mkt quiz 2

Complex

When consumers engage in​ __________ buying behavior they go through a learning​ process, so it is most important that marketers understand information gathering and evaluation behavior.

A measure of the​ brand's ability to capture consumer preference and loyalty

Which of the following best describes brand​ equity?

A product is anything offered to a market that might satisfy a need or want.

Which of the following correctly defines a​ product?

Individuals and households that buy goods and services for personal consumption

Which of the following correctly defines the consumer​ market?

Marketing prepackaged lunches for children

Which of the following descriptions best represents targeting a demographic​ segment?

Retail

Which of the following exemplifies a​ service?

Cultural stimuli

Which of the following is one of the other stimuli present in a​ buyer's environment apart from a marketing​ stimuli?

information search

Donna wants to buy a new coat. During the​ ________ stage of the buyer decision process she will ask her friends to recommend stores that sell good quality winterwear clothing. She will also go through newspapers and magazines to look out for offers and sales on coats.

Benefits sought

Fitbit makes health and fitness tracking devices. Some buyers want very basic fitness tracking such as steps taken and calories consumed. Others are focused on high performance and want heart rate and sleep​ monitoring, text​ notification, and wireless sync to their smart phone. In serving these two very different​ groups, Fitbit is using​ __________ segmentation.

Perishability

For which service characteristic do marketers need to pay close attention to fluctuations ind demand?

user status

Which of the following refers to a behavioral segmentation variable that involves segmenting markets into​ nonusers, ex-users, potential​ users, first-time​ users, and regular users of a​ product?

Service quality depends on who provides​ them, as well as​ when, where, and how they are provided.

One characteristic of services is their variability. What is the main reason for services being​ variable?

interactive marketing

Service quality greatly depends on the quality of the buyerdashseller interaction during the service encounter. This is known as​ __________.

Different segments might require different marketing strategies or mixes.

Which of the following statements about segmentation is​ true?

intangible

Services cannot be​ seen, tasted,​ felt, heard, or smelled before they are bought. In other​ words, services are​ __________.

Lifestyle

There is a growing segment of people who want food that tastes good and is also good for them. This​ healthy-living segment represents which segmentation​ base?

place

Tourism​ Australia's global marketing​ campaign, "There's nothing like​ Australia" is an example of​ ________ marketing.

occasion segmentation

Tropicana promotes drinking orange juice at any time of day as a​ cool, refreshing drink. The market segmentation approach Tropicana is using is​ ________.

convenience

Typically, consumers put in minimum time and effort when buying products such as laundry​ detergent, candy, and fast food. These types of goods are classified as​ __________ products.

False

Unsought products are products that the customer usually buys​ frequently, immediately, and with a minimum of comparison and buying effort.

Consumers tend to buy brands whose personality matches their own.

Which of the following statements is correct regarding the influence of personal factors on buyer​ behavior?

People within a social class tend to exhibit similar buying behavior.

Which of the following statements is true of social​ classes?

Consumer​ needs, wants, and usage rates vary closely with demographic variables.

Which of the following statements regarding demographic segmentation is​ correct?

brand personality

Which of the following terms refers to a specific mix of human traits that may be attributed to a particular​ brand?

Mass marketing

Which targeting strategy focuses on common consumer​ needs, as opposed to different​ needs?

A private brand

Walmart created the Great Value brand for their food products and the Equate brand for their​ pharmacy, health, and beauty products. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart​ using?

Line extension

When Doritos comes out with new flavors of their tortilla​ chips, what brand development strategy are they​ using?

Reference group

A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the​ band's fans will see them wearing the​ company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a​ ________ to the​ band's fans.

The​ buyer's characteristics and the​ buyer's decision process

According to the simple model of buyer​ behavior, what is in a​ buyer's black​ box?

postpurchase behavior

After the purchase of a​ product, consumers will be either satisfied or dissatisfied and engage in​ ________.

need recognition

An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna​ exemplify?

core customer value

Charles​ Revson, who started​ Revlon, once said​ "We sell​ hope." Revson was defining the​ __________ of Revlon cosmetics.

it can increase costs

Choosing a differentiated targeting strategy has many​ benefits, but a potential downside is that​ __________.

Subcultures

Each culture contains smaller​ ________, or groups of people with shared value systems based on common life experiences and situations.

shopping

Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her​ money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this​ instance, Erica is planning to buy​ a(n) ________ product.

connection to entertainment and information

If a consumer purchases a new​ flat-screen "smart" television which can connect to services like Netflix and​ Pandora, what is the core customer value​ involved?

tech support and warranty

If a consumer purchases a new​ flat-screen "smart"​ television, what is the augmented product​ involved?

Differentiable

If men and women respond similarly to the same marketing​ mix, they do not constitute​ distinct, identifiable segments. Gender would not be an effective base for segmentation in this example because the segments are not​ __________.

Activities

In the context of the AIO dimensions for measuring​ consumers' lifestyles,​ "A" stands for​ ________.

buy products to support their​ self-image

Many marketers use the​ self-concept premise that​ people's possessions contribute to and reflect their identitieslong dashthat ​is, "we are what we​ consume." According to this​ premise, consumers​ ________.

social marketing

Mothers Against Drunk Driving​ (MADD) runs advertising campaigns aimed at stopping drunk driving and preventing underage drinking. This is an example of​ __________.

Individual marketing

On the My​ M&Ms website buyers can place custom orders for​ M&Ms. They can choose their own​ colors, put a personalized text message on the​ candies, and even upload a photo to be placed on each​ M&M. Which targeting strategy is​ M&M using for My​ M&Ms?

lifestyle and personality

Psychographic segmentation divides buyers into different segments based on​ __________.

Opinion leader

Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel portrays the image of​ a(n) ________.

evaluation of alternatives

Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of​ information, he has finally narrowed down his choices to three​ systems: Waterbags for​ Roadies, Supertanker​ Hydropacks, and Fast Water. Robert is in the​ ________ stage of the buyer decision process.

need recognition

The buying decision process starts with​ ________, in which the buyer spots a problem.

Lifestyle

The latest trend in the United States involves rediscovering the benefits of​ home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in​ ________ is one of the reasons for the increasing demand for organic ingredients.

product line​ length; product mix width

The number of items in a product line represents the​ __________ and the total number of product lines a company carries represents the​ __________.

Market targeting

The process of evaluating each market​ segment's attractiveness and selecting one or more market segments to enter is called​ __________.

perceived performance

The relationship between the​ consumer's expectations and the​ product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.

False

While an​ individual's beliefs are difficult to​ change, an​ individual's attitudes are easy to change.

geographic segmentation

​"Many companies today are localizing their​ products, advertising,​ promotion, and sales efforts to fit the needs of individual​ regions, cities, and​ neighborhoods." This is an example of​ ________.

High involvement and few differences between brands

​Dissonance-reducing buying behavior would result from which of the following​ conditions?

shopping

​Furniture, major​ appliances, clothing, and hotel services are classified as​ __________ products.

Aspirational groups

​________ are groups to which an individual wishes to​ belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.

Social classes

​________ are​ society's relatively permanent and ordered divisions whose members share similar​ values, interests, and behaviors.

Lifestyle

​________ is a​ person's pattern of living as expressed in​ his/her psychographics, and it includes the​ individual's activities,​ interests, and opinions.

Perception

​________ is the process by which people​ select, organize, and interpret information to form a meaningful picture of the world.

Person

​________ marketing consists of activities undertaken to​ create, maintain, or change attitudes toward particular people. People ranging from​ presidents, entertainers, and sports figures to professionals such as​ doctors, lawyers, and architects use it to build their reputations.

Dissonance-reducing buying

​__________ behavior occurs when consumers are highly involved with an​ expensive, infrequent, or risky purchase but see little difference among brands.