Marketing Test #2
A recently married couple purchased a new home. Their purchase of _______ is classified as limited decision-making behavior, but they would use extended decision making to purchase _______. a sofa; a coffee maker a home theater system; bath towels a coffee maker; a home theater system picture frames; a toaster
a coffee maker; a home theater system
Shira is a product manager for Crest toothpaste and is working to craft a description of customers who would most likely fit the intended target market for Crest with Whitening toothpaste. Shira is including demographic characteristics, geographic factors, product benefits sought, lifestyles, and brand preferences in the description. Shira is completing _______. a sales forecast a market trend analysis a market segment profile a competitive analysis
a market segment profile
Ben is a double major pursuing degrees in both Finance and Marketing. He is interested in obtaining a position as a personal financial advisor after graduation and is interning with a global financial services company. During his internship, he observes that the most successful advisors wear white shirts, dress very conservatively, and read The Wall Street Journal to stay up to date with the latest business and world news. Ben starts to read The Wall Street Journal too and modifies his dress and grooming style to be more like the representatives he admires. Ben is influenced by _______. motives personality a reference group external forces
a reference group
Which of the following best characterizes the problem recognition stage of the buying decision process? Buyer evaluates alternative brands or products Buyer recognizes a discrepancy between a desired state and an actual condition Buyer searches for information to resolve a problem Buyer engages in an internal information search for information to help solve his or her problem
Buyer recognizes a discrepancy between a desired state and an actual condition
Your marketing team is currently working through the target market selection process to identify which customers your firm will target with a new technology product being developed. You are currently in the process step where you must consider the target market characteristics, the product attributes, and the firm's objectives and resources. Which of the five steps in the target market selection process are you currently working on? Step 4: Evaluate relevant market segments Step 3: Develop market segment profiles Step 1: Identify the appropriate targeting strategy Step 2: Determine which segmentation variables to use
Step 1: identify the appropriate targeting strategy
Verizon Wireless uses a segmentation strategy for its mobile phone and data packages based on market characteristics such as the number of devices, amount of download capacity, and volume of minutes or text messages. Based on these variables, Verizon Wireless is using _______ variables for segmentation. behavioristic demographic geographic psychographic
behavioristic
Billabong was founded in Australia by surfer and surfboard shaper Gordon Merchant in the 1970s. Today, the brand has a strong presence and is known as a lifestyle brand for board-sports, including skate, snow, and wake. Billabong has company-owned specialty stores located throughout the United States and plans to open additional outlets in the future. Billabong also markets its clothing and equipment through its website and catalog. Billabong would most likely use _______ variables as a segmentation base for its online and catalog sales but would benefit most from _______ segmentation to determine the locations for future company-owned stores. geographic; behavioristic geographic; demographic behavioristic; geographic demographic; geographic
behavioristic; geographic
Walmart has developed a reputation for its extensive use of information to aid in management and marketing decisions. Today, Walmart leverages its point-of-sale system in the stores and measures website traffic and information gleaned using "cookies" and monitoring of social media, such as Twitter, Facebook, Instagram, and Pinterest. The Vice President of Information Technology says this "mountain of data provides significant insights for its product category leaders and other managers across the Walmart company." What type of information does Walmart utilize? Big data Single-source data Marketing decision support system Experimental data
big data
A company can utilize two different methods to determine its company sales potential. The _______ method begins with the marketing manager first developing a general economic forecast for a specific time period. competitive buildup breakdown industry
breakdown
U.S. Foods provides food products to institutions such as hospitals, nursing homes, schools, and large companies that offer food services. The director of foodservice is the only person at St. Joseph hospital who has the authority to sign contracts and is meeting with the account executive from U.S. Foods, who is providing some information about new products that could be added to the hospital menu for patients and guests. The director of foodservice recommends that the account executive meet with the chef to discuss which new products the chef would like added to the order. The director of foodservice believes that the chef should have the ability to determine what food products he would like to offer. In this case, the director of foodservice is acting as a _______, while the chef is a(n) _______ member of the buying team. buyer; decider buyer; influencer decider; buyer gatekeeper; decider
buyer; decider
Salome recently purchased a Keurig coffee maker and thought she would really enjoy the variety of different K-cups for tea, coffee, or hot chocolate. However, she is wondering whether she should have purchased an espresso machine instead of the Keurig. What phenomenon is Salome experiencing? Spurious decision Anxiety purchasing disorder Cognitive dissonance Failed purchase complex
cognitive dissonance
John Deere has launched a research effort to determine the most effective advertising message to gain interest and awareness in its agricultural products among its target market members—the farming community. Its marketing research department has recommended a series of focus group interviews to be fielded across the United States. Which activity is next according to the steps in the marketing research process? Report research findings Collect data Locate and define the problem Interpret the research findings
collect data
The Buckle, based in Kearney, Nebraska, operates approximately 500 stores across the United States and is known for its denim which is designed to fit a wide variety of body shapes and style preferences for men and women. The Buckle has forecasted that it can sell 15 percent of all jeans or denim sold in the United States. This percentage represents The Buckle's _______ for denim. sales goal company sales potential market potential sales objective
company sales potential
Rayana enjoys cycling and is in the market for a new bicycle. She is fairly knowledgeable about bikes and knows most of the major brands, such as Trek, Cannondale, Specialized, and Giant, and will likely purchase one of these brands. These four brands are part of Rayana's _______ set. alternative consideration problem purchase
consideration
Rental car companies keep records of customers on a "do not rent" list. Often, these are customers who have been rude or verbally abusive to employees. This is an example of managing _______. cognitive dissonance employee satisfaction customer service scores consumer misbehavior
consumer misbehavior
Mingzhu enjoys taking her daughter grocery shopping with her and often gives her daughter some items to find in the store. Mingzhu's daughter knows the brands that the family likes—for example, they like Coke versus Pepsi, Crest versus Colgate, and Cheer versus Tide. Mingzhu's daughter is engaged in the process of _______ through the shopping process. attitude development perception purchase engagement consumer socialization
consumer socialization
Social influences are forces that other people exert on buying behavior and are divided into seven major groups, including family, roles, digital, opinion leaders, reference groups, social class, and _______. culture/subculture perception attitudes beliefs
culture/subculture
Greenview Landscaping provides full-service landscaping services for new construction and established homes. Greenview typically caters to individuals who are married, have two income earners in the family, and have annual incomes of more than $200,000. Greenview Landscaping is using _______ variables to segment its market. behavioristic demographic psychographic geographic
demographic
Demand for business products is _______ because producers purchase products for direct or indirect use in the production of goods and services to satisfy consumers' needs. elastic derived joint inelastic
derived
Managers at Abercrombie & Fitch are interested in determining the characteristics of shoppers who visit their store as well as identifying those consumers who spend the most and shop most often in their stores. This information will be quite helpful to Abercrombie & Fitch as it makes design changes to the store, selects merchandise, and creates advertising messages. Abercrombie & Fitch would like to identify these shoppers based on factors such as gender, age, marital status, and discretionary income. Which type of research would be most appropriate for Abercrombie & Fitch to utilize? Exploratory research Descriptive research Experimental research Focus group research
descriptive research
Crayola sells packages of crayons in 15- and 64-count packages as well as an 800-count "Classpack" geared towards schools and organizations. The company also sells colored pencils, markers, paints, and modeling clay. Crayola uses a(n) _______ targeting strategy. undifferentiated single differentiated concentrated
differentiated
The Cannon Mills Company markets towels and linens using the brand name Fieldcrest. Fieldcrest is sold at a variety of retail outlets, including Macy's, Target, and Bed Bath & Beyond. The Cannon Mills Company offers a variety of models of Fieldcrest products to appeal to customers who are interested in owning the "best" products, those that are "good" and those that are in between. For example, at Macy's, the Fieldcrest Luxury bath towels sell for $15, Bed Bath & Beyond sells the Fieldcrest Resort towels for $12 each, and Target sells the Fieldcrest Home towels for $8 each. Cannon Mills Company is most likely using a(n) _______ targeting strategy. undifferentiated concentrated differentiated cluster
differentiated
When marketing managers utilize the _______ method of developing sales forecasts, intuition is heavily influenced by recent experience, and a manager may weigh recent sales booms or slumps higher and produce a less accurate forecast. cycle analysis customer forecasting survey executive judgment time series
executive judgment
Research that provides marketing managers with information regarding evidence of a cause-and-effect relationship is called _______. focus group research descriptive research experimental research exploratory research
experimental research
_______ research is typically conducted when marketers need more information about a problem or want to make a tentative hypothesis more specific. Exploratory Conclusive Experimental Descriptive
exploratory
Which of the following is an advantage of using a concentrated targeting strategy? Firms have high degrees of flexibility in reaching multiple market segments. Firms can utilize their production capacity very efficiently. Firms can develop a special marketing mix for a single market segment. Firms can reduce their expenditures on marketing research activities.
firms can develop a special marketing mix for a single market segment
Smithfield Foods utilized a _______ research method to learn about consumers' food purchasing habits and in-home meal preparation. It hired Trinity Research to conduct the research by gathering small groups of eight to 12 individuals in one facility and employed a moderator to guide the discussion. Representatives from Smithfield Foods were able to observe the participants' interaction, and they noticed that one individual tended to monopolize the discussion. However, they were pleased with the way the moderator was able to limit the individuals' responses and enable everyone to fully participate in the study. What type of research is this? Group survey Conclusive Telephone survey Focus group
focus group
Which of the following is not an example of a secondary data source? Focus groups Government publications Sales records Trade journals
focus groups
Justina Krasnova is a product manager for Krispy Kreme and works with the product development team to develop new products. Justina has been engaged in a variety of _______ activities to stay well-informed of consumer trends, monitor flavor preferences, and determine the potential for success of new products. competitive intelligence employee engagement econometric analysis marketing research
marketing research
Sylvia Turner is an account executive with GlaxoSmithKline, a pharmaceutical company, and works with physicians who prescribe the medications she represents. She is not able to make appointments with the physicians but works with the office manager to get a few minutes of the doctor's time when she visits the doctor's offices. The office manager is usually able to arrange a 5- to 10-minute meeting between Sylvia and the physician. What role of the buying center does the office manager perform? Purchaser Gatekeeper Influencer Decider
gatekeeper
The _______ business market is characterized as having the most complex procedures when purchasing products or services. producer reseller institutional government
government
The Domino brand is a leading manufacturer of sugar and is part of the ASR Group, the world's largest refiner of cane sugar. Sugar is a staple product that most people keep on hand in their pantry for everyday use as a sweetener or baking ingredient. Domino believes its market is _______, where individuals have similar needs for the product and therefore utilizes a(n) _______ targeting strategy because they can incorporate a single marketing mix and direct it at the entire market for their sugar products. homogeneous, differentiated heterogeneous, differentiated homogeneous; undifferentiated heterogeneous; undifferentiated
homogeneous; undifferentiated
The real value of marketing research to the organization can be measured best by _______. how much it costs improvements in the ability to make decisions the amount of time spent its immediate impact on profits
improvements in the ability to make decisions
The Martinez family is going on vacation in a few months. Their youngest son is very interested in sharks and wants to go to a beach where they could find shark teeth. Mr. Martinez has planned the whole vacation to a beach in North Carolina and booked the flights, rental car, and hotel. In this family, the youngest son plays the role of _______, while Mr. Martinez acts as _______. decider; gatekeeper decider; influencer gatekeeper; influencer and decider influencer; decider and buyer
influencer; decider and buyer
Which of the following is true about the North American Industry Classification System (NAICS)? It provides limited information about service industries. Information is comprehensive and up to date. It captures information about global industries. It provides limited information about high-tech product industries.
information is comprehensive and up to date
The Wisconsin Avenue Church purchases office supplies and printing services from businesses in the area to use when creating newsletters to send members or weekly bulletins for church services. These purchases would qualify the Wisconsin Avenue Church as a(n) _______ market. government institutional producer reseller
institutional
Do-yun has just joined a law firm as its purchasing agent for all supplies, equipment, and service contracts. In his previous position at another company, Do-yun could make decisions for any purchase up to $1 million; however, at the new law firm, he can only make decisions for purchases less than $500,000. Recently, Do-yun has been working with a sales representative from a computer software firm on a contract for a new program to process the firm's billing statements. Do-yun signs the contract, even though it is for $950,000. In this case, Do-yun _______ part of the market for the software because _______. is not; Do-yun is willing to spend the firm's money is not; Do-yun does not have the authority to purchase is; Do-yun has very little buying power is; Do-yun has the need for the software
is not; Do-yun does not have the authority to purchase
How has the internet impacted supply chains? It has streamlined supply chains. It has largely reduced supply chain conflict. It has eliminated the need for complex supply chains. It inhibits participants from taking advantage of others.
it has streamlined supply chains
Which of the following represents a limitation of the North American Industry Classification System (NAICS)? Data are only available on a quarterly basis. All industries are included in the classification system. Data include the United States, Canada, Mexico, and Europe. It is best used with other types of data to determine how many and which customers a marketer can reach.
it is best used with other types of data to determine how many and which customers a marketer can reach
Which step of the marketing research process focuses on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation? Collecting data Locating and defining issues or problems Designing the research project Interpreting research findings
locating and defining issues or problems
Investing in _______ involves the following four steps: (1) defining what to measure and which tools to use; (2) collecting data; (3) developing reporting capabilities; and (4) implementing the campaign and analyzing the results. databases marketing analytics marketing information systems marketing research
marketing analytics
Allstate Insurance has a smart computer system that enables the calculation of insurance premiums for automobiles within minutes, and consumers can obtain an accurate quote from the Allstate Insurance website and make a decision as to whether or not they would save money or receive more benefits by being an Allstate customer. The Allstate system requires individuals to enter the make, model, and year of their automobile, whether they own or rent their home, their age, gender, and driver's license number. Based on this information, the Allstate system can accurately calculate the insurance premium for the potential customer. This is an example of a _______ system. marketing intelligence customer prospect marketing decision support competitive intelligence
marketing decision support
Central State University purchases projectors for use in its classrooms and typically purchases 20 new projectors each year. Central State wonders if any improvements have been made in bulb life or brightness of projectors and anticipates reviewing the various brands of projectors before placing an order. What type of purchase will Central State utilize for the projector purchase this year? Straight rebuy purchase Modified rebuy purchase Repetitive purchase New-task purchase
modified rebuy purchase
To ensure marketing research is reliable and valid globally, what should marketers do? Develop a global marketing research method that addresses the world as one uniform entity Only engage in global marketing research when the firm is large enough Modify data-gathering methods to allow for regional differences Conduct the same research project repeatedly to assure reliability
modify data-gathering methods to allow for regional differences
Jackson stops by the grocery store after work to purchase items for the week. He has a grocery list to help him stay on track but finds himself making lots of impulse purchases, placing items in his cart that he could consume immediately, like cookies and other snack foods. Jackson is hungry because he skipped lunch due to a meeting. Jackson's purchasing decision is influenced by which category of situational factors? Social surroundings Physical surroundings Time perspective Mood and condition
mood and condition
What are the primary psychological influences that partly determine people's general behavior and impact their behavior as consumers? Culture, reference groups, roles, social class, motivation, and personality Reference groups, culture, social class, motivation, lifestyles, and attitudes Culture, motivation, self-concept, perception, roles, and lifestyles Motivation, lifestyles, learning, perception, attitudes, and personality
motivation, lifestyles, learning, perception, attitudes, and personality
Personal appearance, affiliation, status, safety, and health are examples of _______ affecting the types of products purchased and the choice of stores in which they are bought. They reflect the reasons consumers use when making a purchase. benefits lifestyle personality motives
motives
The Temple University College of Business is seeking to purchase new monitors for its classrooms, computer labs, faculty, and staff offices. It creates a description of the project and asks suppliers to submit bids. The university identifies the top two or three suppliers who present the most competitive packages and will begin discussions with each supplier to determine which company will be awarded the contract. This is an example of the _______ method of business buying. sampling description inspection negotiation
negotiation
Jeckel Mowing & Maintenance provides lawn, garden maintenance, and snow removal services and is considering offering landscaping services to its customers. The company owner, Prescott Jeckel, is considering the purchase of a skid-steer loader or Bobcat machine. While Prescott has purchased many different varieties of mowers and lawn tractors, he does not have any experience with skid-steer machines. What type of purchase will the skid-steer loader decision be for Prescott? Repetitive purchase Modified rebuy purchase Straight rebuy purchase New-task purchase
new task purchase
The BASF Company sent its chemical customers an invitation to an online survey via email. The final question of the survey asked, "Please provide one suggestion to help us better serve your needs." This is an example of a(n) _______ question. dichotomous limited-choice open-ended multiple-choice
open-ended
According to a well-known psychologist, Abraham Maslow, individuals seek to satisfy five levels of needs from the most basic level to higher-order needs. These needs, in order from most basic to least basic, are _______. esteem, social, physiological, self-actualization, and safety physiological, safety, social, esteem, and self-actualization self-actualization, esteem, social, safety, and physiological safety, physiological, social, self-actualization, and esteem
physiological, safety, social, esteem, and self-actualization
What are the two basic types of sampling utilized by marketing researchers? Probability and nonprobability Stratified and random Cluster and quota Planned and spontaneous
probability and nonprobability
The four categories of business markets include _______. producer, reseller, government, and institutional retailer, institutional, producer, and government wholesaler, retailer, producer, and government wholesaler, manufacturer, reseller, and government
producer, reseller, government, and institutional
Exploratory research is usually associated with _______ research techniques. The data is typically shown in _______. quantitative; stories and visual portrayals quantitative; charts and tables qualitative; metrics and numbers qualitative; interpretations and expressive descriptions
qualitative; interpretations and expressive descriptions
The _______ sampling method ensures all units in a population have an equal chance of appearing in the sample. random nonprobability quota stratified
random
Business Systems, a reseller of office machines such as photocopiers, service, and maintenance, uses Speedy Cleaning Services to maintain its office facilities. Speedy Cleaning Services uses Business Systems to service its photocopier. The businesses have a _______ relationship. contractual reciprocal governmental maintenance
reciprocal
Sherwin-Williams Company utilizes a sophisticated and mathematical approach to forecasting sales. They first utilize historical sales data, incorporating a 10-year history of sales for each product category, such as different brands of paint and supplies—brushes, ladders, tarps, and so on. Its sales forecasting manager uses Excel to perform _______, where sales is the dependent variable and a variety of other factors such as company size, annual purchases, and the number of years as a customer are the independent variables. The sales forecasting manager is then able to identify the relationship between the independent variables and the dependent variables to determine an accurate sales forecast. What type of method is being used here? time series analysis sales force forecasting survey regression analysis statistical demand analysis
regression analysis
Shasta Soda is developing a new beverage product and has completed taste tests in four different markets across the United States to identify consumers' perceptions of the new product as well as their willingness to buy. The results provide similar feedback in all test markets that consumers enjoy the taste, believe it to be refreshing, and are highly likely to purchase the product. Since the researchers obtained consistent results across these four markets about these measurement items, the research has _______. robustness differentiation validity reliability
reliability
Companies like Staples and Best Buy are classified as _______ markets. reseller producer institutional government
reseller
Which consumer decision making style would be most likely for an individual who is purchasing their usual brand of shampoo? Extended decision making Intensive decision making Routinized response behavior Limited decision making
routinized response behavior
Kraft Foods purchases flour from Ardent Mills for use in manufacturing at its various plants. The purchasing agent for Kraft foods most likely utilizes the _______ method of business buying. negotiation description inspection sampling
sampling
The final step in the target market selection process is to select specific target markets. When making decisions about which segments to select, a marketing manager should _______. choose only those segments that are less costly to reach select all segments revert to an undifferentiated approach if the segments are heterogeneous select segments that provide significant opportunities to achieve organizational objectives
select segments that provide significant opportunities to achieve organizational objectives
L'Oréal markets several different product brands targeting specific groups of women for cosmetic and beauty aid purchases. The brand managers for each product line have completed competitive assessments and cost estimates and are now ready to _______. determine the profiles of each segment select specific target markets identify the budget necessary to support each segment develop sales forecasts and quantity to manufacture
select specific target markets
Individuals do not pay attention to all sensory inputs and mostly unconsciously engage in _______ to determine which inputs are consciously recognized. selective distortion selective retention selective exposure selective consciousness
selective exposure
Individuals receive various kinds of stimuli simultaneously throughout the day, and marketers try to break through the clutter with advertising and promotion. Selena is reviewing her Facebook updates and notices some advertisements for various products such as McDonald's coffee, Starbucks' new lunch menu, and an advertisement for Shutterfly. Later, Selena is out running errands and decides to stop somewhere for lunch. She remembers the ad for Starbucks and decides to try the new lunch items. Selena has engaged in _______. selective exposure selective retention selective distortion selective processing
selective retention
Big Sky Media is a boutique advertising agency located in Billings, Montana, and places ads for interns and full-time career positions on Monster, CareerBuilder, and the local newspaper. Big Sky Media promotes its culture of lifelong learning, as well as enabling employees to reach their full potential and become all that they can become. Big Sky Media is appealing to potential employees for _______. safety needs social needs self-actualization needs security needs
self-actualization needs
Jayden and his partner just purchased their first home and are now shopping for a lawnmower. Ben does not really enjoy lawn care or gardening and views it as a chore, although he does enjoy spending time outside. His yard is small, and a standard upright model lawnmower will fulfill his needs. He has visited several stores to check out prices and has read reviews in online forums about different brands. The purchase of a lawnmower for Jayden is most likely influenced by _______ involvement. situational enduring exceptional limited
situational
Jessie is out with a group of friends for dinner at a local restaurant and then a movie. While the service at the restaurant was slow and the food was just okay, Jessie still had a great time and left with a positive opinion of the restaurant experience. Jessie's experience was likely influenced by _______. purchase reasons her momentary mood and condition social surroundings physical surroundings
social surroundings
RJ Distribution maintains a fleet of vehicles for its delivery drivers and sales representatives to utilize. It has recently expanded and now has a fleet of approximately 55 vehicles. It currently has its fleet insured through State Farm Insurance and is considering making some changes to the coverages. It now recognizes that many people are driving very expensive foreign cars such as Mercedes Benz, Audi, and BMW, and the policy limits for damage may need to be increased. What aspect of the buying decision process would the decision to modify policy limits relate to? Evaluation of alternative suppliers Problem recognition Specification of product/service Evaluate product and supplier performance
specification of product/service
Patagonia, the well-known outdoor enthusiast clothing manufacturer, purchases cotton and other cloth from a variety of suppliers around the world. Patagonia has crafted a set of _______, which detail the characteristics sought from suppliers regarding the attributes of the fabric. descriptions requests specifications features
specifications
St. Francis Hospital system purchases medical supplies from Medline Industries, with which it has done business for the last five years. The hospital and system medical offices typically reorder standard supplies such as gloves, syringes, and other disposable supplies from Medline. This is an example of the _______ type of business purchase. modified rebuy new task standard replacement straight rebuy
straight rebuy
Dick's Sporting Goods is interested in studying the product categories that consumers desire to have in the store. The company's marketing research director plans to select 1,000 customers from its database of 100,000 customers who have a loyalty card. The marketing research director will first segment the database of 100,000 customers into five regions of the United States based on geography and then use a random sampling method to select 200 customers from each region. What type of sampling method does the marketing research director plan to utilize? Quota Nonprobability Cluster Stratified
stratified
What happens in a reverse auction? The seller informs online buyers that it is holding an auction and encourages them to bid in competition with each other. The sellers pay for the opportunity to sell their products to lucrative buyers in hopes of establishing strong relationships. The buyer invites businesses to bid to supply the specified good or service in competition with each other. The seller will accept steep discounts on major business products because it needs to get rid of unsold inventory.
the buyer invited businesses to bid to supply the specified good or service in competition with each other
Which of the following has become a significant ethical issue in marketing research with the advance of technology? The relevance of information Cultural differences in technology The accuracy of information The privacy of consumers
the privacy of consumers
All the following are true about business markets, except _______. the purchase may be made to resell the item they can also be known as organizational markets the purchase is made by household members who intend to consume the product the purchase may be made to use in the production of another product
the purchase is made by household members who intend to consume the product
Quinn needs to purchase a gift for a friend who just bought her first house. Quinn's favorite wine costs $5 at her local grocery store, but she feels like she should spend at least $12 on a bottle for her friend so she does not seem stingy. Quinn is likely influenced by _______. the time dimension the physical surroundings her mood or condition the reason for purchase
the reason for purchase
Teanna is at the shopping outlet on the day before her fiancée's birthday. She knows she should not have waited so long to purchase a gift for her, but she could not decide what to get her. Teanna searches several stores and does not see anything she really thinks her fiancée will love, but she needs to buy her something. She finally decides on a jersey from her fiancée's favorite sports team. Teanna is likely influenced by which situational influence? The time dimension The reason for purchase Social surroundings Physical surroundings
the time dimension
Canon Business Systems specializes in office automation services, photocopiers, and printers and employs many sales representatives to market its products. Typically, sales representatives are provided with a territory and become specialists according to the type of customer most appropriate to them. Canon divides its market into categories, including professional services (accountants, lawyers, and consultants), health care (hospitals, physician offices, and dentists), K-12 education, higher education, corporate, and governmental. Canon is utilizing _______ segmentation for its business markets. customer size type of organization geographic location product use
type of organization
French's brand, makers of the famous, yellow-packaged mustard, view all mustard consumers as very similar and utilizes only one marketing mix. French's brand uses a(n) _______ targeting strategy. concentrated undifferentiated product-use differentiated
undifferentiated
_______ analysis is sometimes utilized during the search and evaluation stage of products/suppliers. During this process, companies may examine the quality, design, materials, and item reduction or deletion to acquire products or services in the most cost-effective way. Vendor Strategic Profit Value
value
