Marketing Exam 2
According to the text, competitive intelligence becomes decision-making intelligence _______.
. when it has implications for the organization
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
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.
At which step in the marketing research process do you interpret and draw conclusions from the information you've collected?
Analyze the data
_______ focuses on the attributes that consumers seek and what they expect to receive from a good or service.
Benefit segmentation
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.
Which type of sample makes little attempt to get a representative cross section of the population?
Cluster sample
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.
Which of the following is not a trend that will lead to the continuing growth of CRM as a targeting tool?
Cost Saving
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
Which of the following are examples of omnichannel marketing? (Select two)
Customer can order online and pick-up at the physical store. Customer can use a mobile app to assist with in-store product research and purchasing.
Aligning supply and demand throughout the supply chain by anticipating customer demand and planning production and inventory accordingly describes which process of supply chain management?
Demand management
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
Which type of channel is a variation of the direct channel that utilizes e-commerce and social media?
Digital
Which type of channel variation sells the same product using multiple channel structures?
Dual distribution
_______ is the increased value of a product that is created as its ownership is transferred.
Exchange utility
If a company partners with only one retailer per state, this is an example which type of distribution?
Exclusive
Albertsons operates more than 400 grocery store locations across the country. The chain is interested in determining the category of product that is best suited to promotions at end-of-aisle displays. Albertsons selects 25 stores in different geographic areas and varies the types of products it features for two different end-of-aisle displays in each store. Albertsons measures the sales for each product category tested and compares the sales during the end-of-aisle display promotion to the baseline sales. Using this comparison, Albertsons can determine whether any change in sales was observed as a result of the promotion. Which type of research method did Albertson's use?
Experiment
Which of the following are examples of primary data? (Select three)
Focus groups Ethnographic research Surveys
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?
Form utility
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
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?
Greater appeal to the target market
The more shared digits companies have, the more _______ they are
Homogenous
L.L. Bean is a well-known outdoor clothing and recreation equipment company based in Maine. It uses catalogs and its website to entice customers to make a purchase. Once customers purchase, they are placed in the customer database, and then the company follows and tracks their interactions. Clara is vice president of online marketing and has asked the database manager to identify those customers who have the highest dollar spend within the last year. She is specifically interested in knowing how many customers spend more than $2,000 a year with L.L. Bean. Which step of the customer relationship management system best characterizes Clara's request to the database team?
Identify the best customers.
The executive producers of a major motion picture are interested in gauging reactions to several different versions of movie previews prior to the movie's release to theaters. A marketing research firm recruits participants who meet the target market characteristics of the movie's intended audience. The firm sends the participants different versions of 15-second or 30-second movie trailer advertisements. Following the viewing of the advertisement, participants answer several questions and indicate their likelihood of seeing the movie in the theater. The ability of the research firm to provide video as part of the research activity highlights which important advantage of mobile research?
Immediate feedback
Demographic segmentation uses which of the following bases? (Select three)
Income Gender Family Life Cycle
___________are more expensive to market than__________because the company must develop a new promotional campaign to introduce each new product.
Individual brands, family brands
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
Co-branding can take several forms. _______ identifies the part of the brand that makes up the product.
Ingredient branding
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
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
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
______ is a network of interlocking corporate affiliates important in Japan.
Keiretsu
JELD-WEN is a manufacturer of doors and windows that are sold through home improvement stores such as Menards, Home Depot, and professional building contractors. JELD-WEN uses a customer relationship management system to track customer interactions. For example, JELD-WEN recently completed a study of its professional contractors and identified three distinct segments of contractors based on their purchase habits. The company will share this information with different divisions within JELD-WEN. Which step of the customer relationship management system best characterizes JELD-WEN's actions of sharing the information with different divisions within the firm?
Leverage customer information
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 marketers define customer needs and wants more precisely.
Which of the following statements is true?
Mobile surveys have higher response rates than paper surveys.
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?
Modified rebuy
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
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)
Buckle, a retailer of jeans and fashion clothing, is considering expanding further into related product categories, and the company is interested in conducting research to understand the current shopping habits of customers and how much time they spend in the store. Buckle is planning to use an outside marketing research consulting company to gather data. The research company will record the habits of store visitors, such as the amount of time spent in the store, whether a purchase is made, which categories of products are browsed or purchased, and the role of the salesperson, as well as the number of people in each shopping group and the composition of those groups (e.g., family members, friends). This is a labor-intensive project, but Buckle believes it will provide the insight needed to make decisions on product line expansions. Which of the following is the best research method for Buckle's research consultant to employ?
Observation research
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
Which survey method involves a business hiring a firm that facilitates an online group discussion and delivers a recap of the discussion?
Online focus groups
A market must have which of the following characteristics? (Select three)
People or organizations Needs and wants The ability and willingness to buy
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
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
GameStop operates more than 5,800 retail stores across the United States and 14 countries. It offers a free PowerUp Rewards program that allows customers to earn points and discounts on purchases. Customers can also pay $14.99 per year for a Pro membership that offers additional benefits. More than 55 million people are members of GameStop's Rewards program, providing the company with lots of information about each member's purchasing history, such as the types of products purchased, amount spent per transaction, frequency of shopping, equipment trades, and returns. Which of the following terms best characterizes the information that GameStop owns related to its PowerUp Rewards program?
Primary Data
A product can take any of several possible routes to reach the final consumer. The channel where product moves from the___________ to the ________________with no other intermediaries in between is the direct channel.
Producer, consumer
Which category of business customers include all individuals and firms that acquire products to support, directly or indirectly, the production of other goods and services?
Producers
Facilitating the joint development and marketing of new offerings among a group of supply chain partner firms describes which process of supply chain management?
Product development and commercialization
A company sells inventory that must always be refrigerated. This is an example of which factor affecting the choice of distribution channel?
Product factors
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
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
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
Carrying different recreation products in stores in different parts of the country is based on which geographic variable?
Region
Retailers and wholesalers are part of the _______ category.
Reseller
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
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
The first two digits of a NAICS code designate the _______.
Sector
American Eagle Outfitters offers its own credit card and encourages shoppers to apply for a card by offering a 15 percent one-time discount when they open an account. Thereafter, American Eagle tracks customer purchases using the credit card as part of its customer relationship management system. Upon application, credit card holders provide basic information such as their names, addresses, e-mails, phone numbers, and employment information. Which step in the customer relationship management process is highlighted by this example?
Store and integrate customer data using information technology.
Which type of channel variation uses another manufacturer's already established channel?
Strategic channel alliance
By relying on customer data, a company discontinues products that aren't in demand before inventories can build up. This is an example of which benefit of supply chain management?
Streamlined product mix
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
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
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
Sharing a basic framework for how companies in the supply chain will communicate and work together is an example of what level of external integration?
Technology and planning integration
The creation and maintenance of information systems that connect managers across firms in the supply chain is an example of what level of external integration?
Technology and planning integration
Which of the following are true statements about supply chains? (Select three)
The goal of supply chain management is to integrate all supply chain activities into a seamless process. Supply chain partners could include home delivery partners. A company's supply chain includes all the companies involved in the flow of providing products to customers
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.
Yasmin works for Bath & Body Works as a category manager. She is interested in identifying the types of products that are typically purchased as gifts, as well as determining how much Loyalty Rewards Members typically spend on gifts. She consults with a database specialist at the company and learns that, unfortunately, this information is not available as part of the information captured related to transactions or purchase history, because Bath & Body Works is not currently capturing whether the purchase was for the customer or a gift. Yasmin has encountered a common disadvantage related to secondary data. Which of the following best characterizes the disadvantage related to Yasmin's research problem?
There is a mismatch between the researcher's unique problem and the purpose for which the secondary data were originally gathered.
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
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.
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
Which channel members buy products from producers and distribute them to retailers?
Wholesalers
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
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
Portable tools and office equipment would be categorized as _____
accessory equipment
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 _______.
adaptation and modification
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
Business products are different from consumer products in that business products _______
are used to manufacture other goods or services, to help an organization's operations, or resold to consumers
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
The goal of content marketing is to ______.
attract and retain a clearly defined audience and drive profitable customer action
The elements of a brand that cannot be spoken are called the ______.
brand mark
Stepan Chemical produces chemicals that are sold to consumer product manufacturers, such as Procter & Gamble, as raw materials in the manufacturing processes to create shampoos and detergents. Stepan's chemicals are known as _______ products.
business
A supplier of scanner-based research _______.
collects checkout scanner data and aggregates it for analysis
In a strategic alliance, _______ and _______ are necessary.
commitment; trust
Sherwin-Williams operates retail outlets that provide paint and supplies to end-user consumers or the "do-it-yourself" market, as well as to painting contractors in the commercial sector. In addition, each store has outside sales representatives who work with facility managers and who will ideally gain their commitments to purchase paint from Sherwin-Williams. The paint industry is very competitive, and Sherwin-Williams competes with a variety of other retail outlets specializing in paint, as well as big box stores such as Menards or Lowe's. Recently, Sherwin-Williams used a web-based survey to identify consumer perceptions of the Sherwin-Williams brand in comparison to other brands. This resulted in consumer insights about how Sherwin-Williams compares to other key brands or competitors. Sherwin-Williams plans to utilize these insights to improve its products, store offerings, and services to enhance customer satisfaction and loyalty. The information provided by this research endeavor is an example of _______.
competitive intelligence
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
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
Supplies are _______.
consumable items that do not become part of the final product. Paper and pencils are examples of supplies
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
Marketers should monitor their chosen segments _______.
continually
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
Products that are relatively inexpensive items that merit little shopping effort are called ______.
convenience products
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
Riko is a marketing director with Uniqlo, a fashion brand based in Japan. She is interested in gathering shoppers' perceptions of the brand and its stores, as well as identifying how Uniqlo compares to its competition. She is reviewing proposals to obtain feedback from 1,000 customers. One firm recommends using a web-based survey that will cost $50 per completed survey. A second firm recommends telephone surveys costing $100 per completed survey, and a third firm proposes mobile research at $25 per completed survey. Riko is surprised to see that mobile research offers the advantage of _______.
cost savings
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
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)
Consumer packaged goods companies such as Procter & Gamble rely on supermarket purchasing data compiled by companies such as SymphonyIRI to understand how their products are selling, in what quantities, and in which package sizes. In addition, they can obtain data about price points, whether consumers utilized coupons, or information about other in-store sales promotions. SymphonyIRI provides _______ data to consumer goods manufacturers.
d. scanner-based research
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
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
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
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
The Pew Research Center recently published a report that noted that the majority of American workers are employed in the service sector. Specifically, "Among the major service-industry sectors, the biggest was trade, transportation, and utilities (27.8 million workers), followed by education and health services (24.3 million), professional and business services (21.5 million), and leisure and hospitality (16.7 million)." This is an example of the _______ role of marketing research.
descriptive
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
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
To maximize margins or keep prices low, a producer with significant resources would likely choose a(n) _______.
direct channel
Amazon has begun using _______, which are unmanned aerial vehicles, to reduce the costs of "final mile" delivery in urban areas.
drones
Component parts _______.
either finished items ready for assembly or products that need very little processing before becoming part of some other product
Marketing research may not be needed if you are _______.
entering a stable market that is well-understood by the company
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
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
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
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
Scanner-based research gathers information _______.
from consumers about the promotions and pricing they are exposed to and the things they buy
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
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
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
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
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
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
A market segment is _______ if marketers can distinguish who is in the segment through demographic information or geographic location.
identifiable
Before a marketing research project can be designed, you must first _______.
identify the problem/opportunity
Jasmine is the manager of ticket sales for the Houston Texans, a professional football team. Since their debut in 2002, the Texans have entertained fans in NRG Stadium, which seats close to 72,000 people. Jasmine is responsible for season ticket sales, game-day sales, and group sales to ensure maximum ticket revenue for the team. She recently hired a marketing research consultant to assist her in determining the best approach for marketing season tickets. Jasmine must allocate her marketing budget across various options such as outbound telephone calls, direct mail, radio advertising, print media, and social media. She is hopeful that the marketing research will help her identify the most effective allocation of her budget across these various options. In this case, marketing research is _______.
improving Jasmine's decision-making
The Coachella Valley Music and Arts Festival is an annual event held at the Empire Polo Club in Indio, California. The festival organizers are interested in capturing participant reactions and perceptions of the food vendors. They invite concertgoers to register their mobile phone numbers and then send surveys to attendees via their phones. During the last festival, more than 35 percent of attendees participated in the research. This example highlights that mobile research offers the advantage of _______.
increased response rates
Brands offered exclusively by a retailer that are manufactured by a third party are called ______.
individual brands
In the buying center, _______ are people who affect the buying decision by supplying information to guide the evaluation of alternatives or by establishing buying specifications.
influencers/evaluators
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
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
Hospitals, colleges and universities, and museums fall into the ______ category of business customers.
institutional
There are two main types of supply chain integration:______________ and _________________
internal, external
The marketing research problem _______.
involves determining what information is needed and how it can be obtained
A market segment _______.
is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs
Sapporo Brewery, Nissan, Yamaha, and Canon are all Japanese firms that are united under one conglomerate called a _______, defined as a network of interlocking corporate affiliations.
keiretsu
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
Netflix dominates streaming services, and the company is now spending almost 50 percent of company revenue on developing original content for its subscribers. However, Netflix is concerned with the introduction of Disney+, a proprietary streaming service for a monthly subscription fee. As a result of Disney's new streaming service, Disney removed all of its titles from Netflix. Therefore, Netflix is interested in determining the best types of content—movies and/or series—to maintain and grow its subscription base. Netflix can use its proprietary data of customer streaming information to gain insight into this issue, since Netflix knows what content people are watching and when they watch it. Netflix's desire to determine the best type of content to offer in order to maintain and/or grow its subscription base is an example of a _______.
marketing research objective
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
Miguel receives a survey from Gillette about his shaving frequency, and whether he uses an electric razor. Miguel responds that he shaves twice a day with a normal razor, although in truth he only shaves four to five times per week. This is an example of _______ error.
measurement
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
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
When a company targets several different market segments and creates a different marketing mix for each segment, they are using _______.
multisegment targeting
Aisha is a marketing researcher who is using a new methodology to understand consumer decision-making. Her research involves using an MRI machine to examine the brain patterns of participants. She recently played different types of music such as classical, pop, rock, and rap music to identify the areas of the brain that were activated by the music. This is an example of _______.
neuromarketing
The three main benefits of branding are: _______, _______, and _______. (Select three)
new-product sales product identification repeat sales
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 College Board is interesting in gaining insights about students' changing needs and the type of information that would be helpful to them as they make decisions about which college to attend and which areas to study. To accomplish this, the organization hires a marketing research consultant who recommends a(n) _______. The research firm will identify individuals in their database who are high school sophomores or juniors who have taken the PSAT test. Students will be recruited to participate in a web-based discussion forum that will be led by a moderator. The look and feel of the web-based platform is like a chat room, so all participants can see all questions and all responses. The information is captured by the research firm and is available for review and analysis. Typically, individuals only participate in a single discussion session.
online focus group
Harley-Davidson enjoys an almost cult-like following for its motorcycles. Most Harley buyers are members of the Harley Owners Group, or HOG. The company offers a variety of benefits to HOG members, including special rides featuring celebrity owners such as Jay Leno and tie-ins to movies using Harley motorcycles. HOG also presents a unique opportunity for Harley-Davidson to gather marketing research insights. The company has recruited several thousand members to participate in ongoing research activities where participants receive gifts such as special shirts or hats for their cooperation. Members typically agree to participate for one year. Members interact with each other and answer company-directed questions via a custom-designed website. This is an example of a(n) _______.
online research community
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
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 person's traits, attitudes, and habits are part of their _______.
personality
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
Companies may manufacture products that become outdated before they actually need replacement. This is called ______.
planned obsolescence
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.
positioning matrix
Aldi, a grocery retailer, is using market testing in select cities around the country to measure consumer response to curbside pickup. As they do with other retailers, consumers order items from Aldi online and schedule a pickup time to retrieve their items. Based on preliminary results, Aldi estimates that the addition of curbside pickup will lead to a 15 percent increase in store sales, especially in suburban and higher income locations where shoppers are willing to pay extra for convenience. In this example, Aldi is capitalizing on the _______ role of marketing research.
predictive
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
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
American Express has millions of customers who carry its credit card. It is interested in learning more about its customers' perceptions of the many benefits and partner companies associated with American Express, so it is launching a research study. The company plans to use a _______ sampling method in which each person who has an American Express credit card has a known statistical likelihood of being selected to participate in the study.
probability
If a researcher needs a sample that is representative of the population they are studying, they will utilize a _______.
probability sample
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
A _______ is everything, both favorable and unfavorable, that a person receives in an exchange.
product
The number of different product lines an organization offers is the company's _______.
product mix
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
Labels perform both__________, and ______________ functions
promotional, informational
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 _______.
propagation
A company's customer relationship management (CRM) cycle and CRM system _______.
provide built-in marketing research for the company
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
A product modification intended to improve the dependability and durability of a product is a _______.
quality modification
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
Chili's is a large restaurant chain that now offers patrons the opportunity to order and check out using a kiosk at their table. Customers have the option to rate their experience as they checkout and pay. Chili's uses this experience survey to ask about diners' experiences with the restaurant, such as the friendliness of the staff, quality of food, restaurant ambiance, and the customers' likelihood of dining with Chili's again. The survey also gathers the specific store location where the consumer dined to enable the company to identify high- or low-performing restaurant locations. Identification of high- or low-performing locations helps Chili's act quickly to take corrective adjustments when necessary. This highlights an important advantage of online surveys, which is _______.
real-time reporting
When considering distribution structure and how business markets and consumer markets differ, business markets have ___________ while consumer markets have ________
relatively short, direct channels/ one set channel
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
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
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
Frito-Lay has been analyzing sales data compiled by a third-party company and has noticed that sales of baked varieties such as Baked Cheetos and Baked Lay's potato chips are higher in suburban markets compared to urban grocery outlets. This information will assist Frito-Lay in their individual store planning sessions as account managers meet with store managers to discuss inventory and stock positions. The information Frito-Lay is utilizing is called _______.
scanner-based research
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
The characteristics of consumers and organizations that marketers use to divide a market into segments are known as _______.
segmentation bases
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
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
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
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.
specialty
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
Particular items for which consumers search extensively and are very reluctant to accept substitutes are called ______.
specialty products
In a _______, the business buyer reorders the same goods or services 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
A modification to a product that changes the taste, texture, sound, smell, or appearance is a _______.
style modification
A market segment that is large enough to justify its own marketing mix is said to be _______, while a market segment is _______ if marketers can reach members of the segment with customized marketing mixes.
substantial; accessible
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
Ida is a category manager for a men's fragrance company. She is interested in learning more regarding how men make decisions about buying cologne or aftershave. She has spoken with several marketing research vendors and has learned that _______ is the most popular technique for gathering primary data.
survey research
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.
sustainability index
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
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
In the buying center, the decider is _______.
the person who negotiates the purchase
Competitive intelligence helps managers assess _______
their competitors
Derived demand means _______.
there is a linkage between the demand for a company's output and its purchases of resources
The exclusive legal right to use a brand or part of a brand is ______.
trademark protection
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
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
When a company uses a single marketing mix to target all customers, it is utilizing _______.
undifferentiated targeting
Products that are unknown to the potential buyer or a known product the buyer does not actively seek are called _______.
unsought products
