question

Once a final solution is reached on an ethical issue, everyone will share the same viewpoint about the issue.

answer

Which of the following statements is FALSE?

question

True

answer

Organizational culture can be defined as a set of values, beliefs, goals, norms, and rituals that members of an organization share.

question

If a marketer does not disclose the risk associated with a product or functional information regarding the function, value, or use of the product, ________-related ethical issues may result.

answer

Product

question

The ethical tone of the organization is determined by:

answer

Top-level managers.

question

Which of the following is NOT one of the four dimensions of social responsibility?

answer

Fairness

question

True

answer

86%- Eighty-six percent of consumers say that when quality, service, and price are equal among competitors, they would be more likely to buy from the company with the best reputation for social responsibility.

question

Vaughn Electronics recently established formalized rules and standards that describe what it expects of its employees; these rules comprise the company's:

answer

Code of conduct.

question

True

answer

Even a bribe that is offered to benefit the organization is unethical.

question

When McDonalds only uses recycled paper for its brown paper take-out bags it is engaging in:

answer

Green marketing.

question

The practice of linking products to a particular social cause on an ongoing or short-term basis is called:

answer

Cause-related marketing.

question

An organization's obligation to maximize its positive impact and minimize its negative impact on society

answer

Social responsibility

question

The adoption of a strategic focus for fulfilling the economic, legal, ethical, and philanthropic social responsibilities expected by stakeholders

answer

Marketing citizenship

question

Principles and standards that define acceptable marketing conduct as determined by various stakeholders

answer

Marketing ethics

question

The practice of linking products to a particular social cause on an ongoing or short-term basis

answer

Cause-related marketing

question

The synergistic use of organizational core competencies and resources to address key stakeholders' interests and achieve both organizational and social benefits

answer

Strategic philanthropy

question

The potential for the long-term well-being of the natural environment, including all biological entities, as well as the interaction among nature and individuals, organizations, and business strategies

answer

Sustainability

question

An identifiable problem, situation, or opportunity requiring a choice among several actions that must be evaluated as right or wrong,ethical or unethical

answer

Ethical issue

question

A set of values, beliefs, goals, norms, and rituals that members of an organization share

answer

Organizational (corporate) culture

question

Formalized rules and standards that describe what the company expects of its employees

answer

Codes of conduct

question

The management team of Benny's Ice-Cream was considering options for a suitable site to build a new manufacturing facility. The company was torn between building a new factory in its native Greenville, which would support struggling farmers in the region, and building a facility in an area in which the average pay for workers was much lower than in Greenville. The management team eventually decided on the Greenville site. This is an example of:

answer

Social Responsiblity

question

A ________ orientation in marketing goes beyond customers, competitors, and regulators to include understanding and addressing the needs of all stakeholders, including communities and special-interest groups.

answer

Stakeholder

question

Standways Bank announced a contribution of 2 percent of its income between January and December to OnTheSpot, an organization that raises funds for victims of natural disasters. This was taken as an initiative towards ________ on the part of the bank.

answer

A Cause-related marketing

question

the synergetic use of organizational core competencies and resources to address key stakeholders' interests and achieve both organizational and social benefits.

answer

Strategic philanthropy' refers to:

question

design consumable goods for easy degradation and durable goods for easy disassembly and recycling.

answer

A company or industry aiming to achieve Sustainability in its operations should:

question

A large group of consumers boycotted the purchase of products from a food company after rumors that the nutritional information on the products labels was incorrect. This is an example of:

answer

Consumerism.

question

____ is known as the movement seeking to protect and inform consumers by requiring such practices as honest packaging and advertising, product guarantees, and improved safety standards.

answer

Consumerism

question

Which of the following consumer rights compels marketers not to sell products that they know could harm consumers?

answer

Right to safety

question

Food products made in the country of Galatia carry the GRT mark, which signifies that the product meets the country's quality and purity standards. Such marks are made available to ensure the consumer's right to ________.

answer

Safety

question

Consumers' right to ________ means consumers should have access to and the opportunity to review all relevant product details before buying the product.

answer

Be informed

question

Which of the following consumer rights will be affected by activities that reduce competition among businesses in an industry?

answer

Right to choose

question

Which of the following consumer rights benefit marketers by providing the marketers information about how products should be modified?

answer

Right to be informed

question

_ is a dimension of social responsibility that involves principles and standards that define acceptable conduct in marketing.

answer

Marketing ethic 2

question

A phone company's advertisements prominently feature the phrase "10¢ a minute." In fact, the 10¢ a minute rate is good only between 7:00 p.m. and 7:00 a.m. The advertiser's failure to clearly and conspicuously disclose the monthly fee in the ad would likely be deceptive. To which of the following ethics issue in marketing is this situation related?

answer

Promotion issue

question

Consumers' right to ________ means consumers should have access to and the opportunity to review all relevant product details before buying the product.

answer

be informed 2

question

Which of the following consumer rights will be affected by activities that reduce competition among businesses in an industry

answer

Right to choose

question

Which of the following consumer rights benefit marketers by providing the marketers information about how products should be modified?

answer

Right to Safety -------right to be informed

question

______ is a dimension of social responsibility that involves principles and standards that define acceptable conduct in marketing.

answer

Marketing ethics

question

To resolve ethical conflicts in their daily lives, people often base their decisions on their own principles of right or wrong

answer

Which of the following statements is true about the nature of marketing ethics?

question

A month after the XtremeZ model was launched, DRX Bikes discovered that there was a flaw in the design, and asked customers to return the defective model

answer

Example of a Product Recall?

question

Halo Furniture advertises one of its product lines as being environmentally friendly, but the materials used are no different from those it uses in other lines.

answer

Example of Green washing

question

An electronics store advertises a music player at an extremely low price, but when customers ask for it, they are told it is out of stock, and offered a higher-priced model instead.

answer

An example of Bait and Switch pricing

question

pricing products at exorbitant levels and taking advantage of customers who must purchase the product in order to survive

answer

Price gouging refers to:

question

________ refers to a set of formalized rules and standards that describes what the company expects of its employees.

answer

Code of conduct

question

______ relates to individual and group decisions-judgments about what is right or wrong in a particular decision making situation

answer

Ethics

question

________ is the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.

answer

6. Market Research

question

Data sources for exploratory research are generally better-defined than those for conclusive research.

answer

6. Is true of Exploratory research?

question

Conclusive research is used to verify insights and aid in selecting a course of action.

answer

6. Is true of Conclusive research?

question

A group of people who are interviewed without a structured questionnaire to observe interaction when they are exposed to an idea or concept

answer

6. It is best describes a Focus group?

question

It provides much stronger evidence of cause and effect than data collected through experimental research does.

answer

6. It is true of Descriptive Research conducted by marketers?

question

the collection of data.

answer

6. Marketing Research Process begins with:

question

report the research findings

answer

6. In the Marketing Research Process, once the problem or issue is defined, the next step is to:

question

Formulation of a hypothesis

answer

6. Research design

question

A(n) ________ is an informed guess or assumption about a certain problem or set of circumstances

answer

6. Hypothesis

question

Preparation of the research report

answer

6. The following takes place during the research design process?

question

the following takes place during the research design process?

answer

6. Preparation of the research report

question

it measures what it is supposed to measure, and nothing else.

answer

6. Research Technique is said to have reliability if:

question

it measures what it is supposed to measure, and nothing else.

answer

6. A research technique is said to be valid if:

question

A research technique has to be either reliable or valid to be used in a marketing research process.

answer

6. The following statements is true of research reliability and validity

question

is a source of primary data for an organization

answer

6. Personal interview survey

question

gathering secondary data.

answer

6. Marketers often begin the Data-Collection phase of the marketing research process by:

question

Information obtained from unpublished sources

answer

6. Is an internal source of Secondary Data

question

Primary data is observed and recorded or collected directly from respondents.

answer

6. Is true of Primary Data collected during market research

question

For the purpose of marketing research, Joe picked up the telephone directory and just selected a few numbers from it to form his sample. Joe is using ________ sampling to select the participants for his research.

answer

6. Stratified

question

Not everyone has an equal chance of being selected in a quota sample

answer

6. Is true of Quota Sampling

question

It is highly inflexible and requires that the questions be short and quantitative rather than qualitative in nature.

answer

6. A telephone survey or depth interview as a research technique

question

The following Survey methods offers maximum flexibility, and allows marketers to observe the responses of customers.

answer

6. Personal interview survey

question

'Stumble Upon' is a browser plugin for Firefox and Internet Explorer that allows users to rate and share web pages. The plugin is very straightforward: users vote thumbs up or thumbs down on pages and are served random pages based on their previous picks, specified topic areas of interest, and the picks of other like-minded users. The idea is that the sites with the most thumbs-up votes will be the most relevant. Which of the following methods does this represent

answer

6. Crowdsourcing

question

A(n) ________ is a collection of information arranged for easy access and retrieval.

answer

6. Database

question

anticipating the effects of certain decisions.

answer

6.A marketing decision support system (MDSS) aids marketers in decision making by:

question

Listing of issues that must be taken into account in gathering primary research data in that particular market segment

answer

6.International marketing research usually involves two phases. Which of the following is most likely to be an activity conducted by the marketers during the second phase of international marketing research?

question

Market test

answer

The Sara Lee Company is attempting to forecast sales for a new ice cream cake. To come up with an accurate forecast, Sara Lee places the product in Atlanta supermarkets for a period of four months. In this instance, Sara Lee is using which forecasting method?

question

The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market.

answer

Which of the following statements about the undifferentiated targeting strategy is false?

question

geographic location

answer

Scenario 6.2 Use the following to answer the questions. GE Transportation produces locomotive engines for sale in countries around the world. After looking at the total market for locomotive engines, the company found that various rail lines wanted different types of engines. Major rail lines in the U.S. and South America wanted engines to haul heavy freight. Rail lines in Sweden and Germany were interested in a cleaner, greener locomotive engine. Rail lines operated by several Eastern European countries wanted locomotive engines for running short distances between cities in their own country. GE Transportation is currently manufacturing its GE4400 for heavy freight, its Hybrid Eco-Engine, and its Dash9, suited for shortline transport. Refer to Scenario 6.2. Suppose that GE Transportation decided to produce only locomotive engines for rail lines in the United States. The segmentation variable then would be

question

It is segmenting the market according to demographic variables.

answer

Scenario 6.1 Use the following to answer the questions. Lil' Angels Kids Spa offers various treatments designed to appeal to the younger customer. Treatment options include manicures, pedicures, facials, tea parties, and dress up photos. Parents can even purchase a birthday party package. Currently, Lil' Angels offers its services only to girls under the age of14. Originally begun in Delaware, Lil' Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged14 to17. The company realizes that some changes may be needed. For example, management wants to find out if the older girls will be interested in their birthday party and tea party services. Refer to Scenario 6.1. Which of the following best describes Lil' Angels' current approach to the market?

question

allows a firm to develop a special marketing mix for a single market segment.

answer

A business advantage of the concentrated targeting strategy for any company is that it

question

Undifferentiated Strategy, the Concentrated Strategy, and the Differentiated Strategy

answer

To find a target market, a firm can use the

question

The Gap has recently produced a new line of athletic wear that closely competes with a designer label in its quality, utility, and appearance. However, it is about half the cost of the designer brand. Product managers for The Gap line plan to use price sensitivity, brand loyalty, and end use as variables to segment their target market. These are all _______ variables for market segmentation

answer

Behavioristic

question

What is the main problem with using a market test as a forecasting tool?

answer

Expensive

question

Population density and city size are ____ variables used for market segmentation.

answer

Geographic

question

The psychographic variable that includes numerous characteristics related to people's activities, interests, and opinion is____?

answer

Lifestyle

question

A large number of people or organizations.

answer

Which of the following is not a requirement or characteristic of a market?

question

Mattel views the toy market as composed of four age groupings, each with different needs and desires. Mattel is using a(n) ____ targeting strategy for its groups, which are known as _____?

answer

Differentiated; Market Segments.

question

Bethlehem Steel provides steel for a variety of uses to its various customers. Customers have different needs for the steel and thus Bethlehem has to prepare the raw steel differently depending on how customers will use it in their production processes. The primary business segmentation variable in this example is___?

answer

Product use.

question

The forecasting techniques that assume past sales patterns will continue into the future are all variations of____?

answer

Time series analysis.

question

choose the segments most in line with the firm's objectives and long-term growth.

answer

When selecting specific target markets, a firm should

question

A widely used system for classifying individuals on the basis of lifestyle is

answer

VALS.

question

Cosmopolitan magazine, Car and Driver magazine, Secret deodorant, and Axe body wash are all products whose marketers have used segmentation based on___?

answer

Gender.

question

Scenario 4.2 Use the following to answer the questions. WhiteWave Foods, producer of brands such as Silk Soymilk, specializes in manufacturing innovative and nutritious food products. Silk Soymilk was first launched in1996, and is committed to the health of its customers, as well as the health of the planet. At Silk, they have offset all of their energy consumption with wind power, preventing over16,000 tons of greenhouse gasses from entering the atmosphere each year. Silk Soymilk is made from a mixture of organic and natural, non-genetically modified soy beans, reducing the amount of pesticides in the air, soil, and water. Since2002 they have been sponsoring the FarmAid concert, whose mission is to is to keep family farmers on their land and ensure a safe, healthy food supply for all Americans. Refer to Scenario 4.2. Silk Soymilk's sponsorship of the FarmAid concert is best thought of as an example of its

answer

Philanthropic activities.

question

Suppose that Proctor and Gamble introduced a new, larger-sized can of Pringle's potato chips using the words "new size" on the label. However, in actuality, the can is larger while the contents are slightly smaller. The correct weight is printed on the can. In this case, a ____ ethical issue exists?

answer

Product-related

question

Which of the following is the best example of strategic philanthropy for Staples, the large office supply chain?

answer

Providing low-income families with school supplies and computer training

question

If Hefty Bags expresses concern that its products are having too great an impact on the pollution of ground water under landfills, this concern is directly related to the firm's

answer

Social responsibility

question

According to President Kennedy's consumer bill of rights, the right to choose means that

answer

Consumers should have access to a variety of products and services at competitive prices.

question

refers to principles and standards that define acceptable conduct in marketing.

answer

Marketing ethics.3

question

The practice of linking a firm's product marketing to a particular social cause on an ongoing or short-term basis is known as

answer

Cause-Related Marketing.

question

a promotion-related ethical issue has been created.

answer

When a purchasing agent for Intel is offered a bribe by a silicon manufacturer salesperson,

question

Companies that incorporate ethics and social responsibility into their strategic plans are likely to experience

answer

Improved marketing performance.

question

Various stakeholders and ____ determine the acceptable standards of conduct involving ethics

answer

The organizations' ethical climate

question

Reese has recently joined PharmaTec, a large pharmaceutical firm, as a sales representative. During his interview, he was surprised that no one wanted to talk about why the previous sales rep suddenly left the company. However, today he has just been "briefed" on the recent lawsuit one of the physician's has filed against PharmaTec concerning the lack of information he received from the company about the negative effects of one of its cholesterol drugs. Reese's sales manager has demanded that if he comes across any documentation in the former sales representative's office about visits with the physician, that Reece is to not say anything to anyone and notify the manager immediately. Reese certainly doesn't want to jeopardize his new, and potentially profitable, job. He has identified four possible courses of action he could take. He knows he should evaluate each possible action with which of the following criteria in order to choose the one most appropriate?

answer

Whether the action is inherently right or wrong

question

It is possible to improve ethical behavior in an organization by

answer

Improving the organization's ethical standards and eliminating unethical persons.

question

Which one of the following statements about codes of conduct (ethics) is false?

answer

They must be detailed enough to take into account many possible situations.

question

Within the scope of her job, Sue Hanson gives ethics advice, disseminates a code of ethics, reviews the code of ethics, and takes action on ethics violations. Sue is the ____ in her company.

answer

Ethics officer

question

Scenario 4.1 Use the following to answer the questions. Hershey Foods was founded in the nineteenth century by Milton Hershey, who had a strong ethical value system? Always show integrity, be honest, and respect others. Hershey felt it was important to provide high-quality goods and services of real value at competitive prices that provide an adequate return on investment. He also founded the Milton Hershey School, operating today as a cost-free, private home and school dedicated to helping children with social needs and limited resources. The company also focuses on environmental issues, such as reducing waste by360,000 pounds annually by redesigning Hershey's Syrup caps. Hershey Foods has an ethics compliance program that includes a code of ethics and training, guidelines for handling legal and ethical issues, an800 number for assistance with ethical issues, and support from supervisors and human resource managers in dealing with ethical issues. However, in the last few years, Hershey has been criticized by several advocacy groups concerning the sourcing of its chocolate from West Africa where many of the companies use child labor. While Hershey is the largest chocolate candy producer in America, it lags behind other major chocolate producers with regard to certifying its chocolate as child labor-free. Refer to Scenario 4.1. The fact that the Hershey company has recently reduced its waste by360,000 pounds through a packaging redesign is evidence of its focus on

answer

Social responsibility.

question

Which of the following is not one of the four objectives that environmentalists believe companies should implement in order to sustain the natural environment?

answer

Force consumers to recycle products.

question

higher response rates, but higher costs

answer

Compared to a mail survey, telephone surveys have

question

Which one of the following best characterizes a marketing information system (MIS)?

answer

An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses.

question

a limited number of units chosen to represent the characteristics of a total population.

answer

In Marketing Research, a Sample is best described as

question

In what type of sampling does every element have a known chance of being selected for study?

answer

Probability Sampling

question

The marketing research process.

answer

Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for which he is the regional manager. He knows that new car sales are down by reading the paper, so he thinks that people should be driving more used cars, which need repairs. Wade knows that he needs to find out why customers are coming to the stores in his area, and the best way to approach this problem and obtain accurate information is to use

question

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

answer

Focus-group interview.

question

The Gap has determined that the group of customers aged50 to65 could be the target market to increase its market share. It decides to conduct a survey of men and women in the age group of45 to70 to find out how often and for what type of activities they wear casual clothing. The Gap is using _____, and should use _____ to obtain the information?

answer

Descriptive Research; Paper Surveys

question

The following are all guidelines for questionnaire construction that support ethical marketing research except to____?

answer

Keep the name of the research company confidential.

question

In which type of sampling design is the final choice of respondents left up to the interviewer?

answer

Quota Sampling

question

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams ?

answer

Personal Interview Surveys

question

Low response rate and privacy are both issues of concern related to

answer

E-mail Surveys.

question

reporting the research findings.

answer

The final step in the marketing research process is

question

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable is using

answer

Internal Secondary Data

question

Subway wants to collect data about employee satisfaction within its organization. It decides to survey a sample of500 employees by having a computer program automatically pick which employees will be in the sample. If it uses the payroll database as the list of names to chose from, which type of sampling method is Subway using?

answer

Random Sampling.

question

that only a small portion of the population likes to participate in telephone surveys.

answer

Although telephone surveys can be conducted very quickly, a major limitation is

question

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

answer

Hypothesis

question

In which of the following sampling designs do all members of a population have an equal chance of being selected?

answer

Random

question

1. Hallway's Corp.'s new shampoo, VS2, is faltering badly in the market. Hallway's marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. Hallway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ____ she has ever seen

answer

Marketing plan

question

Because of its highly efficient and low-cost distribution system, Walmart has a ____ advantage over Kmart?

answer

Sustainable Competitive

question

Which of the following statements is incorrect?

answer

Strategic planning begins at the marketing level and proceeds through business-unit and corporate levels

question

A ____ is created when a company matches its core competency to opportunities it has discovered in the marketplace?

answer

Competitive Advantage

question

Resource deployment and coordination of functional areas of business are determined by?

answer

Corporate Strategy

question

Business decisions made in creating a marketing mix?

answer

Are only as good as the organization's understanding of the needs of the target market

question

Safeway Foods Corporation is involved in identifying and analyzing a target market. The firm then develops a marketing mix to satisfy individuals in that market to gain long-term competitive advantages. Based on this example, Safeway is creating a?

answer

Marketing Strategy

question

AppleTM has made a success from anticipating what consumers would want in new technological advances, convenience, and ease of use. The introduction of the iPad was an example of a _____ for AppleTM, something that an organization does extremely well and may give a company an advantage over its competition?

answer

Core Competency

question

When the right combination of circumstances occurs at the right time to allow an organization to take action toward a target market, the firm is faced with a?

answer

Market Opportunity

question

A firm that markets diverse products would most likely base the organization of its marketing department on

answer

Products.

question

Harley-Davidson's Harley Owner's Group (HOG) helps to foster strong relationships between riders and their motorcycles, giving it a (n) ____ over other motorcycle manufacturers?

answer

Sustainable Competitive Advantage

question

A firm that wants to put more senior management personnel into the field, to get closer to customers, and to enable the company to respond more quickly and efficiently to competitors would probably organize its marketing unit on the basis of?

answer

Regions.

question

13. Scenario 2.1. Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company. Employees have been known to dress up in costume on an airplane, engage in "games" with the passengers, and generally provide a fun atmosphere for traveling. While other airlines have low rates of customer satisfaction, Southwest tends to maintain a high rating with its customers. Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum, adding to the negative experience of airline travel. Southwest keeps its costs low through several methods, one being that they do not serve meals on flights, or provide pre-boarding passes. The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country. Southwest is known for its low fares, its dependability, and its on-time flights. Refer to Scenario 2.1. Southwest's low fares, dependability, and its on-time flights represent its?

answer

Competitive Advantage .2

question

Identify and analyze a target market and develop a marketing mix to satisfy individuals in that market.

answer

To formulate a marketing strategy, one must.

question

Starbucks provides training and support to its employees, including health care benefits. Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers___?

answer

Internal Marketing

question

the right combination of circumstances and timing that permit an organization to take action to reach a particular target market.

answer

A market opportunity results from _____?

question

Rollins Steel Corporation, a leader in industrial supplies, has identified its auto battery unit as having a dominant market share; however, it has low prospects for growth. The unit currently generates more cash for Rollins Steel than is required to maintain its market share. According to the Boston Consulting Group, the auto battery unit would be classified as a _____?

answer

Cash cow.

question

The element of the marketing mix used to increase awareness of a product or company is ____?

answer

Promotion.

question

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children. The Church is using marketing to promote its?

answer

Ideas

question

In today's market environment, you might pay $15 for a physical CD by your favorite musical artist. Approximately how much of that price goes to activities related to marketing (promotion, distribution, profit margins)?

answer

$7.50

question

The marketing environment is best described as being?

answer

Dynamic and changing.

question

Paws and Claws has an interactive website where customers can directly book a grooming appointment, obedience class, or overnight accommodations for their dog or cat. Paws and Claws has several unexpected services, such as a 600-square foot swimming pool, complete with slide and dog-friendly graduated steps to help them exit the pool. Customers can also drop their dog or cat off each morning for pet day care. Paws and Claws has a pick-up and delivery service, webcams in every kennel so that pet families can view their pets while away, and pet "furniture" so that the cats and dogs can lie on sofas just like at home. Paws and Claws is also open 24 hours a day, 365 days each year so that customers can pick up their pet at any time. The cost for an overnight stay at Paws and Claws averages $50, compared to competing kennels at about $30. The day care costs are $25 for either a dog or cat. The majority of Paws and Claws' competitors don't offer the day care service, and require an two-day minimum for overnight stays. Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation. Previously, Paws and Claws was more interested in competing based on its prices. Refer to Scenario 1.2. If Paws and Claws employs the philosophy of building a relationship with its dog and cat customers, and their owners, it will be implementing the?

answer

Marketing Concept.

question

The product variable of the marketing mix can include all of the following except

answer

Consumer Perception of the Product price.

question

24. Distribution, price, promotion, and product are all elements

answer

The Marketing Mix

question

The H&R Block Company wants to adopt the marketing concept as a business philosophy. To be consistent with this decision, which of the following philosophies is most appropriate?

answer

The Customer is always right

question

A market orientation is an organization-wide effort that includes all of the following activities except

answer

Focusing on the marketing department only

question

27. Which of the following statements describes the best use of the Internet by a marketer?

answer

Gain Information.

question

Which of the following best characterizes the forces of the marketing environment?

answer

The forces change dramatically and quickly, and a change in one force is likely to affect the other forces

question

Scenario 1.2. Paws and Claws Hotel is a full-service pet salon and boarding kennel. Paws and Claws has an interactive website where customers can directly book a grooming appointment, obedience class, or overnight accommodations for their dog or cat. Paws and Claws has several unexpected services, such as a 600-square foot swimming pool, complete with slide and dog-friendly graduated steps to help them exit the pool. Customers can also drop their dog or cat off each morning for pet day care. Paws and Claws has a pick-up and delivery service, webcams in every kennel so that pet families can view their pets while away, and pet "furniture" so that the cats and dogs can lie on sofas just like at home. Paws and Claws is also open 24 hours a day, 365 days each year so that customers can pick up their pet at any time. The cost for an overnight stay at Paws and Claws averages $50, compared to competing kennels at about $30. The day care costs are $25 for either a dog or cat. The majority of Paws and Claws' competitors don't offer the day care service, and require an two-day minimum for overnight stays. Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation. Previously, Paws and Claws was more interested in competing based on its prices. Refer to Scenario 1.2. Paws and Claws' target market is most likely to be which of the following?

answer

Urban professionals who travel often

question

If Southwest Airlines offers a Group on promotion for half-price fares, it must ensure that the number of allowable Group on participants doesn't exceed the number of seats on the various flights in the promotion. It must also ensure that it has clearly stated the promotional guidelines online in the offer so consumers understand it fully. This relates to which of the following marketing management activities?

answer

Implementation

question

The equation a buyer applies to assess a product's value is?

answer

Value = customer costs? Customer benefits.

question

Star-Kist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins. This decision indicates a response to concerns about?

answer

The Marketing Environment.

question

A philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization to achieve its goals.

answer

The Marketing Concept is best defined as?

question

Scenario 3.2 Use the following to answer the questions. Clayton Homes, a mobile home manufacturer since1934, introduced its new iHome in2009. The iHome is one of the first of its kind, designed as an updated, modern version of the modular home, offered as a base home plus add-ons known as "pods." The base home is a one-bedroom, one-bath734-square foot version at a price of around $80,000. There is also a 1,000 square-foot version for around $100,000. All versions may add on the additional one-room pods as desired, which are shipped to your location and constructed on-site. The homes offer galvanized metal roofing, corrugated steel siding, VOC-free paints, and a "butterfly" roof that collects rainwater. The iHome uses30% less energy than a similar square-foot home and offers "green" characteristics of solar panels, tank-less water heaters, and low-flow faucets. In addition, it comes with bamboo flooring, a renewable resource. The modular, pre-fabricated design offers endless options for creating the customer's home and its engineered building system cuts down on construction waste. Due to the "green effects" of the iHome, the state governments have given it a tax abatement for any sales taxes. Refer to Scenario 3.2. The new Clayton Homes iHome product is a reflection of the company's attention to ____ in developing its strategy.

answer

Environmental Scanning and Analysis

question

The amount of money received through wages, rents, investments, pensions, and subsidies is called ____?

answer

Income

question

More than half of the research of technology created is paid for by?

answer

The Federal Government.

question

The Decca Electric Corporation produces light bulbs that are used in refrigerator manufacturing. Currently, only three other companies produce bulbs used in the production of refrigerators, with Decca as the leader in market share. In this case, Decca Electric Corporation would be considered?

answer

An Oligopoly

question

Lindsay was reviewing her bank statement for last month. She had paid her rent, her car payment, electric and phone bills, and made three trips to the grocery. Lindsay had also bought tickets to a Katy Perry concert and new clothes to wear to the concert. The money spent on Lindsay's rent, car, electric and phone bills was likely from her ____ , while the money spent on the concert tickets and new clothes was from her _____?

answer

Disposable income; Discretionary income

question

____ Competitors provide very different products that satisfy the same basic customer need?

answer

Generic

question

When marketers define their target market, they simultaneously establish a set of

answer

Competitors

question

What type of competitive structure exists when just a few sellers control a large portion of the supply of a product?

answer

Oligopoly...

question

Which of the following provides protection for and regulates brand names, brand marks, trade names, and trademarks

answer

Sherman Antitrust Act

question

Which of the following is not at the generic competitor level for Ford's Expedition sport utility vehicle?

answer

Ford's Escape SUV

question

After Home Depot gathers information related to its marketing environment, it attempts to define current environmental changes and predict future changes. This determines possible opportunities and threats facing the company. It illustrates the process that is called?

answer

Environmental Analysis

question

Although marketing theory supports the contrary, it is more probable that marketing budgets will be cut during periods of economic?

answer

Recession.

question

In its advertisements for Bud Light beer, Anheuser-Busch has decided to include a statement saying "Know when to say when." This is an example of which one of the following types of regulatory forces affecting marketing efforts?

answer

Self-regulation

question

To monitor changes in the marketing environment effectively, marketers must engage in

answer

Environmental Scanning and Analysis....

question

In today's marketing environment, competitors can take on many forms. For example, Diet Coke can be seen as a competitor to Wrigley's Double Mint chewing gum. In this circumstance, these two products are described as ____ competitors?

answer

Total Budget

question

resale, direct use in producing other products, and use in general daily operations.

answer

In business markets, individuals or groups purchase products for one of three purposes. These purposes are...?

question

Barry Gluckman of WP International, a major marketer of word-processing software, calls the secretary of Renee Dorchette, director of purchasing for MMK, Inc. He sets up an appointment to discuss an upcoming purchase of software. The secretary plays the role of ____ in this purchase decision.

answer

Gatekeeper

question

Bob Denton of Denton Pest Control buys equipment from Allied Tools because Allied hires him to spray its warehouse for insects periodically. This practice is an example of...?

answer

Reciprocity

question

In placing a tire order with Michelin, South Side Industrial Supply finds that the truck tires it is ordering have increased $37.50 in price since the last order. South Side proceeds with the order, confident that it can pass on the price increase to future customers. This is an example of business products having ____ demand....?

answer

Inelastic

question

Consumers

answer

Scenario 8.2 Use the following to answer the questions. Precision Brake Company is a supplier of brake components to the manufacturers of lawn tractors and4-wheel ATV's. It also sells its products to independent repair centers, dealers, and other wholesalers in the northeast and southern states. Precision Brake has done research on the demand for lawn tractors and found that most manufacturers are in the states of Kentucky, Tennessee, and Alabama. Research also shows that most of the dealers who sell directly to individual consumers are in the Midwestern states, while dealers who sell to small business landscaping companies tend to be located in the northeastern states. Company executives are considering expansion of its distribution to markets in the Midwest. Refer to Scenario 8.2. Given the type of business market in which Precision Brake is currently operating, which group would it be least likely to sell to?

question

Which method of business buying is necessary when products are highly homogeneous and examination of each item is not feasible?

answer

Sampling

question

Inelastic

answer

Christoff's Lawn & Lot is a small business that provides landscaping and grass cutting services in the spring and summer. Christoff's usually contracts with customers on an annual basis, with the terms set out at the beginning of the season. This year, the area experienced a significant amount of rain, causing the grass to grow more quickly. Christoff's was required to cut the grass every time it grew2 inches, and no matter how many times it needed cutting, the customer paid the same monthly amount based on the original contract. The price of gas has now grown by35% causing Christoff's to pay more for their supplies. The demand for gas despite its price represents ________ demand for Christoff's Lawn & Lot.

question

Derived demand

answer

Scenario 8.2 Use the following to answer the questions. Precision Brake Company is a supplier of brake components to the manufacturers of lawn tractors and4-wheel ATV's. It also sells its products to independent repair centers, dealers, and other wholesalers in the northeast and southern states. Precision Brake has done research on the demand for lawn tractors and found that most manufacturers are in the states of Kentucky, Tennessee, and Alabama. Research also shows that most of the dealers who sell directly to individual consumers are in the Midwestern states, while dealers who sell to small business landscaping companies tend to be located in the northeastern states. Company executives are considering expansion of its distribution to markets in the Midwest. Refer to Scenario 8.2. Last year, Precision Brake's sales to the manufacturers of lawn tractors declined, partially due to the fact that more consumers were hiring small landscaping businesses to cut their grass. This decline in sales for Precision Brake is an example of

question

Reseller

answer

Retailers like Target and Kmart are considered to be members of which business market?

question

a price increase or decrease will not significantly change the demand for an item.

answer

Inelastic demand simply means that..?

question

Bids and negotiated contracts

answer

What are the two ways governments make purchases?

question

Does the supplier also sell to my competitors?

answer

When buying materials, the purchasing agent for Alco Pillow Manufacturing Company considers a variety of factors. Which one of the following is least likely to concern this buyer?

question

develop product specifications.

answer

The second stage in the business buying decision process is to?

question

search for products and suppliers

answer

The third stage in the business buying decision process is to

question

buyers.

answer

In a buying center, purchasing agents or purchasing managers are also known as

question

The Eagle Pawn Company is a regional business that owns seven pawn stores in the Houston area. The owners of Eagle Pawn have recently purchased a new software system designed to better track their inventory. Now that they have had the system for a couple of months, they have decided to upgrade to a newer version. The original purchase is an example of a(an) ________, while the current purchase will be a(an) _____.

answer

new task; modified rebuy

question

Perry Supply's sales and sales force have continued to expand. Now, the firm plans to add a fleet of company cars as part of its sales compensation package. For Perry Supply, these vehicles would represent a ____ purchase.

answer

new-task

question

The agreement between the United States, Canada, and Mexico that merges these three countries into one marketplace is called

answer

NAFTA.

question

The Grummond Group buys air conditioner components in industrialized countries and sells them to business customers in developing countries where the air conditioners are assembled. Grummond is most likely classified as a(n)

answer

trading company

question

All of the following European countries use a common currency, the _____, except for _____, which uses its own currency.

answer

euro; England

question

Henderson Synthetics is a producer of chemical products aimed at increasing agricultural yield per acre. Henderson Synthetics' management believes that several of the firm's products could have sizable markets in other countries, however, it is costly to obtain market research to confirm this. If Henderson Synthetics wanted to temporarily "try out" these international markets with a minimal level of commitment and cost, it should use

answer

Exporting.

question

Per capita gross domestic product

answer

In considering the viability of potential international markets for Pepsi products, PepsiCo is advised to take into account ____, which provides insight into market potential.

question

Quota

answer

Italy currently limits the number of Coach bags that can be imported during a one-year period, since Coach bags are made in New York, USA. This is an example of a(an) ____

question

Japan

answer

One of the effects of NAFTA is the simplification of country-of-origin rules. This will likely hinder the international trade activities of..?

question

Marketers of computer software, music CDs, and books are particularly affected by cultural differences in

answer

Standards regarding intellectual property

question

Outsourcing

answer

Some hospitals in the United States find that their need for radiologists to read X-rays is volatile during the evening and early morning hours, especially between2:00 and6:00 am. This is because the number of emergency room visits needing X-rays is usually lower than those required during daytime operating hours. There is a recent trend where hospitals in the United States are contracting radiologists from countries such as Australia to read the electronically-transmitted X-rays during the evening and early morning hours. This is an example of

question

Exporter.

answer

The extent of Raytheon's participation in global business is selling the batteries it manufactures to companies in Spain. In this case, Raytheon is a(n)

question

a strategic alliance

answer

The Ford Motor Company has entered into an alliance with Yves Saint Laurent, a maker of clothing and one of the most successful fashion houses in the world. Yves Saint Laurent is headquartered in France. Ford will use Yves Saint Laurent designs and color traditions in its production of luxury models of the company's Expedition SUV and Lincoln vehicles. The Yves Saint Laurent elements will appear in the interior and body paint color. This alliance would most likely be classified as..?

question

Government restrictions on the amount of a particular country's currency that can be bought or sold are known as

answer

Exchange controls

question

Contract manufacturing

answer

Scenario 9.1 Use the following to answer the questions. Harley-Davidson Motors manufactures all of its motorcycles in the U.S. at one of four sites. With a large number of its bikes sold in markets all around the world, it still retains the manufacturing close to the headquarters for several reasons, one being that its management wants to keep close watch on the quality of its products. However, for all the accessories, apparel, and other riding gear, Harley-Davidson contracts out to other manufacturers to produce the items with the Harley name and logo. Some of these items, particularly the apparel, are made in China. Lately, some members of the Harley Owners' Group (HOG) have been complaining to the company about this practice, citing that "everything Harley should be made in America". Refer to Scenario 9.1. Harley-Davidson's practice of having manufacturers in China produce apparel items with the Harley logo is an example of

question

Which of the following is often used to raise revenue for a country and/or to protect domestic products?

answer

Import tariff

question

bring buyers and sellers from different countries together and collect a commission for arranging sales.

answer

The role of export agents is to...?

question

lending money to businesses interested in developing international markets.

answer

The World Trade Organization accomplishes all of the following except

question

Product b. Promotion c. Distribution d. Advertising e. Price

answer

Globalization of markets requires developing marketing strategies as if the world were one market. Which of the following marketing mix variables is most difficult to standardize for globalization?

question

physiological

answer

Jana now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ____ needs, appealing to sex appeal.

question

Shaun is going shopping with his dad to buy his first baseball glove for Little League. He listens to his dad talk to the salesperson at the sporting goods store, watches him examine the stitching in the glove and then rub his finger over the leather palm. Shaun's observations are part of his

answer

Consumer socialization

question

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs?

answer

Self-actualization

question

intensity of a buyer's feelings toward a certain object

answer

An attitude scale measures the

question

Salina is shopping for low-calorie frozen dinners to take to work for lunch. Salina has always been mindful of the total calories and the number of fat grams in these dinners. However, after reading an article about the high sodium counts in frozen meals and the maximum grams of sodium a woman should eat daily, she now pays attention to the sodium as well. The changes in Salina's thought processes and behavior caused by this information is called

answer

Learning.

question

The primary psychological influences on consumer behavior are:

answer

Perception, motives, learning, attitudes, personality, and lifestyles.

question

the importance and intensity of interest in a product in a particular situation.

answer

Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is

question

Physical surroundings

answer

Grant Turner makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Grant notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Grant viewed the dermatologist as competent, Grant decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Grant's decision?

question

geographic regions or human characteristics, such as age or ethnic background

answer

A culture can be divided into subcultures according to

question

Consumer socialization

answer

Children often achieve ____ by observing parents and older siblings in purchase situations and then through their own purchase experiences.

question

Kellogg's is introducing a new bran waffle for toasters. Television commercials will be a key element in communicating the benefits associated with this product. Based on that decision, Kellogg's is expecting consumers to engage in what form of problem solving?

answer

Limited problem solving

question

Purchasers who intend to use or benefit from the purchased product and do not buy products for business purposes are called the

answer

Ultimate consumers

question

personal

answer

When, in their information search, consumers focus on communication with friends and relatives, they are utilizing ____ sources.

question

For which of the following products would a consumer most likely use limited problem solving?

answer

Hair dryer

question

Mario and his friend have been talking about their love of Bose headphones and speakers. Mario's friend mentions a consumer report that he read the week before that stated Bose products had higher prices but lower quality than in previous years. Mario thought to himself that perhaps his friend had misread the report, because Bose had always been the best. This perceptual process is known as selective...?

answer

Distortion.

question

Stefanie is shopping for groceries at her local supermarket. As she picks up laundry detergent, she sees the display of bathroom cleaners and remembers that she is about to run out of it at home. Stefanie tries to remember the specific brand that she used last time, because she thought that was the best in terms of performance and value. In terms of the consumer buying decision process, Stefanie's remembering that she was almost of bathroom cleaner is the ____ phase of the buying decision process, where trying to remember what brand she last used was an example of the _____ phase.

answer

Problem recognition; internal information search

Marketing: Research Information System & – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards