question

Thompson Pools installs and maintains swimming pools. They group their customers according to their needs: new installs, regular maintenance, and frequent product consumers. When do they need a new segmentation analysis?

answer

They should do them regularly because of the rapidly changing nature of most markets

question

___________ is one of the potential disadvantages associated with a multi segment strategy.

answer

cannibalization

question

Kent has gathered data concerning people's preferences for traditional breakfast foods. He has learned that 30 percent of the population prefer eggs in the morning, 50 percent of the population prefer something sweet for breakfast like a doughnut, and an overwhelming 86 percent prefer food that they can eat while they drive to work. What method of analyzing the data has Kent used?

answer

one-way frequency count

question

A(n) ________ refers to a brand that obtains at least a third of its earnings from outside it's home country.

answer

Global brand

question

_____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution.

answer

Convenience

question

Oakley, the manufacturer of protective eyewear for sports enthusiasts, has recently introduced Oakley's Thump, UV sunglasses that allow the wearer to store and listen to 120 different songs. Which of the following product characteristics would likely exert the greatest influence on the market success of these new glasses?

answer

Complexity

question

A(n) _____ is the result of applying human or mechanical efforts to people or objects.

answer

Service

question

TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home. Which category of service processing does TeamBuilds offer?

answer

Mental stimulus processing

question

Companies that are most likely to succeed in the development and introduction of new products typically are characterized by all of the following EXCEPT:

answer

introducing ten new products every year

question

All of the following are examples of sustainable supply chain management EXCEPT:

answer

buying goods from a supplier located in a developing country in Africa

question

In terms of firm-to-firm social interactions, ______ integration provides important benefits

answer

Relationship

question

Altria Group, Inc.'s Phillip Morris failed at an attempt to target Americans looking for a potentially safer cigarette. This market exhibits a lack of

answer

Responsiveness

question

The public transportation system in the San Francisco area conducted a survey that revealed respondents could be assigned to one of four categories: (1) people who never utilized mass transit, (2) people who utilized mass transit in the past but not now, (3) people who utilized mass transit occasionally, and (4) people who utilized mass transit regularly. These groups have significantly different perceptions about transportation alternatives. This is an example of _____ segmentation.

answer

usage-rate

question

The Johnsonville Sausage Company wants to know which areas of the country consume the most sausage. The company is not especially interested in an explanation for the popularity of sausage in different regions; it simply wants factual information about it. Johnsonville is interested in using marketing research in its _____ role

answer

Descriptive

question

Community Trust Bank's management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups, Community Trust was collecting _____ data.

answer

primary

question

Which of the following is a symptom of product line overextension?

answer

Manufacturing or marketing resources are disproportionately allocated to slow-moving products

question

The brand name of a manufacturer is known as a(n) _____ brand.

answer

manufacturer's

question

You are a product manager for a manufacturer of trampolines. You have determined that the trampoline is in the maturity stage of the product life cycle. To keep your product from entering the decline stage, you should:

answer

promote trampolines heavily to dealers and customers

question

Which of the following stages of the new-product development process is the first filter, which serves to eliminate new-product ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason?

answer

idea screening

question

The predominant form of nonprofit organization in the United States is

answer

social service firms

question

Determining costs can be extremely difficult for a service provider who has adopted a(n) _____ pricing objective and may limit the usefulness of the objective.

answer

revenue-oriented

question

Highly integrated supply chains (those that are successful in achieving many or all of these types of integration) have been shown to be better at:

answer

enhancing productivity, satisfying customers, managing costs, delivering high-quality products

question

All of the following are criteria used to choose a mode of transportation EXCEPT:

answer

diversity

question

All of the following are types of nonprobabilty samples EXCEPT:

answer

Systematic samples

question

Firms increase the depth of their product lines for all of the following reasons EXCEPT:

answer

to diversify risk

question

_____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.

answer

Specialty

question

One hot August day, Tom saw a can of AriZona Beverage Company's Arnold Palmer Half-and-Half iced tea and lemonade drink at the local convenience store. He decided to try the product and found that he really liked it. Now, Tom regularly purchases this product to quench his thirst on hot days. Tom is an example of a(n):

answer

adopter

question

_____ occurs when an existing product is targeted toward new market segments. It is another type of new-product development because the product is new to that segment.

answer

repositioning

question

One of the main responsibilities of sport marketers is to keep their loyal customers as heavy users and escalate lower-level users into loyal customers. An effective tool for accomplishing this goal would be _____ marketing.

answer

Relationship

question

A group of services that support or enhance the core service is called:

answer

Supplementary services

question

The goal of most sourcing and procurement activities is to:

answer

reduce the cost of raw materials and supplies

question

All of the following accurately describe supply chain management EXCEPT:

answer

relies on "push" strategy

question

Ford Motor Company produces passenger cars, commercial trucks and specialty vehicles, performance vehicles, and race cars. Ford uses a procedure called _____ to divide its large market.

answer

market segmentation

question

Home Cookin' Catering would like to improve customer satisfaction and increase repeat business. When you ask the owners to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fund-raisers, they do not have a typical customer. You suggest it is time for market segmentation because:

answer

it will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment.

question

include any sample in which little is done to obtain a representative cross section of the population.

answer

nonprobability samples

question

Labeling that is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:

answer

informational labeling

question

The two types of shopping products are:

answer

heterogeneous and homogeneous

question

Liz tends to adopt new products sooner than a lot of other people, but she weighs the pros and cons before buying. She does considerable product research, but her friends don't really look to her for information. She really deliberates before she makes a purchase. Liz is best described as a(n):

answer

early majority

question

A focus on maximizing the number of customers using a service is a(n) _____ pricing objective for service firms.

answer

patronage-oriented

question

Because many services involve a process of continuous interaction between the service organization and the customer, _____ marketing is an important strategy

answer

relationship

question

The goal of inventory management is to:

answer

minimize inventory levels while maintaining an adequate supply of goods to meet customer demands

question

Companies operating under a demand-supply integration philosophy are better at their business because all of the different divisions within the company ________.

answer

play from the same sheet of music

question

Products such as bleaches, aspirin, unleaded regular gasoline, and some soaps are distinguished by differences such as brand names, packaging, color, smell, or "secret" additives. With these products, marketers attempt to convince customers that their product is significantly different from the others and should therefore be demanded over competing brands. These marketers are using:

answer

product differentiation

question

Wine Spectator is a magazine that targets people who appreciate good wine and food. However, the discriminating reader of this magazine is also interested in travel and health, so the magazine features travel and health-related stories. This publication relies on _____ variables to identify its target market.

answer

Psychographic

question

Jeni's Splendid Ice Creams is famous for its unusual flavors, such as Wildberry Lavender, Goat Cheese with Red Cherries, and Sweet Corn and Black Raspberries . Which of the following product characteristics would most likely influence the market success of these flavors?

answer

Compatibility

question

Which of the following is the LEAST likely source for new-product ideas?

answer

Its financial lenders

question

Which types of service processing occurs when the service is directed at customer's physical possessions, such as lawn care, dry-cleaning, and veterinary services

answer

Possession processing

question

First Community Bank spent a considerable amount of money updating its lobby with plush sofas, a large-screen television, and a refreshment counter with popcorn and soft drinks. However, very few customers spend time in the lobby. In fact, most customers want to be in and out of the bank, with their financial transaction completed as quickly as possible. The gap model of service quality would suggest that a gap exists between:

answer

what customers want and what management thinks customers want

question

Food producers love big boxes because they serve as billboards on store shelves. Walmart wants to change this practice and promises suppliers that their shelf spaces won't shrink even if their boxes do. As a result, some of its vendors have reengineered their packaging. This is an example of _____ integration.

answer

material and service supplier

question

New product idea generation and testing are related to which of the following processes?

answer

Product development and commercialization

question

Karry-Lite, the manufacturer of light-weight suitcases with wheels, uses as its slogan, "Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation.

answer

benefit

question

Pocket-knife collector Sam Penley decided to open The Knife Depot, a store that sells pocket knives and related paraphernalia. After 18 months in business, Sam has noticed that most of his sales are to the same small group of customers (about 40 people) even though he has records to show there are over 200 active pocket-knife collectors within a 50-mile radius of his store. Sam's retailing experience is supportive of the:

answer

80/20 principle

question

A retailer of sporting goods equipment is interested in learning peoples' attitudes, motivations, and feelings about its product lines. All of the following are potential sources for this information EXCEPT:

answer

observation studies

question

A retailer of sporting goods equipment is interested in learning peoples' attitudes, motivations, and feelings about its product lines. All of the following are potential sources for this information EXCEPT:

answer

primary

question

A _____ is a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products.

answer

brand name

question

The maker of Purell hand sanitizer tested consumers' reactions to its Purell Sanitizing Wipes by getting consumers to look through a newspaper with grocery store ads, make out a grocery list, and then "shop" in a mock store filled with real products, including the new product. This is an example of a(n):

answer

simulated (laboratory) market rest

question

In which logistical component of the supply chain will you find distribution resource planning (DRP) a common feature?

answer

inventory control

question

Which of the following transportation modes can most easily determine the location of a package en route between shipper and receiver?

answer

air

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