question

Simple Green All-Purpose Cleaner is the leader of non-toxic, biodegradable, environmentally safe cleaning products. It could be said Simple Green follows which marketing philosophy?

answer

Societal Orientation

question

In 2009, Walmart started a new eco-friendly marketing campaign focusing on more environmentally friendly products. This is example of what type of marketing philosophy?

answer

Societal Orientation

question

Brita GmbH had been selling water-purification pitchers in Germany for about 10 years. In the 1990s Brita GmbH licensed the right to use the Brita name and sell Brita filters to the Clorox Company, who wanted to offer an alternative to bottled water. This is an example of?

answer

Old product to an unfamiliar market

question

Henry Ford thought like a marketer because he saw that people needed a quicker, more convenient, more comfortable way to get from point A to point B. What did Henry Ford "have an eye for" in order to think like a marketer?

answer

Customer pain and problems

question

Instead of purchasing finished furniture, customers at IKEA purchase parts and assemble the furniture at home. IKEA mass produces products and sells them for cheaper prices. IKEA is using which marketing philosophy?

answer

Product orientation

question

In 1997 Saehan Information Systems introduced the Eiger MPMan F10 and F20, the world's first mass-market MP3 players, which offered 32MB of digital music storage. This is an example of launching a(n)

answer

New product to an unfamiliar market

question

Southwest Airlines was created based on understanding the pain experienced by business travelers waiting in lines. Trying to meet the customers' needs, Southwest created a low cost, customer friendly airline service. Southwest most likely employed which type of marketing philosophy?

answer

Market orientation

question

A marketing plan can be defined as

answer

A target market and a marketing mix with a budget and time schedule

question

Marketing strategy can be defined as

answer

Target market combined with the marketing mix

question

Kimberly Clark introduced a line of flushable moist wipes to complement the long established Cottonelle and Scott lines of dry bath tissue. This is an example of introducing a(n)

answer

New product in a familiar market

question

Allie is starting a new elbow-jewelry business and is thinking about her target market, her USP, and her cost to attract new customers. She is in the ________ phase of the marketing strategy process.

answer

Customer acquisition

question

The key to having a successful product is to

answer

make an emotional connection between the product and the customer

question

Segway had problems selling its futuristic scooter because

answer

It selected the wrong target market

question

Marketing managers create value by meeting customers'

answer

Functional and emotional needs

question

What is generally the most difficult element to get right in the marketing mix?

answer

Price

question

Apple has created a new product, the iRobot, a robot that can perform tasks such as house cleaning, cooking, and babysitting. Since the product resonates with a different market than the rest of Apple's products, what quadrant of the product-market expansion matrix would the iRobot fall into?

answer

Diversification

question

Tostitos's consumers complained that the flat tortilla chips weren't holding salsa well. So the brand manager of Tostitos created several prototypes of chips to see which kind consumers liked the most. Based on what consumers preferred, Tostitos launched its Scoops brand. This is an example of which type of marketing philosophy?

answer

Market orientation

question

Apple Inc. is the market share leader in portable music players. However, iPod sales growth has considerably slowed down in recent years due to consumers using smartphones as music players. According to the Boston Consulting Group Model, which category would the iPod be under?

answer

Cash cow

question

Often, the most powerful marketing strategies begin by seeing the product through the eyes of which of the following?

answer

Brand champions

question

In 1996, McDonald's launched the Arch Deluxe with a $100 million ad campaign. It was similar to McDonald's Quarter Pounder but with a different bun, peppered bacon, and a mustard-mayonnaise sauce. The burger was meant to be the leadoff product in a line of new adult-themed menu items. However, it was discontinued after failing to become popular. McDonald's dropped the Arch Deluxe because the burger was which of the following?

answer

Dog

question

Google Inc. decided last year to enter the computer tablet market. Google's new product, the Nexus 7, was the first device to run Android 4.1. Which strategy did Google use to launch this new product?

answer

Diversification

question

Super Genius Electronics hires only the most brilliant engineers and programmers. Its employees have created amazingly complex, unique products. The company's CEO says, "We don't even care what our competitors are doing because our products are so innovative. Our customers don't know what they want. Therefore we invent cool products for the future. This is an example of which type of marketing philosophy?

answer

Production orientation

question

Clorox has often been used to clean bathrooms and get white laundry whiter. In recent commercials, Clorox has been advertising to those same users that you can use Clorox to disinfect toys and dog bowls. Clorox is using these ads in an attempt for

answer

Market penetration

question

Teflon is a nonstick substance trademarked and sold by DuPont. Early on, it was used in the Manhattan Project to coat valves and seals in pipes holding uranium hexafluoride. In 1954, a French engineer used this same Teflon to create the first Teflon-coated pan after his wife urged him to try the nonstick substance on cookware. DuPont then started to sell Teflon to cookware companies. Dupont's actions are an example of which of the following?

answer

Market development

question

Which of the following is a way to "chase customers, not competitors"?

answer

Address unaddressed customer pain

question

When the marketing department doesn't have input into what products are made, how they are made, or how they are priced, an organization is mostly likely using which type of marketing orientation?

answer

Sales orientation

question

Which questions are important to consider when focusing on customer acquisition?

answer

How will customers be made aware of the product? and What is the USP?

question

If marketers are trying to figure out how to achieve success for a new lip balm product, what should they do?

answer

They should create a product that meets the unaddressed customer pain.

question

Microsoft is reinventing itself in 2013. The first questions board members addressed in a recent board meeting were, "How should we define Microsoft in 2013, and what businesses should we delete or add to our portfolio?" Microsoft is asking questions pertaining to what level of strategy?

answer

Corporate strategy

question

Taco Bell knows that the lifetime value of a typical 18-year-old customer is $100, and that it takes $50 of advertising per 18-year-old to get the customer to make an initial purchase. This is an example of which profitability driver?

answer

Customer acquisition

question

For a marketing manager, the term "margin" most likely refers to which of the following?

answer

Margin is the difference between price and cost.

question

Dress Barn offers blushPERKS, where customers can earn one blushPERKS credit for every $25 they spend. Collecting ten credits gives a customer $15 off a future Dress Barn purchase. This system is an example of which profitability driver?

answer

Customer retention

question

Selling pest control door-to-door is an example of which marketing philosophy?

answer

Sales orientation

question

For every pair of Toms shoes purchased, the firm donates a pair of shoes to a child in need in another country. Which marketing philosophy does Toms use?

answer

Societal orientation

question

Imagine yourself as a marketing manager of a large apparel company. You are faced with a decision to either sell your products to a few high-end exclusive outlets or enter a contract with a wide distribution channel of many retailers. You are using which of the four Ps?

answer

Place

question

Instead of having employees bag groceries, Winco requires customers to bag their own. This is an example of which profitability driver?

answer

Margin

question

The add-on sales of fries and a drink at McDonald's is an example of which profitability driver?

answer

Sales per customer

question

Venture capitalists make their livings by deciding on which promising new products to invest in. They look at the revenue model to determine if they should invest or not. Marketers as well should look at this first. Which of the following is not part of a good revenue model?

answer

A product idea that is completely new to the market

question

The "Bigfoot Pizza" by Pizza Hut failed because it

answer

had a low product quality and was a "me too" product

question

Advertising, public relations, sales promotions, trade promotions, and personal selling are examples of what marketing mix:

answer

Promotion

question

Marketing strategy addresses a specific target market with a cohesive marketing mix of which of the following?

answer

Product, price, promotion, place

question

McDonald's has just introduced a new side to the menu. Sweet potato fries will now be available in McDonald's US restaurants. If the workers advertise sweet potatoes by asking the customer ordering if they want to try the new side, this is an example of what?

answer

Product development

question

Since data suggests that only 1 in 10 new products succeeds in today's competitive marketplace, marketing managers must do what in order to persuade potential consumers of the benefits of the new products?

answer

Market through the eyes of brand champions

question

Marketing within the firm creates value for what end purpose?

answer

Profitability

question

Old Navy sells fashionable clothing for a relatively low price. What type of income is used to purchase clothing and other necessities?

answer

Disposable income

question

________ represents the total amount of money received by a person, household, or family during a particular period of time, usually one year. ________ is the money available after paying taxes. This type of income is the focus of companies offering necessity products such as food, housing, clothing, and transportation. Finally, the money available after paying for taxes and necessities is ________.

answer

Gross income; Disposable income; discretionary income

question

Jessica wants to buy Apple's new product with her next paycheck. She must first pay her taxes, rent, and car payment. What part of her income can she use to pay for the new product?

answer

Discretionary income

question

For the United States, people born during the same time period and who share common life experiences represent

answer

Generational cohorts

question

Statistical data of a population is referred to as

answer

Demographics

question

Which of the following is not part of the external marketing environment?

answer

Arbitrary forces

question

Burt's buggy whip company continued to manufacture buggy whips for years after the advent of the automobile, but quickly went out of business because the company failed to monitor

answer

Technological forces

question

Like strengths, weaknesses are only meaningful when

answer

Viewed through the eyes of customers

question

Nielson Company, a market research company, compiled research comparing the gross income, disposable income, and the discretionary income of consumers. Nielson Company analyzed the external environment using which factor?

answer

Economic factors

question

SWOT analysis stands for

answer

strengths, weaknesses, opportunities, and threats

question

Alex is marketing manager for a new line of Italian food that wants to launch in Latin America. He knows that social forces affect people's attitudes, beliefs, and lifestyle. This is important information, because these forces shape consumers' behavior. Which social force would be most influential on Alex's product, affecting what people eat?

answer

Culture

question

In 1998, California passed a bottle bill that refunds money back to the consumers when they recycle their containers. This is an example of which of the following factors?

answer

Regulatory factors

question

Which of the following could represent a threat for Freschetta, a brand of frozen pizza?

answer

Increasing competition from hot-and-ready pizza like Little Caesar's

question

Baby boomers, generation X, and generation Y are all examples of

answer

Generational cohorts

question

Green Works by Clorox is marketed to many Americans who have embraced values around sustainability and environmental protection. This is an example of marketers' responses to

answer

Increasingly important cultural values

question

Marvin has been busy gathering the age, income, location, and other statistical data about various consumers in Idaho. He is gathering

answer

Demographics

question

Which type of external force exerts the broadest and deepest influence on buying patterns?

answer

Social forces

question

________ is an example of a controllable factor, while ________ is an example of an uncontrollable factor.

answer

Price; competitive environment

question

In Porter's five forces model, what do the five forces help determine?

answer

Industry attractiveness

question

Which of the following could represent a strength for Bounty, a brand of paper towels?

answer

Trusted, well-known brand name

question

There is a growing trend among consumers: Many want a high-protein Greek yogurt. Dannon is a yogurt company considering launching a Greek yogurt. For Dannon, this trend represents a(n)

answer

Opportunity

question

Wal-Mart launched a sustainability campaign to show customers that the company was sensitive to environmental issues. Which element of SWOT analysis did Wal-Mart overcome by doing this?

answer

Threat

question

Eco Tec Inc. takes advantage of its ability to mass-produce water filters at lower costs, which its competitors cannot replicate. This example of Eco Tec Inc. falls under which part of the SWOT analysis?

answer

Internal strengths

question

Which generation cohort has the most market buying power currently?

answer

Baby boomers

question

A consumer shops at a grocery store for food, a basic necessity. In this example the consumer is using what part of their income?

answer

Disposable income

question

The recession of 2008 caused retailers such as Harley Davidson to have a decline in sales and a rise in inventory. This decline and rise is due to which of the following?

answer

Economic forces

question

The pricing of goods at less than their cost of production or less than their price in the home market is considered

answer

Dumping

question

Why has glocalization recently come under fire?

answer

The developing world no longer wants modified products of the rich world, but rather desire rich world quality in their own products.

question

Which global marketing strategy is most focused on market fit and suitability?

answer

Customization

question

An Italian designer purse is exported to the United States and put on the market. It is expected the price of this purse will be

answer

higher than it is in Italy, its home market

question

Which global market-entry strategy potentially offers the greatest profits?

answer

Wholly owned operation

question

Corning Glass sold Pyrex in both France and the United States. The same product was marketed differently in the two countries, according to culture. Which type of market entry strategy was used in this scenario?

answer

Exporting

question

What is the order of entry strategies, from lowest risk and return to the highest risk and return?

answer

exporting, licensing, joint venture, wholly owned operation

question

Starbucks announced that it will be opening cafes across India, as a combined effort with the Indian company Tata Global Beverages Limited. Each company will own 50% of the undertaking, called TATA Starbucks Limited. This is an example of which global market entry strategy?

answer

joint venture

question

On a trip to China, you notice that there are many fast food chains that you recognize. Specifically, there are McDonald's restaurants every few blocks. You feel comfortable eating at these restaurants because they are very similar to the restaurants in the United States. McDonalds is a ________ company

answer

Standardized

question

In 2002, Mattel decided to manufacture all of its toys such as Barbie, Fisher-Price, Sesame Street, and Disney overseas in self-owned and self-operated factories. In doing so, Mattel is utilizing which market entry strategy?

answer

Foreign direct investment

question

Kraft recently launched the Oreo cookie in China, hiring a consultant to help develop the product. The consultant conducted focus groups that evaluated hundreds of recipes to find the right taste for the Chinese market, which made the Oreo one of the most successful cookies in Chinese history. By adapting the Oreo for China, Kraft was avoiding the shortsightedness that comes with

answer

Standardizing

question

When the Clorox company purchased the right to manufacture and sell products under the Brita name in the United States, Clorox entered into a ________ with Brita GmbH

answer

License

question

Assume a nation is unstable due to political unrest, labor strikes, or a threat of civil war. What would be the major risk of a corporation considering expansion into that country?

answer

Political risk

question

In Paris, McDonald's offers its standard staple, French fries, but offers a unique dipping sauce that can only be found in France. In this example, McDonald's

answer

glocalized its products

question

McDonald's does not sell beef products at their restaurants in India. This is an example of McDonald's acting

answer

glocal

question

What does it mean if a company is "glocal"?

answer

Market globally, act locally

question

GoExpert, a US-based company, makes highly versatile video cameras that are waterproof. Voltrix, an Australian company, wants to help GoExpert sell their cameras in Australia by storing them and marketing GoExpert cameras to the Australian people for a percentage of the profits. This is known as

answer

Joint venture

question

To enter global markets, Harley Davidson exports their products, BMW develops foreign based manufacturing facilities, McDonalds joins investors to create a local business, and Coca-Cola makes licensing agreements. Which of the four companies will receive the highest return while also having the highest risk factor?

answer

BMW

question

________ products reduces manufacturing efficiency and increases costs. ________ products forces on people features and solutions that may be a mismatch with culture

answer

Customizing; standardizing

question

Which type of geographic marketing refers to exporting products to one or more countries while remaining invested in the local country?

answer

International marketing

question

Many years ago, the European Community Commission accused five different Japanese companies of ________ because the companies were pricing the goods at less than their cost of in the home market.

answer

dumping

question

Company X decides to start marketing their product across borders. After great consideration, Company X decides on the prices for both the foreign and domestic market. Company X finds out that their foreign prices will probably be ________ their domestic prices for company products as a result of marketing across borders

answer

higher than

question

Cherry Mash is an American candy bar with cherry, peanuts, and chocolate. If Cherry Mash were to consider expanding into Switzerland and didn't mind taking on more risk for the highest return possible, which option should they choose?

answer

Build and operate a manufacturing facility in Switzerland.

question

In 1968, US Electronic Industries Association (EIA) filed a lawsuit, claiming that several Japanese manufacturers were selling televisions in the United States at prices lower than in Japan, causing US manufacturers to record severe losses. This is an example of

answer

dumping

question

McDonald's maintains its Golden Arches worldwide along with several menu items. However, in Japan a Ebi Fillet fillet burger (which is made of shrimp) is sold, which isn't available in America. McDonald's employs which global marketing strategy?

answer

Glocal

question

What are two attributes of a foreign direct investment?

answer

high risk; high reward

question

JJ's Southern Barbeque has started to lose customers. JJ is worried about the future of his business. What would be the best way for him to handle dissatisfied customers?

answer

Offer an easy way for customers to voice their complaints

question

Sam is under a lot of stress at his job. His position is on the line and he needs to get a sales transaction to go through. He tells himself it is okay to possibly break the rules because he is trying to make enough money to support his family. According to the fraud triangle, which aspect is missing from this situation?

answer

Opportunity

question

What is the least important reason why firms fail?

answer

Firms display unethical behavior

question

Before Susan bought a new laptop, she did some research. She went to Best Buy and talked with a sales representative about the many different features. As convincing as the representative's argument was, Susan held off buying the preferred laptop. Instead she wanted to go home and look at some reviews regarding it before making her decision. This example provides an argument against which myth?

answer

Consumers can't resist the power of marketing

question

You go to the Apple Store and purchase a brand new MacBook Air computer. During the initial use of your computer, it malfunctions. You are displeased with your product and regret your purchase. As a consumer, you are angry with Apple's marketing department for making this new computer appear fashionable yet functional. You are displaying which type of reaction to marketing?

answer

cognitive dissonance

question

What is the leading reason for new product failure?

answer

Product is not unique and valued

question

You and a friend go out to dinner at an expensive restaurant and the service is terrible. Your food has come out cold and you ask the waiter to take it back and he says there is nothing he can do. You and your friend go home and write a bad review on Yelp, a restaurant rating website. This is an example of which of the following?

answer

consumer power

question

SunChips® snacks are currently made in 8 cities across the United States. In 2008, the Sunchips plant in Modesto, California, began using solar energy instead of fossil fuel to help make SunChips® snacks. SunChips highlights this feature as a competitive advantage when selling its chips to consumers. This is an example of SunChips's efforts to

answer

use green marketing

question

John was offered a position at Zoogle Corporation—it was his dream job! Shortly after beginning work, John realized that many of his co-workers were not following the ethical policies put in place by Zoogle. Instead of participating in unethical behavior, John confronts his co-workers, who then work together to get him laid off. Which level of ethical strength had John achieved because of this problem?

answer

ethical courage

question

Which of the following was included in the Consumer Bill of Rights, created by John F. Kennedy in 1962?

answer

the right to choose, the right to safety, the right to be informed, the right to be heard

question

An employee of Enron came to the realization that someone in the company was committing fraud. The boss told him that he should look the other way or his job could be in jeopardy. What part of the fraud triangle does this question describe?

answer

pressure

question

Last year, you decided to purchase a new laptop. You purchased Laptop X because marketing campaign guaranteed that they would do any necessary repairs for free. After two months, your laptop stops functioning because of a problem with the motherboard. The marketing campaign had been dishonest—repairing the motherboard costs the same as purchasing another laptop. Which ethical norm was not followed?

answer

Foster trust in the marketing system

question

Honeywell, a major commercial and consumer product manufacturer, decides that it will produce all of its thermostats with an eco-friendly material that doesn't emit dangerous gases during production. Honeywell is following what concept?

answer

social sustainability

question

Your next door neighbor tells you that you must buy a new car every 4 years because after 4 years of working, the engines break down. He feels that car manufacturers design cars this way on purpose to trap consumers into constantly buying new vehicles. Your neighbor believes in which myth of unethical marketing?

answer

Marketers believe in planned obsolescence.

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