Marketing 3010 Final

A company providing customer service via Twitter is an example of which type of common touch point between companies and customers?

Social CRM

Business products are different from consumer products in that business products ____.

Are used to manufacture other goods or services, to help organization's operations, or resold to consumers.

What are the social media users who produce and share content, such as blogs and videos, known as?

Creators.

A market segment that is large enough to justify its own marketing mix is said to be ____.

Substantial.

Which of the following is an example of a business product?

Crest selling sample-size toothpaste to a dentist who will distribute the product to his or her patients.

The ability to change prices very quickly, often in real time, is referred to as _______.

Dynamic pricing.

A company considering culture when marketing a product in a foreign country would want to be sure that promotional messages do all of the following

Are translated correctly, convert the intended meaning, reflect the country's social values.

A firm that conducts research attempting to develop new or improved products is conducting ____.

Applied research.

Component parts ____.

Are either finished items ready for assembly or products that need very little processing before becoming part of some other products.

A questionnaire of car owners asks, "Do you own a car?" What type of survey question is this?

Closed-ended.

The elements of a brand that cannot be spoken are called the ____.

Brand mark.

Which type of advertising is designed to influence demand for a specific brand?

Competitive.

A production orientation is successful when ____.

Consumer wants and needs match what the company can best produce.

Marketers should monitor their chosen segments ____.

Continually.

Which ethical theory says that when people are faced with an ethical dilemma, they focus on their duties or responsibilities?

Deontological theory.

The Cleveland Clinic has developed a reputation as a high-quality care center where people from around the world might travel for certain procedures such as open-heart surgery. The Cleveland Clinic uses television and print media advertising to create awareness about its heart center and to publicize the excellent care patients receive. If a person has a need for heart surgery, it could be classified as a(n) _______ product.

Specialty.

Uber has been accused of using _______ pricing in which it charges fares at a very low price with the intent of driving competitors out of business or out of a market.

predatory pricing.

Promotion can perform one or more main goals: informing, persuading, _______ and _______.

reminding; connecting.

Divit is an organic farmer and sells his fresh produce at weekly farmers' markets in his community. During the summer, he sold watermelons for $3 each. One Saturday, he sold all 50 of the watermelons he had picked. How much revenue did Divit earn from selling his watermelons?

$150.

In all of the following ways marketers can reach consumers using mobile technology

Direct mail.

____ is the riskiest way to enter a foreign market but provides the highest return.

Foreign Direct Investment.

Which of the following statements is an argument AGAINST corporate social responsibility?

Management that focuses on being socially responsible are spending shareholders' money to further their own agendas,

Delivering products to customers at the right time, in the right place, and at the right price is illustrated by which of the following reasons to study marketing?

Marketing plays an important role in society.

A market development strategy ____.

Markets present products to new markets.

A company runs an ad on social media. This is an example of which type of communication?

Mass communication.

Which survey method allows a company to interact on a regular basis with a group of consumers who agree to participate in an ongoing dialogue?

Online research communities.

There are multiple types of probability samples. In a _______, every member of the population has an equal chance of selection. In a _______, members of a population are selected in preset intervals.

Simple random sample; systematic sample.

A market-oriented company targets its products to ____ while a sales-oriented company targets its products to ____.

Specific groups of consumers; everyone.

Which form of publicity is when a company spends money to support an issue, cause, or event not organized by the company itself?

Sponsorship.

A factor affecting service promotional strategy is _______.

Stressing tangible cues.

A modification to a product that changes the taste, texture, sound, smell, or appearance is a _______.

Style modification.

Derived demand means ____.

There is a linkage between the demand for a company's output and its purchase of resources.

A good reason to invest in new-product development is ____.

To sustain company growth.

Nanami used her smartphone and the Amazon app to place an order for several items. She received confirmation of the order via e-mail and a tracking number in a second e-mail when her items shipped. These three instances of contact between Amazon and Nanami are called _______.

Touch points.

Which form of trade sales promotion involves price reductions offered to wholesalers and retailers that purchase or promote specific products?

Trade allowances.

The exclusive legal right to use a brand or part of a brand is ______.

Trademark protection.

Which of the following strategies would be most appropriate for a market-oriented firm?

Understanding what products and services customers want and need and offering those in order to meet organizational objectives.

When a company uses a single marketing mix to target all customers, it is utilizing ____.

Undifferentiated targeting.

The ____ is an international trade agreement among Canada, Mexico, and the United States designed to facilitate trade by removing tariffs and other trade barriers among the three nations.

United States-Mexico-Canada Agreement (USMCA)

Demographic segmentation uses all of the following bases

gender, family life cycle, income.

The first step in gauging the effectiveness of a social media effort is ________.

identify your key performance indicators (KPIs)

Which type of advertising appeal tells consumers the product will make their life simpler and easier?

Convenience.

Portable tools and office equipment would be categorized as ____.

Accessory equipment.

Standards of proper or acceptable behavior are known as ____.

Behavioral norms.

One 30-second advertisement shown during the Super Bowl football game typically costs over $5 million. Due to its high cost, which of the following companies would be most likely to place an advertisement during the Super Bowl?

Ben & Jerry's Ice cream, a nationally distributed product.

_______ focuses on the attributes that consumers seek and what they expect to receive from a good or service.

Benefit segmentation.

Which social media platform is where users facilitate conversations by posting articles and messages?

Blogs and microblogs.

Audi, a German automobile manufacturer, commonly places its _______ consisting of four intertwining rings on the grills of its cars. These rings symbolize the amalgamation in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch, and Wanderer.

Brand mark.

Marketing goods and services to individuals and organizations for purposes other than personal consumption is called:

Business marketing.

Brands offered exclusively by a retailer that are manufactured by a third party are called ______.

Captive brands.

Which of the following is a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status?

Cold calling.

Integrated marketing communications (IMC) is the careful coordination of all promotional messages to ensure the marketer's messages are _______ at every point of contact with the consumer.

Consistent.

Menard's typically features specific products in its television and newspaper advertising. Recently, it offered a special on General Electric light bulbs. Menards receives funds from General Electric to support the advertising of GE's products. This is known as _______ advertising.

Cooperative.

During which stage of the product life cycle is it recommended that most promotional expenses—but especially advertising—be reduced?

Decline stage.

Which group of adopters is an important link to the late majority and helps new products reach a tipping point in diffusion?

Early majority.

After ideas have been generated, the next step in the product development process is _______.

Idea screening.

The first group to adopt new products are called _______.

Innovators.

Paola is the owner of Five Senses Spa and Salon, a full-service salon. Unlike other spa and beauty companies, Paola provides a salary with a bonus compensation program to her employees as well as full benefits. In addition, throughout the year, Paola offers a variety of educational programs such as budgeting and finance to help her employees learn about personal financial planning. Paola realizes the importance of _______ marketing, because happy employees create happy customers.

Internal.

John Deere is a manufacturer of agriculture equipment. Deere supplies replacement parts to dealerships across the globe. John Deere has begun utilizing technology so it can identify the geographic location of the parts. This information is available to dealerships and is especially useful in reducing equipment downtime. Agriculture equipment owners can have their machines repaired with replacement parts in a shorter amount of time than before the use of the tracking technology. This is an example of a phenomenon referred to as the _______.

Internet of Things.

Sapporo Brewery, Nissan, Yamaha, and Canon are all Japanese firms that are uniter under one conglomerate called a ____, defined as a network of interlocking corporate affiliations.

Keiretsu.

____ is a network of interlocking corporate affiliates important in Japan.

Keiretsu.

Offering only discounts is an example of which level of relationship marketing?

Level 1.

Makayla is an Uber driver in Orlando, Florida. She enjoys the opportunity to meet different people and earn extra income. During high usage times, Uber's proprietary application determines the fee charged to Makayla's customers. Thus, a consumer using Uber to travel from the airport to a downtown hotel might pay a different price at 1 p.m. on a weekday compared to a busier time at 5:30 p.m. on a weekday. Which type of pricing objective is Uber utilizing?

Operations-oriented pricing.

Which of the following pricing strategies involves charging a relatively low price to reach the mass market?

Penetration pricing.

Microwave ovens are now in the maturity stage of the product life cycle. Which of the following statements is true about pricing for microwave ovens?

Pricing of microwave ovens will be reduced as competition increases and high-cost firms are eliminated.

____ is the most flexible of the four Ps because it is the easiest and quickest component to change.

Prie.

The Final Fantasy XV video game features recognizable name-brand products. In the game, the main characters camp with Coleman gear and buy and eat Cup Noodles in bulk. Coleman and Cup Noodles are using _______ to reinforce brand awareness and create favorable attitudes.

Product placement.

Which form of publicity is a strategy that involves getting a company's product to appear in entertainment or news media?

Product placement.

All of the following components of the promotional mix give the marketer control over the message

Public relations.

Unprocessed extractive or agricultural products, such as mineral ore, lumber, wheat, and corn would be categorized as ____.

Raw materials.

Which advertising medium offers the largest reach and has a high audio-visual impact but is very expensive and messages can be easily forgotten?

Television.

A service is the result of applying human or mechanical efforts to people or objects.

True.

Retailing represents all the activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use.

True.

If a marketer chooses advertising over personal selling because their product is a routine and simple purchase, they are considering which factor affecting the promotional mix?

Type of buying decision.

Gustavo likes using the self-checkout aisle at Walmart to save time, but he is often frustrated when a product's universal product code is not recognized by the scanning system. Then, a customer service agent must assist him to lookup the product's price, and it takes longer than necessary to complete Gustavo's purchase. Which of the following is true regarding the use of universal product codes (UPC)?

Universal product codes enable retailers to collect information about consumer purchases as part of scanner-based research.

The ____ offers low-interest loans, advice, and information to developing nations.

World Bank.

Miguel's favorite beverage is Pepsi, which normally costs $1.39 for a two-liter bottle. Occasionally, his local grocery store offers three 2-liter bottles of Pepsi for $3. Due to the savings, Miguel stocks up and buys six bottles since he has room to store them in his pantry. This is an example of the _______ concept.

demand.

Leon is planning a trip to attend alumni weekend at the university at which he received his degree. He was shocked to learn that hotel rooms for alumni weekend are now priced at least three times the typical cost. He spoke with a customer service agent who told him that the hotel uses a computer algorithm that changes the price of a room based on room availability and the number of inquiries the hotel is receiving about rooms. This is an example of _______ pricing.

dynamic.

The first step of setting prices is to _______, while the last step is to _________.

establish pricing goals; fine-tune the base price with pricing tactics.

All of the following are examples of primary data

focus groups, ethnographic research, surveys.

Dante is an account manager for Mediacom, which markets internet and cable television services to businesses such as restaurants, bars, and hotels. Dante practices relationship marketing because he realizes _______.

it's more expensive to attract new customers than to retain existing customers.

All of the following are examples of a pull strategy

manufacturers trying to stimulate consumer demand by promoting directly to consumers, retailers asking their wholesalers to carry the product, consumers encouraging the retailer to carry the product.

All of the following are strategies used to build relationships when marketing services

memberships, selling in bulk, loyalty programs.

All of the following statements describe the impact of technology on personal selling

otential customers can enter the sales situation with as much or even more information than the salesperson, potential customers can now conduct their own product research, potential customers can rely on each other by using channels such as social media.

If two executives from rival insurance companies met to discuss the policy premiums they would both agree to charge for automobiles, they would be engaging in _______.

price fixing.

In terms of retail operations models, retailers are often categorized by all of the following factors

price, product assortment, service level.

Social media is unique when compared to traditional mass media in all of the following ways

social media activity is more measurable, social media allows marketers to listen to consumers, social media amplifies the impact of word of mouth.

Which of the following is true about the effects of advertising on market share?

A certain minimum level of exposure is required to affect purchase habits.

Hannah and Ella recently dined at Buffalo Wild Wings. They placed their order for drinks and their dinners. Their drinks arrived quickly, but after 20 minutes, Hannah and Ella had still not received any food. Finally, Hannah and Ella received their meals after waiting over 30 minutes. This wait time was much longer than Hannah and Ella expected and is an example of which type of service gap?

A gap between the service that customers receive, and the service they want.

____ uses previous examples of ethical dilemmas and applies those rules to a current ethical dilemma.

Casuist ethical theory.

Walgreens stores in warmer, sunnier parts of the country might dedicate more shelf space to sunscreen, while stores in colder areas might dedicate more space to gloves and hats. This is based on which geographic variable?

Climate.

Supplies are ____.

Consumable items that do not become part of the final product. Paper and pencils are examples of supplies.

Redesigning packaging would be considered a(n) ____ on the innovation matrix.

Core innovation.

A form of trade in which all or part of the payment for goods or services is in the form of other goods and services is called ____.

Countertrade.

Norwegian Cruise Line is attempting to use _______ in response to a purported mutiny of passengers on its Norwegian Spirit ship who were upset over changes in their voyage itinerary due to bad weather as well as unsanitary conditions on the ship. The company has issued a press release stating, "We understand that it is disheartening when we are unable to call on ports that our guests have been looking forward to visiting. However, we do ask for our guests' patience, cooperation, and understanding that severe weather conditions are an act of God and cannot be controlled, influenced, or remediated by the cruise line."

Crisis management.

What are social media users who often post comments, ratings, and reviews of products known as?

Critics.

Which of the following products would be most likely to benefit from personal selling activities rather than advertising or sales promotion?

Custom replacement windows for a home.

Which generational cohort accounts for the majority of prescription drug sales?

Baby Boomers

____ aims to expand knowledge, not to develop new or improved products.

Basic research.

L'Oréal, a beauty brand, offers a variety of powders and liquid foundation for women with different skin tones. The company's website offers guidance to women to help them assess their skin color—from fair, porcelain skin to a deep, dark complexion. L'Oréal is utilizing _______ segmentation by offering a range of products to meet the needs of all women and diverse ethnic backgrounds.

Demographic.

AIDA stands for attention, interest, _______, and _______.

Desire; action.

Ethan recently accepted a sales position with Vector Marketing to represent Cutco. Ethan meets with customers in their homes and typically has several fresh food items such as apples or tomatoes with him. He uses the fresh food items so customers can compare their "favorite" knives with Cutco's knife featuring the Double D edge. Ethan has been surprised how engaged customers become during these activities because they believe that their knives will perform better than the Cutco brand. A customer's level of engagement and participation in the product demonstration is an example of how _______, a step in the AIDA process, is stimulated.

Interest.

Offering employees of a service company benefits such as flextime, on-site daycare, and free food are examples of _______.

Internal marketing.

Penzey's, a spice company headquartered in Wisconsin, predominantly utilizes _______ media such as Facebook and Instagram. These apps are some of the fastest-growing social media and can reach a narrow target audience with a relatively short lead time to create messages.

Internet.

A ____ is the description and estimation of the size and sales potential of market segments that are of interest to the firm and the assessment of key competitors in these market segments.

Market opportunity analysis (MOA).

Phil Steele is a professional photographer and owner of steeletraining.com, where he provides video tutorials and courses about photography. His Phil Steele Photography Facebook page has approximately 30,000 followers. Phil Steel Photography is an example of a _______.

Micro-influencer.

A questionnaire of car owners asks, "On a scale of 1 to 10 (with 10 being most important), how important is gas mileage when deciding which car to buy?" What type of survey question is this?

Scaled-response.

Elijah is the director of a long-term care community that serves adults aged 65 and over. There are many different communities for independent living in the community, and Elijah knows that prospective residents consider a variety of factors when making a choice. On his tours, he often emphasizes his facility's wellness amenities such as the swimming pool, exercise classes, and weight machines. He also shows a sample apartment so customers can visualize the room sizes, and how their furniture might fit. Elijah is recognizing that _______ qualities are evaluated as part of the services purchase process.

Search.

Data previously collected for any other purpose than the specific research project at hand is _______.

Secondary data.

The first two digits of a NAICS code designate the ____.

Sector.

A market-oriented company____.

Sees marketing as a company-wide activity.

The characteristics of consumers and organizations that marketers use to divide a market into segments are known as _______.

Segmentation bases.

Birgit likes to eat healthy foods. She recently visited Bed Bath & Beyond to purchase a high-speed blender to make smoothies, soups, sorbet, and other whole food-based recipes. Birgit compared several brands such as the Ninja Professional ($125), Vitamix ($300), and Kitchen Aid Classic ($80). Birgit decided to purchase the Ninja Professional and was pleasantly surprised at how well it blended spinach, apples, cucumbers, soy milk, and ice when making her morning green smoothie. She made her choice because of the _______ value of the Ninja but was then thrilled when she received more value than she expected from its performance.

Perceived.

A _______ is a way to display or graph, in two or more dimensions, the location of products, brands, or groups of products in customers' minds.

Perceptual map.

Services can't be stored, warehoused, or inventoried. This is an example of _______.

Perishability.

Which component of the promotional mix is conducted person-to-person with the buyer and may take place face-to-face, over the telephone, or by online video?

Personal selling.

A person's traits, attitudes, and habits are part of their ____.

Personality.

A few years ago, people everywhere were participating in the Ice Bucket Challenge. The challenge promoted awareness of the disease amyotrophic lateral sclerosis (ALS) and encouraged donations to research. People would post a video of themselves dumping a bucket of ice water over their head or another person's head. The hallenge led to $114 million in contributions to ALS research in August of 2014 and over 17 million participated in the challenge around the world. This is an example of _______ media.

Earned.

An influencer organically mentioning a product on Instagram is an example of _______ media.

Earned.

Yoplait offers a variety of different single-serve yogurt cups in flavors such as strawberry, blueberry, chocolate, banana, and key lime pie. Yoplait also offers another product line of yogurt products called Go-Gurt, which is marketed for kids and served in long tubes. Parents that purchase and enjoy single-serve cups for themselves are likely to purchase Go-Gurt for their children. What benefit does Yoplait receive by using product lines?

Equivalent quality.

A variety of factors can affect the accuracy of forecasts during business analysis. For example, _______ markets like soft drinks are easier to forecast. But forecasting the size of _______ markets is more of a challenge.

Established; new or niche.

____ are moral principles or values that generally govern that conduct of an individual group.

Ethics.

A(n) _______ is a written guarantee about the quality, abilities, or performance of a product that is communicated by the manufacturer or seller.

Express warranty.

Zari purchased a tooth-whitening product that claimed on the package to "drastically whiten teeth 2-3 shades within 15 days of use." These claims on the product's package would be considered a(n) _______ warranty.

Express.

Maria follows a boutique on Facebook that routinely features live sessions of new releases. The boutique informs customers that there are a limited number of items available. Maria placed an order for an item that was recently featured. According to the communication process, this is known as _______.

Feedback.

Costs that don't change with the level of production, such as rent, administrative labor, and utilities, are referred to as _______.

Fixed costs.

When different customers pay different prices, it is called _______.

Flexible pricing.

Which type of media schedule utilizes "on" and "off" times for the ad based on the best sales periods?

Flighted.

Which media selection consideration relates to the number of times an individual is ex-posed to a given ad in a specified period?

Frequency.

Nestlé, known for its chocolate, has used the phrase "sustainably sourced cocoa beans" on its packages of chocolate bars. However, the company has been accused of contributing to deforestation in West Africa. If true, Nestlé may be using _______ to give the impression that it is environmentally friendly, even though it may be causing harm to the environment.

Greenwashing.

Co-branding can take several forms. _______ identifies the part of the brand that makes up the product.

Ingredient branding.

The consumer must be present for the consumption of services. This is an example of _______.

Inseparability.

Hospitals, colleges and universities, and museums fall into the ____ category of business customers.

Institutional.

If a researcher needs a sample that is representative of the population they are studying, they will utilize a _______.

Probability sample.

Jo Malone is a designer fragrance company. Its perfume and cologne products are available at a limited number of stores including Sephora and Nordstrom. Jo Malone is using a(n) _______ distribution intensity.

Selective.

The use of machines to offer services is called _______.

Self-service technology (SST)

Marketers measure the effectiveness of marketing campaigns through all of the following

Sentience.

Shaniqua is the social media marketing manager for Ulta Beauty. Ulta Beauty often motivates web and in-store purchases by offering coupons for $5 off on the next purchase. Shaniqua has set a goal to reach a 5 percent return on Instagram coupon offers that are redeemed by customers who show the coupon on their smartphones. This is an example of the _______ stage of social media planning.

Setting social media objectives.

Consumers exchanging goods with one another through a digital marketplace is called _______.

Sharing economy.

The Chili's restaurant chain has invested in social media marketing. It allows customers to opt in and receive messages from Chili's on their smartphones. A recent message stated, "Happy National Fajita Day! Chicken Fajitas with a drink and starter are $10 today." Which type of mobile marketing tool is Chili's using?

Short message service (SMS)

Fabian recently purchased his first home and needs to buy a lawnmower. He visits Home Depot, and while in the store evaluating the various models, he uses his smartphone to check the prices of the same model at Menards and Lowe's. Fabian is engaging in a process known as _______.

Showrooming.

Which type of promotional goal is usually used during the maturity phase of a product's life cycle to maintain market share?

Reminding.

Chao-xing is consulting with a retail store that sells furniture and appliances. The store uses television and radio advertising to gain consumers' attention and to create awareness of the store. Which element of the promotion mix should Chao-xing recommend the store use to create strong desire and purchase intent among its target market of customers?

Sales promotion.

The ability to provide physical evidence of the service is an example of which component of service quality?

Tangibles.

Juan is in a management development program with Cisco, a worldwide leader in information technology, networking, and cyber security solutions. Cisco is a manufacturer known for its routers, switches, and wireless units, but it has seen an increase in revenues related to services such as cloud computing. It's no surprise that services account for _______ percent of the economic output of the United States.

80.

Which of the following factors favors personal selling?

A customized product.

Deon is the owner of a floral shop. He is often frustrated that Kroger and Walmart sell plants and flowers at lower retail prices than he can purchase at wholesale. Deon thinks his wholesale firm may be engaging in price discrimination. Which of the following statements best explains why Deon may pay more for his plants and flowers?

A firm can charge different prices to different customers if the prices represent manufacturing or quantity discount savings.

Zuwena works in research and development with Under Armour. Under Armour continually invests in new technology, and Zuwena's team recently launched a new model of running shoes called the HOVR shoes. These shoes contain built-in pods that connect to the running app MapMyRun, which is also owned by Under Armour. Like many companies, Under Armour invests heavily in product development, which demonstrates that _______.

A firm's product or product offering is the heart of its marketing program.

Tanvi works in marketing for a hospital. Recently, the hospital has used marketing activities to attract expectant mothers to use the hospital's maternity services. However, recent patient satisfaction scores have dropped due to patient ratings of the amount of time they are allowed to spend with their new babies. The hospital assumed that new mothers would like to keep their babies in the nursery but it is now realizing that most women would rather have their babies stay in their rooms. Based on the gap model of service quality, which type of gap has occurred?

A gap between what customers want, and what management thinks customers want.

A disadvantage of a sales orientation is ____.

A lack of understanding customers' wants and needs.

Jack is the owner of a car wash. His location offers an automatic car wash option and two self-service car wash bays. He views the car wash business as an investment and strives to control expenses. His goal is to achieve a 20 percent profit on his investment, and he sets his prices in order to achieve this goal. Jack is implementing a _______ pricing objective.

target return on investment.

All of the following are target market challenges unique to marketing nonprofits

the need for complementary positioning, apathetic or opposed markets, pressure to adopt undifferentiated segmentation.

All of the following are factors related to product (service) strategy

the service mix, the nature of the core service and supplementary services, level of customization.

Deon has a portable silk-screening business and sells t-shirts at sporting events such as the state track meet. His total fixed costs are $1,500 regardless of the number of shirts he produces. His variable costs are $0.75 for every shirt he makes. If he sells his shirts at $8 each, how many shirts does he need to sell at each event to break even? Round up to the next unit. To calculate Deon's break-even price, use this formula: Break-even is calculated as: fixed costs divided by contribution margin. The contribution margin is the selling price minus variable costs. In other words, first calculate his contribution margin, and then divide Deon's fixed costs by that number.

207 shirts.

Small companies that are actively involved in sustainability and social responsibility may seek a ____ certification.

B corp.

A country's ____ is the difference between the value of a country's exports and the value of its imports over a given period.

Balance of trade.

The most basic level of social responsibility requires that a company ____.

Be profitable.

Devices that send out connecting signals to customers' smartphones are called _______.

Beacons.

Enzo works in admissions for a private university. He recently attended a conference on higher education and learned that, based on a recent survey of admissions officers, 65 percent of accepted students who join a school's private Facebook group enroll in the university. This is an example of which of the following steps in gauging the effectiveness of a social media effort?

Benchmark against your competitors.

Natalie Pelletier is an actress living in Los Angeles. She has a website, www.irishfrecklegirl.com, on which she writes about food, wine, travel, and acting. She usually posts at least once each month, and she might include a recipe, a book review, and original photographs. Natalie's website can be classified as a _______ site.

Blog.

Jian travels frequently for work and turns on his smartphone as soon as his plane lands on the runway. He recently traveled to the Atlanta airport and was disembarking from the plane on the D Concourse. He looked at his phone and noticed a message inviting him to visit One Flew South, a fine dining restaurant located on the E Concourse. The message is an example of _______, a type of mobile marketing.

Bluetooth marketing.

Hakim is a social media consultant and recently met with a new client. Hakim was explaining the basics of social media marketing and stressed the importance of starting with _______.

A marekting plan.

A major shoe manufacturer, which currently uses a multichannel distribution system to make its products available to customers, is considering changing to an omnichannel strategy. Which of the following is true regarding a multichannel system?

A multichannel distribution system can be more expensive due to redundancy and complexity in the firm's distribution system.

The Chevrolet Corvette is a popular sports car. A recent print advertisement stated, "The 2020 Corvette Stingray will debut with a 6.2-liter V-8 engine—codenamed LT2— that produces 495 horsepower and 470 lb-ft of torque." This information is classified as a(n) _______.

Attribute.

_______ are simply features of a product, _______ are what the consumer will receive by using the product.

Attributes; benefits.

The use of machines to offer goods for sale is called _______.

Automatic vending.

If a marketer were to use public relations mainly because it's inexpensive, they are considering which factor affecting the promotional mix?

Available marketing funds.

Avery was a multi-sport athlete in high school. She now teaches aerobics and spin classes at her university's fitness center. She wears only Nike shoes and sports apparel and has adopted the Nike slogan, "Just Do It" as her personal statement and the way she approaches life. She believes in herself and feels stronger, fitter, and more competitive when wearing or using Nike products. Avery is also an unpaid ambassador for the brand and often posts photos of herself wearing Nike products on her social media accounts. Avery would be classified as being in the _______ loyalty group with Nike.

Committed.

Assessment content Marc is the owner of Marc's Auto Service, specializing in imported automobiles. He typically orders parts needed to repair customers' cars from NAPA Auto Parts. NAPA can deliver to Marc's business, and if he orders a part by 8 a.m., he usually receives it by lunchtime. Marc appreciates the ability to get exactly the right part for each vehicle's make and model. These items might include oil filters, radiator hoses, belts, or light bulbs. The products Marc orders from NAPA would be classified as _______.

Component parts.

The three general strategies for selecting target markets include all of the following

Concentrate on one segment with one marketing mix, appeal to the entire market with one marketing mix, appeal to multiple market segments using multiple marketing mixes.

An advantage of the _______ strategy is the firm may have a competitive advantage over other firms trying to reach multiple markets.

Concentrated targeting.

LUS Brands is based in Canada. The company was founded by Sahar Saidi, who is the ultimate "curly girl." Over the years, she had tried every hair care product on the market for curly hair and was always disappointed. She decided to create her own formula. After years of research and development, Sahar created shampoo, conditioner, and styling cream for women with curly hair. LUS Brands is using a(n) _______ targeting strategy.

Concentrated.

Hugo is celebrating his thirtieth birthday and decides to create a birthday fundraiser on Facebook. Hugo recently noticed that the National Football League (NFL) is a major sponsor of the Wounded Warrior Project. Since Hugo enjoys watching NFL games, he decides to post a birthday fundraiser on Facebook to support the Wounded Warrior Project. This is an example of a promotion designed to _______ the target audience.

Connect with.

Chikae is a sales representative with Titleist, a golf products company. Chikae typically calls on business owners of golf shops or golf professionals at golf clubs in his territory. Chikae believes that is important to establish rapport with customers by getting to know them personally. Further, he's always working to achieve a win-win outcome and knows that good things will come if he takes care of the customer as his first priority. Chikae is using _______ selling.

Consultative.

Pasua is an Amazon Prime member who appreciates the convenience and flexibility of ordering products from Amazon. She typically shops using the Amazon app on her phone. Pasua is always amazed how Amazon's suggestions of products she might like are so on-point. She frequently purchases one or more of Amazon's "recommended for you" items as impulse purchases. Amazon is using _______ as a targeting tool based on its ability to track interactions with customers.

Customer relationship management (CRM)

Graciela is a professional portrait photographer who often orders canvas prints and other custom products from Artsy Couture. Graciela regularly receives e-mail notices from Artsy Couture with special incentives such as 20 percent off her next order. Graciela feels appreciated by Artsy Couture as one of its top customers, and she has developed a sense of loyalty to the company. Graciela's experience with Artsy Couture provides an example of why the _______ business process is important to supply chain managers.

Customer relationship management.

Allstate is a major property and casualty insurance company. It also seeks to identify new product opportunities, such as identity theft insurance, based on its interactions with customers. Allstate uses a(n) _______ approach to learn about customer needs and to develop new products or services that meet those needs.

Customer-centric.

Kalani is an account executive with a medical device company that sells sophisticated camera equipment used in surgical procedures such as knee and hip surgery. Therefore, she primarily works with orthopedic surgeons and hospital surgical departments to promote her company's products. Kalani's territory includes five counties in the southwestern part of Tennessee. Kalani can easily visit each customer account once a month to maintain contact. What is the primary difference between business markets and the consumer markets described by Kalani's customer accounts?

Business markets are comprised of fewer customers than consumer markets.

The purchase of health and beauty aid products can be overwhelming due to the number of choices. For example, Procter & Gamble offers its Old Spice brand for men, Head & Shoulders for individuals needing dandruff control, and Pantene Pro-V formula that "transforms your hair by making it stronger." Procter & Gamble utilizes a unique marketing mix for each brand of shampoo, giving the company many benefits such as greater sales volume, higher profitability, larger market share, and economies of scale in manufacturing and marketing. Procter & Gamble is using _______ targeting.

Multisegment.

A market must have all of the following characteristics

Needs and wants, people or organizations, the ability and willingness to buy.

Which of the following is the step of the sales process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement?

Negotiations.

A discount only for the initial order is called a _______.

New customer discount.

Products that a firm has not previously offered would be considered which type of product?

New product line.

Starbucks is now selling Cookie Straws in grocery stores across the United States. Starbucks describes the product as a toasted rolled wafer cookie filled with a luscious layer of rich, dark chocolatey sweetness. Cookie Straws are the first "cookie" product offered by Starbucks with placement in the cookie and cracker aisle. Which type of new product are the Cookie Straws?

New-product line.

Which step in the product development process defines the types of products the organization wants to offer and the markets it wants to serve?

New-product strategy.

A drone is an unmanned aerial vehicle that is guided remotely, and farmers across the world are now utilizing drones, which are revolutionizing the farming industry. Although drones are not new, their use in agriculture is significantly impacting the industry and creating an entirely new market. Which type of new product is a drone in the context of agriculture?

New-to-the-world product.

Anish was watching a World Cup soccer match with friends. During commercial breaks, Anish would typically talk with others about the game or go get something to eat. Anish was distracted and didn't pay attention to the commercials. According to the communication process, this is known as _______.

Noise.

Which type of sample makes little attempt to get a representative cross section of the population?

Non-probability sample.

According to the _______, an industry classification system, the United States has 860,701 business entities in category "72," which is described as "accommodations and food service." The classification system enables business marketers to analyze, segment, and target markets.

North American Industry Classification System (NAICS)

Cintas is a company that provides business owners with items such as floor mats, cleaning supplies, custom apparel, and fire protection solutions. It is a dominant provider to many industries including category "721191"—the bed-and-breakfast inn category—that, according to the _______, has approximately 18,014 businesses.

North American Industry Classification System (NAICS)

Trevor is a marketing manager for Hormel Foods. He typically works with businesses in the hospitality and institutional markets. He's moving to a new territory and is interested in identifying the market opportunity or potential number of businesses that match his target customer specifications. Which of the following would be the most useful source to assist Trevor in this endeavor?

North American Industry Classification System (NAICS)

Zappos is an online retailer known for its shoes and apparel. Zappos contracts with Facebook and Instagram to feature banner advertisements. These advertisements often appear to customers who have recently visited the Zappos website. This is an example of _______ media.

Paid.

Advertising is _______, _______ communication through various mass media.

Paid; non-personal.

Jaylen is the social media manager of an electronics store chain. He believes social media enhances relationships and brings customers and brands closer. The culture of _______that social media fosters may be considered a fifth "P" for marketing.

Participation.

Julio is a Subway franchise owner who appreciates the opportunity to give his customers exactly what they want. Subway offers a variety of options for bread, meat, cheese, vegetables, and condiments. Customers can pick and choose to order exactly the type of sandwich they desire. Subway can be categorized as using _______ processing.

People.

Zion is the Director of Admissions for Butler University. He seeks to attract approximately 1,400 students as incoming freshmen to the university. The last class had 1,326 - just 74 students shy of Zion's goal. However, the student shortfall translates into open seats in classes and a reduction in tuition revenues. Which characteristic of services is best exemplified by Zion's shortfall of students in the incoming class?

Perishability.

Which component of the retailing mix relates to customer service and personal selling?

Personnel.

Noel often watches TV late at night. During SportsCenter on ESPN, Noel saw an advertisement for Meguiar's Hybrid Ceramic Wax. It says, "Spray on. Rinse Off. Protection and durability...beyond conventional car wax. Ceramic made easy." The spot is visually appealing and shows the simplicity of the process and the customer standing back and saying, "Wow!" This is an example of a promotion designed to _______ the target audience.

Persuade.

Verizon recently launched a campaign giving steep discounts on the new iPhone to new customers. In addition, new users will receive unlimited data plans. This is an example of a promotion designed to _______ the target audience.

Persuade.

Which type of promotional goal focuses on a call to action for the consumer?

Persuading.

Walmart is tracking a new measure, called the _______, to determine the impact of various initiatives such as using alternative fuels in its trucks, installing solar and passive lighting in retail stores, and reducing waste from shipping containers. Walmart believes it is important to the company's long-term success to continue investing in sustainability programs.

Triple bottom line.

A firm that starts with a global strategy is better able to develop products that are marketable worldwide.

True.

A product could be a tangible good, a service, or an idea.

True.

Grubhub, a company providing delivery of restaurant menu options, and YUM! Brands, the corporate owner of Taco Bell and KFC, announced a strategic partnership. Grubhub will be an exclusive national partner to YUM! by providing dedicated support for KFC and Taco Bell. Grubhub will provide branded online delivery channels, logistics, last-mile support for delivery orders, and point-of-sale integration to streamline operations. In addition, KFC, Taco Bell, and Grubhub will engage in joint marketing initiatives that will generate new diners and drive order frequency for existing diners. A key element of the alliance between Grubhub and YUM! Brands will be the level of confidence each partner has about the other partner's reliability and integrity. Thus, maintaining _______ is critical to the success of this strategic alliance.

Trust.

Levi is a supply chain manager for Moroccan Oil. This company makes hair care products such as shampoo, conditioners, and styling products. He is primarily responsible for purchasing the various ingredients that are used in manufacturing the company's products and must also work collaboratively to determine formulations, pricing, delivery schedules, and payment terms. Levi uses persuasive communication skills to create outcomes that result in lower prices or higher profit margins for Moroccan Oil. It's a complex process that demonstrates how the _______ is a key differentiator between consumer and business firms.

Type of Negotiations.

Mtn Dew is a major sponsor of NASCAR driver Chase Elliott and his Chevrolet Camaro ZL1 team. Chase Elliott often wears a Mtn Dew hat, and his number 9 vehicle has a prominent Mtn Dew logo. Mtn Dew sponsorship of Chase Elliott is an example of _______ media.

Unmeasured.

All of the following are reasons for failing to achieve a marketing objective

Unrealistic marketing objectives, changes in the environment after the objective was specified, poor implementation, inappropriate marketing strategies in the plan.

Products that are unknown to the potential buyer or a known product the buyer does not actively seek are called _______.

Unsought products.

Imani is 45 years old. She recently met with her financial planner to review her contributions to her Roth IRA, a retirement account. The financial planner also mentioned to Imani that she should consider purchasing long-term care insurance since a high proportion of consumers will likely spend one to two years in a nursing home or assisted living space before the end of their lives. The financial planner said that premiums usually increase after age 50, and that there were several good plans Imani should consider. Imani was somewhat familiar with the term long-term care insurance, but she had never thought about purchasing the product. Thus, for Imani, long-term care insurance would be a(n) _____ product.

Unsought.

Companies that use frequency/loyalty programs hope that consumers purchase more of the product or service. This is an example of _______.

Usage-rate segmentation.

Tyrion is a purchasing analyst for Dow Chemical. He is responsible for negotiating agreements with raw material manufacturers used as input for various Dow Chemical products. He prides himself on his organized and rational approach to his job purchasing chemicals and attempts to utilize the same approach in his personal life. He recently ordered ink cartridges from Amazon for his printer in his home office and received free shipping since he's a Prime member. He also likes how Amazon offers the opportunity to re-order items from his previous orders. How would you classify the value Tyrion received from his purchase of ink cartridges from Amazon?

Utilitarian.

Bertrand's parents are originally from France. They have spoken to him in both English and French for as long as he can remember. However, he thinks that they spend more time correcting his pronunciation and use of grammar when he speaks French compared to when he speaks English. Over time, Bertrand has learned that this is common for French families as they desire to speak "perfect" French. Thus, these families share a common _______ of speaking perfect French, which is one component of culture.

Value.

Costs that change with the level of production, such as raw material and production labor costs, are referred to as _______.

Variable costs.

Graphics technology that displays a realistic visual of a digital image is called _______.

Virtual reality.

Which ethical theory considers a person's character, not just their actions?

Virtue ethics.

A ____ is ____ to the company and is limitation that puts the company at a disadvantage.

Weakness; internal.

Which survey method allows users to create a survey and distribute it to their own audience through email, their website, or social media?

Web survey systems.

A customer chatting with customer service at a company's online store is an example of which type of common touch point between companies and customers?

Web-based interactions.

All of the following questions are asked when considering the business's positions.

What is the SBUs current market share? Does the SBU has a competitive advantage? Does the SBU have the technology needed to penetrate the market?

Jian is shopping at the grocery store for ice cream, and he notices that the Ben & Jerry's brand has subtly altered its packaging. He's always liked the fun and quirky names that Ben & Jerry's uses, such as Cherry Garcia and Phish Food, and he has also noticed that the containers are brightly colored and feature cows doing whimsical things such as holding a bouquet of flowers, lounging in a chair, or soaring across a field. The newly designed packaging featuring different actions of the cows could be considered an example of _______ labeling.

Persuasive.

Caterpillar is a manufacturer of heavy machinery that is sold through its network of dealers around the world. A popular Caterpillar product is the skid steer loader, which is commonly used in general construction, agriculture, and landscaping. Segmenting Caterpillar's skid steer loader customers by industry enables it to better satisfy customer needs by matching its product and available attachments to the industry focus of the customer. Caterpillar is using _______ as a segmentation variable.

Product use.

A positioning strategy that focuses on personality or type of consumer is using a _______ positioning base.

Product user.

A company that focuses on a unique aspect of its product is likely using a ____.

Product/service differentiation competitive advantage.

The four marketing management philosophies are ____.

Production, sales, marketing, and societal marketing orientation.

When marketers look at the segment size, expected growth, and sales and profit potential, they are in which step of the market segmentation process?

Profile and analyze segments.

If a company sets prices so that total revenue is as large as possible relative to total costs, they are using a ______ pricing objective.

Profit-oriented.

Setting prices to maximize the amount of total revenue relative to total costs is which pricing objective?

Profit-oriented.

Revenue minus expenses is _______.

Profit.

Which type of advertising appeal tells consumers the product will either save, make, or keep them from losing money?

Profit.

Zari works at a car dealership. She specializes in used vehicles. She receives an inventory report that lists the cost of each vehicle and the asking price. If Zari sells a car at an amount more than the vehicle cost the dealership to acquire, she has earned a _______.

Profit.

Elon is using the Nike Facebook page to review new models of basketball shoes. Elon enjoys reading the customer reviews and learning how other customers like himself rate the shoe. He often bases his purchasing decision on these reviews by considering factors such as foot support, lateral movement, and fit. Nike also uses the information to track how customer reviews of its products are impacting future sales. Each customer who posts a review receives a numerical rating called a net _______ score.

Promoter.

Which component of the retailing mix relates to advertising and publicity?

Promotion.

A plan for the optimal use of the elements of promotion is a _______.

Promotional Strategy.

Misaki is an account manager with Office Depot who works in the healthcare sector. Recently, Southwest Medical Center selected Office Depot as a preferred supplier. Misaki worked with her technology team to create a Web portal or intranet. The portal enables all departmental staff at the Medical Center who have the authority to order office supplies and receive special pricing. The use of the Web portal provides _______ integration that connects managers across both firms via both hardware and software systems used to exchange information.

Technology and planning.

Assume you are a marketing consultant who has been hired to assist a jewelry store that is releasing a new product line. The store will be the only location in a 60-mile radius to carry this product line. Since the product is in the introduction stage of its life cycle, the jewelry store should use _______ to build awareness.

Radio or television advertising.

Recently, Zari was shopping at her local J. Crew store. She was interested in purchasing a dress, but the store did not have one in her size. The team member assisting Zari offered to check other stores in the area via computer to determine whether another location in the area had the dress in stock in her size. J. Crew team members can offer this service since it utilizes _______ and smart tags to keep track of inventory locations and restocking needs in real time.

Radio-frequency identification.

When a company changes consumers' perception of a brand in relation to competing brands, they are ______ the product.

Repositioning.

CDW is a technology-related firm based in Chicago. The company maintains a dedicated salesforce of account executives who are organized into a variety of divisions to primarily serve their business customers. CDW purchases equipment from manufacturers such as Dell, Asus, and Microsoft that is then sold online or via inbound or outbound telemarketing. CDW is classified as a(n) _______.

Reseller.

Retailers and wholesalers are part of the ____ category.

Reseller.

Which of the following is NOT a requirement of effective strategic planning?

Resource allocation.

Harry's Razors spends a greater percentage of its promotion budget for advertising and sales promotion than does Gillette, the major category leader in terms of market share. Gillette has learned that sales and market share improvements slow down and eventually decrease regardless of how much money is spent on advertising and promotion. This phenomenon is called the advertising _______.

Response function.

Bill's Tree Service is an independently owned tree trimming and tree removal service. One of Bill's former customers, Elena, gave Bill's Tree Service a positive recommendation by commenting that Bill returns calls within 24 hours and is always on time for appointments. Which aspect of service quality is Elena emphasizing in her review of Bill's Tree Service?

Responsiveness.

The ability to provide prompt service is an example of which component of service quality?

Responsiveness.

LucÍa is an avid coffee drinker. She often stops to purchase a morning or mid-afternoon coffee at Dunkin'. She likes the convenience of the drive-through, and her favorite store always gets her order right. However, depending on her schedule and location, she's equally as likely to stop at Starbucks or McDonald's for a coffee. LucÍa would be classified as being in the _______ loyalty group with Dunkin'.

Satisfied.

Jaray is a chemist and responsible for new product development in the agriculture division of Syngenta. He is developing a formula for an herbicide that can be used to control weeds but is also natural and has no harmful chemicals. Jaray is seeking to collaborate with his chemical suppliers, including Dow and Stepan, to get samples of their naturally formulated surfactants to use in his herbicide. Ultimately, Jaray will decide which formulation is best and identify the one or two brands that meet Syngenta's specifications. Jaray is performing the role of _______ as a member of the buying center.

Decider.

Kemi is a brand manager for Post Cereal and is working with his team to plan marketing strategies and tactics for Grape-Nuts. The cereal has been in production since 1897 and has a loyal following of customers. However, the sales have seen a downward trend, and there are many competing products offering similar benefits. Based on this information, Grape-Nuts is likely in the _______ stage of the product life cycle, and any new customers would be classified as _______, according to the diffusion of innovation stages.

Decline; laggards.

Alejandro is an account manager with Frito-Lay. He serves a geographic region that includes about 300 customer accounts. Alejandro uses a tablet computer when meeting with store managers so he can input information about anticipated orders directly into Frito-Lay's enterprise resource management software system. This system is also utilized by the various manufacturing plants that produce products so they can accurately plan and forecast the amount of product to be produced. This is an example of _______ integration.

Demand-supply.

The quantity of a product that will be sold in the market at various prices for a specified period is _______, while the quantity of a product that will be offered to the market at various prices for a specified period is _______.

Demand; supply.

Rogers and Hollands, a jewelry store chain, is often based in shopping centers. The chain primarily promotes engagement rings and wedding bands to couples who are seeking rings as an outward sign of their relationship commitments. This is an exciting time for couples, and Rogers and Hollands enjoys working with couples to find just the right ring to fit their budgets and style preferences. The focus of Rogers and Hollands on the engagement and wedding ring market exemplifies its use of _______ segmentation.

Demographic.

Representatives selling door-to-door or in homes is called _______.

Direct retailing.

Bombas socks are available only through the company's website, www.bombas.com. Bombas is using the _____ channel system to make its products available to consumers.

Direct.

Which type of store competes on the basis of low price and high volume?

Discount stores.

A ____ strategy increases sales by introducing new products into new markets.

Diversification.

Amazon has begun using _______, which are unmanned aerial vehicles, to reduce the costs of "final mile" delivery in urban areas.

Drones.

Which of the following is NOT true about strategic business units (SBUs)?

Each SBU shares its mission statement with the parent company.

_____ are the second category to adopt new products while _____ are the last group to adopt a product.

Early adopters; laggards.

Often Running is a retail store that caters to individuals who enjoy running and walking. However, the store understands that not all individuals are the same, and many may share one or more characteristics that lead them to have similar product needs. For instance, runners participating in high school or college track teams may need several different types of shoes for training, including running shoes, indoor track shoes, and outdoor spike shoes. The group of runners who are members of a track team would represent a market _______ to the business.

Segment.

Jalen is in his late thirties and has always enjoyed running. He is training for his first marathon and recently purchased a Garmin running watch to help him train and pace his workouts. He considered the pros and cons of the Garmin system, read many product reviews, and spoke with many friends who recommended the Garmin. Jalen is excited about his purchase but is wondering why he waited so long to get a running watch. He has now become a big advocate for Garmin and has been a vocal supporter of the brand. Which category of adoption best describes Jalen?

Early majority.

Which type of media can be low cost and effective but may make it difficult for the marketer to control the results and the message?

Earned media.

Companies that are ethically responsible have already met ____ responsibilities.

Economic and legal.

Luiz has recently been hired to manage the social media marketing efforts for a furniture retailer. Luiz has decided that Facebook, Instagram, Pinterest, and Houzz are the most appropriate social media platforms for the furniture store. Which stage of the social media planning process is Luiz in?

Selecting the tools and platforms.

Caring, individualized attention is an example of which component of service quality?

Empathy.

Javier is a funeral director who meets with family members to discuss funeral arrangements for their loved ones. He has a caring demeanor and can naturally show through his words and actions how much he understands their grief during their difficult time. Javier makes sure to ask questions about the loved ones, and he is always interested to learn about their lives. Which aspect of service quality is Javier demonstrating when meeting with family members to plan a funeral?

Empathy.

Successful relationships marketing strategies depend on all the following.

Empowering employees, teamwork, training employees in customer service.

Marketing research may not be needed if you are _______.

Entering a stable market that is well-understood by the company.

Through a process called ____, marketers collect and evaluate information about the marketing environment.

Environmental scanning.

Dyson is a British manufacturer known for its vacuum cleaners, fans, and hairdryers. It has emerged as a leading company highly valued by consumers who routinely pay more than $400 for its top-of-the-line vacuum cleaners. The brand has a high level of awareness, is known for high product quality, and many consumers will only buy the Dyson brand. Dyson is an example of a company exhibiting high brand _______.

Equity.

Which type of research involves the study of human behavior in its natural context either through direct observation or self-reporting (such as journals or diaries)?

Ethnographic research.

Monitoring customer satisfaction and retention describes which function of sales management?

Evaluating the sales force.

Hayley is a senior in high school who wants to major in healthcare administration in college. She's engaged in some information search activities and has identified three schools within a three-hour drive of her home that offer a major in health care management or administration. These three schools are known as Hayley's _______.

Evoked set.

The ____ is the price of one country's currency in terms of another country's currency.

Exchange rate.

Which form of publicity involves events created by the company that are available either in-person or online?

Experiential marketing.

Packages that are easy to transport and stock on shelves are a result of which objective of packaging?

Facilitate the storage, use, and convince of products.

Sysco is a food distributor that serves the restaurant, hospitality, and institutional markets. Sysco offers a variety of items and typically offers a net 30-day payment. However, companies that have approved credit may be approved for longer-term financing, up to a 90-day payment of their invoices. Sysco is providing a key channel function as an intermediary known as _______.

Facilitating.

Internal marketing is especially critical in companies that manufacture goods.

False.

Social media are easy to measure, because the common denominator is to measure ROI.

False.

All of the following correctly describe online surveys when compared to paper questionnaires

Faster to develop and distribute than paper questionnaires, personalized questions are possible with online surveys, reduced cost compared to paper questionnaires.

All of the following are influenced by social factors

Federal legislation, if specific promotions are effective, the products people buy.

Catarina is the marketing manager for a local Ford dealership. Catarina assists the dealership in its Internet marketing efforts and uses Google Alerts and Social Mention to notify her if the dealership is criticized or receives a negative review. Catarina also routinely scans the dealership's Facebook page for negative and positive customer reviews. This is an example of _______, the process of identifying and assessing what is being said about a company.

Social Media monitoring.

Lady Gaga, a well-known pop singer, was the first Twitter user to reach 30 million followers. Lady Gaga is an example of a _______.

Social media celebrity.

Felipe is the social media marketing manager for a local John Deere dealership. He's creating a quarterly report for the general manager to demonstrate the value of social media marketing. Which of the statements is true about evaluating the effectiveness of social media marketing?

Social media effectiveness is difficult to measure because there is no common denominator to measure ROI.

The process of identifying and assessing what is being said about a company, individual, product, or brand is known as _______.

Social media monitoring.

Nala Cat is known as Instagram's most popular cat with more than 4 million followers. Nala is an example of a _______.

Social media star.

Which social media platform allows users to create communities using profile pages or groups, enabling them to share content and exchange messages?

Social networking sites.

Riya is completing her master's degree in biology. She is interested in pursuing a laboratory scientist position in an infectious disease department of a major hospital. Riya updates her profile on LinkedIn and uses the search feature to locate individuals currently working in infectious disease departments at hospitals within a 100-mile radius of her university. She understands the importance of connecting with people in her field and creating personal connections. The LinkedIn website can be classified as a _______ site.

Social networking.

Which social media platform is where users post stories and the community votes the stories up or down to rank them?

Social news sites.

Valentina is a kitchen designer based in San Francisco. She often posts before and after photos of her recent kitchen remodeling efforts for clients on Pinterest and Houzz. She enjoys sharing her work and giving others inspiration for their own do-it-yourself projects. Pinterest and Houzz can be categorized as _______ sites.

Social news.

Harley-Davidson Motorcycles has built a strong and loyal following of customers. The company's Harley Owners Group (HOG) hosts events such as drives, barbecues, open houses, product demonstrations, and races. HOG members may also receive promotional discounts on products via email, text, or snail mail. Membership in HOG enables Harley owners to meet and mingle with others to get the most out of their Harley ownership experiences. This is an example of the _______ level of relationship marketing.

Social.

Mingyu has a small lifestyle boutique offering fashions, home décor, and gift items. She often posts photos of new styles on Facebook. Mingyu now offers the option for customers to comment "sold" and request sizes to purchase items via the Facebook posting. Users simply create an account with Mingyu's Facebook page and are given the option to pick up their items in the store or have them shipped. This is an example of _______ commerce, which combines social media with the basics of e-commerce.

Social.

All of the following are disadvantages of secondary data

Source and quality can be unclear to the researcher, not specific to research problem, not confidential.

Particular items for which consumers search extensively and are very reluctant to accept substitutes are called ______.

Speciality products.

Which type of store carries a deep range of brands within a narrow category of products?

Speciality stores.

Francesca is a media buyer with an advertising agency. She recently met with a client who was primarily interested in connecting with current and prospective customers using social media channels such as Facebook, Instagram, Pinterest, and Twitter. Which of the following is true about digital advertising?

Spending on digital advertising now exceeds spending on advertising through traditional media.

Mike Ditka, a famous NFL football coach, was recently featured in a television advertisement for Blu-Emu where he recommends the numbing pain relief cream. This is an example of the _______ executional style of advertising.

Spokesperson/testimonial.

The Bank of America Chicago Marathon recently announced results from the most recent event. Over 11,000 runners competed and raised an event record $22.7 million through the Chicago Marathon Charity Program in which runners ask friends and family to support their charity's cause with a donation. The Bank of America is using _______ to improve brand awareness and enhance its corporate image.

Sponsorship.

In multinational firms, companies that operate in one country and sell products in others are in ____ of global business development while companies that operate an entire line of business in another country are in ____.

Stage 1; Stage 3.

A ____ is a product or SBU that has high market share in a market with high growth while a ____ has low market share in market with high growth.

Star, problem child.

A company chooses to use the same product in every foreign market that it serves and does not alter any promotional messaging. The company is using a ____ strategy.

Straight extension.

In a ____, the business buyer reorders the same goods and service without looking for new information or investigating other suppliers.

Straight rebuy.

According to a recent publicity announcement, "Walgreens Boots Alliance Inc. (WBA) and Microsoft Corp. have joined forces to develop new health care delivery models, technology, and retail innovations to advance and improve the future of health care. The companies will combine the power of Microsoft Azure, Microsoft's cloud and AI platform, health care investments, and new retail solutions with WBA's customer reach, convenient locations, outpatient health care services, and industry expertise to make health care delivery more personal, affordable, and accessible for people around the world." This is an example of a _______.

Strategic alliance.

Company-level goals such as increasing total sales, reducing costs of goods sold, and maximizing return on investment are called _______.

Strategic goals.

Christina is considering expanding her women's fashion boutique to include clothing for expectant mothers. However, she's concerned about whether her geographic market has enough women who are pregnant to justify her expenditures. Furthermore, she's heard that the birth rates are down across the United States. Which criterion for successful segmentation is of most concern to Christina?

Substantiality.

Christina is a supply chain professional for Panera Bread. She is responsible for negotiating prices for various ingredients such as yeast, flour, spices, and sugar that are utilized in the making of the bread products that are created prior to distribution to company-owned or franchise stores. Christina works with the manufacturing team to schedule product deliveries and to order sufficient quantities to meet the weekly demand schedule. Christina places orders for the needed items based on the projected demand for that week. Which type of buying situation best describes Christina's process?

Flexible demand buy.

During which step in the sales process must the salesperson ensure that delivery schedules are met and that goods and services have performed as promised?

Following up.

Ramla is an account representative with IBM business solutions. She recently contacted Chun who is the lead project manager at an insurance firm that purchased IBM cloud services. Ramla was interested in learning how the cloud services were working for Chun and if there were any questions or issues. Ramla is in the _______ stage of the personal selling process.

Following-up.

A large fast food chain has received complaints from customers and environmental interest groups over the company's continued use of plastic and Styrofoam containers. However, the company just launched a social media campaign to publicize its use of solar power to reduce its carbon footprint. This use of marketing techniques to portray the company as environmentally friendly is known as _______.

Greenwashing.

The formula for break- even point is: break-even = total fixed costs ÷ _______.

Gross margin per unit.

_______ is when consumer demand is insensitive to price changes, and _______ is when consumer demand is sensitive to price changes.

Inelastic demand; elastic demand.

____ is a measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year.

Inflation.

In the buying center, ____ are people who affect the buying decision by supplying information to guide the evaluation of alternatives or by establishing bin specifications.

Influencers/evaluations.

The Mattress Wedge Foam Pillow was recently featured in a 30-minute spot on television. The _______ discussed the attributes and benefits of the foam pillow and included interviews with customers and healthcare professionals who claimed the pillow could reduce issues with acid reflux.

Infomercial.

Taco Bell recently announced it was debuting a new menu item. Commercials for the new product feature the item and state the product will be available in stores at the end of the month. The primary goal of this promotional message is to _______ the target audience.

Inform.

Technology impacts personal selling because it changes the nature of the _______ about a product or company.

Information flow.

Alicia is interested in purchasing a set of ear buds to use with her laptop and smartphone. She visits Best Buy and notices that the prices vary from $10 to several hundred dollars. Alicia prefers wireless ear buds and compares the Skullcandy model that costs $90 to a similar pair from Beats by Dre that cost $119. She decides to purchase the Beats brand because she believes it's a higher quality set. In this case, Alicia has been influenced by the _______ effect of price.

Information.

Recently, there has been a growth in assisted living centers across the United States as the number of adults aged 65 and older increases due to individuals living longer. This phenomenon indicates that companies that choose to develop senior living centers can be assured that this market segment meets the criterion of _______, meaning that it is large enough to warrant developing and maintaining a special marketing mix.

Substantiality.

Constanza is a mother of two young children. She consciously tries to avoid added sugar in their diets. Like many children, the kids enjoy peanut butter, and Constanza spends several minutes at the store comparing different brands by examining their ingredient lists. She usually purchases a "natural" peanut butter but reads the ingredients to check for added preservatives and sugar. The part of the product's package that is most important to Constanza is its _______ labeling.

Informational.

There are pros and cons to test marketing. Which of the following is true about test marketing?

It can be expensive and take a long time.

Nike launched its wearable fitness tracker, the FuelBand, in 2012 after Fitbit's debut in 2007. The FuelBand tracked "Fuel Points," even though customers didn't really know what this metric meant or how it was calculated. Customers also complained that you could sit at your desk waving your hand to ramp up your score. In the four years of FuelBand's existence, Nike only captured about 10 percent of the wearable market, while its rival, Fitbit, became the category leader. Based on this description, what was the primary reason for the FuelBand's failure?

It did not offer s benefit compared to existing products.

Store-level goals such as increasing store traffic, increasing sales of a specific item, and managing employees are called _______.

Tactic goals.

Diya owns a Lexus automobile and schedules routine maintenance at her local Lexus dealer. When she visits for an oil change, she is shown to the luxurious customer waiting area that features a snack bar, espresso machine, and comfortable chairs and couches. In addition, Wi-Fi is available so those needing to work can be accommodated. Diya always feels pampered even though it's her car that's receiving the service. Which aspect of service quality is being demonstrated by Diya's experience at the Lexus dealership?

Tangibles.

If a marketer were to run ads so they could reach a large audience that is dispersed over a big geographic area, they are considering which factor affecting the promotional mix?

Target market characteristics.

Factors such as the size and profit potential of the market and the level of competition for its business affect the selection of a company's _______.

Target market.

A firm using a niche competitive advantage ____.

Targets and serves a single segment of the market.

A ____ is a tax levied on goods entering a country, while a ____ is the exclusion of all products from certain countries or companies.

Tariff; boycott.

Catarina recently downloaded Snapchat. She is a mom to two daughters, who are 11 and 13. The girls recently began using Snapchat and love playing with the filters to take selfies, and they encouraged their mom to get Snapchat too so they can share fun photos with each other. Catarina feels like she is the last one in her friend group to use Snapchat, as most of her friends have been using it for several years. Catarina has very few apps on her smartphone, because she is skeptical of companies and concerned about privacy issues. Which category of adoption best describes Catarina?

Laggard.

Noroa is a working parent with three busy teenagers, but she tries to prepare a healthy meal every night for dinner. She has recently seen lots of Instagram, Pinterest, and Facebook posts about using an Instapot or a Crock-Pot. She feels somewhat left out since she doesn't own either. However, she takes some time to review the products and decides to purchase a Crock-Pot, which is in the decline stage of the product life cycle. Which category of adopter best describes Noroa?

Laggard.

____ are ethical rules and guidelines that can be enforced by governmental authority.

Laws.

Jiao is an account representative with Samsung. She recently attended the Consumer Electronics Show where she spoke with prospective customers about the new line of Samsung appliances. Visitors to the Samsung booth could enter to win a $100 gift card by registering their contact information. The chance to win a gift card is a form of _______ for Samsung.

Lead generalization.

Claudia works for a family-owned heating and cooling company that serves commercial accounts. Her company has recently started selling gas-powered generators to reduce issues resulting from power outages. Claudia has identified several restaurants and grocery stores that have a need for back-up power as well as the financial capital to invest in a generator system. Claudia is engaging in a process known as _______.

Lead qualification.

Emma was raised in the southern part of the United States where it's common to ask guests visiting the house, "would you like a Coke?" This expression is used to inquire if the guest would like a beverage to drink, not necessarily a Coca-Cola or Coca-Cola product. In contrast, people living in the Midwest might ask if the guest would like a pop or soda pop. The use of these expressions by people living in different areas across the United States demonstrates that culture is _______.

Learned.

Offering discounts, building a social bond, offering customization, and value-added services is all an example of which level of relationship marketing?

Level 4.

A factor affecting product (service) strategy is _______.

Level of customization.

Marianne recently moved from the Midwest to South Florida to pursue a career in real estate. She enjoys yoga and Pilates and hopes to find a studio in her new city so she can continue her fitness routine. This example demonstrates the impact of _______ as an individual influence on consumer buying decisions.

Life events.

Which media selection consideration relates to how long a consumer is exposed to a given ad?

Lifespan.

Hormel Foods has a product line called "side dishes." Each side dish product item serves four people and is packaged in a convenient plastic tray, which is suitable for the microwave. Hormel has several different varieties of macaroni and cheese, mashed potatoes, and broccoli with rice. The number of product items offered within the side dish line is referred to as the product _______.

Line depth.

Marketers have ____ control over the competitive environment, but keeping up with competitors' actions can help marketers ____.

Little; prepare for potential threats.

Selling certain items at or below cost in the hope shoppers will buy other items once they are in the store is called _______.

Loss-leader pricing.

Companies must consider a country's economic factors because nations with ____ may be poor marketers for expensive industrial machinery but good ones for ____.

Low per-capita incomes; agricultural hand tools.

All of the following are advantages of primary data

Lower cost and faster to gather.

Marketers making product decisions during a recession should ____.

Lower prices and offer special deals to get consumers to buy.

Which advertising medium offers selective targeting and long life but has long lead times and high cost?

Magazines.

To succeed in global markets, service companies need to _______ and _______.

Mind the gaps in service quality; adapt to local conditions.

Which of the following are priorities for managing service delivery?

Minimize wait times and manage or increase service capability.

Hormel Foods has several different product lines such as ready-to-serve meat entree products, side dishes, and snack items. The variety of product lines a company offers is called its product _______.

Mix width.

Which of the following statements is true?

Mobile surveys have higher response rates than paper surveys.

The World Trade Organization (WTO) aims to do all of the following

Monitor national trade policies, serve as a forum for trade negotiations, medium trade disputes.

____ says that a person's individual environment shapes their moral obligations and beliefs.

Moral relativism.

The General Electric Model is ____ then the Boston Consulting Group Model and is ____ to quantify.

More complex; easier.

Marketers in healthier ethical environments are ____ to take a strong stand against unethical practices.

More likely.

A company that allows its individual subsidiaries to compete independency in domestic markets with unique or slightly varied product is using a ____.

Multidomestic strategy.

Dell is a technology manufacturer and marketer best known for its computers. In the laptop category, Dell offers several branded options: XPS, a premium model; Alienware Gaming, for the most up-to-date gaming features; Inspiron, satisfying basic computing needs; and Chromebook, as a budget model. Dell uses a different marketing mix for each model in order to specifically target customers whose needs "fit" or "match" the features provided by the laptop. Which type of segmentation strategy is Dell using to market laptops?

Multisegment targeting.

When a company targets several different market segments and creates a different marketing mix for each segment, they are using _______.

Multisegment targeting.

Aarav lives in Houston, Texas, and is excited to try McDonald's new jalapeño salsa breakfast sandwiches. These sandwiches come in either biscuit or muffin varieties, with bacon or sausage as the meat options. The sandwiches are topped with a slice of white cheddar cheese, eggs, and a jalapeño salsa concoction. Aarav asks a store employee about the item and learns that the product is only available in Houston at select McDonald's locations. Which stage in the new-product development process best describes this example?

Test marketing.

Which legislation created the Consumer Protection Bureau (CFPB) to oversee checking accounts, private student loans, mortgages, and other financial products?

The Dodd-Frank Wall Street Reform and Consumer Protection Act.

The Trade agreement formally known as the North American Free Trade Agreement (NAFTA) is and agreement between ____.

The United States, Canada, and Mexico.

A local banquet center is considering establishing several social media channels for their business. The owners are not very comfortable using new technology, but they believe having Facebook, Instagram, and Pinterest pages could be beneficial to the company. Which of the following is a benefit the company might receive through social media usage?

The banquet center could establish more direct and meaningful conversations with customers by leveraging social media channels.

Samsung introduced the Galaxy Note 7 in August of 2016, and upon debut the product received high praise. However, the phone's battery was faulty, and one incident of fire was reported on a Southwest Airlines flight. Subsequently, the Department of Transportation banned the phones on all commercial aircraft. Samsung initiated an immediate product recall and eventually suspended worldwide production of the product in October 2016. Which of the following statements about the product or product offering applies to Samsung?

The failure of the Galaxy Note 7 could significantly damage Samsung's reputation.

Competitive intelligence helps managers assess _______.

Their competitors.

Which of the following statements regarding market segmentation is true?

There are no scientific procedures for selecting appropriate segmentation variables when choosing a basis for segmenting the market.

Nintendo launched the Wii U console in 2012 but stopped production in 2016 prior to the debut of the Nintendo Switch. The Wii U was considered a relatively complicated system. The tablet controller only worked about 15 feet away from the home base console and was not portable. In addition, there were very few new games supported by the system. During this time, both Sony and Microsoft's Xbox systems outperformed and outsold Nintendo. Based on this description, what was the primary reason for the Wii U console's failure?

Wii U offered a poor match between product features and customer desires for portability.

Marketing is the activity, set of institutions, and processes for creating, ____, ____, and exchanging offerings that have ____ for customers, clients, partners, and society at large.

communications; delivering; value

The Peninsula Hotels group is one of the world's leading hotel chains. It operates prestigious luxury properties in ten major cities across the globe such as Hong Kong, New York, Chicago, Beverly Hills, and Paris. The hotel is known for luxurious amenities and exceptional service. Room rates vary from $1,100 per night for a room with a king bed to over $5,000 per night for a two-bedroom suite. The Peninsula Hotels group is most likely implementing a _______ pricing objective.

profit maximization.

Labels perform both _______ and _______ functions.

promotional; informational.

Nonprofits must juggle two objectives: _______ from supporters and _______ to their target audience.

raising money; providing services.

A fixed payment made periodically to an employee is a _______. A _______ is a payment tied directly to the sales or profits a salesperson achieves.

salary; commission.

Social media is any tool or service that uses _______ to _______ conversations.

the internet; facilitate.

All of the following are examples of a push strategy

wholesalers using personal selling to persuade retailers to carry the products, demand by promoting directly to consumers retailers using sales promotion to convince consumers to buy, manufacturers using aggressive business-to-business advertising to convince wholesalers to carry the product.

Marketers strive to develop an effective promotional mix by evaluating various factors, including all of the following

target market characteristics, nature of the product, stage in the product life cycle.

The two general forms of marketing communication are _______ and _______.

interpersonal communication; mass communication.

A brand's sponsored post on Facebook is an example of _______ media.

Paid.

Selling the same product to two or more buyers at different prices is called _______.

Price discrimination.

An agreement between two or more firms on the price they will charge for a product is called _______.

Price fixing.

Dhruv is shopping at Men's Wearhouse for a new suit. The salesperson shows him that there are basically three levels of quality based on the material and wool content. The top-of-the line suits retail for $1500 each and are ordered according to the customer's measurements. The medium-level suits retail for $750 each, and the base level suits are $450 each. Men's Wearhouse is using a _______ pricing approach.

Price lining.

Offering product lines with several items at a specific price point is called _______.

Price lining.

The amount of money customers pay to acquire a product is _______.

Price.

CGN is a global consulting firm offering supply chain, logistics, and lean manufacturing consulting services to Fortune 500 firms. As a global provider, CGN can use a variety of consultants to deliver services to clients. It charges a standard hourly rate of $200 per hour for consulting services but may offer discounts for loyal customers. Which aspect of the marketing mix is highlighted by this example?

Pricing.

The number of different product lines an organization offers is the company's _______.

Product mix width.

A _______ is a company's assortment of product lines and individual product offerings.

Product mix.

Small sensors that can track the location of items are called _______.

RFID tags.

When conducting a SWOT analysis, managers can identify opportunities and threats by ____.

Analyzing the external marketing environment.

____ are the largest U.S. minority.

Hispanic Americans.

A phone interview would be an example of ______ while market testing is _____.

A survey; and experiment.

Free trade means ____.

Allowing people to buy and sell in other countries without restrictions.

Strategic planning is usually conducted by ____.

Top managers.

The customer relationship management (CRM) cycle _______.

Allows companies to identify their most profitable customers.

Ama has a food truck where she sells coffee drinks such as espresso, lattes, and brewed coffee. She travels to various locations around the city to sell coffee beverages. Her daily fixed costs are $500, and her average price of a coffee drink is $5. Assume Ama's variable costs are $0.25 for every coffee drink she sells. How many coffee beverages does Ama need to sell to break even? Round up to the next unit. To calculate Ama's break-even price, use this formula: Break-even is calculated as: fixed costs divided by contribution margin. The contribution margin is the selling price minus variable costs. In other words, first calculate her contribution margin, then divide Ama's fixed costs by that number.

106 coffee beverages.

Appliance World is a locally owned appliance retailer. It offers a price-match guarantee to customers. Customers simply provide proof of a similar item at a lower price at a competitor, and Appliance World will match the price. Which of the following statements is true about price matching?

A price matching strategy may result in higher prices.

Which of the following products is more likely to be diffused quickly?

A product that is easy to try on a limited basis.

Which of the following factors favors advertising and sales promotion?

A product that is easy to understand.

Jorge is building a new home and will be selecting all new kitchen appliances. He and his wife, Mariana, will most likely be influenced by _______ when making their purchase decision since it is a complex decision.

A salesperson.

Pella Windows is a manufacturer of windows. The company has a range of window styles and finishes that can be customized to meet each customer's needs. The product is relatively complex and must be made-to-order to meet an individual customer's requirements. Which of the following statements is true regarding the factors that affect the channel choice for Pella Windows?

A shorter and more direct distribution channel is preferred.

For a market-oriented firm, the advantages of considering the benefits customers seek include all of the following.

Allows the company to create new products and to modify products due to changing customer needs, the company remains focused on the customer rather than the products it produces, bolsters creativity and innovation by encouraging employees to come up with new ways to satisfy customers.

What type of failure has occurred when a new-product introduction loses money for the company when accounting for development, marketing, and production costs?

Absolute failure.

A market segment is _______ if marketers can reach members of the segment with customized marketing mixes.

Accessible.

The Western Store is a retail outlet that specializes in western-style boots, jeans, shirts, and hats. The business frequently uses radio advertising on country radio stations, Pandora, and Spotify. In addition, The Western Store sponsors several high school students who compete in rodeo competitions. The store has about 3,000 followers on Facebook and Instagram. This information indicates that The Western Store's targeted markets are _______ and able to be reached via promotions and social media.

Accessible.

Setting goals, planning, and measuring results are keys to getting things done. this describes which American value?

Achievement orientation.

Direct foreign investment can occur through ____.

Acquisition of a foreign company or building an international division.

Nia was recently shopping at Meijer grocery store, and a store employee was offering product samples of a new potato chip flavor. The employee also directed Nia to the location in a store aisle near her where Nia could purchase a bag of the chips for just $2.99. According to the AIDA concept, the store employee was trying to stimulate _______.

Action.

KFC experienced a rough start in the Chinese market when it translated its popular tag line, "finger-lickin' good," into Chinese characters meaning, "eat your fingers off." This example demonstrates the importance of pursuing a global strategy of _______.

Adaption and modification.

Subway, a chain known for its fresh, made-to-order sandwiches, has launched the Green Goddess Tuna Melt in more than 3,000 U.S. restaurants. The sandwich features flaked tuna blended with mayo, topped with shredded mozzarella cheese, and toasted on nine-grain bread. It is then layered with fresh spinach, tomatoes, onions, and green goddess dressing. Subway is the first national quick-service restaurant chain to use green goddess dressing on a sandwich. Subway's offering of the Green Goddess Tuna Melt is an example of a(n) _______ type of new product.

Addition to existing product line.

Burger King launched a new menu item called the Impossible Whopper, a burger made with a plant-based, protein-filled patty. Burger King has offered a garden vegetable patty burger in the past, but its new Impossible Whopper looks and tastes like meat. The Impossible Whopper is classified as a(n) _______ according to the chapter's categories of new products.

Addition to existing product lines.

Amazon has a series of related advertisements showcasing its Echo product across a variety of channels such as television, social media, and e-mail direct to consumers. Amazon created more than one hundred 10-second spots, each with a funny little question or request for Alexa. This is an example of an _______.

Advertising campaign.

Which of the following best describes a nonprofit organization?

An organization that exists to achieve a goal other than earning a profit.

At which step in the marketing research process do you interpret and draw conclusions from the information you've collected?

Analyze the data.

Paid, nonpersonal communication through mass media such as a radio ad is an example of which component of the promotional mix?

Advertising.

Patagonia, an outdoor clothing company, has been a vocal supporter of environmental causes. It recently used _______ advertising. It invested $700,000 in a minute-long television advertisement featuring its founder, Yvon Chouinard, discussing the need to protect and cultivate America's public lands and questioning recent policy decisions allowing private companies to develop public lands.

Advocacy.

Test marketing a product happens _______.

After development.

Footlocker, a specialty retailer of athletic shoes, works closely with its suppliers. Footlocker seeks to partner with Adidas, Nike, and Under Armour to reduce customer wait times for new products, reduce supply chain complexity, and continuously monitor the best-selling styles for each store location. In other words, Footlocker seeks to implement supply chain _______.

Agility.

Nanami is a social media marketing intern for a community theater. She has been reviewing best practices for determining social media effectiveness and has specified the following promotional tactic: "Use Facebook to publicize upcoming theater productions in order to sell tickets and achieve 85 percent of available tickets sold for each performance." This is an example of which of the following steps in gauging the effectiveness of a social media effort?

Align your social media goals with your business objectives.

When a country can produce and sell a product at a lower cost than any other country or when it is the only country that can provide a product, it is said to have ____.

An absolute advantage.

Kayla is a route delivery driver for Ray's Potato Chips. She has 100 different retail outlets on her route and typically visits each store twice a week to replenish stock. The company uses a computer system that determines the optimum delivery schedule and automatically programs the navigation system Kayla uses for her routes. The computer system also produces an inventory list for each store that the loading team utilizes to place items in Kayla's truck. It's a very efficient system since the items at the back of the truck are delivered to the first store on the route. The computer system is utilizing _______ to determine Kayla's routes and facilitate efficient product loading onto her truck.

Artificial intelligence.

____ represents 7 percent of the U.S. population and often live in multigenerational households, which can impact purchases based on age, dietary habits, and health.

Asian Americans.

Margo is a division vice-president at a large insurance company. She dreams of purchasing a Range Rover Sport vehicle that retails for approximately $70,000. She thinks the brand offers the highest level of luxury in a sport utility vehicle. In addition, she associates the Range Rover brand with prestige, wealth, and success. Once she's able to own a Range Rover, Margo will feel like she's "made it." To Margo, the people who own and drive Range Rover vehicles serve as a(n) _______ reference group.

Aspirational.

Malik is a certified public accountant who works with individuals to provide tax services. He has many clients who have been using him every year for their federal and state taxes. One client recently gave the following review: "Malik is a wonderful accountant. We've been using his services for the last 5 years and he is courteous, efficient, and accurate. In addition to having his CPA, he's also an officer in the local accounting organization. We know he can be trusted with your tax returns, too." Which aspect of service quality is being demonstrated by the customer review?

Assurance.

Ayana was watching an episode of The Bachelor with her mom. During one of the commercial breaks, an advertisement for Mr. Clean airs showing a woman watching a muscular and sexy animated Mr. Clean who is cleaning around the house. This advertisement is most likely trying to create _______ in the mind of the consumer.

Attention.

Which AIDA stage involves selecting promotional tactics that bring awareness to the brand or product?

Attention.

The goal of content marketing is to ____.

Attract and retain a clearly defined audience and drive profitable customer action.

Maricel is the owner of a spa and salon. She often monitors the customer comments posted on Google and the spa's Facebook page. She recently became concerned about a negative review from a person who has never visited the salon. Which of the following is an aspect of social media that relates to this issue?

Business owners have little control over the content posted on social media sites.

Stephen Chemical produces chemicals that are sold to consumer product manufacturerers, such as Procter and Gamble, as raw materials in the manufacturing processes to create shampoos and detergents. Stephan's chemicals are known as ______________ products.

Business.

Dell Computer uses a robust CRM program to track customer interactions. It recognized a key market segment as the adult male who enjoys gaming, and it developed specialized laptops and desktop systems specifically for the gamer customer. Dell utilized _______ management to promote these specialized products at a competitive price via e-mail and banner advertisements on social media channels.

Campaign.

____ is the cooperative marketing efforts between a for-profit and a nonprofit organization.

Cause-related marketing.

Which of the following is NOT a way that a company choosing a cost competitive advantage can reduce costs?

Choosing a niche market for its products.

Nanami is a new-product development engineer with siffron, a company specializing in display solutions for retail outlets. Nanami and her team have created a new product called ModoShelf. It has removable antimicrobial tiles that can be cleaned in a dishwasher. The product is now available to grocery retailers throughout the country for fresh produce displays such as lettuce that may be prone to bacteria formation. What stage in the new-product development process best describes this example?

Commercialization.

The decision to market a product is called _______.

Commercialization.

In a strategic alliance, ____ and ____ are necessary.

Commitment; trust.

Gustavo is an account representative for an office furniture company. He met with a business buyer who was interested in upgrading the office furniture in a doctor's waiting room. Gustavo presented several options and at the conclusion of the presentation, he asked which option would be best: Option A which included several small loveseats and chairs or Option B featuring a sectional couch and chairs. Gustavo is in the _______ stage of the selling process.

Closing the sale.

A(n) ____ can help employees understand what their company considers acceptable behavior.

Code of ethics.

Quentin recently purchased a Ford F-150 truck to use in his construction business. He had considered other models but decided the Ford was the best value. After owning the truck for two weeks, he received an e-mail from his sales representative at the Ford dealership thanking him for his purchase. In addition, the sales representative included a link to a review of the Ford F-150 in Car and Driver where it was chosen as the top-rated truck. Quentin had been confident about his purchase decision prior to his purchase but felt even more positive about his purchase after receiving the e-mail from his sales representative and reading the magazine review. The follow-up e-mail and article helped to mitigate any _______ Quentin have felt in the postpurchase stage of the decision process.

Cognitive dissonance.

Rosa works as a sales representative for Grainger, an industrial tool and supply company. Her sales manager often tells her to look for smokestacks and dirty buildings as evidence of manufacturing facilities. Rosa pays attention when she's driving in her territory and often stops at buildings to introduce herself and find out what type of business is being conducted. Which type of prospecting activity is Rosa engaged in?

Cold calling.

Broadly speaking, customer relationship management (CRM) allows marketers to ____.

Collect information about customers and create marketing promotions and communications specific to groups of consumers.

After the third step of the marketing research process - specific the sampling procedures - marketers move on to which step?

Collecting primary data.

What are social media users who are less likely to create and more likely to consume content such as blogs, podcasts, and videos known as?

Collectors.

A supplier of scanner-based research _______.

Collects checkout scanner data and aggregates it for analysis.

Miu is the owner of an indoor trampoline park called Elevate. She has a staff of 25 employees including five full-time managers and 20 part-time employees. Miu is seeking ways to reduce turnover and to increase the levels of engagement between staff and customers. Miu understands that customer satisfaction is more easily achieved when employees are happy. Which of the following would likely lead to higher employee satisfaction?

College tuition reimbursement grants for any employee working 15 or more hours per week.

Enterprise Holdings, the parent company of Enterprise Rent-A-Car, recently used a marketing campaign featuring the many former National Collegiate Athletic Association (NCAA) athletes (former university and college players) who are working at Enterprise. The company favors hiring former athletes in sales positions since they possess the trait of _______, defined as a desire to achieve and a drive to win.

Competitiveness.

Verizon uses _______ advertising to demonstrate how its service is superior to T-Mobile's by showing a coverage map of the United States and explaining that Verizon customers have fewer dropped calls.

Comparative.

Which type of advertising directly compares two or more brands on specific attributes?

Comparative.

Pranav is considering purchasing a new automobile. He is trying to decide between two brands-Lexus and BMW. Both are high quality, but he's heard that customers prefer Lexus due to its primary _________ that the driver is in a cocoon-like atmosphere and doesn't feel or hear any road noise.

Competitive advantage.

Popeyes Chicken uses the catchy jingle, "Love that chicken from Popeyes" to create a favorable image of the restaurant. Its television advertisements feature photos of hot, juicy chicken and smiling team members ready to serve customers. Popeyes is using _______ advertising to influence consumers to visit the restaurant.

Competitive.

The amount of information search a consumer will conduct depends on several factors. For example, Carmen is interested in purchasing a new laptop computer. Carmen is highly knowledgeable about technology since she majored in business information systems and enjoys reading about trends and new products in magazines and online forums. She has owned Dell computers and had positive experiences with the brand. Carmen plans to spend approximately $1,500, and she would like the laptop to last at least two years. Based on this information, which factor influencing information search will lead Carmen to spend more time conducting an external search?

Consumer interest.

Aurora was recently shopping at a grocery store and planned to purchase chips for an upcoming tailgate party at her home. She noticed that Frito Lay brand chips were discounted, and the store had placed prominent shelf tags showing that consumers could purchase two packages for $3.00. This is an example of a _______ sales promotion.

Consumer.

Which of the following statements is true regarding trends that are leading to the continued growth of customer relationship management as a tool for targeted marketing strategies?

Consumers will demonstrate loyalty to companies and brands that have earned their loyalty and that reinforce that loyalty at every purchase occasion.

McKinsey is a consulting company that offers services to a variety of industries and issue areas. Its website includes a variety of publications such as white papers and case studies that provide readers with a glimpse of McKinsey's capabilities. The case studies and white papers are an example of _______ marketing.

Content.

Which type of media schedule runs ads steadily throughout the advertising period?

Continuous.

Employees working long hours and enduring sweatshop conditions are a concern in ____.

Contract manufacturing.

Kraft Foods has strategically sold several business units to enable it to focus on core areas. Through divestment of brands, Kraft has reduced the number of product lines it offers retailers. This phenomenon is called product line _______.

Contraction.

____ provides the mechanisms for evaluating marketing results in light of the plan's objectives and for correcting actions that do not help the organizations reach those objectives within budget guidelines.

Control.

Products that are relatively inexpensive items that merit little shopping effort are called ______.

Convenience products.

A factor affecting place (distribution) strategy is _______.

Convenience.

Dhruv is on his way home from work and remembers that he doesn't have any paper towels or milk at home. He stops at a local grocery store and buys his favorite brands: Bounty paper towels and Prairie Farm milk. These items are classified as _______ products.

Convenience.

Jarrell is the digital marketing manager for Grainger, a company selling tools, fasteners, and other items via its web-based catalog to business customers including manufacturers, automobile dealerships, and automotive service companies. He uses a blog to post case studies showing how customers are using Grainger products and provides a link to the products in the online catalog. He's then able to monitor and measure the _______ rate to identify how many customers actually click on the links, and whether or not a purchase is made. Jarrell enjoys the opportunity to track customer behavior and knows his role makes an important impact to Grainger's revenue and profitability.

Conversion.

Miguel recently shared his opinion about mirrorless cameras by posting on Fuji's Facebook page. Fuji was interested in seeing how customers were using their new line of mirrorless cameras for street photography. The company also asked customers to share their tips and techniques for taking photos in public spaces. Fuji will use this information to create a marketing campaign for its mirrorless cameras. This is an example of _______.

Crowdsourcing.

The Florida Citrus Growers organization has been concerned with a recent decline in orders for oranges by companies such as Tropicana that produce orange juice. Orange juice has been purported to have high levels of sugar, and many families are limiting the quantity of fruit juices consumed in their homes. Therefore, the demand for oranges can be classified as _______.

Derived.

LUVS is a diaper brand. It recently aired a television commercial showing how differently a mom approaches parenting with her first child compared to her second child. The spot ends by saying that parents of their second child are more likely to choose LUVS. A brief product demonstration is shown to prove that LUVS has superior leakage protection compared to competing brands. By demonstrating how LUVS is the better diaper, it is attempting to stimulate _______ based on the AIDA concept.

Desire.

Which function of sales management might include grouping sales staff by product or geography?

Determining the sales force structure.

Misaka is a social media manager for a family-owned restaurant. The owner has shared with her the overall marketing objectives for the restaurant. What should Misaka do with this information?

Develop a social media promotional plan consistent with the overall objectives.

Determining how the company's products can best satisfy the customer's needs describes which step in the sales process?

Developing and proposing solutions.

Products that look promising after the business analysis stage of product development then proceed to the _______.

Development stage.

In its ____ role, marketing research explains data.

Diagnostic.

The Smarties Candy Company is the maker of the multi-colored, chalky candy known as Smarties. However, the same candy is called Rockets in Canada since in that country there was already another brand called Smarties made by Nestlé, which are bright, colorful, candy-coated chocolates. The Smarties Candy Company demonstrates the importance of pursuing a global strategy of _______.

Different brand names in different markets.

When a company wants to appear as a local brand in a foreign market, it would likely choose which of the following global brand strategies?

Different brand names in different markets.

Although ____ provides the least amount of return, many companies choose this method as a first step in international marketing because it is also low risk.

Exporting.

Cutco is a manufacturer of kitchen knives and offers a "forever guarantee" on its products. Cutco states, "Since 1949, Cutco owners have enjoyed a Forever Guarantee that ensures the Cutco they use in their home will be as good tomorrow as the first time they used it. We want every Cutco owner to be satisfied forever, and when the product is passed along, we will continue to back that pledge. The guarantee has several important elements." This is an example of a(n) _______ warranty.

Express.

Mei-Ling is a college junior majoring in finance and economics. She is interested in applying for internships and plans to attend her next college job fair. She wants to purchase a business suit to wear to the job fair and at subsequent interviews. Mei-Ling wants to look her best and wear appropriate attire. Since making a first impression is important, Mei-Ling will likely take considerable time to visit stores and try on multiple suits before she makes her purchase decision. Mei-Ling has never purchased a suit before, and this is the first time she will buy an expensive item without her mother assisting in the decision. Which type of decision-making will Mei-Ling utilize in purchasing her suit?

Extensive decision making.

Harry's, a men's grooming company, markets razors and hair styling products. Harry's uses a variety of promotional media including advertisements on ESPN to create awareness about its brand and to influence purchase consideration. Recently, Ravindra was watching ESPN and decided to give Harry's a try. The advertisement also helped him realize that he wasn't very satisfied with the disposable razors he had been using. In this case, the advertisement acted as a(n) _______ stimulus to trigger Ravindra's need recognition for a new shaving product.

External.

Market-oriented companies are ____ focused while sales-oriented companies are ____ focused.

Externally; internally.

What is it called when the seller pays all or part of the actual freight charges and does not pass them on to the buyer?

Freight absorption pricing.

Scanner-based research gathers information _______.

From consumers about the promotions and pricing they are exposed to and the things they buy.

Suhani works for a grocery meat wholesaler. The company purchases fresh pork and beef products from the farmers who raise the animals. The farmers deliver the meat products to Suhani's company in packages ready to be taken to the grocery store. Which type of utility do the farmers provide to the grocery meat wholesaler?

From utility.

What is it called when marketing intermediaries receive a discount to compensate for other services they provide, such as setting up store displays?

Functional discount.

Shark Vacuum Company is a manufacturer of vacuum cleaners. It offers a traditional-sized vacuum cleaner but has recently released a cordless upright vacuum cleaner that can hold its charge for up to one hour of vacuuming. The model is lightweight, portable, and can be reconfigured to allow owners to use the many attachments that come with the vacuum cleaner model. The change from "corded" to "cordless" would be classified as a _______ modification.

Functional.

In the gap model of service quality, the gap between what customers want and what management thinks customers want is called _______?

Gap 1.

In the gap model of service quality, the gap between the service quality specifications and the service that is actually provided is called _______?

Gap 3.

Which category of business customers accounts for the largest volume of purchases in the Unites States?

Governments.

Rodney is an account executive with Canon Business Solutions and works in Cleveland, Ohio. He typically serves accounts located in the downtown business district and specializes in larger businesses such as investment firms, law offices, and banks. His first goal when prospecting for new customers is to introduce himself to the business receptionist and try to gain some information about the type of equipment the company is currently purchasing and where it buys items such as copy machines or printers. However, the receptionists can be tight-lipped and often are not willing to provide any information to Rodney. Which role in the buying center are receptionists performing?

Gatekeepers.

Kalani is a sales representative with Sherwin-Williams, a paint company that markets coatings and materials to contractors, facility managers, and other business accounts. She often uses LinkedIn, a social media platform, to network with other business professionals and to identify individuals who have the job titles such as facility manager, director of operations, and paint contractor in her geographic territory. Like other business-to-business professionals, Kalani is using LinkedIn as a tool to _______.

Gather leads and prospect for new customers.

Which generational cohort has never known a world without smartphones?

Gen Z.

____ is the generalization cohort born between 1995 and 2010, while _____ were born between 1965 and 1980.

Gen Z; Gen X.

Identifying the customers most likely to have needs that the company can fill describes which step in the sales process?

Generating leads.

All of the following are factors that influence the economic environment EXCEPT ____.

Generational cohort.

If a company wishes to better compete on price and service, it should consider segmenting its business market on which basis?

Geographic location.

Eddie Bauer has 275 store locations across the United States. It utilizes a sophisticated, data-driven approach to identifying the styles and selections that each of the stores will offer, dividing the country into eight distinct regions such as the west coast, west north central, east north central, and south Atlantic. Each region contains two or more states; for example, the west south-central region includes Texas, Oklahoma, Arkansas, and Louisiana. Eddie Bauer believes each state within a region is relatively similar in terms of climate, so the chain can determine styles that are best suited to those temperatures and weather patterns. For example, those living in the northeast or midwest would have a greater need for winter parkas than consumers in the west or east south-central regions. Based on this example, Eddie Bauer is using _______ segmentation.

Geographic.

____ means recognizing and reacting to international marketing opportunities, using effective global marketing strategies, and being aware of threats from foreign competitors in all markets.

Global vision.

Aston Martin is a British automobile manufacturer established in 1913. It gained fame as the car that the character James Bond drove in several movies. The brand is well-known around the world, and only a small proportion of its car sales are from the United Kingdom. Aston Martin is experiencing tremendous growth in China, where it now has twenty dealerships. Thus, Aston Martin is considered a _______ brand.

Global.

Which of the following is true of customer value?

Goof value is signified by the quality a customer expects at the price they are willing to pay.

Kyrin is the information technology director for the police department in Newburgh, Indiana. She is responsible for purchasing and maintaining all technology-related equipment and services for the department including computers, printers, body cameras, in-car video devices, servers, and networking equipment. She often buys from CDW, a technology-related firm, and appreciates the opportunity to work with dedicated account executives who are experienced in assisting _______ accounts like the police department.

Government.

Prices decrease as competitors enter the market and economies of scale lower costs of production during which stage of the product life cycle?

Growth stage.

The stage of the PLC where companies focus on increased distribution among wholesalers and retailers is the _______.

Growth stage.

The stage of the product life cycle (PLC) where profits peak is the _______.

Growth stage.

Anay is an account representative for Kind Bars, a snack bar made with natural ingredients. The snack bar segment faces intense competition from several brands such as NutriGrain, Clif Bar, and Lara Bar to name a few. Unfortunately, new products continue to enter the market, especially in the "health food" category. Anay meets frequently with store managers to discuss product placement and secure shelf space. Sales of Kind Bars are still increasing, thanks to an aggressive consumer promotion campaign. Based on this information, Kind Bars are in the _______ stage of the product life cycle.

Growth.

Fitness trackers were first introduced as simple pedometers, but with the advent of smartphones and apps, more advanced products have been developed. Fitbit was an early entrant into this market, followed by the Nike FuelBand. The Apple iPhone incorporated activity tracking, and several companies such as Garmin joined the market as well. After only four years, Nike FuelBand exited the market. Today, Fitbit, Apple, and Garmin are all vying for market share as competition is intense. Each company utilizes aggressive advertising campaigns to persuade consumers to buy their brand. Which stage of the product life cycle best describes fitness trackers?

Growth.

Anish was meeting with a prospective customer and completed his presentation regarding how the proposed investment portfolio would result in solid returns. The customer stated, "I'm concerned about the brokerage fees that your company charges. Our current brokerage company does not charge fees." Anish is in the _______ stage of the selling process.

Handling objections.

Chun and her mother are shopping for back-to-school supplies. Chun enjoys visiting clothing stores such as American Eagle with bright lighting, energizing contemporary music, and up-too-date fashions, Even if Chun doesn't purchase anything at American Eagle, she enjoys the experience and has received ____ value.

Hedonic.

Key performance indicators _____.

Help managers compare outcomes to stated objectives.

In the business analysis stage, _______.

Ideas are evaluated by projecting cost, sales, and profitability.

A market segment is _______ if marketers can distinguish who is in the segment through demographic information or geographic location.

Identifiable.

Which American value is illustrated by ensuring that the disadvantaged and people with disabilities have what they need to become productive members of society?

Helping others.

Services tend to be less standardized and uniform than goods. This is an example of _______.

Heterogeneity.

Valentina loves going to concerts. One of her favorite bands is Twenty One Pilots. She's seen the group live several times but thought their last concert at Lollapalooza in Chicago, Illinois, was their worst. Valentina thought their drummer was slightly off-beat and the lead singer, Tyler Joseph, did not seem as energetic as he had in the past. However, Valentina still enjoyed the concert. Which characteristic of services is best exemplified by Valentina's evaluation of Twenty One Pilots' performance?

Heterogeneity.

Which of the following would support the ability of a service company to expand worldwide?

High global brand awareness.

All of the following are characteristics of mobile research

Higher cost.

In terms of retail operations models, customers paying premium prices will likely demand _______?

Higher levels of service.

A company might use _______ prices if its promotional strategy focuses on prestige and quality. On the other hand, it will use _______ prices if its promotional strategy focuses on value compared to the competition.

Higher; lower.

An organization that chooses a ____ strategy attempts to maintain the product's market share in order to take advantage of the positive cash flow.

Hold.

Batini is interested in purchasing a new laptop computer. There are many different brands, each with a variety of models. Each model varies based on the memory chip, graphics cards, speed of the hard drive, size of the monitor, and available warranty. Batini notices that it is fairly easy to compare from one brand to another since the computer manufacturers use the same brand of components such as Intel memory chips. Thus, laptop computers would be classified as _______ shopping products.

Homogeneous.

The more shared digits companies have, the more ____ they are.

Homogenous.

Knowing how customers research products and reach decisions is part of understanding ____.

How consumers make decisions.

Strategic marketing management addresses which of the following questions?

How will the company reach its goals?

The Mayhem series of advertisements for Allstate use humor to break through the clutter of television advertising and capture consumer attention. Which of the following is true about using humor in advertising?

Humor is more effective in shaping consumer attitudes when they already have a positive image of the advertised brand.

Lay's potato chips hold a contest called "Do Us a Flavor," in which customers pitch new flavor combinations of the popular Lay's potato chip for the chance to win $1 million. Contestants submit flavor ideas on the "Do Us a Flavor" website. They choose a catchy title, select up to three ingredients, create a quick pitch, and design the bag. What stage of the new-product development process is described by this stage of the Lay's contest?

Idea generation.

Starbucks's corporate office in Seattle offers Cold Pop, a beverage stand open to employees and visitors. It's open three days a week and serves about 200 drinks a day for $5 per beverage. Cold Pop serves potential new menu items, and employees who purchase the new items also get to vote on the item. Based on the number of votes and positive comments that the new products receive, Starbucks employees begin analyzing the business opportunity for the product. The opportunity to sample and vote on menu prototypes for Starbucks represents the _______ stage of the new-product development process.

Idea screening.

Before a marketing research project can be designed, you must first ____.

Identify the problem/opportunity.

Eldon is the social media marketing manager for a franchise location of Buffalo Wild Wings. His lunch customers are typically men between the ages of 18 and 35. However, at dinner there are more families with kids during the evenings and weekends. Most customers are sports fans who enjoy watching games in a social environment. Eldon typically uses Twitter to remind his followers about upcoming sports events or special offers at the restaurant since men are more likely to use Twitter than Facebook or Instagram. This is an example of the _______ stage of social media planning.

Identifying the target audience.

Selecting and tracking the metrics most relevant to campaign objectives relates to which step in creating a social media plan?

Implement and monitor the strategy.

A target market is a group of people or organizations for which an organization designs, ____, and maintains a ____ intended to meet the needs of that group, resulting in mutually satisfying exchanges.

Implements; marketing mix.

Batini is the general manager of an Embassy Suites hotel franchise. One of her responsibilities involves monitoring guest feedback on social media sites such as TripAdvisor. While it is time consuming, she responds to every post and uses the feedback or criticism to make improvements in guest services. One recent customer comment about poor WiFi connections led her to invest in a new router and faster Internet service. Which social media objective best corresponds to how Batini is using social media as a listening platform?

Improve customer service.

BMW has announced changes to its 3-series models for the upcoming year. The changes include reduced weight, improved aerodynamics, and enhanced driving dynamics. In addition, consumers will have the option of purchasing the vehicle with or without all-wheel drive. How would you classify BMWs 3-series vehicles?

Improvements or revisions of existing products.

Sherman's is a furniture and appliance retailer serving a tri-city area. The company is interested in identifying viable markets in order to be more effective in marketing its products and services. Which of the following descriptions meets all the characteristics of a market?

Individuals or couples who own their own home, needing to purchase new or replacement furniture and appliances, with the disposable income or access to credit to afford new items, and a desire to purchase.

CDW is a technology reseller firm that uses both inbound and outbound telephone calls to serve customers. CDW has identified several focal areas and organizes its sales force according to how the business is classified including schools and higher education, government, manufacturing, service establishments, and banking/financial institutions. CDW is organizing its sales force by _______.

Industry group.

Felipe works as an electrical engineer and is concerned about privacy issues. He does not use any apps for social media and believes the privacy risks outweigh any benefits he might receive. According to Forrester Research, Felipe would be classified as a(n) _______ based on his social media usage.

Inactive.

All of the following will most likely contribute to the failure of a product

Inadequate distribution, inferior product when compared to alternatives, poor marketing.

WeatherTech manufactures custom floor mats and accessories for automobiles. WeatherTech is predominantly an online retailer that fulfills customer orders from its website. In most cases, customers can navigate the website and identify products that are made to fit their vehicle. However, some customers may have questions before or after purchase. Which of the following actions can WeatherTech implement to stimulate positive word-of-mouth about its business and to address customer questions?

Includes a toll-free number on the website which is answered by a service representative on the first or second ring and who is knowledgeable enough to address any questions or concerns a customer might have.

_______ are more expensive to market than ______ because the company must develop a new promotional campaign to introduce each new product.

Individual brands; family brands.

Consuela is a busy mom of three children ranging from 3 to 8 years of age. The kids usually accompany Consuela on trips to the grocery store, and she's often amazed at how frequently they ask for items that are not on the shopping list. The youngest is usually asking for a toy, the middle child wants candy, and the oldest wants ice cream. As part of the family decision process, the children perform the role of _______.

Initiators.

Khushi recently downloaded a new app to her smartphone. She enjoys trying new things and is usually the first person in her social group to learn about new apps. She works in the technology industry and is an avid reader of scientific journals and technology-related magazines. Which category of adoption best describes Khushi?

Innovator.

Lachlan recently celebrated his twenty-first birthday by getting a custom-designed tattoo on his forearm. Lachlan did some research and chose an artist who's known for her use of color. Lachlan also appreciated the way his artist interacted with him and took an interest in him. Which characteristic of services is best exemplified by Lachlan's experience of getting a tattoo?

Inseparability.

Katie is the marketing director for a local office of the Komen Foundation, a non-profit organization that advances research and treatment options for individuals with breast cancer. Katie often makes purchases of supplies, marketing materials, and branded merchandise for events such as the Race for the Cure. Which type of business buyer is the Komen Foundation?

Institution.

Ren is a business development consultant for a solar energy company. The company is seeking to expand its business with commercial accounts. Ren typically works in the education market specializing in smaller school districts where he can meet with the superintendents and school board to discuss the benefits of utilizing solar power. Ren's market segment would be categorized as a(n) _______.

Institution.

The Pork Producers Association of America often utilizes _______ advertising to increase the consumption of pork products. Outdoor boards, magazines, and television advertisements in the past used the slogan, "Pork. The other white meat." Today, the ads include new, original music with the song 'Make it Like This!' and showcase creative, delicious pork dishes.

Institutional.

Which type of advertising is designed to enhance a company's image rather than to promote a particular product?

Institutional.

Anasa recently purchased automobile insurance for her vehicle. Her family has always used State Farm, but Anasa decided to try Progressive because she liked the advertisements featuring Flo, a fictitious salesperson. Anasa has never had a claim and primarily purchased the product because it is required by law. Which characteristic of services relates to Anasa's perception of insurance services?

Intangibility.

Services can't be touched, consumed, or felt in the same way as goods. This is an example of _______.

Intangibility.

Old Spice's "Smell like a Man, Man" campaign has revitalized the brand. The first television ad quickly went viral. Old Spice placed print ads using the same wording and talent in targeted publications and supplemented this with a social media presence on Twitter, Instagram, and Facebook. The campaign is an example of _______ marketing communications.

Integrated.

A market segment ____.

Is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.

Prairie Farms is a dairy business that offers milk, cheese, butter, ice cream, and other dairy products to grocery and convenience stores. Which type of distribution intensity would be best for Prairie Farms?

Intensive.

Huilang is an account manager for a radio station. She typically uses _______ communication by meeting with small business owners at their places of business.

Interpersonal.

During which stage of the product life cycle is it recommended that a marketer use advertising or public relations to raise awareness of its product?

Introduction stage.

Charlotte enjoys trying new products and has a high need for variety. She visits Starbucks at least twice a week and rarely orders the same beverage twice. She recently noticed Starbucks's brand of coffee creamer at the grocery store and picked up the Cinnamon Dolce Latte flavor. Charlotte had never seen the item before but thinks it will be a great success. Based on this information, what stage of the product life cycle best describes the Starbucks creamers?

Introduction.

Prices are often set high to recover development costs during which stage of the product life cycle?

Introductory stage.

During the _____ stage of the PLC, companies promote product awareness and trial aggressively.

Introductory.

In the GE model, the appropriate action for areas of the matrix with high attractiveness is ____.

Invest/grow.

The marketing research problem ____.

Involves determining what information is needed and how it can be obtained.

Tamika enjoys shopping at Target. She learned through Target's Instagram posts that a collection from Vineyard Vines would be available in stores and online for a limited time and in limited quantities. Tamika set a reminder on her phone and accessed the Target website at the time the collection was to debut. She found an item she wanted to purchase. However, when she clicked "purchase," she received a message the item was sold out. Within minutes, the entire collection was sold out. Tamika was disappointed and experienced the _______ effect.

Jilting.

When the demand for one business product is related to the demand for another business product used in combination with the first item, ____ occurs.

Joint demand.

The KFC food chain operates restaurant locations around the globe and is known for its "finger-lickin' good" chicken. In India, KFC locations offer Vegetable Strips and the Potato Krisper Burger to satisfy the needs of the vegetarian market. Locations in China have a Shrimp Burger, and in Thailand they have a Shrimp Donut. Which of the following statements about global issues in new-product development is true?

KFC has created new menu items that meet the unique needs of customers in each country.

Ishara owns a nail salon that sells nail polish, hand lotion, and other beauty aids. She typically doubles the cost of an item to determine her retail price. This practice is called _______.

Keystoning.

The retail strategy of marking up merchandise 100 percent over cost is referred to as _______.

Keystoning.

PNC Bank is a regional bank with over 2,000 branch locations across 19 states. It offers both commercial and personal banking services and maintains a centralized database of customer information. The company utilizes this database in making decisions by sharing the information with appropriate bank personnel. This is an example of a process known as _______.

Knowledge management.

Yasmin works as a trained salesperson at a local furniture and appliance store. Which of the following is likely true about her role as a customer salesperson?

Knowledgeable salespeople enable retailers to assist their customers in selecting the products or services that are best for them.

The portion of revenue left over after paying production costs is _______.

Margin.

FitNFantastic is an independently owned CrossFit fitness studio, and it is currently struggling to identify its market opportunity. The owner, Badara, received his degree in sports physiology but has never taken any business courses. He's recently been doing some research about market segmentation and learned that if he were to adopt a marketing segmentation strategy, his business might benefit. Which of the following is one of the benefits for firms that use market segmentation?

Market segmentation helps markets define customer needs and wants more precisely.

Petco provides products and services for individuals who own pets. Petco might use _______ to tailor marketing mixes to meet the needs of specific customers such as those who own cats, dogs, fish, birds, or other animals.

Market segmentation.

A company's product sales as a percentage of total sales for that industry is _______.

Market share.

All of the following are true of the competitive market

Marketers must consider the size of the competitors in their industry, marketers must consider the degree of interdependence within the industry, marketers must consider the number of competitors within their industry.

A control device that marketing managers use is a ____.

Marketing audit.

Which of the following is true of an exchange?

Marketing can occur even if an exchange does not take place.

Which of the following is true of marketing?

Marketing efforts are performed by many departments in an organization.

Which of the reason to study marketing supports the idea that, as a consumer, you will better understand the buying process?

Marketing impacts your everyday life.

____ occurs when a company defines its business in terms of goods and services rather than in terms of the benefits customers seek.

Marketing myopia.

A ____ is a written document that acts as a guidebook of marketing activities for the marketing manager.

Marketing plan.

Pasua enjoys going to the movies and especially likes seeing the trailers for movies that are coming out soon. These trailers attempt to gain the interest of theatergoers and build excitement for the upcoming movie. They are considered a form of _______ communication.

Mass.

Pranav is the production manager for a Hormel manufacturing facility in Minnesota. The primary product produced is Spam, which is made predominantly of pork. Pranav is responsible for sourcing ingredients such as potato starch, which are needed to produce Spam. He works with Cargill, a supplier of potato starch, and strives to achieve _______ integration to ensure just-in-time inventory and availability of raw materials for each day's production output.

Material and service supplier.

The stage of the PLC where sales revenue peaks due to market saturation is the _______.

Maturity stage.

Alberto works for PepsiCo and is on the marketing team for Gatorade. The company has been concerned about Gatorade sales. Sales are still increasing, but at a slower rate. Gatorade has reduced prices but still maintains a dominant position in the market. Based on this description, Gatorade is in the _______ stage of the product life cycle.

Maturity.

Aneko is a media buyer with Simantel, an advertising agency. Aneko typically purchases radio and television commercial time slots for local business customers such as restaurants and automobile dealerships. These commercials are examples of _______ media.

Measured.

Which social media platform is where users upload and distribute photos and videos?

Media sharing sites.

Gustavo was shopping at Hollister for jeans. He noticed a sign near the plain T-shirts that advertised "buy one, get one half off." Since he often wears plain T-shirts, Gustavo spontaneously decided to purchase a white shirt and a black shirt. The sign served as a(n) _______ to influence consumers to make impulse or unplanned purchases.

Nudge.

Dick's Sporting Goods is developing a campaign for the next Super Bowl. The ads will begin airing during football playoffs, and the primary target audience is active men aged 25 to 60. Dick's has established the advertising _______ of increasing same store sales by 7 percent over the prior year during the weeks of the campaign.

Objective.

Ramla is a fundraising director for the College of Business at the University of Alabama. She works with the local business community, alumni, current faculty, and students to generate donations. Ramla's business _______ is to generate $1 million in donations per year to fund scholarships to students and to provide grants for faculty research. Thus, she is seeking funds to cover expenses rather than to earn a profit.

Objective.

Rosa was enjoying a cheeseburger at McDonald's recently and noticed another customer eating fries topped with cheese and bacon. She was intrigued and learned that the restaurant had recently introduced Cheesy Bacon Fries. She thought they looked delicious and decided to try them on her next visit. Which characteristic most likely contributed to Rosa's decision to purchase the new meal option?

Observability.

In a SWOT analysis, the prospect of entering new markets and launching new products would be listed under ____.

Opportunities.

Business customers who consider numerous suppliers (both familiar and unfamiliar), solicit bids, and study all proposals carefully before selecting one are called _______.

Optimizers.

Zion visited the website of B&H Photo, an online retailer with a location in New York City. He was interested in purchasing a new lens for his camera. It was in stock and could be shipped free to his home via FedEx and arrive in two days. Zion's experience with B&H Photo provides an example of how the _______ business process is important to supply chain managers.

Order fulfillment.

Hormel has extended its reach into the snack food market and recently unveiled a new product line. Hormel's Natural Choice snacks come in four varieties, each in 2-ounce packs containing ham, turkey, or chicken paired with white cheddar cheese and either pretzels, almonds, or blueberries covered in chocolate. Their retail price is $1.50 to $2.00 each. Which of the following is the most appropriate marketing activity for Hormel to utilize to gain acceptance of the new products?

Offer samples of the new products in retail grocery stores.

Daiyu was interested in purchasing a new laptop computer. She did a quick online search at Best Buy's website using her smartphone. She was able to see that her local Best Buy had the product in stock. Daiyu purchased the item and requested it be held at the store for pickup. This is an example of the _______ system.

Omnichannel.

The German men's and women's luxury fashion brand Hugo Boss is marketed using the same name in 127 different countries and in 439 different BOSS and HUGO stores, as well as other outlets. Which global branding strategy is Hugo Boss utilizing?

One brand name everywhere.

When a company markets mainly one product and the brand name does not have negative connotations in any local market, it would likely choose which of the following global brand strategies?

One brand name everywhere.

Which survey method involves a business hiring a firm that facilitates an online group discussion and delivers a recap of the discussion?

Online focus group.

______ are a group of consumers who agree to participate in an ongoing dialogue with a particular business.

Online research communities.

A questionnaire of car owners asks, "What do you like most about your car?" What type of survey question is this?

Open-ended.

Brandon has always enjoyed playing video games. He started live streaming and recording videos as well as giving product reviews. Over time, Brandon has developed a following on YouTube, and he is now endorsed by several video game companies who view him as an important _______ who can influence others to purchase goods and services.

Opinion leader.

Which advertising medium offers geographic selectivity and allows for frequent repetition but allows for only short messages and seldom attracts the reader's attention?

Outdoor.

Beauty of a Site is an independent retail store with a single brick-and-mortar location. The company also offers its products on its website and via Amazon.com. Joey, the owner, has been considering _______ the functions of order fulfillment and inventory management to Amazon to create efficiencies and reduce the time necessary to fill orders from her local store. Joey believes placing Amazon in charge of inventory management and order fulfillment for website orders will reduce customer wait times and enhance customer satisfaction.

Outsourcing.

A brand posting pictures to its company-run Instagram page is an example of _______ media.

Owned.

Which group of stakeholders in an organization have a financial stake in the company and expect a reasonable return based on the inherent risk of their investment?

Owners/stakeholder.

A chain store and a franchise are examples of which method of classifying retailers?

Ownership arrangement.

Elements of product strategy can include all of the following

Package design, the physical good, an intangible idea.

Which type of media is based on the traditional advertising model, in which a brand pays for media space?

Paid media.

The Food and Drug Administration has recently approved a new portable heart monitoring device called KardiaMobil. It consists of a device and app that enables consumers to record and review electrocardiograms (ECGs) anywhere, anytime. The device attaches to the back of most iOS and Android devices and communicates wirelessly with the free Kardia app. KardiaMobile uses television advertising to demonstrate how simple and easy the device is and how it helps consumers with health conditions such as atrial fibrillation or Afib. The KardiaMobile is the first to introduce ECG monitoring for the consumer market. Therefore, the television advertisements are classified as _______ advertisements.

Pioneering.

Which type of advertising is intended to stimulate demand for a new product or category?

Pioneering.

Aditi purchases frozen food items from Schwan's. Her Schwan's account representative delivers the items Aditi has purchased to her home once a week. Aditi enjoys buying Schwan's products because of the convenience. The items stay cold because there is less travel time from the refrigerated truck in her driveway to her home freezer. Which type of utility does Schwan's provide Aditi?

Place utility.

SIS International is a global organization that offers marketing research services to clients. Its primary office is in New York with one satellite office in London. The company wants to expand overseas to attract a more diverse client base. It is especially interested in the Asian market. SIS International is conducting its own research to compare Singapore, Beijing, Hong Kong, and Mumbai. Which aspect of the marketing mix is highlighted by this example?

Place.

Which component of the retailing mix relates to location and hours?

Place.

Companies may manufacture products that become outdated before they actually need replacement. This is called ______.

Planned obsolescence.

Marketing research is the process of _______, _______, and _______ data relevant to a marketing decision. It provides _______ with data on the effectiveness of the marketing mix.

Planning; collecting; analyzing; decision-makers.

A customer entering a discount card number when checking out at grocery store is an example of which type of common touch point between companies and customers?

Point-of-sale interactions.

Marc's Automotive Services specializes in imported cars and provides an array of services such as oil changes, tire mounting and rotation, brake service, engine repair, and transmission work. As a service provider, Marc's work can be categorized as _______ processing.

Possession.

The practice of charging a very low price for a product with the intent of driving competitors out of business or out of a market is called _______.

Predatory pricing.

The ____ function of marketing research is to answer "what if" questions.

Predictive.

Carlos is a brand ambassador for Maui Jim, a specialty eyeglass company known for its sunglasses. Carlos typically sets up a company display at professional golf events around the country. He offers customers a free Professional Golf Association branded glasses case with every purchase. The case is an example of a _______, a type of consumer sales promotion.

Premium.

Which form of consumer trade promotion involves offering an extra item in exchange for proof of purchase?

Premiums.

After collecting and analyzing the data, what is the next step in the research process?

Preparing and presenting the report.

Which component of the retailing mix relates to layout and atmosphere?

Presentation.

The Dollar Store has created a unique following of budget-oriented shoppers by offering products priced at $1 and up. It is considered a "value" store where customers can buy generic and brand-name items at deep discount compared to full-service grocery retailers such as Kroger or Meijer. The Dollar Store is using _______ as a positioning base to differentiate its stores from its competition.

Price and quality.

Marketing two or more products in a single package for a special price is called _______.

Price bundling.

Ingrid prefers shopping at Aldi, a no-frills grocery retailer, known for its high-quality products including ______ brands such as Millville cereal bars, which are similar to the popular Nutri-Grain bars, and Clancy's chips, which are comparable to Frito-Lay.

Private.

Harvesting is an appropriate strategy for all of the following products or SBUs

Problem children, dogs, and stars.

On its corporate website, LG states, "We create consumer electronics, appliances, and mobile devices designed to help you connect with those who matter most. Whether that means cooking a nutritious, delicious meal for your family, staying connected on-the-go, sharing your favorite photos, watching a movie with your kids, or creating a clean, comfortable place to celebrate the moments that matter, we'll be there for you every step of the way." The company also highlights its major product categories such as mobile phones, kitchen appliances, televisions, laundry machines, and vacuum cleaners. According to the text, LG would be classified as a(n) _______ type of business customer.

Producer.

Which category of business customers include all individuals and firms that acquire products to support, directly, the production of other goods and services?

Producers.

A company that alters a basic products to fit in a local market is using a ____ strategy.

Product adaptation.

The width and depth of a retailer's product line refers to which method of classifying retailers?

Product assortment.

A positioning strategy that positions the product as being associated with a particular category of products is using a ______ positioning base.

Product class.

A company employing a ____ strategy would create a new product targeted to its current customers.

Product development.

The main benefits of branding include all of the following

Product identification, new-product sales, repeat sales.

Sanofi is a major pharmaceutical firm that employs account representatives to meet with physicians, pharmacists, and others to inform and persuade customers to prescribe Sanofi products. Sanofi organizes its sales force by _______ across major areas such as diabetes, oncology (cancer drugs), or vaccine therapy. A family practice physician might interact with several representatives from Sanofi.

Product line.

A company's customer relationship management (CRM) cycle and CRM system _______.

Provide built-in marketing research for the company.

Market-oriented companies create long-term relationships with customers by ____.

Providing value to cusotmers.

Maui Jim is a manufacturer of premium sunglasses. It is considered a top brand. The glasses are sold directly through the company's website and resellers such as Sunglass Hut. The company's website features a browsing menu titled "Activity" where customers can shop the sunglass line by activities such as golf, fishing, running, hiking, tennis, and water sports. Maui Jim is using these activities as a segmentation approach to appeal to customers who enjoy these various activities by providing specific models of sunglasses to "fit" each activity. Maui Jim is using _______ segmentation by focusing on consumers' active lifestyles.

Psychographic.

Prisha is an avid music fan. She enjoys attending music festivals in her local city as well as around the country. Her favorite festival is Lollapalooza, held each summer in downtown Chicago, Illinois, but she's also traveled to Austin, Texas, for the South by Southwest festival. Prisha is always surprised to see so many companies with booths and representatives who are interested in interacting with concertgoers, but she assumes it's a great way for them to connect with younger customers like herself who are between the age of 18 and 30. Companies like State Farm, a leading property and casualty insurance company, believe that the best way to create relationships with customers is to join them in activities they enjoy. Which type of market segmentation best captures this combination of age and interest in contemporary or alternative music?

Psychographic.

Holding a press conference to communicate with various stakeholders of the firm is an example of which component of the promotional mix?

Public relations.

The Cleveland Museum of Art houses over 43,000 works in its permanent collection thanks to a trust founded in 1913. The museum is free, but it generates revenue from programs, sales of merchandise, special exhibits, and memberships. Recently, the iHeart radio group in Cleveland ran several free 30-second spots known as _______ to encourage attendance of a special exhibit at the museum.

Public service announcements.

The Stephen and Ayesha Curry Family Foundation recently announced in a press release that it is creating a $30,000 STEM scholarship for girls. The Foundation has committed to selecting one candidate each year who has demonstrated "aptitude for overcoming adversity, catalyzing change within her community and demonstrating excellence in a STEM-related field of study." The press release is an example of how the Foundation is seeking _______ for its work.

Publicity.

Which type of media schedule runs ads steadily and also boosts ads during the best sale periods?

Pulsing.

Vanya visited Best Buy to purchase a new laptop computer. She was considering the Apple MacBook Pro since she has an iPhone. The sales representative convinced her to buy the MacBook Air instead. Vanya later learned that the sales representative qualified for a bonus of $500 from Apple for reaching a sales goal of 10 MacBook Air sales within a week. This is an example of _______.

Push money.

Which form of trade sales promotion involves bonuses for wholesalers, retailers, or salespeople who hit certain sales targets?

Push money.

Menards, a home improvement supercenter retailer, often uses television advertising. Its advertisements feature the catchy musical jingle "Save big money at Menards" and highlight a specific product such as a pack of light bulbs from GE for a special price of $3.99. Which type of strategy is Menards using to sell its products?

Push.

Determining whether the leads actually have the need, authority, and buying power to be legitimate prospects describes which step in the sales process?

Qualifying leads.

A product modification intended to improve the dependability and durability of a product is a _______.

Quality modification.

The three criteria business buyers use to evaluate business products include ____.

Quality, service, and price.

A discount for buying multiple units or above a certain dollar amount is called a _______.

Quantity discount.

Sherwin-Williams employs outside sales representatives who work with customers such as paint contractors and facility managers to procure the Sherwin-Williams paint or wall coatings for their projects. A typical sales representative maintains approximately 150 accounts, and the sales representative identifies the annual revenue potential for each account. Sales managers oversee this process and establish _______, a sales volume goal by month or quarter for the sales representative to achieve.

Quotas.

Jim Beam White Label bourbon is made from a recipe that is more than 200 years old. The ingredients include corn, rye, barley malt, and natural Kentucky water. The corn, rye, and barley malt arrive at Jim Beam's manufacturing facility in their natural forms as whole grains. These items are fermented using a yeast strain kept alive by Jim Beam since the end of Prohibition. Next, the company distills the mixture twice prior to aging the final product for four years in new, charred, American oak barrels. Some believe it is the best-tasting brand of Kentucky straight bourbon whiskey in the world. According to the text, how would the ingredients of corn, rye, and barley malt be classified?

Raw materials.

ESPN+ was launched in April 2018 and is a multi-sport, direct-to-consumer video service. Its _______ is over 2 million subscribers who are exposed to advertisements at least once a month during the NFL and NBA seasons.

Reach.

Which media selection consideration relates to the number of customers who are exposed to the ad at least once during a specified period?

Reach.

A marketing objectives should be ____, ____, ____, and ____.

Realistic; measurable; time specific; compared to a benchmark

Longwei enjoys home improvement projects and often shops at Menards. He recently purchased a Hunter brand ceiling fan. At check-out, he was informed there was an offer by which he could send a copy of his receipt to the manufacturer and receive $10 in return. Longwei picked up the form on his way out of the store. This is an example of a _______, a type of promotional allowance.

Rebate.

Victor went to Home Depot to buy ceiling paint for a home remodeling project. He noticed that the Dutch Boy brand of paint was offering a sales promotion in which customers would receive $2.00 in cash with every gallon of paint purchased through the end of the year. Customers simply needed to send a copy of the sales receipt to the company to receive their cash. This is an example of a _______, a type of consumer sales promotion.

Rebate.

A consumer listening to radio advertisement is an example of which component of the communications process?

Receiver.

Carefully selecting salespeople describes which function of sales management?

Recruiting and training the sales force.

Presenting the sales price as a substantial discount from the "regular" price is called a ______.

Reframing discount.

Which form of consumer trade promotion involves money paid back to the consumer when they provide proof of purchase?

Refunds or rebates.

Carrying different recreation products in stores in different parts of the country is based on which geographic variable?

Region.

Susana is a key account sales representative for Kimberly-Clark. Her primary customers are grocery chains and big box retailers such as Target. Susana uses a relationship selling approach. This approach is subject to which of the following disadvantages?

Relationship selling activities lead to more complex issues in evaluating salesperson performance.

Laqueta is shopping at Dick's Sporting Goods and notices a display for Yeti beverage containers. She likes the various colors and prefers to use a reusable container to reduce her use of plastic. She has read about how the Yeti container keeps beverages hot or cold for several hours. Laqueta is impressed with the product and thinks it will be a real improvement over her current Tervis tumbler. She decides to buy the Yeti product. Which characteristic most likely contributed to Laqueta's decision to purchase the new option?

Relative advantage.

When considering distribution structure and how business markets and consumer markets differ, business markets have ____, while consumer markets have ____.

Relatively short, direct channels; longer channels that may involve producers and wholesalers

Riya recently saw an advertisement for the allergy medication Zyrtec. The ad mentioned that Zyrtec provides relief for indoor and outdoor allergies. The advertisement ended with a list of stores where customers could purchase Zyrtec. This is an example of a promotion designed to _______ the target audience.

Remind.

Products that are existing products targeted at new markets would be considered which type of product?

Repositioned product.

JCPenney, a U.S.-based retail chain of 870 stores, is more than 110 years old. Since its first days as a single store location in Wyoming until today, it has experienced many transformations. The store has made changes in inventory, advertising messages, and store design to appeal to an ever-changing customer base. In recent years, JCPenney has been using a _______ strategy and now advertises that "We're always helping you find amazing deals on all your favorite items." Thus, JCPenney is attempting to change consumers' perceptions about its stores in relation to its competitors.

Repositioning.

Manuel loves to grill, so he recently purchased a new gas grill online from Costco. The grill arrived, but unfortunately, it was damaged in shipping. Several aluminum pieces were dented, and the shipping box was noticeably damaged. Manuel contacted Costco, which emailed him a shipping label. He learned that the damaged grill will be sent to a Costco warehouse. Costco will file a claim with UPS and receive reimbursement for the grill since it was insured against damage. Which business process related to supply chain management is highlighted by this example?

Returns management.

The amount charged to customers for a product multiplied by the number of units sold is _______.

Revenue.

Enzo enjoys performing routine maintenance on his vehicle. He recently purchased a new alternator at AutoZone. The salesperson told him that after Enzo installed the new alternator, he could return his used alternator and receive $25 for the part. AutoZone would recycle the part and return it to the manufacturer. This is an example of a _______ channel.

Reverse.

Which social media platform is where users post opinions about businesses or other experiences?

Review sites.

Ronald and Hannah are planning a trip to Portugal for their honeymoon. They have never traveled to Portugal and want to learn about the top cities and places to visit. They consult TripAdvisor.com and learn that the top city to visit is Lisbon. In addition, the Oceanário de Lisboa is a top attraction with over 38,000 user comments. The TripAdvisor website can be classified as a _______ site.

Review.

The ____ prohibits price discrimination in sales to wholesalers, retailers, or other producers.

Robinson-Patman Act.

Robert is a college freshman. For the first time, he is making purchases on his own for many items such as toothpaste, shampoo, deodorant, and laundry detergent. On a recent visit to Walmart, Robert picked up a tube of toothpaste and a container of laundry detergent. He easily recognized the brands his family used and didn't spend any time comparing alternatives or even looking at prices. Robert utilized _______ decision making.

Routine response behavior.

Maya and Damone are married with two young children. They own a home and recently made some improvements around the house. They installed a Ring doorbell and a motion-detecting security light by their garage. Both units are connected to the Ring application that notifies Maya and Damone any time a person is in view of either device. In addition, they can program the application to record video. The Ring doorbell and motion-detecting light fulfill Maya and Damone's need for _______.

Safety.

Diego works as an account representative for Red Bull. He partners with restaurants and bars to promote his product. Diego can give bar owners a small counter-top refrigerator to keep their Red Bull product cold when they place an order for five cases of product. Diego also distributes hats and T-shirts featuring the Red Bull logo for special events at local clubs. The hats, shirts, and refrigerator are examples of _______, an element of the promotion mix.

Sales promotion.

Distributing coupons is an example of which component of the promotional mix?

Sales promotion.

Which component of the promotional mix includes marketing activities that provide a short-term incentive to buy and is usually used in combination with other forms of promotion?

Sales promotion.

Which of the following is a written document or professional presentation that outlines how the company's product will meet the client's needs?

Sales proposal.

Break-even analysis determines what _______ must be reached before the company's total costs equal its total _______.

Sales volume; revenue.

Competitive intelligence can come from all of the following sources

Salespeople, Suppliers, Industry experts.

Which form of consumer trade promotion involves the free distribution of small amounts of product in an attempt to obtain future sales?

Sampling.

A _____ error occurs when a sample somehow does not represent the target population, while a ____ error occurs when the selected sample is an imperfect representation of the overall population.

Sampling; measurement.

Kraft Foods has a professional sales force of 1,000 sales representatives who work with grocery retailers and others to promote the various Kraft brands. Each sales representative receives a base salary, commission, and a bonus opportunity. The company surveys its customers annually and asks them to rate their sales representative on attributes such as expertise, knowledge, ability to understand the customer's needs, and likelihood to recommend the sales representative. How well each sales representative is evaluated by his or her customers determines the bonus compensation. The bonus is linked to customer _______.

Satisfaction.

Rishaan likes cars and associates German automobile manufacturers with high levels of quality. He drives a Volkswagen Jetta and highly values the company. Recently, Volkswagen was fined due to emissions violations in its diesel cars that only activated anti-pollution controls when they were tested. On the road, Volkswagen's diesel models emitted up to 40 times more toxic fumes than permitted by law. One of Rishaan's friends, Jeff, asked him about the Volkswagen diesel emissions problem, but Rishaan said he wasn't aware of any problems. Jeff was surprised at Rishaan's response because he distinctly remembers forwarding an article to Rishaan about the problem and discussing the issue with him. What could account for the difference between Jeff and Rishaan's recollection of this issue?

Selective retention.

Danita is 40 years old and has always wanted to learn to speak Italian. She's noticed several television advertisements for Babbel promoting its system of foreign language instruction. The ads show professional people like her learning new languages and being successful. According to Maslow's hierarchy of needs, Danita's desire to learn Italian would fulfill a _______ need.

Self-actualization.

José is shopping at Kohl's for dress pants and notices several varieties of Dockers brand pants by Levi's. Although Dockers come in a range of colors and fits, he's not interested in the brand because his father has always worn Dockers. José thinks he's hipper and more stylish and that Dockers are for individuals who do not care about style. Which aspect of individual influences on buying decisions is demonstrated by this example?

Self-concept.

Sergio enjoys hiking and often backpacks for several days or up to a week at a time. He's interested in purchasing a new tent and is looking for something that is lightweight, durable, and easy to set up. He's visited an REI store, Gander Mountain, and several specialty stores in his area that sell tents. In addition, he's explored the options via the Internet to learn more about what's available. To Sergio, a new tent is a(n) _______ product.

Shopping.

Shun is a sales representative with a medical device company. He typically meets with hospital purchasing managers to discuss their interest in purchasing new equipment. Shun is highly trained and enjoys his job because no two sales calls are alike. One might last 20 minutes while another might take an hour. Which of the characteristics of personal selling most likely accounts for the difference in time Shun spends with each customer?

Shun tailors the sales message according to the motivations and interests of each customer.

Aditi and Sam are newlyweds. They will be hosting a dinner party for Sam's parents who are knowledgeable and savvy wine drinkers. Aditi doesn't know much about wine but wants to serve a bottle of wine with dinner. She visits a local liquor store specializing in wine and spends quite a bit of time looking at various wines and speaking with a knowledgeable salesperson at the store. This is an example of _______ involvement and how it can impact a customer's purchase decision process.

Situational.

Aetna Insurance is a dominant provider of health insurance, and it contracts with businesses to offer employee health insurance. Aetna typically relies on standard segments of business customers based on the number of employees working at the firm. Small businesses are those with fewer than 100 employees; medium-sized businesses employ 101 to 999; and large enterprises have 1,000 or more employees. Aetna's segmentation is based on company _______.

Size.

In the ______ executional style for advertising, people are depicted in normal settings, while the _____ style uses visuals and sounds to create a particular emotion.

Slice-of-life; mood or image.

Antonia has a one-year-old golden doodle dog who eats grain-free dog food. Antonia typically purchases the food from Amazon and likes the convenience of using the Amazon software she downloaded from the Google Play store for Android devices. She just clicks on the Amazon logo and can shop, order, review past orders, and track shipments. The Amazon smartphone software is an example of _______, a type of mobile marketing.

Smartphone application (apps)

Kendra is a sales representative for Dell Computers. She is primarily responsible for marketing Dell products to buyers in the educational market who will use the equipment as part of their jobs related to teaching or administrative work for the school, district, college, or university. Which of the following individuals would NOT be one of Kendra's potential customers?

Students purchasing computers through the university's technology service.

Which type of retailers are large stores specializing in groceries but also carrying nonfood items, such as flowers and personal care?

Supermarkets.

Dhruv is director of admissions for a private university. He's working with a marketing consultant to prepare new brochures to send to prospective students. In this campaign, the university is interested in highlighting all the different ways students can find their passion by getting involved in student organizations, mentoring relationships with alumni, and co-op or internship work experiences. Which of the following terms best describes these aspects of the university's product mix as a service?

Supplementary services.

OfficeMax is a retailer that provides consumable products such as paper, pens, boxes, ink cartridges, and envelopes to both consumer and business markets. Business purchasers such as Lincoln Memorial Hospital typically use an intranet, a customized web-based platform to order products needed for the hospital or connected physician office facilities. The type of business products mentioned that are offered by OfficeMax to its business customers are classified as _______.

Supplies.

Sending out a questionnaire to determine which product features consumers prefer is an example of which type of primary research?

Surveys.

____ is the idea that socially responsibly companies will outperform their peers by focusing on the world's social, economic, and environmental problems.

Sustainability.

A ____ is an advantage that cannot be copied by the competition in the near future.

Sustainable competitive advantage.

Ansh is a supply chain management specialist with Toyota. He is currently reviewing supplier contracts and is interested in reducing the environmental impact within the supply chain. He is hoping that by sourcing materials closer to manufacturing facilities and reducing air shipments, Toyota's supply chain can be more efficient, cost-effective, and environmentally sound. This is an example of _______.

Sustainable supply chain management.

Which group of stakeholders in an organizations except good citizenship from the firm and benefits from the taxes paid by corporation and workers?

The local community.

In the buying center, the decider is ____.

The person who selects a good or service to purchase.

Zuwena is a marketing consultant and assists clients in determining the best ways to employ a personal sales force. Zuwena recently met with a company that installs residential solar panel systems. A typical installation costs $25,000 or more. Which of the following is the best reason why this company should utilize personal selling rather than advertising or sales promotion?

The product has a high value.

Which of the following is NOT true of widgets?

They are more expensive than apps to develop.

Fastenal is a distributor of industrial tools and supplies. It operates more than 2,000 branch locations across the country. It focuses primarily on the business-to-business market and has identified several distinct markets to target: 1) smokestack industrials, 2) modern warehouse, 3) mom-and-pop services, and 4) white-collar industrial. These descriptors help Fastenal's account managers to create a unique message and product or service appeal to the distinct market segments. According to the text, at which step of the market segmentation process are segment descriptors determined?

Third.

Julian is 13 years old and enjoys creating music videos of himself lip-syncing to popular songs. He uses an app called _______ that lets him post his videos and share them with others.

TikTok.

Carefully specified objectives should have all of the following characteristics...

To provide motivation to employees, to be consistent with the firm's mission statement, and to guide marketing strategies and tactics for the organization.

The #DareToWearOne campaign aims to increase use of life jackets and to increase water safety in order to reduce drownings. The nonprofit organization, National Injury Prevention Council, is using a social media push to make wearing life jackets more acceptable among teens and young adults. Unfortunately, drowning rates have increased for men ages 15 to 24 years of age, since many believe it's not "cool" to wear a life jacket. Which of the following statements is most applicable to the National Injury Prevention Council in its aim to promote life jacket use?

Traditional promotional tools may be inadequate to motivate teens and young adults to use life jackets.

All of the following are examples of campaign management

Transactional selling.

Prisha was in the market for a used automobile. She stopped at a local privately-owned dealership and was frustrated with the salesperson's approach. Prisha felt she was at odds with the salesperson, and that he was only interested in making a one-time sale. This type of selling is called _______.

Transactional selling.

The innovation matrix identifies three levels of change and innovation. They include all of the following.

Transformational innovation, Adjacent innovation, and core innovation.

Companies that develop new products for new markets would fall in the ____ range on the innovation matrix.

Transformational innovation.

Rowena has a Costco membership and enjoys the opportunity to try items at the store. On a recent visit, an associate was offering samples of a quick meal, "Brown Rice & Quinoa," that can be microwaved or boiled to heat and cooks in 90 seconds. After sampling the item, Rowena decided to purchase it. Which characteristic most likely contributed to Rowena's decision to purchase the new meal option?

Trialability.

All of the following statements describe relationship selling

high levels of trust are required to develop and maintain the relationship over an extended period of time, it is focused on maintaining the client relationship over an extended period of time, sales techniques are focused on identifying customers' needs and wants to reach the best solution.

The NAICS is a system for classifying businesses ____.

in North America.

Caterpillar is a well-known manufacturer of earth-moving equipment. The company is also associated with producing high-quality equipment that is durable and long-lasting. In addition, Caterpillar dealers provide excellent customer service by stocking parts to repair equipment and reduce machine downtime. All these factors lead to high customer satisfaction. Based on this information, demand for Caterpillar equipment will likely be classified as _______.

inelastic.

Misaki is an account executive for Canon Business Solutions. She has a company vehicle and travels to meet with customers in her market territory, which covers a 120-mile radius of her home office. She drives approximately 2,000 miles per month and uses premium gasoline. The price of gasoline has no impact on the number of miles Misaki travels for work. Therefore, gasoline for Misaki is classified as having _______ demand.

inelastic.

Dr. Dre developed a new model of wireless ear buds and introduced them at a relatively low price in order to capture a large share of the market. This is an example of _______.

penetration pricing.

Relationship selling is a multistage process that emphasizes _______, win-win outcomes, and _______ as key ingredients.

personalization; empathy.

A promotion focused on stimulating a purchase or some other action would have a promotional goal of _____, while a promotion intended mainly to raise awareness of the brand would have a promotional goal of _____.

persuading; informing.

The latest model of the Google Pixel smartphone is introduced at a relatively high price compared to competing products. Previous editions of the Google Pixel phone are then priced at a discount. This is an example of a pricing strategy called _______.

price skimming.

Graciela is a licensed massage therapist who owns a business called Stressbusters. She is offering a special "buy two, get one free" promotion by which customers can purchase a certificate for three 60-minute massages for $120. Graciela is implementing a _______ pricing objective.

sales maximization.

All of the following are disadvantages of personal selling

salespeople can be pushy or can convince customers to buy something they don't need, the cost per contact is much higher than other promotion methods, it can be difficult to keep the message consistent to all customers.

Elijah owns a tour company near a lake that provides kayak rentals. One of his competitors rents kayaks for $25 per day or $8 per hour. Elijah decided to lower his prices in order to use _______ as his pricing objective and be in line with his competition.

status quo pricing.

Hyundai is introducing a new model of its popular mid-sized sedan, the Sonata. The Sonata competes with Toyota's Camry retailing at $25,050, the Mazda 6 selling for $24,720, and the Honda Accord with a retail price of $24,650. Hyundai plans to price the Sonata at $24,600. This is an example of the _____ pricing strategy.

status quo.

Zari lives in Orlando, Florida and often uses Uber. She's always surprised how often the fares change and notices that there can be large differences in Uber's prices. She understands that Uber raises fares when more people are requesting rides. This phenomenon is known as _______ pricing.

surge.

All of the following are advantages of personal selling compared to advertising

the sales message can be customized for each prospect, including answering questions and handling objections, personal selling allows for a more detailed explanation of the product, personal selling can be the most effective method for actually obtaining a sale.

The Good Sleep Hotel chain offers a simple solution to individuals who need to purchase one or more nights away from home—a good night's sleep! The company has one style of room, all with the same amenities, size, and ability to accommodate up to four people with two queen-size beds. Good Sleep Hotel believes that everyone deserves a restful night away from home. Focusing on this simple need enables the company to reduce its marketing expenditures and costs associated with offering different types of rooms such as singles or suites. The Good Sleep Hotel chain is using _______ targeting.

undifferentiated.