question

A manufacturer using the _____ promotional strategy focuses its promotion efforts on the consumer.

answer

pull

question

Due to service _____, services cannot be stored, warehoused, or inventoried.

answer

perishability

question

For years, Diet Dr. Pepper has been considered a diet drink. After declining sales, the company is attempting to present Diet Dr. Pepper as an alternative to having a dessert. This is an example of a _____ strategy.

answer

repositioning

question

The length of the introductory stage of the product life cycle for a new product is largely determined by:

answer

product characteristics, such as advantages over substitute products.

question

A long-run drop in sales signals the beginning of which stage in the product life cycle?

answer

Decline

question

Around the world, most retailers are _____, operating one or a few stores in their community, owned by a single person or partnership and not operated as part of a larger retail institution.

answer

independent

question

Which of the following are examples of facilitating functions performed by wholesaling intermediaries?

answer

Researching and financing

question

Which type of service processing uses technology or brainpower directed at customer's assets?

answer

Information processing

question

Razor scooters gained instant popularity because walkers and runners frequently saw people on the scooters zipping by them and having fun. This information suggests the adoption rate of the Razor scooter was most affected by which product characteristic?

answer

Observability

question

Which of the following elements of the promotional mix would be the most effective for helping highly involved consumers make complex buying decisions?

answer

Personal selling

question

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. The advertising agency is writing copy for the Hollymatic Patty Machine and has decided a(n) _____ format because the product is so technical.

answer

informative

question

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

answer

Possession processing

question

A(n) _____ links the new-product development process with the objectives of the marketing department, the business unit, and the corporation.

answer

new-product strategy

question

The degree to which a product can be used on a limited basis represents which product characteristic influencing the rate of adoption?

answer

Trialability

question

When Rick purchased tickets to a concert on the Internet, it was an example of:

answer

electronic distribution.

question

For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process?

answer

Gear for mountain climbing

question

_____ are eager to try new ideas and products. They typically have higher incomes, are better educated, and are more cosmopolitan than other categories of adopters.

answer

Innovators

question

When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising.

answer

informative

question

When P&G began marketing Tide Free & Gentle, which is dye- and perfume-free, this represented which new product category?

answer

Addition to existing product line

question

Which of the following services would be most likely to exhibit strong credence qualities?

answer

The preparation of a dead body for burial

question

_____ integration is the ability of two or more companies to develop social connections that serve to guide their interactions when working together.

answer

Relationship

question

The growers of Vidalia onions have determined that their chief priority for choosing a transportation mode within the United States is transit time. However, this must be tempered by practical cost considerations. In light of theses considerations, Visalia onion growers should use _____ to ship their onions.

answer

motor carriers (trucks)

question

When Proctor & Gamble wanted to enter the hair-care market, it purchased Wella, a leading German company specializing in hair-care products. What new product category does this acquisition represent for P&G?

answer

New product line

question

_____ refers to shopping without visiting a store and is currently growing faster than in-store shopping because of the consumer demand for convenience.

answer

Non-store retailing

question

All of the following are types of service processing that can occur EXCEPT:

answer

product processing.

question

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

answer

personal selling and persuasive advertising.

question

Sony has developed a wireless speaker that sits unobtrusively on a desktop. The tiny yet strong twin speakers use Bluetooth to stream music directly from a PC or MP3 player. This small Sony wireless speaker, which is radically different from anything currently on the market, would be classified as a(n):

answer

discontinuous innovation

question

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

answer

Repositioning

question

A manufacturer of office furnishings is finding it difficult to compete with cheaper imported merchandise. Which of the following is a potential source of new-product ideas that would allow it to compete more effectively?

answer

All of these (R&D, Its foreign competitors, The company's employees, & Customers who have requested its catalogs)

question

"Girls Just Wanna Have Funds" is a Washington, DC, support group that consists mostly of young women who offer tips on budgeting and debt relief. As they state on their Web site, their goal is to help women break financial ceilings "one stiletto at a time." Girls Just Wanna Have Funds is providing a _____ that is helpful to women who want to be financially savvy.

answer

service

question

A service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed and, therefore, is referred to as being:

answer

intangible.

question

A characteristic that many consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as _____ quality.

answer

credence

question

Auto repair, manicures, and landscaping are all services that are produced and consumed at the same time. All of these services exhibit the service characteristic of:

answer

inseparability.

question

Which unique characteristic of services is the variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods?

answer

Heterogeneity

question

The connected chain of all of the companies involved in all of the upstream and downstream flows of products, services, finances, and information, from initial suppliers (the point of origin) to the ultimate consumer (the point of consumption) is known as the:

answer

supply chain.

question

_____ coordinates and integrates all of the activities performed by channel members into a seamless process, from the source to the point of consumption, resulting in enhanced customer and economic value.

answer

Supply chain management

question

All of the following accurately describe modern supply chain management EXCEPT:

answer

relies on a "push" strategy.

question

_____ occurs when all the firms and business units participating in the supply chain appear as though they are reading from the same script.

answer

Supply chain integration

question

The goal of any effective materials-handling system is to:

answer

move items quickly with minimal handling.

question

A _____ is a set of interdependent organizations that eases the transfer of ownership as products move from producer to business user or consumer.

answer

marketing channel or channel of distribution

question

The major characteristic that is used to differentiate among types of intermediaries is whether they:

answer

take title to the products they sell.

question

W.W. Grainger, Inc. is one of the world's largest business-to-business distributors of equipment, component parts, and supplies in the United States and Canada. It has ownership title to over 220,000 products, which are stocked in one national and nine regional warehouses to guarantee product availability and quick service to the many manufacturers who are its customers. W.W. Grainger is an example of a(n):

answer

merchant wholesaler.

question

_____ are intermediaries who facilitate the sales of a product from producer to end user by representing retailers, wholesalers, or manufacturers and providing little input as to the terms of the sale.

answer

Agents and brokers

question

Serenity is a manufacturer of outdoor fountains that are popular in gardens. Even though fountains represent a product category that does not sell year-round due to inclement weather, Serenity's sales remain steady all year because it sells to wholesale distributors that stock the product. Serenity sells to wholesale distributors that perform a _____ function.

answer

logistical

question

_____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

answer

Promotion

question

Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosaria is developing a:

answer

promotional strategy.

question

The main function of a promotional strategy is to:

answer

convince the target customers that a firm's products offer competitive advantages over those of its competition.

question

A _____ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors.

answer

competitive advantage

question

USA cable television uses billboard, television, magazine. and newspaper advertising to inform television viewers about new episodes of Monk, a popular television series. USA uses _____ communication.

answer

mass

MKT 3305 Christenson Exam 3 – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards