3010 Exam and quizes

3010 Exam and quizes - Quiz 1 View Results When sellers...

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Unformatted text preview: Quiz 1 View Results When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 0.0% b. true Score:0 / 0.67 Question 2 Student response: Percent Value (0.67 points) ________ is the act of obtaining a desired object from someone by offering something in return. Correct Response Student Response Answer Choices 0.0% a. A value proposition 100.0% b. Exchange 0.0% c. Bribery 0.0% d. Value 0.0% e. Donation Score:0 / 0.67 (Question not answered. ) Question 3 designing a customer-driven marketing strategy. Student response: Percent Correct Student Value Response Response (0.67 points) According to the simple five-step model of the marketing process, a company needs to ________ before Answer Choices 0.0% a. determine how to deliver superior value 0.0% b. build profitable relationships with customers 0.0% c. use customer relationship management to create full partnerships with key customers 100.0% 0.0% d. understand the marketplace and customer needs and wants e. construct key components of a marketing program Score:0 / 0.67 (Question not answered. ) Question 4 (0.67 points) Some fast- food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast -food restaurants overlook the ________ philosophy. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. marketing concept 0.0% b. product concept 0.0% c. production concept 100.0% d. societal marketing concept 0.0% e. selling concept Score:0 / 0.67 (Question not answered. ) Question 5 (0.67 points) Afia, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. butterflies 0.0% b. true friends 0.0% c. strangers 100.0% d. barnacles 0.0% e. short -term customers Score:0 / 0.67 (Question not answered. ) Question 6 Student response: Percent Correct Student Value Response Response (0.67 points) All of the following are accurate descriptions of modern marketing today, EXCEPT which o ne? Answer Choices 0.0% a. Marketing is the creation of value for customers. 0.0% b. Marketing is managing profitable customer relationships. 100.0% c. Selling and advertising are synonymous with marketing. Prepared by: Derek Tai 1 of 2709 12/11/2010 0.0% d. Marketing involves satisfying customers' needs. 0.0% e. Marketing is used by for-profit and not- for- profit organizations. Score:0 / 0.67 (Question not answered. ) Question 7 (0.67 points) According to manage ment guru Peter Drucker, "The aim of marketing is to ________." Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. create customer demands 0.0% b. identify customer demands 100.0% c. make selling unnecessary 0.0% d. set realistic customer expectations 0.0% e. sell products Score:0 / 0.67 (Question not answered. ) Question 8 Student respo nse: Percent Correct Value Response (0.67 points) A church targeting different demographic groups to increase attendance is an example of ________. Student Response Answer Choices 0.0% a. for-profit marketing 100.0% b. not -for-profit marketing 0.0% c. mindless marketing 0.0% d. ethics in marketing 0.0% e. societal marketing Score:0 / 0.67 (Question not answered. ) Question 9 Student response: Percent Correct Value Response (0.67 points) Market offerings are limited to physical products. Student Response Answer Choices 100.0% a. false 0.0% b. true Score:0 / 0.67 (Question not answered.) Question 10 Student response: Percent Correct Student Value Response Response (0.67 points) Which of the following phrases reflects the marketing concept? Answer Choices 0.0% a. The supplier is king. 0.0% b. Marketing should be viewed as hunting and not gardening. 0.0% c. This is what I make, won't you please buy it? 100.0% d. This is what I want, won't you please make it? 0.0% e. none of these Score:0 / 0.67 (Question not answered. ) Question 11 our value proposition?" Student response: Percent Correct Value Response (0.67 points) Two important questions underlying marketing strategy are "Who is our target market?" and "What's Student Response Answer Choices 0.0% a. false 100.0% b. true Score:0 / 0.67 (Question not answered. ) Question 12 Student response: Percent Correct Value Response (0.67 points) Selling is managing profitable customer relationships. Student Response Answer Choices 100.0% a. false 0.0% b. true Score:0 / 0.67 (Question not answered. ) Question 13 undertakes a large-scale selling and promotion effort. Student response: Percent Correct Value Response (0.67 points) The selling concept holds that consumers will not buy enough of the firm's products unless it Student Response Answer Choices 0.0% a. false 100.0% b. true Prepared by: Derek Tai 2 of 2709 12/11/2010 Score:0 / 0.67 (Question not answered. ) Question 14 Student response: Percent Correct Value Response (0.67 points) ________ is the set of actual and potential buyers of a product. Student Response Answer Choices 100.0% a. A market 0.0% b. An audience 0.0% c. A group 0.0% d. A segment 0.0% e. An exchange Score:0 / 0.67 (Question not answered. ) Question 15 (0.67 points) Selecting which segments of a population of customers to serve is cal led ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. market segmentation 0.0% b. positioning 0.0% c. customization 100.0% d. target marketing 0.0% e. choosing a value proposition Score:0 / 0.67 (Question not answered. ) Chapter 1 Quiz User ID: cliu6 Attempt: 1 / Unlimited Out of: 10.05 Started: September 3, 2010 12:18am Finished: September 3, 2010 12:29am Time spent: 11 min. 41 sec. Question 1 (0.67 points) The art and science of choosing target markets and building profitable relationships with them is called ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% positioning c. segmentation 0.0% d. selling 0.0% Question 2 marketing management b. 0.0% Score: a. 0.0% e. societal marketing 0 / 0.67 (0.67 points) Marketing management is interested in serving all customers in every way to remain competitive in today's markets. Student respons e: Percent Value Correct Response Student Response Answer Choices 100.0% a. false 0.0% b. true When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. Score: Question 3 0.67 / 0.67 (0.67 points) When marketers set low expectations for a market offering, they are most likely to run the risk of which of the following? Student response: Percent Value 0.0% Prepared by: Derek Tai Correct Response Student Response Answer Choices a. disappointing loyal customers 3 of 2709 12/11/2010 0.0% b. decreasing customer satisfaction 100.0% c. failing to attract enough customers 0.0% Score: Question 4 d. failing to understand their customers' needs 0.0% e. incorrectly identifying a target market 0 / 0.67 (0.67 points) It is most accurate to say that today almost every company, small and large, is affected in some way by which of the followin g? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. the societal marketi ng concept 0.0% global competition 0.0% Question 5 customer relationship management c. d. not -for-profit marketing 0.0% Score: b. 100.0% e. customer - generated marketing 0 / 0.67 (0.67 points) Elisandra, a marketing manager at a regional chain restaurant, has decided to create a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% partner relationship management c. customer lifetime value 0.0% d. community development around a brand 0.0% Question 6 consumer - generated marketing b. 0.0% Score: a. 0.0% e. share of customer 0 / 0.67 (0.67 points) Consumer research, product development, communication, distribution, pricing, and service are all most accurately described a s core ________ activities. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% marketing c. management 0.0% d. production 0.0% Question 7 exchange b. 0.0% Score: a. 100.0% e. customer relationship management 0.67 / 0.67 (0.67 points) All of the following are accurate descriptions of modern marketing today, EXCEPT which one? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% 0.0% b. Marketing is managing profitable customer relationships. 100.0% Prepared by: Derek Tai a. Marketing is the creation of value for customers. c. Selling and advertising are synonymous with marketing. 4 of 2709 12/11/2010 0.0% Score: Question 8 d. Marketing involves satisfying customers' needs. 0.0% e. Marketing is used by for-profit and not- for- profit organizations. 0.67 / 0.67 (0.67 points) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even bett er than customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices ________ marketing. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% customer -driving c. societal 0.0% d. donor 0.0% Question 9 customer -driven b. 0.0% Score: a. 100.0% e. none of these 0.67 / 0.67 (0.67 points) Which of the following is most essential to any definition of marketing? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% the production concept c. customer relationships 0.0% d. making a sale 0.0% Question 10 demand management b. 100.0% Score: a. 0.0% e. making a profit 0 / 0.67 (0.67 points) Human needs are shaped by culture and individual personality. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 11 false 0.0% Score: a. b. true 0 / 0.67 (0.67 points) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% marketing concept 0.0% b. product concept 0.0% c. production concept 100.0% d. societal marketing concept 0.0% Prepared by: Derek Tai a. e. selling concept 5 of 2709 12/11/2010 Score: Question 12 0.67 / 0.67 (0.67 points) According to management guru Peter Drucker, "The aim of marketing is to ________." Student response: Percent Value Correct Response Student Response Answer Choices 0.0% identify customer demands c. make selling unnecessary 0.0% d. set realistic customer expectations 0.0% Question 13 create customer demands b. 100.0% Score: a. 0.0% e. sell products 0 / 0.67 (0.67 points) Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online ad vertising campaign emphasizing the long-term benefits, both educational and professional, of reading every day. This is an example of a(n) ________ campaign. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. ethical 100.0% b. social marketing 0.0% Question 14 for-profit d. consumer - generated 0.0% Score: c. 0.0% e. differentiated 0 / 0.67 (0.67 points) Sally purchased Brand X lotion. In comparing her perception of how the lotion performed to her expectations for Brand X lotio n, Sally was measuring her level of ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% customer satisfaction c. exchange 0.0% d. demand 0.0% Question 15 customer perceived value b. 0.0% Score: a. 100.0% e. customer lifetime value 0 / 0.67 (0.67 points) In its broadest sense, customer relationship management (CRM) is a customer data management activity. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Score: a. false 0.0% b. true 0 / 0.67 Question 1 (0.67 points) The ________ steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships. Student response: Percent Correct Student Answer Choices Value Response Response Prepared by: Derek Tai 6 of 2709 12/11/2010 0.0% a. first two 0.0% b. first three 100.0% c. first four 0.0% d. last three 0.0% e. last four Score:0.67 / 0.67 Question 2 (0.67 points) You have just taken a new position in an organization and you're learning about the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relati onships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the fo llowing? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. database management 0.0% b. Web site hits 0.0% c. the societal marketing concept 0.0% d. not -for-profit marketing 100.0% e. customer relationship management Score:0.67 / 0.67 Question 3 (0.67 points) According to the simple five -step model of the marketing process , a company needs to ________ before designing a customerdriven marketing strategy. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. determine how to deliver superior value 0.0% b. build profitable relationships with customers 0.0% c. use customer relationship management to create full partnerships with key customers 100.0% d. understand the marketplace and customer needs and wants 0.0% e. construct key components of a marketing program Score:0.67 / 0.67 Question 4 markets and ________. Student response: Percent Correct Value Response (0.67 points) As part of the rapid globalization of today's economy, companies are selling more locally produced goods in int ernational Student Response Answer Choices 0.0% a. taking a local view of their industry 100.0% b. purchasing more supplies abroad 0.0% c. reducing competition within their industry 0.0% d. downplaying concerns for social responsibility 0.0% e. competing solely in traditional marketplaces Score:0.67 / 0.67 Question 5 (0.67 points) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices ________ marketing. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. customer -driven 100.0% b. customer -driving 0.0% c. societal 0.0% d. donor 0.0% e. none of these Score:0 / 0.67 Question 6 (0.67 points) It is most accurate to say that today almost every company, small and large, is affected in some way by which o f the following? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. the societal marketing concept 0.0% b. customer relationship management 100.0% c. global competition 0.0% d. not -for-profit marketing 0.0% e. customer - generated marketing Prepared by: Derek Tai 7 of 2709 12/11/2010 Score:0.67 / 0.67 Question 7 Student response: Percent Value (0.67 points) Market offerings are limited to physical products. Correct Response Student Response Answer Choices 100.0% a. false 0.0% b. true Score:0.67 / 0.67 Question 8 (0.67 points) Shania works hard to foster an emotional relationship between her Internet customers and the beauty products and services that she and her staff sell. By promoting a company culture that values exceptional value and service, Shania aims to create _____ ___ by going beyond the expected. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. customer delight 0.0% b. customer satisfaction 0.0% c. customer equity 0.0% d. customer value 0.0% e. customer loyalty Score:0.67 / 0.67 Question 9 (0.67 points) The art and science of choosing target markets and building profitable relationships with them is called ______ __. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. marketing management 0.0% b. positioning 0.0% c. segmentation 0.0% d. selling 0.0% e. societal marketing Score:0.67 / 0.67 Question 10 Student response: Percent Value (0.67 points) Product, price, place, and promotion make up the elements of a firm's marketing mix. Correct Response Student Response Answer Choices 0.0% a. false 100.0% b. true Score:0.67 / 0.67 Question 11 (0.67 points) Pete Sanchez, a recent graduate of business school, has a different approach than his mar keting manager, who believes in keeping customers at arm's length and using mass media advertising. Pete knows that today few successful firms still practice this type of true ________ and are instead turning to selective relationship management. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. club marketing 0.0% b. frequency marketing 100.0% c. mass marketing 0.0% d. customer satisfaction 0.0% e. marketing segmenting Score:0.67 / 0.67 Question 12 Student response: Percent Value (0.67 points) Only sellers of products, services, and ideas practice marketing, whereas buyers do not. Correct Response Student Response Answer Choices 100.0% a. false 0.0% b. true Score:0.67 / 0.67 Question 13 (0.67 points) Ben & Jerry's challenges all stakeholders, including employees, top management, and even ice cream scoopers in t heir stores, to consider individual and community welfare in their day - to-day decisions. Actions such as this by companie s seizing the opportunity to do well by doing good reflects ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. virtual marketing 100.0% b. social responsibility 0.0% c. profit marketing Prepared by: Derek Tai 8 of 2709 12/11/2010 0.0% d. marketing 0.0% e. myopia Score:0.67 / 0.67 Question 14 (0.67 points) ________ refers to sellers being preoccupied with their own products and losing sight of underlying consumer ne eds. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Selling myopia 0.0% b. Marketing management 0.0% c. Value proposition 100.0% d. Marketing myopia 0.0% e. The product concept Score:0.67 / 0.67 Question 15 (0.67 points) The major difference between customer-driving marketing and customer-driven marketing is that the customer -driving marketing considers only existing needs. Student response: Percent Correct Student Value Response Response 100.0% 0.0% Question 1 (0.67 points) The difference between human needs and wants is that needs are not influenced by marketers. Student response: Percent Value Correct Response Student Response 0.0% 100.0% Market offerings can i nclude products, services, information, or experiences offered to a market to satisfy a need or want. Student response: Percent Value Correct Response Student Response 0.0% 100.0% Question 7 (0.67 points) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. Student response: Percent Value Correct Response Student Response Answer Cho 0.0% Sell b. Adv 0.0% c. Bart 100.0% d. Mar 0.0% Score: a. 0.0% e. Neg 0.67 / 0.67 Question 11 (0.67 points) Delivering superior customer value and customer satisfaction are the two keys to build ing lasting customer relationships. Student response: Percent Value Correct Response Student Response 0.0% 100.0% Question 12 (0.67 points) Amy's law office has developed a new format and wording for wills . The staff believes they offer the most in quality, performance, and innovative features. Her law of Student response: Percent Value Correct Response Student Response A 100.0% Prepared by: Derek Tai 9 of 2709 a. 0.0% b. 12/11/2010 Question 6 (0.67 points) Marketers should look beyond the attributes of the products and services they sell to also create brand experiences for consu mers. Student response: Percent Value Correct Response Student Response Answer 0.0% 100.0% Question 9 a. b. (0.67 points) The social-responsibility and environmental movements are expected to ________ in the future. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% demand less from companies c. move away from sustainable marketing 0.0% d. move toward partner relationship management 0.0% Question 10 demand more from companies b. 0.0% Score: a. 0.0% e. move away from using social networking 0 / 0.67 (0.67 points) The Niketown running club that organizes twice weekly evening runs for Nike customers is an example of a ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% basic customer relationship c. club marketing program 0.0% d. consumer - generated marketing program 0.0% Question 12 frequency marketing program b. 100.0% Score: a. 0.0% e. structural benefit provided for top customers 0.67 / 0.67 (0.67 points) Customer -perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competin Student response: Percent Value Correct Response Student Response Answer Choice 0.0% Question 13 a. fa 100.0% b. tr (0.67 points) The first four steps of the marketing process focus on ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% understanding the market b. delivering customer service 100.0% c. creating value for customers 0.0% d. understanding customer demands and needs 0.0% Question 14 a. 0.0% e. capturing value from customers (0.67 points) In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow the company's business. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% encourage b. entertain 100.0% c. retain 0.0% d. recognize 0.0% Prepared by: Derek Tai a. 0.0% e. educate 10 of 2709 12/11/2010 Score: Question 5 0 / 0.67 (0.67 points) When backed by buying power, wants become ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% social needs b. demands 0.0% c. physical needs 0.0% d. self-esteem needs 0.0% Question 7 a. 100.0% e. exchanges (0.67 points) In its broadest sense, customer relationship management (CRM) is a customer data management activity. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 13 a. b. true (0.67 points) Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 14 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) When backed by buying power, needs become wants. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 4 a. b. true (0.67 points) Which of the following is the most likely result of a marketing strategy that attempts to serve all customers? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. All customers will be delighted. 0.0% b. Customer-perceived value will be increased. 0.0% c. Customer evangelists will become unpaid salespersons for the service or product. 100.0% d. Few customers will be satisfied. 0.0% Question 14 e. The company will likely need to follow up with a demarketing campaign. (0.67 points) At Gina's Nails, the posted policy is "Without our customers, we don't exist." Gina and her staff aim to delight each cust omer, and they a discounts or extra services whenever a customer is anything less than satisfied. Instead of focusing on each individual trans action, Gina a priority on ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. maintaining customer-perceived value 0.0% b. managing partner relationships 0.0% c. attracting "butterflies" 0.0% d. converting "strangers" 100.0% Prepared by: Derek Tai e. capturing customer lifetime value 11 of 2709 12/11/2010 Customer-perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% Score: a. false 100.0% b. true 0.67 / 0.67 Suzie Chan strengthens her company's connections by treating suppliers of raw materials, vendors, and distributors as partners in delivering customer value. What type o f management is she practicing? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. outside partnering 0.0% b. inside partnering 0.0% c. marketing 100.0% Question 14 d. supply chain 0.0% e. customer development (0.67 points) Which of the following is an example of a type of market offering? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% persons b. ideas 0.0% c. information 0.0% d. experiences 100.0% Question 4 a. 0.0% e. all of these (0.67 points) Tommy Gray attempts to deliver customer satisfaction every day in his Audio Expressions installation business. The key to thi s goal is to the customer-perceived performance of his product with ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% company-perceived performance 0.0% b. customer values 100.0% c. customer expectations 0.0% d. relationship levels 0.0% Question 7 a. e. company expectations (0.67 points) Market offerings can include products, services, information, or experiences offered to a market to satisfy a need or want. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (0.67 points) ________ are human needs as shaped by individual personality and culture. Student response: Prepared by: Derek Tai Percent Correct Student 12 of 2709 Answer Choices 12/11/2010 Value Response Response 0.0% Deprivations 100.0% b. Wants 0.0% c. Demands 0.0% d. Values 0.0% Question 11 a. e. Exchanges (0.67 points) Customer-perceived value depends on the product's perceived performance relative to a buyer's expectations. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 1 a. b. true (0.67 points) The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interest. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% Score: a. b. true 0 / 0.67 Question 3 (0.67 points) You are an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship would it be most profitable for you to develop with these customers? Student response: Percent Value Correct Response Student Response 0.0% Answer Choices a. full partnerships 100.0% b. basic relationships 0.0% d. selective relationships 0.0% Question 11 c. 0.0% club programs e. community relationships (0.67 points) The production concept and product concept are orientations that can lead to marketing myopia. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Score: a. false 100.0% b. true 0 / 0.67 Question 8 (0.67 points) The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow cu rrent customers by delivering satisfaction. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% Question 14 a. b. true (0.67 points) Family Dollar stores profitably focusing on buyers who have relatively modest means is an example of ________. Student response: Prepared by: Derek Tai Percent Value Correct Response Student Response 13 of 2709 Answer Choices 12/11/2010 0.0% b. value pricing 0.0% c. market segmentation 100.0% d. target marketing 0.0% e. value packing 0 / 0.67 (Question not answered.) Score: Question 10 convenience 0.0% Score: a. 0 / 0.67 (Question not answered.) (0.67 points) The major difference between customer-driving marketing and customer-driven marketing is that the customer-driving marketing considers only existing needs. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 14 a. false 0.0% b. true (0.67 points) Selling is managing profitable customer relationships. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 1 a. b. true (0.67 points) Market offerings are limited to physical products. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 4 a. b. true (0.67 points) Members of the sales team at Dekko International visit only prospective customers who purchase a minimum of $50,000 of insula ted wir Student response: Percent Value Correct Response Student Response Answer Choices 100.0% customer profitability analysis 0.0% b. customer-managed relationships 0.0% c. a club marketing program 0.0% d. partner relationship management 0.0% Question 6 a. e. supply chain management (0.67 points) Which of the following is most essential to any definition of marketing? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% demand management b. the production concept 100.0% c. customer relationships 0.0% d. making a sale 0.0% Question 10 a. 0.0% e. making a profit (0.67 points) All of the following are accurate descriptions of modern marketing today, EXCEPT which one? Student response: Prepared by: Derek Tai Percent Correct 14 of 2709 Student Answer Choices 12/11/2010 Value Response Response 0.0% 0.0% b. Marketing is managing profitable custome 100.0% c. Selling and advertising are synonymous w 0.0% d. Marketing involves satisfying customers' n 0.0% Question 12 a. Marketing is the creation of value for cust e. Marketing is used by for-profit and not-fo organizations. (0.67 points) A customer-centered organization seeks to maximize customer satisfaction. Student response: Percent Value Correct Response Student Response Ans 100.0% 0.0% Question 7 a. b. (0.67 points) Consumer research, product development, communication, distribution, pricing, and service are all most accur ately described as core __ Student response: Percent Value Correct Response Student Response Answer Choices 0.0% exchange 100.0% b. marketing 0.0% c. management 0.0% d. production 0.0% Question 14 a. e. customer relationship management (0.67 points) ________ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Selling myopia 0.0% b. Marketing management 0.0% c. Value proposition 100.0% d. Marketing myopia 0.0% Score: a. e. The product concept 0.67 / 0.67 View Results When sellers focus on existing needs and lose sight of underlying customer wants , they suffer from marketing myopia. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 0.0% b. true Score:0 / 0.67 Question 2 Student response: Percent Value (0.67 points) ________ is the act of obtaining a desired object from someone by offering something in return. Correct Response Student Response Answer Choices 0.0% a. A value proposition 100.0% b. Exchange 0.0% c. Bribery 0.0% d. Value 0.0% e. Donation Score:0 / 0.67 (Question not answered. ) Question 3 designing a customer-driven marketing strategy. Student response: Prepared by: Derek Tai (0.67 points) According to the simple five-step model of the marketing process, a company needs to ________ before 15 of 2709 12/11/2010 Percent Value Correct Response Student Response Answer Choices 0.0% a. determine how to deliver superior value 0.0% b. build profitable relationships with customers 0.0% c. use customer relationship management to create full partnerships with key customers 100.0% 0.0% d. understand the marketplace and customer needs and wants e. construct key components of a marketing program Score:0 / 0.67 (Question not answered. ) Question 4 (0.67 points) Some fast- food restaurants offer tasty and convenient food at affordable prices, bu t in doing so they contribute to a national obesity epidemic and environmental problems. These fast -food restaurants overlook the ________ philosophy. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. marketing co ncept 0.0% b. product concept 0.0% c. production concept 100.0% d. societal marketing concept 0.0% e. selling concept Score:0 / 0.67 (Question not answered. ) Question 5 (0.67 points) Afia, a team leader in charge of customer relationshi p management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in t his group who cannot be made profitable. To which of the following customer relationship groups do these customers belong? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. butterflies 0.0% b. true friends 0.0% c. strangers 100.0% d. barnacles 0.0% e. short -term customers Score:0 / 0.67 (Question not answered. ) Question 6 Student response: Percent Correct Student Value Response Response (0.67 points) All of the following are accurate descriptions of modern marketing today, EXCEPT which one? Answer Choices 0.0% a. Marketing is the creation of value for customers. 0.0% b. Marketing is managing profitable customer relationships. 100.0% c. Selling and advertising are synonymous with marketing. 0.0% d. Marketing involves satisfying customers' needs. 0.0% e. Marketing is used by for-profit and not- for- profit organizations. Score:0 / 0.67 (Question not answered. ) Question 7 (0.67 points) According to management guru Peter Drucker, "The aim of marketing is to ________." Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. create customer demands 0.0% b. identify customer demands 100.0% c. make selling unnecessary 0.0% d. set realistic customer expectations 0.0% e. sell products Score:0 / 0.67 (Question not answered. ) Question 8 Student response: Percent Correct Value Response (0.67 points) A church targeting different demographic groups to increase attendance is an example of ________. Student Response Answer Choices 0.0% a. for-profit marketing 100.0% b. not -for-profit marketing 0.0% c. mindless marketing 0.0% d. ethics in marketing 0.0% e. societal marketing Prepared by: Derek Tai 16 of 2709 12/11/2010 Score:0 / 0.67 (Question not answered. ) Question 9 Student response: Percent Correct Value Response (0.67 points) Market offerings are limited to physical products. Student Response Answer Choices 100.0% a. false 0.0% b. true Score:0 / 0.67 (Question not answered. ) Question 10 Student response: Percent Correct Student Value Response Response (0.67 points) Which of the following phrases reflects the marketing concept? Answer Choices 0.0% a. The supplier is king. 0.0% b. Marketing should be viewed as hunting and not gardening. 0.0% c. This is what I make, won't you please buy it? 100.0% d. This is what I want, won't you please make it? 0.0% e. none of these Score:0 / 0.67 (Question not answered. ) Question 11 our value proposition?" Student response: Percent Correct Value Response (0.67 points) Two important questions underlying marketing strategy are "Who is our target market?" and "What's Student Response Answer Choices 0.0% a. false 100.0% b. true Score:0 / 0.67 (Question not answered. ) Question 12 Student response: Percent Correct Value Response (0.67 points) Selling is managing profitable customer relationships. Student Response Answer Choices 100.0% a. false 0.0% b. true Score:0 / 0.67 (Question not answered. ) Question 13 undertakes a large-scale selling and promotion effort. Student response: Percent Correct Value Response (0.67 points) The selling concept holds that consumers will not buy enough of the firm's products unless it Student Response Answer Choices 0.0% a. false 100.0% b. true Score:0 / 0.67 (Question not answered. ) Question 14 Student response: Percent Correct Value Response (0.67 points) ________ is the set of actual and potential buyers of a product. Student Response Answer Choices 100.0% a. A market 0.0% b. An audience 0.0% c. A group 0.0% d. A segment 0.0% e. An exchange Score:0 / 0.67 (Question not answered. ) Question 15 (0.67 points) Selecting which segments of a population of customers to serve is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. market segmentation 0.0% b. positioning 0.0% c. customization 100.0% d. target marketing 0.0% e. choosing a value proposition Score:0 / 0.67 (Question not answered. ) Prepared by: Derek Tai 17 of 2709 12/11/2010 Chapter 1 Quiz User ID: cliu6 Attempt: 1 / Unlimited Out of: 10.05 Started: September 3, 2010 12:18am Finished: September 3, 2010 12:29am Time spent: 11 min. 41 sec. Question 1 (0.67 points) The art and science of choosing target markets and building profitable relationships with them is called ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. positioning 0.0% c. segmentation 0.0% d. selling 0.0% Question 2 marketing management 0.0% Score: a. e. societal marketing 0 / 0.67 (0.67 points) Marketing management is interested in serving all customers in every way to remain competitive in today's markets. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% a. false 0.0% b. true When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. Score: Question 3 0.67 / 0.67 (0.67 points) When marketers set low expectations for a market offering, they are most likely to run the risk of which of the following? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. 0.0% b. decreasing customer satisfaction 100.0% c. disappointing loyal customers failing to attract enough customers 0.0% Score: Question 4 d. failing to understand their customers' needs 0.0% e. incorrectly identifying a target market 0 / 0.67 (0.67 points) It is most accurate to say that today almost every company, small and large, is affected in some way by which of the following? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. the societal marketing concept 0.0% global competition 0.0% Prepared by: Derek Tai customer relatio nship management c. d. not -for-profit marketing 0.0% Score: b. 100.0% e. customer - generated marketing 0 / 0.67 18 of 2709 12/11/2010 Question 5 (0.67 points) Elisandra, a marketing manager at a regional chain restaurant, has decid ed to create a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. partner relationship management 0.0% c. customer lifetime value 0.0% d. community development around a brand 0.0% Question 6 consumer - generated marketing 0.0% Score: a. e. share of customer 0 / 0.67 (0.67 points) Consumer research, product development, communication, distribution, pricing, and service are all most accurately described a s core ________ activities. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% marketing c. management 0.0% d. production 0.0% Question 7 exchange b. 0.0% Score: a. 100.0% e. customer relationship management 0.67 / 0.67 (0.67 points) All of the following are accurate descriptions of modern market ing today, EXCEPT which one? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. Marketing is the creation of value for customers. 0.0% b. Marketing is managing profitable customer relationships. 100.0% c. Selling and advertising are synonymous with marketing. 0.0% 0.0% Score: Question 8 d. Marketing involves satisfying customers' needs. e. Marketing is used by for-profit and not- for- profit organizations. 0.67 / 0.67 (0.67 points) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better tha n customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices __ ______ marketing. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% customer -driving c. societal 0.0% d. donor 0.0% Question 9 customer -driven b. 0.0% Score: a. 100.0% e. none of these 0.67 / 0.67 (0.67 points) Prepared by: Derek Tai 19 of 2709 12/11/2010 Which of the following is most essential to any definition of marketing? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. demand management 0.0% customer relationships 0.0% Question 10 the production concept c. d. making a sale 0.0% Score: b. 100.0% e. making a profit 0 / 0.67 (0.67 points) Human needs are shaped by culture and individual personality. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 11 false 0.0% Score: a. b. true 0 / 0.67 (0.67 points) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epide mic and environmental problems. These fast-food restaurants overlook the ________ philosophy. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. marketing concept 0.0% b. product concept 0.0% Question 12 production co ncept d. societal marketing concept 0.0% Score: c. 100.0% e. selling concept 0.67 / 0.67 (0.67 points) According to management guru Peter Drucker, "The aim of marketing is to ________." Student response: Percent Value Correct Response Student Response Answer Choices 0.0% identify customer demands c. make selling unnecessary 0.0% d. set realistic customer expectations 0.0% Question 13 create customer demands b. 100.0% Score: a. 0.0% e. sell products 0 / 0.67 (0.67 points) Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online ad vertising campaign emphasizing the long-term benefits, both educational and professional, of reading every day. This is an example of a(n) ________ campaign. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Prepared by: Derek Tai a. ethical 100.0% b. social marketing 20 of 2709 12/11/2010 0.0% for-profit d. consumer - generated 0.0% Score: c. 0.0% e. differentiated 0 / 0.67 Question 14 (0.67 points) Sally purchased Brand X lotion. In comparing her perception of how the lotion performed to her expectations for Brand X lotio n, Sally was measuring her level of ________. Student respo nse: Percent Value Correct Response Student Response Answer Choices 0.0% customer perceived value 100.0% b. customer satisfaction 0.0% c. exchange 0.0% d. demand 0.0% Score: a. e. customer lifetime value 0 / 0.67 Question 15 (0.67 points) In its broadest sense, customer relationship management (CRM) is a customer data management activity. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Score: a. false 0.0% b. true 0 / 0.67 Question 1 (0.67 points) The ________ steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. first two 0.0% b. first three 100.0% c. first four 0.0% d. last three 0.0% e. last four Score:0.67 / 0.67 Question 2 (0.67 points) You have just taken a new position in an organization and you're learning ab out the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relati onships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the following? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. database management 0.0% b. Web site hits 0.0% c. the societal marketing concept 0.0% d. not -for-profit marketing 100.0% e. customer relationship management Score:0.67 / 0.67 Question 3 (0.67 points) According to the simple five -step model of the marketing process, a company needs to ________ before d esigning a customerdriven marketing strategy. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. determine how to deliver superior value 0.0% b. build profitable relationships with customers Prepared by: Derek Tai 21 of 2709 12/11/2010 0.0% c. use customer relationship management to create full partnerships with key customers 100.0% d. understand the marketplace and customer needs and wants 0.0% e. construct key components of a marketing program Score:0.67 / 0.67 Question 4 markets and ________. Student response: Percent Correct Value Response (0.67 points) As part of the rapid globalization of today's economy, companies are selling more locally produced goods in international Student Response Answer Choices 0.0% a. taking a local view of their industry 100.0% b. purchasing more supplies abroad 0.0% c. reducing competition within their industry 0.0% d. downplaying concerns for social responsibility 0.0% e. competing solely in traditional marketplaces Score:0.67 / 0.67 Question 5 (0.67 points) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices ________ marketing. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. customer -driven 100.0% b. customer -driving 0.0% c. societal 0.0% d. donor 0.0% e. none of these Score:0 / 0.67 Question 6 (0.67 points) It is most accurate to say that today almost every company, small and large, is affected in some way by which o f the following? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. the societal marketing concept 0.0% b. customer relationship management 100.0% c. global competition 0.0% d. not -for-profit marketing 0.0% e. customer - generated marketing Score:0.67 / 0.67 Question 7 Student response: Percent Value (0.67 points) Market offerings are limited to physical products. Correct Response Student Response Answer Choices 100.0% a. false 0.0% b. true Score:0.67 / 0.67 Question 8 (0.67 points) Shania works hard to foster an emotional relationship between her Internet customers and the beauty products and services that she and her staff sell. By promoting a company culture that values exceptional value and service, Shania aims to create _____ ___ by going beyond the expected. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. customer delight 0.0% b. customer satisfaction 0.0% c. customer equity 0.0% d. customer value 0.0% e. customer loyalty Score:0.67 / 0.67 Question 9 (0.67 points) The art and science of choosing target markets and building profitable relationships with them is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. marketing management 0.0% b. positioning 0.0% c. segmentation Prepared by: Derek Tai 22 of 2709 12/11/2010 0.0% d. selling 0.0% e. societal marketing Score:0.67 / 0.67 Question 10 Student response: Percent Value (0.67 points) Product, price, place, and promotion make up the elements of a firm's marketing mix. Correct Response Student Response Answer Choices 0.0% a. false 100.0% b. true Score:0.67 / 0.67 Question 11 (0.67 points) Pete Sanchez, a recent graduate of business school, has a different approach than his marketing manager, who be lieves in keeping customers at arm's length and using mass media advertising. Pete knows that today few successful firms still practice this type of true ________ and are instead turning to selective relationship management. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. club marketing 0.0% b. frequency marketing 100.0% c. mass marketing 0.0% d. customer satisfaction 0.0% e. marketing segmenting Score:0.67 / 0.67 Question 12 Student response: Percent Value (0.67 points) Only sellers of products, services, and ideas practice marketing, whereas buyers do not. Correct Response Student Response Answer Choices 100.0% a. false 0.0% b. true Score:0.67 / 0.67 Question 13 (0.67 points) Ben & Jerry's challenges all stakeholders, including employees, top management, and even ice cream scoopers in their stores, to consider individual and community welfare in their day - to-day decisions. Actions such as this by companies seizing the opportunity to do well b y doing good reflects ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. virtual marketing 100.0% b. social responsibility 0.0% c. profit marketing 0.0% d. marketing 0.0% e. myopia Score:0.67 / 0.67 Question 14 (0.67 points) ________ refers to sellers being preoccupied with their own products and losing sight of underlying consumer ne eds. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Selli ng myopia 0.0% b. Marketing management 0.0% c. Value proposition 100.0% d. Marketing myopia 0.0% e. The product concept Score:0.67 / 0.67 Question 15 (0.67 points) The major difference between customer-driving marketing and customer-dr iven marketing is that the customer -driving marketing considers only existing needs. Student response: Percent Correct Student Value Response Response 100.0% 0.0% Question 1 (0.67 points) The difference between human needs and wants is that needs are not influenced by marketers. Prepared by: Derek Tai 23 of 2709 12/11/2010 Student response: Percent Value Correct Response Student Response 0.0% 100.0% Market offerings can include products, services, information, or experiences offered to a market to satisfy a need or want. Student response: Percent Value Correct Response Student Response 0.0% 100.0% Question 7 (0.67 points) ________ is defined as a social and mana gerial process by which individuals and organizations obtain what they need and want through creating and exchanging value wi th others. Student response: Percent Value Correct Response Student Response Answer Cho 0.0% a. Sell 0.0% b. Adv 0.0% Bart d. Mar 0.0% Score: c. 100.0% e. Neg 0.67 / 0.67 Question 11 (0.67 points) Delivering superior customer value and customer satisfaction are the two keys to building lasting customer relationships. Student response: Percent Value Correct Response Student Response 0.0% 100.0% Question 12 (0.67 points) Amy's law office has developed a new format and wording for wills. The staff believes they offer the mo st in quality, performance, and innovative features. Her law of Student response: Percent Value Correct Response Student Response A 100.0% 0.0% Question 6 a. b. (0.67 points) Marketers should look beyond the attributes of the products and services they sell to also create brand experiences for consu mers. Student response: Percent Value Correct Response Student Response Answer 0.0% Question 9 a. 100.0% b. (0.67 points) The social-responsibility and environmental movements are expected to ________ in the future. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% demand less from companies c. move away from sustainable marketing 0.0% d. move toward partner relationship management 0.0% Question 10 demand more from companies b. 0.0% Score: a. 0.0% e. move away from using social networking 0 / 0.67 (0.67 points) The Niketown runni ng club that organizes twice weekly evening runs for Nike customers is an example of a ________. Prepared by: Derek Tai 24 of 2709 12/11/2010 Student response: Percent Value Correct Response Student Response Answer Choices 0.0% frequency marketing program b. basic customer relationship 100.0% c. club marketing program 0.0% d. consumer - generated marketing program 0.0% Score: a. 0.0% e. structural benefit provided for top customers 0.67 / 0.67 Question 12 (0.67 points) Customer -perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of c ompetin Student response: Percent Value Correct Response Student Response Answer Choice 0.0% Question 13 a. fa 100.0% b. tr (0.67 points) The first four steps of the marketing process focus on ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% understanding the market b. delivering customer service 100.0% c. creating value for customers 0.0% d. understanding customer demands and needs 0.0% Question 14 a. 0.0% e. capturing value from customers (0.67 points) In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow the company's business. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% entertain c. retain 0.0% d. recognize 0.0% Question 5 encourage b. 100.0% Score: a. 0.0% e. educate 0 / 0.67 (0.67 points) When backed by buying power, wants become ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% social needs b. demands 0.0% c. physical needs 0.0% d. self-esteem needs 0.0% Question 7 a. 100.0% e. exchanges (0.67 points) In its broadest sense, customer relationship management (CRM) is a customer data management activity. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 13 a. false 0.0% b. true (0.67 points) Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization. Student response: Prepared by: Derek Tai Percent Correct 25 of 2709 Student Answer Choices 12/11/2010 Value Response Response 100.0% Score: a. false 0.0% b. true 0.67 / 0.67 Question 14 (0.67 points) When backed by buying power, needs become wants. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 4 a. false 0.0% b. true (0.67 points) Which of the following is the most likely result of a marketing strategy that attempts to serve all customers? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. All customers will be delighted. 0.0% b. Customer-perceived value will be increased. 0.0% c. Customer evangelists will become unpaid salespersons for the service or product. 100.0% d. Few customers will be satisfied. 0.0% Question 14 e. The company will likely need to follow up with a demarketing campaign. (0.67 points) At Gina's Nails, the posted policy is "Without our customers, we don't exist." Gina and her staff aim to delight each custome r, and they a discounts or extra services whenever a customer is anything less than satisfied. Instead of focusing on each individual transacti on, Gina a priority on ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. maintaining customer-perceived value 0.0% b. managing partner relationships 0.0% c. attracting "butterflies" 0.0% d. converting "strangers" 100.0% e. capturing customer lifetime value Customer-perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% Score: a. false 100.0% b. true 0.67 / 0.67 Suzie Chan strengthens her company's connections by treating suppliers of raw materials, vendors, and distributors as partners in delivering customer value. What type of management is she practicing? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. outside partnering 0.0% b. inside partnering 0.0% c. marketing 100.0% Prepared by: Derek Tai d. supply chain 0.0% e. customer development 26 of 2709 12/11/2010 Question 14 (0.67 points) Which of the following is an example of a type of market offering? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% persons 0.0% b. ideas 0.0% c. information 0.0% d. experiences 100.0% Question 4 a. e. all of these (0.67 points) Tommy Gray attempts to deliver customer satisfaction every day in his Audio Expressions installation business. The key to thi s goal is to the customer-perceived performance of his product with ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. company-perceived performance 0.0% customer values c. customer expectations 0.0% d. relationship levels 0.0% Question 7 b. 100.0% e. company expectations (0.67 points) Market offerings can include products, services, information, or experiences offered to a market to satisfy a need or want. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (0.67 points) ________ are human needs as shaped by individual personality and culture. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Deprivations 100.0% b. Wants 0.0% c. Demands 0.0% d. Values 0.0% Question 11 a. e. Exchanges (0.67 points) Customer-perceived value depends on the product's perceived performance relative to a buyer's expectations. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 1 a. false 0.0% b. true (0.67 points) The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's inter est. Student response: Percent Value Correct Response 0.0% Prepared by: Derek Tai Student Response Answer Choices a. 27 of 2709 false 12/11/2010 100.0% Score: b. true 0 / 0.67 Question 3 (0.67 points) You are an assistant marketing director for a firm in a market with many low -margin customers. What type of relationship would it be most profitable for you to develop with these customers? Student response: Percent Value Correct Response Student Response 0.0% Answer Choices a. full partnerships 100.0% b. basic relationships 0.0% 0.0% d. selective relationships 0.0% Question 11 c. club programs e. community relationships (0.67 points) The production concept and product concept are orientations that can lead to marketing myopia. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Score: a. false 100.0% b. true 0 / 0.67 Question 8 (0.67 points) The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfac tion. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 14 a. false 100.0% b. true (0.67 points) Family Dollar stores profitably focusing on buyers who have relatively modest means is an example o f ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. value pricing 0.0% c. market segmentation 100.0% d. target marketing 0.0% e. value packing 0 / 0.67 (Question not answered.) Score: Question 10 convenience 0.0% Score: a. 0 / 0.67 (Question not answered.) (0.67 points) The major difference between customer-driving marketing and customer-driven marketing is that the customer-driving marketing considers only existing needs. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 14 a. b. true (0.67 points) Selling is managing profitable customer relationships. Student response: Prepared by: Derek Tai Percent Correct 28 of 2709 Student Answer Choices 12/11/2010 Value Response Response 100.0% false 0.0% Question 1 a. b. true (0.67 points) Market offerings are limited to physical products. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 4 a. false 0.0% b. true (0.67 points) Members of the sales team at Dekko International visit only prospective customers who purchase a minimum of $50,000 of insula ted wir Student response: Percent Value Correct Response Student Response Answer Choices 100.0% customer profitability analysis 0.0% b. customer-managed relationships 0.0% c. a club marketing program 0.0% d. partner relationship management 0.0% Question 6 a. e. supply chain management (0.67 points) Which of the following is most essential to any definition of marketing? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. demand management 0.0% the production concept c. customer relationships 0.0% d. making a sale 0.0% Question 10 b. 100.0% e. making a profit (0.67 points) All of the following are accurate descriptions of modern marketing today, EXCEPT which one? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% b. Marketing is managing profitable custome 100.0% c. Selling and advertising are synonymous w 0.0% d. Marketing involves satisfying customers' n 0.0% Question 12 a. Marketing is the creation of value for cust 0.0% e. Marketing is used by for-profit and not-fo organizations. (0.67 points) A customer-centered organization seeks to maximize customer satisfaction. Student response: Percent Value Correct Response Student Response Ans 100.0% 0.0% Question 7 a. b. (0.67 points) Consumer research, product development, communication, distribution, pricing, and service are all most accurately described a s core __ Student response: Percent Value Correct Response Student Response 0.0% Prepared by: Derek Tai Answer Choices a. 29 of 2709 exchange 12/11/2010 100.0% marketing c. management 0.0% d. production 0.0% Question 14 b. 0.0% e. customer relationship management (0.67 points) ________ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. Selling myopia 0.0% b. Marketing management 0.0% Value proposition d. Marketing myopia 0.0% Score: c. 100.0% e. The product concept 0.67 / 0.67 Quiz 2 View Results Chapter 2 Quiz User ID: cliu6 Attempt: 1 / Unlimited Out of: 10.05 Started: September 6, 2010 6:16pm Finished: September 6, 2010 7:30pm Time spent: 1 hr, 14 min., 5 sec. Question 1 (0.67 points) Kimball Gardens is a company that operates as two distinct businesses -one that sells lawn and garden products and one that markets booklets. Each business is called a ________. Student response: Percent Correct Student Value Response Response 0.0% 100.0% Answer Choices a. separate entity b. strategic business unit (SBU) 0.0% 0.0% Prepared by: Derek Tai d. division 0.0% Score: c. matrix e. business portfolio 0 / 0.67 30 of 2709 12/11/2010 Question 2 (0.67 points) Which department in a company carries the primary responsib ility for achieving profitable growth? Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. marketing 0.0% 0.0% d. human resources 0.0% Question 3 c. operations 0.0% Score: b. finance e. management 0.67 / 0.67 (0.67 points) ________ is the place a product occupies in the consumer's mind relative to competitors' products. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. Product placement 100.0% b. Product position 0.0% 0.0% Question 4 d. Market targeting 0.0% Score: c. Market segmentation e. Product promotion 0.67 / 0.67 (0.67 points) The four possible strategies that can be pursued for each SBU are building, holdin g, ________, and ________. Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. harvesting; divesting 0.0% 0.0% c. downsizing; expanding 0.0% d. diversifying; penetrating 0.0% Prepared by: Derek Tai b. promoting; selling e. developing; growing 31 of 2709 12/11/2010 0 / 0.67 (Question not answered. ) Score: Question 5 (0.67 points) Which of the following is a useful tool for identifying growth opportunities? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. the BCG matrix 0.0% b. the business portfolio 100.0% c. the product/market expansion grid 0.0% 0.0% e. the value delivery network 0 / 0.67 (Question not answered. ) Score: Question 6 d. the value chain (0.67 points) The four Ps concept takes the seller's view of the market. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 7 a. (0.67 points) When dealing with a ________, managers must decide whether to invest in it in an attempt to build it into a star or cash cow or whether to phase it out. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. star 0.0% b. dog 100.0% c. question mark 0.0% 0.0% Prepared by: Derek Tai d. cash cow e. cat 32 of 2709 12/11/2010 0 / 0.67 (Question not answered. ) Score: Question 8 (0.67 points) ________ involves evaluating each market segment's attractiveness and selecting one or more segments to enter. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. Market segmentation 0.0% b. Product differentiation 100.0% c. Market targeting 0.0% 0.0% e. Positioning 0 / 0.67 (Question not answered. ) Score: Question 9 d. Market mixing (0.67 points) The four marketing management functions are analysis, planning, implementation, and control. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 10 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Wal-Mart, the world's largest retailer, has successfully launched its stores in Mexico, Canada, the U.K., and Germany, and other nations. This is an exam ple of how Wal -Mart is pursuing ________ as a growth strategy. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. market penetration 0.0% b. product development 0.0% c. demographic market development 100.0% d. geographical market development 0.0% Prepared by: Derek Tai e. diversification 33 of 2709 12/11/2010 0 / 0.67 (Question not answered. ) Score: Question 11 (0.67 points) The text suggests that instead of thinking of selling products, marketers would be wise to take the customer' s view and think of ________. Student response: Percent Correct Student Value Response Response 0.0% Answer Choices a. providing convenience 100.0% b. offering solutions to problems 0.0% 0.0% d. offering discounts 0.0% e. connecting services and products 0 / 0.67 (Question not answered. ) Score: Question 12 c. initiating two-way communication (0.67 points) ________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bill s and support other SBUs that need investment. Student response: Percent Value Correct Response Student Response 0.0% Answer Choices a. Stars 100.0% b. Cash cows 0.0% 0.0% d. Dogs 0.0% e. Cats 0 / 0.67 (Question not answered. ) Score: Question 13 c. Question marks (0.67 points) If Under Armour, the successful maker of moisture -wicking shirts and shorts, considered introducing a line of Under Armour fitness equipment, the company would be considering ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% Prepared by: Derek Tai a. marketing controls b. market development 34 of 2709 12/11/2010 100.0% c. diversification 0.0% 0.0% e. product adaptation 0 / 0.67 (Question not ans wered.) Score: Question 14 d. market penetration (0.67 points) In the marketing management functions, a SWOT analysis should ________ a marketing plan. Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. precede 0.0% 0.0% c. follow 0.0% d. evaluate 0.0% e. take priority over 0 / 0.67 (Question not answered. ) Score: Question 15 b. coincide with (0.67 points) As a company's different functions work to produce value for consumers, the marketing department of a f irm should take the ________ point of view. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. employees' 0.0% b. managers' 0.0% c. stockholders' 100.0% d. consumers' 0.0% e. distributors' Score: 0 / 0.67 (Question not answered. ) Total score: 1.34 / 10.05 Prepared by: Derek Tai = 13.3% 35 of 2709 12/11/2010 View Results Chapter 2 Quiz User ID: cliu6 Attempt: 2 / Unlimited Out of: 10.05 Started: September 7, 2010 1:27pm Finished: September 7, 2010 1:53pm Time spent: 26 min. 41 sec. Question 1 (0.67 points) Marketing planning is the task of selecting marketing strategies for each business, product, or brand in a company with the goal of helping the company attain its overall objectives. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 2 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Paul Pendergraff is evaluating each market segment's attractiveness and is in the process of selecting one or more segments for his firm's product to enter. What is Paul doing? Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. market targeting 0.0% 0.0% d. market positioning 0.0% Question 3 c. marketing 0.0% Score: b. marketing segmenting e. market penetrating 0.67 / 0.67 (0.67 points) In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________. Student response: Prepared by: Derek Tai Percent Value Correct Response Student Response 36 of 2709 Answer Choices 12/11/2010 100.0% b. price 0.0% c. promotion 0.0% d. place 0.0% Question 4 product 0.0% Score: a. e. position 0.67 / 0.67 (0.67 points) Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. market development 0.0% b. product development 0.0% c. business portfolio 100.0% d. value chain 0.0% Score: Question 5 e. value delivery network 0.67 / 0.67 (0.67 points) Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an ex ample of ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. market development 0.0% b. product development 0.0% c. diversification 100.0% 0.0% Score: Question 6 d. market penetration e. product adaptation 0.67 / 0.67 (0.67 points) Harris, the marketing manager at a small sports retail chain, has conducted a marketing Prepared by: Derek Tai 37 of 2709 12/11/2010 analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed? Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. SWOT analysis 0.0% 0.0% d. marketing plan 0.0% Question 7 c. executive summary 0.0% Score: b. business portfolio analysis e. marketing mix 0.67 / 0.67 (0.67 points) Under the ________ organizational format of marketing departments, different marketing activities are headed by a specialis t such as a sales manager, advertising manager, marketing research manager, or customer -service manager. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. geographic 0.0% b. product management 0.0% c. market management 0.0% d. customer-centered 100.0% Score: Question 8 e. functional 0.67 / 0.67 (0.67 points) Kimball Gardens is a company that operates as two distinct businesses -one that sells lawn and garden products and one that market s booklets. Each business is called a ________. Student response: Percent Correct Student Value Response Response 0.0% 100.0% Answer Choices a. separate entity b. strategic business unit (SBU) 0.0% 0.0% d. division 0.0% Prepared by: Derek Tai c. matrix e. business portfolio 38 of 2709 12/11/2010 Score: Question 9 0.67 / 0.67 (0.67 points) Emerson Studios, a chain of 25 portrait stores in five states, has organized its marketing organization into different marketing activities that are headed by specialists. What type of organization is this? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. product 0.0% c. organic 100.0% d. functional 0.0% Question 10 geographic 0.0% Score: a. e. market 0.67 / 0.67 (0.67 points) Through annual marketing planning, the company decides what it wants to do with each business unit. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 11 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) One valid criticism of the four Ps concept is that services are not considered. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Prepared by: Derek Tai false 0.0% Score: a. b. true 0.67 / 0.67 39 of 2709 12/11/2010 Question 12 (0.67 points) In SWOT analysis, strengths and weaknesses refer to a firm's internal environment, while opportunities and threats refer to the external environment. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 13 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) To be successful at marketing, companies must effectively turn marketing planning into ________. Student response: Percent Correct Student Value Response Response 0.0% Answer Choices a. marketing analysis 100.0% b. marketing implementation 0.0% 0.0% Question 14 d. marketing audits 0.0% Score: c. marketing control e. marketing budgeting 0.67 / 0.67 (0.67 points) Which department in a company carries the primary responsibility for achieving profitable growth? Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. marketing 0.0% 0.0% d. human resources 0.0% Prepared by: Derek Tai c. operations 0.0% Score: b. finance e. management 0.67 / 0.67 40 of 2709 12/11/2010 Question 15 (0.67 points) Wal-Mart, the world's largest retailer, has successfully launched its stores in Mexico, Canada, the U.K., and Germany, and other nations. This is an exa mple of how Wal -Mart is pursuing ________ as a growth strategy. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. market penetration 0.0% b. product development 0.0% c. demographic market development 100.0% d. geographical market development 0.0% e. diversification Score: 0.67 / 0.67 Total score: 10.05 / 10.05 Question 1 = 100.0% (0.67 points) Wal-Mart relies on sound relationships with its low -cost suppliers in order to pass low prices on to consumers. Thus, forming a ________ is crucial to Wal-Mart's success. Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. value delivery network 0.0% 0.0% d. market concept philosophy 0.0% Question 2 c. customer relationship management policy 0.0% Score: b. growth-share matrix e. diversification strategy 0 / 0.67 (0.67 points) In the BCG approach, ________ are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. cash cows; stars 0.0% question marks; dogs c. stars; question marks 100.0% d. stars; cash cows 0.0% Question 4 b. 0.0% e. dogs; cash cows (0.67 points) Of the following, it is most important for marketers to develop ________ for their products. Student response: Percent Value 0.0% 100.0% Prepared by: Derek Tai Correct Response Student Response Answer Choices a. customer management organizations b. unique market positions 41 of 2709 12/11/2010 0.0% 0.0% Question 5 d. marketing ROI data 0.0% Score: c. market management organizations e. marketing dashboards 0 / 0.67 (0.67 points) Paul Pendergraff has identified a group of potential customers who seem to respond in a similar way to a series of magazine a nd radio advertisements for his company's product. Paul has identified a(n) ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% target market 100.0% b. market segment 0.0% c. market 0.0% d. market position 0.0% Question 7 a. e. undefined niche (0.67 points) The process of customer-driven marketing involves ________, ________, ________, and ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product; price; promotion; adaptation 100.0% b. market segmentation; market targeting; differentiation; positioning 0.0% 0.0% d. analysis; targeting; implementation; control 0.0% Question 13 c. marketing analysis; planning; implementation; feedback e. problem identification; information search; decision; implementation (0.67 points) Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. A company is more able to change a threat than a weakness. 100.0% b. A company is more able to change a weakness than a threat. 0.0% 0.0% Question 14 d. A company can be more negatively affected by a threat than by a weakness. 0.0% Score: c. A company can be more negatively affected by a weakness than by a threat. e. A company can more easily identify threats than weaknesses. 0 / 0.67 (0.67 points) Multinationals like Honda Motor Co. and Wal-Mart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. business model 0.0% b. low-cost operator 0.0% product mix d. value-delivery network 0.0% Prepared by: Derek Tai c. 100.0% e. problem-solver 42 of 2709 12/11/2010 Score: 0 / 0.67 Question 15 (0.67 points) In the BCG matrix, income from ________ can be used to help finance the company's question marks and stars. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. SBUs 100.0% c. cash cows 0.0% d. sales revenue 0.0% Question 15 dogs 0.0% Score: a. e. overseas operations 0 / 0.67 (0.67 points) The final step in the marketing control process is taking corrective action to erase any gaps between goals and performance. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 12 a. false 100.0% b. true (0.67 points) TelStar Plastics is in the process of dividing a market into distinct groups of buyers with different needs, characteristics, and behaviors who might require separate products or marketing programs. Which of the following is this firm doing? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. market diversification 0.0% c. market penetration 0.0% d. market targeting 100.0% Question 13 market development 0.0% Score: a. e. market segmentation 0 / 0.67 (0.67 points) Disney is identifying and developing new markets for its theme parks. Disney is exploring possibilities for ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% market penetration b. market development 0.0% c. downsizing 0.0% d. diversification 0.0% Question 10 a. 100.0% e. product development (0.67 points) The pharmaceuticals division of Omni Healthcare holds low market share in a high -growth market. In order to increase market share, managers may decide to ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. hold the pharmaceuticals division's share 0.0% b. implement a harvest strategy 100.0% 0.0% Prepared by: Derek Tai c. use money from a cash cow to promote the pharmaceuticals division d. divest the SBU 43 of 2709 12/11/2010 0.0% Question 8 e. diversify the pharmaceutical division (0.67 points) ________ entails reducing the business portfolio by eliminating products that no longer fit the company's over all strategy. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. Market segmentation 0.0% BCG c. Product line extension 100.0% d. Downsizing 0.0% Question 4 b. 0.0% e. Market redesign (0.67 points) The Bank of New York bought Pershing, an off-shore investment firm with operations in India, from Credit Suisse First Boston. The Bank of New York is pursuing a ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% downsizing strategy c. diversification strategy 0.0% d. market penetration strategy 0.0% Question 5 product development strategy b. 100.0% Score: a. 0.0% e. product adaptation 0 / 0.67 (0.67 points) For Hyundai Corporation, customers who care primarily about the price of a car and its operating economy make up one ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. value network 100.0% c. market segment 0.0% d. customer extension 0.0% Question 4 market position 0.0% Score: a. e. value chain 0 / 0.67 (0.67 points) Monsanto operates in many businesses, including pharmaceuticals and food products. The company defines its ________ as creati ng "abundant food and a healthy environment." Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. strategy 0.0% b. market development 0.0% business portfolio d. mission 0.0% Question 6 c. 100.0% e. value-delivery network (0.67 points) Peter Cramer is constantly involved in evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. Peter's current work is most accurately classified as __ ______. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% marketing control 0.0% Prepared by: Derek Tai a. b. marketing planning 44 of 2709 12/11/2010 0.0% d. tactical planning 0.0% Question 7 strategic planning 0.0% Score: c. e. strategic control 0 / 0.67 (0.67 points) Saturn is "a different kind of company, a different kind of a car"; the Hummer is "like nothing else." These statements refle ct a firm's ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% product portfolio 0.0% b. target markets 100.0% c. market positioning 0.0% d. strategy 0.0% Question 10 a. e. market niche (0.67 points) In a SWOT analysis, which of the following refers to factors in the external environment? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. strengths 0.0% b. strategies 0.0% weaknesses d. opportunities 0.0% Score: c. 100.0% e. trends 0 / 0.67 Question 11 (0.67 points) Making more sales without changing a firm's products is ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. market development 0.0% market growth c. market penetration 0.0% d. product development 0.0% Score: b. 100.0% e. market attractiveness 0 / 0.67 Question 12 (0.67 points) In a visual representation of the marketing process, which of the following should appear in the center? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. customer relationships 0.0% c. company objectives 0.0% d. customer retention rates 0.0% Question 14 sales goals 100.0% Score: a. e. competitors 0 / 0.67 (0.67 points) In the four Ps of the marketing mix, promotion refers solely to advertising. Prepared by: Derek Tai 45 of 2709 12/11/2010 Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 5 a. b. true (0.67 points) Favorite Memories specializes in serving market segments that major competitors overlook and ignore. Which of the following best describes Favorite Memories? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. marketer challenger 0.0% c. market seeker 100.0% d. market nicher 0.0% Question 6 market follower 0.0% Score: a. e. full market coverer 0 / 0.67 (0.67 points) The marketing concept is best thought of as which of the following? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. a guiding philosophy for the company's marketing strategy 0.0% b. a specific approach to building relationships with customers, vendors, and suppliers 0.0% Question 8 d. the position the company's product holds in customers' minds 0.0% Score: c. the overall purpose of the company 0.0% e. the organization of the company's marketing department 0 / 0.67 (0.67 points) A sound marketing strategy begins with ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% positioning b. customer analysis 0.0% c. differentiation 0.0% d. promotion 0.0% Question 10 a. 100.0% e. SWOT analysis (0.67 points) In a SWOT analysis, w hich of the following would be considered a strength? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. internal limitations 0.0% b. trends in the market 0.0% c. favorable factors in the environment 0.0% d. factors that challenge the company's performance 100.0% Question 13 e. internal resources (0.67 points) Which of the following does NOT accurately reflect a problem with the BCG matrix approach? Prepared by: Derek Tai 46 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. It focuses on future planning. 0.0% c. It can be time consuming to implement. 0.0% d. It is difficult to define SBUs and measure market share and growth. 0.0% Question 15 b. It can be costly to conduct. 0.0% e. It focuses on classifying current businesses. (0.67 points) The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors is called ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% positioning c. marketing strategy 100.0% d. market segmentation 0.0% Question 2 market targeting b. 0.0% Score: a. 0.0% e. market extension 0 / 0.67 (0.67 points) Mountain Home Farms is now using the product/market expansion grid to develop strategies. The owners of the company have most likely found the grid to be quite useful for identifying ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% growth opportunities c. key customers 0.0% d. new products 0.0% Question 6 target markets b. 0.0% Score: a. 100.0% e. suppliers 0.67 / 0.67 (0.67 points) The BCG growth-share matrix classifies four types of SBUs. They are ________, ________, ________, and ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product; price; promotion; placement 0.0% b. sales; market share; price; promotion 100.0% c. stars; cash cows; question marks; dogs 0.0% 0.0% Question 12 d. planning; organizing; leading; controlling e. market penetration; market development; product development; diversification (0.67 points) ________ is the marketing logic by which a company hopes to achieve profitable customer relationships. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. Price 0.0% b. Being a low-cost operator 0.0% c. A consistent product mix 100.0% 0.0% Question 3 d. Marketing strategy e. Implementing a differentiation strategy (0.67 points) Prepared by: Derek Tai 47 of 2709 12/11/2010 Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% pricing b. aligning 100.0% c. differentiating 0.0% d. promoting 0.0% Question 12 a. 0.0% e. placing (0.67 points) Which of the following is NOT a reason that a firm might want to abandon products or markets? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. The market environment has changed, making a product less profitable. 0.0% b. The firm has entered areas in which it does not have expertise. 100.0% c. The economic climate is showing signs of recovery. 0.0% Question 1 d. The firm has grown too fast. 0.0% e. The firm has not properly researched foreign markets which it has entered. (0.67 points) Environmental Service Company wants to practice effective positioning. To do so, the owners must ________ their marketing offering to give consumers more value than the services offered by competitors. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% differentiate 0.0% b. promote 0.0% c. advertise 0.0% d. sell 0.0% Question 3 a. e. represent (0.67 points) Jill Reno has researched new markets and has decided which segments to enter. Next she should decide what ________ her com pany should occupy in those segments. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% position b. place 0.0% c. rank 0.0% d. rating 0.0% Question 7 a. 0.0% e. percentage of space (0.67 points) The marketing concept is best thought of as which of the following? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. a guiding philosophy for the company's marketing strategy 0.0% 0.0% c. the overall purpose of the company 0.0% Prepared by: Derek Tai b. a specific approach to building relationships with customers, vendors, and suppliers d. the position the company's product holds in customers' minds 48 of 2709 12/11/2010 0.0% Question 7 e. the organization of the company's marketing department (0.67 points) Saturn is "a different kind of company, a different kind of a car"; the Hummer is "like nothing else." These statements refle ct a firm's ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% product portfolio 0.0% b. target markets 100.0% c. market positioning 0.0% d. strategy 0.0% Question 6 a. e. market niche (0.67 points) Most companies today enter a new market by serving a ________; if this proves succes sful, they ________. Student response: P ercent Value Correct Response Student Response 100.0% Answer Choices a. single market segment; add segments 0.0% 0.0% c. few segments; add more segments 0.0% d. niche; differentiate 0.0% Score: b. multitude of segments; add more segments e. target market; reposition 0 / 0.67 (Question not answered.) Question 2 (0.67 points) Mountain Home Farms is now using the product/market expansion grid to develop strategies. The owners of the company have most likely found the grid to be quite useful for identifying ________. Student response: Percent Value 0.0% Correct Response Student Response a. target markets 100.0% 0.0% 0.0% b. growth opportunities c. key customers d. new products 0.0% Score: Answer Choices e. suppliers 0.67 / 0.67 Question 6 (0.67 points) The BCG growth-share matrix classifies four types of SBUs. They are ________, ________, ________, and ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product; price; promotion; placement 0.0% b. sales; market share; price; promotion 100.0% 0.0% Prepared by: Derek Tai c. stars; cash cows; question marks; dogs d. planning; organizing; leading; controlling 49 of 2709 12/11/2010 0.0% Question 12 e. market penetration; market development; product development; diversification (0.67 points) ________ is the marketing logic by which a company hopes to achieve profitable customer relationships. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% 0.0% a. Price b. Being a low-cost operator c. A consistent product mix 100.0% 0.0% d. Marketing strategy e. Implementing a differentiation strategy Question 3 (0.67 points) Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value. Student response: Percent Value 0.0% 0.0% Correct Response Student Response a. pricing b. aligning 100.0% 0.0% c. differentiating d. promoting 0.0% Question 12 Answer Choices e. placing (0.67 points) Which of the following is NOT a reason that a firm might want to abandon products or markets? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. The market environment has changed, making a product less profitable. 0.0% b. The firm has entered areas in which it does not have expertise. c. The economic climate is showing signs of recovery. d. The firm has grown too fast. 100.0% 0.0% 0.0% e. The firm has not properly researched foreign markets which it has entered. Question 1 (0.67 points) Environmental Service Company wants to practice effective positioning. To do so, the owners must ________ their marketing offering to give consumers more value than the services offered by competitors. Student response: Prepared by: Derek Tai Percent Value 100.0% Correct Response Student Response Answer Choices a. 50 of 2709 differentiate 12/11/2010 0.0% 0.0% b. c. promote advertise 0.0% 0.0% d. e. sell represent Question 3 (0.67 points) Jill Reno has researched new markets and has decided which segments to enter. Next she should decide what ________ her company should occupy in those segments. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% a. position b. place 0.0% 0.0% c. rank d. rating 0.0% e. percentage of space Question 7 (0.67 points) The marketing concept is best thought of as which of the following? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. a guiding philosophy for the company's marketing strategy 0.0% b. a specific approach to building relationships with customers, vendors, and suppliers 0.0% 0.0% 0.0% Question 7 c. the overall purpose of the company d. the position the company's product holds in customers' minds e. the organization of the company's marketing department (0.67 points) Saturn is "a different kind of company, a different kind of a car"; the Hummer is "like nothing else." These statements reflect a firm's ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% 100.0% a. product portfolio b. target markets c. market positioning 0.0% 0.0% Question 6 d. strategy e. market niche (0.67 points) Most companies today enter a new market by serving a ________; if this proves successful, they ________. Prepared by: Derek Tai 51 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. single market segment; add segments 0.0% b. multitude of segments; add more segments 0.0% 0.0% 0.0% Score: c. few segments; add more segments d. niche; differentiate e. target market; reposition 0 / 0.67 (Question not answered.) Of the following, it is most important for marketers to develop ________ for their products. Student response: Percent Value Correct Student Answer Choices Response Response 0.0% a. customer management organizations 100.0% b. unique market positions 0.0% c. market management organizations 0.0% d. marketing ROI data 0.0% e. marketing dashboards Question 2 (0.67 points) Unlike strategic planning efforts of the past, which were conducted primarily by senior managers, today's strategic planning is more ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% a. short-term oriented b. decentralized 0.0% c. limitationfree 0.0% d. productoriented 0.0% e. centralized Score:0 / 0.67 (Question not answered.) Question 6 Prepared by: Derek Tai (0.67 points) Acme, Inc., has 52 of 2709 12/11/2010 modified the production processes of its widgets and gadgets in order to tap into the Eastern European market. Acme is likely following a ________ strategy. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. market penetration 100.0% b. market development 0.0% c. diversification 0.0% d. harvesting 0.0% e. product development Score:0 / 0.67 (Question not answered.) Quiz 3 View Results Chapter 3 Quiz User ID: cliu6 Attempt: 1 / Unlimited Out of: 10.05 Started: September 7, 2010 1:55pm Finished: September 7, 2010 2:10pm Time spent: 15 min. 28 sec. Question 1 (0.67 points) As more and more Americans are moving to "micropolitan areas," marketers can most reasonably assume that ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. geographic segmentation may be less critical 0.0% b. rural populations will offer an expanding market 100.0% 0.0% Prepared by: Derek Tai c. micropolitan areas may offer the same advantages as metropolitan areas d. congested areas may become more ensnarled 53 of 2709 12/11/2010 0.0% Score: Question 2 e. crime rates in metropolitan areas will increase 0 / 0.67 (0.67 points) Today's marketers should view their intermediaries as channels through which they sell their products rather than as full-fledged partners. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 3 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Americans are very mobile. Over the past two decades, the U.S. population has shifted most heavily toward the ________ states. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. Northwestern 100.0% c. Sunbelt 0.0% d. Southeastern 0.0% Question 4 Midwestern 0.0% Score: a. e. Northeastern 0.67 / 0.67 (0.67 points) Which of the fo llowing descriptions most accurately characterizes Gen Xers? Student response: Percent Correct Student Value Response Response 0.0% 100.0% Prepared by: Derek Tai Answer Choices a. There are more Gen Xers than Millennials. b. They were the first generation of latchkey kids. 54 of 2709 12/11/2010 0.0% 0.0% Question 5 d. They are more interested in acquiring goods than having experiences. 0.0% Score: c. They tend to put career before family. e. They rarely research a product before purchasing it. 0.67 / 0.67 (0.67 points) When a company hires lobbyists to influence legislation affecting its industry, it is taking a reactive approach to the marketing environment. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 6 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 7 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) The number of ________ households is now growing faster than the number of ________ households. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% 0.0% Prepared by: Derek Tai a. traditional; nontraditional b. large; traditional 55 of 2709 12/11/2010 0.0% c. nontraditional; smaller 100.0% d. nontraditional; traditional 0.0% Score: Question 8 e. male-dominant; female-dominant 0.67 / 0.67 (0.67 points) In the 1950's the American population began shifting from large cities to ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. farming communities 0.0% b. rural areas 0.0% c. foreign countries 100.0% d. suburbs 0.0% Score: Question 9 e. coastal towns 0 / 0.67 (0.67 points) Diversity in America is increasing, and successful marketers are increasi ngly diversifying their marketing programs to appeal to different segments of the population. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 10 false 100.0% Score: a. b. true 0 / 0.67 (0.67 points) Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% business 100.0% b. reseller 0.0% Prepared by: Derek Tai a. c. wholesale 56 of 2709 12/11/2010 0.0% Question 11 consumer 0.0% Score: d. e. retail 0.67 / 0.67 (0.67 points) Which of the following is the most commercially influential American demograp hic age group today? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. baby boomers 0.0% c. Millennials 0.0% d. seniors 0.0% Question 12 Generation X 100.0% Score: a. e. tweens 0 / 0.67 (0.67 points) The introduction of new technologies is beneficial to all industries, as new markets and opportunities are created. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 13 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________. Student response: Percent Correct Student Value Response Response 100.0% 0.0% Prepared by: Derek Tai Answer Choices a. financial intermediaries b. physical distribution firms 57 of 2709 12/11/2010 0.0% 0.0% d. resellers 0.0% Score: c. marketing service agencies e. wholesalers 0 / 0.67 Question 14 (0.67 points) Percy Original caters to a market of individuals and households that buy goods and services for personal consumption. What type of market does Percy Original cater to? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. business 0.0% b. reseller 0.0% c. government 100.0% d. consumer 0.0% Score: e. marketing intermediary 0 / 0.67 Question 15 (0.67 points) Once thought of as slac kers, Gen Xers are now displacing the lifestyles, culture, and materialistic values of the baby boomers. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. false 100.0% b. true Score: 0.67 / 0.67 Total score: 6.03 / 10.05 Question 2 = 60.0% (0.67 points) Which type of organization helps companies to stock and move goods from their points of origin to their destination? Student response: Percent Value Correct Response Student Response 0.0% Prepared by: Derek Tai Answer Choices a. 58 of 2709 financial intermediary 12/11/2010 100.0% c. marketing service firm 0.0% d. reseller 0.0% Question 3 physical distribution firm 0.0% Score: b. e. supplier 0 / 0.67 (0.67 points) No single competitive marketing strategy is best for all companies. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 4 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Cause-related marketing is a slowing trend as companies have abused the practice, using it more to increase sales than to support worthwhile causes. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 5 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Consumer organizations such as environmental and minority groups that may question a company's marketing decisions are referr ed to as local publics. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 6 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Which of the following descriptions most accurately characterizes the baby boomers? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. They are aging and slowing down. 0.0% b. They are a shrinking market for new housing and home remodeling. 0.0% c. They are past their peak earning and spending years. 100.0% 0.0% Score: Question 7 d. They hold 75% of the country's financial assets . e. They were largely unaffected by the recent recession. 0 / 0.67 (0.67 points) Which of the following descriptions most accurately characterizes Millennials? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Prepared by: Derek Tai a. They are children of baby boomers. 59 of 2709 12/11/2010 0.0% 0.0% d. They were once labeled "the MTV generation." 0.0% Question 8 c. They have reached their peak earning and spending years. 0.0% Score: b. They are not as technologically savvy as Gen Xers are. e. They have graduated from college and are taking over positions of power in the business world. 0 / 0.67 (0.67 points) Which demographic group includes large tween and teen markets? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Generation X 100.0% b. Millennials 0.0% c. baby busters 0.0% d. baby boomers 0.0% Score: a. e. the elderly 0 / 0.67 Question 10 (0.67 points) The American workforce today is better educated and more white-collar than it was a generation ago. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% Score: a. b. true 0 / 0.67 Question 14 (0.67 points) Consumer organizations and environmental groups are examples of ________ publics. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% general 0.0% b. local 0.0% c. government 100.0% d. citizen-action 0.0% Question 2 a. e. media (0.67 points) The demographic environment is of major interest to marketers because it involves people, and people make up markets. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 3 false 100.0% Score: a. b. true 0 / 0.67 (0.67 points) In the cultural environment, core values and beliefs and secondary values and beliefs differ in that core values and beliefs are more open to change. Student response: Percent Value Correct Response Student Response 100.0% Prepared by: Derek Tai Answer Choices a. 60 of 2709 false 12/11/2010 0.0% Score: Question 4 b. true 0.67 / 0.67 (0.67 points) Which type of market buys goods and services to produce public services or to transfer the m to others who need them? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% a. government 0.0% b. reseller 0.0% Question 5 wholesale d. consumer 0.0% Score: c. 0.0% e. retail 0 / 0.67 (0.67 points) The single most important demographic trend in the United States that marketers should understand is the changing family stru cture. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Score: Question 13 a. false 0.0% b. true 0.67 / 0.67 (0.67 points) As an employee of Bonkers Enterprises, Brianna Jones markets wild and crazy games for teens to play at parties. Brianna's cus tomer market is a business market. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 14 false 0.0% Score: a. b. true 0 / 0.67 (0.67 points) Members of which type of market buy goods and services for further processing or for use in the production process? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. reseller 0.0% c. wholesale 0.0% d. consumer 0.0% Question 15 business 0.0% Score: a. e. retail 0 / 0.67 (0.67 points) Which demographic group is also referred to as the echo boomers? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Generation X b. Millennials 0.0% c. Generation Z 0.0% Prepared by: Derek Tai a. 100.0% d. Baby boomers 61 of 2709 12/11/2010 0.0% Score: Question 5 e. Baby busters 0 / 0.67 (0.67 points) The most important demographic trend in the United States is the ________. Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. changing age structure of the population 0.0% d. increasing growth in professional jobs 0.0% Question 6 c. slowing birth rate 0.0% Score: b. mobility of the population 0.0% e. changing structure of the family 0.67 / 0.67 (0.67 points) Most household income is used up in purchasing food, housing, and transportation. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 7 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) As baby boomers reach their peak earning and spending years, they represent markets for high -ticket items. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 9 false 100.0% Score: a. b. true 0 / 0.67 (0.67 points) The youngest of the baby boomers are now in their ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. late 20s 0.0% mid-40s d. early 50s 0.0% Question 10 mid-20s c. 0.0% Score: b. 100.0% e. early 60s 0 / 0.67 (0.67 points) Environmental concerns have been on the decline in the past decade; more government legislation and the green movement may be the cause of this trend. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Prepared by: Derek Tai false 0.0% Score: a. b. true 0.67 / 0.67 62 of 2709 12/11/2010 Question 12 (0.67 points) In 1950, women made up less than 40 percent of the workforce; now they make up ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 35 percent 0.0% b. 40 percent 0.0% c. 43 percent 0.0% d. 46 percent 100.0% Question 15 a. e. 59 percent (0.67 points) A radio station that carries news, features, and ed itorial opinions about your area is best classified as which type of public? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% financial b. media 0.0% c. citizen-action 0.0% d. local 0.0% Question 6 a. 100.0% e. regional (0.67 points) Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to t hem. Trudie works for a reseller. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 8 a. false 100.0% b. true (0.67 points) Recent shifts in where people live have led to shifts in where people work. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 13 a. false 100.0% b. true (0.67 points) Millennials represent a larger demographic segment than the baby boomers or Gen Xers. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% Question 1 a. b. true (0.67 points) A company's marketing environment includes various ________ that are made up of groups that have an actual or potential inter est in, or impact on, an organization's ability to achieve its objectives. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% teams b. audiences 0.0% c. markets 100.0% d. publics 0.0% Question 6 a. 0.0% e. intermediaries (0.67 points) Marketing research firms, advertising agenc ies, media firms, and marketing consulting firms are all referred to as marketing services Prepared by: Derek Tai 63 of 2709 12/11/2010 agencies. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 11 a. false 100.0% b. true (0.67 points) Which of the following is NOT an example of a public that is part of a company's marketing environment? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% financial b. media 0.0% c. government 0.0% d. citizen-action 100.0% Question 14 a. 0.0% e. marketing department (0.67 points) Which of the following demographic groups has NOT seen a percentage increase in the past 50 years? Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. women staying at home with their children 0.0% 0.0% c. nontraditional households 0.0% d. nonfamily households 0.0% Score: b. men staying at home with their children e. women working outside of the home 0 / 0.67 Question 15 (0.67 points) Which of the following geographical areas has NOT experienced a recent population increase? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. micropolitan areas 0.0% b. suburbs 0.0% the West d. the Northeast 0.0% Question 4 c. 100.0% e. the South (0.67 points) Marketers must increasingly consider the needs of traditional households because this segment of the population is growing mo re rapidly than nontraditional households. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 9 a. b. true (0.67 points) A company that experiences negative word of mouth on blogs or social networking sites sho uld ignore rumors, as answering any complaints will only make them seem more legitimate. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Prepared by: Derek Tai false 0.0% Question 14 a. b. true (0.67 points) 64 of 2709 12/11/2010 Which demographic group was once labeled "the MTV generation" but has become the most educated generation to date? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Generation X b. Millennials 0.0% c. Generation Y 0.0% d. baby boomers 0.0% Question 15 a. 0.0% e. teenagers (0.67 points) The three largest age groups in America are the baby boomers, Generation Xers, and ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% seniors b. Millennials 0.0% c. teens 0.0% d. tweens 0.0% Question 7 a. 100.0% e. toddlers (0.67 points) In 1950, women made up less than 40 percent of the workforce; now they make up ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. 35 percent 0.0% 40 percent c. 43 percent 0.0% d. 46 percent 100.0% Question 7 b. 0.0% e. 59 percent (0.67 points) Significant trends in the natural environment include shortag es of raw materials, increased pollution, and decreased government intervention. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 9 false 0.0% Score: a. b. true 0 / 0.67 (0.67 points) Millennials comprise the most commercially influential demographic group in American history. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 12 a. b. true (0.67 points) Workers, managers, and members of the board of directors are all part of a company's ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% general public 100.0% b. internal public 0.0% c. local public 0.0% d. intermediary public 0.0% Prepared by: Derek Tai a. e. market public 65 of 2709 12/11/2010 Question 5 (0.67 points) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. W hich environment is being researched? Student respon se: Percent Value Correct Response Student Response Answer Choices 100.0% b. psychographic 0.0% c. economic 0.0% d. geographic 0.0% Question 7 demographic 0.0% Score: a. e. cultural 0 / 0.67 (Question not answered.) (0.67 points) Which demographic group is characterized by a total fluency and comfort with computer, digital, and Internet technology? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Millennials c. the elderly 0.0% d. Generation Z 0.0% Question 5 Generation X b. 0.0% Score: a. 100.0% e. baby boomers 0 / 0.67 (Question not answered.) (0.67 points) Major companies in several industries are now directly targeting gay and lesbian consumers. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Score: a. false 100.0% b. true 0 / 0.67 (Question not answered.) Question 1 (0.67 points) According to Engel's laws, consumers tend to spend a larger percentage of in come on savings as income rises. Student response: Percent Correct Student Answer Choices Value Response Response a. false 0.0% 100.0% b. true Quiz 4 Question 8 (0.67 points) Which of the following is true about customer relationship management (CRM)? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Prepared by: Derek Tai a. It relies on information produced through primary research. 66 of 2709 12/11/2010 0.0% b. Its aim is to maximize profit margins. 0.0% c. Its aim is to increase the efficiency of each customer touchpoint. 100.0% d. Its aim is to maximize customer loyalty. 0.0% Score: e. Most companies who first implemented CRM have greatly benefited from the results. 0 / 0.67 Question 2 (0.67 points) A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% 0.0% c. develop the needed information 0.0% d. critique the needed information 0.0% Question 3 b. test market the information 100.0% Score: a. experiment to develop information e. compare the needed information 0 / 0.67 (0.67 points) When you glean information from your company's accounting and sales records stored in the computer, you are developing an internal databa se. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% false 100.0% Prepared by: Derek Tai a. b. true 67 of 2709 12/11/2010 Score: Question 13 0.67 / 0.67 (0.67 points) Tasoula Jeannopoulos has a limited budget for the market research she ne eds to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost -effective way to reach a large sample of potential customers? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. personal interviews 100.0% c. Internet surveys 0.0% d. mail surveys 0.0% Question 5 telephone surveys 0.0% Score: a. e. focus group interviews 0.67 / 0.67 (0.67 points) Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales fo rce, and the ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% stockholders c. marketing department 0.0% d. competition 0.0% Question 7 owners b. 100.0% Score: a. 0.0% e. Web 0 / 0.67 (Question not answered.) (0.67 points) A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. providing higher levels of customer service 0.0% b. developing deeper customer relationships 0.0% c. creating offers tailored to specific customer requirements 100.0% d. understanding competition better 0.0% Score: Question 11 e. understanding how to better build the marketing mix 0.67 / 0.67 (0.67 points) Marketing information is only valuable when it is used to ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. identify a target market 0.0% Prepared by: Derek Tai a. simplify management's job c. please shareholders 68 of 2709 12/11/2010 0.0% d. increase efficiencies in the supply chain 100.0% Score: Question 3 e. make better marketing decisions 0 / 0.67 (0.67 points) The real value of marketing research and information lies not in quantity but in the customer insights provided. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% Score: a. b. true 0.67 / 0.67 Question 12 (0.67 points) Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish -speaking respondents. Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. make sure that the survey includes both open -end and closed-end questions 0.0% b. decide whether to focus on primary or secondary data 0.0% c. determine which type of research instrument to use 100.0% 0.0% Score: Question 10 d. have the questionnaire translated back into English to check for accuracy e. determine whether to focus on descriptive or causal objectives 0 / 0.67 (0.67 points) Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she uses low -cost or no-cost methods to gather research Prepared by: Derek Tai 69 of 2709 12/11/2010 data. One method that works very well for her is changing the themes in her lo cal newspaper and radio advertising and watching the result. Juanita is using ________ to gather data for marketing decisions. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% experiments c. guess work 0.0% d. logic-directed research 0.0% Question 8 informal surveys b. 0.0% Score: a. 100.0% e. secondary sources 0.67 / 0.67 (0.67 points) Consumers are most likely to willingly provide research information when researchers provide which of the following? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. social network membership 100.0% c. value for the exchange 0.0% d. prizes 0.0% Question 1 coupons 0.0% Score: a. e. rebates 0.67 / 0.67 (0.67 points) The real value of a company's marketing research and information system lies in the ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. variety of contact methods it uses 0.0% c. efficiency with which it completes studies 100.0% d. quality of customer insights it provides 0.0% Question 14 amount of data it generates 0.0% Score: a. e. marketing information system it follows 0 / 0.67 (Question not answered.) (0.67 points) As a small business consultant, you recommend to your clients that they use no -cost methods of observation to gather market research. Which of the following a NOT likely to recommend your clients do? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. observe vehicle and pedestrian traffic 0.0% b. monitor competitors' advertising from local media 0.0% c. evaluate how many and what kind of customers they currently have 100.0% 0.0% Score: Question 15 d. hire additional staff to observe extensively e. visit and socialize with competitors 0.67 / 0.67 (0.67 points) Prepared by: Derek Tai 70 of 2709 12/11/2010 A good MIS balances the information users would ________ against what they really ________ and what is _ _______. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. like; can afford; needed 100.0% c. like to have; need; feasible to offer 0.0% d. need; can afford; useful 0.0% Question 2 need; like; feasible 0.0% Score: a. e. use; have to use; available 0.67 / 0.67 (0.67 points) Most marketers today believe they still lack a sufficient quantity of research data to make high -quality decisions. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Score: a. b. true 0.67 / 0.67 Question 6 (0.67 points) Too much marketing information can be as harmful as too little. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Score: Question 1 a. false 100.0% b. true 0 / 0.67 (Question not answered.) (0.67 points) An effective MIS assesses information needs, develops needed information, and distributes the information to help managers use it in decision making. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 12 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this top wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method shou ld Maryann select? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% mail questionnaires 0.0% b. telephone interviews 0.0% c. individual interviews 0.0% d. focus group interviews 0.0% Prepared by: Derek Tai a. e. online panels 71 of 2709 12/11/2010 Score: Question 1 0.67 / 0.67 (0.67 points) You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 4 1 and 70 tend to vote Repub You will most likely use a ________ to co llect your data. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. mechanical device 100.0% c. stratified random sample 0.0% d. cluster sample 0.0% Question 5 simple random sample 0.0% Score: a. e. convenience sample 0 / 0.67 (Question not answered.) (0.67 points) You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a co mmon source for this type of res Student respon se: Percent Value Correct Response Student Response Answer Choices 0.0% b. the U.S. Small Business Administration 0.0% c. the U.S. Census Bureau 100.0% d. online surveys 0.0% Question 3 competitors' Web sites 0.0% Score: a. e. the local Chamber of Commerce 0 / 0.67 (Question not answered.) (0.67 points) Which of the following is true about customer relationship management (CRM)? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. It relies on information produced through primary research. 0.0% b. Its aim is to maximize profit margins. 0.0% c. Its aim is to increase the efficiency of each customer touchpoint. 100.0% d. Its aim is to maximize customer loyalty. 0.0% Score: Question 4 e. Most companies who first implemented CRM have greatly benefited from the results. 0 / 0.67 (Question not answered.) (0.67 points) Which of the following is NOT considered a source of marketing intelligence? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. suppliers 0.0% b. resellers 0.0% Prepared by: Derek Tai key customers d. causal research 0.0% Score: c. 100.0% e. activities of competitors 0 / 0.67 (Question not answered.) 72 of 2709 12/11/2010 Question 5 (0.67 points) Small organizations can obtain, with minimal effort and cost, most of which type of data available to large businesses? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. observational 100.0% c. secondary 0.0% d. primary 0.0% Question 7 experimental 0.0% Score: a. e. ethnographic 0 / 0.67 (Question not answered.) (0.67 points) The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Ask only for the information needed. 0.0% b. Use information responsibly to provide value. 0.0% c. Avoid sharing information without the customer's p ermission. 100.0% d. Sell the information only when it is financially worthwhile. 0.0% Score: Question 8 e. Fully explain to the respondents how the information will be used. 0 / 0.67 (Question not answered.) (0.67 points) Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. LexisNexis 0.0% c. DataStar 100.0% d. internal 0.0% Question 9 external 0.0% Score: a. e. ProQuest 0 / 0.67 (Question not answered.) (0.67 points) Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Sophisticated researchers probe our deepest feelings. 0.0% b. Marketers use personal information to manipulate our buying. 0.0% c. Marketers build huge databases full of personal informat ion. 100.0% 0.0% Score: Question 13 d. Marketers make too many products and services available, creating unnecessary consumer wants. e. Protecting personal information is increasingly important. 0 / 0.67 (Question not answered.) (0.67 points) What do many researchers encounter when conducting market research in foreign countries? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% Prepared by: Derek Tai a. Some countries have few telephones, limiting access to respondents. b. Some countries have poor mail services. 73 of 2709 12/11/2010 0.0% c. Some countries have poor roads that limit personal contacts. 0.0% d. Some cultures may not value marketing research. 100.0% Score: Question 15 e. all of these 0 / 0.67 (Question not answered.) (0.67 points) You have just extracted sales and cost data used by the accounting department for preparing financial statements. Most likely , this information is complete and in useable form to build an internal marketing database. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 2 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered.) (0.67 points) Michael Quinones is a customer service agent for a national car ren tal business. He has access to the company's intranet, which provides performance reports, sh work documents, contact information, and detailed information about customers. Which of the following is this access most lik ely to enable Michael to do durin g interactions with customers? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. analyze primary data 0.0% b. use data mining techniques 0.0% c. share information with value-network members 100.0% d. reward customer loyalty with an upgrade or discount 0.0% Score: Question 3 e. evaluate marketing intelligence 0 / 0.67 (Question not answered.) (0.67 points) Anna Gregory just completed reading a marketing research report about the top 25 count ries that purchase American products. What would the report most likely about international research within these countries? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. It is on the decrease due to high costs. 0.0% b. The costs are higher than the benefits. 0.0% c. There is a lack of qualified research personnel. 100.0% d. Despite the costs of international research, the costs of not doing it are higher. 0.0% Score: Question 7 e. Interpretations of American qu ality are consistent among different countries. 0 / 0.67 (Question not answered.) (0.67 points) Which of the following most accurately identifies the purpose of a data warehouse? Student response: Percent Value Correct Response Student Response 0.0% 100.0% Answer Choices a. to prioritize information b. to integrate information a company already has 0.0% 0.0% Prepared by: Derek Tai d. to analyze data 0.0% Score: c. to interpret data e. to identify and discard old data 0 / 0.67 (Question not answered.) 74 of 2709 12/11/2010 Question 8 (0.67 points) Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple int ernational markets. As Marialba plan research in 30 different countries, upon which of the following is she LEAST likely to rely? Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. free secondary data 0.0% d. the same process as domestic researchers 0.0% Question 9 c. primary data collected for the purpose of her research 0.0% Score: b. translators 0.0% e. personal interviews 0 / 0.67 (Question not answered.) (0.67 points) Which of the following statements is NOT true regarding information collected by market ers? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Managers lack information of the right kind. 0.0% b. Most managers do not need more information. 0.0% c. Most managers need better information. 0.0% d. Many managers are burdened by data overload. 100.0% Score: Question 10 e. Managers have the right information and they have enough of it. 0 / 0.67 (Question not answered.) (0.67 points) Customer needs and buying motives are typically obvious to marketers. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Score: Question 11 a. false 0.0% b. true 0 / 0.67 (Question not answered.) (0.67 points) Data age quickly, so keeping the database current requires dedicated resources. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 12 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered.) (0.67 points) The marketing in formation system can serve ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. suppliers 0.0% c. resellers 0.0% d. marketing services agencies 100.0% Question 13 the company's marketing managers 0.0% Score: a. e. all of these 0 / 0.67 (Question not answered.) (0.67 points) Prepared by: Derek Tai 75 of 2709 12/11/2010 ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and develo pments in the marketing environm Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Marketing intelligence c. Sales management 0.0% d. Customer intelligence 0.0% Question 15 Marketing data b. 0.0% Score: a. 100.0% e. Competitive intelligence 0 / 0.67 (Question not answered.) (0.67 points) Major suppliers and resellers are not important sources of intelligence information for marketing decision making. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 1 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered.) (0.67 points) For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________ . Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. 0.0% b. informal surveys of customers 0.0% c. 0.0% d. competitors' advertisements 100.0% Score: Question 3 traffic-flow patterns in specific areas past sales data e. options for repackaging the company's products 0 / 0.67 (Question not answered.) (0.67 points) When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch t o get reactions, they are using ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. experiments 0.0% c. observation 0.0% d. direct marketing 0.0% Question 5 informal surveys 0.0% Score: a. e. marketing intelligence 0 / 0.67 (Question not answered.) (0.67 points) To address concerns about the misuse of research study findings, several highly regarded marketing associations have develope d ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. customer relationship management guidelines 0.0% b. behavior targeting "Do Not Track" lists 0.0% Prepared by: Derek Tai chief privacy officer job descriptions d. codes of research ethics 0.0% Score: c. 100.0% e. bans against using "cookies" 0 / 0.67 (Question not answered.) 76 of 2709 12/11/2010 Question 9 (0.67 points) Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of th following research instruments would be best for this firm? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. people meters 0.0% questionnaires d. eye cameras 0.0% Question 13 checkout scanners c. 0.0% Score: b. 100.0% e. MRI scans 0 / 0.67 (Question not answered.) (0.67 points) What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. an extranet 0.0% c. the Internet 0.0% d. marketing research 0.0% Question 14 an intranet 0.0% Score: a. e. marketing intelligence 0 / 0.67 (Question not answered.) (0.67 points) Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initi al problem with this collection is dev good ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% research firms c. customer relationships with nationals 0.0% d. relationships with channel members 0.0% Question 15 samples b. 0.0% Score: a. 0.0% e. analytical models 0 / 0.67 (Question not answered.) (0.67 points) Marketers must weigh carefully the costs of additional information against the ________ resulting from it. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% benefits c. creativity 0.0% d. ethical issues 0.0% Question 11 organization b. 0.0% Score: a. 100.0% e. cost 0 / 0.67 (Question not answered.) (0.67 points) Cultural differences, especially thos e involving language, can add to research costs in foreign markets and can increase the ________. Student response: Percent Value Correct Response Student Response 0.0% Prepared by: Derek Tai Answer Choices a. 77 of 2709 foreign trade 12/11/2010 100.0% risks of error c. response rate 0.0% d. need for a larger sample 0.0% Question 6 b. 0.0% e. reliance on primary data (0.67 points) Through which of these sources of information is a competitor least likely to reveal intelligence information? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% annual reports 0.0% b. trade show exhibits 0.0% c. Web pages 0.0% d. press releases 100.0% Question 9 a. e. internal marketing meetings (0.67 points) Many major companies have created the position of ________ to address concerns about the privacy of customers. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. chief customer loyalty manager 0.0% chief behavioral analyst c. chief privacy officer 0.0% d. ethics manager 0.0% Question 13 b. 100.0% e. data warehouse manager (0.67 points) As a small business consultant, you recommend to your clients that they use no -cost methods of observation to gather market researc Which of the following are you NOT likely to recommend your clients do? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. observe vehicle and pedestrian traffic 0.0% b. monitor competitors' advertising from local media 0.0% c. evaluate how many and what kind of customers they currently have 100.0% d. hire additional staff to observe extensively 0.0% Question 1 e. visit and socialize with competitors (0.67 points) Choose the statement that is NOT a typical c onsumer concern about intrusion on consumer privacy. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Sophisticated researchers probe our deepest feelings. 0.0% b. Marketers use personal information to manipulate our buying. 0.0% c. Marketers build huge databases full of personal information. 100.0% d. Marketers make too many products and services available, creating unnecessary consumer wants. 0.0% Question 3 e. Protecting personal information is increasingly important. (0.67 points) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and develo pments i marketing environment. Student response: Prepared by: Derek Tai Percent Value Correct Response Student Response 78 of 2709 Answer Choices 12/11/2010 0.0% Marketing data b. Marketing intelligence 0.0% c. Sales management 0.0% d. Customer intelligence 0.0% Question 5 a. 100.0% e. Competitive intelligence (0.67 points) Behavioral targeting, the practice of ________, is being used by more and more companies. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. tracking customers' activities and rewarding customer loyalty 0.0% b. managing customer relations hips 0.0% c. mining and analyzing data from data warehouses 100.0% d. tracking consumers' online movements and using this information to target ads to them 0.0% Question 14 e. observing and interacting with consumers in their natural environments (0.67 points) You have decided to use only closed-end questions on your survey. Which of the following questions would NOT be found on your surve Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. Do you like chocolate? 0.0% b. What is your gender? 0.0% c. Do you work full- or part-time? 100.0% d. What do you like about your teacher? 0.0% Question 1 e. In what month do you plant your garden? (0.67 points) According to your text, what are two current major public policy and ethical issues in marketing research? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. child pornography and identifying sampling methods 100.0% 0.0% d. selling of personal information to other firms and online secondary data 0.0% Question 9 c. misuse of research findings and locating valuable secondary data 0.0% Score: b. intrusions on consumer privacy and misuse of research findings e. ethnography and the misinterpretation of it 0 / 0.67 (Question not answered.) (0.67 points) Which of the following is NOT a potential source for marketing intelligence? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. competitors' garbage 0.0% b. competitors' products 0.0% c. competitors' sales data published in annual reports 100.0% 0.0% Prepared by: Derek Tai d. primary data e. discussions with purchasing agents 79 of 2709 12/11/2010 Score: Question 14 0 / 0.67 (Question not answered.) (0.67 points) In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. data mining 0.0% c. customer strategy 0.0% d. customer loyalty management 0.0% Question 2 data warehousing 100.0% Score: a. e. value network 0 / 0.67 (Question not answered.) (0.67 points) The availability of which of the following is most problematic in international ma rketing research? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. primary data 0.0% secondary data d. intelligence limitations 0.0% Question 11 research specialists c. 0.0% Score: b. 100.0% e. consumers willing to answer surveys 0 / 0.67 (Question not answered.) (0.67 points) Which of the following statements regarding marketing intelligence is true? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Marketing intelligence is privately held information. 0.0% b. The advantage of using competitive intelligence is negligible. 0.0% c. All marketing intelligence is free. 100.0% 0.0 % Score: d. Marketing intelligence is publicly available information. e. Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities. 0.67 / 0.67 Question 11 (0.67 points) Despite the data glut that marketing managers receive, they frequentl y complain that they lack ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. enough information of the right kind 0.0% b. reliable information 0.0% c. timely information 0.0% d. accurate infor mation 0.0% e. valid information Score:0 / 0.67 Prepared by: Derek Tai 80 of 2709 12/11/2010 Quiz 1-4 Chapter 4 The Marketing Environment Multiple Choice 1. The most commercially influential demographic group in history is _____. a. generation X b. baby boomers c. generation Y d. seniors (b; Easy; p. 105) 2. The current marketing environment has a tendency to turn back the clock to simpler times. What has this yearning produced? a. massive nostalgia wave b. massive nutrition wave c. massive exercise wave d. massive music wave (a; Easy; p. 105) 3. _____ is perhaps the company that has been most successful in riding the nostalgia wave. a. Capital Records b. Ovaltine c. Volkswagen d. Levi Strauss (c; Moderate; p. 105) 4. Most trend analysts believe that the nostalgia craze/wave will _____ as the baby boomers continue to mature. a. decline b. slow c. disappear d. grow (d; Easy; p. 106) Jamie Bestowitcz is researching the factors and forces outside marketing that affect marketing management‘s ability to build and maintain successful relationships with target customers. What is Jamie researching? a. the marketing environment b. strategic planning c. target markets d. none of the above (a; Moderate; p. 106) 6. More than any other group in the company, marketers must be the _____ and _____. a. mass merchandisers; opportunity seekers b. trend trackers; mass merchandisers c. most skilled; trend trackers d. trend trackers; opportunity seekers (d; Challenging; p. 106) 5. You are directed to study the factors that are close to the company that affect its ability to serve its customers – t he company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the global environment (b; Moderate; p. 107) 7. 8. You are directed to study the factors that are larger societal forces t hat affect your company – demographic, economic, natural, technological, political, and cultural. What are you studying? a. the macroenvironment Prepared by: Derek Tai 81 of 2709 12/11/2010 b. the microenvironment c. the marketing environment d. the global environment (a; Easy; p. 107) 9. All of the groups within a company are called the _____. a. culture b. diversity c. internal environment d. climate (c; Easy; p. 108) 10. Which of the following do suppliers not provide marketers within your firm? a. resources to produce products and services b. insight into trends and competitors c. partners in creating and delivering customer value d. the funding for your paychecks (d; Moderate; p. 108) 11. LandPort Transportation and Omega Warehousing help distribute the goods your company sells. The two businesses are examples of _____. a. resellers b. marketing services agencies c. marketing intermediaries d. physical distribution firms (c; Challenging; p. 108) 12. These firms help companies to stock and move goods from their points of origin to their destinations. a. financial intermediaries b. physical distribution firms c. marketing service firms d. resellers (b; Easy; p. 108) 13. Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as _ ____. a. financial intermediaries b. physical distribution firms c. marketing service firms d. resellers (a; Moderate; p. 108) 14. Currently, you are employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote t heir products to the right markets. For whom are you employed? a. financial intermediary b. physical distribution firm c. marketing service firm d. reseller (c; Moderate; p. 108) 15. Percy Originals caters to a market of individuals and households that buys goods and services for personal consumption. What do we call this market? a. business b. reseller c. government d. consumer (d; Easy; p. 109) 16. Name the market that buys goods and services for further processing or for use in the production process. a. business b. reseller c. wholesale d. consumer (a; Easy; p. 109) Prepared by: Derek Tai 82 of 2709 12/11/2010 17. Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market? a. business b. reseller c. wholesale d. consumer (b; Moderate; p. 109) A company‘s marketing environment includes various _____, which consists of any group that has an actual or potential interest in or impact on an organization‘s ability to achieve its objectives. a. teams b. audiences c. markets d. publics (d; Moderate; p. 110) 18. 19. This type of public is a radio station that carries news, features, and editorial opinions about your area. What is it? a. financial b. media c. citizen-action d. local (b; Easy; p. 110) A consumer organization, environmental group, and minority group have challenged your firm‘s stand on a local issue. This is the _____ public. a. general b. local c. government d. citizen-action (d; Challenging; p. 110) 20. 21. Your marketing environment is currently researching the size, density, location, age, and occupations of your target market. What is this environment? a. demographic b. psychographic c. VALS d. geographic (a; Moderate; p. 111) Statisticians have projected the world‘s population to reach _____ billion by the year 2025. a. 6.5 b. 6.9 c. 7.5 d. 7.9 (d; Easy; p. 111) 22. 23. The three largest age groups in America are the baby boomers, generation X, and _____. a. seniors b. generation Y c. teens d. toddlers (b; Moderate; p. 112) 24. You distribute coupons to every household in America. Sooner or later, you will reach all ___ million people in this country. a. 267 b. 277 c. 287 Prepared by: Derek Tai 83 of 2709 12/11/2010 d. 297 (c; Easy; p. 112) 25. Research has shown that the most important demographic trend in the United States is the _____. a. changing age structure of the population b. mobility of people c. slowing birth rate d. increase in professional jobs (a; Moderate; p. 112) Some baby boomers are referred to as ―DINKs.‖ What does this stand for? a. dependable income, no-kids couple b. don‘t work, intelligent, no -kicks c. dual -income, no-kids couple d. none of the above (c; Easy; p. 113) 26. 27. Baby boomers were born between the years 1946 and _____. a. 1954 b. 1960 c. 1964 d. 1970 (c; Easy; p. 112) 28. This demographic age group is approaching life with a new stability and reasonableness in the way they live, think, eat, and spend. They are _____. a. generation X b. generation Y c. baby busters d. baby boomers (d; Moderate; p. 113) 29. Which group buys a lot of sweaters, boots, electronics, cars, and computers? a. generation X b. generation Y c. baby boomers d. all of the above (a; Easy; p. 114) 30. This group shares new cultural concerns, cares about the environment, and responds favor ably to socially responsible companies. Who are they? a. generation X b. generation Y c. generation Z d. baby boomers (a; Challenging; p. 114) 31. Who are the echo boomers? a. generation X b. generation Y c. generation Z d. baby boomers (b; Moderate; p. 114) 32. This group has created l arge kid and teen markets. Who are they? a. generation X b. generation Y c. generation Z d. baby boomers (b; Easy; p. 114) 33. Recently you read a marketing research report that mentioned ____ has (have) utter fluency and comfort with computer, digital , and Internet technology. a. generation X Prepared by: Derek Tai 84 of 2709 12/11/2010 b. generation Y c. generation Z d. baby boomers (b; Moderate; p. 114) 34. Defining people by their birth date may be less effective than segmenting them by their _____ or ____. a. income; occupation b. lifestyle; occupation c. lifestyle; life stage d. occupation; life stage (d; Challenging; p. 116) 35. It is interesting to note that about _____ percent of American households contain married couples with children. a. 24 b. 28 c. 32 d. 34 (d; Easy; p. 116) 36. The three groups of baby boomers include leading, _____, and traili ng. a. core b. general c. secondary d. central (a; Moderate; p. 113) 37. _____ households are now growing faster than _____ households. a. Traditional; nontraditional b. Large; traditional c. Nontraditional; smaller d. Nontraditional; traditional (d; Moderate; p. 116) 38. In 1950, women made up 30 percent of the workforce; now they make up _____. a. 35 percent b. 40 percent c. 43 percent d. 46 percent (d; Easy; p. 116) 39. Americans are very mobile. Over the past two decades, the U.S. population has shifted toward the _____ states. a. Midwest b. western c. sunbelt d. southeastern (c; Easy; p. 117) 40. Within given regions, the population is moving from large cities to the _____. a. smaller cities b. rural areas c. foreign countries d. suburbs (d; Moderate; p. 117) 41. Nearly 40 million Americans are working out of their homes wit h electronic conveniences. They are called the _____ market. a. telecommuters b. SOHO c. mobile d. work-at-home (b; Challenging; p. 117) 42. Population shifts interest marketers because people in different regions _____ differently. Prepared by: Derek Tai 85 of 2709 12/11/2010 a. eat b. think c. buy d. act (c; Moderate; p. 117) 43. Facts For You research firm has just released a report that one of these groups of workers has declined during the last 20 ye ars. Which one is it? a. white collar b. blue collar c. service d. unemployed (b; Moderate; p. 118) 44. Marketers need to know that almost everyone in this country is a native. Which country is it? a. China b. Bolivia c. Japan d. Korea (c; Easy; p. 118) 45. Because of increased _____, Americans will demand higher quality products, books, magazines, travel, personal computers, and Internet services. a. income b. family size c. education d. none of the above (c; Moderate; p. 118) 46. It is important for marketers to know that the _____ population growth is 12 times greater than the Caucasian growth rate. a. Hispanic b. Ethnic c. Asian d. African American (b; Challenging; p. 118) 47. Most large companies know they must now target specially designed _____ and _____ to ethnic groups in the United States. a. advertising; services b. services; promotions c. products; promotions d. services; labeling (c; Moderate; p. 118) 48. Members of this group are more likely than the general population to have professional jobs, own a vacation home, own a notebook computer, and own individual stocks. a. yuppies b. gays and lesbians c. baby boomers d. echo boomers (b; Challenging; p. 119) 49. This group of Americans totals 54 million. Who a re they? a. baby boomers b. people born in America c. people with disabilities d. none of the above (c; Moderate; p. 120) 50. Which economic group offers few market opportunities? a. subsistence b. second-world c. industrial d. industrial -technical (a; Easy; p. 120) Prepared by: Derek Tai 86 of 2709 12/11/2010 51. The _____ environment consists of factors that affect consumer purchasing power and spending patterns. a. social -cultural b. political-legal c. technological d. economic (d; Easy; p. 120) 52. During the 1980s, American consumers fell into a(n) _____ frenzy that may never be equaled agai n in our time. a. debt b. consumption c. unemployment d. spending (c; Challenging; p. 121) 53. Marketers would do well to take heed of the fact that this group is somewhat careful about its spending but can still afford t he good life some of the time. a. Lower class b. lower-middle class c. middle class d. upper class (c; Easy; p. 121) 54. Since money is tight for most Americans, marketers must strike a balance between product quality and price called _____. a. value marketing b. lifestyle marketing c. income distribution marketing d. satisfaction marketing (a; Easy; p. 121) 55. Find the group of expenses that use up most household income. a. food, housing, retirement planning b. housing, insurance, taxes c. food, housing, transportation d. housing, taxes, transportation (c; Moderate; p. 122) Ernst Engel‘s laws generally have been supported by recent studies. He discovered that as family income rises, the percentage spent on _____ declines and the percentage spent on _____ remains about constant. a. food; clothing b. clothing; recreation/entertainment c. food; transportation d. food; housing (d; Challenging; p. 122) 56. 57. One of the major concerns for marketers about the natural environment is the _____. a. number of protestors against misuse b. shortages of raw materials c. increases in recycling d. none of the above (b; Easy; p. 123) 58. The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the _____. a. raw material market b. natural environment c. endangered environment d. green movement (b; Easy; p. 123) 59. As a marketer of pesticides , you should be concerned about all of the following natural environment trends mentioned in your text except _____. a. shortages of raw materials b. increased pollution c. increased government intervention d. government subsidies (d; Challenging: p. 123) Prepared by: Derek Tai 87 of 2709 12/11/2010 What movement has spawned the marketer‘s awareness of environmentally sustainable strategies? a. EPA b. black market c. green movement d. deregulation (c; Moderate; p. 124) 60. Can you find the most likely dramatic force shaping the marketer‘s destiny? a. technological environment b. natural environment c. legal-political environment d. deregulation (a; Easy; p. 124) 61. 62. New technologies create new opportunities and new _____. a. products b. services c. markets d. means of financing purchases (c; Moderate; p. 124) 63. This country leads the world in research and development spending. This aids marketers in developing new products for market segments. a. England b. Germany c. Brazil d. United States (d; Moderate; p. 125) 64. Marketers are aware of laws, government agencies, and pressure groups that influence or limit various or ganizations and individuals in a given society. We call this the _____ environment. a. social -legal b. legal-cultural c. political d. legal-technological (c; Easy; p. 125) 65. Even the most liberal advocates of free -market economies agree that the system works best with _____. a. medium regulation b. maximum regulation c. occasional regulation d. at least some regulation (d; Moderate; p. 125) 66. As marketing manager for Laser Industries, you should be aware that legislation affecting business around the world will continue to _____. a. exist b. increase c. remain steady d. decrease (b; Easy; p. 125) 67. Business legislation has been created for three basic reasons: to protect companies from each other, to protect consumers, an d to _____. a. protect the interests of society b. regulate prices c. increase world t rade d. regulate monopolies (a; Challenging; p. 126) 68. The reason business regulation exists to protect the interests of society is to limit _____. a. businesses from harming each other b. unfair business practices Prepared by: Derek Tai 88 of 2709 12/11/2010 c. unrestrained business behavior d. monopolistic competition (c; Moderate; p. 126) 69. International marketers will encounter the most business legislation in what country? a. Canada b. Russia c. China d. United States (d; Moderate; p. 127) 70. Marketers will encounter legislation to regulate business activity in the Unit ed States at which of these levels? a. local and state b. national c. international d. all of the above (d; Easy; p. 127) 71. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues o f _____ and _____. a. ethics; promotion responsibility b. ethics; social responsibility c. finances; employee discrimination d. management ethics; insider trading (b; Challenging; p. 127) 72. The primary concern with the boom in e -commerce and Internet marketing is _____. a. pornography b. ripoffs c. privacy d. ethics (c; Moderate; p. 127) A society‘s basic values, perceptions, preferences, and behaviors are found in its _____ environment. a. social b. cultural c. social -cultural d. cultural -economic (b; Easy; p. 127) 73. Marketers must understand that a society‘s core beliefs and values have a high degree of _____. a. persistence b. rigidity c. similarity d. ethnocentrism (a; Challenging; p. 129) 74. 75. Your company is making negotiations to enter basic markets in Lower Albania. You have discovered that _____ beliefs and values are more open to change in this country. a. simple b. secondary c. primary d. core (b; Easy; p. 129) Prepared by: Derek Tai 89 of 2709 12/11/2010 76. The Yankelovich model maintains that the decade drives for the 2000s will come primarily from the _____ and the _____. a. echo boomers; baby boomers b. generation Xers; generation Yers c. baby boomers; generation Xers d. none of the above (c; Challenging; p. 130) 77. During the 2000s, baby boomers will be driven by all of the following except one. a. adventure b. smarts c. intergenerational support d. retreating (d; Moderate; p. 130) 78. During the 2000s, gen Xers will be driven by which of the following factors? a. redefining the good life b. new rituals c. cutting and pasting d. all of the above (d; Challenging; p. 130) As contrasted with the ―me‖ society during the 1980s, the new consumers are adopting more _____ behaviors and ambitions. a. family b. conservative c. liberal d. middle -of-the road (b; Moderate; p. 130) 80. Studies suggest a bright future for products and services that serve _____ needs and provide real _____. a. emotional; excitement b. basic; wants c. basic; value d. existing; value (c; Easy; p. 130) 79. Marketers have noticed a shift away from the ―me‖ society to the ―_____‖ society. a. them b. we c. new d. future (b; Easy: p. 131) 81. Today‘s employees tend to be less loyal to and more _____ of employers. a. trustful b. respectful c. ashamed d. distrustful (d; Easy; p. 131) 82. 83. Since September 11, many marketers have taken advantage of increased _____ in Americans. a. loyalty b. patriotism c. distrust d. foreign intolerance (b; Moderate; p. 131) People‘s orientation to their society influences their attitudes tow ard the marketplace and their consumption _____. a. desires b. needs c. patterns d. wants (c; Moderate; p. 131) 84. 85. Marketers have observed from research that consumers are involved in more camping, hiking, boating, fishing, and other outdoor activities because of their _____. Prepared by: Derek Tai 90 of 2709 12/11/2010 a. love of nature b. awareness of nature c. need for exercise d. none of the above (a; Moderate; p. 131) 86. Consumers‘ love of nature has led to a $25 billion industry supplying _____ and _____ products to a growing market. a. natural; low-priced b. organic; healthy c. natural; organic d. organic; weight-loss (c; Challenging; p. 132) 87. Some experts explain that Americans are concerned with the meaning of life and issues of the soul and spirit and are on a _____ journey that marketers need to envision. a. religious b. philosophical c. eternal d. spiritual (d; Moderate; p. 132) 88. Individuals are bringing their spiritual awareness to the _____ they buy. a. products b. styles c. brands d. benefits (c; Moderate; p. 132) 89. Marketers can take _____ by taking aggressive action to affect the publics and forces in their marketing environments. a. an environmental perspective b. an environmental management perspective c. a natural perspective d. a natural management perspective (b; Challenging; p. 132) 90. Firms that take an environmental management perspective will hire ____ to i nfluence legislation affecting their industries to their advantage. a. mediators b. lobbyists c. negotiators d. politicians (b; Easy; p. 132) True – False 91. Baby boomers comprise the most commercially influential demographic group in history. (True; Easy; p. 106) 92. The yearning caused by ―millennial fever‖ is a greater desire for advanced electronic technology. (False; Moderate; p. 106) Today‘s marketers must be good at customer relationship management and partner relationship management in order to connect effectively with customers, others in the company, and external partners. (True; Challenging; p. 106) 93. 94. When your marketing manager, Suzie Kwan, discussed factors and forces outside marketing that affect marketing management‘s ability to build and maintain suc cessful relationships with target customers, you knew that she was talking about the external marketing concept. Prepared by: Derek Tai 91 of 2709 12/11/2010 (False; Moderate; p. 107) 95. Boz Foster, owner of the 21-store chain of Boz Cycles, explained to the store managers at a recent sales meeting tha t marketers, more than any other group in the company, must be the trend trackers and opportunity seekers. You believe this to be a true statement. (True; Moderate; p. 107) 96. The microenvironment consists of the larger societal forces that affect the micro environment, such as demographic, economic, political, and cultural. (False; Easy; p. 107) 97. The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics. (False; Easy; p. 107) 98. Your accounting department must measure revenues and costs to help the marketing department know how well it is achieving its objectives. (True; Easy; p. 108) 99. Trudie Jones works for a firm that is a distribution channel member that helps the company find customers or make sales to them. Trudie works for a reseller. (True; Moderate; p. 108) 100. Marketing research firms, advertising agencies, media firms, and marketing consulting firms are referred to as marketing services agencies. (True; Easy; p. 108) 101. As an employee of Bonkers Enterprises, you market wild and crazy games for teens to play at parties. You work in the business market. (False; Easy; p. 108) 102. Today‘s marketers recognize the importance of working with their intermediaries as channels through which they sell their products rather than as mere partners. (False; Moderate; p. 108) 103. No single competitive marketing strategy is best for all companies. (True; Easy; p. 109) 104. Consumer organizations such as environmental and minority groups may question a company‘s marketing decisions. This t ype of public is called the local public. (False; Moderate; p. 110) 105. The reason the demographic environment is of major interest to marketers is because it involves people, and peop le make up markets. (True; Easy; p. 111) 106. If the world were reduced to a village of 1,000 people, the cross -representative sample would include 52 North Americans, 64 people who would speak Spanish, and 329 Christians, and half would be immunized against i nfections. (True; Challenging; p. 111) 107. The single most important demographic trend in the United States that marketers should understand is the changing family structure. (False; Moderate; p. 116) 108. It is important to note that as baby boomers reach their peak earning and spending years, they become markets for high -ticket items. (True; Easy; p. 113) 109. Gen Yers buy a lot of products including cosmetics, cars, fast food, sweaters, boots, electronics, mountain bikes, and computers. (False; Moderate; p. 114) 110. By the year 2010, the Gen Xers will take over the baby boomers as a primary market for almost every product category. (True; Moderate; p. 114) Prepared by: Derek Tai 92 of 2709 12/11/2010 111. Marketers must increasingly consider the special needs of nontraditional households because they are now growi ng more rapidly than traditional households. (True; Moderate; p. 116) 112. A reason that chain stores and franchise restaurants have done well in the United States is because the 21 percent of the population that is mobile can buy familiar products wherever th ey go. (False; Moderate; p. 117) 113. The American workforce today is better educated and more white collar. (True; Easy; p. 118) 114. We can learn from the advertising and promotion campaigns of most large companies that emphasizing community and family is important. (True; Moderate; p. 118) 115. Companies in several industries are now waking up to the needs and potential of the gay and lesbian segment. (True; Easy; p. 119) 116. The gay and lesbian market represents 54 million people and almost $1 trillion in annual spend ing power. It is larger than African Americans or Hispanics. (False; Moderate; p. 120) 117. Marketers realize there is some, though limited, opportunity in this economy that consumes most of their own agricultural and industrial output. It is called a third world country. (False; Challenging; p. 120) 118. The marketing department at U.S. FoodStores just released a report that most household income is used up in purchasing food, housing, and transportation. (True; Moderate; p. 122) 119. The significant trends in the n atural environment include shortages of raw materials, increased pollution, and decreased government intervention. (False; Challenging; p. 123) 120. Significant reasons for business legislation to be enacted include protecting the interests of society, protect ing consumers, and protecting companies from each other. (True; Easy; p. 125) 121. The difference in the cultural environment between core values/beliefs and secondary ones is that the former are more open to change. (False; Easy; p. 129) 122. When firms take aggressive action to affect the publics and forces in their marketing environment, they are taking an environmental management perspective. (True; Moderate; p. 132) Essay 123. Provide an overview of what marketers will face during the new millennium. The baby boomers are resisting the aging process, and everyone seems to feel a bit overwhelmed, overstimulated, overloaded, and technostressed. There is a yearning to turn back the clock to simpler times. Nostalgia plays a major role in boomers‘ l ives. Products are reproduced anew to bring back memories and good times. We must be aware of the convergence of a wide range of forces in the environment ranging from technological to economic, demographic, cultural, social, and political. (Challenging; p. 106) 124. Who are the major players in a company‘s microenvironment? Prepared by: Derek Tai 93 of 2709 12/11/2010 Within the company, marketing management takes other groups into account such as top management, finance, research and development, purchasing, operations, and accounting. Suppliers form an important l ink in the company‘s overall customer value delivery system. Marketing intermediaries help the firm to promote, sell, and distribute its goods to final buyers. T hey include resellers, physical distribution firms, marketing services agencies, and financia l intermediaries. Customers purchase the goods and services a company produces. Competitors vie for your customers‘ dollars and loyalty. Various publics have an actual or potential interest in an organization‘s ability to achieve its objectives. (Moderate; pp. 107-111) 125. What goes into a company‘s macroenvironment? Studying demography to determine the human population in terms of size, density, location, age, gender, race, occupation, and other statistics in a firm‘s market area is essential. It is imp ortant to note that the most single important demographic trend in the United States is the changing age structure. A firm must be aware of generational differences and the changing American family structure. Prepared by: Derek Tai 94 of 2709 12/11/2010 Populations are shifting geographically and a re more mobile. They are better educated and more white collar than in the past. Diversity keeps increasing. The economy evolves, and household incomes and consumer spending habits change. The natural, technological, political, and cultural environment s exert forces on the macroenvironment. (Challenging; pp. 111 -132) 126. Describe important factors in the marketing environment. It consists of the factors and forces outside marketing that affect marketing management‘s ability to build and maintain successful relationships with target customers. Marketers must be good at customer relationship management and partner relationship management to survive in this environment. Customers, suppliers, competitors, and various publics must be studied. (Easy; p. 106-111) 127. Differentiate between the basic marketing intermediaries. These groups help the company to promote, sell, and distribute its goods and services to final buyers. Resellers are distribution channel firms that help the company find customers or make sal es to them. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Marketing services agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets. Financial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated wit h the buying and selling of goods. (Moderate; p. 108-109) 128. Distinguish among the five types of customer markets. Consumer markets consist of individuals and households that buy goods and services for personal consumption. Business markets buy goods and services for further processing or for use in their production process. Reseller markets buy goods and services to resell at a profit. Government markets are made up of government agencies that buy goods and services to produce public services or transfer t he goods and services to others who need them. International markets consist of these buyers in other countries, including consumers, producers, resellers, and governments. (Challenging; p. 107) Prepared by: Derek Tai 95 of 2709 12/11/2010 129. What can marketers learn from demography? Marketers can learn much about human populations in terms of size, density, age, location, gender, race, occupation, and other statistics. We learn that the world population is growing at an explosive rate, which means growing human needs to satisfy. The baby boomer market of 78 million people has created the largest single market in U.S. history. Gen Xers and Gen Yers have different needs and wants and have money to satisfy them. We can learn the differences in the generations and the changing American family. The mobility and geographic shifts open new marketing opportunities for many companies. A better-educated and a more white -collar population in the United States means a shift in emphasis on many goods and services. (Challenging; p. 111 -120) 130. Who are the five major submarkets in the United States? What is the major significance of the markets? The five major submarkets that have their special needs and wants include African Americans, Hispanics, Asian Americans, disabled Americans, and the gay/lesbian marke t. The major significance is that they are all growing steadily and are changing the current household makeup. Marketers must study each market to effectively serve its needs. (Easy; p. 127-129) 131. What steps is the government taking to regulate the politi cal environment? Governments develop public policy to guide commerce with sets of laws and regulations that limit business for the good of society as a whole. Business legislation has been enacted for a number of reasons, including to protect companies f rom each other, to protect consumers, and to protect the interests of society. (Easy; p. 125-127) 1. Despite the data glut that marketing managers receive, they frequently complain that they lack ________. Your Answer: quality information Correct Answer: enough information of the right kind 2. The real value of a company's marketing research and information system lies in the ________. Your Answer: marketing information system it follows Correct Answer: quality of customer insights it provides 3. A good MIS balances the information users would ________ against what they really ________ and what is ________. Your Answer: like to have; need; feasible to offer 4. Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________. Your Answer: marketing department 5. Which of the following statements regarding marketing intelligence is true? Your Answer: Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities. Correct Answer: Marketing intelligence is publicly available information. Prepared by: Derek Tai 96 of 2709 12/11/2010 6. Which of the following is not a potential source for marketing intel ligence? Your Answer: monitoring competitors' sales Correct Answer: primary data 7. What is the first step in the marketing research process? Your Answer: developing the research plan for collecting information Correct Answer: defining the problem and research objectives 8. Causal research is used to ________. Your Answer: find information at the outset in an unstructured way Correct Answer: test hypotheses about cause-and-effect relationships 9. Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. Your Answer: selecting a research agency to help Correct Answer: defining the problem and research objectives 10. In the second step of the marketing research process, research objectives should be translated into specific ________. Your Answer: time allotments Correct Answer: information needs 11. Secondary data consists of information ________. Your Answer: that already exists somewhere and is outdated Correct Answer: that already exists somewhere and was collected for another purpose 12. Which form of data below can usually be obtained more quickly and at a lower cost than the others? Your Answer: online marketing research Correct Answer: secondary 13. Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is not one of them? Your Answer: It is generally more expensive to obtain than primary data Prepared by: Derek Tai 97 of 2709 12/11/2010 14. Which method could a marketing resear cher use to obtain information that people are unwilling or unable to provide? Your Answer: observational research 15. Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering _____ ___ information. Your Answer: preference Correct Answer: descriptive 16. Survey research is least likely to be conducted through which of the following? Your Answer: observation 17. Which of the following is not a disadvantage of telephone interviews? Your Answer: They are more expensive to conduct than mail questionnaires. Correct Answer: Interviewers tend to interpret answers similarly. 18. Which form of marketing research is flexible, allows for explanation of diffic ult questions, and lends itself to showing products and advertisements? Your Answer: observational research Correct Answer: personal interviewing 19. Which of the following is a disadvantage of online focus groups? Your Answer: The format of focus groups can be varied. Correct Answer: The Internet format can restrict respondents' expressiveness. 20. Espen Johanson regularly conducts online marketing research at work. He has found that it has several advantages over traditional me thods. Which of these is not an advantage? Your Answer: It is easier for respondents to complete. Correct Answer: It is easy to control who responds to surveys. 21. What is a major drawback of probability sampling? Your Answer: everyone has an equal chance of selection Correct Answer: takes too much time 22. The most common research instrument used is the ________. Your Answer: moderator Prepared by: Derek Tai 98 of 2709 12/11/2010 Correct Answer: questionnaire 23. In marketing research, the ________ phase is generally the most expensive and most subject to error. Your Answer: data collection 24. Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following could you try? Your Answer: more sophisticated software Correct Answer: customer relationship management 25. In CRM, findings about customers discovered through ________ techniques often lead to marketing op portunities. Your Answer: customer relationship strategy Correct Answer: data mining 26. What source of marketing information provides ready access to research information, stored reports, shared work documents, contact information for employ ees and other stakeholders, and more? Your Answer: an extranet Correct Answer: an intranet 27. When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________. Your Answer: informal surveys 28. A common problem in international marketing research is the availability of ________. Your Answer: consumers willing to answer surveys Correct Answer: secondary data 29. What do many researchers encounter when conducting market research in foreign countries? Your Answer: Some countries have poor roads that limit personal contacts. Correct Answer: all of the above 30. Prepared by: Derek Tai Stephan Schmidt just completed reading a marketing research report about the top 25 countries that purchase German products. What might the report say about international research with these countries? 99 of 2709 12/11/2010 Your Answer: It is on the decrease due to high costs. Correct Answer: Despite the costs of international research, the costs of not doing it are higher. 31. Behavioural targeting, the practice of ________, is being used by more and more companies. Your Answer: observing and interacting with consumers in their natural environments Correct Answer: tracking consumers' online movements and using this information to target ads to them 32. To consumers, research studies may appear to be little more than vehicles for ________. Your Answer: building company image Correct Answer: selling the sponsor's products 33. Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? Your Answer: exploratory research Correct Answer: descriptive research 34. You want to find out whether Europeans aged between 18 and 40 are more likely to vote for parties pursuing green policies than Europeans aged between 41 and 70. You will most likely use ________ to collect your data. Your Answer: mechanica l devices Correct Answer: a sample 35. As a small business consultant, you recommend to your clients that they use no -cost methods of observation to gather market research. Which of the following are you not likely to recommend your clients do? Your Answer: Monitor competitors' advertising from local media. Correct Answer: Hire additional staff to observe extensively. 1. Which of the following terms is used to describe the factors and forces outside marketing that affect marketing ma nagement's ability to build and maintain successful relationships with target customers? Your Answer: the marketing mix Correct Answer: the marketing environment 2. You are directed to study the factors that are larger societal forces that af fect your company–demographic, economic, natural, technological, political, and cultural. What are you studying? Your Answer: the microenvironment Prepared by: Derek Tai 100 of 2709 12/11/2010 Correct Answer: the macroenvironment 3. All of the groups within a company are called the _____ ___. Your Answer: internal environment 4. Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________. Your Answer: marketing service agencies Correct Answer: financial intermediaries 5. Which type of market buys goods and services for further processing or for use in the production process? Your Answer: business 6. A company's marketing environment includes various ________ that are made up of groups that have an actual or potential interest in, or impact on, an organization's ability to achieve its objectives. Your Answer: intermediaries Correct Answer: publics 7. A radio station that carries news, features, and editorial opinions about your area is which type of public? Your Answer: financial Correct Answer: media 8. Workers, managers, and members of the board of directors are all part of a co mpany's ________. Your Answer: intermediary public Correct Answer: internal public 9. Research has shown that the most important demographic trend in Europe is the ________. Your Answer: mobility of people Correct Answer: changing age structure of the population 10. Which demographic group has a relatively cautious economic outlook, cares about the environment, and responds favorably to socially responsible companies? Your Answer: Generation X Prepared by: Derek Tai 101 of 2709 12/11/2010 11. Which demographic group has created large tween and teen markets? Your Answer: baby busters Correct Answer: Millennials 12. Which demographic group is characterized by a total fluency and comfort with computer, digital, and Internet technology? Your Answer: Generation Z Correct Answer: Millennials 13. Which of the following demographic groups has not seen a percentage increase in the past 50 years? Your Answer: women working outside of the home Correct Answer: women staying at home with their children 14. Europeans are very mobile. In the early years of 21st century there was a net migration towards the ________ member states of the EU. Your Answer: Northeastern Correct Answer: Western 15. Over the past 50 years, which of th e following groups of workers has become smaller? Your Answer: service Correct Answer: manual 16. With an expected increase in minority ethnic populations, marketers are likely to place a greater emphasis on ________. Your Answer: cause-related marketing Correct Answer: targeted advertising messages 17. The diversity segment of ________ is expected to grow as a result of the aging baby boomer population. Your Answer: Chinese Correct Answer: adults with disabilities 18. A country with a(n) ________ economy consumes most of is own agricultural and industrial outputs and offers few market opportunities. Your Answer: rural Correct Answer: subsistence Prepared by: Derek Tai 102 of 2709 12/11/2010 19. Which of the following groups of expenses uses up mos t household income? Your Answer: housing, taxes, transportation Correct Answer: food, housing, transportation 20. The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________. Your Answer: factors of production Correct Answer: natural environment 21. Which of the following represents the most dramatic force shaping a modern marketer's destiny? Your Answer: the technological environment 22. Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is the ________ environment. Your Answer: political 23. As marketing manager for Laser Industries, you should be aware that legislation affecting business around the world will continue to ________. Your Answer: remain steady Correct Answer: increase 24. The recent rash of business scandals and increased concerns about the envi ronment have created fresh interest in the issues of ________ and ________. Your Answer: management ethics; insider trading Correct Answer: ethics; social responsibility 25. The primary concern with the boom in e -commerce and Internet marketing is ________. Your Answer: privacy 26. A society's basic values, perceptions, preferences, and behaviors are all part of its ________ environment. Your Answer: cultural-economic Correct Answer: cultural 27. Prepared by: Derek Tai A society's ________ are expressed in how people view themselves, organizations, society, 103 of 2709 12/11/2010 nature, and the universe. Your Answer: economies Correct Answer: cultural values 28. Marketers can take a(n) ________ by taking positive action to affect the publics and force s in their marketing environments. Your Answer: relationship building perspective Correct Answer: proactive stance 29. Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets. Who is Diego's employer? Your Answer: a green marketer Correct Answer: a marketing service agency 1. Which of the following is central to any definition of marketing? Your Answer: Transactions Correct Answer: Customer relationships 2. At home, at school, at work, and at the local supermarket, Europeans see _____ almost everywhere they go. Your Answer: Customer relationship management Correct Answer: Marketing 3. According to the simple five-step model of the marketing process, a company needs to _____ before designing a customer -driven marketing strategy. Your Answer: Build profitable relationships with customers Correct Answer: Understand the marketplace and customer needs and wants 4. When backed by buying power, wants become ________. Your Answer: exchanges Correct Answers: self-esteem needs demands 5. When marketers set low expectations for a market offering, they run the risk of ________. Your Answer: failing to attract enough customers 6. Prepared by: Derek Tai In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow their business 104 of 2709 12/11/2010 Your Answer: entertain Correct Answer: retain 7. Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities. Your Answer: customer relationship management Correct Answer: marketing 8. In the case of excess d emand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently Your Answer: demarketing 9. Selecting which segments of a population of customers to serve is called ________. Your Answer: customizat ion Correct Answer: target marketing 10. ________ is the set of benefits a company promises to deliver its consumers to satisfy their needs. Your Answer: Good customer service Correct Answer: A value proposition 11. Which of the following marketing management concepts is most likely to lead to marketing myopia? Your Answer: societal marketing Correct Answer: production 12. The product concept says that a company should ________. Your Answer: devote its energy to mak ing continuous product improvements 13. The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do. Your Answer: production Correct Answer: marketing 14. Which of the following reflects the marketing concept philosophy? Your Answer: "You won't find a better deal anywhere." Correct Answer: "We don't have a marketing department, we have a customer Prepared by: Derek Tai 105 of 2709 12/11/2010 department." 15. When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing. Your Answer: product Correct Answer: customer-driving 16. The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being. Your Answer: selling Correct Answer: societal marketing 17. The set of marketing tools a firm uses to implement its mar keting strategy is called the ________. Your Answer: promotion mix Correct Answer: marketing mix 18. Building, keeping, and growing profitable value -laden relationships with all customers of a company is called ________. Your Answer: customer lifetime value Correct Answer: customer relationship management 19. To capture the full essence of customer relationship management, which of the following should a marketing manager take into consideration? Your Answer: building overall customer equity Correct Answer: all of the above 20. Customers buy from stores and firms that offer the highest ________. Your Answer: company image Correct Answer: customer perceived value 21. Which of the following is the term for customers who make repeat purchases and tell others about their positive experiences with a product or service? Your Answer: full partners Correct Answer: customer evangelists 22. Frequent flyer programs offered by airlines are an example o f a ________. Your Answer: structural benefit provided for top customers Prepared by: Derek Tai 106 of 2709 12/11/2010 Correct Answer: frequency marketing program 23. Which of the following has not contributed to the deeper, more interactive nature of today's customer relationships? Your Answer: traditional advertising 24. Greater consumer control means that companies must rely more on marketing by ________ than by ________. Your Answer: interaction; intrusion 25. Through ________, many companies today are strengthenin g their connections to all partners, from providers of raw materials to components to final products that are carried to final buyers. Your Answer: partnership relationship marketing Correct Answer: supply chain management 26. When an airline goes after a "share of travel" from its customers, it is attempting to increase ________. Your Answer: customer ownership Correct Answer: share of customer 27. The ultimate aim of customer relationship management is to produce ________. Your Answer: a reliable database Correct Answer: customer equity 28. Which of the following is currently the fastest -growing form of marketing? Your Answer: word-of-mouth marketing Correct Answer: online marketing 29. As part of the rapid globalization of today's economy, companies are selling more locally produced goods in international markets and ________. Your Answer: taking a local view of their industry Correct Answer: purchasing more supplies abroad 30. Gianfranco Brown now has the buying power to purchase the computer system he has wanted for the last six months. Gianfranco's want now has become a ________. Your Answer: necessity Correct Answer: demand Prepared by: Derek Tai 107 of 2709 12/11/2010 31. To avoid traffic gridlock in large metro ar eas, a community might use ________ to discourage travelers from driving during peak commuting hours. Your Answer: target marketing Correct Answer: demarketing 32. Railroads were once operated based on the thinking that users wanted trains ra ther than transportation, overlooking the challenge of other modes of transportation. This reflects the ________. Your Answer: marketing concept Correct Answer: product concept 33. You have just taken a new position in an organization and you 're learning about the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need t o deliver superior customer value and satisfaction. Your manager is concerned with which one of the following? Your Answer: donor marketing Correct Answer: customer relationship management 1. Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? Your Answer: strategic planning Correct Answer: the marketing environment 2. You are directed to study the factors that are larger societal forces that affect your company – demographic, economic, natural, technological, political, and cultural. What are you studying? Your Answer: the marketing mix Correct Answer: the macroenvironment 3. All of the groups within a company are called the ________. Your Answer: culture Correct Answer: internal environment 4. Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against t he risks associated with the buying and selling of goods and services are referred to as ________. Your Answer: financial intermediaries 5. Prepared by: Derek Tai Which type of market buys goods and services for further processing or for use in the production process? 108 of 2709 12/11/2010 Your Answer: business 6. A company's marketing environment includes various ________ that are made up of groups that have an actual or potential interest in, or impact on, an organization's ability to achieve its objectives. Your Answer: audiences Correct Answer: publics 7. A radio station that carries news, features, and editorial opinions about your area is which type of public? Your Answer: citizen-action Correct Answer: media 8. Workers, managers, and members of the board of directors are all part of a company's ________. Your Answer: market public Correct Answer: internal public 9. Research has shown that the most important demographic trend in Europe is the ________. Your Answer: increase in professional jobs Correct Answer: changing age structure of the population 10. Which demographic group has a relatively cautious economic outlook, cares about the environment, and responds favorably to socially responsible companies? Your Answer: baby boomers Correct Answer: Generation X 11. Which demographic group has created large tween and teen markets? Your Answer: Millennials 12. Which demographic group is characterized by a total fluency and comfort with computer, digital, and Internet technology? Your Answer: Generation X Correct Answer: Millennials 13. Which of the following demographic groups has not seen a percentage increase in the past 50 years? Your Answer: men staying at home with their children Prepared by: Derek Tai 109 of 2709 12/11/2010 Correct Answer: women staying at home with their children 14. Europeans are very mobile. In the early years of 21st century there was a net migration towards the ________ member states of the EU. Your Answer: Northeastern Correct Answer: Western 15. Over the past 50 years, which of the following groups of workers has become smaller? Your Answer: telecommuters Correct Answer: manual 16. With an expected increase in minority ethnic populations, marketers are likely to place a greater emphasis on ________. Your Answer: cause-related marketing Correct Answer: targeted advertising messages 17. The diversity segment of ________ is expected to grow as a result of the aging baby boomer population. Your Answer: Asians Correct Answer: adults with disabilities 18. A country with a(n) ________ economy consumes most of is own agricultural and industrial outputs and offers few market opportunities. Your Answer: rural Correct Answer: subsistence 19. Which of the following groups of expenses uses up most household income? Your Answer: food, housing, retirement planning Correct Answer: food, housing, transportation 20. The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________. Your Answer: factors of production Correct Answer: natural environment 21. Which of the following represents the most dramatic force shaping a modern marketer's destiny? Your Answer: the political environment Prepared by: Derek Tai 110 of 2709 12/11/2010 Correct Answer: the technological environment 22. Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given socie ty. This is the ________ environment. Your Answer: economic Correct Answer: political 23. As marketing manager for Laser Industries, you should be aware that legislation affecting business around the world will continue to ________. Your Answer: decrease Correct Answer: increase 24. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of ________ and ________. Your Answer: management ethics; insider trading Correct Answer: ethics; social responsibility 25. The primary concern with the boom in e -commerce and Internet marketing is ________. Your Answer: privacy 26. A society's basic values, perceptions, preferences, and behaviors are all p art of its ________ environment. Your Answer: natural Correct Answer: cultural 27. A society's ________ are expressed in how people view themselves, organizations, society, nature, and the universe. Your Answer: public policies Correct Answer: cultural values 28. Marketers can take a(n) ________ by taking positive action to affect the publics and forces in their marketing environments. Your Answer: proactive stance 29. Prepared by: Derek Tai Currently, Diego Calabresa is employed by a firm th at conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets. Who is Diego's employer? 111 of 2709 12/11/2010 Your Answer: a reseller Correct Answer: a marketing service agency 1. When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. Your Answer: segmenting Correct Answer: market targeting 2. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs. Your Answer: both A and B 3. Brown's Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Brown use? Your Answer: geographic Correct Answer: demographic 4. Demographic variables are so frequently used in market segmentation because they ________. Your Answer: do not involve stereotypes Correct Answer: are comparatively easy to measure 5. Marketers must be careful to guard against ________ when using age and life cycle segmentation. Your Answer: traditional marketing Correct Answer: stereotyping 6. Many marketers believe that ________ variables are the best starting point for building marketing segments. Your Answer: gender Correct Answer: behavioral 7. Markets can be segmented into group of nonusers, ex -users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. Your Answer: usage rate Correct Answer: user status 8. Prepared by: Derek Tai By studying its less loyal buyers, a company can detect which brands are most ________ with its own. 112 of 2709 12/11/2010 Your Answer: used Correct Answer: competitive 9. Consumer and business marketers use many of the same variables to segment markets. In addition, business marketers use all of the following except which of the following? Your Answer: brand personalities 10. International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis? Your Answer: legal factors Correct Answer: economic factors 11. When the size, purchasing power, and profiles of market segments can be determined, they possess the requirement of being ________. Your Answer: actionable Correct Answer: measurable 12. You have discovered that effective programs can be designed for attracting an d serving your chosen segments. This segmenting requirement is called ________. Your Answer: reachable Correct Answer: actionable 13. The 55-year-old baby boomers share common needs in music and performers. When a music company decides to ser ve this group, the group is called a(n) ________. Your Answer: market segment Correct Answer: target market 14. Developing a strong position within several market segments creates more total sales than ________ marketing across all segments. Your Answer: undifferentiated 15. With concentrated marketing, the marketer goes after a ________ share of ________. Your Answer: moderate; local Correct Answer: large; one or a few niches 16. Niche marketing offers smaller companie s the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies. Your Answer: disappointed by; geographically far from Prepared by: Derek Tai 113 of 2709 12/11/2010 Correct Answer: unimportant to; overlooked by 17. Which of the segmenting strategies carries higher -than-average risks in consumer markets? Your Answer: mass Correct Answer: concentrated 18. Which of the following is the narrowest strategy? Your Answer: undifferentiated marketing Correct Answer: local marketing 19. When a company interacts one -on-one with large numbers of customers to create customer unique value by designing products and services tailor -made to individual needs, it is following ________. Your Answer: mass customiz ing 20. When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous. Your Answer: customized Correct Answer: undifferentiated 21. A product's position is based on important attributes as perceived by ________. Your Answer: competitors Correct Answer: consumers 22. Which one of the listed choices is not a positioning task? Your Answer: Identify a set of possible competitive advantages upon which to build a position. Correct Answer: Survey frequent uses of the product. 23. Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? Your Answer: channel differentiation 24. Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for? Your Answer: universally strategic practice Correct Answer: unique selling proposition Prepared by: Derek Tai 114 of 2709 12/11/2010 25. You have just created the "p erfect" ad. It communicates the full mix of benefits upon which the brand is positioned. This full positioning is called ________. Your Answer: differentiated marketing Correct Answer: the brand's value proposition 26. What competitive positioning strategy can attack a more -for-more strategy by introducing a brand offering with comparable quality but at a lower price? Your Answer: all-or-nothing Correct Answer: more-for-the-same 27. "Less-for-much-less" positioning involves meeting consumers' ________. Your Answer: lower quality requirements in exchange for a lower price 28. Which type of statement first states the product's membership in a category and then shows its point-of-difference from other members of the categor y? Your Answer: positioning statement 29. Once it has chosen a position, a company must take strong steps to deliver and communicate the desired position to target consumers. Which step is not correct? Your Answer: The company's marketing mix ef forts must support the positioning strategy. Correct Answer: The company's service personnel must be highly trained and provide superior service. 30. Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation. Your Answer: psychographic Correct Answer: usage rate 31. Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these str ategies? Your Answer: undifferentiated Correct Answer: concentrated 32. Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following does not apply to this type of marketing? Your Answer: concentrated Prepared by: Derek Tai 115 of 2709 12/11/2010 1. What are the two goals of direct marketing? Your Answer: to save marketing dollars and facilitate a purchase Correct Answer: to obtain an immediate response and build a lasting customer relationship 2. Direct marketing is continuing to become more ________ oriented. Your Answer: personal selling Correct Answer: Web 3. Which of the following is not one of the benefits for the seller in direct marketing? Your Answer: the opportunity to build stronger customer relationships Correct Answer: mass reach 4. A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ________ data. Your Answer: specific Correct Answer: behavioural 5. Information about a customer's activities and interests would all be considered ________ in a customer database. Your Answer: psychographics 6. Which of the following is a primary benefit to consumer s from database marketing? Your Answer: availability of name-brand images Correct Answer: more offers closely matched to their interests 7. Catalogues, brochures, CDs, and DVDs are all examples of which type of marketing? Your Answer: kiosk marketing Correct Answer: direct-mail marketing 8. Which of the following forms of direct marketing is least likely to experience significant growth within the next few years? Your Answer: e-mail Correct Answer: fax mail 9. Which of the following is an advantage of a well-designed and targeted telemarketing plan? Your Answer: real-time merchandising Prepared by: Derek Tai 116 of 2709 12/11/2010 Correct Answer: purchasing convenience 10. Which of the following is the most accurate name for a 30 -minute television advertising program marketing a single product? Your Answer: integrated marketing Correct Answer: infomercial 11. A television programme or entire channel dedicated to selling goods and services is known as a(n) ________. Your Answer: home shopping channel 12. Which of the following is not one of the reasons that many marketers view mobile phones as the next big marketing medium? Your Answer: Mobile phones are very popular with the highly desirable 18 -to-34-yearold demographic. Correct Answer: Unlike traditional telemarketing, mobile phone marketing is initially appealing to most mobile phone users. 13. Which of the following is the least effective way for marketers to avoid angering already ad weary consumers when using a new direct marketing technology, such as mobile phones? Your Answer: provide entertaining content Correct Answer: begin by sending unsolicited messages and then move to permission based programs 14. The ________ enables consumers and comp anies to access and share huge amounts of information with just a few mouse clicks. Your Answer: extranet Correct Answer: Internet 15. Internet usage continues to ________. Your Answer: stay the same Correct Answer: grow steadily 16. Financial Times on the Web, ESPN.com, and Encyclopedia Britannica Online provide financial, research, and other information. They are called ________. Your Answer: transaction sites Correct Answer: content sites 17. Prepared by: Derek Tai ________ is the term used to describe a company that does not use online marketing. 117 of 2709 12/11/2010 Your Answer: Offline business Correct Answer: Brick-and-mortar 18. Which of the following is not one of the four major online marketing domains? Your Answer: B2D (business-to-door) 19. B2B includes all of the following except ________. Your Answer: B2B Web sites Correct Answer: social networks 20. eBay and Amazon.com Auctions, as well as other auction sites, offer popular marketspaces for online exchange of goods and information. These online companies are examples of ________ online marketing. Your Answer: C2B Correct Answer: C2C 21. ________ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms. Your Answer: B2B or C2C Correct Answer: C2B 22. Which of the following is not one of the ways a company can conduct online marketing? Your Answer: participating in Web communities Correct Answer: calling their customers to complete surveys 23. What is the main purpose of a corporate Web site? Your Answer: to build customer goodwill 24. ________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome. Your Answer: Marketing Web sites 25. Of the seven Cs of effective Web site design, ________ refers to the ways that the site enables user-to-user communication. Your Answer: cause Correct Answer: community Prepared by: Derek Tai 118 of 2709 12/11/2010 26. To be effective, a corporate Web site must _________. Your Answer: be useful 27. All of the following are types of display ads except ________. Your Answer: banners Correct Answer: contextual ads 28. When companies work with each other online and offline to promote each other, they are creating ________. Your Answer: search-related ads Correct Answer: alliance and affiliate programs 29. Forms of online promotion include all of the following except ________. Your Answer: content sponsorships Correct Answer: intranets 30. Which of the following is a challenge of marketing through online social networks? Your Answer: Users may resent an intrusive marketing mess age. 31. Which of the following is not a deception or fraud concern for Internet users and marketers? Your Answer: eavesdropping Correct Answer: viral marketing 32. ABC Company sells directly to final consumers and avoids intermediar ies, while catering to a broad group of demographic segments. This marketer falls under which online marketing domain? Your Answer: C2B Correct Answer: B2C 33. In attempting to design an effective Web site, Company A tried to address all of th e seven Cs. The site, however, has a weak layout and design. Which C does this represent? Your Answer: customization Correct Answer: context 34. Prepared by: Derek Tai Your Cleaning Team is a company that provides house cleaning services in major urban and suburban areas. Marketers at Your Cleaning Team developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Your 119 of 2709 12/11/2010 Cleaning Team are using ________. Your Answer: a marketing Web site Correct Answer: viral marketing Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Multiple Choice 1. Disney has been successful in selecting an overall company strategy for long-run survival and growth called _____. a. tactical planning b. strategic planning c. futuristic planning d. relationship marketing (b; Easy; pp. 39-40) When your firm practices developing and maintaining a strategic fit between your or ganization‘s goals and capabilities, it is forming a (an) _____. a. mission statement b. values statement c. strategic plan d. operating plan (c; Moderate; p. 41) 2. 3. At the corporate level, a company starts the strategic planning process by defining its overall purpose and _____. a. mission b. values c. vision d. strengths (a; Easy; p. 41) 4. Marketing planning at your firm occurs at what levels? a. business unit; market b. business unit; product c. product; market d. business unit; product; market (d; Challenging: p. 41) 5. A clear mission statement acts as an invisible hand that guides people in the firm. It is a statement of _____. a. fact b. values c. purpose d. financial goals (c; Easy; p. 41) 6. What does a market -oriented mission statement define about the business? a. satisfying basic customer needs b. satisfying basic supplier needs c. satisfying basic stockholder needs d. satisfying basic owner needs (a; Easy; p. 41) 7. Your text pointed out that mission statements should be both _____ and specific. a. long-term b. realistic c. short -term d. value -laden Prepared by: Derek Tai 120 of 2709 12/11/2010 (b; Moderate; 41) 8. _____ mission statements provide little real guidance or inspiration. a. Trite b. Copy-cat c. Generic d. none of the above (c; Easy; p. 44) The company you work for is on the ―right track‖ because its mission statement fits the _____ environment. a. economic b. political-legal c. social -cultural d. market (d. Moderate; p. 44) 9. 10. Successful organizations base their missions on their _____. a. distinctive competencies b. strategic plans c. long-term goals d. value statements (a; Moderate; p. 44) The company‘s mission needs to be turned into detailed supporting objectives for _____. a. success b. each level of management c. corporate needs d. stockholder wealth (b; Challenging; p. 45) 11. 12. A strategic plan has this item or items following its marketing objectives. a. budgetary requirements b. target market selection c. research plans d. marketing strategies (d; Easy; p. 45) 13. What do we call the collection of businesses and products that make up the company? a. investment diversity b. needs inventory c. business portfolio d. none of the above (c; Moderate; p. 45) 14. Paul Pierce is busy working with other managers evaluating the products and businesses making up their company. Paul is engaged in _____. a. strategic business unit analysis b. preparing a business portfolio c. portfolio analysis d. marketing planning (c; Moderate: p. 46) Kimball Gardens is a company that operates as two distinctive businesses – one that sells lawn and garden products and one that markets booklets. Each business is called a _____. a. separate entity b. strategic business unit (SBU) c. profit center d. division (b; Challenging: p. 46) 15. 16. Which of the following does business portfolio planning entail? a. analyzing the current portfolio Prepared by: Derek Tai 121 of 2709 12/11/2010 b. deciding which units should receive more or less investment c. deciding which units should receive no further investment d. all of the above (d; Challenging; p. 46) 17. Finding ways in which a company can best use its strengths to take advantage of attractive opportunities in the environment describes _____. a. establishing a mission b. defining a vision c. creating a values statement d. strategic planning (d; Moderate; p. 46) 18. The firm you work for has decided to use the Boston Consulting Group‘s approach to classify its business units. Upon what is the approach based? a. most profitable units b. growth-share matrix c. customer retention d. cost -benefits (b; Easy; p. 47) 19. The BCG market growth rate provides a measure of _____. a. company strength in the market b. decline of competitors c. market attractiveness d. the unit stock value (c; Easy; p. 47) 20. The BCG relative market share serves as a measure of company _____. a. strength in the market b. sales c. diversificati on d. success (a; Easy; p. 47) 21. Now that your employer has classified his SBUs, the next step to take in using the BCG approach is to determine _____. a. what role each will play in the future. b. the tactical plan c. the three -year budget d. none of the above (a; Challe nging: p. 47) 22. Which of these is not one of the common options in using the BCG approach? a. build b. hold c. harvest d. diversify (d; Moderate; p. 47) 23. A problem with using the BDG matrix centers around the fact that it is _____ oriented instead of _____ oriented. a. future; now b. now; future c. financially; customer d. now; market (b; Challenging; p. 47) 24. According to your text, some companies are using all of the following in their strategic planning except one. Choose it. a. customers b. suppliers c. employee teams d. cross-functional teams of managers (c; Moderate; p. 48) 25. Mountain Home Farms is now using the product/market expansion grid. The owners have found it to be quite useful for identifying _____. Prepared by: Derek Tai 122 of 2709 12/11/2010 a. target markets b. growth opportunities c. key customers d. new products (b; Easy; p. 48) One of these represents marketing‘s main responsibility for a company. a. achieving maximum stockholder wealth b. increasing sales c. achieving profitable growth d. developing new products through research (c; Challenging; p. 48) 26. 27. A common practice among marketers is t o increase sales to current customers without changing their products. What is this practice called? a. market skimming b. market penetration c. market development d. product extension (b; Easy; p. 48) 28. A common practice among marketers is to identify and develop ne w markets for their existing products. This practice is called _____. a. market development b. product development c. market penetration d. market skimming (a; Easy; p. 50) 29. You have been given the assignment to develop new markets for your current products and servi ces. Which of the following might work? a. reviewing new demographic markets b. reviewing new geographic markets c. reviewing current sales records d. both a and b (d; Challenging; p. 50) 30. MegaVitamins Company has decided to pursue a product development strategy wh ereby it will offer _____ products to _____ markets. a. new or modified; new b. current; new c. modified or new; current d. current; current (c; Moderate; p. 50) 31. Your text suggested that Starbucks might consider a _____ strategy. This strategy would allow the compan y to start up or buy businesses outside of its current products and markets. a. product development b. market development c. market penetration d. diversification (d; Easy; p. 50) 32. There are many reasons why a firm might want to abandon products or markets. In these instances, companies would consider _____ rather than growing. a. downsizing b. demarketing c. retrenching d. none of the above (b; Moderate; p. 50) 33. We may clearly say that strategic planning is _____ to a small company‘s future. a. important b. useful c. crucial Prepared by: Derek Tai 123 of 2709 12/11/2010 d. optional (c; E asy; p. 51) A company‘s strategic plan establishes what kinds of businesses the company will be in and its _____ for each one. a. product line b. marketing plan c. management team d. objectives (d; Moderate; p. 51) 34. 35. Marketing, finance, accounting, purchasing, and other departments work together to accomplish strategic objectives. Marketing is a _____ department. a. functional b. divisional c. working d. crucial (a; Moderate; p. 51) Marketing plays a key role in a company‘s strategic planning. Which of the following does marketing provide? a. guiding philosophy b. inputs c. strategies d. all of the above (d; Moderate; p. 51) 36. 37. Partner relationship management with other companies has as its purpose to form an effective _____ that serves the customer. a. value chain b. value -delivery network c. channel of distribution d. supply chain (b; Challenging; p. 51) 38. Pioneer Dried Foods works hard to link each of its company departments to accomplish its goals in what is called a company _____. a. value chain b. value -delivery network c. channel of distribution d. networking (a; Easy; p. 51) A company‘s value chain is successful when each department adds _____ for customers and _____ other departments. a. satisfaction; coordinates with b. value; shares budgets with c. value; coordinates with d. value; strengthens (c; Moderate; p. 52) 39. 40. Wal -Mart is a good example of partnering with others in _____. a. the supply chain b. co-op buying c. the channel of distribution d. the company (d; Easy; p. 52) 41. In practice, a marketing department takes the view of which of the following? a. other departments b. owners c. customers d. stockholders (c; Moderate; p. 52) Prepared by: Derek Tai 124 of 2709 12/11/2010 42. Marketers must find ways to get all departments to think in terms of _____. a. sales b. customer c. new markets d. none of the above (b; Easy; p. 52) Jack Welch, CEO at General Electric, expresses the message that ―If you are not thinking _____, you are not thinking.‖ a. success b. growth c. strategically d. customer (d; Challenging; p. 53) 43. McDonald‘s partners well with others in its marketing system. What does the ―C‖ stand for in its QSCV standard? a. caring b. customer c. cleanliness d. career (c; Easy; p. 53) 44. 45. A major reason that more companies are partnering with other members of the supply chain is to improve the performance of the customer _____. a. value -delivery network b. network c. purchasing model d. profile analysis (a; Moderate; p. 53) In today‘s marketplace, competition has shifted away from individual competition between companies to competition among the entire _____. a. value -delivery network b. industry c. market d. all of the above (a; Challenging; p. 53) 46. 47. Lucy Ortiz has just prepared a PowerPoint p resentation of the marketing process to show at a sales meeting. If you look closely, you will see that _____ stand(s) in the center. a. sales goals b. customers c. company objectives d. customer retention (b; Moderate; p. 53) 48. The marketing process identifies the __ ___ and divides it into smaller _____. a. industry; markets b. market; segments c. competition; competitors d. market; market shares (b; Challenging; p. 53) 49. Island Tours is successful at satisfying its customers because it first sought to understand _____. a. the market b. competition c. customer needs and wants d. the marketing concept (c; Challenging; p. 54) 50. Your firm is attempting to divide up the total market to determine the best segments it can serve. Which is the correct orde r of doing so? a. market segmentation, target marketing, market positioning b. target marketing, market positioning, market segmentation Prepared by: Derek Tai 125 of 2709 12/11/2010 c. market positioning, market segmentation, target marketing d. market segmentation, market positioning, target marketing (a; Challenging; p. 54) 51. TelStar Plastics is in the pro cess of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing programs. What is this firm doing? a. market development b. market diversification c. market penetration d. market segmentation (d; Easy; p. 54) 52. Generally speaking, most companies today cannot profitably serve _____. a. all consumers in a given market b. all consumers in a given market segment c. all markets d. both a and c (d; Challenging; p. 54) 53. Paul Pendergraff has discovered a group of potential customers who seem to respond in a similar way to a given set of marketing efforts. Paul has discovered a _____. a. target market b. market segment c. market d. gold mine (b; Moderate; p. 54) Paul Pendergraff is evaluating each ma rket segment‘s attractiveness and is in the process of selecting one or more segments to enter. What is Paul doing? a. target marketing b. market segmenting c. marketing d. selecting VALS (a; Easy; p. 54) 54. 55. A company should target segments in which it can profitably generate the greatest customer _____ and _____ it over time. a. sales; sustain b. satisfaction; spread c. value; sustain d. sales; keep (c; Challenging; p. 55) 56. Most companies enter a new market by serving _____ segment(s). a. multiple b. the most profitable c. dual d. a single (d; Easy; p. 54) 57. Jill Reno has researched new markets and has decided which segments to enter. Next she should decide what _____ her company should occupy in those segments. a. position b. place c. rank d. rating (a; Easy; p. 55) 58. When we practice _____, we arrange for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. a. positioning Prepared by: Derek Tai 126 of 2709 12/11/2010 b. market positioning c. target segmenting d. repositioning (a; Moderate; p. 55) 59. In positioning its product, a company first identifies possible _____. a. customer benefits b. customer satisfaction indexes c. competitive advantages d. competitors‘ positions (c; Challenging; p. 55) 60. Environmental Service Company wants to practice effective positioning. The owners have discovered that it b egins with actually _____ the company‘s marketing offer so that it gives consumers more value. a. differentiating b. promoting c. advertising d. selling (a; Moderate; p. 55) 61. Successful marketing strategies must be geared to the needs of consumers and to _____. a. their abilities to buy b. the strategies of competitors c. the available supply of goods d. none of the above (b; Challenging; p. 56) 62. Your employer is a runner-up company that aggressively attacks competitors to get more market share. For what type of firm do you work? a. market challenger b. wanna-be c. leader d. market follower (a; Easy; p. 56) Prepared by: Derek Tai 127 of 2709 12/11/2010 63. Favorite Memories specializes in serving market segments that major competitors overlook and ignore. What strategy does this firm use? a. market follower b. market challenger c. market seeker d. market nicher (d; Easy; p. 56) Superior Sporting Goods stores seek stable market shares and profits by following competitors‘ product offers, prices, and marketing programs. What do we call Superior? a. market follower b. market challenger c. market nicher d. market developer (a; Moderate; p. 56) 64. 65. Once your company has decided on its overall competitive marketing strategy, it is ready to begin planning the details of its _____. a. tactical plan b. marketing mix c. promotion campaign d. sales forecast (b; Challenging; p. 56) 66. Choose the item from the following that is not one of the standard four Ps. a. product b. place c. positioning d. price (c; Easy; p. 56) 67. You are excited about studying marketing. You tell your younger brother that product, price, place, and promotion make up the _____. a. marketing package b. marketing strategy c. marketing combination d. marketing mix (d; Moderate; p. 56) Prepared by: Derek Tai 128 of 2709 12/11/2010 68. Which of the four Ps describes the goods-and-services combination the company offers to the target market? a. price b. promotion c. product d. place (c; Easy; p. 56) 69. Banking, airline, and retailing services are properly termed _____. a. service products b. products c. adjunct products d. accessories (a; Easy; p. 58) 70. A concern with the four Ps is that it takes the _____ view and not the _____ view. a. buyer‘s; seller‘s b. broad; narrow c. seller ‘s; buyer‘s d. traditional; modern (c; Challenging; p. 58) We can safely say that the marketing mix constitutes the company‘s tactical tool kit for establishing _____ in target markets . a. strong sales b. strong positioning c. strong competitiveness d. strong strategies (b; Moderate; p. 58) 71. 72. Today the four Ps are compared to the four Cs. Product and price are called _____ and _____ respectively. a. convenience; customer solution b. customer cost; convenience c. communication; customer solution d. customer solution; customer cost (d; Moderate; p. 58) 73. Marketers see themselves as selling products, while customers see themselves as buying _____. a. value b. solutions c. bargains d. value or solutions to their problems (d; Easy; p. 58) 74. One of these is not a basic marketing management function. Pl ease choose it. a. analysis b. planning c. directing d. implementation (c; Moderate; p. 59) 75. A thorough market analysis includes all of the following except one. Which one? a. company situation b. markets c. company strengths d. past sales records (d; Easy; p. 59) 76. Identify the marketing logic whereby the company hopes to achieve its marketing objectives. a. marketing plan b. marketing goals c. marketing strategy d. marketing promotion plan (c; Moderate; p. 59) 77. A marketing plan begins with an executive summary, which quickly overviews major assessments, goals, and _____. Prepared by: Derek Tai 129 of 2709 12/11/2010 a. budgets b. markets c. promotions d. recommendations (d; Moderate; p. 59) 78. Marketing planning address the what and why of marketing activities. Implementation addresses the _____. a. who, when, where b. when, where, how c. who, where, when, how d. who, where, when, how much (d; Moderate; p. 61) 79. When your boss says that implementation means doing things right, what does she mean when she says doing the right things? a. strategy b. planning c. objectives d. proper execution (a; Challenging; p. 61) 80. A brilliant marketing strategy counts for little if the company fails to _____ it properly. a. strategically plan b. budget c. implement d. construct (c; Easy; p. 61) 81. Emerson Studios, a chain of 25 portrait stores in five states, has organized its marketing organization in whi ch different marketing activities are headed by a specialist. What is this organization called? a. geographic b. product c. organic d. functional (d; Moderate; p. 61) 82. New Health Age has its sales and marketing people assigned to specific countries, regions, and dist ricts. We refer to this organization as _____. a. geographic b. product c. functional d. divisional (a; Easy; p. 61) 83. This approach allows managers to develop and implement a complete strategy and marketing program for a specific product or brand. What is this appro ach called? a. geographic b. product management c. functional d. divisional (b; Moderate; p. 61) 84. Some major firms are moving away from managing only product profitability and moving toward customer equity management. The key here is _____. a. managing customer expectations b. managing customer satisfaction c. managing customer profitability d. managing customer needs (c; Challenging; p. 62) Prepared by: Derek Tai 130 of 2709 12/11/2010 85. A market management organization is similar to a _____ organization. a. product management b. services management c. not -for-profit management d. none of the above (a; Moderate; p. 61) 86. Which of the following types of management organization might be best for companies that sell one product line to many different types of markets and customers that have different needs and preferences? a. market b. customer c. product d. market or customer (d; Challenging; p. 62) 87. Peter Cramer is involved in evaluating the results of marketing strategies and plans and taking corrective action to ensure t hat objectives are attained. What do we call Peter‘s current work? a. marketing control b. marketing planning c. strategic planning d. tactical planning (a; Moderate; p. 62) 88. A major tool for strategic control is a _____, which is a comprehensive, systematic, independent, and periodic examination of a company‘s environment, objectives, strategi es, and activities to determine problem areas and opportunities. a. marketing analysis b. marketing audit c. marketing plan d. business plan (b; Moderate; p. 62) Juanita Castro is looking at whether her company‘s strategies are well matched to its opportunities. It seems that Juanita is into _____. a. marketing control b. operating control c. strategic control d. loss of control (c; Moderate; p. 62) 89. Prepared by: Derek Tai 131 of 2709 12/11/2010 90. A marketing audit covers which of the following areas of a business? a. marketing department b. sales department c. advertising department d. all areas (d; Easy; p. 62) True – False 91. Perhaps nowhere is the Disney magic more apparent than at the company‘s showings of its new movies. (False; Easy; p. 39) Disney‘s theme parks are highly regarded for outstanding customer service, so much so th at major corporations send managers to Disney University to learn. (True; Moderate; p. 40) 92. 93. When your organization is involved in the task of selecting an overall company strategy for long-run survival and growth, it is conducting strategic planning. (True; Easy; p. 41) 94. A company starts the strategic planning process at the corporate level by defining its values statement and internal strength s. (False; Easy; p. 41) 95. ABC Fortunes has just developed a formal statement of its purpose. This firm has put toge ther a mission statement. (True; Easy; p. 41) 96. Mission statements should be realistic and general in nature. (False; Moderate; p. 41) 97. Mission statements should both fit the market environment and be motivating. (True; Easy; p. 44) 98. After creating a mission statement and objectives, a firm should develop a business portfolio. (True; Challenging; p. 45) 99. The major activity in strategic planning is strategic business unit planning, whereby management evaluates the products and business making up the company. (False; Challenging; p. 45) 100. You told your employees that the purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment. Is your statement true or false? (True; Moderate; p. 45) 101. One division of your company is a low -growth, high-share business. This unit is referred to as a ―star.‖ (False; Easy; p. 47) 102. A disadvantage of the BCG matrix approach is that it is too future -oriented rather than current-oriented. (False; Moderate; p. 47) 103. The major party responsible for achieving profitable growth for a company is top management, especially the CEO. (False; Moderate; p. 48) 104. When an organization identifies and develops new markets for its current produ cts and services, it is engaged in market development. (True; Easy; p. 50) 105. This strategy calls for offering modified or new products to current markets. We term it product development. (True; Easy; p. 50) Prepared by: Derek Tai 132 of 2709 12/11/2010 106. When a firm finds products or businesses that no longer fit its overall strategy, it must carefully prune, harvest, or merge them. (False; Moderate; p. 50) 107. Strategic planning is just as crucial to a small company‘s future as it is to a major corporation‘s future. (True; Easy; p. 51) 108. Your employer suggests that your company strategy should revolve around building profitable relationships with important consumer groups. He is teaching the marketing concept. (True; Moderate; p. 51) 109. Each company‘s department can be thought of as a link in the company‘s st rategic plan. (False; Easy; p. 51) 110. Jack Welch, General Electric‘s former CEO, taught his employees that ―Companies can‘t give job security. Only you yourself can.‖ (False; Challenging; p. 51) 111. When your employer looks beyond its own value chain and into t he value chain of its suppliers, distributors, and ultimately customers, it is stressing the value -delivery network. (True; Challenging; p. 52) 112. In today‘s marketplace, competition takes place between individual competitors rather than between the entire value-delivery networks created by these competitors. (False; Moderate; p. 54) 113. We segment markets to find distinct groups of buyers with different needs, behavior, or characteristics who might require separate products or marketing programs. (True; Easy; p. 54) 114. Correct Fit Clothiers evaluates each market segment‘s attractiveness and selects one or more segments to enter when considering adding new lines of clothing. Correct Fit is engaged in selective marketing. (False; Moderate; p. 55) 115. Market positioning is a strong strategy to develop. The company first identifies possible competitive advantages upon which to build the position. (True; Moderate; p. 56) 116. Through research, you find that your company dominates the markets in which you work. You are most likely using a market leader strategy. (True; Easy; p. 56) 117. In the future, Blue Ridge Tours plans to seek out markets that major competitors have overlooked and ignored. Blue Ridge plans to use a market nicher strategy. (True; Moderate; p. 56) 118. The marketing mix consists of product, price, positioning, and promotion. (False; Easy; p. 58) 119. Service firms actually offer service products. (True; Easy; p. 58) 120. In customer terms, promotion equates to communication, product to customer solution, price to custome r cost, and place to convenience. (True; Challenging; p. 59) 121. A marketing analysis includes evaluating the company‘s situation, markets, environment, strengths and weaknesses, and current and possible marketing actions to determine which opportunities it c an best pursue. (True; Challenging; p. 61) 122. A firm that organizes by specialist departments is called a divisional organization. (False; Easy; p. 62) 123. A marketing audit is actually a thorough examination of a company‘s performance, problem areas, and oppor tunities. (True; Moderate; p. 62) Prepared by: Derek Tai 133 of 2709 12/11/2010 Essay 124. What has created Disney‘s success as a world leader of entertainment? Disney has created and fulfilled fantasies for people around the world for generations. The real ―Disney Magic‖ lies in the company‘s obsessive dedication to its mission to ―make people happy‖ and to ―make a dream come true.‖ The strategic plan calls for employees to deliver exceptional customer service. Disney now is much diversified and competes in numerous industries. Disney has developed long-term strategies to meet changing conditions and ensure long-term survival. (Moderate; pp. 39-40) 125. Briefly mention the components of a strategic plan. A strategic plan consists of a market -oriented mission statement. This plan must also set compan y objectives and goals. It designates the business portfolio of businesses and products it will pursue. Strategies for growth and downsizing must be pu t in place. Last but not least, a plan for partnering to build customer relationships must be added. (Challenging; pp. 41) 126. Describe what goes into a market-oriented mission statement. A market -oriented mission statement should describe the organization‘s purpose or what it wants to accomplish in the larger environment. It will be both realistic and specific in its scope. Missions should fit the market environment and be motivating. (Easy; pp. 41, 44) 127. Explain the purpose of the Boston Consulting Group approach to business planning, and briefly describe each of the four types of SBUs. The purpose is t o provide a measure of market attractiveness and a measure of company strength in the market. The four types of SBUs are start, cash cows, question marks, and dogs. Stars are high-growth, high-share businesses or products. They often need heavy investme nt to finance their rapid growth. Cash cows are low-growth, high-share businesses or products. They need less investment and produce a lot of cash to pay bills and support other SBUs. Question marks are low-share business units in high -growth markets. They require a lot of cash to hold their share. Management must decide whether to build them into stars or phase them out. Dogs are low -growth, low-share businesses and products. They may generate enough cash to maintain themselves but do not promi se to be large sources of cash. (Challenging; p. 47) 128. Compare and contrast the following strategies for growth: market penetration, market development, product development, and diversification. Market penetration consists of increasing sales of existing p roducts in current markets. Market development, on the other hand, seeks to sell existing products in new markets. When neither of the above is effective, marketers seek to develop new o r modified products for current markets by practicing product develop ment. A final approach is to start up or buy businesses outside the firm‘s current products or markets. (Moderate; pp. 48, 50) 129. How do marketers use partner relationship management to their advantage? They work closely with partners in other company depa rtments to form an effective value chain that serves the customer. They also partner effectively with other companies in the marketing system to form a competitively superior value -delivery network. Each department within a company carries out value -creating activities to design, produce, market, deliver, and support the firm‘s products and services. Success depends on coordination and quality. These same marketers must look into the value chains of their suppliers, distributors, and ultimately customer s to coordinate an effective system. (Challenging: pp. 51-53) 130. Summarize marketing‘s role in the entire marketing process. Customers stand in the center of building strong and profitable relationships. A firm practices market segmentation by Prepared by: Derek Tai 134 of 2709 12/11/2010 dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing programs. Next, the firm would evaluate each market segment‘s attractiveness and select one or more segments to enter by using target marketing. Last, the firm would use market positioning to arrange for a product to occupy a clear, distinctive, and desirable place relative to competing brands and give the firm the greatest strategic advantage in it s target markets. (Moderate; pp. 53-55) Prepared by: Derek Tai 135 of 2709 12/11/2010 131. Compare the traditional 4 Ps to the current 4 Cs. Traditionally the 4 Ps were created from the marketer‘s viewpoint. Today the 4 Cs are created from the consumer‘s viewpoint. Product now is viewed as customer solution. Price is really customer cost. Place equates to convenience, and promotion is actually nothing more than communication. Customers buy value and solutions to their problems. Marketers should first think through the 4 Cs and then build the 4 Ps on that platform. (Moderate; p. 58) Chapter 1 Marketing: Managing Profitable Customer Relationships Multiple-Choice 1. 2. 3. 4. 5. Central to any definition of marketing is _____. a. demand management b transactions c. customer relationships d. making a sale Answer: (c) Di fficulty (1) Page: 6 All of the following are accurate descriptions of modern marketing today, except which one? a. M arketing is creation of value for customers. b. M arketing is customer satisfaction at a profit. c. Selling and advertising are synonymous with marketing. d. M arketing involves building and managing profitable customer relationships. Answer: (c) Difficulty: (1) Page: 6 According to Jeff Bezos, CEO of Amazon.com, a crucial dimension of an outstanding marketing comp any is_____. a. to create genuine value for customers b. a relentless pursuit of customer needs c. to build on customer relationships and profits will follow d. all of the above are correct Answer: (d) Difficulty: (2) Page: 4 _____ is defined as a social and managerial process by which individuals and groups obtain what they need and want through value creation. a, Selling b Advertising c. Barter d. None of the above are correct Answer: (d) Difficulty: ( 3) Page: 6 Society and culture shape the basic form of human needs called _____. a. needs b. wants c. demands d. value Answer: (b) Difficulty: (2) Page: 7 Prepared by: Derek Tai 136 of 2709 12/11/2010 6. When backed by buying power, wants become _____. a. social needs b. demands c. physical needs d. self-esteem needs Answer: (b) Difficulty (1) Page: 7 7. The fundamental reason America‘s most admired firms, including Wal -Mart, Proctor & Gamble and Disney, conduct extensive research is to _____. a. maximize profits b. increase market share c. increase sales d. understand customer‘s needs, wants and demands Answer: (d) Difficulty: (2) Page: 7 8. 9. _____ refers to sellers being preoccupied with their own products and losing sight of underlyi ng consumer needs. a. Selling myopia b. Marketing c. Selling d. Marketing myopia Answer: (d) Difficulty (2) Page: 13 American brand icons, including Harley Davidson, Coca -Cola and Nike, create deep brand meanings for consumers and do not suffer from _____. a. short-term losses b. long-term losses c. competitive threats d. marketing myopia Answer: (d) Difficulty (2) Page: 13 10. _____ are key building blocks for developing and managing customer relationships. a. b. c. d. Consumer expectations and customer satisfaction Customer choices and product offers Product performance and customer value Customer value and customer satisfaction Answer: (d) Difficulty: (3) Page: 11 Prepared by: Derek Tai 137 of 2709 12/11/2010 11. The response to the well -known Wal -Mart cheer which always ends with the closing question, ―Who‘s number 1?‖ is_____. a. low prices, always low prices b. Wal-Mart, Always! c. Exxon Mobil d. the customer, always! Answer: (d) Difficulty: (3) Page: 6 12. Amazon.com‘s primary obsession is to deliver a special _____ to every customer. a. b. c. d. a ssortment of products book store experience set of recommendations Answer: (c) Difficulty: (2) Page: 4 13. All of the following phrases reflect the marketing concept, except which one? a. b. c. d. We don‘t have a Marketing Department, we have a Customer Department. We make it happen for you. We stay close to customers. Putting profits ahead of customer needs is critical to the health of the firm. Answer: (d) Difficulty: (1) Page: 13 14. All of the phrases below are examples of transactions, e xcept which one? a. b. c. J ohn purchases a television set from Sears for $350. Sally votes for her local senator who promises to cut propert y taxes. Peter donates his old car to the American Lung Association for a tax deduction. d. Walter fails to send his membership renewal dues in time to the American Marketing Association. Answer: (d) Difficulty: (1) Page: 8 15. An example of a(n) _____ is when a customer pays Circuit City $250 and receives a television set in return. a. exchange b. transaction c. market d. segment Answer: (b) Difficulty: (1) Page: 8 16. ______ is the set of actual and potential buyers of a product. a. A market b. An audience c. A group d. A segment Answer: (a) Difficulty: (2) Page: 10 17. According to the famed father of Direct Marketing, Lester Wunderman, which of the following phrases reflects the marketing concept? a. b. c. d. The supplier is king. Marketing should be viewed as hunting and not gardening. This is what I make, won‘t you please buy it? This is what I want, won‘t you please make it? Answer: (d) Difficulty (3) Page: 13 Prepared by: Derek Tai 138 of 2709 12/11/2010 18. Activities such as product development, research, promotion, pricing and a. b. c. d. distribution are core _____. business activities marketing activities exchange relationship activities consumer activities Answer: (b) Difficulty (3) Page: 13 19. According to the American Customer Satisfaction Index, for each of the last two years, ______ has been rated the highest ever in customer satisfaction for an online service company. a. Ebay b. Wal-Mart c. Nike d. Amazon.com Answer: (d) Difficulty (3) Page: 3 20. Ask Jason Klar, vice president of Amazon.com and you will be intrigued by what he calls the _____ that makes the Amazon.com experience really special for visitors. a. b. c. d. ―good value‖ factor ―convenience‖ factor ―clicks and mortar‖ factor ―discovery‖ factor Answer: (d) Difficulty (2) Page: 5 21. The art and science of choosing target markets and building profitable relationships with them is called _____. a. marketing management b. positioning c. segmentation d. selling Answer: (a) Difficulty (2) Page: 11 Prepared by: Derek Tai 139 of 2709 12/11/2010 22. _____ is the set of benefits a company promises to deliver its consumers to satisfy their needs. a. Money-back guarantee b. Low prices c. G ood customer service d. Value proposition Answer: (d) Difficulty (2) Page: 12 23. All of the following phrases reflect a firm‘s value proposition, e xcept which one? a. b. c. d. Altoids is positioned as ―the curiously strong mint.‖ Porsche promises driving performance and excitement. Cheer laundry detergent promises powerful cleaning at all temperatures. All of the above are correct. Answer: (d) Difficulty: (2) Page: 12 24. The _____ is a useful philosophy in situations when the product‘s cost is too high and marketers look for ways to bring it down. a. selling concept b. product concept c. production concept d. marketing concept Answer: (c) Difficulty (3) Page: 12 25. Henry Ford‘s philosophy was to perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the _____. a. b. c. d. product concept marketing concept selling concept production concept Answer: (d) Difficulty: (2) Page: 12 26. In large metro areas such as New York, to avoid traffic gridlock in Manhattan, _____ is undertaken to encourage commuters to carpool and use mass transit. a. target marketing b. market segmentation c. demarketing d. marketing Answer: (c) Difficulty: (3) Page: 12 27. Selecting which segments to serve is called _____. a. b. c. d. market segmentation positioning customization target marketing Answer: (d) Difficulty: (2) Page: 11 28. When Wal-Mart profitably targets buyers who value savings, it is an example of _____. a. convenience b. value pricing c. market segmentation d. target marketing Answer: (d) Difficulty: (1) Page: 11 29. All the phrases given below reflect the definition of target marketing, except which one? a. Disney targets persons in all stages of the life cycle. Prepared by: Derek Tai 140 of 2709 12/11/2010 b. c. d. Porsche profitably targets affluent professionals. Dollar stores profitably target families with modest means. The Book of the Month club customizes offers based on a member‘s previous selections. Answer: (a) Difficulty: (2) Page: 11 30. Build a better mousetrap and the world will beat a path to your door reflects the _____. a. b. c. d. production concept marketing concept selling concept product concept Answer: (d) Difficulty: (3) Page: 13 31. Which operating philosophy is practiced by the American Red Cross to solicit blood donations? a. b. c. d. the marketing concept the product concept the production concept the selling concept A nswer: (d) Difficulty: (3) Page: 13 32. Firms follow the _____ when they face overcapacity. a. b. c. d. product concept selling concept production concept marketing concept Answer: (b) Difficulty: (3) Page: 13 Prepared by: Derek Tai 141 of 2709 12/11/2010 33. As the automobile industry matures and competition continues to intensify, marketers face stiff competition. Regal International Cars expects its salespeople to reach their sales quotas using aggressive means. Sales of optional package features that customers are unaware of are tolerated and expected. Regal International Cars is being operated as if it is at the _____ era of the evolutionary process. a. sales b. product c. production d. marketing Answer: (a) Difficulty: (2) Page: 13 34. Most firms follow the _____ philosophy, which holds that consumers will not buy enough of the firm‘s products unless it undertakes a large -scale selling and promotion effort. a. product-orientation b. production-orientation c. marketing orientation d. selling orientation Answer: (d) Difficulty: (2) Page: 13 35. Railroads were once operated thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the _____. a. product concept b. production concept c. selling concept d. marketing concept Answer: (a) Difficulty: (2) Page: 13 36. According to the authors of your text, _____ is viewed not as ―hunting‖, but as ―gardening.‖ T hat is, a firm has to find the right products for its customers. a. b. c. d. selling production marketing retailing Answer: (c) Difficulty: (2) Page: 13 37. The _____ starts with the factory, focusing upon the company‘s existing promotion to obtain profitable sales. a. b. c. d. products; it calls for heavy selling and marketing concept production concept product concept selling concept Answer: (d) Difficulty: (2) Page: 14 38. According to the authors of your text, fast -food restaurants offer tasty and convenient food at affordable prices; they contribute to a national obesity epidemic which harms consumer health and causes environmental problems in the long run. This statement reflects that they often overlook the_____ business philosophy. a. b. c. d. marketing concept product concept production concept societal marketing concept Answer: (d) Difficulty: (2) Page: 14 39. The set of marketing tools a firm uses to implement its marketing strategy is called the _____. a. b. promotion mix product mix Prepared by: Derek Tai 142 of 2709 12/11/2010 c. d. marketing mix TQM Answer: (c) Difficulty: (2) Page: 15 40. _____ is defined as the customer‘s evaluation of the difference between all the benefits and all the costs of a marketing off er relative to those of competing offers. a. b. c. d. Customer -relationship management Customer satisfaction TQM Customer -perceived value Answer: (d) Difficulty: (1) Page: 16 41. Building, keeping, and growing profitable value -laden relationships with all stakeholders of a company is called _____. a. customer lifetime value b. customer -perceived value c. customer relationship marketing d. database marketing Answer: (c) Difficulty: (1) Page: 16 42. Delivering superior customer value and customer satisfaction are th e two keys to building lasting _____. a. customer satisfaction b. customer databases c. market share d. customer relationships Answer: (d) Difficulty: (2) Page: 16 Prepared by: Derek Tai 143 of 2709 12/11/2010 43. All of the phrases below reflect the definition of customer-perce ived value, except which one? a. b. c. d. Alex brought home his Lexus for $45,000; he luxuriated in the handling and smell of the leather interior. FedEx offers reliable package delivery at a reasonable price. The benefits of undergraduate tuition at sta te schools are judged to be reasonable and fair in comparison to competing private schools. All of the above are correct. Answer: (d) Difficulty: (2) Page: 16 44. FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these aforementioned benefits against the monetary and psychic acting upon _____. costs of using the service, they are a. loyalty b. relationship marketing c. perceived customer value d. social relationships Answer: (c) Difficulty: (3) Page: 16 45. The overnight (next-day air) package shipping industry is crowded with marketing/logistics companies like FedEx, DHL, Airborne, U.S. Postal Service your text, FedEx has a 46 percent share of the next -day air shipping business compared to the Postal Service‘s 6 percent of the following are statements customers often use to judge product/service values objectively, except which one? a. b. c. d. and UPS. According to the authors of share. According to your authors, all FedEx is a large shipper judging by its market share. FedEx customers receive fast and reliable package delivery. Few FedEx customers may perceive some status with its use. U.S. Postal Service offers a comparable service to FedEx, at much lower prices. Answer: (d) Difficulty: (3) Page: 17 46. Marketers must continue to generate more _____, but not ―give away the house.‖ a. profits b. customer value and satisfaction c. market share d. revenues Answer: (b) Difficulty: (3) Page: 17 Prepared by: Derek Tai 144 of 2709 12/11/2010 47. All of the following are examples of relationship -marketing programs, e xcept which one? a. b. c. d. Harley Davidson sponsors the Harley Owners Group, giving riders an organized way to share their passion and show their pride. P&G customer teams work closely with Wal -Mart. Boeing partners with American Airlines in designing airplanes. Universities tell all incoming freshman to join student clubs. Answer: (d) Difficulty: (2) Page: 20 48. Airlines offer frequent flier marketing programs to build value and satisfaction into the customer relationship. Using this approach, airlines add ______ to the customer relationship. a. b. c. d. social benefits structural benefits financial benefits excitement Answer: (c) Difficulty: (3) Page: 20 49. Proctor and Gamble builds basic customer relationships with members of the target market using all the following approaches, except which one? a. P&G practices brand -building advertising. b. P&G makes personal phone calls to each and every custom er. c. P&G offers sales promotions to customers and middlemen alike. d. Using the 1 -800 customer response number, P&G interacts with customers. Answer: (b) Difficulty: (2) Page: 17 50. The Swiss watchmaker, Swatch, uses its club‘s website as an ultimate meeting place to market memorabilia to enthusiasts. Swatch also caters to collectors and publishes a magazine to disseminate news about watch lovers. Using this approach, Swatch adds _____ to the customer relationship. a. self-esteem b. financial benefits c. structural benefits d. social benefits Answer: (d) Difficulty: (3) Page: 19 51. McKesson Corp., a leading pharmaceutical wholesaler, supplies customers with computer linkages to help them manage their orders, payroll, or inv entory. Building customer relationships using this approach adds _____. a. financial benefits b. social benefits c. partnership ties d. structural ties Answer: (d) Difficulty: (3) Page: 20 52. Many banks are leading the way in using customer profitabi lity analysis to weed out losing customers and target winning ones for pampering. This is called _____. a. customer -relationship management b. positioning c. database marketing d. selective-relationship management Answer: (d) Difficulty: (3) Page: 21 53. The new view of marketing is to acquire, retain, and grow profitable customers. In years past, companies did not have to worry about losing dissatisfied customers; an endless supply of new customers kept Prepared by: Derek Tai 145 of 2709 12/11/2010 replacing them. This so -called _____ approa ch to marketing, whereby companies took their customers for granted is a thing of the past. a. customer -centric b. product-centric c. modern marketing d. leaky bucket Answer: (d) Difficulty: (2) Page: 21 54. One of the major challenges facing com panies today is to keep the customers they already have since there are fewer customers to go around. Changing demographics, sophisticated competitors, and overcapacity in many industries are some of the reasons for this. As a result, _____. a. the cost s of attracting new customers are declining b. the costs of maintaining existing customers are rising c. the costs of attracting new customers are rising d. giving incentives to existing customers all the time is good Answer: (c) Difficulty: (2) Page 22 55. According to the authors of your text, some marketers have hailed _____ as the ―marketing model of the 21st century and beyond.‖ a. b. c. d. long-term marketing short-term marketing targeted marketing direct marketing Answer: (d) Difficulty: (2) Page 22 Prepared by: Derek Tai 146 of 2709 12/11/2010 56. Through _____, many companies today are strengthening their connections to partners all along the channel, from raw materials to components to final products that are carried to final buyers. a. supply-chain management b. direct marketing c. partnership-relationship marketing d. customized marketing Answer: (a) Difficulty: (1) Page: 22 57. Pooling resources with other firms in order to succeed beyond managing the supply chain illustrates the _____ partnership. a. b. c. d. management-contracting licensing supply-chain management strategic alliance Answer: (d) Difficulty: (3) Page: 23 58. Walt Disney Company and Pixar Pictures have pooled resources t o create a new organizational form called _____ . a. supply-chain management b. licensing c. management contracting d. strategic-alliance partnership Answer: (d) Difficulty: (3) Page: 23 59. Stew Leonard, owner/operator of supermarkets, reacts adversely to losing a single customer sale. He feels this amounts to losing the entire stream of future purchases that a customer is likely to make if he/she remains in the area. This is an illustration of _____. a. share of customer b. market share c. profitability d. cu stomer -lifetime value Answer: (d) Difficulty: (3) Page: 23 60. Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, office products, among other product items. Based on previo us purchase history, the company recommends related CDs, books or videos that might be of interest. This helps Amazon.com capture a greater _____. a. b. c. d. market share customer -lifetime value share of customer profitability Answer: (c) Difficulty (3) Page: 24 61. _____ is the total combined customer lifetime values of all the company‘s customers. a. Share of customer b. Customer -lifetime value c. Customer equity d. Profitability Answer: (c) Difficulty: (3) Page: 24 62. Current sales and market share reflect a firm‘s past performance while _____ reflects the future. a. b. customer -lifetime value share of customer Prepared by: Derek Tai 147 of 2709 12/11/2010 c. d. profitability customer equity Answer: (d) Difficulty: (2) Page: 24 63. Banks classify customers into one of four relationship groups, according to their potential profitability and projected loyalty. JPMorgan Chase bank wishes to examine its database and identify customers who are profitable but not loyal. According to the authors of the text, it plans to use promotional blitzes to attract the group called _____. a. Barnacles b. True Friends c. Strangers d. Butterflies Answer: (d) Difficulty: (3) Page: 25 64. The ultimate aim of customer-relationship management is to pro duce _____. a. customer equity b. market share c. sales volume d. a reliable database Answer: (a) Difficulty: (2) Page: 24 65. All of the following phrases best describe the impact of technology upon the everyday lives of customers and marketers alike, except which one? a. We are all connected to each other via live satellite broadcast and the Internet. b. Just-in-time production and marketing has yet to bring value to customers and marketing partners alike. c. Technology is helpin g companies to distribute products more efficiently and effectively. d. Videoconferencing has transformed the communication landscape of today. Answer: (b) Difficulty (1) Page: 27 66. Which of the following statements about how the Internet is impacting lives everywhere is most a ccurate? a. Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike. b. The Internet is still in its infancy with few consumers buying products/services online. c. The Internet allows anytime, anywhere connections to information, entertainment, and communication. d. If consumer e-commerce looks promising, business-to-business e-commerce is just plain declining. Answer: (c) Difficulty (1) Page: 27 67. The rapid pace of ___ __ has allowed companies to greatly expand their geographical market coverage, purchasing, and manufacturing. a. technology b. change c. travel d. globalization Answer: (d) Difficulty (2) Page: 28 68. Perhaps the most dramatic new technology in today‘s ―new economy‖ is _____. a. b AOL c. the Internet d. all of the above Prepared by: Derek Tai 148 of 2709 Microsoft Windows XP 12/11/2010 Answer: (c) Difficulty: (1) Page: 27 69. Bill Blass, famed fashion designer, chooses cloth woven from Australian wool with designs printed in Italy and manufactured in China. He uses the services of an agent in Hong Kong for consumption in New York and other domestic markets. When companies buy supplies and components from markets situated all over the world, it is called _____. a. global marketing b. domestic marketing c. strategic alliances d. global sourcing Answer: (d) Difficulty (3) Page: 28 Prepared by: Derek Tai 149 of 2709 12/11/2010 70. Ben & Jerry‘s, challenges all stakeholders, including employees, top management and even ice cream scooper s in their stores to include concern for individual and community welfare in their day -to-day decisions. Actions by companies to do well by doing good reflects _____. a. ethics b. social responsibility c. profit-marketing d. marketing Answer: (b) Difficulty (2) Page: 30 71. When a church targets different demographic groups to increase attendance, it is an example of _____. a. for -profit marketing b. not-for -profit marketing c. mindless marketing d. ethics in marketing Answer: (b) Difficulty (2) Page: 31 72. Today, marketers all over the world are taking advantage of new opportunities for building _____ with their stakeholders. a. relationships b. joint ventures c. consortia d. profits Answer: (a) Difficulty: (2) Page: 16 73. The goal of customer-relationship management is to produce _____. a. b. c. d. revenues profits customer equity a database of customers Answer: (c) Difficulty: (2) Page: 24 74. A few years back when asked when Am azon.com would start focusing upon profits, CEO Jeff Bezos replied, _____. a. it is time we put profits ahead of growth. b. the goal of a firm is to make money first. c. if you offer customers low prices, they will make you money. d. if you focus upon what customers want and build a relationship, they will make you money. Answer: (d) Difficulty: (2) Page 4 Prepared by: Derek Tai 150 of 2709 12/11/2010 75. Amazon.com now partners with other retailers such as Toys ‗R‘ Us, Circuit City and Borders to help them _____. a. handle purchasing and inventory control b. improve their profitability picture c. run their web interfaces— maintain website, manage customer service, etc. d. u nderstand the rudiments of retailing Answer: (c) Difficulty: (2) Page: 5 76. To create customer value and build strong customer relationships, marketers know they cannot go it alone. Hence, in order to succeed in the long run, they practice _____. a. b. c. d. partner -relationship management database marketing designing attractiv e websites all of the above are correct Answer: (a) Difficulty: (3) Page: 22 77. The success of a firm hinges upon the performance of the entire _____. a. b. c. d. marketing department‘s effort supply chain product mix offerings organizational structure Answer: (b) Difficulty: (2) Page: 22 78. The authors of your text classify customers into one of four relationship groups, according to their profitability and projected loyalty. _____ characterize the group with the highest profit potential and strong loyalty. a. Barnacles b. Strangers c. Butterflies d. True Believers Answer: (d) Difficulty: (1) Page: 25 79. _____ is the act of obtaining a desired object from someone by offering something in return. a. Transacti on b. Exchange c. Bribe d. Value Answer: (b) Difficulty: (1) Page: 8 Prepared by: Derek Tai 151 of 2709 12/11/2010 80. While an exchange is the core concept of marketing, a _____ is marketing‘s unit of measurement: a. transaction b. relationship c. dollar d. database Answer: (a) Difficulty: (1) Page: 8 81. In the case of excess demand, _____ may be required to reduce the number of customers or to shift demand temporarily or permanently. a. b. c. d. marketing demarketing value marketing all of the above Answer: (b) Difficulty: (1) Page: 12 82. The _____ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do. a. product b. production c. selling d. marketing Answer: (d) Difficulty: (1) Page: 13 83. The _____ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer‘s and society‘s well being. a. b. c. d. marketing concept selling concept product concept societal -marketing concept Answer: (d) Difficulty: (1) Page: 14 84. The _____ of a Taco Bell customer exceeds $12,000. a. market share b. CRM c. customer lifetime value d. share of stomach Answer: (c) Difficulty: (2) Page: 23 Prepared by: Derek Tai 152 of 2709 12/11/2010 85. Marketers everywhere are using the Internet for the following reasons, except which one? a. to build closer relationships with customers and marketing partners b. to access new market spaces c. to attract new customers d. all of the above Answer: (d) Difficulty (1) Page: 27 True/False 86. As a company, Amazon.com has perfected the art of online selling without much regard for what the market wants. Answer: (False) Difficulty: (2) Page 4 87. That most Amazon.com regulars feel a surprisingly strong and personal relationship with the company based on customer value is far from true. Answer: (False) Difficulty: (2) Page 5 88. Selling is managing profitable customer relationships. Answer: (False) Di fficulty: (2) Page: 5 89. Product, price, place and promotion make up the elements of a firm‘s marketing mix. Answer: (True) Difficulty: (1) Page: 15 90. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Answer: (True) Difficulty: (3) Page: 6 91. The marketing process begins, continues, and ends with profits. Answer: (False) Difficulty: (1) Page: 7 92. Human needs are shaped by culture and indivi dual personality. Answer: (False) Difficulty: (2) Page: 7 93. When backed by buying power, wants become demands. Answer: (True) Difficulty: (2) Page: 7 94. When backed by buying power, needs become demands. Answer: (False) Difficulty: (2) Page: 7 95. Marketing offers are limited to physical products. Answer: (False) Difficulty: (2) Page: 7 96. Marketing offers include products, services, information, or experiences offered to a market to satisfy a need or want. Answer: (True) Difficulty: (2) Page: 7 97. When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. Answer: (False) Difficulty: (3) Page: 8 98. Satisfied customers often switch to competitors and disparage the product to others. Answer: (False) Difficulty: (2) Page: 8 99. Marketers consistently deliver superior value to foster strong economic and social customer relationships. Prepared by: Derek Tai 153 of 2709 12/11/2010 Answer: (True) Difficulty: (2) Page: 10 100. An exchange is the core concept of marketing, whereas a transaction is marketing‘s unit of measurement. Answer: (True) Difficulty: (2) Page: 8 101. Marketers of products, services and ideas only practice marketing, whereas buyers do not. Answer: (False) Difficulty: (2) Page: 11 102. A company‘s succes s or failure at building profitable customer relationships depends not only on its own actions but also how well the entire system serves the needs of final consumers. Answer: (True) Difficulty: (2) Page: 11 103. Who is our target market and what‘s our v alue proposition are two important questions underlying marketing strategy. Answer: (True) Difficulty: (2) Page: 11 104. Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization only. Answer: (False) Difficulty: (3) Page: 11 105. Demarketing is a marketing philosophy focused upon product differentiation and positioning. Answer: (False) Difficulty: (2) Page: 12 106. The production concept and product concept are two philosophies that can both lead to ma rketing myopia. Answer: (True) Difficulty: (3) Page: 13 107. When railroad companies thought that users wanted trains rather than transportation and overlooked the growing challenge of other modes of transportation, they were following the selling concep t. Answer: (False) Difficulty: (2) Page: 13 108. Most firms follow the production concept when they face overcapacity. Answer: (False) Difficulty: (3) Page: 12 109. According to famed direct marketer Lester Wunderman, the chant of the marketing era is t he customer asking, ―This is what I want, won‘t you please make it.‖ Answer: (True) Difficulty: (2) Page: 13 110. The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society‘s interests. Answer: (True) Difficulty: (2) Page: 14 111. Customer Relationship Management (CRM) is nothing more than a customer data management activity. Answer: (False) Difficulty: (2) Page: 16 112. Delivering superior customer value and customer satisfaction are the two keys to building lasting customer relationships. Answer: (True) Difficulty: (2) Page: 16 113. Customer value is defined as the customer‘s evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. Answer: (True) Difficulty: (2) Page: 16 114. Customer-perceived value depends on the product‘s perceived performance relative to a buyer‘s expectations. Answer: (False) Difficulty: (2) Page: 16 115. According to the authors of your text, the American Customer Satisfaction Index, which tracks customer satisfaction periodically, shows that overall customer satisfaction has increased slightly in recent years. Answer: (False) Difficulty: (2) Page: 17 Prepared by: Derek Tai 154 of 2709 12/11/2010 Essay 116. According to the authors of your text, there are five marketplace concepts. Explain. Answer: The core marketplace concepts are: needs, wants and demands; marketing offers (products, services, and experiences); value and satisfaction; exchanges, transactions, and relation ships; and markets. Addressing customer needs and wants is at the very heart of the marketing concept. Successful firms everywhere deliver more than they promise. The Ritz Carlton is a case in point. The unique experiences they create for consumers are critical in differentiating their offer. The four elements of the marketing mix (product, price, place and promotion) help firms meet the challenges of value creation, customer satisfaction and to establish meaningful and profitable relationships. Difficulty: (2) Pages: 7-11 117. What do the authors of your text mean when they say outstanding marketing companies create brand experiences beyond selling products/services? Explain. Answer: Strategic thinking underlies creating meaningful and purposeful experiences a nd relationships for customers. NASCAR, Amazon.com, Coke and Disney are just a few names of firms that are not just brands for consumers any longer. All these firms have successfully demonstrated that to differentiate their offer from their competitors, they have to connect with their customers at various levels. For example, Disney has dazzled the senses of patrons for decades, NASCAR has touched the hearts of sports fans, and Amazon.com has redefined the online shopping experience and thus stimulated t he minds of a few. Difficulty: (2) Pages: 9-10 118. Compare the selling and marketing philosophies under which organizations carry out their marketing strategies. List the key components of each philosophy. Answer: The selling philosophy reflects an inside -out (firm) philosophy and the marketing concept taken an outside -in (customer) perspective. The selling philosophy is practiced when firms face overcapacity. When consumers do not buy enough products on their own, companies coerce them into buying more by undertaking a largescale selling and promotion effort. The marketing concept, on the other hand, is a three -pronged philosophy based upon: satisfaction of customer needs and wants, integration of resources both within and outside the firm and profit maxi mization. Difficulty: (1) Page: 14 Prepared by: Derek Tai 155 of 2709 12/11/2010 119. What is the societal marketing concept? Explain. Answer: According to the societal marketing concept, firms today and in the future will survive if they take underlying consumer needs and society‘s well being into acc ount over the long term. In setting their marketing strategies, marketers today need to balance company profits, consumer wants, and society‘s interests. From day one, when marketing decisions are made, firms need to put people and society before profits. Difficulty: (1) Page: 14 120. One of the major developments in marketing can be summed up in one buzzword: relationships. Define customer relationship management and its associated strategies for building long -term relationships. Answer: Customer -Relationship Management (CRM) is the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Companies develop customer relationships with target markets at multiple levels. The most basic form of a r elationship for mass-marketed products/services is through a web - site, sales promotion offer or a 1 -800 customer -response number. At the other end of the spectrum, companies like Amazon.com create full partnerships with key customers. Manufacturers like P&G work closely with retailers like Wal -Mart. Some tools companies use include financial benefits, such as rewards based on frequency of purchase. Some examples include airlines which offer frequent flier programs. Other tools include social benefits, such as offering key customers the opportunity to network and create communities. For example, Harley -Davidson sponsors the Harley Owners Group (HOG). Another approach adds structural ties to the aforementioned financial and social benefits. For example, computer linkages are one way for companies to stay in touch with their customers. P&G and Wal Mart have a direct link to manage inventory and monitor sales at the retail level. Hence, to retain current customers and remain profitable, companies today are g oing beyond transactional marketing to customer relationship management. The key is to create and sustain relationships for the long term. Difficulty: (2) Pages: 16 -22 121. The aim of customer relationship management is to create not just customer satisfacti on, but customer delight. Explain. Answer: Customer satisfaction cannot be taken for granted. Since brand loyalty is dependent upon strong customer satisfaction, companies strive to retain current customers. Losing a customer once might mean losing the customer for life. Firms like Taco Bell and Home Depot look at a stream of purchases a customer is likely to make over his/her lifetime. Hence each sale is critical to the long -term success of a relationship. The customer lifetime value of a Taco Bell custom er is $12,000. Since the ultimate aim of customer lifetime value is to create share of customer, firms today create customer delight by over delivering and creating emotional relationships with key customers. Prepared by: Derek Tai 156 of 2709 12/11/2010 Difficulty: (2) Page: 23 and Marketing at Work 1.2 122. Define customer equity. The authors of your text classify customers into one of four relationship groups, based on profitability and projected loyalty. Discuss. Answer: Customer equity is the sum of the lifetime values of all of the companys custom ers. Customer equity is dependent upon customer loyalty by a firm‘s profitable customers. Since customer equity is a reflection of a company‘s future, companies must manage it carefully. Figure 1 -5 classifies customers into one of four relationship groups, a ccording to their profitability and loyalty. ―Strangers‖ show low profitability and little projected loyalty. It is a waste of resources to invest in this group since there is little or no match between the needs of the group and the company‘s offering. ―Butterflies‖ are profitable but not loyal. As the name suggests, they are good for the short term and not worthwhile to invest in for the long term. ―True friends‖ are both profitable and loyal. There is a strong match between the company‘s offering and t he target group‘s needs. The strategy is to over -deliver and delight these customers to grow them. Finally, ―Barnacles‖ are loyal but not profitable. They are the hardest to deal with in terms of strategies since they keep coming back. But they are not worth developing long-term relationships with since they are unprofitable customers. Difficulty: (2) Pages: 24 -25, Figure 1.5 123. The Internet has transformed the way we do business in today‘s day and age. Explain. Answer: Today, the Internet links individuals and businesses of all types to each other. ―Bricks and mortar‖ companies of the past are now ―clicks and mortar‖ companies today. Manufacturing firms today are linked to their suppliers and customers to build closer relationships. The Internet allows fir ms access to exciting new marketspaces. Internet usage in the United States has reached 67 percent, with some 160 million people accessing the Web in any given month. The Internet has spawned an entirely new breed of ―click only‖ companies – the so called ― dot-coms‖. The post -Internet frenzy of the late 1990s has introduced companies that are both savvy and face promising futures. B -to-B transactions online amounted to $3.9 trillion last year and are expected to reach over $4 trillion in 2005, compared to a paltry $100 billion in consumer purchases. We have entered a new digital age. Difficulty: (1) Page: 27 124. Describe the impact of globalization on marketing today. Use examples if necessary. Answer: The world we live in is a vastly more complex and yet ex citing environment. Globalization is the phenomenon of operating in an increasingly smaller world; many marketers are connected globally to their customers and marketing partners alike. For over two decades now, marketers everywhere have been surrounded b y regional and/or global competition. Regional trade agreements, such as NAFTA and the EU, have transformed and rewritten the rules of competition and economic cooperation today. For example, Japan used to be the second -largest trading partner up until the early 1990s. With NAFTA in place, Mexico has taken the spot from Japan. Countries worldwide have economic advantages called ―comparative advantages‖ over their competition. Geographical and cultural distances have shrunk with the advent of technology, the I nternet and new product introductions, such as world satellite TV broadcasts, global Internet hookups, and other technical advances. Domestic firms in countries such as India have had to contend and compete with US multinational firms for market share, revenues and profits. Firms worldwide are sourcing their products from different corners of the globe. Bill Blass, a fashion designer, chooses Australian cloth using local wool with designs printed in Italy. The drawing Prepared by: Derek Tai 157 of 2709 12/11/2010 of the dress is e-mailed to an agent in Hong Kong, who sends the order to a Chinese factory. The finished product is redistributed to department and specialty stores in New York and other parts of Europe. Difficulty: (2) Pages: 27 -28 125. Marketing, once under the for -profit domain, is now practiced by non-profit marketers too. With the aid of an example or two, discuss how non -profit marketers are utilizing marketing to run their operations. Answer: Churches are turning to marketing to communicate their message to specific demographic groups. Their core product -- religion -- is being targeted to various markets using the help of Madison Avenue ad agencies. Colleges and universities, which face declining enrollments and rising costs, are competing for students and funds. Performing arts‘ groups are resorting to aggressive donor marketing as they face operating deficits. Government agencies, such as the U.S. Army, attract and recruit with sophisticated marketing plans. Hence, marketing is essential for the survival of not -for -profit and for -profit marketers alike. Difficulty: (2) Page: 31 Prepared by: Derek Tai 158 of 2709 12/11/2010 Application 126. Amazon.com has redefined and rewritten the rules of marketing in the 21 st century. Discuss and apply the five core-marketplace concepts to the company. Answer: Few would disagree that Amazon.co m is an outstanding marketing company, based on its obsession and passion to create genuine value for its customers. To quote Jeff Bezos, CEO of Amazon.com, ―Customers come first. If you focus on what customers want and build a relationship, they will allo w you to make money.‖ The desire to create a unique and special experience for every customer is central to their success. The core marketplace concepts are: needs, wants and demands; marketing offers (products, services, and experiences); value and satisfaction; exchanges, transactions, and relationships; and markets. Amazon.com addresses and satisfies marketplace needs in the new sense, creating brands and brand experiences for consumers beyond the bare bones‘ essentials of selling books, DVDs and digital cameras, among other products. The unique experiences they create for consumers are critical in differentiating their offer. Amazon has transformed the online shopping experience by giving customers what they want, when they want it. To sum it up in one w ord: value. The site‘s personal recommendation feature and its ―New for You‖ feature links customers to their own personalized home pages, using state -of-the-art collaborative filtering technology. Hence, satisfied customers are the foundation blocks for developing and managing customer relationships. Difficulty: (2) Pages: 7 -11 Chapter 5 Quiz Question 1 (0.67 points) People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. selective attitude 0.0% d. selective attention 0.0% Question 2 b. selective distortion 0.0% Score: a. selective retention e. perceptual vigilance 0 / 0.67 (Question not answered. ) (0.67 points) Reverse auctions, trading exchanges, and company buying sites are all ways that companies can participate in ________. Prepared by: Derek Tai 159 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. product value analysis 0.0% c. vendor-managed inventory systems 0.0% d. systems selling 100.0% e. e-procurement 0 / 0.67 (Question not answered. ) Score: Question 3 a. secure extranets (0.67 points) Personality is a person's pattern of living as expressed in his or her psychograp hics. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 4 a. (0.67 points) A(n) ________ is a person's relatively consistent e valuations, feelings, and tendencies toward an object or idea. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% lifestyle 0.0% b. motive 0.0% c. belief 100.0% d. attitude 0.0% e. perception 0 / 0.67 (Question not answered. ) Score: Question 5 a. (0.67 points) Donna wants to buy a new coat. During the ________ stage of her purchase process she asked her friends to recommend a store and/or a style of coat. She searched the newspaper for coat sales, and she visited nearby stores to see what is available in her price range. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. alternative evaluation 0.0% c. need recognition 100.0% Prepared by: Derek Tai a. product evaluation d. information search 160 of 2709 12/11/2010 0.0% 0 / 0.67 (Question not answered. ) Score: Question 6 e. purchase decision (0.67 points) Although more price-conscious than other segments, ________ consumers tend to be strongly motivated by quality an d selection. Brands are important. They enjoy shopping and are more fashion conscious than other ethnic groups. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% b. African American 0.0% c. mature 0.0% d. Asian 0.0% e. baby boomer 0 / 0.67 (Question not answered. ) Score: Question 7 a. Hispanic (0.67 points) ________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% b. Cultures 0.0% c. Reference groups 0.0% d. Attitudes 0.0% e. Lifestyles 0 / 0.67 (Question not answered. ) Score: Question 8 a. Social classes (0.67 points) Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake's next step is most likely to be ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. opinion leadership 0.0% d. cognitive dissonance 0.0% Prepared by: Derek Tai b. evaluation of alternatives 0.0% Score: a. postpurchase behavior e. purchase decision 0 / 0.67 (Question not answered.) 161 of 2709 12/11/2010 Question 9 (0.67 points) Companies who use brand ambassadors are participating in ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. traditional marketing 100.0% c. buzz marketing 0.0% d. direct marketing 0.0% e. values marketing 0 / 0.67 (Question not answered. ) Score: Question 10 a. opinion leading (0.67 points) In the supplier search stage of the business buying process, the buyer ranks the importanc e of reliability, price, and other desired characteristics in the product. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 11 a. (0.67 points) Cameron loves to know about and purchase the most up -to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large group s of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% b. early adopter 0.0% c. early majority 0.0% d. late majority 0.0% e. laggards 0 / 0.67 (Question not answered. ) Score: Question 12 a. innovator (0.67 points) A person's buying choices are influenced b y four major psychological factors. Which is NOT one of these factors? Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices Value Response Response 162 of 2709 12/11/2010 0.0% 0.0% b. perception 100.0% c. alternative evaluation 0.0% d. learning 0.0% e. beliefs 0 / 0.67 (Question not answered. ) Score: Question 13 a. motivation (0.67 points) ________ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. Belief 0.0% c. Culture 100.0% d. Personality 0.0% e. Self-awareness 0 / 0.67 (Question not answered. ) Score: Question 14 a. Alternative evaluations (0.67 points) A buyer's decisions are influenced by ________ such as the buyer's age and life -cycle stage, occupation, economic situation, lifestyle, and personality and self -concept. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. reference groups 0.0% c. perceptions 0.0% d. attitudes 0.0% e. psychographics 0 / 0.67 (Question not answered. ) Score: Question 15 a. personal characteristics (0.67 points) This group of consumers tends to buy more branded, higher -quality products. and to make shopping a family event, with children having a b ig say in the purchase decision. In general, they are very brand loyal, and they favor companies who show special interest in them. Student response: Percent Value Correct Response Student Response 100.0% Prepared by: Derek Tai Answer Choices a. Hispanic 163 of 2709 12/11/2010 0.0% 0.0% c. Asian 0.0% d. mature 0.0% Question 1 b. African American e. gay and lesbian (0.67 points) The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied w ith a purchase. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. brand personality 0.0% c. recognition 0.0% d. consumer market 0.0% e. service quality 0 / 0.67 (Question not answered. ) Score: Question 2 a. perceived performance (0.67 points) What is the LEAST pressing in Maslow's Hierarchy of Needs? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. social needs 0.0% c. esteem needs 100.0% d. self-actualization needs 0.0% e. safety needs 0 / 0.67 (Question not answered. ) Score: Question 3 a. physiological needs (0.67 points) A person's buying choices are influenced by four major psychological factors: motiv ation, perception, learning, and beliefs and attitudes. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 4 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) One set of business purchases is made for each set of consumer purchases. Prepared by: Derek Tai 164 of 2709 12/11/2010 Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 5 a. (0.67 points) Buyer and seller are less dependent upon each other in the business buying process than in the consumer buying process. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 7 a. b. true (0.67 points) Marketers call the decision -making unit of a buying organization the ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. business-to-business market 0.0% c. supplier-development center 0.0% d. buying system 100.0% e. buying center 0 / 0.67 (Question not answered. ) Score: Question 8 a. business buyer (0.67 points) Generally, the consumer's purchase decision will be to buy the most preferred b rand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% d. alternative evaluation 0.0% Prepared by: Derek Tai c. cognitive dissonance 0.0% Question 9 b. attitude of others 0.0% Score: a. postpurchase behavior e. new product adoption 0 / 0.67 (Question not answered. ) (0.67 points) 165 of 2709 12/11/2010 ________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% b. Perception 0.0% c. Selective grouping 0.0% d. Learning 0.0% e. Self-actualization 0 / 0.67 (Question not answered. ) Score: Question 10 a. Personality (0.67 points) The information sources that are most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evalu ate products for the buyer. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. public 0.0% c. experimental 100.0% d. personal 0.0% e. social 0 / 0.67 (Question not ans wered.) Score: Question 11 a. commercial (0.67 points) Two characteristics that are especially important in influencing an innovation's rate of adoption are relative advantage and compatibility. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 12 a. (0.67 points) Which business buying situation is the marketer's greatest opportunity and challenge? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. straight rebuy 100.0% c. new task 0.0% Prepared by: Derek Tai a. modified rebuy d. multiple rebuys 166 of 2709 12/11/2010 0.0% 0 / 0.67 (Question not answered. ) Score: Question 13 e. system rebuy (0.67 points) Pace Hardware uses Learningnow.com to improve sales force effectiveness and facilitate sharing of expertise. It allows Pace retailers to link with other Pace retailers to ask for managerial and marketing advice. It also allows Pace retailers to ask their suppliers ab out product usage, deliveries, and warranties, and it allows suppliers to send new -product information directly to Pace retailers. In this scenario, Pace Hardware is using a(n) ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% b. intranet 0.0% c. search engine 0.0% d. trading exchange 0.0% e. reverse auction 0 / 0.67 (Question not answered. ) Score: Question 14 a. extranet (0.67 points) According to Freud's theories, people are ________ many of the psychological forces shaping their behavior. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. unsure of 0.0% c. aware of 0.0% d. status-driven about 0.0% e. socially conscious of 0 / 0.67 (Question not answered. ) Score: Question 15 a. unaware of (0.67 points) People differ greatly in their readiness to try new products. In each product area, there are "consumption pioneers." They are also called laggards. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 2 a. b. true (0.67 points) Maslow's theory is that ________ can be arranged in a hierarchy. Prepared by: Derek Tai 167 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. beliefs and attitudes 0.0% c. perceptions 100.0% d. human needs 0.0% e. decisions 0 / 0.67 (Question not answered. ) Score: Question 3 a. stimuli (0.67 points) Marketing stimuli consist of the four Ps. Which is NOT one of these Ps? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% product 100.0% b. politics 0.0% c. price 0.0% d. promotion 0.0% e. place 0 / 0.67 (Question not answered. ) Score: Question 4 a. (0.67 points) There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen us ing only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. subculture 100.0% c. lifestyle 0.0% d. personality 0.0% e. life cycle 0 / 0.67 (Question not answered. ) Score: Question 5 a. life-cycle stage (0.67 points) Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations. Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices Value Response Response 168 of 2709 12/11/2010 0.0% 0.0% b. cognitive dissonances 100.0% c. subcultures 0.0% d. social classes 0.0% e. occupations 0 / 0.67 (Question not answered. ) Score: Question 6 a. alternative evaluations (0.67 points) Almost all major purchases result in cognitive dissonance, or discomfort cause d by postpurchase conflict. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 8 a. (0.67 points) A ________ is a need that is suf ficiently pressing to direct a person to seek satisfaction. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% stimulus 100.0% b. motive 0.0% c. culture 0.0% d. perception 0.0% e. tradition 0 / 0.67 (Question not answered. ) Score: Question 9 a. (0.67 points) Members of the early majority are deliberate; although they rarely are leaders, they adopt new ideas before the average person. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 10 a. (0.67 points) A marketing research company asked members of a focus group to describe several motorcycle brands as animals. This is an example of ________. Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices 169 of 2709 12/11/2010 Value Response Response 0.0% 100.0% b. interpretive consumer research 0.0% c. status influence 0.0% d. buzz marketing 0.0% e. information search 0 / 0.67 (Question not answered. ) Score: Question 11 a. hierarchical need analysis (0.67 points) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. information search 100.0% c. variety-seeking buying behavior 0.0% d. purchase decision 0.0% e. postpurchase behavior 0 / 0.67 (Question not answered. ) Score: Question 12 a. need recognition (0.67 points) Which of the following is NOT true of mature consumers? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. They are an ideal market for "do-it-for-me" services. 0.0% c. High-tech home entertainment products appeal to them. 100.0% d. They place more importance on brand names and are more brand loyal than members of other age groups are. 0.0% Prepared by: Derek Tai a. The best strategy is to appeal to their active, multidimensional lives. e. They are good candidates for cosmetics and personal 170 of 2709 12/11/2010 care products. 0 / 0.67 (Question not answered. ) Score: Question 13 (0.67 points) A ________ consists of the activities people are expected to perform according to the persons around them. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% motive 100.0% b. role 0.0% c. lifestyle 0.0% d. life-cycle 0.0% Question 1 a. e. tradition (0.67 points) In the model of buyer behavior, which o f the following is NOT a major type of force or event in the buyer's environment? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. technological 0.0% c. political 100.0% d. channels 0.0% e. cultural 0 / 0.67 (Question not answered. ) Score: Question 2 a. economic (0.67 points) A(n) ________ is a descriptive thought that a person has about something. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% lifestyle 0.0% b. motive 100.0% c. belief 0.0% d. attitude 0.0% Question 4 a. e. perception (0.67 points) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________. Prepared by: Derek Tai 171 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. selective attitude 0.0% c. selective interpre tation 100.0% d. selective attention 0.0% e. perceptual defense 0 / 0.67 (Question not answered. ) Score: Question 5 a. selective distortion (0.67 points) ________, the fastest -growing U.S. demographic segment, now number more than 46 million. Student respon se: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% b. Hispanics 0.0% c. Asian Americans 0.0% d. Mature consumers 0.0% e. Gays and lesbians 0 / 0.67 (Question not answered. ) Score: Question 6 a. African Americans (0.67 points) A belief is the specific mix of human traits that may be attributed to a particular brand. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 7 a. (0.67 points) Almost all major purchases result in cognitive dissonance, or discomfort caused by postpurchase conflict. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________. Prepared by: Derek Tai 172 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. alternative evaluation 100.0% c. postpurchase behavior 0.0% d. product expectations 0.0% e. information searches 0 / 0.67 (Question not answered. ) Score: Question 10 a. need recognition (0.67 points) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting -edge fashion at great deals, and her advice is often foll owed. Rashmi is an example of a(n) ________. Student response: Percent Correct Value Response Student Response Answer Choices 0.0% 0.0% b. innovator 100.0% c. opinion leader 0.0% d. buzz marketer 0.0% e. experiential source 0 / 0.67 (Question not answered. ) Score: Question 12 a. membership group (0.67 points) Brand personality is a mix of human traits attributed to a brand. Which of the following is NOT one of the five brand personality traits discussed in your text? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. excitement 0.0% c. competence 0.0% d. sophistication 100.0% e. emotion 0 / 0.67 (Question not answered. ) Score: Question 14 a. sincerity (0.67 points) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices Value Response Response 173 of 2709 12/11/2010 0.0% 100.0% b. subliminal 0.0% c. perceptual 0.0% d. innovative 0.0% e. comparative 0 / 0.67 (Question not answered. ) Score: Question 15 a. alternative evaluation (0.67 points) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. need recognition 0.0% b. information search 100.0% c. variety-seeking buying behavior 0.0% d. purchase decision 0.0% e. postpurchase behavior Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Question 2 (0.67 points) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. perceptual 0.0% d. innovative 0.0% Question 3 b. subliminal 0.0% Score: a. alternative evaluation e. comparative 0.67 / 0.67 (0.67 points) Which of the following is NOT a way that business and consumer mar kets differ? Prepared by: Derek Tai 174 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. market structure and demand 0.0% c. nature of the buying unit 0.0% d. types of decisions 0.0% e. decision process 0 / 0.67 (Question not answered. ) Score: Question 5 a. satisfaction of needs through purchases (0.67 points) The buying center is not a fixed or formally identified unit within an organization. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 7 a. (0.67 points) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% stimulus 100.0% b. motive 0.0% c. culture 0.0% d. perception 0.0% e. tradition 0 / 0.67 (Question not answered. ) Score: Question 8 a. (0.67 points) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict. Student response: Answer Choices 0.0% a. need recognition 100.0% b. cognitive dissonance 0.0% c. purchase decisions 0.0% d. legitimization 0.0% Prepared by: Derek Tai Percent Correct Student Value Response Response e. dissatisfaction 175 of 2709 12/11/2010 0 / 0.67 (Question not answered. ) Score: Question 10 (0.67 points) Brand personality is a mix of human traits attributed to a brand. Which of the following is NOT one of the five brand personality traits discussed in your text? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. excitement 0.0% c. competence 0.0% d. sophistication 100.0% e. emotion 0 / 0.67 (Question not answered. ) Score: Question 12 a. sincerity (0.67 points) As compared to consumer markets, business markets are ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. smaller 100.0% c. huge 0.0% d. somewhat larger 0.0% e. less complex 0 / 0.67 (Question not answered. ) Score: Question 13 a. approximately the same (0.67 points) Which of the following is NOT part of Maslow's Hierarchy of Needs? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. safety needs 100.0% c. stimulus needs 0.0% d. self-actualization needs 0.0% e. social needs 0 / 0.67 (Question not answered. ) Score: Question 14 a. physiological needs (0.67 points) The benefits of e -procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery. Student response: Prepared by: Derek Tai Percent Correct Student 176 of 2709 Answer Choices 12/11/2010 Value Response Response 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 15 a. (0.67 points) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Bo th used the information in different ways, according to what each already believed was important. They have engaged in ________. Student response: Percent Correct Student Value Response Response Answer Choices 100.0% a. selective distortion 0.0% b. selective attitude 0.0% c. selective retention 0.0% d. selective attention 0.0% e. perceptual defense Score: 0 / 0.67 (Question not answered. ) Total score: 1.34 / 10.05 = 13.3% View Results Chapter 5 Quiz User ID: sli7 Attempt: 6 / Unlimited Out of: 10.05 Started: October 14, 2010 4:11am Finished: October 14, 2010 4:12am Time spent: 0 min. 27 sec. Question 1 (0.67 points) A problem with the rapidly expanding use of e -purchasing is that it ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. saves less time than expected 0.0% c. generates more transactions to document 0.0% Prepared by: Derek Tai a. can erode established customer-supplier relationships d. generates less cost savings than predicted 177 of 2709 12/11/2010 0.0% 0 / 0.67 (Question not answered. ) Score: Question 2 e. reduces the amount of time purchasing people can spend on strategic issues (0.67 points) A customer's lifestyle can be measured using the AIO dimensions. What does AIO stand for? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. Achievement, Involvement, Organizations 0.0% c. Accommodation, Investment, Orientation 0.0% d. Acknowledgement, Interests, Observations 0.0% e. Adoptions, Interests, Occupations 0 / 0.67 (Question not answered. ) Score: Question 3 a. Activities, Interests, Opinions (0.67 points) During which stage of the business buying process is a buyer most li kely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. product specification 0.0% c. proposal solicitation 0.0% d. order-routine specification 0.0% e. performance review 0 / 0.67 (Question not answered. ) Score: Question 4 a. general need recognitio n (0.67 points) People tend to interpret new inform ation in a way that will support what they already believe. This is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Prepared by: Derek Tai a. selective retention 178 of 2709 12/11/2010 100.0% 0.0% c. selective attitude 0.0% d. selective learning 0.0% e. selective perception 0 / 0.67 (Question not answered. ) Score: Question 5 b. selective distortion (0.67 points) Of the different types of buying situations, the modified rebuy presents the fewest decisions for a business buyer to make. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 7 a. (0.67 points) The first step of the business buying p rocess is ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. supplier search 0.0% c. proposal solicitation 100.0% d. problem recognition 0.0% e. order-routine specification 0 / 0.67 (Question not answered. ) Score: Question 9 a. general need description (0.67 points) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cu tting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n) ________. Student response: Percent Correct Value Response Student Response Answer Choices 0.0% 0.0% c. opinion leader 0.0% d. buzz marketer 0.0% Prepared by: Derek Tai b. innovator 100.0% Score: a. membership group e. experiential source 0 / 0.67 (Question not answered. ) 179 of 2709 12/11/2010 Question 10 (0.67 points) The benefits of e -procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 11 a. (0.67 points) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. stimulus 100.0% b. motive 0.0% c. culture 0.0% d. perception 0.0% e. tradition 0 / 0.67 (Question not answered. ) Score: Question 12 (0.67 points) Question 13 (0.67 points) The late majorities are tradition bound; they adopt an innovation only when it has become something of a tradition itself. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 14 a. (0.67 points) Bill thought he had received the best deal on his new car. Shortly after t he purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. selective perception 100.0% c. cognitive dissonance 0.0% Prepared by: Derek Tai a. postpurchase culture d. purchase decision 180 of 2709 12/11/2010 0.0% 0 / 0.67 (Question not answered. ) Score: Question 15 e. information evaluation (0.67 points) Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. brand perception 0.0% b. product image 100.0% c. brand personality 0.0% d. new product 0.0% e. brand equity Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 5 Quiz User ID: sli7 Attempt: 7 / Unlimited Out of: 10.05 Started: October 14, 2010 4:12am Finished: October 14, 2010 4:13am Time spent: 0 min. 28 sec. Question 1 (0.67 points) Consumers do not use a simple and single alternative evaluation process in all buying situations. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 2 a. (0.67 points) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________. Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices 181 of 2709 12/11/2010 Value Response Response 0.0% 0.0% b. selective attitude 0.0% c. selective interpretation 100.0% d. selective attention 0.0% e. perceptual defense 0 / 0.67 (Question not answered. ) Score: Question 3 a. selective distortion (0.67 points) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. cognitive dissonance 0.0% c. purchase decisions 0.0% d. legitimization 0.0% Question 5 a. need recognition e. dissatisfaction (0.67 points) ________ is never simple, yet understanding it is the essential task of marketing manage ment. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. Consumption pioneering 0.0% c. Early adoption 100.0% d. Consumer buying behavior 0.0% e. Understanding the difference between primary and secondary data 0 / 0.67 (Question not answered. ) Score: Question 6 a. Brand personality (0.67 points) Researchers found that a number of well -known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedne ss." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% Prepared by: Derek Tai a. brand perception b. product image 182 of 2709 12/11/2010 100.0% 0.0% d. new product 0.0% Question 9 c. brand personality e. brand equity (0.67 points) Economic, technological, and cultural forces are all ________ in the stimulus -response model of buyer behavior. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. stimuli 0.0% c. components of the buyer's decision process 0.0% d. buyer characteristics 0.0% e. buying attitudes 0 / 0.67 (Question not answered. ) Score: Question 12 a. buyer responses (0.67 points) The benefits of e -procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 13 a. (0.67 points) Environmental, organizational, interpersonal, and individual factors all influence business buyer behavior. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 14 a. (0.67 points) ________ describes changes in an individual's beh avior arising from experience. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Prepared by: Derek Tai a. Lifestyle 183 of 2709 12/11/2010 100.0% b. Learning 0.0% c. Perception 0.0% d. Cognitive dissonance 0.0% e. Aggressiveness Chapter 5 Quiz User ID: sli7 Attempt: 8 / Unlimited Out of: 10.05 Started: October 14, 2010 4:13am Finished: October 14, 2010 4:14am Time spent: 0 min. 22 sec. Question 1 (0.67 points) After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behavior. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 2 a. (0.67 points) The buying center is not a fixed or formally identified unit within an organization. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered.) Score: Question 3 a. (0.67 points) The buying process starts with ________, in which the buyer recognizes a problem or need. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. information search 0.0% c. evaluation of alternatives 0.0% d. purchase decision 0.0% Prepared by: Derek Tai a. need recognition e. separation of needs and wants 184 of 2709 12/11/2010 0 / 0.67 (Question not answered. ) Score: Question 4 (0.67 points) Of the following, the best starting point to und erstanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. subculture 0.0% c. generational 100.0% d. stimulus-response 0.0% e. societal 0 / 0.67 (Question not answered. ) Score: Question 5 a. belief (0.67 points) People tend to interpret new information in a way that will support what they already believe. This is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. selective distortion 0.0% c. selective attitude 0.0% d. selective learning 0.0% e. selective perception 0 / 0.67 (Question not answered. ) Score: Question 6 a. selective retention (0.67 points) Each social class contains groups of people with shared value systems based on common life experiences and situations. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 7 a. (0.67 points) During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to de termine if they can be redesigned, standardized, or made less expensive? Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices Value Response Response 185 of 2709 12/11/2010 0.0% 100.0% b. product specification 0.0% c. proposal solicitat ion 0.0% d. order-routine specification 0.0% e. performance review 0 / 0.67 (Question not answered. ) Score: Question 8 a. general need recognition (0.67 points) Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. social classes 100.0% c. learning theory 0.0% d. need recognition 0.0% e. cognitive dissonance 0 / 0.67 (Question not answered. ) Score: Question 9 a. subliminal advertising (0.67 points) Economic, technological, and cultural forces are all ________ in the stimulus -response model of buyer behavior. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. stimuli 0.0% c. components of the buyer's decision process 0.0% d. buyer characteristics 0.0% e. buying attitudes 0 / 0.67 (Question not answered.) Score: Question 10 a. buyer responses (0.67 points) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Prepared by: Derek Tai a. selective distortion 186 of 2709 12/11/2010 0.0% 0.0% c. selective retention 0.0% d. selective attention 0.0% e. perceptual defense 0 / 0.67 (Question not answered. ) Score: Question 11 b. selective attitude (0.67 points) Online social networks represent an important form of buzz for marketers. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 12 a. (0.67 points) Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. These statements were made during the ________ stage of the purchase decision. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. situational analysis 0.0% c. alternative evaluation 0.0% d. purchase decision 100.0% Question 14 a. information search e. postpurchase behavior (0.67 points) Consumers learn about new products for th e first time and make the decision to buy them during the ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. adoption process 0.0% c. evaluation process 0.0% d. information search 0.0% Prepared by: Derek Tai a. new product recognition e. quality assessment 187 of 2709 12/11/2010 Chapter 5 Quiz User ID: sli7 Attempt: 9 / Unlimited Out of: 10.05 Started: October 14, 2010 4:14am Finished: October 14, 2010 4:15am Time spent: 0 min. 42 sec. Question 1 (0.67 points) In the model of buyer behavior, which of the fol lowing is NOT a major type of force or event in the buyer's environment? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% c. political 100.0% d. channels 0.0% Question 2 b. technological 0.0% Score: a. economic e. cultural 0.67 / 0.67 (0.67 points) Marketers describe the way the consumer processes information to arrive at brand choices as ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. information search 0.0% c. purchase decision 0.0% d. situational factors 0.0% e. post-purchase dissonance 0 / 0.67 (Question not answered. ) Score: Question 3 a. alternative evaluation (0.67 points) Consumers do no t use a simple and single alternative evaluation process in all buying situations. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 7 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) A business marketer normally deals with far fewer buyers than the consumer marketer does. Prepared by: Derek Tai 188 of 2709 12/11/2010 Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 8 a. (0.67 points) Which of the following do marketers NOT consider as an important American subculture? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. African Americans 0.0% c. mature consumers 100.0% d. opinion leaders 0.0% e. Asian Americans 0 / 0.67 (Question not answered. ) Score: Question 9 a. Hispanics (0.67 points) The first step of the business buying process is ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. supplier search 0.0% c. proposal solicitation 100.0% d. problem recognition 0.0% Question 11 a. general need description e. order-routine specification (0.67 points) The benefits of e -procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 12 a. (0.67 points) Online social networks represent an important form of buzz for marketers. Student response: Prepared by: Derek Tai Percent Correct Student 189 of 2709 Answer Choices 12/11/2010 Value Response Response 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 13 a. (0.67 points) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. selective attitude 0.0% c. selective interpretation 100.0% d. selective attention 0.0% e. perceptual defense 0 / 0.67 (Question not answered. ) Score: Question 15 a. selective distortion (0.67 points) ________ are subtle stimuli that influence where, when, and how a person responds to an idea. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% a. Cues 0.0% b. Drives 0.0% c. Messages 0.0% d. Personalities 0.0% e. Impulses Score: 0 / 0.67 (Question not answered. ) Total score: 0.67 / 10.05 = 6.7% View Results Chapter 5 Quiz User ID: sli7 Attempt: 10 / Unlimited Out of: 10.05 Started: October 14, 2010 4:15am Finished: October 14, 2010 4:15am Time spent: 0 min. 26 sec. Question 1 Prepared by: Derek Tai (0.67 points) 190 of 2709 12/11/2010 Early adopters are opini on leaders in their communities and adopt new ideas early but carefully. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 2 a. (0.67 points) ________ are subtle stimuli that influence where, when, and how a person responds to an idea. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% b. Drives 0.0% c. Messages 0.0% d. Personalities 0.0% e. Impulses 0 / 0.67 (Question not answered. ) Score: Question 4 a. Cues (0.67 points) The late majorities are tradition bound; they adopt an innovation only when it has become something of a tradition itself. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 7 a. b. true (0.67 points) Marketers describe the way the consumer processes information to arrive at brand choices as ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% d. situational factors 0.0% Prepared by: Derek Tai c. purchase decision 0.0% Question 8 b. information search 0.0% Score: a. alternative evaluation e. post-purchase dissonance 0 / 0.67 (Question not answered. ) (0.67 points) 191 of 2709 12/11/2010 ________, the fastest -growing U.S. demographic segment, now number more than 46 million. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% b. Hispanics 0.0% c. Asian Americans 0.0% d. Mature consumers 0.0% e. Gays and lesbians 0 / 0.67 (Question not answered. ) Score: Question 9 a. African Americans (0.67 points) Consumers do not use a simple and single alternative evaluation pro cess in all buying situations. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 10 a. (0.67 points) Children exert little influence on family buying decisions, particularly in areas such as entertainment and food. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 11 a. (0.67 points) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become ________ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. direct marketers 0.0% d. direct sellers 0.0% Prepared by: Derek Tai b. brand ambassadors 0.0% Score: a. early adopters e. aspirational consumers 0 / 0.67 (Question not answered. ) 192 of 2709 12/11/2010 Question 14 (0.67 points) Which of the following do marketers NOT consider as an important American subculture? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. African Americans 0.0% c. mature consumers 100.0% d. opinion leaders 0.0% Question 1 a. Hispanics e. Asian Americans (0.67 points) Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. cognitive dissonance 0.0% d. purchase decision 0.0% Question 2 b. selective perception 100.0% Score: a. postpurchase culture e. information evaluation 0.67 / 0.67 (0.67 points) Applying ________, marketers can affect d emand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. learning theory 0.0% d. need recognition 0.0% Question 4 b. social classes 100.0% Score: a. subliminal advertising e. cognitive dissonance 0.67 / 0.67 (0.67 points) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. Student response: Prepared by: Derek Tai Percent Correct Student 193 of 2709 Answer Choices 12/11/2010 Value Response Response 100.0% 0.0% b. Habitual buyers 0.0% c. Social networkers 0.0% d. Stealth marketers 0.0% e. Buzz marketers 0 / 0.67 (Question not answered. ) Score: Question 5 a. Opinion leaders (0.67 points) As compared to consumer markets, business markets are ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. smaller 100.0% c. huge 0.0% d. somewhat larger 0.0% e. less complex 0 / 0.67 (Question not answered. ) Score: Question 7 a. approximately the same (0.67 points) Facebook.com and YouTube are examples of ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. opinion leaders 100.0% c. social networks 0.0% d. virtual worlds 0.0% Question 9 a. buzz marketing e. early adopters (0.67 points) The buying process starts with ________, in which the buyer recognizes a problem or need. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. information search 0.0% c. evaluation of alterna tives 0.0% d. purchase decision 0.0% Prepared by: Derek Tai a. need recognition e. separation of needs and wants 194 of 2709 12/11/2010 Question 11 (0.67 points) Which statement is true regarding social class in the United States? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. Lines between social classes in the United States are fixed and rigid. 100.0% c. Social classes show distinct product preferences in clothing and automobiles. 0.0% d. Wealth is more critical than education level in measuring social class. 0.0% e. People are relegated to a permanent class layer in the United States. 0 / 0.67 (Question not answered. ) Score: Question 13 a. Social class is determined primarily by income level. (0.67 points) ________ is a person' s pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. Culture 100.0% c. Lifestyle 0.0% d. Motive 0.0% e. Social class 0 / 0.67 (Question not answered. ) Score: Question 14 a. Personality (0.67 points) People tend to interpret new information in a way that will support what they already believe. This is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. selective distortion 0.0% Prepared by: Derek Tai a. selective retention c. selective attitude 195 of 2709 12/11/2010 0.0% 0.0% e. selective perception 0 / 0.67 (Question not answered. ) Score: Question 15 d. selective learning (0.67 points) A problem with the rapidly expanding use of e -purchasing is that it ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. can erode estab lished customer-supplier relationships 0.0% b. saves less time than expected 0.0% c. generates more transactions to document 0.0% d. generates less cost savings than predicted 0.0% e. reduces the amount of time purchasing people can spend on strategic issues Score: 0 / 0.67 (Question not answered. ) Total score: 2.01 / 10.05 = 20.0% View Results Chapter 5 Quiz User ID: sli7 Attempt: 12 / Unlimited Out of: 10.05 Started: October 14, 2010 4:17am Finished: October 14, 2010 4:20am Time spent: 3 min. 0 sec. Question 1 (0.67 points) Consumers do not use a simple and single alternative evaluation process in all buying situations. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Prepared by: Derek Tai false 100.0% Score: a. b. true 0.67 / 0.67 196 of 2709 12/11/2010 Question 2 (0.67 points) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% c. Social networkers 0.0% d. Stealth marketers 0.0% Question 3 b. Habitual buyers 0.0% Score: a. Opinion leaders e. Buzz marketers 0.67 / 0.67 (0.67 points) Which of the following is NOT part of Maslow's Hierarchy of Needs? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. stimulus needs 0.0% d. self-actualization needs 0.0% Question 4 b. safety needs 100.0% Score: a. physiological needs e. social needs 0.67 / 0.67 (0.67 points) Online social networks represent an important form of buzz for marketers. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 5 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) A problem with the rapidly expanding use of e -purchasing is that it ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% Prepared by: Derek Tai a. can erode established customer-supplier relationships b. saves less time than expected 197 of 2709 12/11/2010 0.0% c. generates more transactions to document 0.0% d. generates less cost savings than predicted 0.0% e. reduces the amount of time purchasing people can spend on strategic issues Score: 0.67 / 0.67 Score: 0.67 / 0.67 Question 7 (0.67 points) Some consumers worry that they will be affected by marketing messages without even knowing it. They are c oncerned about ________ advertising. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. perceptual 0.0% d. innovative 0.0% Question 9 b. subliminal 0.0% Score: a. alternative evaluation e. comparative 0.67 / 0.67 (0.67 points) A belief is the specific mix of human traits that may be attributed to a particular brand. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 10 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) A customer's lifestyle can be measured using the AIO dimensions. What does AIO stand for? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. Achievement, Involvement, Organizations 0.0% c. Accommodation, Investment, Orientation 0.0% Prepared by: Derek Tai a. Activities, Interests, Opinions d. Acknowledgement, 198 of 2709 12/11/2010 Interests, Observations 0.0% Score: Question 11 e. Adoptions, Interests, Occupations 0.67 / 0.67 (0.67 points) Which of the following is NOT part of the business market? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. A municipal government buys chemicals for its city swimming pools. 100.0% c. Sue buys a gift for her mother. 0.0% d. A Canadian software company buys airplane tickets to send a group of salespeople to make a presentation to a heavy equipment manufac turer in Japan. 0.0% e. Airmark sells a vinyl printing press to a manufacturer of plastic bags. 0 / 0.67 (Question not answered. ) Score: Question 13 a. Scott Sign Systems sells interior signs to an Alabama resort. (0.67 points) The buying process starts with ________, in which the buyer recognizes a probl em or need. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% d. purchase decision 0.0% Prepared by: Derek Tai c. evaluation of alternatives 0.0% Question 14 b. information search 0.0% Score: a. need recognition e. separation of needs and wants 0.67 / 0.67 (0.67 points) 199 of 2709 12/11/2010 Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval. These are all examples of how the business buying decision process is more ________ than the consumer buying decision process is. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. creative 0.0% c. relationship-oriented 0.0% d. independent 0.0% e. concentrated 0 / 0.67 (Question not answered. ) Score: Question 1 a. formalized (0.67 points) A marketing research company asked members of a focus group to describe several motorcycle brands as animals. This is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. status influence 0.0% d. buzz marketing 0.0% Question 4 b. interpretive consumer research 0.0% Score: a. hierarchical need analysis e. information sea rch 0.67 / 0.67 (0.67 points) Which of the following is NOT part of the business market? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. A municipal government buys chemicals for its city swimming pools. 100.0% c. Sue buys a gift for her mother. 0.0% Prepared by: Derek Tai a. Scott Sign Systems sells interior signs to an Alabama resort. d. A Canadian software company buys airplane tickets to send a group of salespeople to make a 200 of 2709 12/11/2010 presentation to a heavy equipment manufacturer in Japan. 0.0% Score: Question 5 e. Airmark sells a vinyl printing press to a manufacturer of plastic bags. 0.67 / 0.67 (0.67 points) John Herr's company has standardized the size of its paper b ags so that each bag can be used in five to seven different store departments. This approach to cost reduction likely took place in the ________ stage of the business buying process. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. general need description 100.0% c. product specification 0.0% d. supplier search 0.0% e. proposal solicitation 0 / 0.67 (Question not answered. ) Score: Question 6 a. problem recognition (0.67 points) All of the following make up a person's lifestyle EXCEPT ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. interests 100.0% c. dissonance-reducing buying behavior 0.0% d. opinions 0.0% e. work 0 / 0.67 (Question not answered. ) Score: Question 7 a. AIO dimensions (0.67 points) Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic gr ape juice, but the Chablis had a crisp taste that she really enjoyed. These statements were made during the ________ stage of the purchase decision. Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices Value Response Response 201 of 2709 12/11/2010 0.0% 0.0% b. situational analysis 0.0% c. alternative evaluation 0.0% d. purchase decision 100.0% e. postpurchase behavior 0 / 0.67 (Question not answered. ) Score: Question 8 a. information search (0.67 points) People cannot focus on all of the stimu li that surround them each day. A person's tendency to screen out most of the information to which he or she is exposed is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. selective distortion 0.0% c. selective attitude 100.0% d. selective attention 0.0% e. selective perception 0 / 0.67 (Question not answered. ) Score: Question 9 a. selective retention (0.67 points) Which statement is true regarding social class in the United States? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% d. Wealth is more critical than education level in measuring social class. 0.0% Prepared by: Derek Tai c. Social classes show distinct product preferences in clothing and automobiles. 0.0% Question 10 b. Lines between social classes in the United States are fixed and rigid. 100.0% Score: a. Social class is determined primarily by income level. e. People are relegated to a permanent class layer in the United States. 0 / 0.67 (Question not answered. ) (0.67 points) 202 of 2709 12/11/2010 The first step of the business buying process is ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. supplier search 0.0% c. proposal solicitation 100.0% d. problem recognition 0.0% e. order-routine specification 0 / 0.67 (Question not answered. ) Score: Question 11 a. general need description (0.67 points) ________ describes changes in an individual's behavior arising from experience. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. Learning 0.0% c. Perception 0.0% d. Cognitive dissonance 0.0% e. Aggressiveness 0 / 0.67 (Question not answered. ) Score: Question 14 a. Lifestyle (0.67 points) Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. selective perception 100.0% c. cognitive dissonance 0.0% d. purchase decision 0.0% e. information evaluation 0 / 0.67 (Question not answered. ) Score: Question 15 a. postpurchase culture (0.67 points) Family is one of the ________ factors that influence consumer behavior. Student response: Percent Value Correct Response Student Response 0.0% Prepared by: Derek Tai Answer Choices a. cultural 203 of 2709 12/11/2010 100.0% b. social 0.0% c. personal 0.0% d. psychological 0.0% e. business Score: 0 / 0.67 (Question not answered. ) Total score: 2.68 / 10.05 = 26.7% View Results Chapter 5 Quiz User ID: sli7 Attempt: 14 / Unlimited Out of: 10.05 Started: October 14, 2010 4:23am Finished: October 14, 2010 4:24am Time spent: 0 min. 42 sec. Question 1 (0.67 points) Members of the early majority are deliberate; a lthough they rarely are leaders, they adopt new ideas before the average person. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 2 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Which statement is true regarding social class in the United States? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. Lines between social classes in the United States are fixed and rigid. 100.0% c. Social classes show distinct product preferences in clothing and automobiles. 0.0% Prepared by: Derek Tai a. Social class is determined primarily by income level. d. Wealth is more critical than education level in measuring social class. 204 of 2709 12/11/2010 0.0% Score: Question 3 e. People are relegated to a permanent class layer in the United States. 0.67 / 0.67 (0.67 points) ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensivel y. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% b. Social class 0.0% c. Membership group 0.0% d. Subculture 0.0% e. Reference group 0 / 0.67 (Question not answered. ) Score: Question 4 a. Family (0.67 points) Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. Th ese statements were made during the ________ stage of the purchase decision. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. situational analysis 0.0% c. alternative evaluation 0.0% d. purchase decision 100.0% e. postpurchase behavior 0 / 0.67 (Question not answered. ) Score: Question 5 a. information search (0.67 points) A problem with the rapidly expanding use of e -purchasing is that it ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. saves less time than expected 0.0% Prepared by: Derek Tai a. can erode established customer-supplier relationships c. generates more 205 of 2709 12/11/2010 transactions to document 0.0% 0.0% e. reduces the amount of time purchasing people can spend on strategic issues 0 / 0.67 (Question not answered. ) Score: Question 6 d. generates less cost savings than predicted (0.67 points) ________ are groups to which an individual wishes to belong, as when a teenage bas ketball player hopes to play someday for the Los Angeles Lakers. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. Aspirational groups 0.0% c. Leading adopter groups 0.0% d. Leisure groups 0.0% e. Social class groups 0 / 0.67 (Question not answered. ) Score: Question 7 a. Membership groups (0.67 points) Consumers learn about new products for the first time and make the decision to buy them during the ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. adoption process 0.0% c. evaluation process 0.0% d. information search 0.0% e. quality assessment 0 / 0.67 (Question not answered.) Score: Question 8 a. new product recognition (0.67 points) ________, the most affluent U.S. demographic subculture, now have more than $450 billion in annual spending power. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. Hispanics 100.0% Prepared by: Derek Tai a. African Americans c. Asian Americans 206 of 2709 12/11/2010 0.0% d. Gen Xers 0.0% e. Gays and lesbians Score: 0 / 0.67 (Question not answered. ) Score: 0 / 0.67 (Question not answered. ) Question 10 (0.67 points) ________ are pe ople within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% b. Habitual buyers 0.0% c. Social networkers 0.0% d. Stealth marketers 0.0% e. Buzz marketers 0 / 0.67 (Question not answered. ) Score: Question 11 a. Opinion leaders (0.67 points) Bob's job description had been changed. The rationale for the change s made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. selective attitude 0.0% c. selective interpretation 100.0% d. selective attention 0.0% e. perceptual defense 0 / 0.67 (Question not answered. ) Score: Question 12 a. selective distortion (0.67 points) Brand personality is a mix of human traits attribut ed to a brand. Which of the following is NOT one of the five brand personality traits discussed in your text? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. excitement 0.0% c. competence 0.0% Prepared by: Derek Tai a. sincerity d. sophistication 207 of 2709 12/11/2010 100.0% 0 / 0.67 (Question not answered. ) Score: Question 14 e. emotion (0.67 points) The first step of the business buying process is ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. supplier search 0.0% c. proposal solicitation 100.0% d. problem recognition 0.0% e. order-routine specification 0 / 0.67 (Question not answered. ) Score: Question 15 a. general need description (0.67 points) Which of the following is NOT part of the business market? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Scott Sign Systems sells interior signs to an Alabama resort. 0.0% b. A municipal governme nt buys chemicals for its city swimming pools. 100.0% c. Sue buys a gift for her mother. 0.0% d. A Canadian software company buys airplane tickets to send a group of salespeople to make a presentation to a heavy equipment manufacturer in Japan. 0.0% e. Airmark sells a vinyl printing press to a manufacturer of plastic bags. Score: 0 / 0.67 (Question not answered. ) Total score: 1.34 / 10.05 Prepared by: Derek Tai = 13.3% 208 of 2709 12/11/2010 View Results Chapter 5 Quiz User ID: sli7 Attempt: 15 / Unlimited Out of: 10.05 Started: October 14, 2010 4:24am Finished: October 14, 2010 4:25am Time spent: 1 min. 14 sec. Question 1 (0.67 points) Family is one of the ________ factors that influence consumer behavior. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% c. personal 0.0% d. psychological 0.0% Question 2 b. social 0.0% Score: a. cultural e. business 0.67 / 0.67 (0.67 points) After purchasing the product, the consumer will b e satisfied or dissatisfied and will engage in postpurchase behavior. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 4 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting -edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n) _____ ___. Student response: Percent Correct Value Response Student Response Answer Choices 0.0% 0.0% c. opinion leader 0.0% d. buzz marketer 0.0% Prepared by: Derek Tai b. innovator 100.0% Score: a. membership group e. experiential source 0.67 / 0.67 209 of 2709 12/11/2010 Question 5 (0.67 points) If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. alternative evaluation 0.0% c. postpurchase behavior 100.0% d. information search 0.0% e. product adoption 0 / 0.67 (Question not answered. ) Score: Question 6 a. brand personality (0.67 points) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. selective attitude 0.0% c. selective interpretation 100.0% d. selective attention 0.0% e. perceptual defense 0 / 0.67 (Question not answered.) Score: Question 8 a. selective distortion (0.67 points) The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. motivation research 0.0% d. need recognition investigation 0.0% Question 9 b. neuromarketing research 100.0% Score: a. perception analysis e. depth research technique 0 / 0.67 (Question not answered. ) (0.67 points) Researchers found that a number of well -known brands tended to be strongly associated with Prepared by: Derek Tai 210 of 2709 12/11/2010 one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% b. product image 100.0% c. brand personality 0.0% d. new product 0.0% e. brand equity 0 / 0.67 (Question not answered. ) Score: Question 10 a. brand perception (0.67 points) The starting point of understanding how consumers respond to various marketing efforts is called the marketing -stimulus model of buyer behavior. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% a. false 0.0% b. true Score: Student response: Score: Question 12 (0.67 points) Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. product characteristics that influence rate of adoption 0.0% d. individual differences in innovativeness 0.0% Question 13 b. dissonance-reducing buying behavior 100.0% Score: a. alternative evaluation e. postpurchase behavior 0 / 0.67 (Question not answered. ) (0.67 points) The benefits of e -procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processin g and delivery. Prepared by: Derek Tai 211 of 2709 12/11/2010 Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 14 a. (0.67 points) A marketing research company asked members of a focus group to describe several motorcycle brands as animals. This is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. interpretive consume r research 0.0% c. status influence 0.0% d. buzz marketing 0.0% e. information search 0 / 0.67 (Question not answered. ) Score: Question 15 a. hierarchical need analysis (0.67 points) Learning occurs through the interplay of all of the following EXCEPT ________. Student response: Percent Correct Value Response Student Response Answer Choices 0.0% a. drives 0.0% b. stimuli 0.0% c. cues 100.0% d. dissonance behavior 0.0% e. reinforcement Score: 0 / 0.67 (Question not answered. ) Total score: 2.68 / 10.05 = 26.7% View Results Question 3 (0.67 points) ________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions. Student response: Prepared by: Derek Tai Percent Value Correct Response Student Response 212 of 2709 Answer Choices 12/11/2010 0.0% a. Personality 0.0% b. Culture 100.0% c. Lifestyle 0.0% d. Motive 0.0% e. Social class Score: 0.67 / 0.67 Score: 0.67 / 0.67 Question 6 (0.67 points) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. variety-seeking buying behavior 0.0% d. purchase decision 0.0% Question 7 b. information search 100.0% Score: a. need recognition e. postpurchase behavior 0.67 / 0.67 (0.67 points) Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval. These ar e all examples of how the business buying decision process is more ________ than the consumer buying decision process is. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. relationship-oriented 0.0% d. independent 0.0% Question 8 b. creative 0.0% Score: a. formalized e. concentrated 0.67 / 0.67 (0.67 points) ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively. Student response: Prepared by: Derek Tai Percent Value Correct Response Student Response 213 of 2709 Answer Choices 12/11/2010 100.0% 0.0% c. Membership group 0.0% d. Subculture 0.0% Question 10 b. Social class 0.0% Score: a. Family e. Reference group 0.67 / 0.67 (0.67 points) A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that f ans of the band view the band as a ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% b. reference group 0.0% c. brand personality 0.0% d. subculture 0.0% e. lifestyle 0 / 0.67 (Question not answered. ) Score: Question 12 a. membership group (0.67 points) The benefits of e -procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 14 a. (0.67 points) ________ are people within a reference group who, because of special skills, know ledge, personality, or other characteristics, exert influence on others. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% b. Habitual buyers 0.0% c. Social networkers 0.0% d. Stealth marketers 0.0% Prepared by: Derek Tai a. Opinion leaders e. Buzz marketers 214 of 2709 12/11/2010 0 / 0.67 (Question not answered. ) Score: Question 15 (0.67 points) Which of the following is NOT part of Maslow's Hierarchy of Needs? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. physiological needs 0.0% b. safety needs 100.0% c. stimulus needs 0.0% d. self-actualization needs 0.0% e. social needs Score: 0 / 0.67 (Question not answered. ) Total score: 6.03 / 10.05 = 60.0% View Results Question 3 (0.67 points) Brand personality is a mix of human traits attributed to a brand. Which of the following is NOT one of the five brand personality traits discussed in your text? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% c. competence 0.0% d. sophistication 100.0% Question 4 b. excitement 0.0% Score: a. sincerity e. emotion 0.67 / 0.67 (0.67 points) Children exert little influence on family buying decision s, particularly in areas such as entertainment and food. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Question 6 a. b. true (0.67 points) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? Prepared by: Derek Tai 215 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. variety-seeking buying behavior 0.0% d. purchase decision 0.0% Question 9 b. information search 100.0% Score: a. need recognition e. postpurchase behavior 0.67 / 0.67 (0.67 points) The buying center is not a fixed or formally identified unit within an organization. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 10 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) The consumer market is made up of which of the following? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. businesses that purchase goods and services 100.0% d. individuals who acquire goods or services for personal consumption and households that purchase goods or services for personal consumption 0.0% Question 11 b. households that purchase goods or services for personal consumption 0.0% Score: a. individuals who acquire goods or services for personal consumption e. all of these 0 / 0.67 (Question not answered. ) (0.67 points) ________, the fastest -growing U.S. demographic segment, now number more than 46 million. Student response: Percent Value Prepared by: Derek Tai Correct Response Student Response 216 of 2709 Answer Choices 12/11/2010 0.0% 100.0% b. Hispanics 0.0% c. Asian Americans 0.0% d. Mature consumers 0.0% Score: a. African Americans e. Gays and lesbians 0.67 / 0.67 Question 12 (0.67 points) A marketing research company asked members of a focus group to describe several motorcycle brands as animals. This is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. interpretive consumer research 0.0% c. status influence 0.0% d. buzz marketing 0.0% Score: a. hierarchical need analysis e. information search 0.67 / 0.67 Question 13 (0.67 points) You call in a department manager to assist in a purchase of industrial equipment. You are considering a change in product specifications, terms, and possibly suppliers. This is most likely a ________ situation. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% a. modified rebuy 0.0% b. new task 0.0% c. straight rebuy 0.0% d. solution selling 0.0% e. value analysis 0 / 0.67 (Question not answered. ) Score: Question 1 (0.67 points) Which of the following is NOT part of Maslow's Hierarchy of Needs? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a physiological needs . 0.0% b safety needs . Prepared by: Derek Tai 217 of 2709 12/11/2010 100.0 % 0.0% d self-actualization needs . 0.0% Score: c stimulus needs . e social needs . 0.67 / 0.67 Question 2 (0.67 points) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b technological . 0.0% c political . 100.0 % d channels . 0.0% Score: a economic . e cultural . 0.67 / 0.67 Question 3 (0.67 points) After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b alternative evaluation . 100.0 % c postpurchase behavior . 0.0% d product expectations . 0.0% Score: a need recognition . e information searches . 0 / 0.67 (Question not answered.) Question 4 (0.67 points) A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an Prepared by: Derek Tai 218 of 2709 12/11/2010 object or idea. Student response: Answer Choices 0.0% a lifestyle . 0.0% b motive . 0.0% c belief . 100.0 % d attitude . 0.0% Score: Perce Correct Student nt Response Response Value e perception . 0 / 0.67 (Question not answered.) Question 5 (0.67 points) The benefits of e-procurement include access to new suppliers, lower purchasing costs, and more time -efficient order processing and delivery. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % Score: a false . b true . 0 / 0.67 (Question not answered.) Question 6 (0.67 points) ________, the fastest-growing U.S. demographic segment, now number more than 46 million. Student Perce Answer C hoices Correct Student response: nt Response Response Value 0.0% 100.0 % b Hispanics . 0.0% c Asian Americans . 0.0% d Mature consumers . 0.0% Score: a African Americans . e Gays and lesbians . 0 / 0.67 (Question not answered.) Question 7 Prepared by: Derek Tai (0.67 points) 219 of 2709 12/11/2010 Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a subliminal advertising . 0.0% b social classes . 100.0 % c learning theory . 0.0% d need recognition . 0.0% e cognitive dissonance . Score: 0 / 0.67 (Question not answered.) Score: 0 / 0.67 (Question not answered.) Question 9 (0.67 points) People change the goo ds and services they buy over time because of the two changing factors of ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b perception and personality . 100.0 % c age and life -cycle stage . 0.0% d groups and learning . 0.0% Score: a belief and attitude . e family and tradition . 0 / 0.67 (Question not answered.) Question 11 (0.67 points) Marketers describe the way the consumer processes information to arrive at brand choices as ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % a alternative evaluation . 0.0% b information search . 0.0% c purchase decision Prepared by: Derek Tai 220 of 2709 12/11/2010 . 0.0% 0.0% Score: d situational factors . e post-purchase dissonance . 0 / 0.67 (Question not answered.) Question 14 (0.67 points) Juana looked at her September issue of O magazine and did not see anything of interest. After her mother was diagnosed with bipolar disorder, she found the issue extremely in teresting because it offered advice on how to help people who are suffering from this problem. The September issue of the magazine became quite interesting to Juana due to ________. Student Perce Answer C hoices Correct Student response: nt Response Response Value 0.0% 0.0% b social factors . 100.0 % c selective attention . 0.0% d the hierarchy of needs . 0.0% Score: a subliminal messaging . e unconscious motivations . 0 / 0.67 (Question not answered.) Question 15 (0.67 points) People tend to interpret new information in a way that will support what they already believe. This is called ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b selective dist ortion . 0.0% c selective attitude . 0.0% d selective learning . 0.0% Score: a selective retention . e selective perception . 0 / 0.67 (Question not answered.) Prepared by: Derek Tai 221 of 2709 12/11/2010 Question 1 (0.67 points) You regularly purchase cleaning supplies for your custodial staff, using the same vendor and ordering relatively consistent amounts of the same products with each purchase. This is an example of a ________ situation. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b new task . 100.0 % c straight rebuy . 0.0% d solution selling . 0.0% Score: a modified rebuy . e value analysis . 0.67 / 0.67 Question 2 (0.67 points) The late majorities are tradition bound; they adopt an innovation only when it has become something of a tradition itself. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% Score: a false . b true . 0.67 / 0.67 Question 3 (0.67 points) ________ are people within a reference group who, becaus e of special skills, knowledge, personality, or other characteristics, exert influence on others. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % a Opinion leaders . 0.0% b Habitual buyers . 0.0% c Social networkers . 0.0% d Stealth marketers . 0.0% e Buzz marketers . Prepared by: Derek Tai 222 of 2709 12/11/2010 Question 5 (0.67 points) After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behavior. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % Score: a false . b true . 0.67 / 0.67 Question 6 (0.67 points) Which of the following statements about buying centers is true? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b The buying center roles are specified on the . organizational chart. 0.0% c The typical buying center has five . employees, one to assume each of the buying center's roles. 0.0% d An individual's role in the buying center does . not change. 100.0 % Score: a The buying center is like a standing . committee. e The buying center may involve informal . participants who are not obvious to sellers. 0 / 0.67 Question 7 (0.67 points) As compared to consumer markets, business markets are ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a approximately the same . 0.0% b smaller . 100.0 % c huge . 0.0% d somewhat larger . 0.0% e less complex . Prepared by: Derek Tai 223 of 2709 12/11/2010 Score: 0.67 / 0.67 Question 8 (0.67 points) A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b reference group . 0.0% c brand personality . 0.0% d subculture . 0.0% Score: a membership group . e lifestyle . 0.67 / 0.67 Question 10 (0.67 points) Which of the following is NOT part of Maslow's Hierarchy of Needs? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b safety needs . 100.0 % c stimulus needs . 0.0% d self-actualization needs . 0.0% Score: a physiological needs . e social needs . 0.67 / 0.67 Question 11 (0.67 points) When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % Prepared by: Derek Tai a false . 224 of 2709 12/11/2010 0.0% Score: b true . 0 / 0.67 Question 13 (0.67 points) If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b alternative evaluation . 0.0% c postpurchase behavior . 100.0 % d information search . 0.0% Score: a brand personality . e product adoption . 0.67 / 0.67 Question 14 (0.67 points) Opinion leaders are sometimes referred to as ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% b the upper class . 0.0% c the middle class . 0.0% d buzz marketers . 0.0% Score: a the influentials . e networkers . 0.67 / 0.67 Question 15 (0.67 points) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become ________ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards. Student Perce Answer Choices Correct Student response: nt Response Response Value Prepared by: Derek Tai 225 of 2709 12/11/2010 0.0% a early adopters . 100.0 % b brand ambassadors . 0.0% c direct marketers . 0.0% d direct sellers . 0.0% e aspirational consumers . Score: 0.67 / 0.67 Question 1 (0.67 points) A belief is the specific mix of human traits that may be attributed to a particular brand. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% Score: a false . b true . 0 / 0.67 Question 3 (0.67 points) The consumer market is made up of which of the following? Student Perce Answer Choice s Correct Student response: nt Response Response Value 0.0% 0.0% b households that purchase goods or services . for personal consumption 0.0% c businesses that purchase goods and services . 100.0 % d individuals who acquire goods or services for . personal consumption and households that purchase goods or services for personal consumption 0.0% Score: a individuals who acquire goods or services for . personal consumption e all of these . 0 / 0.67 Question 4 (0.67 points) Each social class contains groups of people with shared value systems based on common life experiences and situations. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 Prepared by: Derek Tai a false 226 of 2709 12/11/2010 % . 0.0% b true . Score: 0 / 0.67 Score: 0.67 / 0.67 Question 7 (0.67 points) The first step of the business buying process is ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b supplier search . 0.0% c proposal solicitation . 100.0 % d problem recognition . 0.0% Score: a general need description . e order-routine specification . 0.67 / 0.67 Question 8 (0.67 points) Kroger buys a lot of cranberry products at Christmas due to high consumer demand. This is an example of ________ demand. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b derived . 0.0% c elastic . 0.0% d fluctuating . 0.0% Score: a joint . e inelastic . 0.67 / 0.67 Question 9 (0.67 points) Which of the following do marketer s NOT consider as an important American subculture? Student Perce Answer Choices Correct Student response: nt Response Response Value Prepared by: Derek Tai 227 of 2709 12/11/2010 0.0% 0.0% b African Americans . 0.0% c mature consumers . 100.0 % d opinion leaders . 0.0% Score: a Hispanics . e Asian Americans . 0.67 / 0.67 Question 10 (0.67 points) ________ describes changes in an individual's behavior arising from experience. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b Learning . 0.0% c Perception . 0.0% d Cognitive dissonance . 0.0% Score: a Lifestyle . e Aggressiveness . 0.67 / 0.67 Question 11 (0.67 points) In the model of buyer behavior, which of the following is NOT a major type of force or even t in the buyer's environment? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a economic . 0.0% b technological . 0.0% c political . 100.0 % d channels . 0.0% e cultural . Score: 0.67 / 0.67 Question 12 (0.67 points) Prepared by: Derek Tai 228 of 2709 12/11/2010 The marketer wants to understand how the stimuli are changed into responses inside the consumer's ________, which has two parts: the buyer's characteristics that influence how he or she perceives and reacts to the stimuli and the buyer's decision process itself. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b black box . 0.0% c belief . 0.0% d lifestyle . 0.0% Score: a culture . e social class . 0.67 / 0.67 Question 13 (0.67 points) Brand personality is a mix of human traits attributed to a brand. Which of the following is NOT one of the five brand personality traits discussed in your text? Student Perce An swer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b excitement . 0.0% c competence . 0.0% d sophistication . 100.0 % Score: a sincerity . e emotion . 0 / 0.67 Question 14 (0.67 points) If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a brand personality . 0.0% b alternative e valuation . 0.0% c postpurchase behavior . 100.0 % d information search . Prepared by: Derek Tai 229 of 2709 12/11/2010 0.0% Score: e product adoption . 0.67 / 0.67 Question 15 (0.67 points) All of the following make up a person's lifestyle EXCEPT ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a AIO dimensions . 0.0% b interests . 100.0 % c dissonance -reducing buying behavior . 0.0% d opinions . 0.0% e work . Question 1 (0.67 points) Early adopters are opinion leaders in their communities and adopt new ideas early but carefully. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % Score: a false . b true . 0 / 0.67 Question 2 (0.67 points) Economic, technological, and cultural forces are all ________ in the stimulus -response model of buyer behavior. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b stimuli . 0.0% c components of the buyer's decision process . 0.0% d buyer characteristics . 0.0% Score: a buyer responses . e buying attitudes . 0 / 0.67 Prepared by: Derek Tai 230 of 2709 12/11/2010 Question 3 (0.67 points) John Herr's company has standardized the size of its paper bags so that each bag can be used in five to seven different store departments. This approach to cost reduction likely took place in the ________ stage of the business buying process. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b general need description . 100.0 % c product specification . 0.0% d supplier search . 0.0% Score: a problem recognition . e proposal solicitation . 0.67 / 0.67 Question 4 (0.67 points) The late majorities are tradition bound; they adopt an innovation only when it has become something of a tradition itself. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % a false . 0.0% b true . Score: 0.67 / 0.67 Score: 0.67 / 0.67 Question 7 (0.67 points) What is one way that social class is NOT measured? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a occupation . 0.0% b education . 0.0% c income . 100.0 % d number of children in the family . 0.0% e house t ype . Prepared by: Derek Tai 231 of 2709 12/11/2010 Question 9 (0.67 points) When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% Score: a false . b true . 0.67 / 0.67 Question 10 (0.67 points) A(n) ________ is a descriptive thought that a person has about something. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a lifestyle . 0.0% b motive . 100.0 % c belief . 0.0% d attitude . 0.0% e perception . Question 12 (0.67 points) Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after many peop le he knows already own the devices. However, Ed is rarely among the last people he knows to purchase a new technology. Ed is part of the laggard adopter group. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% Score: a false . b true . 0 / 0.67 Question 13 (0.67 points) After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________. Student Perce Answer Choices Correct Student response: nt Response Response Value Prepared by: Derek Tai 232 of 2709 12/11/2010 0.0% 0.0% b alternative evaluation . 100.0 % c postpurchase behavior . 0.0% d product expectations . 0.0% Score: a need recognition . e information searches . 0.67 / 0.67 Question 14 (0.67 points) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b subliminal . 0.0% c perceptual . 0.0% d innovative . 0.0% Score: a alternative evaluation . e comparative . 0 / 0.67 Question 15 (0.67 points) After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behavior. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a false . 100.0 % b true . Question 1 (0.67 points) You call in a department manager to assist in a purchase of industrial equipment. You are considering a change in product specifications, terms, and possibly suppliers. This is most likely a ________ situation. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 Prepared by: Derek Tai a modified rebuy 233 of 2709 12/11/2010 % . 0.0% b new task . 0.0% c straight rebuy . 0.0% d solution selling . 0.0% e value analysis . Score: 0.67 / 0.67 Score: 0 / 0.67 Question 4 (0.67 points) Which of the following is NOT part of the business market? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b A municipal government buys chemicals for . its city swimming pools. 100.0 % c Sue buys a gift for her mother. . 0.0% d A Canadian software company buys airplane . tickets to send a group of salespeople to make a presentation to a heavy equipment manufacturer in Japan. 0.0% Score: a Scott Sign Systems sells interior signs to an . Alabama resort. e Airmark sells a vinyl printing press to a . manufacturer of plastic bags. 0 / 0.67 Question 5 (0.67 points) What is one way that social class is NOT measured? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a occupation . 0.0% b education . 0.0% c income . 100.0 % d number of children in the family . 0.0% e house type . Prepared by: Derek Tai 234 of 2709 12/11/2010 Score: 0.67 / 0.67 Question 6 (0.67 points) The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b neuromarketing research . 100.0 % c motivation research . 0.0% d need recognition investigation . 0.0% Score: a perception analysis . e depth research technique . 0.67 / 0.67 Question 7 (0.67 points) The late majorities are tradition bound; they adopt an innovation only when it has become something of a tradition itself. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% Score: a false . b true . 0.67 / 0.67 Question 8 (0.67 points) Members of the early majority are deliberate; although they rarely are leaders, they adopt new ideas before the average person. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % Score: a false . b true . 0.67 / 0.67 Question 9 (0.67 points) Online social networks represent an important form of buzz for marketers. Student Perce Answer Choices Correct Student response: nt Response Response Value Prepared by: Derek Tai 235 of 2709 12/11/2010 0.0% 100.0 % Score: a false . b true . 0.67 / 0.67 Question 10 (0.67 points) Juana looked at her September issue of O magazine and did not see anything of interest. After her mother was diagnosed with bipolar disorder, she found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The September issue of the magazine became quite interesting to Juana due to ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b social factors . 100.0 % c selective attention . 0.0% d the hierarchy of needs . 0.0% Score: a subliminal messaging . e unconscious motivations . 0.67 / 0.67 Question 11 (0.67 points) Marketers describe t he way the consumer processes information to arrive at brand choices as ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% b information search . 0.0% c purchase decision . 0.0% d situational factors . 0.0% Score: a alternative evaluation . e post-purchase dissonance . 0.67 / 0.67 Question 12 (0.67 points) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become ____ ____ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards. Student Perce Correct Student Answer Choices Prepared by: Derek Tai 236 of 2709 12/11/2010 response: nt Response Response Value 0.0% 100.0 % b brand ambassadors . 0.0% c direct marketers . 0.0% d direct sellers . 0.0% Score: a early adopters . e aspirational consumers . 0.67 / 0.67 Question 13 (0.67 points) The first step of the business buying process is ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b supplier search . 0.0% c proposal solicitation . 100.0 % d problem recognition . 0.0% Score : a general need description . e order-routine specification . 0.67 / 0.67 Question 15 (0.67 points) ________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a Personality . 0.0% b Culture . 100.0 % c Lifestyle . 0.0% d Motive . 0.0% e Social class . Prepared by: Derek Tai 237 of 2709 12/11/2010 Question 1 (0.67 points) A(n) ________ is a descriptive thought that a person has about something. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b motive . 100.0 % c belief . 0.0% d attitude . 0.0% Score: a lifestyle . e perception . 0.67 / 0.67 Question 2 (0.67 points) Each social class contains groups of people with shared value systems based on common life experiences and situations. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% Score: a false . b true . 0.67 / 0.67 Question 3 (0.67 points) Which of the following statements about buying centers is true? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% c The typical buying center has five . employees, one to assume each of the buying center's roles. 0.0% d An individual's role in the buying center does . not change. 100.0 % Question 4 b The buying center roles are specified on the . organizational chart. 0.0% Score: a The buying center is like a standing . committee. e The buying center may involve in formal . participants who are not obvious to sellers. 0.67 / 0.67 (0.67 points) Prepared by: Derek Tai 238 of 2709 12/11/2010 Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. These statements were made during the ________ stage of the purchase decision. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a information search . 0.0% b situational analysis . 0.0% c alternative evaluation . 0.0% d purchase decision . 100.0 % e postpurchase behavior . Score: 0 / 0.67 Score: 0.67 / 0.67 Question 6 (0.67 points) A ________ consists of the activities people are expected to perform according to the persons around them. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b role . 0.0% c lifestyle . 0.0% d life -cycle . 0.0% Score: a motive . e tradition . 0 / 0.67 Question 7 (0.67 points) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting -edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n) ________. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a membership group . 0.0% b innovator . Prepared by: Derek Tai 239 of 2709 12/11/2010 100.0 % 0.0% d buzz markete r . 0.0% Score: c opinion leader . e experiential source . 0.67 / 0.67 Question 8 (0.67 points) The late majorities are tradition bound; they adopt an innovation only when it has become something of a tradition itself. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% Score: a false . b true . 0.67 / 0.67 Question 9 (0.67 points) ________, the fastest-growing U.S. demographic segment, now number more than 46 million. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b Hispanics . 0.0% c Asian Americans . 0.0% d Mature consumers . 0.0% Score: a African Americans . e Gays and lesbians . 0 / 0.67 Question 10 (0.67 points) During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a general need recognition . 100.0 % b product specification . Prepared by: Derek Tai 240 of 2709 12/11/2010 0.0% 0.0% d order-routine specification . 0.0% Score: c proposal solicitation . e performance review . 0 / 0.67 Question 11 (0.67 points) ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% b Social class . 0.0% c Membership group . 0.0% d Subculture . 0.0% Score: a Family . e Reference group . 0.67 / 0.67 Question 12 (0.67 points) ________ is(are) the most basic cause(s) of a person's wants and behavior. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% b Brand personality . 0.0% c Cognitive dissonance . 0.0% d Social factors . 0.0% Score: a Culture . e Selective perception . 0.67 / 0.67 Question 14 (0.67 points) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. Student Perce Correct Student Answer Choices response: Prepared by: Derek Tai 241 of 2709 12/11/2010 nt Response Response Value 100.0 % 0.0% b Habitual buyers . 0.0% c Social networkers . 0.0% d Stealth marketers . 0.0% Score: a Opinion leaders . e Buzz marketers . 0.67 / 0.67 Question 15 (0.67 points) Which of the following do marketers NOT consider as an important American subculture? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a Hispanics . 0.0% b African Americans . 0.0% c mature consumers . 100.0 % d opinion leaders . 0.0% e Asian Americans . Question 1 (0.67 points) Online social networks represent an important form of buzz for marketers. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % Score: a false . b true . 0.67 / 0.67 Question 2 (0.67 points) ________ is never simple, yet understanding it is the essential task of marketing management. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a Brand personality . 0.0% b Consumption pioneering . Prepared by: Derek Tai 242 of 2709 12/11/2010 0.0% c Early adoption . 100.0 % d Consumer buying behavior . 0.0% e Understanding the difference between . primary and secondary data Score: 0.67 / 0.67 Score: 0.67 / 0.67 Question 4 (0.67 points) The late majorities are tradition b ound; they adopt an innovation only when it has become something of a tradition itself. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % 0.0% Score: a false . b true . 0.67 / 0.67 Question 5 (0.67 points) The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 0.0% b neuromarketing research . 100.0 % c motivation research . 0.0% d need recognition investigation . 0.0% Score: a perception analysis . e depth research technique . 0.67 / 0.67 Question 6 (0.67 points) Which of the following is NOT part of Maslow's Hierarchy of Needs? Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% a physiological needs . 0.0% b safety needs Prepared by: Derek Tai 243 of 2709 12/11/2010 . 100.0 % 0.0% d self-actualization needs . 0.0% Score: c stimulus needs . e social needs . 0.67 / 0.67 Question 7 (0.67 points) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. Student Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % b motive . 0.0% c culture . 0.0% d perception . 0.0% Score: a stimulus . e tradition . 0.67 / 0.67 Question 8 (0.67 points) The benefits of e-procurement include access to new suppliers, lower purchasing costs, and more time -efficient order processing and delivery. Stude nt Perce Answer Choices Correct Student response: nt Response Response Value 0.0% 100.0 % Score: a false . b true . 0.67 / 0.67 Question 9 (0.67 points) Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval. These are all examples of how the business buying decision process is more ________ than the consumer buying decision process is. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % a formalized . 0.0% b creative Prepared by: Derek Tai 244 of 2709 12/11/2010 . 0.0% 0.0% d independent . 0.0% Score: c relationship-oriented . e concentrated . 0 / 0.67 Question 10 (0.67 points) Children exert little influence on family buying decisions, particularly in areas such as entertainment and food. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % a false . 0.0% b true . Question 12 (0.67 points) Each social class contains groups of people with shared value systems based on common life experiences and situations. Student Perce Answer Choices Correct Student response: nt Response Response Value 100.0 % a false . 0.0% b true . Score: 0 / 0.67 Question 1 (0.67 points) ________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. Culture 100.0% c. Lifestyle 0.0% d. Motive 0.0% Question 2 Personality 0.0% Score: a. e. Social class 0.67 / 0.67 (0.67 points) Which of the following do marketers NOT consider as an important American subculture? Student response: Percent Value Prepared by: Derek Tai Correct Response Student Response Answer Choices 245 of 2709 12/11/2010 0.0% c. mature consumers 100.0% d. opinion leaders 0.0% Question 3 b. African Americans 0.0% Score: a. Hispanics 0.0% e. Asian Americans 0.67 / 0.67 (0.67 points) ________, the fastest-growing U.S. demographic segment, now number more than 46 million. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% c. Asian Americans 0.0% d. Mature consumers 0.0% Question 4 b. Hispanics 0.0% Score: a. African Americans e. Gays and lesbians 0.67 / 0.67 (0.67 points) After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________. Student response: Percent Value Correct Student Answer Choices Response Response 0.0% 0.0% c. postpurchase behavior 0.0% d. product expectations 0.0% Question 5 b. alternative evaluation 100.0% Score: a. need recognition e. information searches 0.67 / 0.67 (0.67 points) Family is one of the ________ factors that influence consumer behavior. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. social 0.0% c. personal 0.0% d. psychological 0.0% Question 6 cultural 100.0% Score: a. e. business 0.67 / 0.67 (0.67 points) Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. social classes 100.0% c. learning theory 0.0% Prepared by: Derek Tai a. subliminal advertising 0.0% d. need recognition 246 of 2709 12/11/2010 0.0% Score: Question 7 e. cognitive dissonance 0.67 / 0.67 (0.67 points) Facebook.com and YouTube are examples of ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% c. social networks 0.0% d. virtual worlds 0.0% Question 8 b. opinion leaders 100.0% Score: a. buzz marketing 0.0% e. early adopters 0.67 / 0.67 (0.67 points) A business marketer normally deals with far fewer buyers than the consumer marketer does. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Score: Question 9 a. false 100.0% b. true 0 / 0.67 (0.67 points) ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% 0.0% c. Membership group 0.0% d. Subculture 0.0% Question 10 b. Social class 0.0% Score: a. Family e. Reference group 0.67 / 0.67 (0.67 points ) When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Score: Question 11 a. false 0.0% b. true 0.67 / 0.67 (0.67 points) ________ are groups to which an individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% Prepared by: Derek Tai a. Membership groups b. Aspirational groups 247 of 2709 12/11/2010 0.0% d. Leisure groups 0.0% Score: c. Leading adopter groups 0.0% e. Social class groups 0.67 / 0.67 Question 13 (0.67 points) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. information search 100.0% c. variety-seeking buying behavior 0.0% d. purchase decision 0.0% Score: a. need recognition e. postpurchase behavior 0.67 / 0.67 Question 14 (0.67 points) Subcultures are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors . Student response: Percent Value Correct Response Student Response Answer Choices 100.0% false 0.0% Score: a. b. true 0.67 / 0.67 Question 15 (0.67 points) Which of the following is NOT part of the business market? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. A municipal government buys chemicals for its city swimming pools. 100.0% c. Sue buys a gift for her mother. 0.0% d. A Canadian software company buys airplane tickets to send a group of salespeople to make a presentation to a heavy equipment manufacturer in Japan. 0.0% Question 3 a. Scott Sign Systems sells interior signs to an Alabama resort. e. Airmark sells a vinyl printing press to a manufacturer of plastic bags. (0.67 points) Younger consumers are better off financially than mature consumers. They are the ideal market for travel, restaurants, high-tech home entertainment products, and leisure goods and services. Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices 248 of 2709 12/11/2010 Value Response Response 100.0% Question 4 false 0.0% Score: a. b. true 0 / 0.67 (0.67 points) Consumers learn about new products for the first time and make the decision to buy them during the ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. evaluation process 0.0% d. information search 0.0% Question 5 b. adoption process 0.0% Score: a. new product recognition e. quality assessment 0 / 0.67 (0.67 points) Of the following, the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% c. generational 100.0% d. stimulus-response 0.0% Question 6 b. subculture 0.0% Score: a. belief e. societal 0.67 / 0.67 (0.67 points) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. motive 0.0% c. culture 0.0% d. perception 0.0% Question 7 stimulus 100.0% Score: a. e. tradition 0.67 / 0.67 (0.67 points) Which of the following statements about buying centers is true? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. The buying center roles are specified on the organizational chart. 0.0% Prepared by: Derek Tai a. The buying center is like a standing committee. c. The typical buying center has five 249 of 2709 12/11/2010 employees, one to assume each of the buying center's roles. 0.0% 100.0% Score: Question 8 d. An individual's role in the buying center does not change. e. The buying center may involve informal participants who are not obvious to sellers. 0.67 / 0.67 (0.67 points) The buyer decision process consists of five stages. Which of the following is N OT one of these stages? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. need recognition 0.0% b. information search 100.0% c. variety-seeking buying behavior 0.0% d. purchase decision 0.0% e. postpurchase behavior Score: 0.67 / 0.67 Score: 0.67 / 0.67 Question 13 (0.67 points) The buying process starts with ________, in which the buyer recognizes a problem or need. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. information search 0.0% c. evaluation of alternatives 0.0% d. purchase decision 0.0% Score: a. need recognition e. separation of needs and wants 0.67 / 0.67 Question 14 (0.67 points) John Herr's company has standardized the size of its paper bags so that each bag can be used in five to seven different store departments. This approach to cost reduction likely took place in the ________ stage of the business buying process. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. product specification 0.0% d. supplier search 0.0% Question 6 b. general need description 100.0% Score: a. problem recognition e. proposal solicitation 0.67 / 0.67 (0.67 points) Prepared by: Derek Tai 250 of 2709 12/11/2010 A problem with the rapidly expanding use of e-purchasing is that it ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. generates more transactions to document 0.0% d. generates less cost savings than predicted 0.0% Question 8 b. saves less time than expected 0.0% Score: a. can erode established customer-supplier relationships e. reduces the amount of time purchasing people can spend on strategic issues 0 / 0.67 (0.67 points) ________, the most affluent U.S. demographic subculture, now have more than $450 billion in annual spending power. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. Hispanics 100.0% c. Asian Americans 0.0% d. Gen Xers 0.0% Score: a. African Americans e. Gays and lesbians 0 / 0.67 Question 10 (0.67 points) Maslow's theory is that human needs --including physiological, safety, social needs, esteem, and self-actualization needs --are arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% false 100.0% Score: a. b. true 0 / 0.67 Question 12 (0.67 points) Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. dissonance-reducing buying behavior 100.0% c. product characteristics that influence rate of adoption 0.0% d. individual differences in innovativeness 0.0% Question 3 a. alternative evaluation e. postpurchase behavior (0.67 points) Prepared by: Derek Tai 251 of 2709 12/11/2010 Worthington Farm raises chickens. For years, it has used wooden coops for hauling its poultry to market. When Bob Worthington went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Worthington was at which stage of the business buying process when he decided to replace his old coops? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. general need description 0.0% c. product specification 0.0% d. product value analysis 0.0% Question 7 a. problem recognition e. performance review (0.67 points) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. selective attitude 0.0% c. selective retention 0.0% d. selective attention 0.0% Question 13 a. selective distortion e. perceptual defense (0.67 points) Almost all major purchases result in ________, or discomfort caused by postp urchase conflict. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% b. cognitive dissonance 0.0% c. purchase decisions 0.0% d. legitimization 0.0% Question 1 a. need recognition e. dissatisfaction (0.67 points) The starting point of understanding how consumers respond to various marketing efforts is called the marketing-stimulus model of buyer behavior. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 9 false 0.0% Score: a. b. true 0 / 0.67 (0.67 points) Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? Prepared by: Derek Tai 252 of 2709 12/11/2010 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. product image 100.0% c. brand personality 0.0% d. new product 0.0% Question 10 a. brand perception e. brand equity (0.67 points) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most o f his job duties as usual. He has engaged in ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% b. selective attitude 0.0% c. selective interpretation 100.0% d. selective attention 0.0% Question 14 a. selective distortion 0.0% e. perceptual defense (0.67 points) Environmental, organizational, interpersonal, and individual factors all influence business buyer behavior. Student response: Percent Value Correct Student Answer Choices Response Response 0.0% a. false 100.0% b. true 0.67 / 0.67 Score: 0.67 / 0.67 Question 11 (0.67 points) Consumers do not use a simple and single alternative evaluation process in all buying situations. Student response: Percent Correct Value Response Student Response Answer Choices 0.0% false 100.0% Question 8 a. b. true (0.67 points) Of the different types of buying situations, the modified rebuy presents the fewest decisions for a business buyer to make. Student response: Percent Value Correct Student Answer Choices Response Response 100.0% a. false 0.0% b. true 1. _________________ refers to the buying behavior of final consumers. a. Consumer buyer behavior b. Target market buying c. M arket segment buying d. Business buying behavior Answer: (a) Difficulty: (1) Page: 191 2. ____________ is individuals and households who buy goods and services for personal consumption. Prepared by: Derek Tai 253 of 2709 12/11/2010 a. b. c. d. The target market A market segment The consumer market The ethnographic market Answer: (c) Difficulty: (1) Page: 191, 192 3. According to the text, the American consumer market consists of: a. 189 million consumers. b. 284 million consumers. c. 375 million consumers. d. 438 million consumers. Answer: (b) Difficulty: (3) Page: 191 4. Understanding consumer buying behavior is not easy. The answers are often locked deep within the consumer‘s head. The central question for ma rketers is: a. how much money is the consumer willing to spend? b. how much does the consumer need the product being offered for sale? c. how much does a discount or a coupon affect the purchase rate? d. how do consumers respond to various marketing efforts the company might use? Answer: (d) Difficulty: (3) Page: 192 5. The starting point in understanding how consumers respond to various marketing e fforts the company might use is the: a. Lipinski model of buying behavior. b. stimulus-response model of buyer behavior. c. Freudian model of buying behavior. d. Maslow‘s model of life -cycle changes. Answer: (b) Difficulty: (2) Page: 192, Figure 6 -1 6. According to the stimulus -response model of buyer behavior (as presented in your text), the place where consumers process marketing stimuli prior to making a purchase decision is called the: a. consumer‘s value chain. b. consumer‘s cognitive schema. c. consumer‘s black box. d. consumer‘s thoughts-emotions network. Answer: (c) Difficulty: (2) Page: 192, Figure 6 -1 7. Consumer purchases are influenced strongly by cultural, social, personal, and: a. psychographic characteristics. b. psychological characteristics. c. psychometric characteristics. d. supply and demand characteristics. Answer: (b) Difficulty: (2) Page: 192, 193, Figure 6 -2 8. ______________ is the most basic cause of a person‘s wants and behaviors. a. Culture b. Social class c. Personality d. Lifestyle Answer: (a) Difficulty: (1) Page: 193 Prepared by: Derek Tai 254 of 2709 12/11/2010 9. A child in the United States is normally exposed to all of the following values EXCEPT: a. achievement and success. b. activity and involvement. c. material comfort. d. collectivism. Answer: (d) Difficulty: (3) Page: 193 10. Marketers are always trying to spot ____________ in order to discover new products that might be wanted. a. opinion graphers b. dissonant groups c. cultural shifts d. benchmarks Answer: (c) Difficulty: (2) Page: 193 11. The cultural shift toward _____________ has resulted in more demand for casual clothing and simpler home furnishings. a. liberal political causes b. conservative political causes c. informality d. downsizing Answer: (c) Difficulty: (2) Page: 193 12. A ________________ is a group of people with shared value systems based on common life experiences and situations. a. culture b. subculture c. lifestyle composite d. social class Answer: (b) Difficulty: (2) Page: 193 13. Hispanics are often called an emerging market. Which of the following general product categories do not sell well to Hispanics? a. automobiles b. computers c. photography equipment d. generics Answer: (d) Difficulty: (3) Page: 194 14. African American consumers are strongly motivated by: a. quality and ability to return merchandise. b. quality and selection. c. stores who honor their cultural traditions. d. stores who have store credit. Answer: (b) Difficulty: (3) Page: 194 15. The fastest growing and most affluent U.S. demographic segment is the: a. Hispanic American consumers. b. African American consumers. c. Middle Eastern-American consumers. d. Asian American consumers. Answer: (d) Difficulty: (3) Page: 195 Prepared by: Derek Tai 255 of 2709 12/11/2010 16. The greatest barrier to effectively marketing to the Asian American market is thought to be: a. reluctance to grant credit to this group. b. language and cultural traditions. c. the urban nature of their neighborhoods. d. lack of a mass media that reaches this group. Answer: (b) Difficulty: (2) Page: 196 17. Mature consumers are becoming a very attractive market. Currently, the 50 and older population is estimated to be about ___________ strong. a. 75 million b. 85 million c. 95 million d. 115 million Answer: (a) Difficulty: (3) Page: 196 18. Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors are called: a. cultures. b. subculture s. c. social classes. d. social factors. Answer: (c) Difficulty: (1) Page: 196 19. Which of the following is most true about social class in America? a. Social class is not determined by a single factor. b. Social class is determined by income. c. Social class lines are fixed. d. Social class lines are rigid. Answer: (a) Difficulty: (2) Page: 196 20. According to the characteristics of the major American social classes, the _________________ are the social elite who live on inherited wealth and have well-known family backgrounds. a. upper-uppers b. lower-uppers c. upper-middles d. upper-lowers Answer: (a) Difficulty: (1) Page: 197, Table 6 -1 21. According to the characteristics of the major American social classes, the _________________ are primarily concerned with ―attaining the better things in life.‖ They have attained positions as professionals, independent businesspersons, and corporate managers. a. upper-uppers b. lower-uppers c. upper-middles d. upper-lowers Answer: (c) Difficulty: (2) Page: 197, Table 6 -1 22. According to the characteristics of the major American social classes, the _________________ are the class who leads a ―working-class lifestyle.‖ They depend heavily on relatives for economic and emotional support. Prepared by: Derek Tai 256 of 2709 12/11/2010 a. b. c. d. upper-uppers lower-uppers upper-middles working class Answer: (d) Difficulty: (2) Page: 197, Table 6-1 23. Sybil, Sara, and Janice are all on the school tennis team. They are very proud of the fact that the team pulled together to accomplish the goal of winning a state championship for their school. Which is the best characterization of the relationship between these three girls and the rest of their school tennis team? a. group b. trend setters c. VALS pattern d. lifestyle concept Answer: (a) Difficulty: (2) Page: 196 24. Groups which have a direct influence and to which a person belongs are called: a. membership groups. b. facilitative groups. c. bonding groups. d. social groups. Answer: (a) Difficulty: (1) Page: 196 25. As a form of a reference group, t he _______________ are ones to which the individual wishes to belong. a. secondary groups b. facilitative groups c. primary groups d. aspirational groups Answer: (d) Difficulty: (2) Page: 196 26. The ________________ __ is a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others. a. facilitator b. referent actor c. opinion leader d. social role playe r Answer: (c) Difficulty: (1) Page: 197 27. Even though buying roles in the family change constantly, the ___________ has traditionally been the main purchasing agent for the family. a. wife b. husband c. teenage children d. grandparent Answer: (a) Difficulty: (1) Page: 198 28. A major reason for the changing traditional purchasing roles for families is that: a. the economic conditions are forcing more teens to work. b. more women than ever hold jobs outside the home. c. children are spending more time on the Web. d. men and women now shop together or ―shop until you drop‖ for entertainment purposes. Prepared by: Derek Tai 257 of 2709 12/11/2010 Answer: (b) Difficulty: (3) Page: 198 29. A(n) ________________ consists of the activities people are expected to perform according to the persons around them. a. behavior b. attitude c. role d. status Answer: (c) Difficulty: (1) Page: 199 30. The stages through which families might pass as they mature over time is a description of what is called the: a. adoption process. b. lifestyle cycle. c. Values and Lifestyle (VALS) topology. d. family life cycle. Answer: (d) Difficulty: (2) Page: 199 31. A ______________ is a person‘s pattern of living as expressed in his or her activities, interests, and opinions. a. role b. status c. position d. lifestyle Answer: (d) Difficulty: (2) Page: 199 32. According to the SRI Consulti ng‘s Values and Lifestyles (VALS) t ypology, _____________________ consumers are those that buy based upon their desire for activity, variety, and risk taking. a. principle -oriented b. status -oriented c. action-oriented d. value -oriented Answer: (c) Difficulty: (2) Page: 200 33. According to Forrester‘s Technographics scheme for segmenting Internet customers according to motivation, desire, and ability to invest in technology, __________ are the biggest s penders on computer technology. They adopt new technology for home, office, and personal use before most others. a. New Age Nurturers b. Fast Forwards c. Techno-Strivers d. Mouse Potatoes Answer: (b) Difficulty: (3) Pag e: 201 34. ______________ is(are) a person‘s unique psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. a. Psychographics b. Personality c. Demographics d. Lifestyle Answer: (b) Difficulty: (2) Page: 201 35. The basic premise of the _____________ is that people‘s possessions contribute to and reflect their identities; that is, ―we are what we have.‖ a. lifestyle concept b. self-concept Prepared by: Derek Tai 258 of 2709 12/11/2010 c. personality concept d. cognitive concept Answer: (b) Difficulty: (2) Page: 201 36. A _____________ is a need that is sufficiently pressing to direct the person to seek satisfaction of the need. a. motive b. want c. demand d. requirement Answer: (a) Difficulty: (2) Page: 202 37. A good synonym for motive is a(n) _____________. a. omen b. need c. drive d. cue Answer: (c) Difficulty: (2) Page: 202 38. The theory of motivation that views people as responding to urges that are repressed but never fully under control was developed by: a. Marshall. b. Kant. c. Freud. d. Maslow. Answer: (c) Difficulty: (3) Page: 202 39. Dr. Ken Kaser designs qualit ative research to probe consumers‘ hidden, subconscious motivations. He specializes in using nondirective and projective techniques to uncover underlying emotions and attitudes towards brands and buying situations. Which of the following terms would most appropriately describe what Dr. Kaser is doing? a. market segment research b. cohort research c. psychodemographic research d. motivation research Answer: (d) Difficulty: (2) Page: 203, Marketing at Work 6-1 40. According to Maslow‘s Hierarchy of Needs, the lowest order of needs are called: a. self-actualization needs. b. social needs. c. safety needs. d. physiological needs. Answer: (d) Difficulty: (1) Page: 204, Figu re 6-3 41. According to Maslow‘s Hierarchy of Needs, the highest order of needs are called: a. self-actualization needs. b. social needs. c. safety needs. d. physiological needs. Answer: (a) Difficulty: (2) Page: 204, Figure 6-3 42. __________________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. a. Readiness b. Selectivity c. Perception Prepared by: Derek Tai 259 of 2709 12/11/2010 d. Motivation Answer: (c) Difficulty: (2) Page: 205 43. People can form different perceptions of the same stimulus because of three perceptual processes. These processes are best described as being: a. selective attention, selective distortion, and selective retention. b. subliminal perception, selective remembrance, selective forgetting. c. closure, modeling, and perceptual screening. d. needs distortion, wants analysis, and perceptual screening. Answer: (a) Difficulty: (3) Page: 204, 205 44. Kell ye is a loyal Sony user. Her television, DVD player, cassette player, and VCR are all Sony products. When she hears or sees ads for Sony products, she almost always remembers the good points about the brand. In addition, when she hears or sees an ad for a competing product that points out the strengths of its products, she tends forget these points quickly or does not process them at all. The process that Kellye is has gone through is best described as being one of: a. selective retention. b. selective attention. c. selective distortion. d. stimulus actualization. Answer: (a) Difficulty: (3) Page: 205 45. In 1957, a researcher announced that he had flashed the phrases ―Eat popcorn‖ and ―Drink Coca-Cola‖ on a screen in a movie theater every five seconds for 1/300 th of a second. He reported that although viewers did not consciously recognize these messages, they absorbed them subconsciously and bought 58 percent more popcorn and 18 percent more Coke. This process was eventually named: a. deceptive advertising. b. subliminal advertising. c. psychological manipulation. d. psychological modeling and transfusion. Answer: (b) Difficulty: (2) Page: 205 46. _______________ describes changes in an individual‘s behavior arising from e xperience. a. Modeling b. Motivation c. Perception d. Learning Answer: (d) Difficulty: (1) Page: 205 47. A ___________ is a strong internal stimulus that calls for action. a. drive b. cue c. response d. perception Answer: (a) Difficulty: (1) Page: 205 48. Jack Lerma has a special relationship with his dog, Chris. Seeing dog toys in a pet store window, hearing of a special price on dog food during a television commercial, or talking with a friend and receiving a recommendation a on kennel are all forms of __________, which may eventually impact Jack‘s purchasing decisions and responses to the objects he has seen or heard about. Prepared by: Derek Tai 260 of 2709 12/11/2010 a. b. c. d. drives cues reinforcements dyads Answer: (b) Difficulty: (2) Page: 205 49. If a consumer describes a car as being the ―most economical car on the market,‖ then this descriptor is a(n): a. rule. b. attitude. c. belief. d. cue. Answer: (c) Difficulty: (2) Page: 205 50. If a consumer tells friends ―I like my car more than any other car on the road,‖ then the consumer has expressed a( n): a. rule. b. attitude. c. belief. d. cue. Answer: (b) Difficulty: (2) Page: 206 51. ___________ puts people into a frame of mind of liking or disliking things, of moving toward or away from them. a. A rule b. An attitude c. A belief d. A cue Answer: (b) Difficulty: (2) Page: 206 52. Which of the following is N OT one of the five stages of the buyer decision process? a. need recognition b. brand identification c. information search d. purchase decision Answer: (b) Difficulty: (2) Page: 207, Figure 6 -4 53. According to the buyer decision process suggested in the text, the first stage is characterized as being one of: a. awareness. b. information search. c. need recognition. d. demand formulation. Answer: (c) Difficulty: (1) Page: 207, Figure 6 -4 54. The buying process can be triggered by a(n) __________ when one of the person‘s normal needs—hunger, thirst, sex— rises to a level high enough to become a drive. a. awareness b. external stimuli c. internal stimuli d. experiential motivation Answer: (c) Difficulty: (2) Page: 207 55. The stage in the buyer decision process in which the consumer is aroused to search for more information is called: a. information search. b. evaluation of alternatives. Prepared by: Derek Tai 261 of 2709 12/11/2010 c. search for needs. d. perceptual search. Answer: (a) Difficulty: (1) Page: 208 56. The consumer can obtain in formation from any of several sources. If the consumer were to obtain information from handling, examining, or using the product, then the consumer would have obtained the information by using a(n): a. personal source. b. commercial source. c. informative source. d. experiential source. Answer: (d) Difficulty: (2) Page: 208 57. How the consumer processes information to arrive at brand choices occurs during which stage of the buyer decision process? a. need recognition b. information search c. evaluation of alternatives d. purchase decision Answer: (c) Difficulty: (1) Page: 208 58. Generally, the consumer‘s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. These two factors are best described as being: a. the cost and availability of the product. b. the attitude of others and the cost of the product. c. the avail ability of the product and unexpected situational factors. d. the attitude of others and unexpected situational factors. Answer: (d) Difficulty: (2) Page: 209 59. With respect to postpurchase behavior, the larger the gap between expectations and performance: a. the greater likelihood of re -purchase. b. the greater the customer‘s dissatisfaction. c. the less likely the consumer will be influenced by advertising. d. the less likely the consumer will need sales confirmation and support. Answer: (b) Difficulty: (2) Page: 209 60. Cognitive dissonance occurs in which stage of the buyer decision process model? a. need recognition b. information search c. evaluation of alternatives d. postpurchase conflict Answer: (d) Difficulty: (2) Page: 209 61. A company must always guard against dissatisfying customers. On average, a satisfied customer tells 3 people about a good purchase experience. A dissatisfied customer, however, o n average gripes to ________ people. a. 7 b. 9 c. 11 d. 30 Answer: (c) Difficulty: (3) Page: 210 62. The _________________ is the mental process through which an individual passes from first hearing about an innovation t o final adoption. a. adoption process Prepared by: Derek Tai 262 of 2709 12/11/2010 b. consumption process c. innovation process d. new product development process Answer: (a) Difficulty: (2) Page: 210 63. All of the following are part of the adoption process that cons umers may go through when considering an innovation EXCEPT: a. awareness. b. process. c. interest. d. trial. Answer: (b) Difficulty: (2) Page: 21 64. With respect to adopter categories, the _______________ are guided by respect, are the opinion leaders in their communities, and adopt new ideas early but carefully. a. seekers b. innovators c. early adopters d. early majority Answer: (c) Difficulty: (2) Page: 213, Figure 6 -5 65. With respect to adopter categories, the ___________________ are skeptical and they adopt an innovation only after a majority of people have tried it. a. early adopters b. early majority c. late majority d. laggards Answer: (c) Difficulty: (2) Page: 213, Figure 6 -5 66. Several characteristics are especially important in influencing an innovation‘s rate of adoption. _________ is the degree to which the innovation may be tried on a limited basis. a. Relative advantage b. Synchronization c. Compatibility d. Divisibility Answer: (d) Difficulty: (3) Page: 213 67. If a company makes products and services for the purpose of reselling or renting them to others at a profit or for use in the production of other products and services, then the company is selling to the: a. business market. b. international market. c. consumer market. d. private sector market. Answer: (a) Difficulty: (1) Page: 215 68. All of the following are among the primary differences between a business market and a consumer market EXCEPT: a. purchase decisions to satisfy needs. b. market structure and demand. c. the nature of the buying unit. d. the types of decisions and the decision process involved. Answer: (a) Difficulty: (3) Page: 215 69. The business marketer normally deals with _____________ than the consumer marketer does. Prepared by: Derek Tai 263 of 2709 12/11/2010 a. b. c. d. far greater but smaller buyers far greater and l arger buyers far fewer but far larger buyers far fewer and smaller buyers Answer: (c) Difficulty: (2) Page: 215 70. When demand comes (as it does in the business market) from the demand for consumer goods, this form of de mand is called: a. kinked demand. b. inelastic demand. c. cyclical demand. d. derived demand. Answer: (d) Difficulty: (2) Page: 215 71. General Motors buys steel because consumers buy cars. If consumer demand for cars drops, so will General Motors‘ demand for steel. This is an example of the relationships found in: a. kinked demand. b. inelastic demand. c. cyclical demand. d. derived demand. Answer: (d) Difficulty: (2) Page: 215 72. That business markets have more buyers involved in the purchase decision is e vidence of which of the following characteristic differences between business and consumer markets? a. market structure and demand b. the nature of the bu ying unit c. types of decisions made d. type of decision process itself Answer: (b) Difficulty: (3) Page: 215 -216 73. Purchases in the business market often involve large sums of money, complex technical and economic considerations , and interactions among many people at many levels of the buyer‘s organization. This is evidence of which of the following characteristic differences between business and consumer markets? a. market structure and demand b. the nature of the buying unit c. types of decisions made and the decision process d. type of business classification Answer: (c) Difficulty: (3) Page: 216 74. The place in the business buying behavior model where interpersonal and individual influences might interact is called the: a. environment. b. response. c. stimuli. d. buying center. Answer: (d) Difficulty: (2) Page: 216 -219, Figure 6-6 75. In a _______________, the buyer reorders something without any modifications. a. habitual rebuy b. straight rebuy c. modified rebuy d. new task buy Answer: (b) Difficulty: (1) Page: 217 Prepared by: Derek Tai 264 of 2709 12/11/2010 76. In a _______________, the buyer wants to change something about product specifications, pri ces, terms, or suppliers. a. habitual rebuy b. straight rebuy c. modified rebuy d. new task buy Answer: (c) Difficulty: (1) Page: 217 77. When a firm buys a product or service for the first time, it is facing a: a. habitual rebuy situation. b. straight rebuy situation. c. modified rebuy situation. d. new task situation. Answer: (d) Difficulty: (1) Page: 217 78. The ―in‖ suppliers are most likely to get nervous and feel pressure to put their bes t foot forward in which of the following types of buying situations? a. modified rebuy b. new task buying c. straight rebuy d. indirect rebuy Answer: (a) Difficulty: (2) Page: 217 79. If a firm were to bid to do a ―turn key‖ operation where they would choose a building site, design a cement factory to build the plant, hire construction crews, assemble materials and equipment to run the new factory, and turn over the finished factory ready to operate to the owners, the bidding firm would be using which of the following? a. core process products selling b. design products selling c. reciprocal selling d. systems selling Answer: (d) Difficulty: (2) Page: 218 80. The decision-making unit of a buying organization is called its _____________: all the individuals and units that participate in the business decision -making process. a. buying center b. purchasing center c. bidding center d. demand-supply center Answer: (a) Difficulty: (1) Page: 218, 219 81. Considering the major influences on business buyer behavior, as shown in a model in the text, under which influence stage would you expect to find the influences of authority, status, empathy, and persuasiveness? a. environmental b. organizational c. interpersonal d. individual Answer: (c) Difficulty: (2) Page: 220, Figure 6 -7 82. The stage of the business buying process where the buyer describes the char acteristics and quantity of the needed item is called: a. problem recognition. Prepared by: Derek Tai 265 of 2709 12/11/2010 b. general need description. c. product specification. d. proposal solicitation. Answer: (b) Difficulty: (2) Page: 223 -225, Figure 6-8 83. If a buying team is asked by the purchasing department to rank the importance of reliability, durability, price, and other attributes of an item, then the team is going through a business buying process stage called: a. problem recognition. b. general need description. c. product specification. d. proposal solicitation. Answer: (b) Difficulty: (2) Page: 223 -225, Figure 6-8 84. ________________ is the stage of business buying where an organization decides on and specifies the best technical product characteristics for a needed item. a. Problem recognition b. General need description c. Product specification d. Proposal solicitation Answer: (c) Difficulty: (2) Page: 223 85. _________________ is an approach to cost reduction in which components are studied carefully to determine if they can be redesigned, standardized, or made by less costly methods of production. a. Cost analysis b. Order analysis c. Product analysis d. Value analysis Answer: (d) Difficulty: (3) Page: 223 86. Reviewing trade directories, doing a computer search, or phoning other companies for recommendations would be methods that an interested buyer might perform in which of the following stages of the business buying process model? a. problem recognition b. vendor analysis c. product specification d. supplier search Answer: (d) Difficulty: (1) Page: 223 87. Factors such as supplier re putation for repair and servicing capabilities are important criteria for evaluation at which stage in the business buying process? a. problem recognition b. supplier search c. supplier selection d. order-routine specification Answer: (c) Difficulty: (2) Page: 224 88. Blanket contracts are typically part of which of the following stages in the business buying process? a. general need description b. product specification c. supplier selection d. order-routine specification Answer: (d) Difficulty: (2) Page: 224, 225 89. The stage of the business buying process in which the buyer writes the final order Prepared by: Derek Tai 266 of 2709 12/11/2010 with the chosen supplier(s), listing the technical specifications, quantity neede d, e xpected time of delivery, return policies, and warranties is called: a. general need description. b. product specification. c. supplier selection. d. order-routine specification. Answer: (d) Difficulty: (2) Page: 22 4 90. The _______________ may lead the buyer to continue, modify, or drop the arrangement that has been entered into by the buyer and seller. a. performance review b. order-routine specification c. supplier selection d. general need description Answer: (a) Difficulty: (1) Page: 225 91. Increasingly, business buyers are purchasing all kinds of products and services electronically, either through electronic data interchange links (EDI) or on the I nternet. The descriptive term for such purchases, exchanges, and links is: a. e -marketing. b. e -commerce. c. e -procurement. d. e -transaction. Answer: (c) Difficulty: (2) Page: 225 92. E-purchasing by businesses has its drawbacks and pr oblems. More than 80 percent of companies say that __________ is the leading barrier to expanding electronic links with customers and partners. a. security b. privacy c. cost d. lack of correct technology Answer: (a) Difficulty: (2) Page: 227, 228 TRUE/FALSE QUESTIONS 93. One of the beauties of studying consumer buying behavior is its simplicity. Answer: (False) Difficulty: (1) Page: 191, 192 94. With respect to studying consumer or buyer behavior, the central question for marketers is: ―How do consumers respond to various marketing efforts the company might use?‖ Answer: (True) Difficulty: (1) Page: 192 95. In a simple model of buyer behavior, marketing and other stimuli are processed in a consumer‘s black box. Answer: (True) Difficulty: (1) Page: 192, Figure 6 -1 96. If consumers have a cultural shift toward greater concern about health and fitness, then a correct marketing response would be to manufacture or market h ealth and fitness services, exercise equipment, and sports clothing. Answer: (True) Difficulty: (1) Page: 193 97. If the U.S. population of Asian Americans were a separate nation, its buying power of $500 billion annually would rank twelfth in the free world. Prepared by: Derek Tai 267 of 2709 12/11/2010 Answer: (False) Difficulty: (3) Page: 194 98. The fastest growing and most affluent racial or ethnic subculture within the United States culture is the Asian American group. Answer: (True) Difficulty: (2) Page: 19 5 99. In the United States, a source of concern is the fixed lines between social classes and the problems that this rigidity brings. Answer: (False) Difficulty: (2) Page: 196 100. Inherited wealth characterizes the lower upper social class category. Answer: (False) Difficulty: (2) Page: 197, Table 6 -1 101. Upper lowers in the United States social class lead a ―working -class lifestyle.‖ Answer: (False) Difficulty: (1) Page: 197, Table 6 -1 102. Opinion leaders are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. Answer: (True) Difficulty: (1) Page: 197 103. Women account for nearly one-half of all hardware purchases. T he most accurate correlation with this example would be that of changing social class distinctions. Answer: (False) Difficulty: (1) Page: 198 104. A person‘s lifestyle is reflected by his or her activities, interests, and opinions. Answer: ( True) Difficulty: (1) Page: 199 105. In the VALS typology, action-oriented buyers base their purchases on the actions and opinions of others. Answer: (False) Difficulty: (3) Page: 200 106. A good illustration of the ―Mouse Potatoes‖ life style (as described by Forrester‘s Technographics scheme) would be a person who is dedicated to interactive e ntertainment and willing to spend for the latest in ―technotainment.‖ Answer: (True) Difficulty: (1) Page: 201 107. A person‘s self-concept is also called the self-image. Answer: (True) Difficulty: (1) Page: 201 108. Another term for motive is self-concept. Answer: (False) Difficulty: (1) Page: 202 109. The highest order of needs within Maslow‘s hierarchy of needs s cheme is esteem needs such as self-esteem, recognition, or status. Answer: (False) Difficulty: (3) Page: 202, Figure 6 -3 110. Selective attention is the tendency for people to screen out most of the information to which they are exposed. Answer: (True) Difficulty: (1) Page: 204 Prepared by: Derek Tai 268 of 2709 12/11/2010 111. Numerous studies by psychologists and consumer researchers have found no link between subliminal messages and consumer behavior. Answer: (True) Difficulty: (2) Page: 205 112. Learning occurs through the interplay between drives, stimuli, cues, responses, and reinforcement. Answer: (True) Difficulty: (2) Page: 205 113. Research has shown that attitudes are relatively easy to change while beliefs are e xtremely difficult to change. Answer: (False) Difficulty: (3) Page: 205 -207 114. The buyer decision process model begins with information search. Answer: (False) Difficulty: (2) Page: 207, Figure 6 -4 115. The larger the gap between expectations and performance, the greater the consumer‘s dissatisfaction. Answer: (True) Difficulty: (2) Page: 209 116. The early majority segment of adopter classification scheme shown in the text are characterized as being guided by respect —they are the opinion leaders in their communities, and adopt new ideas early but carefully. Answer: (False) Difficulty: (2) Page: 213, Figure 6 -5 117. In the adopter classification scheme, innovators account for about half of the bell-shaped adoption curve. Answe r: (False) Difficulty: (2) Page: 213, Figure 6 -5 118. The business market consists of all the organizations that buy goods and services to use in the production of other products and services that are sold, rented, or supplied to others. Answer: (True) Difficulty: (1) Page: 215 119. The business market is huge, however, at present the consumer market still involves more dollars and items for sale. Answer: (False) Difficulty: (2) Page: 215 120. Business buyers usually face more simple situations when purchasing than do consumers because of the amount of information that they have prior to purchase. Answer: (False) Difficulty: (2) Page: 216 121. A straight rebuy occurs when a business buyer wants to modi fy product specifications, prices, terms, or suppliers. Answer: (False) Difficulty: (1) Page: 217 122. The buying center, by its very nature, is a fixed and formally identifiable unit within an organization. Answer: (False) Difficulty: (2) Page: 218 123. Unlike consumer buying behavior, business buying behavior is not influenced by Prepared by: Derek Tai 269 of 2709 12/11/2010 interpersonal factors. Answer: (False) Difficulty: (2) Page: 220, 221, Figure 6 -7 124. The first stage of the business buying process is t hat of problem recognition. Answer: (True) Difficulty: (2) Page: 221, Figure 6 -8 125. Value analysis is performed in the supplier search stage of the business buying process model. Answer: (False) Difficulty: (3) Page: 223 126. In business buying, MRO stands for maintenance, repair, and operations. Answer: (True) Difficulty: (2) Page: 22 . Social stratification sometimes takes the form of a caste system. Your Answer: True Correct 2. Social class is indicated by a single variable, for example income. Your Answer: True Correct Answer: False Incorrect; a cluster of variables. 3. There are language differences between the social classes within a society. Your Answer: False Correct Answer: True Incorrect 4. A person's position in a group can be defined in terms of social class. Your Answer: (blank) 5. Market personality is the specific mix of human traits that may be attributed to a particular brand. Your Answer: False Correct 6. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Your Answer: Prepared by: Derek Tai False 270 of 2709 12/11/2010 Correct Answer: True Incorrect 7. Selective distortion is the tendency to interpret information in a way that will fit our preconceptions. Your Answer: True Correct 8. A need is a strong internal stimulus impelling action. Your Answer: False Correct 9. Learning refers to how and where information gets into memory. Your Answer: False Correct 10. The expectancy-value model posits that consumers evaluate products and services by combining their brand beliefs according to importance. Your Answer: False Correct Answer: True Incorrect 11. Frederick Herzberg sought to explain why people are driven by particular needs at particular times. Your Answer: False Correct 1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. a. competitive prices b. superior value c. superior service d. superior promotion (b; Easy) 2. M any e xperts predict that the future will belong to retailers who offer both ―clicks‖ and _____. a. major discounts b. bricks c. superior locations d. superior promotion (b; Easy) 3. Today, marketing must be understood in terms of making a sale and _____ . Prepared by: Derek Tai 271 of 2709 12/11/2010 a. satisfying customer needs b. understanding customer value c. customers‘ self images d. brilliant advertising (a; Easy) 4. The difference between customer value and customer satisfaction is that value is the difference between the values the cust omer gains from owning and using a product and the _____. a. costs of delivery of the product b. cost of obtaining the product c. cost of competing products d. cost of the lost experience (b. Moderate) 5. The five alternative concepts under which organizations conduct their marketing activities include the production, _____, selling, marketing, and societal marketing concepts. a. promotion b. pricing c. distribution d. product (d; Moderate) 6. _____ is an important concept when we realize that l osing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage. a. Heuristics b. Net profit c. Customer lifetime value d. Relationship marketing (c; Moderate) 7. Which word is missing from the following statement? Marketers need to _____, create, communicate, and deliver real value to customers. a. find b. understand c. explore d. seek (b; Easy 8. The difference between human needs and wants is that needs are states of felt deprivation. (True; Easy) 9. Loyal customers must be more than satisfied, they must be highly satisfied. (True; Easy) 10. To practice customer equity, a company must be concerned with the total combined customer lifetime value s of all major purchasers of its products. (False; Challenging) 11. When your firm practices developing and maintaining a strategic fit between your organization‘s goals and capabilities, it is forming a (an) _____. mission statement values statement strategic plan operating plan (c; Moderate) 12. T he company you work for is on the ―right track‖ because its mission statement fits the _____ environment. a. economic b. political-legal c. social-cultural d. market (d. Moderate) 13. Which of the following does business portfolio planning entail? a. analyzing the current portfolio b. deciding which units should receive more or less investment c. deciding which units should receive no further investment d. all of the above (d; Challenging) 14. A problem with using the BDG matrix centers around the fact that it is _____ oriented instead of _____ oriented. a. future; now b. now; future c. financially; customer Prepared by: Derek Tai 272 of 2709 12/11/2010 d. now; market (b; Challenging) 15. There are many reasons why a firm might want t o abandon products or markets. In these instances, companies would consider _____ rather than growing. a. downsizing b. demarketing c. retrenching d. none of the above (b; Moderate) 16. Marketers must find ways to get all departments to think in term s of _____. a. sales b. customer c. new markets d. none of the above (b; Easy) 17. Generally speaking, most companies today cannot profitably serve _____. a. all consumers in a given market b. all consumers in a given market segment c. all markets d. both a and c (d; Challenging) 18. Which of the four Ps describes the goods -and-services combination the company offers to the target market? a. price b. promotion c. product d. place (c; Easy) 19. Today the four Ps are compared to the four Cs. Product and price are called _____ and _____ respectively. a. convenience; customer solution b. customer cost; convenience c. communication; customer solution d. customer solution; customer cost (d; Moderate) 20. Mission statements should be realistic and general in nature. (False; Moderate) 21. When your employer looks beyond its own value chain and into the value chain of its suppliers, distributors, and ultimately customers, it is stressing the value -delivery network. (True; Challenging) 22. What is not one of the forces that underlies the new digital age? a. Digitalization b. Customerization c. Customization d. Industrialization (d; Moderate) 23. The _____ is (are) a vast public web of computer networks that connect users of all types al l around the world to each other. a. intranets b. extranets c. Internet d. bitstreams (c; Easy) 24. What does the term ―customerization‖ mean? a. The company leaves it to individual customers to design the offering. b. Customers can shop anytime they want to. c. Customers can talk to each other on the Internet. d. none of the above (a; Challenging) 25. Businesses run almost entirely as e -businesses use all but one of the following. a. memos b. invoices c. engineering drawings d. paper (d; Easy) 26. E-commerce channels give buyers access to a wealth of comparative information about companies, products, and competitors. What is one thing they do not provide? Prepared by: Derek Tai 273 of 2709 12/11/2010 a. product lists b. extensive product descriptions c. intranets d. product reviews (c; Challenging) 27. _____ is the means by which consumers can buy or exchange goods or information directly with one another. a. C2C (consumer-to-consumer) b. B2B (business -to-business) c. C2B (consumer-to-business) d. OPT (open trading networks) (a; Easy) 28. To attract new visitors and to encourage revisits, e -marketers should pay close attention to the 7Cs of effective Web site design. What is included in the 7Cs? a. context: site‘s layout and design b. content: text, pictures, sound, and vi deo that the Web site contains c. commerce: site‘s ability to enable commercial transactions d. All of the above. (d; Easy) 29. All of the following define ―Internet fraud‖ except for _____. a. brick-and-mortar firms b. identity theft c. investment fraud d. financial scams (a; Easy) 30. B2B includes all of the following except _____. a. trading networks b. the Web‘s darker side c. auction sites d. online product catalogs (b; Easy) 31. E-commerce includes all electronics -based information exchanges within or between companies and customers. (False; Challenging) 32. Customers who read e-mail ads can be tracked by how many people open the messages, who clicks through to the Web site, and what they do when they get there. (True; Easy) 33. You are directed to study the factors that are close to the company that affect its ability to serve its customers – t he company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the global environment (b; Moderate) 34. These firms help companies to stock and move goods from their points of origin to their destinations. a. financial intermediaries b. physical distribution firms c. marketing service firms d. resellers (b; Easy) 35. Your marketing environment is currently researching the size, density, location, age, and occupations of your target market . What is this environment? a. demographic b. psychographic c. VALS d. geographic (a; Moderate) 36. This group shares new cultural concerns, cares about the environment, and responds favorably to socially responsible companies. Who are they? a. generation X b. generation Y c. generation Z d. baby boomers (a; Challenging) Prepared by: Derek Tai 274 of 2709 12/11/2010 37. Because of increased _____, the demand for higher quality products, books, magazines, travel, personal computers, and Internet services will rise. a. income b. family size c. education d. none of the above (c; Moderate) 38. The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the _____. a. raw material market b. natural environment c. endangered environment d. green movement (b; Easy) 39. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of _____ and _____. a. ethics; promotion responsibility b. ethics; social responsibility c. finances; employee discrimination d. management ethics ; insider trading (b; Challenging) 40. The primary concern with the boom in e -commerce and Internet marketing is _____. a. pornography b. ripoffs c. privacy d. ethics (c; Moderate) 41.. The macroenvironment consists of the factors close to the comp any that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics. (False; Easy) 42. Consumer organizations such as environmental and minority groups may question a company‘s marketing decisions. This t ype of public is called the local public. (False; Moderate) 43. Your firm has just developed its first successful MIS. It interacts with information users to assess information needs, develop needed information, _____ the marketing information, and help ma nagers use it in their decision making. a. distribute b. collect c. retrieve d. store (a; Challenging) 44. M arketers must weigh carefully the costs of additional information against the _____ resulting from it. a. uses b. benefits c. knowledge d. rewards (b; Easy) 45. M arketing information from this type of database usually can be accessed more quickly and cheaply than other information sources. Which one is it? a. external b. MDSS c. EIS d. internal (d; Easy) 46. To combat marketing intelligence by competitors, Unilever Corporation is now providing _____ to employees. a. intelligence training b. privacy blocks c. protection d. none of the above (a; Moderate) 47. Your colleague is confused about using the marketing research process. He seems to be having problems with _____, which is often the hardest step to take. a. defining the problem b. defining the research objectives c. defining the problem and research objectives Prepared by: Derek Tai 275 of 2709 12/11/2010 d. choosing a research agency to help (c; Moderate) 48. How would you describe the primary data being used by your firm? a. collected for the specific purpose at hand b. original information c. first-time information d. all of the above (d; Easy) 49. T his method of research can obtain information that people are unwilling or unable to provide. a. observation b. focus groups c. personal interviews d. fax surveys (a; Easy) 50. T he backbone of marketing research, or the most common instrument used, is the _____. a. mechanical device b. live interviewer c. questionnaire d. teleinterviewer (c; Easy) 51. Most experts believe that good customer data alone can give companies a substantial _____. a. cost savings b. knowledge c. competitive advantage d. employee motivation (c; Easy) 52. Small organizations can obtain most of this type of data available to large businesses with minimal effort. What type is it? a. census b. Internet c. secondary d. primary (c; Moderate) 53. When you glean information from your company‘s accounting and sales records stored in the computer, you are developing an internal database. (True; Moderate) 54. After conducting the formal marketing research for your department, you make an oral presentation with notes to management. You followed normal operating procedure. (False; Moderate) 55. Which is not a part of the buyer‘s black box? a. observable buyer responses b. product choice c. need recognition d. dealer choice (c; Challenging) 56. T he marketer needs to understand the role played by all of the following except _____. a. the buyer‘s culture b. the buyer‘s subculture c. the weather d. the buyer‘s social class (c; Easy) 57. T his group are the social elite. Who are they? a. Upper uppers. b. Lower uppers. c. Upper middles. d. Middle class. (a; Moderate) 58. M arketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services. a. family b. social class c. opinion leader d. information search (a; Easy) 59. A _____ is a need that is sufficiently pressing to direct the person to seek satisfaction. Prepared by: Derek Tai 276 of 2709 12/11/2010 a. lifestyle b. motive c. culture d. personality (b; Easy) 60. A _____ is a descriptive thought that a person has about something. a. lifestyle b. motive c. belief d. habitual behavior (c; Easy) 61. After a purchase, consumers might experience _____ when they notice certain disadvantages of the purchased carpet brand and hear favorable things about brands not purchased. a. postpurchase culture b. perception c. postpurchase dissonance d. purchase decision (c; Moderate) 62. T he buying process starts with _____ — the buyer recognizes a problem or need. a. need recognition b. information search c. evaluation of alternatives d. purchase decision (a; Easy) 63. . E ach culture contains smaller cognitive dissonance, or groups of people with shared value systems based on common life experiences and situations. (False; Moderate) 64. A belief is the specific mix of human traits that may be attributed to a particular brand. (False; Moderate) 65. Business buyers tend to be more rational and _____ than consumer buyers. a. orderly b. objective c. subjective d. team-oriented (b; Easy) 66. What can we say about the size of the business market compared to consumer markets? a. It is approximately the same. b. It is smaller. c. It is huge. d. There is no need to compare them. (c; Easy) 67. Compared with consumer purchases, a business purchase usually involves _____ decision participants. a. better-trained b. more professional c. more d. all of the above (d; Moderate) 68. Business marketers keep a customer‘s sales by meeting current needs and by partnering with customers to help them _____. a. make money b. increase profits c. solve their problems d. please their customers (c; Challenging) 69. It is typical to find three major types of business buying situations. Choose the incorrect one from the list below. a. straight rebuy b. modified rebuy c. new task d. All of the above are correct buying situations. (d; Easy) 70. What is the decision-making unit of a buying organization called today? a. buying committee b. buying center c. buying team d. lone ranger Prepared by: Derek Tai 277 of 2709 12/11/2010 (b; Easy) 71. Sometimes, even the people in the buying center are not aware of all of the _____. a. product requirements b. buying participants c. supplier options d. constraints (b; Moderate) 72. Is it true that different business buyers have differing buying styles? a. false b. true c. indeterminable d. not important (b; Easy) 73. The step following supplier search is _____. a. evaluate suppliers b. supplier selection c. cost-benefit analysis d. none of the above (b; Easy) 74. E-procurement offers other advantages to purchasing professionals, such as it _____. a. reduces drudgery b. reduces paperwork c. allows more time managing inventory d. all of the above (d; Easy) 75. What must the marketer to governments need to know? a. who the key decision makers are b. identify the factors that affect buyer behavior c. understand the buying process d. all of the above (d; Moderate) 76. Although business demand is generally derived demand, it may turn into joint demand. (False; Easy) 77. Today, most B2B marketers recognize that emotion plays an important role in business buying dec isions. (True; Easy) 78. When a company identifies the parts of the market it can serve best and most profitably, it is practicing _____. a. concentrated marketing b. mass marketing c. targeted marketing d. segmenting (d; Moderate) 79. T hrough tal king to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it? a. demographic b. gender c. psychographic d. behavioral (a; Easy) 80. Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by _____. a. user status b. loyalty Prepared by: Derek Tai 278 of 2709 12/11/2010 c. store type d. brand preference (b; Moderate) 81. When the size, purchasing power, and profiles of business market segme nts can be determined, they are said to possess the requirement of being _____. a. measurable b. accessible c. substantial d. actionable (a; Moderate) 82. In general, a company should enter only segments in which it can _____ and _____. a. offer lower prices; ship faster b. offer superior value; gain advantages over competitors c. offer superior value; ship faster d. gain advantages over competitors; get coop advertising (b; Moderate) 83. Today, the low cost of setting up shop _____ makes it even more profitable to serve seemingly miniscule niches. a. in malls in major cities b. in mail -order catalogs c. on the Internet d. near major competitors (c; Easy) 84. Under what circumstances can local marketing be quite effective? a. when pronounced regional differences in demographics and lifestyles are present b. when pronounced local differences in demographics and lifestyles are present c. when pronounced regional and local differences in demographics and lifestyles are present d. when regional and local differences in demographics and lifestyles are similar (c; Challenging) 85. When competitors use differentiated or concentrated marketing, _____ marketing can be suicidal. a. differentiated b. undifferentiated c. concentrated d. customized (b; Easy) 86. In spite of problems with marketers targeting children and minorities, most attempts provide _____ to target customers. a. benefits b. education c. experience d. major sales (a; Easy) 87. Gender segmentation has long been used i n clothing, cosmetics, toiletries, and magazines. (True; Easy) 88. Segmenting business markets goes beyond consumer market variables. Operating characteristics, purchasing approaches, situational factors, and company culture may also be considered. (False; Challenging) 89. We define a _____ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. a. private brand b. service variability c. service d. product (d; Easy) 90. Product planners need to think about products and services on three levels. The third level is that the product planners must build on a(n) _____ around the core benefit and actual product by offering additional consumer services and benefits. a. augmented product b. brand equity c. brand extension Prepared by: Derek Tai 279 of 2709 12/11/2010 d. industrial product (a; Challenging) 91. _____ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. a. Shopping products b. Unsought products c. Specialty products d. Industrial Products (c; Moderate) 92. Which of the following capital items is not considered an accessory part of equipment? The billing department needs to know so t hey can be classified correctly. a. buildings b. hand tools c. lift trucks d. desks (a; Moderate) 93. _____ can also be marketed. In one sense, all marketing is the marketing of this. It can be specific such as Crest toothpastes ―create smiles every day.‖ a. Co-branding b. Internal marketing c. Ideas d. Unsought products (c; Moderate) 94. Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by _____ such as quality, feat ures, and style and design. a. private brand b. product attributes c. consumer product d. product mix (b; Challenging) 95. Good style and design can do many things. What is one thing it cannot do? a. attract attention b. improve product performance c. cut production costs d. cause unsought product reputation (d; Easy) 96. M arketers need to position their brands clearly in target customers minds. They can position brands at any of three levels. At the lowest level, they can position the brand on _____. a. interactive marketing b. internal marketing c. product attributes d. strong beliefs and values (c; Moderate) 97. Most manufacturers take years and spend millions to create their own brand names. However, some companies _____ names or symbol s previously created by other manufacturers, names of well -known celebrities, and/or characters from popular movies and books. For a fee, any of these can provide an instant and proven brand name. a. service b. license c. market d. package (b; Moderate) 98. A _____ involves the use of a successful brand name to launch new or modified products in a new category. a. brand equity b. product line c. brand extension d. private brand (c; Moderate) 99. Unsought products are products and services that t he customer usually buys frequently, immediately, and with a minimum of comparison and buying effort. (False; Easy) 100. One important quality for a brand name is that it should translate easily into foreign languages. (True; Easy) 101. A firm can obtain new products through acquisition. One of the following is not a common way to accomplish this. Prepared by: Derek Tai 280 of 2709 12/11/2010 a. buy a whole company b. copy or modify a competitor‘s products c. buy a patent d. buy a license to produce some else‘s product (b; Easy) 102. How could you use competitors as a choice of external new -product ideas? a. buy one of their products b. analyze their sales c. dismantle one of their products d. all of the above (d; Easy) 103. With what groups do firms conduct concept testing for new prod ucts? a. suppliers b. employees c. target consumers d. focus groups (c; Challenging) 104. A review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company‘s objectives is called a _____. a. business feasibility b. feasibility study c. business analysis d. product acceptance (c; Easy) 105. U nder what circumstances might a company do more than the average amount of test marketing? a. when a new product requires a major investment b. when management is not sure of the product c. when management is not sure of the marketing program d. all of the above (d; Easy) 106. Which approach to test marketing is still the most widely used approach for major in-market testing? a. standard test markets b. controlled test markets c. simulated test market d. none of the above (a; Moderate) 107. Following the decision to ―time‖ the introduction of the new product, a company must decide _____ to launch the new product. a. where b. how c. to what degree d. all of the above (a; Moderate 108. It is typical for top management to give the product development team general strategic directions but no _____ or _____. a. clear-cut product idea; resource limitation b. clear-cut product idea; work plan c. work plan; budget d. freedom limitations; budget restraints (b; Challenging) 109. Sherri‘s Exclusives sells currently accepted and popular clothing items in given fields. What does she stock in her store? a. styles b. fashions c. fads d. exclusives (b; Moderate) 110. Which stage in the PLC normally lasts longer and poses strong challenges to the Prepared by: Derek Tai 281 of 2709 12/11/2010 marketing managers? a. introduction b. growth c. maturity d. phase-in (c; Easy) 111. The highest profits earned by a consumer product usuall y occur during the maturity stage. (False; Easy) 112. Although the PLC concept is applied to consumer products, it is rarely applied to styles, fashions, and fads. (False; Moderate) 113. _____ is the amount of money charged for a product or service. a. Experience curve b. Demand curve c. Price d. Wage (c; Easy) 114. Which of the following pricing objectives is most used by a university? a. partial cost recovery b. full cost recovery c. social price d. cost -plus pricing (a; Easy) 115. Fixed costs _____ as number of units produced increases. a. decrease b. increase c. divide in half d. remain the same (a; Easy) 116. The relationship between the price charged and the resulting demand level can be shown as the _____. a. demand curve b. variable cost c. target cost d. break-even pricing (a; Easy) 117. Overhead cost is another term for variable cost. (False; Easy) 118. I n industrial markets, product managers have an influence on the company‘s price setting decisions. (True; Easy) 119. _____ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. a. Franchise b. Retailing c. Broker d. Wholesaling (b; Easy) 120. These stores are small stores that carry a limited line of high-turnover convenience goods. Most of the store‘s revenues are from cigarette, beverage, and gasoline sales. a. convenience stores b. department stores c. chain stores d. supermarkets (a; Easy) 121. M anufacturers send last year‘s merchandise and seconds to the _____, while they send new merchandise to the department stores. a. convenience stores b. chain stores c. factory outlets d. retailers (c; Easy) 122. _____ were the main form of retail cluster until the 1950s. a. Department stores Prepared by: Derek Tai 282 of 2709 12/11/2010 b. Discount stores c. Independent off-price retailers d. Central business districts (d; Moderate) 123. M ore online retailing is conducted by _____ retailers. a. ―click-and-brick‖ b. ―click-only‖ c. ―brick-and-mortar‖ d. none of the above (a; Challenging) 124. Retailers can be classified in terms of several characteristics, including the amount of service they offer, the breadth and depth of their product lines, the relative prices they charge, and how they are organized. (True; Moderate) 125. A discount store buys at less than regular wholesale prices and charges consumers less than retail. (False; Challenging) MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) According to Luthans, successful managers are defined in terms of: 1) _______ A) the rate and quantity of pay raises. B) the satisfaction and commitment of their employees. C) the speed of their promotion. D) quantity and quality of their performance. Page Ref: 8 2) Which one of the following would not be considered a human skill in Katz's structure? 2) _______ A) communicating B) working as part of a team C) resolving conflicts D) reporting Page Ref: 7-8 3) ________ asks managers to reconsider how work would be done and their organization structured if they were starting over. 3 ) _______ A) Process control B) Management reengineering C) Process reengineering D) Management control Page Ref: 20 4) While ________ focuses on differences between people from different countries, ________ addresses differences among people within given countries. 4) _______ A) culturization; workforce diversity B) culture; diversity C) globalization; workforce diversity D) workforce diversity; globalization Page Ref: 17 5) Learning techniques that allow individuals to manage their own behavior so that less external management control is neces sary are termed: 5) _______ A) reengineering. B) self-management. C) MBO. D) mentor programs. Page Ref: 60 6) A number of individual-difference factors have been found to significantly influence learning and training outcomes. All the following are included in these factors, except: 6) _______ A) age B) personality C) ability D) motivational level Page Ref: 53 Your division is made up of four people with very different biological characteristics. Gina is 27 years old, single and fem ale. She has been with the company only six months. Jonathan is 63 years old and a widower . Jonathan has been with the company for thirty years. Sally is a single mother with four children who has been working here for five years. 7) You would expect ________ to be the first employee to choose telecommuting or a flexible work schedule. 7) _______ A) Robert B) Sally C) Gina D) Jonathan Page Ref: 44 You are the first-line supervisor for a group of employees who make green widgets. Their job is not terribly interesting or challenging and you have noticed that they are frequently tardy returning from their breaks. You have studied the concept of shaping behavior and decide that you will try to apply it to this situation. Prepared by: Derek Tai 283 of 2709 12/11/2010 8) You want Allison to take an accounting course so that she can help with the bookkeeping. Allison does not want to go to night school to take the course and has been resisting. You know that her least favorite duty is preparing payroll. You tell her that sh e will be doing payroll until she takes the accounting course. This is an example of: 8) _______ A) negative reinforcement. B) punishment. C) positive reinforcement. D) extinction. Page Ref: 53 9) Organizational commitment is: 9) _______ A) is the degree that a person identifies with a job. B) an attitude. C) positively related to job satisfaction. D) all of the above Page Ref: 79 Suppose that you are a Human Resource Manager for Prentice Corporation who is in charge of developing a training program for managers coming to the United States from your subsidiaries around the world. You have d ecided to use the Hofstede Framework for d iscussing cultural differences that they might expect to find. Use your knowledge of the work of Hofstede to answer the fol lowing questions. 10) Which of the following countries ranks high in long-term orientation? 10) ______ A) France B) China C) Russia D) United States Page Ref: 75 11) Factors other than satisfaction that impact one's decision to leave a current job include all of the following except: 11) ______ A) length of tenure with the organization. B) expectations about alternative job opportunities. C) labor market conditions. D) organizational citizenship behavior Page Ref: 88 12) ________ is the degree to which people in a country prefer structured over unstructured situat ions. 12) ______ A) Uncertainty avoidance B) Collectivism C) Power distance D) Long-term orientation Page Ref: 75 13) ________ is the degree to which people like or dislike themselves. 13) ______ A) Locus of control B) Machiavellianism C) Authoritarianism D) Self-esteem Page Ref: 107 14) A Type A personality would be most likely to: 14) ______ A) concentrate on one task at a time. B) enjoy leisure and quiet time. C) eat his meals quickly. D) be highly creative. Page Ref: 108 15) Which of the following is not true concerning emotions? 15) ______ A) Some emotions can reduce employee performance. B) Employees bring an emotional component with them to work every day. C) In the past, emotions were rarely viewed as being constructive. D) E motions are neutral factors in organizational behavior. Page Ref: 113 16) An increased commitment to a previous decision in spite of negative information is termed: 16) ______ A) representative. B) hindsight bias. C) escalation of commitment bias. D) satisficing bias. Page Ref: 150 17) Which of the following is not a bias in decision making? 17) ______ A) securing B) representative C) escalation of commitment D) availability Page Ref: 149-151 Prepared by: Derek Tai 284 of 2709 12/11/2010 18) Internally caused behaviors are believed to: 18) ______ A) result from personality traits. B) be under the personal control of the individual. C) result from outside causes. D) be forced upon a person by the situation. Page Ref: 121365 19) Theory X assumptions relate to: 19) ______ A) Maslow's lower level needs. B) both levels of Maslow's hierarchy of needs. C) neither level of Maslow's hierarchy of needs. D) Maslow's higher level needs. Page Ref: 172 20) According to Maslow, when does a need stop motivating? 20) ______ A) it never stops motivating B) when one returns to a lower level need C) when one chooses to move to a higher level need D) when it is substantially satisfied Page Ref: 171 21) Which of Maslow's hierarchy of needs deals with satisfying one's need for hunger, thirst, and sex? 21) ______ A) social B) esteem C) physiological D) safety Page Ref: 171 22) Participative management is compatible with all of the following except: 22) ______ A) ERG theory. B) MBO. C) Theory X. D) stimulating the achievement need. Page Ref: 213-214 23) When pay levels are based on how many skills employees have or how many jobs they can do: 23) ______ A) flexible pay B) a variable pay plan C) gainsharing D) competency-based pay Page Ref: 225 24) Skill-based pay: 24) ______ A) is also called competency-based pay. B) is an alternative to job-based pay. C) is also called knowledge-based pay. D) all of the above Page Ref: 225 25) Command groups are also: 25) ______ A) authority groups. B) task groups. C) job groups. D) work groups. Page Ref: 239 26) Norms that dictate assignment of difficult jobs and pay are norms dealing with: 26) ______ A) appearance. B) financial rewards. C) allocation of resources. D) performance. Page Ref: 248 27) Which is not one of the stages in the five-stage group-development model? 27) ______ A) forming B ) producing C) norming D) storming Page Ref: 240 28) The context category of the team effectiveness model includes: 28) ______ A) autonomy. B) conflict. C) ability. D) adequate resources. Page Ref: Ex 9-3; 278 29) As a result of using self-managed teams, a factory at Eaton Corporation's Aeroquip Global Hose Division was able to improve response time to customer concerns by: 29) ______ Prepared by: Derek Tai 285 of 2709 12/11/2010 A) 50% B) 99% C) 75% D) 85% Page Ref: 275 30) When can lateral communications create dysfunctional conflict? 30) ______ A) when the formal vertical channels are breached B) when bosses find out that actions have been taken without their knowledge C) when members go above or around their superiors to get things done D) all of the above Page Ref: 302 31) The grapevine is: 31) ______ A) generally an anti-management tool. B) used to serve the self-interests of outsiders. C) perceived as being more reliable than formal communication. D) usually inaccurate. Page Ref: 307 32) Good ________ brings about order and consistency by drawing up formal plans. 32) ______ A) task structure B) initiating structure C) leadership D) management Page Ref: 332 33) If a leader's main concern is accomplishing his/her group's tasks, the University of Michigan studies label this leader: 33) ______ A) initiating structure. B) production-oriented. C) consideration. D) concern for production. Page Ref: 336 34) The type of leaders who guide or motivate their followers in the direction of established goals by clarifying role and t ask requirements are: 34) ______ A) transcendent leaders. B) transformational leaders. C) transactional leaders. D) charismatic leaders. Page Ref: 367 As the CEO of the corporation, you have learned to understand the role of emotional intelligence in lead ership effectiveness. You have worked hard to develop emotional intelligence in your vice-presidents, but believe that some are still struggling. Joseph, the V.P. of Employee Relations does a great job in most respects, but you have noticed that he is very concerned about his image and does not take joking about his abilities well. Janet, your V.P. of Engineering, is comfortable with the status quo and likes to know exact ly what to expect. Jerry, who is the V.P. of Marketing, has driven his department t o new successes in sales, but also has created new records of turnover both of employees and customers. Janice has led Production well, but has scoffed at the trend in the industry to create productio n teams. And John, the V.P. of Finance, seems to always be negative about the future of the company. Based on these observations, you believe that each one is particularly lacking in one of the five key components of emotional intelligence. 35) You would say that John is lacking in: 35) ______ A) social skills B) empathy C) self-awareness D) self-motivation Page Ref: 369 36) Which of the following is not an influence tactic? 36) ______ A) legitimate position B) rational persuasion C) consultation D) ingratiation Page Ref: 396 37) Leadership research emphasizes 37) ______ A) power B) style C) communication D) p ersuasion Page Ref: 391 38) ________ conflict focuses on interpersonal interaction. 38) ______ A) Job B) Relationship C) Task D) Process Page Ref: 424 39) When one party is willing to sacrifice in order to maintain the relationship, it is called 39) ______ A) collaborating B) compromising C) accommodating D) sacrificing Page Ref: 429 Prepared by: Derek Tai 286 of 2709 12/11/2010 40) Which of the following is not a common organizational design? 40) ______ A) centralized structure B) matrix structure C) simple structure D) bureaucracy Page Ref: 459 41) The matrix structure combines which two forms of departmentalization? 41) ______ A) functional and product B) product and process C) process and functional D) none of the above Page Ref: 462 42) The place to start in building a customer-responsive culture is: 42) ______ A) Hire service-contact people who have appropriate personality and attitudes. B) Empower employees with the discretion to make day-to-day decisions. C) Reduce rules and regulations. D) Conduct orientation and socialization of employees. Page Ref: 502 43) The ultimate source of an organization's culture is: 43) ______ A) the environment. B) the country in which the organization operates. C) top management. D) its founders. Page Ref: 492 Alice Ann Jones is the new director of human resources for a small consulting firm. 44) Alice Ann is searching for the most reliable evaluation method she can find. She should consider: 44) ______ A) self-evaluations. B) immediate subordinate evaluations. C) peer evaluations. D) immediate superior evaluations. Page Ref: 528 45) The best way for an employer to find out if a potential employee can do a job is by: 45) ______ A) a written test. B) a day in the office. C) a performance simulation test. D) the interview process. Page Ref: 519 46) T-groups are also known as: 46) ______ A) action research teams. B) sensitivity training groups. C) team building groups. D) appreciative inquiry training groups. Page Ref: 558 47) ________ is a field of study that investigates the impact that individuals, groups, and structure have on behavior withi n organizations for the purpose of applying such knowledge toward improving an organization's effectiveness. 47) ______ A) Organizational development B) Human Resources Management C) People management D) Organizational behavior Page Ref: 9 48) Which of the following is not a characteristic of physical ability? 48) ______ A) dexterity B) strength C) looks D) stamina Page Ref: 47 49) An important moderator of the satisfaction-turnover relationship is: 49) ______ A) the management's style. B) the organization's culture. C) the employee's level of performance. D) the employee's values and attitudes. Page Ref: 88 50) The Meyers-Briggs Type Indicator classification of "E or I" stands for: 50) ______ Prepared by: Derek Tai 287 of 2709 12/11/2010 A) emotional/intuitive B) extroverted/introverted C) extroverted/intuitive D) emotional/introverted Page Ref: 103 51) ________ is the ability to create novel and useful ideas. 51) ______ A) Conceptual style B) Creativity C) Intuition D) Rationality Page Ref: 145 52) ________ developed the ERG theory. 52) ______ A) Maslow B) Alderfer C) McClelland D) Ouchi Page Ref: 175 53) Organization-wide programs that distribute compensation based on some established formula designed around a company's profitability are termed: 53) ______ A) profit-sharing plans. B) ESOPs. C) variable pay. D) gainsharing. Page Ref: 222-223 54) The group size that exercises the best elements of both small and large groups is: 54) ______ A) 4 B) 12 C) 9 D) 7 Page Ref: 254 55) Self-managed teams typically perform which of the following responsibilities? 55) ______ A) calling on customers B) soliciting orders C) creating financial statements D) all of the above Page Ref: 274 Mary telephones her employee, Joe, to let him know that today's meeting has been moved to one o'clock. 56) The telephone is the: 56) ______ A) medium. B) receiver. C) message. D) sender. Page Ref: 300 57) Hersey and Blanchard developed the ________ leadershi p theory. 57) ______ A) managerial grid B) cognitive resource C) situational D) path-goal Page Ref: 342 58) ________ is a way to use language to manage meaning. 58) ______ A) Trust B) Framing C) Highlighting D) Influencing Page Ref: 362 59) When a person explains favorable events in order to maximize the desirable implications for himself, he is using the imp ression management technique of: 59) ______ A) conformity. B) accounts. C) favors. D) acclaiming. Page Ref: Exh. 13-7; 409 Playbill, Inc. is a company that hires culturally diverse people to perform Shakespearean plays for high school students. Th ey employ actors and actresses from all over they world. The actors and actresses have joined together to ask Playbil l for higher salaries. They are struggling on deciding who will negotiate for them. 60) Which of the following statements is true pertaining to the role of personality traits in negotiations? 60) ______ A) High risk takers will be better negotiators. B) Personality traits will have no significant direct effect on either the bargaining process or negotiation outcomes. C) Those with internal locus of control will be better negotiators. D) Personality of the negotiators will determine, to a large extent, who prevails. Page Ref: 438 61) The ________ of an environment refers to the degree to which it can support growth. 61) ______ A) qualifications B) capacity C) potential D) capability Page Ref: 472 Prepared by: Derek Tai 288 of 2709 12/11/2010 62) The correct order for the sta ges of the socialization process is: 62) ______ A) prearrival, encounter, ritual. B) prearrival, metamorphosis, encounter. C) prearrival, encounter, metamorphosis. D) prearrival, ritual, encounter. Page Ref: Exh. 16-2; 496 63) The author suggests that this can be used to increase the perception that employees are treated fairly. 63) ______ A) documenting with a journal B) multiple raters C) selective evaluation D) due process Page Ref: 533 64) Who developed a three-step model for change that included unfreezing, movement, and refreezing? 64) ______ A) David McClelland B) Lawrence Summers C) John Kotter D) Kurt Lewin Page Ref: 555 65) ________ is the voluntary and involuntary permanent withdrawal from an organization. 65) ______ A) Absenteeism B) Downsizing C) Turnover D) Individual-level variable Page Ref: 28 You are the first-line supervisor for a group of employees who make green widgets. Their job is not terribly interesting or challenging and you have noticed that they are frequently tardy returning from their breaks. You have studied the concept of shaping behavior and d ecide that you will try to apply it to this situation. 66) Sam is late coming back to work again and you reduce his pay by a half hour's wages. This is an example of: 66) ______ A) extinction. B) negative reinforcement. C) positive reinforcement. D) punishment. Page Ref: 53 67) The content attribute states a value is: 67) ______ A) important. B) related to behavior. C) a basic conviction. D) complete. Page Ref: 70 68) ________ are object-specific. 68) ______ A) Internal stimuli B) Moods C) Emotions D) Affects Page Ref: 113 69) Decision making is initiated by defining the: 69) ______ A) actual state. B) problem. C) solution. D) desired state. Page Ref: 144 70) Equity theory historically focused on ________ justice. 70) ______ A) procedural B) interactive C) distributive D) interpersonal Page Ref: 189 71) Research on employee stock ownership programs indicates that they: 71) ______ A) reduce stress. B) increase productivity. C) reduce salaries. D) increase employee satisfaction. Page Ref: 213 72) One example of work group norms deals with performance-related processes. Examples of performance norms include all of the following except: 72) ______ A) level of output. B) when to look busy. C) appropriate levels of tardiness. D) how hard to work. Page Ref: 248 73) Self-managed work teams generally: 73) ______ A) take on the responsibilities of their former supervisors . B) are given an ownership steak in the company. Prepared by: Derek Tai 289 of 2709 12/11/2010 C) both of the above. D) neither of the above. Page Ref: 259 Brenda is a new employee orientation trainer for a global cor poration with subsidiaries all over the world. She needs to convey information to new employees that will help them understand the importance of communicating across cultures. 74) Which of the following is a good tip to employees who must deal with different cultures? 74) ______ A) Assume similarities until differences are proven. B) Practice sympathy. C) Emphasize description rather than evaluation or interpretation. D) Act decisively to minimize ambiguity. Page Ref: 322 75) Which of the following did not propose a contingency theory? 75) ______ A) Blake and Mouton B) Vroom and Yetton C) Hersey and Blanchard D) Fiedler Page Ref: 339-346 76) You see ________ occasionally in organizations among people who have worked together fo r long periods of time and have a depth of experience that allows them to know each other inside and out. 76) ______ A) knowledge-based trust B) identification-based trust C) reward-based trust D) d eterrence-based trust Page Ref: 360 77) James approaches his supervisor with data and a logical presentation supporting his request for additional personnel. He is usin g: 77) ______ A) legitimacy. B) consultation. C) informational power. D) rational persuasion. Page Ref: 396 78) Which one of the following views on conflict dominates in most actual groups and organizations? 78) ______ A) interactionist B) human relations C) traditional D) functional Page Ref: 423 79) Three key dimensions to any organization's environment h ave been found. Which of the following is not one of these key dimensions? 79) ______ A) capacity B) volatility C) complexity D) capability Page Ref: 472 80) An organizational culture most likely to shape high ethical standards is one that: 80) ______ A) focuses on means as well as outcomes. B) is low-to-moderate in aggressiveness. C) is high in risk tolerance. D) all of the above Page Ref: 500 TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 81) A philosophy of management that is driven by the constant attainment of customer satisfaction through the continuous improvem ent of all organizational processes is termed "reengineering." 81) ___F___ Page Ref: 19-20 82) Typical dependent variables in organizational behavior are productivity, absenteeism, and job satisfaction. 82) __T____ Page Ref: 26 83) The controlling function includes the determination of what tasks are to be done. 83) ___F__ Page Ref: 5 84) Managers may be referred to as administrators in not-for-profit organizations. 84) __T____ Page Ref: 5 85) Classical conditioning is passive. 85) __ T____ Page Ref: 50 86) The first step in OB Mod is to identify critical behaviors impacting the employee's performance. 86) ___ T___ Prepared by: Derek Tai 290 of 2709 12/11/2010 Page Ref: 56-57 87) Age and avoidable absences are negatively related. 87) __ T____ Page Ref: 43 88) Productivity declines with age. 88) __F____ Page Ref: 43 89) Job involvement refers to an individual's general attitude toward h is or her job. 89) ____F_ Page Ref: 78 90) An increase in absenteeism is an example of dissatisfaction expressed through neglect. 90) __T____ Page Ref: 89 91) High levels of job involvement have been found to be related to higher absences. 91) ___F___ Page Ref: 79 92) The GLOBE dimensions have replaced Hofstede's dimensions. 92) _F_____ Page Ref: 76 93) Personality looks at the parts of the person rather than the aggregate whole. 93) __F____ Page Ref: 100 94) Overall evidence is that employees with an internal locus of control tend to perform better on their jobs. 94) __T____ Page Ref: 106 95) It is estimated that about 50 percent of the North American population is Type A. 95) __T____ Page Ref: 110 96) When managers see people as more homogeneous than they really are, managers are probably engaging in projection. 96) __ T____ Page Ref: 139 97) Interviewers make perceptual judgments that are generally accurate during an employment interview. 97) ___F___ Page Ref: 140 98) Another name for the self-serving bias is the Pygmalion effect. 98) ___F___ Page Ref: 141 99) Evidence gathered about the cognitive evaluation theory leads us to believe that extrinsic and intrinsic rewards are ind ependent. 99) ___F___ Page Ref: 179 100) Changes in behavior attributed to reinforcement may also be explained in terms of goals, inequity, and expectancies. 100) ____T__ Page Ref: 183 101) Leadership is the processes that accounts for an individual's intensity, di rection, and persistence of effort toward attaining a goal. 101) _F_____ Page Ref: 170 102) If one is interested in changing employee attitudes or in improving organizational performance, representative particip ation would be a good choice. 102) _F_____ Page Ref: 212 103) Pay for performance means the employees have to share in the risks as well as the rewards of their employer's business. 103) ___F___ Page Ref: 225 104) In MBO, goals are established for departments and units rather than for individual employees. 104) __F____ Page Ref: 207 105) All task groups are also command groups. 105) _F_____ Page Ref: 239 106) For temporary work groups, performance is the last stage in their development. 106) F______ Page Ref: 242 Prepared by: Derek Tai 291 of 2709 12/11/2010 107) In the punctuated equilibrium model, the group's direction is reexamined frequently in the first half of the group's life and is likely to be altered. 107) __F____ Page Ref: 242 108) Problem-solving teams generally consist of 5 to 12 hourly employe es from the same department. 108) ____ T__ Page Ref: 274 109) Individuals who hold a common attribute are team members. 109) ___F___ Page Ref: 282 110) A recent study found that the average U.S. employee receives 31 e-mail messages a day. 110) _F_____ Page Ref: 308 111) Organizational boundaries become more important with electronic communications. 111) ___T___ Page Ref: 311 112) Fiedler used the most preferred co-worker (MPC) questionnaire. 112) __F____ Page Ref: 339 113) According to Fiedler's contingency model, task-oriented leaders are most effective in situations of high or low control. 113) ___T___ Page Ref: 340 114) It has not been demonstrated that either sex is clearly advantaged with respect to operating as a lead er. 114) ___ T___ Page Ref: 372 115) IQ and technical skills are primary predictors for the emergence of leaders. 115) ___F___ Page Ref: 368 116) Rational persuasion is the only power tactic that is effective across organizational levels. 116) __T____ Page Ref: 396-397 117) The scarcity-dependency relationship can be observed in supply/demand relationships between various occupational categories. 117) ___T___ Page Ref: 395 118) Accommodating consists of unassertiveness and uncooperati veness. 118) __F____ Page Ref: 428 119) Relationship conflict focuses on how work gets done through people. 119) __F____ Page Ref: 424F 120) The matrix structure is characterized by highly routine operating tasks achieved through specialization . 120) ____F__ Page Ref: 461 121) For much of the first half of this century, managers viewed departmentalization as an unending source of increased prod uctivity. 121) ___F___ Page Ref: 454 122) In almost every organization that has successfull y created and maintained a strong customer-responsive culture, its founder has played a major role in conveying the message. 122) ___F___ Page Ref: 503 123) Performance appraisals of managers should include a point -by-point evaluation of how his or her decisions measured against the organization's code of ethics. 123) __ T____ Page Ref: 501 124) Using immediate subordinates in the performance evaluation process is contrary to recent trends in the workplace. 124) ___F___ Page Ref: 528 125) BARS is an example of a career development technique. 125) __F____ Page Ref: 530 126) An advantage of action research is that it is solution-centered. 126) __F____ Page Ref: 557 Prepared by: Derek Tai 292 of 2709 12/11/2010 127) Monitoring, comparing, and correcting is what is meant by the controlling function. 127) __T____ Page Ref: 5 128) Eliminating any reinforcement that is maintaining a behavior is called punishment. 1 28) __F____ Page Ref: 53 129) Superior performers who are dissatisfied are more likely to leave than poor performers who are dissatisfied. 129) _F_____ Page Ref: 88 130) Janet keeps emotional distance from her coworkers and believes that the ends can justify the means. Janet would rate hi gh in Machiavellianism. 130) ____ T__ Page Ref: 106 131) A primary influence on the future of an employee in an organization is "employee effort" - which is subject to perceptual distortion. 131) _T_____ Page Ref: 142-143 132) Equity theory proposed that equity tension is the negative tension state which provides the motivation to do something to correct it. 132) __T____ Page Ref: 186 133) In recent years, many organizations have dropped their quality circles and replaced them with more comprehensive team-based structures. 133) __T____ Page Ref: 214 134) Norms tell members what they ought and ought not to do under certain circumstances. 134) _T_____ Page Ref: 246 135) Turnover rates are lower for self-managed work teams than for employees working in traditional work structures. 135) ____F__ Page Ref: 275 136) Individuals have an infinite capacity for processing data. 136) __F____ Page Ref: 297 137) The revised leader-participation model identifies 12 contingency variables and five alternative leadership styles. 137) _ T_____ Page Ref: 347 138) The importance of self-leadership has decreased with the expanded popularity of teams. 138) __F____ Page Ref: 373 139) If A can assign B work activities that B finds unpleasant, or treat B in a manner that B finds embarrassing, A possesse s referent power over B. 139) ___F___ Page Ref: 391 140) If you place your opponent's interest above your own, you are engaging in collaborating. 140) ___F___ Page Ref: 429 141) Autonomy and formalization are positively related. 141) ___F___ Page Ref: 458 142) Culture has a boundary-defining role; it creates distinctions between one organization and others. 142) ___T___ Page Ref: 489 143) Self-evaluation is consistent with empowerment. 143) T______ Page Ref: 528 144) You should think of a learning organization as an ideal rather than an organizational reality. 144) ___ T___ Page Ref: 467 145) As the world has become more global, managers have to become capable of working with people from different cultures. 145) ___T___ Page Ref: 15 146) Stamina, dexterity, and strength are dimensions of intellectual ability. 146) __F____ Prepared by: Derek Tai 293 of 2709 12/11/2010 Page Ref: Exh. 2 -2; 46 147) The GLOBE team used data from 62 organizations. 147) ___F___ Page Ref: 76 148) Conscientiousness refers to an individual's propensity to defer to others. 148) __F____ Page Ref: 104 149) The justice criterion for decision making requires that individuals impose and enforce rules fairly and impartially so there is an equitable distribution of benefits and costs. 149) ___T___ Page Ref: 158 150) The popularity of vertically expanding jobs to allow workers greater responsibility in planning and controlling their work can probably be attributed largely to Maslow's findings. 150) ___F___ Page Ref: 175 151) In MBO, goals should be tangible and measurable. 151) __ T____ Page Ref: 207 152) Temporary groups with task specific deadlines follow the five -stage model of group development. 152) ____F__ Page Ref: 241 153) Your analytical skills are very good and you enjoy the role of integrating creative ideas for your group. You will find that you are most effective in the role of the "promoter." 153) ___F___ Page Ref: Ex 9-4; 281 154) Organizations are creating intranet links that connect international employees with selected suppliers, customers, and strategic partners. 154) ____F__ Page Ref: 310 155) If behavioral theories of leadership are valid, selection of leaders should focus on length of experience in the right situations. 155) ____F__ Page Ref: 335 156) Create positive thought patterns is one suggestion to help create self-leaders. 156) _ __T___ Page Ref: 372 157) Political activity is more a function of the organization's characteristics than of individual differences. 157) ___ T___ Page Ref: 404 158) Many conflicts which are attributed to poor communication are, due to value differences. 158) ____F__ Page Ref: 427 159) Jack Welch coined the term virtual organization. 159) _F_____ Page Ref: 466 160) Workplace spirituality encourages organized religious practices. 160) _F_____ Page Ref: 504 Identify the choice that best completes the statement or answers the question. ____ 31. Innovation is possible in small business because they ____ C____. a. have the funds to turn new ideas into large-scale, profitable ventures b. employ highly intelligent, motivated people c. provide fertile ground for new ideas d. work harder ____ 32. _____B___ newly launched businesses fail within two years after commencing operati ons. a. Less than one in ten b. About one of every three c. About half of all d. Almost all ____ 33. Many businesses fail during the early years because of ___ D_____. a. unmotivated owners b. poor planning c. niche markets Prepared by: Derek Tai 294 of 2709 12/11/2010 d. inadequate financing ____ 34. The two principals in a franchising agreement are _____C___. a. manager and worker b. franchiser and worker c. franchiser and franchisee d. big money investor and start -up visionary ____ 35. Sole proprietorships have all of the following advantages EXCEPT _____B___. a. ease of formation b. unlimited life c. ease of liquidation d. profits subject only to a single tax ____ 36. Corporations have all of the following advantages EXCEPT _____ A___. a. favorable tax treatment b. limited liability c. expanded financial capacity d. unlimited life ____ 37. The maximum number of shareholders is limited to _____ C___ for a firm to qualify as a subchapter S corporation. a. 25 b. 50 c. 75 d. 100 ____ 38. The board of directors of a corporation is elected by the ___ D_____. a. corporation's employees b. bondholders and other creditors c. corporate officers d. stockholders ____ 39. Which of the following best describes an entrepreneur? D a. The owner of a small business b. An individual who creates a new business product c. The investors in a new business d. A risk taker who seeks a profitable opportunity ____ 40. Entrepreneurs are similar to small -business owners in all of the following ways EXCEPT: D a. Entrepreneurs possess more drive. b. Entrepreneurs eventually want to become big-business owners. c. Entrepreneurs have more creative energy. d. Entrepreneurs focus on the growth of their company. ____ 41. What makes entrepreneurs unique is their overwhelming desire to ___ D_____. a. become successful b. utilize their creative energy c. manage employees d. make their business grow ____ 42. Franz and Arlene had an idea for a different type of ice cream. They struggled to open their own small business, and later, to expand production and distribution. Their products are distributed nationwide and their sales continue to increase. Franz and Arlene are examples of ___ A_____. a. classic entrepreneurs b. intrapreneurs c. turnaround entrepreneurs d. change agents ____ 43. 3M Co. encourages its employees to develop innovative new products, ideas, and commercial ventures. 3M encourages its employees to be __ C______. a. classic entrepreneurs b. change agents c. intrapreneurs d. innovative associates __C__ 44. Studies indicate that approximately ____ ____ percent of Americans run their own business. a. 25 b. 50 c. 10 d. 75 ___D_ 45. Today, approximately ____ ___ percent of Americans access the Internet at home, school, work, or publicaccess Prepared by: Derek Tai 295 of 2709 12/11/2010 sites. a. 10 b. 25 c. 40 d. 60 ___A_ 46. Price auctions on eBay are an example of ________. a. e-business b. communication c. information d. entertainment __B__ 47. One of the reasons Wal -Mart has become the market leader in retailing is the company‘s use of ________, which provides computer-to-computer exchanges of invoices, purchase orders, price quotations and other information between buyers and sellers. a. intranets b. electronic data interchange c. private exchanges d. e-procurement ___C_ 48. All of the following are challenges facing e -commerce EXCEPT ________. a. privacy concerns b. protection of intellectual property c. getting people to go online d. measuring the effectiveness of Internet promotions ___B_ 49. Alex has kidney disease and wants to connect online with other people in the same situation to share ideas and information. Which online communi ty would be ideal for his purpose? a. blog b. newsgroup c. electronic bulletin board d. podcast True/False Indicate whether the statement is true or false. _T___ 50. Many of today's most successful high-technology companies began as small businesses. __T__ 51. Microsoft, Yahoo! and Google began as small businesses. ___T_ 52. Innovation is a major small business advantage. ___F_ 53. Most small business owners realize that personal credit cards carry excessive interest rates, and they will avoid using them to finance their business. ___T_ 54. Hispanics are the nation's largest group of minority business owners. __T__ 55. One important advantage of franchising is its ability to provide business expertise for relatively inexperienced franchisees. ___T_ 56. One of the main advantages of buying a franchise is name recognition. __F__ 57. A classic entrepreneur is also a change agent. __T__ 58. Entrepreneurs are wealth creators. ___T_ 59. A successful entrepreneur is a visionary. __T__ 60. Some surveys suggest the Web is the number one medium for new-product information -- surpassing catalogs, print ads, and trade shows. __F__ 61. Always write long, detailed messages in business emails in order to avoid confusion and ambiguity in your correspondence. ___T_ 62. Online banking is a significant participant of e -business. __T__ 63. RSS (Really Simple Syndication) software allows blog readers to be continually up -to-date on new material posted on their favorite blogs. ___T_ 64. Banner ads are the most common form of Interne t advertising. D1)Anthropology takes a(n) ________ approach that includes a wide geographic and historical range. A) personal B) cultural C) topical D) holistic D2) A human paleontologist would be least interested in A) primates. B) cultural systems. C) fossil evidence of humans. D) sociological relationships. B3) The study of how languages change through time and how they may be related is Prepared by: Derek Tai 296 of 2709 12/11/2010 A) structural linguistics. B) historical linguistics. C) sociolinguistics. D) ethnolinguistics. A4) An ethnographer would A) work in the field for long periods of time. B) work with applied anthropologists in developing foreign aid projects. C) make many cross-cultural comparisons. D) work directly with historians on various projects. A5) Applied anthropologists deal with A) current problems in a society. B) the application of pure research to earlier research efforts. C) past problems suffered by various societies. D) the application of cultural data to paleontological findings. A6) Prosimians, monkeys, apes, and humans are all members of the order of A) primates. B) humans. C) Homo sapiens. D) primatologists. C7) Anthropology is literally the study of A) human history. B) human population patterns. C) humans. D) the products of human societies. C8) Anthropology includes all of the following except A) why contemporary peoples have different cultures. B) how humans vary biologically. C) how insect colonies are organized. D) when humans first appeared on the earth. C9) Archaeologists know that substantial differences in wealth developed only after ________ years ago. A) 60,000 B) 10,000 C) 6000 D) 1000 A10) Which of the following is a physical anthropologist least likely to study? A) fossil dinosaur bones B) chimpanzees C) the composition of human hair D) how and when humans first appeared on the earth D11) Which of the following is least likely to interest an archaeologist? A) ancient garbage heaps B) ancient temples C) pieces of ancient pottery D) dinosaur bones A12) Unlike ethnologists, ethnographers A) describe a given society based on their own fieldwork. B) study societies with writing systems. C) compare societies cross-culturally. D) are interested in "primitive" peoples. B13) The anthropological attitude that a society's customs and ideas should be described objectively and understood in the context of that society's problems and opportunities is called A) ethnocentrism. B) cultural relativism. C) humanistic. D) emp athetic. A14) A group within a society that holds commonly shared customs is a A) subculture. B) sodality. C) sub society. D) subgroup. B15) Anthropologists, as well as other social scientists, feel that culture is A) inherited. B) learned and shared. C) transmitted only from one group to another. D) only a small part of how people learn their behaviors. Prepared by: Derek Tai 297 of 2709 12/11/2010 D16) The most powerful transmitter of culture is probably A) parents. B) the elders of a society. C) the school system. D) language. C17) Because a word or phrase can represent what it stands for, whether or not that thing is present, we say that language is A) interpretive. B) adaptive. C) s ymbolic. D) naturalistic. C18) What did anthropologists discover regarding same-sex touching in Kenya? A) Same-sex touching indicates a strong sexual desire. B) Members of the same sex rarely touch each other. C) Touching someone of the same sex is not necessarily sexual. D) The Kenyan attitude toward homosexuality is more tolerant than North Americans'. D19) Standards or rules about what is acceptable behavior are referred to by social scientists as A) major rules. B) laws. C) mores. D) norms. C20) In discovering cultural patterns it is sometimes necessary to conduct su rveys. What sampling technique is necessary to guarantee a representative sample? A) population sampling B) redundant sampling C) random sampling D) marginal sampling B21) In the early days of anthropology, the prevailing view that culture develops in a uniform and progressive manner was known as early A) cultural relativism. B) evolutionism. C) adaptation. D) group variation. A22) The concept of cultural integration means that A) cultural elements are related and support each other. B) various subgroups in the society work together. C) cultural traits that are maladaptive can be made to work with adaptive traits. D) cultural elements relate only in certain ways. C23) Anthropologists withhold judgments about whether one culture is bet ter than another since A) most anthropologists come from more highly developed cultures and do not want to offend their informants. B) all cultures are the same with regard to their morality. C) they feel customs should be studied in terms of a given society's needs. D) cultures are always changing and a culture that is superior today may not be tomorrow. C24) Ethnocentrism A) is necessary so that scientists can compare different cultures to a common base culture. B) prevents conclusion in distinguishing one culture from another. C) prevents creative insights into one's own customs. D) makes a person well-suited for anthropological fieldwork. B25) For something to be cultural it must be A) traditional. B) learned and commonly shared. C) part of a society's ideals. D) unchanging. D26) The term "subculture" refers to A) the conscious behaviors, beliefs, attitudes, values, and ideals of a society. B) the unconscious behaviors, beliefs, attitudes, values and ideals of a society. C) a cultural pattern considered inferior by members of a society. D) the variant culture of a group of people within a larger society. B27) The fact that monkeys and apes can learn new behaviors from each other A) does not necessarily mean that they have culture, since their social life may be purely instinctual. B) suggests that they have a culture. C) suggests that they are ancestral to modern humans. D) suggest that they are classified as more cultural than many mammals that spend their lives in isola tion. C28) The ideal cultural patterns of a society A) generally reflect the way a society was in the past. B) consist of the cultural patterns that most people always exhibit. Prepared by: Derek Tai 298 of 2709 12/11/2010 C) consist of the ideas people have about how they ought to behave.F .Dare usually followed by the most respected members of a community, though not necessarily by others. D29) Which of the following customs could most easily be studied through the use of a few knowledgeable persons? A) the sexual habits of urban residents B) people's breakfast habits C) the ways parents discipline their children D) the ways Mormon theologians arrive at agreements on doctrinal questions A30) The frequency distribution of behavior patterns in a group very often takes the form of A) a bell-shaped curve. B) a straight line graph. C) an S-shaped curve. D) a Poisson curve. A31) One factor responsible for a good deal of the culture change that has occurred in the last few hundred years is probably the A) colonial expansion of European societies into other areas of the world. B) change in the world's climate. C) loss of faith in traditional religions. D) closing of borders between different societies the world over. C32) ________ is the analysis of the relationship between a culture and its environment. A) Ethnoscience B) Ecology C) Cultural ecology D) Biological ecology C33) The more frequent survival and reproduction of the better adapted best describes A) biological ecology. B) cultural ecology. C) natural selection. D) cultural adaptation. C34) Participant observation refers to the A) observation of how people interact in careful contrived situations. B) use of a laboratory to standardize measurements. C) practice of immersing oneself in the language and customs of a society. D) employment of natives to gather information from their peers for the anthropologists to study. C35) Behavioral ecology is like cultural ecology in that it A) emphasizes that natural selection operates only on genes. B) places a great deal of importance on genes. C) emphasizes that behavior must be adaptive in evolutionary terms. D) emphasizes group selection. B36) Cultural ecology focuses mostly on what biologists would call A) individual selection. B) group selection. C) individual behavior. D) group behavior. A37) In contrast to cultural ecology, behavioral ecology focuses mostly on what biologists would call A) individual selection. B) group selection. C) individual behavior. D) group behavior. C38) A theoretical construct is something A) that can be shown to exist. B) ephemeral and unknowable. C) that cannot be observed or verified directly. D) that demonstrates relationships between facts while proving their existence at the same time. C39) How a researcher describes the procedure that will be followed to measure a variable is A) the hypothesis. B) the theory. C) the operational definition. D) only a guess. B40) A random sample is done inside of a A) population. B) sampling universe. C) society. D) s mall group. B41) What method should be used to test a theory within one society? Prepared by: Derek Tai 299 of 2709 12/11/2010 A) regional controlled comparison B) within-culture comparisons C) cross-cultural research D) historical research A42) In ________, the anthropologist compares ethnographic information obtained from societies found in a particular region. A) regional controlled comparison B) within-culture comparisons C) cross-cultural research D) historical research B43) A description of the procedures used to measure a variable is known as A) an hypothesis. B) an operational definition. C) a theoretical construct. D) a theory. C44) In a random sample, cases are chosen A) on the basis of some standard criterion, such as size of population. B) as haphazardly as possible. C) so that each case has an equal chance of being selected. D) from among materials the researcher happens to have at home or in the office. D45) The archive known as the Human Relations Area Files A) is located a Harvard University. B) specializes in providing information on social problems in societies around the world. C) is available only to qualified researchers. D) is an ever-growing collection of ethnographic books and articles that have been indexed and cross -referenced to make them easier to consult. D46) Statistical tests of significance can help us A) measure variables. B) prove theories. C) determine the level of importance we should attach to a theoretical construct. D) determine whether our results are attributable to chance. A47) Most anthropological data comes from A) ethnographic fieldwork. B) accounts of early explorers. C) government censuses and reports. D) controlled studies. B48) Which of the following is most likely to depend on data collected firsthand? A) cross-cultural researcher B) ethnographer C) cross-historical researcher D) ethnohistorian D49) Animal communication includes all of the following except for A) odor. B) body language. C) calls. D) symbolic communication. B50) When we say that a communication is ________, we mean at least two things. First, the communication has meaning even when the referent is not there, and second, the meaning is arbitrary. A) understandable B) symbolic C) representative D) rhetorical C51) Some grammar theoreticians have suggested that there may be a ________ in the brain, as innate to humans as call systems are to other animals. A) lobe B) critical area C) language acquisition device D) logical center D52) Some anthropologists have argued that language as we know it developed only with the emergence of modern -looking humans about A) 750,000 years ago. B) 500,000 years ago. C) 200,000 years ago. D) 100,000 years ago. C53) How many mutually unintelligible languages have been identified? A) none B) 2000 C) 4000-5000 D) 8000-10,000 D54) Children have developed an innate sense of grammar by what age? A) 12 months B) 16 months Prepared by: Derek Tai 300 of 2709 12/11/2010 C) 12 to 18 months D) 18 to 24 months B55) A class of related sounds is known as a A) phone B) phoneme C) morph D) morpheme C56) The smallest unit of language that has meaning is a A) phone. B) phoneme. C) morph. D) morpheme. D57) Michael Krauss, a linguist who tracks disappearing languages, estimates that ________ percent of the world's languages are endangered. A) 30 B) 50 C) 70 D) 90 B58) The Sapir-Whorf hypothesis states that A) societies are heavily influenced by their languages. B) language is a force in its own right, that it affects how in dividuals in a society perceive and conceive reality. C) culture is the molder of language. Languages reflect the values, attitudes, and beliefs of the society. D) language is neutral to society. It is the society that forms the language. D59) A "closed" communication system A) is one that has become extinct. B) entails feedback between the receptor sense and the brain. C) is limited to a certain group within a community or species. D) does not use combinations of signals (like calls) to form new messages. B60) Children learn spoken language A) at a relatively later age in simpler societies. B) at about the same age in all cultures. C) at a surprisingly wide range of ages, but with no observable correlation with societal complexity. D) at a relatively later age in more complex societies. C61) A pidgin language A) is a symbolic system of communication used by certain birds. B) resembles language spoken by early humans. C) is a simplified language based on the language of a dominant group. D) is a Creole language to which additional, key grammatical forms have been added. D62) A Creole language is a A) language spoken in parts of the Caribbean and southern Louisiana. B) language spoken by early humans. C) simplified language based on the language of a dominant group. D) pidgin language to which additional, key grammatical forms have been added. A63) The language family that English belongs to is called ________. A) Indo-European B) Indo-Iranian C) Latin D) Sanskrit C64) The roles that determine how phrases and sentences are formed make up a language's A) morphology. B) d escriptive grammar. C) syntax. D) phonology. D65) Research has shown that English people from higher -class backgrounds tend to have more ________ speech, conforming more to what is considered standard English. A) heterogenous B) inductive C) d eductive D) homogeneous C66) How much of the general English vocabulary comes from French? A) only about 5% B) less than 1% C) about 50% D) approximately 10% B67) Compared to people in complex societies, people in simpler societies A) commonly can give more general names for groups of plants and animals. B) commonly can give more names for specific plants. C) commonly have the same numbe r of general terms for plants, but more terms for specific plants. Prepared by: Derek Tai 301 of 2709 12/11/2010 D) usually have more names for specific plants, but the same number of general plant terms. Quiz 6 Question 1 (.666 points) To evaluate the different market segments your company is serving, you would look at all of the following factors EXCEPT whic h one? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% segment growth c. segment structural attractiveness 100.0% d. company culture 0.0% Question 2 segment size b. 0.0% Score: a. 0.0% e. company resources 0.67 / 0.67 (.666 points) Marketers must be careful to guard against ________ when using age and life cycle segmentation. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. stereotyping 0.0% c. traditional marketing 0.0% d. cultural bias 0.0% Question 3 underestimating 100.0% Score: a. e. gender bias 0.67 / 0.67 (.666 points) There are many exceptions to the geographic segmentation assumption that consumers in nations close to o ne another will have many common behaviors and traits. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Score: Question 4 a. false 100.0% b. true 0.67 / 0.67 (.666 points) Shopping For The Rich and Famous is a buying service that helps wealthy clients find the best buys in exclusive clothing, high -end cars, travel, and financial services. This firm would use income segmentation. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 5 false 100.0% Score: a. b. true 0.67 / 0.67 (.666 points) Segmenting voters as either democrats or republicans is an example of ________. Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices Value Response Response 302 of 2709 12/11/2010 100.0% 0.0% c. occasion segmentation 0.0% d. intermarket segmentation 0.0% Question 6 b. demographic segmentation 0.0% Score: a. psychographic segmentation e. psychographic segmentation and intermarket segmentation 0.67 / 0.67 (.666 points) A company or store gains a(n) ________ by differentiating its products and delivering more value. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. positioning advantage 0.0% c. cost advantage 0.0% d. efficiency advantage 0.0% Question 7 competitive advantage 0.0% Score: a. e. synergy 0.67 / 0.67 (.666 points) Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, inc ome, and family life cycle. What type of segmentation does Pendergraff use? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. behavioral 0.0% c. lifestyle 100.0% d. demographic 0.0% Question 8 geographic 0.0% Score: a. e. psychographic 0.67 / 0.67 (.666 points) As You Like It, Inc., customizes its offers to each individual consumer. This practice of tailoring products and marketing pr ograms to suit the tastes of specific individuals and locations is referred to as ________ marketing. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. micro 0.0% c. variable 0.0% d. mass 0.0% Question 9 niche 100.0% Score: a. e. undifferentiated 0.67 / 0.67 (.666 points) Ford Motor Company emphasizes "Quality first -Ford tough" in its truck products. The company has developed a differentiation strategy based on ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% people b. image 0.0% Prepared by: Derek Tai a. 100.0% c. channels 303 of 2709 12/11/2010 0.0% Question 10 services 0.0% Score: d. e. positioning 0.67 / 0.67 (.666 points) International Drilling Company segments its foreign markets by the income levels of a country's population. This firm segments on what basis? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. legal factors 0.0% c. geographic factors 100.0% d. economic factors 0.0% Question 11 political factors 0.0% Score: a. e. cultural factors 0.67 / 0.67 (.666 points) Under what circumstances would local marketing likely be the most effective? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. when pronounced regional and local differences in demographics and lifestyles are present 0.0% d. when regional demographics and lifestyles are similar 0.0% Question 12 b. when pronounced differences in lifestyles are present 100.0% Score: a. when pronounced differences in psychographics are present e. when pronounced similarities in psychographics are present 0.67 / 0.67 (.666 points) When a market segment is large or profitable enough to serve, it is termed ________ . Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. accessible 100.0% c. substantial 0.0% d. actionable 0.0% Question 13 measurable 0.0% Score: a. e. differentiable 0.67 / 0.67 (.666 points) A marketer focuses on several commonalities among all consumers. This marketer appears to be engaging in ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. undifferentiated marketing 0.0% c. segmented marketing 0.0% d. mass customization 0.0% Prepared by: Derek Tai differentiated marketing 100.0% Score: a. e. concentrated marketing 0.67 / 0.67 304 of 2709 12/11/2010 Question 14 (.666 points) For market segments to be useful they must be measurable, accessible, subst antial, differentiable, and actionable. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 15 false 100.0% Score: a. b. true 0.67 / 0.67 (.666 points) User status segmentation involves fin ding the major advantages or features people look for in the product class, the kinds of people who look for each advantage or feature, and the major brands that deliver each advantage or feature. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 1 false 0.0% Score: a. b. true 0.67 / 0.67 (.666 points) A product's position is the way the product is defined by the retailers who sell it to target markets. It is how it is define d on important attributes-the place the product occupies in the retailers' minds relative to competing products. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 2 false 0.0% Score: a. b. true 0.67 / 0.67 (.666 points) "Less-for-much-less" positioning involves meeting consumers' ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. lower quality requirements at the lowest possible price 0.0% d. high quality requirements at a discounted rate 0.0% Question 3 b. lower quality requirements in exchange for a lower price 0.0% Score: a. quality performance requirements at a lower price e. high quality requirements at the lowest possible price 0.67 / 0.67 (.666 points) Not every brand difference is worth establishing and promoting. A difference is worth promoting to the extent that it satisfi es all of the criteria EXCEPT which one? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. distinctive 100.0% c. divisible 0.0% d. affordable 0.0% Prepared by: Derek Tai important 0.0% Score: a. e. preemptive 0.67 / 0.67 305 of 2709 12/11/2010 Question 4 (.666 points) When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. mass marketing 0.0% c. differentiation 100.0% d. targeting 0.0% Question 5 market segmenting 0.0% Score: a. e. positioning 0.67 / 0.67 (.666 points) Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the whole market with o ne offer. What is their approach to segmenting? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% differentiated marketing c. target marketing 0.0% d. concentrated marketing 0.0% Question 6 undifferentiated marketing b. 0.0% Score: a. 0.0% e. micromarketing 0.67 / 0.67 (.666 points) In general, a company should enter only segments in which it can ________ and ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% c. offer superior value; ship faster 0.0% d. gain advantages over competitors; offer new products 0.0% Question 7 b. offer superior value; gain advantages over competitors 0.0% Score: a. offer lower prices; ship faster e. identify behaviors; understand spending power 0.67 / 0.67 (.666 points) Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. benefit 0.0% c. end-use 0.0% d. customer 0.0% Question 9 geographic 0.0% Score: a. e. image 0.67 / 0.67 (.666 points) It is most accurate to say that successful niche marketing relies on a firm's ________ and its ________. Student response: Prepared by: Derek Tai Percent Correct Student Answer Choices Value Response Response 306 of 2709 12/11/2010 0.0% 0.0% c. superior products; value network partners 100.0% d. greater knowledge of customers' needs; special reput ation 0.0% Question 10 b. individual relationships with customers; positioning 0.0% Score: a. marketing strategy; services e. competitive advantage in comparison to mass -market companies; affordable pricing 0.67 / 0.67 (.666 points) Your assignment at work is to divide buyers into different groups based on social class, lifestyle , and personality characteristics. After a planning session with the marketing and sales staff, you issue a memo to upper management recommending psychographic segmentation. You are rig ht on target. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Score: Question 11 a. false 100.0% b. true 0.67 / 0.67 (.666 points) ByWay Ventures chose a differentiated marketing strategy. The company had to weigh ________ against ________ when selecting t his strategy. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% c. increased sales; increased costs 0.0% d. geographic segmentation; demographic segmentation 0.0% Question 12 b. sales analysis; sales 100.0% Score: a. extra research; costs 0.0% e. attitudes; perceptions 0.67 / 0.67 (.666 points) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% mass marketing c. market targeting 0.0% d. segmenting 0.0% Question 13 concentrated marketing b. 100.0% Score: a. 0.0% e. differentiation 0.67 / 0.67 (.666 points) The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. Therefore, these segments are ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% accessible 0.0% b. measurable 0.0% c. reachable 100.0% d. differentiable 0.0% Prepared by: Derek Tai a. e. observable 307 of 2709 12/11/2010 Score: Question 14 0.67 / 0.67 (.666 points) LaGrange Florists segments markets into groups of nonusers, ex -users, potential users, first-time users, and regular users of its flowers and services. This firm uses usage rate as the segmentation approach. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 15 false 0.0% Score: a. b. true 0.67 / 0.67 (.666 points) Research about and planning for loyalty status as a segmentation approach is generally not useful or practical for most firms . Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 1 false 0.0% Score: a. b. true 0.67 / 0.67 (.666 points) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being __ ______. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% accessible c. substantial 0.0% d. actionable 0.0% Question 2 measurable b. 0.0% Score: a. 0.0% e. observable 0.67 / 0.67 (.666 points) Which of the listed choices is NOT a positioning task? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. selecting an overall positioning strategy 0.0% d. effectively communicating and delivering the chosen position to the market 0.0% Question 3 b. surveying frequent uses of the product 0.0% Score: a. identifying a set of possible competitive advantages upon which to build a position e. selecting the right competitive advantages 0.67 / 0.67 (.666 points) Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Student response: Percent Value Correct Response Student Response 0.0% Prepared by: Derek Tai Answer Choices a. 308 of 2709 false 12/11/2010 b. 100.0% Score: Question 4 true 0.67 / 0.67 (.666 points) The move toward individual marketing mirrors the trend in consumer ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% self-marketing c. customizing 0.0% d. spending 0.0% Question 5 self-imaging b. 0.0% Score: a. 100.0% e. self-conceptualization 0.67 / 0.67 (.666 points) Which of the following is NOT a drawback of local marketing? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% c. It can create logistics problems. 0.0% d. A brand's overall image might be diluted through too much variat ion. 100.0% Question 6 b. It can drive up marketing costs by reducing economies of scale. 0.0% Score: a. It can drive up manufacturing costs. 0.0% e. Supporting technologies are not cost-effective. 0 / 0.67 (.666 points) Most attempts to target children and minority groups provide ________ to target customers. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. education 0.0% c. disadvantages 0.0% d. harm 0.0% Question 7 benefits 0.0% Score: a. e. expenses 0.67 / 0.67 (.666 points) Sanguine Services practices a marketing strategy wh ere its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these strategies? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. differentiated 0.0% c. mass 100.0% d. concentrated 0.0% Prepared by: Derek Tai undifferentiated 0.0% Score: a. e. geographically dispersed 0.67 / 0.67 309 of 2709 12/11/2010 Question 8 (.666 points) Markets can be segmented into groups of nonusers, ex -users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. usage rate 0.0% c. benefit 0.0% d. behavior 0.0% Question 9 user status 0.0% Score: a. e. loyalty status 0.67 / 0.67 (.666 points) When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. people 0.0% c. company 0.0% d. reputation 0.0% Question 11 image 0.0% Score: a. e. subliminal 0.67 / 0.67 (.666 points) Lexus targets wealthy consumers with similar needs and buying behaviors, even tho ugh the consumers are located in different countries. This is an example of ________. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% loyalty segmentation c. life -cycle segmentation 0.0% d. targeting segmentation 0.0% Question 12 intermarket segmentation b. 0.0% Score: a. 0.0% e. psychographic segmentation 0.67 / 0.67 (.666 points) Which of the following statements illustrates why stereotypes should be avoided when using age and life c ycle segmentation? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. Some 70 year olds require wheelchairs; others play tennis. 0.0% d. The majority of 20 year olds have to work; the same holds true for 30 and 40 year olds. 0.0% Question 13 b. Most 10-year-old boys are mischievous. 100.0% Score: a. Old women love to shop; young women love it more! e. both Some 70 year olds require wheelchairs; others play tennis and The majority of 20 year olds have to work; the same holds true for 30 and 40 year olds 0.67 / 0.67 (.666 points) Which of the following is NOT one of the reasons a segment would be less attractive to a company? Prepared by: Derek Tai 310 of 2709 12/11/2010 Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. substitute products 100.0% c. concentrated market 0.0% d. power of buyers 0.0% Question 15 strong competitors 0.0% Score: a. e. power of suppliers 0.67 / 0.67 (.666 points) Which type of segm entation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. psychographic 100.0% c. occasion 0.0% d. impulse 0.0% Question 1 demographic 0.0% Score: a. e. emergency 0.67 / 0.67 (.666 points) Demographic segmentation uses different marketing approaches for different time periods of peoples' lives and different famil y situations. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Score: Question 2 a. false 0.0% b. true 0.67 / 0.67 (.666 points) What competitive positioning strategy can attack a more -for-more strategy by introducing a brand offering with comparable quality at a lower price? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% more-for-less c. same-for-less 0.0% d. less-for-much-less 0.0% Question 3 more-for-the-same b. 0.0% Score: a. 0.0% e. all-or-nothing 0.67 / 0.67 (.666 points) At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This segmentation approach is ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% user status 0.0% Prepared by: Derek Tai a. b. usage rate 311 of 2709 12/11/2010 0.0% d. behavioral 100.0% Question 4 benefit 0.0% Score: c. e. psychographic 0.67 / 0.67 (.666 points) Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all se gments. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 5 false 100.0% Score: a. b. true 0.67 / 0.67 (.666 points) Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance wit h a correspondingly lower price. In this case, a consumer would purchase a product positioned with a ________ strategy. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% more-for-less c. same-for-less 100.0% d. less-for-much-less 0.0% Question 6 more-for-the-same b. 0.0% Score: a. 0.0% e. all-or-nothing 0.67 / 0.67 (.666 points) What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wirele ss connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go." Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. service differentiation 0.0% c. concentrated segmentation 0.0% d. competitive advantage 0.0% Question 7 positioning statement 0.0% Score: a. e. responsible target marketing 0.67 / 0.67 (.666 points) When an effective program can be designed for attracting and serving a chosen segment, the seg ment is best described as ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. measurable 0.0% c. reachable 100.0% d. actionable 0.0% Question 8 accessible 0.0% Score: a. e. differentiable 0.67 / 0.67 (.666 points) Prepared by: Derek Tai 312 of 2709 12/11/2010 Clusters of marketable groups of customers with similar likes, dislikes, lifestyles, and purchase behaviors can be identified by multivariable segmentation systems that merge and analyze geographic, demographic, lifest yle, and behavioral data. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 9 false 100.0% Score: a. b. true 0.67 / 0.67 (.666 points) Your company wants to move away from mass marketing and engage in customer-driven marketing. The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Score: Question 10 a. false 0.0% b. true 0.67 / 0.67 (.666 points) Because there is such variation among the economies of countries around the world, it is not practical to segment internation al markets on the basis of economic factors. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 11 false 0.0% Score: a. b. true 0.67 / 0.67 (.666 points) It is considered socially irresponsible when the marketing of adult products spills o ver into the ________ segment. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. child 0.0% c. animal 0.0% d. minority 0.0% Question 12 elderly 100.0% Score: a. e. senior 0.67 / 0.67 (.666 points) In target marketing, the issue is not really who is targeted, but rather ________ and for ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. how; what 0.0% c. why; how long 0.0% d. where; how long 0.0% Question 13 why; what 100.0% Score: a. e. how; where 0.67 / 0.67 (.666 points) The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentat ion. Prepared by: Derek Tai 313 of 2709 12/11/2010 Student response: Percent Value Correct Response Student Response Answer Choices 100.0% b. psychographic 0.0% c. age and life cycle 0.0% d. demographic 0.0% Question 3 behavioral 0.0% Score: a. e. geographic 0.67 / 0.67 (.666 points) When Wal-Mart customizes its merchandise store by store to meet shopper needs, it is practicing ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. psychographic marketing 100.0% c. local marketing 0.0% d. social segmentation 0.0% Question 4 niche marketing 0.0% Score: a. e. individual marketing 0.67 / 0.67 (.666 points) When choosing a target marketing strategy, many factors need to be considered. Which of the following does your text NOT mention as important? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. degree of product variability 0.0% c. product life-cycle stage 100.0% d. product cost 0.0% Question 6 company resources 0.0% Score: a. e. competitors' marketing strategies 0.67 / 0.67 (.666 points) The majority of U.S.-based companies have developed the resources and the will to operate in multiple foreign countries. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 8 false 0.0% Score: a. b. true 0.67 / 0.67 (.666 points) Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it? Student response: Percent Value Correct Response Student Response Answer Choices 100.0% demographic b. lifestyle 0.0% c. psychographic 0.0% d. behavioral 0.0% Prepared by: Derek Tai a. 0.0% e. geographic 314 of 2709 12/11/2010 Score: Question 10 0.67 / 0.67 (.666 points) When a company chooses a target marketing strategy, its choices are influenced by factors related to company resources, the d egree of product variability, and the product's life -cycle stage. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 1 false 100.0% Score: a. b. true 0.67 / 0.67 (.666 points) Demographic variables are so frequently used in market segmentation because th ey ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. create more easily reached segments 0.0% c. do not involve stereotypes 100.0% d. are easy to measure 0.0% Question 2 create smaller segments 0.0% Score: a. e. involve fewer attributes to consider 0.67 / 0.67 (.666 points) Bombay Gifts divides its markets into units of nations, regions, and cities. Bombay uses geographic segmentation. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 4 false 100.0% Score: a. b. true 0.67 / 0.67 (.666 points) Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segm entation? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. income 0.0% c. occasion 0.0% d. usage rate 0.0% Question 6 gender 100.0% Score: a. e. benefits sought 0.67 / 0.67 (.666 points) Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% user status 100.0% b. usage rate 0.0% Prepared by: Derek Tai a. c. benefits sought 315 of 2709 12/11/2010 0.0% Question 8 occasions 0.0% Score: d. e. psychographic 0.67 / 0.67 (.666 points) Even though several options are available at any one time, there ________ to segment a market. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% is no single way c. is a most effective way 0.0% d. are limited ways 0.0% Question 11 is one single best way b. 0.0% Score: a. 100.0% e. are four ways 0.67 / 0.67 (.666 points) Cigarette, beer, and fast-food marketers have generated much controversy in recent years by their attempts to target ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. white-colla r workers 100.0% c. inner-city minorities 0.0% d. multiple international markets 0.0% Question 12 the elderly 0.0% Score: a. e. suburban adults 0.67 / 0.67 (.666 points) Which type of statement first states the product's membership in a category and then shows its point-of-difference from other members of the category? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. vision statement 0.0% c. differentiation statement 100.0% d. positioning statement 0.0% Question 13 mission statement 0.0% Score: a. e. statement of intent 0.67 / 0.67 (.666 points) Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. channel differentiation 0.0% c. people differentiation 0.0% d. product differentiation 0.0% Prepared by: Derek Tai services differentiation 100.0% Score: a. e. price differentiation 0.67 / 0.67 316 of 2709 12/11/2010 Question 15 (.666 points) The answer to the customer's question, "Why should I buy your brand?" is found in the ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% b. customer services 100.0% c. value proposition 0.0% d. differentiation 0.0% Question 1 quality image 0.0% Score: a. e. pricing and promotion structure 0 / 0.67 (Question not answered.) (.666 points) Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% more-for-the-same b. more-for-less 100.0% c. same-for-less 0.0% d. less-for-much-less 0.0% Question 10 a. 0.0% e. all-or-nothing (.666 points) Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% in malls in major cities 0.0% b. in mail-order catalogs 100.0% c. on the Internet 0.0% d. near major competitors 0.0% Question 15 a. e. far from competitors (.666 points) Which difficult to s ustain positioning strategy attempts to deliver the "best-of-both"? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% more-for-the-same 100.0% b. more-for-less 0.0% c. same-for-less 0.0% d. more-for-more 0.0% Question 13 a. e. less-for-much-less (.666 points) Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its company positioning and brand positioning in a formal way. Superior's management would use a ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% mission statement 0.0% b. vision statement 0.0% c. competitive statement 100.0% d. positioning statement 0.0% Prepared by: Derek Tai a. e. company statement 317 of 2709 12/11/2010 Question 1 (.666 points) The answer to the customer's question, "Why should I buy your brand?" is found in the ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. quality image 0.0% b. customer services 100.0% c. value proposition 0.0% d. differentiation 0.0% e. pricing and promotion structure Question 14 (.666 points) Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with p roducts and services that match their unique needs. Percent Value Correct Response Student Response Answer Choices 0.0% a. efficiently 0.0% b. effectively 0.0% c. intensely 0.0% d. indirectly 100.0% e. both efficiently and effectively Question 13 (.666 points) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. undifferentiated 100.0% b. differentiated 0.0% c. individual 0.0% d. mass e. niche 0.0% Question 10 (.666 points) At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. This is a correct definition. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true Question 7 (.666 points) Which type of statement first states the product's membership in a category and then shows its point -ofPrepared by: Derek Tai 318 of 2709 12/11/2010 difference from other members of the category? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. mission statement 0.0% b. vision statement 0.0% c. differentiation statement 100.0% d. positioning statement 0.0% e. statement of intent Question 4 (.666 points) What are the four steps, in order, to designing a customer-driven marketing strategy? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. market segmentation, differentiation, positioning, and targeting 0.0% b. positioning, market segmentation, mass marketing, and targeting 100.0% c. market segmentation, targeting, differentiation, and positioning 0.0% d. market alignment, market segmentation, differentiation, and market positioning 0.0% e. market recognition, market preference, market targeting, and market insistence Question 1 (.666 points) When it first opened for business, Home Depot claimed to offer better products at lower prices. This hard -tosustain value proposition is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% d. more-for-more 0.0% Prepared by: Derek Tai c. same-for-less 0.0% Question 15 b. more-for-less 0.0% Score: a. more-for-the same e. same-for-more 0.67 / 0.67 (.666 points) 319 of 2709 12/11/2010 For simplicity's sake, most marketers generally limit their segmentation analysis to one or a few variables. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 0.0% b. true Question 13 (.666 points) Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. unimportant to; desired by 100.0% b. unimportant to; overlooked by 0.0% c. too large; undesirable to 0.0% d. unknown by; desired by 0.0% e. disappointed by; geographically far from Score: 0 / 0.67 (Question not answered.) Question 12 (.666 points) Jolene Enterprises mass-produces an all-purpose floor cleaner, mass -distributes it, and mass-promotes it. This firm uses ________ marketing. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. segmented 100.0% b. undifferentiated 0.0% c. traditional 0.0% d. differentiated 0.0% e. none of these Question 8 (.666 points) Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Wh ich of the following does NOT apply to this type of marketing? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. customized 0.0% c. markets-of-one 100.0% d. concentrated 0.0% Prepared by: Derek Tai a. one-to-one e. mass customization 320 of 2709 12/11/2010 Question 6 (.666 points) When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is following ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. concentrated marketing 0.0% b. mass marketing 100.0% c. mass customization 0.0% d. undifferentiated marketing 0.0% e. localization Question 4 (.666 points) Though the use of mass marketing has been widespread in the past 100 years, for centuries consumers were served as individuals as businesses practiced individual marketing. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true Question 3 (.666 points) Once it has chosen a position, a company must take strong steps to deliver and communicate that position to target consumers. Which of the following is NOT necessarily needed for a com pany to support its positioning strategy? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. The company's marketing mix efforts must support the positioning strategy. 0.0% b. Positioning the company calls for concrete action, not just talk. 0.0% c. Designing the marketing mix involves working out the strategic details of the positioning strategy. 100.0% d. The company's service personnel must be highly trained and provide superior service. 0.0% e. The company must deliver the position first. Question 2 (.666 points) Which group determines a product's position relative to competing products? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% Prepared by: Derek Tai a. manufacturers b. wholesalers 321 of 2709 12/11/2010 0.0% c. retailers 100.0% d. consumers 0.0% e. suppliers Question 1 (.666 points) Target marketing sometimes generates controversy and concern. Issues usually involve the targeting of ________ consumers with ________ products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. elderly; expensive 0.0% b. young; appealing 0.0% c. vulnerable; marketing 100.0% d. vulnerable or disadvantaged; controversial or potentially harmful 0.0% e. mass market; deceptive Score: 0 / 0.67 (Question not answered.) Question 15 (.666 points) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEP T which one? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. operating characteristics 0.0% b. purchasing approaches 0.0% c. situational factors 0.0% d. personal characteristics 100.0% e. brand personalities Question 8 (.666 points) When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely primarily using which type of segmentation? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. age and life cycle 100.0% b. gender 0.0% c. behavior 0.0% d. psychographic 0.0% e. geographic Question 7 (.666 points) Consumers position products in their minds in order to simplify the buying process. Prepared by: Derek Tai 322 of 2709 12/11/2010 Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. false 100.0% b. true Score: 0 / 0.67 Question 3 (.666 points) Which of the following is the most logical reason for Procter & Gamble offering produc ts that compete with one another on the same supermarket shelves? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Different people want a greater selection. 100.0% b. Different people want different mixes of benefits from the products they buy. 0.0% c. Procter & Gamble has little competition. 0.0% d. Retailers request it. 0.0% e. It creates healthy competition. Score: 0 / 0.67 Question 13 (.666 points) When Kia offers a new model of car with the same features as a comparable Toyota or Ford and provides a longer warranty, Kia is following a more-for-less strategy. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 0.0% b. true Score: 0 / 0.67 Question 9 (.666 points) ________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. Differentiated 0.0% c. Niche 100.0% d. Local 0.0% Prepared by: Derek Tai a. Undifferentiated e. Variable 323 of 2709 12/11/2010 Score: 0 / 0.67 Question 7 (.666 points) A product's position is based on important attributes as perceived by ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. suppliers 0.0% b. competitors 0.0% c. market conditions 100.0% d. consumers 0.0% e. managers Question 13 (.666 points) By studying its less loyal buyers, a company can detect which brands are most ________ with its own. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. used 0.0% c. often overlooked 0.0% d. similar 0.0% Score: a. competitive e. complementary 0 / 0.67 (Question not answered.) Question 8 (.666 points) Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews. Man competitive advantage through which type of differentiation? Percent Correct Student Value Response Response Answer Choices 0.0% a. image 100.0% b. people 0.0% c. services 0.0% d. product 0.0% e. channel Student response: Question 5 (.666 points) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to se Student Percent Correct Student Answer Choices response: Prepared by: Derek Tai 324 of 2709 12/11/2010 Value Response Response 0.0% 100.0% b. target market 0.0% c. well-defined market 0.0% d. differentiated market 0.0% Score: a. market segment e. undifferentiated market 0 / 0.67 (Question not answered.) Question 3 (.666 points) Because Cruise Ships International currently has limited financial and personnel resources, it should av until resources are again substantial. Student Percent Correct Student Answer Choices response: Value Response Response 100.0% a. false 0.0% b. true Score: 0 / 0.67 (Question not answered.) Question 15 (.666 points) Business and consumer marketers use the same set of variables to segment their markets. Student Percent Correct Student Answer Choices response: Value Response Response 100.0% a. false 0.0% b. true Question 12 (.666 points) Many firms make an effort to identify smaller, better-defined target groups by using ________. Student Percent Correct Student Answer Choices response: Value Response Response 0.0% a. user rates 0.0% b. loyalty segmentation 100.0% c. multiple segmentation bases 0.0% d. positioning 0.0% e. mass marketing Score: 0 / 0.67 (Question not answered.) Question 10 (.666 points) MTV targets the world's teenagers, who have similar needs and buying behavior even though they are l called ________ segmentation. Student Percent Correct Student Answer Choices response: Value Response Response Prepared by: Derek Tai 325 of 2709 12/11/2010 0.0% a. political and legal 0.0% b. cross-cultural 0.0% c. cultural 100.0% d. intermarket 0.0% e. individual Score: 0 / 0.67 (Question not answered.) Question 9 (.666 points) When Pacific Fisheries groups its customers as countr ies by regions such as Asia, Australia, or New Ze base? Student Percent Correct Student Answer Choices response: Value Response Response 0.0% a. economic factors 0.0% b. political and legal factors 100.0% c. geographic location 0.0% d. benefits sought 0.0% e. demographics Score: 0 / 0.67 (Question not answered.) Question 4 (.666 points) When Burger King targets children, teens, adults, and seniors with different ads and media, it is practici Student Percent Correct Student Answer Choices response: Value Response Response 0.0% 100.0% b. age and life cycle 0.0% c. psychographic 0.0% d. behavioral 0.0% Score: a. geographic e. usage rate 0 / 0.67 (Question not answered.) Question 13 (.666 points) Today, most companies have moved away from mass marketing and are being ch whom they wish to build relationships. Student response: Percent Correct Value Response Student Response Answer Choices 0.0% false 100.0% Prepared by: Derek Tai a. b. true 326 of 2709 12/11/2010 0 / 0.67 (Question Score: Question 15 (.666 points) A company or market offer can be differentiated along the lines of product, image, services, channels, or ________ Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. prices 0.0% b. nonprice factors 100.0% c. people 0.0% d. customer service 0.0% e. location Question 10 (.666 points) Typically, developing a s trong position within several market segments creates more total sales than ________ ma Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. undifferentiated 0.0% b. differentiated 0.0% c. niche 0.0% d. target 0.0% e. individual Score: 0.67 / 0.67 Question 6 (.666 points) Procter & Gamble sells six brands of laundry detergent in the United States, each designed for one of six laundry s has identified. Together, these six brands take four times the market share of Procter & Gamble's nearest competito disadvantage of Procter & Gamble's differentiated marketing strategy? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. lost sales that would have been made with an undifferentiated marketing strategy across all segments 0.0% b. lost customer loyalty due to lack of brand loyalty 100.0% c. increased costs for separate marketing plans for each brand 0.0% d. other suppliers controlling pricing 0.0% e. lack of resources to succeed in an attractive segment Score: 0 / 0.67 Question 12 (.666 points) You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is Prepared by: Derek Tai 327 of 2709 12/11/2010 differentiated and positioned. This full positioning of the brand is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. its value proposition 0.0% 0.0% 0.0% 0.0% Score: b. target marketing c. capturing the consumers' attention d. value profiling e. differentiated marketing 0.67 / 0.67 Question 9 (.666 points) Which of the segmenting strategies carries higher-than-average risks in consumer markets? Student response: Percent Value 100.0% Correct Response Student Response Answer Choices a. concentrated 0.0% 0.0% 0.0% b. mass c. differentiated d. undifferentiated 0.0% e. multiple-segment Score: 0.67 / 0.67 Question 13 (.666 points) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment c Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% a. user status b. loyalty status 0.0% 0.0% c. store type d. brand preference 0.0% e. usage rate Student response: Score: 0.67 / 0.67 uestion 6 (.666 points) iche marketing offers smaller companies an opportunity to compete by foc using their limited resources on serving nic nimportant to or overlooked by larger companies. tudent response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false Prepared by: Derek Tai 328 of 2709 12/11/2010 100.0% core: b. true 0 / 0.67 uestion 1 (.666 points) ob and Phyllis Cords own two retail stores, one in Pottstown and one in Norristown. Though the towns are only 40 mi onsumers at both stores are very different demographically. Bob and Phyllis alter the product offerings between both lo o cater to both demographic groups. This is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. local marketing 0.0% b. psychographic segmentation 0.0% 0.0% 100.0% Score: c. micromarketing d. demographic segmentation e. both local marketing and micromarketing 0.67 / 0.67 Question 14 (.666 points) In evaluating different market segments, a firm must look at three factors : segment size and growth, segment structur attractiveness, and company objectives and resources. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% Score: a. b. false true 0.67 / 0.67 Question 8 (.666 points) Using concentrated marketing, the marketer goes after a ________ share of ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 0.0% 100.0% 0.0% 0.0% Score: a. small; a small market b. small; a large market c. large; one or a few niches d. large; the mass market e. moderate; the local market 0.67 / 0.67 uestion 12 (.666 points) hen competitors use differentiated or concentrated marketing, ________ marketing c an be disastrous. tudent response: Percent Correct Student Answer Choices Value Response Response 0.0% a. differentiated 100.0% Prepared by: Derek Tai b. undifferentiated 329 of 2709 12/11/2010 0.0% 0.0% 0.0% core: c. concentrated d. customized e. localized 0 / 0.67 Question 7 (.666 points) Mass marketing is becoming the marketing principle for the 21 st century. Student response: Percent Value 100.0% Correct Response Student Response a. false b. 0.0% Score: Answer Choices true 0 / 0.67 Question 13 (.666 points) Barney Hopkins has compiled a list of things that make segments more attractive. Which of the following items should NOT be on the list? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. relative power of buyers 0.0% 0.0% 100.0% 0.0% Score: Question 7 b. lack of powerful suppliers to control prices c. few substitute products d. competition with superior resources e. financial resources 0.67 / 0.67 (.666 points) Neiman Marcus claims superior quality, performance, and style. The owners provide the most upscale products and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use? Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% b. more-for-more 0.0% c. repositioning 0.0% d. the-same-for-less 0.0% Score: a. more-for-the-same e. more-for-less 0 / 0.67 (Question not answered. ) Question 4 (.666 points) The markets you have chosen to serve in four western states can be effectively reached and served. You would tell the marketing manager that these segments are ________. Prepared by: Derek Tai 330 of 2709 12/11/2010 Student response: Percent Value 0.0% 100.0% Correct Response Student Response Answer Choices a. b. measurable accessible 0.0% 0.0% c. d. substantial actionable 0.0% e. profitable Question 3 (.666 points) Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% 0.0% 0.0% Question 9 c. age and life cycle d. psychographic 0.0% Score: a. benefits sought b. user status e. demographic 0.67 / 0.67 (.666 points) A market rarely exists for products that offer less and therefore cost less. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 15 false 0.0% Score: a. b. true 0.67 / 0.67 (.666 points) As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. user status; user loyalty 100.0% c. benefits; buying behavior 0.0% d. age and life-cycle; psychographic 0.0% Prepared by: Derek Tai a. geographic; demographic e. income; usage rate 331 of 2709 12/11/2010 0 / 0.67 (Question not answered. ) Score: Question 6 (.666 points) Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. unique services practice 0.0% c. unique sales pitch 100.0% d. unique selling proposition 0.0% e. universally strategic practice 0 / 0.67 (Question not answered. ) Score: Question 7 a. unique selling product (.666 points) You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% b. target marketing 0.0% c. capturing the consumers' attention 0.0% d. value profiling 0.0% e. differentiated marketing 0 / 0.67 (Question not answered. ) Score: Question 9 a. its value proposition (.666 points) Niche marketing offers smaller companies an opportunity to compete by focusing their limited resources on serving niches that may be unimportant to or over looked by larger companies. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 14 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (.666 points) The markets you have chosen to serve in four western states can be effectively reached and Prepared by: Derek Tai 332 of 2709 12/11/2010 served. You would tell the marketing manager that these segments are ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% b. accessible 0.0% c. substantial 0.0% d. actionable 0.0% e. profitable 0 / 0.67 (Question not answered. ) Score: Question 9 a. measurable (.666 points) Most marketing targeted at children, minorities, or other special segments provides benefits to targeted consumers. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% b. true 0 / 0.67 (Question not answered. ) Score: Question 15 a. (.666 points) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% 100.0% b. loyalty status 0.0% c. store type 0.0% d. brand preference 0.0% Score: a. user status e. usage rate 0 / 0.67 (Question not answered. ) Addition Chapter 1 – What is Marketing 1. 2. 3. 4. M arketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, go ods and services to create exchanges t hat satisfy individual and organizational goals. Process by which individuals and group obtain what they need and want through creating and exchanging products and value with o thers M arketing is the delivery of custome r s atisfaction at a profit M arketing is the process o f influencing voluntary e xchange transactions i n which one party to the transaction can be envisioned as a c ustomer o f the o ther the marketer. The marketing process involves c ommunication a nd requires a mechanism or system to carry out the exchange of the marketer’s product for something of value. Core marketing concepts People have unlimited want but limited resources 1. M arket – set of potential buyers f or a product or service Prepared by: Derek Tai 333 of 2709 12/11/2010 2. Needs, wants and demands a. Needs -- State of felt deprivation for basic items (e.g. foods, clothing … belonging) b. Want – f orm that a human need takes as shaped by culture and individual personality c. Demands – human wants backed by b uying power 3. Products and services a. Product - - a nything t hat can be offered to a market to satisfy a need or want b. Service – a ny activity or benefit that one party can offer to another, intangible, does not result in ownership of anything 4. Value, satisfaction and quality a. Customer Value – v alue gained from owning a product and costs of obtaining the product b. Customer Satisfaction – Product’s perceived performance in delivering value relative to buyer’s expectations c. TQM – involves improving the quality of products, services and marketing processes – Total customer satisfaction 5. Exchange, transactions and relationship marketing a. Exchange - - Desired object from someone by offering something in return b. Transactions – t rade of values between two parties, it is marketing unit of measurement, build long term relationship c. Relationship – p rocess to creating maintaining and enhancing strong, value- laden relationships Marketing myopia – o rg paying more attention to specific products rather than benefits produced by these products Concept of exchange – necessary conditions for exchange 1. At least two parties 2. Something of value 3. Ability to communicate offer 4. Freedom to accept or reject 5. Desire to deal with other party Customer Retention 1. Customer satisfaction – t he product’s performance matches expectations 2. Customer dissatisfaction – t he p roduct’s performance falls short of expectation 3. Customer delight – t he product’s performance exceeds expectations Developing competitive advantage 1. Create customer value a. Offer products that perform b. Give consumers more than they expect c. Avoid unrealistic pricing d. Give the buyer facts e. Offer organization wide commitment in service and support 2. Build long term relationship a. Forge long term partnerships with customers b. Develop customer oriented personnel c. Use internet as a tool 3. Maintain customer satisfaction a. Meet o r exceed customer’s expectations b. Focus on keeping customers satisfied c. Provide solutions to customer’s problems Marketing Management The analysis, planning, implementation and control of program designed to create, build and maintain beneficial exchanges with target buyers for the purpose o f achieving organization objectives, involves managing demand and managing customer relationships 1. M arketing management – i mplementing programs to create exchanges with target buyers to achieve organizational goals 2. Demand management – f inding and increasing demand, also changing o r reducing demand such as in De-marketing 3. Profitable customer relationship – attracting new customers and retaining and building relationships with current customers Marketing Management Philoso phies 1. Production concept – consumers favor products that are available and highly affordable, improve production and distribution 2. Product concept – consumers favor products that offer the most quality, performance, and innovative features 3. Selling concept – consumers will buy products only if the company promotes / sells these products 4. M arketing concept – f ocuses on needs / wants of target markets & delivering satisfaction better than competitors a. Focus on customer wants and needs to distinguish products from competition b. I ntegrated all organization’s activities to satisfy customer wants and need c. Achieves organization long term goals by satisfying customer wants and needs 5. Societal Marketing Concept – Focuses on needs / wants of target markets & delivering superior value. S T he Four C 1. Collaborators – s uppliers, complementors 2. Competitors – i ndustry, org offer products that near substitutes 3. Customers – f orm utility, place utility, time utility, possession utility 4. Company -- Total organization, interactive, flexibi lity, entrepreneurial approach, intra-premarital approach Company Microenvironment 1. The company 2. Suppliers 3. M arketing intermediaries 4. Customers 5. Competitors 6. Publics Competition 1. Price based 2. Location based 3. Q uality based 4. Time based Prepared by: Derek Tai Company Microenvironment 1. Demographic environment 2. Economic environment 3. Natural environment 4. Technological environment 5. Political environment Marketing Mix 1. Product (service) 2. Price 3. Place 4. Promotion 5. People 334 of 2709 choice cost convenience communication care 12/11/2010 Chapter 2 – MIS, Marketing Research & Consumer Behavior Marketing research M ake decisions based on objective, systematically, gathered data Process of planning, collecting and analyzing data relevant to a marketing decision Uses of marketing research 1. Improving the quality of decision making 2. Tracking problems 3. Keeping existing customers 4. Understanding the ever changing marketplace T hree roles of marketing research 1. Descriptive 2. Diagnostic 3. Prescriptive When conducting marketing research 1. Value of research information exceeds the cost of generating the information 2. When time permits conducting quality research 3. Where there is a high level of uncertainty Marketing information System (MIS) Consist of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely a nd accurate information to marketing decision makers 1. Access information needs a. Cost and benefit 2. Develop needed information a. Customers b. Environment c. M arketing activities 3. Develop information a. I nternal data b. M arketing intelligence c. M arketing research 4. Decision Support system (DSS) a. I nteractive b. Flexible c. Discovery – o riented d. Accessible 5. Distribute information a. Distributes routine information for decision making b. Distributes non-routine information for special situations c. Distribute Right manager at right time Marketing research Process (DMAIC) 1. Define problem and research objective a. Exploratory research – gather preliminary info. Help define problem and suggest hypotheses b. Descriptive research – describes things as market potential c. Causal Research – Test hypotheses 假設 about c ause a nd effect 2. Develop research plan for data collection a. Determining specific information need b. Gathering , evaluating secondary information i. Source quality ii. Data quality iii. Data compatibility c. Planning primary data collection i. Observation method ii. Survey research iii. Experimental research 3. Implement research plan a. Collect data b. Processing data c. a nalyzing data 4. I nterpreting and report finding a. I nterpret the finding b. Draw conclusions c. Report to management Consumer buying behavior All these consumers make up the consumer market How consumers make purchase decisions and how they use and dispose of the purchased goods and services Help marketer’s design product or service at right place, price, promotion Buyer Decision Process Need recognition I nformation search evaluation o f alternatives p urchase decision Post- purchase Behavior 1. 2. 3. 4. 5. Need recognition a. Routine response behavior b. Limited Decision making c. Extensive Decision making I nformation Search a. Personal Sources b. Commercial Sources c. Public Sources – mass media d. Experiential Sourc es Evaluation of Alternatives a. Use careful calculation and logical thinking b. Buy on impulse and rely on intuition c. M ake buying decisions on their own d. Buying decisions only after consulting others Purchase decision a. Attitudes of others b. Unexpected situational factors Post-purchase behavior – depends on quality of match between expectations and outcomes Factors influencing consumer behavior (study text book pls!) 1. Cultural – s ub cultural, social class 2. Social – reference group, family, roles and status 3. Personal – age and life cycle, occupational, economic situation, self concept 4. Psychological – Perception, motivation, learning, beliefs and attitudes 5. Buyer Prepared by: Derek Tai Stages in the adoption Process 1. Awareness – a ware of product, but lack information 2. I nterest – seeks information a bout new product 3. Evaluation – considers trying new product 4. Trial – t ries new product on a small scale 5. Adoption – decides to make regular use of product 335 of 2709 12/11/2010 Chapter 3 - Segmentation Steps in market targeting 1. Market segmentation grouping people by needs or wants, similar response characteristics a. Identify bases for segmenting the market i. M easurable ii. Accessible iii. Actionable iv. Stable over time v. Substantial vi. Differential vii. Response differences b. Develop segment profiles i. Consumer 1. Geography 2. Demographics 3. Psychographic 4. Benefits Sought 5. Usage Rate ii. Business Market 1. Geography 2. Organizational characteristics 3. Purchase behavior 4. Usage patterns 5. Organizational predispositions 2. Market targeting The way the products is d efined by consumers o n important attributes the place the product occupies in consumers’ mind relative to competing products. a. Develop measure of segment attractiveness i. Segment Size and Growth ii. Segment Structural attractiveness iii. Company Objectives and Resources iv. Strategic analysis of market segmentation 1. Customer analysis 2. Competitor a nalysis 3. Positioning analysis b. Select target segments i. Factors influencing the choice ii. Evaluating market segments 1. Segment size and growth 2. Segment structural attractiveness 3. The company’s objectives and resources iii. Selecting marketing segments iv. Company can adopt a number of market coverage strategies 1. Undifferentiated marketing – common in the needs of customers 2. Differentiated marketing – s eparate offers for targeted several market segment 3. Concentrated marketing – f it for small new company v. Choosing a market coverage strategy 1. Company resources 2. Product variability 3. Product’s Stage in the life cycle 4. Market variability 5. Competitor’s Marketing Strategies 3. Market positioning How a products is geared to attract market segment a. Develop positioning for target segments i. Identifyi ng possible competitive advantages ii. Selecting the right competitive advantage iii. Communicating and delivering the chosen position b. Develop a marketing mix for each segment Levels of market segmentation 1. M ass marketing --------------------------- same product to all consumers 2. Segment marketing ---------------------- different products to one or more segments 3. Niche marketing -------------------------- different products to subgroups within segments , more narrowly defined consumer group 4. M icromarketing ---------------------------- Products to suit the tastes of individuals and locations a. Local marketing b. I ndividual marketing Positioning for competitive advantage 1. Positioning strategies – consumers do not usually reevaluate products 2. Positioning concept a. Functional – solve consumption related problems b. Symbolic – self -enhancement, ego identification c. Experiential – sensory pleasure, variety 3. Positioning Base a. Attribute b. Price and Quality c. Use or Application Prepared by: Derek Tai 4. 336 of 2709 d. Product User e. Product Class f. Competitor Competitive advantage An advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits, that justify competitive advantage a. Product differentiation b. Service differentiation c. People differentiation d. Image differentiation 12/11/2010 Chapter 5 – Marketing of Services Goods services continuum approach envisions a spectrum that ranges from a p ure good to a pure service Services can be defined as intangible tasks that satisfy consumer and industrial user need Services represent 90% Hong Kong GDP and nearly all new job Key features of Services 1. I ntangibility – p ersonal selling and advertising must show the benefits of using the service 2. I nseparability – t hose who provide the service are perceived as the service itself 3. Perishability – t he utility of most services is short lived 4. Difficulty of standardization – it is often impossible to standardize o fferings among sellers of the same service or to even assure consistency of quality 5. Buyer involvement – t he consumer often plays a major role in the marketing and production of eservices 6. Variable quality – service quality depends on the service provider a nd service delivery Service Quality 1. Tangibles – t he physical evidence of the service 2. Reliability – t he consistency of performance and dependability 3. Responsiveness – t he willingness and readiness of employees to provide service 4. Assurance – t he confidence communicated by the service provider 5. Empathy - -- t he service provider’s efforts to understand the customer’s need and then individualize the service Service encounter – interaction point between the buyer and the service provider 1. World of mouth communication 2. Service switching 3. Service loyalty Consumer services are classified as convenience, shopping, and specialty services Business services are classified as adjunct service or outside providers Adjunct services – provide supporting roles such as consulti ng O utside services – o utsource tasks Classifying services 1. What is the nature of the service act? 2. What type of relationship does the service organization develop with its customers? 3. How much can the service provider customize and adjust the service produc t? 4. What is the nature of demand for the service? 5. How is the service delivered? Environments for Service Firms 1. Economic environment 2. Social cultural environment 3. Political legal environment 4. Technological environment 5. Competitive environment Marketing mix for service firms 1. Service Strategy a. Service providers must struggle to find the right product mix just like goods producers b. Service firms use line extension principles to grow; this task grows out of changes in the service environment 2. Price Strategy a. Due to government regulation, price competition is limited in many services b. Price negotiation is an important part of many professional service transactions c. Pricing is sometimes handle by bundling services 3. Distribution Strategy a. Generally the channels for services are simpler and more direct than channels of distribution for products b. Two major exceptions to direct distribution of services are consolidators and franchises 4. Promotional Strategy a. This is a critical element of the marketing mix for services b. There are severa l possible strategies i. M aking service more tangible by personalizing ii. Creating a favorable image for the service iii. Showing the tangible benefits of purchasing an intangible service Marketing Strategies for Service Firms 1. M anaging Service Differentiation – deve lop differential offer, delivery and image 2. M anaging Service Q uality a. Empower front line employees b. Become ―Customer obsessed‖ c. Develop high service quality standards d. Watch service performance closely 3. M anaging Service Productivity a. Train current or new employees better b. Work on quality as well as quantity c. Utilize technology Prepared by: Derek Tai 337 of 2709 12/11/2010 Chapter 6 – T he Product Product Classifications 1. Consumer Products a. Convenience Products – b uy frequently & immediately, low priced, mass advertising, many purchase locations b. Shopping products – b uy less frequently , higher price, fewer purchase location, comparison shop c. Specialty Products – special purchase efforts, high price, unique characteristics, brand identification, few purchase locations d. Unsought Products – new innovations, products consumers don’t want to think about these products, require much advertising & personal selling 2. I ndustrial Products a. M aterials and parts b. Capital items c. Supplies and services Product Positioning Product position is the place the product occupies in the consum ers mind with respect to some small tangible or intangible key attributes (Position Map) Product MIx 1. Consistency of the product mix – refers to the inter -relatedness of the product lines 2. Width of the product mix – refers to the number of different product lines in the product mix, interrelated or not 3. Depth of the product mix – refers to the number of items or the variation within each product line in the product mix Development of Product lines - -Product lines are centered on a firm’s core competencies Firms benefit from product lines 1. By facilitating the desire to grow 2. By optimal use of company resources 3. By enhancing the company’s position in the market 4. By exploiting the Product Life cycle Individual Product Decisions 1. Product Attributes a. Product Quality b. Product Features c. Product Style & Design 2. Branding a. Brand Name selection b. Brand Sponsor (term, sign, symbol) c. Brand Strategy i. Line extension – e xisting brand names extended to new forms, size, and flavors of an existing product category ii. Brand extensions – e xisting b rand names extended to new or modified product categories iii. M ultibrands – new brand names introduced in the same product category iv. New brands – new brand names in new product categories d. Benefits of branding i. Product identification ii. Generates repeat sales iii. Faci litates new product sales 3. Labeling -- Printed information appearing on or with the package a. Identified product or brand b. Describes several things about the product c. Promotes t he product through attractive graphics 4. Packaging a. Activity of designing and producing t he container or wrapper for a product b. Packaging used to just contain and protect the product c. Packing now has promotional value and marketers 5. Product Support Service New products obtained ways 1. Through acquisition – b uying a whole company, a patent, or a license to produce another company’s product 2. New product development – using the company’s own research and development department Major Stages in New Product Development 1. Idea generation 2. Idea screening 3. Concept development and testing 4. M arketing strategy 5. Business analysis 6. Product development 7. Test marketing 8. Commercialization Prepared by: Derek Tai 338 of 2709 12/11/2010 Chapter 8 – Distribution and Logistics Distribution Function The major purpose of marketing is to satisfy human needs by delivering products of various types to buyers when and where t hey want them and at a reasonable cost. Channel Functions 1. Physical distribution a. Accumulating bulk b. Creating assortments c. Breaking bulk d. Reducing transactions e. Transporting & storing 2. Communication & transaction a. Gather & disseminate information b. Buying & selling (personal selling, advertising, sales promotion) c. Transfer of ownership 3. Facilitating a. Extra services b. Credit services c. Risk taking Benefits of supply chain management 1. Reduced costs 2. Improved service 3. Enhanced revenues Logistics function 1. Costs – minimize costs of attaining logistics objectives 2. Order processing -- received, processed, shipped 3. Warehousing – storage, distribution automated 4. I nventory – when to order, How much to order, Just in time 5. Transportation – rail, truck, water, pipeline, air Integrated Logistics management Providing better customer service andd trimming distribution costs requires teamwork, both inside the company and among all the marketing channel organizations 1. Cross functional teamwork inside the company 2. Building channel partnerships 3. Third party logistics Supply Chain functions 1. Sourcing & procurement 2. Production scheduling 3. Order processing and customer service 4. I nventory control systems 5. Warehouse & materials management 6. Transportation Distribution Channel 1. A set of interdependent organi zations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. 2. M arketing channel decisions are among the most important decisions that management faces and will directly af fect every other marketing decision. Intermediaries function 1. Using intermediaries results from their greater efficiency in making goods available to target markets 2. Offer the firm more than it can achieve on it’s own through the intermediaries a. Contacts b. Exp erience c. Specialization d. Scale of operation 3. match producers supply to consumer demand Horizontal Marketing system – t wo or more companies at one channel level join together to follow a new marketing opportunity Hybrid marketing system – a single firm sets up two or more marketing channels to reach one or more customer segments Disintermediation – means that product and service producers are bypassing intermediaries and going directly to final buyers or that new types of channel intermediaries are emerging to displace traditional ones Classification of Retailing I ncludes all the activates involved in selling goods o r services directly to final consumers for their personal, non-business use 1. Amount of service a. Self service – provide few or no services to shoppers b. Limited service – p rovide only a limited number of services to shoppers c. Full service – r etailers that provide a full range of services to shoppers 2. Product line – L ength and breadth of product assortment (specialty stores, department stores, supermarkets, convenience stores) 3. relative prices a. higher prices and offer higher quality goods and customer service b. regular prices and offer normal quality goods and customer service c. lower prices and offer lower quality goods and customer service 4. retail organization a. merchandising conglomerates b. corporate chain c. f ranchise organizations d. retailer cooperatives e. voluntary chain Presentation of retail store 1. Employee type and density 2. M erchandise type & density 3. Fixture type & density 4. Sound 5. Odors 6. Visual factor Key retail issue 1. M erchandise assortment 2. Location 3. Atmospherics 4. Customer service 5. Store image 6. Database management 7. I nternet strategy Prepared by: Derek Tai Future of retailing 1. New retail forms and shortening retail lifecycle 2. Growth of non-store retailing 3. I ncreasing intertype competition 4. Rise of mega retailer 5. Growing importance of retail technology 6. Global expansion of major retailers 7. Retail stores as ―communities‖ or ―hangouts‖ Wholesaler functions 1. Management service & advice 2. Market information 3. Risk bearing 4. Financing 5. Transportation 6. Selling and promoting 7. Buying and assortment building 8. Bulk breaking 9. Warehousing 339 of 2709 12/11/2010 Vertical marketing systems 5. Conventional distribution channel -- O ne or more independent producers, wholesalers and retailers, each a separate business seeking to maximize its o wn profits, even a t the expense of profits for the channel as a whole 6. Vertical marketing system -- VMS is a distribution channel structure in which producers wholesaler and retailers act as an independent company work together. a. Corporate VMS – coordination and conflict ma nagement are attained through common ownership at different levels of the channel b. Contractual VMMS – coordination and conflict management are attained through contractual agreements among channel members c. Administered VMS – coordination and conflict managem ent are attained through leadership assumed by one or a few dominant channel members 7. Horizontal marketing system – c hannel arrangement in which two or more organization at one level join together to follow a new marketing opportunity 8. Hybrid marketing system – a multi-channel distribution system in which a single company set up two or more marketing channels to reach one or more customer segments Marketing intermediaries 1. I ntensive distribution – s tocking the product in as many outlets as possible 2. Exclusive distribution -- giving a limited number of dealers the exclusive right to distribute the company’s products in their territories 3. Selective distribution – using more than one, but fewer than all., of the intermediaries who are willing to carry the company p roducts Evaluating the major alternatives 1. Economic criteria – t he likely profitability of different channel alternatives 2. Control criteria – using an intermediary usually means giving it some control over the marketing of the product and some intermediarie s take more control than others do 3. Adaptive criteria -- t he company wants to keep the channel as flexible as possible but long -term commitment may make it difficult to adapt to the changing marketing environment Channel management decisions 1. Selecting channel members 2. M otivating channel members 3. Evaluating channel members Factors influence the distribution decision 1. Buyer’s considerations 2. Product characteristics 3. Financial and control consideration 4. Factor favoring direct distribution Selecting the channel strategy 1. M arket access 2. Financial considerations 3. Flexibility and control considerations DBS 5045 Principles of Marketing Revision Questions 1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. a. competitive prices b. superior value c. superior service d. superior promotion (b; Easy) 2. Many experts predict that the future will belong to retailers who offer both ―clicks‖ and _____. a. major discounts b. bricks c. superior locations d. superior promotion (b; Easy) 3. Today, marketing must be understood in terms of making a sale and _____. a. satisfying customer needs b. understanding customer value c. customers‘ self images d. brilliant advertising (a; Easy) 4. The difference between customer value and customer satisfaction is that value is the difference between the values the customer gains from owning and using a product and the _____. a. costs of delivery of the product b. cost of obtaining the product c. cost of competing products d. cost of the lost experience (b. Moderate) 5. The five alternative concepts under which organizations conduct their marketing activities include the production, _____, selling, marketing, and societal marketing concepts. Prepared by: Derek Tai 340 of 2709 12/11/2010 a. promotion b. pricing c. distribution d. product (d; Moderate) 6. _____ is an important concept when we realize that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage . a. Heuristics b. Net profit c. Customer lifetime value d. Relationship marketing (c; Moderate) 7. Which word is missing from the following statement? Marketers need to _____, create, communicate, and deliver real value to customers. a. find b. understand c. explore d. seek (b; Easy 8. The difference between human needs and wants is that needs are states of felt deprivation. (True; Easy) 9. Loyal customers must be more than satisfied, they must be highly satisfied. (True; Easy) 10. To practice customer equity, a company must be concerned with the total combined customer lifetime values of all major purchasers of its products. (False; Challenging) 11. When your firm practices developing and maintaining a strategic fit between your organiza tion‘s goals and capabilities, it is forming a (an) _____. mission statement values statement strategic plan operating plan (c; Moderate) 12. The company you work for is on the ―right track‖ because its mission statement fits the _____ environment. a. economic b. political-legal c. social-cultural d. market (d. Moderate) 13. Which of the following does business portfolio planning entail? a. analyzing the current portfolio b. deciding which units should receive more or less investment c. deciding which units should receive no further investment d. all of the above (d; Challenging) 14. A problem with using the BDG matrix centers around the fact that it is _____ oriented instead of _____ oriented. a. future; now b. now; future c. financiall y; customer d. now; market (b; Challenging) 15. There are many reasons why a firm might want to abandon products or markets. In these instances, companies would consider _____ rather than growing. a. downsizing b. demarketing c. retrenching d. none of the above (b; Moderate) 16. Marketers must find ways to get all departments to think in terms of _____. a. sales b. customer c. new markets d. none of the above Prepared by: Derek Tai 341 of 2709 12/11/2010 (b; Easy) 17. Generally speaking, most companies today cannot profitably serve _____ . a. all consumers in a given market b. all consumers in a given market segment c. all markets d. both a and c (d; Challenging) 18. Which of the four Ps describes the goods -and-services combination the company offers to the target market? a. price b. promotion c. product d. place (c; Easy) 19. Today the four Ps are compared to the four Cs. Product and price are called _____ and _____ respectively. a. convenience; customer solution b. customer cost; convenience c. communication; customer solution d. customer solution; customer cost (d; Moderate) 20. Mission statements should be realistic and general in nature. (False; Moderate) 21. When your employer looks beyond its own value chain and into the value chain of its suppliers, distributors, and ultimately customers, it is stressing the value -delivery network. (True; Challenging) 22. What is not one of the forces that underlies the new digital age? a. Digitalization b. Customerization c. Customization d. Industrialization (d; Moderate) 23. The _____ is (are) a vast public web of computer networks that connect users of all types all around the world to each ot her. a. intranets b. extranets c. Internet d. bitstreams (c; Easy) 24. What does the term ―customerization‖ mean? a. The company leaves it to individual customers to design the offering. b. Customers can shop anytime they want to. c. Customers can talk to each other on the Internet. d. none of the above (a; Challenging) 25. Businesses run almost entirely as e -businesses use all but one of the following. a. memos b. invoices c. engineering drawings d. paper (d; Easy) 26. E-commerce channels give buyers access to a wealth of comparative information about companies, products, and competitors. What is one thing they do not provide? a. product lists b. extensive product descriptions c. intranets d. product reviews (c; Challenging) 27. _____ is the means by which consumers can buy or exchange goods or information directly with one another. a. C2C (consumer-to-consumer) b. B2B (business -to-business) c. C2B (consumer-to-business) d. OPT (open trading networks) (a; Easy) 28. To attract new visitors and to encourage revisits, e -marketers should pay close attention to the 7Cs of effective Web site design. What is incl uded in the 7Cs? a. context: site‘s layout and design Prepared by: Derek Tai 342 of 2709 12/11/2010 b. content: text, pictures, sound, and video that the Web site contains c. commerce: site‘s ability to enable commercial transactions d. All of the above. (d; Easy) 29. All of the following define ―Internet fraud‖ except for _____. a. brick-and-mortar firms b. identity theft c. investment fraud d. financial scams (a; Easy) 30. B2B includes all of the following except _____. a. trading networks b. the Web‘s darker side c. auction sites d. online product catalogs (b; Easy) 31. E-commerce includes all electronics -based information exchanges within or between companies and customers. (False; Challenging) 32. Customers who read e-mail ads can be tracked by how many people open the messages , who clicks through to the Web site, and what they do when they get there. (True; Easy) 33. You are directed to study the factors that are close to the company that affect its ability to serve its customers – t he company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the global environment (b; Moderate) 34. These firms help companies to stock and move goods from their points of origin to their destinations. a. financial intermediaries b. physical distribution firms c. marketing service firms d. resellers (b; Easy) 35. Your marketing environment is currently researching the size, density, location, age, and o ccupations of your target market. What is this environment? a. demographic b. psychographic c. VALS d. geographic (a; Moderate) 36. This group shares new cultural concerns, cares about the environment, and responds favorably to socially responsible companies. Who are they? a. generation X b. generation Y c. generation Z d. baby boomers (a; Challenging) 37. Because of increased _____, the demand for higher quality products, books, magazines, travel, personal computers, and Internet services will rise. a. income b. family size c. education d. none of the above (c; Moderate) 38. The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the _____. a. raw material market b. natural environment c. endangered environment d. green movement (b; Easy) Prepared by: Derek Tai 343 of 2709 12/11/2010 39. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issu es of _____ and _____. a. ethics; promotion responsibility b. ethics; social responsibility c. finances; employee discrimination d. management ethics; insider trading (b; Challenging) 40. The primary concern with the boom in e -commerce and Internet marketing is _____. a. pornography b. ripoffs c. privacy d. ethics (c; Moderate) 41.. The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics. (False; Easy) 42. Consumer organizations such as environmental and minority groups may question a company‘s marketing decisions. This t ype of public is called the local public. (False; Moderate) 43. Your firm has just developed its first successful MIS. It interacts with information users to a ssess information needs, develop needed information, _____ the marketing information, and help managers use it in their decision making. a. distribute b. collect c. retrieve d. store (a; Challenging) 44. Marketers must weigh carefully the costs of ad ditional information against the _____ resulting from it. a. uses b. benefits c. knowledge d. rewards (b; Easy) 45. Marketing information from this type of database usually can be accessed more quickly and cheaply than other information sources. Which one is it? a. external b. MDSS c. EIS d. internal (d; Easy) 46. To combat marketing intelligence by competitors, Unilever Corporation is now providing _____ to employees. a. intelligence training b. privacy blocks c. protection d. none of the above (a; Moderate) 47. Your colleague is confused about using the marketing research process. He seems to be having problems with _____, which is often the hardest step to take. a. defining the problem b. defining the research objectives c. defining t he problem and research objectives d. choosing a research agency to help (c; Moderate) 48. How would you describe the primary data being used by your firm? a. collected for the specific purpose at hand b. original information c. first-time informatio n d. all of the above (d; Easy) 49. This method of research can obtain information that people are unwilling or unable to provide. a. observation b. focus groups c. personal interviews d. fax surveys (a; Easy) Prepared by: Derek Tai 344 of 2709 12/11/2010 50. The backbone of marketing research, or the most common instrument used, is the _____. a. mechanical device b. live interviewer c. questionnaire d. teleinterviewer (c; Easy) 51. Most experts believe that good customer data alone can give companies a substantial _____. a. cost savings b. knowledge c. competitive advantage d. employee motivation (c; Easy) 52. Small organizations can obtain most of this type of data available to large businesses with minimal effort. What type is it? a. census b. Internet c. secondary d. primary (c; Moderate) 53. When you glean information from your company‘s accounting and sales records stored in the computer, you are developing an internal database. (True; Moderate) 54. After conducting the formal marketing research for your department, you make an oral presentation with notes to management. You followed normal operating procedure. (False; Moderate) 55. Which is not a part of the buyer‘s black box? a. observable buyer responses b. product choice c. need recognition d. dealer choice (c; Challenging) 56. The marketer needs to understand the role played by all of the following except _____. a. the buyer‘s culture b. the buyer‘s subculture c. the weather d. the buyer‘s social class (c; Easy) 57. This group are the social elite. Who are they? a. Upper uppers. b. Lower uppers. c. Upper middles. d. Middle class. (a; Moderate) 58. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different produ cts and services. a. family b. social class c. opinion leader d. information search (a; Easy) 59. A _____ is a need that is sufficiently pressing to direct the person to seek satisfaction. a. lifestyle b. motive c. culture d. personality (b; Easy) 60. A _____ is a descriptive thought that a person has about something. a. lifestyle b. motive c. belief d. habitual behavior (c; Easy) 61. After a purchase, consumers might experience _____ when they notice certain disadvantages of the purchased carpet brand and hear favorable things about brands not purchased. a. postpurchase culture Prepared by: Derek Tai 345 of 2709 12/11/2010 b. perception c. postpurchase dissonance d. purchase decision (c; Moderate) 62. The buying process starts with _____ — the buyer recognizes a problem or need. a. need recognition b. information search c. evaluation of alternatives d. purchase decision (a; Easy) 63. . Each culture contains smaller cognitive dissonance, or groups of people with shared value systems based on common life experiences and situations. (False; Moderate) 64. A belief is the specific mix of human traits that may be attributed to a particular brand. (False; Moderate) 65. Business buyers tend to be more rational and _____ than consumer buyers. a. orderly b. objective c. subjective d. team-oriented (b; Easy) 66. What can we say about the size of the business market compared to consumer markets? a. It is approximately the same. b. It is smaller. c. It is huge. d. There is no need to compare them. (c; Easy) 67. Compared with consumer purchases, a business purchase usually involves _____ decision participants. a. better-trained b. more professional c. more d. all of the above (d; Moderate) 68. Business marketers keep a customer‘s sales by meeting current needs and by partnering with customers to help them _____. a. make money b. increase profits c. solve their problems d. please their customers (c; Challenging) 69. It is typical to find three major types of business buying situations. Choose the incorrect one from the list below. a. straight re buy b. modified rebuy c. new task d. All of the above are correct buying situations. (d; Easy) 70. What is the decision-making unit of a buying organization called today? a. buying committee b. buying center c. buying team d. lone ranger (b; Easy) 71. Sometimes, even the people in the buying center are not aware of all of the _____. a. product requirements b. buying participants c. supplier options d. constraints (b; Moderate) 72. Is it true that different business buyers have differing buying styles? a. false b. true c. indeterminable d. not important Prepared by: Derek Tai 346 of 2709 12/11/2010 (b; Easy) 73. The step following supplier search is _____. a. evaluate suppliers b. supplier selection c. cost-benefit analysis d. none of the above (b; Easy) 74. E-procurement offers other advantages to purchasing professionals, such as it _____. a. reduces drudgery b. reduces paperwork c. allows more time managing inventory d. all of the above (d; Easy) 75. What must the marketer to governments need to know? a. who the k ey decision makers are b. identify the factors that affect buyer behavior c. understand the buying process d. all of the above (d; Moderate) 76. Although business demand is generally derived demand, it may turn into joint demand. (False; Easy) 77. Today, most B2B marketers recognize that emotion plays an important role in business buying decisions. (True; Easy) 78. When a company identifies the parts of the market it can serve best and most profitably, it is practicing _____. a. concentrated marketing b. mass marketing c. targeted marketing d. segmenting (d; Moderate) 79. Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it? a. demographi c b. gender c. psychographic d. behavioral (a; Easy) 80. Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by _____. a. user status b. loyalty c. store type d. brand preference (b; Moderate) 81. When the size, purchasing power, and profiles of business market segments can be determined, they are said to possess the requirement of being _____. a. measurable b. accessible c. substantial d. actionable (a; Moderate) 82. In general, a company should enter only segments in which it can _____ and _____. a. offer lower prices; ship faster Prepared by: Derek Tai 347 of 2709 12/11/2010 b. offer superior value; gain advantages over competitors c. offer superior value; ship faster d. gain advantages over competitors; get coop advertising (b; Moderate) 83. Today, the low cost of setting up shop _____ makes it even more profitable to serve seemingly miniscule niches. a. in malls in major cities b. in mail -order catalogs c. on the Internet d. near major competitors (c; Easy) 84. Under what circumstances can local marketing be quite effective? a. when pronounced regional differences in demographics and lifestyles are present b. when pronounced local differences in demographics and lifestyles are present c. when pronounced regional and local differences in demographics and lifestyles are present d. when regional and local differences in demographics and lifestyles are similar (c; Challenging) 85. When competitors use differentiated or concentrated marketing, __ ___ marketing can be suicidal. a. differentiated b. undifferentiated c. concentrated d. customized (b; Easy) 86. In spite of problems with marketers targeting children and minorities, most attempts provide _____ to target customers. a. benefits b. e ducation c. experience d. major sales (a; Easy) 87. Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. (True; Easy) 88. Segmenting business markets goes beyond consumer market variables. Operating characteri stics, purchasing approaches, situational factors, and company culture may also be considered. (False; Challenging) 89. We define a _____ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. a. private brand b. service variability c. service d. product (d; Easy) 90. Product planners need to think about products and services on three levels. The third level is that the product planners must build on a(n) _____ around the c ore benefit and actual product by offering additional consumer services and benefits. a. augmented product b. brand equity c. brand extension d. industrial product (a; Challenging) 91. _____ are consumer products and services with unique characterist ics or brand identification for which a significant group of buyers is willing to make a special purchase effort. a. Shopping products b. Unsought products c. Specialty products d. Industrial Products (c; Moderate) 92. Which of the following capital items is not considered an accessory part of equipment? The billing department needs to know so they can be classified correctly. a. buildings b. hand tools c. lift trucks Prepared by: Derek Tai 348 of 2709 12/11/2010 d. desks (a; Moderate) 93. _____ can also be marketed. In one sense, all marke ting is the marketing of this. It can be specific such as Crest toothpastes ―create smiles every day.‖ a. Co-branding b. Internal marketing c. Ideas d. Unsought products (c; Moderate) 94. Developing a product or service involves defining the benefits t hat it will offer. These benefits are communicated and delivered by _____ such as quality, features, and style and design. a. private brand b. product attributes c. consumer product d. product mix (b; Challenging) 95. Good style and design can do m any things. What is one thing it cannot do? a. attract attention b. improve product performance c. cut production costs d. cause unsought product reputation (d; Easy) 96. Marketers need to position their brands clearly in target customers minds. They can position brands at any of three levels. At the lowest level, they can position the brand on _____. a. interactive marketing b. internal marketing c. product attributes d. strong beliefs and values (c; Moderate) 97. Most manufacturers take years and spend millions to create their own brand names. However, some companies _____ names or symbols previously created by other manufacturers, names of well -known celebrities, and/or characters from popular movies and books. For a fee, any of these can provide an instant and proven brand name. a. service b. license c. market d. package (b; Moderate) 98. A _____ involves the use of a successful brand name to launch new or modified products in a new category. a. brand equity b. product line c. brand e xtension d. private brand (c; Moderate) 99. Unsought products are products and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort. (False; Easy) 100. One important quality for a brand na me is that it should translate easily into foreign languages. (True; Easy) 101. A firm can obtain new products through acquisition. One of the following is not a common way to accomplish this. a. buy a whole company b. copy or modify a competitor‘s pr oducts c. buy a patent d. buy a license to produce some else‘s product (b; Easy) 102. How could you use competitors as a choice of external new -product ideas? a. buy one of their products b. analyze their sales c. dismantle one of their products d. all of the above (d; Easy) 103. With what groups do firms conduct concept testing for new products? a. suppliers b. employees Prepared by: Derek Tai 349 of 2709 12/11/2010 c. target consumers d. focus groups (c; Challenging) 104. A review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company‘s objectives is called a _____. a. business feasibility b. feasibility study c. business analysis d. product acceptance (c; Easy) 105. Under what circumstances might a company do more than the ave rage amount of test marketing? a. when a new product requires a major investment b. when management is not sure of the product c. when management is not sure of the marketing program d. all of the above (d; Easy) 106. Which approach to test marketing is still the most widely used approach for major in-market testing? a. standard test markets b. controlled test markets c. simulated test market d. none of the above (a; Moderate) 107. Following the decision to ―time‖ the introduction of the new product, a company must decide _____ to launch the new product. a. where b. how c. to what degree d. all of the above (a; Moderate 108. It is typical for top management to give the product development team general strategic directions but no ____ _ or _____. a. clear-cut product idea; resource limitation b. clear-cut product idea; work plan c. work plan; budget d. freedom limitations; budget restraints (b; Challenging) 109. Sherri‘s Exclusives sells currently accepted and popular clothing ite ms in given fields. What does she stock in her store? a. styles b. fashions c. fads d. exclusives (b; Moderate) 110. Which stage in the PLC normally lasts longer and poses strong challenges to the marketing managers? a. introduction b. growth c. maturity d. phase-in (c; Easy) 111. The highest profits earned by a consumer product usually occur during the maturity stage. (False; Easy) 112. Although the PLC concept is applied to consumer products, it is rarely applied to styles, fashions, and fads. (False; Moderate) 113. _____ is the amount of money charged for a product or service. Prepared by: Derek Tai 350 of 2709 12/11/2010 a. Experience curve b. Demand curve c. Price d. Wage (c; Easy) 114. Which of the following pricing objectives is most used by a university? a. partial cost recovery b. full cost recovery c. social price d. cost -plus pricing (a; Easy) 115. Fixed costs _____ as number of units produced increases. a. decrease b. increase c. divide in half d. remain the same (a; Easy) 116. The relationship between the price charged and the resulting demand level can be shown as the _____. a. demand curve b. variable cost c. target cost d. break-even pricing (a; Easy) 117. Overhead cost is another term for variable cost. (False; Easy) 118. In industrial markets, product managers have an influence on the company‘s price setting decisions. (True; Easy) 119. _____ includes all the activities involved in selling products or services directly to final consumers for their persona l, nonbusiness use. a. Franchise b. Retailing c. Broker d. Wholesaling (b; Easy) 120. These stores are small stores that carry a limited line of high -turnover convenience goods. Most of the store‘s revenues are from cigarette, beverage, and gasoline sales. a. convenience stores b. department stores c. chain stores d. supermarkets (a; Easy) 121. Manufacturers send last year‘s merchandise and seconds to the _____, while they send new merchandise to the department stores. a. convenience stores b. chain stores c. factory outlets d. retailers (c; Easy) 122. _____ were the main form of retail cluster until the 1950s. a. Department stores b. Discount stores c. Independent off-price retailers d. Central business districts (d; Moderate) 123. More online retailing is conducted b y _____ retailers. a. ―click-and-brick‖ b. ―click-only‖ c. ―brick-and-mortar‖ d. none of the above (a; Challenging) 124. Retailers can be classified in terms of several characteristics, including the amount of service they offer, the breadth and dept h of their product lines, the relative prices they charge, and how they are organized. (True; Moderate) 125. A discount store buys at less than regular wholesale prices and charges consumers less than retail. Prepared by: Derek Tai 351 of 2709 12/11/2010 (False; Challenging) Prepared by: Derek Tai 352 of 2709 12/11/2010 Chapter 13 – ethical behavior in business Marketing impact on individual consumers 1. High prices a. High costs of distribution b. High advertising and promotion costs c. Excessive markups 2. Deceptive practices a. Deceptive pricing – f alsely advertising ―factory‖ or ―wholesale‖ price, large reduction from phony high list price b. Deceptive promotion – o verstating the product’s features, luring customers to the store for out of stock bargains c. Deceptive packaging –exaggerating package contents, not filing package to the Top, using misleading labe ling 3. High pressure selling 4. Shoddy, unsafe products 5. Planned obsolescence 6. Poor service to some Marketing impact on society as a whole 1. False wants & too much materialism 2. Producing too few social goods 3. M arketing perceived negative impact on society as a whole 4. Too much political power 5. Cultural pollution Marketing impact on other businesses 1. Acquisitions of competitors 2. M arketing practices create barriers to entry 3. Unfair competitive marketing practices Consumerism right 1. The right to choose & Be informed 2. The rig ht to be safe & protected 3. The right to be heard about ―quality of life‖ issues 4. The right to choose & expect the product to perform Enlightened Marketing 1. Consumer – O riented marketing 2. I nnovative marketing 3. Value marketing sense of mission marketing societal marketing Code of ethics helps 1. Identify acceptable business practices 2. I nternally control behavior 3. Reduce confusion in decision making 4. Facilitate discussion about right and wrong Corporate social responsibility 1. Philanthropic be a good citizen 2. Ethical do what is right 3. Legal obey the law 4. Economic be profitable Ethical decision making 1. Extent of ethical problems within the organization 2. Top management action of ethics 3. Potential magnitude of consequences 4. Social consensus 5. Probability of harmful outcome 6. Length o f time between the decision and the onset of consequence 7. Number of people to be affected Prepared by: Derek Tai 353 of 2709 12/11/2010 Ethical guidelines and code of ethics advantages 1. Helps employees and management identify acceptable business behavior 2. Effective internal control of behavior 3. Provides guidelines for making decisions 4. The process of developing a code of ethics facilitates discussion and ― buy in ― by all parties Enlightened marketing 1. Consumer oriented marketing – holds that company should view an organize its marketing activities from t he consumers point of view 2. I nnovative marketing – require that a company seek both real product and marketing improvements 3. Value marketing – company should put most of its resources into value- building marketing investments 4. Sense of mission marketing – company should define its mission iin broad social terms rather than narrow product terms 5. Societal marketing – company should make marketing decision by considering consumers wants the company requirement, the consumers, long run interests and society long run interests Product classification 1. Deficient products – products that have neither immediate appeal nor long run benefits ( ineffective medicine_ 2. Pleasing products – products that give high immediate satisfaction but may hurt consumers in the long run (cigarettes) 3. Salutary products – products that may have low appeal but may benefit consumers in the long run ( seat belts a nd air bags) 4. Desirable products – p roducts that give both high immediate satisfaction and high long run benefits (tasty and nutritious food) 5. Chapter 8: Identifying Market Segments and Targets GENERAL CONCEPT QUESTIONS 354 Multiple Choice 1. In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers. a. group b. mass c. general d. segmented e. differentiated Answer: b Page: 226 Difficulty: Medium AACSB: Analytic Skills 2. The argument for ________ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins. a. niche b. micro c. macro d. differentiated e. mass Answer: e Page: 226 Difficulty: Medium AACSB: Reflective Thinking 3. A ________ consists of a group of customers who share a similar set of needs and wants. a. market target b. market group c. market slice d. market segment e. market level Answer: d Page: 226 Difficulty: Medium AACSB: Analytic Skills 4. A ________ consists of two parts: a naked solution and discretionary options. a. differentiated market offering b. flexible market offering c. rigid market offering d. vertical market offering 355 e. horizontal market offering Answer: b Pages: 228 Difficulty: Hard AACSB: Analytic Skills 356 5. If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manag er will most likely be faced with a ________ preferences pattern. a. homogeneous b. heterogeneous c. diffused d. clustered e. scattered Answer: a Page: 228 Difficulty: Medium AACSB: Analytic Skills 6. Procter & Gamble has many soap brands. One reason for this is that s oap users tend to group together in terms of preferences such as bleaching action, softness, stain removal, et cetera. Which of the following preferences pattern would most likely apply to P&G‘s method of response to market needs? a. Homogeneous preferences b. Diffused preferences c. Clustered preferences d. Psychological preferences e. Cultural preferences Answer: c Page: 228 Difficulty: Medium AACSB: Analytic Skills 7. Marketers usually identify niches by ________. a. dividing a segment into subsegments b. conducting VALS tes ts c. allowing consumers to gravitate toward product brands d. examining the demographics section of The Handbook of Marketing e. producing products that can be used in a variety of ways Answer: a Page: 228 Difficulty: Medium 8. A niche is characterized as being all of the following EXCEPT that ________. a. the customers in the niche have a distinct set of needs b. the customers will pay a premium to the firm that satisfies their needs c. the niche is not likely to attract other competitors d. the customers generally have smaller amounts of income e. the nicher gains certain economies through specialization Answer: d Page: 229 Difficulty: Medium AACSB: Reflective Thinking 9. Those who favor localized marketing see national advertising as wasteful because ________. a. it gets too up close and personal with consumers 357 b. it drives up manufacturing and marketing costs by reducing economies of scale c. it magnifies logistical problems d. it fails to address local needs e. all of the above Answer: d Page: 231 Difficulty: Medium AACSB: Reflective Thinking 10. ________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice. a. Consumptionization b. Viral marketing c. Virtual marketing d. Regionalization e. Customerization Answer: e Page: 233 Difficulty: Medium AACSB: Analytic Skills 11. All of the following are disadvantages of customerization EXCEPT that ________. a. it requires more prior information about the customer than most customers are willing to share b. it is difficult to implement for complex products c. it can raise the cost of goods by more than the customer is willing to pay d. some customers don‘t know what they want until they see the actual product e. the product may be hard to repair and have little sales value Answer: a Page: 233 Difficulty: Hard AACSB: Reflective Thinking 12. Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize ________. a. the level of disposable income earned by the target group b. customer differences c. the cost–benefit relationship of narrowing the target market d. customer similarities e. saturated markets Answer: b Page: 233 Difficulty: Easy 13. If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method o f segmentation. a. demographic b. psychographic c. geographic d. cultural 358 e. social class Answer: c Page: 233 Difficulty: Easy AACSB: Analytic Skills 359 14. When segmenting on the basis of family life cycle, all of the following are segment categories EXCEPT ________. a. young, single b. male, female c. young, married d. older, married, no children under 18 e. young, married, youngest child 6 or over Answer: b Page: 236 Difficulty: Medium AACSB: Analytic Skills 15. If a marketing manager segments the market into culture -oriented, sports-oriented, or outdoororiented groups, he or she is segmenting on the basis of ________. a. personality b. behavioral occasions c. user status d. psychographic lifestyle e. readiness stage Answer: d Page: 241 Difficulty: Medium AACSB: Analytic Skills 16. If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment. a. user status b. usage rate c. buyer-readiness stage d. occasion e. benefit Answer: b Page: 245 Difficulty: Easy AACSB: Analytic Skills 17. John and May have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika? a. Life stage b. Benefits c. Age segment d. User segment e. Occasion segment Answer: a Page: 236 Difficulty: Medium AACSB: Reflective Thinking 360 18. Men and women tend to have different attitudinal and behavioral orientations, based partly on genetic makeup and partly on ________. a. income b. occupation c. socialization d. heredity e. globalization Answer: c Page: 243 Difficulty: Medium AACSB: Analytic Skills 19. ________ is the science of using psychology and demographics to better understand consumers. a. Psychographics b. Segmentation c. Clustering d. Demographics e. Social psychology Answer: a Page: 241 Difficulty: Medium AACSB: Analytic Skills 20. According to the VALS segmentation system, ________ are successful, sophisticated, active, ―take-charge‖ people with high self -esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services. a. innovators b. thinkers c. achievers d. experiencers e. believers Answer: a Page: 242 Difficulty: Hard AACSB: Analytic Skills 21. Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight -part typology segmentation s ystem, Kim is best described as a(n) ________. a. thinker b. achiever c. experiencer d. striver e. survivor Answer: c Page: 242 Difficulty: Medium AACSB: Analytic Skills 361 22. According to the VALS segmentation system, ________ are considered to be elderly, passive people who are concerned about change and are loyal to their favorite brands. a. believers b. strivers c. makers d. survivors e. experiencers Answer: d Page: 242 Difficulty: Medium AACSB: Analytic Skills 23. A housewife requests a new treadmill for her birthday. With respect to consumer decision roles, which role is the housewife currently playing? a. Initiator b. Influencer c. Decider d. Buyer e. Gatekeeper Answer: a Page: 243 Difficulty: Easy 24. The sale of turkeys in Asian countries like Hongkong, Singapore and The Philippines is highest in December, as people buy turkeys to serve at Christmas. Supermarkets that specifically advertise turkeys at this time of year are segmenting on the basis of ________. a. benefits b. user status c. psychographics d. demographics e. occasion Answer: e Page: 243 Difficulty: Easy AACSB: Analytic Skills 25. Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers -to-be as future heavy users, producers of these products and services are segmenting consumers on the b asis of ________. a. usage rate 362 b. buyer-readiness stage c. loyalty status d. user status e. benefits Answer: d Page: 245 Difficulty: Medium AACSB: Analytic Skills 26. If a buyer is loyal to two or three different brands of soap, this buyer‘s loyalty status can be described as being among the ________. a. switchers b. shifting loyals c. split loyals d. hard-core loyals e. antiloyals Answer: c Page: 246 Difficulty: Easy 27. Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete‘s loyalty status is best described as ________. a. split loyal b. shifting loyal c. consistent loyal d. hard-core loyal e. switcher Answer: d Page: 246 Difficulty: Easy AACSB: Analytic Skills 28. A company can learn a great deal by analyzing the degrees of bra nd loyalty. For example, by studying the ________ the company can pinpoint which brands are most competitive with its own. a. hard-core loyals b. split loyals c. shifting loyals d. switchers e. antiloyals Answer: b Page: 246 Difficulty: Hard AACSB: Reflective Thinking 363 29. All of the following are considered to be product attitude segments EXCEPT ________. a. synergistic b. enthusiastic c. positive d. indifferent e. hostile Answer: a Page: 247 Difficulty: Medium AACSB: Analytic Skills 364 30. A potato chip manufacturer is concerned about consu mers leaving its brand and going to competitive alternatives. Which of the following groups (based on strength of commitment) would be most likely to leave the company‘s offering and go somewhere else for snack products? a. Convertible b. Shallow c. Average d. Entrenched e. Hard rocks Answer: a Page: 248 Difficulty: Medium AACSB: Reflective Thinking 31. If a consumer group is designated based on their ―balance of disposition,‖ the ________ group can be described as one that is made up of nonusers who are as attracted to a c ompeting brand as they are to their current brands. a. strongly unavailable b. weakly unavailable c. ambivalent d. available e. desirable Answer: c Page: 248 Difficulty: Medium AACSB: Analytic Skills 32. If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important? a. Personal characteristics b. Demographic variables c. Situational factors d. Operating variables e. Purchasing approaches Answer: b Page: 249 Difficulty: Hard AACSB: Analytic Skills 33. A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would most likely be used by the marketer to assist with the task? a. Demographic variables b. Purchasing approaches c. Situational factors d. Personal characteristics e. Operating variables Answer: e Page: 249 Difficulty: Hard AACSB: Analytic Skills 365 34. A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk. a. situational factors b. purchasing approaches c. personal characteristics d. operating variables e. demographic variables Answer: c Page: 249 Difficulty: Medium 35. A marketer interested in segmenting a business market based on _____ ___ intends to eventually segment the market based on power structure and purchasing criteria. a. situational factors b. purchasing approaches c. personal characteristics d. operating variables e. demographic variables Answer: b Page: 249 Difficulty: Medium AACSB: Analytic Skills 36. During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem? a. Step 2—segment identification b. Step 3—segment attractiveness c. Step 6—segment ―acid test‖ d. Step 1—needs-based segmentation e. Step 7— marketing-mix strategy Answer: d Page: 250 Difficulty: Medium AACSB: Reflective Thinking 37. If an organization‘s marketing department wished to create ―segment storyboards‖ to test the attractiveness of each segment‘s positioning strategy, this action would most likely occur in the ________ step of the segmentation process. a. needs-based segmentation b. segment identification c. segment profitability d. segment ―acid test‖ 366 e. marketing-mix strategy Answer: d Page: 250 Difficulty: Hard AACSB: Analytic Skills 38. In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access. a. need-based segmentation b. segment identification c. segment attractiveness d. segment profitability e. segment ―acid test‖ Answer: c Page: 250 Difficulty: Hard 39. To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments. a. measurable b. substantial c. accessible d. differentiable e. actionable Answer: e Page: 250 Difficulty: Medium AACSB: Analytic Skills 40. If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments. a. measurable b. substantial c. accessible d. differentiable e. actionable Answer: d Page: 250 Difficulty: Medium 41. According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program. a. measurable b. substantial c. accessible d. differentiable e. actionable Answer: b Page: 250 Difficulty: Medium AACSB: Analytic Skills 367 42. In evaluating different market segments, the firm must look at two factors: the segment‘s overall attractiveness and ________. a. company‘s objectives and resources b. the product to be sold c. the purchasing process d. competition‘s strategies e. the global nature of the product Answer: a Page: 251 Difficulty: Medium AACSB: Reflective Thinking 43. Volkswagen concentrates on the small -car market and Porsche on the sports car market. These would be examples of what is called ________. a. single-segment concentration b. selective specialization c. product specialization d. market specialization e. full market coverage Answer: a Page: 251 Difficulty: Easy AACSB: Analytic Skills 44. All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment‘s needs, a strong market presence, operating economies through specializing in production, distribution, and promotion. a. single-segment concentration b. selective specialization c. product specialization d. market specialization e. full market coverage Answer: a Page: 251 Difficulty: Medium AACSB: Reflective Thinking 45. When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting ________. a. market mavens b. strategic segments c. supersegments d. occasion segments e. psychodemographic segments Answer: c Page: 251 Difficulty: Hard AACSB: Analytic Skills 368 46. The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________. a. no synergy exists b. logistics can become a nightmare c. the product may be supplanted by an entirely new technology d. competitors can easily copy any new product introductions e. e-commerce becomes difficult for the company Answer: c Page: 251 Difficulty: Hard AACSB: Reflective Thinking 47. With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group. a. single-segment concentration b. selective specialization c. product specialization d. market specialization e. full market coverage Answer: d Page: 252 Difficulty: Easy AACSB: Analytic Skills 48. In ________ marketing, the firm operates in several market segments and designs different products for each segment. a. segmented b. undifferentiated c. differentiated d. geodemographic e. niche Answer: c Page: 252 Difficulty: Easy 49. Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________. a. countersegmentation b. metamarketing c. undifferentiated marketing d. product specialization e. single-segment concentration Answer: a Page: 252 Difficulty: Medium AACSB: Analytic Skills 369 50. ________ is the strategic coordination of economic, psychological, political, and public relations skills, to gain the cooperation of a number of parties in order to enter or operate in a given market. a. Metamarketing b. Macromarketing c. Micromarketing d. Megamarketi ng e. Modular marketing Answer: d Page: 254 Difficulty: Medium AACSB: Analytic Skills 51. When Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing what is called ________. a. primary marketing b. micromarketing c. macromarketing d. segmented marketing e. mass marketing Answer: e Page: 226 Difficulty: Medium AACSB: Analytic Skills 52. The marketer ________ the segments; the marketer‘s task is to identify the segments and decide which one(s) to target. a. plans b. creates c. does not create d. rarely controls e. controls Answer: c Page: 226 Difficulty: Hard AACSB: Reflective Thinking 53. The recipe for Internet niching success is to ________. a. find a need and fill it b. choose a hard -to-find product that customers do not need to see and touch c. choose a low-budget product t hat is heavily demanded by Gen Y d. choose an exclusive product sold primarily to seniors e. find a product that has some attraction to a health-conscious market Answer: b Page: 228 Difficulty: Medium AACSB: Reflective Thinking 370 54. Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation. a. demographic b. behavioral c. psychographic d. geographic e. user status Answer: d Page: 233 Difficulty: Easy 55. Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler. a. life stage b. gender c. age d. income e. social class Answer: c Page: 235 Difficulty: Easy AACSB: Analytic Skills 56. Newlyweds in the Asia buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment. a. life stage b. gender c. behavior d. user status e. income Answer: a Page: 236 Difficulty: Medium AACSB: Analytic Skills 57. Which of the following statements accurately describes what demographers are calling the ―boom-boom effect‖? a. Consumers are demanding more ―bang for their buck.‖ b. Baby boomers still rule the marketplace. c. Generation X and its taste for violence will dominat e the market in the future. d. Products that appeal to 20 -somethings also appeal to baby boomers. e. Companies must have success quickly or go bust. Answer: d Page: 238 Difficulty: Medium 371 58. If a marketing manager employs such marketing techniques as online buzz , student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market. a. pre -school b. Generation X c. Generation Y d. Generation Z e. latent baby boomers Answer: c Page: 238 Difficulty: Easy AACSB: Communications 59. Mature and reflective people who seek durability, functionality, and value in products are most likely to be categorized as ________ in the VALS system. a. innovators b. thinkers c. achievers d. experiencers e. strivers Answer: b Pages: 241-242 Difficulty: Medium AACSB: Analytic Skills 60. A hardware store is interested in reaching people who are characterized by the VALS system as being practical, down -to-earth, and self-sufficient who like to work with their hands, the ________ category. a. believers b. strivers c. survivors d. experiencers e. makers Answer: e Pages: 241-242 Difficulty: Hard AACSB: Reflective Thinking 61. The key to attracting potential users, or even possibly nonusers, is ________. a. understanding the reasons they are not using b. offering financial incentives for first-time use c. increasing the usage rate of existing users d. developing a new product that better meets their needs e. increasing advertising expenditures Answer: a Page: 245 Difficulty: Medium AACSB: Reflective Thinking 372 62. ________ are often a small percentage of the market but account for a high percentage of total consumption. a. Light users b. Medium users c. Heavy users d. Nonusers e. None of the above Answer: c Page: 245 Difficulty: Easy 63. By analyzing the behaviors of ________, companies can learn about their marketing weaknesses and attempt to correct them. a. hard-core loyals b. split loyals c. shifting loyals d. switchers e. ambivalents Answer: d Page: 246 Difficulty: Medium AACSB: Reflective Thinking 64. Users of a brand can be segmented into several groups based on the strength of co mmitment to the brand. If a brand manager is seeking to identify those users who are actively considering alternative brands, he or she should look for users that are labeled as ________. a. convertible b. shallow c. average d. entrenched e. latent Answer: b Page: 248 Difficulty: Medium 65. You have decided to take a purchasing approach to segmenting a proposed business market. All of the following would be potential means (subsegments) for segmenting under the ―purchasing approach‖ EXCEPT ________. a. purchasing-function organization b. power structure c. specific application d. nature of existing relationships e. purchasing criteria Answer: c Page: 249 Difficulty: Hard AACSB: Analytic Skills 373 66. If your assignment was (for each segment) to create a value proposition and productprice positioning strategy based on the segment’s unique customer needs and characteristics, you would be in which of the following steps of the segmentation process? a. Needs-based segmentation b. Segment identification c. Segment attractiveness d. Segment positioning e. Segment “acid-test” Answer: d Page: 250 Difficulty: Medium AACSB: Analytic Skills 67. As a brand manager you have decided to use the ________ full market coverage approach in marketing to your customers, whereby your firm will operate in several market segments and design different products for each segment. a. undifferentiated b. differentiated c. concentrated d. introverted e. parallel Answer: b Page: 252 Difficulty: Medium AACSB: Analytic Skills MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Cigarette, beer, and fast -food marketers have generated much controversy in recent years by their attempts to target ________. A) i nner-city minorities C) teens markets B) t he poor D) t he poor in foreign 2) M arketers must be careful to guard against ________ when using age and life -cycle segmentation. A) cultural bias C) traditional marketing B) underestimating D) stereotyping 3) In general, a company should enter only segments in which it can __________ and __________. 374 A) offer lower prices; ship faster B) offer superior value; gain advantages over competitors C) gain advantages over competitors; get coop advertising D) offer superior value; ship faster 4) U nder what circumstances can regional and local marketing be quite effective? A) when pronounced regional and local differences in demographics and lifestyles are present B) when pronounced local di fferences in demographics and lifestyles are present C) when regional and local differences in demographics and lifestyles are similar D) when pronounced regional differences in demographics and lifestyles are present 5) Neiman Marcus claims superior quality, performance, and style. The owners of the most upscale products and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use? A) more -for-more C) repositioning B) more -for-the -same D) the -same -for-less 6) Which of the segmenting strategies carries higher-than-normal risks in consumer markets? A) niche C) undifferentiated B) concentrated D) differentiated 7) Lowe's Home Improvement Stores, the nation's second largest home improvement chain, claims to offer better products at lower prices. This ultimate winning value proposition is called ________. A) more -for-more C) more -for-the -same B) same -for-less D) more -for-less 8) A company or store gains a ________ by understanding customer needs better than competitors do and delivering more value. A) positioning advantage C) competitive advantage B) e fficiency advantage D) cost advantage 9) When the size, purchasing power, and profiles of business market segments can be determined, they are said to possess the requirement of being ________. A) measurable B) substantial C) accessible D) action able 10) John Deere & Company segments its foreign markets by their overall level of economic development. This firm segments on what basis? A) e conomic factors B) legal factors 375 C) political factors D) benefits sought 11) ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, a nd other marketing efforts. A) Specialty products C) Unsought products B) Shopping products D) Line extensions 12) Retailers have become concerned that there are already too many brands, with too few differen ces between them. Thus, Procter & Gamble and other large consumer-product marketers are now pursuing ________ strategies¹ weeding out weaker brands and focusing their marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories. A) unsought product C) service inseparability B) megabrand D) social marketing 13) ________ involves designing and producing the container or wrapper for a product. A) Packaging B) Branding C) Product line D) Service 14) ________ occur(s) when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. A) Interactive marketing C) Product mix B) Service variability D) Line extensions 15) T he brand's positioning will not take hold fully unless everyone in the company lives the brand. Therefore the company needs to train its people to be ________. A) line -extension-centered C) convenience -centered B) customer-centered D) specialty-centered 16) M ost manufacturers take years and spend millions to create their own brand names. However, some companies ________ names or sy mbols previously created by other manufacturers, names of well -known celebrities, and/or characters from popular movies and books. For a fee, any of these can provide an instant and proven brand name. A) service B) market C) license D) package 17) I n a product business, products are fairly standardized and can sit on shelves waiting for customers. But in a service business, front -line service employees and on the support processes backing these employees participate in ___ _____. A) co-branding C) industrial marketing B) internal marketing D) interaction marketing 376 18) When using standard test markets, which of the following would not be used to gauge product performance? A) store audits campaign C) consumer and distributor surveys composite B) full marketing D) sales force 19) Schlessman Seed Company has discovered that new-product success is hard work and complex. It actually takes a ________ commitment to succeed. A) t otal -management C) total -company B) t otal -employee D) t otal-department 20) ________ is the amount of money charged for a product or service. A) Wage C) Experience curve B) Price D) Demand curve 21) Consumer perceptions of the products value set the ________. A) demand curve B) ceiling C) floor D) variable cost 22) Companies set prices by selecting a general pricing approach that includes one or more of three sets of factors. One of these is the buyer based approach which means ________. A) value -based pricing B) cost -plus pricing, break -even analysis, and target profit pricing C) going-rate and sealed-bid pricing D) none of the above 23) I n ________ price is set to match consumers' perceived value. A) cost -based pricing C) value-based pricing B) variable cost pricing D) cost -plus pricing 24) ________ that influence pricing decisions include the nature of the market and demand; competitors' prices and offers; and factors such as the economy, reseller needs, and government actions. A) Internal factors C) Target factors B) Elasticity D) E xternal factors 25) Wake Forest Landscaping ships its products to 28 different states. The owners are reconsidering how to price many products for customers located in different parts of the country. The owner must now deal with ________ pricing. A) geographical C) zone B) FOB-origin D) uniform-delivered 26) Price escalation in international markets may result fro m three of these 377 four marketing conditions. Which one will have little effect? A) t he additional costs of physical distribution B) higher costs of selling C) market stability D) exchange -rate fluctuations 27) Which of the following conditions should exist for segmented pricing to be an effective strategy? A) The market must be segmentable. B) Competitors can't undersell in the segment being charged the higher price. C) The segments must show different degrees of demand. D) All of the above 28) Natural Cereals, a regional company that makes cereals from many different grains, has lowered prices in the past because of competition. Competition has lessened during the past quarter and management has decided to increase prices. A successful price increase can ________. A) reduce competition C) greatly increase profits B) turn customers away D) draw ICC attention 29) Why do companies offer functional discounts to channel members? It is because they ________. A) perform certain jobs that save them money B) perform certain marketing functions C) function better as resellers D) none of the above 30) Which type of product might require a more direct marketing channel to avoid delays and too much handling? A) perishable products B) lower-priced products C) products in their maturity or decline stage D) higher-priced products 31) Sometimes a producer chooses only a few dealers in a market area to distribute its products or services. Generally these dealers are gi ven a right to ________. A) selective distribution C) intensive distribution B) administered distribution D) exclusive distribution 32) Which of the following is not a t ypical supply chain member? A) i ntermediary C) reseller B) customer D) i ntermediary"s creditor 33) What is the goal of integrated supply chain management? 378 A) harmonize all of the company's logistics decisions B) increase services with minimal cost C) reduce conflict and increase cooperation among channel members D) reduce costs 34) ________ means that all your corporate messages, positioning and images, and identity are coordinated across all venues. A) IMC B) OTM C) PST D) PBS 35) M ore companies are adopting the concept of ________. This carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its products. A) nonpersonal communication channel B) integrated personal selling C) integrated competitive method D) integrated marketing communications 36) Here is an example how the ________ method operates. The company starts with total revenues, deducts operating expe nses and capital outlays, and then devotes some portion of the remaining funds to advertising. A) percentage -of-sales C) competitive -parity B) objective-and-task D) affordable 37) T he shift toward one-to-one marketing is spawning a new generation of more specialized and highly targeted communications efforts. The opposite of this is called ___________. A) pull strategy C) advertising B) direct marketing D) mass marketing 38) By going after segments instead of the whole market, companies have a much better chance to receive maximum rewards for close attention to consumer needs and to___________. A) offer lower prices B) deliver value to consumers C) develop greater customer loyalty D) increase market share 39) Shampoo marketers rate buyers as light, medium, or heavy products users. This is ___________. status A) benefit B) behavioral D) usage rate C) user 40) ___________ means that services cannot be separated from their providers, whether the providers are people or machines. A) Service intangibility C) Service perishability B) Service variability D) Service inseparability 379 41) A _________ involves the use of a successful brand name to launch new or modified products in a new category. A) private brand C) product line B) brand extension D) brand equity 42) Companies must carefully manage their brands. First, the brand's positioning must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand _________ and to build preference and loyalty. A) awarene ss C) extension B) packaging D) i nternal marketing 43) Following the decision to "time" the introduction of the new product, a company must decide ________ to launch the new product. A) how C) where B) to what degree D) all of the above 44) A company can obtain new products through new-product development. Which of the following define(s) new products? A) product modification C) product improvements B) original products D) all of the above 45) Vac 'N' Sew will give anyone $100 for the family's old vacuum cleaner, regardless of condition, when purchasing a new vacuum or sewing machine. The end result is essentially redu cing the price by $100. What is this type of discount called? A) t rade -in allowance C) functional discount B) captive -product D) seasonal discount 46) When Kodak sets the general price range of its cameras lo w and its related film high it is practicing ________. A) product line pricing pricing C) market -penetration pricing pricing B) market-skimming D) captive -product 47) M ost farmer producers today sel l their goods to ________. A) final users B) final users and marketing members C) the government at various levels D) intermediaries 48) As marketing manager for Globe Imports and Exports, you want to start reaping t he benefits of a multichannel distribution system. You should enjoy all of the following except one. Please find it A) sell at a higher gross margin B) expand market coverage C) expand sales 380 D) gain opportunities to tailor products and services to nee ds of diverse segments 49) Which of the five major promotion tools include catalogs, telephone marketing, kiosks, the Internet, and more? A) public relations C) sales promotion B) affordable method D) direct marketing 50) One of the following is not a drawback of local marketing. Can you locate it? A) It can create logistics problems. B) A brand's overall image might be diluted with too frequent use. C) It can drive up marketing costs by reducing economies of sc ale. D) It can drive up manufacturing costs. 51) Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. A) private brand C) consumer product B) product mix D) product attributes 52) Superior Luggage Company has undertaken the task of identifying its products in the decline stage of the PLC by using all of these are as but one. Find it. A) regularly reviewing market shares B) regularly reviewing sales C) regularly reviewing costs and profit trends D) regularly reviewing management's pet projects 53) ________ usually sets pricing policies and approves proposed prices. A) Finance management C) A customer B) Accounting management D) N one of the above 54) Over the years Imperial Imports has found it desirable to initiate price cuts and price increases because of competition. In both cases, management considered possible competitor and ________ reactions. A) customer vernment B) supplier C) e mployee D) go 55) Grayville Rock and Gravel, located in a seaport town, sells rock, gravel, and sand to local markets. It has just been awarded a contract with a company 500 miles down the seacoast. Management should consider switching from truck to ________ transport. A) rail C) pipeline B) water D) none of the above 381 56) You are introducing something (a new product, a new campaign, a new movie) and you must lasso an audience in a hurry. ________ is (are) still the biggest thing to use. A) Networks C) Public relations B) Integrated marketing D) Direct marketing 57) When competitors use undifferentiated marketing, a firm can gain an advantage by using differentiated or ________ marketing. A) undifferentiated C) concentrated B) individual D) customized 58) Products and services fall into two broad classes based on the types of consumers that use them. Which is one of these broad classes? A) i ndustrial products C) brand extension B) brand equity D) co-branding 59) T he PLC concept can be applied by marketers as a useful framework for describing how ________. A) t he PLC curve will shape up performance C) products and markets work strategies B) to forecast product D) t o develop marketing 60) When we are talking about price elasticity of demand, the less elastic the demand, the more it pays for the seller to ________. A) drop the price C) discontinue the item B) raise the price D) leave the price where it is GO BUCKS!!!! BEAT KANSAS STATE HAPPY HOLIDAYS Answers to Exam 1) A 21) B 41) B 2) D 22) A 42) A 3) B 23) C 43) C 4) A 24) D 44) D 5) A 25) A 45) A 6) B 26) C 46) D 7) D 27) D 47) D 382 8) C 28) C 48) A 9) A 29) B 49) D 10) A 30) A 50) B 11) C 31) D 51) D 12) B 32) D 52) D 13) A 33) A 53) D 14) D 34) A 54) A 15) B 35) D 55) B 16) C 36) D 56) A 17) D 37) D 57) C 18) D 38) B 58) A 19) C 39) D 59) C 20) B 40) D 60) B All of the following are accurate descriptions of modern marketing today, except which one? a.Marketing is creation of value for customers. b.Marketing is managing profitable customer relationships. c.Selling and advertising are synonymous with marketing. d.Marketing involves satisfying customers‘ needs. e.Marketing is used by for-profit and not-for-profit organizations. Selling and advertising are synonymous with marketing. When backed by buying power, wants become ________. a.social needs b.demands c.physical needs d.self-esteem needs e.exchanges Demands _____ is the act of obtaining a desired object from someone by offering something in return. a.A value proposition b.Exchange c.Value d.Donation Exchange _____ is the set of actual and potential buyers of a product. a.A market b.An audience A market 383 c.A group d.A segment e.An exchange In the case of excess demand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently. a.marketing b.demarketing c.value marketing d.surplusing e.negotiating demarketing The mousetrap case I narrated in the very first class reflects the ________. a.production concept b.marketing concept c.selling concept d.product concept e.target marketing product concept A highly profitable, short term customer is a ________. a.true friend b.butterfly c.stranger d.barnacle e.true believer butterfly A church targeting different demographic groups to increase attendance is an example of ________. a.for-profit marketing b.not-for-profit marketing c.mindless marketing d.ethics in marketing e.societal marketing not-for-profit-marketing Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management‘s ability to build and maintain successful relationships with target customers? a.the marketing environment b.strategic planning c.target markets d.the marketing mix e.none of the above the marketing environment Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. What type of market does Percy Original cater to? a.business b.reseller c.government d.consumer e.marketing intermediary consumer Which type of market buys goods and services for further processing or for use in the production process? a.business b.reseller c.wholesale business 384 d.consumer e.retail Your marketing department is currently researchi ng the size, density, location, age, and occupations of your target market. Which environment is being researched? a.demographic b.psychographic c.economic d.geographic e.cultural demographic The three largest age groups in America are the baby boomers, Generation Xers, and ________. a.seniors b.Millennials or Generation Y c.teens d.tweens e.toddlers Millennials or Generation Y The most commercially influential American demographic group today is ________. a.Generation X b.the baby boomers c.the Millennials or Generation Y d.the seniors e.the infants the baby boomers Baby boomers were born between the years 1946 and _____. a.1954 b.1960 c.1964 d.1970 e.1980 1964 1.Products and Services 2.Value,satisfaction, and quality 3.Exchange,transactions, and relationships 4.Markets 5.Needs,wants, and demands Core marketing concept is identifying and satisfying consumer needs. Marketing 1.Defining the Problem and Research Objectives 2.Developing the Research Plan 3.Implementing the Research Plan 4.Interpreting and Reporting the Findings The Marketing Research Process Observational research gathering primary data by relevant people, actions, and situations. personal interviewing that involves inviting 6 to 10 people to gather for a few hours with trained interviewer to talk about their product. Focus-group research 385 gathering primary data asking people ?s about their knowledge, attitudes, preferences, and buying behavior. Survey research Tries to explain cause-and-effect relationships. Experimental research Stars high growth, high market share businesses or products. Cash Cows low growth, high market share businesses or products. Question marks low share business units in high growth markets. Dogs low growth, low market share business. Factors Influencing Consumer Behavior 1. Cultural Culture, Sub-culture Social class Exert broadest and deepest influence. 2.Social Reference Groups-membership-primary vs. secondary, Family roles, and status. 3.Personal Age and life-cycle, Occupation, Economic situation, Lifestyle, Personality, and selfconcept 4.Psychological 1. Motive need that is sufficiently pressing to direct the person to seek satisfaction. 2. Perception the process by which people select, organize, and interpret information from a meaningful picture of the world. 3.Learning changes in an individual's behavior arising from experience. 4. Beliefs/ Attitudes A d escriptive thought that a person holds about something. How someone feels about the product. Compared to Consumer Markets, Business Markets have? Market Segmentation: 1.Measurable 2.Accessible 3.Substantial 4.Differential Fewer buyers Close relationships with their suppliercustomers Larger buyers, Geographically concentrated buyers Size, purchasing power, profiles of segments can be measured Segments can be effectively 386 5.Actionable reached and served. Segments are large or profitable enough to serve. Segments are large or profitable enough to serve. Effective pro grams can be designed to attract and serve the segments. Deeds,processes,and performance 1.Intangible 2.Perishable Challenged by human interaction: Service Products are? 3.Produced/Consumed Simultaneously 4.Heterogeneous the systematic search for new-product ideas. New-Product Development Process 1.Idea generation 2.Idea Screening 3.Product concept 4.Marketing Strategy 5.Business Analysis Product Development Screening new product ideas in order to spot good ideas and drop poor ones asap. Detail version of the new-product idea stated in meaningful consumer terms. Designing an initial marketing for a new product based on product concept. A review of the sales, costs and profit projections for a new product to find out whether these factors satisfy the company's objectives. Developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable market offering. Test marketing The stage of new-product development in which the product and marketing program are tested in realistic market setting. Product life cycle: Period of slow sales growth as the product is introduced into the market. 1.Introduction 2.Growth 3.Maturity 4.Decline Setting Prices: Price Period of rapid market acceptance and increasing profits. Period of slowdown in sales and growth because the product has achieved acceptance by most potential buyers. Period when sales fall off and profit drops. the amount of money charged for a product or service. 387 Factors to Consider When Setting Prices decisions Internal Factors: include the company's overall marketing strategy, objectives, mix, and organization for pricing. Factors to Consider When Setting Prices decisions include the nature of the market and demand, competitors' strategies and prices, and environmental factors such as the economy. External factors: Price Elasticity of Demand A. Inelastic Demand Demand Hardly Changes With a Small Change in Price.True for unique, exclusive products or necessities B. Elastic Demand Demand Changes Greatly With a Small Change in Price.Example: air travel Vertical Marketing Systems: A distribution structure in which producers, wholesalers, and retailers act as a unified system. Corporate VMS: a vertical marketing s ystem that combines successive stages of production and distribution under single ownership-channel leadership is established through common ownership. Contractual VMS: a vms in which independent firms at different levels of production and distribution join together through contract to gain more economies or sales impact that they could achieve alone. Administered VMS vms that coordinates successive stages of production and distribution not through a common ownership or contractual ties. Franchise Organization a contractual vertical system in which a channel member called a franchisor, links several stages in the production, distribution process. Specialty Store (Bed bath and Beyond) Narrow Product Line, Deep Assortment i.e. The Limited or Athlete‘s Foot Department Store (Sears) Wide Variety of Product Lines i.e. Clothing, Home Furnishings, & Household Items Supermarkets (Hyvees) Wide Variety of Food, Laundry, & HouseholdProducts Convenience Stores (7-11) Limited Line of High-Turnover Convenience Goods Superstores (New WalMarts) Large Assortment of Routinely Purchased Food & Nonfood Products, Plus Services Giant Specialty Store that Carries a Very Deep Assortment of a Particular Line Category Killers (Best Buy) Hypermarkets (Woolworth) Huge Superstores 388 Integrated Marketing Communications 1.Consumer receive messages from various sources 2.All these messages get blurred and form a general impression about the company/product/brand 3.Conflicting messages means the consumer is confused about what you stand for. A premium product advertising does not go well with frequent promotions and price cuts 4.Often companies have a ―communications director‖ who makes sure that the messages are consistent A specific communication task to be accomplished with a specific target audience during a specific period of time. Major Decisions in Advertising 1.Advertising objective 2.Budget Decision 3.Advertising Strategy 4.Evaluation The dollars and other resources allocated to product or company advertising program. The strategy by which the company accomplishes its advertising objectives. E valuating advertising campaigns. personal selling Involves two-way, personal communication between salespeople and individual customers whether: face to face,by telephone,through video conferencing,or by other means. 1.Order Taking (department store salesperson) The term salesperson covers a wide spectrum of positions from 2.Order Getting (someone engaged in creative selling 3.Missionary Selling (building goodwill or educating buyers Sales Force Structures Exclusive Territory to Sell theCompany‘s Full Product Line 1.Sales easy to track 1.Territorial: 2.Longterm relations 3.Low travel expenditure Sales Force Structures Product Sales Force Structure Customer: Sales Force Sells Along Product Lines Better product knowledge Can be difficult to coordinate Sales Force Sells Along Customer/ Industry Lines Large vs. small Industrial vs. institutional Sales Force Structure 4.Complex Combination of Above Types of Sales Force Structures Territorial, and within that, customer-based GATT (General Agreement on Tariffs and Trade) 1.World treaty to reduce trade barriers and promote world trade, initiated in 1948 2.So far 8 rounds to set rules of international trade 389 3.The most recent: Uruguay round. Focus on agriculture and intellectual property rights WTO (World Trade Organization) Regional Free Trade Zones 1.Uruguay round established WTO in 1995 2.Is an institution, not an agreement like GATT 3.Has binding power unlike GATT 4.Oversees implementation of GATT and other traderelated issues 1.Groups of nations organized to work towards common goals in international trade 2.Typically, provides for favorable treatments for members, and entry-barriers for non-members Hide AllShow AllShuffle Side A Side B ___is defined as a social and mangerial process by which individuals and organizations obtain what they need and want through value creation. Marketing ___refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs. Market myopia ___are key building blocks for developing and managing customer relationships. customer value and customer satisfaction Henry Ford's philosphy was to perfect the Model -T so that its cost could be reducced further for increased consumer affordability. This reflects the ___. Production concept The set of marketing tools a firm uses to implement its marketing strategy is called the ____. Marketing Mix ___is defined as the customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers customer perceived value Through ___, many companies today are strengthening their connections to partners all along the channel, from raw materials to comonents to final products that are carried t o final buyers. supply chain management 390 The ultimate aim of customer relationship management is to produce___. Relationshiops The rapid pace of___ has allowed companies to greatly expand their geographical market coverage, purchasing, and manufacturing. globalization Ben&Jerrys challenges all stakeholders, including employees, top management and even ice cream scoopers in their stores to include concern for indvidual and community welfare in their day -to day decisions. ASctions by companies to do well by doing good reflects ____ social responsibility ____is the task of selecting an overall company strategy for long-run survival and growth. Strategic planning Most portfolio analysis methods evaluate SBUs on two dimensions namely ___ and ____ Attractive ness and strength Making more sales to current customers without changing a firls's product is______ market penetration The process of dividing a market into distinct groups of buyers with different needs, chacracteristics, or behaviors is called____ segmentation ____involves evaluation each market segment's attractiveness and selection one or more segments to enter Market targeting ____is the place a product occupies in the consumer's mind relative to to competition product position Effective positioning begins with accually____ the company's marketing offer so that it gives consumers more value. differentiating An increasingly large number of firms are changing their organizational focus from___to ____ focus on brands,products,and territories to customer management The marketing control process entails the following steps in order: setting goals, ______, evaluation performance, _____ Measure performance and take correct action The ____is normally conducted by and objective and experienced outside party. The findings are Market research 391 later presented to management. Managemaent then decides which actions make sense and how and when to implement them. The most commercially influential demographic group in history is the ____ Baby boomers What is t he name of the market that buys goods and services for further processing or for use in the production process? Business Your marketing environment is currently researching the size, density, location, age, and occupations of your target market. What is t his environment? Demographic environment Who are the echo boomers? Late 70s to early 90s Gey Y Defining people by their birthdate may be less effictive than segmenting them by their ___ or ___. positive image or appeals Most large companies know they must now target specially designed___and ___to ethnic groups in the United States. products, ads and promotions The ___environment consists of factors that affect consumer purchising power and spending patterns. Economic THe group of expenses that use up most house hold income are ____. Food, Housing, transportation Which of the following represents the most dramatic force shaping a marketer's destiny? Technology The recent rash of business scandals and increased concerns about the environment have cr eated fresh intrest in the issues of ____and ____/ Ethics and social responsibility The systematic collection and analysis of publicly avaliable information about competitors and development in the marketing environment is very useful. What is this called? Market intelligence Which of the steps in the marketing research process has been left out: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? Developing the research plan 392 Your colleague is confused about using the marketing research process. He seems to be having problems with ___ which is often the hardest step to take ? Interpreting and reporting findings The objective of ____ research is to gather preliminary information that will help define the problem and suggest hypotheses. Exploratory research The research plan outlines sources of existing data and spells out the specific research approaches, contach methods ,_____, and instruments that reseachers will use to gather new data> sample plan The way to begin marketing research is to gather secondary data, which consists of information ____ Sources Primary data must be relevant, current, unbiased, and ____ Impartial or accurate Which method of research can obtain informat ion that people are unwilling or unable to provide? Observational research Currently, youfind yourself involved in marketing research the form you are using is flexible, allows explanation of difficult questions, and lends itself to showing products and advertisements. What is this form? Survery research Marketing researchers usually draw conclusions about large goroups of consumers by studying a small ____of the total consumer population. sample plan ___is never simple yet understanding it is essential task of marketing management. customer relationship management Most large companies research____ buying decisions to find out what they buy, where they buy, how and how much they buy, when they buy , and why t hey buy consumer How do consumers respond to various marketing efforts the company might use? The starting point is the ___of a buyer's behavior. stimulus response model Marketing stimuli consist of the four P's Which is not oone the these Ps Product, price place, promothin 393 Which is not part of the buyer's black box? Buyers Characteristics, buyer decision The marketer wants to understand how the stimuli are changed into responses inside the consumer's____, which has to parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stmuli. Second, the buyer's decision processitself affects the buyers behavior. black box ____are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Social Class People often buuy the kind of clothing that shows their ____in sociey. lifestyle People change the goods and services they buy over time because of two important factors. They are ____. age and life cycle ____refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment. It is usually described in traits such as self confidence, dominance, sociabilit, autonomy, defensiveness, adaptability, and aggressiveness. Personality When a company identifies the parts of the market it can serve best and Most profitably it is practicing _____ Concentrated marketing Al Moline and his staff have decided to use target marketing to reach their sales goals. Which are their three steps to targe marketi ng? Segment size and growth, structural attractiveness, objectives and resources Many marketers believe that ____and ____ provide the best basis for segmenting business markets. buyer behavior and benefits In general, a company should enter only segments in which it can ____and _____. Serve best and most profitably When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is caled _____ marketying. differentiated marketing 394 Which of the segmenting strategies carries higher than average risks in consumer marketing? undifferentiated marketing When a company interacts one on one with large numbers of customers to create customer-unique value by designign products and services tailormade to individual needs, it is following____ micromarketing In order to make positioning effective, the brand's _____ and ____ must be implanted in customers' minds. price and orientation A company or stor gains a ___by understanding customer needs better than comperirors do and delivering more value. competitive advantage You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is positioned. This full position in is called ______. product differentiation 1. When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. Your Answer: market targeting 2. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs. Your Answer: (blank) 3. Brown's Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Brown use? Your Answer: (blank) 4. Demographic variables are so frequently used in market segmentation because they ________. 395 Your Answer: (blank) 5. Marketers must be careful to guard against _ _______ when using age and life cycle segmentation. Your Answer: (blank) 6. Many marketers believe that ________ variables are the best starting point for building marketing segments. Your Answer: (blank) 7. Markets can be segmented into group of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. Your Answer: (blank) 8. By studying its less loyal buyers, a company can detect which brands are most ________ with its own. Your Answer: (blank) 9. Consumer and business marketers use many of the same variables to segment markets. In addition, business marketers use all of the following except which of the following? Your Answer: (blank) 10. International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis? Your Answer: (blank) 11. When the size, purchasing power, and profiles of market segments can be determined, they possess the requirement of being ________. Your Answer: (blank) 396 12. You have discovered that effective programs can be designed for attracting and serving your chosen segments. This segmenting requirement is called ________. Your Answer: (blank) 13. The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________. Your Answer: (blank) 14. Developing a strong position within sev eral market segments creates more total sales than ________ marketing across all segments. Your Answer: (blank) 15. With concentrated marketing, the marketer goes after a ________ share of ________. Your Answer: (blank) 16. Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies. Your Answer: (blank) 17. Which of the segmenting strategies carries higher -than-average risks in consumer markets? Your Answer: (blank) 18. Which of the following is the narrowest strategy? Your Answer: (blank) 19. When a company interacts one -on-one with large numbers of customers to create customer -unique value by designing products and services tailor-made to individual needs, it is following ________. 397 Your Answer: (blank) 20. When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous. Your Answer: (blank) 21. A product's position is based on important attributes as perceived by ________. Your Answer: (blank) 22. Which one of the listed choices is not a positioning task? Your Answer: (blank) 23. Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? Your Answer: (blank) 24. Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for? Your Answer: (blank) 25. You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is positioned. This full positioning is called ________. Your Answer: (blank) 26. What competitive positioning st rategy can attack a more-for-more strategy by introducing a brand offering with comparable quality but at a lower price? Your Answer: (blank) 27. "Less-for-much-less" positioning involves meeting consumers' 398 ________. Your Answer: (blank) 28. Which type of statement first states the product's membership in a category and then shows its point -of-difference from other members of the category? Your Answer: (blank) 29. Once it has chosen a position, a company must take strong steps to deliver and communicate the desired position to target consumers. Which step is not correct? Your Answer: (blank) 30. Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation. Your Answer: (blank) 31. Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these strategies? Your Answer: (blank) 32. Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following does not apply to this type of marketing? Your Answer: (blank) ___is defined as a social and mangerial process by which individuals and o rganizations obtain what they need and want through value creation. ------ Marketing ___refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs. -----M arket myopia ___are key building blocks for develo ping and managing customer relationships. ------ c ustomer value and customer satisfaction Henry Ford's philosphy was to perfect the Model-T so that its cost could be reducced further for increased consumer affordability. This reflects the ___. ------ P roduction concept The set of marketing tools a firm uses to implement its marketing strategy is called the ____. ------ Marketing Mix 399 ___is defined as the customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers ------ c ustomer perceived value Through ___, many companies today are strengthening their connections to partners all along the channel, from raw materials to comonents to final products that are carried to final buye rs. ------ s upply chain management The ultimate aim of customer relationship management is to produce___. ------ Relationshiops The rapid pace of___ has allowed companies to greatly expand their geographical market coverage, purchasing, and manufacturing. ------ g lobalization Ben&Jerrys challenges all stakeholders, including employees, top management and even ice cream scoopers in their stores to include concern for indvidual and community welfare in their day -to -day decisions. ASctions by companies to do well by doing good reflects ____ ------ social responsibility ____is the task of selecting an overall company strategy for long -run survival and growth. ------ Strategic planning M ost portfolio analysis methods evaluate SBUs on two dimensions namely __ _ and ____ ------ Attractiveness and strength M aking more sales to current customers without changing a firls's product is______ ------ market penetration The process of dividing a market into distinct groups of buyers with different needs, chacracteristic s, or behaviors is called____ ------ s egmentation ____involves evaluation each market segment's attractiveness and selection one or more segments to enter -----M arket targeting ____is the place a product occupies in the consumer's mind relative to to c ompetition ------ product position Effective positioning begins with accually____ the company's marketing offer so that it gives consumers more value. ----- differentiating An increasingly large number of firms are changing their organizational focus fr om___to ____ ------ f ocus on brands,products,and territories to customer management The marketing control process entails the following steps in order: setting goals, ______, evaluation performance, _____ - ----- Measure performance and take correct action The ____is normally conducted by and objective and experienced outside party. T he findings are later presented to management. Managemaent then decides which actions make sense and how and when to implement them. -----M arket research The most commercially influential demographic group in history is the ____ ------ Baby boomers What is the name of the market that buys goods and services for further processing or for use in the production process? ------ B usiness Your marketing environment is currently researching the size, density, location, age, and occupations of your target market. W hat is this environment? ------ Demographic environment Who are the echo boomers? ------ L ate 70s to early 90s Gey Y Defining people by their birthdate may be less eff ictive than segmenting them by their ___ or ___. ------ positive image or appeals M ost large companies know they must now target specially designed___and ___to ethnic groups in the United States. ------ p roducts, ads and promotions The ___environment consists of factors that affect consumer purchising power and spending patterns. -----Economic THe group of expenses that use up most house hold income are ____. ------ Food, Housing, transportation Which of the following represents the most dramatic fo rce shaping a marketer's destiny? ------ Technology The recent rash of business scandals and increased concerns about the environment have created fresh intrest in t he issues of ____and ____/ ------ Ethics and social responsibility 400 The systematic collection and analysis of publicly avaliable information about competitors and development in the marketing environment is very useful. W hat is this called? ------ Market intelligence Which of the steps in the marketing research process has been left out: defi ning the problems and research o bjectives, implementing the research plan, and interpreting and reporting the findings? ------ Developing the research plan Your colleague is confused about using the marketing research process. He seems to be having problems with ___ which is often the hardest step to take ? ------ I nterpreting and reporting findings The objective of ____ research is to gather preliminary information that will help define the problem and suggest hypotheses. ------ E xploratory research The research plan outlines sources of existing data and spells out the specific research approaches, contach methods ,_____, and instruments that reseachers will use to gather new data> ------ s ample plan The way to begin marketing research is to gather secondary data, which consists of information ____ ------ Sources Primary data must be relevant, current, unbiased, and ____ ------ I mpartial or accurate Which method of research can obtain information that people are unwilling or unable to provide? ------ O bservational research Currently, youfind yourself involved in marketing research the form you are using is flexible, allows explanation of difficult questions, and lends itself to showing products and advertisements. W hat is this form? ------ S urvery research M arketing researchers usually draw conclusions about large goroups of consumers by studying a small ____of the total consumer population. ------ s ample plan ___is never simple yet understanding it is essential task of marketing management. ------ c ustomer relationship management M ost large companies research____ buying decisions to find out what they buy, where they buy, how and how much t hey buy, when they buy , and why t hey buy ------ consumer How do consumers respond to various marketing effo rts the company might use? T he starting point is the ___of a b uyer's behavior. ------ stimulus response model M arketing stimuli consist of the four P's Which is not oone the these Ps ------ Product, price place, promothin Which is not part of the buyer's black box? ------ B uyers Characteristics, buyer decision The marketer wants to understand how the stimuli are changed into responses inside the consumer's____, which has to parts. First, the buyer's characteristics influence how he or she perceives an d reacts to the stmuli. S econd, the b uyer's decision processitself affects the buyers behavior. ------ b lack box ____are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. ------ Social Cla ss People often buuy the kind of clothing that shows their ____in sociey. ------ lifestyle People change the goods and services they buy over time because of two important factors. T hey are ____. -----age and life cycle ____refers to the unique psyc hological characteristics that lead to relatively consistent and lasting responses to one's o wn environment. It is usually described in traits such as self confidence, dominance, sociabilit, autonomy, defensiveness, adaptability, and aggressiveness. ---- -- Personality When a company identifies the parts of the market it can serve best and Most profitably it is p racticing _____ -----Concentrated marketing Al Moline and his staff have decided to use target marketing to reach their sales goals. W hich are their three steps to targe marketing? ------ Segment size and growth, structural attractiveness, objectives and resources M any marketers believe that ____and ____ provide the best basis for segmenting business markets. ------ b uyer 401 behavior and benefits I n general, a company should enter only segments in which it can ____and _____. ------ Serve best and most profitably When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is caled _____ marketying. ------ differentiated marketing Which of the segmenting strategies carries higher than average risks in consumer marketing? ------ undifferentiated marketing When a company interacts one on one with large numbers of customer s to create customer- unique value by designign products and services tailor- made to individual needs, it is following____ ------ micromarketing I n order to make positioning effective, the brand's _____ and ____ must be implanted in customers' minds. -----price and orientation A company or stor gains a ___by understanding customer needs better than comperirors do and delivering more value. ------ competitive advantage You have just created the "perfect" ad. I t communicates the full mix of benefits upon which the brand is positioned. This full position in is called ______. ------ p roduct differentiation 1. We must learn a valuable lesson in marketing. Many sellers make the mistake of paying more attention to the specific products they offer than to the ________ produced by those products. a. experiences b. benefits c. benefits and exper Answer: c 2. Marketing consists of actions taken to build and maintain desirable ________ with target audiences involving a product, service, idea, or other object. a. exchange relationships b. exchange transactions c. exchange communication Answer: a 3. The federal government finds it necessary at times to limit demand by reducing the number of customers or to shift their demand tempo rarily or permanently. Name the term for this type of action. a. debugging b. demarketing c. deregul Answer: b 4. We have learned by sad experience that the product concept can lead to marketing ________. a. failures b. incongruences c. myopia 402 d. malfeasance e. problems Answer: c 5. When designing a marketing strategy, a marketing manager focuses on ________ and ________. a. social responsibility; the product concept b. marketing myopia; brand experiences c. low prices; product benefits d. the target marke Answer: d According to the production concept, consumers will favor products that are ________ and ________. a. available; affordable b. satisfying; quality focused c. segmented; convenient d. in high demand; hard to find e. high- perf Answer: a Jolene's firm believes that consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort. Jolene's firm is practicing the ________. a. selling concept b. marketing concept c. Answer: a At the corporate level, a company starts the strategic planning process by defining its overall purpose and ________. a. opinions b. mission c. values d. vision e. strengths Answer: b Marketing planning at your firm occurs at what levels? a. business unit; product; market b. business unit; product c. business unit; market d. product; market e. business unit; financial unit; market Answer: a W hich of the following does business portfolio analysis entail? a. analyzing the current portfolio 403 b. deciding which units may require additional attention c. deciding which units should receive more or less investment d. deciding Answer: e The firm you work for has decided to use the Boston Consulting Group's (BCG's) approach to classify its business units. Upon what is the approach based? a. customer satisfaction b. most profitable units c. customer retention d. gr Answer: d The BCG relative market share serves as a measure of company ________. a. diversification b. strength in the market c. success d. profit e. sales Answer: b A problem with using the BCG matrix centers around the fact that it is ________ oriented instead of ________ oriented. a. now; market b. customer; supplier c. now; future d. financially; customer e. future; now Answer: c A c ommon practice among marketers is to increase sales to current customers without changing their products. What is this practice called? a. product extension b. market skimming c. market penetration d. market development e Answer: c A c ommon practice among marketers is to identify and develop new markets for their existing products. This practice is called ________. a. dual adaptation b. product development c. market development d. market skimming e. ma 404 Answer: c The marketing process identifies the ________ and divides it into smaller ________. a. market; segments b. customer; preferences c. competition; competitors d. market; market shares e. industry; markets Answer: a W hen we practice ________, we arrange for a product to occupy a clear , distinctive, and desirable place relative to competing products in the minds of target consumers. a. positioning b. market positioning c. product distribution Answer: a W hich SBU produces a lot of cash that the company may use to support other SBUs that need investment? a. question marks b. stars c. dogs d. cash cows e. C and D Answer: d Mountain Home Farms is now using the product/market expansion grid. The owners have found it to be quite useful for identifying ________. a. target markets b. suppliers c. key customers d. new products e. growth opportunitie Answer: e Your textbook suggested that Starbucks might consider a ________ strategy. This strategy would allow the company to start up or buy businesses outside of its current products and markets. a. market penetration b. diversification c. mark Answer: b Peter Cramer is involved in evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. What do we call Peter's current work? 405 a. tactical planning b. marketing planning c Answer: c ________ is the most basic cause of a person's wants and behavior. a. Brand personality b. New product c. Cognitive dissonance d. Culture e. Selective perception Answer: d ________ are s ociety's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. a. Attitudes b. Social classes c. Perceptions d. Lifestyles e. Purchase decisions Answer: b A ________ consists of the activities peopl e are expected to perform according to the persons around them. a. perception b. lifestyle c. role d. motive e. tradition Answer: c A person's buying choices are further influenced by four major psychological factors. Which is NOT one of these factors ? a. learning b. perception c. motivation d. habitual buying behavior e. none of the above Answer: d Maslow has a list of human needs from the most pressing to the least pressing. They include all of the following except ________. a. safety needs b. s ocial needs c. need recognition d. self- actualization e. physiological nee 406 Answer: c People will forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________. a. selective distortion b. selective attitude c. selective retention d. perceptual vigila Answer: c ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. a. Motive b. Perception c. Habitual behavior d. Lifestyle e. Attitude Answer: e The buyer decision process consists of five stages. Which of the following is NOT one of these stages? a. need recognition b. information search c. purchase decision d. variety-seeking buying behavior e. none of the above Answer: d processes information to arrive at brand choices. a. lifestyle b. habitual buying behavior c. opinion leaders d. postpurchase dissonance e. alternative ev Answer: e The marketer's job does not end when the product is bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in ________. a. product assessment b. alterative evaluation c. habitual buying beha Answer: d Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake will likely undertake ________. 407 a. complex buying behavior b. postpurchase behavio Answer: a By ________ the mark et and having several detergent brands, Procter & Gamble has an attractive offering for consumers in all important preference groups. a. segmenting b. dividing c. reaching d. researching e. understand Answer: a Al Moline and his staff have decided to use target marketing to reach their sales goals. Identify their three steps (in order) to target marketing. a. market positioning, market positioning, market segmentation b. market segmentation, target Answer: b Your firm has decided to localize its prod ucts and services to meet local market demands. A good approach to use would be ________ segmentation. a. benefit b. end-use c. customer d. geographic e. image Answer: d Mass marketers, such as Target and Venture Stores, ignore market segment differences and target the whole market with one offer. What is their approach to segmenting? a. target marketing b. intelligent marketing c. blanket marketing Answer: e W hen New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing. a. differentiated b .multi-segmented c. multiple- attractions d. mas Answer: a Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. For what does USP stand? 408 a. universally strategic practice b. unique selling product c. unique sales pitch d. unique selling proposition Answer: d Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called? a. demog Answer: e Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________. a. user status b. behavioral c. usage rate d. psychographic e. benefit Answer: c Segmenting democrats and republicans is an example of ________. a. intermarket segmentation b. occasion segmentation c. demographic segmentation d. psychographic segmentation e. A and D Answer: d W hen two or more parties give something of value to each other in order to satisfy needs or wants, this is called: a. product orientation. b. sales orientation. c. IMC. d. an exchange process. e. form utility. Answer: d W hen Spaulding molds r aw materials into the shape of a graphite tennis racket, this represents what type of utility? a. form b. possession c. place d. time e. value Answer: a 409 The first step in designing an organization's strategic plan is to: a. develop marketing plans. b. define the organizations mission. c. analyze SBU performance. d. define the SBUs. e. specify organizational objectives. Answer: b Morton Salt controls large relative market share in a low growth market. Morton Salt is a _________. a. dog b. ram c. star d. cash cow e. question mark Answer: d Lowering prices and increasing advertising is a typical approach to get existing customers to buy more product in _____________. a. market penetration. b. market development. c. product development. d. product diversification. Answer: a In a SWOT analysis, which of the following represents an external assessment of the firm's marketing environment? a. strengths and weaknesses b. weaknesses and threats c. opportunities and strengths d. opportunities an d threats Answer: d Learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is the definition of: a. intentions. b. behaviors. c. aptitudes. d. attitudes. e. conative characteristics. Answer: d VALS means a. various Lifesyles. b. value Scale. c. values and Lifestyles. d. variable Lifestyle Scaling. 410 e. none of the above. Answer: c A manufacturer determines that there are a large number of boat owners that earn more than $100,000 in his area. A yacht is developed aimed at this group of customers. This is an example of: a. positioning segmenting. b. post hoc segmenting. Answer: c W hen L.L. Bean examines its database of customers to develop a specialty catalogue aimed at its fishermen customer s, this is an example of: a. situation segmentation. b. post hoc segmentation. c. geographic segmentation. d. a prio Answer: b The existence of clear differences in consumer preferences for a product describes which criterion for segmenting markets? a. Heterogeneity b. Actionable c. Accessible d. Measurable e. Adaptation Answer: a C oca-Cola has one marketing mix aimed at ten different segments. This is an example of a(n): a. Cluster strategy. b. Undifferentiated strategy. c. Differentiated strat egy. d. Concentrated strategy. e. Unconcentrated strategy Answer: d The broader concept of the consumer brings into focus three different roles that are a. purchasers, deciders, providers. b. buyers, users, disposers. c. users, buyers, disposers. d. users, payers, buyers. e. deciders, payers Answer: d The steps in the consumer decision- making process flow as follows: a. problem recognition, information search, alternative evaluation, purchase, post- purchase evaluation. 411 b. problem recognition, infor mation evaluation, alternative search, pur Answer: a W hen you were beginning the process of determining which university to go to, you likely initially started out with a. an awareness set. b. an evoked set. c. a large set. d. a consideration set. e. all of the universities av Answer: a W hich type of choice model for alternative evaluation involves considering all of the product attributes and trading off some weaknesses for other strengths? a. compensatory model b. conjunctive model c. disjunctive model d. lexic Answer: a W hen a consumer feels doubt about making the correct decision after purchasing a new car, this is an example of: a. VALS. b. psychographics. c. cognitive dissonance. d. motivation. e. selective distortion. Answer: c W hen the $1.3 billion toothpaste market has products that are for kids, teeth whitening, and gum care, this is an example of ________ segmentation. a. homogeneous b. situation c. mapping d. benefits-sought e. positional Answer: d W hen Cocoa-Cola Co. advertises Classic Coke as "the real thing," this is an example of what type of strategy? a. Positioning b. Mass marketing c. Situation d. Geographic e. Segmenting Answer: a 412 Quiz 7 CHAPTER 8 PRODUCT AND SERVICES STRATEGY MULTIPLE CHOICE QUESTIONS 1. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n): a. idea. b. demand. c. product. d. service. Answer: (c) Difficulty: (2) Page: 278 2. Broadly defined, products include all of the following EXCEPT: a. money and payments. b. services. c. ideas. d. persons. Answer: (a) Difficulty: (3) Page: 278 3. A ______________________ is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. a. service b. demand c. need d. physical object Answer: (a) Difficulty: (1) Page: 278 4. All of the following are examples of services EXCEPT: a. banking. b. hotels and motels. c. tax preparation. d. computer software. 413 Answer: (d) Difficulty: (1) Page: 278 5. Examples of pure tangible goods include all of the following EXCEPT: a. soap. b. tax preparation. c. toothpaste. d. salt. Answer: (b) Difficulty: (1) Page: 278 6. Which of the following would be the best illustration of a pure service? a. a water pick for cleaning teeth b. a doctor‘s exam c. a waiter taking your order in a restaurant d. flying on an airline Answer: (b) Difficulty: (3) Page: 278 7. If a company has a hybrid offer, then its offer may be described as being one where there is: a. an equal amount of goods and services. b. a tangible good with accompanying services. c. a service with accompanying minor goods. d. a clone service package. Answer: (a) Difficulty: (2) Page: 278 8. A(n) _____________ occurs when a company intentionally uses services as the stage, and goods as the props, to engage individual customers in a way that creates a memorable event. a. hybrid offer b. core service c. augmented or ancillary product d. experience Answer: (d) Difficulty: (2) Page: 278, Marketing at Work 8 -1 9. The most basic level of a product is called the: a. core product. 414 b. central product. c. fundamental product. d. augmented product. Answe r: (a) Difficulty: (1) Page: 278 10. All of the following are considered to be characteristics of the actual product category or feature EXCEPT: a. quality level. b. installation. c. brand name. d. design. Answer: (b) Difficulty: (3) Page: 282, Figure 8 -1 11. Actual products may have as many as five characteristics. All of the following could be considered to be among these characteristics EXCEPT: a. a quality level. b. features. c. warranty. d. a brand name. Answer: (c) Difficulty: (3) Page: 282, Figure 8 -1 12. The best illustration of an augmented product category or feature would be the: a. brand name. b. packaging. c. warranty. d. design. Answe r: (c) Difficulty: (2) Page: 282, Figure 8 -1 13. Products purchased frequently, immediately, and with a minimum of comparison and buying effort are called: a. consumer products. b. convenience products. c. shopping products. d. specialty products. Answer: (b) Difficulty: (1) Page: 282 415 14. Products that the consumer usually compares with others on price, suitability, quality, and style are typically called: a. convenience products. b. specialty products. c. shopping products. d. unsought products. Answer: (c) Difficulty: (1) Page: 282 15. A(n) _____________ is a product bought by the final consumer for personal consumption. a. consumer product b. industrial product c. psychological product d. stress-sensitive product Answer: (a) Difficulty: (1) Page: 282 16. All of the following are characteristics of the convenience product EXCEPT: a. low price. b. mass promotion by the producer. c. exclusive distribution. d. frequent purchase, little planning, and little comparison. Answer: (c) Difficulty: (2) Page: 282, Table 8 -1 17. The best illustration of a shopping product listed below would be: a. a television. b. a magazine. c. fine crystal. d. life insurance. Answer: (a) Difficulty: (3) Page: 282, Table 8 -1 18. The best example of a specialty product listed below is that of a(n): a. luxury good, such as a Rolex watch. b. major appliance. c. Red Cross blood donation. d. laundry detergent. Answer: (a) Difficulty: (2) Page: 282, 283, Table 8 -1 416 19. Consumer goods with unique characteristics or brand identification often requiring a special purchase effort are called: a. custom products. b. specialty products. c. convenience products. d. shopping products. Answer: (b) Difficulty: (1) Page: 282, 283 20. Consumer goods that the consumer does not know about or does not normal ly think about buying are called: a. custom products. b. unsought products. c. specialty products. d. shopping products. Answer: (b) Difficulty: (2) Page: 283 21. ____________________ are products bought by individuals and organizations for further processing or for use in conducting a business. a. Consumer products b. Services c. Industrial products d. Specialty products Answer: (c) Difficulty: (1) Page: 283 22. The primary distincti on between a consumer product and an industrial product is based on the ___________________. a. cost b. size c. description d. purpose for which the product is bought Answer: (d) Difficulty: (3) Page: 283 23. Which of t he following would not be one of the three major groups of industrial products and services? a. computer software for PCs b. materials and parts 417 c. capital items d. supplies and services Answer: (a) Difficulty: (1) Page: 283, 284 24. ____________ are industrial products that aid in the buyer‘s production or operations, including installations and accessory equipment. a. Computer software goods b. Materials and parts c. Capital items d. Supplies and services Answer: (c) Difficulty: (2) Page: 284 25. ___________________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. a. Nonprofit marketing b. Services marketing c. Organizational marketing d. Cause -related marketing Answer: (c) Difficulty: (2) Page: 284, 285 26. Which of the following would be the best illustration of corporate image advertising? a. A hospital listing its phone number in the Yellow Pages. b. A university sending a catalog to a prospective student. c. IBM using television to establish itself as the company to turn to for ―e -Business solutions.‖ d. Nike employing Ti ger Woods to promote golf balls. Answer: (c) Difficulty: (32) Page: 285 27. When Michael Jordan and Tiger Woods use marketing to promote their careers and improve their impact and incomes, they are using: a. cause -related marketing. b. idea marketing. c. nonprofit marketing. d. person marketing. Answer: (d) Difficulty: (1) Page: 285 28. New York State shouts ―I Love New York!‖ This would be an example of which 418 of the following forms of marketing? a. cause -related marketing b. idea marketing c. corporate image advertising d. place marketing Answer: (d) Difficulty: (1) Page: 285 29. ―Keep America Beautiful‖ and ―Say No to Drugs‖ are forms of which type of marketing listed below? a. social marketing b. place marketing c. nonprofit marketing d. organizational marketing Answer: (a) Difficulty: (1) Page: 285, 286 30. ___________ is one of the marketer‘s major positioning tools. a. Quantity b. Quality c. Cost d. Size Answer: (b) Difficulty: (2) Page: 287 31. As explained in the text, product quality means conformance quality — consistency in delivering a target level of performance and: a. no recalls for at least one year. b. freedom from defects. c. standard engineering specifications. d. global standards, such as ISO 9000. Answer: (b) Difficulty: (3) Page: 287 32. Beyond simply reducing product defects, the ultimate goal of total quality is to improve: a. distribution relationships. b. promotional methods. c. returns and allowances. d. customer satisfaction and value. Answer: (d) Difficulty: (2) Page: 287 33. One way to add customer value is through distinctive product style and design. 419 According to the text, all of the following companies have reputations for outstanding style and design EXCEPT: a. Jeep in SUVs. b. Black & Decker in cordless appliances. c. Steelcase i n office furniture and systems. c. Bose in audio equipment. Answer: (a) Difficulty: (3) Page: 288 34. According to the text, _________ simply describes the appearance of a product. a. style b. design c. feature d. brand Answer: (a) Difficulty: (1) Page: 288 35. Good __________ contribute(s) to a product‘s usefulness as well as to its looks. a. style b. design c. brand enhancement d. features Answer: (b) Difficulty: (2) Page: 288 36. If Steelcase office furniture company wanted to make office furniture that really met the needs of its consumers and provided value to the consumer that was not just ―skin deep,‖ it would try to improve its products‘ ________________. a. design b. style c. performance d. ambiance Answer: (a) Difficulty: (2) Page: 288 37. A _______________ is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service. a. product feature b. sponsorship c. brand d. logo 420 Answer: (c) Difficulty: (1) Page: 288, 289 38. When a brand has achieved an impressive reputation for loyalty, performance, and quality, it can be said to have: a. brand endurance. b. brand equity. c. brand bonding. d. brand prestige. Answer: (b) Difficulty: (2) Page: 289 39. All of the following are desirable qualities for a brand name EXCEPT: a. it should suggest somet hing about the product‘s benefits and qualities. b. it is best if it is a computer generated name (this gives it something that no one else has). c. it should be distinctive. d. it should be capable of registration and legal protection. Answer: (b) Difficulty: (2) Page: 290, 291 40. Once chosen, the brand name must be protected. Many firms try to build a brand name that will eventually become identified with the product category. However, success may threaten the company‘s rights to the name. Some brand names lose their distinctiveness and become ―generic‖ (any seller can use the name or term). All of the following brand names are now considered to be ―generic‖ EXCEPT: ( All of the brands have been put in lower case letters on purpose.) a. yo-yo. b. linoleum. c. shredded wheat. d. kleenex. Answer: (d) Difficulty: (3) Page: 291 41. A manufacturer has four sponsorship options. A ________________ is a brand created and owned by a reseller of a product or service. a. licensed brand b. manufacturer‘s brand c. private brand d. co-brand Answer: (c) Difficulty: (2) Page: 291 421 42. A private brand is a brand created and owned by: a. a manufacturer of a product or service. b. a reseller of a product or service. c. an international cartel. d. a private family business. Answer: (b) Difficulty: (2) Page: 291 43. Sears created the Craftsman brand name for tool s. This would be an example of which of the following branding options? a. licensed brand b. manufacturer‘s brand c. private brand d. co-brand Answer: (c) Difficulty: (1) Page: 291 44. If Bubble-Right makes 50% of all bubble gum sold in the United States, but sells it through middlemen who market the product under individual store brands, then Bubble-Right is utilizing which type of brand-sponsorship? a. licensed brand b. manufacturer‘s brand c. private brand d. co-brand Answer: (c) Difficulty: (3) Page: 291 45. Sam‘s Grocery demands promotional payments from most of its food and beverage suppliers before it will guarantee them shelf space on premium aisles for new products. This practice has recently received much scrutiny from the Federal Trade Commission. The industry calls such promotional fees or payments: a. paybacks. b. promos. c. slotting fees. d. new product fees. Answe r: (c) Difficulty: (2) Page: 291, 292 422 46. If Mark Mars pays Hershey Foods Corporation for the right to use its name on his line of T-shirts, then Mr. Mars is using which type of policy? a. licensing b. manufacturer‘s branding c. private branding d. co-branding Answer: (a) Difficulty: (2) Page: 292, 293, 295 47. ______________ is the practice of using the established brand names of two different companies on the same product. a. Licensed branding b. N ational branding c. Store branding d. Co-branding Answer: (d) Difficulty: (1) Page: 295 48. If Ford Motor Company and Eddie Bauer work together to design and sponsor a new sport utility vehicle, then the companies are usin g which of the following brand sponsorship options? a. licensed branding b. national branding c. store branding d. co-branding Answer: (d) Difficulty: (2) Page: 295 49. All of the following would be possible advantages of co-branding EXCEPT: a. combined brands create broader consumer appeal. b. combined brands create greater brand equity. c. combined brands always offer economies of scale and reduced prices. d. combined brands allow a company to expand its existing brand into other categories. Answer: (c) Difficulty: (2) Page: 295 423 50. Using a successful brand name to introduce additional items in a given product category under the same brand name (such as new flavors, form s, colors, added ingredients, or package sizes) is called: a. a line extension. b. a brand extension. c. multibranding. d. new brands. Answer: (a) Difficulty: (1) Page: 296, Figure 8 -4 51. A company might introduce ____ ____________ as a low-cost, low-risk way to introduce new products in order to meet consumer desires for variety, to utilize e xcess capacity, or simply to command more shelf space from resellers. a. duobranding b. line extensions c. brand extensions d. new brands Answer: (b) Difficulty: (2) Page: 296, Figure 8 -4 52. _______________ is a strategy of using a successful brand name to launch a new or modified product in a new category. a. Duobranding b. Line extension c. Brand extension d. Multibranding Answer: (c) Difficulty: (2) Page: 297, Figure 8 -4 53. If Honda uses its company name to cover such different products as its automobiles, lawn mowers, and motorcycles, it is practicing which of the following strategies? a. new brand strategy b. line extension strategy c. multibrand strategy d. brand extension strategy Answer: (d) Difficulty: (2) Page: 297, Figure 8 -4 54. Seiko watches cover many different buying motives, as well as desires for different features. For example, higher-priced Seiko Lasalles cover the upper end of the watch market, while Seiko‘s Pulsar covers the lower end. The Lasalle and Pulsar would be called: a. bracket brands. b. Hi -Lo brands. 424 c. flanker brands. d. end-zone brands. Answer: (c) Difficulty: (2) Page: 297 55. When a company enters a new product category for which its current brand names are not appropriate, it will likely follow which of the following brand strategies? a. product extensions b. line extensions c. brand extensions d. new brands Answer: (d) Difficulty: (2) Page: 297, 298, Figure 8 -4 56. If a company is following a brandin g policy of weeding out weaker brands and only focusing their marketing dollars on brands that can achieve the number -one or -two market share positions in their category, then the company is probably pursuing a: a. megabrand strategy. b. metabrand strategy. c. minibrand strategy. d. brand elimination strategy. Answer: (a) Difficulty: (3) Page: 298 57. ________________ is the activities of designing and producing the container or wrapper for a product. a. Labeling b. Packaging c. Product support services d. Product line decisions Answer: (b) Difficulty: (1) Page: 298 58. Traditionally, the primary function of the package was to: a. promote the product. b. introduce the product to a new market. c. contain and protect the product. d. describe the product and attract attention. 425 Answer: (c) Difficulty: (1) Page: 298 59. The first federal Act to control labels on packages (to ensure that no fals e, misleading, or deceptive labels or packages were allowed) was the: a. Robinson-Patman Act. b. Sherman Antitrust Act. c. Federal Trade Commission Act of 1914. d. Lanham Act. Answer: (c) Difficulty: (2) Page: 300, 301 60. A group of products that are closely related because they function in a similar manner is called a: a. product line. b. brand line. c. brand family. d. product position. Answer: (a) Difficulty: (1) Page: 303 61. The number of items within the product line is identified as being the: a. product line width. b. product line strength. c. product line length. d. product line consistency. Answer: (c) Difficulty: (2) Page: 303 62. _______________ occurs when a company lengthens its product line beyond its current range. a. Product line strength b. Product line consistency c. Product line mobility d. Product line stretching Answer: (d) Difficulty: (2) Page: 303 63. When a company lengthens its product line beyond its current range, it is engaged in: a. brand extension. b. product line stretching. 426 c. product line reduction. d. product line filling. Answer: (b) Difficulty: (2 ) Page: 303 64. Companies in the middle range of the market who wish to extend their product lines to both the upper and the lower end are considering: a. an upward stretch. b. a downward stretch. c. a stretch in both directions. d. a middle -end stretch. Answer: (c) Difficulty: (1) Page: 304 65. ________________ is the set of all product lines and items that a particular seller offers for sale. a. Product line b. Product mix c. Product allotment d. Product choice Answer: (b) Difficulty: (1) Page: 305 66. Product mix ________________ refers to the number of different product lines the company carries. a. width b. depth c. length d. consistency Answer: (a) Difficulty: (2) Page: 305 67. The total number of items that the company carries within its product lines refers to the ___________ of the product mix. a. width b. depth c. length d. consistency Answer: (c) Difficulty: (2) Page: 305 68. The number of different versions of each product offered in the product line is 427 called its: a. width. b. depth. c. length. d. consistency. Answer: (b) Difficulty: (2) Page: 305 69. How closely related the various product lines are in end use, production requirements, distribution channels, or in some other way is called: a. width. b. depth. c. length. d. consistency. Answer: (d) Difficulty: (2) Page: 305 70. The characteristic of service meaning that it cannot be seen, tasted, felt, heard, or smelled before being bought is called: a. intangibility. b. inseparability. c. variability. d. perishability. Answer: (a) Difficulty: (2) Page: 306, Figure 8 -5 71. The fact that services are sold, produced, and consumed at the same time refers to which of the following service characteristics? a. intangibility b. inseparability c. variability d. perishability Answer: (b) Difficulty: (1) Page: 306, 307, Figure 8 -5 72. The quality of a service depends on who provides it, as well as when, where, and how it is provided. This is an example of which characteristic of services? a. intangibility b. inseparability c. variability d. perishability Answer: (c) Difficulty: (2) Page: 307, Figure 8 -5 428 73. The fact that a business traveler may have one very positive check -in experience at a hotel and then a very negative check-in experience with a different employee on a subsequent visit is evidence of service: a. intangibility. b. inseparability. c. variability. d. perishability. Answer: (c) Difficulty: (1) Page: 307, Figure 8 -5 74. The fact that services cannot be stored for later use or sale is evidence of their: a. intangibility. b. inseparability. c. variability. d. perishability. Answer: (d) Difficulty: (1) Page: 307 75. Successful service companies focus their attention on both their customers and their e mployees. They understand ___________________, which links service firm profits with employee and customer satisfaction. a. internal marketing b. service-profit chains c. i nteractive marketing d. service differentiation Answer: (b) Difficulty: (3) Page: 307 76. If a firm is practicing ____________________, the firm is training and effectively motivating its customer-contact employees and all of the supporting service people to work as a team to provide customer satisfaction. a. double-up marketing b. internal marketing c. interactive marketing d. service marketing Answer: (b) Difficulty: (2) Page: 309 77. ___________ _______ means that service quality depends heavily on the quality of the buyer-seller interaction during service encounters. a. Double -up marketing b. Internal marketing c. Interactive marketing d. Service marketing 429 Answer: (c) Difficulty: (2) Page: 309 78. The solution to price competition is to develop a differentiated: a. product, price, and promotion. b. offer, delivery, and image. c. package and label. d. international Web site. Answer: (b) Difficulty: (2) Page: 310 79. Companies should take steps not only to provide good service every time but also to recover from service mistakes when they do occur. The first step a manager should take to ensure service quality is to: a. empower front-line service employees. b. always take back merchandise if requested. c. offer a complaint hot line. d. refer customers to the service policy found at the bottom of most sales receipts. Answer: (a) Difficulty: (2 ) Page: 311 TRUE/FALSE QUESTIONS 80. Products include more than just tangible goods. Answer: (True) Difficulty: (1) Page: 278 81. A product can be a person, place, or an idea. Answer: (True) Difficulty: (1) Page: 278 82. A good example of a pure tangible good would be air travel. Answer: (False) Difficulty: (1) Page: 278 83. A company‘s offer to the marketplace often includes both tangible goods and services—for example, when people patronize restaurants both for their food and their service. This would be an example of a hybrid offer. Answer: (True) Difficulty: (1) Page: 278 84. The product can be perceived as having three distinct levels. The first of these is called the actual product. 430 Answer: (Fal se) Difficulty: (1) Page: 278, 279, Figure 8 -1 85. The augmented product includes such variables as packaging, the brand name, and the quality level of the product. Answer: (False) Difficulty: (2) Page: 282, Figure 8 -1 86. A key component of the augmented product is the warranty. Answer: (True) Difficulty: (2) Page: 282, Figure 8 -1 87. The convenience product is a consumer product that the customer usually buys frequently, immediately, and with a minimum of comparison and buy ing effort. Answer: (True) Difficulty: (1) Page: 282 88. A good illustration of a specialty product is a magazine or a newspaper. Answer: (False) Difficulty: (2) Page: 282, 283, Table 8 -1 89. If a marketer were attempting to sell life insur ance, the type of consumer product category that it would most likely fall into would be an unsought product. Answer: (True) Difficulty: (2) Page: 283, Table 8 -1 90. Red Cross blood donations are considered to be specialty products and, theref ore, have a specialty offer to the consumer. Answer: (False) Difficulty: (2) Page: 282, 283, Table 8 -1 91. The distinction between a consumer product and an industrial product is based on the purpose for which the product is bought. Answer: (True) Difficulty: (1) Page: 283 92. Capital items are industrial products that aid in the buyer‘s production or operations. Answer: (True) Difficulty: (1) Page: 284 93. The Ad Council‘s ―Say No to Drugs‖ is a good example of corporate i mage advertising. 431 Answer: (False) Difficulty: (1) Page: 285 94. Recently, marketers have shifted from TQM (total quality management) approaches to ROQ (return on quality) programs. Answer: (True) Difficulty: (2) Page: 287 95. Unlike design, style is more than skin deep. Answer: (False) Difficulty: (3) Page: 288 96. There is a move away from branding because of the high cost of maintaining branding reputation and image today. Answer: (False) Difficulty: (2) Page : 289 97. A powerful brand (to be powerful and stay powerful) must have brand equity. Answer: (True) Difficulty: (1) Page: 289, 290 98. A good brand name should suggest something about the product‘s cost and price. Answer: (False) Difficulty: (2) Page: 290, 291 99. Because of poor image and quality, store brands are no real threat to manufacturer‘s brands as evidenced by recent sales reports. Answer: (False) Difficulty: (2) Page: 291, 292 100. If Dannon Yogurt produces an econ omy-sized yogurt, this would be an example of a line extension. Answer: (True) Difficulty: (1) Page: 296 101. The packaging concept states what the package should be or do for the product. Answer: (True) Difficulty: (1) Page: 300 102. A product line is each individual product made by the company as it attempts to meet the needs of the marketplace. Answer: (False) Difficulty: (1) Page: 303 432 103. Product line stretching occurs when a company tries to milk all the promotional dollars possible out of the company‘s promotional budget. Answer: (False) Difficulty: (2) Page: 303 104. Product mix width refers to the number of different product lines the company carries. Answer: (True) Difficulty: (2) Page: 30 5 105. Product line depth refers to how closely related the various product lines are to one another. Answer: (False) Difficulty: (2) Page: 305 106. Service intangibility means that a service cannot be stored for later sale or use. Answer: (False) Difficulty: (2) Page: 306 107. Service inseparability means that services cannot be separated from their providers. Answer: (True) Difficulty: (1) Page: 306, 307 108. Because the customer is present as the service is produced, provide r-customer interaction is a special feature of services marketing. Answer: (True) Difficulty: (1) Page: 307 109. Internal marketing means that perceived service quality depends heavily on the quality of the buyer-seller interaction du ring the service encounter. Answer: (False) Difficulty: (2) Page: 309 Question 1 (0.67 points) Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 0.0% b. true 433 Score: Question 2 0 / 0.67 (Question not answered. ) (0.67 points) Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 3 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Quaker produces a variety of cereals. This variety is called its product line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 4 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) A ________ consists of all the product lines and items that a particular seller offers for sale. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. consumer mix 0.0% d. packaging mix 0.0% Question 5 b. brand line 0.0% Score: a. product mix e. line extension 0 / 0.67 (Question not answered. ) (0.67 points) A company can increase its business in four ways. Which is NOT one of these ways? 434 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. It can add more versions of each product and thus deepen its product mix. 100.0% d. It can discontinue some of its lines. 0.0% Question 6 b. It can lengthen its existing product lines. 0.0% Score: a. It can add new product lines, thus widening its product mix. e. It can increase the consistency of its product mix. 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following does NOT belong to the materials and parts group of industrial products? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. farm products such as wheat 0.0% b. natural 435 products such as iron ore 100.0% c. repair and maintenance items 0.0% 0.0% Score: Question 7 d. petroleum e. lumber 0 / 0.67 (Question not answered. ) (0.67 points) Retailers and wholesalers who have created their own brands -such as Wal-Mart's Sam's Choice beverages and food products -are participating in co-branding. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 8 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is/are examples of product mix depth? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. hamburger and cheeseburger 0.0% b. hamburger and ice cream 0.0% c. Coke and Diet Coke 100.0% d. hamburger and cheeseburger and Coke and Diet Coke 0.0% e. all of these 436 Score: Question 9 0 / 0.67 (Question not answered. ) (0.67 points) Customers come to know a brand through a wide range of contacts and touch points, including word of mouth, personal interactions with company employees, telephone interactions, and company Web pages. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 10 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) A company's product mix has four important dimensions: width, length, depth, and consistency. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 11 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. internal marketing b. line filling 0.0% 0.0% Question 12 d. social marketing 0.0% Score: c. product mixing e. line mixing 0 / 0.67 (Question not answered. ) (0.67 points) 437 Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. augmented 0.0% b. specialty 0.0% c. convenience 100.0% 0.0% Score: Question 13 d. shopping e. unsought 0 / 0.67 (Question not answered. ) (0.67 points) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Materials 0.0% b. Parts 100.0% c. Capital items 0.0% 0.0% Score: Question 14 d. Specialty items e. Supplies 0 / 0.67 (Question not answered. ) (0.67 points) A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. design 100.0% b. style 0.0% c. experience 0.0% d. serviceprofit chain 438 0.0% Score: Question 15 e. augmented product 0 / 0.67 (Question not answered.) (0.67 points) Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 2 / Unlimited Started: October 14, 2010 5:07am Finished: October 14, 2010 Time spent: 0 min. 5:07am 4 sec. Question 1 Out of: 10.05 (0.67 points) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. Service inseparability 0.0% b. Service variability 100.0% c. Service intangibility 439 0.0% 0.0% Score: Question 2 d. Service perishability e. Service heterogeneity 0 / 0.67 (Question not answered. ) (0.67 points) All of the following are methods for developing a differentiated service delivery EXCEPT which one? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. having more reliable customercontact people 100.0% d. developing symbols and branding 0.0% Question 3 b. developing a superior environment in which the service is offered 0.0% Score: a. having more capable customercontact people e. designing a superior delivery process 0 / 0.67 (Question not answered. ) (0.67 points) ________ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. 440 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Corporate image advertising 0.0% b. Organization marketing 100.0% 0.0% Question 4 d. Social marketing 0.0% Score: c. Person marketing e. Intermarket marketing 0 / 0.67 (Question not answered. ) (0.67 points) Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service intangibility 0.0% b. service inseparability 0.0% c. service perishability 100.0% d. service heterogeneity 0.0% Score: Question 5 e. service variability 0 / 0.67 (Question not answer ed.) (0.67 points) ________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. Student response: Percent Correct Student Answer Choices Value Response Response 441 0.0% 100.0% c. Social marketing 0.0% d. Interactive marketing 0.0% Question 6 b. Place marketing 0.0% Score: a. Idea marketing e. Organization marketing 0 / 0.67 (Question not answered. ) (0.67 points) ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Product quality 0.0% b. Brand equity 100.0% 0.0% Question 7 d. Specialty product marketing 0.0% Score: c. Total quality management e. Positioning 0 / 0.67 (Question not answered. ) (0.67 points) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. A line extension 442 0.0% 0.0% d. Service variability 0.0% Question 8 c. Interactive marketing 0.0% Score: b. A product mix e. Service intangibility 0 / 0.67 (Question not answered. ) (0.67 points) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. manufacturers' brand 100.0% b. multibrands 0.0% 0.0% Question 9 d. licensed brand 0.0% Score: c. private brand e. co-branding 0 / 0.67 (Question not answered. ) (0.67 points) In a service business, the customer and front -line service employee interact to create the service. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 10 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Many companies now use a combination of phone, e -mail, fax, Internet, and other technologies to provide ________. Student response: Percent Correct Student Answer Choices Value Response Response 443 0.0% a. labeling information 0.0% b. brand equity 100.0% c. support services 0.0% 0.0% Score: Question 11 d. packaging advantages e. product mixes 0 / 0.67 (Question not answered. ) (0.67 points) The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% 0.0% c. service inseparability 100.0% d. strong beliefs and values 0.0% Question 12 b. good packaging 0.0% Score: a. desirable benefit e. customer image 0 / 0.67 (Question not answered. ) (0.67 points) ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Specialty products 0.0% b. Line extensions 444 100.0% 0.0% Question 13 d. Shopping products 0.0% Score: c. Unsought products e. Convenience products 0 / 0.67 (Question not answered. ) (0.67 points) Which strategy involves weeding out weaker brands and focusing marketing dollars on ly on brands that can achieve the number -one or number-two market share positions in their categories? Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. megabrand 0.0% 0.0% d. unsought product 0.0% Question 14 c. social marketing 0.0% Score: b. service inseparability e. undifferentiated 0 / 0.67 (Question not answered. ) (0.67 points) The impossibility of a barber storing haircuts for later sale is an example of which of the following? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service intangibility 0.0% b. service inseparability 0.0% c. service variability 100.0% 0.0% d. service perishability e. providercustomer 445 interaction Score: Question 15 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. brand differentiation 0.0% b. brand knowledge 100.0% c. brand valuation 0.0% d. brand esteem 0.0% e. brand relevance Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 3 / Unlimited Started: October 14, 2010 5:07am Finished: October 14, 2010 Time spent: 0 min. 5:07am 5 sec. Question 1 Out of: 10.05 (0.67 points) Service productivity can be managed by increasing the quantity of service and giving up some quality. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) 446 Question 2 (0.67 points) A company might stretch its product line upward to add prestige to its current products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 3 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following capital items is NOT considered accessory equipment? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. lift trucks 0.0% d. desks 0.0% Question 4 b. hand tools 0.0% Score: a. buildings e. chairs 0 / 0.67 (Question not answered. ) (0.67 points) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the nu mber-one or number-two market share positions in their categories? Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. megabrand 0.0% 0.0% d. unsought product 0.0% Question 5 c. social marketing 0.0% Score: b. service inseparability e. undifferentiated 0 / 0.67 (Question not answered. ) (0.67 points) 447 A company has four choices when it comes to developing brands. Which is NOT one of those choices? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 0.0% b. brand extension 0.0% c. multibrands 100.0% 0.0% Score: Question 6 d. width and depth extension e. new brands 0 / 0.67 (Question not answered. ) (0.67 points) ________ involves designing and producing the container or wrapper for a product. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. Packaging 0.0% 0.0% d. Branding 0.0% Question 7 c. Service 0.0% Score: b. Product line e. Labeling 0 / 0.67 (Question not answered. ) (0.67 points) A ________ consists of all the product lines and items that a particular seller offers for sale. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. product mix 0.0% b. brand line 0.0% c. consumer mix 0.0% d. packaging mix 448 0.0% Score: Question 8 e. line extension 0 / 0.67 (Question not answered. ) (0.67 points) Through ________, the service firm trains and motivates its customercontact employees and supporting service people to work as a team to provide customer satisfaction. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service inseparability 0.0% b. service intangibility 0.0% c. service variability 100.0% 0.0% Score: Question 9 d. internal marketing e. external marketing 0 / 0.67 (Question not answered. ) (0.67 points) In a service business, the customer and front -line service employee interact to create the service. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 10 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has high brand ________. Student response: Percent Correct Student Answer Choices Value Response Response 449 0.0% 100.0% a. extension b. equity 0.0% 0.0% Question 11 d. service 0.0% Score: c. licensing e. evidence 0 / 0.67 (Question not answered. ) (0.67 points) Because service quality depends on the quality of buyer -seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. internal marketing 0.0% b. external marketing 100.0% c. interactive marketing 0.0% 0.0% Score: Question 12 d. service differentiation e. service productivity 0 / 0.67 (Question not answered. ) (0.67 points) A company can increase its business in four ways. Which is NOT one of these ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. It can add new product lines, thus widening its product mix. 0.0% b. It can lengthen its 450 existing product lines. 0.0% 100.0% Question 13 d. It can discontinue some of its lines. 0.0% Score: c. It can add more versions of each product and thus deepen its product mix. e. It can increase the consistency of its product mix. 0 / 0.67 (Question not answered. ) (0.67 points) In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. brand extension 0.0% b. brand equity 100.0% c. co-branding 0.0% 0.0% Score: Question 14 d. internal marketing e. line extension 0 / 0.67 (Question not answered. ) (0.67 points) At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the 451 brand. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 0.0% b. social marketing 100.0% c. label 0.0% 0.0% Score: Question 15 d. specialty product e. package 0 / 0.67 (Question not answered. ) (0.67 points) Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. length 0.0% b. height 100.0% c. width 0.0% d. perimeter 0.0% e. depth Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 4 / Unlimited Out of: 10.05 Started: October 14, 2010 5:08am Finished: October 14, 2010 Time spent: 0 min. 5:08am 5 sec. 452 Question 1 (0.67 points) Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. actual product 0.0% b. augmented product 100.0% c. core customer value 0.0% 0.0% Score: Question 2 d. co-branding e. exchange 0 / 0.67 (Question not answered. ) (0.67 points) In recent years, product safety and environmental responsibi lity have become major ________ concerns. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. branding 100.0% b. packaging 0.0% 0.0% Question 3 d. service 0.0% Score: c. product mix e. product line 0 / 0.67 (Question not answered. ) (0.67 points) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture -taking problems. This offering is called an augmented product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true 453 Score: Question 4 0 / 0.67 (Question not answered. ) (0.67 points) What are the two dimensions of product quality? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. conformance and style 0.0% d. design and innovation 0.0% Question 5 b. level and consistency 0.0% Score: a. performance and resistance e. features and design 0 / 0.67 (Question not answered.) (0.67 points) Style is a larger concept than design. Design describes the appearance of a product. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 6 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Product quality 0.0% b. Brand equity 100.0% c. Total 454 quality management 0.0% 0.0% Score: Question 7 d. Specialty product marketing e. Positioning 0 / 0.67 (Question not answered. ) (0.67 points) A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. design 100.0% b. style 0.0% 0.0% Question 8 d. serviceprofit chain 0.0% Score: c. experience e. augmented product 0 / 0.67 (Question not answered. ) (0.67 points) The total financial value of a brand is estimated through t he process of brand ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. differentiation 100.0% 0.0% d. positioning 0.0% Question 9 c. extensions 0.0% Score: b. valuation e. equity 0 / 0.67 (Question not answered. ) (0.67 points) Co-branding is a form of product sponsorship that consists of 455 activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 10 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Because service quality depends on the quality of buyer -seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. internal marketing 0.0% b. external marketing 100.0% c. interactive marketing 0.0% 0.0% Score: Question 11 d. service differentiation e. service productivity 0 / 0.67 (Question not answered. ) (0.67 points) Service productivity can be managed by increasing the quantity of service and giving up some quality. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 12 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) 456 A company can stretch its product either upward or downward, but not both directions. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 13 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered.) (0.67 points) ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. Specialty products 0.0% d. Industrial products 0.0% Question 14 b. Unsought products 100.0% Score: a. Shopping products e. Line extensions 0 / 0.67 (Question not answered. ) (0.67 points) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Materials 0.0% b. Parts 100.0% 0.0% c. Capital items d. Specialty items 457 0.0% Score: Question 15 e. Supplies 0 / 0.67 (Question not answered. ) (0.67 points) The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. desirable benefit 0.0% b. good packaging 0.0% c. service inseparability 100.0% d. strong beliefs and values 0.0% e. customer image Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 5 / Unlimited Started: October 14, 2010 5:08am Finished: October 14, 2010 Time spent: 0 min. 5:08am 16 sec. Question 1 Out of: 10.05 (0.67 points) In assessing which new features to add to a prod uct, a company must weigh each feature's ________ to customers versus its ________ to the company. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. cost; line extension 458 0.0% 100.0% b. cost; service c. value; cost 0.0% 0.0% Score: Question 2 d. service; line extension e. equity; cost 0 / 0.67 (Question not answered. ) (0.67 points) In a service business, the customer and front -line service employee interact to create the service. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 3 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Gina's Nail Salon is serious about pleasing its customers. Employ ees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on _____ ___. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. differentiating its offer 100.0% b. good service recovery 0.0% 0.0% Question 4 d. image marketing 0.0% Score: c. internal marketing e. productivity 0 / 0.67 (Question not answered. ) (0.67 points) 459 The ________ requires sellers to provide detailed nutritional information on food products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. Labeling Act of 1970 0.0% d. Packaging Act of 1970 0.0% Question 5 b. Nutritional Labeling and Educational Act of 1990 0.0% Score: a. Fair Packaging and Labeling Act of 1966 e. Federal Trade Commission Act of 1914 0 / 0.67 (Question not answere d.) (0.67 points) Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color -treated hair. This is an example of ___ _____. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. line filling 0.0% b. social marketing 0.0% c. a shopping product 0.0% d. an unsought product 0.0% e. people marketing 460 Score: Question 6 0 / 0.67 (Question not answered. ) (0.67 points) While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. brand experience 0.0% d. product mix 0.0% Question 7 b. line extensions 100.0% Score: a. marketing experience e. word-ofmouth elements 0 / 0.67 (Question not answered. ) (0.67 points) A company might stretch its product line upward to add prestige to its current products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Packaging b. Product quality 461 0.0% 0.0% Question 9 d. Specialty marketing 0.0% Score: c. Total quality management e. Positioning 0 / 0.67 (Question not answered.) (0.67 points) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number -one or number-two market share positions in their categories? Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. megabrand 0.0% 0.0% d. unsought product 0.0% Question 10 c. social marketing 0.0% Score: b. service inseparability e. undifferentiated 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following does NOT belong to the materials and parts group of industrial products? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. farm products such as wheat 0.0% b. natural products such as iron ore 100.0% c. repair and maintenance items 462 0.0% 0.0% Score: Question 11 d. petroleum e. lumber 0 / 0.67 (Question not answered. ) (0.67 points) Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 12 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. internal marketing b. line filling 0.0% 0.0% Question 13 d. social marketing 0.0% Score: c. product mixing e. line mixing 0 / 0.67 (Question not answered. ) (0.67 points) When a company lengthens its product line beyond its current range, it is ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product line filling 100.0% b. product line 463 stretching 0.0% 0.0% Question 14 d. increasing product depth 0.0% Score: c. product mixing e. building brand equity 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company's specifi c products and facilities? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. brands 0.0% 0.0% d. unsought products 0.0% Question 15 c. specialty products 0.0% Score: b. convenience products e. staples 0 / 0.67 (Question not answered. ) (0.67 points) Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% 464 View Results Chapter 7 Quiz User ID: sli7 Attempt: 6 / Unlimited Started: October 14, 2010 5:08am Finished: October 14, 2010 Time spent: 0 min. 5:09am 5 sec. Question 1 Out of: 10.05 (0.67 points) Product mix ________ refers to the number of diff erent product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. length 0.0% b. height 100.0% c. width 0.0% 0.0% Score: Question 2 d. perimeter e. depth 0 / 0.67 (Question not answered. ) (0.67 points) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. internal marketing b. line filling 0.0% c. product mixing 0.0% d. social marketing 0.0% e. line mixing 465 Score: Question 3 0 / 0.67 (Question not answered. ) (0.67 points) Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 4 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% 0.0% c. service inseparability 100.0% d. strong beliefs and values 0.0% Question 5 b. good packaging 0.0% Score: a. desirable benefit e. customer image 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is a potential drawback of multibranding? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Consumers may become confused about the image of the main brand. 0.0% b. An 466 overextended brand name might lose its specific meaning for consumers. 0.0% 100.0% Question 6 d. The company's resources may be spread over too many brands. 0.0% Score: c. Different product features can appeal to consumers with different buying motives. e. The company can occupy more retail shelf space. 0 / 0.67 (Question not answered. ) (0.67 points) ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior t o improve their well -being and that of society. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Unsought product marketing 0.0% b. Internal marketing 100.0% c. Social marketing 467 0.0% 0.0% Score: Question 7 d. Person marketing e. Interactive marketing 0 / 0.67 (Question not answered. ) (0.67 points) Successful service companies focus their attention on both their customers and their employees. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ are consumer products and services with unique characteristics or brand identification for wh ich a significant group of buyers is willing to make a special purchase effort. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. Specialty products 0.0% d. Industrial products 0.0% Question 9 b. Unsought products 100.0% Score: a. Shopping products e. Line extensions 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measur e brand strength? 468 Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. brand differentiation 0.0% b. brand knowledge 100.0% c. brand valuation 0.0% 0.0% Score: Question 10 d. brand esteem e. brand relevance 0 / 0.67 (Question not answered. ) (0.67 points) ________ has been affected by the need to include unit pricing, open dating, and nutritional information. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Branding 0.0% b. Packaging 100.0% c. Labeling 0.0% 0.0% Score: Question 11 d. Product line filling e. Product mixing 0 / 0.67 (Question not answered. ) (0.67 points) When a company introduces a new brand name in the sam e product category, it is called line extension. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 12 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Retailers and wholesalers who have created their own brands -such as Wal-Mart's Sam's Choice beverages and food products -are participating in co-branding. 469 Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 13 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. line filling 0.0% 0.0% d. an unsought product 0.0% Question 14 c. a shopping product 0.0% Score: b. social marketing e. people marketing 0 / 0.67 (Question not answered. ) (0.67 points) ________ involves designing and producing the container or wrapper for a product. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. Packaging 0.0% 0.0% d. Branding 0.0% Question 15 c. Service 0.0% Score: b. Product line e. Labeling 0 / 0.67 (Question not answered. ) (0.67 points) 470 Quaker produces a variety of cereals. This va riety is called its product line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 7 / Unlimited Started: October 14, 2010 5:09am Finished: October 14, 2010 Time spent: 0 min. 5:09am 7 sec. Question 1 Out of: 10.05 (0.67 points) The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires." Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. social 0.0% 0.0% d. product line 0.0% Question 2 c. service 0.0% Score: b. brand equity e. place 0 / 0.67 (Question not answered. ) (0.67 points) Many companies now use a combination of phone, e -mail, fax, Internet, and other technologies to provide ________. Student response: Percent Correct Student Answer Choices 471 Value Response Response 0.0% a. labeling information 0.0% b. brand equity 100.0% c. support services 0.0% 0.0% Score: Question 3 d. packaging advantages e. product mixes 0 / 0.67 (Question not answered. ) (0.67 points) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture -taking problems. This offering is called an augmented product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 4 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. length 0.0% b. height 100.0% c. width 0.0% 0.0% Score: Question 5 d. perimeter e. depth 0 / 0.67 (Question not answered. ) (0.67 points) A company has four choices when it comes to developing brands. Which 472 is NOT one of those choices? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 0.0% b. brand extension 0.0% c. multibrands 100.0% 0.0% Score: Question 6 d. width and depth extension e. new brands 0 / 0.67 (Question not answered. ) (0.67 points) Chicken of the Sea br and tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has high brand ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. extension b. equity 0.0% 0.0% Question 7 d. service 0.0% Score: c. licensing e. evidence 0 / 0.67 (Question not answered. ) (0.67 points) Retailers and wholesalers who have created their own brands -such as Wal-Mart's Sam's Choice beverages and food products -are participating in co-branding. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) 473 Question 8 (0.67 points) A company can stretch its product either upward or downward, but not both directions. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 9 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered.) (0.67 points) Developing a product involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. private brands b. product attributes 0.0% 0.0% Question 10 d. product mixes 0.0% Score: c. consumer products e. marketing tools 0 / 0.67 (Question not answered. ) (0.67 points) Because service quality depends on the quality of buyer -seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. internal marketing 0.0% b. external marketing 474 100.0% c. interactive marketing 0.0% 0.0% Score: Question 11 d. service differentiation e. service productivity 0 / 0.67 (Question not ans wered.) (0.67 points) Branding can add consumer value to a product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 12 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Services 100.0% b. Consumer products 0.0% 0.0% Question 13 d. Industrial products 0.0% Score: c. Line extensions e. Straight extensions 0 / 0.67 (Question not answered. ) (0.67 points) Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics? 475 Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service intangibility 0.0% b. service inseparability 0.0% c. service perishability 100.0% d. service heterogeneity 0.0% Score: Question 14 e. service variability 0 / 0.67 (Question not answered. ) (0.67 points) A company's product mix has four important dimensions: width, length, depth, and consistency. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 15 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is an advantage offered by co -branding? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Manufacturers do not have to invest in creating their own brand names. 0.0% b. Retailers have exclusive products that cannot be 476 purchased from competitors. 100.0% c. A company can expand its existing brand into a category it otherwise might have difficulty entering alone. 0.0% d. Advertising, sales, promotion, and marketing must be carefully coordinated. 0.0% e. Brand equity is stabilized. Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 8 / Unlimited Started: October 14, 2010 5:09am Finished: October 14, 2010 Time spent: 0 min. 5:09am 3 sec. Question 1 Out of: 10.05 (0.67 points) ________ has been affected by the need to include unit pricing, open dating, and nutritional information. 477 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Branding 0.0% b. Packaging 100.0% c. Labeling 0.0% 0.0% Score: Question 2 d. Product line filling e. Product mixing 0 / 0.67 (Question not answered. ) (0.67 points) The service-profit chain is the set of all product lines and items that a particular seller offers for sale. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 3 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ occurs when two established brand names of different companies are used on the same product. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. A brand extension 0.0% b. Brand equity 100.0% c. Co-branding 0.0% 0.0% Score: Question 4 d. Internal marketing e. Cannibalization 0 / 0.67 (Question not answered. ) (0.67 points) A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and 478 its performance. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product line 0.0% b. product experience 100.0% c. brand 0.0% 0.0% Score: Question 5 d. service e. product attribute 0 / 0.67 (Question not answered. ) (0.67 points) Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she get s the most for her money. This product is a(n) ________ product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. augmented 0.0% b. specialty 0.0% c. convenience 100.0% 0.0% Score: Question 6 d. shopping e. unsought 0 / 0.67 (Question not answered. ) (0.67 points) Quaker produces a variety of cereals. This variety is called its product line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 7 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Most manufactured materials and parts are sold directly to ________. 479 Price and service are the major marketing factors; branding and advertising tend to b e less important. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. government buyers 0.0% d. co-branders 0.0% Question 8 b. industrial users 0.0% Score: a. consumers e. wholesalers 0 / 0.67 (Question not answered. ) (0.67 points) A company might stretch its product line upward to add prestige to its current products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 9 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the brand. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 0.0% b. social marketing 100.0% c. label 0.0% d. specialty product 0.0% e. package 480 Score: Question 10 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is a potential drawback of multibranding? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. Different product features can appeal to consumers with different buying motives. 100.0% d. The company's resources may be spread over too many brands. 0.0% Question 11 b. An overextended brand name might lose its specific meaning for consumers. 0.0% Score: a. Consumers may become confused about the image of the main brand. e. The company can occupy more retail shelf space. 0 / 0.67 (Question not answered. ) (0.67 points) 481 A company's market offering usually includes some support services. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 12 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) A company has four choices when it comes to developing brands. Which is NOT one of those choices? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 0.0% b. brand extension 0.0% c. multibrands 100.0% 0.0% Score: Question 13 d. width and depth extension e. new brands 0 / 0.67 (Question not answered. ) (0.67 points) A service is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 14 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) General Electric's campaign stating, "We bring good things to life" is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 482 0.0% a. personal marketing 100.0% b. corporate image marketing 0.0% 0.0% Question 15 d. product line 0.0% Score: c. product quality e. social marketing 0 / 0.67 (Question not answered. ) (0.67 points) All of the follow ing are a manufacturer's sponsorship options for a product EXCEPT ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. manufacturers' brand 100.0% b. multibrands 0.0% c. private brand 0.0% d. licensed brand 0.0% e. co-branding Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 9 / Unlimited Started: October 14, 2010 5:09am Finished: October 14, 2010 Time spent: 0 min. 5:09am 4 sec. Question 1 Out of: 10.05 (0.67 points) 483 A key element in a company's relationship with co nsumers, a ________ represents consumers' perceptions and feelings about a product and its performance. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product line 0.0% b. product experience 100.0% c. brand 0.0% 0.0% Score: Question 2 d. service e. product attribute 0 / 0.67 (Question not answered. ) (0.67 points) Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an ex pert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. attributes 0.0% b. benefits 0.0% c. variation 0.0% d. selection 100.0% Score: Question 3 e. beliefs and values 0 / 0.67 (Question not answered. ) (0.67 points) Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 0.0% b. true 484 Score: Question 4 0 / 0.67 (Question not answered. ) (0.67 points) Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. actual product 0.0% b. augmented product 100.0% c. core customer value 0.0% 0.0% Score: Question 5 d. co-branding e. exchange 0 / 0.67 (Question not answered. ) (0.67 points) Mabel Lu is planning to buy a new washing machine . She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. augmented 0.0% b. specialty 0.0% c. convenience 100.0% 0.0% Score: Question 6 d. shopping e. unsought 0 / 0.67 (Question not answered. ) (0.67 points) ________ means that services cannot be separated from their providers, whether the providers are people or machines. Student response: Percent Correct Student Value Response Response 0.0% Answer Choices a. Service 485 intangibility 100.0% b. Service inseparability 0.0% 0.0% Question 7 d. Service perishability 0.0% Score: c. Service variability e. Service heterogeneity 0 / 0.67 (Question not answered. ) (0.67 points) A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. social marketing b. brand equity 0.0% 0.0% Question 8 d. line filling 0.0% Score: c. specialty products e. product length 0 / 0.67 (Question not answere d.) (0.67 points) ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Specialty products 0.0% b. Line extensions 486 100.0% 0.0% Question 9 d. Shopping products 0.0% Score: c. Unsought products e. Convenience products 0 / 0.67 (Question not answered. ) (0.67 points) An alternative to product line stretching is ________, adding more items within the present range of the line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. product line filling 0.0% d. co-branding 0.0% Question 10 b. interactive marketing 100.0% Score: a. product mixing e. service marketing 0 / 0.67 (Question not answered. ) (0.67 points) One aspect of managing servic e differentiation is the company's service delivery. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 11 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following does NOT belong to the materials and parts group of industrial products? Student response: Percent Correct Student Answer Choices 487 Value Response Response 0.0% a. farm products such as wheat 0.0% b. natural products such as iron ore 100.0% c. repair and maintenance items 0.0% 0.0% Score: Question 12 d. petroleum e. lumber 0 / 0.67 (Question not answered. ) (0.67 points) A brand name should translate easily into foreign languages. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 13 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Materials 0.0% b. Parts 100.0% c. Capital items 0.0% 0.0% Score: d. Specialty items e. Supplies 0 / 0.67 (Question not answered. ) 488 Question 14 (0.67 points) In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. cost; line extension 0.0% b. cost; service 100.0% c. value; cost 0.0% 0.0% Score: Question 15 d. service; line extension e. equity; cost 0 / 0.67 (Question not answered. ) (0.67 points) When a company introduces a new brand name in the same product category, it is called line extension. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 0.0% b. true Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 10 / Unlimited Out of: 10.05 Started: October 14, 2010 5:10am Finished: October 14, 2010 5:10am Time spent: 0 min. 5 sec. 489 Question 1 (0.67 points) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. manufacturers' brand 100.0% b. multibrands 0.0% 0.0% Question 2 d. licensed brand 0.0% Score: c. private brand e. co-branding 0 / 0.67 (Question not answered. ) (0.67 points) Product support services identify the product or brand, describe several things about the pr oduct, and promote the product through attractive graphics. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 3 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) The total financial value of a brand is estimated through the process of brand ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. differentiation 100.0% 0.0% d. positioning 0.0% Question 4 c. extensions 0.0% Score: b. valuation e. equity 0 / 0.67 (Question not answered. ) (0.67 points) 490 Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 5 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Successful service companies focus their attention on both t heir customers and their employees. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 6 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 7 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingre dients, or package sizes. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% a. A line extension b. A product mix 491 0.0% 0.0% Question 8 d. Service variability 0.0% Score: c. Interactive marketing e. Service intangibility 0 / 0.67 (Question not answered. ) (0.67 points) Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has high brand ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. extension b. equity 0.0% 0.0% Question 9 d. service 0.0% Score: c. licensing e. evidence 0 / 0.67 (Question not answered. ) (0.67 points) ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Person marketing b. Organization marketing 0.0% c. Internal marketing 0.0% d. Service variability 0.0% e. Intelligence marketing 492 Score: Question 10 0 / 0.67 (Question not answered. ) (0.67 points) Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. market offering 0.0% 0.0% d. co-branding 0.0% Question 11 c. brand extension 0.0% Score: b. brand equity e. core customer value 0 / 0.67 (Question not answered. ) (0.67 points) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number -one or number-two market share positions in their categories? Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. megabrand 0.0% 0.0% d. unsought product 0.0% Question 12 c. social marketing 0.0% Score: b. service inseparability e. undifferentiated 0 / 0.67 (Question not answered. ) (0.67 points) What are the two dimensions of product quality? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. performance 493 and resistance 100.0% 0.0% d. design and innovation 0.0% Question 13 c. conformance and style 0.0% Score: b. level and consistency e. features and design 0 / 0.67 (Question not answered. ) (0.67 points) Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 14 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Costco's Kirkland products are an example of a(n) ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. organizational brand 0.0% b. support brand 100.0% c. private brand 0.0% 0.0% Score: Question 15 d. sponsorship brand e. manufacturer's brand 0 / 0.67 (Question not answered. ) (0.67 points) ________ is one of the marketer's major pos itioning tools because it 494 has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Packaging 100.0% b. Product quality 0.0% c. Total quality management 0.0% d. Specialty marketing 0.0% e. Positioning Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 11 / Unlimited Out of: 10.05 Started: October 14, 2010 5:10am Finished: October 14, 2010 5:10am Time spent: 0 min. 4 sec. Question 1 (0.67 points) Which of the following capital items is NOT cons idered accessory equipment? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. buildings 0.0% b. hand tools 0.0% c. lift trucks 0.0% d. desks 0.0% e. chairs 495 Score: Question 2 0 / 0.67 (Question not answ ered.) (0.67 points) A company might stretch its product line upward to add prestige to its current products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 3 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. Social marketing 0.0% d. Interactive marketing 0.0% Question 4 b. Place marketing 0.0% Score: a. Idea marketing e. Organization marketing 0 / 0.67 (Question not answered. ) (0.67 points) To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. feedback b. experiences 0.0% c. brands 0.0% d. product 496 lines 0.0% Score: Question 5 e. events 0 / 0.67 (Question not answered. ) (0.67 points) ________ consists of activities undertaken to create, maintain, or change the attitudes and beha vior of target consumers toward an organization. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Person marketing b. Organization marketing 0.0% 0.0% Question 6 d. Service variability 0.0% Score: c. Internal marketing e. Intelligence marketing 0 / 0.67 (Question not answered. ) (0.67 points) Through ________, the service firm trains and motivates its customer contact employees and supporting service people to work as a team to provide customer satisfaction. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service inseparability 0.0% b. service intangibility 0.0% c. service variability 100.0% d. internal marketing 0.0% e. external marketing 497 Score: Question 7 0 / 0.67 (Question not answered. ) (0.67 points) Branding can add consumer value to a product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) An alternative to product line stretching is ________, adding more items within the present range of the line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. product line filling 0.0% d. co-branding 0.0% Question 9 b. interactive marketing 100.0% Score: a. product mixing e. service marketing 0 / 0.67 (Question not answered. ) (0.67 points) A company can increase its business in four ways. Which is NOT one of these ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. It can add new product lines, thus widening its product mix. 0.0% b. It can 498 lengthen its existing product lines. 0.0% 100.0% Question 10 d. It can discontinue some of its lines. 0.0% Score: c. It can add more versions of each product and thus deepen its product mix. e. It can increase the consistency of its product mix. 0 / 0.67 (Question not answered. ) (0.67 points) Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has high brand ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. extension b. equity 0.0% 0.0% Question 11 d. service 0.0% Score: c. licensing e. evidence 0 / 0.67 (Question not answered. ) (0.67 points) In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company. 499 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. cost; line extension 0.0% b. cost; service 100.0% c. value; cost 0.0% 0.0% Score: Question 12 d. service; line extension e. equity; cost 0 / 0.67 (Question not answered. ) (0.67 points) At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the brand. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 0.0% b. social marketing 100.0% c. label 0.0% 0.0% Score: Question 13 d. specialty product e. package 0 / 0.67 (Question not answered. ) (0.67 points) A company's product mix has four important dimensions: width, length, depth, and consistency. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) 500 Question 14 (0.67 points) Cannibalization and customer confusion about product differentiation are two potential results if line filling is ove rdone. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 15 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color -treated hair. This is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. line filling 0.0% b. social marketing 0.0% c. a shopping product 0.0% d. an unsought product 0.0% e. people marketing Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 12 / Unlimited Out of: 10.05 Started: October 14, 2010 5:10am Finished: October 14, 2010 5:10am Time spent: 0 min. 4 sec. 501 Question 1 (0.67 points) ________ occurs when a company introduces additi onal items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. A line extension 0.0% 0.0% d. Service variability 0.0% Question 2 c. Interactive marketing 0.0% Score: b. A product mix e. Service intangibility 0 / 0.67 (Question not answered. ) (0.67 points) ________ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Corporate image advertising 0.0% b. Organization marketing 100.0% 0.0% Question 3 d. Social marketing 0.0% Score: c. Person marketing e. Intermarket marketing 0 / 0.67 (Question not answered. ) (0.67 points) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; i t is 502 therefore closely linked to customer value and satisfaction. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Packaging b. Product quality 0.0% 0.0% Question 4 d. Specialty marketing 0.0% Score: c. Total quality management e. Positioning 0 / 0.67 (Question not answered. ) (0.67 points) ________ are those products purchased for further processing or for use in conducting a business. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Unsought products 0.0% b. Specialty products 0.0% c. Shopping products 100.0% 0.0% Score: Question 5 d. Industrial products e. Accessories 0 / 0.67 (Question not answered. ) (0.67 points) In recent years, product safety and environmental responsibility have become major ________ concerns. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. branding 100.0% b. packaging 503 0.0% 0.0% Question 6 d. service 0.0% Score: c. product mix e. product line 0 / 0.67 (Question not answered. ) (0.67 points) Style is a larger concept than design. Design describes the appearance of a product. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 7 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) When a company introduces a new brand name in the same product category, it is called line extension. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 8 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Berkowitz Piano Company can expand its product line in o ne of two common ways. Which of the following is one of those ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. internal marketing b. line filling 0.0% c. product mixing 0.0% d. social marketing 0.0% e. line mixing 504 Score: Question 9 0 / 0.67 (Question not answered. ) (0.67 points) You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto -Bismol. This product is a(n) ________ product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. unsought b. convenience 0.0% 0.0% Question 10 d. shopping 0.0% Score: c. augmented e. specialty 0 / 0.67 (Question not answered. ) (0.67 points) Successful service companies focus their attention on both their customers and their employees. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 11 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable service-which even allows customers to hand-select their own cuts of meat-________ is/are are evident. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. only an actual product 0.0% b. only an augmented product 0.0% c. only a core benefit 505 0.0% 100.0% Score: Question 12 d. both a core benefit and an actual product e. a core benefit, an actual product, and an augmented product 0 / 0.67 (Question not answered. ) (0.67 points) To differentiate themselves, many companies go beyond offering products and services; they are also developing and deliveri ng customer ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. feedback b. experiences 0.0% 0.0% Question 13 d. product lines 0.0% Score: c. brands e. events 0 / 0.67 (Question not answere d.) (0.67 points) Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service intangibility 0.0% b. service inseparability 0.0% c. service perishability 506 100.0% d. service heterogeneity 0.0% Score: Question 14 e. service variability 0 / 0.67 (Question not answered. ) (0.67 points) General Electric's campaign stating, "We bring good things to life" is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. personal marketing 100.0% b. corporate image marketing 0.0% 0.0% Question 15 d. product line 0.0% Score: c. product quality e. social marketing 0 / 0.67 (Question not answered. ) (0.67 points) Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results 507 Chapter 7 Quiz User ID: sli7 Attempt: 13 / Unlimited Out of: 10.05 Started: October 14, 2010 5:11am Finished: October 14, 2010 5:11am Time spent: 0 min. 4 sec. Question 1 (0.67 points) Cannibalization and customer confusion ab out product differentiation are two potential results if line filling is overdone. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 2 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) The service-profit chain is the set of all product lines and items that a particular seller offers for sale. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 3 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well -being and that of society. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Unsought product marketing 0.0% b. Internal marketing 100.0% c. Social marketing 508 0.0% 0.0% Score: Question 4 d. Person marketing e. Interactive marketing 0 / 0.67 (Question not answered. ) (0.67 points) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. manufacturers' brand 100.0% b. multibrands 0.0% 0.0% Question 5 d. licensed brand 0.0% Score: c. private brand e. co-branding 0 / 0.67 (Question not answered. ) (0.67 points) An example of service variability is that within a given Marriott hotel, one registration -desk employee may be cheerful and efficient, whereas another may be unpleasant and slow. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 6 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. design 100.0% b. style 509 0.0% 0.0% Question 7 d. serviceprofit chain 0.0% Score: c. experience e. augmented product 0 / 0.67 (Question not answered. ) (0.67 points) ________ are co nsumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Specialty products 0.0% b. Line extensions 100.0% 0.0% Question 8 d. Shopping products 0.0% Score: c. Unsought products e. Convenience products 0 / 0.67 (Question not answered. ) (0.67 points) The total financial value of a brand is estimated through the process of brand ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. differentiation 100.0% 0.0% c. extensions 0.0% d. positioning 0.0% Score: b. valuation e. equity 0 / 0.67 (Question not answered. ) 510 Question 9 (0.67 points) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number -one or number-two market share positions in their categories? Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. megabrand 0.0% 0.0% d. unsought product 0.0% Question 10 c. social marketing 0.0% Score: b. service inseparability e. undifferentiated 0 / 0.67 (Question not answered. ) (0.67 points) ________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. Shopping products 0.0% 0.0% d. Industrial products 0.0% Question 11 c. Unsought products 0.0% Score: b. Convenience products e. Line extensions 0 / 0.67 (Question not answered. ) (0.67 points) Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add ons to customers who believe they have received anything less than 511 the best service. Gina's Nail Salon focuses on ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. differentiating its offer 100.0% b. good service recovery 0.0% 0.0% Question 12 d. image marketing 0.0% Score: c. internal marketing e. productivity 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is the lowest level on which marketers can position their brands in target customers' minds? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. product attributes 0.0% d. strong beliefs and values 0.0% Question 13 b. internal marketing 100.0% Score: a. interactive marketing e. added service 0 / 0.67 (Question not answered. ) (0.67 points) A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. Student response: Percent Correct Student Answer Choices Value Response Response 512 0.0% a. social marketing 100.0% b. brand equity 0.0% 0.0% Question 14 d. line filling 0.0% Score: c. specialty products e. product length 0 / 0.67 (Question not answered. ) (0.67 points) ________ involves designing and producing the container or wrapper for a product. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. Packaging 0.0% 0.0% d. Branding 0.0% Question 15 c. Service 0.0% Score: b. Product line e. Labeling 0 / 0.67 (Question not answered. ) (0.67 points) Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 0.0% b. true Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results 513 Chapter 7 Quiz User ID: sli7 Attempt: 14 / Unlimited Out of: 10.05 Started: October 14, 2010 5:17am Finished: October 14, 2010 5:17am Time spent: 0 min. 4 sec. Question 1 (0.67 points) A brand name should translate easily into foreig n languages. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 2 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) The ________ requires sellers to provide det ailed nutritional information on food products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. Labeling Act of 1970 0.0% d. Packaging Act of 1970 0.0% Question 3 b. Nutritional Labeling and Educational Act of 1990 0.0% Score: a. Fair Packaging and Labeling Act of 1966 e. Federal Trade Commission Act of 1914 0 / 0.67 (Question not answered. ) (0.67 points) 514 ________ has been affected by the need to include unit pricing, open dating, and nutritional information. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Branding 0.0% b. Packaging 100.0% c. Labeling 0.0% 0.0% Score: Question 4 d. Product line filling e. Product mixing 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is NOT one of the links in the service -profit chain, linking service firm profits with employee and customer satisfaction? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. internal service quality 100.0% 0.0% d. satisfied and loyal customers 0.0% Question 5 c. satisfied and productive service employees 0.0% Score: b. evidence management e. healthy service profits and growth 0 / 0.67 (Question not answered. ) (0.67 points) 515 You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto -Bismol. This product is a(n) ________ product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. unsought b. convenience 0.0% 0.0% Question 6 d. shopping 0.0% Score: c. augmented e. specialty 0 / 0.67 (Question not answered. ) (0.67 points) A company might stretch its product line upward to add prestige to its current products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 7 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. manufacturers' brand 100.0% b. multibrands 0.0% 0.0% Question 8 d. licensed brand 0.0% Score: c. private brand e. co-branding 0 / 0.67 (Question not answered. ) (0.67 points) Most manufactured materials and parts are sold directly to ________. 516 Price and service are the major marketing factor s; branding and advertising tend to be less important. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. government buyers 0.0% d. co-branders 0.0% Question 9 b. industrial users 0.0% Score: a. consumers e. wholesalers 0 / 0.67 (Question not answered. ) (0.67 points) The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other w ay. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. depth 0.0% b. length 0.0% c. width 100.0% 0.0% Score: Question 10 d. consistency e. perimeter 0 / 0.67 (Question not answered. ) (0.67 points) An alternative to product line stretching is ________, adding more items within the present range of the line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product mixing 0.0% b. interactive marketing 100.0% c. product line filling 517 0.0% 0.0% Score: Question 11 d. co-branding e. service marketing 0 / 0.67 (Question not answered. ) (0.67 points) ________ are those products purchased for further processing or for use in conducting a business. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Unsought products 0.0% b. Specialty products 0.0% c. Shopping products 100.0% 0.0% Score: Question 12 d. Industrial products e. Accessories 0 / 0.67 (Question not answered. ) (0.67 points) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. A line extension 0.0% 0.0% c. Interactive marketing 0.0% d. Service variability 0.0% Score: b. A product mix e. Service intangibility 0 / 0.67 (Question not answered. ) 518 Question 13 (0.67 points) Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company's specific products and facilities? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. brands 0.0% 0.0% d. unsought products 0.0% Question 14 c. specialty products 0.0% Score: b. convenience products e. staples 0 / 0.67 (Question not answered. ) (0.67 points) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Line extensions b. Services 0.0% 0.0% Question 15 d. Consumer products 0.0% Score: c. Brands e. Supplements 0 / 0.67 (Question not answered. ) (0.67 points) Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________. 519 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. attributes 0.0% b. benefits 0.0% c. variation 0.0% d. selection 100.0% e. beliefs and values Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 15 / Unlimited Out of: 10.05 Started: October 14, 2010 5:17am Finished: October 14, 2010 5:17am Time spent: 0 min. 5 sec. Question 1 (0.67 points) A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. social marketing b. brand equity 0.0% 0.0% d. line filling 0.0% Score: c. specialty products e. product length 0 / 0.67 (Question not answered. ) 520 Question 2 (0.67 points) Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She want s to make sure she gets the most for her money. This product is a(n) ________ product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. augmented 0.0% b. specialty 0.0% c. convenience 100.0% 0.0% Score: Question 3 d. shopping e. unsought 0 / 0.67 (Question not answered. ) (0.67 points) An increasing number of retailers and wholesalers have created their own ________, also called store brands. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. unsought products 100.0% b. private brands 0.0% 0.0% Question 4 d. service variability 0.0% Score: c. specialty products e. shopping products 0 / 0.67 (Question not answered. ) (0.67 points) The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. depth 521 0.0% b. length 0.0% c. width 100.0% 0.0% Score: Question 5 d. consistency e. perimeter 0 / 0.67 (Question not answered. ) (0.67 points) All of the following are methods for developing a differentiated service delivery EXCEPT which one? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. having more reliable customercontact people 100.0% d. developing symbols and branding 0.0% Question 6 b. developing a superior environment in which the service is offered 0.0% Score: a. having more capable customercontact people e. designing a superior delivery process 0 / 0.67 (Question not answered. ) (0.67 points) Branding can add consumer value to a product. Student response: Percent Correct Student Answer Choices 522 Value Response Response 0.0% Question 7 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ is an approach in which all the compa ny's people are involved in constantly improving the products, services, and business processes. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Product quality 0.0% b. Brand equity 100.0% 0.0% Question 8 d. Specialty product marketing 0.0% Score: c. Total quality management e. Positioning 0 / 0.67 (Question not answered. ) (0.67 points) Many companies now use a combination of phone, e -mail, fax, Internet, and other technologies to prov ide ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. labeling information 0.0% b. brand equity 100.0% c. support services 0.0% d. packaging advantages 0.0% e. product mixes 523 Score: Question 9 0 / 0.67 (Question not answered. ) (0.67 points) Quaker produces a variety of cereals. This variety is called its product line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 10 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) The impossibility of a barber storing haircuts for later sale is an example of which of the following? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service intangibility 0.0% b. service inseparability 0.0% c. service variability 100.0% 0.0% Score: Question 11 d. service perishability e. providercustomer interaction 0 / 0.67 (Question not answered. ) (0.67 points) Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. specialty products 100.0% b. social marketing 524 0.0% 0.0% Question 12 d. consumer products 0.0% Score: c. shopping products e. responsibility marketing 0 / 0.67 (Question not answered. ) (0.67 points) Gina's Nail Salon is serious about pleasing its customers. Empl oyees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ___ _____. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. differentiating its offer 100.0% b. good service recovery 0.0% 0.0% Question 13 d. image marketing 0.0% Score: c. internal marketing e. productivity 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. brand differentiation 0.0% b. brand knowledge 100.0% c. brand valuation 0.0% d. brand esteem 525 0.0% Score: Question 14 e. brand relevance 0 / 0.67 (Question not answered. ) (0.67 points) ________ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Corporate image advertising 0.0% b. Organization marketing 100.0% 0.0% Question 15 d. Social marketing 0.0% Score: c. Person marketing e. Intermarket marketing 0 / 0.67 (Question not answered. ) (0.67 points) Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. promote 0.0% b. package 0.0% c. brand 100.0% d. augment 0.0% e. present Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% 526 View Results Chapter 7 Quiz User ID: sli7 Attempt: 16 / Unlimited Out of: 10.05 Started: October 14, 2010 5:18am Finished: October 14, 2010 5:18am Time spent: 0 min. 10 sec. Question 1 (0.67 points) ________ is one of the marketer's major positio ning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Packaging b. Product quality 0.0% 0.0% Question 2 d. Specialty marketing 0.0% Score: c. Total quality management e. Positioning 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is the lowest level on which marketers ca n position their brands in target customers' minds? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. interactive marketing 0.0% b. internal marketing 100.0% c. product attributes 0.0% d. strong 527 beliefs and values 0.0% Score: Question 3 e. added service 0 / 0.67 (Question not answered. ) (0.67 points) A company can increase its business in four ways. Which is NOT one of these ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. It can add more versions of each product and thus deepen its product mix. 100.0% d. It can discontinue some of its lines. 0.0% Question 4 b. It can lengthen its existing product lines. 0.0% Score: a. It can add new product lines, thus widening its product mix. e. It can increase the consistency of its product mix. 0 / 0.67 (Question not answered. ) (0.67 points) 528 In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. brand extension 0.0% b. brand equity 100.0% c. co-branding 0.0% 0.0% Score: Question 5 d. internal marketing e. line extension 0 / 0.67 (Question not answered. ) (0.67 points) An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 100.0% b. brand extension 0.0% 0.0% Question 6 d. new brands 0.0% Score: c. multibranding e. rebranding 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is the MOST important for product designers to consider as they develop a product? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. which product features can be added to 529 create higherlevel models 0.0% b. how the product appears 0.0% c. what the product's technical specifications are 100.0% d. how customers will use and benefit from the product 0.0% Score: Question 7 e. how the product is packaged to attract spontaneous purchases 0 / 0.67 (Question not answered. ) (0.67 points) Customer retention is perhaps the best measure of quality -a service firm's ability to hang on to its customers depends on how consistently it delivers value to them. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Services 530 100.0% b. Consumer products 0.0% 0.0% Question 9 d. Industrial products 0.0% Score: c. Line extensions e. Straight extensions 0 / 0.67 (Question not answered. ) (0.67 points) Each new iPod product introduction advances the causes of democratizing technology and approachab le innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. attributes 0.0% b. benefits 0.0% c. variation 0.0% d. selection 100.0% Score: Question 10 e. beliefs and values 0 / 0.67 (Question not answered. ) (0.67 points) A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product line 0.0% b. product experience 100.0% 0.0% c. brand d. service 531 0.0% Score: Question 11 e. product attribute 0 / 0.67 (Question not answered. ) (0.67 points) Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to i nfluence consumers. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 12 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 13 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered.) (0.67 points) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Materials 0.0% b. Parts 100.0% c. Capital items 0.0% 0.0% Score: d. Specialty items e. Supplies 0 / 0.67 (Question not answered. ) 532 Question 14 (0.67 points) Which of the following is/are examples of product mix depth? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. hamburger and cheeseburger 0.0% b. hamburger and ice cream 0.0% c. Coke and Diet Coke 100.0% 0.0% Score: Question 15 d. hamburger and cheeseburger and Coke and Diet Coke e. all of these 0 / 0.67 (Question not answered. ) (0.67 points) Because service quality depends on the quality of buyer -seller interaction during the service encounter, service marketers use ________ to train employees in th e art of interacting with customers to satisfy their needs. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. internal marketing 0.0% b. external marketing 100.0% c. interactive marketing 0.0% 0.0% Score: d. service differentiation e. service productivity 0 / 0.67 (Question not answered. ) 533 Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 17 / Unlimited Out of: 10.05 Started: October 14, 2010 5:18am Finished: October 14, 2010 5:18am Time spent: 0 min. 4 sec. Question 1 (0.67 points) Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 2 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 3 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company's specific products and facilities? Student response: Percent Correct Student Answer Choices Value Response Response 534 100.0% a. brands 0.0% 0.0% d. unsought products 0.0% Question 4 c. specialty products 0.0% Score: b. convenience products e. staples 0 / 0.67 (Question not answered. ) (0.67 points) When a company lengthens its product line beyond its current range, it is ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product line filling 100.0% b. product line stretching 0.0% 0.0% Question 5 d. increasing product depth 0.0% Score: c. product mixing e. building brand equity 0 / 0.67 (Question not answered. ) (0.67 points) To achieve their social change objectives, social marketing programs ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. utilize only the promotional P of the marketing 535 mix 0.0% 0.0% d. utilize all of the Ps in the marketing mix 100.0% Question 6 c. work to influence individuals' behavior to improve their wellbeing 0.0% Score: b. utilize only the promotional and product Ps of the marketing mix e. work to influence individuals' behavior to improve their wellbeing and utilize all of the Ps in the marketing mix 0 / 0.67 (Question not answered.) (0.67 points) What are the two dimensions of product quality? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. performance and resistance 536 100.0% 0.0% d. design and innovation 0.0% Question 7 c. conformance and style 0.0% Score: b. level and consistency e. features and design 0 / 0.67 (Question not answered. ) (0.67 points) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. A line extension 0.0% 0.0% d. Service variability 0.0% Question 8 c. Interactive marketing 0.0% Score: b. A product mix e. Service intangibility 0 / 0.67 (Question not answered. ) (0.67 points) Branding can add consumer value to a product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 9 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) The major product line decision involves ________. 537 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line stretching 0.0% b. moving the line upward or downward 0.0% c. product line filling 100.0% d. product line length 0.0% Score: Question 10 e. product packaging 0 / 0.67 (Question not answered. ) (0.67 points) Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. augmented 0.0% b. specialty 0.0% c. convenience 100.0% 0.0% Score: Question 11 d. shopping e. unsought 0 / 0.67 (Question not answered. ) (0.67 points) ________ consists of act ivities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Person marketing b. Organization 538 marketing 0.0% 0.0% Question 12 d. Service variability 0.0% Score: c. Internal marketing e. Intelligence marketing 0 / 0.67 (Question not answered. ) (0.67 points) A company can increase its business in four ways. Which is NOT one of these ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. It can add new product lines, thus widening its product mix. 0.0% b. It can lengthen its existing product lines. 0.0% c. It can add more versions of each product and thus deepen its product mix. 100.0% d. It can discontinue some of its lines. 0.0% e. It can increase the consistency of its product mix. 539 Score: Question 13 0 / 0.67 (Question not answered. ) (0.67 points) Customers come to know a brand through a wide range of contacts and touch points, including word of mouth, personal interactions with company employees, telephone interactions, and company Web pages. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 14 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individual s' behavior to improve their well -being and that of society. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. Social marketing 0.0% d. Person marketing 0.0% Question 15 b. Internal marketing 100.0% Score: a. Unsought product marketing e. Interactive marketing 0 / 0.67 (Question not answered. ) (0.67 points) The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," " Keep America Beautiful," and "Only You Can Prevent Forest Fires." Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. social 540 0.0% b. brand equity 0.0% c. service 0.0% d. product line 0.0% e. place Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 18 / Unlimited Out of: 10.05 Started: October 14, 2010 5:18am Finished: October 14, 2010 5:19am Time spent: 0 min. 4 sec. Question 1 (0.67 points) A company's market offering usually includes some support services. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 2 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) All of the following are methods for developing a differentiated service delivery EXCEPT which one? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. having more capable customercontact people 0.0% b. developing a superior 541 environment in which the service is offered 0.0% 100.0% Question 3 d. developing symbols and branding 0.0% Score: c. having more reliable customercontact people e. designing a superior delivery process 0 / 0.67 (Question not answered. ) (0.67 points) Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. government buyers 0.0% d. co-branders 0.0% Question 4 b. industrial users 0.0% Score: a. consumers e. wholesalers 0 / 0.67 (Question not answered. ) (0.67 points) In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company. Student response: Percent Correct Student Answer Choices Value Response Response 542 0.0% a. cost; line extension 0.0% b. cost; service 100.0% c. value; cost 0.0% 0.0% Score: Question 5 d. service; line extension e. equity; cost 0 / 0.67 (Question not answered. ) (0.67 points) A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. service b. brand 0.0% 0.0% Question 6 d. internal marketing 0.0% Score: c. co-branding e. external marketing 0 / 0.67 (Question not answered. ) (0.67 points) The major product line decision involves ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line stretching 0.0% b. moving the line upward or downward 0.0% c. product line filling 543 100.0% 0.0% Score: Question 7 d. product line length e. product packaging 0 / 0.67 (Question not answered. ) (0.67 points) An example of service variability is that within a given Marriott hotel, one registration -desk employee may be cheerful and efficient, whereas another may be unpleasant and slow. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Product planners must design the actual product and also find ways to ________ it in order to create th e bundle of benefits that will create the most customer value. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% b. package 0.0% c. brand 100.0% d. augment 0.0% Question 9 promote 0.0% Score: a. e. present 0 / 0.67 (Question not answered. ) (0.67 points) Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. industrial products 544 0.0% 0.0% d. materials and parts 0.0% Question 10 c. supplies and services 0.0% Score: b. specialty products e. convenience products 0 / 0.67 (Question not answere d.) (0.67 points) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. positioning 0.0% b. style 0.0% c. total quality management 100.0% d. conformance 0.0% Score: Question 11 e. adherence 0 / 0.67 (Question not answered. ) (0.67 points) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number -one or number-two market share positions in their categories? Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. megabrand 0.0% b. service inseparability 0.0% c. social marketing 0.0% d. unsought product 0.0% e. undifferentiated 545 Score: Question 12 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. brand differentiation 0.0% b. brand knowledge 100.0% c. brand valuation 0.0% 0.0% Score: Question 13 d. brand esteem e. brand relevance 0 / 0.67 (Question not answered. ) (0.67 points) Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 14 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. manufacturers' brand 100.0% b. multibrands 0.0% c. private brand 0.0% d. licensed brand 0.0% e. co-branding 546 Score: Question 15 0 / 0.67 (Question not answered. ) (0.67 points) A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. social marketing 100.0% b. brand equity 0.0% c. specialty products 0.0% d. line filling 0.0% e. product length Score: 0 / 0.67 (Question not answered.) Total score: 0 / 10.05 = 0.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 19 / Unlimited Out of: 10.05 Started: October 14, 2010 5:19am Finished: October 14, 2010 5:19am Time spent: 0 min. 18 sec. Question 1 (0.67 points) ________ contributes to a product's usefulness as well as to its looks. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Style 100.0% b. Design 0.0% c. Package 547 0.0% 0.0% Score: Question 2 d. Brand e. Functionality 0 / 0.67 (Question not answered. ) (0.67 points) Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 3 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Specialty products 0.0% b. Line extensions 100.0% 0.0% Question 4 d. Shopping products 0.0% Score: c. Unsought products e. Convenience products 0 / 0.67 (Question not answered. ) (0.67 points) A company's market offering usually includes some support services. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 548 100.0% Score: Question 5 b. true 0 / 0.67 (Question not answered. ) (0.67 points) Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. length 0.0% b. height 100.0% c. width 0.0% 0.0% Score: Question 6 d. perimeter e. depth 0 / 0.67 (Question not answered. ) (0.67 points) A service is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 7 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) ________ are products and services bought by final consumers for personal consumption. These include convenience product s, shopping products, specialty products, and unsought products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Services 100.0% b. Consumer products 0.0% c. Line extensions 549 0.0% 0.0% Score: Question 8 d. Industrial products e. Straight extensions 0 / 0.67 (Question not answered. ) (0.67 points) A ________ consists of all the product lines and items that a particular seller offers for sale. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. consumer mix 0.0% d. packaging mix 0.0% Question 9 b. brand line 0.0% Score: a. product mix e. line extension 0 / 0.67 (Question not answered. ) (0.67 points) A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. product line 0.0% 0.0% c. private brand 0.0% d. convenience product 0.0% Score: b. line extension e. product bandwidth 0 / 0.67 (Question not answered. ) 550 Question 10 (0.67 points) Retailers and wholesalers who have created their own brands -such as Wal-Mart's Sam's Choice beverages and food products -are participating in co-branding. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 11 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. positioning 0.0% b. style 0.0% c. total quality management 100.0% d. conformance 0.0% Score: Question 12 e. adherence 0 / 0.67 (Question not answered. ) (0.67 points) Quaker produces a variety of cereals. This variety is called its product line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 13 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Paper, pencils, lubricants, paint, nails, and brooms are examples of ________. 551 Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. supplies 0.0% 0.0% d. specialty products 0.0% Question 14 c. raw materials 0.0% Score: b. capital items e. installations 0 / 0.67 (Question not answered. ) (0.67 points) The third level of a product that product planners consider is a(n) ________ around the core benefit and actual pro duct that offers additional consumer services and benefits. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. augmented product 0.0% 0.0% d. industrial product 0.0% Question 15 c. brand extension 0.0% Score: b. brand equity e. image 0 / 0.67 (Question not answered. ) (0.67 points) An example of service variability is that within a given Marriott hotel, one registration -desk employee may be cheerful and efficient, whereas another may be unpleasant and slow. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true Score: 0 / 0.67 (Question not answered. ) Total score: 0 / 10.05 = 0.0% 552 View Results Chapter 7 Quiz User ID: sli7 Attempt: 20 / Unlimited Out of: 10.05 Started: October 14, 2010 5:19am Finished: October 14, 2010 5:22am Time spent: 2 min. 19 sec. Question 1 (0.67 points) A company's product mix has four important dimensions: wid th, length, depth, and consistency. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 2 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) ________ involves activities undertaken t o create, maintain, or change attitudes toward particular cities, states, and regions. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. Social marketing 0.0% d. Interactive marketing 0.0% Question 3 b. Place marketing 0.0% Score: a. Idea marketing e. Organization marketing 0.67 / 0.67 (0.67 points) 553 ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior t o improve their well -being and that of society. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. Social marketing 0.0% d. Person marketing 0.0% Question 4 b. Internal marketing 100.0% Score: a. Unsought product marketing e. Interactive marketing 0.67 / 0.67 (0.67 points) A company has four choices when it comes to developing brands. Which is NOT one of those choices? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 0.0% b. brand extension 0.0% c. multibrands 100.0% 0.0% Score: Question 5 d. width and depth extension e. new brands 0.67 / 0.67 (0.67 points) In recent years, product safety and en vironmental responsibility have become major ________ concerns. Student response: Percent Correct Student Answer Choices 554 Value Response Response 0.0% a. branding 100.0% b. packaging 0.0% 0.0% Question 6 d. service 0.0% Score: c. product mix e. product line 0.67 / 0.67 (0.67 points) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. Service inseparability 0.0% b. Service variability 100.0% 0.0% Question 7 d. Service perishability 0.0% Score: c. Service intangibility e. Service heterogeneity 0.67 / 0.67 (0.67 points) You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto -Bismol. This product is a(n) ________ product. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. unsought b. convenience 0.0% c. augmented 0.0% d. shopping 0.0% e. specialty 555 Score: Question 8 0.67 / 0.67 (0.67 points) Paper, pencils, lubricants, paint, nails, and brooms are examples of ________. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. supplies 0.0% 0.0% d. specialty products 0.0% Question 9 c. raw materials 0.0% Score: b. capital items e. installations 0.67 / 0.67 (0.67 points) Berkowitz Piano Company can expand its product line in one o f two common ways. Which of the following is one of those ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. internal marketing b. line filling 0.0% 0.0% Question 10 d. social marketing 0.0% Score: c. product mixing e. line mixing 0.67 / 0.67 (0.67 points) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. brand differentiation 556 0.0% b. brand knowledge 100.0% c. brand valuation 0.0% 0.0% Score: Question 11 d. brand esteem e. brand relevance 0.67 / 0.67 (0.67 points) One aspect of managing service differentiation is the company's service delivery. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 12 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) A company can stretch its product either upward or downward, but not both directions. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 13 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) The fundamental asset underlying brand equity is ________ -the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% 0.0% a. the customer mix b. customer equity c. line equity 557 0.0% 0.0% Score: Question 14 d. service variability e. the service encounter 0 / 0.67 (Question not answered. ) (0.67 points) In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in p rint promotions. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. national; manufacturer's 0.0% b. store; private 100.0% 0.0% Question 15 d. store; licensed 0.0% Score: c. national; private e. private; distributor 0 / 0.67 (Question not answered. ) (0.67 points) ________ has been affected by the need to include unit pricing, open dating, and nutritional information. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Branding 0.0% b. Packaging 100.0% c. Labeling 0.0% 0.0% Score: d. Product line filling e. Product mixing 0 / 0.67 (Question not answered. ) 558 Total score: 8.04 / 10.05 = 80.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 21 / Unlimited Out of: 10.05 Started: October 14, 2010 5:22am Finished: October 14, 2010 5:23am Time spent: 1 min. 14 sec. Question 1 (0.67 points) Which strategy involves weeding out weaker bran ds and focusing marketing dollars only on brands that can achieve the number -one or number-two market share positions in their categories? Student response: Percent Correct Student Value Response Response 100.0% Answer Choices a. megabrand 0.0% 0.0% d. unsought product 0.0% Question 2 c. social marketing 0.0% Score: b. service inseparability e. undifferentiated 0.67 / 0.67 (0.67 points) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. internal marketing b. line filling 0.0% c. product mixing 0.0% d. social marketing 559 0.0% Score: Question 3 e. line mixing 0.67 / 0.67 (0.67 points) Style is a larger concept than design. Design describes the appearance of a product. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 4 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts an d free addons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. differentiating its offer 100.0% b. good service recovery 0.0% 0.0% Question 5 d. image marketing 0.0% Score: c. internal marketing e. productivity 0.67 / 0.67 (0.67 points) One aspect of managing service differentiation is the company's service delivery. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true 560 Score: Question 6 0.67 / 0.67 (0.67 points) Through ________, the service firm trains and motivates its customer contact employees and supporting service people to work as a team to provide customer satisfaction. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service inseparability 0.0% b. service intangibility 0.0% c. service variability 100.0% 0.0% Score: Question 7 d. internal marketing e. external marketing 0.67 / 0.67 (0.67 points) A stripped-down model without any extras is the starting point; a company can create a higher -level model by addin g ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. co-brandings 100.0% 0.0% d. service variability 0.0% Question 8 c. product quality 0.0% Score: b. features e. conformance 0 / 0.67 (Question not answered.) (0.67 points) Which of the following is NOT a desirable quality for a brand name? Student response: Percent Correct Student Answer Choices Value Response Response 561 0.0% 0.0% c. The name should be a long word to get attention. 0.0% d. The name should translate easily into foreign languages. 0.0% Question 9 b. It should be easy to pronounce, recognize, and remember. 100.0% Score: a. It should suggest something about the product's benefits and qualities. e. It should be distinctive. 0 / 0.67 (Question not answered. ) (0.67 points) When a company introduces a new brand name in the same product category, it is called line extension. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 10 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) A company has four choices when it comes to developing brands. Which is NOT one of those choices? 562 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line extension 0.0% b. brand extension 0.0% c. multibrands 100.0% 0.0% Score: Question 11 d. width and depth extension e. new brands 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following capital items is NOT considered accessory equipment? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. lift trucks 0.0% d. desks 0.0% Question 12 b. hand tools 0.0% Score: a. buildings e. chairs 0 / 0.67 (Question not answered. ) (0.67 points) Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 13 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand 563 strength? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. brand differentiation 0.0% b. brand knowledge 100.0% c. brand valuation 0.0% 0.0% Score: Question 14 d. brand esteem e. brand relevance 0 / 0.67 (Question not answered. ) (0.67 points) Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. supplies and services 0.0% d. materials and parts 0.0% Question 15 b. specialty products 0.0% Score: a. industrial products e. convenience products 0 / 0.67 (Question not answered. ) (0.67 points) Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. extension 100.0% b. awareness 0.0% c. packaging 564 0.0% d. internal marketing 0.0% e. franchising Score: 0 / 0.67 (Question not answered. ) Total score: 4.02 / 10.05 = 40.0% View Results Chapter 7 Quiz User ID: sli7 Attempt: 22 / Unlimited Out of: 10.05 Started: October 14, 2010 5:24am Finished: October 14, 2010 5:24am Time spent: 0 min. 25 sec. Question 1 (0.67 points) A company might stretch its product line upward to add prestige to its current products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 2 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) A hickory rocking chair, handmade b y an Amish woodcarver in northern Indiana from locally grown wood, is an example of a(n) ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. convenience product 0.0% b. shopping product 100.0% c. specialty product 0.0% d. service 565 0.0% Score: Question 3 e. augmented product 0 / 0.67 (Question not answered. ) (0.67 points) Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna cost s $0.15 less per can. Chicken of the Sea has high brand ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. extension b. equity 0.0% 0.0% Question 4 d. service 0.0% Score: c. licensing e. evidence 0 / 0.67 (Question not answered. ) (0.67 points) ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. Specialty products 0.0% d. Industrial products 0.0% Question 5 b. Unsought products 100.0% Score: a. Shopping products e. Line extensions 0 / 0.67 (Question not answered. ) (0.67 points) In assessing which new features to add to a product, a company must 566 weigh each feature's ________ to customers versus its ________ to the company. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. cost; line extension 0.0% b. cost; service 100.0% c. value; cost 0.0% 0.0% Score: Question 6 d. service; line extension e. equity; cost 0 / 0.67 (Question not answered. ) (0.67 points) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. internal marketing b. line filling 0.0% 0.0% Question 7 d. social marketing 0.0% Score: c. product mixing e. line mixing 0 / 0.67 (Question not answered. ) (0.67 points) Good service recovery can turn angry customers into loyal customers and can even win more cust omer purchasing and loyalty than if no problem had occurred in the first place. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 567 100.0% Score: Question 8 b. true 0 / 0.67 (Question not answered. ) (0.67 points) The major product line decision involves ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. line stretching 0.0% b. moving the line upward or downward 0.0% c. product line filling 100.0% d. product line length 0.0% Score: Question 9 e. product packaging 0 / 0.67 (Question not answered. ) (0.67 points) Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offere d for sale that are essentially intangible and do not result in the ownership of anything. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 10 false 0.0% Score: a. b. true 0 / 0.67 (Question not answered. ) (0.67 points) An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? Student response: Percent Correct Student Answer Choices Value Response Response 568 0.0% a. line extension 100.0% b. brand extension 0.0% 0.0% Question 11 d. new brands 0.0% Score: c. multibranding e. rebranding 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following does NOT belong to the materials and parts group of industrial products? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. farm products such as wheat 0.0% b. natural products such as iron ore 100.0% c. repair and maintenance items 0.0% 0.0% Score: Question 12 d. petroleum e. lumber 0 / 0.67 (Question not answered. ) (0.67 points) To achieve their social change objectives, social marketing programs ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. utilize only the promotional P of the 569 marketing mix 0.0% 0.0% d. utilize all of the Ps in the marketing mix 100.0% Question 13 c. work to influence individuals' behavior to improve their wellbeing 0.0% Score: b. utilize only the promotional and product Ps of the marketing mix e. work to influence individuals' behavior to improve their wellbeing and utilize all of the Ps in the marketing mix 0 / 0.67 (Question not answered. ) (0.67 points) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? Student response: Percent Correct Student Value Response Response Answer Choices 570 0.0% a. brand differentiation 0.0% b. brand knowledge 100.0% c. brand valuation 0.0% 0.0% Score: Question 14 d. brand esteem e. brand relevance 0 / 0.67 (Question not answered. ) (0.67 points) An alternative to product line stretching is ________, adding more items within the present range of the line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. product line filling 0.0% d. co-branding 0.0% Question 15 b. interactive marketing 100.0% Score: a. product mixing e. service marketing 0 / 0.67 (Question not answered. ) (0.67 points) Successful service companies focus their attention on both their customers and their employees. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. false 100.0% b. true Score: 0 / 0.67 (Question not answered. ) Total score: 0.67 / 10.05 = 6.7% 571 View Results Chapter 7 Quiz User ID: sli7 Attempt: 23 / Unlimited Out of: 10.05 Started: October 14, 2010 5:24am Finished: October 14, 2010 5:27am Time spent: 2 min. 50 sec. Question 1 (0.67 points) Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 2 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 3 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) The impossibility of a barber storing haircuts for later sale is an example of which of the following? Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service intangibility 572 0.0% b. service inseparability 0.0% c. service variability 100.0% 0.0% Score: Question 4 d. service perishability e. providercustomer interaction 0.67 / 0.67 (0.67 points) ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. Specialty products 0.0% d. Industrial products 0.0% Question 5 b. Unsought products 100.0% Score: a. Shopping products e. Line extensions 0.67 / 0.67 (0.67 points) Through ________, the service firm trains and motivates its customer contact employees and supporting service people to work as a team to provide customer satisfaction. Student response: Percent Correct Student Value Response Response Answer Choices 0.0% a. service inseparability 0.0% b. service 573 intangibility 0.0% c. service variability 100.0% 0.0% Score: Question 6 d. internal marketing e. external marketing 0.67 / 0.67 (0.67 points) Product support services identify the product or brand, describe several things about the product, and promote the pr oduct through attractive graphics. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% Question 7 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) ________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% c. Social marketing 0.0% d. Interactive marketing 0.0% Question 8 b. Place marketing 0.0% Score: a. Idea marketing e. Organization marketing 0.67 / 0.67 (0.67 points) 574 ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Packaging b. Product quality 0.0% 0.0% Question 9 d. Specialty marketing 0.0% Score: c. Total quality management e. Positioning 0.67 / 0.67 (0.67 points) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. positioning 0.0% b. style 0.0% c. total quality management 100.0% d. conformance 0.0% Score: Question 10 e. adherence 0.67 / 0.67 (0.67 points) The service-profit chain is the set of all product lines and items that a particular seller offers for sale. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. false 575 0.0% Score: Question 11 b. true 0.67 / 0.67 (0.67 points) Many companies now use a combination of phone, e -mail, fax, Internet, and other technologies to provide ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. labeling information 0.0% b. brand equity 100.0% c. support services 0.0% 0.0% Score: Question 12 d. packaging advantages e. product mixes 0.67 / 0.67 (0.67 points) Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% c. supplies and services 0.0% d. materials and parts 0.0% Question 13 b. specialty products 0.0% Score: a. industrial products e. convenience products 0.67 / 0.67 (0.67 points) 576 When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable service-which even allows customers to hand-select their own cuts of meat-________ is/are are evident. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. only a core benefit 0.0% d. both a core benefit and an actual product 100.0% Question 14 b. only an augmented product 0.0% Score: a. only an actual product e. a core benefit, an actual product, and an augmented product 0.67 / 0.67 (0.67 points) A company's product mix has four important dimensions: width, length, depth, and consistency. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% Question 15 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. Student response: Percent Correct Student Value Response Response Answer Choices 577 0.0% a. manufacturers' brand 100.0% b. multibrands 0.0% c. private brand 0.0% d. licensed brand 0.0% e. co-branding Score: 0.67 / 0.67 Total score: 10.05 / 10.05 = 100.0% A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% 0.0% 0.0% 0.0% Score: a. service b. brand c. co-branding d. internal marketing e. external marketing 0.67 / 0.67 Question 2 (0.67 points) ________ contributes to a product's usefulness as well as to its looks. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. Style 100.0% 0.0% 0.0% 0.0% Score: b. Design c. Package d. Brand e. Functionality 0.67 / 0.67 Question 3 (0.67 points) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer 578 value and satisfaction. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. Packaging 100.0% 0.0% 0.0% 0.0% Score: b. Product quality c. Total quality management d. Specialty marketing e. Positioning 0.67 / 0.67 Question 4 (0.67 points) A ________ is a group of produ cts that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% 0.0% a. product line b. line extension c. private brand 0.0% d. convenience product e. product bandwidth 0.0% Score: Question 5 0.67 / 0.67 (0.67 points) Which of the following is an advantage offered by co-branding? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Manufacturers do not have to invest in creating their own brand names. 0.0% b. Retailers have 579 exclusive products that cannot be purchased from competitors. 100.0% 0.0% 0.0% Score: c. A company can expand its existing brand into a category it otherwise might have difficulty entering alone. d. Advertising, sales, promotion, and marketing must be carefully coordinated. e. Brand equity is stabilized. 0.67 / 0.67 Question 6 (0.67 points) An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. line extension 100.0% b. brand extension 0.0% 0.0% 0.0% Score: c. multibranding d. new brands e. rebranding 0.67 / 0.67 Question 7 (0.67 points) Berkowitz Piano Company can expand its product line in one of two common 580 ways. Which of the following is one of those ways? Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. internal marketing 100.0% 0.0% b. line filling c. product mixing 0.0% d. social marketing e. line mixing 0.0% Score: 0.67 / 0.67 Question 8 (0.67 points) Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that are ess entially intangible and do not result in the ownership of anything. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% Score: a. b. false true 0.67 / 0.67 Question 9 (0.67 points) A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% 0.0% 0.0% 0.0% Score: Question 10 a. design b. style c. experience d. service-profit chain e. augmented product 0 / 0.67 (0.67 points) 581 A company's market offering usually includes some support services. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0.67 / 0.67 Question 11 (0.67 points) Product support services identify the product or brand, describe several things about the product, and promote the pr oduct through attractive graphics. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% Score: a. b. false true 0.67 / 0.67 Question 12 (0.67 points) Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% Score: Question 13 a. b. false true 0.67 / 0.67 (0.67 points) A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% 0.0% 100.0% 0.0% a. private brand b. service variability c. service d. product e. service encounter 582 Score: Question 14 0 / 0.67 (0.67 points) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented product. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% Score: Question 15 a. b. false true 0 / 0.67 (0.67 points) ________ are those products purchased for further processing or for use in conducting a business. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% 0.0% 100.0% 0.0% Score: a. Unsought products b. Specialty products c. Shopping products d. Industrial products e. Accessories 0.67 / 0.67 Question 1 (0.67 points) A company might stretch its product line upward to add prestige to its current products. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0 / 0.67 Question 2 (0.67 points) An increasing number of retailers and wholesalers have created their own 583 ________, also called store brands. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. unsought products 100.0% 0.0% b. private brands c. specialty products 0.0% 0.0% Score: d. service variability e. shopping products 0.67 / 0.67 Question 3 (0.67 points) Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% a. false 0.0% Score: b. true 0.67 / 0.67 Question 4 (0.67 points) One aspect of managing service differentiation is the company's service delivery. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% Score: Question 5 a. b. false true 0 / 0.67 (0.67 points) Which of the following is NOT a desirable quality for a brand name? Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. It should suggest 584 something about the product's benefits and qualities. 0.0% b. It should be easy to pronounce, recognize, and remember. 100.0% c. The name should be a long word to get attention. d. The name should translate easily into foreign languages. e. It should be distinctive. 0.0% 0.0% Score: Question 6 0.67 / 0.67 (0.67 points) The major product line decision involves ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% 0.0% 100.0% 0.0% Score: a. line stretching b. moving the line upward or downward c. product line filling d. product line length e. product packaging 0.67 / 0.67 585 Question 7 (0.67 points) A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% a. product line b. line extension 0.0% 0.0% c. private brand d. convenience product e. product bandwidth 0.0% Score: Question 8 0.67 / 0.67 (0.67 points) Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% a. false 0.0% b. true Score: 0.67 / 0.67 Question 9 (0.67 points) Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% a. market offering 0.0% b. brand equity 0.0% 0.0% 0.0% c. brand extension d. co-branding e. core customer value 586 Score: Question 10 0.67 / 0.67 (0.67 points) To achieve their social change ob jectives, social marketing programs ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% 0.0% 0.0% 100.0% Score: a. utilize only the promotional P of the marketing mix b. utilize only the promotional and product Ps of the marketing mix c. work to influence individuals' behavior to improve their well-being d. utilize all of the Ps in the marketing mix e. work to influence individuals' behavior to improve their well-being and utilize all of the Ps in the marketing mix 0.67 / 0.67 Question 11 (0.67 points) Which of the following is the lowest level on which marketers can position their brands in target customers' minds? 587 Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. interactive marketing 0.0% b. internal marketing 100.0% 0.0% 0.0% Score: c. product attributes d. strong beliefs and values e. added service 0 / 0.67 Question 12 (0.67 points) The total financial value of a brand is estimated through the process of brand ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. differentiation 100.0% 0.0% 0.0% 0.0% Score: b. valuation c. extensions d. positioning e. equity 0.67 / 0.67 Question 13 (0.67 points) Which of the following is a potential drawback of multibranding? Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. Consumers may become confused about the image of the main brand. 0.0% b. An overextended brand name might lose its 588 specific meaning for consumers. 0.0% 100.0% d. The company's resources may be spread over too many brands. 0.0% Score: c. Different product features can appeal to consumers with different buying motives. e. The company can occupy more retail shelf space. 0 / 0.67 Question 14 (0.67 points) Service productivity can be managed by increasing the quantity of service and giving up some quality. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0 / 0.67 Question 15 (0.67 points) For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. service 589 100.0% 0.0% 0.0% 0.0% b. license c. market d. package e. brand Question 1 (0.67 points) Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0.67 / 0.67 Question 2 (0.67 points) All of the following are a manufacturer's sponsorship op tions for a product EXCEPT ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. manufacturers' brand 100.0% 0.0% 0.0% 0.0% Score: Question 3 b. multibrands c. private brand d. licensed brand e. co-branding 0 / 0.67 (0.67 points) Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% 100.0% 0.0% a. labeling information b. brand equity c. support services d. packaging 590 0.0% Score: advantages e. product mixes 0 / 0.67 Question 4 (0.67 points) Mabel Lu is planning to buy a new washing machine. She noti ces that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% 0.0% 100.0% 0.0% Score: Question 5 a. augmented b. specialty c. convenience d. shopping e. unsought 0 / 0.67 (0.67 points) Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add -ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% 0.0% 0.0% 0.0% Score: Question 6 a. differentiating its offer b. good service recovery c. internal marketing d. image marketing e. productivity 0.67 / 0.67 (0.67 points) A company might stretch its product line upward to add prestige to its current 591 products. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0.67 / 0.67 Question 7 (0.67 points) A ________ involves the use of a successful brand name to launch new or modified products in a new category. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% 100.0% 0.0% 0.0% Score: Question 8 a. line extension b. product line c. brand extension d. private brand e. brand symbol 0 / 0.67 (0.67 points) A ________ consists of all the product lines and items that a particular seller offers for sale. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% 0.0% 0.0% 0.0% Score: a. product mix b. brand line c. consumer mix d. packaging mix e. line extension 0 / 0.67 Question 9 (0.67 points) Co-branding is a form of p roduct sponsorship that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. 592 Student response: Percent Correct Student Answer Value Response Response Choices 100.0% a. false 0.0% b. true Score: 0.67 / 0.67 Question 10 (0.67 points) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% a. A line extension 0.0% b. A product mix 0.0% 0.0% 0.0% Score: c. Interactive marketing d. Service variability e. Service intangibility 0 / 0.67 Question 11 (0.67 points) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented product. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% b. true Score: 0.67 / 0.67 Question 12 (0.67 points) Which of the following is NOT a desirable quality for a brand name? Student response: Percent Correct Student Answer Value Response Response Choices 593 0.0% 0.0% b. It should be easy to pronounce, recognize, and remember. 100.0% c. The name should be a long word to get attention. 0.0% d. The name should translate easily into foreign languages. 0.0% Score: a. It should suggest something about the product's benefits and qualities. e. It should be distinctive. 0.67 / 0.67 Question 13 (0.67 points) Style is a larger concept than design. Design describes the appearance of a product. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% Score: Question 14 a. b. false true 0 / 0.67 (0.67 points) ________ means that services cannot be seen, tasted, felt, heard, o r smelled before they are bought. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. Service 594 0.0% 100.0% 0.0% 0.0% Score: Question 15 inseparability b. Service variability c. Service intangibility d. Service perishability e. Service heterogeneity 0 / 0.67 (0.67 points) In recent years, product safety and environmental responsibility have become major ________ concerns. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% 0.0% 0.0% 0.0% Question 1 a. branding b. packaging c. product mix d. service e. product line (0.67 points) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% a. A line extension b. A product mix 0.0% c. Interactive marketing 0.0% d. Service variability e. Service intangibility 0.0% Score: 0.67 / 0.67 595 Question 2 (0.67 points) Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0.67 / 0.67 Question 3 (0.67 points) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. internal service quality 100.0% 0.0% 0.0% 0.0% Score: b. evidence management c. satisfied and productive service employees d. satisfied and loyal customers e. healthy service profits growth and 0.67 / 0.67 Question 4 (0.67 points) Which of the following is the MOST important for product designers to consider as they develop a product? Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. which product features can 596 be added to create higherlevel models 0.0% 0.0% 100.0% 0.0% Score: Question 5 b. how the product appears c. what the product's technical specifications are d. how customers will use and benefit from the product e. how the product is packaged to attract spontaneous purchases 0 / 0.67 (0.67 points) Customers come to know a brand through a wide range of contacts and touch points, including word of mouth, personal interactions with company employees, telephone interactions, and company Web pages. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% Score: Question 6 a. b. false true 0.67 / 0.67 (0.67 points) Which of the following is NOT a desirable quality for a brand name? Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. It should suggest something 597 about the product's benefits and qualities. 0.0% b. It should be easy to pronounce, recognize, and remember. 100.0% c. The name should be a long word to get attention. d. The name should translate easily into foreign languages. e. It should be distinctive. 0.0% 0.0% Score: Question 7 0.67 / 0.67 (0.67 points) Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% 0.0% 0.0% 0.0% Score: Question 8 a. specialty products b. social marketing c. shopping products d. consumer products e. responsibility marketing 0.67 / 0.67 (0.67 points) 598 Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented product. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0.67 / 0.67 Question 9 (0.67 points) The third level of a product that product planners consider is a(n) ________ around the core benefit and actual product that offers additional consumer services and benefits. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% a. augmented product 0.0% 0.0% 0.0% 0.0% Score: b. brand equity c. brand extension d. industrial product e. image 0.67 / 0.67 Question 10 (0.67 points) Paper, pencils, lubricants, paint, nails, and brooms are examples of ________. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% 0.0% 0.0% a. supplies b. capital items c. raw materials 0.0% d. specialty products e. installations 0.0% Score: Question 11 0.67 / 0.67 (0.67 points) 599 Service productivity can be managed by increasing the quantity of service and giving up some quality. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0 / 0.67 Question 12 (0.67 points) Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. attributes 0.0% 0.0% 0.0% 100.0% Score: b. benefits c. variation d. selection e. beliefs and values 0.67 / 0.67 Question 13 (0.67 points) A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% 0.0% 0.0% 0.0% Score: a. social marketing b. brand equity c. specialty products d. line filling e. product length 0.67 / 0.67 600 Question 14 (0.67 points) Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 les s per can. Chicken of the Sea has high brand ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% 0.0% 0.0% 0.0% Score: a. extension b. equity c. licensing d. service e. evidence 0.67 / 0.67 Question 15 (0.67 points) Costco's Kirkland products are an example of a(n) ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. organizational brand 0.0% 100.0% 0.0% b. support brand c. private brand d. sponsorship brand 0.0% e. manufacturer's brand Score A company can stretch its product either upward or downward, but not both directions. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% a. false 0.0% Score: b. true 0 / 0.67 Question 2 (0.67 points) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. 601 Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. Materials 0.0% b. Parts 100.0% 0.0% 0.0% Score: c. Capital items d. Specialty items e. Supplies 0.67 / 0.67 Question 3 (0.67 points) You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. unsought 100.0% 0.0% 0.0% 0.0% Score: Question 4 b. convenience c. augmented d. shopping e. specialty 0.67 / 0.67 (0.67 points) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand stren gth? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% 100.0% 0.0% 0.0% Score: a. brand differentiation b. brand knowledge c. brand valuation d. brand esteem e. brand relevance 0 / 0.67 602 Question 5 (0.67 points) ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% a. Person marketing b. Organization marketing 0.0% c. Internal marketing 0.0% d. Service variability e. Intelligence marketing 0.0% Score: Question 6 0.67 / 0.67 (0.67 points) Cannibalization and customer con fusion about product differentiation are two potential results if line filling is overdone. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% Score: Question 7 a. b. false true 0.67 / 0.67 (0.67 points) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 100.0% 0.0% 0.0% a. Packaging b. Product quality c. Total quality management d. Specialty marketing 603 0.0% Score: e. Positioning 0 / 0.67 Question 8 (0.67 points) Which of the following is NOT one of the links in the service -profit chain, linking service firm profits with employee and customer satisfaction? Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. internal service quality 100.0% b. evidence management 0.0% c. satisfied and productive service employees d. satisfied and loyal customers e. healthy service profits and growth 0.0% 0.0% Score: Question 9 0 / 0.67 (0.67 points) To achieve their social change object ives, social marketing programs ________. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% a. utilize only the promotional P of the marketing mix b. utilize only the promotional and product Ps of the 604 0.0% 0.0% 100.0% Score: marketing mix c. work to influence individuals' behavior to improve their well-being d. utilize all of the Ps in the marketing mix e. work to influence individuals' behavior to improve their well-being and utilize all of the Ps in the marketing mix 0.67 / 0.67 Question 10 (0.67 points) Through ________, the service firm trains and motivates its customer -contact employees and supporting service people to work as a team to provide customer satisfaction. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. service inseparability 0.0% b. service intangibility 0.0% 100.0% 0.0% Score: c. service variability d. internal marketing e. external marketing 0 / 0.67 605 Question 11 (0.67 points) Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% 0.0% 0.0% 100.0% c. brand d. augment 0.0% Score: a. promote b. package e. present 0 / 0.67 Question 12 (0.67 points) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. Line extensions 100.0% b. Services 0.0% 0.0% 0.0% Score: c. Brands d. Consumer products e. Supplements 0.67 / 0.67 Question 13 (0.67 points) An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may be unpleasant and slow. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: Question 14 b. true 0 / 0.67 (0.67 points) 606 Retailers and wholesalers who have created their own brands-such as Wal-Mart's Sam's Choice beverages and food products -are participating in co-branding. Student response: Percent Correct Student Answer Value Response Response Choices 100.0% a. false 0.0% Score: b. true 0 / 0.67 Question 15 (0.67 points) In a service business, the customer and front -line service employee interact to create the service. Student response: Percent Correct Student Answer Value Response Response Choices 0.0% a. false 100.0% Score: b. true 0.67 / 0.67 Question 1 (0.67 points) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. A line extension 0.0% 0.0% c. Interactive marketing 0.0% d. Service variability 0.0% Score: b. A product mix e. Service intangibility 0.67 / 0.67 Question 2 (0.67 points) Which of the following is NOT a desirable quality for a brand name? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. It should suggest something about the product's benefits and 607 qualities. 0.0% 100.0% c. The name should be a long word to get attention. 0.0% d. The name should translate easily into foreign languages. 0.0% Score: b. It should be easy to pronounce, recognize, and remember. e. It should be distinctive. 0.67 / 0.67 Question 3 (0.67 points) A stripped-down model without any extras is the starting point; a company can create a higher-level model by adding ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. co-brandings b. features 0.0% 0.0% d. service variability 0.0% Score: c. product quality e. conformance 0 / 0.67 Question 4 (0.67 points) A company can stretch its product either upward or downward, but not bot h directions. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% Score: Question 5 a. false b. true 0.67 / 0.67 (0.67 points) 608 To achieve their social change objectives, social marketing programs ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. utilize only the promotional and product Ps of the marketing mix 0.0% c. work to influence individuals' behavior to improve their wellbeing 0.0% d. utilize all of the Ps in the marketing mix 100.0% Score: a. utilize only the promotional P of the marketing mix e. work to influence individuals' behavior to improve their wellbeing and utilize all of the Ps in the marketing mix 0 / 0.67 Question 6 (0.67 points) A company can increase its business in four ways. Which is NOT one of these ways? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. It can add new product lines, thus widening its product mix. 0.0% b. It can lengthen its existing product lines. 0.0% c. It can add more versions of each product and thus deepen its product mix. 100.0% d. It can discontinue some of its lines. 0.0% e. It can increase the 609 consistency product mix. Score: of its 0 / 0.67 Question 7 (0.67 points) When a company introduces a new brand name in the same product category, it is called line extension. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% Score: a. false b. true 0.67 / 0.67 Question 8 (0.67 points) Which of the following is/are examples of product mix depth? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. hamburger cheeseburger 0.0% b. hamburger cream 0.0% c. Coke and Diet Coke 100.0% 0.0% Score: and and ice d. hamburger and cheeseburger and Coke and Diet Coke e. all of these 0 / 0.67 Question 9 (0.67 points) An alternative to product line stretching is ________, adding more items within the present range of the line. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. product mixing 0.0% b. interactive marketing 610 100.0% c. product line filling 0.0% 0.0% Score: d. co-branding e. service marketing 0 / 0.67 Question 10 (0.67 points) An increasing number of retailers and wholesalers have created their own ________, also called store brands. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. unsought products b. private brands 0.0% 0.0% d. service variability 0.0% Score: c. specialty products e. shopping products 0.67 / 0.67 Question 11 (0.67 points) Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% Score: a. false b. true 0.67 / 0.67 Question 12 (0.67 points) Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. length 611 100.0% 0.0% c. height 0.0% d. width 0.0% Score: b. depth e. perimeter 0.67 / 0.67 Question 13 (0.67 points) In a service business, the customer and front -line service employee interact to create the service. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% Score: a. false b. true 0 / 0.67 Question 14 (0.67 points) Which of the following is a potential drawback of multibranding? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Consumers may become confused about the image of the main brand. 0.0% b. An overextended brand name might lose its specific meaning for consumers. 0.0% c. Different product features can appeal to consumers with different buying motives. 100.0% d. The company's resources may be spread over too many brands. 0.0% e. The company can occupy more retail 612 shelf space. Score: 0 / 0.67 Question 15 (0.67 points) ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Product quality 0.0% b. Brand equity 100.0% c. Total management 0.0% 0.0% Score: d. Specialty marketing quality product e. Positioning 0.67 / 0.67 Question 1 (0.67 points) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% 100.0 % b line filling . 0.0% c product mixing . 0.0% d social marketing . 0.0% Score: a internal marketing . e line mixing . 0 / 0.67 613 Question 2 (0.67 points) ________ contributes to a product's usefulness as well as to its looks. Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% 100.0 % b Design . 0.0% c Package . 0.0% d Brand . 0.0% Score: a Style . e Functionality . 0.67 / 0.67 Question 3 (0.67 points) Which of the following is NOT one of the links in the service -profit chain, linking service firm profits with employee and customer satisfaction? Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% 100.0 % b evidence management . 0.0% c satisfied and . employees 0.0% d satisfied and loyal customers . 0.0% Score: a internal service quality . e healthy service profits and growth . productive service 0.67 / 0.67 614 Question 4 (0.67 points) Service productivity can be managed by increasing the quantity of service and giving up some quality. Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% 100.0 % Score: a false . b true . 0 / 0.67 Question 5 (0.67 points) The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires." Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 100.0 % 0.0% b brand equity . 0.0% c service . 0.0% d product line . 0.0% Score: a social . e place . 0.67 / 0.67 Question 6 (0.67 points) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. Student Perc Correct Answer Choices Student response: ent Respon Response Valu se 615 e 0.0% 0.0% b Parts . 100.0 % c Capital items . 0.0% d Specialty items . 0.0% Score: a Materials . e Supplies . 0.67 / 0.67 Question 7 (0.67 points) Which of the following is the lowest level on which marketers can position their brands in target customers' minds? Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% 0.0% b internal marketing . 100.0 % c product attributes . 0.0% d strong beliefs and values . 0.0% Score: a interactive marketing . e added service . 0 / 0.67 Question 8 (0.67 points) Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Student Perc Correct Student Answer Choices response: ent Respon Response 616 Valu e se 100.0 % 0.0% Score: a false . b true . 0.67 / 0.67 Question 9 (0.67 points) ________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% 100.0 % b Place marketing . 0.0% c Social marketing . 0.0% d Interactive marketing . 0.0% Score: a Idea marketing . e Organization marketing . 0.67 / 0.67 Question 10 (0.67 points) An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may be unpleasant and slow. Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% a false . 100.0 b true 617 % Score: . 0 / 0.67 Question 11 (0.67 points) Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 100.0 % 0.0% b specialty products . 0.0% c supplies and services . 0.0% d materials and parts . 0.0% Score: a industrial products . e convenience products . 0 / 0.67 Question 12 (0.67 points) Quaker produces a variety of cereals. This variety is called its product line. Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% 100.0 % Score: a false . b true . 0 / 0.67 Question 13 (0.67 points) Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone. 618 Student response: Perc Correct ent Respon Valu se e Answer Choices Student Response 0.0% 100.0 % Score: a false . b true . 0.67 / 0.67 Question 14 (0.67 points) To achieve their social change objectives, social marketing programs ________. Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% 0.0% b utilize only the promotional and . product Ps of the marketing mix 0.0% c work to influence individuals' . behavior to improve their well-being 0.0% d utilize all of the Ps in the marketing . mix 100.0 % Score: a utilize only the promotional P of the . marketing mix e work to influence individuals' . behavior to improve their well-being and utilize all of the Ps in the marketing mix 0.67 / 0.67 Question 15 (0.67 points) All of the following are methods for developing a differentiated service delivery EXCEPT which one? Student Perc Answer Choices Correct response: ent Student Respon Valu Response se e 0.0% a having more . contact people capable customer- 619 0.0% b developing a superior environ ment in . which the service is offered 0.0% c having more . contact people 100.0 % d developing symbols and branding . reliable customer- 0.0% Question 1 (0.67 points) ________ consists of activities undertaken to create, maintain, or change atti tudes or behavior toward particular people. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Corporate advertising image 0.0% b. Organization marketing 100.0% Question 2 d. Social marketing 0.0% Score: c. Person marketing 0.0% e. Intermarket marketing 0 / 0.67 (0.67 points) In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. cost; line extension 0.0% b. cost; service 100.0% c. value; cost 0.0% 0.0% Score: Question 3 d. service; line extension e. equity; cost 0.67 / 0.67 (0.67 points) ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Unsought marketing product 0.0% b. Internal marketing 100.0% 0.0% d. Person marketing 0.0% Score: c. Social marketing e. Interactive marketing 0.67 / 0.67 620 Question 4 (0.67 points) A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. product line 0.0% d. convenience product 0.0% Question 5 c. private brand 0.0% Score: b. line extension 0.0% e. product bandwidth 0.67 / 0.67 (0.67 points) In recent years, product safety and environmental responsibility have become major ________ concerns. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% packaging c. product mix 0.0% d. service 0.0% Question 6 branding b. 0.0% Score: a. 100.0% e. product line 0.67 / 0.67 (0.67 points) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Service inseparability 0.0% b. Service variability 100.0% Question 7 d. Service perishability 0.0% Score: c. Service intangibility 0.0% e. Service heterogeneity 0.67 / 0.67 (0.67 points) The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires." Student response: Percent Value Correct Response Student Response Answer Choices 100.0% a. social 0.0% b. brand equity 0.0% c. service 621 0.0% Question 8 product line 0.0% Score: d. e. place 0.67 / 0.67 (0.67 points) The service-profit chain is the set of all product lines and items that a particular seller offers for sale. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 9 false 0.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. service variability 100.0% d. internal marketing 0.0% Question 10 b. service intangibility 0.0% Score: a. service inseparability e. external marketing 0.67 / 0.67 (0.67 points) When a company lengthens its product line beyond its current range, it is ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. product line filling b. product line stretching 0.0% 0.0% Question 11 d. increasing depth 0.0% Score: c. product mixing e. building brand equity product 0.67 / 0.67 (0.67 points) ________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% 0.0% a. Shopping products b. Convenience products 622 0.0% 0.0% Question 12 d. Industrial products 0.0% Score: c. Unsought products e. Line extensions 0.67 / 0.67 (0.67 points) In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. brand extension 0.0% b. brand equity 100.0% c. co-branding 0.0% 0.0% Score: Question 13 d. internal marketing e. line extension 0.67 / 0.67 (0.67 points) Paper, pencils, lubricants, paint, nails, and brooms are examples of ________. Student response: Percent Value Correct Response Student Response 100.0% Answer Choices a. supplies 0.0% 0.0% d. specialty products 0.0% Question 14 c. raw materials 0.0% Score: b. capital items e. installations 0.67 / 0.67 (0.67 points) A ________ involves the use of a successful brand name to launch new or modified products in a new category. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% a. line extension 0.0% b. product line 100.0% c. brand extension 0.0% 0.0% Score: Question 15 d. private brand e. brand symbol 0.67 / 0.67 (0.67 points) When the Twin Six Cafe provides gourmet menu options to its custome rs, as well as impeccable service-which even allows customers to hand-select their own cuts of meat-________ is/are are evident. Student response: Percent Correct Student Answer Choices 623 Value Response Response 0.0% a. only an actual product 0.0% b. only an product augmented 0.0% Question 2 d. both a core benefit and an actual product 100.0% Score: c. only a core benefit 0.0% e. a core benefit, an actual product, and an augmented product 0 / 0.67 (0.67 points) General Electric's campaign stating, "We bring good things to life" is an example of ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. personal marketing b. corporate marketing image 0.0% d. product line 0.0% Question 5 c. product quality 0.0% e. social marketing (0.67 points) All of the following are methods for developing a differentiated service delivery EXCEPT which one? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% c. having more reliable customer-contact people 100.0% d. developing symbols and branding 0.0% Question 6 b. developing a superior environment in which the service is offered 0.0% Score: a. having more capable customer-contact people e. designing a superior delivery process 0 / 0.67 (0.67 points) In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. brand extension 624 0.0% b. brand equity 100.0% c. co-branding 0.0% 0.0% Score: Question 12 d. internal marketing e. line extension 0 / 0.67 (0.67 points) In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. national; manufacturer's 0.0% b. store; private 100.0% c. national; private 0.0% Question 15 d. store; licensed 0.0% e. private; distributor (0.67 points) Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. consumers 100.0% b. industrial users 0.0% 0.0% d. co-branders 0.0% Question 1 c. government buyers e. wholesalers (0.67 points) A hickory rocking chair, handmade by an Amish woodcarver in northern Indiana from locally grown wood, is an example of a(n) ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. convenience product 0.0% b. shopping product 100.0% c. specialty product 0.0% 0.0% Score: Question 2 d. service e. augmented product 0 / 0.67 (0.67 points) Successful service companies focus their attention on both their customers and their employees. Student response: Percent Value 0.0% Correct Response Student Response Answer Choices a. false 625 100.0% Question 5 b. true (0.67 points) Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. actual product 0.0% b. augmented product 100.0% c. core customer value 0.0% 0.0% Question 8 d. co-branding e. exchange (0.67 points) A brand name should translate easily into foreign languages. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 9 false 100.0% Score: a. b. true 0 / 0.67 (0.67 points) ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Specialty products 0.0% b. Line extensions 100.0% d. Shopping products 0.0% Question 11 c. Unsought products 0.0% e. Convenience products (0.67 points) Developing a product involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. private brands b. product attributes 0.0% 0.0% d. product mixes 0.0% Question 3 c. consumer products e. marketing tools (0.67 points) Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first p lace. 626 Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 9 false 100.0% Score: a. b. true 0 / 0.67 (0.67 points) Product mix ________ refers to the number of different product lines the com pany carries. Procter & Gamble markets 250 brands organized into many product lines. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% height c. width 0.0% d. perimeter 0.0% Question 10 length b. 100.0% Score: a. 0.0% e. depth 0 / 0.67 (0.67 points) ________ means that services cannot be separated from their providers, whether the providers are people or machines. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Service intangibility 100.0% b. Service inseparability 0.0% Question 14 d. Service perishability 0.0% Score: c. Service variability 0.0% e. Service heterogeneity 0 / 0.67 (0.67 points) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. positioning 0.0% b. style 0.0% c. total quality management 100.0% d. conformance 0.0% Question 2 e. adherence (0.67 points) Customer retention is perhaps the best measure of quality -a service firm's ability to hang on to its customers depends on how consistently it delivers value to them. Student response: Percent Value Correct Response Student Response Answer Choices 627 0.0% false 100.0% Question 5 a. b. true (0.67 points) While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. marketing experience 0.0% b. line extensions 100.0% c. brand experience 0.0% 0.0% Score: Question 7 d. product mix e. word-of-mouth elements 0 / 0.67 (0.67 points) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. megabrand 0.0% 0.0% 0.0% Question 3 c. social marketing d. unsought product 0.0% Score: b. service inseparability e. undifferentiated 0 / 0.67 (0.67 points) Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 8 a. false 0.0% b. true (0.67 points) A company's product mix has four important dimensions: width, length, depth, and consistency. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% Question 13 false 100.0% Score: a. b. true 0.67 / 0.67 (0.67 points) Which of the following does NOT belong to the materials and parts group of industrial products? 628 Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. farm products such as wheat 0.0% b. natural products such as iron ore 100.0% c. repair and maintenance items 0.0% 0.0% Question 1 d. petroleum e. lumber (0.67 points) The ________ requires sellers to provide detailed nutritional information on food products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. Fair Packaging and Labeling Act of 1966 100.0% b. Nutritional Labeling and Educational Act of 1990 0.0% 0.0% d. Packaging 1970 0.0% Question 3 c. Labeling Act of 1970 e. Federal Commission 1914 Act of Trade Act of (0.67 points) ________ involves designing and producing the container or wrap per for a product. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Product line c. Service 0.0% d. Branding 0.0% Question 10 Packaging b. 0.0% Score: a. 0.0% e. Labeling 0 / 0.67 (Question not answered.) (0.67 points) ________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 100.0% a. Services b. Consumer products 0.0% 0.0% d. Industrial products 0.0% Question 1 c. Line extensions e. Straight extensions (0.67 points) Service providers must consider four special service characteristics when designing marketing 629 programs. Which is NOT one of these characteristics? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% a. service intangibility 0.0% b. service inseparability 0.0% c. service perishability 100.0% d. service heterogeneity 0.0% Question 2 e. service variability (0.67 points) A service is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Student response: Percent Value Correct Response Student Response Answer Choices 100.0% Question 7 false 0.0% Score: a. b. true 0 / 0.67 (0.67 points) Because so many purchase decisions are made in stores, a product's p ackaging may be a seller's last and best chance to influence consumers. Student response: Percent Value Correct Response Student Response Answer Choices 0.0% false 100.0% Question 10 a. b. true (0.67 points) A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. product line 0.0% 0.0% c. private brand 0.0% d. convenience product 0.0% Question 13 b. line extension e. product bandwidth (0.67 points) To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________. Student response: Percent Value 0.0% 100.0% Correct Response Student Response Answer Choices a. feedback b. experiences 0.0% c. brands 0.0% d. product lines 0.0% e. events 630 Question 1 (0.67 points) Which of the following is a potential drawback of multibranding? Student response: Percent Correct Student Answer Choices Value Response Response 0.0% 0.0% b. An overextended brand name might lose its specific meaning for consumers. 0.0% c. Different product features can appeal to consumers with different buying motives. 100.0% d. The company's resources may be spread over too many brands. 0.0% Question 12 a. Consumers may become confused about the image of the main brand. e. The company can occupy more retail shelf space. (0.67 points) Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company's specific products and facilities? Student response: Percent Correct Student Answer Choices Value Response Response 100.0% a. brands 0.0% 0.0% c. specialty products 0.0% d. unsought products 0.0% 1. b. convenience products e. staples Berkowitz Piano Company can lengthen its product line in one of two common ways. Which is one of these ways that might prove productive? a. internal marketing b. line filling c. product mix d. social marketing (b; Easy; p. 289) 631 An alternative to product line stretching is _____ — adding more items within the 2. present range of the line. There are several reasons for doing this; some are to reach for extra profits, satisfy dealers, use excess capacity, and to plug holes to keep out competitors. a. product mix b. interactive marketing c. product line filling d. co-branding (c; Challenging; p. 289) 3. An organization with several product lines has a _____. This consists of all the product lines and items that a particular seller offers for sale. a. product mix b. brand line c. consumer mix d. packaging mix (a; Moderate; p. 290) 4. Product mix _____ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. a. length b. height c. width d. perimeter (c; Moderate; p. 290) 632 5. Product line _____ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. a. length b. depth c. height d. width (b; Challenging; p. 290) 6. The _____ of the product mix refers to h ow closely related the various product lines are in end use, production requirements, distribution channels, or some other way. a. depth b. length c. width d. consistency (d; Moderate; p. 290) 7. A company can increase its business in four ways. Which is not one of these ways? a. It can add new product lines, thus widening its product mix. b. It can lengthen its existing product lines. c. It can add more versions of each product and thus deepen its product mix. d. The company can discontinue some of its lines. 633 (d; Easy; p. 291) 8. Some analysts see _____ as the major enduring asset of a company, outlasting the company’s specific products and facilities. a. brands b. convenience products c. specialty products d. unsought products (a; Easy; p. 291) 9. Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna even though the Kroger tuna costs $0.15 less per can. This is known as brand _____. a. extension b. equity c. specialty d. service (b; Moderate; p. 291) The fundamental asset underlying brand equity is _____ — the value of the 10. customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal customers. a. customer mix b. customer equity c. line equity d. service variability (b; Challenging; p. 291) 634 11. Marketers need to position their brands clearly in target customers minds. They can position brands at any of three levels. At the lowest level, they can position the brand on _____. a. interactive marketing b. internal marketing c. product attributes d. strong beliefs and values (c; Moderate; p.292) Marketers need to position their brands clearly in target customers’ minds. The 12. strongest brands go beyond attribute or benefit positioning. They are positioned on _____. a. desirable benefit b. good packaging c. service inseparability d. strong beliefs and values (d; Easy; p. 292) 13. Desirable qualities for a brand name include all of the following except _____. a. It should suggest something about the product’s benefit s and qualities. b. It should be easy to pronounce, recognize, and remember. 635 c. The brand should almost always be a long word to get attention. d. The name should translate easily into foreign languages. (c; Challenging; pp. 292 -293) Manufacturers’ brands have long dominated the retail scene. In recent times, 14. however, an increasing number of retailers and wholesalers have created their own _____ (or store brands). a. slotting fees b. private brands c. specialty product d. service variability (b; Easy; p. 293) In the so-called battle of the brands between manufacturers’ and private brands, 15. _____ have many advantages. They control what products they stock, where they go on the shelf, and which ones they will feature in local circulars. a. unsought products b. convenience products c. specialty products d. retailers (d; Moderate; p.293) 636 Most retailers also charge manufacturers _____ — payments demanded by 16. retailers before they will accept new products and find a place for them on the shelves. a. slotting fees b. private fees c. line extension fees d. product line fees (a; Easy; p. 294) 17. Most manufacturers take years and spend millions to create their own brand names. However, some companies _____ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books. For a fee, any of these can provide an instant and proven brand name. a. service b. license c. market d. package (b; Moderate; p. 294) 18. _____ occurs when two established brand names of different companies are used on the same product. a. Brand extension b. Brand equity c. Co-branding d. Internal marketing (c; Moderate; p. 295) 637 In most _____ situations, one company licenses another company’s well -known 19. brand to use in combination with its own. a. brand extension b. brand equity c. co-branding d. internal marketing (c; Easy; p. 295) As one Nabisco manager puts it, ‖Giving away your brand is a lot like giving away 20. your _____ — you want to make sure everything is perfect.‖ a. package b. product line c. child d. product quality (c; Easy; p. 296) 21. A company has four choices when it comes to developing brands. What is not one of those choices? a. line extension b. brand extension c. multibrands 638 d. width and depth extension (d; Challenging; p. 296) 22. _____ occur(s) when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. a. Line extensions b. Product mix c. Interactive marketing d. Service variability (a; Moderate; p. 296) 23. One risk of _____ is that sales may come at the expense of other items in the line. It works best when it takes sales away from competing brands, not when it ―cannibalizes‖ the company’s other items. a. brand extension b. line extension c. packaging d. social marketing (b; Moderate; p. 296) 24. A _____ involves the use of a successful brand name to launch new or modified products in a new category. a. brand equity b. product line c. brand extension 639 d. private brand (c; Moderate; p. 296) 25. _____ offer(s) a way to establish different features and appeal to different buying motives. It also allows a company to lock up more reseller shelf space. Or the company may want to protect its major brand by setting up flanker or fighter brands. a. New brands b. Interactive marketing c. Product quality d. Multibrands (d; Challenging; p. 297) 26. Retailers have become concerned that there are already too many brands, with too few differences between them. Thus, Procter & Gamble and other large consumerproduct marketers are now pursuing _____ strategies—weeding out weaker brands and focusing their marketing dollars only on brands that can achieve the number -one or number-two market share positions in their categories. a. megabrand b. service inseparabilit y c. social marketing d. unsought product (a; Moderate; p. 297) 640 Companies must carefully manage their brands. First, the brand’s positioning 27. must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand _____ and to build preference and loyalty. a. extension b. awareness c. packaging d. internal marketing (b; Easy; p. 297) 28. Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. However, the fact is that brands are not maintained by advertising but by the _____. a. marketing b. line extensions c. brand experience d. product mix (c; Easy; p. 297) The brand’s positioning will not take hold fully unless everyone in the company 29. lives the brand. Therefore the company needs to train its people to be _____. a. customer-centered b. specialty-centered c. convenience-centered d. line-extension-centered (a; Moderate; p. 298) 641 The brand’s positioning will not take hold fully unless everyone in the company 30. lives the brand. This suggests that managing a company’s brand assets can no longer be left only to _____. a. product line b. product mix c. brand extension d. brand managers (d; Easy; p. 298) 31. Canada Dry and Colgate-Palmolive have appointed _____ managers to maintain and protect their brand’s images, associations, and quality, and to prevent short-term actions by over-eager brand managers from hurting the brand. a. product line b. service c. brand equity d. brand extension (c; Moderate; p. 298) The recent wave of corporate mergers and acquisitions has decided, ―We need a 32. master brand to leave all our old names behind.‖ What is this called? a. product mix b. rebranding c. brand equity d. consumer branding (b; Easy; p. 298) 642 33. Building a(n) _____ and re-educating customers can be a huge undertaking for a company. It cost tens of millions of dollars just for a special four-week advertising campaign to announce the new name, followed by considerable ongoing advertising expenses to the Verizon Company. a. product mix b. service intangibility c. new image d. internal marketing (c; Easy; p. 298) 34. A company must consider four special service characteristics when designing marketing programs. Which is not one of these characteristics? a. intangibility b. inseparability c. perishability d. interactive marketing (d; Challenging; p. 298) 35. _____ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. a. Service inseparability b. Service variability c. Service intangibility d. Service perishability (c; Moderate; p. 299) 643 36. _____ means that services cannot be separated from their providers, whether the providers are people or machin es. a. Service intangibility b. Service inseparability c. Service variability d. Service perishability (b; Moderate; p. 299) JB Auto Detailing’s customers have noticed that the quality of services depends 37. on who provides them as well as when, where, and how they are provided. What have the customers noticed? a. service intangibility b. service inseparability c. service variability d. service perishability (c; Moderate; p. 299) 38. A barber cannot inventory haircuts. _____ means that services cannot be stored for a later sale or use. a. Service intangibility b. Service inseparability c. Service variability d. Service perishability (d; Easy; p. 299) 644 39. In a product business, products are fairly standardized and can sit on shelves waiting for customers. But in a service business, front-line service employees and the support processes backing these employees participate in _____. a. interaction b. co-branding c. industrial marketing d. internal marketing (a; Challenging; p. 300) 40. _____ means that the service firm must effectively train and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. a. Service inseparability b. Service intangibility c. Service variability d. Internal marketing (d; Moderate; p. 301) Chapter 9 Product, Services, and Branding Strategies Multiple Choice 1. If you are looking for enlightenment in all the wrong places, _____ companies are eager to help. Feeling good is the new religion. These companies are the newest of the new prophets, turning the old notion of hope in a jar on its head. a. auto b. cosmetics c. toy 645 d. food (b; Moderate; p. 275) 2. Tony and Tiny have a _____ company with a mission statement: ―To aid in the evolution of human consciousness.‖ We think color therapy is going to be the new medicine,‖ said Tony. a. auto b. cosmetic c. toy d. food (b; Moderate; p. 276) 3. At the 5S store in SoHo, you buy things that are ―energizing,‖ ―nurturing,‖ or ―adoring.‖ Here are products that are not intended to make you look better, but to make you act better, feel better, and be a better person. What kind of a store is this? a. food b. toy c. electronics d. cosmetics (d; Easy; p. 276) 4. _____, the General Motors of the cosmetics world, has a passionately held belief that the appeal is first the spirituality, and then the products. a. Avon Company b. Heaven Sent Company c. Estee Lauder Companies d. Proctor and Gamble (c; Challenging; p. 276) 5. The cosmetic‘s image, its promises and positioning, its ingredients, its name and package, the company that makes it, the stores that sell it— all become a part of the total cosmetic product. What is one thing they do not t ry to sell? a. lifestyle b. self-expression c. service-profit chain d. achievement (c; Easy; p.276) 6. We define a _____ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. a. private brand b. service variability c. service d. product 646 (d; Easy; p. 276) 7. _____ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. a. Line extensions b. Services c. Brands d. Consumer products (b; Easy; p. 276) 8. Product is a key element in _____. At one extreme, it may consist of pure tangible goods or at the other extreme pure services. a. market offering b. brand equity c. brand extension d. co-branding (a; Easy; p. 277) 9. Many companies are moving to a new level in creating value for their customers. They are developing and delivering total customer experiences. Whereas products are tangible and services are intangible, experiences are _____. a. product quality b. memorable c. unsought product d. internal marketing (b; Moderate; p. 277) 10. Product planners need to think about products and services on three levels. Each level adds more customer value. The most basic level is the _____, which addresses the question, ―What is the buyer really buying?‖ a. actual product b. augmented product c. core benefit d. co-branding (c; Challenging; p. 279) 11. Product planners need to think about products and services on three levels. The third level is that the product planners must build on a(n) _____ around t he core benefit and actual product by offering additional consumer services and benefits. a. augmented product b. brand equity 647 c. brand extension d. industrial product (a; Challenging; p. 279) 12. Product planners must design the actual product and find ways to _____ it in order to create the bundle of benefits that will provide the most satisfying customer experience. a. core benefit b. package c. brand d. augment (d; Challenging; p. 279) 13. Products and services fall into two broad classes based on the types of consumers that use them. Which is one of these broad classes? a. industrial products b. brand equity c. co-branding d. brand extension (a; Moderate; p. 281) 14. _____ are products and services bought by final consumers for personal consumption. These include convenience products, shopping p roducts, specialty products, and unsought products. a. Services b. Consumer products c. Line extensions d. Industrial products (b; Easy; p. 280) 15. _____ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons. a. Shopping products b. Brands c. Services d. Industrial Products (a; Moderately; p. 280) 16. _____ are consumer products and services with unique characteristic s or brand identification for which a significant group of buyers is willing to make a special purchase effort. a. Shopping products b. Unsought products 648 c. Specialty products d. Industrial Products (c; Moderate; p. 280) 17. _____ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. a. Specialty products b. Line extensions c. Unsought products d. Shopping products (c; Easy; p. 281) 18. _____ are those products purchased for further processing or for use in conducting a business. a. Unsought products b. Specialty products c. Shopping products d. Industrial products (d; Easy; p. 281) 19. The three groups of industrial products and services in clude all of the following except _____. a. materials and parts b. capital items c. maintenance and operations d. supplies and services (c; Moderate; p. 281) 20. One of the three groups of industrial products includes materials and parts. Which is not one of the material parts? a. farm products such as wheat b. natural products such as iron ore c. nonraw materials d. petroleum (c; Easy; p. 281) 21. Manufactured materials and parts are sold directly to _____. Price and service are the major marketing factors; branding and advertisin g tend to be less important. a. consumers b. industrial users 649 c. brand extensions d. co-branders (b; Challenging; p. 281) 22. _____ are industrial products that aid in the buyer‘s production or operations, including installations and accessory equipment. a. Materials b. Parts c. Capital items d. Specialty products (c; Moderate; p. 281) 23. Which of the following capital items is not considered an accessory part of equipment? The billing department needs to know so they can be classified correctly. a. buildings b. hand tools c. lift trucks d. desks (a; Moderate; p. 281) 24. The final group of business products is _____ and _____. These include paper, pencils, lubricants, paint, nails, and brooms. a. supplies; services b. capitals; installations c. raw materials; farm products d. specialty products; unsought produ cts (a; Easy; p. 282) 25. _____ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. a. Person marketing b. Organization marketing c. Internal marketing d. Service variability (b; Challenging; p. 282) 26. What is a major tool companies use to market themselves to various publics — such as General Electric states, ―We bring good things to life‖? a. person marketing 650 b. corporate image advertising c. product quality d. product line (b; Challenging; p. 2 82) 27. _____ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. a. Corporate image advertising b. Organization marketing c. Person marketing d. Social marketing (a; Moderate; p. 282) 28. _____ involves activitie s undertaken to create, maintain, or change attitudes towards particular cities, states, and regions. Texas advertises ―it‘s like a whole other country.‖ a. Idea marketing b. Place marketing c. Social marketing d. Interactive marketing (b; Easy; p. 282) 29. _____ can also be marketed. In one sense, all marketing is the marketing of this. It can be specific such as Crest toothpastes ―create smiles every day.‖ a. Co-branding b. Internal marketing c. Ideas d. Unsought products (c; Moderate; p. 283) 30. _____ is defined as the use of commercial marketing concepts and tools in programs designed to influence individual‘s behavior to improve their well -being and that of society. a. Unsought product b. Internal marketing c. Social marketing d. Product line (c; Easy; p. 283) 31. Marketing efforts, which include public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are called _____. a. specialty product b. social marketing 651 c. shopping product d. consumer product (b; Moderate; p. 283) 32. The Ad Council of America has developed dozens of _____ advertising campaigns, including classics such as ―Smoky Bear,‖ ―Keep America Beautiful,‖ and ―Only You Can Prevent Forest Fires.‖ a. social b. brand equity c. service d. product line (a; Moderate; p. 282) 33. Developing a product or service involves defining the benefi ts that it will offer. These benefits are communicated and delivered by _____ such as quality, features, and style and design. a. private brand b. product attributes c. consumer product d. product mix (b; Challenging; p. 283) 34. _____ is one of the marketer‘s major positioning tools. It has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction. a. Packaging b. Product quality c. Social marketing d. Specialty product (b; Easy; p. 283) 35. _____ is an approach in which all the company‘s people are involved in constantly improving the products, services, and business processes. a. Product quality b. Brand equity c. Total quality management d. Specialty product (c; Easy; p. 284) 36. You have just read an article on the latest research about pro duct quality. You want to tell your supervisor that product quality has two dimensions. What is one of these dimensions? a. consistency b. brand c. convenience product 652 d. specialty product (a; Easy; p. 284) 37. Beyond quality level, high quality also can mean high leve ls of quality consistency. Here, product quality means _____ — freedom from defects and consistency in delivering a targeted level of performance. a. private brand b. product quality c. total quality management d. conformance quality (d; Challenging; p. 284) 38. A product can be offered with varying _____. A stripped -down model, one without any extras, is the starting point. a. co-branding b. features c. product quality d. service variability (b; Easy; p. 284) 39. The company periodically surveys buyers who have used a product and as k questions such as, ―Which specific features of the product do you like the most?‖ The company can then assess each feature‘s _____ to customers versus its _____ to the company. a. cost; line extension b. cost; service c. value; cost d. service; line extension (c; Challenging; p. 284) 40. A sensational _____ may grab attention and produce pleasing aesthetics, but it does not necessarily make the product perform better. a. design b. style c. variable d. service-profit chain (b; Moderate; p. 284) 41. _____ is more than skin deep—it goe s to the very heart of the product. It contributes to a product‘s usefulness as well as to its looks. a. Style b. Design c. Packing 653 d. Brand (b; Easy; p. 284) 42. Good style and design can do many things. What is one thing it cannot do? a. attract attention b. improve product performance c. cut production costs d. cause unsought product reputation (d; Easy; p. 284) 43. A(n) _____ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service. a. service b. brand c. co-branding d. internal marketing (b; Easy; p. 285) 44. _____ involves designing and producing the container or wrapper for a product. a. Packaging b. Product line c. Service d. Branding (a; Easy; p. 286) 45. Like New Products wants to improve its packaging after reading customer responses to its customer opinion poll. Which is not a function of packaging? a. Its purpose is to contain and protect the product. b. It contains the brand mark. c. It protects children. d. It determines product quality. (d; Moderate; p. 286) 46. At the very least, the _____ identi fies the product or brand. It might also describe several things about the product. a. line extension b. social marketing c. label d. specialty product (c; Easy; p.288) 47. Labels may mislead customers, fail to describe important ingredients, or fail to include needed s afety warnings. As a result, several federal and state laws regulate labeling. The most prominent is the _____. a. Co-branding Act of 1972 654 b. Labeling Act of 1970 c. Packaging Act of 1968 d. Fair Packaging and Labeling Act (d; Easy; p. 288) 48. _____ requires sellers t o provide detailed nutritional information on food products, and recent sweeping acts by the Food and Drug Administration regulate the use of health -related terms such as low-fat, light, and high fiber. a. Fair Packaging and Labeling Act of 1966 b. The Nutritional Labeling and Educational Act of 1990 c. Labeling Act of 1970 d. Packaging Act of 1970 (b; Moderate; p. 288) 49. Customer service is another element of product strategy. The first step is to survey customers periodically to asses the value of current services an d to obtain ideas for new ones. From this careful monitoring, Cadillac has learned that buyers are very upset by repairs that are not done correctly the first time. What is the name of these types of services? a. brand equity services b. product support services c. social marketing services d. unsought product services (b; Challenging; p. 288) 50. A _____ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. a. product line b. line extension c. private brand d. convenience product (a; Moderate; p. 289) 51. Berkowitz Piano Company can lengthen its product line in one of two common ways. Which is one of these ways that might prove p roductive? a. internal marketing b. line filling c. product mix d. social marketing (b; Easy; p. 289) 52. An alternative to product line stretching is _____ — adding more items within the present range of the line. There are several reasons for doing this; some are to r each for extra profits, satisfy dealers, use excess capacity, and to plug holes to keep out competitors. 655 a. product mix b. interactive marketing c. product line filling d. co-branding (c; Challenging; p. 289) 53. An organization with several product lines has a _____. T his consists of all the product lines and items that a particular seller offers for sale. a. product mix b. brand line c. consumer mix d. packaging mix (a; Moderate; p. 290) 54. Product mix _____ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. a. length b. height c. width d. perimeter (c; Moderate; p. 290) 55. Product line _____ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. a. length b. depth c. height d. width (b; Challenging; p. 290) 56. The _____ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. a. depth b. length c. width d. consistency (d; Moderate; p. 290) 57. A company can increase its business in four ways. Which is not one of these ways? a. It can add new product lines, thus widening its product mix. 656 b. It can lengthen its existing produ ct lines. c. It can add more versions of each product and thus deepen its product mix. d. The company can discontinue some of its lines. (d; Easy; p. 291) 58. Some analysts see _____ as the major enduring asset of a company, outlasting the company‘s specific products and facilities. a. brands b. convenience products c. specialty products d. unsought products (a; Easy; p. 291) 59. Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna even though the Kroger tuna costs $0.15 less per can. This is known as brand _____. a. extension b. equity c. specialty d. service (b; Moderate; p. 291) 60. The fundamental asset underlying brand equity is _____ — the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal customers. a. customer mix b. customer equity c. line equity d. service variability (b; Challenging; p. 291) 61. Marketers need to position their brands clearly in target customers minds. They can position brands at any of three levels. At the lowest l evel, they can position the brand on _____. a. interactive marketing b. internal marketing c. product attributes d. strong beliefs and values (c; Moderate; p.292) 62. Marketers need to position their brands clearly in target customers‘ minds. The strongest brands go be yond attribute or benefit positioning. They are positioned on _____. 657 a. desirable benefit b. good packaging c. service inseparability d. strong beliefs and values (d; Easy; p. 292) 63. Desirable qualities for a brand name include all of the following except _____. a. It should suggest something about the product‘s benefits and qualities. b. It should be easy to pronounce, recognize, and remember. c. The brand should almost always be a long word to get attention. d. The name should translate easily into foreign languages. (c; Challenging; pp. 292-293) 64. Manufacturers‘ brands have long dominated the retail scene. In recent times, however, an increasing number of retailers and wholesalers have created their own _____ (or store brands). a. slotting fees b. private brands c. specialty product d. service variability (b; Easy; p. 293) 65. In the so-called battle of the brands between manufacturers‘ and private brands, _____ have many advantages. They control what products they stock, where they go on the shelf, and which ones they will feature in local circulars. a. unsought products b. convenience products c. specialty products d. retailers (d; Moderate; p.293) 66. Most retailers also charge manufacturers _____ — payments demanded by retailers before they will accept new products and find a place for them on the shel ves. a. slotting fees b. private fees c. line extension fees d. product line fees (a; Easy; p. 294) 67. Most manufacturers take years and spend millions to create their own brand names. However, some companies _____ names or symbols previously created by other 658 manufacturers, names of well -known celebrities, and/or characters from popular movies and books. For a fee, any of these can provide an instant and proven brand name. a. service b. license c. market d. package (b; Moderate; p. 294) 68. _____ occurs when two established brand name s of different companies are used on the same product. a. Brand extension b. Brand equity c. Co-branding d. Internal marketing (c; Moderate; p. 295) 69. In most _____ situations, one company licenses another company‘s well -known brand to use in combination with its own. a. brand extension b. brand equity c. co-branding d. internal marketing (c; Easy; p. 295) 70. As one Nabisco manager puts it, ‖Giving away your brand is a lot like giving away your _____ — you want to make sure everything is perfect.‖ a. package b. product line c. child d. product quality (c; Easy; p. 296) 71. A company has four choices when it comes to developing brands. What is not one of those choices? a. line extension b. brand extension c. multibrands d. width and depth extension (d; Challenging; p. 296) 659 72. _____ occur(s) when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. a. Line extensions b. Product mix c. Interactive marketing d. Service variability (a; Moderate; p. 296) 73. One risk of ____ _ is that sales may come at the expense of other items in the line. It works best when it takes sales away from competing brands, not when it ―cannibalizes‖ the company‘s other items. a. brand extension b. line extension c. packaging d. social marketing (b; Moderate; p. 296) 74. A _____ involves the use of a successful brand name to launch new or modified products in a new category. a. brand equity b. product line c. brand extension d. private brand (c; Moderate; p. 296) 75. _____ offer(s) a way to establish different features and appeal to different buying motives. It also allows a company to lock up more reseller shelf space. Or the company may want to protect its major brand by setting up flanker or fighter brands. a. New brands b. Interactive marketing c. Product quality d. Multibrands (d; Challenging; p. 297) 76. Retailers have become concerned that there are already too many brands, with too few differences between them. Thus, Procter & Gamble and other large consumer - product marketers are now pursuing _____ strategies — weeding out weaker brands and focusing their marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories. a. megabrand b. service inseparability c. social marketing 660 d. unsought product (a; Moderate; p. 297) 77. Companies must carefully manage their brands. First, the brand‘s positioning must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand _____ and to build preference and loyalty. a. extension b. awareness c. packaging d. internal marketing (b; Easy; p. 297) 78. Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. However, the fact is that brands are not maintained by advertising but by the _____. a. marketing b. line e xtensions c. brand experience d. product mix (c; Easy; p. 297) 79. The brand‘s positioning will not take hold fully unless everyone in the company lives the brand. Therefore the company needs to train its people to be _____. a. customer-centered b. specialty-centered c. convenience-centered d. line-extension-centered (a; Moderate; p. 298) 80. The brand‘s positioning will not take hold fully unless everyone in the company lives the brand. This suggests that managing a company‘s brand assets can no longer be left only to _____. a. product line b. product mix c. brand extension d. brand managers (d; Easy; p. 298) 81. Canada Dry and Colgate-Palmolive have appointed _____ managers to maintain and protect their brand‘s images, associations, and quality, and to prevent short -term actions by overeager brand managers from hurting the brand. a. product line b. service c. brand equity d. brand extension 661 (c; Moderate; p. 298) 82. The recent wave of corporate mergers and acquisitions has decided, ―We need a master brand to leave all our old names behind.‖ What is this called? a. product mix b. rebranding c. brand equity d. consumer branding (b; Easy; p. 298) 83. Building a(n) _____ and re -educating customers can be a huge undertaking for a company. It cost tens of millions of dollars just for a special four-week advertising campaign to announce the new name, followed by considerable ongoing advertising expenses to the Verizon Company. a. product mix b. service intangibility c. new image d. internal marketing (c; Easy; p. 298) 84. A company must consider four special service characteristics when des igning marketing programs. Which is not one of these characteristics? a. intangibility b. inseparability c. perishability d. interactive marketing (d; Challenging; p. 298) 85. _____ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. a. Service inseparability b. Service variability c. Service intangibility d. Service perishability (c; Moderate; p. 299) 662 86. _____ means that services cannot be separated from their providers, whether the providers are people or machines. a. Service intangibility b. Service inseparability c. Service variability d. Service perishability (b; Moderate; p. 299) 87. JB Auto Detailing‘s customers have noticed that the quality of services depends on who provides them as well as when, where, and how they are provided. What have the cust omers noticed? a. service intangibility b. service inseparability c. service variability d. service perishability (c; Moderate; p. 299) 88. A barber cannot inventory haircuts. _____ means that services cannot be stored for a later sale or use. a. Service intangibility b. Service inseparability c. Service variability d. Service perishability (d; Easy; p. 299) 89. In a product business, products are fairly standardized and can sit on shelves waiting for customers. But in a service business, front-line service employees and the support p rocesses backing these employees participate in _____. a. interaction b. co-branding c. industrial marketing d. internal marketing (a; Challenging; p. 300) 90. _____ means that the service firm must effectively train and motivate its customer -contact employees and supporting service people to work as a team t o provide customer satisfaction. a. Service inseparability b. Service intangibility c. Service variability d. Internal marketing (d; Moderate; p. 301) 663 True – False 91. Estee Lauder Company is the General Motors of the cosmetics world. (True; Easy; p. 276) 92. The cosmetic company Aveda sells more than just a tangible product. They sell lifestyle, self-expression, exclusivity, and spirituality. (True; Easy; p. 276) 93. We define a service as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. (False; Easy; p. 276) 94. Co-branding is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples are banking, hotel, airline, retail, tax preparation, and home repair. (False; Moderate; p. 276) 95. Sony must offer more than just a camcorder. It must provide consumers with a complete solution to their picture taking problems. This is called an augmented product. (True; Challenging; p. 279) 96. Unsought products are products and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort. (False; Easy; p. 2 81) 97. Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. (True; Moderate; p. 280) 98. Programs that include public health campaigns to reduce smoking, alcoh olism, drug abuse, and overeating are examples of the social idea known as social marketing. (True; Easy; p. 282) 99. Style is a larger concept than design. Design describes the appearance of a product. (False; Moderate; p. 284) 100. The brand of a product can determine its consumer value. (True; Moderate; p. 285) 101. Packaging does not i nclude the material necessary to ship a product. (False; Easy; p. 286) 664 102. Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics. (False; Moderate; p. 288) 103. Quaker® produces a variety of cereals. This variety is called its product line. (True; Moderate; p. 289) 104. A company‘s product mix has four important dimensions: width, length, depth, a nd consistency. (True; Easy; p. 290) 105. Dove marketers can go beyond the brand‘s cleansing cream attributes and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning. (False; Challenging; p. 292) 106. One important quality for a brand name is that it should translate easily into foreign languages. (True; Easy; p. 293) 107. An increasing number of retailers and wholesalers have created their own brands —such as Wal -Mart offers Sam‘s Choice beverages and food product s. This is called co -branding. (False; Challenging; p. 293) 108. When a company introduces a new brand name in the same product category it is called line extension. (False; Challenging; p. 296) 109. Customers come to know a brand through a wide range of contacts and touch points. These include word of mouth, personal interactions with company people, telephone interactions, and company Web pages. Many brands are not maintained by advertising but by brand experience. (True; Easy; p. 297) 110. An example of service v ariability is that within a given Marriot hotel, one registration -desk employee may be cheerful and efficient, whereas another may be unpleasant and slow. (True; Challenging; p. 299) 111. Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided. (False; Challenging; p. 299) 665 112. In a product business, products are fairly standardized and can sit on shelves waiting for customers. In a service business, the customer and front -line service employee interact to create the service. (True; Easy; p. 300) 113. The service -profit chain means the set of all product lines and items that a particular seller offers for sale. (False; Challenging; p. 300) 114. A big part in managing service differentiation i s in the company‘s service delivery. (True; Moderate; p. 302) 115. Customer retention is perhaps the best measure of quality— a service firm‘s ability to hang on to its customers depends on how consistently it delivers value to them. (True; Easy; p. 303) 116. Managing service productivity can take place when a company increases the quality of their service by giving up some of their output. (True; Moderate; p. 303) 117. The government cannot prevent companies from adding products through acquisitions if the effect threatens to lessen competition. (False; Moderate; p. 304) 118. Internal marketers face special challenges. They must figure out what products to introduce to other countries. (False; Moderate; p. 304) 119. In international product and service marketing it is important to know what different colors mean to different countries. (True; Easy; p. 305) 120. In international product and service marketing, many banks were afraid to go global and held off for quite a while. (False; Moderate; p. 305) 121. Retailers such as Wal -Mart, Kmart, Toys ―R‖ Us, Office Depot, and Disney are among the first businesses to go global. (False; Challenging; p. 306) 122. Service companies wanting to operate in other countries are usually welcomed with open arms. Manufacturers usually face restrictions when attempting to sell their products in another country. (False; Challenging; p. 306) 666 Ads by Google How to do Concept Tests Learn the 3 steps to more effective Concept Tests - Free download markettools.com/Concept -Test Free Gartner Report WCM SDL WCM is Magic Quadrant "Leader" Web Content Management Reviews SDLwebcontentmanagement.com market segmentation strategy Identify segments, lifestyles & purchase patterns of your customers www.nielsen.com/nielsenclaritas SWOT Analysis Software See How MindManager can Help you Perform a SWOT Analysis. Free Trial www.Mindjet.com Chapter 12: Setting Product Strategy GENERAL CONCEPT QUESTIONS Multiple Choice 1. Marketing planning begins with the formulation of an offering to________ target customers’ needs or wants. a. exceed b. meet c. capture d. compete with e. comprehend Answer: b Page: 372 Level of difficulty: Easy 2. T he customer will judge the offering by three basis elements:________, services mix and quality, and price. a. performance b. salespeople c. price d. product features and quality e. none of the above Answer: d Page: 372 Level of difficulty: Eas y 667 3. T he components of the market offering include all of the following EXCEPT ________. a. product feature b. product quality c. reputation of firm d. services mix and quality e. value-based pricing Answer: c Page: 372 Level of difficulty: Easy 4. In planning its market offering, the marketer needs to address five product levels. T hese levels include all of the following EXCEPT________. a. potential product b. augmented product c. core benefit d. basic product e. product usage/purpose Answer: e Page: 372 Level of difficulty: Medium 325 Part 5: Shaping the Market Offerings 5. T he five product levels constitute a________. At each level more customer value is added. a. customer augmented product b. customer consumption system c. customer value hierarchy d. customer perceived value e. customer hierarchy Answer: c Page: 372 :Level of difficulty: Medium 6. T he way the user performs the tasks of getting and using products and related services is the user’s total________. a. consumption system b. consumable system c. consistent use system d. augmented system e. none of the above Answer: a Page 372 Level of difficulty: Medium 7. Marketers have traditionally classified products on the basis of characteristics: 668 ________, tangibility, and use. a. customer value hierarchy b. expected c. augmented d. durability e. none of the above Answer: d Page: 373 Level of difficulty: Hard 8. W hen companies search for new ways to satisfy customers and distinguish their offering from others, they look at the________ product, which encompasses all the possible augmentations and transformations of the product. a. consumption system b. expected c. potential d. augmented e. basic Answer: c Page: 373 Level of difficulty: Hard 9. T he vast array of goods consumers buy can be classified on the basis of shopping habits. W e can distinguish among convenience,________, specialty, and unsought goods. a. ―must haves‖ b. impulse c. shopping d. business e. functional 70 Chapter 12: Setting Product Strategy Answer: c Page: 374 Level of difficulty: Easy 10. T he consumer usually purchases________ frequently, immediately, and with a minimum of effort. a. specialty goods b. shopping goods c. ―must haves‖ goods d. personal goods e. convenience g oods Answer: e Page: 374 Level of difficulty: Medium 11.________ are similar in quality but different enough in price to justify shopping comparisons. a. Emergency goods b. Homogeneous shopping goods c. Heterogeneous shopping goods d. Specialty goods 669 e. None of the above Answer: b Page: 374 Level of difficulty: Medium 12. Examples of products such as insurance, cemetery plots, and smoke detectors, are examples of________ that are products that the consumer does not know about or does not normally think of buying. a. specialty goods b. unsought goods c. heterogeneous shopping goods d. homogeneous shopping goods e. none of the above Answer: b Page: 374 Level of difficulty: Hard 13. Industrial-goods can be classified in terms of how they enter the production process and their relative costliness. We can distinguish three groups of industrial goods: ________, capital items, and suppliers and business services. a. service components b. sub-assemblies c. pieces and parts d. specialty goods e. materials and parts Answer: e Pages: 374-–375 Level of difficulty: Medium 14. Materials and parts are goods that enter the manufacturer’s product completely. T hey fall into two classes:________, and natural products. a. component parts b. raw materials c. farm products d. component materials e. none of the above 71 Quiz 8 Question 1 (0.67 points) The second part of the marketing strategy statement outlines the product's planned price, distribution, and ________ for the first year. Student response: Percent C orrect Student Value R esponse R esponse Answer C hoices 670 0.0% a. advertising 0.0% b. promotion 100.0% c. marketing budget 0.0% d. positioning 0.0% e. target market Question 2 (0.67 points) ________ is the product life cycle period when sales fall off and profits drop. Student response: Percent C orrect Student Value R esponse R esponse Answer C hoices 0.0% a. Introduction 0.0% b. Growth 0.0% c. Maturity 100.0% d. Decline 0.0% Question 3 e. Development (0.67 points) Because of ________, a company cannot make its product illegally similar to a competitor's already established product. Student response: Percent C orrect Student Value R esponse R esponse 0.0% Answer C hoices a. antimonopoly laws 100.0% 0.0% b. patent laws c. the 671 Consumer Product Safety Act 0.0% d. product warranties 0.0% e. product liability Question 4 (0.67 points) Sales for the time- tried household cleansers made by Brite and New, Inc., have been declining for some time. If these products are typical, sales are declining because of technological advances, shifts in consumer tastes, and lack of raw materials from foreign suppliers. Student response: Percent C orrect Student Answer Value R esponse R esponse C hoices 100.0% false 0.0% Question 5 a. b. true (0.67 points) Superior Luggage Company has undertaken the task of identifying its products in the decline stage of the PLC. Which of the following should NOT be done in the identification process? Student response: Percent C orrect Student Answer Choices Value R esponse R esponse 0.0% a. regularly reviewing sales 0.0% b. regularly reviewing 672 market shares 0.0% c. regularly reviewing costs and profit trends 100.0% d. regularly reviewing management's pet projects 0.0% Score: Question 6 e. none of these 0 / 0.67 (Question not answered.) (0.67 points) For some ________, a simple description consisting of a word or picture might be sufficient. Student response: Percent C orrect Student Answer Choices Value R esponse R esponse 100.0% 0.0% a. concept tests b. product concepts 0.0% c. marketing strategies 0.0% d. product developments 0.0% e. business analyses 673 Score: Question 7 0 / 0.67 (Question not answered.) (0.67 points) JumBo Games is launching a new set of games in the commercialization stage. The first decision for management to make is introduction timing and the second is where to launch the new product. Student response: Percent C orrect Student Answer Value R esponse R esponse C hoices 0.0% Question 8 false 100.0% Score: a. b. true 0 / 0.67 (Question not answered.) (0.67 points) When sales of a product falter during the PLC, a company can take sever al approaches. The more common ones are to modify the marketing mix, modify the product, or modify the market. Student response: Percent C orrect Student Answer Value R esponse R esponse C hoices 0.0% false 100.0% Question 9 a. b. true (0.67 points) Although test marketing costs can be high, they are often small when compared with ________. Student response: Percent C orrect Student Answer Choices 674 Value R esponse R esponse 0.0% a. the final results 100.0% b. the costs of a major mistake 0.0% c. management's approval and acceptance 0.0% d. stockholders' confidence 0.0% e. research and development costs Score: Question 10 0 / 0.67 (Question not answered.) (0.67 points) Once managers of The Grecian Urn have decided on t heir product concept and marketing strategy, they can evaluate the business attractiveness of the proposal in the ________ stage of the new - product development process. Student response: Percent C orrect Student Value R esponse R esponse 0.0% Answer C hoices a. business feasibility 0.0% b. feasibility study 100.0% c. business analysis 675 0.0% d. product acceptance 0.0% e. concept testing Question 11 (0.67 points) Many marketers are now using new simulated marketing technologies, such as Frito- Lay's online virtual convenience store, to reduce the cost of ________. Student response: Percent C orrect Student Answer Value R esponse R esponse 0.0% C hoices a. concept development 0.0% b. concept testing 0.0% c. marketing strategy development 0.0% d. product development 100.0% e. test marketing Question 12 (0.67 points) GreenTree Lawn and Garden Products is engaged in marketing strategy development. Management should first create a statement outlining the product's planned price, distribution, and marketing budget for the first year. Student response: Percent C orrect Student Answer Value R esponse R esponse 100.0% C hoices a. false 676 0.0% Question 13 b. true (0.67 points) The innovation management system approach y ields two favorable outcomes: it helps create an innovation- oriented company culture, and it ________. Student response: Percent C orrect Student Value R esponse R esponse 0.0% Answer C hoices a. clearly assigns responsibility for the process 100.0% b. yields a larger number of new- product ideas 0.0% c. guarantees successful products 0.0% d. frees up senior management time 0.0% e. requires less budget support Question 14 (0.67 points) The maturity stage of the PLC is characterized by a slowdown in sales 677 growth. Student response: Percent C orrect Student Answer Value R esponse R esponse C hoices 0.0% false 100.0% Question 15 a. b. true (0.67 points) Proctor & Gamble has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products. Student response: Percent C orrect Student Answer Value R esponse R esponse C hoices 0.0% a. further test 0.0% b. maintain 100.0% c. drop 0.0% d. harvest 0.0% e. ignore the test market results of Question 1 (0.67 points) Over the past 100 years or so, Binney and Smith's Crayola crayons have become a household staple in more than 80 countries around the world. Crayola crayons are in the ________ stage of the PLC. Student response: Percent C orrect Student Value R esponse R esponse 0.0% 100.0% Answer C hoices a. introduction b. maturity 678 0.0% 0.0% d. decline 0.0% Question 2 c. growth e. incubation (0.67 points) Which of the following is a disadvantage of a team- based approach to newproduct development? Student response: Percent C orrect Student Answer Choices Value R esponse R esponse 0.0% a. It takes longer to get the right products to market. 0.0% b. The development effort is not as effective because of team members' lack of expertise. 0.0% c. Levels of risk can be more easily controlled. 100.0% d. Organizational confusion and tension can affect the process. 679 0.0% e. The process does not work with the shorter life cycles of many of today's products. Question 3 (0.67 points) The team-based new- product development approach is faster because departments work closely together through ________. Student response: Percent C orrect Student Answer Choices Value R esponse R esponse 0.0% a. sequential efforts 0.0% b. a step-by-step process 0.0% c. the help of a consultant 100.0% d. cross-functional teams 0.0% Question 4 e. departmentalization (0.67 points) In which stage of the PLC w ould promotional expenditures most likely increase as a company attempts to react to increasing competition? Student response: Percent C orrect Student Value R esponse R esponse 0.0% Answer C hoices a. product 680 development 0.0% b. introduction 100.0% 0.0% d. maturity 0.0% Question 6 c. growth e. decline (0.67 points) A detailed version of a new idea stated in meaningful customer terms is called a ________. Student response: Percent C orrect Student Value R esponse R esponse 0.0% Answer C hoices a. product idea 100.0% b. product concept 0.0% c. product image 0.0% d. product proposal 0.0% e. product movement Question 7 (0.67 points) CellTones, a new company selling several lines of cellular phones, has closely modele d its products after successful products that are already in the marketplace. As it prepares to enter the market with its new products and services, which of the following should concern CellTones the most? Student response: Percent C orrect Student Value R esponse R esponse Answer C hoices 681 0.0% a. legal obligations to suppliers and dealers 100.0% b. patent laws 0.0% c. the Federal Food, Drug, and Cosmetic Act 0.0% d. product liability suits 0.0% e. limited warranties Question 8 (0.67 points) Big Moose Toys is a market pioneer introducing a modern version of Bullwinkle the Moose, a character from an animated television series originally broadcast in the 50s and 60s. The company's version of Rocky the Flying Squirrel, another character from the show, targeted to baby boomers was a strong success. They need to make the new launch strategy for Bullwinkle consistent with the intended ________. Student response: Percent C orrect Student Value R esponse R esponse Answer C hoices 0.0% a. pricing 100.0% b. product position 0.0% c. brand extension 0.0% d. prototype 682 0.0% Question 9 e. fad (0.67 points) Your firm asks you to consult external sources for new product ideas. All of the following are common external sources EXCEPT ________. Student response: Percent C orrect Student Value R esponse R esponse Answer C hoices 0.0% a. customers 0.0% b. suppliers 0.0% c. competitors 0.0% d. trade shows and magazines 100.0% e. the firm's executives Question 10 (0.67 points) Which of the following is a product concept? Student response: Percent C orrect Student Value R esponse R esponse 0.0% Answer C hoices a. a batterypowered allelectric car 0.0% b. a pocket-size digital music player 0.0% c. an energy efficient humidifier 683 100.0% d. a thin, lightweight laptop with extended battery life appealing to students and young profession