ch. 11 quiz

Which of the following products would be correctly described as being in the decline stage of their product life cycle? golfing magazines candles manual typewriters fire extinguishers exercise equipment

manual typewriters

The _____ is based on the five P's. advertising mix competitive advantage production mix target market marketing mix

marketing mix

_____ is the collection, recording, and analysis of data important in marketing and communicating that information to management. Marketing information Market search Marketing customization Marketing research Data collection

marketing research

_____ is the action that people take in buying and using goods and services. Consumer responsibility Target marketing Buyer behavior Market segmentation Delegation strategy

Buyer behavior

Which of the following is the BEST example of a consumer product? a textbook purchased by a student taking this class. peanuts to be sold by a vendor at a football game a car bought by a real estate agency for its salespeople to use a case of toothbrushes sold to a dentist magazines sold to a college bookstore

a textbook purchased by a student taking this class.

An example of a convenience product is a: bar of soap picnic table bridal bouquet vacuum cleaner skateboard

bar of soap

The 7-member Dover family recently purchased a mini-van because the ads for a Plymouth Horizon showed that it could haul 8 or more people and still have room for books, bags, and sports equipment. Plymouth Horizon was using what form of segmentation with its advertising? geographic concentrated benefit volume psychographic

benefit

_____ segmentation is based on what the product will do rather than on consumer characteristics. Logical Psychographic Volume Benefit Demographic

benefit

Which of the following is an example of a capital product that would be found in a brewery? bottle caps bottle labels bottling machine hops to make the beer glass bottles

bottling machine

_____ has a group think of as many ways as possible to generate new-product ideas, vary a product, or solve a problem. Brainstorming Conceptualizing Idealizing Prospecting Screening

brainstorming

When Gene O'Hare went online to plan his vacation to Australia, he learned that he could buy plane tickets, rent a car, and pay for a hotel in a reduced-price tourist package, which made it very convenient for him to book his trip. The Web site O'Hare visited used _____ to make trip planning easier and more economical. price grouping psychological pricing aggregated pricing price structuring bundling

bundling

A relatively inexpensive item that requires very little shopping effort is called a _____ product. sought shopping generic specialty convenience

convenience

A basic form of market segmentation that uses such variables as age, education, and income is called: psychographic demographic none of the above benefit population

demographic

The manufacturer Mike and Ike, the fruit-flavored chewy candies, has changed its packaging and developed contests all geared to 12- to 17-year-olds. What type of market segmentation identifies its market? demographic benefit psychographic geographic behavioral

demographic

What type of market segmentation strategy was Kimberly-Clark, the manufacturer of Huggies diapers, using when it introduced Poise and Depend brands for adults? geographic demographic physiological behavioral psychographic

demographic

A firm with a _____ has its ability to provide a unique product or service that offers something of value to buyers besides simply a lower price. relationship building advantage comparative advantage niche strategy promotional emphasis differential competitive advantage

differential competitive advantage

When the producers of Ocean Spray cranberry products decided to make Craisins (a dried cranberry snack food) available in convenience stores, supermarkets, and vending machines, it was involved with determining _____ strategy. promotion pricing distribution possession product

distribution

_____ is the process in which a firm continuously collects and evaluates information about its external environment. Environmental scanning Relationship marketing Marketing research Secondary data collection External monitoring

environmental scanning

Which of the following is an example of a social factor that influences the consumer decision-making process? attitude values personality self-concept family

family

Which of the following business products would be considered an accessory in the offices of a travel agency? brochures from various tourist destinations billing invoices all of the above You Answered rubber bands and pencils filing cabinet

filing cabinet

Selling more rainwear in Seattle than in San Diego due to the annual rainfall is an example of which type of marketing segmentation? volume geographic psychological psychographic demographic

geographic

When planning _____ strategy, a manufacturer will deal with wholesalers and retailers. place (distribution) pricing promotion product possession

place (distribution)

The blend of the marketer's tools is called the five Ps. Which of the following is NOT one of the five Ps? possession strategy place strategy promotion strategy product strategy pricing strategy

possession strategy

When Top-Flite introduced its Strata golf balls with a new design for better flight with hit by metal clubs, it charged three times the price of golf balls currently on the market. This high introductory pricing is an example of: low-ball pricing penetration pricing market share pricing price skimming limited value pricing

price skimming

The two new-product pricing strategies most often used by marketers are: psychological pricing and physiological pricing value pricing and cost-plus pricing targeted return pricing and profit maximization pricing price skimming and penetration pricing price shaving and price grooming

price skimming and penetration pricing

Maria Manow is planning to sell handmade quilts over the Internet. As she decides what to charge for a full-sized quilt, Manow will calculate her fixed and variable costs. At this point, Manow will be developing her _____ strategy. promotion pricing place possession product

pricing

A (n) _____ is any good or service that satisfies wants, along with its perceived attributes and benefits. market transaction exchange product brand

product

In 2006, The Home Depot launched its first consumer and business rewards credit cards. The Home Depot Rewards MasterCard and The Home Depot Business Rewards MasterCard allows consumers and business owners earn rewards for everyday purchases. The Home Depot is engaged in: mass customization exchange targeting transactional marketing convenience selling relationship marketing

relationship marketing

A _____ product is a product for which consumers may search long and hard and for which they refuse to accept substitutes. generic convenience sought shopping specialty

specialty

Life Savers Gummies Fruit Splosions, liquid-filled gummies combined with a burst of real fruit juice, are a new product for The Wrigley Co.. Before marketing the product nationwide, Wrigley gave out samples of the candy at several rock concerts and then recorded consumers' feelings about the candy, its taste, and its name. In which stage of the new-product development process would this have happened? brainstorming focus group management screening test marketing prospecting

test marketing