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Terms in this set (120)Aurelia's daughter, Margo, was in the sixth grade and growing very fast. In early fall, Margo tried on her soccer cleats from the previous spring and, though they were still in good shape, she could barely get her foot inside. Aurelia knew Margo would a new pair. Aurelia had just begun the purchase decision process In routine problem solving, the number of external information sources used is typically which of the following? none As a situational influence, antecedent states include the consumer's mood An energy drink company is interested in advertising during a made-for-television movie using subliminal advertising in which logo images are shown for periods of just several milliseconds at a time. Which of the following is the strongest argument against such a marketing tactic? evidence suggests that such messages have limited effects on behavior The VALS system is ________ measure of consumers. a psychographic If a consumer is happy with the firm and natural hold she gets from her latest purchase of hairspray, this would be considered which variable of the behavioral learning process? reinforcement For which of the following items would extended problem solving most likely be used? flying lessons For the purchase of a smartphone, an independent rating agency expects that many consumers use price, display, camera quality, and battery life as ________, since it assesses products on these dimensions. evaluative criteria To allay mothers' concerns about ingredients in its mayonnaise, Hellmann's successfully communicated the product's high Omega 3 content, which is known to be essential to human health. This is an example of using which attitude change strategy? changing beliefs about the extent to which a brand has certain attributes Giving consumers product brochures to take home with them helps with ________, since many of them will not remember the details they heard about in the store. selective retention Procter & Gamble's purchase of a multimillion-dollar fiber-optic network from Corning, Inc., for its corporate offices in Cincinnati represents a new buy Which of the following is a reason that online buying is so prominent in organizational markets? Necessary information such as product availability, specifications, and delivery schedules can be conveyed quickly. During the alternative evaluation stage of the organizational buying process, which of the following is most likely to occur? Buyer personnel visit with suppliers to assess their facilities. Large companies tend to favor ________ as Internet trading platforms to link them with their network of qualified suppliers and customers. This type focuses on streamlining a company's purchase transactions with its suppliers and customers. private exchanges Kroger, a supermarket chain, has committed to source 100% of wild-caught seafood in its seafood departments from fisheries that are Marine Stewardship Council (MSC)-certified, or certified by other globally recognized programs by 2020. In this case, Kroger has which buying objective? environmental sustainability During the postpurchase behavior stage of the organizational buying process, which of the following is most likely to occur? A supplier's performance is formally evaluated. International Paper (IP), the world's biggest producer of containerboard, supplies about 50% of the cardboard boxes used to package and ship Amazon's merchandise. Amazon's orders from IP depend on its own customer orders, so the demand for IP's boxes is called ________ demand. derived An advantage of the North American Industry Classification System (NAICS) is that it groups economic activity to permit studies of market share, demand, and import competition. Within the industrial market, ________ companies make up about 75 percent of all firms. service One benefit associated with selling to organizations is that purchases in a single transaction are typically much larger. Which of these is a disadvantage of using social media for marketing research? The sample of individuals from whom content is gleaned may not be statistically representative of the marketplace. When a marketing researcher conducts and uses neuromarketing studies to make tactical decisions about a product, she is using primary data Marketing research is the process defining a marketing problem, ________, and recommending actions. systematically collecting and analyzing information Marketing researchers must do which of these to completely define a problem? Determine objectives that are neither too broad nor too narrow. Marketing researchers often use ________ by selecting a group of distributors, customers, or prospects, asking them questions, and treating their answers as typical of all those in whom they are interested. sampling Evaluating the decision and the process used for marketing research occurs in which stage of the process? taking marketing actions In marketing research, the research objectives are the ________ goals of the decision maker. specific and measurable The raw information obtained from iTunes on what songs are downloaded can be considered ________ data. observational A pharmaceutical company is using sales call reports from previous years in order to develop personal selling ideas for its current team. The company is using internal secondary data In a marketing decision, constraints are likely to be restrictions on the ________ available to solve the problem. time and money A local political party made phone calls to assess its party platform. One question asked respondents to state in his or her own words what kinds of changes in firearms access and tracking would be desirable. This question would be considered open-ended All of these are true of a salesforce survey forecast except which? It is influenced by a salesperson's lost-horse mentality. You are asked to complete a short survey after attending a free comedy show on campus. If the first question asked you to give an overall impression of the comedian, and had a five-point scale ranging from "hilarious" on one end to "not funny" on the other end, it would be what type of marketing research question? semantic differential scale All of these are true of cross tabulations except which? They are controversial because of issues with privacy. A company is interested in producing a dinosaur game for smartphones and tablets. It selects a representative sample of boys and girls ages 4 to 8 who currently have access to a mobile device and like dinosaurs. After interviewing the children and collecting other relevant data, the firm then makes generalizations about what all young children want in their apps. The method used is statistical inference The National Institute of Cancer used fMRI brain imaging to decide which potential anti-smoking advertising campaign elicited the largest amount of brain activity. This is an example of neuromarketing Important advantages of secondary data include all of the following except which? up to date data Researchers have ridden alongside biker gangs to understand the relationship between motorcycle riders and their beloved Harley-Davidsons. This is an example of ________ research. ethnographic In 2020, a marketing manager for New Balance's Fresh Foam Zante shoe needs to forecast sales through 2022. She begins with the known totals for 2019 and adjusts for positive factors like acceptance of new high-tech designs and great publicity, and for negative factors like recession worries and predicted moves by the competition. This type of forecast is referred to as lost-horse forecasting. To forecast sales and schedule production needs Boeing asks its prospective customers what their likely purchase will be in the next five years. This is considered a survey of buyers' intentions forecast. A ________ is any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller's products or services. brand name Google's driverless car is an extreme example of the complexity of which step of the new-product process? development The Girl Scouts is an example of a(n) ________ service. nonprofit Products that the consumer does not know about or knows about but does not initially want are referred to as unsought products Looking to attract more millennial tourists, Discover Los Angeles, the city's tourism office, portrays its city as a hipster utopia in a new campaign. It released a 2-minute YouTube video that follows a young couple as they shop for vinyl, take pictures of their food, eat tacos from a food truck, and pose for selfies during a whirlwind day in the city. This ad campaign was an attempt to stimulate ________ demand. primary Harvesting is an option for a product in the ________ stage of its product life cycle. decline ________ begins with new-product purchases first by innovators and then by early adopters.
diffusion of innovation Dog food manufacturers, such as Ralston Purina, also have begun offering super-premium foods based on "life-stage nutrition." The marketing strategy Ralston Purina is using is called trading up Many companies are not clearly service-based or product-based organizations. This range of product-dominant to service-dominant offerings is referred to as the service continuum If a customer is reluctant to try a new product because she's afraid of what her friends might think, the company is most likely facing ________ barrier. a psychological As consumer demand for new cars increases, tire makers and steel and aluminum suppliers may experience an increase in demand for their products, which is an example of derived demand The United States Post Office made a marketing decision to change the size and shape of its post office boxes. This was in response to an increase of online shopping Which of these statements concerning the pricing of services is most accurate? Service pricing plays a role in balancing consumer demand for services. Off-peak pricing refers to charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service Gillette now markets its Body line of razors, blades, and shaving gels for "manscaping," the art of shaving body hair in areas below the neckline. Here, it is primarily using which of the following market modification strategies? creating new use situations Profit margins often peak as competitors enter the market, and aggressive pricing strategies take hold. This happens during which stage of the product life cycle? growth Convection ovens for home use required consumers to learn a new way of cooking and alter familiar recipes used with conventional ovens. As a result, these ovens spent years in the ________ stage of the product life cycle. introduction There are eight marketing reasons why a new product can fail. One of these is not satisfying customer needs on critical factors. An organization attempting to measure the difference between its customers' expectations and experiences encourages customers to call a 24-hour toll-free hotline. What is this type of activity called? gap analysis Luke has been scheduling fewer employees to work during the matinee hour at the movie theater he manages because it has been slow lately. He recognized a need to manage his idle production capacity Marketers must consider employees' interactions with customers so that new services are consistently delivered and experienced, clearly differentiated from other service offerings, and relevant and valuable to the target market. The ability to perform a promised service dependably and accurately is which service quality dimension? reliability Skimming or penetration pricing are appropriate pricing strategies during the ________ stage of a product's life cycle. introduction Gasoline would be considered which type of consumer product? convenience The green double-tailed mermaid on your Starbucks cup is considered a logo Break-even analysis is a technique that analyzes the relationship between total revenue and total cost to determine profitability at various levels of output. The ________ is the quantity at which total revenue and total cost are equal. break-even point (BEP) Kroger sells 180 varieties of salad dressing from dozens of different manufacturers. Producers of salad dressing operate in a(n) ________ market type. monopolistic competitive A firm that sets an annual goal of a specific dollar volume of profit is using a(n) _________ pricing approach. target profit Which of these statements about price elasticity of demand is most accurate? Items requiring large cash outlays relative to a consumer's disposable income are price elastic. Passengers have noticed that seats on airline flights are priced differently within coach class. This is ________, charging different prices to maximize revenue for a set amount of capacity at any given time. yield management pricing Value takes into account both benefits and price. If price remains the same but benefits increase, then value will increase A break-even chart is a graphic representation of the break-even analysis that shows when ________ intersect, to identify profit or loss for a given quantity sold. total revenue and total cost What is target pricing? deliberately adjusting the composition and features of a product to achieve the target price to consumers When you buy a Wilson Blade 98 tennis racquet from a sporting goods store, you are offered the product at a single price. You can buy it or not, but there is no variation in the price under the seller's ________ policy. fixed-price The Precision Writing Instruments Company makes a high-end pen known as the Cordova. Materials cost per pen is $6. Labor cost per pen is $5. Production overhead is $1,000,000. Advertising and promotion is $1,000,000. What is the total cost for sales of 500,000 units of the Cordova design? $7,500,000 All of these are examples of a price except which? a discount Setting a list or quoted price, and identifying various ________ are among the last steps in setting a price for a product. price adjustments Because quantity demanded typically decreases as price increases, price elasticity of demand is usually ________. However, for the sake of simplicity and by convention, elasticity figures are shown as ________. a negative number; positive numbers The first of six major steps in the process organizations go through in setting prices is to identify pricing objectives and constraints. One example of a(n) ________ is Uber's and Lyft's practice of "surge" or "prime-time" pricing, which raises the price for rides during periods of peak demand. dynamic pricing policy FedEx offers price incentives to companies for shipping a large number of packages at one time. This is an example of a noncumulative quantity discount. Apple offers its iPhone XS for $999, under the presumption that consumers see the smartphone as priced at "something over $900" rather than "about $1000." This is an application of what pricing strategy? odd-even pricing Prestige pricing is setting a high price so that quality- or status-conscious consumers will be attracted to the product and buy it. Which of these is considered a demand factor that will impact the demand curve for a product? competitors' pricing Xfinity packages TV, voice, and Internet services together for one price using bundle pricing, a common ________ practice. demand-oriented pricing Above-, at-, or below-market pricing sets a market price for a product or product class based on a subjective feel for the competitors' price or market price as the benchmark. Which of the four pricing approaches would a new-product manager be using if he or she is deciding whether to adopt a loss-leader pricing strategy? competition-oriented pricing approach Product-line pricing involves determining (1) ________, (2) the highest-priced product and price, and (3) price differentials for all other products in the line. the lowest-priced product and price Which of these statements about profit objectives is most accurate? Profit objectives are often measured in terms of return on investment or return on assets. A __________ is most often used to study the impact on profits of changes in price, fixed costs, and variable costs. break-even chart A real estate agent that writes up a contract for the purchase of a home is providing ________ utility. possession Your college bookstore is responsible for the gathering, sorting, and dispersing of books required for a literature course on campus, which would be an example of the ________ functions that intermediaries perform. logistical Among other concerns, when seeking to achieve the best coverage of the target market, marketing executives will pay attention to ________, the number of stores in a geographical area. density Eddie Bauer features an integrated mix of retail stores, a website, and seasonal catalogs that responds to where, when, and how its customers wish to browse and buy Eddie Bauer outdoor lifestyle apparel and gear, which makes it a(n) multichannel marketer. The most indirect marketing channel is employed when there are many small manufacturers and many small retailers. The form of ownership, the type of merchandise line, and the ________ are important ways that retail outlets can be classified. level of service Grocery stores like Kroger often have bakeries that offer customizable cake decorating, allowing customers to use personal photos that can be printed on edible frosting, thus providing ________ utility. form Ace Hardware purchases a lawn cleanup tool for $9 from a small manufacturer and sells it in stores for $20. After the fall season, the price for this tool is reduced to $12. What is the maintained markup? $3 Amazon is opening new cashierless convenience stores called AmazonGo—just walk in, pick up your product, and walk out. This would be considered a ________ retailer. self-service By using the franchise type of ________, an organization reduces the cost of expansion but loses some control. A good franchisor, however, will maintain strong requirements of the outlets in terms of delivery and presentation of merchandise and try to enhance recognition of the franchise name. contractual system Expanding beyond their ________ roots, online mattress seller Casper Sleep and online clothing retailer Bonobos have opened physical showrooms that give shoppers an opportunity to experience their products. marketspace One way to improve the success of multichannel marketing is to document touchpoints with a consumer journey map. Choice ________ refers to the use of choiceboard and personalization technologies to invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices. assistance Car dealerships commonly measure website performance by tracking visits, visitor traffic, and ________, the amount of time per month visitors spend on their website. stickiness Hill's Science Diet markets high-quality dog and cat food. On its website is a link to its Community Connect web page, where pet owners can sign up for its Pet Chat e-newsletter, subscribe to its YouTube channel, and click on a link that goes to Hill's Facebook page, where they can find out the latest news about or comment on Hill's products. This is a description of a website with a strong ________ design element. community Mass selling is the opposite of customized interaction, meaning a single message is delivered to the whole group of prospective buyers. The characters on the television show Empire making a Pepsi commercial is an example of which type of promotion? sales promotion A marketing manager had a goal to improve market share for his paper straws by 2% in the coming year, and he felt he'd need to run television ads for two months as well as create a social media campaign in order to accomplish this. He priced the advertising he planned to use and set the budget accordingly, using which promotional budgeting technique? objective and task budgeting The ________ audit analyzes the internal communication network of the company; identifies key audiences; evaluates customer databases; assesses messages in recent ads, public relations releases, packaging, video news releases, signage, sales promotion pieces, and direct mail; and determines the expertise of company and agency personnel. IMC A North Face ad shows a rock climber hanging underneath a treacherous overhang, with the tagline, "Never stop exploring." In terms of the communication process, the ________ would be North Face. source A Starch test uses all of these to score an advertisement except which? the percentage of those who plan to purchase the product after seeing the ad ________ advertising is used in the introductory stage of the product life cycle to tell people what a product is, what it can do, and where it can be found. pioneering Billboard advertising is most effective for ________ advertising. reinforcement For marketers, important objectives of a point-of-purchase display are to maximize the consumer's attention and provide storage. The most popular forms of ________ advertising are paid search, display (banner) ads, classified ads, and video. online A fixed amount of money paid to the site for every sale that originated from an ad posted on that site refers to cost per action YouTube sensations like Zoella and PewDiePie who have millions of followers on their channels are known as vloggers A brand's share or percentage of all the online social media chatter related to a product category or topic is referred to as share of voice Which of these is required for a post to be considered user-generated content? It is created by someone outside of a professional or commercial organization. Guidelines for marketing using ________ include exploiting visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story, and creating a branded channel rich in keywords to improve the odds of the video showing up in user searches. YouTube Students also viewedQuiz Questions100 terms David_Foley3 MKTG CH 15 Quiz5 terms pocahontas1607 MKTG 345100 terms Brittney_Freeman76 Marketing CHP 1320 terms maggie_kate5 Sets found in the same folderMarketing Test 370 terms alivanderkooi Final Exam - Questions from Quizzes180 terms dyartat1009 mkt 304 ch420 terms superxkey1 Marketing exam 2 CONNECT104 terms sam_hubert1 Other sets by this creatorOral 2 Part 827 terms mattpawar Oral 2 Part 728 terms mattpawar Oral 2 Part 612 terms mattpawar Oral 2 Part 512 terms mattpawar Other Quizlet setsPhlebotomy Theory Exam54 terms mbueno2298 Organizational Behavior Final151 terms averyhansen Exam 3: Chapter 1620 terms marvelousAngie_Cook Which of the following is a collection of information arranged for easy access and retrieval quizlet?A database is a collection of information arranged for easy access and retrieval.
Which of these is the first step of the five step marketing research approach?The first step in the marketing research process is defining the problem or the question your research is trying to answer, followed by developing a research plan to answer that question, collecting and analyzing the data, and then producing a report.
Which type of e marketplace is described as a neutral third party?E-marketplaces can be structured in several different ways. One way to structure a marketplace is similar to eBay, where the market maker is neither a buyer or seller, but is a neutral third party.
What is the promotional objective of the introduction stage of the product life cycle?The introduction stage is the first stage of the product's life cycle. Since the product is new in the market, the promotional objective is to inform consumers in an effort to increase their level of awareness.
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