marketing exam 2

Airbnb, the online home rental business, has partnered with the Hearst publishing company to create Airbnb Magazine. This is primarily an example of:

brand extension.

Companies that decide to pursue global marketing efforts have a choice of several ways to initiate building international business organizations. These alternatives give ample choices for the firm to match financial resources, envisioned outcomes, and comfortable risks. Which of the following descriptions of global marketing alternatives is(are) accurate?

1) An exporter markets domestically produced merchandise to customers in other countries; 2) In a joint venture, the company shares risks, costs, and management with partners

Choose any of the following types of B2B segmentation that is(are) incorrectly described.

1) In buyer decision segmentation, a company may deal with one or multiple individuals involved in the purchase decision; 2) End-use application segmentation deals with the way in which the product or service is engineered and manufactured

Darren King owns a small printing company and uses reams of print paper every month. When he goes to the wholesaler to pick up his normal paper supply, he also sees that the supplier is selling remnants of colored construction paper. Darren purchases the colored construction paper for his children to use for school projects and to make art. Select the two statements below that correctly describe Darren's purchases.

1) The supply of print paper from the wholesaler is a business product because Darren uses it to provide a service that he sells; 2) The colored construction paper from the wholesaler is a consumer product because Darren's family will use it for personal projects

You work for a marketing company that specializes in researching market shares and profits related to miscellaneous consumer products. To ensure that the data you have collected are accurate, you categorize the consumer products of interest according to the customers' buying behavior: convenience, shopping, and specialty purchases. Choose the product that would be best described as a shopping purchase.

A house

Though some people may not automatically identify a service as a product, marketers know that products comprise services as well as goods; sometimes a product may be a combination of the two. You work for a database company and want to ensure that your product listings are accurate, so you refresh your memory by checking how other firms identify their products. Which of the following should be identified as pure goods?

A publishing company sells health-based curricula; Somaya just launched an online shoe company.

You work in the stock market. Stock markets allow businesses to raise additional funds for new projects, business expansions, and capital investment plans. Moreover, they enable the public trading and selling of market shares of a company. Major purchases of stock typically require input from various parts of the organization, including senior management and accounting. One of your colleagues, Amos, works in the IT department of one of the U.S.-based tech firms for which you are trading. Amos is in charge of receiving information about new technologies from commercial sources, universities, and Web-based sources, to name a few and then working with other IT professionals to find solutions. Which of the following statements is true about the buying center described above?

Amos has a dual role as a gatekeeper and influencer

While totaling your quarterly receipts for your business, The Breakfast Bar, you note that a sizable amount of your revenue comes from selling packaged coffee beans to regular customers who come in every day for an extra-large cup of coffee togo. Your plan for the next quarter is to promote your selection of fresh roasted beans with a buy one, get one half off incentive to encourage these customers to purchase more and/or try something new. Which segmentation approach are you employing to bolster sales for the next quarter?

Behavioral

Based on sales reports and customer feedback, you have mapped five brands of toothpaste marketed by your company so that you can get a visual of how each rates with the public. Based on the positioning descriptions below, which brand is considered by consumers as the best overall value? Brand A: Low Price; Low Quality. Brand B: High Price; High Quality. Brand C: Moderate Price; Moderate Quality. Brand D: Moderate Price; High Quality. Brand E: High Price; Low Quality.

Brand D

After spending time in the marketing department of a cookware company based in Ohio, you've been told to prepare for a move to a new international division. Your boss hasn't specified its location—only that it will be outside the most mature markets for many U.S. consumer products. Based on that information, you can assume the move will [not] take you to:

Canada

Estee Foods has succeeded in the highly competitive candy market by focusing on sugar-free sweets that meet the needs of people on strict sugar-free diets, like diabetics. Estee practices which of the following strategies for reaching its target market?

Concentrated marketing

Making soap has been your hobby for some time, but now you are contemplating turning your hobby into a small business. You use only hypoallergenic ingredients in your small batch soaps. Now sales come by word of mouth, but you plan to promote your handmade goods and sell them on one or more online outlets to people who are sensitive to the cleaning agents used in mass market soaps. Which marketing strategy will fit your newly established business? Select the best answer.

Concentrated marketing, because you will concentrate on meeting the needs of a single market segment

Your large retail store sells power tools and construction supplies, and your customer base is made up primarily of home improvement contractors, subcontractors, and serious DIYers. But business has stagnated now that the housing market has seen a downturn. What can you do to boost your sales and keep your business solvent?

Consider marketing to a segment that meets the criteria for effective segmentation

Which of the following is not part of the international political-legal environment that affects U.S. firms operating abroad?

Cultural norms

***Study the organizational buying process chart*** Mercy Hospital needs to purchase a highly specialized drug that is patented and sold by only one pharmaceutical company. These constraints will primarily affect which step in the organizational buying process?

Step 3

You are in charge of ensuring that all labels used on your food company's packages are in compliance with the law. To remind employees of this responsibility, you distribute a checklist of label requirements. Which of the following does not appear on your checklist?

Disclose country of origin.

You work for a new company in an emerging market, the 3D printer industry. With about 200 employees, your company is undoubtedly growing, and order requests have doubled within the last year. Because of the size of your company, you are not quite ready to compete with industry giants. You do, however, understand that there is a huge potential for success because a 3D printer can potentially be used for a wide range of activities, including printing products within the home, printing organs for transplant that can be used in operating rooms across the world, and printing and filling small orders for local businesses. Which of the following types of business-to-business market segmentation would you use in the scenario described above?

End-use application segmentation

The organizational buying process is multifaceted and is demonstrated through a seven-stage process. Which of the following descriptions pertains to an activity that the purchaser would be likeliest to undertake during the last stage?

Examine the frequency of on-time delivery

Two demographic variables used when segmenting consumer markets are segmenting by age and segmenting by stage in the life cycle. Which of the following situations does not illustrate segmenting by age?

Flat-pack furniture is marketed as inexpensive and easily portable

You work for a fabric company that sources unique materials from around the world. In the past, you have focused solely on the business of supplying fashion designers with the fabric they make into dresses. However, you've recently recognized an opportunity to expand the business by supplying stores like Jo-Ann Fabrics that sell sewing and craft goods to consumers who sew at home. If you pursue this opportunity, in which direction would your company be expanding?

From a commercial market into a reseller market

You have recently been hired to work in the marketing department of a company that manufactures and distributes baby food. During orientation, you are told that baby food is a convenience product because it is a good that families want to purchase frequently, immediately, and with minimal effort. This summary makes sense to you because you have a younger brother, and you recall that whether baby food was on sale or not, your parents bought it because they needed to feed your brother. You also remember that because convenience products are typically cheap, retailers must sell large volumes in order to make a profit. Based on the information provided in the scenario above, which of the following would you be least likely to emphasize in the marketing mix for your company's baby food products?

Hiring a personal selling staff

As a marketer, you have many different tools at your disposal to gather the information necessary to develop targeted marketing programs. One of those tools is psychographic segmentation. Select the type of information below that cannot be gathered using psychographic variables.

I want to know how many children under the age of 18 live in the households of my target market

In your new marketing position with an international company making custom leather boots, you recognize the global environment offers a different set of challenges for you to navigate on behalf of your employer. You have been assigned to track product sales to Spain. Which of the following information should you thoroughly familiarize yourself with, to respond to Spain's political-legal environment?

Import tariffs on leather goods

Selom is doing research for an interior design firm called Your Décor. Fill in the blanks with the word(s) from the drop-down list that would best describe his available secondary data sources. Words may be used more than once. Your Décor's marketing analytics are an industrySelectindustryinternalexternalItem 1 source. Your Décor's sales records are a(n) internalSelectexternaltradeinternalItem 2 source. Your Décor is interested in population distribution across states. A major government source of such data is the Federal Trade CommissionSelectcensusInternal Revenue ServiceFederal Trade CommissionItem 3 . Federal Trade CommissionSelectFederal Trade CommissionNielsenCalifornia Consumer CommissionItem 4 is an example of a research firmSelectresearch firmfederal agencystate agencyItem 5 that Selom may hire to compile and analyze external data.

Internal, internal, research firm

You are browsing through job listings for global marketing-related jobs on Monster.com. One job catches your attention because it lists the following major responsibilities that closely match your experience: The candidate will be involved in purchase decisions of robotic manufacturing firms in Asia. The candidate will be involved in setting up an independent division with responsibility for robotic equipment production and marketing. The candidate's major focus will be on evaluating the performance of robotic manufacturing activities and incorporating strategies for effectiveness and efficiency. The candidate should have an international customer value orientation. Which of the following terms best describes the focus of this job?

International direct investment

You're the marketing director for a startup firm in the snack food industry. In the past, you've sold only to small specialty stores, but now you hope to crack a major supermarket chain. As you plan your approach to this prospective new buyer, which of the following likely influences on its decision should you consider?

Interpersonal influences and organizational factors

You turned on your tablet to read an online article about a Texas-based furniture retailer that reported its first gain in same-store sales in almost two years. The gains were realized in foldable tables and convertible sofas, areas specifically targeted for improvement and often preferred by apartment dwellers with limited space. The company attributes its success to having moved its stores from rural and suburban communities into Dallas-Ft. Worth, 1 of the 10 largest metropolitan areas in the United States. What significant geographic variable or combination of variables is likeliest to be responsible for this retailer's success?

Market density

Market segmentation is used by marketers to develop the strategy they will use to present their product or service to the consumer. Select the statement below that best describes how market segmentation works.

Market segmentation groups consumers according to similarities and differences in reference to factors that influence purchase decisions

As the marketer for a new electronics firm that produces a limited number of products, you recognize that consumers are not all cut from the same cloth—many variables exist in needs and preferences. But your company cannot change its products to suit each individual consumer preference. Select the statement below that does not accurately tell how market segmentation can help your company sell its goods.

Market segmentation will help your company identify product changes that will meet all consumer preferences and needs

You work for a digital timepiece company which started its entry into the global market a year ago. Your predecessor assumed that the company could use the same product and preexisting marketing campaign materials in nations that shared the same language. Sales never got off the ground. You were brought on board to make strategic changes and continue the fight for customers. Which strategy are you most likely to change?

Straight extension

You have entered a stage in the organizational buying process. The scenarios below indicate which stage you have entered: At this stage in the buying process, you will consider how well a particular supplier has responded to your company's needs. Because your company is so large, it uses standardized methods to judge whether a vendor has met or exceeded the company's expectations. Which of the following is an added benefit of the stage in the organizational buying process identified above?

Measurement of whether or not a vendor has reduced your employees' workloads

The United States places first in a number of categories of global marketing and trade opportunities. For example, the United States is the world's largest exporter of services and retailing. More than $600 billion is spent annually on U.S. service exports. Twenty percent of that $600 billion—more than $120 billion—comes from travel and tourism. Which of the following customer descriptions identifies a buyer of this U.S. service export?

Parisian Cecile, driving a convertible up the West Coast from California to Washington

Business markets differ from consumer markets in several ways. Choose the correct example(s) of these differences.

Personal selling is usually emphasized more in business than consumer markets

Cassie is failing her "Marketing 101" course. She has to get at least a 97 percent on the next exam to ensure a passing grade this semester, but she is still confused about the difference between two key dimensions of brand personality: relevance and esteem.

Relevance reflects the brand's pertinence to its target; esteem is a combination of quality perception and other opinions about the brand.

Organizations want to have a reputation for producing quality products with strong brand identities to give them an advantage in the marketplace. Brand equity, the added value of a brand name, has four dimensions. Choose the example that is not identified with the appropriate brand equity dimension.

Ruben buys a Ferrari because he thinks it will set him apart from other drivers. This illustrates the dimension of esteem.

You work for a local snack manufacturing and distribution company and have been asked to assist in the data collection process for ongoing marketing research. You must correctly identify the sources of data you will use. Fill in the blanks with the word(s) from the drop-down list that would best complete the passage. The word(s) may be used more than once. A newspaper is a source of secondarySelectprimarysecondaryresearch designItem 1 data. A telephone survey is a source of primarySelectprimarysecondaryresearch designItem 2 data. Questionnaires disseminated via mobile applications yield primarySelectprimarysecondaryreal-timeItem 3 data. Magazine clippings of families enjoying preferred snacks are a type of secondarySelectprimarysecondaryvisualItem 4 data. An infographic published on a television show is a source of secondarySelectprimarysecondaryanalyticsItem 5 data. Observation notes from a panel discussion yield primarySelectprimarysecondarytertiaryItem 6 data.

Secondary, primary, primary, secondary, secondary, primary

Aiden is in charge of the supplies inventory at his manufacturing company. Which of the following items is not in Aiden's inventory?

Smartphones

You decide to start a dog-walking service because you notice a number of trends that suggest a high demand for this type of service. You are trying to convince your brother to partner with you in this business, but one of his comments suggests that he doesn't understand the nature of a service. Which of the following comments did your brother make?

Standardized services are easier to provide than unstandardized services.

This morning your boss, a product manager, assigned you to a group of coworkers who are focused on new product development. However, by the time you got home and started to tell your roommates about it, you forgot what the group is called. You do remember that it is the most common organizational arrangement for developing new products. Choose the most likely name of the group.

The New Product Venture Team

XYZ Company defines its primary customer group based on demographic variables. To guide the development of its advertising, you were asked to write a description of the typical customer in that group. Just before submitting the assignment, you caught an error: one sentence is wrong because it references a variable that isn't demographic. Which sentence is wrong?

The XYZ consumer doesn't want to look her age

You have been asked to supervise a new intern, who inquires about the benefits of having combined goods and services businesses. Rather than explicitly tell him or her the answer, you explain to him or her how these types of businesses operate, so he or she can make an inference about the benefits. To illustrate the purpose of combined goods and services businesses, you tell your intern that sometimes, the combination of a primary good with additional services defines the complete product to the customer and better satisfies their needs. To further illustrate your point, you explain that local coffee shops offer coffee and breakfast as primary goods. However, they also provide free Wi-Fi to make customers more comfortable, encouraging longer stays and extra beverage or food purchases. Based on the information provided, what can your intern infer about the benefits of combined goods and services businesses?

These businesses aim to better satisfy their customers by offering goods and services that complement each other.

Which of the following positioning strategies is inaccurately described?

To succeed with value positioning, a company must offer the lowest price

The business-to-business (B2B) market can be grouped into four major categories: commercial, reseller, government, and institutional. Organizations can fall into one of the business market categories. Choose the organizations that are part of the reseller market.

Toys "R" Us purchases Barbie dolls from the toy manufacturer Mattel

You work for a tech firm that wants to invest in some capital development projects that could potentially position the company as a multinational giant in the competitive market. One of the projects would require your company to purchase a $500 million software package. Company executives believe the investment would pay off; however, before approving such a costly purchase, they want to identify someone in the IT department who has the expertise to work with this highly specialized package. The person would play a key role within the buying center. Which role would the IT expert be likeliest to play?

User

After interviewing candidates for the job of business marketing specialist, Fred decided to eliminate one—despite her strong paper credentials. Explaining his decision to you, Fred quoted a comment that betrayed the candidate's misunderstanding of B2B market segmentation. Which comment did Fred quote?

When I segment customers demographically, I believe in concentrating on how they use my product

Last year, you left a job in consumer marketing to take one in business marketing. The shift required you to become accustomed to all of the following changes except:

You have more potential buyers than before

You head a marketing team preparing to launch a revised global marketing campaign for a high-end jewelry and accessory company. You review the previous strategies your team has implemented: You started with selling delicate, antique-looking jewelry across all international markets, with the same theme of "Looking Your Feminine Best." Then your team experimented with some countries using the same jewelry, but with a theme of "Investing in Your Best Self." For other countries, your team used the same theme of "Investing in Your Best Self" to sell jewelry-encrusted purses. Buoyed by that success, your team plans a dramatic marketing change: An award-winning designer recrafted the profile of the jewelry to be chunky, rather than delicate. Your team came up with the slogan of "Be Visibly Lovely." Choose the international product and promotional strategy that does [not] illustrate a form of adaptation.

You started with selling delicate, antique-looking jewelry across all international markets, with the same theme of "Looking Your Feminine Best."

Marketing research activities yield different types of data for the marketer. The techniques used to obtain the data and the source of the data are the most significant factors that dictate what type of data are obtained in the marketing research process. From the following list, choose any example(s) of primary data. a. Experiments b. Census data, syndicated data c. Surveys, polls d. Focus groups, interviews e. Annual reports, case studies

a. Experiments b. Census data, syndicated data c. Surveys, polls

The North American Free Trade Agreement (NAFTA), the World Trade Organization (WTO), and the European Union (EU) were all formed to achieve the same purpose of removing trade restrictions between countries. However, there are important differences in the characteristics of these organizations. Fill in the blanks with the word(s) from the drop-down list that would best complete the passage. Each word or term may be used more than once. a. The _______________ involves more than 150 countries. b. NAFTA involves _________ countries. c. The _________________ is a monitor of trade policies and mediator of _____________. d. The _____________ has adopted a common currency among its members. e. The _______________ promotes human rights.

a. World Trade Organization; b. three; c. World Trade Organization, trade disputes; d. European Union; e. European Union

You are the vice president of sales and marketing for a major home appliance retailer, and you just received the quarterly global sales report for the second quarter. The first figure that you notice in the report is the dramatic decline in sales in the Latin American territory. You suspect that the falloff isn't unique to your company, but instead is consistent with poor performance in Latin America across many appliance stores and manufacturers. The only way to confirm your hypothesis is with a compilation of market-wide industry data that has been published by various economic think tanks but that your firm can't afford to acquire. Choose the type of outside research specialist best suited to help you—if any. a. a research aggregator b. a data miner c. a predictive analytics expert d. a big data server e. No outside research specialist is especially well suited to help you.

a. a research aggregator

Geographic segmentation uses information about a region's population to form homogeneous groups. Different geographic variables may influence consumer buying decisions. Fill in the blanks with the word(s) from the drop-down list that would best complete the passage. a. Some people move away from urban areas because urban housing tends to be small and crowded. From a marketing perspective, this reflects the variable of ___________________. b. Sunscreen sells better in Florida than in North Dakota, primarily because of the southern state's ________________. c. People who drink iced tea in Georgia and Alabama are more likely to sweeten the beverage than iced tea drinkers in Vermont and New Hampshire. This is an example of a(n) ___________ difference that may be relevant to geographic segmentation based on _________________.

a. density; b. climate; c. cultural, region

Fill in the blanks with the word(s) from the drop-down list that would best complete the passage. a. When the __________ consumer completes a transaction for personal use, it is considered a consumer product. b. Purchases by _______________ are classified as business products because they are used to produce other goods and services for resale. c. Often a _____________ product serves as both a consumer product and a business product. d. The same product purchased for ______________ use by a retail customer may also be purchased by a manufacturer for resale, which makes it both a consumer and a business product.

a. ultimate; b. manufacturers; c. single; d. personal

The director of marketing at your firm is very interested in developing new packages. However, he or she doesn't want a scattershot development process; he or she wants the development team to prioritize the first objective of packaging. This means he or she will instruct the team to put its emphasis on:

physical protection.

You are about to engage in the marketing research process. It includes the following steps, listed in alphabetical order—not necessarily the order in which they should be carried out. Collecting primary or secondary data Conducting exploratory research Creating a research design Defining the problem Formulating a hypothesis Interpreting and presenting research information Indicate which two of these steps should come first and last. a. First: Collecting primary or secondary data. Last: Defining the problem b. First: Defining the problem. Last: Interpreting and presenting research information c. First: Formulating a hypothesis. Last: Creating a research design d. First: Collecting primary or secondary data. Last: Interpreting and presenting research information e. First: Interpreting and presenting research information. Last: Collecting primary or secondary data

b. First: Defining the problem. Last: Interpreting and presenting research information

You are preparing a seminar for your colleagues on the topic "How Marketers Protect Brand Equity." Which of the following pairs of terms and examples should you use when you explain the symbol that distinguishes a product?

brand mark, Nike swoosh

A new restaurant just opened in your town. Fill in the blanks with the word(s) from the drop-down list that would best complete each passage about brand loyalty toward this restaurant or a competitor. Words may be used more than once. Your friend Fred mentions that he has seen a billboard with the eatery's name and may try it; from your marketing class, you know this stage of brand loyalty is called _____. An element of the marketing mix that is important to reach consumers like Fred is _____. It turns out that your neighbor, Sue, has eaten at the new restaurant and urges you to make a reservation soon. "I had a great experience!" she says. Sue's stage of brand loyalty is called _____. However, you tell Sue that you're not interested in the new restaurant. Whenever you eat out, you'll only go to your favorite place: Cheesecake Factory. Your stage of brand loyalty toward Cheesecake Factory is called _____.

brand recognition; promotion; brand preference; brand insistence

You work for a beverage distribution company and have been asked to support the marketing research team in the preliminary phases of their process. You have been tasked with finding out which beverages are most popular at sporting events, so you visit local stadiums, talking with fans about their preferences and to concession owners about their beverage sales. You also gather samples of sports-oriented ads being run by your competitors. Your teammates ask you why you chose to employ this strategy. Which of the following themes explain your choice? a. Formulating a hypothesis requires clarification of what researchers need to test. b. Defining a problem may include clarification of what researchers need to test. c. Conducting exploratory research may include talking to customers and retailers, and/or evaluation of available competitive data. d. Creating a research design may include talking to customers and retailers, and/or evaluation of available competitive data.

c. Conducting exploratory research may include talking to customers and retailers, and/or evaluation of available competitive data.

You have been working for a popular hotel chain for the last several years and want to use some of the data you have pulled from the data warehouse to answer a series of questions you hope will help you better strategize for the company's upcoming marketing campaign. You are particularly interested in evaluating customers' past behavioral patterns when it comes to rewards programs and promotions. You need an efficient way to sort through decades of information on customer profiles. Which of the following strategies would you use to acquire the information you need? a. Predictive analytics b. Exploratory research c. Data mining d. Ethnographic research

c. Data mining

As a marketing strategist just hired by your company, you want to be respectful of your new colleagues. However, during a meeting to plan research into the firm's global opportunities, a coworker clearly errs in one of his or her comments. You feel obligated to point out his or her mistake. Which of the following statements do you point out? a. Mail surveys are common in developed parts of the world. b. In some countries, there are cultural problems with focus groups. c. Face-to-face interviewing is the least common method for conducting primary research outside the United States. d. Mail surveys are ineffective in many countries because of unreliable postal service.

c. Face-to-face interviewing is the least common method for conducting primary research outside the United States.

A job description posted on Monster.com reads as follows: The individual will oversee each of the Skin Care Division's lotion and lip balm lines. In particular, he or she will be expected to maximize the profitability of all brands within those lines. This description suggests the company is looking for a:

category manager.

You work for a firm that franchises high-end spas. The company wishes to identify promising new locations. Your marketing research consultant believes you can forgo the costly collection of primary data, because secondary data will provide the key information you need. You were skeptical, but his or her presentation changed your mind. His or her presentation included all of the following points except: a. Spa industry trade magazines publish details about important market trends. b. U.S. census data enables you to determine city-block-level population characteristics relevant to spa use. c. There are research services able to identify neighborhoods with high concentrations of people likely to spend time at spas. d. Because of your up-to-date mailing list, you can readily implement cost-effective mail surveys.

d. Because of your up-to-date mailing list, you can readily implement cost-effective mail surveys.

The executives of Majority Productions, an entertainment and public relations agency with offices in five countries, are trying to figure out why their marketing strategies in four of the five countries appear to have failed. The company is thriving in the United States, where executives built the company's first office about a decade ago. At the time, they collected primary data that were extremely helpful, leading to a 20-percent growth for the company within the first two years. Because the company's marketing strategies worked so efficiently, the executives saw no need to conduct market research before they entered the other markets. You are diagnosing Majority Productions' inability to compete in international markets. Which of the following is likely to be a major factor in the company's failure in other countries? a. The executives of Majority Productions do not nurture diversity within their company. b. The original data gathered by the company were misleading. c. The U.S. government operates differently from governments abroad. d. The executives of Majority Productions needed to bolster their knowledge about consumers in other countries. e. Other countries lack entertainment and public relations industries.

d. The executives of Majority Productions needed to bolster their knowledge about consumers in other countries.

International marketing research presents the marketer with a different set of challenges in dealing with the cultural, economic, legal, and regulatory differences that exist among countries. In particular, these differences can have a profound impact on data collection. Fill in the blanks with the word(s) from the drop-down list that would best complete the passage. The U.S. government doesSelectdoesdoes notrarelyItem 1 offer(s) information about global markets. To avoid language issues that may impede the use of surveys, researchers may employ the method known as forwardSelectcontinuousforwardbackItem 2 translation. Mail surveySelectFace-to-face interviewingMail surveyFocus groupItem 3 is the most common primary data collection method outside the United States. TelephoneSelectFace-to-faceTelephoneResearchItem 4 interviews and personalSelectface-to-facepersonalmailItem 5 surveys are frequently unsuitable outside the United States.

does, back, Face to Face, mail

Alanis has to collect primary data for the floral company for which she works. The company, which is currently based in Miami, Florida, is seeking to expand to other cities within the state. Alanis is interested in gauging what motivates people to buy flowers and customers' attitudes toward online flower delivery. Which of the following primary research methods would best capture the information Alanis wants to collect? a. Observation b. Case studies c. Controlled experiments d. Syndicated data service e. Surveys

e. Surveys

The business-to-business (B2B) purchasing decision process is much more complicated than the individual consumer's decision process. The B2B purchase decision process often involves multiple people or groups whose input affects the final decision. Fill in the blanks with the word(s) from the drop-down list that would best complete the passage. Company B recently experienced a delay in production due to political riots in the country where its factory is located. Its CEO recognizes that the delay was due to __________________ Company A uses groups to make purchases and must have a majority vote to make a purchase decision. This means its decisions are subject to ____________________ Company C has branches all over the United States but has decided to consolidate all its purchasing at company headquarters. This means its vendors must now consider ______________________

environmental factors; interpersonal influences; organizational factors

You are a business consultant and have a contract with the Small Business Administration (SBA) to conduct training seminars for people seeking loans from the SBA to start new businesses. The SBA wants to give these prospective business owners as much information as possible so they have a greater chance of success. You are conducting a seminar on the different types of products that target business markets. Choose the type of business product that tends to have a long life and be very expensive, together with the correct example of such a product.

installation; customized computer system

Cadence Rappaport, the marketing director of a high-profile advertising agency, is working with a hair care client, Edifice, Inc., and has to gather primary data about how Edifice customers use its products. She will use a combination of observation and survey research. You are Cadence's intern this summer and want to help her implement these methods; but first, you want to make sure that you understand what they entail. Fill in the blanks with the word(s) from the drop-down list that would best complete the passage. A good way to determine how customers style their own hair is to observe their at-home styling rituals. This type of observation could serve as the basis for internalSelectinterpretiveinteriorinternalItem 1 research. In general, Cadence should expect to pay relatively lessSelectmorefasterlessItem 2 for a survey of Edifice's target market—women aged 18-25—than for observational research. In general, Cadence should expect the time frame for the survey part of her research to be shorterSelectlongershortermore predictableItem 3 than for the observation part.

interpretive, less, shorter

Companies face different challenges depending on the type of brand they choose to market. Each type has a distinct set of characteristics. Fill in the blanks with the word(s) from the drop-down list that would correctly describe these characteristics. The type of product sold with the _____ branding effort is classified as . Some manufacturers refuse to produce _____ brands. When Nabisco began to offer its Ritz cracker brand in different sizes and in salt-free, whole-wheat, and low-fat varieties, it was engaging in _____

least; generic; private; line extension

Free trade has not produced all of the economic impacts that were originally predicted. At the same time, it is known that global shifts in production and trade have generally ___________________ consumer costs, ___________________ company profits, and ______________ product _______________ .

lowered; improved; increased; choice

Companies go to great lengths to enhance and protect the identities of their brands. Fill in the blanks with the word(s) from the drop-down list that would best describe the methods commonly used to achieve these objectives. Words may be used more than once. A brand logo is the same as a brand _____. A brand _____ is a symbol or pictorial design. The combination of visual cues that creates Starbucks' total image is its _____. The mermaid on every Starbucks cup is part of its _____.

mark; mark; tradedress; brandmark

Fill in the blanks with the word(s) from the drop-down list that best complete each passage. For a marketer, it may be difficult to identify the most influential members of a buying center because often these members don't work in the ___________________ department An organization's ____________________ consists of each individual who works in any capacity of its purchasing activities In many business buying situations, one person serves as both the decider and the ____________________ A buying center is a(n) __________________ group

purchasing; buying center; buyer; informal

Your company is studying new product opportunities in the business market. However, the firm has lost out in the past because of heavy price competition in the consumer market, so the CEO prefers to steer clear of the type of business product likeliest to face the same challenge. Which type of business product would you advise the CEO to avoid?

supplies