MKTG FInal Review

Which of the following is an example of an unstructured question?

"why did you buy this product"

When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were

160

The ________ is the primary enforcement agency for mass media advertising.

FTC

Samson is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Samson might consider using ________ to gather qualitative information from consumers about the competitor's offerings.

Focus Group

Yvonne represents a manufacturer who makes unique, high-end handbags. When making a recommendation about potential retail partners, what should be Natalie's first consideration?

How likely is it for certain retailers to carry this product?

Raoul's custom auctioneering service provides online auction selling assistance. Raoul plans to conduct marketing research to determine which auction site is best for his customers. His next step is to

Identify the type of data he used

Which of the following is an example of secondary research?

Journal Articles

Kohl's wants to target the unique customers that shop in each store. To distribute the correct colors and styles to each area, Kohl's uses

Marketing Analytics

________ products that create new markets can add tremendous value to firms.

New-to-the-world

________ is the two-way flow of communication between buyer and a seller that is designed to influence the buyer's purchase decision.

Personal selling

The manufacturer of Beats by Dr. Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers. However, this generates a limited response in sales. Which of the following represents a likely breakdown in the communication process here?

The message was not received by its intended audience.

Because many consumers choose stores based on proximity to their workplaces or homes, great locations are

a competitive advantage that few rivals can duplicate.

Today, when a customer orders merchandise from an online vendor, the vendor usually sends an immediate order confirmation message by e-mail. Usually within a day or two, a second message arrives stating that the order is in the mail. This second message is a type of

advanced shipping notice

Which of the following is a potential benefit of brand extension?

allowing the perception of a brand with a quality image to be carried over to the new product

Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service?

augmented product

Sonya was selling siding and her boss told her that she could hide an extra charge for trim in the total, even though the customer was told he would not be charged for trim. Sonya was told this was standard practice for the siding company. If the customer takes legal action for this, who is most likely liable?

both Sonya and the siding company, because both intentionally misled the customer

The ABC car manufacturing company is advertising its new hybrid vehicle. It understands that its competition, Toyota's hybrid car, the Prius, is known for being economical, a good value, stylish, and good for the environment. Toyota has the advantage of

brand associations

A ________ refers to the use of the same brand in a different product line.

brand extension

Garland is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called

cause-related marketing

Laptop computers, personal digital assistants, and cellular phones were all readily accepted and diffused in U.S. markets where business and personal lifestyles tend to be faster-paced, compared to many other areas in the world. These products offered ________ with consumers' needs and priorities.

compatability

When Ursula decides how to price new products in her gift store, she measures the value of her product offerings against those of the other stores in her area. Ursula uses a ________ pricing strategy.

competitor-oriented

If the price for a product increases, the demand for the complementary product will

decrease

Marketers with luxury brands use brand extension cautiously in order to avoid

diluting the core brand

Sophia wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Sophia will likely increase her use of

direct marketing

A weakness associated with cost-based pricing methods is that they

do not recognize the role consumers or competitors' prices play in the marketplace

After assessing the market growth potential and market competitiveness in Brazil for his company's baby products, Jaime wanted to evaluate market access. To do this, Jaime would consider

ease of accessing or developing distribution channels and brand familiarity.

Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand's

equity

Darlene has identified four potential market segments for her Don't Do It Yourself handyman service. The next step is to

evaluate the attractiveness of each segment.

Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Businesspeople tend to be more cautious before embarking on a marketing research study, recognizing that primary research is often

expensive and time consuming

________ are likely to target low-income consumers who demand national brands but cannot afford to buy large-sized packages.

extreme-value retailer

The sales process consists of ________ steps.

five

Marta is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Marta's first concern will be to

get consumers' attention.

Today, almost every sales representative can immediately check the company's inventory and production schedule electronically. This allows sales reps to sell what is available and make promises to customers that they can keep. This technology has improved service delivery through

greater ability to obtain information.

Nathan is glad his company finally converted to an RFID system. Now, he can be sure that can be sure that

he is aware of special promotions.

If all three grocery stores in town decide to charge the same price for a gallon of milk, what type of pricing tactic is being used?

horizontal price fixing

In a competitive market, perceived value is determined by consumers mostly

in relation to the value of its close competitors.

Rod wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Rod could use ________ to help him develop his survey.

in-depth interviews

One important purpose of a brand is to

increase consumer recognition and awareness of product offerings.

Consumers might not realize that Philadelphia cream cheese and Jell-O products are made by the same company—Kraft. Philadelphia cream cheese and Jell-O are known as

individual brands

During the introduction stage of a product's life cycle, typical consumers are

innovators

The marketing of services differs from product marketing because services are

inseparable

Jose was complaining to another member of the lawn crew, "I don't know how they expect me to do an adequate job. The mower doesn't work right, the trimmers are so dull they don't cut anything, and the rest of the equipment is so old that we can't get parts." Jose's company lacks the ________ workers need to be able to do a good job.

instrumental support

When Creative Pen Company designed a new pen that was particularly comfortable to use, it wanted to literally get the pen in the hands of as many consumers as possible. Creative Pen will probably choose ________ distribution for its new product.

intensive

The ________ stage of the product life cycle is characterized by negative or low profits.

introduction

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation

involves knowing and understanding self-values, self-concept, and lifestyles.

Marketers with successful brands sometimes hesitate to expand their brands because

it is costly to maintain many product lines, and it might weaken the brand's meaning.

Service employees at the airlines' flight cancelation desks frequently encounter travelers who get emotional about canceled or delayed flights. The first thing these employees should do is to

listen to customers

In a vertical marketing system, if the system is ________, conflict is less likely to occur.

more formal

Brody knows that he needs to ask a series of questions early in his sales presentation, but he also knows that he

needs to listen carefully to the answers

Which of the following is a key component of a value proposition?

offering name or brand

________ training is excellent for communicating selling and negotiation skills, because managers can observe the sales trainees in real selling situations and provide instant feedback.

on-the-job

Which of the following are reasons for the high failure rate of new products?

overextending a firm's abilities

______ is a disadvantage of secondary research, while ________ is a disadvantage of primary research.

potential bias; cost

There is an old saying "If you have to ask the price of a yacht, you cannot afford it." Products like yachts are most likely to be associated with

prestige pricing

When Toyota introduced its Scion line of cars, the lowest-price model was listed for $15,000 while the highest-priced model was listed for $21,000, with two other list prices in between. Each price point represented distinct differences in the features and quality of the cars. Toyota used a ________ pricing approach.

price-lining

Venicia is assessing market growth, market competitiveness, and market access for each segment she has identified. Venicia is assessing the ________ of each potential market segment.

profitiability

Carlina has just started as a fashion marketing intern for an up-and-coming design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Carlina soon realized that this activity was part of ________, directly related to marketing.

public relates

In the IMC communication process, the ________ is the person who reads, hears, or sees and processes the message being communicated.

receiver

Early personal computer users remember the cumbersome, user-unfriendly DOS system. When Apple introduced System 1 and Microsoft introduced Windows, both of which were much easier to use, these new products diffused rapidly because of their

relative advantage

When Costco sells to consumers directly, it acts as a ________; when it sells to other businesses, such as a restaurant owner, it acts as a ________.

retailer; wholesaler

________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation of members of the sales force.

sales management

Traditionally, marketers have seen the role of ________ as generating short-term results, whereas the goal of ________ was to lead to long-term results.

sales promotion; advertising

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, typically used in conjunction with advertising or personal selling programs.

sales promotions

Marketing executives at Duracell want to analyze the number of Energizer customers who switch to its battery when Duracell is offered at a deep discount. What data would likely show this information?

secondary panel data

A(n) ________ distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area.

selective

Overriding desires that drive how we live our lives are called

self-values

Medical services and assisted living care are examples of

services an aging population will increase the demand for.

Inez is the campaign manager for a congressional candidate. She wants to know how voters across her district feel about recent sexual harassment scandals involving politicians. Inez will most likely use ________ to gather this type of data.

surveys

It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark, which is Nike's

symbol

Although conflict is likely to occur in any marketing channel, it is generally more pronounced when

the channel members are independent entities.

Most customers want to achieve a fair solution following a service failure. Which of the following factors affect a person's perceptions of "fairness" in these kinds of situations?

the customer's experience with other firms

Ivan is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, which of the following offers a good indicator of advertising effectiveness?

the daily and weekly sales volumes

To define the zone of tolerance, firms ask a series of questions about each service quality dimension that relate to

the desired and expected level of service for each dimension, from high to low.

Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how ________ impacts demand for products.

the income effect

After assessing the market growth potential in Brazil for his company's baby products, Jaime wanted to evaluate market competitiveness. To do this, Jaime would consider

the number of competitors, entry barriers, and product substitutes.

The IMC communication process includes a(n)

the transmitter

When corporate headquarters announced new service quality standards for pizza franchise owners, Donald knew he would have trouble gaining employees' support because

they were not involved in setting goals

Tamara had conducted a thorough pretest before the new ad campaign, so she was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so she couldn't wait until the campaign was over to see how well it did. During the campaign, she will be monitoring the sales volumes on a daily basis as part of her

tracking

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

A systematic ________ program collects customer inputs and integrates them into managerial decisions.

voice of customer

When automobile manufacturers introduced SUVs, they distributed and promoted them in the United States, but not in Europe where gasoline is heavily taxed, and roads are much smaller. Car manufacturers recognized that this new line of cars

was not compatible with European market conditions.