Marketing Midterm 2

E) maturity

22) "To remind" is the typical promotional objective at which stage of the product life cycle? A) decline B) introduction C) early growth D) growthE) maturity

D) slotting fee.

20) Kroger required that Birds Eye pay $15,000 per month to get its new Vegetable Quinoa Pilaf placed in the middle shelves in the frozen vegetable freezer section of all its supermarkets around the country. This payment is an example of a A) product placement fee. B) bribe.C) failure fee.D) slotting fee. E) shelf space allowance.

B) component product

21) Which of the following is not a type of consumer product? A) convenience product B) component product C) shopping product D) specialty product E) unsought product

C) an increased emphasis on mobile marketing

1) Which of the following results from the convergence of the real and digital worlds is most accurate? A) a de-emphasis on social network communities in favor of functional ones, often global in nature B) the elimination of traditional media; all media will become digital C) an increased emphasis on mobile marketing D) a greater emphasis on traditional media since is more cost effective than social media E) the limitations of digital cash, representing a hurdle to the expansion of e-commerce

E) Michigan

10) Ford wants to see how well their trucks are selling in specific states. Ford has 150 million consumers in its national target market. Its category sales are $900 million and brand sales are $600 million. According to BDI/CDI analysis, which state offers "great potential" for Ford? Region Category Sales Consumers Brand Sales Texas $50 M 10M $45 M North Carolina$65 M 6M $20 M Michigan $80 M 5M $30 M Utah $20 M 4M $15 M Maine $40 M 7M $30 M A) Texas B) North Carolina C) Utah D) Maine E) Michigan

E) the cost of reaching 1,000 individuals or households with the advertising message in a given medium.

11) With respect to advertising, CPM is defined as A) the cost of one medium relative to the costs of other media (e.g., direct mail versus television, radio, or outdoor), each of which are divided by the multiple of their respective reach and frequency. B) the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households. C) the cost per minute of television or radio airtime. D) the number of consumers exposed to an advertising message, in thousands. E) the cost of reaching 1,000 individuals or households with the advertising message in a given medium.

A) Decline

12) A harvesting strategy is most often employed at which stage of the product life cycle? A) Decline B) Shakeout C) Introduction D) MaturityE) Growth

B) Door-In-The-Face

13) When Savannah was on the phone with a sales representative from Sally Hansen Beauty Supply, they asked her if she would like to purchase the Ultra Plucker 3000, a device that would allow her to pluck her eyebrows in 30 seconds or less, for $189. Once Savannah declined due to the price, the representative then proceeded to ask if she would like to purchase the Original Plucker. It takes a full minute to pluck, but costs just $50. Savannah thought that this was a much better deal and agreed to purchase the Original Plucker! What sales presentation format did the representative utilize to get Savannah to purchase the Original Plucker? A) Adaptive SellingB) Door-In-The-FaceC) Outlined Presentation D) Foot-In-The-DoorE) Ingratiation

C) $2,757.60

14) Chipotle uses three dimensions to calculate Customer Lifetime Value. Annie is currently a Silver member. If Chipotle is able to convert Annie to a Gold member, how much greater will her Customer Lifetime Value be? A) $3,011.20 B) $40.00C) $2,757.60 D) $480.00 E) $229.80

B) Independent; personal

15) Last night, Kate went to The Top in downtown Gainesville and had a wonderful experience. The next day when she got to work, she could not stop raving about her experience. The food was wonderful, and the service she received was unmatched. What type of marketing source would this be for The Top? A) EndorserB) Independent; personalC) Independent; impersonalD) Marketer Controlled; personal E) Marketer controlled; impersonal

B) express warranty

16) A statement indicating the liability of the manufacturer for product deficiencies is referred to as a(n): A) implied warranty. B) express warranty. C) guarantee. D) product liability statement. E) manufacturer's disclaimer.

A) search; experience

17) Consumers can easily evaluate products like shoes and jewelry before making a purchase because they have ________ properties. On the other hand, consumers can evaluate services such as restaurants, ski instructors, and tanning salons only during or after their purchase and use, because they have ________ properties. A) search; experience B) search; credenceC) credence; experience D) experience; search E) credence; search

E) Product line; line extensions

18) Unilever owns Ben and Jerry's. Ben and Jerry's sells seven different types of frozen treats:Ice Cream Pints, Ice Cream Mini Cups, Non-Dairy Pints, Frozen Yogurt Pints, Light Ice Cream, Pint Slices, and the Cores Ice Cream Pints. There are several flavors of each type. Recently,Ben and Jerry's added three new flavors of Cores: Chocolate Chip Cookie Dough Core, Sweet Like Sugar Cookie Dough Core, and Wake & "No Bake" Cookie Dough Core. What would Cores be considered, and what would the new flavors be considered? A) Product line; category extensionsB) Product category; category extensions C) Product mix; category extensionsD) Product item; line extensionsE) Product line; line extensions

C) adding value to the product (or line) through additional features or higher-quality materials.

19) Trading up refers to A) reallocating marketing resources from a poor-performing target market to one that demonstrates greater potential for future growth. B) changing the distribution channel members to higher-service-quality retailers. C) adding value to the product (or line) through additional features or higher-quality materials. D) adding product features but reducing the price. E) offering consumers a discount when they purchase a more expensive version of the product.

D) 145

2) Kylie Cosmetics sells its makeup products to various retail stores. The company requires its sales staff to call each of Kylie's 10,000 customers once a week. If each call lasts 15 minutes on average and each salesperson has 900 hours of selling time annually, how many salespeople does Kylie Cosmetics need? Round your answer up to the nearest whole person. A) 87B) 3C) 578 D) 145 E) 8,867

B) Embedded Stimulus

23) An expert in design and photography creates an image for Evian Water to use in a full-page color ad in the New York Times. He airbrushes in a barely noticeable, snow-tipped mountain reflected in the clouds. This ad can best be described as which of the three types of subliminal advertising discussed in lecture?A) Subtle StimulusB) Embedded StimulusC) Truly Subliminal Stimulus D) Ambiguous Stimulus E) Implied Stimulus

A) awareness -> interest -> trial -> evaluation -> adoption

24) Chloe has recently become a vegetarian and is now looking for a new dairy-free yogurt that she can eat regularly for breakfast. While shopping at Earth Fare, she sees So Delicious Coconut yogurt. Given that the price of the yogurt is low, Chloe's adoption process is most likely to follow which of the following sequences? A) awareness -> interest -> trial -> evaluation -> adoption B) awareness -> interest -> evaluation -> trial -> adoption C) trial -> interest -> awareness -> evaluation -> adoption D) interest -> awareness -> evaluation -> trial -> adoption E) interest -> awareness -> trial -> evaluation -> adoption

A) Prospecting

25) Adam is a sales representative for a medical device company. He is researching a possible new client, North Florida Regional Medical Center (NFRMC). During his research he determines that John Smith is the person at NFRMC who has the authority to make purchase decisions. What part of the selling process is this an example of? A) Prospecting B) Presentation C) Pre-Approach D) Close E) Approach

B) in-store free samples

26) According to the text, all of the following are forms of direct marketing except : A) telemarketing B) in-store free samplesC) television home shopping D) catalogsE) direct mail

D) I, II, and III only

27) Nikolette's Apple Juice realizes that its colorful packaging suggests to consumers that the product is meant for children. Their research shows that virtually 100% of their juice is consumed by kids. Nikolette's wants to broaden their customer base to include more adults, so they change their product's bottle to a sleeker, more professional appearance. The goal is that adults will no longer view apple juice as just for children and instead see apple juice as appropriate for themselves. This is an example of which of the following strategies to extend the product life cycle? Product Repositioning Product Modification Market Development Market Penetration A) I, III, and IV only B) II, III, and IV only C) II and III onlyD) I, II, and III only E) I and II only

D) pioneering

28) When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising touted restaurant-quality soup with authentic ingredients and unique flavors. What type of product advertisement was it using? A) reminderB) comparative C) competitive D) pioneeringE) reinforcement

A) pulse schedule.

29) When a steady schedule of advertising is supplemented with heavy periods of promotion because of increases in demand, this is referred to as a(n): A) pulse schedule.B) intermittent schedule. C) phased schedule.D) continuous schedule. E) turnover schedule.

B) Training

3) Mullen's is a national manufacturer of sports trophies. Mullen's has a large salesforce that calls on college and high school athletics offices. Mullen's sales plan implementation process for their salesforce is as follows: applicants take numerous reasoning tests to determine their emotional intelligence and abilities. For training, new hires are given several books and videos to review with great detail about all the trophies Mullen's manufactures. Armed with that information, the salespeople are assigned to territories. To keep the salesforce engaged, Mullen's awards the top performer a trophy at the end of each quarter with their name highlighted on a plaque. At the end of the year, salespeople are critiqued on ways to improve their performance. Mullen's salesforce is paid on a salary + commission + bonus plan. Based on the discussion in lecture, which aspect of Mullen's salesforce implementation is lacking? A) MotivatingB) TrainingC) EvaluatingD) RecruitingE) Compensating

E) a nonpersonal, indirectly paid presentation of an organization, product, or service.

30) Publicity is defined as: A) a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. B) a short-term inducement of value offered to arouse interest in buying a product or service. C) a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. D) methods used to get a nonpersonal, directly paid presentation of a company or its products. E) a nonpersonal, indirectly paid presentation of an organization, product, or service.

A) Feasibility Screen

31) Chipotle recently made the commitment to use only all natural and fresh ingredients. Before making this change, they evaluated whether or not they could realistically accomplish this goal in terms of production demands and resource availability. As discussed in lecture, which step of the new product planning process best describes Chipotle's deliberations? A) Feasibility Screen B) Crowdsourcing C) Business Analysis D) Idea Generation E) Concept Testing

D) Dual Mediation Theory

32) Coca-Cola's highly entertaining advertising campaign that used the tag line "taste the feeling," resonated with many consumers. People enjoyed watching the ads, which in turn created a positive brand attitude and an increase in perceptions of how refreshing Coke's taste is.Which theory of advertising can explain those results? A) Institutional AdvertisingB) High Involvement Hierarchy of Effects C) Low Involvement Hierarchy of Effects D) Dual Mediation TheoryE) Media Strategy

A) Increase Tanner's organization rating

33) Assume that your company, Tanner's Planners, has two competitors, Organiz-it and Schedule Setters. Using the attribute ratings and importance weights shown below (measured on 10-point scales), which of the following promotional strategies would you implement to gain the most against your competitors! A) Increase Tanner's organization rating B) Increase the importance of designC) Increase Tanner's personalization rating D) Increase Tanner's design rating E) Increase the importance of paper quality

A) protocol

34) According to the text, before a new product or service is developed, a firm should have a precise ________, which is a statement defining the target market, specifying customers' needs, and defining what the product or service will be and do to satisfy consumers. A) protocolB) modus operandi C) elevator pitch D) formulaE) methodology

A) media richness; self-disclosure

35) Social media can be classified on two dimensions: ________ and_______. A) media richness; self-disclosure.B) textual complexity; visual depth.C) blogs; wikis. D) web browsers; apps.E) user-generated content (UGC); marketer-generated content (MGC).

A) Event Marketing

36) Red Bull is known for its slogan "Red Bull gives you wings." To reinforce this slogan, they use a variety of marketing techniques, for example hosting the Red Bull cliff diving contest in Acapulco, Mexico. What type of integrated marketing communication tool is the cliff diving contest? A) Event Marketing B) InfomercialC) SponsorshipD) Viral Marketing E) Product Placement

A) brand mark

37) Pear Phone Inc. just released a new smartphone called the iPear. Each iPear has a recognizable image of a pear on the back. The pear image on the back of the iPear is a: A) brand markB) brand name C) trade character D) logoE) trademark

C) I, IV, and V only

38) Patrick was looking to buy a new refrigerator. He wanted a basic fridge that would keep hisfood safe and cold. After viewing all the options at Lowe's, he walked out of the store having purchased a new Samsung "smart" refrigerator. In addition to providing the basics at a fair price and with a 5-year warranty, the Samsung includes a screen and artificial intelligence technology that curates a grocery shopping list based on the current items in the fridge each week. Which level(s) of product does the Samsung smart fridge provide? I. Expected II. Primary III. NovelIV. Core V. Augmented A) I and V onlyB) III onlyC) I, IV, and V only D) IV and V only E) I, II, and III only

C) II and III only

39) Patagonia, an outdoor clothing brand, sells their products in Patagonia stores as well as through various retailers like Amazon, Nordstrom, and REI. The company is looking to increase its sales by incentivizing their retail partners. What types of promotions should Patagonia use? Coupons Trade Allowances Co-Op Advertising Premiums Rebates A) I, II, and III onlyB) II, III, and V onlyC) II and III onlyD) II, III, IV, and V only E) III and V only

A) a service blueprint

4) Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as A) a service blueprint.B) a service audit.C) gap analysis.D) a service continuum.E) an experience economy.

C) Spot

40) Suntect is a sunscreen company. It has strong sales in the summer all over the United States, but sales go down during the winter. Suntect wants to advertise in warmer states, like Florida, during the winter. What type of television should Suntect use to run its commercials? A) Network B) CableC) SpotD) Syndicated E) Broadband

B) a set of human characteristics associated with a brand name.

41) Brand personality is defined as: A) a spokesperson used in the brand's advertising. B) a set of human characteristics associated with a brand name. C) the embedded association between a company spokesman or paid celebrity and the product itself. D) the personification of a brand in terms of a trade character. E) the added value a brand name gives to a product beyond the functional benefits provided.

B) Protection benefits and channel need benefits

42) Nikeare easily visible. The decreased weight of the package translates into lower shipping costs for the online retailers that sell the Air Max. This demonstrates which elements of packaging? Air Max sneakers uses a clear air-cushion as its packaging instead of a box so that the shoes A) Channel needs benefits and functional benefits B) Protection benefits and channel need benefitsC) Protection benefits and functional benefitsD) Communication benefits and functional benefits E) Communication benefits and innovative benefits

. B) partnership selling.

43) The practice whereby buyers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the benefit of the customer, is referred to as A) cross-functional selling. B) partnership selling.C) multichannel selling. D) relationship selling. E) customized ordering.

C) Multiple branding

44) Emily owns a makeup company. She sells her products under her own name through department stores like Nordstrom to target wealthy customers. However, she wants to make a more affordable version of her product that could be sold in discount stores like Target. These more affordable products will be sold under the name Kendall. Emily's strategy is an example of... A) Private label branding B) Co-brandingC) Multiple brandingD) Family branding E) Co-branding

E) decoding

45) After watching the 30-minute infomercial for Oxy-Clean touting its extraordinary stain fighting formula, Sarah was confident Oxy-Clean would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was ________ the message from Oxy-Clean. A) translating B) integrating C) encodingD) transforming E) decoding

A) follow-up

46) What is the final stage in the personal selling process? A) follow-up B) preapproach C) presentation D) closeE) approach

A) new-product strategy development

47) The first stage of the new-product development process is the ________ stage. A) new-product strategy developmentB) screening and analysisC) idea generation D) concept testingE) screening and evaluation

E) I and III only

48) Sephora has recently launched a new subscription beauty box Play! by Sephora. In order to introduce the product, the company used their Facebook and Instagram accounts to promote the beauty box. Additionally, Sephora collaborated with U.S. beauty influencers and paid them to recommend Play! on YouTube and Instagram. What types of media did Sephora use for their Play! launch? I. OwnedII. Earned III. Unearned A) I, II, and III B) I and II only C) Only IID) II and III only E) I and III only

E) cost per action, and pay $5 for every purchase that originated from an ad on the site.

49) A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of A) cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month. B) cost per like, and pay $1 for every unique visitor who likes the advertised product.C) a negotiated measure, and pay $100 to post its ad for two weeks.D) cost per click, and pay $1 for every visitor who clicks on the ad and goes to its website. E) cost per action, and pay $5 for every purchase that originated from an ad on the site.

C) Fix It

5) Dick's Sporting Goods provided a customer with an incorrect receipt for their purchased items. The customer noticed the error and complained to the manager. According to Disney's service recovery model discussed in class, what would be the correct approach to address the problem? A) Apologize B) Empathy C) Fix ItD) Hero E) Red Carpet

E) identify the target audience.

50) The first decision in developing an advertising program is to A) specify the advertising objectives.B) select the appeal.C) set the budget. D) select the media.E) identify the target audience.

E) a missionary salesperson

52) Norma Adler works for Tyco Healthcare. Her job is to visit hospitals and meet with staff to explain the equipment that Tyco manufactures for use in operating rooms. Although Adler is part of her company's salesforce, she does not directly solicit orders. Adler is what type of salesperson? A) an outside order takerB) an inside order takerC) an outside order getter D) a sales team coordinator E) a missionary salesperson

A) Internal Marketing

53) Ana is the owner and manager of Relish Burgers. The restaurant has a team meeting and she states to the employees, "I try to treat you all the way you should treat our customers." She hopes to increase the wages of her workers because she believes in rewarding people for doing a good job, which in turn encourages the employees to perform better as they serve their customers. What concept is Ana illustrating? A) Internal MarketingB) The Gap ModelC) Customer Contact Audit D) External MarketingE) R.A.T.E.R.

D) Frequency marketing

54) Karma Cream noticed that many of its customers buy coffee or ice cream from them only about once a month. Although Karma Cream's customers love their products, there are so many coffee shops and ice cream stores in Gainesville that customers have too many options. In an effort to induce customers to buy Karma Cream more often, Karma Cream starts offering a loyalty program. With this program, customers get a free coffee or ice cream after every 10 purchases. Karma Cream is employing: A) Recency marketing B) Experience marketing C) Customer retention D) Frequency marketing E) Database marketing

B) Real-time Marketing

6) During the season finale of The Bachelor, the popular TV reality show, The Red Rose Inc. posted updates on their Facebook and Twitter accounts in response to the broken hearts and proposals in that episode, while also commenting on the quality of roses being handed out. This can be classified as: A) DRTV MarketingB) Real-time MarketingC) Dual-Purpose Marketing D) Multi-channel Marketing E) Behavioral Targeting

A) reliability

7) Josh is looking for a new smartphone network provider because he has grown tired of the many dropped calls, particularly near his school. In terms of the service quality dimensions, Josh is unhappy with which dimension of his current service? A) reliabilityB) tangibilityC) responsiveness D) assuranceE) empathy

D) Higher intentions to buy Chips!

8) Chips! is a potato chip company. They have been struggling as of late and are conducting research to determine a promotion objective that will help them be more successful. Chips! used the Hierarchy of Effects and found the following results. Out of the total market (100%), 85% are aware of Chips!, 80% percent have knowledge, 76% like them, 63% intend to buy, and 60% buy. What objective should Chips! pursue? A) More actual purchases of Chips! B) Greater awareness of Chips!C) Increased knowledge about Chips! D) Higher intentions to buy Chips! E) More liking of Chips!

C) The proportion of the U.S. gross domestic product (GDP) coming from services now exceeds that of goods.

9) Which of the following statements about services is true? A) In the United States employment in the services sector is declining. B) Although a major contributor to the GDP nationally, services play only a minor role in the global economy. C) The proportion of the U.S. gross domestic product (GDP) coming from services now exceeds that of goods. D) There is much more in common between the marketing of services and business products than there is between the marketing of services and consumer products. E) The marketing of services is exactly the same as the marketing of products since they both satisfy customer needs.

C) the salesperson is selling too many low margin products.

Salesperson Performance Tracking Marketing Dashboard at MooreChem 51) Consider the Marketing Dashboard above, which includes metrics for salesperson performance tracking for MooreChem. As a MooreChem sales manager, you note that one of your salespeople has exceeded his sales revenue target but is well below his profit goal. The best explanation for this performance is A) the salesperson's sales quota is too high.B) the salesperson has not made enough sales calls.C) the salesperson is selling too many low margin products. D) the salesperson's sales quota is too low.E) the salesperson is selling too many high margin products.