MKT 301

Compare three categories of problem solving

-? -Limited -Significant

Coca-cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ________ characteristics of online media

Accessibility

Ritz-Carlton is fervently dedicated to anticipating customers slightest needs. Without ever asking, they seem to know when customers want a king-sized bed, non-allergenic pillow, and extra body gel or blinds open upon arrival. An amazing 95 percent of departing guests report that their stay has been truly memorable experience. This is an example of:

Customer Delight

the market for two-way radios is rapidly shrinking. A company that has a small. share of the two-way radio market would be considered an _______________ in terms of the BCC growth-market matrix

Dog

Universal Concerts is planning on brining a series of concerts to Canada next year. In order for its concerts to be a success it needs to know that Western Canadians like country music and that a country music event in Eastern Canada is much more likely to have empty seats. This consumer behavior requires Universal Concerts to segment its Canadian market according to:

Geographic and psychographic characteristics

Jakubowski Farms Gourmet brad base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2-pound canisters for $14.99 plus postage. The products are only available through the mail. People learn about the product through word-of-mouth and through bread machine demonstrations the company's founder gives to groups in the area of Wisconsin where she lives. This is a description of the companies:

Marketing Mix

While preparing the marketing plan for a new product line called Nature & Nature, Jonas wrote the following: "The Target Nature & Nature customer is female, married, between the ages of 30 and 45, and has one or two children under the age of five. She has completed college and some graduate work, and has a combined household income over $70,000 per year". This statement belongs in the _________________ section of the marketing plan.

Marketing Situation

Using suitable examples, explain how consumer-generated content on digital media can be useful to marketers.

More authentic when it comes from other consumers

A television advertisement shows several teenagers searching through the refrigerator for something to quench their thirst. The refridgerator offers the youngsters many alternatives- soft drinks, fruit drinks, sports drinks and bottles of sunny delight drink. The ad, which shows the teens happily selecting Sunny Delight over all the other products offerings, appeals to the customers for liquid and attempts to shape consumers for the advertised product

Needs;wants

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories Market coverage strategy?

Niche marketing

Which of the following is the best descriptions of the target market for the latest Disney movie?

Professionals who are parents of children between ages of 3 and 12

At one time Miller Beer was known as the "champagne of bottled beer". Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attracts the members of the middle working class. This segmentation approach is ____________

Psychographic

A shoe company uses ads featuring the members of a country music brand with the hope that the brands fans will see them wearing the companys shoes and want to wear the same shoes. The shoes company is hoping that fans of the band will view the band as__________

Reference group

Silkskin cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallrgenic. Silkskin is selling the products in specially designed tubes that make application easier. Which of the following is a core customer value for Silkskins line of eye makeup?

The desire for having beautiful eyes

In 2000, the Honda Motor Company unveils the hybrid version of the Honda Civic. while the hybrid vehicles are very fuel efficient, they are also very expensive to purchase. From the introduction year 2000, hybrid vehicles sales have increased over 570 percent with a compound annual growth rate of 88.6%. in 2003, sales of the civic overtook the Toyota Prius making it the number one hybrid car in the U.S. For years Honda experienced tremendous success with their Accords- in facts Honda cars repeatedly the top selling automobiles in the U.S. Where would the Honda Civic (hybrid version) and the Honda Accord fall in the BCG product portfolio matrix?

The hybrid Civic would be classified as a start and the Accord would be classified as a cash cow

L.L Bean refers to the customer as "the most important person ever in this office". This attitude toward the customer is most closely associated with which of the following?

The marketing concept

in which of the following cases is a firm employing omni-channel retailing?

Wingate Retail sells its products through e-tailers and hundreds of physical superstores