marketing final
if a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use
a focus-group interview
to meet federal gas mileage regulations, Ford has developed aluminum vehicle bodies that are 100% recyclable and light enough to help conserve fuel. what kind of response is this to environmental forces?
reactive
total buying power declines during periods of economic
recession
marketing facilities exchange relationships between buyers and sellers. what is marketing's primary intended outcome for this relationship?
satisfaction for both the buyer and seller
when working as a summer intern for a local retail store, Brianna was sent to the library to look up data on population forecasts for the city of Seattle. the population information she found would be considered
secondary data
characteristics of individuals groups, or organizations that are used for dividing a total market into smaller homogeneous groups are called _______ variables
segmentation
the process of dividing a total market into market groups because people within each group have relatively similar product needs is called
segmentation
_________ are online marketplaces where buyers and sellers from around the world can exchange information, goods, services, ideas, and payments.
B2B e-commerce sites
which of the following buying situations is most consistent with routinized response behavior?
Stephanie buying bottled water
the primary value that a customer expects to receive from a marketer in an exchange relationship is
a reward or benefit greater than the costs incurred in the transaction
selective exposure refers to
admitting only certain inputs into consciousness
a business advantage of the concentrated targeting strategy for any company is that it
allows a firm to develop a special marketing mix for a single market segment
decreasing sales, increasing expenses, or decreasing profits
are examples of symptoms that point to larger problems
problem recognition occur when a consumer
becomes aware that there is a difference between a desired state and an actual condition
whole earth provision company sells online through its website, while also selling through physical store locations. this type of retailing is referred to as
brick-and-clicks
what is a primary difference between business and consumer buyers?
business buyers generally place larger orders than consumer buyers
the problem with using an undifferentiated strategy to market a "universal car" is that
car buyers have heterogenous needs
according to the Boston Consulting Group, marketers may classify their products as all of the following except
cash contributers
mama Maggie's bakery is a family owned business with more than $1 million in annual revenues and six locations. at mama Maggies, decisions are sometimes slow in coming and top-level managers delegate very little authority to lower-level employees. mama Maggies is a ____ organization
centralized
when shopping for detergent, Dylan looks at Arm&Hammer, Gain, Method, and Cheer and chooses the one that is on sale. there four brands make up his ______ set
consideration
an American airways flight from Dallas to Houston was full, and the tickers were more expensive than the almost-empty American airway flight from Chicago to pheonix. this is an example of what kind of service pricing?
demand-based
With its Venus razor, Gillette was the first marketer to offer a five blade razor specifically designed for women. This is an example of market segmentation using ___________ variables.
demographic
segmentation variables for consumer markets are usually grouped into four categories:
demographic, geographic, psychographic, and behavioristic
Michelin is a manufacturer and marketer of tires for new passenger cars. in recent years, the company's business has decline because of the overall decrease in consumer demand for new cars. in this case, the demand for Michelin's tire products is said to be ______ because it depends on the demand for new cars
derived
the best approach for a company to take when monitoring its competitors is
developing a system for gathering ongoing information about competitors
Starbucks operates thousands of coffee and tea stores through the US as well as 62 other countries. which of the following describes Starbucks' level of commitment to international marketing?
direct ownership
refer to scenario 8.2. KFC's establishment of International production/processing facilities is an example of
direct ownership
kristen was reviewing her bank statement for last month. she had paid her rent, her car payment, utility and phone bills, and made three trips to the grocery store. Kristen had also bought tickets to a Beyonce concert and an outfit to wear to the concert. the money spent on Kristen's rent, car, electric, and phone bills was likely from her_________, while the money spent on the concert tickets and new clothes were from her _________.
disposable income; discretionary income
the purpose of market segmentation is to
divide a total market to enable a marketer to develop a more precise marketing mix
after purchasing a product, post purchase evaluation may result in cognitive dissonance. cognitive dissonance is
doubts that occur because the buyer questions whether the decision to purchase the product was right
at what level of involvement in international marketing is Harley-Davidson with regard to its bikes?
exporting
burke research is concerned about using surveys to conduct a marketing research project because
fewer people are willing to participate
all of the following are marketer-dominated sources of information except
friends
_____ competitors provide very different products that satisfy the same basic customer need
generic
the university of North Carolina and the University of Illinois at Urbana-champaign both offer online MBA programs that are available to students around the world. this is an example of
globalization
a physical product you can touch is a(n)
good
discretionary income is used for all of the following except
groceries
______ that are either accepted or rejected become the primary conclusions of marketing research study
hypotheses
_______ that are either accepted or rejected become the primary conclusions of a marketing research study.
hypotheses
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
Recently Raul went to a neighborhood grocery store to pick up a few items. When he looked for Degree Men's Dry Protection Antiperspirant, it was unavailable. Although there were a number of antiperspirant brands available, he did not buy any deodorant. Raul's behavior indicates that he most likely has what level of brand loyalty toward Degree Men's Dry Protection deodorant?
insistence
Tesla executives have set an objective for the firm's new Model 3 to boost Tesla's market shaw by 10 percent. What is the main problem with this objective?
it does not specify a time period
the alphabet corporation, best known for its google search engine, is a prime example of a multinational enterprise. with this in mind, which of the following would most accurately characterize alphabet's operations?
it has operations or subsidiaries in many different countries
the annual consumer reports rating of your company's flagship product was just released. generally speaking the rating was good but not great. based on the consumer comments that were referenced in the rating, it appears that many consumers have a negative view of the product's convenience and safety attributes. in order to address these consumer concerns your company should consider doing which of the following?
make functional modifications to the product
general mill's Honey Nut Cheerios, a _________ brand, is likely to be found on the shelf at HEB next to Honey Nut Toasted Oats, a ________ brand that has very similar coloring and styling for its package
manufacturer; private distributor
if toms of Maine wants to maximize profit on its toothpaste, it should operate at the point where
marginal revenue equals marginal cost
which of the following is a strategy of increasing sales of current products in new markets
market development
old spice used actor and former NFL wide receiver Isaiah Mustafa to act as its spokesman as the "old spice man". it filed humorous videos of the actor that went viral online. old spice saw sales of its deodorants increase substantially from the previous year. what time of competitive growth strategy did old spice use?
market penetration
the percentage of a market which actually buys a specific product from a specific company is referred to as that product's
market share
what type of competitive structure exists when a firm produces a product that has no close substitutions?
monopoly
when a business is making its initial purchase of an item to be used to perform a new job, it is known as a ________ purchase.
new-task
marketing research is a process designed to gather information
not currently available to decision makers
when a theater entices customers to see movies during the daytime by offering tickers at a reduced price, it is trying to solve the services marketing problem of
off-peak demand
the four major competitive structures are
oligopolies, monopolies, monopolistic competition, and our competition
favorable conditions in the marketplace environment that could produce business rewards for the organization if acted on properly are called
opportunities
Jhumpa is questioning whether she has made the right decision about purchasing a new HP laptop after she sees a friend with a new iMac. Jhumpa's doubt whether she made the right decision occurs during the __________ of the buying decision process
post purchase evaluation phase
Lola prefers to buy John Frieda Sheer Blonde shampoo; however, if that is not in stock, she will buy L'Oreal or TIGI Bed Head. Lola's level of brand loyalty can be described as ___.
preference
CalAtlantic Group needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect ________ from the numerous locations, it decides to use ________ data from the US Department of Commerce reports to get this information
primary; secondary
when Liv goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also need a specific type of calculator. with regards to the calculator, at which stage of the consumer buying decision process is Liv?
problem recognition
the five major stages of the consumer buying decision process, in order, are
problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation
in an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketer should be careful not to
promise too much and use customer expectations beyond what they can deliver
When Shaw Industries develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?
promotion
the element of the marketing mix used to increase awareness of a product or company is
promotion
markup is measured either as a percentage of _______ or a percentage of ________.
selling price; cost
Sonys strong name recognition and solid customer demand for its televisions and game systems are two elements of the firm's
strength
secondary data cannot be obtained from
surveys
Just Crack an Egg is aimed at people concerned with on-the-go lifestyles. these people represent the Just Crack an Egg
target market
you will give the keynote address at the annual meeting of the American Cereal Makers Association. you realize most of the attendees think marketing is just advertising. so, you decide to start your keynote address by defining what marketing is in order to set the proper context for your speech. you define marketing as:
the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationship with customers
nabisco asked consumers to suggest new Oreo cookie flavors on Twitter and Instagram using the hashtags #myoreocreation and #contest. the top three suggestions receive $25,000 and the chance to see their cookie in stores. online fans then vote to choose the final winner, whose entry will then become a new Oreo flavor. this best illustrates how digital and social marketing have influenced
the product variable of the marketing mix
which of these statements is not true about business markets?
the purchase is always made by more than one individual
in today's marketing environment, competitors can take on many forms. for example, a Starbucks latte can be seen as a competitors to an issue of the New York Times. In this circumstance, these two products are described as ___________ competitors
total budget
if White Mountain Group saw all table sugar customers as pretty much alike and thus offered only one marketing mix, it would be using the ______ strategy
undifferentiated
when a firm designs a single marketing mix and directs it at an entire market for a particular product, the company is using a _____ strategy.
undifferentiated