question

Professor Schewe has worked intensively with business schools in

answer

sweden

question

What does diamond do for thrills

answer

white water rafting

question

What would you tell people based on Wansinks popcorn study if they were on a diet

answer

buy things in smaller packages

question

What was the research for starting market research (from mini lesson 3)

answer

marketresearch.com

question

A superior tool for doing online surveys, available to all Isenberg students is

answer

qualtrics

question

What happened in the choc experiement in Mini lsson 5

answer

having herseys be free actually decreased the percent that chose it

question

PWAT is a new approach to

answer

pricing

question

Angies list, mini lesson 6

answer

gave ppl M&Ms for successfully referring friends

question

The helpers from American Eagle UNC

answer

added American Eagle to students evoked set of clothing brands

question

Students reported their VALS type what happened

answer

people were in many segments, which was what we did not expect

question

Cialdini found that when you could not sell turquoise jewelry, you might

answer

raise the price to relatively high levels

question

For a high-involvement decision, the elaboration likelihood model presented in class says that people are most persuaded by

answer

strong central arguments, expressing the benefits of the product

question

The blue crystals in cat litter or laundry detergent are

answer

trigger features

question

How did milliman determine the effectiveness of fast and slow music in grocery stores

answer

timing people

question

The fisher price toys lab

answer

is insufficient for testing market success

question

My friend anne harris went into pharmacies with a script- what technique were we using?

answer

contrived observation

question

We did several surveys. Which is likely to get the least biased results

answer

mail to 500 randomly seclected UMASS undergrads with a 70% response rate

question

Did you drive to college and buy your lunch there last week? Is most likely an example of a

answer

combination of two questions in one

question

This was from a video illustrating (kid whose in the car saying "Je detesete Popeyes")

answer

ethnography

question

Two important advantages of secondary data are

answer

usually inexpensive and save time

question

The following question that appears on a questionnaire "what is your age? A. less than 20 years old, b. 20 to 40 years old, c. 40 to 60 years old... is most likely an example of

answer

question with non-mutually exclusive answers

question

22) We read and discussed an article about this (vampires and cockroaches). What conclusions did we reach

answer

it could generate good advertising ideas

question

Of the alternatives below, which would be least appropriate for focus groups?

answer

judging your products market share

question

Simmons, a marketing research supplier, did a huge study of the buying habits of 18- 24 year olds. Why might it not correctly predict purchasing by college students

answer

the catagorey "college students" does not match the category "18- 24 year olds"

question

Describe the curve for premium price products (like jewelry and perfume)

answer

up to a point, as price increases, demand increases

question

When only two alternatives were presented, brooks Chariot ($59) had a 40% market share and Brooks Beast ($89) had a 60% market share. When we added a third alternative (brooks trurth 110), brooks truth got a small market share. What happened to the marker shares of Chariot and Beast?

answer

since truth is more expensive than beast, beast increase in market share and chariot decrease

question

What kind of pricing did Duracell use for Duracell ultra

answer

skimming pricing

question

Truckers use this website to get business that they would not have had without it, give a reduced shipping rate. This reduced rate is an example of

answer

yield management pricing

question

The starbury collection

answer

sold sneakers for 14.98 and was not successful

question

Because guitars made by washburn international are endorsed by internationally known musicians, the owner of the company believes that this reduces the price elasticity for the guitars. This means:

answer

slight increase in the price will have little effect on demand for the guitars

question

questions like this: a hardware store has been selling snow shovels for 15. The morning after a large snowstorm, the store raises the price to 20 dollars. Please rate this action.. what was the point of this?

answer

raising price appears fair in some circumstances but not others

question

Which of the following is an ingredient of prosperity candles successful marketing

answer

connecting women in different regions of the world

question

The "game face" poster above is an example of

answer

behavioral marketing

question

According to the lecture, the campaign associated with the game face poster

answer

will not be effective because it makes drinking look desirable

question

According to the lecture, when does starbucks sell brewed fair trade coffee

answer

one day a month

question

Which company has been very vocal about criticizing starbucks because they profit from low prices to paid farmers

answer

deans beans

question

Showstoppers refer to (book chap 1)

answer

factors that might kill a product in the marketplace

question

The marketing managers controllable factors- product, price, promo, place- that can be used to solve a marketing problem are referred to as the

answer

marketing mix

question

3M selected the packaging options for the post it flag highlighter by

answer

listening to students comments, questions and concerns

question

what is part of the computation for final price

answer

list price, incentives, allowances, extra fees

question

what is true about sustainable development

answer

a company that uses child laborers to manufacture its products in order to stay number one does not practice sustainable development regardless of products made

question

ISO 14000 refers to

answer

an international plan to further green marketing

question

which segment is especially price sensitive

answer

young smokers

question

what is true about how women buy cars today

answer

women are more likely to make their car purchase selection as a result of information provided by a relative rather than from promotional information

question

the fifth stage in the purchase decision process

answer

post-purchase behavior

question

when a seller represents a price as reduced, the item must have been offered in good faith at a higher price for a substantial previous period. former price comparisons are deceptive if

answer

a high price was set for the purpose of establishing a reference for a price reduction

question

a market product grid is a framework to relate the market segment of potential buyers to

answer

products offered or potential marketing actions by an organization

question

a key to positioning a brand effectively is discovering the perceptions of its potential customers. in determining its positioning in the minds of customers, companies take four steps:

answer

identify the important attributes for the product or brand class, discover how target customers rate competing products or brands with respect to these attributes, discover where the company's product is on these attributes in the minds of potential customers, reposition the company's product or brand with respect to these attributes

question

perceptual map refers to

answer

a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its on product or brand

question

market segmentation refers to

answer

aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing plan

question

when procter and gable introduced crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing bubblegum flavor. sometime later the same basic formula was given a fresh, minty favor to appeal to adults. what is this marketing strategy called?

answer

usage sampling

question

Clarita's lifestyle segmentation is based on the belief that "birds of a feather flock together" this type of consumer segmentation is referred to as

answer

psychographic segmentation

question

Prego recently introduced a pasta bake sauce, which was made so that it was not necessary to precook the pasta before blending the pasta, sauce, meat, and cheese in a casserole. legally, this product would only be considered new

answer

for the first 6 months it was readily available

question

idea generation refers to

answer

the stage of the new-product process that develops a pool of concepts as candidates for new products

question

the stage of the new product process that internally and externally evaluates new product ideas to eliminate those that warrant no further effort is referred to as

answer

screening and evaluation

question

a company may choose skimming strategy in the introduction stage of their new product in order to help recover costs of development and/or to

answer

capitalize on the price insensitivity ot early buyers

question

promotional expenses at the maturity stage of the product life cycle are often designed to

answer

further product differentiation

question

eight main reasons a product can fail

answer

no economical access to buyers, insignificant point of difference, incomplete market and product protocol, not satisfying customers on critical factors, too little market attractiveness, poor product quality, poor execution of the marketing mix, bad timing

question

the new-product process an organization goes through to identify business opportunities to convert them to salable good or service contains

answer

seven stages, from new product strategy development to commercialization

question

the key idea behind diffusion of innovation is that

answer

not all consumers accept a new product at the same time; adoption of product spreads slowly throughout the population

question

when the personal computer was first introduced, industry analysts predicted that very few would be sold, however a short time after the product was made available, consumers who were young, highly educated, adventuresome, and who were well informed began buying personal computers. while those buyers were relatively few in number, the marketers of computer were encouraged because other, less adventuresome consumers would likely adopt personal computers later. according to the product adoption classification, those first buyers of personal computers were:

answer

innovators

question

market modification refers to

answer

a strategy for managing a products like cycle that attempt to increase existing customers, create new use situations, or find new customers market modification

question

the sports authority is a sporting goods superstore that provides year-round inventory of equipment for just about any sport you can name. even during the "off season" of seasonal sports, equipment is available at the sports authority. which utility does the sports authority best provide an example of

answer

time

question

franchising is attractive for the franchisee because

answer

it offers the franchisee the opportunity to enter into a well-known, established business where managerial advice is provided

question

a type of retail outlet that focuses on one type of product at very competitive prices and often dominates the market is referred to as

answer

category killer

question

what kind of stores in europe are based on the concept of one-stop shopping for consumers. such retail store, which use scrambled merchandising, typically encompass over 200000 sq ft of floor space and offer quality, variety, and low price for food and groceries and general merchandise

answer

euromarkets

question

the activities related to managing the store and the merchandise in the store, which includes retail pricing, store location, retail communication, and merchandise are referred to as

answer

retailing mix

question

shrinkage refers to

answer

breakage, theft, and fraud by customers and employees

question

ways errors in communication can occur

answer

the source may not adequately transform and abstract idea into an effective set of symbols, the properly encoded message may be sent through the wrong channel receiver, the receiver may not properly transform the set of symbols into the correct abstract idea, or feedback may be so delayed or distorted that is is of no use to the sender

question

what is an inherent strength of publicity

answer

often most credible source of information

question

Procter and Gamble introduced Old Spice High Endurance antiperspirant, targeted to teen-aged boys who didnt watch much TV. It had to achieve high brand awareness among these potential consumers. P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for high-schooled football player of the year. P&G emphasized which promotional element in this example

answer

sales promotion

question

the promotional mix includes

answer

advertising, personal selling, sales promotion, public relations, and direct marketing

question

the promotional mix can be used to

answer

inform prospective buyers about the benefits of the product, persuade them to try it, remind them late about the benefits they enjoyed using the product

question

an unsatisfied customer who switches brands is hard to replace. which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands

answer

maturity

question

integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities, advertising, personal selling, sales promotion, public relations, and direct marketing, to provide:

answer

a consistent message across all audiences

question

many prescription drugs such as lipitor and Zoctor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor. the manufacturers of these drugs are using what promotional strategy

answer

pull

question

during the planning stage of an IMC program a firm will

answer

identify the target audience, specify the advertising objectives, set the budget, select the right promotional tools, and design the promotion

question

what is the best approach to promotion budgeting

answer

objective and task budgeting

question

what 3 customer centered initiatives has macys taken to improve customer experience and drive sales

answer

magical selling, my product, my macys

question

what new product category and department did TJX recently introduce which now accounts for 2% of their total business

answer

pet products (????)

question

what are cited as responsibilities of store managers by panelists

answer

coaching employees, hiring and firing, partnering with vendors, managing payroll

question

it costs kohls about 2.5 mill to remodel a store. how much more does a totally new store cost

answer

5X more

question

what is kohls formula for success

answer

brands+value+convenience

question

the JLo line at kohls is an example of what type of brand

answer

exclusive brand

question

which type of brand delivers a retailer like kohls the highest gross margin

answer

private brand

question

where are sales from kohls in store kiosks counted

answer

e commerce sales

question

one advantage of using the internet as an advertising medium is

answer

it offers a way to reach younger consumers who have developed a preference for communication

question

when google chose a new model for its advertising, it decided to

answer

create a "quality score" to predict how effective an ad would be based on factors such as click through rates, advertiser history, and keyword performance

question

a retail store marketing vice president is developing an advertising budget using the objective and task method. she has the objective of clearing slow moving merchandise from her shelves and is trying to choose between radio and newspaper ads. what is an advantage to radio over newspaper in achieving this objective?

answer

more effective in conveying complex info

question

the owners of a small toy store had a limited advertising budget. b/c of this the owners of the store were very concerned with spending their advertising money wisely. one of their goals was to expose customers in a limited market area to their advertising messages as often as possible. the owners were concerned with:

answer

frequency

question

indirect channels for consumer goods

answer

include intermediaries that are between the producer and consumer and perform numerous channel functions

question

which describes the key difference between merchant wholesalers and agents and brokers

answer

merchant wholesalers take title to merchandise and agents and brokers do not

question

a new company produces paint and other home decorating products. Its goal is to choose the best marketing channel arrangement that would give it the most control and the least amount of conflict. Which marketing channel arrangement should this company choose?

answer

a corporate vertical marketing system

question

hart schaffner and marx is a producer of mens suits and sports coats that operates 100 menswear stores. Hart and schaffner and marx uses

answer

forward integration

question

what conflict occurs between two different levels in a marketing channel

answer

vertical

question

while maytag appliances have the leading brand name its sales are third in the industry. One of the things the company has done to spur sales is to create a website where potential customers can find the answers to the questions most asked during the appliance purchase process. While maytag considered using ___ (allowing customers to purchase at the site) it decided against it and simply provides the name and address of the nearest maytag dealers

answer

disintermediation

question

which of the following statements about the terms used for marketing intermediaries is true

answer

- a middleman is an intermediary between manufacturer and end user markets

question

customers currently link to ciscos website to configure price and order its networking equipment. Cisco then sends orders back out across the internet to producers and assemblers including Celestica, Flextronics, jabil, and Solectron. Products are built and tested to cisco standards, sometimes with procedures run remotely by cisco. Most are then drop shipped to buyers untouched by human hands on ciscos payroll. This is a description of ciscos

answer

supply chain

question

the objective of information and logistics management in a supply chain is to deliver maximum customer service and to

answer

minimize costs

question

saks fifth avenue employs a quick response system to order fast moving fashion items. Saks point of sales scanner records each sale. When stock falls below a minimum level the system automatically sends an ecletronic order to the vendor which processes the order within 48 hours. This system has effectively reduced ___

answer

lead time

question

according to your text the four key logistical functions in a supply chain include trasportation, warehousing and materials handling, inventory management and

answer

order processing

question

coldwater creek is a mail order company. Because of its proficiency at filling orders, it has contracts to fill orders received by several ecommerce companies. Coldwater creek is an example of a

answer

third party logistics provider

question

karl Zimmerman imports furniture from germany some antiques but mostly new pieces made and painted in the black forest. To keep cost down he has arranged to ship the furniture only when there is enough to fill a 40 ft container. The container moves through germany by truck river barge and train before being loaded on a container ship. When the ship docks in the u.s the container is loaded onto a train and then a truck for delivery to zimmermans shop. His method of bringing goods to the u.s is called

answer

intermodal transportation

question

scott Baldwin the owner of the computer company located in Stillwater OK specializes in creating customizd personal computers for home use. Baldwin buys basic computer components from mail order companies and then upgrades the computers to fit the specific needs of each customer. In years past he carried a large inventory of hard drives, cd roms, motherboards, memory uprgrades, and other computer components. More recently he decided he cant affored to maintain a large inventory of components. Instead the company maintains a very low inventory and relies on mail order suppliers to provide fast on time delivery of components as needed. The company is using

answer

just in time

question

railroads may have let other forms of transportation take business away from them because their definition included only the railroad business, rather than the broader definition of

answer

transportation

question

market share is

answer

the ratio of the sales revenues of the firm to the total sales revenue of all firms in the industry including the firm itself

question

Evergreen air center is the worlds biggest parking lot for unwanted aircraft. Airlines pay a monthly fee from $750-5,000 to mothball airplanes at the site. Its location is on 1,600 acres of Arizona desert. The southwest climate serves as a cheap and effective airplane preservative. Its location is its

answer

competency

question

In the boston consulting group (BCG) model to analyze a firms strategic business units the vertical axis reflects the

answer

market growth rate

question

The wwf manages professional wrestling matches in addition they own and operate a successful club in nyc it is partnered with Microsoft to manufacture xbox video game consoles it produced its own reality based tv show and it has licensedand marketed a number of wwf related toys and collectibles. All of these efforts have been targeted to fans of pro wrestling. From this you couls say that wwf has adopted a (????) strategy.

answer

product development

question

The ___ is an approach whereby an organization allocates its marketing mix resources to reach its target markets

answer

strategic marketing process

question

According to your book what are the three/four steps involved in planning phase of the strategic marketing process?

answer

SWOT, market product focus and goal setting, and market program development

question

The acronym SWOT used in the term SWOT analysis stands for

answer

strengths, weaknesses, threats, opportunities

question

Starbucks added ceramic coffee cups to its own retail coffee brewing stores and then began selling its groupnd and whole bean coffee through retail grocery stores like stop and shop. This is an example of what kind of strategy for starbucks?

answer

synergistic diversification

question

2 major elements of the implementation phase of the strategic marketing process are

answer

executing the marketing program and designing the marketing organization

question

the fastest growing age segment in America is composed of

answer

people over 50

question

in the 1990s the major geographical shift in the us pop was to

answer

western and sunbelt states

question

the development of regional marketing plans was the result of

answer

- recognition of geographic differences in product preferences

question

which of the following about culture is true?

answer

culture includes attitudes and values

question

Marriott hotels has provided consumers with Fairfield inns and courtyard, 2 less expensive offering of Marriott customer service. This is an example of how marketers respond to consumers

answer

value consciousness

question

The money that remains after paying for taxes and necessities is called

answer

discretionary

question

Which of the following concerning technological forces is true?

answer

advances in technology are having important effects on marketing because they allow marketers to better understand and serve consumers

question

Which of the following terms best describes the new business model that organizations wanting to be successful today are adopting?

answer

partnerships and alliances

question

There are many diet aids on the market. They promise immediate weight loss without exercise or a change in diet. Each is accompanied by a testimonial from a satisfied user. If yu pay close attention you will notice that each ad also contains the statement results may vary. More than likely this statement is included to prevent the ftc from requiring the dietary aid distributor from having to

answer

run corrective advertising

question

The feedback effect is one argument for

answer

free trade agreements

question

The difference between the monetary value of a nations exports and imports is called its

answer

balance of trade

question

The four largest importers of U.S goods and services are

answer

Canada, japan, mexico, china

question

Those in favor of protectionism would never say that protectionism

answer

helps reduce tariffs and quotas

question

A quota is

answer

a restriction placed on the amount of a product allowed to enter or leave a country

question

To enter the European market starbucks joined in a cooperative venture with bon appétit group ag Switzerland. Bon appétit has the recognized brand name and starbucks has the product and expertise to run coffee houses. Bon appétit and starbucks benefited from their

answer

strategic alliance

question

Companies that use a ____ marketing strategy have as many different product variations brand names and advertising programs as countries in which they do business.

answer

multidomestic

question

Theodore levitt wrote a book called the marketing imagination. In the book he argues that consumers the worl over are becoming very similar in their wants and behaviors. Levitt asserts marketers should standardize their strategies and activities in order to benefit from economies of scale. Levitt is encouraging marketer to adopt a ____ marketing strategy

answer

global

question

Rembrant toothpaste emphasizes in its ads its ability to whiten teeth. This promotion would be unsuccessful in southeastern asia countries where yellowed are black teeth are considered desirable status symbols. The fact that the product benefit is not a benefit world wide is an example of differences in

answer

cultural symbols

question

Concerned about the growing prevalence of English on the web a French state institution founded in the 17th century to maintain purity of the language unveiled a dictionary of newly coined French equivalents to English internet terms in 2000. This is symptomatic of the difficulties doing business in france because in many situations the business must be conducted in French. The French could be described as having

answer

cultural ethnocentrism

question

Foreign countries with very low per capita incomes amy nonetheless be attractive markets for expensive goods. To get a more accurate picture of a countrys purchasing power a country's ___ must alo be considered.

answer

income distribution

question

From class according to the principles of Massed reserves, intermediaries are closer to consumers than the manufacturer that causes

answer

total inventory in the channel of distribution to be reduced

question

You've stumbled on a line of antique glasswear that was found in an old warehouse. You don't have much to sell but you want to command a high price and feature the products exclusivity. From what Shewe indicated in class about channel length choice, you would suggest

answer

a short channel of distribution

question

From class and according to Shewe which is true?

answer

77% of baby boomer women work

question

In class the BCG approach to portfolio analysis was explained. The horizontal axis is relative market share. The relative market share of each of the competitors SBUs is measured by which of the following?

answer

- the market share of each of the competitors divided by the market share of the leading competitor

question

In the FEDEX video, fred smith the ceo had an unconventional way of meeting payroll for FEDEX when the company began. He obtained money by

answer

playing blackjack

question

In the southwest video the corporate culture was clearly one of having fun on the job. But the video showed that the ceo, herb kelliher gained a competitive advantage by which of the following

answer

a 20 min turnaround time after each plane landing

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