question

The centerpiece of the marketing environment analysis framework is

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consumers

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When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries?

answer

language

question

When Diana went to college, tuition was $650 per semester. Now that same college charges $6,500 per semester. This number reflects a persistent increase in price known as

answer

inflation

question

Many American consumers are purchasing hybrid automobiles even though they are more expensive than compact conventional autos. These consumers

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value contributing to a greener environment.

question

The United States has often been called the "melting pot" society, integrating people from many different cultures into the social fabric of the country. The challenge for marketers is to determine whether a group's culture

answer

can be used as a relevant identifier for a particular target group.

question

What retailer, in 2013, suffered a massive security breach that allowed hackers to steal credit and debit card information for 40 million customers?

answer

Target

question

Select the statement that best describes the key traits of Generation Y.

answer

This generation varies the most in age, ranging from teenagers to adults who have their own families.

question

When you register your telephone number with the National Do Not Call Registry, you are responding to a need for

answer

Privacy

question

According to the text, 14 cable companies agreed to provide low-cost Internet access to impoverished families for all of the following reasons except

answer

increased income from a larger number of subscribers.

question

The political/regulatory environment comprises political parties, governmental organizations, and

answer

legislation and laws

question

What is a microblog?

answer

a blog service that supports only short posts

question

YouTube is an example of what type of social media site?

answer

media sharing

question

Which of the following is a pricing model for apps discussed in your text?

answer

ad-supported

question

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents which aspect of the 4E framework of social media marketing?

answer

excite

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Which of the following apps would help consumers fulfill their "need to accomplish"?

answer

MyFitnessPal

question

Derek just posted an entry in his blog talking about how happy he is with his new GoPro camera. In the blog he also posted videos that he took with the camera. As a customer of the product, which facet of the 4E framework for social media is Derek most exhibiting?

answer

engagement

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All of the following are primary needs that apps meet except

answer

the need to share.

question

Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address?

answer

bounce rates

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In terms of the 4E framework, in order for a firm's offer to excite its targeted customers, the offer must be

answer

relevant

question

Which of the following is the definition of social media?

answer

content distributed through online and mobile technologies to facilitate interpersonal interactions

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Some discount stores put products in large bins and let consumers hunt and find bargains. The price these consumers pay includes

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the value of their time and energy.

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Brian is struggling with the choice of publishing his new book, How to Cook Polish Barbeque, as an e-book or a paperback. Brian is addressing which core marketing aspect?

answer

making product decisions

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During the __________ era, manufacturers and retailers began to focus on what consumers wanted and needed before they designed, made, or attempted to sell their products.

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market-oriented

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During the __________ era, firms had excess capacity and used personal selling and advertising to generate customers.

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sales-oriented

question

Which element of the marketing mix deals with supply chain management?

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place

question

Which element of the marketing mix is most relevant to the activity "creating value"?

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product

question

Marketers must determine the price of a product carefully, based on potential buyers' beliefs about

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its value

question

Value-driven firms constantly measure the __________ that customers perceive, compared to the prices of their offerings.

answer

benefits

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Supply chain management is also referred to as

answer

marketing channel management

question

Marney bought a dress from a retail store. Which type of transaction was Marney participating in?

answer

B2C

question

A regional manager at GNC, a chain of retail stores selling nutritional supplements, is reviewing sales data after a recent in-store promotion. The data show success in some stores and limited response in others. To understand the differences between stores, the manager will probably next review the company's

answer

implementation programs, to see if the promotion was handled consistently in the different stores.

question

Over the last few months, Juan and his colleagues have analyzed the current business situation and identified target markets for his firm's personal care products. Finally, they developed the products, prices, distribution, and promotion that should appeal to each of those target markets. In doing so, Juan has also identified what he believes is an advantage his competitors cannot match. Juan and his colleagues have been developing

answer

a marketing strategy

question

As part of her company's SWOT analysis, Valerie is assessing the company's internal environment, including

answer

strengths and weaknesses

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As it pertains to the marketing plan, understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals

answer

enables firms to make appropriate adjustments.

question

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

answer

opportunities

question

Maryam phoned her auto insurance agent to renew her policy. The agent told her about new types of insurance now available—to cover her apartment, or even the engagement ring she just got from her fiancé. The agent was pursuing a ________________ growth strategy.

answer

product development

question

In recent years, cellular (mobile) service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on __________ value creation.

answer

place

question

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are most likely pursuing which macro strategy?

answer

location excellence

question

Sodexo is a corporation that manages school cafeterias, university dining halls, mess halls at military bases, concession stands at sports arenas, and other large-scale food service facilities. If Sodexo were to begin to sell individual frozen meals in supermarkets, it would be pursuing a __________ growth strategy.

answer

diversification

question

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

answer

a substancial competitive advantage

question

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of

answer

marketing ethical issues

question

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

answer

Will this action help advance my career?

question

To avoid having ethical situations become problematic for a firm, the short-term goals of each employee must

answer

be aligned with the long-term goals of the firm.

question

All of the following terms are generally associated with the definition of corporate social responsibility except

answer

profit

question

The Henry Ford Health System (a health care provider) has set strict limits for pharmaceutical representatives, and will no longer allow doctors in its system to accept free lunches, gifts, or other perks from the pharmaceutical representatives. The Henry Ford Health System probably established this policy because

answer

it reduces the possibility that the Henry Ford Health System might make unethical purchasing decisions.

question

Which of the following does your text suggest as the reason different people have different ethical standards?

answer

Each individual is a product of his or her culture, upbringing, and other influences.

question

The Johnson & Johnson credo

answer

has guided the firm since it was written in the 1940s.

question

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, all parties relevant to the decision should

answer

brainstorm for alternatives

question

In a recent Gallup survey, which of the following professions was rated lowest in ethical standards?

answer

members of congress

question

Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because

answer

they inexact directly with consumers

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