Marketing Final Using Old Tests
A(n) is the practice of choosing goods and services that meet one's diverse needs and interests rather than conforming to a single, traditional lifestyle.
component lifestyle
In the stage of ethical development, loyalty and obedience to the organization or to society become paramount.
conventional morality
Walmart realizes a__ using its relationships with suppliers to give customers low prices and good customer service.
cost competitive advantage
Which of the following products would most likely require the purchaser to use only an internal information search?
A favorite restaurant you love to patronize regularly
Which of the following is the best example of a sale that could only take place in the business market?
A librarian is purchasing new books for the school's library
The main product for Zamperla Industries is gondola cars for amusement park rides and ski lifts. Its marketing department constantly monitors trends in the external environment that might affect the firm. Which economic factor may pose a major threat to this company?
A recession
The Solar Group, a Mississippi-based mailbox manufacturer, sells mailboxes to contractors who are building mega- subdivisions, to hardware stores, and directly to new homeowners. What kind of products is Solar Group selling?
Both business and consumer goods
Which of the following statements does NOT describe the business market?
Business buying decisions are usually made independently by a purchasing agent, while consumer buying decisions are made jointly.
Samsung's recent recall of all Samsung Galaxy Note 7 smartphones because of the risk of exploding batteries is an example of adherence to which AMA value?
Transparency
On its web site, PepsiCo states, "As a leading food and beverage company that operates in every corner of the globe, we're deeply committed to improving the communities where we operate -- and the lives of the people who call them home." Which AMA value is the company espousing?
Citizenship
American firms should never try to do business in Europe in August because they will find that everyone has gone on vacation. This would be an important part of the European environment that any multinational firm doing business there needs to be aware of.
Cultural
A U.S. executive had no idea that Germans tend to be very risk-averse. When the executive arrived at a meeting in Berlin, he simply stressed the price of his firm's products without promoting the company's strong service support, or guaranteeing the products' effectiveness. As a result, the multimillion dollar deal failed. The U.S. executive overlooked the importance of which environmental factor?
Culture
Merissa Champlain designs and sells clothes for working women ages 36 to 49.. Her marketing managers recently told her that she'll be in financial trouble unless she starts designing clothes suited to millennials. Why is this?
Demographically, millennials are an extremely large group of consumers.
Imagine that you are trying to reduce the sugar in your diet, so you read package labels carefully to make sure there are no added sugars in the ingredients of the foods you purchase. But there are more than 50 words for sugar, some unfamiliar even to well-informed consumers. If a packaged food marketer chooses to use obscure terms for the added sugar in its brand, which of AMA's values is the marketer violating?
Fairness
The marketing concept involves
Focusing on customers' wants and needs so that the organization can distinguish its product (or products) from competitors' products
Consumers born between 1965 and 1978 form a group called:
Generation X.
Coca-Cola's market research revealed an untapped market: calorie-conscious men who viewed Diet Coke as a drink for women dieting. To better serve this market, the company developed Coke Zero. The untapped market represented a(n)
Opportunity
while looking at the DVDs at Target, Tee tried to remember the name of the action movie starring Harrison Ford as an archeologist so he could buy the DVD. Which step of the consumer decision-making process is this?
Internal information search
Mario usually purchases Old Spice deodorant. Unfortunately, the drug store is sold out of Old Spice today, so Mario will have to choose a brand that's in stock. In making his decision, Mario will engage in consumer decision making.
Limited
A is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products.
Market
is the process of dividing a market into meaningful groups that are relatively similar and identifiable.
Market segmentation
If a co uses a sales orientation, consumer complaints would most likely result in
Modification of the sales presentation
sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so he realized he's going to have to get another one. What stage of the consumer decision-making process does this represent?
Need recognition
Jackie and Kevin like to eat at high-end restaurants where they can sit and enjoy their meal without rushing. An ad showing food created "fast from a can" would be appealing to Jackie and Kevin's ___reference group.
Nonaspirational or dissociative
How can marketers reduce consumers' cognitive dissonance?
Offer guarantees
Chinese don't like sweet cookies, and Kraft's Oreos were not selling well. So Kraft created a "Chinese Oreo" consisting of four layers of crispy wafer filled with vanilla and chocolate cream, coated in chocolate. Which of the marketing mix strategies did Kraft use?
Product adaptation
A newspaper ad for a hospital that states, "We have the most modern delivery rooms and stateofthe-art medical equipment," is an indication of which marketing management philosophy?
Production
Researchers at PPG Industries spent considerable time, effort, and money developing a bluish windshield that would let in filtered sunlight but block out the heat. Little market research was done, but the scientists were convinced this new product would be significantly better than existing windshields even though it was more expensive and of a different color than the current models on the market. This scenario suggests PPG most likely has a(n) orientation.
Production
Toyota found that consumers wanted cars to last longer and be more environmentally friendly, and responded accordingly. GM, however, enjoyed being the top U.S. car producer and focused more on how many cars and trucks it could manufacture, not on what customers wanted from a vehicle. GM had more of a _____ orientation, while Toyota had more of a _____ one.
Production, market
Advertisers frequently depict women as sexy rather than as bright, interesting individuals. Consumers who find the "sexy" portrayals offensive would argue that such advertisers are violating the AMA value of:
Respect
The three most important evaluative criteria for business-to-business purchases are quality, price, and:
Service
Organon Teknina sells inexpensive equipment to detect Escherichia coli, listeria, or salmonella bacteria in food. The company serves not-for-profit institutions that need to regularly check food quality. Organon Teknina would be LEAST likely to sell to:
Taco Bell
Which of the following activities is most likely to be an example of routine response behavior?
The purchase of toilet paper
Girls between the ages of 8 and 12 are one of the growing markets for high-end shoe manufacturers. These girls want styles that are both youthful and grown-up looking. They are:
Tweens
Riot Media is a media and toy company that capitalizes on the "grossout" humor enjoyed by boys ages 8 through 12. In other words, it targets:
Tweens
Which of the following is NOT a demographic characteristic of a population?
Values
Which of the following businesses would be most likely to use family life cycle segmentation?
Wedding planners, couples-only resorts, and day care centers
Market penetration occurs when:
Yoplait sends yogurt coupons to its existing customers
The pricing component of the global marketing mix is:
a complex matter due to tariffs, exchange rates, and transportation costs, insurance, and taxes.
Arizona Tea is marketed by Vultaggio & Sons. Vultaggio & Sons took a basic drink and put it into unusual bottles with elaborate designs. The wide-mouthed, long-necked bottles are now considered to be trendsetters in the new age beverage industry, and customers often buy the tea just for the bottle. The success of Arizona Tea is based on:
a product differentiation competitive advantage
Many children on the autism spectrum like to chew on clothing, paper, or anything that they can find. Kid Companions manufactures nontoxic, plastic chewable jewelry for kids to wear. The product is a great way to keep kids from chewing on their clothes, while letting them work through their chewing tendencies. However, the company is unsure how to reach parents and therapists with information about their product. This illustrates a segmentation problem with:
accessibility.
KarryLite, the manufacturer of lightweight suitcases with wheels, uses as its slogan, "Takes the 'lug' out of luggage." This slogan illustrates the use of ___segmentation
benefit
Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea is experiencing:
cognitive dissonance
A soft drink manufacturer thinking of investing in a bottling plant in the Czech Republic should know the nation is proud of the fact it is among the world's biggest beer drinkers. The environment of this country could very easily prevent the soft drink bottling company from succeeding.
cultural
The fact that mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in the United States would not eat a freeze-dried sardine, much less feed it to their babies, indicates how ______influences the consumer decision-making process.
culture
Redbook magazine targets what it calls "Redbook jugglers," defined as 25 to 44yearold women who must juggle family, husband, and job. According to a Redbook ad, "She's the product of the 'me generation,' the thirty something woman who balances home, family, and career—more than any generation before her, she refuses to put her pleasures aside. She's old enough to know what she wants, and young enough to get it." This is an example of segmentation.
demographic and psychographic
Colgate manufactures a fruit-flavored SpongeBob Squarepants toothpaste for kids. The age-based variable that distinguishes the market for this product is an example of segmentation.
demographics
Marketers use to segment markets because this information is widely available, and factors such as age or gender are often related to consumer purchasing and consumption behavior
demographics
The first step in creating the global marketing mix is to:
develop a thorough understanding of the global target market
The company that manufactures Molson beer, which is typically consumed by males, launched an alcoholic lemonade beverage to attract more females. This launch of a new product to attract a new market for Molson's products is an illustration of a strategy.
diversification
A company that wants to implement a market orientation would need to
do all of the activities listed
All of the following are necessary for exchange to occur EXCEPT:
each party signs a contract before exchange occurs
Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes. As Warren looked for where he should go on vacation this summer, he learned that the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will only consider these island resorts as possible vacation destinations. This group of resort islands is called Warren's:
evoked set
Alanna is looking into purchasing a scooter as gas prices continue to rise. She needs a reasonably priced, comfortable, and safe scooter with room to store her books. She is not familiar with scooters, and this is a major purchase for her. The purchase will probably involve:
extensive decision making
In Baton Rouge, Louisiana, everyone who is anybody in society can't wait to get a copy of 225 magazine. The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play. The editor of 225 magazine is relying on segmentation.
geodemographic
The Coca-Cola Company has over 450 brands in over 195 countries. According to their Web site, their products range from Samurai, an energy drink available in Asia to Vita, an African juice drink. It uses segmentation in this marketing strategy
geographic
Kendra teaches high school science. She is also a wine expert, a PTA president, and an accomplished sculptor. Her other interests include scrapbooking, gourmet cooking, and NASCAR. Marketers would categorize Kendra as:
having a component lifestyle
The American Marketing Association's definition of marketing:
includes creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
A product is defined as a business product rather than a consumer good on the basis of its:
intended use
The marketing researcher for Bubastis Cat Treats has noticed a growing number of cat owners purchasing organic treats for their pets. The researcher thinks there is a market for organic cat treats, but she's not sure if the segment is substantial. In this case, substantiality means the segment:
is large enough to permit a profitable market effort toward its members
Home Cookin' Catering would like to improve customer satisfaction and increase repeat business. When you ask the owners to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fund-raisers, they do not have a typical customer. You suggest it is time for market segmentation because:
it will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment
A business thinking of expanding into global markets needs to examine all of the following external environments EXCEPT:
its marketing mix.
At The Container Store, every employee is trained to serve customers. Full-time salespeople receive 240 hours of training. The Container Store works to hire people who are self-motivated and have a passion for customer service. The Container Store has a orientation.
market
In order to expand its sales into the U.S. market, BRL, an Australia-based winemaker, agreed to a merger with a U.S.based wine distribution company. According to Ansoff's strategic opportunity matrix, BRL would be implementing a___ strategy.
market development
In the past, PajamaGram marketed pajamas only to women. Now the company offers pajamas for men and children. This is an example of a strategy.
market development
LVMH, a maker of luxury goods, has expanded its products offerings into China, Russia, India, and the Middle East. This exemplifies a strategy.
market development
While Robinson was looking at the CDs at Walmart, he was trying to remember the name of the group that sang the song he liked on last night's episode of his favorite television show so he could buy it. Since recording companies pay to have their CDs promoted on television, the source of information Robinson is trying to recall is:
marketing controlled
The steps of the consumer decision-making process in order are:
need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior
Technol Medical Products makes specialty face masks to shield healthcare workers from infection. Because it focuses on this narrow market, it is able to outsell its primary competitors--3M and Johnson & Johnson. Technol has a(n):
niche competitive advantage
Bethany is in the market for a new cell phone. She tweets to her followers on Twitter: "Hey, looking for some info about good cell phone deals. Any advice?" Bethany is using a(n) information source to help her make her decision.
nonmarketing-controlled
A marketer interested in offering customer value can:
offer organization-wide commitment to service and after-the-sale support.
Smucker's purchased Folgers Coffee in 2008. The option to buy Folgers represented a(n) ___to Smucker's.
opportunity
Coca-Cola vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. The reason for the introduction of this new style of vending machine is to "allow the company to interact more directly with its customers." According to a SWOT analysis, the technology used by these machines is an example of a(n):
opportunity because it is part of CocaCola's external environment
Laws and regulations of various governments and their ongoing development and change are an example of ___ factors that are part of the external environment of all organizations.
political and legal
All of the following are elements of the marketing plan EXCEPT:
portfolio analysis
Elaine perceives Cadillac automobiles to be for older men, not for young professional women such as herself. Elaine's perception represents Cadillac's ____in her mind
position
___is the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general and is related to the place a product occupies in consumers' minds relative to competing offerings
positioning
Hallie is a calculating, self-centered salesperson. She never engages in relationship marketing. She looks on any sales situation as a "win-lose" situation, and she believes any legal method she can use is justified when she wins. Hallie is most likely at the___ stage of ethical development.
preconventional morality
When IKEA, the Swedish home furnishings retailer, first entered the Japanese market, it failed. It was more successful in its second try because it was aware of the need to adapt its furnishings to fit the smaller Japanese homes. IKEA had to adopt a_____ strategy.
product adaptation
Clay Market began as a retailer of terra-cotta pots and garden figures imported from Turkey and Mexico. It has since added Turkish rugs and fabrics, leathertrimmed purses, and a line of women's clothes for its customers. These activities are indicative of a strategy.
product development
All of the following are strategic alternatives that match products with markets EXCEPT:
product penetration
The insurance company AFLAC has had to ditch the AFLAC duck in its Japanese commercials because the Japanese consumer does not like to be yelled at. Since Japan is the source of about 70 percent of the insurance company's business, it had no trouble adopting a strategy.
promotion adaptation
Wine Spectator is a magazine that targets people who appreciate good wine and food. However, the discriminating reader of this magazine is also interested in travel and health, so the magazine features travel and health-related stories. This publication relies on_____ variables to identify its target market.
psychographic
Your best friend has sought your advice on what type of clothing she should buy for an important job interview. She really wants this job and considers it a once in a lifetime opportunity. By asking your help with her wardrobe, your friend is most likely trying to:
reduce her perceived risk of negative consequences of choosing the wrong clothing
The buying center:
refers to all those organizational members who become involved in the purchasing process.
Each week, Jess comes to the supermarket with a list of essential items: milk, bread, peanut butter, and chocolate. This is an example of:
routine response behavior
All of the following are ways consumers can reduce cognitive dissonance EXCEPT:
sending a letter to the marketer
Consumers' concern for health issues affects the way food is marketed. For example, marketers must now list the number of grams of trans fat on a product's nutrition label because it has recently come to light that this type of fat is harmful. Consumers' concern for health issues is a(n) _____ factor.
social
Quaker Oats and other cereal manufacturers have developed what they call "breakfastwithonehand" products— no-mess breakfast bars and drinks that can be consumed while commuting. The popularity of on-the-go food is largely the result of changes in factors.
social
Chrysler has a financial unit that is responsible for vehicle leases to consumers. It has a distinct mission, control over its resources, and plans independent of the other divisions of Chrysler. This financial unit is an example of a(n):
strategic business unit
Yildiz Holding of Turkey purchased Godiva Chocolates from Campbell's Soup Company. Campbell's sold one of its:
strategic business units (SBUs)
Heinz has announced that they plan to grow the company through an accelerated push into emerging markets such as China, Indonesia, and India in the next ten years. This is an example of:
strategic planning
When gas prices soared and consumers cut back on their spending on new trucks and SUVs, Ford Motor Corporation transformed several of its plants to create small cars. Ford engaged in:
strategic planning
Coca-Cola has a long history of creative and innovative marketing, including the memorable "polar bear" commercials and the interactive marketing campaign described above. This ingenuity is a
strength
The SWOT acronym refers to a firm's analysis of its:
strengths, weaknesses, opportunities, and threats
The American Marketing Association's (AMA's) ethical values include all of the following except:
sustainability
SAP, the world's largest business software company, has pledged to put the "customer at the center" of their universe. SAP has captured the idea of:
the marketing concept
Critics of these new Coca-Cola vending machines are concerned that entertaining technology is being used to market sugary products. In terms of a SWOT analysis, this concern would be an example of a(n):
threat
Mai Lin is checking out at the grocery store when she notices the candy display right next to the cash register. "I haven't had a Mounds bar in years," she thinks. "That looks good! I think I'll grab one." So she hands the candy to cashier and says, "I'll take this too." Mai Lin has just made a(n):
unplanned purchase
Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges. Airlines are using these rewards as a means of implementing _____segmentation
usage-rate
