Marketing Ch 6-10

Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning supplies for her custodial staff using the same vendor and ordering relatively consistent amounts of the same products on each purchase. This is an example of ___.

A straight rebut situation

__ consists of evaluating each market segments attractiveness and selecting one or more market segments to enter

market targeting

public health campaigns designed to reduce alcoholism, drug abuse, smoking and obesity are all examples of__ marketing

social

__ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

specialty products

__ involves systematically developing networks of supplier partners to ensure a dependable supply of products and materials for use in making products or reselling them to others

supplier development

the advertising slogan, "we bring good things to life" used by General Electictrics to market themselves is an example of__ marketing.

Corporate image

P & G introduces its Duncan Hines ready-to-spread frosting in a small geographic area. When General Mills became aware of the prodcut, which eclipsed the Duncan Hines introduction, General Mills was able to enter the ___ stage of the new product development process before P & G could. A) commercialization B) Co-Marketing C) Idea generation D) Idea screening E) Simulation

Commercialization

All of the following are disadvantages of test marketing EXCEPT that test marketing___. A) is typically expensive B) can be time consuming C) enables competitors to gain advantages D) Encourages dishonesty among participants E) Fails to guarantee product success in the internet

Encourages dishonesty among participants

The major purpose of test marketing is to provide management with the information needed to make a final decision about___. A) How to develop a marketing strategy B) Which market to compete in C) Whether to launch a new product D) How to compete in the market E) How long to compete in the market

How to compete in the Market

New product development starts with__. A) idea generation B) Idea screening C) concept development D) Concept testing E) test marketing

Idea generation

In a __ situation, the "in" suppliers may become nervous and feel pressured to put their best foot forward to protect an account and the "out" suppliers may see the present situation as an opportunity to make a better offer and gain new business

Modified rebuy

Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ____. A) geographic location B) Economic Factors C) Cultural Factors D) Political Factors E) Socio-Cultural Factors

Political Factors

Which of the following is an external source for new-product ideas? A) Project managers B) Engineers C) Salespeople D) Manufacturing staff E) Suppliers

Suppliers

___ refers to buying a packaged solution to a problem from a single seller, thus avoiding al the separate decisions involved in a complex buying situation

Systems selling

at fantastic flavors, a large regional chain of candy stores, employees from marketing, design production, and finance work in cross functional groups to save time and money in the new product development process. Fantastic Flavors uses a __ approach.

Team-based new product development

Jean, Malone, a market researcher, recently found that most people in Bradburg Country purchase automobiles with predominantly functional designs and prefer darker colors. Which of the following marketing strategies should Jean most likely recommend to an automobile dealer interested in opening a dealership in Bradburg County? A) one-to-one marketing B) undifferentiated marketing C) segmented marketing D) Individual marketing E) Direct marketing

Undifferentiated Marketing

a company getting ready to launch a new product must make several decisions. The company must first decide on__.

When to introduce the product

A reputed cosmetic company in New York City added new product lines in order to increase its business. In other words, it ___. A) Lenghened its exisiting product line B) Decreased its product line consistency C) Widened its product mix D) Engaged in market segmentation E) Engaged in social marketing

Widened its product mix

which of the following is an example of a pure tangible good?

a bag of potato chips

Bailey's burgers promotes the Bailey's jumbo burger as a fun snack for teens and young adults. in this instance, Bailey's burgers is practicing ___ segmentation. A) Benefit B) age and life-cycle C) psychographic D) Geographic E) Gender

age and life-cycle

business markets are similar to consumer markets in that__.

both involve people who assume buying roles and make purchase decisions to satisfy needs

Product planners need to consider products and services on three levels. each level adds more customer value. the most basic level is the ___. Which addresses the question, "what is the buyer really buying?"

core customer value

Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here?

demographic segmentation

demand for outboard motors depends on consumers purchasing fishing boats. This is an example of__ demand

derived

__ involves actually distinguishing the firm's market offering to create superior customer value

differentiation

which of the following is an example of a convenience product

fast food

executives at an automobile manufacturing company conducted a brainstorming session for selected employees. This session resulted in a large number of ideas for developing new cars after extensive R & D. the executives then planned to filter out the best ideas during the__ stage

idea screening

Gilron Holidays runs a premium membership club which caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n)__ segmentation approach

income

A university enrolled 200 graduate students int he fall of 2011. However, the enrollment rate was only slightly affected following a 12 percent hike in tuition the following fall. this illustrates a(n) ____ demand

inelastic

a company can install a(n)__ management system to collect, review, evaluate and manage new product ideas.

innovation

Elmo Inc, a Michigan-based manufacturer of athletic shoes, uses professional athletes in its ad campaigns to help sell its products. This is an example of__ marketing

person

Tourism Australia's global marketing campaign, "theres nothing like australia" is an example of___.

place marketing

which of the following is true with regard to products?

products include services, events, persons, places, organizations, ideas, or a mixture of these

Marketers who use__ often segment their marketers by consumer lifestyles and base their marketing strategies on lifestyle appeals.

psychographic segmentation

which of the following exemplifies a service?

retail

A recent study conducted by Estelle Cosmetics company showed that heavy users of Estelle's products comprise a small percentage of the market. The study indicated that less than 7 percent of all shoppers buy nearly 71 percent of Estelle's products in the United States. This is an example of__.

segmentation by usage rate

Acquisition refers to __. A) the buying of a whole company, patent, or a license to produce someone else's product B) An agreement between two or more commercial companies to produce a common product C) a partnership between two companies to produce a product in different countries by sharing risks D) investments made in a country's businesses by foreign citizens, often in the form of stocks E) the development of original products, product improvements, product modifications, and new brands through the the firm's own product development strategies

the buying of a whole company, patent, or a license to produce someone else's product

which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?

user status

which of the following refers to a cultural factor in the context of segmenting international markets?

values and attitudes

The major purpose of test marketing is to provide management with the information needed to make a final decision about__.

whether to launch a new product