question

A global brand refers to

answer

a brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs.

question

Contract assembly refers to

answer

contracting with a foreign firm to assemble parts and components that have been shipped to that country.

question

Direct investment in international marketing refers to

answer

a global market-entry strategy that entails a domestic firm actually investing in and owning a foreign subsidiary or division.

question

Important marketing mix characteristics in organizational buying behavior include which of the following?

answer

Direct selling to organizational buyers is the rule, and distribution is very important.

question

Contract manufacturing refers to

answer

contracting with a foreign firm to manufacture products according to stated specifications.

question

In class, we noted that there are several impediments to marketers understanding foreign markets. One of these impediments is "an unconscious reference to one's own values, experiences and knowledge as a basis for making certain decisions." What is this called?

answer

The Self-Reference Criteria

question

In the U.S., we have a technological advantage in Silicon Valley, where someone inventing a new computer application can find all the support they need from the clustering of high tech suppliers in area. Which of Porter's factors of competitive advantage does this reflect?

answer

Related and Supporting Industries

question

In class, we looked at the approach used by the Nestle's corporation in their global marketing. We noted that Nestle's has a large number of brands. In the U.S. we are not even aware of many of these brands, because Nestles develops a marketing mix which is different for each country. This approach to marketing was given as a good example of:

answer

a multinational firm

question

In class, we looked at an example of the Hershey candy company responding to a growing concern among American consumers who have diabetes and so cannot consumer sugar. Hershey's came up with some possible sugar substitutes and had their marketing, production, and research personnel review these possibilities to determine which one might be the best for their new products. Which stage in the buying decision process does this represent?

answer

Problem recognition

question

The concept in organizational buying that corresponds most closely to a consumer's consideration set in the consumer purchase decision process is the

answer

bidder's list

question

In a buying center, __________ have the formal or informal power to select or approve the supplier that receives the contract.

answer

deciders

question

Value analysis is a systematic appraisal of the design, quality, and performance of a product in order to

answer

reduce purchasing costs.

question

Dell established its company primarily with direct telephone-and Internet-based sales. In terms of Dell's global expansion strategy, which of the following statements is most accurate?

answer

Dell will distribute its products through electronics retailers to reach more buyers quickly.

question

Organizations face three kinds of specific buying situations. They are new buy, straight rebuy, and modified rebuy. Collectively, these situations are referred to as

answer

buy classes

question

What type of exporting has the least amount of commitment and risk but will probably return the least profit?

answer

indirect

question

In class, we heard that Burger King announced on Facebook and Twitter that it is changing its name to Fries King in a "rebrand." What is the goal of this advertising campaign?

answer

To introduce the new reduced calorie french fries.

question

Having heard that students in a Marketing class have different preferences for types of vacations, I decide to create a vacation spot for dog lovers..."Doggie World & U." This is an all inclusive, up-scale vacation spot where you and "Spot" (your dog) can frolic on the beach or at the bar. The group of consumers that I have developed this concept for would be called:

answer

target market

question

In class we heard about MTV's need for research to solve a marketing related problem. As reported, what were their research objectives?

answer

To get closer to their audiences' lives and understand how they lived and what they want (a form of descriptive research)

question

In class, we looked at the example of Harrah's casinos, who were able to combine their customers ID and preferred gambling to generate:

answer

customer profiles (and 90 segments).

question

Observational data refer to

answer

facts and figures obtained by watching, either mechanically or in person, how people actually behave.

question

A sales forecast refers to

answer

the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts

question

When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) __________ analysis.

answer

sensitivity

question

Mall intercept interviews refer to

answer

personal interviews of consumers visiting shopping centers.

question

A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers is referred to as

answer

a focus group.

question

In class, we saw a video describing McDonald's entry into China. What "interesting" behavior did they need to educate Chinese consumer about?

answer

Using a drive thru window.

question

In class, we talked about Hewlett Packard's success. We noted that has been successful by finding ____________________ and targeting them with appropriate products and services!

answer

new market segments

question

In class we viewed a part of the PBS series "The Merchants of Cool." In this episode, we saw that MTV did marketing research on its core target market, including visiting its intended customers in their home and having in-depth interviews with them. After collecting the data, the next step in the research process includes data analysis and presenting the findings. How did they do this at MTV?

answer

The researchers captured the interviews on video, edited them and set them to music, and showed this to MTV insiders to give them a sense of their target audience.

question

In class, we heard that marketing messages to Baby Boomers and senior customers are often seen as condescending, stereotypical and placing far too much emphasis on:

answer

medical conditions.

question

Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations.

answer

social media

question

for your information read.

answer

Data, the facts and figures related to the problem, are divided into two main parts: primary data and secondary data. Primary data are the facts and figures that are newly collected for the project. Primary data may be divided into three related parts: observational data, questionnaire data and other sources, which consist of social media, panels and experiments, and data mining. The AMA's Marketing News is periodical that is an external secondary data source. See Figure 8-2 in the textbook.

question

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.

answer

trend

question

In class, we considered the case Hewlett Packard's success in the printer market. We noted that when consumers were able to use Windows to do color printing, HP was ready with:

answer

color inkjet printers.

question

In class, we talked about Hewlett Packard's success. We noted that HP has been successful by finding ____________________ and targeting them with appropriate products and services!

answer

new market segments

question

In class, we looked at the example of Harrah's casinos, who were able to combine their customers ID and preferred gambling to generate:

answer

customer profiles (and 90 segments).

question

According to the lecture, what do we call on-going, organized procedure to generate, analyze, disseminate, store, and retrieve information for use in making marketing decisions?

answer

Information systems

question

marketing input data, for your information

answer

Marketing input data relate to the effort expended to make sales. These range from sales and advertising budgets and expenditures to salespeople's call reports. Billing records are marketing outcome data.

question

In global retailing, the acronym "OTC" stands for

answer

Over the Counter.

question

Brand guru Martin Lindstrom believes that __________ of consumers' thoughts, feelings, or preferences toward products, brands, and advertisements resides deep within the subconscious part of the brain and can't be understood using traditional techniques.

answer

85 percent

question

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from a national sample of 600 respondents throughout the U.S., it was able to announce that 14.1 percent of all Americans lacked healthcare insurance. To make this statement, the Centers for Disease Control and Prevention had to use

answer

statistical inference

question

A gray market refers to

answer

a situation where products are sold through unauthorized channels of distribution

question

In class, we heard about Under Armor's recent competition. What was the point of the contest?

answer

It was a way to find "new ideas" which the company might use for products.

question

In class, we discussed the Product Life Cycle (PLC) concept. Imagine that we market a board game, such as Monopoly. We find that video games have become a preferred form of entertainment for young consumers. In which stage of the PLC would we be?

answer

Decline

question

When a new product comes out that is a minor variation on an existing product and that requires no new behavior or learning on the part of the consumer, we would classify it as a:

answer

continuous innovation

question

In class, we looked at the example of Cheerios line of breakfast cereals, which has grown to include Honey Nut Cheerios, Berry Burst Cheerios, and Fruity Cheerios. What type of innovation do these new flavors represent?

answer

a product line extension

question

Industrial services are support products that include items such as

answer

maintenance, repair, and legal services.

question

During the introduction stage of the product life cycle, a(n) __________ pricing strategy may be used. This pricing strategy charges a high initial price to recoup the costs of product development.

answer

skimming

question

When a product that spreads through the population, it is called the __________.

answer

diffusion of innovation

question

Apple introduced the iPhone and iPad that use a multitouch screen to control and interact with what's on its screen, as well as the Magic Trackpad, which is also is a multitouch device. These devices require consumers to use gestures (touch, swipe, tap, etc.) to perform various functions. This could "exterminate" the "mouse," a device Apple invented in 1977 for its Apple II computer that enabled users to perform various functions by moving the mouse and clicking its buttons. Based on the emergence of these two multitouch technologies, the mouse is now most likely is in the __________ stage of its product life cycle.

answer

decline

question

Product modification involves altering one or more of a product's characteristics, such as its quality, performance, or appearance, to increase the product's value to customers and to increase sales. This includes product bundling, which combines two or more separate products in one package for sales to consumers.

answer

haha

question

a characteristic of the growth stage of the product life cycle?

answer

a. Advertising emphasis switches to selective demand.

question

In class we talked about the Product Life Cycle (PLC) for microwave ovens. Based on our discussion, which type of product life cycle did microwave ovens represent?

answer

A PLC with an extended introduction stage

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically find the firm focused on an overall strategy of Market Penetration?

answer

Growth

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically have only scattered distribution?

answer

Introduction

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we focus our advertising on developing brand loyalty?

answer

Maturity

question

The product life cycle refers to __________.

answer

a concept that describes the stages a product goes through in the marketplace—introduction, growth, maturity, and decline

question

In which stage of the product life cycle is it important to broaden distribution of the product?

answer

growth

question

In addition to seeking ideas from more well-known sources, organizations also get ideas from universities, inventors, and small nontraditional firms. For example, inventor Gary Schwartzberg sold his idea for __________ to Kraft Foods, Inc.

answer

tube-shaped bagels filled with Philadelphia cream cheese

question

LG Electronics recently introduced the Fridge-TV. This is an example of which type of innovation?

answer

dynamically continuous innovation

question

The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue, causing marginal competitors to begin leaving the market.

answer

maturity

question

__________ often speeds up software development by using a "do it, try it, fix it" approach that encourages continuous improvement even after the initial design.

answer

Fast prototyping

question

In class we talked about the Product Life Cycle (PLC) for microwave ovens. Based on our discussion, which type of product life cycle did microwave ovens represent?

answer

A PLC with an extended introduction stage

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically find the firm focused on an overall strategy of Market Penetration?

answer

Growth

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically have only scattered distribution?

answer

Introduction

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we focus our advertising on developing brand loyalty?

answer

maturity

question

The product life cycle refers to __________.

answer

a concept that describes the stages a product goes through in the marketplace—introduction, growth, maturity, and decline

question

In which stage of the product life cycle is it important to broaden distribution of the product?

answer

growth

question

LG Electronics recently introduced the Fridge-TV. This is an example of which type of innovation?

answer

dynamically continuous innovation

question

The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue, causing marginal competitors to begin leaving the market.

answer

maturity

question

__________ often speeds up software development by using a "do it, try it, fix it" approach that encourages continuous improvement even after the initial design.

answer

Fast prototyping

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically find industry profits reaching their peak?

answer

Growth

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically focus on market penetration to achieve both brand preference and intensive distribution for our product?

answer

growth

question

In class, we discussed the Product Life Cycle (PLC) concept. In what stage of the PLC would we actually find decreasing competition?

answer

decline

question

Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a __________ strategy. Answer

answer

b. family branding

question

Figure 11-1 above represents the stages of the product life cycle. What does the curve labeled "Y" represent? Answer

answer

c. total industry profit

question

Industrial services are support products that include items such as Answer

answer

e. maintenance, repair, and legal services.

question

Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar market seems like a good idea. This is what Bic did when it introduced __________, and it failed quickly. Answer

answer

c. disposable underwear

question

The proliferation of extra features that overwhelms many consumers with mind-boggling complexity is referred to as Answer

answer

c. feature bloat.

question

In class we considered a variety of types of Organizational Products which we might market. How did we classify items such as chemicals, wood, wheat, cotton?

answer

b. Raw materials

question

A consumer gets a new Tivo (or a new DVR). This device records all of the consumer's favorite shows and suddenly the consumer does not have to stay at home to watch those shows. To do this, the consumer needs to learn about programming the device, changing programming, and is now able to engage in a new social life. From the consumer's perspective, this would be seen as a(n): Answer

answer

d. discontinuous innovation

question

In class we used Starbucks as an example of Managing Products and Brands. Based on what we heard, major change did the company make to its logo in 2011 for its 40th anniversary? Answer

answer

c. Dropped the words "Starbucks Coffee" from the logo.

question

A trade name refers to __________. Answer

answer

d. the commercial, legal name under which a company does business

question

When a product reaches the decline stage of the product life cycle, a firm has two choices. One choice involves product deletion—dropping it from a firm's product line. The other is called __________, which retains the product in the product line but reduces marketing costs. Answer

answer

e. harvesting

question

A statement that identifies: (1) a well-defined target market; (2) specific customers' needs, wants, and preferences; and (3) what the product will be and do to satisfy consumers is referred to as a new product's Answer

answer

a. protocol.

question

Marketers pay slotting fees to grocers in payment for space—or slots—on their retail shelves. Such slotting fees significantly increase the cost of which stage of the new-product process? Answer

answer

d. commercialization

question

If you are using a marketing dashboard to discover which cities in Florida have the weakest sales of sunscreen, what marketing metric should be used to measure sales performance? Answer

answer

e. unit sales for this year and last year by city

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically use advertising to gain category awareness in the consumers' minds? Answer

answer

a. Introduction

question

A consumer gets a new Tivo (or a new DVR). This device records all of the consumer's favorite shows and suddenly the consumer does not have to stay at home to watch those shows. To do this, the consumer needs to learn about programming the device, changing programming, and is now able to engage in a new social life. From the consumer's perspective, this would be seen as a(n): Answer

answer

d. discontinuous innovation

question

In class, we heard about the "Future Show" competition sponsored by Under Armour. What was this year's winner? Answer

answer

d. A motion-based lighting system to be placed inside shirts for joggers who run in the dark.

question

In class, we heard that Coke is launching a fashion line dedicated to its iconic brand heritage, partnering with vintage-minded designer Dr. Romanelli. What type of distribution is Coke using for this product line's debut? Answer

answer

b. Selective, in select stores in a few major cities.

question

Which type of consumer product is purchased infrequently and takes an extensive amount of time to make the purchase decision? Answer

answer

c. specialty product

question

The most expensive stage in the new-product process for most products and services is

answer

a. commercialization.

question

New Balance, Inc. successfully repositioned its athletic shoes to focus on fit, durability, and comfort rather than on competing head-on against Nike and Adidas on fashion and professional sports. This product repositioning strategy was designed to __________. Answer

answer

a. react to a competitor's position

question

Development refers to the stage of the new-product process Answer

answer

b. that turns an idea on paper into a prototype.

question

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as __________. Answer

answer

product counterfeiting

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically find our costs declining?

answer

growth

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically find competition increasing?

answer

growth

question

Among business products, supplies usually consist of

answer

a. items as pens, batteries, and light bulbs.

question

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. Georgia-Pacific used a __________ strategy. Answer

answer

d. downsizing

question

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate __________, the desire for the product class, rather than for a specific brand, when there are few competitors with the same product. Answer

answer

Correct Answer: c. primary demand Response Feedback: Primary demand is the demand or desire for a product class rather than for a specific brand.

question

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial. Answer

answer

introduction

question

According to the text, the Kodak Playsport pocket video camera is most likely in what stage of its product life cycle?

answer

introduction

question

In class, we looked at the ways in which innovation is managed at different companies. In one example, the company wants broad input, open information, and to have employees spending time innovating. In another example, the firm felt it was important to "stick at innovation over time," emphasized operational excellence as well as innovation, and wanted very practical inventions. Which company discussed practical inventions and operational excellence?

answer

whirlpool

question

In class we considered a variety of types of Organizational Products which we might market. How did we classify items such as Copiers, office equipment, cell phone, hand tools? Answer

answer

d. Accessory equipment

question

With respect to promotion, which of the following strategies would most likely be used for unsought products?

answer

generating awareness

question

A few years ago, Who Wants to Be a Millionaire premiered as the first nighttime TV game show in several decades. The marketing goals for the show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode. Based on this description, the TV show was in what stage of its product life cycle?

answer

introduction

question

stage of the product life cycle occurs when a product is introduced to its intended target market. The marketing objective for the company at this stage is to create consumer awareness and stimulate trial---in this case, getting people to watch the first show.

answer

introduction

question

Idea generation is the stage in the new-product process that Answer

answer

a. develops a pool of concepts as candidates for new products.

question

Heavy-duty Rayovac flashlights are sold throughout the United States. However, Philips manufactures the bulbs used in Rayovac flashlights. The quantity of bulbs Philips makes is related to how many flashlights Rayovac sells. This is an example of

answer

derived demand

question

refers to sales of business and industrial goods (flashlight light bulbs) frequently resulting from the sale of consumer products (flashlights). In this case, Rayovac buys large quantities of bulbs from Philips, but only enough to match the number of flashlights they sell to consumers.

answer

derived demand

question

Speed or __________ is often vital in introducing a new product

answer

time to market

question

When consumers consider all types of household cleaners, they are considering the __________ of household cleaners. When consumers limit their choice of household cleaners to only those that come in spray bottles, they are considering a __________ of household cleaners.

answer

product class; product form:

question

In class, we looked at the example of Cheerios line of breakfast cereals, which has grown to include Honey Nut Cheerios, Berry Burst Cheerios, and Fruity Cheerios. What type of innovation do these new flavors represent?

answer

a product line extension

question

In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically see an undifferentiated product strategy? Answer

answer

introduction

question

A consumer gets a new Tivo (or a new DVR). This device records all of the consumer's favorite shows and suddenly the consumer does not have to stay at home to watch those shows. To do this, the consumer needs to learn about programming the device, changing programming, and is now able to engage in a new social life. From the consumer's perspective, this would be seen as a(n): Answer

answer

discontinuous innovation

question

In class, we heard about the "Future Show" competition sponsored by Under Armour. What was this year's winner? Answer

answer

d. A motion-based lighting system to be placed inside shirts for joggers who run in the dark.

question

A group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range is referred to as a __________. Answer

answer

e. product line

question

A trade name refers to __________. Answer

answer

d. the commercial, legal name under which a company does business

question

For years when most consumers thought of cranberries, they thought of the Ocean Spray brand. Then Northland cranberry juice came on the market, claiming that it was superior to the Ocean Spray brand. Northland was creating __________ demand for its cranberry products. Answer

answer

d. selective

question

Among business products, printer paper would be classified as which type of support product? Answer

answer

c. supplies

question

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt. "For Gatorade, G represents the heart, hustle, and soul of athleticism and will become a badge of pride for anyone who sweats, no matter where they're active." This is an example of _____ benefits.

answer

perceptual

question

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. Georgia-Pacific used a __________ strategy.

answer

downsizing

question

In class we viewed a segment from CNBC's "The Entrepreneurs," in which two male models develop a new brand of granola. They selected the name "FEED." Which of the following was NOT a reason that they picked this name?

answer

Their focus group research reports indicated it conveyed an appropriate brand personality

question

Based on lecture, which property of services can consumers evaluate BEFORE the purchase? Answer

answer

Search Properties

question

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________.

answer

capacity management

question

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it based on dimensions of service quality is referred to as

answer

gap analysis

question

Based on lecture, which property of services can consumers evaluate BEFORE the purchase?

answer

search properties

question

As we discussed in class, services differ from products (goods) in along a variety of dimensions. Which characteristic of services means that marketers must be careful in the selection and training of their service personnel? The characteristic of:

answer

is INCONSISTENT because it depends on the personnel delivering the service. This lack of standardization means inconsistent delivery and quality depending on the person performing. Marketers can minimize this by employee selection, training, and by setting service performance standards.

question

The dimension of service quality called __________ is willingness to help customers and provide prompt service. Answer

answer

responsiveness

question

Any container in which a product is offered for sale and on which information is communicated is referred to as __________.

answer

c. packaging

question

Despite the success of its Pentium chips, Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market. Intel wanted to protect the brand equity and price premium of its Pentium chips, but it also wanted to avoid AMD gaining a foothold into the lower end of the market. So it created Celeron as a cheaper less powerful version of its Pentium chips to serve this market. This is a notable example of __________.

answer

fighting brands Multibrand companies introduce new product brands as defensive moves to counteract competition. Called fighting brands, their chief purpose is to confront competitors' brands.

question

Companies can employ several different branding strategies. In Figure 11-7 above, "C" represents a __________ strategy. Answer

answer

d. private branding

question

Andrea Arenas is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services, such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office, for people who are too busy to perform these simple acts. One way she tries to ensure ___________ of services for her regular customers is to make sure that the same well-trained person is always assigned to work for them. Answer

answer

consistency

question

In class, we discussed the fact that service providers need to focus on the service dimensions valued by their customers. Which of the following dimensions is NOT a dimension valued by consumers in the casual dining segment? Answer

answer

Selected Answer: d. They want a slower paced, relaxed dining experience

question

In class, we heard that the European airline company Ryanair has made a series of changes recently as a response to:

answer

Ryanair is to cut airport fees, offer a 'grace' period on bookings and ease bag curbs as it tries to win back customers put off by its reputation for poor customer service.

question

In class, we heard that Best Buy is attempting to deal with a problem where consumers visit a store to check out an item in person and then buy it online from another retailer, often at a lower price. What is this practice called? Answer

answer

b. Showrooming

question

How a person establishes expectations for a service not yet experienced is influenced by __________, personal needs, past experiences, and promotional activities.

answer

c. word-of-mouth communications

question

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health, safety, and security issues; and (4) cost reduction. Answer

answer

Correct Answer: b. environmental concerns Response Feedback: Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health, safety, and security issues; and (4) cost reduction.

question

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer. Answer

answer

Correct Answer: d. place Response Feedback: Place or distribution is a major factor in developing a service marketing strategy because of the inseparability of services from the producer. Rarely are intermediaries involved in the distribution of a service; the distribution site and the service deliverer are the tangible components of the service.

question

Thirty-six percent of sales at supermarkets in the United Kingdom carry the stores' own brand names. Eighteen percent of all supermarket sales in France and Germany carry the stores' own brand names. And in the U.S., 14 percent carry the stores' own brand names. These stores use a __________ strategy to sell other manufacturers products with their own brand names. Answer

answer

Correct Answer: e. private branding Response Feedback: Private branding occurs when a company manufactures products but sells them under the brand name of a wholesaler or retailer.

question

Intangible activities or benefits that an organization provides to satisfy consumers' need in exchange for money or something else of value are referred to as __________. Answer

answer

Correct Answer: e. services

question

The buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment comprise which of the seven Ps of services marketing? Answer

answer

Correct Answer: c. physical environment Response Feedback: The physical evidence or environment of a service includes all the tangibles surrounding it: the buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment.

question

Thinking about the effect of price, if you price your product (or service) too low, you ______; and if you price your product too high, you _______. Answer

answer

Correct Answer: a. leave profit on the table; leave profit on the table Response Feedback: EITHER way you are leaving profit on the table!!

question

In class we noted that a firm's "Service Image" is conveyed by its "service products." In choosing the service dimensions to create a competitive position, which service dimensions should be emphasized? Answer

answer

Correct Answer: c. The dimension which are most valued by the customers.

question

Based on lecture, which property of services can consumers evaluate only from from a subjective evaluation of the entire process.? Answer

answer

Correct Answer: a. Credence Properties Response Feedback: Credence Properties -- Attributes inferred from a subjective evaluation of the entire process.

question

Warranties that have no limits of noncoverage are called __________ warranties. Answer

answer

Correct Answer: b. full Response Feedback: Text term definition—full warranty.

question

The types of products Mary Kay, Inc. offers to its women customers are __________ products.

answer

Correct Answer: c. skin-care Response Feedback: Mary Kay, Inc. is one of the largest direct sellers of skin care and color cosmetics in the world. The type of products Mary Kay, Inc. offers to its women customers are fashion products, those offered as "the styles of the times."

question

The U.S. Patent and Trademark Office website allows you to __________. Answer

answer

Correct Answer: a. see if a brand or trade name has been registered Response Feedback: The U.S. Patent and Trademark Office offers a valuable service by allowing individuals and companies to quickly check to see if a name they are considering has been registered already.

question

A __________ is a brand strategy designed to counteract or confront competitors' brands. Answer

answer

Correct Answer: c. fighting brand Response Feedback: Multibrand companies introduce fighting brands as defensive moves to counteract competition or confront competitors' brands.

question

Based on lecture, which of the following properties of services can consumers use to judge the service prior to the actual purchase of the service? Answer

answer

Correct Answer: d. Price Response Feedback: Search Properties that consumers can judge prior to the purchase include: price, location, appearance of physical facilities, paperwork, interactions with the service provider's staff

question

To reduce the uncertainty created by __________ properties, service consumers turn to personal sources of information such as opinion leaders, early adopters, and reference group members during the purchase decision process. Answer

answer

Correct Answer: b. credence Response Feedback: Services have certain properties or characteristics that the consumer may find impossible to evaluate even after purchase and consumption. To reduce the uncertainty created by credence properties, consumers turn to personal sources of information such as opinion leaders, early adopters, and reference group members during the purchase decision process.

question

The use of brand names is especially important for services because of which unique characteristic of services?

answer

Correct Answer: e. intangibility Response Feedback: Because services are intangible, and more difficult to describe, the brand name or identifying logo of the service organization is particularly important when a consumer makes a purchase decision.

question

Packaging __________.

answer

is any container in which a product is offered for sale and on which information is communicated

question

The range of offerings from the tangible to the intangible or product-dominant to service-dominant is referred to as the

answer

service continuum.

question

In class, we heard that Best Buy is attempting to deal with a problem where consumers visit a store to check out an item in person and then buy it online from another retailer, often at a lower price. What is this practice called? Answer

answer

Correct Answer: b. Showrooming Response Feedback: Showrooming is a practice where consumers visit a store to check out an item in person and then buy it online from another retailer, often at a lower price.

question

Based on lecture, a supermarket that offers to carry your packages to your car for you is providing you with: Answer

answer

Correct Answer: d. an ancillary service. Response Feedback: Expected or optional supplements to the primary purchase include things such at Supermarket carryout.

question

In class, we heard about a "made-to-go-viral" video done by Ruby Tuesday in which they "blow up the wrong restaurant." The point of this example was to Answer

answer

Demonstrate that the casual dining segment has become a "sea of sameness" in the minds of the consumers.

question

Four key challenges that package and label designers face include: (1) __________; (2) environmental concerns; (3) health, safety, and security issues; and (4) cost reduction.

answer

Correct Answer: d. connecting with customers Response Feedback: Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health, safety, and security issues; and (4) cost reduction.

question

When a company manufactures a new product with the current brand name to enter a new market segment in its product class, it is using __________. Answer

answer

product line extension

question

The four I's of services consist of

answer

Correct Answer: b. intangibility, inconsistency, inseparability, and inventory.

question

The Philadelphia Phillies offer different promotions to meet the needs of specific segments. Offering discounts on dinners would most likely be targeted towards __________.

answer

Correct Answer: d. 20- and 30-somethings Response Feedback: The market segment of 20- and 30-somethings enjoy meeting friends at the ballpark and restaurants for a fun night out.

question

Private branding refers to a branding strategy in which a firm __________.

answer

Correct Answer: d. produces products but sell them under the brand name of a wholesaler or retailer

question

In lecture, we noted that:

answer

Correct Answer: c. SCM does not replace what we have learned about management, but rather builds on our past practices

question

According to the lecture, if our customer wants high quality products, innovation, and a broad product line, the our SCM team should focus on: Answer

answer

obtaining a high quality supplier, the shortest time to market, and short manufacturing changeover times.

question

Customers currently link to Cisco's website to configure, price, and order its networking equipment. Cisco then sends orders back out across the Internet to producers and assemblers including Celestica, Flextronics, Jabil, and Solectron. Products are built and tested to Cisco's standards, sometimes with procedures run remotely by Cisco. Most items are then drop-shipped to buyers, untouched by Cisco's employees. This is a description of Cisco's Answer

answer

Correct Answer: b. supply chain. Response Feedback: A supply chain is a sequence of firms that performs activities required to create and deliver a product or service to consumers or industrial users. Cisco's activities are examples of the series of steps in a supply chain.

question

the practice of charging a very low price for a product with the intent of driving competitors out of business.

answer

predatory pricing

question

Franchising is one form of a(n) __________. Answer

answer

Correct Answer: e. contractual vertical marketing system Response Feedback: Franchising is a contractual arrangement between a parent company and an individual or firm. It is the most visible variation of a contractual vertical marketing system.

question

The three major types of special adjustments to list or quoted price are Answer

answer

Correct Answer: d. discounts, allowances, and geographical adjustments. Response Feedback: The three types of special adjustments to list or quoted price are discounts, allowances, and geographical adjustments. See Figure 14-6 in the textbook.

question

Based on the information presented in the Channel Sales and Profit Marketing Dashboard above, which channel of distribution would the furniture manufacturer most likely consider dropping? Answer

answer

Correct Answer: a. department store chains Response Feedback: Department store chains' annual percentage sales growth has declined and experienced negative growth in 2011. Moreover, department stores only represent 14.8 percent of channel sales and a mere 7 percent of channel profits. Unless a corrective strategy can be developed and implemented, the furniture manufacturer should consider dropping this channel and redirect its resources to the other two.

question

Extending credit to customers would be an example of a __________ function. Answer

answer

Correct Answer: c. facilitating Response Feedback: Intermediaries make possible the flow of products from producers to buyers by performing three basic functions. One is a facilitating function, financing, that involves extending credit to customers. See Figure 15-2 in the textbook.

question

There are a variety of types of conflict that can occur among channel members. If a hardware store down the street from our ice cream shop starts selling the same brand of ice cream as we do, there is likely to be conflict. This is a good example of: Answer

answer

Correct Answer: e. conflict caused by the hardware store adopting "scrambled merchandising" marketing. Response Feedback: When retail outlets begin to carry "non-traditional" items (e.g., supermarkets carrying small appliances or electronics) we have scrambled merchandising. Such a marketing strategy is likely to produce conflict in the channel of distribution.

question

According to lecture, firms that want to develop supply chain management processes should

answer

Correct Answer: b. first be able to provide quality products, in a timely, cost effective manner Response Feedback: BEFORE attempting to deal with "supply chain issues," the firm must be able to provide quality products or services in a timely, cost-effective manner!

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A large retailer which has economic clout with its suppliers is able to sell products at a price which is far below the competition. It has a practice of going into a town, selling its products at very low prices until the competition goes out of business, and the raising its prices back to the "normal" ones seen in this market. This would be seen as: Answer

answer

Correct Answer: b. Predatory Pricing Response Feedback: Predatory pricing involves setting low prices to drive out competition and then raising prices back up.

question

In lecture, we heard from Gary Trinetti talking about Supply Chain Management. Gary told us that supply chain management is a "new" concept, that was not used when he was in class at KSU. However, the idea of supply chain management did relate to concepts that he did learn. Which concepts are related to supply chain management according to Gary?

answer

Correct Answer: e. Procurement and Logistics Response Feedback: Gary told us that Supply Chain Management is a "new" term, working with the concepts "procurement," and "logistics," which he learned about when he was at KSU.

question

The setting of prices for all items in a product line to cover the total cost and produce a profit for the complete line, not necessarily for each item, is referred to as Answer

answer

product-line pricing

question

American Hospital Supply helps its customers (hospitals) manage inventory and streamline order processing for hundreds of medical supplies. The source of American Hospital Supply's power is its Answer

answer

Correct Answer: b. expertise. Response Feedback: Expertise is a source of influence as the channel captain has certain knowledge about hospital inventory management and order processing.

question

A(n) __________ exists when producers and ultimate consumers deal one-on-one with each other. Answer

answer

Correct Answer: b. direct channel

question

Professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact are referred to as __________. Answer

answer

Correct Answer: c. vertical marketing systems

question

Many cruise lines pay the customer's airfare to the point of cruise departure. What type of price adjustment are the cruise lines using? Answer

answer

Correct Answer: e. uniform delivered pricing Response Feedback: Uniform delivered pricing is a method of pricing where the price the seller quotes includes all transportation costs.

question

Selected Answer: e. expenses associated with transportation, materials handling and warehousing, inventory, stockouts, order processing, and return products handling. Selected Answer: e. expenses associated with transportation, materials handling and warehousing, inventory, stockouts, order processing, and return products handling.

answer

Total logistics costs

question

In class we considered the activities that middlemen (aka intermediaries) perform. As a general rule, we say that you may be able to eliminate middlemen, but not the essential distribution activities they perform. However, we also considered an interesting example where a marketer seems to been able to eliminate most (if not all) of the middleman activities. Base on lecture, who was able to do this?

answer

Correct Answer: d. Radiohead Response Feedback: Radiohead created a new album and, initially, released it directly to the public over the Internet. It appears as though this experiment may have eliminated not only the middlemen, but most of the usual distribution activities as well!

question

You decide that you can get customers into your store if you advertise a REALLY low priced product that will grab their attention. Once in the store, you tell the customer that the only one of those that you had has already sold and you try to switch them to a more expensive (and profitable) product. In doing this, you have forgotten what you learned in MKTG 25010, about how to get into legal trouble with your pricing. This would be seen as: Answer

answer

Correct Answer: a. Deceptive Pricing Response Feedback: Deceptive Pricing includes, Bait and switch (the example used in this question), Bargains conditioned on purchased of overpriced products, and Fake "sales" off of prices never really offered

question

Your local instant photocopying service charges 10 cents a copy up to 25 copies, 9 cents a copy for 26 to 99 copies, and 8 cents a copy for 100 copies or more. What kind of adjustment to these list or quoted prices is the photocopying service using? Answer

answer

Correct Answer: c. a quantity discount Response Feedback: Quantity discounts are reductions in unit costs for larger orders. Because the photocopying service gets more of the buyer's business and has longer production runs that reduce its order-handling costs, it is willing to pass on some of the cost savings in the form of quantity discounts to the buyer.

question

A fast-food franchisee is required by its franchisor to buy unmarked plastic eating utensils from the franchisor if the franchisee wants to use the cups, napkins, and other paper products with the franchise logo. The franchisee can buy the identical utensils from a local supplier for half the price. This requirement would be an example of a(n) Answer

answer

Correct Answer: d. tying arrangement. Response Feedback: A tying arrangement occurs when a supplier requires the franchisee purchasing some products to buy others from the supplier. This is illegal if the tied products could be purchased at fair market values from other suppliers at desired quality standards of the franchiser.

question

Which of the following statements regarding quantity discounts is most accurate? Answer

answer

Cumulative quantity discounts encourage repeat buying by a single customer to a far greater degree than do noncumulative quantity discounts.

question

There are three variations of contractual systems: retailer-sponsored cooperatives, franchising, and __________. Answer

answer

Correct Answer: c. wholesaler-sponsored voluntary chains Response Feedback: The three variations of contractual systems are wholesaler-sponsored voluntary chains, retailer-sponsored cooperatives, and franchising.

question

According to the lecture, New Pig is a firm that manufactures industrial clean up materials. Their first product was an oil absorbent product in a "sausage-like" container. Base on their marketing, this was presented as a good example of: Answer

answer

Correct Answer: d. a direct channel of distribution Response Feedback: In class, we noted that new pig marketed their industrial clean up products directly to manufactures; a good example of a firm using a direct channel of distribution in a business market.

question

One way to get into legal trouble in pricing is to meet with the competition in order to agree what price everyone will charge and to then enforce those prices in the channel. This is: Answer

answer

Correct Answer: d. Price Fixing Response Feedback: Price Fixing includes Agreements with competitor what price everyone will charge and enforcing specific prices within the channel

question

A dominant manufacturer of office copiers decides that it will offer a "special deal" to businesses. The firm will offer a special sale on their copiers, but only if the customer also agree to purchase over-priced service agreements. This is an example of: Answer

answer

Correct Answer: b. Deceptive pricing Response Feedback: The firm is engaged in Deceptive Pricing, by creating a "bargain" conditioned on purchased of overpriced products (or, in this case, services).

question

Extending credit to customers would be an example of a __________ function. Answer

answer

Correct Answer: c. facilitating Response Feedback: Intermediaries make possible the flow of products from producers to buyers by performing three basic functions. One is a facilitating function, financing, that involves extending credit to customers. See Figure 15-2 in the textbook.

question

Intermediaries who perform a variety of functions, including selling, maintaining inventories, extending credit, and so on are referred to as __________.

answer

Correct Answer: e. distributors Response Feedback: Text term definition—distributor. See Figure 15-1 in the textbook.

question

A vertical marketing system that involves a contractual relationship between a wholesaler and small independent retailers to standardize and coordinate buying practices, merchandising programs, and inventory management efforts is referred to as a __________. Answer

answer

wholesaler-sponsored voluntary chain

question

What is the first step in choosing the right supply chain? Answer

answer

Correct Answer: e. understand the customer Response Feedback: The first step in choosing the right supply chain configuration is to understand customers and their needs.

question

When marketing channel members are engaged in gathering, sorting, and dispersing products, they are performing __________ functions. Answer

answer

logistical

question

According to the lecture, if our customer wants high quality products, innovation, and a broad product line, the our SCM team should focus on: Answer

answer

Correct Answer: d. obtaining a high quality supplier, the shortest time to market, and short manufacturing changeover times. Response Feedback: If Our Customer Wants: High quality products, Innovation, and A Broad Product Line, then our SCM team needs to focus on: High supplier quality, Shortest time-to-market, and the Shortest manufacturing changeover times

question

According to lecture, SCM requires us to put information systems and metrics in place that focus on performance across the entire supply chain. Why is this important?

answer

Correct Answer: d. To help assure that all of the units in the supply chain are working well together (and not attempting to maximize their individual performance). Response Feedback: SCM requires firms to put in place information systems and metrics that focus on performance across the entire supply chain. WHY? Because without such measures, we may miss individual units which are trying to maximize their performance without regard to the broader impact on the supply chain This can cause problems for all!

question

In class, we talked about the distribution channels used by Dell computers. One way that Dell sells computers is by allowing customers to go to the Dell web site and to create their own "customized" computer, which is then built to the customer's specifications and shipped to the customer's home. What type of distribution channel does this represent? Answer

answer

Correct Answer: a. A direct channel Response Feedback: The Producer to Consumer is a "direct" channel.

question

Price discrimination is illegal under the

answer

Correct Answer: c. Robinson-Patman Act. Response Feedback: Price discrimination is illegal under the Clayton Act as amended by theRobinson-Patman Act.

question

Which of the following statements about everyday low pricing (EDLP) is most accurate? Answer

answer

Correct Answer: c. Some argue that EDLP without price specials is boring for many grocery shoppers. Response Feedback: EDLP eliminates manufacturer allowances. Some argue that EDLP without price specials is boring for many grocery shoppers.

question

Conflict that occurs between two different levels in a marketing channel is referred to as

answer

Selected Answer: c. vertical conflict. `

question

A hardware store advertises a ⅜" Black and Decker Power Drill for $29.95. You enter the store intending to purchase the drill. The salesperson informs you that they are all sold out. She tells you that the "sale" drills were factory seconds and that if you are going to be doing any kind of serious woodworking, you should buy the Model 3309, which sells for $49.99. This scenario has elements of which type of deceptive pricing

answer

Correct Answer: d. bait and switch Response Feedback: Five common forms of pricing include: bait and switch, bargains conditional on other purchases, comparable value comparisons, comparisons with suggested prices, and former price comparisons. This scenario has all the elements of bait and switch, which is a deceptive practice whereby a firm offers a very low price on a product (the bait) to attract customers to a store. Once in the store, the customer is persuaded to purchase a higher-priced item (the switch) using a variety of tricks, including not having the item in stock. See Figure 14-9 in the textbook.

question

discounts that are based on the size of an individual purchase order, rather than a series of orders.

answer

Noncumulative quantity discounts

question

Kraft Foods distributes Starbucks coffee in U.S. supermarkets and internationally using __________. Answer

answer

Correct Answer: d. a strategic channel alliance Response Feedback: A strategic channel alliance occurs when one firm's marketing channel is used to sell another firm's products. An alliance between Kraft Foods and Starbucks is a case in point.

question

Mark Johnson, the manager of a discount consumer electronics store, was approached by the manufacturer's representative on behalf of a marketer of a popular and profitable line of DVD storage racks. The manufacturer's representative implied that if Johnson doesn't raise the retail prices for the storage racks to those paid by the marketer's non-discount customers, Johnson's supply of racks may be severely curtailed. The manufacturer's representative is guilty of attempting

answer

Correct Answer: b. resale price maintenance. Response Feedback: Resale price maintenance (also called vertical price fixing) has been illegal since 1975. The practice involves controlling agreements between independent buyers and sellers whereby sellers are required not to sell products below a minimum retail price.

question

When marketing channel members are engaged in gathering, sorting, and dispersing products, they are performing __________ functions. Answer

answer

Correct Answer: a. logistical

question

A _________ exists when a franchisor licenses individuals or firms to dispense a service under a trade name and specific guidelines.

answer

service-sponsored franchise system

question

In class, we talked about Haagen-Dazs and the company's initial plans for distribution of its ice cream. The initial plan was to use their own stores and ___________ distribution.

answer

Correct Answer: b. selective Response Feedback: Haagen-Dazs began with selective distribution; using their own outlets, however eventually decided they needed intensive distribution through grocery chains.

question

Hewlett-Packard is taking a proactive role in reducing the amount of electronic merchandise dumped in landfills by using __________ to reclaim recyclable and reusable materials.

answer

Correct Answer: b. reverse logistics Response Feedback: Hewlett-Packard has reduced the volume of electronic products dumped in landfills by using a sophisticated system of reverse logistics.

question

When developing a distribution strategy, marketers should avoid the anticompetitive attempts of eliminating wholesalers or retailers if they want to avoid the possibility of violating the __________ provisions of the Clayton Act or the Sherman Act. Answer

answer

Correct Answer: e. dual distribution Response Feedback: Dual distribution, although not illegal, can be viewed as anticompetitive in some situations. The most common situation arises when a manufacturer distributes through its own vertically integrated channel in competition with independent wholesalers and retailers that also sell its products. If the manufacturer's behavior were viewed as an attempt to lessen competition by eliminating wholesalers or retailers, then such action would violate both the Sherman and Clayton Acts.

question

A(n) __________ exists when producers and ultimate consumers deal one-on-one with each other. Answer

answer

Correct Answer: b. direct channel

question

Five common forms of pricing include: bait and switch, bargains conditional on other purchases, comparable value comparisons, comparisons with suggested prices, and former price comparisons. What do all these practices have in common? They are all

answer

Correct Answer: c. illegal and often difficult to prosecute. Response Feedback: All these practices are both unethical and illegal. It should be clear that laws cannot be passed and enforced to protect consumers and competitors against all of these practices, so it is essential to rely on the ethical standards of those making and executing pricing decisions. See Figure 14-9 in the textbook.

question

According to the lecture, __________ goals include maintaining customers relationships and keeping the brand in the consumer's mind during the off-season Answer

answer

Correct Answer: c. reminder Response Feedback: Reminder goals include: Maintain customer relationships Remind consumers they may need the product soon Remind consumers where the product is available Keep the brand in the consumers' minds during the off-season

question

A wholesaler that carries a narrow range of products and performs all channel functions is referred to as a __________. Answer

answer

Correct Answer: c. specialty merchandise wholesaler Response Feedback: Text term definition—specialty merchandise wholesalers.

question

a company or person who has information to convey during the communications process

answer

A source refers to

question

a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

answer

Direct marketing refers to

question

An IKEA mail order catalog is an example of __________ retailing. Answer

answer

Correct Answer: d. nonstore Response Feedback: Direct-mail and catalog retailing are forms of nonstore retailing.

question

According to the lecture, ____________ goals focus on building brand preference, encouraging brand switching, and getting the consumers to purchase "now." Answer

answer

Correct Answer: b. persuasive Response Feedback: Persuasive goals include to: Build brand preference Encourage switching to your brand Change consumers' perception of product value Get consumer to purchase "now" Convince consumers to tell others about the brand

question

In lecture we saw an ad for Pine-Sol household cleaner. The ad imitated the romantic setting of perfume ads. We noted that the main goal of the ad was: Answer

answer

Correct Answer: d. to REMIND consumers about this "mature" product. Response Feedback: For "mature" products such as Pine-Sol this type of ad is meant to remind consumers about the product.

question

According to the lecture, if your target audience is concentrated in a limited geographic area, what type of promotion would you be most likely to use? Answer

answer

Correct Answer: d. Personal Selling Response Feedback: Geographic Distribution? Concentrated = Personal Selling Dispersed = Advertising

question

The description of how new retail outlets enter the market is referred to as the __________. Answer

answer

wheel of retailing

question

Wholesalers who simply solicit orders from retailers and other wholesalers and have the merchandise shipped directly from a producer to a buyer are referred to as __________. Answer

answer

drop shippers

question

The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing. Answer

answer

Correct Answer: c. advertising Response Feedback: The promotional element of the marketing mix consists of advertising, personal selling, sales promotion, public relations, and direct marketing.

question

The value added dimension of the retail positioning matrix includes elements such as location, product reliability, and __________. Answer

answer

Correct Answer: a. prestige Response Feedback: The horizontal or value added dimension of the retail positioning matrix includes elements such as location, product reliability, or prestige. See Figure 16-8 in the textbook.

question

In class, we saw a print ad for "A crispy, thin Oreo cookie ring, drizzled with white fudge." This as was "Introducing Oreo Fudge Rings." What type of ad was this? Answer

answer

Correct Answer: a. Pioneering Response Feedback: Pioneering (or Informational) Advertising Used in the INTRODUCTORY STAGE of the PLC "Informs" the target market about The existence of a new brand

question

According to the lecture, which type of selling is the greatest number of people engage in? Answer

answer

Correct Answer: d. Order Taking Response Feedback: Order Takers, primarily assist customers with a purchase and represent the greatest number of people engaged in selling

question

In class we viewed an ad in which Alicia Silverstone promoted vegetarianism. When it comes to this type of advertising, we noted

answer

Correct Answer: d. Sex appeals in ads may get attention, but they may also be rejected by media or audiences who are upset by such appeals Response Feedback: Comcast Cable pulled the 30-second spots from the airwaves. A spokesperson for the cable company cited nudity in their decision to cancel the campaign, though the clips had already been paid for.

question

Google purchased _________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients. Answer

answer

Correct Answer: e. DoubleClick Response Feedback: Google purchased DoubleClick, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

question

Two of the largest portals for Internet advertising are _________ and __________. Answer

answer

Correct Answer: d. Google; Yahoo! Response Feedback: Two of the largest portals for Internet advertising are Google and Yahoo! See Figure 18-4 in the textbook.

question

the sales activities occurring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up

answer

personal selling process

question

At which stage of the personal selling process would a salesperson obtain a purchase commitment from the prospect?

answer

closing

question

In class, we viewed an interesting promotional device. A restaurant created a huge graphic of a person with an open mouth. The open mouth was placed directly in front of a tunnel. The graphic read, "All you can eat, Oldtimer Rest stop." This was presented as an example of: Answer

answer

Correct Answer: b. outdoor advertising Response Feedback: This was an example of outdoor advertising. In part, it demonstrates that the "creative limitations" of such ads can be overcome.

question

From what we heard in class, if you decided to set your ad budget to be the same dollar amount that is spent by your key competitor, what approach are you using? Answer

answer

Correct Answer: b. Competitive Parity Budgeting Response Feedback: Competitive Parity Budgeting includes: Matching Competitors and Share of Market

question

In class, we heard about the two main schools of thought on advertising. One was the "Sales School." What was the other school of thought? Answer

answer

Correct Answer: b. The Communications School. Response Feedback: Two main schools of thought: The Sales School a. The objective of advertising is to sell products or services. SO, the objective is to prompt direct action. The Communications School a. There are other objectives for advertising, including enhancing the image or reputation of a product or organization.

question

The "Got Milk?" ad shown above is an example of which type of advertising? Answer

answer

Correct Answer: b. competitive institutional Response Feedback: Competitive institutional advertisements promote the advantages of one product class over another and are used in markets where different product classes compete for the same buyers. America's milk processors and dairy farmers use their "Got Milk?" campaign to increase demand for milk relative to other beverages.

question

A consumer sales promotion that involves the use of a brand-name product in a movie, television, show, video, or commercial for another product is referred to as a product placement. Key term definition

answer

product placement

question

the average number of times a person in the target audience is exposed to an advertisement.

answer

Frequency

question

From what we heard in class, if you decided to set your ad budget to be the same dollar amount that is spent by your key competitor, what approach are you using? Answer

answer

Correct Answer: b. Competitive Parity Budgeting Response Feedback: Competitive Parity Budgeting includes: Matching Competitors and Share of Market

question

From what we heard in class, which form of media would you use if your product needed to reach a mass audience with sight, sound, and motion? Answer

answer

Correct Answer: a. Television Response Feedback: Television Advantages Combines sight, sound, and motion So, it appeals to multiple senses It offers mass audience coverage It has the potential of grabbing viewers' attention

question

In class, we learned that consumers often have "doubts" about their purchases (called "post-purchase dissonance"). What type of advertising to marketers use to reduce consumers' doubts about their purchases? Answer

answer

Correct Answer: e. Reinforcement Response Feedback: Reinforcement Advertising Consumers often have "doubts" about their purchases or "post-purchase dissonance" This advertising assures them they have made the right choice and tells them how get the most satisfaction from it

question

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n) __________. Answer

answer

pull strategy

question

The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) __________; (3) who read any part of the ad's copy; and (4) who read at least half of the ad. Answer

answer

Correct Answer: c. who saw or read any part of the ad identifying the product or brand Response Feedback: The Starch test uses aided recall to determine the percentage of those who (1) remember seeing a specific magazine ad (noted), (2) saw or read any part of the ad identifying the product or brand (seen-associated), (3) read any part of the ad's copy (read some), and (4) read at least half of the ad (read most). Elements of the ad are then tagged with the results.

question

Behavioral measures used to evaluate salespeople include assessments of a salesperson's __________, attention to customers, product knowledge, selling and communication skills, appearance, and professional demeanor. Answer

answer

Correct Answer: a. attitude Response Feedback: Behavioral measures used to evaluate salespeople include assessments of a salesperson's attitude, attention to customers, product knowledge, selling and communication skills, appearance, and professional demeanor.

question

In a(n) __________ test, the test ad is placed in a collection with several other ads and stories, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales

answer

portfolio test.

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