ALL QUIZZES

Effective service recovery entails all of the following except providing a fair solution. listening to the customer. estimating the damage. involving customers in the service recovery where possible. resolving the problem quickly.

estimating the damage.

Firm A has set very low prices for its products in an attempt to drive its competitor, Firm B, out of business. This is known as predatory pricing. price discrimination. monopolistic pricing. bait and switch. price fixing.

predatory pricing.

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' ________ needs. postpurchase and prepurchase functional and social safety and situational functional and psychological psychological and physiological

functional and psychological

A demand curve shows the relationship between ________ during a specific period of time. A. price and demand B. price and costs C. income and demand D. profit and price E. price and elasticity

price and demand

In a(n) ________ pricing strategy, marketers rely on the promotion of sales, during which prices are temporarily reduced to encourage purchases. bait-and-switch price skimming uniform delivered EDLP high/low

high/low

Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product? brand dilution co-branding line extension brand extension rebranding

line extension

All of the following are included in the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer except developing retail strategy. lowering production costs. choosing retail partners. managing an omnichannel strategy. identifying types of retailers.

lowering production costs.

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on the outcome of the alternative evaluation process. the results of the external search. the results of habitual decision making. the degree of perceived risk associated with the product or service being considered. postpurchase dissonance.

the degree of perceived risk associated with the product or service being considered.

Services marketing managers have learned that more employees will support a quality-oriented process if the process involves both part-time and full-time employees. perishable services are replaced with tangible services. they are required to diverge from existing standards. customers are responsible for setting service quality standards. they are involved in setting the goals.

they are involved in setting the goals.

The improvement value method and the cost of ownership method are two approaches for setting prices that are ________ methods. cost-based competitor-based production-based value-based market-based

value-based

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following except: product. price. promotion. place. performance.

performance

Segmentation, targeting, and positioning: are part of the marketing plan but bear little direct relationship to the marketing mix. are terms that can be used interchangeably in developing marketing plans. are optional elements of a marketing plan. are part of a firm's marketing strategy. should be done simultaneously so synergies can help streamline the effort.

are part of a firm's marketing strategy.

A company that sells only multigrain, low-calorie bread should use a(n) ________ targeting strategy.:: differentiated concentrated undifferentiated mass micromarketing

concentrated

Business-to-business marketing involves buying and selling goods or services by all of the following except retailers. consumers. producers. manufacturers. wholesalers.

consumers

For companies, what digital marketing tool can both educate and excite customers? microblog personal blog weblog professional blog corporate blog

corporate blog

Nau works with its ________ to develop socially responsible outdoor and urban apparel. corporate partners competitors consumers marketers legal team

corporate partners

The Service Gaps Model is designed to highlight those areas where customers believe they are getting less or poorer service than they should. manufacturers are cutting corners on product quality. service providers know more than their customers. service providers provide the best possible service. delivered service exceeds expected service.

customers believe they are getting less or poorer service than they should.

All of the following are activities carried on in a distribution center except coordinating outbound transportation. distributing paychecks and paystubs for retail employees. receiving, checking, storing, and cross-docking merchandise. getting merchandise floor ready. coordinating inbound transportation.

distributing paychecks and paystubs for retail employees.

All of the following are included in the five Cs of pricing except A. company objectives. B. customers. C. collaboration. D. channel members. E. cost.

Collaboration

Which of the following statements regarding global segmentation, targeting, and positioning is true? Global segmentation, targeting, and positioning activities are far less complicated than the same activities in the domestic market. When developing a global STP strategy, it is best to define segments by geography alone. The "golden rule" for global STP activities for firms is to never alter a firm's marketing mix to serve the needs of global markets. Segmentation, targeting, and positioning activities for global markets do not differ substantially from that of domestic markets. Companies must continually adjust products and marketing strategies to meet the changing needs of global markets.

Companies must continually adjust products and marketing strategies to meet the changing needs of global markets.

________ offers the firm complete control over its operations in the foreign country. Direct investment A joint venture Franchising A strategic alliance Exporting

Direct investment

The more substitutes that exist in a market: A. the greater the income elasticity for each product. B. the lower the price elasticity for each product. C. the easier it will be to utilize a target profit pricing strategy. D. the more likely the market will be characterized as an oligopoly. E. the more sensitive consumers will be to changes in the price of a particular product.

E. the more sensitive consumers will be to changes in the price of a particular product.

________ research is a type of quantitative research that manipulates variables to help determine cause and effect. Syndicated Manipulative Focus group Descriptive Experimental

Experimental

By the time BMW and Mercedes-Benz entered the mini-SUV market, there were many competitors, sales had peaked, and profits were declining. These firms entered the market during the ________ stage of the product life cycle. introduction maturity growth decline leveling

Maturity

________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise. Vertical channel integration Omnichannel retailing Opportunistic retailing Horizontal channel integration Cross-channel leverage

Omnichannel retailing

________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what a product does or represents in comparison with competing products. A customer excellence strategy Market segmentation Targeting A sustainable competitive advantage Positioning

Positioning

________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation of members of the sales force. Sales administration Human resource management Marketing management Integrated marketing communications management Sales management

Sales management

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, typically used in conjunction with advertising or personal selling programs. Push programs Sales promotions B2B programs Targeted leader items Trade incentives

Sales promotions

Often the best way to handle customers' reservations is to relax, listen, and reassess your preapproach strategy. immediately call your sales support team. reevaluate your expected order. consider outsourcing. ask questions to clarify the issues.

ask questions to clarify the issues.

Walmart has announced that it would begin selling organic food products. In doing so, Walmart is most likely trying to: reduce its costs. attract a different market segment. offset cost-based pricing pressure. gain government subsidies. save the environment.

attract a different market segment.

All of the following are included in the main criteria used for determining how "good" a brand is, or how much equity it has except perceived value. brand loyalty. brand conceptualization. brand associations. brand awareness.

brand conceptualization.

When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a brand extension. copycat brand. licensed brand. line extension. premium brand.

brand extension.

In addition to extensive online and outdoor advertising, Under Armour has intensified its ________ efforts by signing Washington Nationals baseball star Bryce Harper to the biggest endorsement deal for an MLB player. logo social media value branding differentiation

branding

When Goodwish Marketing decided to upgrade its computer network, many people were involved in the decision. In B2B buying systems, decisions are often made quickly. through community debating organizations. by a committee after considerable deliberation. at auction sites. by a single expert.

by a committee after considerable deliberation.

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices, but was also: manipulating the public sentiment for its own benefit. demonstrating corporate social responsibility. falsifying the company's finances through charitable donations. creating a local ethical business climate. practicing marketing ethics.

demonstrating corporate social responsibility.

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in media advertising. public relations. direct marketing. publicity. sales promotions.

direct marketing.

Break-even analysis is useful because it allows managers to A. quantify the relationship between price elasticity and product elasticity. B. reposition products based on their break-even positioning revenue. C. estimate the quantity they will need to sell at a given price to break even. D. determine the relationship between price and quantity demanded. E. analyze the different elements contributing to their variable costs.

estimate the quantity they will need to sell at a given price to break even.

The components of global market assessment include all of the following except economic analysis. infrastructure and technological analysis. sociocultural analysis. ethnic analysis. analysis of government actions.

ethnic analysis.

Culture affects: where consumers decide to make their purchases. when consumers decide to make their purchases. how consumers decide to make their purchases. what consumers decide to purchase. every aspect of consumers' purchase decisions.

every aspect of consumers' purchase decisions.

If a firm wants to develop a sustainable competitive advantage, it should: arrange to meet with competitors to discuss how to avoid direct competition. examine its operations and customer relations to identify significant things competitors cannot easily copy. copy the innovative features of other firms that are attractive to customers. increase its marketing budget so that it outspends its competitors. begin an aggressive campaign to buy up competitors.

examine its operations and customer relations to identify significant things competitors cannot easily copy.

The consumer's level of involvement can lead to two types of buying decisions: ________ or ________. physiological/safety; esteem/self-actualization culturally influenced; autonomous economic; social extended problem solving; limited problem solving habitual; extended

extended problem solving; limited problem solving

Which of the following is least likely to be a source of ideas for new products? licensing agreements geodemographic segmentation brainstorming consumer research R&D efforts

geodemographic segmentation

The goal of any marketing communication is to overwhelm negative publicity with commercial speech. maximize personal selling. increase public relations click-through rates. replace cause-related marketing with non-cause-related marketing. get the right message to the right audience through the right media.

get the right message to the right audience through the right media.

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

indirect

Generally speaking, all advertising messages are designed to entertain or apprise. comply with FCC rules combined with FTC antitrust regulations. inform, persuade, or remind customers. match production scheduling with consumer demand. meet the needs of society.

inform, persuade, or remind customers.

Hospitals, schools, and religious organizations are examples of ________ buyers. institutional manufacturing factory agent reseller retail

institutional

In the AIDA model, awareness leads to intention, which hopefully leads to desire and then action. interest, which hopefully leads to determination and then action. integration, which hopefully leads to desire and then action. interest, which hopefully leads to desire and then action. intention, which hopefully leads to desire and then attention.

interest, which hopefully leads to desire and then action.

Every time Katy wants to eat salad for lunch, she and her friends go to Sweet Tomatoes, but if she's craving dessert, she heads straight to The Cheesecake Factory. In making these choices, she relies on a(n) perceived benefits analysis. external source of information. internal search for information. exceptional marketing campaign. external locus of control.

internal search for information.

The elements of the digital marketing engagement process are. exciting, listening, and doing. listening, analyzing, and doing. listening, reacting, and correcting. analyzing, developing, and engaging. listening, engaging, and evaluating.

listening, analyzing, and doing.

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? operational excellence locational excellence purchase excellence product excellence customer excellence

locational excellence

For marketers using a price skimming strategy, once the initial demand is met for new and innovative products, they will likely leave the market. use zone pricing to maximize differences. lower the price to capture the next most sensitive market segment. offer deep discounts to create a loss leader pricing strategy. discontinue the product and create a new one.

lower the price to capture the next most sensitive market segment.

The activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called: marketing. market positioning. market segmentation. marketing research. market share analysis.

marketing

Data about how, when, why, where, and what people buy refers to value-based marketing. relational orientation. marketing analytics. statistics. demographics.

marketing analytics.

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of: issues that don't even need to be discussed in ethical firms. marketing ethical issues. ethical issues but not marketing issues. marketing issues but not ethical issues. internal, controllable marketing issues.

marketing ethical issues.

Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of: psychographic segmentation. micromarketing. concentrated targeting. undifferentiated targeting. differentiated targeting.

micromarketing

The ________ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you." company description executive summary market analysis financial plan mission statement.

mission statement.

Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are more formal and structured. less focused on customer value creation. identical. decentralized. based on derived supply analysis

more formal and structured.

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of? timelessness effect dynamic effect information effect connected effect network effect

network effect

Mattel 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? neuromarketing focus group observation experiment panel

observation

If Hazel decides to sell the best ice cream on earth, and intends to establish a strong ethical climate in her organization, during which phase of the strategic marketing planning process should she introduce ethical considerations? implementation ethics planning experience control

planning

The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing practices for all suppliers and consumers. These actions are part of the ________ environment of business. communication political/regulatory technological social constitutional

political/regulatory

When marketers establish a price floor and a price ceiling for an entire line of similar products and then set price points in between for differences in quality among the products, they are using a ________ pricing approach. price skimming zone loss leader price lining price bundling

price lining

After reviewing the existing data on seasonal spending by his company's customers, Marv decided he needed new information collected to address his research questions. Marv will need ________ data to address the questions in his marketing research study.: secondary warehoused syndicated primary mined

primary

When Marvel launched several successful series on Netflix, including Jessica Jones, The Defenders, Iron Fist, and Luke Cage, it employed a ________ strategy. customer development market penetration product development diversification market development

product development

If a new product concept gets positive evaluations from potential customers during concept testing, the next step for a firm is reverse engineering. market testing. product development. launching of the product. brainstorming.

product development.

The complete set of all products offered by a firm is called its product line. product breadth. product categories. product mix. product line depth.

product mix.

Regina wants to position her financial services company. Regina can position her services according to all of the following except: product attributes. the value proposition. competitive comparisons. profitability. symbols.

profitability

Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of ________ segmentation. benefit behavioral self-concept psychographic geographic

psychographic

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to pull the product into retail stores through consumer demand. generate goodwill for the company. make it easier to do post-testing. push the product into retail stores so customers can purchase it. signal strategy changes to market competitors.

pull the product into retail stores through consumer demand.

Conscious marketing encompasses all of the following overriding principles except: the understanding that decisions are ethically based. recognition of marketing's greater purpose. the presence of corporate leadership, creating a corporate culture. consideration of stakeholders and their interdependence. recognition of the company's bottom line.

recognition of the company's bottom line.

All of the following are benefits of new product development to a firm except creating diversification and reducing risk. keeping up in a market with short product life cycles where sales come mostly from new products. reducing the costs of production. satisfying the changing needs of current and new customers. avoiding market saturation from products that have been on the market for a long time.

reducing the costs of production.

Sales representatives add value for customers by doing all of the following except saving them time. providing advice on solving business problems. simplifying communication with the firm. educating them about the firm's products. reducing the firm's marketing costs.

reducing the firm's marketing costs.

The marketing of services differs from product marketing because services are all of these except: intangible. inseparable. heterogeneous. renewable. perishable.

renewable

When Costco sells to consumers directly, it acts as a ________; when it sells to other businesses, such as a restaurant owner, it acts as a ________. marketing channel; supply channel retailer; manufacturer wholesaler; retailer manufacturer; wholesaler retailer; wholesaler

retailer; wholesaler

Marketing executives at Diet Pepsi want to analyze the number of Diet Coke customers who switch to its product when Diet Pepsi is offered at a deep discount. What data would likely show this information?: scanner data internal secondary data primary internal data secondary panel data primary panel data

secondary panel data

A(n) ________ distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area. intensive collective selective variable widespread

selective

Firms that are engaged in sentiment mining are analyzing data collected from: experiments. social media sites. observations. focus groups. in-depth interviews.

social media sites.

Regardless of the objective of an advertising campaign, each campaign's objectives must be consistent with those of the available media. specific and measurable. either informative or persuasive but not both. designed for use in both a pull and a push strategy. sincere and emotional.

specific and measurable.

All of the following would be part of the launch of a new product except: determining the price for the product. finalizing the marketing mix variables. determining the marketing budget for the first year of the product. making decisions regarding positioning the product. starting to make preliminary decisions about the target market.

starting to make preliminary decisions about the target market.

Integrated marketing communications include all of the following except public relations. personal selling. advertising. direct marketing. supply chain management.

supply chain management.

In the immediate marketing environment, the first factor that affects the consumer is demographics. social trends. technological advances. cultural values. the company's capabilities.

the company's capabilities.

All of the following are primary needs that apps meet except: the need to discover. the need to find "me time." the need to share. the need to socialize. the need to shop.

the need to share.

The consumer decision process model represents the retrieval of an evoked set based on physiological needs. the concept of habitual decision making. the steps that consumers go through before, during, and after making purchases. the types of decisions all consumers must make. the shift from an internal to an external locus of control.

the steps that consumers go through before, during, and after making purchases.

Selena studies her customer profiles, market research data, complaints, and other information, attempting to better understand what her customers want. Selena most likely operates in the ________ era of marketing production-oriented value-based marketing market-oriented sales-oriented retailing-oriented

value-based marketing

The local auto supply store gets merchandise delivered to it by its manufacturers as soon as it has a need, reducing stockouts with minimal inventory. This demonstrates the concept of a push marketing strategy. cross-docking. manufacturer-managed distribution. vendor-managed inventory. data warehousing.

vendor-managed inventory.

Franchising is the most common type of contractual ________ marketing system. conventional corporate vertical cooperative administered

vertical

The most important activity in recruiting salespeople is determining what the salesperson will be doing and what personal traits and abilities a salesperson should have to do the job well. how long they are likely to stay. their previous level of experience. when they are available to start work. whether to pay them on a commission basis, or a salary plus commission.

what personal traits and abilities a salesperson should have to do the job well.

Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know whether the products will fill a customer's self-actualization needs. where their target customers expect to find their products. if customers are using credit cards or cash to make purchases. how many employees the retailers have. whether customers will find the store atmospherics appropriate to the location.

where their target customers expect to find their products.

Today, retailers like Walmart, Home Depot, and Kroger dictate to their suppliers all of the following except when products should be delivered. which competitors they should collaborate with. how products should be configured. what should be made. what products should cost.

which competitors they should collaborate with.

The level of economic development, as well as differences in product and technical standards, helps determine the need for and level of product adaptation. segmentation. regulation. globalization. glocalization.

adaptation

When there is a significant difference between the service customers receive and the service the firm promotes, the firm has a ________ gap. delivery knowledge communications standards social expectations

communications

All of the following statements about public relations are true except public relations activities often support other promotional efforts. consumers have become increasing skeptical of marketing claims made in conventional media. media coverage generated by PR is seen as more credible than paid advertising. PR has become increasingly important as costs of other forms of marketing communications continue to increase. because of its high cost, the use of PR has waned in recent years.

because of its high cost, the use of PR has waned in recent years.

As the number of communication media has increased, the task of understanding how best to reach target customers has increased the use of rule-of-thumb targeting. focused on reducing communication noise. become more complex. shifted from creating a value proposition to revising a value proposition. become easier.

become more complex.

A firm's macroenvironment includes all of the following except political/legal issues. competition. culture. demographics. economics.

competition

The three types of buying situations are theoretical and have little relation to what happens in the real world. call for different marketing and selling strategies. suggest that B2B sellers should develop one marketing mix to use for all situations. require business sellers to be consistent in their marketing mixes. create confusion among B2B sellers.

call for different marketing and selling strategies.

When studying culture, the challenge for marketers is to determine whether culture: is regional or subregional. offers opportunities for competitors. can help identify a particular group that might be interested in the marketer's products. reinforces stereotypes. is related to educational achievement.

can help identify a particular group that might be interested in the marketer's products.

Although a sales representative may skip a step in the personal selling process or might sometimes have to go back and repeat steps, there is logic in the sequence. All of the following describe the personal selling process except closing the sale is the final—and most satisfying—part of the process. the customer's reservations must be addressed before closing the sale. carefully working through the preapproach will make the next step—the sales presentation—more effective and efficient. before a salesperson can work through the preapproach, leads must be qualified. follow-up may include additional sales for the representative.

closing the sale is the final—and most satisfying—part of the process.

When it comes to measuring consumers' price sensitivity, product prices are viewed as either A. elastic or inelastic. B. necessary or optional. C. complementary or substitutable. D. dynamic or rigid. E. fixed or variable.

elastic or inelastic.

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. All of the following are included in the 4E framework except: excitement. education. engagement. energy. experience.

energy

After the previous sales representative in his territory infuriated an important customer, Ben visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Ben an order. Ben was providing the important marketing function of: alerting the logistics department when to ship products. engaging customers and developing long-term relationships. synthesizing and interpreting sales, accounting, and customer-profile data. advising production on how much product to make. identifying opportunities to expand.

engaging customers and developing long-term relationships.