Marketing Final

What is one advantage to using a distribution center?

Retailers can carry less merchandise.

Erica travels a lot for work and is looking to buy a carry-on bag that fits size and weight regulations. Although she has looked at several brands, she refuses to buy a bag that cannot also fit underneath the seat in front of her. Erica is basing her decision on

a compensatory decision rule.

Which purchase situation best exemplifies limited problem solving?

a used car by a new driver

refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

brand awareness

If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as

click-through-rate

Though he has never owned a Jaguar, Jamie thinks that Jaguar vehicles are poorly made and have many mechanical problems. For Jaguar to sell Jamie a car, the company would need to change the ________ component of Jamie's attitude.

cognitive

The three components of an attitude are

cognitive, affective, and behavioral.

The basic goal of integrated marketing communications is to

communicate the value proposition to the target market.

In the IMC communication process, the __________ is the medium that carries the message.

communication channel

The greater the discrepancy between a consumer's needy state and the desired state, the greater the

consumer's need recognition will be.

In integrated marketing communications, encoding involves

converting the senders idea into a message

If a firm declared that it wanted to develop a strategic relationship, but was unwilling to commit funds or any effort to make it succeed, there would be an obvious lack of

credible commitments

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its

culture

attributes are product or service features that are important to buyers and what they use to differentiate among choices.

determinant

Rachel and Liam got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are examples of

determinant attributes

What are the two components of a global marketing strategy?

determining which target markets to pursue and developing a marketing mix to obtain a competitive advantage

Eileen developed an extremely successful advertising and promotion campaign for a client in the United States. The client wanted to roll out the same campaign to markets worldwide, but Eileen cautioned against doing this, most likely because

differences in languages, customs, and culture might make the campaign meaningless and ineffective in some markets.

Having no intermediaries between the buyer and seller is a defining characteristic of a(n) ________ marketing channel.

direct

Which of these is the least interactive IMC strategy?

direct marketing via catalog

A ________ is a facility for the receipt, storage, and redistribution of goods to company stores.

distributing center

The three elements of any IMC strategy are the consumer, the channels, and

evaluation of communication

Marketers particularly want their brands and products to be in consumers' ________ sets.

evoked

What global entry strategy should Bistro Bakery Supply use if it wants to have the least financial risk?

exporting

Globalization refers to the processes by which goods, services, capital, people, information, and ideas

flow across national borders.

Many of the best-known American retailers, like Starbucks and McDonald's, have contractual agreements with another firm or individuals, allowing its businesses to operate overseas. These companies expanded globally using

franchising

An ad for Heineken ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast.

frequency

A(n) ________ is used in the shipment of products directly to customers.

fulfillment center

When professional cyclists purchase clothing for riding in the Tour de France, their purchases are primarily addressing ________ needs.

functional

Of the five strategies for entering new markets, direct investment creates the

greatest potential risk.

A consumer's buying decision depends on the consumer's level of involvement or degree of interest in the product or service. A(n) consumer pays greater attention and engages in deeper processing, which leads to strong attitudes and purchase intentions.

high-involvement

An electronics store buys televisions, computers, cellular phones, and gaming systems from various manufacturers and resells them to its customers. What type of marketing channel does this represent?

indirect

In a(n) ________ marketing channel, one or more intermediaries work with manufacturers to provide goods and services to customers.

indirect

When considering global marketing opportunities in Bangladesh, Mari asked the question, "Can the roads support the semitrucks we use to transport our products?" Mari is concerned about ________ capabilities in Bangladesh.

infrastructure

Eileen is in charge of supply chain management for her company. In this role, she would be responsible for

integrating suppliers, stores, and transportation companies.

Tariffs protect domestic producers by

making imported products more expensive.

What is being used by a store owner who sends out a text message to her preferred customers announcing the arrival of this season's new clothing?

mobile marketing

Julie is developing a budget for her firm's IMC program. First, she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget.

objective-and-task

Who retains complete power in a corporate vertical marketing system?

parent company

When Ford Motor Company decided to sell the Fiesta—in the same form and design—around the globe, instead of selling different versions in different countries, this was part of Ford's global ________ strategy.

product

Integrated marketing communications represents the ________ element in the four Ps of a firm's marketing mix.

promotion

When Lowe's Home Improvement stores sell to consumers directly, it acts as a ________; when it sells to other businesses, such as a building contractor, it acts as a ________.

retailer; wholesaler

When Anne was deciding where her bridesmaids should buy their dresses, she considered all the stores she could recall seeing advertised. This represents Anne's ________ set.

retrieval

The traditional marketing strategy of selling sunscreen to customers vacationing on the beach is an example of how factors influence consumers' decisions.

situational

Walmart needs P&G to satisfy its customers, and P&G recognizes that if it can keep Walmart happy, it will have more than enough business for years to come. Walmart and P&G recognize that it is in their common interest to be

strategic partners

Public relations is the component of IMC that

supports other promotional efforts by generating free media attention.

Olivia's Oil Supply has to pay a ten-cent tax on each bottle of olive oil it imports from Italy. This tax is an example of a

tarriff

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

top-of-mind-awareness

Geert Hofstede's cultural dimensions concept focuses on five dimensions of ________ in a country.

underlying values

Neal is on a business trip to Brazil. His company is considering this market and it is his job to get a grasp on the symbols and ceremonies common to Brazil. What aspect of Brazil's culture is Neal assessing?

visible artifacts