chapter 6-9 marketing
_______ is derived from a good or service that helps the consumer solve problems and accomplish tasks.
Utilitarian value
The Western Store is a retail outlet that specializes in western-style boots, jeans, shirts, and hats. The business frequently uses radio advertising on country radio stations, Pandora, and Spotify. In addition, The Western Store sponsors several high school students who compete in rodeo competitions. The store has about 3,000 followers on Facebook and Instagram. This information indicates that The Western Store's targeted markets are _______ and able to be reached via promotions and social media.
accessible
The search and evaluation process lasted a full month for Carlos. His level of involvement in the purchase of his truck was _______ and he had a _______ level of involvement.
extensive decision making; high
Kalani is a sales representative with Sherwin-Williams, a paint company that markets coatings and materials to contractors, facility managers, and other business accounts. She often uses LinkedIn, a social media platform, to network with other business professionals and to identify individuals who have the job titles such as facility manager, director of operations, and paint contractor in her geographic territory. Like other business-to-business professionals, Kalani is using LinkedIn as a tool to _______.
gather leads and prospect for new customers
Chun and her mother are shopping for back-to-school supplies. Chun enjoys visiting clothing stores such as American Eagle with bright lighting, energizing contemporary music, and up-to-date fashions. Even if Chun doesn't purchase anything at American Eagle, she enjoys the experience and has received _______ value.
hedonic
Birgit likes to eat healthy foods. She recently visited Bed Bath & Beyond to purchase a high-speed blender to make smoothies, soups, sorbet, and other whole food-based recipes. Birgit compared several brands such as the Ninja Professional ($125), Vitamix ($300), and Kitchen Aid Classic ($80). Birgit decided to purchase the Ninja Professional and was pleasantly surprised at how well it blended spinach, apples, cucumbers, soy milk, and ice when making her morning green smoothie. She made her choice because of the _______ value of the Ninja but was then thrilled when she received more value than she expected from its performance.
perceived
Consumer purchases are made based on _______, what the consumer expects to obtain from a purchase.
perceived value
On its corporate website, LG states, "We create consumer electronics, appliances, and mobile devices designed to help you connect with those who matter most. Whether that means cooking a nutritious, delicious meal for your family, staying connected on-the-go, sharing your favorite photos, watching a movie with your kids, or creating a clean, comfortable place to celebrate the moments that matter, we'll be there for you every step of the way." The company also highlights its major product categories such as mobile phones, kitchen appliances, televisions, laundry machines, and vacuum cleaners. According to the text, LG would be classified as a(n) _______ type of business customer.
producer
The restroom and hygiene solutions that Cintas delivers to some of its accounts would be classified as _______.
supplies
Marketers for REI Adventures utilize Facebook technology to find "lookalike audiences." Which trait found on users' Facebook pages could be categorized as a demographic segmentation base?
Relationship status is listed as married
It is difficult to separate the information search and evaluation of alternatives steps in the consumer decision-making process because consumers _______.
evaluate some alternatives as the search process progresses
The pleasure or happiness you receive from purchasing a product has _______.
hedonic value
Office Depot recently recognized that when the demand for inkjet printers increases, so does the demand for replacement ink cartridges. This illustrates _______.
joint demand
During her external information search, Yūka discovers she has many brands to choose from: Canon, Nikon, Pentax, Sony, Panasonic, Fuji, and more. Based on price and functionality, Yūka is able to narrow down the brands she will actually consider purchasing to Nikon, Canon, and Sony. These three brands represent Yūka's _______.
evoked set
Cognitive dissonance is likely to increase during which of the following situations? (Select three)
1. As the dollar value of a purchase increases 2. When the purchase decision has a major effect on the buyer 3. When the rejected alternatives have desirable features that the chosen alternative does not provide
Marketers for REI Adventures utilize Facebook technology to find "lookalike audiences." Which of the following traits found on users' Facebook pages could be categorized as a psychographic segmentation base? (Select three)
1. Member of a kayaking group on Facebook 2.Follows hiking tour companies on Facebook 3.Likes blues and rock musicians on Facebook
Kalani is an account executive with a medical device company that sells sophisticated camera equipment used in surgical procedures such as knee and hip surgery. Therefore, she primarily works with orthopedic surgeons and hospital surgical departments to promote her company's products. Kalani's territory includes five counties in the southwestern part of Tennessee. Kalani can easily visit each customer account once a month to maintain contact. What is the primary difference between business markets and the consumer markets described by Kalani's customer accounts?
Business markets are comprised of fewer customers than consumer markets.
The amount of information search a consumer will conduct depends on several factors. For example, Carmen is interested in purchasing a new laptop computer. Carmen is highly knowledgeable about technology since she majored in business information systems and enjoys reading about trends and new products in magazines and online forums. She has owned Dell computers and had positive experiences with the brand. Carmen plans to spend approximately $1,500, and she would like the laptop to last at least two years. Based on this information, which factor influencing information search will lead Carmen to spend more time conducting an external search?
Consumer interest
Which of the following statements is true regarding trends that are leading to the continued growth of customer relationship management as a tool for targeted marketing strategies?
Consumers will demonstrate loyalty to companies and brands that have earned their loyalty and that reinforce that loyalty at every purchase occasion.
Which of the following is an example of a business product?
Crest selling sample-size toothpaste to a dentist who will distribute the product to his or her patients
After test driving a few vehicles, visiting websites, and reading expert reviews, Carlos has narrowed his choice to three options: Ford F-150, Chevrolet Silverado, and GMC Sierra 1500. Carlos believes these three vehicles are fairly comparable on his primary criteria of performance, off-road capabilities, fuel efficiency, and towing capacity. What stage in the consumer decision-making process is Carlos in?
Evaluation of alternatives
Mei-Ling is a college junior majoring in finance and economics. She is interested in applying for internships and plans to attend her next college job fair. She wants to purchase a business suit to wear to the job fair and at subsequent interviews. Mei-Ling wants to look her best and wear appropriate attire. Since making a first impression is important, Mei-Ling will likely take considerable time to visit stores and try on multiple suits before she makes her purchase decision. Mei-Ling has never purchased a suit before, and this is the first time she will buy an expensive item without her mother assisting in the decision. Which type of decision-making will Mei-Ling utilize in purchasing her suit?
Extensive decision making
Rodney is an account executive with Canon Business Solutions and works in Cleveland, Ohio. He typically serves accounts located in the downtown business district and specializes in larger businesses such as investment firms, law offices, and banks. His first goal when prospecting for new customers is to introduce himself to the business receptionist and try to gain some information about the type of equipment the company is currently purchasing and where it buys items such as copy machines or printers. However, the receptionists can be tight-lipped and often are not willing to provide any information to Rodney. Which role in the buying center are receptionists performing?
Gatekeepers
Dell is a technology manufacturer and marketer best known for its computers. In the laptop category, Dell offers several branded options: XPS, a premium model; Alienware Gaming, for the most up-to-date gaming features; Inspiron, satisfying basic computing needs; and Chromebook, as a budget model. Dell uses a different marketing mix for each model in order to specifically target customers whose needs "fit" or "match" the features provided by the laptop. Which type of segmentation strategy is Dell using to market laptops?
Multisegment targeting
Christina is a supply chain professional for Panera Bread. She is responsible for negotiating prices for various ingredients such as yeast, flour, spices, and sugar that are utilized in the making of the bread products that are created prior to distribution to company-owned or franchise stores. Christina works with the manufacturing team to schedule product deliveries and to order sufficient quantities to meet the weekly demand schedule. Christina places orders for the needed items based on the projected demand for that week. Which type of buying situation best describes Christina's process?
Modified rebuy
WeatherTech manufactures custom floor mats and accessories for automobiles. WeatherTech is predominantly an online retailer that fulfills customer orders from its website. In most cases, customers can navigate the website and identify products that are made to fit their vehicle. However, some customers may have questions before or after purchase. Which of the following actions can WeatherTech implement to stimulate positive word-of-mouth about its business and to address customer questions?
Include a toll-free number on the website which is answered by a service representative on the first or second ring and who is knowledgeable enough to address any questions or concerns a customer might have
Sherman's is a furniture and appliance retailer serving a tri-city area. The company is interested in identifying viable markets in order to be more effective in marketing its products and services. Which of the following descriptions meets all the characteristics of a market?
Individuals or couples who own their own home, needing to purchase new or replacement furniture and appliances, with the disposable income or access to credit to afford new items, and a desire to purchase
Katie is the marketing director for a local office of the Komen Foundation, a non-profit organization that advances research and treatment options for individuals with breast cancer. Katie often makes purchases of supplies, marketing materials, and branded merchandise for events such as the Race for the Cure. Which type of business buyer is the Komen Foundation?
Institution
FitNFantastic is an independently owned CrossFit fitness studio, and it is currently struggling to identify its market opportunity. The owner, Badara, received his degree in sports physiology but has never taken any business courses. He's recently been doing some research about market segmentation and learned that if he were to adopt a marketing segmentation strategy, his business might benefit. Which of the following is one of the benefits for firms that use market segmentation?
Market segmentation helps marketers define customer needs and wants more precisely.
Kendra is a sales representative for Dell Computers. She is primarily responsible for marketing Dell products to buyers in the educational market who will use the equipment as part of their jobs related to teaching or administrative work for the school, district, college, or university. Which of the following individuals would NOT be one of Kendra's potential customers?
Students purchasing computers through the university's technology service
According to the _______, an industry classification system, the United States has 860,701 business entities in category "72," which is described as "accommodations and food service." The classification system enables business marketers to analyze, segment, and target markets.
North American Industry Classification System (NAICS)
Cintas is a company that provides business owners with items such as floor mats, cleaning supplies, custom apparel, and fire protection solutions. It is a dominant provider to many industries including category "721191"—the bed-and-breakfast inn category—that, according to the _______, has approximately 18,014 businesses.
North American Industry Classification System (NAICS)
Trevor is a marketing manager for Hormel Foods. He typically works with businesses in the hospitality and institutional markets. He's moving to a new territory and is interested in identifying the market opportunity or potential number of businesses that match his target customer specifications. Which of the following would be the most useful source to assist Trevor in this endeavor?
North American Industry Classification System (NAICS)
Jim Beam White Label bourbon is made from a recipe that is more than 200 years old. The ingredients include corn, rye, barley malt, and natural Kentucky water. The corn, rye, and barley malt arrive at Jim Beam's manufacturing facility in their natural forms as whole grains. These items are fermented using a yeast strain kept alive by Jim Beam since the end of Prohibition. Next, the company distills the mixture twice prior to aging the final product for four years in new, charred, American oak barrels. Some believe it is the best-tasting brand of Kentucky straight bourbon whiskey in the world. According to the text, how would the ingredients of corn, rye, and barley malt be classified?
Raw materials
Prisha is an avid music fan. She enjoys attending music festivals in her local city as well as around the country. Her favorite festival is Lollapalooza, held each summer in downtown Chicago, Illinois, but she's also traveled to Austin, Texas, for the South by Southwest festival. Prisha is always surprised to see so many companies with booths and representatives who are interested in interacting with concertgoers, but she assumes it's a great way for them to connect with younger customers like herself who are between the age of 18 and 30. Companies like State Farm, a leading property and casualty insurance company, believe that the best way to create relationships with customers is to join them in activities they enjoy. Which type of market segmentation best captures this combination of age and interest in contemporary or alternative music?
Psychographic
Rishaan likes cars and associates German automobile manufacturers with high levels of quality. He drives a Volkswagen Jetta and highly values the company. Recently, Volkswagen was fined due to emissions violations in its diesel cars that only activated anti-pollution controls when they were tested. On the road, Volkswagen's diesel models emitted up to 40 times more toxic fumes than permitted by law. One of Rishaan's friends, Jeff, asked him about the Volkswagen diesel emissions problem, but Rishaan said he wasn't aware of any problems. Jeff was surprised at Rishaan's response because he distinctly remembers forwarding an article to Rishaan about the problem and discussing the issue with him. What could account for the difference between Jeff and Rishaan's recollection of this issue?
Selective retention
José is shopping at Kohl's for dress pants and notices several varieties of Dockers brand pants by Levi's. Although Dockers come in a range of colors and fits, he's not interested in the brand because his father has always worn Dockers. José thinks he's hipper and more stylish and that Dockers are for individuals who do not care about style. Which aspect of individual influences on buying decisions is demonstrated by this example?
Self-concept
Christina is considering expanding her women's fashion boutique to include clothing for expectant mothers. However, she's concerned about whether her geographic market has enough women who are pregnant to justify her expenditures. Furthermore, she's heard that the birth rates are down across the United States. Which criterion for successful segmentation is of most concern to Christina?
Substantiality
Which of the following statements regarding market segmentation is true?
There are no scientific procedures for selecting appropriate segmentation variables when choosing a basis for segmenting the market.
N2Care is marketing its MEDCottages to senior citizens and their family members. In addition, the company must consider the family life cycle stage of consumers' purchasing MEDCottages. N2Care is primarily using _______ segmentation.
demographic
Fastenal is a distributor of industrial tools and supplies. It operates more than 2,000 branch locations across the country. It focuses primarily on the business-to-business market and has identified several distinct markets to target: 1) smokestack industrials, 2) modern warehouse, 3) mom-and-pop services, and 4) white-collar industrial. These descriptors help Fastenal's account managers to create a unique message and product or service appeal to the distinct market segments. According to the text, at which step of the market segmentation process are segment descriptors determined?
Third
Rogers and Hollands, a jewelry store chain, is often based in shopping centers. The chain primarily promotes engagement rings and wedding bands to couples who are seeking rings as an outward sign of their relationship commitments. This is an exciting time for couples, and Rogers and Hollands enjoys working with couples to find just the right ring to fit their budgets and style preferences. The focus of Rogers and Hollands on the engagement and wedding ring market exemplifies its use of _______ segmentation.
demographic
Tyrion is a purchasing analyst for Dow Chemical. He is responsible for negotiating agreements with raw material manufacturers used as input for various Dow Chemical products. He prides himself on his organized and rational approach to his job purchasing chemicals and attempts to utilize the same approach in his personal life. He recently ordered ink cartridges from Amazon for his printer in his home office and received free shipping since he's a Prime member. He also likes how Amazon offers the opportunity to re-order items from his previous orders. How would you classify the value Tyrion received from his purchase of ink cartridges from Amazon?
Utilitarian
The Florida Citrus Growers organization has been concerned with a recent decline in orders for oranges by companies such as Tropicana that produce orange juice. Orange juice has been purported to have high levels of sugar, and many families are limiting the quantity of fruit juices consumed in their homes. Therefore, the demand for oranges can be classified as _______.
derived
Yūka ultimately purchases a Canon and is happy with her purchase as most of the students in her class purchased the same camera. Another student, Jayden, has been using a Canon for several years. He often gives his classmates suggestions that classmates utilize when buying accessories and lenses. Jayden is likely _______.
an opinion leader
Margo is a division vice-president at a large insurance company. She dreams of purchasing a Range Rover Sport vehicle that retails for approximately $70,000. She thinks the brand offers the highest level of luxury in a sport utility vehicle. In addition, she associates the Range Rover brand with prestige, wealth, and success. Once she's able to own a Range Rover, Margo will feel like she's "made it." To Margo, the people who own and drive Range Rover vehicles serve as a(n) _______ reference group.
aspirational
Stephen Chemical produces chemicals that are sold to consumer product manufacturerers, such as Procter and Gamble, as raw materials in the manufacturing processes to create shampoos and detergents. Stephan's chemicals are known as ______________ products.
business
The acquisition of CompuCom allows Office Depot to provide business customers with solutions like an IT Service Desk. The business contacts the service desk through a mobile app or online portal to receive help fixing technology-related issues. The IT Service Desk would be classified as _______.
business services
The Pew Research Center recently published a report that noted that the majority of American workers are employed in the service sector. Specifically, "Among the major service-industry sectors, the biggest was trade, transportation, and utilities (27.8 million workers), followed by education and health services (24.3 million), professional and business services (21.5 million), and leisure and hospitality (16.7 million)." This is an example of the _______ role of marketing research.
descriptive
Quentin recently purchased a Ford F-150 truck to use in his construction business. He had considered other models but decided the Ford was the best value. After owning the truck for two weeks, he received an e-mail from his sales representative at the Ford dealership thanking him for his purchase. In addition, the sales representative included a link to a review of the Ford F-150 in Car and Driver where it was chosen as the top-rated truck. Quentin had been confident about his purchase decision prior to his purchase but felt even more positive about his purchase after receiving the e-mail from his sales representative and reading the magazine review. The follow-up e-mail and article helped to mitigate any _______ Quentin have felt in the postpurchase stage of the decision process.
cognitive dissonance
Avery was a multi-sport athlete in high school. She now teaches aerobics and spin classes at her university's fitness center. She wears only Nike shoes and sports apparel and has adopted the Nike slogan, "Just Do It" as her personal statement and the way she approaches life. She believes in herself and feels stronger, fitter, and more competitive when wearing or using Nike products. Avery is also an unpaid ambassador for the brand and often posts photos of herself wearing Nike products on her social media accounts. Avery would be classified as being in the _______ loyalty group with Nike.
committed
Marc is the owner of Marc's Auto Service, specializing in imported automobiles. He typically orders parts needed to repair customers' cars from NAPA Auto Parts. NAPA can deliver to Marc's business, and if he orders a part by 8 a.m., he usually receives it by lunchtime. Marc appreciates the ability to get exactly the right part for each vehicle's make and model. These items might include oil filters, radiator hoses, belts, or light bulbs. The products Marc orders from NAPA would be classified as _______.
component parts
LUS Brands is based in Canada. The company was founded by Sahar Saidi, who is the ultimate "curly girl." Over the years, she had tried every hair care product on the market for curly hair and was always disappointed. She decided to create her own formula. After years of research and development, Sahar created shampoo, conditioner, and styling cream for women with curly hair. LUS Brands is using a(n) _______ targeting strategy.
concentrated
N2Care has one product, the MEDCottage, that is pre-fabricated and pre-equipped with medical equipment used by nursing homes. N2Care is utilizing a(n) _______ targeting strategy.
concentrated
McKinsey is a consulting company that offers services to a variety of industries and issue areas. Its website includes a variety of publications such as white papers and case studies that provide readers with a glimpse of McKinsey's capabilities. The case studies and white papers are an example of _______ marketing.
content
Because Office Depot serves both consumer and business-to-business markets, the company employs a Business Solutions Division to serve business customers. On the Business Solutions section of Office Depot's website are infographics and videos geared toward small, medium, and large businesses, educational institutions, government, and healthcare industries. This valuable information presented through Office Depot's website is called _______.
content marketing
Jarrell is the digital marketing manager for Grainger, a company selling tools, fasteners, and other items via its web-based catalog to business customers including manufacturers, automobile dealerships, and automotive service companies. He uses a blog to post case studies showing how customers are using Grainger products and provides a link to the products in the online catalog. He's then able to monitor and measure the _______ rate to identify how many customers actually click on the links, and whether or not a purchase is made. Jarrell enjoys the opportunity to track customer behavior and knows his role makes an important impact to Grainger's revenue and profitability.
conversion
Pasua is an Amazon Prime member who appreciates the convenience and flexibility of ordering products from Amazon. She typically shops using the Amazon app on her phone. Pasua is always amazed how Amazon's suggestions of products she might like are so on-point. She frequently purchases one or more of Amazon's "recommended for you" items as impulse purchases. Amazon is using _______ as a targeting tool based on its ability to track interactions with customers.
customer relationship management (CRM)
Jaray is a chemist and responsible for new product development in the agriculture division of Syngenta. He is developing a formula for an herbicide that can be used to control weeds but is also natural and has no harmful chemicals. Jaray is seeking to collaborate with his chemical suppliers, including Dow and Stepan, to get samples of their naturally formulated surfactants to use in his herbicide. Ultimately, Jaray will decide which formulation is best and identify the one or two brands that meet Syngenta's specifications. Jaray is performing the role of _______ as a member of the buying center.
decider
L'Oréal, a beauty brand, offers a variety of powders and liquid foundation for women with different skin tones. The company's website offers guidance to women to help them assess their skin color—from fair, porcelain skin to a deep, dark complexion. L'Oréal is utilizing _______ segmentation by offering a range of products to meet the needs of all women and diverse ethnic backgrounds.
demographic
Hayley is a senior in high school who wants to major in healthcare administration in college. She's engaged in some information search activities and has identified three schools within a three-hour drive of her home that offer a major in health care management or administration. These three schools are known as Hayley's _______.
evoked set
Harry's, a men's grooming company, markets razors and hair styling products. Harry's uses a variety of promotional media including advertisements on ESPN to create awareness about its brand and to influence purchase consideration. Recently, Ravindra was watching ESPN and decided to give Harry's a try. The advertisement also helped him realize that he wasn't very satisfied with the disposable razors he had been using. In this case, the advertisement acted as a(n) _______ stimulus to trigger Ravindra's need recognition for a new shaving product.
external
Eddie Bauer has 275 store locations across the United States. It utilizes a sophisticated, data-driven approach to identifying the styles and selections that each of the stores will offer, dividing the country into eight distinct regions such as the west coast, west north central, east north central, and south Atlantic. Each region contains two or more states; for example, the west south-central region includes Texas, Oklahoma, Arkansas, and Louisiana. Eddie Bauer believes each state within a region is relatively similar in terms of climate, so the chain can determine styles that are best suited to those temperatures and weather patterns. For example, those living in the northeast or midwest would have a greater need for winter parkas than consumers in the west or east south-central regions. Based on this example, Eddie Bauer is using _______ segmentation.
geographic
Kyrin is the information technology director for the police department in Newburgh, Indiana. She is responsible for purchasing and maintaining all technology-related equipment and services for the department including computers, printers, body cameras, in-car video devices, servers, and networking equipment. She often buys from CDW, a technology-related firm, and appreciates the opportunity to work with dedicated account executives who are experienced in assisting _______ accounts like the police department.
government
A Cintas sales manager in Missouri would like to earn the business of a local college. She knows she must find out who the _______ are in the college because they are the people in the buying center that supply information to guide the evaluation of alternatives.
influencers/evaluators
Consuela is a busy mom of three children ranging from 3 to 8 years of age. The kids usually accompany Consuela on trips to the grocery store, and she's often amazed at how frequently they ask for items that are not on the shopping list. The youngest is usually asking for a toy, the middle child wants candy, and the oldest wants ice cream. As part of the family decision process, the children perform the role of _______.
initiators
Ren is a business development consultant for a solar energy company. The company is seeking to expand its business with commercial accounts. Ren typically works in the education market specializing in smaller school districts where he can meet with the superintendents and school board to discuss the benefits of utilizing solar power. Ren's market segment would be categorized as a(n) _______.
institution
Tamika enjoys shopping at Target. She learned through Target's Instagram posts that a collection from Vineyard Vines would be available in stores and online for a limited time and in limited quantities. Tamika set a reminder on her phone and accessed the Target website at the time the collection was to debut. She found an item she wanted to purchase. However, when she clicked "purchase," she received a message the item was sold out. Within minutes, the entire collection was sold out. Tamika was disappointed and experienced the _______ effect.
jilting
Sapporo Brewery, Nissan, Yamaha, and Canon are all Japanese firms that are united under one conglomerate called a _______, defined as a network of interlocking corporate affiliations.
keiretsu
Emma was raised in the southern part of the United States where it's common to ask guests visiting the house, "would you like a Coke?" This expression is used to inquire if the guest would like a beverage to drink, not necessarily a Coca-Cola or Coca-Cola product. In contrast, people living in the Midwest might ask if the guest would like a pop or soda pop. The use of these expressions by people living in different areas across the United States demonstrates that culture is _______.
learned
Marianne recently moved from the Midwest to South Florida to pursue a career in real estate. She enjoys yoga and Pilates and hopes to find a studio in her new city so she can continue her fitness routine. This example demonstrates the impact of _______ as an individual influence on consumer buying decisions.
life events
Petco provides products and services for individuals who own pets. Petco might use _______ to tailor marketing mixes to meet the needs of specific customers such as those who own cats, dogs, fish, birds, or other animals.
market segmentation
REI Adventure trips range from a women's kayaking weekend in the San Juan Islands to a five-day family adventure in Olympic National Park. REI Adventure is using a(n) _______ target marketing strategy.
multisegment
The purchase of health and beauty aid products can be overwhelming due to the number of choices. For example, Procter & Gamble offers its Old Spice brand for men, Head & Shoulders for individuals needing dandruff control, and Pantene Pro-V formula that "transforms your hair by making it stronger." Procter & Gamble utilizes a unique marketing mix for each brand of shampoo, giving the company many benefits such as greater sales volume, higher profitability, larger market share, and economies of scale in manufacturing and marketing. Procter & Gamble is using _______ targeting.
multisegment
Gustavo was shopping at Hollister for jeans. He noticed a sign near the plain T-shirts that advertised "buy one, get one half off." Since he often wears plain T-shirts, Gustavo spontaneously decided to purchase a white shirt and a black shirt. The sign served as a(n) _______ to influence consumers to make impulse or unplanned purchases.
nudge
Recently, there has been a growth in assisted living centers across the United States as the number of adults aged 65 and older increases due to individuals living longer. This phenomenon indicates that companies that choose to develop senior living centers can be assured that this market segment meets the criterion of _______, meaning that it is large enough to warrant developing and maintaining a special marketing mix.
substantiality
Brandon has always enjoyed playing video games. He started live streaming and recording videos as well as giving product reviews. Over time, Brandon has developed a following on YouTube, and he is now endorsed by several video game companies who view him as an important _______ who can influence others to purchase goods and services.
opinion leader
The Dollar Store has created a unique following of budget-oriented shoppers by offering products priced at $1 and up. It is considered a "value" store where customers can buy generic and brand-name items at deep discount compared to full-service grocery retailers such as Kroger or Meijer. The Dollar Store is using _______ as a positioning base to differentiate its stores from its competition.
price and quality
Carlos currently drives a sedan, which doesn't allow him to go off-road for hiking, hunting, or camping trips. He's traveled with his friends in their trucks and likes the ability to have the cabin comfort of a car but the flexibility of cargo space for hauling equipment. Carlos' friends agree that Chevrolet, Ford, and Dodge are all good brands for Carlos to research. Carlos' friends represent his _______, a _______ influence that impacts consumer decision making.
primary membership group; social
Caterpillar is a manufacturer of heavy machinery that is sold through its network of dealers around the world. A popular Caterpillar product is the skid steer loader, which is commonly used in general construction, agriculture, and landscaping. Segmenting Caterpillar's skid steer loader customers by industry enables it to better satisfy customer needs by matching its product and available attachments to the industry focus of the customer. Caterpillar is using _______ as a segmentation variable.
product use
Maui Jim is a manufacturer of premium sunglasses. It is considered a top brand. The glasses are sold directly through the company's website and resellers such as Sunglass Hut. The company's website features a browsing menu titled "Activity" where customers can shop the sunglass line by activities such as golf, fishing, running, hiking, tennis, and water sports. Maui Jim is using these activities as a segmentation approach to appeal to customers who enjoy these various activities by providing specific models of sunglasses to "fit" each activity. Maui Jim is using _______ segmentation by focusing on consumers' active lifestyles.
psychographic
The FabCab website suggests its units are appropriate for hobby spaces, artist studios, backyard escapes, and offices. They have chosen _______.
psychographic segmentation
JCPenney, a U.S.-based retail chain of 870 stores, is more than 110 years old. Since its first days as a single store location in Wyoming until today, it has experienced many transformations. The store has made changes in inventory, advertising messages, and store design to appeal to an ever-changing customer base. In recent years, JCPenney has been using a _______ strategy and now advertises that "We're always helping you find amazing deals on all your favorite items." Thus, JCPenney is attempting to change consumers' perceptions about its stores in relation to its competitors.
repositioning
CDW is a technology-related firm based in Chicago. The company maintains a dedicated salesforce of account executives who are organized into a variety of divisions to primarily serve their business customers. CDW purchases equipment from manufacturers such as Dell, Asus, and Microsoft that is then sold online or via inbound or outbound telemarketing. CDW is classified as a(n) _______
reseller
Robert is a college freshman. For the first time, he is making purchases on his own for many items such as toothpaste, shampoo, deodorant, and laundry detergent. On a recent visit to Walmart, Robert picked up a tube of toothpaste and a container of laundry detergent. He easily recognized the brands his family used and didn't spend any time comparing alternatives or even looking at prices. Robert utilized _______ decision making.
routine response behavior
Maya and Damone are married with two young children. They own a home and recently made some improvements around the house. They installed a Ring doorbell and a motion-detecting security light by their garage. Both units are connected to the Ring application that notifies Maya and Damone any time a person is in view of either device. In addition, they can program the application to record video. The Ring doorbell and motion-detecting light fulfill Maya and Damone's need for _______.
safety
LucÍa is an avid coffee drinker. She often stops to purchase a morning or mid-afternoon coffee at Dunkin'. She likes the convenience of the drive-through, and her favorite store always gets her order right. However, depending on her schedule and location, she's equally as likely to stop at Starbucks or McDonald's for a coffee. LucÍa would be classified as being in the _______ loyalty group with Dunkin'.
satisfied
Often Running is a retail store that caters to individuals who enjoy running and walking. However, the store understands that not all individuals are the same, and many may share one or more characteristics that lead them to have similar product needs. For instance, runners participating in high school or college track teams may need several different types of shoes for training, including running shoes, indoor track shoes, and outdoor spike shoes. The group of runners who are members of a track team would represent a market _______ to the business.
segment
Danita is 40 years old and has always wanted to learn to speak Italian. She's noticed several television advertisements for Babbel promoting its system of foreign language instruction. The ads show professional people like her learning new languages and being successful. According to Maslow's hierarchy of needs, Danita's desire to learn Italian would fulfill a _______ need.
self-actualization
Aditi and Sam are newlyweds. They will be hosting a dinner party for Sam's parents who are knowledgeable and savvy wine drinkers. Aditi doesn't know much about wine but wants to serve a bottle of wine with dinner. She visits a local liquor store specializing in wine and spends quite a bit of time looking at various wines and speaking with a knowledgeable salesperson at the store. This is an example of _______ involvement and how it can impact a customer's purchase decision process.
situational
Aetna Insurance is a dominant provider of health insurance, and it contracts with businesses to offer employee health insurance. Aetna typically relies on standard segments of business customers based on the number of employees working at the firm. Small businesses are those with fewer than 100 employees; medium-sized businesses employ 101 to 999; and large enterprises have 1,000 or more employees. Aetna's segmentation is based on company _______.
size
Yūka is strongly considering the Sony camera as the price point and features meet her requirements. She reviews the recommended cameras on the syllabus and notices her instructor did not include any Sony cameras. She worries the other students in her class may not take her seriously as a photographer if she buys the Sony camera. Yūka is concerned about _______.
social risk
Cintas serves Fidelity Investment offices throughout the United States with first aid cabinets that are stocked with bandages, ointments, burn care, and single-dose tablets for pain relief. Fidelity can manage its orders through a personalized company website. The office manager at one Fidelity location logs in to the website and places their usual order. This is an example of a _______.
straight rebuy
According to a recent publicity announcement, "Walgreens Boots Alliance Inc. (WBA) and Microsoft Corp. have joined forces to develop new health care delivery models, technology, and retail innovations to advance and improve the future of health care. The companies will combine the power of Microsoft Azure, Microsoft's cloud and AI platform, health care investments, and new retail solutions with WBA's customer reach, convenient locations, outpatient health care services, and industry expertise to make health care delivery more personal, affordable, and accessible for people around the world." This is an example of a _______
strategic alliance
OfficeMax is a retailer that provides consumable products such as paper, pens, boxes, ink cartridges, and envelopes to both consumer and business markets. Business purchasers such as Lincoln Memorial Hospital typically use an intranet, a customized web-based platform to order products needed for the hospital or connected physician office facilities. The type of business products mentioned that are offered by OfficeMax to its business customers are classified as _______.
supplies
Grubhub, a company providing delivery of restaurant menu options, and YUM! Brands, the corporate owner of Taco Bell and KFC, announced a strategic partnership. Grubhub will be an exclusive national partner to YUM! by providing dedicated support for KFC and Taco Bell. Grubhub will provide branded online delivery channels, logistics, last-mile support for delivery orders, and point-of-sale integration to streamline operations. In addition, KFC, Taco Bell, and Grubhub will engage in joint marketing initiatives that will generate new diners and drive order frequency for existing diners. A key element of the alliance between Grubhub and YUM! Brands will be the level of confidence each partner has about the other partner's reliability and integrity. Thus, maintaining _______ is critical to the success of this strategic alliance.
trust
Carlos ends up purchasing the Ford F-150. The sales representative was able to obtain the color and options Carlos wanted, plus offered a great financing package. After the sale, the dealership sent Carlos gift cards to the local car wash and reminded him that he had made a great decision. The dealership was likely ______.
trying to reduce cognitive dissonance
Levi is a supply chain manager for Moroccan Oil. This company makes hair care products such as shampoo, conditioners, and styling products. He is primarily responsible for purchasing the various ingredients that are used in manufacturing the company's products and must also work collaboratively to determine formulations, pricing, delivery schedules, and payment terms. Levi uses persuasive communication skills to create outcomes that result in lower prices or higher profit margins for Moroccan Oil. It's a complex process that demonstrates how the _______ is a key differentiator between consumer and business firms.
type of negotiations
The Good Sleep Hotel chain offers a simple solution to individuals who need to purchase one or more nights away from home—a good night's sleep! The company has one style of room, all with the same amenities, size, and ability to accommodate up to four people with two queen-size beds. Good Sleep Hotel believes that everyone deserves a restful night away from home. Focusing on this simple need enables the company to reduce its marketing expenditures and costs associated with offering different types of rooms such as singles or suites. The Good Sleep Hotel chain is using _______ targeting.
undifferentiated
Bertrand's parents are originally from France. They have spoken to him in both English and French for as long as he can remember. However, he thinks that they spend more time correcting his pronunciation and use of grammar when he speaks French compared to when he speaks English. Over time, Bertrand has learned that this is common for French families as they desire to speak "perfect" French. Thus, these families share a common _______ of speaking perfect French, which is one component of culture.
value