Marketing exam 3 review questions
Management at More Hands Maid Service is concerned that it maintains a high level of service for its business accounts. How should the firm monitor the level of service these customers receive?
Formally Survey customers
Modifying a product to have ______________________________ may enable a company to charge a higher price by creating customer loyalty and lowering customer sensitivity to price.
Higher quallity
Resellers are business intermediaries that buy finished goods and resell them for a profit. Their business model dictates that they consider several factors when deciding which products to buy. Which of the following is a factor the reseller considers when making purchase decisions?
How the product fits within the product mix of the reseller's other products.
When purchasing large amounts of light bulbs, which purchase method would an organization most likely use?
Sampling
Increasing the quality of a product may
give a firm an advantage over competing brands
Adobe markets software such as Photoshop and Lightroom through a subscription service and maintains an extensive website where customers can post reviews, offer tips and suggestions, and ask technical questions. Adobe appreciates the opportunity to create a forum where users of the software can interact with each other, as well as the company. This example relates to the ______ characteristic of online media.
Connectivity
Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ______________________________ than an unfamiliar brand.
Consideration set
Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton Bradley/Parker Brothers is striving to utilize
Consumer-generated marketing
When influencers fail to disclose a connection to a brand they promote, they may be changed with
Deceptive advertising
Minerva is frustrated with the cost of ink cartridges for her small business computer. Although she paid just $199 for the name-brand printer, replacing the ink cartridges on a near monthly basis is time consuming and costs her about $50 a month, no matter how much she actually uses the printer. Minerva is beginning to work on a new business model that would involve marketing lower priced ink cartridges delivered right to the customer on a subscription basis. This best illustrates
Disruptive innovation
Which of the following regulates and makes rules for privacy, fraud, and misappropriation of copyrighted intellectual property, as well as other illicit internet activities?
Federal Trade Commission
The car has undergone major redesigns and upgrades in the past few decades. For instance, car windows used to have to be rolled down manually. Now drivers can push a button to roll their windows up and down. The body of the car has been changed as well. In particular, the front of the car has been changed so that in case of a crash, the very front of the car will absorb more of the impact. The intent is to leave the cabin area intact so that the driver and passengers will not be harmed. the first example is a _____ modification, while the second change is an example of a ____ modification.
Functional;quality
As the new sales representative for Parkland Electronics, Angelique is responsible for calling on hospital management and selling electronic hospital equipment such as blood pressure cuffs, scales, and heart monitors. Sophie knows that she needs to be friendly with the administrative assistants in the management offices in order to make sure that Parkland's information brochures and new product diagrams actually get to the management staff. In this situation, Angelique is exhibiting her knowledge that administrative assistants are often ________ in the buying decision process.
Gatekeeper
A product that is simply labeled with the product category is considered a
Generic brand
Repositioning a product can be executed by physically changing the product, its price, or its distribution, or by changing its
Image through promotional efforts
As a result of the escalating use of digital media, some of the marketer's control over dispensing product information has been placed
In the hands of the consumer
Casa Azul Mexican Restaurant purchased several large built-in ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?
Installations
The Alzheimer's Association is a national nonprofit organization serving individuals who suffer from Alzheimer's or dementia and their families as well as providing funding to support the research. The Alzheimer's Association has chapters or affiliate organizations across the country to better serve each local market area. Each Alzheimer"s Association chapter is responsible for making purchases for their office furniture, computers, printers , and other business services the organization needs, such as telephone or internet. The Alzheimer's Association is a(n) ______ type of business market.
Institutional
Duke Auto supply sells car and truck parts, as well as tire replacement and installation services. As Duke places its order for truck tires with Firestone, it must also place an order for valve stems and balancing weights for the tires. Such business products are characterized as having ______ demand.
Joint
Although Sergei"s grandfather still prefers using a landline, he just bought his first cell phone. Sergei's grandfather is most likely oriented toward the past and is a member of the ____ group.
Laggards
General Mill's Honey Nut Cheerios, a ____ brand, is likely to be found on the shelf next to Honey Nut Toasted Oats, a_____ brand that has very similar coloring and styling for its package.
Manufacturing;Private
Wegmans recently placed an order with the Applegate Corporation for hotdogs. The typical weekly order is for 10 cases; however, since the upcoming weekend includes a holiday, this time Wegmans is ordering 100 cases of hotdogs. Wegmans orders this product on a regular basis. What type of purchase does this week's purchase represent?
Modified rebuy
Joann Fabrics encourages customers to visit its website and "like" its facebook page. It also enlists customers to post feedback on the company, refer articles of interest to other Joann customers, and offer suggestions for future electronic communication. Joann is using a positive marketing strategy for its facebook page and company website because customer-generated content appears
More authentic than company generated content
____ are audio or video files that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers.
Podcasts
After building a prototype of his new device, Brad is asked to conduct rigorous functional testing to see if the device meets performance and safety qualifications. This is part of the ____ phase of the new-product development process.
Product development
The stages of the business buying decision process, in order, are
Recognizing the problem Establishing product specifications Searching for products and evaluating possible suppliers Selecting suppliers and products Evaluating performance
Retailers like Staples and PetSmart are considered to be members of which business market?
Reseller
A group of managers has been assigned the task of developing a new product. They are now in the process of determining a product idea's potential contribution to the firm's sales and profits. The managers are at what stage of the new-product development process?
Screening
Which of the following describes the pull dynamic of distribution using digital media?
A woman uses her iphone app to locate the nearest cvs
During the new-product development process, two of the stages designed to reject possible product ideas that are likely to fail are _____, which analyzes a product idea to see if it matches an organizations objectives and resources, and _____, which involves asking potential buyers about their attitudes and initial buying intentions regarding the product.
Screening;Concept testing
Examining quality, design, materials, and possibly item reduction or deletion to acquire the product in the most cost-effective way is best described as _______.
Searching for and evaluating potential products and suppliers
Forever 21 clothing stores sell primarily what type of products?
Shopping
_____ are more consumer-driven than traditional media
Social media
Sysco has developed a website that allows employees to create a profile and connect with coworkers for the purpose of getting acquainted and building a work-related network. This is an example of a
Social network
The most important feature of apps is
The convenience and cost savings they offer to the consumer
A co-branded product from Sony and Heinz would likely fail because
Their products are not complementary
Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and
Innovations
When the city of Portland buys iPads for its restaurant inspectors to use during their visits, the purchase from Apple would be considered
A government purchase
Which of the following characteristics distinguish online media from traditional marketing?
Addressing, interactivity, accessibility, connectivity, and control
Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.
Aesthetic
Melissa is interested in upgrading to a new sofa for her apartment. She looks online to see what new models her favorite sofa brand has available and can get information on the style and color; however, she can't actually sit on the sofa to determine its comfort level. Melissa is able to evaluate the ____ modifications to the sofa, but not the ____ modifications.
Aesthetic;Functional
If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name - this arrangement is an example of
Brand licensing
Felicity owns a Dell laptop computer, She uses the computer in class and her classmates can see the Dell logo when she uses her laptop. One of her classmates is looking to purchase a new laptop and asks Felicity her opinion of Dell computers. Felicity informs her classmate that she is satisfied with her laptop and recommends that her classmate purchase one too, For Dell, Felicity is exhibiting some of the benefits of
Brand loyalty
Head & Shoulders classic clean is a______ of shampoo made by the Procter & Gamble Corporation
Brand name
If Glade, which markets Glade scented Plug Ins and Glade scented candles and wax melts were to introduce Glade laundry detergent and dryer sheets with the same scents, this would be called ________________________________ branding.
Brand-extension
Pottery Barn uses ____ to display snapshots of company events, staff, and products.
Due to increasing consumer demand, many television networks are creating ____ of their shows.
Podcasts
Gabrielle is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Gabrielle can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media.
Control
Electronic media that function using digital codes are called
Digital media
The NAICS classification is based on
Production activities
Samsung provides users with the chance to download a weather ______________ onto its Galaxy S8 smartphone. Once downloaded, users can see current conditions, a local radar, a ten-day forecast, and tropical weather information if relevant.
Widget
A product line is defined as
a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations.
Marketing to business employs all the same concepts as marketing to consumers except
buying methods
Convenience products are
relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort
During the maturity stage
some competitors are forced out
A trademark signifies
that the owner has exclusive use of a brand and others are prohibited from using it.
A set of Bowers & Wilkins car speakers sold to Volvo for use in the production of XC90 SUV would be an example of a(n)
Component part
AMD buys silicone, which is used in its chip-making process. AMD produces microchips for use within a wide variety of products for other firms, such as Motorola, LG, and Samsung. AMD is a buyer in a(n) ________________________________ market.
Producer
When Bahama Breeze ceiling fans buys electrical wire for use in producing its ceiling fans, bahama breeze is part of what type of market for electrical wire?
Producer
Bethany and Joseph are preparing budgets for a new product as well as finalizing plans for the full-scale marketing and manufacturing of the new UtiliBot. They are in the _____________________________________ phase of the new-product development process.
Commercialization
The product deletion process is similar to the _____ step of the new product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs and profits
Business Analysis
Samuel is an engineer involved in the product development of a new engineered stone that would be sold to manufacturers of kitchen countertops. Currently, Samuel and his colleagues are considering the potential for profitability of the new product. They are likely in the ____ phase of the new product development process.
Business analysis
what is a primary difference between business and consumer buyers?
Business buyers generally place larger orders than consumer buyers.
The group of people within a business who are involved in making business buying is referred to as
the buying center
