Midterm MBNMkt320
One of the difficulties in measuring the effectiveness of IMC efforts is the ________, where consumers do not act immediately after receiving a marketing communication.
lagged effect
Integrated marketing communications include
direct marketing
Firms use a differentiated targeting strategy because
it helps obtain a bigger share of the market
A major advantage of primary data collection is
it offers behavioral insights generally not available from secondary research.
When Starbucks sells its coffee and mugs to the public on its website, it is a ________ sale
B2C
Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase ________ marketing.
C2C
Which of the following is true of marketing?
Marketing affects various stakeholders.
McDonald's introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether or not consumer perceptions are improving. This would be an example of
Sentiment mining
Generally, when advertising to consumers, the objective of an advertising campaign is
a pull strategy—to get the product into stores by having consumers demand it.
The proliferation of new media alternatives has led many firms to shift their promotional budgets from
advertising to direct marketing and website development.
Segmentation, targeting, and positioning
are part of a firm's marketing strategy.
The light beer commercial with the slogan "less filling, tastes great" was based on ________ segmentation.
benefit
If a few of Xbox's customers are asked to try out a new video game that has not yet been released on the market; this is an example of
beta testing
Pioneer or breakthrough products
can change consumer preferences
The owner of Gilmo BMW Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. Gilmo will probably use a survey with ________ questions to address his research problem.
closed-ended
If your company hired you to make sales calls via the telephone, it hired you to perform
cold calling
The perceptions of ________ are being measured in a perceptual map.
consumers
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule.
continuous
Compared to other IMC alternatives, advertising is extremely effective for
creating awareness and generating interest in a product.
By adding new product lines beyond its core business of computer software, like the Surface Pro tablet and Xbox 360 game system, Microsoft primarily benefits by
creating diversification and reducing risk
________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.
demographic
In recent years, the component of IMC that has received the greatest increase in aggregate spending is
direct marketing
Cheng is asked to conduct an STP analysis for his firm. The first step he should perform in this analysis is to
divide the marketplace into subgroups.
The three elements of any IMC strategy are the consumer, the channels, and
evaluation of results
Traditionally, the role of sales promotion has been to ________, whereas the goal of advertising was to ________.
generate short-term results; generate long-term results
Differences in weather and climate create opportunities for
geographic segmentation
Strategic efforts to supply consumers with environmentally friendly merchandise are called
green marketing
During the ________ stage of the product life cycle, sales rise, profits rise rapidly, and there are an increasing number of competitors.
growth
During the ________ stage of the product life cycle, there are few but an increasing number of competitors.
growth
Using ________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.
in-depth interviews
________ is the process by which ideas are transformed into new products and services that will help firms grow.
innovation
Whenever Conrado considers upgrading his personal computer system, he consults with Navin, a knowledgeable friend who always has the newest technology. For Conrado, Navin is a(n) ________ in the diffusion of innovation curve.
innovator
The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of
institutional advertising
Persuasive advertising is often used when competition
is most intense
Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are most likely pursuing which macro strategy?
locational excellence
A relational orientation is based on the philosophy that buyers and sellers develop
long term relationship
_______ are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
loyalty programs
Andy decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems. Andy is pursuing a ________ growth strategy.
market penetration
Fisher-Price wanted to determine if a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?
observation
Firms achieve ________ through efficient procedures and excellent supply chain management
operational excellence
For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates
opportunities
A small office supply company may have a person whose primary responsibility is to process routine orders, reorders, or rebuys of products for clients. This employee is known as a(n)
order taker
Value-oriented marketers constantly measure
perceived customer benefits against the costs of their offerings.
Effective promotion enhances a product or service's
perceived value
In the product development process, what takes place between concept testing and market testing?
performing product development
Integrated marketing communications includes
personal selling
In recent years, cellular (mobile) service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on ________ value creation.
place
Which element of the marketing mix is most relevant to the activity "delivering value"?
place
Starbucks carefully crafts its offerings and advertising message, and it strategically sets prices and selects locations to appeal to its target market. These efforts represent Starbucks'
positioning strategy
Which element of the marketing mix is most relevant to the activity "capturing value"?
price
When you register your telephone number with the National Do Not Call Registry, you are responding to a need for
privacy
Which element of the marketing mix is most relevant to the activity "creating value"?
product
Grace phoned her auto insurance agent to renew her policy. The agent told her about new types of insurance now available—to cover her apartment, or even the engagement ring she just got from her fiancé. The agent was pursuing a ________ growth strategy.
product development
Google and other search engines allow marketers to bid to have their ads shown when consumers search keywords related to the firm's products. These marketers are attempting to create value through
promotion
After defining objectives and research needs, the next step in the marketing research process involves
research design
When a global firm turns to its subsidiaries in less developed markets for new product ideas, such as when Samsung's ActivWash was initially developed for the Indian population and is now one of the most popular washing machines in South Korea, it is engaged in
reverse innovation
To develop psychographic segments, the marketer must understand consumers
self-values, self-concept, and lifestyles.
Jacob was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n)
star
Which of the following sis a main component of a value proposition?
target market
The right communication channel to use in IMC is
the one that will connect to the desired recipients.¡
A company has a new concept for a lightweight bicycle that can be easily folded and taken with you inside a building or on public transportation. The company is currently engaged in concept testing. The most important question during this phase of product development pertains to
the respondent's purchase intentions if the product were made available.
When referring to "exchange," marketers are focusing on
the trading of things of value
One of the goals of value-based marketing is
to offer greater value than competitors offer.
In the IMC communication process, the ________ encodes the marketing communication message.
transmitter
Neville is trying to create an advertising message that tells consumers how his company's cable and Internet services differ from other alternatives in the market. Neville is trying to create a(n)
unique selling proposition
________ compares the price of a product to its benefits.
value
"Why create a perceptual map?" asked Don. Andrea, the senior marketing manager, gave him four reasons. Which of the following are valid reasons?
"We can easily show where we are positioned and how large the market is."
After using market research to identify the target audience for her advertising campaign, Nya will next use this information to
set explicit and measurable objectives for the campaign.
Marketers know that, compared to high school graduates who are working full time, college students
spend their disposable income differently
Public relations is the component of IMC that
supports other promotional efforts by generating "free" media attention.