Marketing Exam 2

Paul, a purchasing agent for Kiel Inc., has the authority to prevent salespersons from seeing the decision makers in his organization. Which of the following best describes Paul's position?

gatekeeper

________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.

demographic

The United States Environmental Protection Agency (EPA) has mandated that, in order to reduce local pollution, all printing plants have to switch from oil-based inks to water-based inks. This will require entirely new printing presses and the procurement of a completely different printing plate technology. In this instance, the buying center of an organization using printing plants is most likely to face ________.

a new task situation

When an effective program can be designed for attracting and serving a particular segment, the segment is best described as ________.

actionable

Consumers learn about new products for the first time and make the decision to buy those products during the ________.

adoption process

Business markets are similar to consumer markets in that ________.

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

Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.

brand personality

Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand?

brand personality

________ may help shape product specifications, but their major role is to select vendors and to negotiate.

buyers

The ________ refer(s) to all the individuals and units that play a role in the purchase decision-making process.

buying center

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.

cognitive dissonance

A nurse in a hospital told the chief dentist, Dr. Albrecht, that the hospital should purchase equipment that would sterilize the dentists' tools without using any water because water tends to affect the durability of the tools over time. Dr. Albrecht located some articles on chemical sterilizers and gathered more information on how they worked. After talking to salespeople, Dr. Albrecht finally placed his order for the machine. In this instance, Dr. Albrecht played the role of a (n) ________.

decider

Business demand that ultimately comes from the demand for consumer goods is known as ________ demand.

derived

Demand for outboard motors depends on consumers purchasing fishing boats. This is an example of ________ demand.

derived

Jeremy's, a handbag manufacturer in Lower Manhattan, procures a large stock of leather in anticipation of brisk sales of handbags during December. This is an example of a(n) ________ demand.

derived

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

differentiation

AC/DC, a popular Australian heavy-metal band will perform in Berlin during Christmas. There is a high demand for concert tickets among fans worldwide that are looking forward to the much-awaited performance. In this instance, the high demand for tickets for the AC/DC concert is representative of ________ demand.

elastic

Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Water bags for Roadies, Supertanker Hydro packs, and Fast Water. Robert is in the ________ stage of the buyer decision process.

evaluation of alternatives

Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of the buyer decision process.

evaluation of alternatives

What is the most important consumer buying organization in society?

family

The business marketer normally deals with ________ than the consumer marketer does.

far fewer but far larger

Pacific Fisheries divides its customers into different regional units, such as Asia, Australia, and the Americas. This is an example of ________ segmentation.

geographic

"Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example of ________.

geographic segmentation

________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.

geographic segmentation

The Trump Hotel organization runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury rooms in select cities worldwide. The Trump organization most likely follows a(n) ________ segmentation approach.

income

ASU enrolled 200 graduate students in the Fall of 2015. However, the enrollment rate was only slightly affected following a 12 % hike in tuition the following fall. This illustrates ___________demand.

inelastic

Pfizer a Drug Company produces insulin, a product with a very stable demand. Even though the price changed several times in the past two years, the demand for Pfizer's insulin remained relatively unaffected. In this instance, the demand for insulin is representative of ________ demand.

inelastic

Which of the following factors influencing the business buying process do marketers typically find most difficult to assess?

interpersonal

The latest trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.

lifestyle

When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.

measurable

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 rebut

Ralph works for a manufacturing company in Ohio. Recently, he called in a department manager to assist in the purchase of some heavy machinery. After consulting the department manager, Ralph is considering a change in product specifications and characteristics and expects suppliers to meet his requirements. Which of the following is evident here?

modified rebuy

The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.

perceived performance

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

perception

The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.

personal

James has decided to buy a new vehicle. His brother John has recently purchased a new truck and recommends the same model to James. James finally decides to buy the same truck. Which of the following sources of information has most likely influenced James' purchase decision?

personal sources

Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ________.

political factors

After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.

post purchase behavior

Leona bought two different brands of wine from vineyards in Australia. When asked for her opinion about the wines, she said that one brand of wine tasted like alcoholic grape juice, but the other had a crisp taste that she really enjoyed. These statements were most likely made during the ________ stage of the buyer decision process.

post purchase behavior

Lizzy bought two different brands of wine from vineyards in Australia. When asked for her opinion about the wines, she said that one brand of wine tasted like alcoholic grape juice, but the other had a crisp taste that she really enjoyed. These statements were most likely made during the ________ stage of the buyer decision process.

post purchase behavior

The Subaru automobile company works to keep its customers happy after each sale, aiming to delight each one of them in order to increase their customer lifetime value. Which of the following steps of the buyer decision process does the company exemplify?

post purchase behavior

A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a ________ to the band's fans.

reference group

VFC a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for hiking and other outdoor activities under the Timberland Brand. Which of the following brand personalities could be best associated with the new brand?

ruggedness

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

Hispanic Americans tend to be deeply family oriented and make shopping a family affair. Older consumers are brand loyal, while younger Hispanics have shown increasing price sensitivity and willingness to choose store brands. Hispanic Americans make up a ________.

subculture

A market segment that is large enough or profitable enough to serve is ________.

substantial

ASU purchases ceiling tiles as a straight rebuy from GE, therefore GE as__________.

the "in"supplier must maintain product and service quality to keep the business

A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?

what are the major influences on buyers?