Marketing final

Recently Raul went to a neighborhood grocery store to pick up a few items. When he looked for Degree Men's Dry Protection Antiperspirant, it was unavailable. Although there were a number of antiperspirant brands available, he did not buy any deodorant. Raul's behavior indicates that he most likely has what level of brand loyalty toward Degree Men's Dry Protection deodorant?

Insistence

All of the following are types of direct marketing except

direct selling.

All of the following are elements of the inseparability characteristic of services except that

services are easy to standardize and control.

Any service provider that offers time-sensitive services receives most of its revenue during

peak demand

Which of the following would suggest that a company is implementing a phase-out strategy for a declining product?

Maintaining the product's marketing mix

The annual Consumer Reports rating of your company's flagship product was just released. Generally speaking the rating was good but not great. Based on the consumer comments that were referenced in the rating, it appears that many consumers have a negative view of the product's convenience and safety attributes.​ ​ In order to address these consumer concerns your company should consider doing which of the following?

Make functional modifications to the product

Trey chooses to have his hunting equipment store in a location away from the main part of town so that he can have a large parking lot and an outdoor range for customers to test out his merchandise. Trey's store is

a free-standing structure

The three major ways to modify a product include

aesthetic, quality, and functional changes.

According to the text, a product is defined as

anything the customer receives in an exchange.

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

channel capacity.

Jax owns a sporting goods company that has now expanded to 200 stores across the country. His main form of marketing is advertising in different magazines. In Vermont and New York, he advertises in skiing magazines. In California he advertises in surfing magazines. In Colorado and Utah, Rex advertises in magazines focused on hiking. On the other hand, Jax is also trying to get professional golfing associations to purchase some of his high-end golfing equipment. In this case, rather than advertising Jax meets with representatives from these organizations personally. Jax is most likely selecting promotion mix factors based on

characteristics of the target market.

To differentiate their products, companies sometimes emphasize the product support services that they offer. This is especially true when

consumers perceive all products in a market to have essentially the same quality, design, and features

Client-based relationships are most likely to be developed by

doctors.

Laws, government regulations, and industry self-regulation ______________ deceptive promotion.

have helped decrease

A genuinely new product, like the iPhone once was, offers

innovative benefits to consumers.

The primary advantage of vending as a form of retailing is that

it eliminates the need for sales personnel.

Elements that help create brand equity include all of the following except brand

recognition.

When service companies change high-contact services into low-contact services, the

service becomes less personalized.

A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the

source.

Which of the following is similar for both for-profit and nonprofit marketing?

Ability to use effective marketing activities

What is the primary difference between an agent and a broker?

An agent represents a company on a permanent basis while a broker is employed temporarily

Ideally, test marketing should follow which stage in the new-product development process?

Product development

Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes?

Selective demand

The two levels of expectations that consumers generally have about services are

acceptable and desired.

According to the text, the direct consumers of a nonprofit organization's ideas or services are called its ____ public

client

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

communication channels.

Many services have aspects that consumers may never be able to evaluate, even years after the purchase and consumption of the service. These attributes are called

credence qualities.

The necessary interaction between service provider and customer that allows a service to be delivered is called

customer contact.

All of the following are major steps in developing new products except

evaluation of competitors' efforts

Product deletion

may be opposed by management.

Demand-based pricing most closely relates to the ____ of services.

perishability

Lola prefers to buy John Frieda Sheer Blonde shampoo; however, if that is not in stock, she will buy L'Oreal or TIGI Bed Head. Riley's level of brand loyalty can be described as ___.

preference.

Merissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and, since Merissa wants to get home to cook dinner, she settles for Prego. Merissa has brand ____ for Ragu and brand ____ for Preg

preference; recognition

A store that offers a wide variety of shoes for men, women, and children would most likely be considered a(n)

specialty retailer.

Eric gets a shopping list from his wife. On the list are a potted plant, fresh salmon, vitamins, bread, milk, and a birthday cake. To make just one stop to save time, Eric should go to a(n)

supermarket

Which of the following forms of communication is the most adaptive and flexible?

Face-to-face

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach?

For some services, customers look for the low-cost provider, which is what Safe claims to be.

What are the three primary ways that marketers deliver services?

Service facilities, customer's home, or from a distance

During periods of high demand, Uber pricing will often go up, a practice it terms "surge pricing." On the other hand, when times are slow, the prices of rides will often go down. This is to encourage passengers to use Uber during periods of slow demand. This pricing strategy is an example of

demand-based pricing.

The marketing channels for services are usually

direct from provider to customer.

The three major types of nonstore retailing are

direct marketing, direct selling, and vending.

In service marketing, the most important link to the customer is

well-trained contact employees.

Samantha needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Spirit Airlines because, for a similar price to other airlines, it had a better reputation for service. For Samantha, this flight is an example of which type of product?

Shopping

LaCroix has a new flavor of sparkling water that it wants to test to determine reactions of probable buyers. Which of the following test market characteristics would be least useful to LaCroix when testing the new beverage?

Tourism is a major industry in the area.

What should marketers do to promote the consistency and reliability of their services most effectively?

Train employees and develop standard procedures for dealing with customers

If Glade, which markets Glade scented PlugIns and Glade scented candles and wax melts were to introduce Glade laundry detergent and dryer sheets with the same scents, this would be called ____ branding.

brand-extension

Samuel is an engineer involved in the product development of a new engineered stone that would be sold to manufacturers of kitchen countertops. Currently, Samuel and his colleagues are considering the potential for profitability of the new product. They are likely in the ____ phase of the new product development process.

business analysis

Business products are

classified according to their characteristics and intended uses.

Roses is a regional self-service retail store that sells name-brand electronics, tools, housewares, and sporting goods at low prices. Roses is an example of a

discount store.

An arrangement in which a supplier grants a dealer the right to sell products in exchange for some type of consideration is

franchising.

When Herstyler adds an electrical component that automatically shuts off its curling irons when they have been left on for more than one hour, this improvement would best be classified as a(n)

functional modification.

Jim owns and operates a wholesale hardware business that supplies small hardware parts to various manufacturers in the area. He takes title to the hardware and assumes all risks associated with ownership. Jim is a

merchant wholesaler.

Lowinski Lawn Care Equipment Company manufactures lawn mowers and other lawn care products. Its 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 includes a comfort grip that is easier to hold and an updated style design available in a variety of colors. Lowinski Lawn Care Equipment Company is most likely differentiating itself through _____ with its blades and through _____ with its handle and styling.

quality; design

Jack's girlfriend tells him she wants a cashmere sweater for Christmas. Jack decides to go to a store that provides the best possible selection of sweaters. His best choice would be to shop at a ____ store.

traditional specialty

Xander is preparing the promotional plan for Wenger Swiss Gear backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through mass media. Xander is using the ______ form of promotion.

advertising

When introducing a new vehicle targeted to the 18-34 age category Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends and through social media. After a few weeks, a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the 18-34 age group and used drive-by billboards in the large cities near the nightclub areas. Refer to Scenario 16.1. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of

buzz marketing.

When Betty Crocker introduced its Asian Favorites and Mexican Favorites flavors of its Helper line, it gave special offers to supermarkets to carry the new product and supplemented these offers with consumer advertising. Betty Crocker's primary objective is to

facilitate reseller support.

Maya has been using the same hairdresser for years. What has kept Maya loyal is the fact that she knows her hairdresser is going to consistently do a great job. Maya places great importance on _____ when evaluating her hairdresser.

reliability