Marketing, test 2

___products are less frequently purchased, consumer products and services that customers compare carefully on suitability, quality, price, and style

Shopping

a product life cycle has five distinct stages: product development, introduction, growth, maturity and

decline

Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________.

geographic location

the new product development process usually starts with

idea generation

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.

image

a product line is most likely too short if managers can

increase profits by adding items

Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through ________ segmentation.

occasion

___ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others

opinion leaders

___is the process by which people select, organize, and interpret information to form a meaningful picture or the world

perception

World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?

perishability

___ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics

psychographic

____ is the degree to which an innovation appears superior to existing products

relative advantage

in a straight rebuy, a buyer ___

reorders something without any modifications

lengthening a product line beyond its current range is referred to as product line

stretching

___ is the stage where a product and its proposed marketing program are introduced into realistic market settings

test marketing

which of the following statements about buying centers is true

the buying center is not a fixed and formally identified unit within a buying organization

___ can describe a product class, a product form or a brand

the product life cycle concept

which of the following is true of product positioning

to simplify the buying process, consumers are likely to position products in their minds

Introducing a new product into the market is called

commercialization

____ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself

Lagging adopters

___ is a discomfort caused by postpurchase conflict

cognitive dissonance

A(n)___ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea

attitude

A ____ is defined as a name, term, sign, symbol, or design, or a combination of these, the identifies the marker or seller of a produce or service

brand

___involves a review of the sales, costs, and profit projections for a new product to determine whether they satisfy a company's objectives

business analysis

in class, we discussed perceptual maps. what product did we use to construct a map in class;

candy

___ occurs when two established brand names of different companies are used on the same product

co-branding

The stage in which product ideas are presented to groups of target consumers physically or symbolically is referred to as ________.

concept testing

___products are consumer products and services that customers usually buy frequently immediately, and with minimal comparison and buying effort

convenience

A child in the United States is exposed to many values including achievement and success freedom, individualism, hard work, and material comfort. These are symbolic of American

culture

Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.

demographic

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.

differentiated

Devon is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ________ stage of the buyer decision process.

evaluation of alternatives

in class, we discussed your selection of fast food restaurants. What is the name of the "set" from which competitors will select a product

evoked

which of the following is a social factor that influences consumer buying behavior's

family

a doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic

inseparability

which of the following is probably the best example of an unsought product

life insurance

Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the company has developed its brand with ________

line extensions

___ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior

market segmentation

which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy

market segmentation, market targeting, differentiation, and positioning

When Goodyear sells replacement tires to final consumers, its potential market includes millions of car owners around the world. But its fate in business markets depends on getting orders from only a handful of large automakers. This represents the difference in ________ between business and consumer markets.

market structure

marketing the same product to a huge customer base without any customization is referred to as

mass marketing

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.

measurable

Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

multibrands

Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on

multiple segmentation bases

Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.

national

Which of the following is the first stage of the buyer decision process

need recognition

product mix width refers to the

number of different product lines the company carries

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?

postpurchase decision

which of the following needs is Maslow's hierarchy is generally satisfied last?

self-actualization

____refer to a form of product that consists of activities, benefits, or satisfaction offered for sale that are essentially intangible

services