Marketing Foundations

Zynga creates games that are downloaded to mobile devices. What is this type of software called?

A mobile application (app)

Scenario 9.2. Osvaldo works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Osvaldo has looked at the market and has found that the majority of the population is active on the internet. He is looking for the least expensive way to target these customers. Refer to Scenario 9.2. If Osvaldo were to have cookies installed on the users' computers, they would be able to detect when the user revisits the site. This demonstrates which of the following characteristics of digital marketing?

Addressability

If you purchase an iPad for taking notes in school and to watch videos, you are part of which of the following?

B2C market

Amazon has expanded into door-to-door deliveries of groceries. Users can order groceries on Amazon's website in select markets and have groceries delivered to their door. Which variable of the marketing mix is impacted by digital media in this case?

Distribution

Nike shoes are standardized worldwide. This is likely an example of what?

Globalization

As Darby stands in line at the grocery store, he notices a new flavor of gum on the nearby stand. He grabs the gum and throws it in the cart. What type of behavior is Darby exhibiting?

Impulse buying

Scenario 9.1. Iftikhar works for a marketing analytics company. Iftikhar has turned to social media to spread the word about a new ebook that company has published about the benefits of mobile marketing. He created a landing page on the company's website dedicated to the ebook and encourages users to ask questions. Refer to Scenario 9.1. On the landing page, Iftikhar encourages users to ask questions and provide their input. He also provides contact information for his firm if users are interested in marketing analytics services. Iftikhar actively monitors the site so he can immediately answer questions or comments that internet users pose. He wants users to feel comfortable expressing their needs directly. This involves which characteristic of digital marketing?

Interactivity

You are thinking about buying a tablet to help with your classes and for entertainment purposes. When you search your memory for information about products that might address these needs, you are engaging in which aspect of the consumer buying decision process?

Internal information search

_______ involves developing and performing marketing activities across national boundaries.

International marketing

Stephanie works for a company that manufactures purses and is considering employing a trading company to reduce the risk of getting involved in international marketing. What is one of the benefits of using a trading company?

It facilitates all marketing aspects of a transaction.

Yvone is the new social media manager for a company that has never had a social media presence in the past. Her first project is to create a social media strategy. Which of the following should Yvone embed at the onset of her social media strategy that can allow almost real-time measurement and evaluation?

Key Performance Indicators (KPIs)

For which of the following products would a consumer most likely use limited decision making in a purchase situation?

Living room curtains

How can consumers reduce their risk of buying an unknown product?

Looking for recommendations on social media

Which of the following represents a sociocultural barrier?

Lower literacy rates in Africa mean that much of the packaged food sold in stores has pictures on their labels of what is inside the package. Several consumers avoided buying Gerber baby food because they thought the drawing of the baby on the label meant it was made of baby meat.

Which of the following statements about sales estimates is correct?

Market potential places absolute limits on company sales potential.

Deja was hired as the international marketing manager of a personal care company that plans to expand internationally. She has been tasked with standardizing the company's practices across all countries. Which of the following would likely be the hardest for Deja to standardize?

Media allocation

Which of the following is most likely to be a born global firm?

Skype

Which of the following would be an example of digital media that marketers can use for promotional purposes?

Smart watch

Waylon works for a company that produces temporary tattoos. His company wants to reach a young, highly engaged target market. His company currently has a profile on every major social media platform, but Waylon has been instructed to invest more resources into one platform. Which platform should Waylon focus on?

Snapchat

Which of the following differs from other international trade alliances in its commitment to facilitating business and its practice of allowing the business/private sector to participate in a wide range of activities?

The Asia-Pacific Economic Cooperation (APEC)

Google has encountered many data privacy issues internationally. What are Web advertisers, such as Google, attempting to do in order to prevent regulation that would limit the information they can collect on users?

They are attempting to engage in self-regulation.

A weather news channel launched a small bit of software users could download to their computer. This software would provide continual news updates about the weather forecast, including storm alerts, and links users directly to the company's homepage. This is most likely which of the following?

Widget

Global firms used advanced _______ to target markets, develop social media, track products in the supply chain, and enable robots and drones to perform tasks that provide customer service.

analytics

Spotify is a digital music service based in Sweden. Spotify was created when music industry revenue was in decline. From the start, Spotify intended to be an international music streaming service, securing agreements with the four largest U.S. record labels. Spotify quickly ramped up international expansion. Spotify would most likely be categorized as a(n) _______ firm.

born global

Crisanto's company just started exporting cheddar cheese to the United States. Unlike some of the other countries that it trades with, there is a set limit to how much cheddar cheese it can export to the United States without paying higher tariff rates. Crisanto is confused about this and asks his manager about it. His manager replies that the United States has a(n) _______ on cheddar cheese.

quota

Danny just purchased a new iPad to use with the Square system for conducting transactions and tracking his stock in his small business. Danny is part of which of the following?

B2B market

Why would Domino's and Little Caesar segment the market for pizza?

Because customer needs tend to vary

Scenario 9.3. Foster works for a company that sells Dungeons and Dragons miniatures. He was tasked with improving the performance of the company's website and increasing web sales. Several months ago, Foster implemented Google Analytics to monitor the company's web traffic. Refer to Scenario 9.3. Foster is interested to know which products have the most views. Which section should he refer to in his Google Analytics account?

Behavior

A buffet restaurant targets those who love "all-you-can-eat" meals. Its promotions target those who desire to get more for less money and/or those who like variety in their meals. However, the company knows that many of the people who come in will not eat as much. Others, however, may eat way past the value of what they paid. The buffet has balanced this out in its pricing strategy, classifying its diners as light eaters, moderate eaters, and heavy eaters. What type of segmentation strategy is the buffet using?

Behavioristic variables

Misaki, a sales manager at a startup cosmetics company, wants to determine her company's market potential. She first develops a general economic forecast for a specific time period. Next, she estimates market potential based on this forecast. Finally, she derives the company's sales potential from the forecast and an estimate of market potential. What type of approach is Misaki using?

Breakdown approach

Scenario 5.4. Mistine is a direct selling cosmetics firm based in Thailand. Originally, it made a name for itself selling an affordable product that was of good quality. It focused mainly on housewives. However, over the years Mistine has expanded its focus, targeting more groups such as teenagers and higher-income women. Unlike many comparable direct selling firms, Mistine engages in much advertising. Its advertising campaigns must be tailored toward the appropriate target market. Refer to Scenario 5.4. Suppose a marketing manager at Mistine wants to determine the company's market potential. They first estimate how many cosmetic products potential buyers will purchase in their sales territory during a given period. They multiply that amount by the total number of potential buyers in that area and then perform the same calculations in the other territories in which Mistine operates. They then add together the totals to get the company's market potential. What type of approach is the marketing manager using?

Buildup approach

Scenario 5.2. Angel wants to become a successful brewer. He analyzes the target market for beer and finds that there is a market niche for gluten-free beer. Angel considers the types of markets he can target with his beer. He knows that many people perceive gluten as unhealthy and might be inclined to buy his beer due to its gluten-free nature. However, he also knows there is a strong demand among those who suffer from Celiac disease. After doing sales and cost estimates, Angel feels ready to make a decision. Refer to Scenario 5.2. Assume that Angel decides that he wants specifically to target those who suffer from Celiac disease. Although he realizes that many consumers avoid gluten simply for health reasons, he believes putting his marketing muscle behind a marketing strategy that would target one specific market segment is the way to go. Which targeting strategy is Angel using?

Concentrated targeting strategy

A company that produces blood glucose meters created an online forum where people can interact and ask questions about the company's products. Luciana loves to participate in online forums and is a long-time user of the company's products, so she joins and often reads and comments on other people's posts. This ability Luciana has to communicate with other consumers and the company through this online forum is an example of what characteristic?

Connectivity

Which of the following food products would most likely use an undifferentiated marketing strategy?

Corn

Which of the following is calculated during the fourth step of the target market selection process to determine whether the expense of reaching a particular segment is worthwhile?

Cost estimates

At what stage of the target market selection process is the marketer first likely to uncover information that makes a segment less attractive than previously thought?

Developing market segment profiles

Scenario 5.4. Mistine is a direct selling cosmetics firm based in Thailand. Originally, it made a name for itself selling an affordable product that was of good quality. It focused mainly on housewives. However, over the years Mistine has expanded its focus, targeting more groups such as teenagers and higher-income women. Unlike many comparable direct selling firms, Mistine engages in much advertising. Its advertising campaigns must be tailored toward the appropriate target market. Refer to Scenario 5.4. What type of segmentation strategy is Mistine using?

Differentiated targeting strategy

Several college students are caught illegally downloading music from their dorm rooms. The students face a peer review board, and only one of the illegal downloaders is punished. Consumers tend to view certain behaviors as less ethically acceptable regarding illegally downloading protected content from the internet. Which behavior do you think motivated the student who received a punishment?

Downloading content for personal gain

Which of the following would be a cost-effective, fairly accurate way of coming up with a sales forecast if product demand is relatively stable and managers at the firm have a long tenure in the field?

Executive judgment

Scenario 6.1. Aleksi has made the decision that it is time to purchase a condo. His apartment is too small, and he is tired of paying rent. His price range is between $200,000 and $250,000. He would like to purchase a condo that is within a half hour of his work. With these criteria set in mind, he sets out to search for his ideal home. Refer to Scenario 6.1. What type of decision making will this purchase most likely involve?

Extended decision making

Amy is a renowned food blogger. She is sent a free mixer from KitchenAid and is paid to promote the brand on social media. As is required by the _______, Amy clearly discloses her relationship with the brand by using #ad on all her content.

Federal Trade Commission (FTC)

Switzerland is much smaller than the United States but its population density is much greater. Although Switzerland's GDP is much smaller than the United States' GDP, its _______ is slightly higher.

GDP per capita

Rebecca is starting an online business selling organic dog treats. She is interested in implementing something that will monitor her website and allow her to analyze the performance of her website, gathering valid metrics and understanding the way the strategy meets performance standards or underperforms based on expectations. For example, she wants to see her organic search traffic over time. What should Rebecca implement?

Google Analytics

Scenario 5.4. Mistine is a direct selling cosmetics firm based in Thailand. Originally, it made a name for itself selling an affordable product that was of good quality. It focused mainly on housewives. However, over the years Mistine has expanded its focus, targeting more groups such as teenagers and higher-income women. Unlike many comparable direct selling firms, Mistine engages in much advertising. Its advertising campaigns must be tailored toward the appropriate target market. Refer to Scenario 5.4. Assume that Mistine wants to break into the Kenyan market. It is entering the market for the first time and is unsure about how successful its products will be. Mistine's management team wants to develop a sales forecast for the area. Which of the following would be most appropriate in terms of accuracy?

Market tests

Scenario 6.2. Catalina is a mother of three children and works as a financial analyst for a large banking firm. In her free time, Catalina is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up to date on current trends and is the go-to person for new products geared toward children. Catalina views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Rochelle Davis' blog is so popular that a local children's toy company regularly sends her product samples in the hopes she will give them a positive review on her blog. Rochelle is most likely which of the following for the local children's toy company?

Opinion leader

Instagram uses historical user data with statistical techniques to find answers and solutions to address future decisions. For example, when people like photos captioned with #dogsofinstagram, they are likely to be served additional organic content about dogs. What is Instagram using in this case?

Predictive analytics

Volition, a skin care and cosmetics company, crowdsources its new product ideas from its customers. Its community votes online whether the idea should be produced. Which variable of the marketing mix is impacted by digital media in this case?

Product

Scenario 5.3. Eaton sells many industrial products for the lighting and solar industry, including lighting controls, landscape lighting, lighting relay and metering panels, flood lighting, and more. Among its vast array of products, it also sells lighting accessories and lighting solutions for private residences. Refer to Scenario 5.3. On Eaton's website, the firm segments its product offerings as aerospace, filtration, hybrid power, electrical, hydraulics, industrial clutches and brakes, plastic extrusion, and vehicle. What type of segmentation strategy has Eaton most likely adopted?

Product use

Scenario 5.2. Angel wants to become a successful brewer. He analyzes the target market for beer and finds that there is a market niche for gluten-free beer. Angel considers the types of markets he can target with his beer. He knows that many people perceive gluten as unhealthy and might be inclined to buy his beer due to its gluten-free nature. However, he also knows there is a strong demand among those who suffer from Celiac disease. After doing sales and cost estimates, Angel feels ready to make a decision. Refer to Scenario 5.2. Angel is segmenting the market based on what type of segmentation variable?

Psychographic variables

What is the latest stage during which a buyer can terminate the buying decision process?

Purchase

Scenario 6.3. Jiao just got the news that she got passed over for a job she wanted. Now she is at a shopping center looking for a gift for her best friend's birthday. She is in a bad mood and does not want to be there. It's the holiday season, so the store is very crowded. After searching for a long time at a jewelry store, she finally finds the necklace her friend wanted. Jiao thinks the necklace is too expensive and is not even that attractive, but she buys it because she knows her best friend likes it. Refer to Scenario 6.3. Which situational factor most contributed to Jiao's purchase?

Reason for purchase

Noel is concerned that she may be at risk for fraudulent activity based on her web activity. She decided to rethink the way she handles her privacy online. What is probably the best way for consumers to combat fraudulent activities?

Refraining from giving out personal information unless the site is legitimate

At what stage of the target market selection process is management likely to investigate whether the organization has sufficient financial resources, managerial skills, employee expertise, and facilities to compete effectively in selected segments?

Selecting specific target markets

Scenario 5.2. Angel wants to become a successful brewer. He analyzes the target market for beer and finds that there is a market niche for gluten-free beer. Angel considers the types of markets he can target with his beer. He knows that many people perceive gluten as unhealthy and might be inclined to buy his beer due to its gluten-free nature. However, he also knows there is a strong demand among those who suffer from Celiac disease. After doing sales and cost estimates, Angel feels ready to make a decision. Refer to Scenario 5.2. In making his decision, Angel is at what stage in the target market selection process?

Selecting specific target markets

Scenario 6.2. Catalina is a mother of three children and works as a financial analyst for a large banking firm. In her free time, Catalina is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up to date on current trends and is the go-to person for new products geared toward children. Catalina views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Suppose Catalina is out shopping for children's clothes with one of her friends. When Catalina mentions how much she admires Rochelle Davis, her friend replies that she heard Rochelle is being investigated for allegedly plagiarizing some of her books. Catalina tells her friend she must be mistaken as Rochelle has too much integrity to do such a thing. She argues that other people are just jealous because their books are not as popular. This is an example of which of the following?

Selective distortion

Darrell went to a restaurant where the beer was mediocre and the place was run down. The restaurant was out of many of its more popular menu items. Yet Darrell remembered the restaurant fondly because he had dinner with the woman that he would end up dating steadily. They really hit it off that night. A few months later he decides to return to the restaurant, only to find that he was disappointed in the food and service. He thinks it's strange because he had such a good experience last time. What situational factor likely influenced Darrell's first experience?

Social surroundings

Because South Africans are used to hot porridge for breakfast, many of them boiled Kellogg's corn flakes and ruined the cereal. To adapt, Kellogg's reformulated the product and released Corn Flakes Instant Porridge to the South African market. What environmental force did Kellogg's overcome?

Sociocultural forces

What is an example of a product that is accessible only on the internet?

Steam provides gamers access to thousands of video games for PC and Mac. The games are downloaded from Steam to the user's computer.

Juan owns a sporting goods company based in Mexico City. He wants to sell his products in other countries, so he researches USMCA and finds strong support for choosing either the United States or Canada to begin exporting products. Juan likely noticed which of the following advantages of the free trade agreement?

Tariffs have been virtually eliminated on goods produced and traded among Canada, Mexico, and the United States.

A new social media network based in Sweden, where social media and internet usage is very high, decides to expand its footprint. It already saturated countries like Australia, the United States, Canada, and Spain. The company briefly considered expanding into Egypt but decided against it when it learned smartphone penetration is very low in Egypt. What environmental force is impacting this marketing decision?

Technological forces

Malaysia and Laos are members of the same trading bloc that promotes trade and economic integration among member nations in the region. One distinguishing characteristic of this trading bloc is that it will not support fully free labor flows or a common currency. Which trading bloc is this likely to be?

The Association of Southeast Asian Nations (ASEAN)

Marketing managers at Nordstrom have had experts create initial forecasts, averaged their results, and then returned the averages to the experts to refine their individual forecasts. Which technique are Nordstrom managers using?

The Delphi technique

Tamesha finds a dining room table on Wayfair that she is interested in purchasing. After a quick search, she finds a similar dining room table available on another furniture website, Houzz. The items are the same color and are made of the same materials. The websites even have similar free shipping offers. Tamesha chooses to purchase from Houzz because the price is slightly lower. Why must online marketers strive to differentiate their products from competitors—even more so than they might have to do with more traditional marketing channels?

The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive.

Scenario 6.3. Jiao just got the news that she got passed over for a job she wanted. Now she is at a shopping center looking for a gift for her best friend's birthday. She is in a bad mood and does not want to be there. It's the holiday season, so the store is very crowded. After searching for a long time at a jewelry store, she finally finds the necklace her friend wanted. Jiao thinks the necklace is too expensive and is not even that attractive, but she buys it because she knows her best friend likes it. Refer to Scenario 6.3. Jiao wants to stop by her favorite bookstore before it closes in 15 minutes. However, because she is thirsty, she decides to stop quickly for a drink. She heads over to Boba Tea but notices the line is very long. She notices there is hardly anyone in the Starbucks line and decides to get a latte instead, even though she would have preferred a tea. Which situational factor most contributed to Jiao's purchase?

Time dimension

Taye works at a retail store that sells a variety of items, including umbrellas. Taye knows that people buy umbrellas more in the summer season because of the higher frequency of storms. He has identified a formula based on past umbrella sales during the summer season. Taye believes he can use this formula to predict future sales forecasts with a high degree of accuracy. This is an example of what type of sales forecast?

Time series analysis

Namjoo is launching an online marketplace for lodging. Her investors say she should focus on local business, but she believes that a global presence generates opportunities for creating value. What is one of those opportunities?

To mine optimal locations for activities and resources

Scenario 5.1. Cynthia is in charge of strategic planning at an engineering firm in Arizona that installs transmission lines and works with the electrical systems of buildings. Mostly her firm has worked with cities such as Tucson and Phoenix. Once in a while it receives a major project from the state, such as renovating a government building in the capital. However, Cynthia's firm wants to expand its target market beyond government projects. Under her direction, the marketing team launched an initiative to target more potential clients in different areas. Two areas in which Cynthia would like to expand include colleges and large for-profit businesses. Refer to Scenario 5.1. How is Cynthia's company segmenting the market for its services?

Type of organization

Scenario 9.1. Iftikhar works for a marketing analytics company. Iftikhar has turned to social media to spread the word about a new ebook that company has published about the benefits of mobile marketing. He created a landing page on the company's website dedicated to the ebook and encourages users to ask questions. Refer to Scenario 9.1. Iftikhar develops a short informational video describing the benefits of mobile marketing. He wants to put it on a video sharing site that will reach as many people as possible. He should probably upload it on _______.

YouTube

Felipe is out shopping for a motorcycle. He sees a motorcycle he really likes, but he seems to remember reading something about its gas mileage. He racks his brain trying to remember but is unable to recall the information. He therefore decides to come back another day. He goes home and researches the motorcycle on the internet. During his information search, Felipe performed _______ and then _______.

an internal search; an external search

Companies often use celebrities popular with their target market to promote their products. In this case, the celebrities represent a(n) _______.

aspirational reference group

Scenario 6.2. Catalina is a mother of three children and works as a financial analyst for a large banking firm. In her free time, Catalina is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up to date on current trends and is the go-to person for new products geared toward children. Catalina views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Catalina greatly admires Rochelle Davis and those like her. She views them as a(n) _______ that she wants to emulate and be like.

aspirational reference group

Scenario 9.1. Iftikhar works for a marketing analytics company. Iftikhar has turned to social media to spread the word about a new ebook that company has published about the benefits of mobile marketing. He created a landing page on the company's website dedicated to the ebook and encourages users to ask questions. Refer to Scenario 9.1. Suppose Iftikhar decides to develop a web-based journal in which writers can editorialize and interact with other internet users. This would be an example of a _______.

blog

Scenario 8.1. Logitech is a computer peripherals company that was founded in Switzerland in 1981. From the outset, the founders realized they would need to expand internationally if they wanted to compete in the market. Soon it had offices and/or factories in Switzerland, Taiwan, China, the United States, and Ireland. Its corporate headquarters is in Silicon Valley, but it maintains a factory in China. Eight years after it was founded, Logitech had captured 30 percent of the market share in the computer peripherals industry. Refer to Scenario 8.1. Logitech would most likely be categorized as a _______ firm.

born global

Scenario 5.1. Cynthia is in charge of strategic planning at an engineering firm in Arizona that installs transmission lines and works with the electrical systems of buildings. Mostly her firm has worked with cities such as Tucson and Phoenix. Once in a while it receives a major project from the state, such as renovating a government building in the capital. However, Cynthia's firm wants to expand its target market beyond government projects. Under her direction, the marketing team launched an initiative to target more potential clients in different areas. Two areas in which Cynthia would like to expand include colleges and large for-profit businesses. Refer to Scenario 5.1. A market is a group of individuals and/or organizations that have a desire or need for products in a product class and have the ability, willingness, and authority to purchase those products. There are two types of markets. Cynthia's organization targets the _______.

business market

Jamie works as a salesperson at a car dealership. She takes her sales very seriously. After selling a car to a customer, she waits two weeks and then calls the customer to see how they like their new car. She tries to reinforce the fact that they made a smart investment and that the dealership is there for any problems they might have. Jamie is attempting to reduce _______.

cognitive dissonance

In the EU, some people claim that Google restricts advertisements sold by other companies and pre-installs its search engine as a default on mobile devices. This concern is most likely related to _______.

competitive forces

Scenario 6.1. Aleksi has made the decision that it is time to purchase a condo. His apartment is too small, and he is tired of paying rent. His price range is between $200,000 and $250,000. He would like to purchase a condo that is within a half hour of his work. With these criteria set in mind, he sets out to search for his ideal home. Refer to Scenario 6.1. Suppose that after an extensive search Aleksi has narrowed down his decision to three condos. All fall within his price range, and all of them are in a desirable location in town. These three condos are now a part of Aleksi's _______.

consideration set

Kaya bought a $300 dress for homecoming. She wore it to homecoming and had a great time. However, afterwards she decided she did not want the dress. She returned it for a full refund. The cashier did not ask about the missing tags. This is an example of ______.

consumer fraud

Using fraudulently obtained credit cards, debit cards, checks, or bank accounts and making false insurance claims are examples of _______.

consumer fraud

Scenario 8.1. Logitech is a computer peripherals company that was founded in Switzerland in 1981. From the outset, the founders realized they would need to expand internationally if they wanted to compete in the market. Soon it had offices and/or factories in Switzerland, Taiwan, China, the United States, and Ireland. Its corporate headquarters is in Silicon Valley, but it maintains a factory in China. Eight years after it was founded, Logitech had captured 30 percent of the market share in the computer peripherals industry. Refer to Scenario 8.1. Logitech has many of its products built in China using third parties. However, it has also built its own factories to protect some of its manufacturing trade secrets. Logitech uses a combination of _______ and _______ when manufacturing products.

contract manufacturing; direct ownership

Scenario 9.3. Foster works for a company that sells Dungeons and Dragons miniatures. He was tasked with improving the performance of the company's website and increasing web sales. Several months ago, Foster implemented Google Analytics to monitor the company's web traffic. Refer to Scenario 9.3. Foster creates a popup window that asks for users to sign up for his company's email newsletter. He refers to the _______ section to see how many people have signed up.

conversions

If a furniture maker targets the consumer and business markets for office desks with separate marketing mixes for each, it is using the _______.

differentiated targeting strategy

Companies from Malaysia were accused of selling clear float glass, which is used in cars, to companies in India at incredibly low rates. These rates were considered unfair because the price was lower in the foreign market than it was in the domestic market. This practice is known as _______.

dumping

Jackson has been asked to recruit a marketing professional to be responsible for the strategic process of pricing, distributing, and promoting products, and discovering the desires of customers using digital media and digital marketing. The candidates need experience in not just the internet but also mobile phones, banner ads, digital outdoor marketing, and social networks. Jackson decides to post the job description with the job title _______ manager.

e-marketing

In Argentina a currency crisis led the government to mandate that companies needed permission from the central bank to purchase foreign currency and exporters needed to liquidate any foreign exchange earnings within five days. This is an example of a(n) _______.

exchange control

An undifferentiated marketing strategy is likely to fail even if a firm has the resources to develop a single marketing mix that satisfies customers' needs if the market for the product is _______.

heterogeneous

Starbucks offers _______ agreements for many of its stores which include equipment, training, and support. In this type of agreement, Starbucks receives commissions or royalties on sales.

licensing

Nike is updating data about its many marketing segments for athletic shoes. The company uses a number of variables for segmenting the athletic shoe market, but is especially interested in consumer patterns of living as expressed through activities, interests, and opinions including the ways people spend time, the extent of their interaction with others, and their general outlook on life. Nike is currently evaluating _______.

lifestyles

Many online retailers, such as Birchbox, Blue Nile, and Warby Parker, have established a presence in the traditional brick-and-mortar market to create a physical presence and increase awareness. This trend is a result of _______ retailing, a cross-channel strategy where retailers offer a seamless experience on mobile, desktop, or traditional retail spaces.

omnichannel

A robotics company hires a marketing firm to take care of its social media presence. This is an example of _______.

outsourcing

Scenario 9.2. Osvaldo works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Osvaldo has looked at the market and has found that the majority of the population is active on the internet. He is looking for the least expensive way to target these customers. Refer to Scenario 9.2. Suppose Osvaldo wants to attract more users to his company's products. He decides to do two things. First, he develops an online contest and posts it on the corporate blog and Facebook page. He believes the contest will encourage consumers in that country to spread the word. Secondly, he would like to offer them a temporary discount on products purchased within the next week. Osvaldo is focusing on the _______ and _______ aspects of the e-marketing mix.

promotion; price

When you are using the internet to research a school project, and you ignore the banner ads on websites even though you see them flashing on the page, you are probably engaging in the process of _______.

selective exposure

REI targets individuals who love and appreciate the outdoors. It therefore appeals to customers who have a(n) _______ as outdoor enthusiasts.

self-concept

Cholula Hot Sauce, a Mexican made chili-based sauce brand, is introducing a new hot sauce flavor and wants to use its owners' understanding of its target market to promote the sauce successfully. The company is sampling the new sauce at a number of supermarkets in Texas, where there are multiple market segments likely to enjoy hot sauces. Cholula's goal is to give customers experience with the new hot sauce flavor to reduce their risk of purchase and thereby increase trial purchases. The tactic that Cholula is using is called _______.

shaping

Fahad's lawnmower stopped working midway through mowing his front yard. His interest in researching replacement lawnmower brands is most likely to be _______.

situational involvement

Ji-eun loves her car. Recently, she noticed her tires were getting worn. She took it into the dealership, where she was told that all her tires were worn and should be replaced. Ji-eun knows this will be a significant investment. She decided on getting the most expensive tires because they are high quality and she wants the best. She hopes she is making the right decision. At least she will not have to purchase tires for several more years, unless she gets a flat. Ji-eun's involvement with her tire purchase is an example of ______.

situational involvement

Penny is a pharmaceutical sales rep who promotes the benefits of her company's latest medicine. The medicine's benefits and side effects are complex, so she personally visits doctors in large medical practices and hospital administrators to explain the drug's benefits, side effects, and value in prolonging lives. Such personal selling efforts are often used by firms segmenting by _______.

size and type of organization

Nineteen airlines have partnered, including Air France, Delta, Czech Airlines, Air Europa, China Eastern, and Kenya Airways, to form SkyTeam. SkyTeam was developed to increase connectivity to destinations worldwide. Each airline operates as its own firm—SkyTeam is meant to increase opportunities for all firms involved. In fact, many airlines serve the same areas. This partnership is most likely a(n) _______.

strategic alliance

Estonia is a member of this trading bloc, _______, which has a shared currency across most of its countries. Additionally, many of the governments in this trading bloc are similar in form.

the European Union (EU)

Scenario 6.2. Catalina is a mother of three children and works as a financial analyst for a large banking firm. In her free time, Catalina is usually looking through parenting blogs or reading books about how to be a better parent. One person she really admires is parenting expert Rochelle Davis. Rochelle has written a best-selling parenting book and maintains a popular blog. She stays up to date on current trends and is the go-to person for new products geared toward children. Catalina views Rochelle as a role model and wants to be like her. Refer to Scenario 6.2. Catalina's husband tends to defer to Catalina for most family purchase decisions, especially knowing how much effort she puts into researching them. Although he tends to make purchase decisions related to items that he wants to buy for himself, Catalina makes the remaining purchase decisions for herself, her children, and the household in general. When it comes to purchase decisions, Catalina's family is _______.

wife dominant