The three primary types of product advertisement are pioneering, _, and reminder.
In the Campbell's Kettle Soup ad above, Campbell's is introducing its ne
What is the marketing objective for the introduction stage of the product life cycle?
B. market share
C. stress differentiation
D. gain awareness
E. maintain brand loyalty
What is the marketing objective for the growt
Consumer behavior includes the actions a person takes in purchasing services and using products and
A. the physical effort spent on these actions.
B. the financial limitations one must overcome to accomplish these
What elements must be present for an exchange to occur?
Buyer and seller, thing of value
Need and want drives exchange
What is value?
Buyer benefits including quality, convenience, on-time delivery, and before and after sale service
at a spec
What is environmental scanning?
The process of acquiring information on events outside the organization to identify and interpret
What are the five environmental forces? Provide an example of each.
Chapter 4 Understanding Consumer Behavior
What are the five steps of the consumer decision process?
1. Problem recognition
2. Information search
3. Alternative evaluation
4. Purchase decision
5. Post-purchase behavior
Problem recognition is triggered by a
To be identified as a market segment, its members must
A. represent a large share of the entire market and have buying power.
B. have common needs and respond similarly to a marketing action.
C. have different needs and have potential
Marketing channels help create value for consumers through four utilities. These utilities are
A. product, price, promotion, and place.
B. form, function, risk taking, and selling.
C. time, place, form, and possession.
What is one way in which the Internet has changed and brought about the term "Web 2.0?"
A. Web 2.0 is the most-used Internet browser, launched in 2004.
B. The ability to access the Internet from smartphones brought on a cultural revol
1. Which of the following statements best describes a service?
A. Services are physical objects.
B. Services are intangible items.
C. Services are thoughts about concepts, actions, or causes.
D. Services are the benefits organizations rece
1. Which of the following is considered one of the major factors that influences an individual's personal
moral philosophy and ethical behavior?
A. business culture and industry practices
B. a nation's moral philosophy
C. federal regulator
Organizational buyers include manufacturers, wholesalers, retailers, and government agencies that
A. purchase exclusively from one supplier.
B. are exempt from state and local taxes.
C. sell directly to ultimate consumers.
D. sell pro
To increase value the most, marketers should
A. decrease benefits.
B. decrease benefits and increase price.
C. decrease price and increase benefits.
D. decrease price and decrease benefits.
E. do nothing and let the perceived value o
Chapter 5 Understanding Organizations as Customers
What is the major difference between organizational and consumer purchasing objectives?
Organizational vs. Consumer Purchasing:
Occurs in a formal organization
Organizational demand is driven by consume