Exam 2 - Marketing Part 1
Which of the following is NOT one of the typical advantages of e-procurement systems
Improving customer-supplier relationships
The buyer makes the fewest decisions in the ________ and the most in the ________ decision.
straight rebuy; new task
consists of many different people who play multiple roles in the buying process.
. The buying center
is a characteristic important in influencing an innovation's rate of adoption and described by the degree to which the innovation may be tried on a limited basis.
Divisibility
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________.
preemptive
Which adopter group is first to adopt a new product?
Innovators
H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward high-end exoticvehicle collectors with ample leisure time. H2Coast most likely segments the consumer market based on ________ variables.
psychographic
A purse company's ads feature the members of a popular reality show about housewives. Product sales increase significantly among fans. From fans' viewpoint, the reality show is a
reference group
Which of the following refers to the degree to which an innovation fits the values and experiences of potential consumers?
Compatibility
Which of the following is NOT a psychological factor influencing consumer buying behavior?
Self-concept
Amazon is now promising same-day pick-up of goods as well as local secure pick-up points. What point of differentiation is this?
Services differentiation
Through its mobile Whopper Detour promotion, Burger King offered discounted Whoppers to people close to a competing McDonald's restaurant. This is an example of which of the following?
Hyperlocal social marketing
According to the model of buyer behavior, what is in a buyer's "black box"?
The buyer's characteristics and decision process
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.
occasion
demand is the term used for business demand that ultimately comes from the demand for consumer goods
Derived
Which type of market-coverage strategy involves targeting several market segments and designing separate offers for each?
Differentiated marketing
Marketers of brands understand that they must figure out how to reach ____________ that can exert social influence on others.
opinion leaders
Which of the following are tradition-bound, suspicious of changes, and adopt the innovation only when it has become something of a tradition itself?
Lagging adopters
Which value proposition offers not only higher quality, but also confers prestige upon the buyer?
More for more
What is the first step of the buyer decision process?
Need recognition
The business buying process can be a complex and complicated process with eight basic stages. Which of the following is the first stage in this process?
Problem recognition
determines if a buyer is satisfied or dissatisfied with a purchase.
The relationship between the consumer's expectations and the product's perceived performance
According to Maslow's hierarchy, which of the following needs would a person seek to satisfy first?
Thirst
All the individuals and households that buy or acquire goods and services for personal consumption are known as the ________ market.
consumer
Consumers go through five stages in the process of adopting a new product. In the ________ stage, the consumer considers whether trying the new product makes sense.
evaluation
When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by
generating person-to-person brand conversations
Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as
market segmenting
Consumers obtain information from numerous sources. Which of the following involves dealer and manufacturer websites, packaging, and displays?
Commercial sources
Social class is a type of ________ characteristic that influences consumer buying behavior
cultural
User status, usage rate, and loyalty status are examples of which type of segmentation variable?
Behavioral segmentation
Technological, political, and competitive influences are categorized as which type of major influence on business buyer behavior?
Environmental
In 2015 Target eliminated its "pink" and "blue" aisles, and it now sells lines such as a collection of back-to-school clothing, accessories, backpacks, and bedding that appeals to both boys and girls. This is an example of which type of marketing?
Gender-neutra
__ is one problem with business-to-business e-procurement.
Suppliers being pitted against one another
The type of segmentation that forms segments of consumers who have similar needs and buying behaviors even though they are located in different countries is known as _________.
intermarket segmentation
When a company engages in ________marketing it ignores market segment differences and targets the whole market with one offer
mass
The type of segment characteristic in which the size, purchasing power, and profiles of the segments can be quantified is known as __________
measurable
The customer journey concept
takes a holistic view of all the experiences a consumer has with a brand