Flashcards About Chapter 11 Quiz
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What part of the marketing mix includes communicating information about products?
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b. promotion
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Burberry is repositioning itself as a global luxury brand, such as Gucci and Louis Vuitton, a strategy that calls for luring fashion-conscious customers. This is an example of what type of market segmentation?
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a. geographic WRONG b. demographic WRONG c. psychographic e. strategic WRONG
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What is the term that encompasses a good, a service, or an idea designed to fill a consumer need?
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a. product
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What is the term for the process of creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders?
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d. marketing
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A company decides to introduce a line of crackers made with organically grown grains and vegetables. What environmental trend is the company responding to?
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b. sociocultural
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Which is usually the first step in the marketing strategy?
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c. target market selection
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Congress has conducted hearings on the use of cell phones while driving. What factors would this constitute in a company's external environment?
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a. political-legal
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What is the decision process by which customers come to purchase and consume products?
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d. consumer behavior
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What are fitness programs and drug regimens to lower cholesterol levels both examples of?
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c. substitute products
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What would be the BEST target market for waterproof fragrances?
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e. female swimmers and divers
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What do B2B buyer-seller situations often involve?
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a. frequent and enduring buyer-seller relationships
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Marketing does not stop with the sale of a product. What is the term that describes what happens after the sale?
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a. postpurchase evaluation
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satellite dish and home television shopping provide examples of changes to which of the following external environmental factors that affect marketing?
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b. technological
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What does the process of "positioning" involve?
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b. designing a company's products to appeal to target customers
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For marketers, what type of variables are lifestyles, opinions, interests, and attitudes?
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c. psychographic variables
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Which of the following terms describes the kind of products marketed by insurance companies, airlines, investment counselors, health clinics, and public accountants?
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b. services
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Which of the following identifies products that are dissimilar from those of competitors, but can fulfill the same need?
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e. substitute products
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Marketing managers often support the activities of political action committees (PACs). In doing this, which environment are they attempting to influence?
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d. political-legal
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What kind of factor in the business environment are smart phones considered an example of?
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b. technological
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What is the term for intangible products, such as time, expertise, or an activity that can be purchased?
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d. services
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Accessing a Web site in search of magazine articles about a product before its purchase is an example of what part of the consumer buying process?
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c. information seeking
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What type of goods includes raw materials and integrated circuits?
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b. industrial goods
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What type of behavior do consumers exhibit by regularly purchasing products because they are satisfied with their performance?
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c. brand loyalty
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What is the term for a detailed strategy for focusing marketing efforts on consumers' needs and wants?
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e. marketing plan
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What do consumers exhibit when they regularly purchase products because they are satisfied with the products' performance?
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d. brand loyalty
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What is data warehousing?
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d. the process of collecting, storing, and retrieving data in electronic files
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What type of marketing is a "loyalty banking" program an example of?
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b. relationship marketing
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Reading the relevant issues of Consumer Reports prior to purchasing a product is an example of what part of the consumer buying process?
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b. information seeking
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What are the tangible and intangible qualities that a company builds into its products?
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a. features
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In consumer behavior, what is the name for the influences that include the "way of living" that distinguishes one large group from another and one ethnic group from another?
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e. cultural
