Term
| The steps of the consumer decision-making process in order are: |
|
Definition
| e. Need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation |
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Term
| The debate over gay marriages is causing a great deal of furor, but it has done little to deplete the importance of the affluent gay market to businesses. Georgia Pacific and Mitchell Gold, a furniture manufacturer, are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays. To these companies and others, lesbians and gays are a desirable: |
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Definition
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Term
| Stan's job is to walk the streets of Japan and locate fads. According to Stan, "japan is advanced. What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting? |
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Definition
|
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Term
| 4. After a need or want is recognized, a consumer may be motivated to clarify the options available and generate an evoked set of brands. This occurs during which part of the consumer decision-making process? |
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Definition
|
|
Term
| 5. Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient. This is an example of: |
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Definition
|
|
Term
| Another name for evoked set is: |
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Definition
|
|
Term
| _________ is the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumer's minds relative to competing offerings |
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Definition
|
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Term
| 8. If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is: |
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Definition
|
|
Term
| ________ is a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer segments |
|
Definition
| d. Customer relationship management (CRM) |
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Term
| 10. When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches), it was using: |
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Definition
|
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Term
| 11. Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _________data. |
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Definition
|
|
Term
| 12. All of the following are characteristics of culture EXCEPT: |
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Definition
| Culture is an inherent trait |
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Term
| 13. An individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer is referred to as: |
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Definition
|
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Term
| 14. A value or attitude deemed acceptable by a group is called a(n): |
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Definition
|
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Term
| 15. Telephone interviews offer: |
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Definition
| a. Speed in gathering data |
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Term
| 16. The process that creates changes in behavior is called: |
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Definition
|
|
Term
| 17. _________ is the process of dividing a market into meaningful groups that are relatively similar and identifiable |
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Definition
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Term
| 18. All of the following are types of probability examples EXCEPT: |
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Definition
|
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Term
| 19. The difference between traditional marketing and customer relationship marketing can be compared to the difference between: |
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Definition
| d. Shooting a rifle and a shotgun |
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Term
| 20. Changing customer's perceptions of a brand in relation to competing brands is known as: |
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Definition
|
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Term
| A bowling alley operator could use ________ to determine why customers do not seem to like his bowling alley's new location. |
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Definition
|
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Term
| 22. A company that has a(n) ___________ customizes its product offerings based on data generated through interaction between the customer and the company. |
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Definition
|
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Term
| When a firm serves two or more well-defined market segments with a distinct marketing mix for each, it is using a(n) ____________ targeting strategy. |
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Definition
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Term
| 24. Which of the following is the BEST example of an internal stimulus that would create need recognition? |
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Definition
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Term
| 25. Suppose the American Red Cross sent out a questionnaire that included the question "Why are so many people reluctant to donate blood?" This would be an example of a(n): |
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Definition
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Term
| 26. Dennis Haysbert in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance. Hence the slogan "You are in Good Hands with All State." These ads focus on which of Maslow's needs? |
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Definition
|
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Term
| 27. According to the criterion of ___________ a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small. |
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Definition
|
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Term
| 28. _________ is the process by which learned information from customers is centralized an shared in order to enhance the relationship between customers and the organization |
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Definition
|
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Term
| 29. Income, ethnic background, gender, and age are all examples of ________ segmentation bases. |
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Definition
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Term
| Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea is experiencing: |
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Definition
|
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Term
| Magazines like Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on ____________ segmentation. |
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Definition
|
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Term
| 32. Which of the following is an example of a channel through which customer data are traditionally gathered? |
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Definition
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Term
| 33. Families of police officers often alter information they hear about officers who die in the line of duty. __________ allows them to live and function without constant anxiety while their loved one is engaged in a potentially dangerous job. |
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Definition
|
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Term
| 34. Military Spouses is the only publication in the world that targets readers who "are married to the military." Its content reflects the unique set of challenges, hardships, and rewards to those whose spouses are in the military. The marital status that has been used to distinguish the market for this magazine is an example of a(n): |
|
Definition
|
|
Term
| 35. A ____________ is a central repository for data from various functional areas of the organization stored and inventoried on a centralized computer system so that information can be shared across all functional departments of the business. |
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Definition
|
|
Term
| 36. When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out that women players want in a racquet, what kind of research were they conducting? |
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Definition
|
|
Term
| 37. Which of the following activities is most likely to be an example of routine response behavior? |
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Definition
|
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Term
| 38. Which of the following is a means of displaying or graphing, in two or more dimensions and location of products, brands, or groups of products in customers' minds? |
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Definition
|
|
Term
| 39. The market research problem: |
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Definition
|
|
Term
| 40. When a consumer is purchasing an unfamiliar or expensive product, the consumer often uses the __________ process |
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Definition
| Extensive Decision Making |
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Term
| 41. A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this? |
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Definition
|
|
Term
| 42. Which type of list includes names and addresses of individuals who have responded to an offer of some kind? |
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Definition
|
|
Term
| 43. All of the following are individual factors influencing customer buying decisions EXCEPT: |
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Definition
|
|
Term
| 44. Private Ears are earphones that a person with limited hearing can use to hear the television without turning the volume up full blast. That way, other family members with normal hearing can watch the television at the appropriate volume for them. Private Ears is using __________ segmentation |
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Definition
|
|
Term
| 45. Leah wants to develop a mailing list of people who have participated in bicycle rides for charities. She has offered to purchase a list of last year's Alabama-based Ride for Life, which was held to raise funds for cancer research. Leah is building a(n) __________ list. |
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Definition
|
|
Term
| 46. Reference groups can be categorized very broadly as either: |
|
Definition
|
|
Term
| _________ is the process of finding hidden patterns and relationships in the cutomer data stored in the data warehouse |
|
Definition
|
|
Term
| he Detroit Tigers, a Major League Baseball team, used customer satisfaction surveys of season ticket holders to determine why the number of season ticket holders was declining. This survey was an example of a(n): |
|
Definition
|
|
Term
| 49. In Miami, several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida. The radio stations are using ___________ segmentation |
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Definition
|
|
Term
| 50. An individual's ___________ is a composite of psychological makeup and environmental forces. It provides consistency to an individual's reaction to situations |
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Definition
|
|
Term
| 1. Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out she noticed that Soap Opera Digest had an interesting story about one of her favorite characters. As Amy is a huge fan of the long running soap, she had to buy a copy. In this example, the Soap Opera Digest is an example of a(n) _________ product. |
|
Definition
|
|
Term
| A 16-ounce bottle of Prairie Herb vinegar sells for $4.95, and a 16-ounce bottle of Heinz vinegar costs $1.05. Prairie Herb Vinegar is new to the market, perceived to be of higher quality, and provides a unique flavor to foods even though it is used in the same way as Heinz vinegar. Prairie Herb benegar is most likely using a __________ policy |
|
Definition
|
|
Term
| 3. The two types of package labeling in common usage today are: |
|
Definition
| Informational and Persuasive |
|
|
Term
| 4. A characteristic that customers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as _________ quality. |
|
Definition
|
|
Term
| 5. Sherrie is seven years old and wants to open a lemonade stand in her neighborhood. She is having a tough time deciding whether to base her pricing objectives on market share, dollar sales, or unit sales. Regardless of which she chooses, her pricing objective can be categorized as: |
|
Definition
|
|
Term
| 6. Lands' End, a catalog retailer, offers a written satisfaction guarantee on all merchandise it sells. In other words, Lands' End gives its customers a(n) __________warranty |
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Definition
|
|
Term
| 7. Pharmacies are new addition to Sam's Clubs. They could exert a greater influence on the marketplace for prescription drugs than their newness indicates. Sam's has a stated philosophy of marking up merchandise a maximum of 14 percent. When that philosophy is applied to prescription drugs, especially generics, warehouse club prices can be dramatically lower than those of conventional drug stores, supermarkets, or discount store pharmacies. Sam's is using a ______ strategy to convince consumers to use its pharmacies rather than its competitors. |
|
Definition
|
|
Term
| 8. Wal-Mart sells many heath and beauty aid products under the name, Equate. This brand can only be purchased in Wal-Mart stores and is an example of a(n) _______- brand. |
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Definition
|
|
Term
| 9. The quantity of a product that will be sold at various prices for a specified period is called: |
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Definition
|
|
Term
| 10. Janet will only purchase Williams and Sonoma products for her kitchen. The products are expensive but Janet feels they have the highest quality and will last a very long time. These products represent _________ products. |
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Definition
|
|
Term
| 11. Which of the following statements about pricing strategies throughout the product life cycle is FALSE? |
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Definition
| a. With inelastic demand, price will be set low in the introduction stage |
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|
Term
| 12. A long-run drop in sales signals the beginning of which stage in the product life cycle? |
|
Definition
|
|
Term
| 13. A(n) ________ is the result of applying human or mechanical efforts to people or objects |
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Definition
|
|
Term
| 14. In the mature and highly competitive furniture industry, you would expect furniture manufacturers to engage in: |
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Definition
|
|
Term
| 15. A ___________ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark |
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Definition
|
|
Term
| 16. Profit maximization occurs when: |
|
Definition
| marginal revenue = marginal cost |
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|
Term
| 17. Along with it's Macintosh computer line, Apple markets it's iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's: |
|
Definition
|
|
Term
| 18. The manager of a souvenir shop in Florida graphed the demand per week for fresh orange juice. The graph indicates a demand schedule that slopes downward and to the right. The graph indicates that the quantity demand increases as: |
|
Definition
|
|
Term
| 19. Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, this would be an example of: |
|
Definition
|
|
Term
| 20. The typical break-even model assumes a given fixed cost and a: |
|
Definition
| constant average variable cost |
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|
Term
| 21. A(n) __________ is a consumer who was sufficiently satisfied with his or her trial experience with a product to proceed with some further usage. |
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Definition
|
|
Term
| 22. While the sales of the Apple iPhone have been great from the beginning, when apple released its iPhone 3G cut the price of the iPhone for $399 to $199 sales exploded with one million iPhones sold the first weekend. Demand for the iPhone appears to be: |
|
Definition
|
|
Term
| 23. During the ______ stage of the new-product development process, production starts, inventories are built up, with the product is shipped to distribution points, the sales force is trained, and advertising and promotion begin. |
|
Definition
|
|
Term
| 24. The most popular method used by wholesalers and retailers is establishing a sales price is _________ pricing |
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Definition
|
|
Term
| Which type of consumer product requires comparison shopping because it is usually ore expensive than a convenience |
|
Definition
|
|
Term
| 26. "Girls Just Wanna Have Funds" is a Washington, D.C. support group that consist of mostly young women that offers tips on budgeting and debt relief. Since you cannot evaluate the quality of the financial advice until after you have received it this is an example of the ________ characteristic of service |
|
Definition
|
|
Term
| 27. Which of the following statements describes and advantage of status quo pricing? |
|
Definition
| status quo pricing requires little planning |
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|
Term
| 28. The final stage in the new-product development process is: |
|
Definition
|
|
Term
| 30. The degree in which a product can be used on a limited basis represents which product characteristic influenceing the rate of adoption? |
|
Definition
|
|
Term
| 31. A(n) ________ is a characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of curtains |
|
Definition
|
|
Term
| 32. Consumers' responsiveness to sensitivity to changes in prices is known as |
|
Definition
|
|
Term
| 33. The ________ is an element of a brand that cannot be spoken, |
|
Definition
|
|
Term
| 34. State laws that put a lower limit on wholesale and retail prices are called _______. In states that have these laws, selling below cost is illegal. |
|
Definition
| Unfair trade practice acts |
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|
Term
| 35. The stages of the product life cycle in order, are: |
|
Definition
| b. Introduction, growth, maturity, decline |
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|
Term
| 36. A management consulting business stays in touch with its business customer with phone calls and greeting cards. It periodically sends out needs-assessment questionnaires and designs new services to meet the needs revealed in these surveys, This is an example of relationship marketing based on: |
|
Definition
|
|
Term
| An organization is using ___________ when it sets its prices so that the total revenue is as large as possible relative to total costs. |
|
Definition
|
|
Term
| 38. B.F. Goodrich has been manufacturing and marketing automotive tires for over one hundred years. It spends much of its marketing budget on short-term promotions aimed at stealing market share from Goodyear, Dunlap, and other tire manufacturers. From this information, you should know tires are in the ________ stage of their product life cycle |
|
Definition
|
|
Term
| 39. The owner of a neighborhood hardware store has decided to sell a set of three padlocks for $5. He hopes the below-cost price for the locks will attract current and new customers who will also buy regularly priced items. The owner is encouraging store patronage through: |
|
Definition
|
|
Term
| 40. _________- embrace products relatively early in the product life cycle, are likely to be community oriented and often are opinion leaders themselves |
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Definition
|
|
Term
| 41. The two types of costs a marketer needs to consider when setting prices are: |
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Definition
|
|
Term
| 42. After Mattel evaluated many new products to add to its Barbie product line and before any prototype was created, the toy manufacturer instructed the committee to select three of the ideas to present to a group of consumers. The consumer group was asked to evaluate the three product ideas in terms of their marketability. This stage of new-product development is called |
|
Definition
|
|
Term
| 43. __________ tries to get customers into the store with misleading advertising and then uses high -pressure selling to persuade the customer to buy something else more expensive |
|
Definition
|
|
Term
| 44. Relationship marketing programs that are based on________ bonds have the strongest potential for sustaining long-term relationships with customers |
|
Definition
| financial, social, and structural |
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Term
|
Definition
| e. Equals price of goods times quantity sold |
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|
Term
| 46. The _________ is the starting point in creating a marketing mix |
|
Definition
|
|
Term
| 47. The Comcast Triple Play package includes cable television, internet, and telephone service for a significantly lower that the cost of the three services sold separately. This is an example of ________. |
|
Definition
|
|
Term
| 48. Mitch purchased a 32-inch high -definition tv right after they were introduced in the marketplace and paid over $8,000 for it. He has a masters degree in business and is well-informed about electronic products. He is venturesome and is always looking for new products to try. Mitch is best described as a(n): |
|
Definition
|
|
Term
| 49. Central Bark is a dog resort where pets are pampered. Which of the following is the BEST example of on eof the fixed cost? |
|
Definition
| a. Payment of the building used by Central Bark |
|
|
Term
| 50. The first stage of the new-product development process is: |
|
Definition
| b. Establishing the new product strategy |
|
|
Term
| 1. All of the following statements describe and advantage of personal selling over other forms of promotion EXCEPT |
|
Definition
| a. Personal selling is less expensive on a per contact basis |
|
|
Term
| The supply chain team does all of the following EXCEPT |
|
Definition
| d. Provides financing for distributors |
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|
Term
| 3. The two major categories of communications are: |
|
Definition
| d. Mass and interpersonal |
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|
Term
| 4. ___________ is distribution almost aimed at maximum market coverage. It is used for many convenience goods and supplies that need to be available in every outlet where the po9tential customer might want to buy them |
|
Definition
| c. Intensive distribution |
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|
Term
| 5. Marketers use public relations to: |
|
Definition
| d. Do all of these things |
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|
Term
| 6. For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it? |
|
Definition
| b. High definition television |
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|
Term
| 7. Jones soda is positioned as the anti-coke in the early years, few mainstream retailers sold jones soda. Fans had to get their jones fix in surf shops tattoo parlors, and bookstores, adding to the brands' mystique. Jones soda used its _______ to create a competitive advantage |
|
Definition
|
|
Term
| ________ is marketing communication activities in which a short ter incentive is offered to induce the purchase of a particular good or service |
|
Definition
|
|
Term
| 9. To get more retailers to stock its products, Rust-=Oleum paint developed a strong advertising campaign aimed at customers. The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip, peel, or fade. Rust-Oleum is using a ________ promotional Strategy. |
|
Definition
|
|
Term
| 10. Krafts marketing efforts for its Macaroni and cheese include television commercial and magazine inserts. These activities are all activities associated with: |
|
Definition
|
|
Term
| 11. Dell's fall back-to-school program allows students who buy a new laptop computer for college to get a free printer, The printer giveaway is a: |
|
Definition
|
|
Term
| 12. A discrepancy of ________ is the difference between the amount of product produced and the amount an end user wants to buy. |
|
Definition
|
|
Term
|
Definition
|
|
Term
| 14. The three basic functions of channel intermediaries perform are: |
|
Definition
| Transactional, logistical, and facilitating |
|
|
Term
| 15. The goal of any effective materials-handling system is to: |
|
Definition
| d. Move items quickly with minimal handling |
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|
Term
| 16. A channel of communication is: |
|
Definition
| e. Any communication medium |
|
|
Term
| 17. Rolex is an expensive brand of watches. The company has a policy that only having one or two dealers within a given large geographic area. Buyers of Rolex watches will travel to acquire just the right watch. This is an illustration of which level of distribution intensity? |
|
Definition
|
|
Term
| 18. _______ are promotional exhibits set up at the retailers location to build traffic, advertise the product, or induce impulse buying. They are targeted to consumers |
|
Definition
| a. Point-of-purchase displays |
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|
Term
| 19. Certified Grocers Midwest |
|
Definition
| c. Discrepancy of assortment |
|
|
Term
| 20. The growers of Vidalia onions |
|
Definition
| b. Motor carriers (trucks) |
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|
Term
| 21. Public info about a company, good, or service appears in the mass media as a news item is: |
|
Definition
|
|
Term
| 22. All of the following statements characterize the traditional personal selling approach EXCEPT: |
|
Definition
| a. Traditional personal selling takes a team approach to the account |
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|
Term
| Which of the following assists supply chain member in achieving measurement integration by assessing the cost associated with each supply chain activity? |
|
Definition
| a. Activity based costing |
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|
Term
| 24. Which public relations tools involves a company spending money to support an issue, cause, or event that is consistent with corporate objectives? |
|
Definition
|
|
Term
|
Definition
|
|
Term
| 26. The standards set by measuring the best , quickest, and most efficient work practices are called |
|
Definition
|
|
Term
| 27. The capacity of a particular marketing channel member is control or influence the behavior of other channel member is known as: |
|
Definition
|
|
Term
| ____ is used by public relations specialists to handle the effects of unfavorable publicity |
|
Definition
|
|
Term
| 29. Timely and geographically flexible |
|
Definition
|
|
Term
| 31. Retailers and merchant wholesalers are example s of intermediaries that: |
|
Definition
| a. Take title to a product |
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|
Term
|
Definition
| a. Supply chain management |
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|
Term
| 33. Ads on shopping carts |
|
Definition
|
|
Term
| 35. Informative promotion is generally used |
|
Definition
| b. During the early stages of the product life cycle |
|
|
Term
| 37. Trade magazine targeted to vegetarians |
|
Definition
|
|
Term
| 38. Replenishment of raw materials, supplies and components |
|
Definition
| Materials requirement planning |
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|
Term
| 39. Performed by promotion |
|
Definition
|
|
Term
|
Definition
|
|
Term
| 41. Rick purchased a Xerox color printer |
|
Definition
|
|
Term
| 43. Patronize that firm rather than competitors is called: |
|
Definition
|
|
Term
| 44. Darrell purchased a five pound bag of 9 lives cat food |
|
Definition
|
|
Term
| 45. Television is example of advertising: |
|
Definition
|
|
Term
|
Definition
|
|
Term
| 47. Salespeople ensure the delivery schedules are met: final step in selling process |
|
Definition
|
|
Term
| 48. Mod of transportation that provides the most accessibility is |
|
Definition
|
|
Term
|
Definition
| a. Conversion of the senders ideas and thoughts into a message |
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