Marketing 409 quizzes
B
Marvel comics allowed various organizations to use its spiderman and incredible hulk characters to market a wide variety of toys and clothing items. Marvel comics received a percentage of the gross revenues. This is A. co-branding B. brand licensing C. family branding D. trademark leasing E. Character exploiting
c
which of the following issues is least important in using co-branding effectively a. the brands that are teamed together should not lose their individual identities b. the brands involved should represent a complementary fit in a customers mind c. the brands involved should be owned by different companies d. co-branding should be done in a way so that it is obvious which brand is the main brand or key brand e. co-branding should take advantage of the distribution capabilities of the brands involved
C
In product modification, three conditions must must be met to improve a firm's product mix; the product must be modifiable, customers must be able to perceive that a modification has been made and A. a modification should change customer's desires to provide greater satisfaction B. management must perceive the modification as a reasonable and necessary action C. a modification should make the product more consistent with customers desires D. production costs and materials needed should be limited E. competing companies should not be aware of planned product modifications
d
Lowry lawn supplies manufactures lawn mowers and other lawn care products. their latest lawn mower comes with blades that incorporate new technology that allows them to last five times longer than typical blades. The lawn mower also inclueds a comfort grip that is easier to hold and an updated style available in a variety of colors. Lowry lawn supplies is most likely differentiating itself through ____ with its blades and through____with its handle and styling a. durability; style b. design; attractiveness c. quality; comfort d. quality; design e. customer focus; design
B
Prudential insurance uses "the rock" symbol to communicate stability and security to customers. This is prudentials attempt to help customers better understand its service by A. distributing the service directly throught the television B. emphasizing tangible cues in promoting the service C. utilitizing publicity techniques to enhance the service D. personalizing the selling of the service E. using word association
B
Saresh owns that changezz a salon specializing in the unique hair needs of minority populations. Recently, saresh has been trying to improve the quality of service received by his customers. However, he has experienced difficulty in finding ways to standardize and control the salons quality of service. Saresh problem illustrates which of the following unique features of service. A. inseparability B. heterogeneity C. marketability D. intangibility E. perishability
e
When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called a. distortion b. completion c. interpretation d. linking e. closure
A
When trevor realizes his liquor cabinet supply was devastated by last weekends party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor store what she would recommend. Trevor started with a(n) ____ search and the progressed to a(n) _____ search. A. internal; external B. routinize; extended C. focused; brand D. Self; inclusive
A
Which one of the following is most likely to be a product for which both the purchasing decision and the brand decision are strongly influenced by reference group A. jeans B.soap c. furniture D. canned peaches E. instant coffee
D
Within the information search step of the consumer buying decision process, what two primary aspects exist? A. consideration sets and evoked sets B. company-produced information and internal infomration C. selective retention and selective distrotion D. internal search and external search E. personal information and nonpersonal information
D
You are considering hiring an outside consultant to help you improve your service business. You believe your most pressing issue is how to maintain consistent quality in the delievery of your services. Your customer surveys suggest you need to work on thie very important issue. Base on this you should be looking for a consultant who has experience in delaing with the ____ issue related to services. A. perishability B. insperability C. intangibility D. heterogeneity E. customer relationship
B
Stuarts little brother kyle joined the boy scouts recently. Stuart notices that in addition to wearing the boy scout uniform, kyle has been better about keeping his everyday clothes neat and clean, has been searching online for camping gear, and has become interested in "green" products. Staurat believes that the boy scouts are now a reference group for kyle because he A. cannot control his involvement in the group B. has taken on many of the values, attitudes, or behaviors of group members. C. looked for information from members of the group regarding buyding decision D. becam familiar with the groups activites E. became a formal memeber of the group
c
stacy is going to the store to buy milk and cereal. she will most likely use ____ in he consumer decision making process a. perceptual scanning b. evaluation of alternatives c. routinized response behavior d. limited decision making e. extended decision making
d
the full and legal name of an organization is called the a. trade name b. organizational name c. trademark d. trade name e. brand name
d
the full and legal name of an organization is called the a. brand name b. organizational name c. legal title d. trade name e. trademark
d
the heterogenity characterisitics of services provides marketers with tremendous opportunity to a. offer the same service as all of their competitors b. hold down the cost of providing services to customers c. develop relationship marketing with their customers d. customize their services to meet unique individual needs e. create standardized packages that will appeal to many customers
a
you run a services business and you are constantly looking for ways to project an image of quality to your current and potential customer. You recognize there are very few tangible elements customers can view before making a services purchase. if you want to improve these elements of your business, then you should focus on improving ______ a. your facilities and your employees b. the search qualities of your services c. your prices and promotional activites d. credence qualities of your services e. the experience qualities of your services
A
The heterogeneity characterisitc of services provides marketers with tremendous opportunity to A. customize their services to meet unique individual needs B. develop relationship marketing with their customers C. hold down the cost of providing services to customers D. create standardized packages that will appeal to many customers E. offer the same service as all of their competitors
A
The value measured in either marketing or financial terms, associated with a breands strength in a market is referred to as brand A. equity B. loyalty C. association D. share E. Value
E
Functional modifications usually require that the product be A. more technical B. limited to its functions C. less specific D. more appealing E. redesigned
C
Hereditary characteristics combined with personal experiences that together make an individual unique form one's A. role B. attitudes C. personality D. self-concept E. lifestyle
A
A ____works outside established organizational divisions and has greater flexibility to apply innovative approaches to new products and markets A. venture team B. product manager C. market manager D. brand manager E. marketing manager
A
A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called A. social influences B. motivational influences C. cultural influences D. roles E. personality influences
d
A group of managers has been assigned the task of developing a new product. They are now in the process of assessing several ideas to determine whether they are consistent with firms overall objectives and resources. the managers are at what stage of the new product development process a. product testing b. commercialization c. business analysis d. screening e. idea generation
D
A universitys student body would be considered its____ public; parents, alumni and trustees would be included as its ___public A. specialized; general B. general; client C. target; simple D. client; general E. target; market
A
After certain inputs have been selected to reach an individual's awareness, the next step in the perceptual process is perceptual A. organization B. redefinition C. attention D. interpretation E. retention
E
An individual knows that a product exists, but has little information regarding the product and does not seek additional information. In what stage of the product adoption process is that person? A. evaluation B. Trial C. interest D. adoption E. awareness
A
An ope aggregate of people with similar social ranking is referred to as a A. social class B. subculture C. role D. Caste E. reference group
a
Assignment of meaning to organized information inputs is called A. interpretation B. selection c. redefinition d. learning e. motivation
B
Bauman flooring found a supplier of very inexpensive fibers that could be used to produce low grade carpeting at a very low cost. Because bauman had been facing stiff competition in the medium-grade carpet industry it started using the new material in all of its carpeting and reducing its prices. This is an example of a(n) A. line extension B.quality modification C. functional modification D. aesthetic modification E. material adjustment
C
Business products that are purchased routinely, do not become part of finished goods, and are expense items rather than capital goods are called A. process materials B. component parts C. accessory equipment D. installations E. raw materials
C
Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ___modifications A.Functional B. feature C. aesthetic D. operational E. quality
E
Changing peoples attitudes toward a firm and its marketing program is A. unnecessary, sice consumer attitudes are of little importance B. rarely attemeted through the use of marketing practice C. impossible, even if the firm uses advertsiments D. simple when advertisments are used E. a long, expensive and difficult task that may require extensive advertising campaigns
B
Credit card companies maintain staffs of professionals whose primary responability is to monitor the activity on cardholders' accounts to spot potential fradudulent purchases or stolen cards. These staffs are employed to prevent which of the followin A. consumer purchase complaints B. consumer misbehavior C. consumer purchase remorse D. consumer purchase excess E. consumer misinformation
E
David wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product A. unique B. unsought C. shopping D. historical E. Specialty
C
Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards and A. middle majority B> late adopters C. innovators D. middle adopters E. non adopters
B
Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a doctor. Jose is likely going to view solution to his problem as A. conveniece products B. unsought products C. specialty products D. installations E. shopping products
A
Products are classified as being business or consumer products according to the A. buyers intended use of the product B. location of use C. seller's intended use of the product D. types of outlets from which they are purchased E. number of buyers involved in the decision
E
Psychological influences that determine where a person purchases products on a regular basis are called A. Shopping motives B.Routine decisions C.pattern responses D.convenience responses E.patronage motives
E
Stacey and Evan are preparing budgets for a new product as well as finalizing plans for the full-scale marketing and manufacturing of the new Genie Vac. They are in the ___ phase of the new-product development process A. concept testing B. product development C. test marketing D. business analysis E. commercialization
B
The consumer buying decision process involves ____ stages. The first stage is ____ and the last stage is_____ A. six;problem recognition;purchase B.five; problem recognition; postpurchase evaluation C.five; evaluation of alternatives; postpurchase evaluation D. five; information search; purchase E. six; evaluation of alternatives; purchase
C
The development of a person's self-concept is a function of A.learning B. subcultures C.psychological and social factors D. roles and family influences E. reference groups and opinion leaders
A
There are five elements that affect customers' perceptions of service quality. they are reliability, appearance of the tangibles, responsiveness, assurance and A. employee empathy B. credibility C. product knowledge D. responsibility E. experience within industry
B
You recently begin working as the marketing director for a nonprofit organization. Prior to this role, you always worked in for-profut organization. You immediatlely recognize the marketing in a nonprofit environment is dramatically different thatn marketing in a for profit environment. Which of the following statements is ture regarding the differeneces in marketing in a nonprofit versus a for profit environemtn A. for profit marketing offers greater opportunties for creativity than nonprofit marketing B. nonprofit organizations usually deal with ideas and services than with goods. C. pricing strategies of nonprofit organizations are designed to match costs with revenue D. distribution decisions are not as important in nonprofit organizations E. marketing ideas and concepts are more abstract in for-profit organizations
a
___ is the development of a product that is closely related to one or more products in a firms existing product line but is designed specifically to meet somewhat different customer needs a. line extension b. aesthetic modification c. product mix modifcation d. quality modification e. feature modification
b
a ____ works outside established organizational divisions and has greater flexibility to apply innovative approaches to new products and markets a. market manager b. venture team c. brand manager d. product manager e. marketing manager
d
a package of aluminum foil at kroger supermarket has only a white package with black letters stating aluminum foil. this product is an example of a ___ brand a. no name b. private distributors c. manufacturers d. generic e. no frilsl
e
if ralph laurne, a designer of fine clothing authorized dan river mills to market a line of sheets under the ralph lauren name, this arrangement is an example of a. brand extension b. private branding c. product continuation d. individual branding e. brand licensing
b
jenny plans to buy a new swimsuit for her spring break cruise. she has not seen this years styles and thus will do some comparison shopping before making a purchase decision. jenny is engaging in a. intensive decision making b. limited decision making c. impulse buying d. extended decision making e. routinized response behavior
d
multiple packaging is a. likely to decrease service size b. the most expensive type of packaging c. the same as family packaging d. likely to increase demand e. the most effective type of packaging for decreasing demand
d
often a new product is launched in stages during commercializtion. this gradual introduction of the product is known as A. market extension b. regional commercializtion c. market development d. rollout
B
products used directly in the production of a final product but that are not easily identifiable are categorized as a. mro supplies b. process materials c. component parts d. assembly components e. accessory products
e
riley prefers to buy pantene shampoo for colored hair; however, if that is not in stock, she will buy loreal or garnier fructis. Rileys level of brand loyalty can be described as_____ a. acknowledgment b. recognition c. acceptance d. insistence e. preference
b
services are usually provided through ____ directed at people or objects a. ideas and other intangible efforts b. the application of human or mechanical efforts c. physical labor d. knowledge and technology e. tangible ad intangible products
a
services has six basic characterisitics: inseparability of production and consumption, perishability, client based relationship, customer contact and a. heterogenity b. orientation toward value c. labor intensiveness d. specialization e. homogenity
d
the width of a product mix is measured by the number of product a. dimensions in the product line b. items in the product line c. specialties a company offers d. lines a company offers e. features in each brand
c
three major ways in which marketers engage in product differentiation are a. product positioning, product quality, and product management b. product quality, product support services and packaging c. product quality, product design and features, and product support services d. product positioning, product design and features, and product promotion e. product support services, product design and features, and production positioning
e
to differentiate their products, companies sometimes emphasize the product support services that they offer. this is especially true when a. the companys prices are higher than the competitions b. consumers are willing to pay for product support services c. the quality of the companys products is inferior to the quality of competing products d. the company introduces a new product e. consumers perceive all products in a market to have essentially the same quality, design and feautres
A
Antonio is planning a trip to cancun for spring break. He will likely be able to evaluate the hotels size, ametities offered and prices by looking at information on its website. However he wont be able to evaluate the comfort level of the bed or the friendliness of the employees until he actually spends time at the hotel. The type of evaluation attributes Antonio is using before his trip are called _____ and those during the trip are called _____ A. search; experience B. credence; search C. experience; credence D. search; credence E. Credence; experience
A
Consumers are _____ likely to tell other people about a bad customer service experience compared to a good one A. two times more B. three times more C. equally D. three times less E. two times less
D
Is the demand strong enough? is a question that marketers ask during the ____ phase of new-product development A. product development B. test marketin C. concept testing D. business anaylsis E. screening
C
Lydias company plans to release a new of their signature television set. This television will have more advanced features, including better sound quality and high definition. They plan to discontinue the older version once this newer version is launched. This is an example of a A. line extension B. aesthetic modification C. product modification D. perceptual change E. brand extension
e
the manager at an engine manufacturer has asked a venture team to develop a more improved version of its most popular engine. currently, the members of the venture team are brainstorming ways to improve the engine so that it better serves its target market. It decides to send customers surveys askig them what features they would like to see in a new engine. The venture team is most likely in the _____ stage of product development a. screening b. test marketing c. business analysis d. concept testing e. idea generation
e
when glidden introduced interior house paint in plastic gallon containers, including a no drip spout, this was an example of _____ packaging a. convenience b. category-consistent c. traditional d. green e. innovative
c
which american subculture spends the highest proportion of its income on phone services, childerns clothing and shoes a. asian americans b. hispanics c. african americans d. native americans e. americans over 65years of age
D
Labeling is _______ packaging A. always included on the front of B. never required on C. done independent of D. closely interrelated to E. always included on the back of
D
What stage of the consumer buying decision process comes after problem recognition? A. evaluation of the problem B. psychological analysis C. selective exposure D. information search E. evaluation of alternatives
B
When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-pops popcorn in this case is an example of ____ packaging A category consistent B. innovative C. "green" D. multiple E. secondary-use
C
When Old Spice came out with the "smell like a man" advertsiing campaign, the goal was to ____ the brand from one that appealed to older men to a new, younger target market A. adapt B. update C. reposition D. revitalize E. transfer
C
When a theater entices customers to see movies during the daytime by offering tickets at a reduced prices, it is trying to solve the services marketing problem of A. inseparability B. heterogenity C. off-peak deman D. intangibility E. customer contact
C
When natalie and chris analyze the results from the recently completed test market to determine if any changes in the marketing mix are needed, they are in the ____ phase of the new-product development process A.test marketing B. business analysis C. commercialization D. screening E. idea generation
d
referring to colemans major social class categories, the social class in our society that favors prestigious schooling, neighborhoods, and brands is the a. upper lower class b. working class c. lower class d. upper class e. middle class
