MRKT MOD 2
Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?
postpurchase behavior
The Card Company strives to recover, reuse, and recycle paper at the end of its life cycle to be used in the production of all new greeting cards. In fact, a hundred percent of all of its cards are made from recycled materials. In this case, The Card Company is demonstrating ________.
product stewardship
A country may place a limit on the volume of imported citrus fruit that is allowed. This is an example of a(n) ________.
quota
When a company makes marketing decisions by considering consumers' wants and interests, the company's requirements, and society's long-run interests, it is most likely practicing ________ marketing.
societal
The ________ concept specifically focuses on future company needs, but not the future welfare of customers.
strategic planning
________ serves as a guide to the future, laying out how a company's products and services, processes, and policies must evolve and what new technologies must be developed to get there.
A sustainability vision
________ economies are major exporters of manufactured goods, services, and investment funds.
Industrial
In which of the following stages of the adoption process does a consumer seek information about a new product?
Interest
________ outlines sources of existing data as well as specific research approaches, sampling plans, and measurement instruments.
The research plan
Which of the following statements about international marketing research is true?
Language translation in international marketing research typically increases costs and raises the risk of errors.
________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Marketing research
________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.
Opinion leaders
What is the most important consumer buying organization in society?
The Family
Electric cars are not considerably different or difficult to drive relative to gas-powered cars. However, this is not aligned with the perceptions or conceptual concerns held by the public about the new technology. This will likely slow the adoption rate due to the ________ of the innovation.
What is the most important consumer buying organization in society?
Which of the following is an example of a nontariff trade barrier?
a host-country regulation
Which of the following sources of product information can marketers control completely?
commercial
GE operates a company trading site where it posts purchasing needs, invites bids, negotiates terms, and places orders. This is an example of a(n) ________.
company buying site
The McDonald's corporate brand name and golden arches can be classified as ________ that may potentially stimulate an individual's attention and decision about whether or not to dine at the restaurant.
cues
Fred's faith in Asics, his favorite brand of running shoes, makes him consider other offerings introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community and best described as a(n) ________.
early adopter
A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________.
economic situations
A major advantage of a mail survey is that it ________.
eliminates interviewer bias
A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of ________ research.
ethnographic
Under management contracting, a domestic firm ________.
exports management services to a foreign company
Data collection, processing, and analysis are undertaken during which stage of the marketing research process?
implementing the research plan
The nation's poor areas have 30 percent fewer supermarkets than do affluent areas. As a result, many low-income consumers find themselves ________.
in food deserts
Japan is a major exporter of manufactured goods, services, and investment funds. Japan also exports its goods to other types of economies for raw materials and semi-finished goods. This is an example of a(n) ________ economy.
industrial
A country's ________ shapes its product and service needs, income levels, and employment levels.
industrial structure
PharmaCom serves millions of customers across several Asian countries with the assistance of several pharmaceutical manufacturing sites in China, Japan, and Korea. This is an example of ________.
joint ownership
A common criticism of the marketing system is that intermediaries ________.
mark up prices beyond the value of their services
The ________ concept focuses on meeting the company's short-term sales, growth, and profit needs by engaging customers and fulfilling their needs and wants more effectively and efficiently than the competition.
marketing
A category of ethnographic research used to observe consumers in a natural context in virtual and mobile spaces is referred to as ________.
netnography
High-pressure selling will most likely work in situations that involve ________.
one-time sales
Which of the following is a structured method of online research where marketers require direct responses from customers?
online surveys
Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business?
reverse auctions
A class-action lawsuit was brought against a national burger chain, charging that its food contributed to the nationwide obesity epidemic. The suit was eventually dismissed, but critics continue to point out the health dangers of many fast food menu items. From the description, it can be concluded that these critics are concerned that the fast food industry is ________.
selling harmful products
A tax on an imported product designed to raise revenue or protect domestic firms is referred to as a(n) ________.
tariff
Which of the following sources constitutes the internal database of a company?
the company's sales records
Many marketers now embrace a ________ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.
total market
