Marketing exam 3 ch. 4,5,14,15
Companies use ___________ to manage detailed information about individual customers.
CRM
A colleague needs to collect descriptive data about her customer's attitudes. She has not done this type of research before. What research approach would you recommend to best suit this research project?
a survey
A company wants to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company use?
advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered _____________.
advertising
Which of the following correctly identifies the personal factors that influence consumer buyer behavior?
age and lifecycle stage, lifestyle, economic situation, occupation, and personality and self-concept
One framework for designing an effective message is the AIDA model. In the AIDA model, _____________.
attention leads to interest, which hopefully leads to desire and then action
What is the correct order of the five stages of the new product adoption process?
awareness, interest, evaluation, trial, adoption
Which of the following is the correct order of the six buyer-readiness stages?
awareness, knowledge, liking, preference, conviction, and purchase
It is common to see product placements - embedding brands as props within other programming, such as TV shows or movies. Product placements are a form of ________________.
branded entertainment
______________ is the systemic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace.
competitive marketing intelligence
When companies set their promotion budgets to match competitor's outlays, they are using the ____________ method.
competitive-parity
When customers engage in _____________ buying behavior they go through a learning process, so it is most important that marketers understand information gathering and evaluation behavior.
complex
Five characteristics are important to influencing an innovation's rate of adoption. As ____________ increases, the rate of adoption is slowed.
complexity
Which of the following statements is correct regarding consumer buying decisions?
consumers are often unaware of what influences their purchases.
On reason there is a need for integrated marketing communications is that ______________.
consumers don't distinguish between content sources the way marketers do
Which of the following statement regarding the buyer decision process is correct?
consumers may, in some situations, skip steps in the buyer decision process.
Which of the following statements is correct regarding the influence of personal factors on buyer behavior?
consumers tend to buy brands whose personality matches their own.
Logos, stationary, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are all types of ________________.
corporate identity materials
In selecting a media vehicle, media planners need to determine the cost of the vehicle's reach. To measure this, they use a method known as ______________.
cost per 1,000
What are the two major elements of advertising strategy?
creating messages and selecting media
To bring the message strategy to life in a distinctive and memorable way, advertisers develop what is known as the "big idea." This big idea becomes the ________________.
creative concept
What are the four general characteristics that influence consumer purchases?
cultural characteristics, social characteristics, personal characteristics, and psychological characteristics
According to the text, what is the most basic cause of a person's wants and behaviors?
culture
_______________ is the first step in the marketing research process.
defining the problem and research objectives
Survey research is the approach best suited for gathering _______________.
descriptive research
What is the first step in the media selection process?
determining the reach, frequency, impact, and engagement
Specific promotional tools used in ____________ include direct mail, catalogs, online and social media, mobile marketing, and more.
direct and digital marketing
______________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
direct and digital marketing
_______________ behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands.
dissonance-reducing buying
Stimuli in the buyer's environment includes ________________.
economic, technological, social, and cultural forces
In the content of a message, marketers often use ___________ appeals such as joy, love, humor, fear, and guilt.
emotional
In the communication process, putting thought into symbolic form is called ____________.
encoding
Sending observers to watch and interact with consumers in their "natural environment" is known as _______________.
ethnographic research
The objective of _____________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
exploratory
What are the three types of research objectives?
exploratory, descriptive, causal
You and seven other people are talking with a trained moderator about your feelings and thoughts regarding a potential new product. For doing this, you receive a small payment. You are participating in a(n) _______________.
focus group interview
The first task for a communicator in preparing marketing communications is to _____________.
identify the target audience
Which of the following correctly defines the consumer market?
individuals and households that buy goods and services for personal consumption
When iPhone was first introduced into the market, Apple highlighted its benefits and qualities. This type of advertising is referred to as ______________.
informative advertising
Which of the following correctly identifies the first two adopter groups that adopt a new product?
innovators and early adopters
To develop needed information, marketing information systems utilize _____________.
internal databases, marketing intelligence, and marketing research
Using marketing information to gain customer insights is of little value unless ______________.
it is used to make better marketing decisions
Variety-seeking behavior would result from which of the following conditions?
low involvement and significant differences between brands
To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use _______________.
marketing analytics
What is the correct order of the five stages in the buyer decision process?
need recognition, information search, evaluation of alternatives, the purchase decision, and postpurchase behavior
Which of the following statements about setting an advertising budget is correct?
new products typically need relatively large advertising budgets to build awareness and to gain customer trial.
Small businesses and not-for-profit organizations can obtain good marketing insights through _____________.
observation research
Which of the following statements about online research is correct?
online surveys generally have higher response rates than those conducted by mail or phone.
Which of the following best describes a marketing information system (MIS)?
people and procedures that are used to manage information to generate and validate actionable customer and market insights
Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the result?
percentage-of-sales
Which element of the promotional mix is the most effective in building up buyers' preferences, convictions, and actions?
personal selling
Which promotional tool includes presentations, trade shows, and incentive programs?
personal selling
To deliver real value to marketers, marketing information must __________
provide useful customer insights
Consumer motivation, perception, and learning are related to ___________ factors influencing consumer behavior.
psychological
Specific promotional tools used in ___________ include press releases, sponsorships, events, and Web pages.
public relations
_______________ consists of activities designed to engage and build good relations with the company's various publics.
public relations
Competitive marketing intelligence uses ____________ data sources.
publicly available
Which type of advertising is important for mature, established brands?
reminder
_____________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.
sales promotion
What determines whether a buyer is satisfied or dissatisfied with a purchase?
satisfaction is determined by the relationship between the consumer's expectations and the product's perceived performance.
Marketing management must first ____________ when developing n advertising program.
set advertising objectives
The ______________ execution style shows one or more "typical" people using the product in a normal setting.
slice of life
_______________ and _______________ are core PR strengths and that plays well into the use of online, mobile, and social media.
storytelling; engagement
According to the model of buyer behavior, what are the two parts of a buyer's black box?
the buyer's characteristics and the buyer's decision process
According to the simple model of buyer behavior, what is in a buyer's black box?
the buyer's characteristics and the buyer's decision process
Which of the following statements regarding competitive marketing intelligence is correct?
the goal of competitive marketing intelligence is to improve strategic decision making.
Which of the following statements about public relations is correct?
the lines between advertising and public relations are becoming more and more blurred.
Which method for setting the total budget for advertising is the most difficult to use?
the objective-and-task method
What is media impact?
the qualitative value of exposure to a message
One advantage to using internal databases for information is that _______________.
they can be accessed quickly and cheaply
What is the goal of integrated marketing communications?
to build clear, consistent, and compelling company and brand messages
What is the overall objective of advertising in an advertising program?
to help engage customers and build customer relationships
Advertising objectives can be classified based on their primary purpose. What are the three purposes?
to inform, persuade, or remind
What is the intent of advertainment?
to make ads and brand content into something that people actually want to watch
Any contact between a customer and a company is called a ______________.
touch point
When does the habitual buying behavior occur?
under conditions of low-consumer involvement and little significant brand difference
When does persuasive advertising become comparative advertising?
when a company directly or indirectly compares its brand to others
One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is _____________.
word of mouth
Annual reports, brochures, articles, and company newsletters and magazines are all which type of PR tool?
written materials
John Deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final customers. Instead, John Deere's sales force works with Lowe's, The Home Depot, and other channel members. This is an example of using _____________ for promotion.
a push strategy
