Marketing final exam

Idea generation is the stage in the new-product development process in which

A collection of product concepts is generated for determining potentially viable new products

A membership reference group is defined as

A group whose members a consumer would like to be like

According to your text, which of the following marketers in today's world is most likely positioned for success?

A marketeer who connects with his or her audience through social media

Corporate social responsibility refers to

An organization's obligation to maximize its positive impact and minimize its negative impact on society

What type of targeting strategy works with uniform products for which the firm can develop a single marketing mix and satisfies the needs of all customers?

An undifferentiated targeting strategy

The selling of goods and services to end-user customers is referred to as

B2C marketing

Which of the following statements is true regarding the audit of a corporate social responsibility (CSR) program?

Both qualitative and quantitative measurements should be used to audit

Which qualitative technique for measuring brand equity helps marketers understand which brands stand out in a consumer's memory and what the strength of his or her association is with the brand

Brand recognition

The strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity is referred to as

Brand revitalization

Which of the following is not true regarding corporate social responsibility (CSR) program?

CSR is the sole responsibility of the marketing department

When Highlighting a products competitive advantage based on attributes, a firm will:

Concentrate on the unique aspects of the product that sets it apart from the competition

To be successful, brand messaging should

Consistent and concise

When it comes to measuring nonprofit brand equity your text states that social media tools are particularly important for nonprofit marketers because they

Cost less than other promotional tools

The process by which companies get new customers, keep the customers they already have, and grow the business by increasing their share of customers purchases is referred as

Customer and relationship marketing

Market segmentation refers to

Dividing a larger market into smaller groups based on meaning fully shared characteristics

Firms seeking a price premium for their environmentally friendly products often adopt

Environmental cost leadership strategy

Which of the following can be said regarding customer service?

Good customer service alone doesn't necessarily make customers happy

Franco is considered to be tech savvy by his friends. He is unafraid to take risks when it comes to trying new products and is always the first in his group to get the latest gizmo. What type of product adopter is he?

Innovator

As part of his work, Dr. Paul Ekman developed a program that would allow trained psychologist and law enforcement, military, and national security personnel to detect deception by focusing on

Micro expressions

Cannibalization occurs when

New product takes sales away from the firm's existing products rather than generating additional revenues

In Maslow's Hierarchy of needs what need must be satisfied first before a person will seek to satisfy any other need?

Physiological

Stores like Cabela's, REI, and Bass pro shops that cater to outdoor enthusiasts' most likely use what type of segmentation strategy?

Psychographic segmentation

Market segments are

Relatively homogeneous groups of consumers that result from the segmentation process

What is the customer service objective that involves ensuring customers can depend on receiving a good or service

Reliability

A product labeled "new and improved" would fall within the category of a

Revamped product

A holistic approach that integrates and coordinates all of the firm's activities on environmental issues across every function area is the basis behind

Strategic greening

One of the most important sources of demographic information for marketers, which of the following provides free information on data such as how households are segmented by, race, education, age, and occupation.

The U.S. Census Bureau

What are the norms?

The formal or informal societal rules that specify or prohibit certain behavior in specific situations

Which of the following sets of characteristics is representative of a low-involvement purchase?

The item to be purchase is inexpensive and frequently purchased, is an item of limited risk, and requires little forethought

The concept of sustainable marketing refers to

The process of creating, communicating, and delivering value to customers in a way that incorporates the concept of sustainability

As defined in your text, a product refers to

The specific combination of goods, services, or ideas that a firm offers to its target market

An auto insurance company segmented its market by both gender and age and designed different marketing campaigns to appeal to both. In the end, both segments responded the same to the different marketing strategies, in part, because both segments are required to have auto insurance

This firm failed to understand the criteria if market segments needing to be differentiable

Co-branding involves

Two or more companies issuing a single product

A business is trying to determine which customers buy its products online versus going to its retail store. By doing so, the firm is engaged in which step of the customer relationship management process?

Understanding how customers interact

The last step of the customer relationship management process is to

Utilize analysis to build customer relationships

Which of the following is most likely a low -involvement purchase?

a bottle of shampoo

Tactical greening involves

a limited change

Which term describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights

big data

The name, term, symbol, design or any combination of these that a firm uses to identify and differentiate its products is its

brand

The process of broadening the use of an organization's current brand to include new products is called

brand extention

You finally decided to purchase an e-reader and selected the amazon Kindle. After returning home, you see an advertisement for the Barnes and Noble Nook and now are wondering if you made the right decision. This is an example of

cognitive dissonance

The procedure in which marketing professionals ask consumers for their reactions or verbal descriptions and rough visual models of a potential product is called

concept testing

When building a successful brand, it is important that all of the marketing decisions, promotions, and employees reinforce the brand by providing and ___ experience in the minds of customers.

consistent

Every year the high school host a faculty-staff basketball game to raise money for the American Heart Association. Along with a cash donation, the local subway restaurant donates sandwiches that the high school can sell at the game to earn extra money for charity. By doing so, Subway is engaged in

corporate philanthropy

The policy or practice of employees volunteering the time or talents for charitable, educational, or other worthwhile activities, especially in the community, is called

corporate volunteerism

The extent to which a country is connected to other cultures is referred to as

cosmopolitanism

The study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences, or ideas to satisfy needs is known as

customer behavior

The five stages most consumers go through when engaged in extended problem solving is called the

customer decision making process

Which measure of customer service effectiveness focus on trends in repeat buying from current customers?

customer loyalty

A company's emphasis on customer satisfaction develops as consequence of a

customer orientation

When a marketing researcher converts the information obtained from qualitative research, such as focus groups and surveys, into a form that can be used to solve a marketing problem, what step in the marketing research process is taking place?

data analysis

In the customer relationship management process, after data has been stored, computer programs can analyze the data to search for meaningful trends that the company can use to build customer relationships. This analysis process is called

data mining

The process by which new products are likely to be adopted, the rate at which they will be adopted and the process through which the products will spread into markets is referred to as

diffusion

When a business allows employees to make decisions about how service is provided to customers it is practicing

empowerment

A movement of citizens, government agencies, and the business community that advocates the preservation, restoration, and improvement of environment is referred to a

environmentalism

The moral standards expected by a society are called

ethics

Which of the following is not a qualitative method for data collection?

experiments

Which type of product has a product life cycle curve that is a steep up-and-down curve because consumers rapidly adopt and then abandon the product?

fad product

The performance measurement that calculates the percentage of an order shipping on time and complete is called the

fill rate

When recommending products, which of the following do social media users tend to trust the most?

friends and family

The term that text uses for a brand marketed under the same name in multiple countries is

global brand

The two methods that encompass customer service activities are

human and mechanical

According to your text, the ultimate goal of delivering superior customer service is to

increase brand loyalty

In the consumer decision-making process, searches for information fall into which two main categories

internal and external

Which category of product adopters relies on others for information and buys a product because their friends have already done so?

late majority

Which data analysis tool allows firms to monitor the actual cost of doing business with customers to ensure that it is focusing on the most profitable customers?

lifetime value anaylsis

Randi's family has always owned toyota vehicles and has been very happy with them. Now that Randi is really ready to buy fer first vehicle, she doesn't even want to look at other manufactures because she feels that Toyota's are the best, Randi is exhibiting brand

loyalty

On the store shelf at Walgreens, there are two types of sunscreen. Coppertone Sport Spray, which is a____brand, and Walgreens Continuous Spray Sport, which is a ___.

manufactured and private label

Which stage of the product life cycle usually lasts the longest?

maturity

Companies can assess if they are doing a good job servicing their customers by establishing performance measurements, also known as

metrics

Jayla and Stuart are trained researchers they visit restaurants posing as customers in order to assess the level of service, quality of food, and competence of the wait staff. Jayla and Stuart are called

mystery shoppers

Which of the following makes up the smallest percentage of new products but carries the most potential (and risk) for the company introducing them?

new-to-the-market products

Quota sampling is a type of________sampling

non profitability

Individuals who exert an unequal amount of influence on the decisions of others because they are considered knowledgeable about particular products are called

opinion leaders

The type of customer communication that provides the customer with information concerning the completeness of the order, when it will ship from the firm, and it will arrive to the customer called

order status communication

All of the activities of designing and producing the container for a product are referred to as

packaging

The practice in which companies frequently come out with new models of a product that make existing models obsolete in an ethical issue related to new-product development and is termed

planned obsolescence

The activities a firm undertakes to create a certain perception of its product in the eyes of the target market is referred to as

positioning

A succinct description of the core target market to which a product is directed and a compelling picture of how the firm wants that core market to view the product is called a

positioning statement

Cognitive dissonance occurs during which stage of the consumer decision-making process?

post purchase processes

In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of fitness centers this type of research is considered to be

primary data

Products developed by a retailer and sold only by that specific retailer are known as

private label brands

The first stage in the consumer decision-making process is

problem recognition

A mock-up of a good with the materials the firm expects to use in the final product is called a

prototype

Attitudes, perception, learning and motivation are all______ processes that can influence consumer behavior.

psychological

A family traveling in their car is looking for a place to eat off the highway. One of the children in the car sees a sign up ahead with the face of Ronald McDonald on it and exclaims, "Let's go to McDonald" this is a most likely an example of brand

recognition

The term used to describe a business that focuses on attracting, maintaining, and enhancing customer relationships in order to build brand loyalty is

relationship marketing

Research plan development is also sometimes called?

research design

_______is based on research that estimates how much of a product will sell over a given period of time

sales forcasting

If the company's CRM efforts lead to an increase in the number of goods or services purchased by a consumer, then it has been successful in increasing its

share of customers

Which of the following is not one of the four dimensions of corporate social responsibility?

social

What social branding monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100 platforms, isolating relevant keywords and measuring the brands impact online?

social mention

If a firm builds a mock experience for participants to observe their response to marketing stimuli, this is referred to as a

stimulated test market

When a company evaluates each market segment to determine which segment or segments present the most attractive opportunity to maximize sales, it is engaged in

targeting

A consumer searching for information will create a list of brands or products that he or she will evaluate as options for the solution of a particular problem this list is referred to as

the evoked set

The ability of a company to deliver a good or service by the time the customer expects to have it available for sale or consumption is referred to as

timeliness

Any point at which customer and company come into contact is called a

touch points

Which of the following is a behavioral segmentation variable?

usage rate

A person's belief that a specific behavior is socially or personally preferable to another behavior reflects that person's

values

Brand marks are elements of a brand that can be expressed in all of the following ways except

words