new product to a market is known as a(n) ______.
pioneer
Business products are often sold through direct distribution because business customers tend to _____.
place big orders purchase less frequently be located in the same geographic area
A marketing researcher at a soda company conducted a survey to determine the number of respondents who have tried their new diet soda. He calculates a percentage for respondents who have tried the product and figures an average score for how satisfied they were. The researcher is conducting ______.
quantitative research
Research that seeks structured responses that can be summarized in numbers, such as percentages, averages, or other statistics, is referred to as ______.
quantitative research
It is more economical for Bob's Baseball Bats to produce thousands of bats each month even though consumer demand is not that high. This is an example of a discrepancy of _____.
quantity
Sales of an individual product or brand will ______ follow the product life-cycle pattern.
rarely
Country Hill Products, Inc. has a subsidiary that grows soybeans and field corn. In addition, the firm has a subsidiary that mines for coal and precious metals. All of the company's products are examples of ______.
raw materials
Unprocessed expense items that receive little handling before progressing to the next production stage are ______.
raw materials
As Jessica was shopping for lemonade at the grocery store, she remembered an advertisement she had seen for Country Time lemonade so she placed a bottle of the lemonade in her cart for purchase. In this instance, Country Time achieved brand _____.
recognition
When people can recall a brand's name, it is called brand ______.
recognition
Sherri's Shirts sells three types of silk blouses. The one with the highest thread count is considered to be the highest grade of the three types of blouses. This is a description of the _____ of the silk blouses.
relative quality
Channels that are used to retrieve products that customers no longer want are called ______ channels..
reverse
When research and development managers at Bosch Home Appliances purchase a new Maytag dishwasher and take it apart to get new product ideas, Bosch's managers are engaging in ______.
reverse engineering
In marketing research, a part of the relevant population is called a ______.
sample
Since it is rarely possible for marketing managers to acquire information about every member of a population, they instead acquire information from a representative ______.
sample
The product offered by Southwest Airlines achieves the highest level of ______ when the customer's entire flight experience—from departure to arrival—meets the customer's needs.
satisfaction
Most customers consider an item a "product" when it _____.
satisfies the customers need
The marketing research process is based on the _____.
scientific method
Companies that respond quickly to products introduced by pioneers and offer a superior marketing mix are known as ______ and can be more profitable over time.
second-movers
Maria, a marketing manager at a company, decides to sell a product through wholesalers and retailers who agree to make a special effort to sell the product. Based on this choice, it is clear that Maria wants the product to have ______.
selective distribution
An indirect channel of distribution is often the best choice because an intermediary can help a producer _____.
serve customers better at a lower cost
A ______ is a trademark that refers specifically to an offered service.
service mark
A trademark for a service being offered is called a ______.
service mark
In the service industry, training and empowerment are two keys to improving ______.
service quality
Direct contact between the customer and the company occurs most often among ______ organizations.
service-providing
General Mills markets several types of breakfast cereals, baking products, pasta, and ice cream. In other words, General Mills has ______.
several product lines
Products that a customer is willing to spend time and effort comparing to similar products are called _____ products.
shopping
COncerns about unexpected shipping costs, the quality of the merchandise, rerun policy and personal information security are issues with ______.
shopping online
Mary is shopping for a football jersey in her favorite colors. At the same time, her husband Frank is shopping for a football jersey from his college alma mater. For Mary, the jersey is a(n) ______ product, for Frank, the jersey is a(n) ______ product.
shopping; specialty
Products influenced by fashion typically have _____ life cycles.
short
It is important that a firm _____ in the new-product development process.
should not skip steps
In addition to informing the marketing manager of what information is existing and accessible regarding a problem area, a _____ also highlights additional information that must be acquired.
situation analysis
For a marketing manager, calling people who are knowledgeable in the designated problem area and performing Internet searches may constitute the research required to conduct a useful
situation analysis.
According to the FTC, a product can only be called new for _____.
six months
Products that are bought frequently, routinely, and without much consideration are called ______. Multiple choice question.
staples
Finding a new use for an existing product in a mature market has the potential to ______.
stimulate sales growth
Rapidly changing ______ is one reason why product life cycles are getting shorter.
technology
Marketing research that is based on the scientific method requires a company's ideas to be
tested prior to implementation.
During the planning meeting, the marketing manager told the team they needed to promote the new line of low-sodium snack chips because consumers didn't even know they existed and wouldn't know to pick them up when they shopped. These snack chips are an example of a(n) _____ product.
unsought
Companies use a data ______ to store all of their databases so they are available when needed.
warehouse
The promises a seller makes about a product are called a ______.
warranty
Derek's Granite Works sells to home construction companies, but does not sell directly to consumers. This company is practicing ______.
wholesaling
Sharon reminded the marketing team that trying to sell the sherpa-style coats in St. Louis hadn't worked before because that area of the country had short bursts of cold weather. Sharon recommended that the company only sell the coats in climates with at least three months of arctic temperatures. This demonstrates how available data has been transformed into _____.
wisdom
