ch. 11
When segmenting a market, a ____________ approach is used when a company develops one marketing strategy for a single market segment.
concentration
A _____________is anyone who shops for products and decides whether and what to buy.
customer
Deodorants, shampoo, and conditioner are often marketed and packaged differently to men than to women. This is an example of market segmentation using _____ variables. psychographic geographic behavioristic demographic
demographic
Many customers value "green" due to their positive environmental traits and the savings from better gas mileage. The marketing mix factor that accounts for these tangible and intangible attributes is ______. product price distribution promotion
product
New technologies such as electricity and railroads allowed the ______ orientation to flourish by allowing goods to be manufactured with increased efficiency. market production sales
production
University student, mother, and sister are examples of __________ roles that influence buying behavior.
social
In the United States ______ are the largest market segment. teenagers men women children
women
A manufacturer of educational toys for children ages 2 to 4 wants to develop a marketing strategy to focus on just this segment. Which market segmentation approach would the firm most likely use? Multi-segment approach Concentration approach Psychographic approach Demographic approach
Concentration approach
Marketers expedite the exchange process by using promotion activities to persuade a customer to purchase a product. This is the essence of which function of marketing? Researching Risk taking Distribution Selling
Selling
What do marketers usually view as a persuasive marketing activity accomplished through promotion? Quality control Distribution Selling Researching
Selling
Marketing focuses on a complex set of activities that must be performed to accomplish objectives and generate exchanges. These activities include ______. (select all that apply) Selling Producing Researching Risk taking Accounting
Selling Researching Risk taking
Which two terms best describe the process of gathering market research about potential customers that will help guide marketing decisions? Systematic Objective Hypothetical Random Subjective
Systematic Objective
Which of the following can be defined as "services"? (Select all that apply) Dry cleaning A physical examination A birthday cake from a pastry shop Kitten waiting to be adopted Doggie day careDry cleaning A physical examination Doggie day care
Dry cleaning A physical examination Doggie day care
_____ is the process of moving products from a seller to a buyer. Grading Storing Transporting Expediting
Transporting
The idea behind the marketing concept is that ______ will lead to a business achieving its goals. risk taking a large cash flow customer satisfaction a large product line
customer satisfaction
A company has a product that is geared toward 18-21 year-old women, who are all college students. This group would be considered a(n) ______ segment. market advertising distribution production
market
Dividing the market into groups whose members have similar characteristics is ______. market penetration market segmentation market mixing market research
market segmentation
Interactive multimedia research is also known as ______ ______
virtual testing
Select all that apply Which of the following are social factors that influence how, why, and when a consumer may buy a product or service? Culture Attitude Reference group Motivation Social class
Culture Reference group Social class
_____ is making products available in the quantities desired. Segmentation Promotion Inventorying Distribution
Distribution
What are some of the sample variables under demographic segmentation? Comfort, convenience, durability Gender, age, education, income Personality, values, lifestyle Usage and loyalty status
Gender, age, education, income
In order to implement the marketing concept, which is essential to have? Good information about vendor relationships Good information about consumer desires Good inventory information Good account information for all clients and customers
Good information about consumer desires
A watch manufacturer makes high-end watches and markets them to high income professional businessmen. The price of its watches range from $2,000 to $20,000. Because of this, the company only advertises in niche market publications that cater to this audience. In this scenario, identify what the central focus should be for this company's marketing activities. The niche market publications The high-end watches The $2,000-$20,000 price High-income professional businessmen
High-income professional businessmen
_____ is the inner drive that directs someone toward a goal—possibly buying a home--to fulfill that drive. Motivation Attitude Perception Learning Personality
Motivation
_____ is the process by which a person selects and interprets information through senses about the quality of new towels or features of a new computer. Attitude Motivation Perception Learning
Perception
_____ is a persuasive form of communication that attempts to expedite a marketing exchange by influencing individuals, groups, and organizations to accept goods, services, and ideas. Publicity Grading Distribution Promotion
Promotion
Which four elements make up the marketing mix? Promotion Budgeting Distribution Product Price Customer service
Promotion Distribution Product Price
A company that needs to fill several positions is in the process of collecting information about applicants and using that information to make hiring decisions. What process is the company in? Development Selection Assessment Recruiting
Selection
What is the central focus of all marketing activities? The price The promotion The product The buyer
The buyer
True or false: A marketer must understand the needs of the buyer in order to determine what products to make available.
True
_____ combines sight, sound, and animation to facilitate testing of concepts as well as packaging and design features. Internet testing Primary data Virtual testing Secondary data
Virtual testing
A market is defined as ______. an approach whereby a firm tries to appeal to everyone and assumes that all buyers have similar needs a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas a plan of action for developing, pricing, distributing, and promoting products that meet the needs of specific customers when a firm gathers information about customer needs, shares throughout the firm, and uses it to help build relationships with customers
a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas
In the first stage of the selection process, the individual fills out a(n) _______________ form that usually asks a potential employee for his or her name, address, telephone, education, and work experience.
application
The decision processes and actions of people who purchase and use products is referred to as __________ behavior.
buying
Tyrone needs a new laptop. He knows how much he can afford, but rather than just purchase impulsively, he is in the process of researching different models and asking his friends for their recommendations. Marketers would consider this to be Tyrone's ______. buying behavior shopping attitude learning curve demographic variables
buying behavior
Segmenting facial products by sex, age, and race is an example of _____ segmentation. psychographic geographic behavioristic demographic
demographic
All of the following factors can be used to segment a market by psychographic factors EXCEPT ______. lifestyle education motives personality characteristics
education
At the heart of all business is the _____, the act of giving up one thing (money, credit, labor, goods) in return for something else (goods, services, or ideas). exchange transfer conversion partnership
exchange
In marketing terms, when you pay the cashier money for the items you purchase at a store, it is an example of a(n) _____. conversion swap transfer exchange
exchange
Political, legal, regulatory, social, competitive, economic, and technological factors are all _______ forces that influence the development of marketing strategies. external internal
external
Dividing a market by cities, counties, states, or regions is an example of using _________ variables for market segmentation.
geographic
Instead of selling your product throughout the United States, you might concentrate on one or two regions. This is an example of _____ segmentation. behavioristic demographic psychographic geographic
geographic
A __________ is a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas.
market
A(n) _____ strategy is a plan of action for developing, pricing, distributing, and promoting products. positioning segmentation orientation marketing
marketing
Functions of _____ include buying, selling, transporting, and storing goods for an organization in order to accomplish objectives and generate exchanges. operations management finance marketing
marketing
The factors that go into a marketing program—product, price, distribution, and promotion—are called the mix.
marketing
The four activities that are part of the marketing process are also referred to as the _____ mix. marketing service selling product
marketing
The group of activities that includes creating, distributing, pricing, and promoting a good or a service is referred to as ______. marketing segmenting auditing positioning
marketing
The group of activities that includes creating, distributing, pricing, and promoting a good or a service is referred to as ______. segmenting auditing positioning marketing
marketing
The idea that a business or organization should try to satisfy customers' needs through activities that also allow it to achieve its own goals is known as the ___________ concept.
marketing
Political, legal, regulatory, social, competitive, economic, and technological forces comprise the ______. marketing mix marketing strategy marketing concept marketing environment
marketing environment
A systematic, objective process of getting information about potential customers to guide marketing decisions is the definition of ______. a promotion strategy market segmentation a marketing strategy marketing research
marketing research
Joe's Taco cart, which has always sold 100 percent pure beef tacos, develops three new taco varieties for the growing group of vegetarian students who come by daily. Joe still advertises his beef tacos but has also developed a mini-campaign to pitch the veggie tacos. Joe is using a(n) _____ market segmentation approach. psychographic total-market demographic multisegment
multisegment
When a UPS store targets consumers for shipping products around the holidays, but targets businesses for everyday shipping needs, it is using a(n) ______ approach. total-market multisegment mass market concentration
multisegment
In some companies, human resources management is referred to as _______. affirmative action personnel management employee regulation human capital management
personnel management
Distribution is sometimes referred to as ____________ in the marketing mix.
place
Because it relates directly to the generation of revenue, ______ is considered a key element of the marketing mix. distribution price promotion product
price
Since it represents the measure of value used in an exchange, ______ is the marketing mix element that is the basis of most market exchanges. price promotion distribution product
price
Any physical good, service, or idea that satisfies a want or need is a(n) _________
product
Automobile companies truly seem to be listening to customers who are environmentally concerned by offering more fuel-efficient cars. Companies are adjusting the ______ factor of the marketing mix. buying marketing price promotion product
product
Dividing the market using a group's personality characteristics, motives, and lifestyles is _____ segmentation. demographic psychographic psychological benefit
psychographic
Marketing _____ is a systematic, objective process of gathering information about potential customers. orientation promotion research segmentation
research
The process of dividing the total market into groups whose members have similar characteristics is market ___________
segmentation
A(n) _________ is the application of human and mechanical efforts to people or objects to provide intangible benefits to customers.
service
American Girl manufactures dolls for young girls between the ages of 3 and 12. This specific group of consumers is the company's __________ market.
target
central focus
the buyer or the target market is the central focus for all marketing activities
The process of moving strawberries, blackberries, and raspberries from Portland Fresh and Ready Farms to the farmer's market where customers will purchase them, is a marketing activity called ______. inventorying transporting arranging freighting storing
transporting
Customer benefits subtracted by customer costs = customer _____. price exchange value satisfaction
value
Promotion includes which of the following? (Select all that apply) Publicity Distribution Advertising Sales promotion Personal selling
Publicity Sales promotion Personal selling Advertising
Which of the following is not a typical marketing task of an organization? Pricing a product or service Creating a product or service Promoting a product or service Distributing a product or service Purchasing a product or service
Purchasing a product or service
Motivation is an inner drive that directs a person's __________ toward goals.
behavior actions
In order to implement the marketing concept, which is essential to have? Good information about vendor relationships Good inventory information Good information about consumer desires Good account information for all clients and customers
Good information about consumer desires
Which of the following are external influences in the marketing environment? Legal Competitive Social Demographic Economic Geographic
Legal Competitive Social Economic
Which of the following best describes the concentration segmentation approach? One marketing strategy for a single market segment Marketing efforts aimed at two or more segments One strategy for minorities, another for women, another for everyone else Product variations to appeal to different market segments
One marketing strategy for a single market segment
This psychological factor is the process by which a person selects, organizes, and interprets information received from his or her sense, as when experiencing an advertisement or touching a product to better understand it. Attitude Learning Perception Personality
Perception
Select the three variables that are part of psychographic segmentation. Usage Personality Lifestyles Motives Convenience
Personality Lifestyles Motives
Which of the following is least likely to be part of promotion? Personal selling Publicity Pricing Advertising
Pricing
Due in part to the Industrial Revolution and the demand for manufactured goods, this orientation was prominent in the second half of the 19th century. Sales orientation Production orientation Market orientation
Production orientation
A marketing strategy has two major components: selecting a target market, and ______. developing an appropriate marketing mix developing segmented markets pricing all products according to consumer's desires and needs distributing products according to consumers' needs
developing an appropriate marketing mix
