MKTG Final Exam 7-14 KHP
Starbuck's addresses and solves the problem known as ____ by using the LATTE recovery approach to solve customers' problems.
Service failures
Intangible products are also called:
Services
The Viagra brand name is based on an intersection between the words "vigorous," "virile" or "vigor," and "Niagara." T/F
True
The best designs are those that are conceived and constructed to be as simple as possible, easy on the eyes, as well as easy to use. T/F
True
The marketing mix and its various ingredients function as controllable marketing stimuli. T/F
True
The power of any person's creativity, once established, rarely fades. T/F
True
Which phrase is not a type of perception?
Selective information
The phrase ____________________ has emerged as a governing supply chain mantra. "The end of every song is money" "Good, better, best" "Faster, better, cheaper" "Good isn't good enough" Good to better to best
"Faster, better, cheaper"
Which phrase represents a useful governing supply chain mantra? "Move quickly and quietly" "Faster, better, cheaper" "Walk softly but carry a big stick" "Push or pull, there is no try" "Disrupt whenever possible"
"Faster, better, cheaper"
When did Twitter introduce the retweet button? 2007 2008 2009 2010
2009
When designing any sort of product or message which number of attributes, features, roles, etc. appears to be most powerful?
3
The marketing mix for products features only
4 P's
What two factors interact and usually provide answers to "why" consumers decide what to buy or not to buy questions?
A combination of genetics and the environment
The entire set or collection of values, ideas, or attitudes that shared among and/or learned from the members of a group make-up _____
A culture
Innovation is a word describing A process. A thing. A process and/or a thing that is different. A process and/or a thing that is new. A process and/or thing that is new and useful.
A process and/or thing that is new and useful
The Deontological approach to ethical decision-making in business settings is most closely related to:
A recognized set of rules or laws that supposedly govern people's decisions and behaviors in situations featuring ethical dilemmas.
Which of the following purchases does not typically involve routine problem solving?
A wedding dress
Which percentage of professionals say they do their best thinking - creatively foraging through ideas - at work? About 5% About 10% About 15% About 20% About 40%
About 10%
Which statement should not be described as a covenant promise? Bring impeccable with your word. Acting towards others as you wish others would act toward you. Not taking everything personally. Not making assumptions; particularly about the other party's motivations.
Acting towards others as you wish others would act toward you
The _________ level entails a product's features, design, quality level, and packaging.
Actual product
__________ inside the US kills far more people annually than smoking.
Alcohol consumption
Anthropologists suggest that humanity's most basic fears are? Serpents and other reptilian creatures Rapacious flying birds Animals that feature large and powerful claws All of the above
All of the above
The success of marketing messages depends, in large part, on how persuasive the messages are. Which characteristics usually must be present in order to make messages more persuasive? Comprehension (understandable) Connective Credible Contagious All of the above
All of the above
Which characteristic is usually associated with effective brand names? The name is distinctive Extendable to new products The brand name is easy to pronounce, or not The brand name is memorable All of the above
All of the above
Which item is not associated with brand names? Signs Words Colors Shapes All the above are associated with brand names.
All the above are associated with brand names
How might "embracing boredom" make a person become more creative? Boredom: Challenges your thinking. Allows for free ranging intersections of thoughts and ideas. Pushes one towards technology. Keeps people away from others who might bring them down. Allows people to get more sleep and consequently refresh their thinking
Allows for free ranging intersections of thoughts and ideas
What happened when market leader Walmart first began using GPS tracking devices?
Almost all of Walmart's competitors began using tracking technology
Which choice bests represents the "enhanced brand warranty" level of a brand? Best Buy's price match guarantee Ford's use of new aluminum truck frames Apple's iMessage between devices Amazon's one day delivery
Amazon's one day delivery
The warranty associated with automotive purchases illustrates:
An intangible dimension of a tangible product
Which brand routinely engages in the practice known as "planned obsolescence?"
Apple
Which firm best user the price-skimming strategy?
Apple
Which firm has done an excellent job of managing their marketing mix and creating loyal customers who do not need to be pressured into paying high prices for their products?
Apple
Various types of consumer reference groups exist. Which reference group is the one to which consumers would most prefer to belong?
Aspirational reference groups
The presence of ________________ hinder marketing professionals from thinking more creatively and prevent them from making innovative connections. Associative prejudices Unidentified biases Associative barriers Mind chains Governmental pressures
Associative barriers
The term _____________ refer(s) to those typically intractable notions that professionals or organizations should not change because "we have always done things this way." Intersections Associative barriers Boredom Creativity fences None of the above
Associative barriers
Retailers such as Best Buy sometimes promote a great low price, for a limited time, for a new hot technology toy, and specify that this ridiculously low price is available for one day only, leaving unsaid that only three such items are in the store. When consumers by the hundreds show up to the store incentivized by the deal and can't find the product, retailers show them an alternative brand. What is this practice called?
Bait and switch
Which product life cycle stage features the lowest level of competition in the market?
Introduction stage
When firms promote an extremely low price on a popular brand in order to lure customer into stores or onto websites but in reality only have a few of the promoted products in stock those firms are using a _________________ strategy
Bait and switch
__________________________ is an economic concept that describes the existence of high start-up costs and other marketing-based obstacles that prevent new competition from easily entering existing markets
Barriers-to-entry
The most effective advertising message appeals are generally meaningful and: Sexy. Appealing. Believable. Humorous.
Believable
The activity called _________ involves taking something and altering a property, aspect, or dimension of the original element or object. Breaking Bending Blending Bloviating Creative destruction
Bending
A Canadian brewery seeking to combine drinkable cannabis products with alcoholic beverages illustrates the creative activity known as: Creating Breaking Blending Bending Bloviating
Blending
Which NPD activity is analogous to creating new intersections? Redesigning Breaking Blending Bending
Blending
Many contemporary advertisements feature songs that end up being closely associated with the brands being promoted in the ads. For example, in 2016 Gatorade continuously ran an ad that featured the Kanye West song "All of the Lights." When songs like this become associated with brands those songs function as ________ for the brands. Brand Amplifiers Brand Identifiers Brand Narratives Sources of Brand Equity
Brand Identifiers
The promise of violence and the existence of scarcity once existed as two factors that initially lead many consumers to watch televised football games. This means that "violence" and "scarcity," as each once related to televised football, initially functioned as: Brand Identifiers and Brand Loyalists. Brand Narratives and Brand Differentials Brand Identifiers and Brand Differentiators. Brand Equities and Brand Personalities. Brand Personalities and Brand Narratives.
Brand Identifiers and Brand Differentiators
A _________is part of a story that gives meaning to the distinct systems of benefits that well-branded products promise to deliver. Brand Architecture Brand Image Brand Salience Brand Value Brand Narrative
Brand Narrative
The extent to which consumers willingly pay more for one branded product than another branded product from the same product category is best described as: Brand loyalty. The brand dichotomy. Brand discrimination. Brand preference. Brand equity.
Brand equity
What term do marketers use to describe the extent to which customers willingly pay more for particular branded products as opposed to other branded products from the same product category? Brand leverage Brand power Brand equity Brand loyalty
Brand equity
The physical or mental space that successful brands carve out for themselves inside certain targeted consumers' minds is also known as: Brand equity. The brand dichotomy. Brand discrimination. Brand preference. Brand loyalty.
Brand loyalty
The term _____________________ is used to describe strongly-held and positive customer preferences for particular brands. Brand loyalty Brand allegiance Brand adherence Brand equity
Brand loyalty
What entity is usually placed in charge of the branding of new pharmaceutical products? White-coated pharmacist teams Advertising agencies Top executives in Big-Pharma Branding agencies Loyal customers
Branding agencies
The arrow in the Amazon logo is meant to look like a smile which supports the company's mission to keep customers happy. The arrow is part of (a): ________. rand equity Differentiation Branding story Authenticity Brand assertion
Branding story
The conscious act of _____________ involves exposing oneself to more intersections or intersectional thinking. Capturing Challenging Broadening Surrounding Blending
Broadening
Several normal and expected marketing activities are shown below. Which activity will likely contribute most to marketing success? Advertising innovative products to the right customers Building appealing differentiating brands Building a uniquely important marketing strategy Signaling social responsibility Delivering these brands successfully to a targeted market segments
Building appealing differentiating brands Delivering these brands successfully to a targeted market segments
Who pushed and eventually pioneered the containerization idea inside global supply chains? Malcom McLean Tim Cook Gary Lynch Suman Sarkar
Malcom McLean
In the contemporary marketplace two primary outcomes contribute most to marketing success. The two outcomes are: Building high-quality products and delivering them successfully to national and international markets. Building appealingly differentiating brands and delivering them successfully to targeted market segments. Building appealingly differentiating needs and delivering them successfully through high-quality solutions. Building products and services that generate as much attention as possible for the organization.
Building appealingly differentiating brands and delivering them successfully to targeted market segments
Organizations that seek to lower their costs through the supply chain design they choose should choose a _______ decision. Make Loan Buy Sort
Buy
The NPD strategy that entails outright purchases of entire companies or of licenses to produce another organization's products is called a(n): Inquisition NPD strategy Copycat NPD strategy Effortless NPD strategy Buy NPD strategy Competitive NPD strategy
Buy NPD strategy
Which C-word must be present before innovations can be successful? Consistency Change Courage Charity Credit
Change
Which factor does not influence the stage of a product's life cycle? Changing consumer tastes
Changing brand features
Which brand name is "metaphorical" in nature? Kraft Chicken of the Sea Toyota Allstate Zale's
Chicken of the Sea
The mental state where consumers experience inconsistent thoughts, beliefs, or attitudes, especially related to decisions they have recently made about important, risky, high-involvement products, is called
Cognitive dissonance
What is the name of the situation in which consumers' thoughts, beliefs and attitudes about a decision they have made become inconsistent?
Cognitive dissonance
What usually happens when customers attempt to hold two opposing thoughts inside their minds at the same time?
Cognitive dissonance
All marketing messages are conveyed through some form of ___________________________. Successful marketing communications Television commercials Communication channel Other consumers E-communication sources such as social networking sites.
Communication channel
Which answer does not describe a desirable communication outcome that would likely lead to a more persuasive message? Comprehension Compatibility Connectiveness Credibility Contagiousness
Compatibility
The highest levels of __________ occur throughout the entire marketplace during the "Maturity Stage" of the product category's product life cycle.
Competition
Which test seeks to determine whether eventual new product users will either want or need the proposed product? Product use test Market test Segmentation and positioning test Concept test The "acid" test
Concept test
___________ is the name used to describe the mental image that consumers possess and enjoy/endure about themselves and their strengths, weaknesses, or social status.
Self-Concept
Which three types of tests are most integral (important) to most NPD efforts? Time test, space test, and cost test Mental test, physical test, and the emotional test Concept test, product use test, and market test Laboratory test, context test, and distribution test Creative test, superiority test, and the marketing mix test.
Concept test, product use test, and market test
Which type of goods is not typically associated with B2B marketing?
Consumer goods
Which statement best describes the true nature of "consumer goods"?
Consumer goods are purchased and used by end-use consumers in order to solve or satisfy their own problems-wants-needs; or to solve or satisfy some other consumers' needs-wants-problems.
The goal of ________________ is to improve the rights and power of buyers in relation to the rights and power of sellers.
Consumerism
Brand loyally has generally declined inside the U.S. during recent years because (of): Too many consumers are distracted by Online activities. The internet. The Great Recession. Low involvement consumers. Consumers are becoming increasingly cynical.
Consumers are becoming increasingly cynical
What two elements must coalesce in order to form positive attitudes about brands in consumers' minds. Brand loyalty and brand equity Brand personality and brand equity Consumers' self-concept and brands' personality Brand equity and brand value
Consumers' self-concept and brands' personality
Which "C" does not belong to the "3-C" characteristics that should be built into effective IMC messages (and stories)? Compelling Consistent Contrary Clear
Contrary
Consumers typically buy ______ goods based on inertia.
Convenience
A ___________ exists when independent organizations voluntarily agree to partner with one another. Conventional marketing system Vertically integrated supply chain Horizontally integrated supply chain Downstream marketing system Upstream marketing system
Conventional marketing system
Which phrase best captures those laws and regulations that allow consumers to extricate themselves from the consequences of purchases when customers feel they were pressured into buying products that they now regret?
Cooling-off regulations and laws
Choosing to participate inside supply chains allows partnering organizations to focus more on executing their _________ in order to achieve greater specialization. Core competencies Effectiveness Efficiency Profitability
Core competencies
Which firm (brand) is not an example of a pyramid scheme?
Costco
______________________________ entail(s) "Being impeccable with your words, not taking everything personally, not making assumptions; particularly about the other party's motivations, and always doing your best." Conflict management Covenant business promises Resolution rules Mutual respected expectations Deontological laws
Covenant business promises
____________ entails what happens as long-standing and successful products or processes are obsoleted, dismantled, and/or replaced by new, superior, and more useful, and consequently innovative products and processes. Creative success Disruptive innovations Creative destruction Globalization
Creative destruction
Which statement about creativity is false? Creative people generally work harder than less creative people. Creative people are usually autodidactic. Creative people generally experience the same basic stimuli as everyone else Creative people are more difficult to work with because they are so "scientific-like in nature." Creative people usually combine or recombine existing ideas and things.
Creative people are more difficult to work with because they are so "scientific-like in nature."
Which answer best describes the most important difference that separates continuous innovations from discontinuous innovations. Product type Product cost Product price Rate of product adoption Customer learning is required
Customer learning is required
Most supply chain management decisions should be: Customer-based. Price-based. Demand-based. Supply-based. Organization-based.
Customer-based
According to this Module, what is the most precious resource for most marketers? Customers' and employee's time Customers' brand perceptions (favorite ones that is) Customers' money; after all, the need always exist to dance close to the revenue line. Customers' attention The 3-Ts are almost most precious
Customers' attention
The most precious marketing resource in today's noisy, crowded markets is: Customers' money. Customers' time. Customers' data and information. Customers' attention. Customers' social media passwords.
Customers' attention
Marketers should successfully ________________ and _______________ their brands by implanting a compelling story into the collective minds of a targeted customer segment. The two outcomes, of course, should occur inside the collective minds of targeted segments. Delineate; position Position; segregate Define; differentiate Distinguish; favorably segregate Define; position
Define; position
Which factor does not increase the risk of NPD failure? Demand within a target segment is underestimated. The marketing mix is poorly planned. The new products deliver sufficient new value. The costs of marketing, promoting, or distributing NPs are higher than expected. All of the above increase the risk of NPD failure.
Demand within a target segment is underestimated
Numerous "variables" or bases (also known as criteria) can be used to profile marketers and create market segments. The variable-base-criteria most closely associated with the income, age, gender, or zip codes of targeted customers is called
Demographics
Apple is a good example of an organization and brand that uses product ________ to differentiate?
Design
A critical design decision that managers must always make inside supply chains is whether to: Design short or long supply chains. Hire more supply chain professionals. Target international markets. Partner with competitors and collaborators.
Design short or long supply chains
Products that provide both immediate satisfaction and long-run benefits to customers, and that prove rather easy to market; are known as
Desirable products
When branding agencies create new brand names their first step should entail: Compiling hundreds of plausible brand names. Testing potential brand names. Setting criteria that a potential name must fill. Developing an understanding the purpose of the product the marketer is selling. Securing insights from the shareholders of the firm through marketing research.
Developing an understanding the purpose of the product the marketer is selling
___________ arises when an existing or a new branded product is perceived as different from and is better than other branded brands from the same product category that are being marketed by competitors. Innovation Differentiation Distinctions Acquisition Sustainable competitive advantage
Differentiation
Almost all supply chains begin with the _______. Dirt Solicitation and provision of capital Promotional activities Acquisition and activation of knowledge
Dirt
Which type of innovation is most disruptive? Dynamic Discontinuous Continuous Technological Dynamically continuous
Discontinuous
Some successful brand names, such as Iceland and Greenland, _____________________ are meant to denote exactly what products look like. result from successful pricing practice. don't always mean what targeted message recipients think they mean. are often developed on the spur of the moment.
Don't always mean what targeted message recipients think they mean
If car manufactures sold their vehicles directly to customers; like Tesla does, automotive supply chains would be shortened and car prices would: Drop as much as 5% Drop as much as 8% Increase as much as 5% Increase as much as 8%
Drop as much as 8%
The marketing practice called ______________________ is a form of predatory pricing in which typically foreign made products are priced at extremely low levels in comparison to the prices that normally exist inside the product's country of origin.
Dumping
Which element can be used to successfully position a brand? Unique attributes Unique solutions Consumer values Brand personalities Each element listed could be used successfully to position brands
Each element listed could be used successfully to position brands
Conflicts are inevitable inside supply chains. Which insight works best as a guideline that could be used to resolve these conflicts? Pick your battles carefully Never feel guilty about reporting a conflict Understanding the others' (your SC partners') cultural norms Never hurry too fast toward resolutions Each insight listed above should help resolve supply chain conflicts
Each insight listed above should help resolve supply chain conflicts
Which element is not part of the traditional promotional mix? Advertising Sales promotion Publicity and public relations Personal Selling Each preceding element is part of the marketing mix
Each preceding element is part of the marketing mix
Which of the following is not a key dimension that can contribute materially to successful brands? Names Symbols Words Designs Each preceding item may prove a key dimension for successful brands
Each preceding item may prove a key dimension for successful brands
Barriers-to-entry were originally a/an:
Economic concept describing existing obstacles that prevent new competitors from easily entering new markets
The concept known as ___________________ allows manufacturers to specialize on making fewer products in far larger quantities. Flow(s) Source, or foundational, firms Focus Efficiency Core competencies
Efficiency
Advertisements are effective at reminding and informing customers as well as at conveying and eliciting customer _________________. Loyalty Relationships Emotions Reactions Fears
Emotions
Messaging is depicted as a bilateral (two-way) process inside traditional communication models. Inside these models, marketers are expected to ______ messages and consumers are expected to _____ messages. Decode, Encode Encode, Encode Create, Consume Encode, Decode
Encode, Decode
What terminology suggests marketing decision-makers who consciously act to further the interests of others, including the interests of the group to which they belong or customers they seek to serve, are ultimately serving their self-interest?
Enlightened Self Interests
Consumer beliefs:
Entail (involve) descriptive thoughts about a stimuli.
The affordable method approach to budgeting advertising expenditures: Entails spending as much as managers believe or feel they can afford. Features less strategic risk than any other budgeting method. Is usually highly strategic in nature. Usually accounts for what a firm's closing competitors are spending on their advertising
Entails spending as much as managers believe or feel they can afford
_________________________ exist(s) whenever and wherever questions or doubts arise about the right or wrong choice to make in a particular situation.
Ethical dilemmas
Adherence to (following) which set of values leads to a higher standard for marketers as they encounter morals decisions?
Ethics
____________ arise(s) whenever and wherever questions or doubts about the right or wrong choice to make in a particular situation arises.
Ethics
Convenience goods are most closely associated with which type of distribution strategy?
Extensive
What happens when nobody wants or needs a new product that has been created and introduced to the marketplace?
Failure happens
Research has shown that one moral characteristic is especially important to almost all consumers. What characteristic?
Fairness
"Bait and switch" marketing practices are ethical. This statement is T/F
False
A good or a product is an entity or a thing that has intangible attributes that customers can perceive through their five senses. T/F
False
A major objective of almost all B2C marketers is to create and satisfy consumer needs. T/F
False
A primary truth that frames and explains how decisions are made inside modern capitalist markets is that consumers primarily seek utility (usefulness, or pure problem-solving ability) from the products they buy. This statement is: T/F
False
According to the book, the equity of the NFL brand has generally grown over the past 5 or so years. T/F
False
Breaking-inside NPD settings involves taking something and altering a property, aspect, or dimension of the original element or object; as in redesigning. T/F
False
Inventions are best defined as new things that are also useful things, because the new things solve new or old problems in new ways. T/F
False
Marketers are relatively capable of creating customer wants and needs. T/F
False
Most B2B marketers should never use both push and pull marketing promotion strategies at the same time. T/F
False
NPD always entail the creation of new products. T/F
False
Opinion leaders are paid, uncontrollable, and highly believable ambassadors of praise or condemnation. T/F
False
The best supply chain design is always the one that does the best job of satisfying customer needs at the lowest cost. T/F
False
The best supply chain managers recently changed their focus from being more consumer-driven to being more consumer-aware. T/F
False
The marketing practice known as "price-skimming" is an unethical pricing tactic. T/F
False
The presence of switching costs makes it easier for customers to switch from old to new products, or for that matter, switch to from old to new supply chain partners. T/F
False
The product life cycle (PLC) concept applies only to brands, as opposed to the entire product category in which brands complete against other similar brands. T/F
False
The same opinion leader generally enjoys the opportunity to influence consumers' thoughts and decisions across a wide range of product categories. T/F
False
The success of B2B marketing efforts, generally, is driven by the satisfaction of customer wants. The success of B2C marketing efforts, generally, is driven by the satisfaction of customer needs. T/F
False
The term "marketing channels" was derived from the term "Supply Chains." T/F
False
During the __________ stage of the product life cycle, a primary goal is to develop awareness among targeted audience that distribution in the market may be limited. Consequently, collaborative and cooperative supply chain relationships also should be developed and refined. Marketers might logically choose to pursue skim-the-cream pricing strategies.
Introduction
________________ entail creating desirable fantasies build around brand use. Slice of life or death portrayals and story appeals Lifestyle-based portrayals and story appeals Fantasy-based portrayals and story appeals Mood or emotionally-based portrayals or story appeals
Fantasy-based portrayals and story appeals
Marketing message are often designed to make people ______________ rather than _______________.
Feel, think
The ______________ step in creating an effective advertising message entails identifying key points of differences between your brand and competing brands. First Second Third Fourth
First
Which president famously said "The only thing we have to fear is fear itself"?
Franklin D. Roosevelt
Because consumers usually do not pay close attention to advertising messages, advertisers strive to reach the same individual more than once. The average number of times a person in the target audience is exposed to a message or advertisement is called: Parity Reach Frequency Rating Gross rating points
Frequency
Which trait is not a characteristic of a service?
Functionality
Think about the fifth category in our consumer goods classification, the one called "positional" products. The natural human desire to acquire and display positional products in order to elevate their social status:
Generally speaks poorly (in an unflattering fashion) about human nature
What is the primary benefit that firms acquire if and when they decide to perform supply chain functions themselves? Cost savings Greater control Higher trust More solidarity
Greater control
---------- arises when marketers promote or infer that their branded products or organizations themselves are green-as in beneficial to the environment-when they are not.
Greenwashing
____________ arises when marketers report or infer that their branded products or organizations themselves are green - as in beneficial to the environment - when they are not.
Greenwashing
The number of rolls of toilet paper consumed in the Metroplex was discussed in order to illustrate: The importance of trees. How supply chains fulfill consumers' rights. The power of Kimberly-Clark, an Irving, Texas, headquartered firm. The nature of pricing power.
How supply chains fulfill consumers' rights
When making CB choices most humans naturally default to
Imitation of others
Purchases for __________ are unplanned. Decisions to buy this product type and brand are made on the spur-of-the-moment as consumers are ostensibly shopping for other products.
Impulse goods
Which answer is usually not an advertising communication objective? Informing consumers. Creating or strengthening relationships with consumers. Persuading consumers. Reminding consumers. Increasing consumers' purchase intentions.
Increasing consumers' purchase intentions
The process of market segmentation is one of the most important activities in which B2C marketers engage. Effective segmentation requires the right division-creating inputs. From among the list provided below, which inputs should go into developing market segment?
Individual consumer characteristics
Many consumers continually rebuy the same brand but have little or no emotional commitment to the brand. This behavior represents a purchasing decision that is primarily based on: Brand loyalty Inertia Brand preference High involvement
Inertia
The most important supply chain flow is: Physical flows of products, parts, and materials Possession flows Information flows Payment flows
Information flows
What is the most important supply chain flow? Without it, supply chains cannot flow seamlessly. Physical flows Ownership or possession flows Information flows Promotional or communication flows Payment flows.
Information flows
Assume that a marketing organization is seeking to "tell" targeted customers that it has launched a new "XYZ" brand. Which communication goal is that marketer pursuing? Persuading Reminding Informing Relationship-building
Informing
Advertising is most effective at: Persuading customers. Closing out sales. Brand positioning. Informing or reminding customers.
Informing or reminding customers
One promotional strategy seeks to unify and integrate all modes of marketing communications - advertising, personal selling, sales promotion, social media management, public relations - in order to create unified brand messages and positioning stories. This promotional strategy is called: Public Relations. Integrated Marketing Communication. Integrated Business Relationships. Strategic Customer Awareness.
Integrated Marketing Communication
When professionals choose to routinely watch two newscasts that feature opposing (say, liberal versus conservative) views, they are pursuing what method for eliminating associative barriers? Avoiding psychological traps Learning from failure Integrating multiple perspectives Thinking inside their own minds
Integrating multiple perspectives
What type of marketing refers to the marketing exchange encounters that occur between service providers and service customers?
Interactive
The Catholic religion's supply chain relationships feature many more _______________ that connect "earth and heaven" than does the Protestant religion's supply chain relationships that connect "earth and heaven." Deities Intermediaries Priests Wholesalers Marketers
Intermediaries
The term ___________ refers to marketing efforts that are targeted toward an organization's own service providers; i.e., the organization's own employees.
Internal marketing
______________ is the new term used to those people who not only possess but are also known for their power to affect consumers' buying habits by uploading some form of original (often sponsored) content to social media platforms such as Instagram, YouTube, Snapchat, or even LinkedIn. Branding Managers Internet Influencers Social Media Managers Celebrity Influencers Marketing Coordinators
Internet Influencers
____________ are produced whenever anyone introduces two or more sets of disciplinary thinking in their own minds. Intersections Challenges Innovations Propositions
Intersections
Which of the following is not an NPD stage? New product strategy Concept or Idea generation Concept or idea screening and evaluation Development Introduction
Introduction
_______________ is an example of a firm that uses a partially vertical supply chain design. Hollywood Essilor Kimberly-Clark Armani J.C. Penney
Kimberly-Clark
The story discussing an experiment where a bell was rung, a dog was served food, and (Pavlov's) dogs salivated illustrates:
Learning through classical conditioning
When consumers become brand loyal they are: More likely to engage in information search. No longer as likely to experience inertia. Less likely to engage in information search. More likely to search for information that confirms their expectations.
Less likely to engage in information search
Integrating multiple perspectives, avoiding psychological traps, and committing to learning from and managing failure are three methods that marketing professionals can learn and leverage in order to _______________________. Create intersections of thinking. Lessen or eliminate associative barriers. Think more accurately. Eliminate idle minds, which are the devil's workshop. Avoid depression, which is critical because depressing thoughts dampen creativity.
Lessen or eliminate associative barriers
Which firm is the largest maker of eyeglasses frames in the world and is close to achieving complete vertical integration? Oakley Luxottica Persol Ray-Ban Walmart
Luxottica
Who said "Being powerful is like being a lady. If you have to tell people you are a lady, you (probably) aren't."
Margaret Thatcher
Which is the best tool to use when marketers are seeking to manage uncontrollable consumer behavior stimuli?
Market segmentation management
_________ consist of a group (set) of independent (but often interdependent) organizations involved in the process of making products or services available for use by consumers or business organizations. This type of system also begins with producers or manufacturers. Supply chains Logistical processes Marketing channels Distribution systems
Marketing channels
Although the terms marketing channels and supply chains are synonymous in many ways, one key difference remains. The primary difference is that: Marketing channels do not value the importance of intermediaries. Marketing channels do not value the importance of cooperation among the partners. Marketing channels fail to capture the roles played by source firms. All of the above.
Marketing channels fail to capture the roles played by source firms
_________________________ is generally reflected in the existence of greater branding power and stronger brand equity.
Marketing power
Who developed the hierarchy of needs?
Maslow
The supply chain function through which buyers and sellers are brought together so that each can execute exchanges is called: Allocating. Assorting. Accumulating. Matching. Batching.
Matching
Deciding to not tell the truth requires that one have an incredible amount of ___________________.
Memory
Which brand uses a star to symbolize the firm's dominance in style and quality? Google BMW NBC Mobile Mercedes-Benz
Mercedes-Benz
Which brand (and firm) strategically uses colors to symbolize its promise and ability to deliver strength, faithfulness and security to customers? Apple Amazon Toyota Mobile AT&T
Mobile
Price skimming is a(n) ___________ marketing tactic.
Moral
Domestic marketers annually spend ______________ money on sales promotions then is annually spent on advertising. Less Equal (about the same) More
More
Prospect theory uses complicated analytics to explain a simple, nearly-universal principle that governs and motivates human decision-making. The principle suggests that: People are greedy and selfish by nature. Morality is a key trait for survival for most people, but morality has different meanings for different people. Most people are more afraid of change than survival. Most people hate/fear losing more than they love/crave winning.
Most people hate/fear losing more than they love/crave winning
Questions about what features and attributes, and thus which benefits associated with existing products should be changed, added, deleted, and in what ways, are: Customer relationship management and NPD research questions. Brand management and positioning questions. Supply chain and positioning questions. NPD and positioning questions.
NPD and positioning questions
Manufacturers usually seek to produce _______ assortments of products in _______ quantities. Wide/Large Wide/Small Narrow/Large Narrow/Small Technical/Simplified
Narrow/Large
Motives or drives exist as __________ that are sufficiently pressing to direct individual consumers to seek satisfaction and solutions to whatever problems are triggering their motives (drives).
Needs
Which answer designates the correct order of the traditional NPD stages? New Product Strategy, Idea Generation, Development, Idea Screening/Evaluation, Launch Idea Generation, Idea Screening/ Evaluation, New Product Strategy, Development, Launch New Product Strategy, Idea Generation, Idea Screening/Evaluation, Development, Launch Idea Generation, New Product Strategy, Development, Idea Screening/Evaluation, Launch Idea Generation, Idea Screening/Evaluation, Development, New Product Strategy, Launch
New Product Strategy, Idea Generation, Idea Screening/Evaluation, Development, Launch
The word "Donuts" no longer part of Dunkin's brand name because: Of growing cultural concerns about too much fat and too many calories. Studies have shown that people prefer coffee more than pastries such as donuts. The original brand name, Dunkin Donuts, confused too many consumers; making them think that the store was more about donuts than it was than about coffee. Once Starbucks simplified its brand name Dunkin Donuts reasoned it had choice but to simplify, as well.
Of growing cultural concerns about too much fat and too many calories
What group functions as unpaid, uncontrollable, and yet highly believable ambassadors for the brands that they praise or condemn?
Opinion leaders
The __________ of marketers derives from the fact that everything marketers say is directly or indirectly said for the money. And from the fact that B2C or B2B customers widely recognize this condition, at least implicitly.
Original sin
The best long-term hope for domestic professionals seeking to compete successfully with their foreign (professional) competitors entails: Out-creating them. Out-competing them. Out-working them. Out-cheaping them. Out-smarting them.
Out-creating them
___________________ does not necessarily need to change hands as raw materials, key components or finished good flow downstream through each level inside the supply chain. Information Ownership Money Communication
Ownership
Since the 1960s the National Football League has staked a large portion of its brand personality and brand position on: Patriotism. Building community (as in Cheese Heads). Cooperation. Rivalries.
Patriotism
Which answer is one of the additional three "P's" that are included inside the marketing mix for SERVICES?
People
Services must be consumed at the point when they are created. Which service trait best underscores the preceding point?
Perishability
Which service characteristics best describes the fact that organizations cannot store up, or inventory, services to satisfy customer demand during high demand periods?
Perishability
The most powerful advantage of personal selling is: Personal selling is inexpensive. Personal selling generates one-on-one communication opportunities. Personal selling can be used to reach to the target audience quickly. All of the above
Personal selling generates one-on-one communication opportunities.
Which business sector extensively used sales promotions to promote the consumption of a dangerous product whose heavy use recently produced the only decline in the average life expectancy in U.S. history? Tobacco Pharmaceuticals Automotive Fast food
Pharmaceuticals
Marketers typically make more ethical decisions when they use ________ as standards that guide their decision making
Philosophical ethical standards
Ethical guidelines are often grounded in ________________ and/or __________________bases.
Philosophical; religious
The white packaging that accompanies most Apple products illustrates a(n)______ Physical characteristic. Core value. Brand warranty. Brand meaning.
Physical characteristic
What element is not added to list of marketing mix ingredients when marketing services are developed and delivered?
Place
The term _______________________________ describes a strategic marketing practice where marketers design or market products that feature artificially limited useful lives in order that those products prematurely become outdated.
Planned obsolescence
_________ is a strategic marketing practice wherein marketers design or market products with artificially limited useful lives so they become prematurely outdated in terms of function or fashion.
Planned obsolescence
Highly creative professionals are often _____________. Antisocial Anarchist Polymaths Narcissistic Argumentative
Polymaths
When ________________ are bridged, products can be accessed by customers in the product's most useful form. Time gaps Possession gaps Place gaps Use gaps
Possession gaps
----------, also known as undercutting or dumping, entails pricing products or services at extremely low prices in order to drive weaker competitors out of the market or create cost-based barriers to entry that block new competitive entry.
Predatory pricing
Social class membership heavily influences consumers' product __________________.
Preferences
The use of __________ /are especially effective at spreading good news to targeted others. Gossip Word of Mouth Public relations Sales promotions Advertising
Public relations
When two or more firms mutually agree to set prices at a agree-upon and therefore predetermined level the practice is called ____________.
Price Fixing
If a severe shortage of toilet paper arose (imagine that!) and a grocery store increased the price from $5 to $50 for a six-roll pack, the grocery store could rightfully be accused of:
Price Gouging
---------- arises when marketers sell the same product in the same quantities at different prices to different customers or groups of customers.
Price discrimination
Which pricing strategy is both unethical and illegal?
Price-fixing
The unethical and illegal marketing tactic known as ___________ occurs when two or more firms mutually agree to set prices at some predetermined level.
Pricing fixing
The term known as ____________________ exists when firms can raise product prices or sustain already high product prices without losing substantial market share. Brand loyalty Pricing power Brand performance Pricing equity
Pricing power
Anything that can be offered to individuals, market segments, or entire markets for customers' attention, acquisition, use, or consumption that might also satisfy their (i.e., individuals', segments', or markets') wants/needs-or solve their problems qualifies as a:
Product
The recent rise in the popularity of alcoholic seltzer water provides illustrates a new __________ entering the restaurant and bar marketplace.
Product category
Product quality is directly proportional to ____ and ultimately to ____ . Product creativity/product efficiency Product efficiency/successful marketing Product innovation/product adoption Product adoption/successful cost management
Product efficiency/successful marketing
__________________ is often executed by supply chain professionals who are called agents or jobbers. Promotion Sorting Product placement Negotiating Professional Selling
Product placement
Today the US is increasingly recognized as the world's largest producer manufacturer of:
Professional services
The branding stories behind each successful brand include ____ to/for consumers. Promises Benefits Solutions Products
Promises
The elements called advertising, personal selling, public relations, and sales promotions collectively make-up, or constitute, the __________. Marketing Mix Promotional Mix Service Marketing Mix Product Marketing Mix Nature of Marketing Mix
Promotional Mix
All marketing messages can reasonably be described as __________. Persuasive messages Promotional messages Contagious messages Motivational messages Personal selling messages
Promotional messages
Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that collectively make up a marketing organization's: Cooperative advertising. Decoding strategy. Message center. Promotional mix. Communication source.
Promotional mix.
What theory explains why consumers, and indeed almost everyone, "hates-losing" more than they "love-winning Game Theory Supply and Demand Theory Game Theory Prospect Theory Exchange Theory
Prospect Theory
The core principle associated with this theory is that most people hate/fear losing more than they love/crave winning. The consequence of this principle is that too many people refuse to even try in risky situations because they fear the painful prospect of failure. These principles and its consequence are taken from ______· The Marketing Concept The theory of enlightened self-interests Prospect theory The theory of self-preservation Attribution theory
Prospect theory
This communication tool generally addresses the need to build or sustain good relations (relationships) with various targeted publics that marketing organizations deem critical to their current and future success. The communication tool is called: Promotion. Public Relations. Direct Marketing. Publicity. Sampling and giveaways.
Public Relations
A primary purpose of ______________________ is to manage customer perceptions about brands by developing and executing news releases, speeches, promotional events and websites. Sales promotions leadership Marketing executive Public relations experts Advertising specialists Marketing managers
Public relations experts
The use of ___________ promotional strategies generally seek to create greater brand loyalty and build repeat consumption. Push Persuasion Reminding Pull Narrow-casting
Pull
________________ promotion(s) entails the use of promotional strategies where firms attempt to take their products downstream toward the customers. Reminder Pull Persuasive Push Informational
Push
In which promotional strategy do marketing firms attempt to take their products downstream through supply chains on a partner-firm-by-partner-firm basis toward end-use consumers? Push strategy Incentives-based strategy The B2B point-of-sale forwarding strategy Pull strategy
Push strategy
Product ____________ is directly proportional to product ________________. Quality, efficiency Newness, quality Quality, innovativeness Form, quality Price, value
Quality, efficiency
What human emotion is shared most frequently inside social media domain? ove Resentment Joy Humor Rage
Rage
The first step in the five-step decision making process involves
Recognition of a problem
Who said "I don't care if they hate my ad, I just need them to remember my brand when they need the product" indicating that irritating ads can be affective if they cause the consumer to remember the brand? Reed Reeves Don Draper Steve Jobs Edward Bernays Donald Trump
Reed Reeves
The primary communication outcome that marketing statements such as "Hey! We're still here and here's why we're still the best option" are seeking to achieve is to: Persuade customers. Remind customers. Inform customers. Motivate customers. Build or strengthen relationships with customers
Remind customers
_______________ entails repeated exposures to the same controllable or uncontrollable marketing stimuli
Repetition
_______________ entails repeated exposures to the same controllable or uncontrollable marketing stimuli.
Repetition
The ___________________________ regulates humanity's vital, naturally arising needs
Reptilian brain
Similar to nuclear weapons, ______ exist(s) and operate(s) as power cards that almost certainly prove more effective (more powerful) when held in your hand rather than played.
Reputations
Which answer is NOT a marketing service?
Retail clothing store
The Aldi grocery store chain charges customers a quarter deposit that is refunded when those customers return their carts. This practice is known as: Common sense Reverse-incentivizing Reverse-strategy Quarter-keeper strategy
Reverse-incentivizing
Which promotional element primarily delivers short-term incentives? Advertising strategies Marketing strategies Sales promotions Public relations
Sales promotions
__________ deliver(s) short-term incentives aimed at encouraging near-term customer purchases of products or services. Near-time, here, would usually involve forty-eight to seventy-two hours. __________ also deliver(s) short-term incentives. Public relations and publicity Personal Selling Direct Marketing E-marketing Sales promotions
Sales promotions
The word---------- suggests that unpleasant or unwelcome experiences sometimes actually generate beneficial longer-term effects. ---------- products are characterized by low immediate appeal (failing to deliver much short-term satisfaction) while featuring high potential for benefitting customers longer-run.
Salutatory
What sales promotional tool regularly draws customers to Costco or Sam's store locations on weekends? Sampling Rebates Spiffs Point-of-sale displays
Sampling
Someone who alters the information he or she reads so that the information will be more consistent with his or her existing beliefs and attitudes is engaged in
Selective distortion
______ entail(s) the application of specialized proficiencies via the execution of actions and processes for purposes of benefitting other entities (usually customers).
Services delivery
Which answer describes a logistical function that is performed inside all supply chains? Wholesaling Manufacturing Retailing Shipping All of the above
Shipping
_______ goods are those for which consumers compare alternative brands against one another or compare the same brands across multiple retail settings prior to making a purchase decision.
Shopping
The Toyota brand of automobiles is a good example of:
Shopping goods
When consumers deliberate whether to purchase _______ they expend considerable effort in an attempt to make the best possible choice. Substantial brand versus brand comparison is likely.
Shopping goods
A primary problem associated with brand-building is getting marketing organizations to execute based on _____ideas; ideas such as the extreme value of branding itself. Strategic Profitable Simple Unique
Simple
Marketers usually should strive to introduce products to the market that are as _____________ as possible for purchasers to use. Complex Intricate Simple Interesting Fascinating
Simple
Most new products are: New to the world in nature. Simple additions too or deletions from existing products. Discontinuous in nature. Dynamically continuous in nature.
Simple additions too or deletions from existing products
What Hebrew word means "missing the mark?"
Sin
Professionals guided by _________________________________ generally do whatever the situation allows them to get away with, without regard to the wider longer-term reputation of their firm or themselves.
Situational ethical values
Which social media platform provides lower levels of potential viral-power because it is designed to reduce the share-ability of messages? Facebook Twitter Instagram Snapchat
Snapchat
The most creative professionals often excel at problem-solving because they conscientiously couple ____________ questions with _____________ questions. When; how to So what; why not What; why Why not; how to What; why
So what; why not
Which advertising media would likely work best for marketers seeking to target college students in order to inform about the existence of a new product? Billboards Mail Advertisements Flyers Social Media Advertisements Traditional WOM
Social Media Advertisements
__________ exist as relatively enduring and ordered divisions inside the American population. The consumer membership inside each __________ category is relatively homogenous in nature.
Social classes; social class
The third level of needs inside Maslow's Hierarchy of Needs is
Social in nature
Most American consumers (and citizens) usually view a small amount of _________________ as an appropriate safety net.
Socialism
The supply chain norm called ___________ is embodied in the sense that even when times are challenging, we are will work things out together. Teamwork Collaboration Reciprocity Solidarity Collective acceptance
Solidarity
Supply change relationships that successfully bind together marketing organizations as cooperating partners are generally based on the presence of certain desirable norms and values. These norms and values include shared trust, collective acceptance, shared commitments, _____________and _______________. Benefits; gains Collaboration; cohesion Solidarity, reciprocity Made promises; kept promises
Solidarity, reciprocity
Which of the following is not a typical communication goal for marketers? Solving customers' wants and needs Informing targeted customers Reminding targeted customers Persuading targeted customers Creating new/strengthening old customer relationships
Solving customers' wants and needs
Which answer correctly orders the marketing organizations that typically comprise supply chains? Manufacturers, Source Firms, Assemblers, Distributors, Retailers Source Firms, Assemblers, Manufacturers, Distributors, Retailers Source Firms, Manufacturers, Assemblers, Distributors, Retailers Manufacturers, Assemblers, Source Firms, Retailers, Distributors Source Firms, Distributors, Manufacturers, Assemblers, Retailers
Source Firms, Manufacturers, Assemblers, Distributors, Retailers
At what point do traditional supply chains begin? Manufacturing firms Downstream firms Assembling firms Source firms Wholesalers
Source firms
The need to achieve ____________ invariably prevails inside supply chains. This specific need generally plays out in the form of one marketing organization's ability to perform a given supply chain function more effectively then partnering firms can perform the function for themselves. Specialization Greater customer attention Greater share of mind Lower prices
Specialization
Which type of consumer good usually does not feature extensive distribution channels?
Specialty goods
_________________ is/are money paid by manufacturers to a retailer's sales force to motivate those people to do something sales-promoting manufacturers seek to have done. Patronage awards Spiffs Rebates Push spending Pull spending
Spiffs
During which stage of the NPD process should marketers ask and answer what are our primary firm's goals and what are our targeted customer's primary (or only) problem(s)? Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Stage 1
The ability and willingness to act and decide in creative ways proves most important during which stage of the NPD process? Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Stage 2
During which new product development stage are most ideas eliminated? Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Stage 3
Which statements describe simple tactics that salespeople can choose to use when they are seeking to listen better. 1-Consciously choose to use the "I" pronoun as little as possible. 2-Consciously choose to breathe before you speak. 3-Avoid to give any input that may disagree with others. 4-Avoid too much eye contact. Statements 1 and 2 Statements 1 and 3 Statements 2 and 3 Statements 2 and 4 Statements 3 and 4
Statements 1 and 2
Section the statement(s) that is(are) most correct. 1- Unhappy people naturally migrate toward social media. 2- Happy people naturally migrate toward social media. 3- Social media migration/grazing on social platforms naturally creates unhappy people. 4- Social media migration/grazing heavily on social media platforms naturally creates happy people.
Statements 1 and 3
Which statement(s) is(are) true about brand storytelling? 1-Brands are what marketers say they are. 2-Brands are what the customers say they are. 3-Marketers should try to define and position their brand with compelling stories. 4-Compelling brand stories must be started by the customers. Statements 1 and 3 Statements 1 and 4 Statements 2 and 3 Statements 2 and 4 Statements 1, 2, and 3
Statements 2 and 3
What is the biggest problem associated with using the product life cycle concept as a tool to guide marketing mix decision-making?
Successfully determining which stage of product is in the life cycle
Nair is a good brand name primarily because the name itself: Is extendable to new products. Is easy to pronounce. Is memorable. Suggests the product's benefits. Is easy to recall.
Suggests the product's benefits
__________ are have already been incurred and cannot be recovered.
Sunk costs
__________________ are those that have already been made and cannot be recovered.
Sunk costs
Jasmine stops at the supermarket to purchase a package of Oreos and other groceries. Jasmine is the ultimate or final consumer in a pipeline that extends from the producer through intermediaries including the supermarket in which Jasmine shopped.This pipeline is commonly described today as a: Consumer market. Marketing intermediary. Supply chain. Transactional function. Logistical function.
Supply chain
The modern marketing term ________________________ emerged directly from the historical concepts known as marketing channels. Supply chains Target audiences Intermediaries Multiple perspectives Strategic marketing tactics
Supply chains
Which creativity-enhancing activity involves consciously immersing oneself around people and ideas that force new product developers to change or upgrade the quality of their thoughts and reasoning? Capturing Challenging Broadening Surrounding Innovating
Surrounding
Which consumer cost is most closely associated with time-spent, inconveniences-incurred, new learning that may have been necessary, various psychological-challenges that are confronted, as well as monetary costs?
Switching
Regardless of their dominant form, brands primarily exist as: Phrases Symbols Designs Colors Products
Symbols
The symbols that marketers use to differentiate their brands matter greatly because : Symbols can say in an instant what words cannot. Symbols are more easily remembered than designs or colors. Certain languages, including most prominentlythe Chinese language, are based on symbols. Consumers, in particular, are more likely to hate on words or designs than they are to dislike symbols.
Symbols can say in an instant what words cannot
__________________ can say in an instant what _____________ cannot. Words; symbols Signs; words Symbols; words Words; signs
Symbols; words
Which answer is NOT a brand level? Affective brand meaning Core brand values Enhanced brand warranty Technological brand characteristics
Technological brand characteristics
What is the most crucial strategic value generated by supply chains? The ability to achieve accommodation The ability to achieve customization The ability to create and share information and knowledge The ability to achieve specialization
The ability to achieve specialization
What is the best reason that incentives are so powerful (influential)?
The benefits they provide to consumers
Brand equity refers to: The extent to which customers are willing to pay more for a product or service. The promises made by a successful brand. The wealth or ownership stake that firms must expend to achieve branding success. The fact that brands exist not only in the real world but also in the minds of customers.
The extent to which customers are willing to pay more for a product or service
Storage, or inventory management; order-processing; and shipping (transportation) are the three primary logistical functions. Which answer best exemplifies an order-processing system that worked poorly? Ordering products on Amazon. Ordering products on Etsy. Self-checkout kiosks at Walmart. The first-generation of the Affordable Healthcare Act.
The first-generation of the Affordable Healthcare Act
The three ellipses depicted in the Toyota logo symbolizes a number of hearts. Which of the following is not one of the hearts in the Toyota logo? The heart of the product The heart of the customer The heart of progress The heart of opportunity All of the above are correct.
The heart of opportunity
The following alternatives are each important for mindful consumers to remember when making future choices except for:
The latest technology innovations that everyone is buying this year.
The classification scheme for consumer products divides consumer goods into three basic categories: convenience, shopping, or specialty, in part based upon:
The level of effort expended during the purchase process
Which answer is true about consumers and their memberships inside social class divisions?
The members of social classes are usually homogeneous in nature
Routine and extensive consumer decision-making models each begin with:
The problem recognition stage
When consumers buy products to be more or less like a celebrity what factor has primarily driven their decisions and behaviors?
The pursuit of social status
Marketing firms enjoy the right to use incentive schemes. Sometimes these incentives include direct payments to retailers (like grocery stores) in exchange for preferred shelf space or other special sales or marketing attention. T/F
True
New products can only be described as innovations if they are also useful. T/F
True
The best branding stories are those that are appropriate for _________________________. All age groups The segments being targeted Profitable segments The brand's personality
The segments being targeted
Which statement does not describe an attribute that is usually associated with creative professionals? They are typically young They excel at problem solving They are better at recognizing obscure relationships They are better at establishing associations and connections between ideas They typically work much harder than average professionals
They are typically young
Evolution has wired human brains to allocate far more attention to Sexual stimuli. Attractive stimuli. Contrasting colors. Threatening stimuli. Positive information.
Threatening stimuli
When _________ are bridged, the right products are made available to customer at the right time. Cost gaps Place gaps Possession gaps Time gaps Distance gaps
Time gaps
What famous company's branding symbol is meant to epitomize three beating hearts? Amazon FedEx AT&T Toyota Adidas
Toyota
What grocery store chain shares a common history to Aldi and also relies on mostly selling private label products? Trader Joe's Kroger Whole Foods Sprouts
Trader Joe's
Absent any exaggeration, supply chain professionals can boast how crucial their role is in satisfying B2B and B2C customers alike, and that supply management is crucial from cradle to grave-or from dirt to dirt. T/F
True
As compared to products, services are intangible, inseparable (from their point of production and producer); perishable; and variable (in terms of their quality). T/F
True
Associative barriers are not always bad T/F
True
Blending-inside NPD settings involves mixing solutions from previously related or unrelated sources together in new ways. T/F
True
Brands are not just symbols, they also exist as psychological constructs. T/F
True
By themselves, symbols such as Nike's swoosh or McDonald's golden arches have no value. T/F
True
Conflict is inevitable inside supply chain relationships. T/F
True
Creative marketers almost always create new products by combining or recombining elements that already exist. T/F
True
Marketers could plan all day long and operate within the bounds of what's legal, but still fall outside the bounds of what's ethical. T/F
True
The best brand stories are _____________________________. Ephemeral in nature. Fictional in nature. Unique in nature. Illusionary in nature. Perceptually grounded in nature.
Unique in nature
Supply chains consist of _______________ and _______________ business partners. Source firms; intermediary Upstream; downstream Manufacturers; suppliers Source; and retail None of the above
Upstream; downstream
Jeremy Bentham is the father of ethical theory?
Utilitarianism
When communicating with customers, marketers usually should emphasize the aspects of their brands that are more: Profitable for their firms (marketing organizations themselves). Memorable to most of their customers. Credible for most of their customers. Valuable for the brand being promoted. Valuable for most of their customers.
Valuable for most of their customers.
Tom visits a local burger stand for the first time. He is impressed by the freshness of the food. However, when Tom revisits the stand, his food was cold and stale. Bummer. The change in the quality of Tom's meal reinforces the fact that marketing services are often characterized by high levels of _____.
Variability
Which basic supply chain design is in place when one large/powerful organization controls or owns other firms in the supply chain system? Conventional marketing system Longer supply chain Horizontal marketing system Vertical marketing system Broader supply chain
Vertical marketing system
When marketing organizations enjoy opportunities to develop economies of scale, strategic firms should strongly consider the development of: Horizontal marketing systems. Vertical marketing systems. Hybrid marketing systems. Systematic supply chain systems.
Vertical marketing systems
What marketers strategically strike promotional "poses" in order to publicly display the "right" behaviors toward targeted audiences; or publicly support the "right" causes; or purchase and the publicly promote the "right" products, the marketers are engaging in
Virtue-Signaling
Which factor, if present, will most likely "give legs"- contagion-like effects - to marketing messages and stories? E-communication The internet WOM or eWOM The reliability and trustworthiness of messages The "sexiness" (literally) of messages; because sex always sells
WOM or eWOM
In certain newly developed clothing items featuring spandex, spandex itself solves the same customer problems that --------- used to solve. This, according to your book. Rubber Ropes Plastic (plastex) Whalebones Cotton
Whalebones
Hootchie's is a bar/restaurant that offers $1.00 beers during the brief period in which trains pass by on a nearby railroad track. Trains pass by on a routine basis, This marketing practice exemplifies: a bad business strategy because the restaurant loses money by giving up profits whenever trains pass. a sales promotion that delivers incentives in the form of price discounts. good customer service. an ineffective promotional strategy.
a sales promotion that delivers incentives in the form of price discounts
The success of an addiction economy usually relies on a(n) _________________.
asymmetrical exchange between sellers and buyers
________ is/are defined as the entire set of values, ideas, or attitudes shared among or learned from the members of a group.
culture
_________ is (are) an entire set of values, ideas, or attitudes shared among or learned from the members of a group.
culture
Acts of ______________ are actually acts of __________________. innovation, success recombination, success invention, recombination innovation, recombination
innovation, recombination
__________exist(s) as relatively enduring and ordered divisions inside a population.
social classes
Without the presence of ______________, there usually is no humor. uncertainty risk a foil surprise conflict
surprise
