MKTG Chapters 1-8

In what country was a law recently passed requiring grocery stores to donate food to charity that would otherwise be tossed?

France

A buying center that makes its decisions by majority vote is a(n) ________ buying center.

democratic

Selma is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Selma is trying to reduce her customers' ________ risk.

financial

What is the focus of a firm that develops a relational orientation with its customers?

gaining lifetime profitability from customer relationships

Raoul is giving his wife a Hermès wallet for her birthday. It cost $2,000, but Raoul thinks this is a very fair value. Value here means that

he product meets his needs and is offered at a price that is a fair value

Which of the following is the third step in the marketing planning process?

identify and evaluate opportunities

Anders picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event with the logos of alcoholic beverages and Anders' company name. Anders never considered that this problem might arise. His company failed to

identify issues.

The ethical decision-making framework includes

identify issues.

When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that

income in the United States has become more unevenly distributed.

Every time Kerry wants to eat salad for lunch, she and her friends go to Garden Grove, but if she's craving dessert, she heads straight to Cupcake Station. In making these choices, she relies on a(n)

internal search for information.

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

Marketing traditionally has been divided into a set of four interrelated decisions and consequent actions known as the

marketing mix

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including product, place, price, and

promotion

The Big Mac Index is a novel measure of

purchasing power parity.

Holly lives according to her own rules, unconcerned about designer labels, brand names, and luxury items. Holly is at which level in Maslow's hierarchy of needs?

self-actualization

Which of the following is a critical ethical consideration for green marketers?

sustainability

Marketers considering operations and trade with a specific country must consider whether or not the country belongs to a trading bloc. A trading bloc is a group of countries

that have established a formal agreement to manage trade activities.

Because they do so much driving while visiting doctors' offices and hospitals, pharmaceutical sales representatives are often given company cars to drive. When a pharmaceutical company like Merck is preparing to purchase new company cars, sales reps' feedback will be sought on car models and features, but the final decision will be made by higher levels of management. What role(s) do the sales reps play in the buying center?

users and influencers

Marketers are particularly interested in postpurchase behavior because it

involves actual rather than potential customers.

Roderick is charged with assessing his company's external environment as part of a SWOT analysis. Roderick will study her company's

opportunities and threats.

When Porsche filmed an advertisement in which its vehicles ran over the Great Wall of China, Chinese consumers were left more confused than intrigued. To address or avoid such issues, one important cultural classification scheme that firms can use is Geert Hofstede's cultural dimensions concept. Hofstede proposes that cultures differ on all of the following dimensions except

conservatism.

During the ________ phase of the strategic marketing planning process, marketers utilize systems to check whether each conscious marketing issue raised in earlier phases was addressed.

control

Logan is working on a global marketing assessment team looking out well into the future to help determine the most attractive market areas around the world. He is evaluating market sizes and growth rates. Based on population growth rates in different regions, he should consider that

countries with high purchasing power today may not continue to show the same growth in the future.

Before going on his first business trip to China, Albert asked his Chinese American friend to advise him on customs and values common among the Chinese businesspeople he will likely encounter. Albert is trying to avoid ________ business blunders.

cultural

Golden Gate Hair Company keeps track of the gender and age of its customers so it can target emails to them and be sure to have the right hair products in stock when they visit. This is an example of the use of ________ in marketing.

demographics

Dream Home Solutions has been a successful small home-remodeling firm for years. The owner pays subcontractors slightly more than the usual rate for different tasks, reducing the company's gross margin. Dream Home rarely changes subcontractors, has relatively few complaints from home buyers, and is able to get quick responses from subcontractors when buyers do have problems. Dream Home is engaged in

effective supply chain management.

Giorgio sees that his company's quarterly sales and profits are significantly above projections and says, "That's great. Let's keep doing what we've been doing." Giorgio is ignoring the ________ step of the marketing planning process.

evaluate performance

Toppers Construction needs heavy-duty equipment to install a new pipeline in northern Minnesota. Toppers' engineers have been asked to provide detailed specifications and recommendations for the equipment needed. The Toppers engineers will primarily play the ________ role in the company's buying center.

influencer

While no one in the firm has discussed it, Nando notices everyone else seems to dress more casually on Fridays during the summer. Nando is observing part of his firm's

organizational culture.

What is a microblog?

a blog that allows people to share their thoughts, opinions, and feelings

Which of the following is true of changing gender roles?

Women graduate from high school and college at greater rates than men.

One example of a customer loyalty program is

a "frequent diner" card at a restaurant, offering a free appetizer for every $100 in food purchases.

What do the BRIC countries have in common?

They are experiencing significant levels of economic growth.

When Patel's Advertising Co. decided to upgrade its computer network, many people were involved in the decision. In B2B buying systems, decisions are often made

by a committee after considerable deliberation.

What effect of social media engagement is achieved when individuals post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook?

connected effect