Marketing exam 1 quiz questions ch. 1-3
Target market
A commercial for the drink SunnyD explains how nutritious it is in comparison to other, more "sugary" drinks. While children under 12 are the most likely consumers of SunnyD, the commercial is aimed at mothers. These mothers represent SunnyD's what?
The Boston Consulting Group's matrix is based on what?
A philosophy that a product's market growth rate and its market share are important determinants of its marketing strategy.
purchase
After doing considerable shopping, Brandon has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Brandon?
Be profitable
All companies have a responsibility to _____ so they can provide a return on investment to their owners and investors, create jobs for the community, and contribute goods and services to the economy.
stakeholder
Any constituent who has a claim in some aspect of a company's products, operations, markets, industry, or outcomes is known as what?
perception
As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense organs. Brianna is experiencing the process of _____.
interpretation
Assignment of meaning to organized information inputs is called _____.
motives
Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs, which are called what?
postpurchase evaluation phase
Claire is beginning to wonder if she has made the right decision about purchasing a new HP Laptop after she sees a friend with a new Dell. Claire's doubt whether she made the right decision occurs during the _____ of the buying decision process.
attitudes
Cognitive, affective, and behavioral are the three major components of what?
environmental scanning
Collecting information from secondary sources such as business, government, trade, and general-interest publications plays an important role in _____.
total budget
Companies that compete for the same limited financial resources of the same customers are known as _____ competitors.
retention
Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective _____.
Product
Deciding to add gel insoles to its running shoes would be a change in the ______ element of the marketing mix for NIKE.
The marketing mix
Distribution, price, promotion, and product are all elements of what?
prosperity
During which stage of the business cycle is unemployment low and total income relatively high?
purchase
During which stage of the consumer buying decision process does a consumer decide from which seller he or she will buy the product?
opportunities
Favorable conditions in the marketplace environment that could produce business rewards for the organization if acted upon properly are called what?
sustainable competitive advantage
Harley-Davidson's Harley Owner's Group (HOG) helps to foster strong relationships between riders and their motorcycles, giving it what over other motorcycle manufacturers?
Social Responsibility
Honeybees are disappearing at an alarming rate and since they pollinate about a third of all foods we eat, it is an important concern. That's why Haagen-Dazs launched a microsite to increase the awareness of the issue. In addition, it launched a "Twitcause" campaign on Twitter, raising $7,000 in two days. This example illustrates the positive consequences of _____.
cause-related marketing
If Starbucks were to donate 5 percent of every coffee purchase to shelters for victims of domestic abuse for one month, this would be an example of _____.
yields a group of brands that a buyer views as possible alternatives
In the consumer buying decision process, the information search stage _____.
Customer relationship management
L.L. Bean uses technology to help them identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with their purchase histories to customize products to meet those needs. L.L. Bean is using what approach?
impulse buying
Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter, she sees a vase she just has to have and buys it immediately. Marissa's purchase of the vase is an example of _____.
proactive
Marketers who attempt to influence and change the various environmental forces have a ____ response to these forces.
matches the needs of the target market
Marketing managers strive to develop a marketing mix that does what?
physiological, safety, social, esteem, and self-actualization
Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least important. These needs, in order from most to least important are _____.
philanthropic
McDonald's supports and funds Ronald McDonald houses for the families of terminally-ill children to stay in to be near their loved ones. McDonald's action demonstrates the fulfillment of _____ responsibility.
Ideas
Mothers Against Drunk Driving (MADD) is a group that works to change attitudes and laws about driving under the influence of alcohol. MADD primarily markets?
How they satisfy customers
Organizations should define themselves not according to the products they produce but according to what?
selecting, organizing, and interpreting information inputs
Perception is a three-step process that involves what?
Pricing
Pharmaceutical companies have at times been accused of acting unethically by taking advantage of customers in the area of _____.
green marketing
Products that may do harm to the natural environment are inconsistent with what?
buying frequently purchased, low-cost items that need little effort
Routinized response behavior is what a consumer does when _____.
marketing strategy
Safeway Foods Corporation is involved in identifying and analyzing a target market. The firm then develops a marketing mix to satisfy individuals in that market to gain long-term competitive advantages. Based on this example, Safeway is creating a_____?
environmental scanning
SiriusXM Radio is concerned about how the increasing use of smart phones will affect the future sales of its satellite radio service. The company decides to gather information about the changing trends in music access and delivery to prepare for this trend. Sirius XM's process is called _____.
Sustainability marketing
StarKist Tuna has frequently extolled its dolphin-safe methods of catching tuna. This is an example of what?
Internal Marketing
Starbucks provides training and support to its employees, including health care benefits. Through these ______ efforts Starbucks is better able to deliver quality products and service to its customers.
problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation
The five major stages of the consumer buying decision process, in order, are _____.
Political, legal and regulatory, sociocultural, technological, economic, and competitive
The forces of the marketing environment include what?
Market share
The percentage of a market which actually buys a specific product from a specific company is referred to as that product's____?
environment scanning and analysis
To monitor changes in the marketing environment effectively, marketers must engage in what?
perception, motives, learning, attitudes, personality, and lifestyles
What are the primary psychological influences on consumer behavior?
services, ideas, and goods
What are the three basic forms that a product can take?
promotion
What element of the marketing mix is used to increase awareness of a product or company?
Customers
What is the focal point of all marketing activities?
Analysis
When PepsiCo takes the information collected through research and attempts to assess and interpret what it means for its soft-drink marketing efforts, PepsiCo is engaged in environmental _____.
competitors
When marketers define their target market, they simultaneously establish a set of _____.
consideration
When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is on sale. These four brands make up his _____ set.
Routinized response behavior
Which of the following consumer problem-solving processes will probably be used in purchasing toothpaste?
expensive products
Which of the following products would probably require extended problem solving before a purchase?
green marketing
Which of the following refers to a firm's specific development, pricing, promotion, and distribution of products that do not harm the environment?
Toyota's Highlander Hybrid
Which of the following would represent a brand competitor for Volkswagen's Touareg Hybrid sport utility vehicle?
Internal search and external search
Within the information search step of the consumer buying decision process, what two primary aspects exist?
product
_____ competitors are those that compete in the same product class, but their products have different features, benefits, and prices.
The marketing plan is?
a written document detailing activities to be performed to implement and control marketing actions
An ethical issue is...
an identifiable problem, situation, or opportunity requiring an individual to choose from among several actions that must be evaluated as right or wrong
Problem recognition occurs when a consumer _____.
becomes aware that there is a difference between a desired state and an actual condition
marketing is the process of...
creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment
Customer
the marketing mix is built around the ?
