Mrkt 444 test 1 - Flashcards

Q: Peter Drucker, the father of modern management, believed that marketing _____________.

is the whole business as seen from the customer\'s point of view

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Peter Drucker, the father of modern management, believed that marketing _____________.

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is the whole business as seen from the customer's point of view

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_____ is the set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

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Marketing

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_____ is a central tenet of marketing in which a person gives up something of value to them for something else they desireto have.

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Exchange

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From a customer's perspective, what is defined as a ratio of the bundle of benefits a customer receives froman offering compared to the costs incurred by the customer in acquiring that bundle of benefits?

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Value

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The AMA's definition of marketing reflects the view toward marketing activities as focused on ______.

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creating and delivering offerings that have value

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Which of the following are the two core marketing concepts?

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Value and exchange

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The Internet has made it easy for customers to get details about products online, post their opinions, and read other people's opinions. From a marketer's point of view, this has caused _____.

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a shift in information power from marketers to consumers

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Marketing (Big M) is also known as _____.

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strategic marketing

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In the context of change drivers impacting the future of marketing, marketing (little m) is also known as _____.

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tactical marketing

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Strategic marketing refers to _____.

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a long-term, firm-level commitment to investing in marketing

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_____ refers to approaches that drive the market toward fulfilling a whole new set of needs that customers did not realize was possible or feasible before.

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Market creations

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For successful Marketing (Big M), customer orientation must be understood by _____.

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everyone in organization

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For successful Marketing (Big M), all internal organizational practices should be aligned around _____.

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The customer

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Microsoft's revolution of the information field and Disney's creation of the modern theme park industry are the classic examples of _____.

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Market creation

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After a recent 141-day strike, the union members in California went back to work at area grocery stores. The union negotiated raises, better health care benefits, and a one-tier pay scale. The union may best be described as a(n) _____.

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Stakeholder

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Companies that promote sustainability practices like Starbucks, which has a stringent recycling program, or General Electric, which makes environmentally sensitive products, are practicing _____.

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green marketing

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Bryan gets reduced fees for his daughter's piano lessons by maintaining her teacher's website. Bryan is practicing the central tenet of marketing called _____.

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exchange

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Today customers have limitless access to facts about companies, products, competitors, other customers, and even detailed elements of marketing plans and strategies. In the context of change drivers impacting the future of marketing, this reflects the _____.

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shift in information power from marketer to customer

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Today companies have no choice but to be more open about their businesses and products because they can't stop chat rooms or bloggers or customer reviews. In the context of change drivers impacting the future of marketing, this reflects the _____.

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shift in information power from marketer to customer

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The Girl Scouts introduced a cookie finder app in 2013. In the context of change drivers impacting the future of marketing, this reflects the _____.

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shift in generational values and preferences

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Bazooka brand of candy revamped its package inserts by changing from comic strips to quizzes and brainteasers that direct kids to digital content. In the context of change drivers impacting the future of marketing, this reflects the _____.

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shift in generational values and preferences

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Appropriate and effective marketing metrics must be designed to identify, track, evaluate, and provide key benchmarks for improvement. In the context of change drivers affecting the future of marketing, this reflects the _____.

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shift to justifying the relevance and payback of the marketing investment

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Fernandez Brothers Inc., provides accounting services to small businesses. Before and after tax season, the partners meet with each client company. It sends a monthly newsletter to update clients with tax changes. The firm's business practices mainly focus on keeping profitable current customers rather than gaining new customers. Fernandez Brothers has adopted a _____ approach.

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relationship orientation

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The Clean-O company makes a cleanser for the hospital and nursing home market that is guaranteed to kill 99 percent of Staphylococcus germs, a major concern for medical facilities. Unlike other companies, Clean-O is not interested in pursuing the consumer market. In this case, Clean-O has adopted a _____.

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differentiation orientation

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Mammoth Foods, a major agricultural corporation, recently purchased MJS Organic Foods Co. MJS was established six years ago and has become a major supplier to restaurants in the northeastern United States. The organic herbs, vegetables, and fruit market is expected to have a double-digit growth rate over the next decade. Under the Boston Consulting Group (BCG) Growth-Share Matrix, MJS would most likely be classified as a _____ .

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star

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Lately the demand for building materials has dropped due to the slowdown in new housing construction. Wood-O Corp. is thinking of closing its fine wood division that produces mahogany and cherry lumber for building cabinets and other applications. Under the Boston Consulting Group Growth-Share Matrix, the fine wood division would most likely be classified as a _____.

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dog

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Mega-Big Corp. has a small strategic business unit (SBU) that produces a component vital to the manufacturers of automobiles and has been extremely profitable for 18 years. The SBU acts as a key source of income for the firm. In the context of the BCG matrix, Mega-Big Corp. is most likely considered a _____.

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cash cow

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Mega-Big Corp. is interested in buying Soft works, a medical software firm. Soft works is highly regarded by medical practices for ease of use. Two software engineers started the company, but they have made risky financial and poor management decisions. Mega Corp. believes that with proper management the software firm will become an industry leader. In the context of the BCG matrix, Soft works is most likely considered a _____.

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problem child

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Zenith Homebuilders used to purchase many building lots and erect spec homes (i.e., it gambled that the demand for new houses would be so high that they would sell easily). Since the real estate slowdown, it builds homes only when owners are under contract. In this case, the company is most likely pursuing a generic business strategy of _____.

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Retrentchment

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Victor Inc., a producer of headphones used with cell phones and MP3 players, uses contract manufacturing overseas. The firm is concerned that tariffs may be increased. Under which component of situation analysis will an examination of this issue be found?

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political, legal, ethical

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Roberta's company, New Home Builders Corp., specializes in designing one-storey homes that have wide hallways and walk-in showers that could accommodate the need to use a wheelchair or walker, and other amenities that allow couples to remain in their homes as they age. The company's strong value proposition has allowed it to maintain steady market share in a weak housing market. In the context of SWOT analysis, a discussion of this relative advantage would be included under _____.

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stregnths

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Open Sesame is a chain of Thai restaurants located in the western United States. The marketing manager has discovered that there is a growing demand for Spanish food. In the context of SWOT analysis, this information would be included under _____.

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threats

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The marketing manager at Little Red Architects, a firm that specializes in the design of school buildings, discovered a glitch in the software that the firm uses and that some of its most recent projects will come in over budget. In the context of SWOT analysis, a discussion of this would be included under _____.

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weakness

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Time Express, a well-established North American delivery service, wants to expand service into Central and South America. According toIgor Ansoff's Product-Market Matrix, this is classified as the _____ strategy.

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market development

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Biz Solutions has 12 call centers worldwide handling customer service issues for a variety of companies. The firm is considering the purchase of a software firm that serves the oil and gas industry. According to Igor Ansoff's Product-Market Matrix, this is an example of the _____ strategy.

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Market diversification

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Bliss Massage Therapy Center maintains a database of over 700 clients and sends each one a special discount offer in the month of his or her birthday. Managers hope that as existing customers use the discount, they will see an overall growth in sales. According to Igor Ansoff's Product-Market Matrix, this is an example of the _____ strategy.

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Market penetration

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Inga, marketing manager at Sunshine, a professional preschool center, thinks the firm should start an after-school program to retain its current clients. This makes sense as she wants to extend the trusting relationship already established with parents and children. According to Igor Ansoff's Product-Market Matrix, this is an example of the _____ strategy.

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Product development

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Jamal's boss wants him to travel to Canada to do some research on good locations for their retail stores, which they are planning to open in Montreal and Ottawa." The firm operates 278 stores in the United States. According to Igor Ansoff's Product-Market Matrix, the extension into a new geographic region is an example of the _____ strategy.

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market development

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Mary's firm has delayed making a decision on acquiring a new product line because her marketing team members took more than three months to analyze numbers. Which of the following tips for successful marketing planning experience did the firm fail to use?

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Utilize input, but don't become paralyzed by information and analysis.

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Tyler's event planning company hired a new marketing assistant who focuses only on long-term organizational goals and objectives ignoring the functional or operational level aspects of planning. For having a successful marketing planning experience, in which concept should the new assistant be trained?

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Stay strategic, but also stay on top of the tactical.

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Samantha has worked for MJS Marketing for five years and expected a promotion next month. However, the new product launch that she organized did not go as smoothly as expected. In this case, Samantha's boss should most likely be reminded of which guideline for having a successful marketing planning experience?

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Give yourself and your people room to fail and try again.

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In the context of situation analysis, which of the following is a category for analysis in the internal environment?

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Firm resources

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Which of the following can impact the competitive nature of an industry through their ability to raise prices or affect the quality of inbound goods and services?

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Suppliers

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Which of the following competitive forces is NOT addressed directly by Michael Porter?

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Relative power of other stakeholders

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Automobile manufacturers must comply with regulations set by the National Transportation and Safety Board. In the context of situation analysis, which of the following macro-level external environmental factors does this exemplify?

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Political, legal, and ethical

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Today many retailers create apps that customers can download to their smartphones or tablets to be up-to-date on the company's offerings. In the context of situation analysis, which of the following macro-level external environmental factors does this exemplify?

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Technological factors

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According to the 2010 U.S. Census, Asian Americans are the high-income, fast-growing racial group in America. In the context of situation analysis, under which of the following macro-level external environmental factors will this be included?Sociocultural/demographic factors

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Sociocultural/demographic factors

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Which of the following is NOT a key resource studied during internal analysis that involves taking a look at all aspects of a firm's functional/operational-level resources and capabilities?

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Political capabilities

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A SWOT analysis of a firm is least likely to _____.

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suggest solutions to problems

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Which of the following is the best place in a SWOT analysis to list competitive trends?

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external threats

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The best place in a SWOT analysis to identify problems with hurricanes, earthquakes, major snowfalls, and other natural phenomena is _____.

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external threats

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The best place in a SWOT analysis to list the availability of credit for a firm seeking to expand through new construction of real estate is _____.

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external opportunities

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The best place in a SWOT analysis to list a highly competent workforce is _____.

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internal strengths

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The best place in a SWOT analysis for an airline to identify the possibility of acquiring a competitor is _____.

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external opportunties

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The best place in a SWOT analysis for a wristwatch manufacturer to identify the presence of substitute products is _____.

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external threats

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Goals and objectives should be set _____.

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after completion of market research, situation analysis, and competitor analysis

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Malala, the marketing manager of an automobile dealership, is crafting a SWOT analysis. In this case, she should include the downturn in the U.S. economy and tightening of the credit markets under _____.

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threats

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Maria, the marketing manager of an automobile dealership, is crafting a SWOT analysis. In this case, she should list competitors that have gone bankrupt under _____.

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opportunities

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A _____ articulates an organization's reason for existence and defines the unique purpose that sets it apart from competitors and identifies the scope of the company's operations, products, and markets.

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mission statement

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Which of the following is considered an objective?

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To increase revenue by 15 to 20% in each of the next five years

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Which of the following is most likely to be considered a goal rather than an objective?

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To be the leader in one's field

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_____ is defined as the ratio of bundled benefits received to the cost incurred by a customer to receive those benefits.

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value

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A _____ is some type of utility that a company and its products provide its customers.

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benefit

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A continuing process of identifying, collecting, analyzing, accumulating, and dispensing critical data to marketing decision makers is known as _____.

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a market information system

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A shoe manufacturing company is interested in selling its products in a new country. Before entering the marketplace, the company wishes to gather information about how the country's citizens' set priorities and make buying decisions. For this purpose, the company is most likely to analyze the country's _____.

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economic conditions

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Jan Smith, the marketing manager of Big Wheel Autos, has noticed that in many European countries more of the population is moving into urban centers. This has resulted in an increased demand for subcompact cars that can maneuver through these congested streets rather than full-size automobiles. In the context of external information sources, this is an example of how _____ can influence marketing management decisions.

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geographic changes

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The marketing manager for Dream Weaver Textiles reads in a trade magazine that the Federal Trade Commission is in the process of revising content labeling requirements for textiles that claim to be natural. In the context of external forces affecting marketing decisions, this represents the _____.

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Political/legal environment

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Since there are so many other companies that operate in the food service industry, the marketing manager of Gourmet Dining pays detailed attention to what other restaurants that offer similar meals, prices, and services are doing. In the context of external forces affecting marketing decisions, the marketing manager's focus is on _____.

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Comeptition

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The marketing manager for Brand A Razors, a strong national brand, believes he knows how customers will react to a new product offering, but he conducts market research merely to provide justification for this new product. This research cannot be considered as a good market research because it _____.

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is not impartial and objective

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Apex Jerseys, a manufacturer of sports apparel and sports equipment, has experienced a sharp drop in sales over the last quarter. The marketing manager asks the marketing research department to investigate this alarming development. The first step taken by the researchers in their investigation should be to _____.

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Formulate a specific research problem

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A restaurant's marketing manager is interested in finding out if reducing the price of food items will lead to increased sales. For this purpose, the manager should conduct _____ research.

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casual

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Sheena, marketing manager for Yaard-Vark Lawn Tractors, is interested in the relationship between the prices of lawn tractors and the level of sales. To test whether increasing prices will lead to a change in sales and how much of a change, she should use _____ research.

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casual

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Brand X diapers, a national brand, has been declining in absolute level of sales for the last four consecutive months. The product manager asks the market research department to do a study to determine why sales have declined. The most appropriate research type would be _____.

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exploratory research

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The sole proprietor of Sam's Swings is interested in gaining a better understanding of his current customers in terms of certain demographic and lifestyle characteristics so he may better serve their needs. For this purpose, he should most appropriately conduct _____ research.

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descriptive

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Brand Electronics' marketing manager would like to know about the typical consumer who purchases handheld computers. He begins by searching online and in databases for this information, but soon discovers that a product is too new for the sources to be of help. In this instance he will need _____ data to solve his research problem.

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primary

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Burger Bistro recently experienced a decline in hamburger sales after salmonella was discovered during a health inspection at one of the restaurants. The marketing manager was interested in how other restaurants had dealt with similar situations. Which of the following types of data would be the most appropriate way to find answers related to this marketing problem?

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secondary

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The marketing managers of Brand Z Shoes have clearly defined their research problem as "If we increase our promotions expenditures, by what percentage will it increase sales?" They have also decided that they need primary data to answer this question. To collect these data, they should most appropriately use _____ research.

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Quantitative

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Vegan Videos has decided to conduct exploratory research to clarify its marketing-related research problem. The company needs to collect primary data using qualitative research, but it has less time to collect these data from 20 customers with only one researcher. In this case, Vegan Videos should most likely use a(n) _____ to collect the data to meet its deadline.

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focus groups

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The marketing manager for Joe's Shoe-Mart has decided to conduct descriptive research using primary data. Based on some preliminary research of trade journals and interviews with customers, she knows what questions to ask. However, the customers she wants information from are spread out over many stores in several states. The best technique for her to collect these data would be _____.

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surveys

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The marketing manager of Low Cost Retailer wants to conduct descriptive research to gather information on what customers purchase, when they purchase, and how often they purchase certain products. For this purpose, the marketing manager should use _____.

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behavioral data

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The manager of Gina's Groceries wanted to see how customers would react to some new displays. To collect this information she posted employees where they could see the display and had them record how long customers looked at it, whether they picked up the item, and if they took the item with them. In this case, she is using _____ for her market research.

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observational data

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Dan is creating a survey for his company. The question he is currently working on asks his business-to-business customers to describe the ideal purchasing transaction. In the context of information content, Dan is utilizing a(n) _____ question.

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open-ended

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While writing a customer satisfaction survey, the marketing director for Brand X Bank created a set of questions that customers would answer by circling a number between 1 and 7. The number 1 meant that the customers were very dissatisfied by that aspect of the experience, whereas 7 meant that they were very satisfied. The director is using _____ questions to collect this information.

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close-ended

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The marketing manager of a firm has hired a market research team. Together, the manager and the researchers decide that they need data from current customers and noncustomers who fit a specific demographic and lifestyle profile. In the context of research design activities, the selection of these individuals as targets for data collection represents the _____.

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sampling plan

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The marketing director of Bank Y decides to conduct a survey of 5,000 current customers to gather information to answer the research problem of what the bank can do to improve its services and customer satisfaction. She starts with a database of 50,000 current customers and randomly picks a name on the list to start. She then selects every tenth person as she goes down the list to receive a survey. She is using a _____ sampling method to select the participants for the study.

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probability

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The manager of Big Brand Clothing wants to determine what items consumers are looking for this Christmas so that he can plan his orders. He decides to collect data for the purpose by stationing employees outside the store on a particular Saturday with a list of questions to ask willing shoppers to answer as they pass by. In this case, the manager is using a _____sampling method to select respondents.

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non-probability

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The CEO of Big Wheel Automotive is concerned about declining sales. He has identified his research problem as the fact that his competitors are drawing away his business. He purchases access to J. D. Power's automobile rankings to learn about possible reasons for the shift in consumer purchasing. In this case, the CEO is using _____ to collect secondary data for his research problem.

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market research organizations

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A marketing manager is considering a new advertising campaign for Guzzle Beverages. She purchases six months of scanner data for Cruncheez Snack Foods, a company that recently ran a similar campaign. She wants to use this information to determine the campaign's effectiveness before implementing it for Guzzle. In this case, the marketing manager is using _____ to collect the needed information for research.

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secondary data

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The account manager of a market research firm is conducting secondary research on consumer preferences in energy drinks for his clients. His client's drink is 100% organic, but all of the secondary data he has found contains only beverages that contain a majority of artificial ingredients. This scenario illustrates the fact that secondary data _____.

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will not fit the research problem exactly

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The owner of Joe's Pool Hall found some secondary data online that measured consumer reactions to certain amenities in bars and nightclubs. However, he is concerned about how these data were collected and whom it was collected from. This represents the concerns associated with the _____ of secondary data.

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validity

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The marketing management team of Brand Z Toys is looking at the possibility of opening a new plant in one of several developing countries. Before they decide on which country they want to build in, they want to conduct some preliminary research including local population demographics and lifestyle characteristics. However, they have discovered that the governments in several of these countries do not have a department that collects these data and no independent research firm has measured any of these areas. This shows the difficulty with secondary data _____ in global markets.

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acessability

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When examining some secondary data from Uzbekistan, the marketing manager of RS Chemicals notices that the income figures seem high even after conversion to U.S. dollars. He later learns that the government agency that collects this information records total household income rather than per capita income as in most other countries. This shows the difficulty with secondary data _____ in global markets.

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comparability

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The recent controversy over the age of Chinese Olympic gymnasts because of differing ages on their passports and in government files exemplifies the difficulty with secondary data _____ in global markets.

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depandability

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The marketing management team of Superior Foods Inc. hired a research firm to collect preference data from consumers in several former Soviet Bloc countries. However, the researchers struggled to get these data, especially from older citizens who were afraid that the information would be used against them, as it had been when they were under a Communist government. Which of the following problems associated with collecting primary data in global markets does this scenario exemplify?

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unwillingness to respond

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To ensure the primary data they collected about consumer reactions to their product were accurate, the makers of Classic Toiletries hired a single research firm to visit certain cities in various countries. In the past, the company had used mail and telephone surveys by local companies in each country to gather data, but it was concerned about whom these companies were surveying and if they actually fit the demographic and lifestyle profiles of Classic's target market. Classic hired a new research firm to overcome the problem of _____ that can occur when collecting primary data in global markets.

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unreliable sampling procedures

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A manufacturer of food products is looking at entering several new markets in developing countries. Before it does this, the company wants to collect data on item and flavor preferences in these markets. It sends out a survey that has been accurately translated into the local language, but it still receives inconsistent results. In talking with a consulting firm, the manufacturer is informed that several of these countries have extremely high illiteracy rates and the survey answers may be only random guesses by the respondents. Which of the following problems associated with collecting primary data in global markets does this scenario exemplify?

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Insufficient comprehension

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A good market research _____.

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impartial

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Reasons for conducting exploratory research include _____.

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Claryfing the research problem

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Which of the following is true of in-depth interviews?

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They are used for exploratory research.

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Which of the following statements is true of secondary data?

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Secondary data will not fit the research problem exactly.

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Which of the following is an advantage of secondary data?

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Secondary data are a fast way to get information.

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An advantage of secondary data over primary data is that they _____.

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are less expensive

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A disadvantage of online focus groups is that _____.

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Participants can become distracted and environmental factors can affect their concentration

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Health+ Nutritional Supplements is conducting an online focus group to learn more about the nutritional habits of senior citizens and the underlying causes of these behaviors. They are having problems because many of the members of their target market do not own computers. Which of the following disadvantages of online focus groups does this scenario illustrate?

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limited access

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The primary difference between domestic and international research is that, international market data are _____.

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more difficult to understand than domestic data

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Which of the following is true of collecting data for market research in global markets?

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The quantity and quality of data found in the United States are not available in most of the world.

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Which of the following is one of the three factors a company needs to consider when creating a market information system?

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information needs

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The marketing manager of Zenith Corp. is interested in ranking clients on the basis of their profitability, and accesses a database that tells him about the frequency and size of each client's order along with the actual costs per order. This database is part of the _____ system.

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customer relationship management

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The sales manager at a company collects, analyzes, and stores data from the macro environment on a continuous basis. This illustrates the concept of _____.

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marketing intelligence

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The marketing manager for Ned's Bar and Grill notices that his typical customer is a male college student. In the context of external information sources, he is using _____ to define his market.

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demographics

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Concerned by recent negative trends in economic indicators such as the consumer price index, gross domestic product, and inflation, the marketing manager of Kevin's Kayaks recommends that the company should reduce its advertising spending. His recommendation is based on _____ data.

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macroeconomic

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Which of the following is an internal source of collecting information for making marketing decisions?

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customer orders

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_____ is defined as the methodical identification, collection, analysis, and distribution of data to discover and solve marketing problems or enhance good decision making.

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Market research

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Which of the following type of research is less structured and can employ methods such as surveys and interviews to collect the data?

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qualitative

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In the context of sampling plan, a comprehensive record of each individual in the population of interest is known as a _____.

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Census

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_____ sampling uses a specific set of procedures to identify individuals from the population to be included in the research.

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probability

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For managers, the key section of the market research report that presents a synopsis of the analysis and essential findings is the _____.

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executive summary

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In the market research process, once the data are collected, coded, and verified, the next step is to _____.

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analyze the information

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Judy works at Max Pizza shop. She is a single mom and makes only minimum wages. However, by utilizing the new financial terms available, she recently purchased a BMW; this is an example of a(n) _____.

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aspirational purchase

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Whole Foods Inc. is considered to be down-to-earth and wholesome by consumers. Which of the following brand personality traits are best represented by Whole Foods Inc.?

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sincearity

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Alma and Tarvares see an ad for a new Sony LCD flat-panel television. Alma sees the ad as a high-quality television worth the money while Tarvares sees the ad as an overpriced television that does not warrant a premium price. What makes them see the same ad so differently?

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perception

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Bella is exposed to around 2,500 messages daily. Since she cannot process, let alone retain, all those messages, she focuses on what is relevant and eliminates what is not. What psychological tool does she employ?

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selective awareness

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A company wants to create an association between two stimuli: marketing information and attitude. The company is using _____.

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classical conditioning

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When baby boomers hear music that connects them with positive memories and the product and brand that is being advertised, they reflect ______.

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conditioned learning

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Frito-Lay is using _____ when offering free in-store samples of Doritos for the express purpose of getting people to try the product, enjoy the product, and finally purchase a bag of Doritos.

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operant conditioning

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Marketing managers need to pay attention to culture because _____.

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failing to understanding culture has a significant negative effect on product acceptance

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In the United States, the obligation and commitment to family are often limited to an individual's immediate family, including his or her parents, children, and siblings. Most Latin American cultures, on the other hand, have a more wide-ranging definition of family that includes extended family members such as cousins and grandparents and also are more inclusive with extended family members living together. This is an example of differences in _____.

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cultural values

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Maria identifies with a specific religious group, which is a smaller division of her culture. Maria's religious group is an example of a(n) ______.

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subculture

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An individual watching an ad on the Major League Baseball World Series will act differently whether watching the show at home alone or at a party with friends due to differences in _____.

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physical surrounding

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John's beliefs, attitudes, and behaviors are influenced by his friends. His friends can be identified as a(n) _____.

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reference group

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Jill is considered a(n) _____ when it comes to wine because she has information about many kinds of wines, places to shop, and other facets of the wine market.

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market maven

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_____ are the stages of the consumer decision-making process.

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Problem recognition, search for information, evaluation of alternatives, product choice decision, post-purchase evaluation

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Mia often has desires that reflect how she would like to feel or live in the present time and this is known as a(n) _____.

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Preferred state

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Before Gabriel bought a camera, he engaged in a thorough information search reviewing magazines, soliciting opinions from friends and families, conducting online searches, and testing out different cameras in the store. This is an example of a(n) _____.

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extensive information search

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When making product choices, Kristina chooses the products that her friend likes. This is an example of _____ affecting the actual choice decision.

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social circumstances

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_____ are all marketing activities that affect the consumer decision process.

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Value proposition, distribution, and marketing communications

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Internal forces such as _____ affect consumer choices.

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Age and attitude

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Graduating from college, getting married, and having a child all transform an individual's buying habits and are referred to as the _____.

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family life cycle

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Which of the following is a psychological attribute that affects consumer choices?

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perception

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Companies are including on-premise day care centers as part of their benefit packages. In addition, private centers continue to see significant growth. In the context of lifestyle trends in the United States, which of the following does this exemplify?

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women in the workforce

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_____ is the force by which powerful unmet needs prompt someone to action.

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motivation

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Which of the following key elements of motivation is proposed by Herzberg's two-factor theory?

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motivators and hygiene factors

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Managers gain important information such as the beliefs/values of customers by having them check off rating scales that evaluate a product's performance on a list of attributes by using the _____.

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multi attribute model

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In marketing, _____ of a product is even more important than the realityof that product.

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perception

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Perception drives a person's attitudes, beliefs, motivation, and, eventually, his or her _____.

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behavior

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_____ refers to a process utilized by people to help manage the flow of environmental stimuli.

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perception

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Which of the following are the three psychological tools the shape perception?

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Selective awareness, selective distortion, selective retention

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_____ refers to a tool that helps individuals focus on what is relevant and eliminate what is not.

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selective awarness

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_____ tends to reinforce existing attitudes and creates a real challenge for marketers trying to overcome negative beliefs and attitudes since people are less likely to be aware of or retain information to the contrary.

answer

selective retention

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Information can be misunderstood or made to fit existing beliefs, a process known as _____.

answer

selective distortion

question

_____ is the process of placing in one's memory only those stimuli that support existing beliefs and attitudes about a product or brand.

answer

selective retention

question

_____ is any change in the content or organization of long-term memory or behavior.

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learning

question

The two fundamental approaches to learning include _____.

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conditioned and cognitive learning

question

Although conditioning requires little effort on the part of the learner, _____ is more active and involves mental processes that acquire information to work through problems and manage life situations.

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cognitive learning

question

_____ is a set of unique personal qualities that produce distinctive responses across similar situations.

answer

personality

question

Nonverbal communications can _____ what is spoken if not used correctly.

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contradict

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An emerging consumer trend in many industrialized countries is the willingness to trade _____.

answer

time for money

question

_____ is a ranking of individuals into harmonized groups based on demographic characteristics such as age, education, income, and occupation.

answer

social class

question

_____ fulfill an important role by classifying, explaining, and then bestowing information, most often to family and friends but occasionally to a broader audience.

answer

opinion leaders

question

When a person is concerned with the outcome of a process, they will spend more time acquiring new information about product options and become more emotionally connected to the process and the decision by engaging in _____.

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high-involvement learning

question

_____ include independent groups, personal associations, marketer-created information, and experiences.

answer

external information sources

question

High-involvement, large purchases often lead to a level of doubt or anxiety known as _____.

answer

post-purchase dissonance

question

Which of the following reflects a customer brand role?

answer

Brands convey information about a product.

question

Which of the following reflects a company's brand role?

answer

Brands offer an effective and efficient methodology for categorizing products.

question

The owner of Santos Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment. The owner decides to purchase a Dixie Chopper because of its reputation for dependability and excellent customer service. He felt more secure and less anxious about choosing this product. Which of the following brand roles does this scenario exemplify?

answer

Helping reassure the customer in the purchase decision

question

When customers see the logo of McDougal's restaurant, they think of food served quickly in a clean, family-friendly environment. Which of the following brand roles does this exemplify?

answer

Conveying information about a product

question

When a competitor used its logo in a disparaging way in an advertisement, Max Corp. sued. It won the suit on the basis that the competitor violated its trademark. Which of the following brand roles does this scenario exemplify?

answer

Offering legal protection for a product

question

_____ brands enable manufacturers to leverage marketing resources by creating efficiencies in marketing communications and distribution.

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national

question

Over the years Athena Footwear had developed a reputation as a manufacturer of moderately priced high-quality footwear. Recently it decided to introduce a low-price line of shoes; however, the new line suffered from poor performance and durability. Because of these problems, the sales of the new line were poor despite the aggressive branding strategy and the value of Athena Footwear's brand dropped significantly. Which of the following limitations of branding does this example illustrate?

answer

Failure to overcome poorly designed products

question

Because Sony has so many different product offerings in various types of electronics, management has found that it is helpful to use brands to keep track of products in each type. Thus, it has different brand names for its televisions, DVD players, and portable music players. Which of the following brand roles does this example illustrate?

answer

Offering an effective and efficient methodology for categorizing products

question

An unknown company illicitly used the brand name of Kings, a well-known chocolate manufacturer, in order to increase sales of its products. However, since customers unknowingly purchased those chocolates and were dissatisfied with the quality, Kings experienced sharp decrease in sales. Which of the following limitations of branding does this example illustrate?

answer

Failure to protect the brand

question

The owners of NK Medical Equipment have been developing the brand equity of their MRI and CAT scan equipment. Now, on the mention of NK's machines, radiologists and hospital purchasing agents usually say that they have heard of NK's offerings and are interested in learning more about them. This response signals a familiarity and potential commitment to the brand. In this case, which dimension of brand equity has been achieved by NKMedical Equipment?

answer

Brand awareness

question

Gino always purchases clothing made by S&G Clothing. He tells others about how much he likes their clothes and the high levels of quality maintained by S&G. When a shirt he purchased turned out to be defective, instead of switching to another clothing company, he gave S&G a chance to fix the problem and still shops there. Which dimension of brand equity does Gino demonstrate?

answer

Brand loyalty

question

Since Maytag's appliances have earned a reputation as being reliable and durable, John decided to buy a new Maytag washing machine, and was willing to buy it, despite being expensive compared to other brands. Which dimension of brand equity does this example illustrate?

answer

Perceived quality

question

James has been to Farm Fresh Ice Cream Shops several times. Being a loyal customer, he has developed certain emotional and psychological connections with the brand. For instance, he links the brand with higher levels of customer service. Which dimension of brand equity does this example illustrate?

answer

brand association

question

KFC is very protective of its "Seven Herbs and Spices" recipe, which, in the view of the company, gives it a significant competitive advantage over other restaurants, and will use any legal resource available to protect its patented formula. Which dimension of brand equity does this example illustrate?

answer

Brand assets

question

Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel coated, Joan chooses to purchase the national brand because she thinks it will work better based on the brand name alone. Which dimension of brand equity does this example illustrate?

answer

Perceived Quality

question

Dan's Pasta has developed a strong brand name in the dry pasta marketplace based on its texture and taste. Through its strong brand, Dan's Pasta was able to introduce a successful line of sauces under the same brand name. Which of the following dimensions of brand equity does this example illustrate?

answer

Perceived quality

question

Because of its reputation for excellent flavor and increasing energy, NRG Beverages is able to charge a price premium for its products. Which of the following dimensions of brand equity does this example illustrate?

answer

Perceived quality

question

Fred bought a bicycle from a well-known brand without even considering the other equally good, unbranded bicycles. This shows the advantage that branded products have over unbranded ones in terms of _____.

answer

perceived quality

question

When Maria purchases laundry detergent she is able to easily recall and process information about Tide, but not the other brands. Which benefit of brand equity for customers does this exemplify?

answer

Brand connections

question

Z brand is the market leader in small appliances. Its brand is also the strongest in the category and customers identify with the brand. Because of the strength of its brand, other competitors are finding it difficult to successfully enter the marketplace. Which of the following benefits of brand equity for brand sponsors does this exemplify?

answer

Brand connections

question

Courtney always prefers Coca-Cola products. She does not consider other beverages, even when they are cheaper than Coca-Cola. Which of the following benefits of brand equity for customers does this exemplify?

answer

Brand loyalty

question

Which of the following is a benefit of brand loyalty to the brand sponsor?

answer

Brand-loyal customers are forgiving, which enables companies to respond to a negative experience.

question

Intel makes a product most people never see; however, it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the benefit of _____ to marketing strategy.

answer

Brand loyalty

question

The marketing manager for DRNK Spirits has decided that all of the products his company produced would carry the same brand name of Nightlife. As a result, there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey. This is an example of _____.

answer

Family branding

question

Lever Brothers, a worldwide leader in consumer products, follows a brand strategy in its personal care division with nine brands (AXE, Dove, Lifebuoy, Lux, Ponds, Rexona, Sunsilk, Signal, and Vaseline) that operate independently of one another. This is an example of _____.

answer

Stand alone branding

question

International Delight coffee creamers frequently adds new flavors to its product offerings. This would be an example of a _____ extension. natural

answer

line

question

Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions. Dell engaged in a _____ extension.

answer

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