MKTG exam 2

Corning produces Gorilla Glass screens that are used in the prod action of laptops, tablets, and smartphones. Corning promotes its products to final consumers to increase business demand for its digital devices made with specialized, toughened glass. This illustrates _______

Derived Demand

Madison goes to Kmart to purchase school supplies for her two children. As she is approaching the checkout counter, she sees a vase she just has to have and buys it immediately. Madison's purchase of the vase is an example of

Impulse buying

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Becca is most likely in the ______ stage of the buyer decision process

Information search

When Chaz realizes his liquor cabinet supply was devoted by last weekend's party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the clerk at the liquor store what she would recommend. Chaz started with a(n) _____ search and then progressed to a(n) _____ search

Internal External

Companies like 3M, Google, and Sony have ______ that encourage employees to develop new ideas

Intrapreneurial programs

Household Stores, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a _____ value proposition

More-for-Less

Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through _____ segmentation

Occasion

_____ is the process by which people select, organize, and interpret information to form a meaningful picture of the world

Perception

Worlds Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or used. This is an example of which service characteristics?

Perishability

A company regularly purchases cleaning supplies from a vendor and orders consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n) _______

Straight rebuy

What is a true statement concerning test marketing

Test marketing is a limited introduced of the product in areas chosen to represent the intended market

If White Mountain Group saw all sugar customers as pretty much alike and thus offered only one marketing mix, it would be using the _____ strategy

Undifferentiated

Jack Harper's Auto Towing Service wold BEST be described as a(n) _____ product

Unsought

Delta, an American video game manufacturer, targets teens between the ages of 13 and 18, without kids of their own, free fame trails and applications. The firm's marketing approach exemplifies ______ segmentation

age and life-cycle

_______ involves a review of the sales, costs, and profit projections for a new product to determine whether they satisfy a company objectives

business analysis

Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through four weeks of customer loyalty training. This is referred to as ________ marketing.

interactive

What is an example o an unsought product?

life insurance

Stan spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Stan's

lifestyle

What is an example of a shopping product

television

What is the most important consumer buying organization in society?

the family

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called _______

user status segmentation

The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-at, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ______ segmentation

Benefit

Gotham Home Decor sells expensive custom-made draperies, bedding, and accessories through sales representatives who are also interior designers. It also has another, slightly less expensive line that it sells through stores such as Nordstrom's and Saks With Avenue. Gotham Home Decor is most likely using a(n) _____ targeting strategy

Differentiated

Chrysler is producing a new seven-passenger SUV with all-wheel drive. Which of the following would be the BEST variables for segmenting the market for this new model?

Geographic location and family life cycle

Fred's, a natural supermarket chain, sells its own brand of items across all categories. Such items are considered _____ brands

Private

______ is the degree to which an innovation appears superior to existing products

Relative advantage

A new variety of Lays is initially introduced in Phoenix, Arizona; Cleveland, Ohio; Battle Creek, Michigan; and Peoria, Illinois. After it's initial success, Frito-Lay markets the new lays int hose entire states, then the adjacent states, and finally the entire country. Frito-Lay is using a _____ for it's new variety of Lays

Rollout approach

Mario is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that earned the slugger Sammy Sosa a seven-game suspension due to it's illegal content. This is an example of a(n) _______ product

Specialty

Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her color scheme and décor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n) _____

Specialty product

______ products are consumers products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort

convenience

In terms of packaging functions, Tiffany and Co's robin egg blue boxes, ______

create immediate consumer recognition

Kallton is a multinational communications and information technology corporation. It's principal products are mobile telephones and tablets. It recently announced on it's Web site that customers can suggest ideas for it's upcoming product model. Contributors of short-listed ideas will be adequately rewarded. In this case, Kallton is using _____ to generate new product ideas

crowdsourcing

Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ______ variables

demographic

Procter & Gamble makes at least 8 different laundry detergents. This is MOST relevant to the issue of

depth of product mix

Fred's faith in Asics, his favorite brand of running shoes, makes him consider other offerings introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community and best described as a(n) ________.

early adopter

The dairy Bar, a national soft-service ice cream retailer, buys cones from Cones & More. Cones & More is an important resource for marketplace information. They're considered a(n) ______ source of new product ideas for the Dairy Bar

external

A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. In other words, you and the doctor have to be there for the service to take place or else the surgery can't happen. This is an example of which service characteristic?

inseparability

When the size, purchasing power, and profiles of a market segment can be determines, the market segment is said to be ______

measurable

Appliances Galore is continually updating it's line of refrigerators to reflect market trends and customer needs. Although the product class is in the maturity stage of the product life cycle, they maintain healthy sales of their line of refrigerators by continually _______

modifying the product

The most effective sources of information bout a product tend to be ______

personal

A shoe company's ads feature the members of a popular country music band. Product's sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ______

reference group

Marianna tells Rajesh that she likes his team's idea about new three-lace running shoes but wants him to put together some figures regarding anticipated sales, costs, and resulting profits. She is asking Rajesh to proceed to which stage of the new-product development process?

Business analysis

Unlike other car rental agencies that are based in airports to serve travelers, Rental Wheels has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repairs. Rental Wheels caters to a small share of the large car rental market. From this description, it can be concluded that Rental Wheels most likely practices _______

Concentrated marketing

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives in the market. In this case, Rad offers a(n) _____ value proposition

More-for-more

Eastline, a manufacturer of outdoor patio furniture, positions it's products as superior in weatherproofing and durability. This is an example of _____ differentiation

Product

A detailer version of a product idea stated in meaningful consumer terms is a _______

Product concept

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's _____

Product mix

Colonial furniture has been in existence since the 1600s and continues to adorn homes today. According to the product life cycle concept, it would be described as a _______

Style

In what case is little or no test marketing most likely recommend for a new product?

When the costs of developing and introducing the product are low

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as _____ marketing

internal