Question 1

Sally is in the new marketing department of a midsized lawn and garden company. She is working on the first marketing plan the firm has ever used. She has defined the mission and objectives, and she just finished a situation analysis for the firm. The next step is to

Accepted Answer

Identify and evaluate opportunities by conducting segmentation, targeting, and positioning analysis.

Question 2

When firms target several market segments with a different offering for each segment it is using which targeting strategy?

Accepted Answer

Differentiated

Question 3

Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of

Accepted Answer

Micromarketing

Question 4

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market.

Accepted Answer

Demographic

Question 5

To develop psychographic segments, the marketer must understand consumers\'

Accepted Answer

self-values, self-concept, and lifestyles.

Question 6

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

Accepted Answer

Psychographic, Demographic

Question 7

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Accepted Answer

Benefit

Question 8

Airlines were among the first retailers to embrace loyalty segmentation when they created

Accepted Answer

Frequent Flyer Programs

Question 9

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to

Accepted Answer

Evaluate the attractiveness of each segment.

Question 10

Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being

Accepted Answer

Reachable

Question 11

When Starbucks first opened, many critics suggested, \"No one will pay $4 for a cup of coffee.\" Starbucks\'s critics suggested consumers would not be __________ to the company\'s offerings.

Accepted Answer

Responsive

Question 12

__________ involves defining the firm\'s marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm\'s offerings relative to competitors\' offerings.

Accepted Answer

Positioning

Question 13

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

Accepted Answer

Product Attributes

Question 14

Which of the following defines a value proposition?   -The unique value that a product or service provides to customers   -A special discount offer dropping the price   -An advertisement that talks about value   -A display of the position of products or brands in the consumer\'s mind   -The one feature that will prompt a customer to buy the product

Accepted Answer

The unique value that a product or service provides to customers

Question 15

For products like clothespins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy.

Accepted Answer

Undifferentiated Targeting

Question 16

Which of the following is a core aspect of marketing?

Accepted Answer

Making product, place, promotion, and price decisions

Question 17

Franco uses a database software system to remind him when his customers should be ready to reorder his industrial cleaning products. With this reminder system, Franco contacts his customers when they are most likely to be \"in the buying mode.\" Franco\'s system is part of

Accepted Answer

Customer relationship management.

Question 18

In marketing terms, the trade of things of value between the buyer and the seller so that each is better off as a result is referred to as

Accepted Answer

A marketing exchange

Question 19

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps.

Accepted Answer

Marketing Mix

Question 20

How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer are all elements of

Accepted Answer

A Marketing Plan

Question 21

The ethical decision-making framework includes all of the following steps except

Accepted Answer

Promote the firm\'s corporate social responsibility efforts.

Question 22

Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the framework for ethical decision making, the first thing Garrett should do is to

Accepted Answer

Identify issues that need to be addressed

Question 23

Which of the following is not a question posed in the ethical decision-making metric?

Accepted Answer

Will this action help advance my career?

Question 24

Some banks have begun offering special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth. But bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize

Accepted Answer

The lifetime value of customers

Question 25

For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates

Accepted Answer

Opportunities

Question 26

When a pharmaceutical company develops a new medication, it typically applies for a patent in order to prevent competitors from developing copycat products for several years. Pharmaceutical companies apply for patents to establish

Accepted Answer

Sustainable competitive advantage

Question 27

In a SWOT analysis, increasing gasoline prices would represent a potential __________ for manufacturers of electric cars

Accepted Answer

Opportunity

Question 28

In 2007, Apple Computer introduced its new iPhone, adding a cellular telephone, a camera, and Internet access to its iPod. The company was pursuing a(n) __________ strategy.

Accepted Answer

Product Development

Question 29

When a company decides to minimize risk and enter a global market by shipping its products to buyers in other countries, this is known as

Accepted Answer

Exporting

Question 30

Franco, a former retailer, has been living in the United States for five years and wants to start a business. He does not have an existing firm or a product, and he doesn\'t have a lot of capital, but since he loves McDonald\'s food, he decides to

Accepted Answer

Open a McDonald\'s franchise.

Question 31

The shared meanings, beliefs, morals, values, and customs of a group of people constitute their

Accepted Answer

Culture

Question 32

Christy, who was born in 1955, advocated for \"casual Friday\" at her workplace. Christy is a member of which generational cohort?

Accepted Answer

Baby Boomer

Question 33

Yvonne knows her firm must look at everything it does from a consumer\'s point of view. One major difficulty is that consumers\' __________ change(s) over time.

Accepted Answer

Needs, wants, and ability to purchase

Question 34

When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media \"fit\" with their advertising agenda.

Accepted Answer

Demographics

Question 35

For some products, marketers can combine education level with other data like occupation and income to obtain

Accepted Answer

Useful prediction of purchase behavior

Question 36

Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment, so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education. Which type of segmentation method was used to segment this market?

Accepted Answer

Psychographics

Question 37

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over 20 years. Donald is __________ his business relative to his competition.

Accepted Answer

Positioning

Question 38

A __________ is often used to illustrate the position of a firm\'s products or brands in consumers\' minds.

Accepted Answer

Perceptual Map

Question 39

Micromarketing is also referred to as

Accepted Answer

One-to-one Marketing

Question 40

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning by adjusting its marketing mix variables in order to give customers

Accepted Answer

Clear, distinctive, and desirable understanding of their products relative to competing products.

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