Marketing Final Practice

● ● ● By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to ● influence social norms regarding sexuality. ● encourage consumers to participate in product redesign. ● stimulate supply chain management cooperation. ● increase the perceived value of its products. ● demonstrate social responsibility. In the past, manufacturer's representatives did not have real-time inventory data about the products they were selling. Today, manufacturer's representatives are often provided online access to inventory data for the companies they represent. These online inventory systems allow companies to become more value driven by ● sharing information across the organization. ● balancing customers' benefits and costs. ● evaluating strategic competitive partnerships. ● building relationships with government regulators of marketing institutions. ● keeping prices below those charged by competitors. When Marvel launched several successful series on Netflix, including Jessica Jones, The Defenders, Iron Fist,and Luke Cage, it employed a ________ strategy. ● product development ● customer development ● market penetration ● market development ● ● ● diversification H&R is a small, local heating and air conditioning business. The local military base is a potential source of growth, and H&R already installs and services the type of equipment the military would require, but it is difficult to get established as a certified government contractor. H&R is considering a ________ growth strategy. ● product proliferation ● market development ● market penetration ● diversificatio n ● product development A product that is in a high-growth market but has a low market share would be classified as a ________ on the BCG matrix. ● ● ladder ● ● dog ● ● cash cow ● ● star ● ● question mark ● Which of the following would be considered informational content on a website? ○ Design ○ Navigation ○ Font ○ Color ○ Audio ● Which of the following is a pricing model for apps discussed in your text? ○ Cost-plus ○ Ad-suportive ○ Premium ○ Peruse ○ data-driven QUESTION 9 1. An example of the ___________ effect is when BMW gained in-depth information about visitors to a popular Chinese social media site and used that information to determine which visitors were likely to be luxury car buyers and targeted advertising toward them. media informatio n connected social interconne cted 8 points QUESTION 10 1. All of the following terms are generally associated with the definition of corporate social responsibility except voluntary. stakeholders. social impact. environmental impact. profit. 8 points QUESTION 11 1. Anupam's company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this issue be addressed? control planning implement ation design ethics 8 points QUESTION 12 1. ________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services. Corporate social responsibility Conscious marketing Triple bottom line Marketing analytics The four Ps 8 points QUESTION 13 1. The centerpiece of the marketing environment analysis framework is the economy. corporate partners. culture. competitive intelligence. consumers. 8 points QUESTION 14 1. When studying culture, the challenge for marketers is to determine whether culture can help identify a particular group that might be interested in the marketer's products. is regional or subregional. reinforces stereotypes. is related to educational achievement. offers opportunities for competitors. 8 points QUESTION 15 1. When Diane went to college, tuition was $650 per semester. Now that same college charges $6,500 per semester. This number reflects a persistent increase in price known as currency fluctuation. inflation. recession. interest. deflation. 8 points QUESTION 16 1. When Kyle began searching for a new car to replace her old, rusty one, she probably relied on ________ sources of information. interpersonal and sensual compensatory and noncompensatory ritual and spiritual psychological and functional internal and external 8 points QUESTION 17 1. Upscale men's and women's clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' ________ needs. functional postpurc hase safety psycholo gical situationa l 8 points QUESTION 18 1. Where Carol grew up, everyone knew everyone else, no one locked their doors, and a person's word could be trusted. When she went to work in another part of the country, she was surprised by how few people had similar values and beliefs. Carol had to adjust to ________ differences. reference group situational cognitive cultural evoked 8 points QUESTION 19 1. Markham Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Markham Publishing should treat all members of the buying center as equally important. address the concerns of all members of the buying center with particular attention to the decision maker. focus on providing information to and making the sales approach to the one decision maker. attempt to facilitate the collective agreement of all members of the buying center. focus attention on the gatekeeper in the buying center's team. 8 points QUESTION 20 1. A(n) ________ occurs when the purchasing agent orders additional units of products that have previously been purchased. new buy modified rebuy straight rebuy adapted buy generic buy 8 points QUESTION 21 1. Neighbors Bicycles needed more bicycle seats. It decided to order gel seats in addition to the traditional seats it had always ordered. What type of buying situation does this represent? straight rebuy modified buy straight buy new buy modified rebuy 8 points QUESTION 22 1. Why should marketers be aware of the BRIC countries? They are a microcosm of the rest of the world. They represent almost half the world's population. They are likely to be the source of most market growth. They have had the most dramatic changes in culture and consumer buying patterns. They have stable population growth, which makes them easier to study. 8 points QUESTION 23 1. Today, many developed countries are experiencing ________ population growth. slight zero or negativ e rapid moderate significant 8 points QUESTION 24 1. When shopping for a car you notice a significant price gap between domestic and imported cars, with the imported cars being much more expensive. This could be the result of a tariff. a boycott. overseas consolidation. globalization. franchising. 8 points QUESTION 25 1. For products like clothes pins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy. concentrated targeting lifestyle segmentation benefit segmentation undifferentiated targeting differentiated segmentation 8 points QUESTION 26 1. Adidas Group owns Reebok and Rockport—both of which offer different types of shoes. Having a variety of brands allows Adidas to use a differentiated targeting strategy to engage in micromarketing for hard-to-fit shoe customers. obtain a bigger share of the shoe market. use mass marketing techniques. utilize geographic segmentation. generate economies of scale in advertising expenditures. 8 points QUESTION 27 1. With access to the Internet nearly universal in the United States, many potential market segments have become more substan tial. percepti ve. identifia ble. reachab le. quantifi able . 8 points QUESTION 28 1. In questionnaire design, a question such as "When was the first time you went to a dentist?" is a question that respondents cannot easily or accurately answer. is a question that respondents are reluctant to answer because the information is sensitive. leads respondents to a particular response. asks two questions at once. is complex and something respondents may be unfamiliar with. 8 points QUESTION 29 1. All of the following are considered qualitative research except experiments. observation. focus groups. social media. in-depth interviews. 8 points QUESTION 30 1. What is neuromarketing? the analysis of consumer comments on social media in order to understand consumers' thoughts and opinions the use of psychological principles to design marketing research studies the process of examining consumers’ brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies the use of neural networks to perform data mining and develop marketing insights the use of in-depth interviews to map detailed networks of information storage in the brain 8 points QUESTION 31 1. In the case of Band-Aid adhesive bandages, the brand name has successfully employed private-label branding. distinctive brand substitutability. grown through private-label branding. become synonymous with the product itself. avoided brand extensions. 8 points QUESTION 32 1. When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand establishes novelty. is the only one the consumer will consider. reduces delivery costs. facilitates purchasing. creates brand dilution. 8 points QUESTION 33 1. Noreen is deciding whether to purchase brand-name sneakers or a less expensive store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Noreen is likely to purchase the store-brand sneakers because they offer more brand awareness. higher degrees of brand loyalty. greater perceived value. a better brand image. more product line depth. 8 points QUESTION 34 1. Golf ball manufacturers use "Iron Mike," a machine that swings a golf club at a constant velocity, to test the distance for new golf ball designs. When using Iron Mike, the manufacturers are engaged in concept testing. market testing. premarket testing. product development. alpha testing. 8 points QUESTION 35 1. By the time BMW got into the mini-SUV market, sales had leveled off and were even starting to decline. BMW had to target its marketing efforts toward the __________ diffusion of innovation group. innovator laggard late majo rity early majo rity early adop ter 8 points QUESTION 36 1. When a product is successful in the introductory stage of the product life cycle, it moves directly into the maturity stage. it is most likely to begin to launch spinoffs. competition becomes less important. it may start to see profits toward the end of this stage. marketing costs increase significantly. 8 points QUESTION 37 1. All of the following are included in the five dimensions used by consumers to determine overall service quality except assurance. reliability. acceptabilit y. responsiven ess. empathy. 8 points QUESTION 38 1. Empowerment of employees helps address the delivery gap because employees directly involved with the customer can respond effectively at the moment the problem occurs. customers appreciate feeling empowered. management then doesn't need to devote time and energy to resolving service delivery problems. employees spend less time resolving problems than managers would. it ultimately contributes to employee knowledge and retention. 8 points QUESTION 39 1. Sometimes all that needs to be done to satisfy a customer complaint is to listen to the customer. demonstrate loyalty. empower the customer. respond in a straightforward manner. get management involved. 8 points QUESTION 40 1. Because there are many firms with similar products in purely competitive markets, price is determined by the laws of supply and demand. consumers develop personal preferences. firms find it easy to build strong, distinct brands. advertising is heavily used. the many competitors will focus on variable cost pricing. 8 points QUESTION 41 1. A study found that, among addicted smokers, a 10 percent increase in the price of cigarettes resulted in a 2 percent decrease in quantity demanded. For these consumers, cigarettes have a(n) _______ price elasticity demand. elastic inelastic cross-price income effect substitution effect 8 points QUESTION 42 1. When Delta increases its average fares, American Airlines and United often follow with similar increases. This is an example of competitor orientation. customer orientation. status quo pricing. customer orientation. adding value. 8 points QUESTION 43 1. When Joe's Chicken Shack wants chicken delivered in smaller batches more frequently, it offers its distributors an incentive in the form of special bonuses to change their schedules. Joe's demonstrates which kind of power? coercive reward referent expertise informati on 8 points QUESTION 44 1. A distribution center is typically operated by the marketing department. vertically integrated consumer networks. retailers, manufacturers, or distribution specialists. wholesalers. electronic data interchange services. 8 points QUESTION 45 1. Although conflict is likely to occur in any marketing channel, it is generally more pronounced when the supply chain members are geographically too close to each other. manufacturers pressure retailers. retailers pressure manufacturers. the the channel members are independent entities. the economy is booming. 8 points QUESTION 46 1. After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to develop creative advertising copy. assess the potential effectiveness of his ad campaign. buy advertising time. set explicit and measurable objectives for the campaign. develop PSAs for distribution in lieu of advertising. 8 points QUESTION 47 1. James is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, which of the following offers a good indicator of advertising effectiveness? the cost of the media buy past economic conditions planned store expansions in similar markets new advertising concepts the daily and weekly sales volume 8 points QUESTION 48 1. ___________ are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. Coupons Rebates Contests Sweepstake s Loyalty program s 8 points QUESTION 49 1. The internal monthly magazine and blog at the cosmetics firm Mary Kay serve as ________ for employees; the magazine and blog are outlets for not only selling advice but also company-wide recognition of individual salespeople’s accomplishments. nonfinancial rewards financial rewards bonuses commissions salary increases 8 points QUESTION 50 1. The attitudes that Bryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to demonstrate the ________ dimension of service quality by showing consistently well-maintained yards with neat, professional personnel. reliability responsive ness assurance empathy tangibles