Marketing Final (Abram) Connect
Tyler is highly knowledgeable about new developments in bicycling technology, since he reads everything he can find about the subject. Typically, being the first to try out new bicycle models, he would be classified ________ in terms of the diffusion of innovation curve.
as an innovator
The ________ segmentation method is most closely related to providing value by satisfying customers' needs and wants.
benefit
The number of participants who discontinue use of a service, divided by the average number of total participants, yields a measurement called
churn
Large firms with multiple offerings in a particular product category engage in ________ targeting strategies to obtain a bigger share of the market, increase the overall market for the product categories they sell, and diversify their businesses.
differentiated
General Motors targets several different market segments and designs separate automobile makes and models for each. This is an example of
differentiated marketing
________ refers to the process by which the use of a product, service, or process spreads throughout a market group over time and across various categories.
diffusion of innovation
Although they enjoy novelty and are considered to be opinion leaders, ________ are not the first to purchase new product innovations.
early adopters
Although it is often an inexpensive source, ________ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand.
external secondary data
As ________, one of the advantages that pioneers have is they create a new market or product category, establishing a commanding initial market share lead.
first movers
Lawn care products manufacturer Scotts has developed easy-to-follow, annual lawn care programs to help homeowners develop thick green lawns that will combat weeds, insects, and diseases. The specific steps that must be used and their timing vary based on climate. What type of segmentation should Scotts use as the basis to design these programs?
geographic
The publishing conglomerate Condé Nast is able to purchase mailing lists of people who have bridal interests, knowing that its Modern Bride magazine customers are somewhat distinct from those who subscribe to GQ. In terms of evaluating segment attractiveness, this is a way of ensuring the segment is
identifiable
In response to increased consumer demand for healthful beverages, companies like Coca-Cola and Pepsi introduced new product lines like fruit juice to ________ their product mix.
increase the breadth of
A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas is known as
marketing research
A manufacturer of T-shirts concentrates all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This involves a ________ targeting strategy.
mass marketing
Mr. Dennison knows each and every child who comes in to his Kumon reading center, and he prides himself on knowing how he can personally address each of their reading challenges. What type of market coverage strategy is Mr. Dennison employing in his business?
micromarketing
As a result of ________ studies, Campbell's has recently changed its soup labels by shrinking the logo and emphasizing the soup to increase customers' emotional responses to the cans.
neuromarketing
Qualitative research includes all of the following except -observation. -in-depth interviews. -scanner data. -focus groups. -following social media sites.
scanner data
For most products, the UPC code would be located on the ________ package.
secondary
Information that has been collected prior to the start of the research project is called ________ data.
secondary
Which of the following terms describes the overriding desires that drive how people live their lives?
self-values
Which of the following is the most popular type of quantitative primary collection method? Survey research In-depth interviews Social media research Focus group interviews Scanner-based research
survey research
A survey asks respondents to answer the question "What are the most important features you would look for in choosing a new refrigerator, and why?" What type of question is this?
unstructured question
The positioning strategy can help communicate a brand's ________, representing the unique value provided to customers.
value proposition
An online network of people who communicate about specific topics is referred to as a(n)
virtual community
JIT inventory systems are associated with all of the following except frequent deliveries of less merchandise. reduced lead time. more inventory to warehouse. increased product availability. lower inventory investment.
more inventory to warehouse
When one of Nike's celebrity endorsers, such as LeBron James, tweets a close-up of a new pair of sneakers, Nike will have instantly reached James's 38.6 million Twitter followers. This is an example of the
network effect
At the Unique Photo Frame company, the buying center proceeds through all six steps in the buying process and involves many people in the buying decision. This is a ________ situation.
new buy
The purchase of capital equipment by a company, which would likely be quite an involved process, is an example of a ________ situation.
new buy
Most B2B buying situations can be categorized into three types: straight rebuys, modified rebuys, and
new buys.
The Food Network and Cook's Illustrated magazine both fall into which of the following categories of media?
niche media
People who get Botox treatments consider it to be a private matter, therefore, they do not discuss it with others. This lowers the level of ________, slowing down the diffusion process.
observability
If Fisher-Price wanted to conduct research to determine the colors that best attract babies to its toys and engage them in interactive play, it would most likely use ________ research.
observation
Behavioral segmentation based on when a product or service is purchased or consumed is called ________ segmentation.
occasion
When marketers strive to get their customers the merchandise they want, when they want it, in the required quantities, and at a lower delivered cost than that of their competitors, they are hoping to achieve a sustainable competitive advantage through ________ excellence.
operational
A(n) ________ is a salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale.
order getter
Joseph is a salesperson at the ABC Company. His primary responsibility is to process routine orders, reorders, or rebuys for products. Joseph is considered a (an)
order taker
A firm's ________ reflects the set of values, traditions, and customs that guide its employees' behavior.
organizational culture
Although she wasn't told this when hired, at her new job Dana noticed that the employees eat lunch at their desks while continuing to work and that on Fridays most everyone dresses casually. These behaviors are most likely part of the
organizational culture.
Traditionally, advertising has been ________ and _______
passive, offline
Sandy thinks the east side of her city is a great area to own a home and raise a family. John thinks the east side has a lot of crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sandy and John have different ________ regarding the east side of the city.
perceptions
Demand for movie tickets is high on weekends and holidays. To compensate for low ticket sales during the week, some movie theaters offer discounted tickets to stimulate weekday demand. This is an example of the ________ nature of services.
perishable
Services are ________ in that they cannot be stored for use in the future.
perishable
Which of the following refers to the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer's purchase decision?
personal selling
Offering live, online chat options to shoppers is a way of increasing the value of online shopping because it provides
personalized customer service.
Companies such as Maybelline often use ________ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product.
persuasive
________ advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product.
persuasive
Managers and sales experts have identified all of the following personal traits as most important when recruiting salespeople except personality. optimism. resilience. self-motivation. pessimism.
pessimism
External agencies and government bodies publish safety ratings for cars to help consumers alleviate ________ risk.
physiological
A forklift operator in a warehouse who needs to know how much of each item to get from specific storage areas would consult a(n)
pick ticket
When marketers make their offering available when and where the customer wants it, which of the following elements of the marketing mix is involved?
place
Burt's Bees mission statement to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you," was prepared during which phase of the strategic marketing planning process?
planning
In which phase of the strategic marketing planning process does the firm decide what level of commitment to its ethical policies and standards it is willing to declare publicly?
planning
When managers at General Motors evaluated all the firms' various divisions and then chose to close both the Saturn and Pontiac divisions, it was involved in
portfolio analysis
Which of the following positioning approaches was the focus of Audi's objective to augment its image with better driving performance and handling?
positioning based on product attributes
The Nike swoosh is an example of which of the following positioning tools to create a position for the brand that distinguishes it from its competitors?
positioning based on symbolism
Sometimes called buyer's remorse, ________ is the internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behavior.
postpurchase cognitive dissonance
After the salesperson has learned about the customer during the qualification stage, in the ________ step additional research is conducted and plans are made for meeting with the customer.
preapproach
When a firm sets a very low price for one or more of its products with the intent to drive its competition out of business, it is engaged in
predatory pricing
A coupon for free milk on a box of Cheerios is a ________ offer.
premium
Which of the following is not a way of generating revenue from apps?
premium apps
________ is a tactic in which a firm deliberately prices a product above the prices set for competing products to capture those customers who always shop for the best, or for whom price does not matter.
premium pricing
With ________ products and services, a higher price might lead to a greater quantity sold, but only up to a certain point.
prestige
Through which of the following marketing mix variables do companies capture value from consumers, resulting in the generation of revenue?
price
A local pizza parlor located on campus offers a student rate for its pizza lunch special. This is a form of
price discrimination and is legal
Sometimes reactions to prices in oligopolistic markets can result in a _________, which occurs when two or more firms compete primarily by lowering their prices.
price war
According to your text, anything that is of value to a consumer and can be offered through a voluntary marketing exchange is called a(n)
product
Which of the following entails a process of balancing various engineering, manufacturing, marketing, and economic considerations to develop a product's form and features or a service's features?
product design
The ________ stage of the new product development process can involve the development of a prototype for alpha or beta testing.
product development
An example of ________ is when Tom Hanks is shown stranded on an island with a FedEx box in the movie Cast Away.
product placement
Variable costs are affected by
production levels
As the marketing vice president of her firm, Jana is considering implementing a companywide pricing policy that all products must achieve a target profit margin of 15 percent so the firm can achieve its overall growth objectives. What type of company objective is this?
profit orientation
Market growth, market competitiveness, and market access are all important factors in analyzing if a segmentation strategy is
profitable
In break-even analysis, when the break-even point is reached _______ is (are) zero
profits
Marketers communicate the value proposition to their customers through a variety of media, such as television and the Internet. Which of the four Ps does this represent?
promotion
When UPS decides to add to its fleet of planes, Boeing's sales team can address technical aspects of its new aircraft as well as assist in the economic justification for the purchase. In this way, Boeing adds value most directly by
providing information and advice.
The acronym RFP, when used by those involved in business-to-business buying, stands for
request for proposals.
Jack attempted to close a sale with a new customer. Unfortunately, the customer did not purchase anything from Jack; however, he learned some valuable information about this customer and is determined to continue calling on him until he finally does get a sale. Which personality trait is Jack most likely exhibiting?
resilience
Marriott Hotels has a customer relationship management system whereby the preferences of regular customers are tracked and used to anticipate customer desires and special requests, which helps to facilitate the registration process. This corresponds to which of the following building blocks of service quality?
responsiveness
The set of business activities that adds value to products and services sold to consumers for their personal or family use is referred to as
retailing
When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their ________ set.
retrieval
When a company takes apart a product, analyzes it, and creates an improved product that does not infringe on the competitor's patents, if any exist, it is
reverse engineering
The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of
sales management
Jana's firm is entering a new market, and she plans to set prices to take sales away from the established market leader even though it will mean profits might suffer. This corresponds to which of the following company objectives?
sales orientation
Although reservations on the part of the buyer can arise during each stage of the selling process, they are very likely to occur during the
sales presentation
When Best Buy customers experience computer problems, the company offers its Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of
sales support personnel.
When the National Association of Realtors' national awareness campaign emphasizes that realtors know how to more efficiently market a client's property than an owner can by himself, it is highlighting which value of personal selling?
saving time and simplify buying
Calvin's company recently launched a campaign to promote a new product. It is Calvin's job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ________ analysis.
sentiment
Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as
sentiment analysis
________ is a customer's perception of how well a service meets or exceeds his or her expectations.
service quality
It is in the ________ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure of the campaign is measured.
set the advertising objectives
Retailers may modify product, price, and/or promotion to attempt to increase their ________, which is the percentage of the customer's purchases made from that particular retailer.
share of wallet
Showrooming is associated with apps designed to fulfill which primary motivation?
shop
According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build
short-term sales
Stores are limited by their ________, which is generally not an issue when shopping on the Internet.
size
Customers can use the Internet to share their opinions about products and services via YouTube, Facebook, and Twitter. In doing so, they can help facilitate the consumer decision process through use of
social media
In China, the app Weixin allows users to send videos, photos, messages, web links, status updates, and news. This app meets people's need to
socialize
The Goodyear Tire Company is organized by regions: North America, Europe, Middle East and Africa, Latin America, and Asia Pacific. These divisions of Goodyear are called
strategic business units.
A SWOT analysis involves an analysis of factors internal to the company, which include ________, as well as factors outside the company, which include ________.
strengths and weaknesses; opportunities and threats
A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of _______ question.
structured
Offering a one-stop shopping convenience to customers, ________ combine a supermarket with a full-line discount store.
supercenters
Supply chain management refers to a set of approaches and techniques firms employ to efficiently and effectively integrate their manufacturers, warehouses, transportation intermediaries, stores, and
suppliers
Although the trend of wealthy households outpacing both poor and middle classes is worldwide, it is particularly prominent in
the United States.
Frito-Lay is an example of a company that partners with retailers by implementing a(n) ________ system, involving taking on the responsibility of managing inventory levels at the retailers where its products are sold.
vendor-managed inventory
An ongoing marketing research system that collects customer inputs and integrates them into managerial decisions is called a(n) ________ program.
voice-of-customer
Members of ________ pay an annual fee of around $50, which amounts to significant additional income for the chains.
warehouse clubs
________ are large retailers (100,000 to 150,000 square feet) that offer a limited and irregular assortment of food and general merchandise, little service, and low prices to the general public and small businesses.
warehouse clubs
A local coffee shop is known for poor customer service and an unclean, dirty environment. These factors would be classified as ________ in a SWOT analysis.
weaknesses
Although social media are used to build relationships in B2B contexts, B2B marketers normally use ________ for their marketing efforts.
white papers
When firms ask a series of questions about each service quality dimension that relate to customers' perceptions of how well the focal service performs and how well a competitive service performs, from low to high, they are defining the
zone of tolerance
Which of the following is the best example of conscious marketing affecting the marketplace? A. A company ensures a safe working environment for its employees. B. An industry leader adopts environmentally friendly production practices and other companies in the industry follow suit. C. A company respects the privacy of the customers who shop at its online store. D. A firm spends time and energy engaged in activities that will improve the overall community. E. A firm focuses its efforts on developing outreach programs aimed at its employees' families.
An industry leader adopts environmentally friendly production practices and other companies in the industry follow suit.
If Lucy Hale (star of Pretty Little Liars) appears on Good Morning America and talks about her upcoming album and how great it is going to be, the viewing audience is all the more likely to demand access to it. This illustrates the "desire" element of
"I want it"
Marta estimates that the fixed costs associated with opening her new hair salon are $100,000. She expects the salon to attract 500 new customers in the first year, each of which will cost $25 to service. Marta expects to generate $50,000 per year in revenue. For Marta, the total cost of opening her hair salon and staying in business for one year will be
$112,500
Which organization provides the three guidelines that marketers should use for conducting marketing research? Federal Trade Commission American Marketing Association U.S. Congress Electronic Privacy Information Center Federal Communications Commission
(AMA) American Marketing Association
The primary federal agency that reviews food and package labels to ensure that the claims made by the manufacturer are true is the
(FDA) Food and Drug Administration
How does a microblog differ from a traditional blog?
A microblog is smaller in size—short sentences, short videos, or individual images—whereas a traditional blog is typically longer.
________ is a tool used to communicate the distinct attributes of a product; it can be used as a slogan or a theme and often becomes a snapshot of the entire advertising campaign.
A unique selling proposition
Which of the following laws was passed to regulate unfair competitive practices and practices that deceive or are unfair to consumers? A. Federal Trade Commission Act B. 1890 Sherman Antitrust Act C. 1936 Robison-Patman Act D. 1938 Wheeler-Lea Act E. Consumer Product Safety Act
A.
Which of the following social media outlets would fall under the category of "thought-sharing sites"? YouTube Flickr LinkedIn Google+ Anthropologie's blogs
Anthropologie's blogs
Which of the following statements is accurate? A. Firms that engage in ethical practices are always socially responsible. B. To align personal and corporate goals, firms need to have a strong ethical climate exemplified by the actions of corporate leaders and filtered through an ethically based corporate culture. C. Socially responsible firms automatically engage in ethical practices. D. Firms consider ethics and social responsibility to be unrelated concepts. E. Firms are not socially responsible because consumers will not pay more for it.
B.
Which of the following statements regarding the development and implementation of a social media marketing campaign is true? A. Social media marketing campaigns do not need to identify a target audience since social media is widely available to all consumers. B. The images and messages used in a social media marketing campaign need to be updated almost constantly. C. Budgets developed for a social media marketing campaign do not require constant monitoring like traditional campaigns do.C. At this time, there are no concrete ways to accurately monitor a social media campaign's effectiveness. D. A social media marketing campaign should be run independently of a firm's traditional IMC tactics.
B.
Now that the oldest ________ are collecting Social Security, it is clear that this cohort will be the largest population of 50-plus consumers the United States has ever seen.
Baby Boomers
After World War II, the birthrate in the United States rose sharply, resulting in a group known as
Baby Boomers.
________ is concerned with distinguishing between right and wrong actions and decisions that arise in a business setting.
Business ethics
Which of the following is an example of a reseller? A. Manufacturer B. Producer C. Wholesaler D. Institution E. Government
C.
Your text describes the macroenvironmental factors that operate in the external environment by which acronym?
CDSTEP (cultural, demographic, social, technological, economic, and political forces)
When Amazon developed a nonprofit Simple Pay Donation system to help nonprofits raise money easily, this was an example of a (an) ________ program.
CSR
The primary strength of Pepsi is the manufacture, distribution, and promotion of carbonated beverages. These describe which factor of a Pepsi consumer's immediate environment?
Company capabilities
The SWOT analysis is typically conducted during which of the following steps in the marketing planning process?
Conducting a situation analysis
With regard to the ethical decision-making metric, which of the following questions best represents the transparency test?
Could I give a clear explanation for the action I'm contemplating that would satisfy a fair moral judge?
Which of the following is an accurate statement about corporate social responsibility? A. CSR and conscious marketing are the same thing. B. Becoming a conscious marketing organization is a relatively simple effort. C. Today, there are very few large and well-known companies that engage in CSR. D. When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming conscious marketers. E. Marketers who work in controversial or polluting industries such as tobacco or fossil fuels, are unable to engage in CSR.
D.
Which of the following is the most likely result of inflation? A. Consumers will purchase more products overall. B. Consumers will switch from lower-priced brands to more expensive ones. C. Consumers will buy more discretionary items. D. Consumers will switch to less expensive options for necessities. E. Consumers will stop buying low-cost luxury items.
D.
John is involved in the buying center of a large organization. He ultimately will determine whether to buy, what to buy, how to buy, or where to buy. What role does John play in this situation?
Decider
When a firm considers its overall objectives and considers the type of business it is in, it is engaged in which of the following steps of the marketing planning process?
Defining the mission
________ reflects the link between consumers' demand for a company's output and the company's purchase of necessary inputs to manufacture or assemble that particular product.
Derived demand
Which of the following is a macroenvironmental factor included in the CDSTEP acronym? A. Energy consumption B. Consumer trends C. Social media D. Diversity E. Political/regulatory environment
E.
Which of the following represents the best approach for a firm to take regarding ethics and social responsibility? A. The firm should not worry about implementing programs that are socially responsible or about employees acting in an ethically responsible manner. B. The programs implemented by a firm are not as important as the employees acting in an ethically responsible manner. C. Employees acting in an ethical manner are not as important as the firm implementing socially responsible programs. D. Spending a lot of money on a marketing campaign will fool people into thinking a firm is socially responsible. E. The firm should implement programs that are socially responsible and employees should act in an ethically responsible manner.
E.
Which of the following statements regarding the B2B buying process is true? A. The B2B buying process is identical to the B2C buying process. B. The B2B buying process is less complex than the B2C buying process. C. In the B2B buying process, decisions are made quickly and without much consideration. D. In the B2B buying process, formal performance evaluations of the vendor generally do not occur. E. In the B2B buying process, the search for information and evaluation of alternatives is more formal and structured.
E.
In terms of a pricing strategy, ________ adds value by reducing consumers' search costs; consumers can spend less of their valuable time comparing prices, including sale prices, at different stores.
EDLP (every day low price)
Roberta works out at a health club, goes to yoga classes, and reads magazines about women's health to satisfy her inner desires. Which of Maslow's needs is Roberta fulfilling?
Esteem
Which social networking site has more than 1.5 billion monthly active users?
The ________ prohibited the manufacture or sale of adulterated or fraudulently labeled food and drug products.
Federal Food and Drug Act
When a manufacturer offers a money-back guarantee on the purchase of its products to show that the products will perform as expected, it is most likely attempting to alleviate which risk?
Financial
Which of the following pertains to the performance of a product or service? A. Need recognition B. Functional needs C. Demographic needs D. Psychological needs E. Cultural needs
Functional needs
Which of the following is a marketing metric that might be used to evaluate the performance of a company's implementation of its marketing plan?
GM (gross margin)
Individuals born between the years 2001 and 2014 are called
Gen Z.
Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.
Generate and qualify leads
________, also known as Millennials, constitutes more than 60 million members in the United States alone who were born between 1977 and 2000.
Generation
With its estimated outlay of $561 billion for fiscal year 2016, the Department of Defense represents which type of B2B organization?
Government
________ involves a strategic effort by firms to supply customers with environmentally friendly, sustainable merchandise and services.
Green marketing
New advertising guidelines requiring marketers to produce food in reasonably proportioned sizes is geared toward which social trend?
Health and wellness concerns
Which group of consumers in the United States has an increasing influence on mainstream U.S. culture with buying power that was projected to reach $1.3 trillion in 2015?
Hispanic
Which of the following is the first step in planning and executing an advertising campaign?
Identify the target market.
After a firm has conducted a SWOT analysis, it would typically progress to the next step of marketing planning, which is ________ and involves using STP (segmentation, targeting, and positioning).
Identifying and evaluating opportunities
Which of the following frameworks for analysis is comprised of a company's capabilities, competitors, and corporate partners?
Immediate environment
Which of the following refers to the amount of information a customer feels comfortable providing?
Information comfort zone
Alternative evaluation often occurs while the consumer is engaged in which of the following steps of the consumer decision process?
Information search
Which of the following is true of business ethics?
It examines ethical rules and principles within a commercial context.
According to your text, which of the following is a reason why many people enjoy personal selling as a career?
It features variety and flexibility.
Which of the following is true regarding corporate social responsibility?
It is often grafted on to a traditional business model, usually as a separate department or part of PR.
Which of the following accurately depicts the three-stage social media engagement process? Excite, educate, engage Plan, implement, control Strategize, execute, regulate Listen, analyze, do Create, utilize, evaluate
Listen, analyze, do
Culture, demographics, social issues, technological advances, economic situations, and the political/regulatory environment are all factors that make up which of the following frameworks of analysis?
Macroenvironmental factors
In an attempt to increase sales during a lagging economy, Macy's has increased its advertising and sales promotions for its current products to stimulate sales in its current markets. Which growth strategy is Macy's employing?
Market penetration
Honda marketed its CR-Z hybrid model to a distinct segment of consumers as a fun, green, sporty hybrid that stands out as being uniquely different from other hybrid models. This is an example of which of the following?
Market positioning
In the immediate environment, what is the first factor that affects the consumer?
The company itself
What does it mean when a firm's performance on one of the dimensions of service quality is above the highest point in the zone of tolerance?
The firm has exceeded customer expectations on that dimension.
If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?
The insurance company and the salesperson
________ is an approach for improving marketing channel efficiency in which the manufacturer is responsible for maintaining the retailer's inventory levels in each of its stores.
VMI (vendor-managed inventory)
What is the final stage in the business-to-business buying process?
Vendor performance assessment
Which of the following firms accounts for approximately two-thirds of full-line discount store retail sales in the United States?
Walmart
Which of the following questions relates to the Golden Rule Test of an ethical decision-making metric?
Would I want to be on the receiving end of this action and its consequences?
When companies enter into agreements that allow them to obtain economies of scale and coordination to reduce conflict, it is an example of
a contractual vertical marketing system
In the grocery store, you can see the Kellogg's name on its Special K and Rice Krispies cereals, Eggo waffles, and Pop-Tarts. Having the Kellogg's name on all these various products is an example of the use of
a family brand
The best corporate blogs illustrate the importance of engaging customers around the core brand tenets without being overly concerned with
a hard sell
The first physical form or service description of a new product, still in rough form, having the same properties as a new product but produced through different manufacturing processes, is called
a prototype
A product that is perceived to be better than most substitutes is said to have ________, which should speed up the diffusion process.
a relative advantage
Autocratic buying centers are characterized by
a single decision maker.
Used by many smaller companies to help streamline procurement or distribution processes, ________ is an Internet site whose purpose is to be a major starting point for users when they connect to the web.
a web portal
As the dominant member of the channel of distribution, Coca-Cola holds a lot of power in the relationship with independent grocery stores, and as such, it performs the functions of restocking merchandise, setting up special displays, and rotating merchandise. This is an example of a(n)
administered vertical marketing system
The U.S. government promoted public participation in the 2010 census during the televised Super Bowl game in its efforts to raise awareness of when and how the census works. This is an example of which of the following promotional elements?
advertising
A(n) ________ is a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful.
advertising plan
Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or
age
When Ben & Jerry's Ice Cream tests all its proposed new flavors on its own employees at its corporate headquarters in Vermont, it is partaking in
alpha testing
When a firm attempts to determine whether the product will perform according to its design and whether it satisfies the need for which it was intended, it partakes in
alpha testing
In the soft drink industry only a few firms dominate, which is characterized as
an oligopoly
When the Big Chip company reduced the amount of sugar in its chocolate chip ice cream sandwiches, which stakeholder category was this effort targeting?
customers
The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is referred to as
brand equity
The Victorinox Swiss Army Company is well known for its Swiss Army knives. The company also makes and markets its Swiss Army brand of watches, travel gear, cutlery, and even fragrances. This represents a ________ strategy.
brand extension
Patagonia reinforces its image of selling high-quality, environmentally friendly sports equipment in its stores, catalogs, and website. Which of the following omnichannel challenges has Patagonia overcome by emphasizing function, not fashion, in the descriptions of its products in all of its channels?
brand image
Star Wars memorabilia has been continually successful since the first film was released in the 1970s, and the most recent film releases have led to a massive increase in sales. This is an example of
brand licensing
Brand equity is determined by four aspects of a brand that include all of the following except brand awareness. perceived value. brand associations. brand quality. brand loyalty.
brand quality
A marketer that wants to improve a brand's fit with its target segment or boost the vitality of old brands would most likely use a ________ strategy.
brand repositioning
Companies like Tiffany's go to great lengths to protect themselves through the use of trademarks and copyrights. This best represents which of the following advantages of branding?
brands are assets
According to the BCG matrix, which type of product typically has excess resources that can be used to support other products that need additional resources?
cash cows
________ is the process of going through the goods upon receipt to make sure they arrive undamaged and that the merchandise ordered was the merchandise received.
checking
The ________ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.
closing the sale
When Dairy Queen teams up with Oreo cookies for its Blizzard frozen treats and advertises them with the Oreo name alongside the Dairy Queen name, it is an example of
co-branding
________ power is when one channel member threatens to punish or punishes another channel member for not undertaking certain tasks, such as delaying payment for a late delivery.
coercive
When a product is offered in a foreign market but cultural differences slow down the diffusion process, it would most likely be attributed to low levels of
compatability
Nathan was shopping for a new pair of athletic shoes. Although it would have been nice to take the shoes home immediately after purchasing them, he was willing to trade off immediate availability because he found that he could purchase the shoes online for a 50 percent discount. This is an example of using a
compensatory decision rule.
Companies must deliver more value and satisfaction to target consumers than its competitors to gain a
competitive advantage.
Limitations of the ________ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time.
competitive parity
Since her firm's share of the market has increased from 2.5 to 3 percent, Allyson had determined she would set her share of communication expenses at 3 percent of sales, which is an example of the use of the ________ method.
competitive parity
Jack works for a firm in the northwestern region that is clearly the market leader, and he has determined he must implement a regionwide price reduction of all product lines to discourage new firms from entering the lucrative market. Which of the following company objectives is involved?
competitor orientation
In the new product development process, when companies provide brief written descriptions of the product and what customer needs it would satisfy, sometimes including visual images of what the product would look like, it involves
concept testing
Purchase data collected at the point of sale are stored in
data warehouses
The 5.5 million vinyl long-playing (LP) records sold in the United States per year pales in comparison with the 1.26 billion digital downloads. The grooves in vinyl records create sound waves that are similar to those of a live performance, however, which means they provide a more authentic sound, which in turn means nightclub DJs, discerning music listeners, and collectors will always prefer them. Firms that sell LPs position themselves for a niche segment of diehard consumers. They are in the ________ stage.
decline
In the communication process, ________ refers to the process by which the receiver interprets the sender's message.
decoding
If a firm deletes an entire product line, it has
decreased its breadth
What is the first step in the marketing research process?
defining the objective and research needs
For the sake of expediency, marketers creating a _________ assume that the firm will not increase its expenditures on advertising and that the economy will not change in any significant way.
demand curve
When defining its market segments, the XYZ company identifies groups based on characteristics such as age, gender, income, and education. What type of market segmentation is this?
demographic
Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it?
designing the research
When developing strategies for working with retailers, manufacturers must consider whether they should sell in more than one outlet (e.g., store, catalog, and Internet). Which of the following factors for establishing a relationship with retailers deals with this?
determining whether or not to use an omnichannel strategy
What is the fourth step involved in developing and implementing a social media marketing campaign?
develop the budget
In the ABC Automotive manufacturing company, one person is authorized to make a decision, but input from others is gathered before doing so. This is reflective of which type of buying center?
consultative
There are three elements in any integrated marketing communication strategy: the ________, the channels through which the message is communicated, and evaluation of the results of the communication.
consumer being targeted Correct
The five distinct service dimensions that customers use to evaluate how well a service meets or exceeds their expectations include reliability, responsiveness, assurance, tangibles, and
empathy
________ means allowing employees to make decisions about how service gets provided to customers.
empowerment
When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the ________ component of the communication process.
encoding
A firm whose employees embrace conscious marketing and which is concerned with only its closest stakeholders is considered to be
ethical but socially irresponsible.
Ethan considered three important attributes when deciding where he would do his banking: the convenience of the location, hours of operation, and interest rates for CDs. In this situation, these three attributes are called
evaluative criteria.
The salient or important attributes about a particular product that a consumer bases his or her product evaluation on are called
evaluative criteria.
Ford Motor Company engages in partnerships with its suppliers, component part makers, unions, transport companies, and dealerships—collectively known as its
corporate partners.
If a firm takes voluntary actions to address the ethical, social, and environmental impacts of its business operations, it is involved in
corporate social responsibility.
When Catherine was considering different brands of jeans to buy, she could think of only three she would actually consider purchasing. These three brands make up her ________ set.
evoked
The international fashion retailer Zara's parent company, Inditex, owns the manufacturing plants, warehouse facilities, retail outlets, and design studios, which is an example of a(n)
corporate vertical marketing system
________ indicates that the demand for related products can either be positively or negatively related.
coss-price elasticity
Using a ________, merchandise cartons are prepackaged by the vendor for a specific store.
cross-docking distribution
Crew teaming up with several famous brands, including Belstaff and Timex, to offer exclusive products in the J. Crew stores and on its website is an example of
cross-promoting
When two or more firms join to reach a specific target market, it is referred to as
cross-promoting
Broadly defined, ________ is (are) the shared meanings, beliefs, morals, values, and customs of a group of people.
culture
A ________ orientation explicitly invokes the concept of value, such as when a firm uses a "no-haggle" pricing structure to make the purchase process simpler and easier
customer
Singapore Airlines is recognized as an industry leader for exemplary customer service, and has continued to add new ways to serve customers better than competitors. In doing so, it has focused on sustaining its competitive advantage through ________ excellence.
customer
When choosing retail partners, a high-end cosmetics manufacturer like Estée Lauder would most likely not choose to sell to CVS or Dollar General due to
customer expectations.
The individual who controls the flow of information or access to important decision makers serves as the ________ in the buying center.
gatekeeper
A full-line discount store is a type of ________ retailer.
general merchandise
Frito-Lay's SunChips line of snack foods uses solar power at one of its eight production facilities to harness the sun's energy to produce its products. This is an example of consumer demand for _________ products.
green-oriented
The social trend of ________ is causing consumers to question whether or not firms are truly operating with consideration for the environment or simply changing marketing efforts in order to appear that they are.
greener consumers
Firms that disingenuously market products as environmentally friendly with the goal of gaining public approval and sales, rather than actually improving the environment, are guilty of
greenwashing.
At which stage in the product life cycle do sales experience their most rapid increase?
growth
During the ________ stage, firms attempt to reach new consumers by studying their preferences and producing different product variations—varied colors, styles, or features—which enable them to segment the market more precisely.
growth
Which of the following is one of the major considerations involved when a company develops its marketing strategy?
identification of target markets
When firms are applying an ethical framework for making decisions in a questionable situation, the first step is to
identify issues.
Vashon, a manager at a marketing research firm, is trying to determine if his firm was acting ethically when it conducted its latest study. In doing so, he is evaluating whether or not the research respondents were told the real purpose of the study before proceeding. This involves which step of the ethical decision-making framework?
identifying issues
Kerry was in her grocery store and saw a display for a new organic yogurt. She had not planned to buy it, but decided on the spot to buy one and try it. Kerry's purchase represents
impulse buying.
When a game or app prompts users to make purchases to enhance the app or game, it is referred to as a(n)
in-app purchase.
When the members of a marketing channel operate to satisfy their own objectives and maximize their own profits, often at the expense of the other members, the channel operates as a(n)
independent marketing channel
Automobile manufacturers such as Ford and General Motors often use _______ distribution, such that dealers act as retailers.
indirect
Pharmaceutical companies have been criticized for direct-to-consumer television ads promoting the use of their brands of medication for specific medical conditions. With respect to buying centers, the pharmaceutical company plays the role of ________ in this situation.
influencer
ExxonMobil uses a(n) _____ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies.
informational
The XYZ Clothing Company wants to create and build brand awareness. It would use ________ advertising.
informative
Which of the following terms refers to the process by which ideas get transformed into new offerings, including products, services, processes, and branding concepts that will help firms grow?
innovation
The concept of services being ________ is highlighted in the fact that a hairstylist can positively impact the overall customer experience by having a friendly, attentive attitude.
inseperable
The "Beef, It's What's for Dinner" campaign to encourage beef consumption is an example of ________ advertising.
institutional
In terms of business markets, organizations like colleges that provide services to people in their care are classified as
institutions.
Service providers require the systems and equipment to deliver the service properly. This is known as
instrumental support
Service providers must offer cues to help their customers experience and perceive their service more positively and reinforce the benefit or value of what will be offered to overcome the ________ nature of their offering.
intangible
What tool would a marketing executive use to ensure that he or she has applied all relevant decision-making criteria to assess his or her confidence in having come to a decision that respects the rights and dignity of all stakeholders?
An ethical decision-making metric
________ involves the buyer considering his own personal knowledge about a product based on past experience.
An internal search for information
All of the following are one of the six buying center roles except A. initiator. B. advisor. C. decider. D. buyer. E. gatekeeper.
B.
All of the following questions might be used on an ethical decision-making metric except A. Would I want the person I admire most to see me doing this? B. How much money could I make from this action? C. Would I want to be on the receiving end of this action and its consequences? D. Will I be able to look at myself in the mirror and respect the person I see there? E. Would the person I admire the most engage in this activity?
B.
The business-to-business buying process is initiated by which of the following steps? A. The RFP process B. Need recognition C. Proposal analysis D. Product specification E. Vendor performance assessment
B.
What is the correct theoretical progression of Maslow's hierarchy of needs, from the bottom of the pyramid to the top of the pyramid? A. safety, esteem, love, physiological, self-actualization B. physiological, safety, love, esteem, self-actualization C. esteem, safety, self-actualization, love, physiological d. self-actualization, love, esteem, physiological, safety E. safety, physiological, esteem, self-actualization, love
B.
Which of the following accurately depicts the activities included in the 4E framework for social media? Enlighten, educate, exhaust, evolve Excite, entice, educate, employ Excite, educate, experience, engage Encounter, experience, engage, employ Enlighten, excite, engage, evolve
Excite, educate, experience, engage
When John was considering buying a new car, he sought out unbiased information and ratings about different makes and models in Consumer Reports magazine as well as from Edmunds.com. Which of the following corresponds most closely to this aspect of the decision process?
External search for information
The _______ enforces truth in advertising laws and defines deceptive and unfair advertising practices.
FTC (federal trade commission)
When a firm evaluates how other companies react to the firm's marketing activities, it is attempting to understand what aspect of the immediate environment?
Its competitors
_________ entails evaluating a list of prospective customers and assessing their potential to purchase a product.
Lead qualification
Anna loves Adidas apparel for its style and comfort. She is in need of running pants and purchases a pair with the Adidas logo. This is an example of which type of purchase decision?
Limited problem solving
The ________ social network is mainly used for professional networking in the B2B marketplace.
What is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?
________ are salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer.
Manufacturer's reps
The university will purchase new computers during the summer to update its computer labs. Although the new computers will be more advanced in terms of their technology, the purchase itself will involve some of the same considerations as those used for previous purchases. This is an example of which of the following types of buying situation?
Modified rebuy
Facebook's Ad Manager offers various metrics and reports, such as number of clicks on ads, audience demographics, and ad performance for specific time periods. This information would be used in which step of developing a social media campaign?
Monitor and change
The discrepancy between a consumer's actual state and desired state is associated with which of the following steps in the consumer decision process?
Need recognition
A person who wishes to fulfill the need for "me time" would most likely download which of the following apps? Netflix LinkedIn MyFitnessPal Twitter
Netflix
Starbucks recently introduced Via, its brand of instant coffee, to exploit the growth opportunities for new products in current markets. As he prepared for the instant coffee product's North American rollout, Chief Executive Howard Schultz called Starbucks Corporation's Via Ready Brew "perhaps the biggest opportunity" in company history. This is an example of which growth strategy?
Product development
Which of the following is one of the four major growth strategies marketers typically utilize?
Product development
In this stage of the business-to-business buying process, firms are likely to narrow their selection to a few suppliers, often those with which they have existing relationships, and discuss key terms of the sale.
Proposal analysis, vendor negotiation, selection
Which of the following is not a demographic listed in your text that would typically be used to identify consumer markets?
Religion
The ability of marketers to use wifi, mobile hotspots, 4G, and LTE to more effectively target and reach their customers is an example of which macroenvironmental factor?
Technological advances
Which of the following explains why the demand for Blu-ray discs increases when the demand for Blu-ray players increases?
The complementary products effect
In ________, one firm provides the product or service in a particular industry, which results in less price competition.
a monopoly
When a manufacturer ships HDTVs to Best Buy's distribution center, it sends a(n) ___________ to the distribution centers to tell the retailer exactly what to expect in the shipment.
advanced shipping notice
According to the consumer decision process, after consumers recognize the need for a product, they then engage in
an information search.
During the follow-up stage, what service quality dimension is being addressed when customers are given adequate guarantees that their purchases will perform as expected?
assurance
When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that market's needs, it is using a(n) ________ targeting strategy.
concentrated
At the Fancy Print Area Rug company, all members of the team must reach a collective agreement that they can support a particular purchase. This is reflective of a(n) ________ buying center.
consensus
Personal selling adds value in each of the following ways except by
consistently lowering prices below competitors
A Major League baseball team wants to reach out to fans in their stadium to offer them seat upgrades. Which technology would you suggest they use?
beacon
The vast majority of products and services are likely to satisfy
both functional and psychological needs.
________ measures how many consumers in a market are familiar with the brand and what it stands for and have an opinion about it.
brand awareness
________ involves determining the point at which the number of units sold generates just enough revenue to equal the total costs.
break-even analysis
Which of the following falls into the category of being a general merchandise retailer?
category specialist
After a firm has carefully considered all relevant alternatives to address an ethically difficult situation, the next step would be to ________ to bring about the best solution.
choose a course of action
What are the three components that make up a person's attitude?
cognitive, affective, behavioral
When a publisher's sales representative visits the office of a university professor without an appointment to discuss the latest textbook offerings available, this is an example of
cold calling
_______ is the third step in the marketing research process, and it begins only after the research design has been established.
collecting the data
The five Cs of pricing include all of the following except company objectives. competition. commissions. Correct costs. channel members.
comissions
Amanda is a sales representative at the Anderson Music Instrument Company. She receives compensation whereby payment is based on sales volume or profitability. This is referred to as
commission
If firms are more realistic about the services they can provide and at the same time manage customer expectations effectively, they generally can close this gap.
communication
When Lucia and her husband planned their anniversary weekend at a ski resort, they discovered that the price advertised was not available during the weekend, and a three-day minimum stay was required. This scenario reflects a(n) ________ gap between Lucia and her husband, and the ski resort.
communication
Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process?
communication channel
Over time, members of the supply chain often formalize their relationship by entering into contracts that dictate various terms, such as how much Walmart will buy from P&G each month and at what price, as well as the penalties for late deliveries. This contract is an example of a(n)
contractual vertical marketing system
The ________ is the price less the variable cost per unit.
contribution per unit
During which phase of the strategic marketing planning process are managers evaluated on their actions from a conscious marketing perspective?
control
Brian never spends a lot of time or thought picking up lunch when he is at work. For him, lunch items would be considered to be ________ products.
convenience
Which of the following food retailers is a self-service retail food store offering groceries, meat, and produce with limited sales of nonfood items?
conventional supermarket
Whereas ________ carry about 30,000 SKUs, ________ stock only about 1,500 SKUs.
conventional supermarkets; extreme-value retailers
Which of the following analytics is used to measure sales, downloads, video plays, or other actions important to a firm?
conversion
Because not all purchase intentions result in an actual purchase, marketers calculate the ________ to measure how effectively a decision to purchase a specific product results in a completed purchase.
conversion rate
Which of the following is not a metric used by social media marketers to analyze data collected from social media?
cookie tracking
When the bicycle manufacturer Trek determined that some consumers use bikes for green transportation whereas others use them for a hobby, it was most likely assessing the _______ of its bicycles to consumers.
core customer value
In a retail setting, qualifying potential customers is
dangerous and potentially illegal.
As a type of sales promotion, ________ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value.
deals
The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and
desire
Angela considered all sporting goods stores to be roughly equivalent in most ways; however, she considered REI stores to have an exceptional level of customer service. Customer service, therefore, would be considered a ________ for her in evaluating sporting goods stores.
determinant attribute
What is the first step marketers use to derive a perceptual map?
determine consumers' perceptions and evaluations of the product or service in relation to competitors'
A person who has downloaded the Weather Channel app on his or her smartphone to get up-to-the-minute weather information is attempting to fulfill which primary motivation for using a mobile app?
discovery
The ________ is the person who coordinates deliveries to the distribution center.
dispatcher
In a(n) _______ demand scenario, relatively small changes in price will generate fairly large changes in the quantity demanded.
elastic
Managers provide ________ to service providers when they demonstrate a concern for their well-being and stand behind their decisions.
emotional support
A desirable personal trait of good salespeople is ________, where they care about their customers, their issues, and their problems.
empathy
If successful, marketers utilizing the first three Es of the 4E framework will have achieved the goal of _____ the customer.
engaging
Although the number of their physical stores is limited, L.L.Bean is widely known for offering unique, high-quality merchandise. Adding an Internet channel was particularly attractive because it allowed the company to ________ without having to build new stores.
expand its market presence
Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the six weeks of the campaign, representing its
frequency
Walmart, Target, and Kmart offer a broad variety of merchandise, limited service, and low prices, which would classify them as
full-line discount stores
ESRI's Tapestry is a widely used tool for _______ segmentation.
geodemographic
Whenever Meredith buys toothpaste, she always automatically reaches for the same brand and puts it in her shopping cart with no thought or effort. Meredith is engaged in
habitual decision making.
Which of the following would be considered a service retailer?
health spa .
Bank tellers have been replaced by ATMs, which provide consistent levels of service and are never late, sick, or in a bad mood, thus overcoming the ________ nature of services.
heterogeneous
When there is disagreement among members at the same level of marketing channels, such as when Best Buy and Sears engage in a price war on Maytag appliances, ________ channel conflict can occur.
horizontal
In the new product development process, companies have a variety of ways for ________, including collaborating with other firms, brainstorming, licensing, and customer research.
idea generation
The ________ indicates where a particular market segment's ideal product lies on the perceptual map.
ideal point
In the ________ phase of the strategic marketing planning process, the tone of decision-making questions is centered on the notion of "should we?"
implementation
________ is (are) the number of times an ad appears in front of the user.
impressions
In the trucking industry, demand for fuel remains relatively stable even in times when the price of fuel increases, indicating that demand for fuel in this segment is
inelastic
The market for a product is generally viewed as ________ when its price elasticity is greater than −1.
inelastic
_______ segmentation delves into how consumers actually describe themselves.
psychographic
An activity that supports other promotional efforts by generating free media attention and general goodwill is referred to as
public relations
To support the other promotional efforts, firms use ________ to generate free media attention.
public relations
The "Indoor Tanning Is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of a(n) ________ advertisement.
public service
The slogans "Coolest Video Game" and "World's Best Hamburgers" are examples of ________, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product.
puffery
IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a ________ advertising schedule.
pulsing
Standardized products such as grains and minerals, which consumers perceive as substitutable, are characteristic of
pure competition
When introducing new products, Quaker Oats uses a(n) ________ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.
push
Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its
reach
Which of the following formulas is accurate for calculating gross rating points (GRP)?
reach multiplied by frequency
For the ________ criteria to be met when evaluating segment attractiveness, the consumer must know the product or service exists, understand what it can do for him or her, and recognize how to buy it.
reachable
________ power is exhibited when one channel member wants to be associated with another channel member; the channel member with whom the others want to be associated has the power to get them to do what they want.
referent
In Maine, the McDonald's menu includes a lobster roll, which is an example of difference in
regional culture.
The sales philosophy and process that emphasizes a commitment to maintaining customer relationships over the long term and investing in opportunities that are mutually beneficial to all parties is known as ________ selling.
relationship
Google's AdWords system provides a quality score as a measure of ________, which indicates the usefulness of an ad message to consumers doing a Google search.
relevance
When a company such as Home Depot provides a loyal customer with a relevant coupon, based on previous purchases through his or her mobile phone, while the customer is in the store, this is an example of
relevancy and exciting the customer.
To get customers excited about a social media-related offer, the offer must be
relevant and aimed at a target audience.
Marriott Hotels invests heavily in employee training and supports this with a structure for rewarding its workers for their dependability and accuracy. This corresponds to which of the following building blocks of service quality?
reliability
The Broadmoor Hotel in Colorado Springs, Colorado, maintains its five-star rating by focusing on five service characteristics: reliability, responsiveness, assurance, empathy, and tangibles. Employees are trained always to give an estimated time for service, whether it be room service, laundry service, or simply how long it will take to be seated at one of the resort's restaurants. When an employee makes a promise, he or she keeps that promise. Which service characteristic is the hotel focusing on?
reliability
When the salesperson and the supporting organization deliver the right product or service on time, this refers to which of the following service quality dimensions?
reliability
As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of ________ advertising to prompt purchases.
reminder
Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be ________ data.
secondary
________ distribution helps a seller maintain a particular image and control the flow of merchandise into an area, which makes this approach attractive to many shopping goods manufacturers, such as most apparel items, home items like branded pots and pans or sheets and towels, branded hardware and tools, and consumer electronics.
selective
After some preliminary research in 2000, Unilever's Dove soap brand initiated its Campaign for Real Beauty campaign. This tactic relates to women's
self-concept
Francesca spent a lot of time shopping for her wedding dress, spending considerable time and effort visiting some of the finest bridal shops in the area. For Francesca, her wedding dress is a(n) ________ product.
specialty
________ tailor their retail strategy toward very specific market segments by offering deep but narrow assortments and sales associate expertise.
specialty stores
In using the ethical decision-making framework, a firm should consider the impact of its actions on its employees, suppliers, and customers—otherwise known as the firm's
stakeholders
Best Buy will match competitor prices for customers who bring in proof that a particular product is being sold at a lower price by a competitor, thus using
status quo pricing.
When FedEx Office replenishes its supply of copy paper, it most likely involves a ________ situation.
straight rebuy
Both Walmart and JCPenney initially had separate organizations for their Internet channel but subsequently integrated them with stores and catalogs to address the ________ challenge of omnichannel retailing.
supply chain
If Kleenex produced a new, eco-friendly personal-sized package of tissues, which it intended to get into as many retail outlets as possible, it should choose a(n) ________ distribution strategy.
intensive
Distribution intensity is commonly divided into three levels. What are they?
intensive, exclusive, and selective
The cost of borrowing money is measured by
interest rates.
One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of
internal secondary data
A form of sales promotion that offers prizes based on a chance drawing of entrants' names is referred to as a
sweepstakes
Nielsen purchases scanner data from retail transactions to compile, analyze, and resell to consumer packaged-goods firms so they can assess what is happening in the marketplace. Scanner data is an example of
syndicated external data
When General Motors purchases information about quality and customer satisfaction research from J. D. Power and Associates, it is acquiring a form of
syndicated external data
Which of the following represents the most fundamental difference between a product and a service?
tangibility
Dr. Winwood's dental office staff makes sure the waiting room is clean and that the magazines are current and accessible to patients, thus addressing the ________ dimension of service quality.
tangibles
Firms usually implement ________ when they have a particular profit goal as their overriding concern.
target profit pricing
To examine the potential success of its one-third-pound Angus hamburger, McDonald's started offering and promoting the product in three southern cities. This move is an example of
test marketing
Cold calls and telemarketing have become ________ over time, primarily because their success rate is ________.
less popular, fairly low
In a service recovery situation, the extent to which a customer perceives the benefits of the "solution" compared to the costs of the inconvenience associated with the service failure will determine the
level of distributive fairness.
Rather than carrying 20 brands of laundry detergent, ________ offer one or two brands and sizes, one of which is a store brand.
limited-assortment supermarkets
The key to distributive fairness is
listening carefully to the customer
According to your text, when a customer undertakes a postpurchase evaluation and decides he or she is satisfied, this often leads to
loyalty
The Service Gaps Model is designed as a diagnostic tool to highlight specific areas where
marketers are falling short in their service delivery.
Lands' End allows customers buying shirts to choose from a variety of fabrics and types of collar and sleeve based on the customer's specific measurements, capitalizing on new technologies to mass customize its products and services. This is an example of
micromarketing
From the consumer's perspective, the elements of an IMC strategy can be viewed as being either
passive or interactive
In a distribution center, which person would be responsible for the financial planning and analysis of merchandise, and its allocation to stores?
planner
Marketers that set unrealistically high consumer expectations of a product through advertising or other types of promotion may generate higher initial sales, but it will eventually lead to ________ if the product fails to achieve these expectations.
postpurchase dissatisfaction
Netflix uses __________ analytics to suggest which movies we should watch as well as to develop new content that it is confident we will like.
predictive
Although both Saks Fifth Avenue and JCPenney are department stores, their images could not be more different. Thus, when Coach considers which of these firms is most appropriate for its new line for men, it must keep in mind customers' perceived images of these retailers'________ relationship.
price- quality
What factors are used in the rule-of-thumb methods to determine the communication budget?
prior sales and communication activities
As the size of retail firms has increased through growth and consolidation, more retailers have developed _____ merchandise, which they use to establish a distinctive identity.
private-label
A product developed by retailers is referred to as a(n)
private-label brand
Customers tend to believe they have been treated fairly if the service providers follow specific company guidelines. This pertains to
procedural fairness
Marketing researchers should collect information on consumers only for the purpose of
producing unbiased, factual information
In thinking about the channel structure, the level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by all of the following except -the degree to which the channel is horizontally integrated. -the degree to which the channel is vertically integrated. -the degree to which the manufacturer has a strong brand. -the degree to which the manufacturer is desirable in the market. -the relative power of the manufacturer and retailer.
the degree to which the channel is horizontally integrated.
________ represent(s) a substantial portion of the population, and few new products and services can be profitable until this large group buys them
the early majority
In the past, Jaleel's vacation time has been spent at home catching a few local attractions when she could afford them. This year, she received a big bonus at work and has decided to finally take the trip to Europe that she has always dreamed about. Jaleel's purchasing behavior has changed due to
the income effect
The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as
the lagged effect
The last group of buyers to enter a new product market are ________, and when they do, the product has achieved its full market potential.
the late majority
What best describes the notion of market positioning?
the place the product occupies in consumers' minds relative to competing products
All of the following are examples of the value provided by a supply chain in the production of kitchen stoves except
the product design team develops initial drawings for a new product offering.
As noted in your text, each participant in a successful marketing channel adds
value
When supply chain members that buy and sell to one another are not in agreement about their goals, ________ channel conflict can occur.
vertical
The level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by the degree to which the channel is
vertically integrated
In the B2B buying process, ________ can provide tremendous cost savings for firms because they eliminate periodic negotiations and routine paperwork, and they offer the means to form a supply chain that can respond quickly to the buyer's needs.
web portals
What is the objective of the last step in the ethical decision-making framework?
to weigh the various alternatives and choose a course of action
Home Depot, a large home improvement retailer, used research to learn that 25 percent of the time when customers bought a drill, they also bought a set of drill bits. Patterns and relationships like this are discovered through a technique called
data mining
________ is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables.
data mining
A high-end women's clothing company is evaluating its overall mission, including its strengths, weaknesses, opportunities, and threats. It is engaged in which step of the segmentation, targeting, and positioning process?
establishing overall strategy or objectives
During which step of the STP process do marketers ask whether the segment is identifiable, substantial, reachable, responsive, and profitable?
evaluate segment attractiveness
Using an unstructured method of inquiry, ________ involve a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic.
focus group interviews
Poland Springs produces a variety of bottled water beverages, and as the market continues to show growth potential for new flavors and varieties of bottled water, the company should ________ its product lines.
increase the depth of
One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into
information
If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as
sentiment mining
All of the following are disadvantages of using secondary research data except -the information may not be timely. -the process is costly and time-consuming. -the data sources may be biased. -the methodologies for collecting the data may not be appropriate. -the sources may not be original, and therefore usefulness is an issue.
the process is costly and time-consuming
All of the following are reasons that compel firms to continue introducing new products and services except to adapt to changing customer needs. to combat market saturation. to diversify risk. to respond to fashion cycles. to drive the competition out of business
to drive the competition out of business
When everyone might be considered a potential user of its product, a firm likely uses a(n) ________ targeting strategy.
undifferentiated
Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is a(n) _______ that consumers don't normally think about much.
unsought product
When marketers carefully develop a set of product attributes such as the brand name, features/design, and quality level of an offering, they are developing the
actual product
The earning potential of a brand over a 12-month period is known as its
brand value
If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be
10%
If the fixed costs of manufacturing a new jet ski are $24,000, the sales price is $9,000, and the variable cost per unit is $1,000, the break-even point is
3 units
By 2050, minorities will represent about _____ percent of the population, and nearly _____ percent of the population will be Hispanic.
50; 30
The fact that a family would spend a lot more time researching the market before buying a new car than it would in the decision to purchase an inexpensive kitchen appliance, like a coffeemaker, can best be explained by which of the following concepts?
Perceived benefits versus perceived costs of search
Of the five types of risk associated with purchase decisions, which one involves the perceived danger inherent in a poorly performing product or service?
Performance
Which of the following represents the three major phases of a marketing plan?
Planning, implementation, control
________ measures how changes in price affect the quantity of the product demanded.
Price elasticity of demand
________ pertain(s) to the personal gratification consumers associate with the product or service.
Psychological needs
tiny computer chips that transmit information about the contents of containers.
RFID (Radio frequency identification tags)
The objective of the last step of the ethical decision-making framework is to weigh various alternatives and choose the most appropriate action to take. What action should be taken if the marketer is not confident about that decision?
Reexamine other alternatives.
When she was looking for a new car, Francesca was considering both American- and foreign-made vehicles, but her father and boyfriend both encouraged her to buy American-made brands. Which of the following social factors explains this type of influence?
Reference groups
What two metrics are used in the Boston Consulting Group (BCG) portfolio analysis to evaluate the various products of a firm?
Relative market share and market growth rate
Medical professionals often hang framed copies of their educational accomplishments in order to convey their competence in their field, thus addressing the ________ dimension of service quality.
assurance
The Broadmoor Hotel in Colorado Springs, Colorado, maintains its five-star rating by focusing on five service characteristics: reliability, responsiveness, assurance, empathy, and tangibles. The Broadmoor conveys trust by empowering its employees. Which service characteristic is the hotel focusing on?
assurance
In a(n) ________ buying center, there may be many participants, but one person makes the decision alone.
autocratic
Which of the following is an effective form of nonfinancial compensation provided to salespeople?
awards
To create strong partnering relationships, supply chain members must develop mutual trust, openly communicate, have common goals, recognize the benefits of interdependence, and
be willing to invest in each other's success
In a print advertisement, items used to identify the sponsor of the ad, such as the company logo or USP, are referred to as
brand elements
When Clarissa sells the jewelry she makes at craft fairs or on her personal website, she is utilizing a(n) ________ marketing channel.
direct
Omaha Steaks sending email coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of
direct marketing
Personalized email marketing is an online, passive form of persuasive communication and would be classified as an example of
direct marketing
A ______, which may be operated by retailers, manufacturers, or distribution specialists, is a facility for the receipt, storage, and redistribution of goods to company stores.
distribution center
Customers want to be compensated a fair amount for a perceived loss that resulted from a service failure. This is the idea behind
distributive fairness
Which growth strategy is being used when a firm introduces a new product or service to a market segment that is currently not served by the firm?
diversification
General Motors determined that it would close down divisions that were in low-growth markets that had relatively low market shares. According to the BCG product portfolio analysis, GM was identifying divisions in the ________ category for closure.
dogs
Airlines that offer lower fares on seats shortly before the flight's departure date to fill empty seats are utilizing what type of pricing tactic?
dynamic pricing
To ensure that conscious marketing is infused into all levels of the firm, it can be integrated into
each stage of the marketing plan.
If the ________ buying group is relatively small, the number of people who ultimately adopt the innovation likely will also be small.
early adopters
Which facet of the 4E framework is best addressed by thought-sharing sites?
educate
While shopping online for gardening supplies, Lana visits a website she had heard advertised on Home and Garden Television (HGTV). Although she was not familiar with this particular firm, upon entering its website, Lana was able to learn about the company's value proposition as well as the benefits of their products. As a result, she decided to try out one of the company's most popular products. Which aspect of the 4E framework does this represent?
educate
A(n) ________ involves the computer-to-computer transmission of sales data, purchase orders, invoices, and data about returned merchandise between a retailer and its vendors.
electronic data interchange
Bowflex and Jenny Craig develop advertisements featuring celebrities to address their target markets' need for feeling good about themselves. This is an example of which of the following?
emotional appeal
Mercy Hospital uses patient questionnaires to determine that the bedside manner of each of its doctors on staff meets patient needs, thus monitoring the ________ dimension of service quality.
empathy
Through its Facebook page, a major restaurant chain is offering its customers a coupon for 50 percent off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the 4E framework?
exciting
Luxury goods firms such as Coach use a(n) ________ distribution strategy to limit sales to one or only a few select, higher-end retailers in each region, because selling its product in full-line discount stores or off-price retailers would weaken its image.
exclusive
Being able to download a chapter of a new book before buying it or listening to a few seconds of a song before purchasing it are examples of which aspect of the 4E framework?
experience
When using a market penetration strategy, as sales continue to grow, the costs continue to drop, allowing even further reductions in the price. This is due to
experience curve effects
In terms of the 4E framework, a company that utilizes a media-sharing site such as YouTube does so to help consumers
experience the company's goods or services.
Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?
feedback loop
Coppertone uses a ________ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.
flighting
The most visible types of B2B transactions are those in which ________ and service providers sell to other businesses.
manufacturers
All of the following are aspects of advertising except it must be carried by some medium. legally, the source of the message must be known or knowable. it is a persuasive form of communication. it is used to sell only products. it is not free.
it is used to sell only products
The company that you work for, Mystical Jewelry, wants to analyze data that come from other sites, such as measuring where people have come from to get to Mystical's site. What would you recommend that your company use to determine how people searched the Internet to find its products?
keyword analysis
Customers' expectations are based on their experiences. If a customer expects his hotel room to be ready when he arrives, but encounters a wait because it is not prepared, this reflects a(n) ________ gap on the part of the hotel because it did not understand the customer's expectations.
knowledge
In some cases, ________ may never adopt a certain product or service since they rely on traditional products until they are no longer available.
laggards
Generally, the ________ and ________ sophisticated the channel member, the less likely that it will use supply chain intermediaries.
larger, more
Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to
lead by example
By eliminating the need for paper transactions, the EDI in the JIT systems reduces
lead time
Hilton's HHonors is an example of a ________, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
loyalty program
Josie feels pressure to increase sales, so she decides to purposely mark up the price on a new shipment of sweaters and then immediately put them on sale. Even though she is deceiving the customer, Josie justifies her decision by knowing that management will be pleased with the increase in revenue. However, Josie's decision may have serious consequences for the company in the long term. What does your text suggest as a way to avoid the consequences that can result from such behavior?
making sure the short-term goals of each employee are aligned with the long-term goals of the firm
Marriott Hotels recognizes that there are different groups of travelers with different needs, wants, and characteristics in their choice of lodging. The process of dividing Marriott's market into these various groups is
market segmentation.
Toothpaste manufacturers understand that consumers have different needs when it comes to toothpaste (i.e., teeth whitening, sensitive teeth, breath freshening, and tartar control). Knowing that, they have divided the market based on these various needs and developed toothpaste to accommodate each group. By doing so, these toothpaste manufacturers are involved in
market segmentation.
To evaluate the effectiveness or performance of a marketing strategy, firms typically use
marketing metrics.
The ________ addresses how a product will be designed, how much it should cost, how it will be promoted, and how it will get to consumers.
marketing plan
A written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected income statements is referred to as a(n)
marketing plan.
Although Starbucks, Dunkin' Donuts, and McDonald's all strive to provide a good cup of coffee and pastries to their respective target markets, the difference in who they target, how they design their marketing mix, and what they choose as the basis of building their competitive advantage is directly related to their own
marketing strategy.
As a means to reach large numbers of anonymous audience members, the NBC network is considered to be which of the following types of media?
mass media
The majority of the brands marketed in the United States are ________ brands.
maufacturer
All of the following are included in the ethical decision-making framework except
maximize profits.
An individual who uses his or her smartphone to play Candy Crush Saga is fulfilling which of the seven primary motivations for mobile app usage?
me time
A ________ is a measuring system that quantifies a trend, dynamic, or characteristic and is used by marketers to help explain why things happened and also to predict the future.
metric
The most common form of competition is ________, where many firms compete for customers in a given market but with differentiated products.
monopolistic competition
The ________ method determines the budget required to undertake specific tasks to accomplish communication objectives.
objective-and-task
The AIDA (attention, interest, desire, action) model is also known as the ________ model.
think, feel, do
Rather than being just a random activity, good marketing requires ________ in determining appropriate actions to produce sound decisions.
thoughtful planning
What two additional tasks are required in order to make merchandise "floor-ready"?
ticketing and marketing
Disney starts off its stars with Disney Channel shows, records them on the Disney-owned Hollywood Record label, plays the songs in heavy rotation on Radio Disney and Disney movie soundtracks, organizes concert tours with Disney-owned Buena Vista Concerts, and sells tie-in merchandise throughout Disney stores. The goal of each of these elements is
top-of-mind awareness
Harley-Davidson has ________ if a consumer responds "Harley" when asked about American-made motorcycles.
top-of-mind awareness
Assessing the effectiveness of an advertising campaign while it is running by monitoring key indicators is referred to as
tracking
Home Depot hired an advertising agency to develop television ads for its grand opening in southern Maine. The advertising agency represents which of the following components of the communication process?
transmitter
_______ relates to how easily consumers can test and use the product.
trialability
As stated in your text, economic, social, and environmental performance refer to the
triple bottom line.
A firm makes generous donations to charities, but its employees are always being scrutinized for engaging in questionable sales practices. This firm would be considered
unethical but socially responsible.
Which of the following agencies serves as a watchdog over the data mining of consumer information? Electronic Privacy Information Center American Marketing Association Federal Trade Commission U.S. Congress Federal Communications Commission
Electronic Privacy Information Center
According to your text, some estimates indicate that only about ________ percent of new products actually succeed.
3
Which step in the STP process develops descriptions of the different segments, which helps firms better understand the customer profiles in each segment?
Select segmentation method
_______ is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors.
a perceptual map
Once a firm has created its Facebook page, it can devise advertisements and rely on Facebook's targeting options to deliver those ads to the most appropriate customer segments. To make sure the communication is just right, companies can produce alternative versions and identify which advertisement is most effective. This is an example of
an experiment
When marketers develop nonphysical aspects of an offering by adding warranties, financing, and after-sales service, they are focusing on the
augmented product
In a failed attempt at extending its brand to a new product line, Bic introduced a line of disposable underwear. To the extent that this brand extension adversely affected consumers' perceptions about its current product lines, this could lead to
brand dilution
When Megan purchased several bottles of Pepsi beverages and snacks to bring to her family's holiday celebration, it represented the purchase of
consumer products
________ are crucial to the success of any new product or service because they help the product gain market acceptance by spreading positive word of mouth about the new product.
innovators
In managing its product portfolio, 3M demands that a specific percentage of its yearly sales come from new products introduced within the previous few years to better withstand external shocks and
manage risk through diversification
Kraft, Nike, KitchenAid, and Sony are all examples of ________ brands.
manufacturer
When a company examines consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies, this is referred to as
neuromarketing
The introduction of the Apple iPod is an example of a(n) ________ because its introduction to the market radically changed consumer preferences and the entire competitive landscape.
pioneer
Kellogg's has a variety of brands in its cookies and crackers ________, including Cheez-It crackers, Keebler Town House crackers, Famous Amos cookies, and Keebler Fudge Shoppe cookies.
product line
Introduced in 1920, Band-Aid now has more than 40 products in its product line to help heal cuts and scrapes. Band-Aid has, over the years, increased its
product line depth
The complete set of Kellogg's offerings representing its ________ and includes ready-to-eat cereal, toaster pastries, wholesome portable breakfast snacks, cookies, crackers, and natural and organic brands.
product mix
The key difference between scanner and panel research is that scanner research typically focuses on a particular ________, while panel research typically focuses on a particular
product; person or household
Jack describes himself as having a strong need to belong to a group, which motivates him to seek out activities that involve others. Marketers would use this type of information when developing ________ segments.
psychographic
For segmentation strategy to be successful, the customers in the segment must react similarly and positively to firm's offering, corresponding to which of the following criteria for evaluating segment attractiveness?
responsive
