Marketing 5th Edition

Chapter 1 - Overview of Marketing Marketing 5th 1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids 1.1.1.1.1.1.1.2 Marketing Applications 1 Do you know the difference between needs and wants? When companies that sell frozen desserts develop their marketing strategy, do they concentrate on satisfying their customers needs or wants? What about a

Chapter 1 Overview of Marketing 1.1.1.1.1.1.1.1 Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips 1.1.1.1.1.1.1.2 Brief Chapter Outline What is Marketing? Why is Marketing Important? Summing Up End of

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 1-1: Overview of Marketing 1-2: Learning Objectives These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 1-3: Building Value Online Ask students: How many of you shop at Starbucks? What do you find

Chapter 10 - Marketing Research Marketing 5th Answers To End Of Chapter Learning Aids Marketing Applications 1 A large hardware store collects data about what its customers buy and stores these data in a data warehouse. If you were the stores buyer for lawn equipment, what would you want to know from

Chapter 10 Marketing Research Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips Brief Chapter Outline The Marketing Research Process Secondary Data Primary Data Collection Techniques Emerging Technology and the

Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 10-1: Marketing Research 10-2: Learning Objectives These are the learning objectives for this chapter. 10-3: Disney Ask students: How did Disney conduct research and what did they learn? Students should realize that exploratory research was very important. How should Disney deal with the backlash among

Chapter 11 - Product, Branding, and Package Decisions Marketing 5th Answers To End Of Chapter Learning Aids Marketing Applications 1 LLBean guarantees that its products will last forever. What features of a pair of pants from LLBean would be part of the actual product and which would be part of the associated

Chapter 11 Product, Branding, and Package Decisions Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips Brief Chapter Outline Complexity and Types of Products Product Mix and Product

Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 11-1: Product, Branding, and Packaging Decisions 11-2: Learning Objecves These are the learning objectives for this chapter. 11-3: Red Bull Ask students: How many use energy drinks? Do you buy Red Bull branded products? How did you feel about the product? Pushing the envelope is just

Chapter 12 - Developing New Products Marketing 5th Answers To End Of Chapter Learning Aids Marketing Applications 1 Some people think that a product should be considered new only if it is completely new to the market and has never existed before. Describe or give examples of other types of new products. Students

Chapter 12 Developing New Products Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips Brief Chapter Outline Why Do Firms Create New Products? Diffusion of Innovation How Firms Develop

Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 12-1: Developing New Products 12-2: Learning Objectives These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 12-3: 3D Printing As more companies and consumers seek out 3D printers, their prices have dropped precipitously. The technology keeps improving, and

Chapter 13 - Services: The Intangible Product Marketing 5th Answers To End Of Chapter Learning Aids Marketing Applications 1 Those companies from which you purchase products and services are not pure sellers of services, nor are they pure sellers of products. What services does a pizza restaurant provide? What goods does the

Chapter 13 Services: The Intangible Product Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips Brief Chapter Outline Services Marketing Differs From Product Marketing Providing Great Service: The

Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 13-1: Services: The Intangible Product 13-2: Learning Objectives These are the learning objectives for this chapter. 13-3: Zappos The United Kingdom food delivery service Seamless makes sure that employees are monitoring Twitter at all hours of the day. This is in order to be better about responding through

Chapter 14 - Pricing Concepts for Establishing Value Marketing 5th Answers To End Of Chapter Learning Aids Marketing Applications 1 You and your two roommates are starting a pet grooming service to help put yourselves through college. There are two other well-established pet services in your area. Should you set your price higher

Chapter 14 Pricing Concepts for Establishing Value Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips Brief Chapter Outline The Five Cs of Pricing Macro Influences on Pricing Summing

Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 14-1: Pricing Concepts for Establishing Value 14-2: Learning Objectives These are the learning objectives for this chapter. 14-3: The 5 Cs of Pricing Ask students Whats the most you will pay for laundry detergent? Ask students why they will pay the prices they mention? It really comes

Chapter 15 - Strategic Pricing Methods Marketing 5th Answers To End Of Chapter Learning Aids Marketing Applications 1 Suppose you have been hired as the pricing manager for a drugstore chain that typically adds a fixed percentage onto the cost of each product to arrive at the retail price. Evaluate this technique. What would

Chapter 15 Strategic Pricing Methods Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips Brief Chapter Outline Considerations for Setting Price Strategies Pricing Strategies Pricing Tactics Legal and Ethical Aspects

Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 15-1: Strategic Pricing Methods 15-2: Learning Objectives These are the learning objectives for this chapter. 15-3: Groupon.com McDonalds announced plans to introduce chicken wings for a limited time. It also released projections that it would sell approximately 250 million orders. Ask students Should McDonalds sell chicken wings?

Answers To End Of Chapter Learning Aids Marketing Applications 1 Describe marketing channel management by identifying the major activities that it involves. Identify several ways that marketing channel management adds value to a companys offerings, with regard to both consumers and business partners. A marketing channel is the set of

Chapter 16 Supply Chain and Channel Management Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional

Chapter 16 - Supply Chain Managementand Channel Management Marketing 5th Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 16-1: Supply Chain Management 16-2: Learning Objectives Ask students: How has Walmart aligned its systems. The opening vignette describes distribution efficiencies through technology innovations. 16-3: Amazon Ask students: How has Amazon aligned its systems. The

Answers To End Of Chapter Learning Aids Marketing Applications 1 Does Reebok pursue an intensive, an exclusive, or a selective distribution intensity strategy? Would you suggest any changes to this strategy? Reebok likely uses a selective distribution strategy. A selective distribution lies between the intensive and exclusive distribution strategies; companies

Chapter 17 Retailing and Multi-Channel Marketing Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips

Chapter 17 - Retailing and Multi-Channel Marketing Marketing 5th Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 17-1: Retailing and Multichannel Marketing 17-2: Learning Objectives These are the learning objectives for this chapter. 17-3: H&M When H&M opened its flagship Times Square store, it aimed to create not just the most exciting store in

Answers To End Of Chapter Learning Aids Marketing Applications 1 Assume that the contemporary apparel company Juicy Couture has embarked on a new IMC strategy. It has chosen to advertise on TV during the NBC Nightly News and in print in Time magazine. The message is designed to announce new styles

Chapter 18 Integrated Marketing Communications Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips

Chapter 18- Integrated Marketing Communications Marketing 5th POWERPOINT SLIDES WITH TEACHING NOTES Power Point Slide Teaching Notes 18-1: Integrated Marketing Communications 18-2: Learning Objectives These are the learning objectives for this chapter. 18-3: Coca-Cola It might seem, for example, that Coca-Cola is such a well-defined brand that its communications would be automatically consistent across marketing channels. But

Answers To End Of Chapter Learning Aids Marketing Applications 1 What are the objectives of the Chipolte ad (page 579)? Does the ad have more than one objective? Explain your answer. All advertising campaigns aim to achieve certain objectives: to inform, persuade,and remind customers. Another way of looking at advertising

Chapter 19 Advertising and Sales Promotions Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips

Chapter 19 - Advertising and Sales Promotions Marketing 5th Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 19-1: Advertising, Public Relations, and Sales Promotions 19-2: Learning Objectives These are the learning objectives for this chapter. 19-3: Chipotle Mexican Grill Chipotle has adopted a marketing plan that spans a range of media. In animated

Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th 1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids 1.1.1.1.1.1.1.2 Marketing Applications 1. How have Nike and Adidas created sustainable competitive advantages for themselves? Nike and Adidas have created sustainable competitive advantages for themselves bybuilding brand awareness through strategic sponsorships, unique advertising

Chapter 2 Developing Marketing Strategies and a Marketing Plan 1.1.1.1.1.1.1.1 Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips 1.1.1.1.1.1.1.2 Brief Chapter Outline What is a Marketing

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 2-1: Developing Marketing Strategies and a Marketing Plan 2-2: Learning Objectives These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 2-3: Nike Students will most likely be familiar with Nike products. Ask Students to comment on

Chapter 20 - Personal Selling and Sales Management Marketing 5th Answers To End Of Chapter Learning Aids Marketing Applications 1 How has your perception of what it would be like to have a career in sales changed since you read this chapter? Students may have had very different ideas about the selling profession

Chapter 3 - Social and Mobile Marketing Marketing 5th 1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids 1.1.1.1.1.1.1.2 Marketing Applications 1 Examine Gatorades social media strategy using the 4E model. The four Es are: excite customers with relevant offers, educate them about the offering, help them experience products (directly or indirectly), give customers an

Chapter 3 Social and Mobile Marketing 1.1.1.1.1.1.1.1 Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips 1.1.1.1.1.1.1.2 Brief Chapter Outline The 4E Framework for Social Media Categories

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 3-1: Social and Mobile Marketing 3-2: Learning Objectives These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 3-3: Dell Through Facebook, LinkedIn, Twitter, and Google +, as well as Dells flagship blog Direct2Dell.com and a host

Chapter 4 - Marketing Ethics Marketing 5th 1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids 1.1.1.1.1.1.1.2 Marketing Applications 1 Discuss why marketers use internet cookies and the potential ethical issues this practice creates. Cookies enable marketers to discern where a shopper starts the search process, how he or she proceeds, and where the online

Chapter 4 Marketing Ethics 1.1.1.1.1.1.1.1 Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips 1.1.1.1.1.1.1.2 Brief Chapter Outline The Scope of Marketing Ethics Ethical Issues Associated with Marketing

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 4-1: Marketing Ethics 4-2: Learning Objectives These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 4-3: Fishing Using your mobile phone can provide personally identifying information to a massive data repository,

Chapter 5 - Analyzing the Marketing Environment Marketing 5th 1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids 1.1.1.1.1.1.1.2 Marketing Applications 1. Assume you are going to open a new store selling fitness products. Describe it. Who are your competitors? What would you do to monitor your competitors actions? Who are your customers?

Chapter 5 Analyzing the Marketing Environment 1.1.1.1.1.1.1.1 Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips 1.1.1.1.1.1.1.2 Brief Chapter Outline A Marketing Environment Analysis Framework The Immediate Environment Macroenvironmental

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 5-1: Analyzing the Marketing Environment 5-2: Learning Objectives These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 5-3: Travelodge Services such as hotel chains must constantly adapt to changing customer needs by

Chapter 6 - Consumer Behavior Marketing 5th 1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids 1.1.1.1.1.1.1.2 Marketing Applications 1. Does buying Kashi cereal satisfy a consumers functional or psychological need? How might this information help a Kashi brand manager better promote the product? Kashi cereal satisfies a consumers psychological need. While cereal

Chapter 6 Consumer Behavior 1.1.1.1.1.1.1.1 Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips 1.1.1.1.1.1.1.2 Brief Chapter Outline The Consumer Decision Process Factors Influencing the Consumer Decision Process Involvement

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 6-1: Consumer Behavior Chapter Five Consumer Behavior 6-2: Learning Objecves These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 6-3: Google Glass Google Glass has so appealed to consumers that they have competed to

Chapter 7 - Business-to-Business Marketing Marketing 5th 1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids 1.1.1.1.1.1.1.2 Marketing Applications 1 Provide an example of each of the four types of B2B organizations. In providing a representative example of each type, students demonstrate their understanding of B2B organizations. Examples of the four key types of B2B organizations

Chapter 7 Business-to-Business Marketing 1.1.1.1.1.1.1.1 Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips 1.1.1.1.1.1.1.2 Brief Chapter Outline B2B Markets The Business-to-Business Buying Process The Buying Center The Buying Situation Summing

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 7-1: Business-to-Business Marketing 7-2: Learning Objectives These are the learning objectives for this chapter. 7-3: Levis General Electric is the largest U.S. manufacturing firm and is seeking to become the most prolific user of innovative 3D printing. Ask students How do they think manufacturers would use industrial

Chapter 8 - Global Marketing Marketing 5th Answers To End Of Chapter Learning Aids Marketing Applications 1 What is globalization? Why is it important for marketers to understand what globalization entails? Globalization refers to the processes by which goods, services, capital, and people, information, and ideas flow across national borders. Globalization allows gods and

Chapter 8 Global Marketing Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips Brief Chapter Outline Assessing Global Markets Choosing a Global Entry Strategy Choosing a Global Marketing Strategy Summing

Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 8-1: Global Marketing 8-2: Learning Objectives These are the learning objectives for this chapter. 8-3: Coca-Cola Ask students: Why has Coca-Cola been successful in global markets? Coca-Cola has learned that they many complexities when entering global markets. Ask students: How should Coca-Cola increase beverage consumption in India? 8-4: Growth of

Chapter 9 - Segmentation, Targeting, and Positioning Marketing 5 Answers To End Of Chapter Learning Aids Marketing Applications 1 What segmentation methods would you suggest for a small entrepreneur starting her own business selling gourmet chocolates? Justify why you would recommend those methods. Students must think about the different benefits and trade-offs of the

Chapter 9 Segmentation, Targeting, and Positioning Tools For Instructors Brief Chapter Outline Learning Objectives Chapter Overview (Summing Up) Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Answers to End of Chapter Learning Aids Chapter Case Study Additional Teaching Tips Brief Chapter Outline The Segmentation, Targeting, and Positioning Process Summing Up End of Chapter

Powerpoint Slides With Teaching Notes Power Point Slide Teaching Notes 9-1: Segmentation, Targeting, And Positioning 9-2: Learning Objectives These are the learning objectives for this chapter. 9-3: Nerflix Through careful analysis of its millions of viewers and how they watched shows, Netflix, the movie rental company that has quickly and readily become one of the most popular and successful

Quiz Yourself- Chapter 1 1 Melanie works for a small computer software company. Her boss is constantly improving their products but neglecting customers, billing, and promoting the company. Her boss is probably stuck in the _____________ era of marketing. A. productionB. salesC. marketingD. value-based marketingE. retailing A. productionB. salesC. marketingD. value-based marketingE.

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same companyProcter & Gamble. Old Spice and Iams are known as A. individual brands. B. family brands. C. corporate brands. D. traditional brands. E. umbrella brands. Answer: A.Old Spice and Iams are individual brands, separate brand

Convenience for the customer is seldom a factor for manufacturers when choosing a retail partner. Answer: FALSEWhen a manufacturer has a partnership with the retailer, this helps create value by providing the customer with convenience and satisfaction. FALSEWhen a manufacturer has a partnership with the retailer, this helps create value by providing

Phil put down the phone and told Alice, "I just love that customer. I got another big order, and they just keep on coming." Phil is most likely selling to a firm in what kind of buying situation? A. new buy B. modified rebuy C. straight rebuy D. generic buy E. adapted buy Answer: C.A straight rebuy

Fashion trends tend to experience short product life cycles. Answer: TRUEThis is true. Consequently, fashion designers produce entirely new product selections a few times per year. TRUEThis is true. Consequently, fashion designers produce entirely new product selections a few times per year. TRUE This is true. Consequently, fashion designers produce entirely new product selections

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs. A. social B. personal C. psychological D. esteem E. physiological Answer: E.Many people in

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market. A. demographic B. psychographic C. behavioral D. benefits E. geographic Answer: A.Age, education, and gender are demographic variables. A.Age, education, and gender are demographic variables. A. Age,

If a U.S. clothing brand buys from overseas suppliers who manufacture clothing using child labor, this is the supplier's problem, and the U.S. company has no reason to be concerned. Answer:[cpmembership level="2,3,4,5"] FALSE Even though the children are not actually employed by the U.S. firm, its reputationand perhaps even its salesmay suffer from

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a(n) __________ targeting strategy. A. macromarketing B. micromarketing C. benefit-based D. differentiated E. undifferentiated Answer: B.A corporate pilot fish will probably start with a very small group of customers

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation. Answer: FALSEThe question describes positioning, not psychographics. FALSEThe question describes positioning, not psychographics. FALSE The question describes positioning, not psychographics. Determinant attributes are product or service features that are

Retailers use _____ because they believe their use will induce customers to try new products, convert first-time users to regular users, increase purchases, and protect market share. A. seasonal discounts B. coupons C. rebates D. cumulative quantity discounts E. noncumulative quantity discounts Answer: B.Coupons are used for a variety of reasons, including encouraging trial, adding value,

Kellogg's sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg's product mix. Answer: FALSEProduct line depth (not breadth) equals the number of products within a product line, as in this question. FALSEProduct line depth

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them. Answer: FALSETop-of-mind awareness means that the consumer mentions the brand name first when asked about a product. FALSETop-of-mind awareness means that the consumer mentions the brand name first when asked about a product. FALSE Top-of-mind awareness

Getting merchandise floor-ready entails A. distributing and dispatching. B. ticketing and marking. C. vertical supply chain wholesaling. D. intensive cross-docking. E. selective checking. Answer: B.Floor-ready refers to merchandise that has been ticketed and marked with price and identification labels. B.Floor-ready refers to merchandise that has been ticketed and marked with price and identification labels. B. Floor-ready refers to merchandise

Members of Generation Y are also called Millennials. Answer: TRUEThe group of people born between 1977 and 2000 are referred to as Generation Y, Gen Y, or Millennials. TRUEThe group of people born between 1977 and 2000 are referred to as Generation Y, Gen Y, or Millennials. TRUE The group of people born between

If you had a small business and needed a sales force but did not wish to hire anyone, you could use the services of an independent agent. Answer:[cpmembership level="2,3,4,5"] TRUE Independent agents are salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer.[/cpmembership] Warren is conducting

The marketing of services differs from product marketing because services are all of these except A. intangible. B. inseparable. C. heterogeneous. D. renewable. E. perishable. Answer: D.All of these are differences between products and services, except for the quality of renewable. D.All of these are differences between products and services, except for the quality of renewable. D. All of

If a 1 percent decrease in price results in less than a 1 percent increase in the quantity demanded, demand is A. cross-price elastic. B. price inelastic. C. price elastic. D. status quo elastic. E. derived demand inelastic. Answer: B.Demand is said to be price inelastic if a percentage increase in price results in a smaller

If a firm adopts a CRM business philosophy, it most likely has a(n) _______ orientation with its customers. A. transactional B. external C. relational D. internal E. divisional Answer: C.A relational orientation refers to the building of relationships and the development of a better understanding of customers' needs and wants. A customer relationship management (CRM) program uses

The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the A. headline. B. body copy. C. brand elements. D. photo credits. E. subheads. Answer: B.The body copy represents the main text portion of the ad. It builds on interest generated

It may take several exposures to marketing communications before consumers are moved to buy. Answer:[cpmembership level="2,3,4,5"] TRUE A single exposure is often not enough to move someone to take action. Marketers measure the frequency of exposure for this reason.[/cpmembership] Geraldine is in NEC's sales training program. She will probably be taught that all a

When a global firm turns to its subsidiaries in less developed markets for new product ideas, such as when Coca-Cola developed Minute Maid Pulpy out of its Shanghai research center and then moved the product into other markets around the world, the firm is engaged in A. a consortia. B. reverse innovation. C.

A gray market employs irregular but not necessarily illegal methods of distributing products. Answer: TRUEOne example of a gray market is the sale of goods at prices lower than intended by the manufacturer due to a retailer legally circumventing channels of distribution. TRUEOne example of a gray market is the sale of

Which of the following are the two components of a global marketing strategy? A. understanding foreign currency fluctuations and developing products that can be priced accordingly B. determining which target markets to pursue and developing a marketing mix to obtain a competitive advantage C. understanding the supply chain and distribution networks in foreign

When her salespeople bring in five new customers, Marissa gives them a $1,000 payment. This is an example of a A. commission. B. bonus. C. sales contest. D. nonfinancial reward. E. salary. Answer: B.A bonus is a payment made at management's discretion when the salesperson attains certain goals. B.A bonus is a payment made at management's discretion

With a median age of 36.3 years, ________ is one of the most rapidly aging countries in the world. A. Russia B. China C. Brazil D. India E. Chile Answer: B.Although China's median age is slightly younger than that of the United States currently, at36.3 years, the application of the one-child policy means that China is one

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent wildfires" is an example of a successful A. push-and-pull advertisement. B. puffery campaign. C. sales promotion. D. product-focused advertisement. E. public service announcement. Answer: E.This is an example of a public service announcement, which is a message focused on public welfare. E.This is an

The key factor distinguishing retailers from other members of the supply chain is that A. they sell to consumers, businesses, and government. B. they utilize marketing to reach consumers. C. they use advertising to generate demand. D. they rarely engage in personal selling. E. they sell to customers for their personal use. Answer: E.Retailers sell to

The consumer decision process model represents A. the concept of habitual decision making. B. the retrieval of an evoked set based on physiological needs. C. the steps that consumers go through before, during, and after making purchases. D. the shift from an internal to an external locus of control. E. the types of decisions all

Serena studies her customer profiles, market research data, complaints, and other information, attempting to better understand what her customers want. Serena most likely operates in the __________ era of marketing. A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. retailing-oriented Answer: D.Serena is attempting to understand her customers' perceptions of value. D.Serena is attempting to understand

The Eiger Labs MPMan was the first mass-produced MP3 player sold in the United States. Eiger Labs was a(n) __________ in the MP3 player market. A. blockbuster B. early adopter C. pioneer D. market tester E. concept tester Answer: C.Pioneer firms establish completely new markets or radically change both the rules of competition and consumer preferences

Which ethnic group tends to be not only more affluent and suburban than previously thought, but also younger, with 47 percent between the ages of 18 and 49 years? A. Caucasian B. Pacific Islander C. Hispanic D. Asian E. African American Answer: E.This describes African Americans. E.This describes African Americans. E. This describes African Americans. A relational orientation is based

Flora is frustrated with her company's supply chain management information system. She wants to be able to receive sales data, initiate purchase orders, send and receive invoices, and receive returned merchandise documentation. Flora needs a(n) A. cross-docking exchange. B. electronic data interchange system. C. vendor-managed inventory system. D. vertical conflict reduction system. E. radio frequency

Carol's Studio, located in a shopping mall, offers Zumba dance classes for all ages. Carol's Studio is known as a(n) A. service retailer. B. category specialist. C. specialty store. D. outlet studio. E. small-box specialist. Answer: A.A service retailer is a firm that primarily sells a service rather than merchandise. A.A service retailer is a firm that

The greater the discrepancy between a consumer's __________, the greater the consumer's need recognition will be. A. financial risk and performance risk B. search for alternatives and alternatives found C. needy state and desired state D. universal set and evoked set E. external and internal information search Answer: C.The consumer decision process begins when consumers recognize

In general, prices should not be based on costs because A. consumers are cost-conscious. B. producers rarely know what their costs are. C. consumers make their purchase decisions based on perceived value. D. producers need to avoid creating a cost competitive parity debate. E. customers are always right. Answer: C.Consumers choose to buy a product, or not,

__________ are subtle forms of promotion that encourage shopping in retailers' stores. A. Electronic signs B. Store credit cards and gift cards C. Large stocks of popular national brands D. Quick response and just-in-time delivery systems E. Extreme value offers and specialty share of the wallet programs Answer: B.Store credit cards and gift cards will encourage

To meet or exceed customers' expectations, marketers must A. know where customers live. B. know how often consumers buy their products. C. determine what those expectations are. D. recognize that expectations are tangible. E. empower customers to meet their own expectations. Answer: C.The most important thing a marketer needs to meet or exceed expectations is an accurate

Marketers sometimes use Hofstede's cultural dimensions to design marketing campaigns A. with low individualism symbolism when confronted with a time-oriented culture. B. that use uncertainty avoidance to reduce power distance. C. with significant power distance. D. consistent with underlying cultural values in a country. E. with more consistent time orientation. Answer: D.Marketers analyze cultures using Hofstede's

__________ attributes are product or service features that are important to buyers and that are used to differentiate among choices. A. Retrieval B. Financial C. Social D. Determinant E. Safety/performance Answer: D.Determinant attributes are product features that are important to buyers, and that the buyer perceives to be different between brands. D.Determinant attributes are product features that

Pam didn't go see the movie Gravity because her friends all said she wouldn't be able to handle it. When she found out how good it was, she blamed her friends. Pam is demonstrating an internal locus of control. Answer:[cpmembership level="2,3,4,5"] FALSE By letting her friends' opinions control her actions, and then blaming

The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely A. decrease national cultural identity. B. reduce regional cultural differences. C. make it difficult to collect demographic information. D. create a demand for a new generational cohort. E. make it more difficult for

Kyle is preparing for an important sales presentation. He knows that customers are more likely to ___________ during his presentation than during other stages of the selling process. A. be identified as qualified leads B. agree with everything he says C. raise objections D. offer advice E. return unacceptable merchandise Answer: C.Customers are more likely to

Television advertising has recently expanded to include "mini-ads," which are short ads lasting 5 to 10 seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. Given this fact, this type of advertising will be more useful

Private-label brands are developed and managed by A. manufacturers. B. wholesalers. C. supply chain specialists. D. manufacturer's representatives. E. retailers. Answer: E.Private-label brands are brands developed by retailers. E.Private-label brands are brands developed by retailers. E. Private-label brands are brands developed by retailers. Price advertisements should never A. include "puffery." B. deceive customers to the point of doing harm. C. include the MSRP. D.

__________ segmentation is the segmentation method most directly related to value creation for consumers. A. Geographic B. Demographic C. Psychographic D. Benefit E. Geodeomographic Answer: D.Benefits segmentation seeks to segment customers based on the benefits they seekin other words, the value they will obtainfrom the product. D.Benefits segmentation seeks to segment customers based on the benefits they

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) __________ strategy. A. concentrated targeting B. micromarketing C. benefit targeting D. differentiated targeting E. undifferentiated targeting Answer: D.Firms using a differentiated targeting strategy target several market segments with a different offering for each.[/cpmembership] D.Firms using a differentiated targeting strategy target several

The marketing goal of getting the "right quantities to the right locations, at the right time" relates to A. communicating the value proposition. B. managing the supply chain. C. performing service marketing. D. capturing value. E. managing price and performance. Answer: B.The question describes the place component of the marketing mix, which involves managing the supply chain. B.The

Core Publishing Company learned that when selling overseas, local fulfillment can be more cost-effective, and it also can decrease delivery time and improve customer service. This is an example of a global _________ strategy. A. communication B. product C. promotion D. distribution E. pricing Answer: D.This is a global distribution strategy as it relates to the

Heather has been assessing a number of her firm's products using the Boston Consulting Group (BCG) approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors.

Briefly describe the three-stage process for engaging customers using social and mobile media. Answer: The three-stage process is listen to what customers have to say, analyze the information available through various touch points, and finally implement (or do) social media tactics to excite customers. The three-stage process is listen to what customers have

When Buffalo Bank required all customers to use its online banking services, over 20 percent of its customers closed their accounts. In this scenario, Buffalo Bank's service fell outside customers' zone of tolerance. Answer:[cpmembership level="2,3,4,5"] TRUE The zone of tolerance is a range between customers' desired levels of service and the minimum they

The potential benefits of brand extension do not include A. allowing the perception of a brand with a quality image to be carried over to the new product. B. lowering marketing costs. C. boosting sales of the core brand. D. spending less on creating brand awareness and associations. E. eliminating competition. Answer: E.Since consumers are already familiar

Marketers particularly want their brands and products to be in consumers' __________ sets. A. universal B. retrieval C. evoked D. deterministic E. behavioral Answer: C.The universal set represents all brands, regardless of whether or not the consumer is aware of them. The retrieval set represents all brands the consumer can recall. The evoked set represents all

Suppose that you are the vice president of marketing for Target, the large retail store chain. You want to keep your website and in-store services current with technological advances. You would be experimenting with what is most likely the next expected development in mobile technology, which is A. wireless payments from

If McDonald's wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas except A. offering an expanded menu of healthy options. B. making nutritional information readily available to consumers. C. using recycled paper in its food packaging. D. using

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect. Answer: FALSESometimes consumers don't act immediately after receiving a marketing communication

Generally, firms entering foreign markets begin with A. less risky strategies first. B. direct investment. C. importing. D. decentralized production. E. the riskiest, but most profitable endeavor. Answer: A.Many firms choose to enter foreign markets first with less risky strategies (such as exporting), moving to riskier strategies as their knowledge and experience grows. A.Many firms choose to