Marketing: An Introduction 13th Edition

Company Case 1 FedEx: Making Every Customer Experience Outstanding Synopsis FedEx got its start when no company was providing overnight delivery service on a broad scale at affordable prices. Fred Smith, the company founder, recognized that the value of overnight delivery for businesses in particular was very high. The company was built on

Chapter 1 Marketing: Creating Customer Value and Engagement CHAPTER 1 MARKETING: CREATING CUSTOMER VALUE AND ENGAGEMENT PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES . Define marketing and outline the steps in the marketing process. 2. Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. 3. Identify the key elements of a

Use Key Term Customer Equity here. Use Figure 1.5 here. Use Linking the Concepts 2 here. Use Discussion Question 1-4 here. Use Marketing by the Numbers here. THE CHANGING MARKETING LANDSCAPE This section looks at five major developments: the digital age, the changing economic environment, the growth in not-for-profit marketing, rapid globalization, and

Use Critical Thinking Exercise 1-8 here. END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 1.1. Define marketing and outline the steps in the marketing process. (AASCB: Communication) Answer: Marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Company Case 10 Apple Pay: Taking Mobile Payments Mainstream Synopsis After years of predictions that mobile payments would replace cash and credit cards, there are finally signs that it might actually be happening. And Apple is leading the way with Apple Pay. And yet while Apple Pay is quickly gobbling up market share, Apple is far

Chapter 10 Marketing Channels: Delivering Customer Value CHAPTER 10 MARKETING CHANNELS: DELIVERING CUSTOMER VALUE PREVIEWING THE CONCEPTS: CHAPTER OBJECTIVES 1 Explain why companies use marketing channels and discuss the functions these channels perform. 2 Discuss how channel members interact and how they organize to perform the work of the channel. 3 Identify the major channel alternatives

MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT Use Chapter Objective 5 here. Use Key Term Marketing Logistics (Physical Distribution) here. Nature and Importance of Marketing Logistics Marketing logisticsalso called physical distributioninvolves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 10.1. Compare and contrast upstream and downstream partners in a companys supply chain. Explain why value delivery network might be a better term to use than supply chain. (AACSB: Communication) Answer: Producing a product or service and making it available to buyers requires building relationships

Chapter 11 Retailing and Wholesaling CHAPTER 11 RETAILING AND WHOLESALING PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Explain the role of retailers in the distribution channel and describe the major types of retailers. 2. Describe the major retailer marketing decisions. 3. Discuss the major trends and developments in retailing. 4. Explain the major types of wholesalers and

WHOLESALING Wholesaling includes all activities involved in selling goods and services to those buying for resale or business use. Wholesalers are those firms engaged primarily in wholesaling activities. Use Key Terms Wholesaling and Wholesaler here. Use Chapter Objective 4 here. Wholesalers buy mostly from producers and sell mostly to retailers, industrial consumers,

Company Case 11 Sears: Why Should You Shop There? Synopsis Sears, Where America Shops. Maybe at one time, but not anymore. This case chronicles the rise and fall of Americas once greatest retailer. It is a classic tale of a company that rose to market leadership by recognizing customer needs and fulfilling them.

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 11.1. Define the concept of shopper marketing and explain why it has grown in prominence. (AACSB: Communication) Answer: Retailers play an important role in connecting brands with consumers in the final phases of the buying process and at the point of purchase. In fact, many

Company Case 12 Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars Synopsis Once a group of massively boring companies, auto insurance firms were not known for creative advertising. That has changed dramatically in the past decade as all of the top companies have developed creative and entertaining campaigns based on widely recognized

Chapter 12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations CHAPTER 12 ENGAGING CONSUMERS AND COMMUNIATING CUSTOMER VALUE: ADVERTISING AND PUBLIC RELATIONS PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Define the five major promotion mix tools for communicating customer value. 2. Discuss the changing communications landscape and the need for integrated marketing communications. 3. Describe and

Selecting Advertising Media The major steps in advertising media selection are (1) deciding on reach, frequency, and impact; (2) choosing among major media types; (3) selecting specific media vehicles; and (4) deciding on media timing. Deciding on Reach, Frequency, Impact, and Engagement. Reach is a measure of the percentage of people in

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 12.1. Name and describe the five major promotion tools used in marketing. (AASCB: Communication) 12-2. What is integrated marketing communications (IMC), and how does a company go about implementing it? (AACSB: Communication) 12.3. Compare and contrast push and pull promotion strategies and discuss the factors

Chapter 13 Personal Selling and Sales Promotion CHAPTER 13 PERSONAL SELLING AND SALES PROMOTION PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Discuss the role of a companys salespeople in creating value for customers and building customer relationships. 2. Identify and explain the six major sales force management steps. 3. Discuss the personal selling process, distinguishing between transaction-oriented

THE PERSONAL SELLING PROCESS Steps in the Selling Process (Figure 13.3) Use Chapter Objective 3 here. Use Key Term Selling Process here. Use Figure 13.3 here. The selling process consists of seven steps. 1. Prospecting and qualifying 2. Preapproach 3. Approach 4. Presentation and demonstration 5. Handling objections 6. Closing 7. Follow-up 1. Prospecting and Qualifying Prospecting

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion questions 13.1. Describe the roles that a salesperson and the sales force perform in marketing. (AASCB: Communication; Reflective Thinking) Answer: The term salesperson covers a wide range of positions. At one extreme, a salesperson might be largely an order taker, such as the department

Company Case 13 SunGard: Building Sustained Growth by Selling the SunGard Way Synopsis SunGard got its start back in the last 1970s as a data recovery backup center for the Sun Oil Company (Sunoco). That division was spun off into its own company and began servicing clients of all types and sizes. SunGard

Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mix Company Case 14 Alibaba: The Worlds Largest E-Tailer Is Not Amazon Synopsis As U.S. consumers rapidly add products to their carts on Amazon, Walmart.com, and various other online retail sites, most have never even heard of Alibaba. But while all the others have

Chapter 14 Direct, Online, Social Media, and Mobile Marketing CHAPTER 14 DIRECT, ONLINE, SOCIAL MEDIA, AND MOBILE MARKETING PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. 2. Identify and discuss the major forms of direct and digital marketing. 3. Explain how companies

Telemarketing Use Key Term Telemarketing here. Use Marketing by the Numbers here. Telemarketing involves using the telephone to sell directly to consumers and business customers. U.S. marketers spent an estimated $43 billion on telemarketing last year, almost as much as on direct mail. Outbound telephone marketing is used to sell directly to

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 14.1. Discuss the benefits of direct and digital marketing to buyers and sellers. (AACSB: Communication) Answer: For buyers, direct and digital marketing are convenient, easy, and private. They give buyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of

Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mix Company Case 15 7-Eleven: Adapting to the Worlds Many Cultures Synopsis While most Americans are familiar with 7-Eleventhe countries biggest convenience store chain with 10,000 stores in 34 statesthey are likely unaware that the chain is not a U.S. company, but a Japanese company. They

Chapter 15 The Global Marketplace CHAPTER 15 THE GLOBAL MARKETPLACE PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Discuss how the international trade system and the economic, political-legal, and cultural environments affect a companys international marketing decisions. 2. Describe three key approaches to entering international markets. 3. Explain how companies adapt their marketing strategies and mixes for international

Chapter 15 The Global Marketplace DECIDING HOW TO ENTER THE MARKET Use Critical Thinking Exercise 15-9 here. Use Key Term Exporting here. Use Figure 15.2 here. Use Chapter Objective 2 here. Exporting Exporting is the simplest way to enter a foreign market. Indirect exporting is working through independent international marketing intermediaries. Indirect exporting involves less

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 15.1. Explain what is meant by the term global firm and list the major decisions involved in international marketing. (AASCB: Communication) Answer: A global firm is one that, by operating in more than one country, gains marketing, production, R&D, and financial advantages that are not

Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mix Company Case 16 Adidas: Athletic Apparel With Purpose Synopsis Global athletic footwear and apparel giant adidas has established itself as a leader in just about every sport. But the area that the company has achieved the most greatness has little to do with basketball,

Chapter 16 Sustainable Marketing: Social Responsibility and Ethics CHAPTER 16 SUSTAINABLE MARKETING: SOCIAL RESPONSIBILITY AND ETHICS PREVIEWING THE CONCEPTS: CHAPTER OBJECTIVES 1. Define sustainable marketing and discuss its importance. 2. Identify the major social criticisms of marketing. 3. Define consumerism and environmentalism and explain how they affect marketing strategies. 4. Describe the principles of sustainable marketing. 5.

Marketing Ethics (Table 16.1) Corporate marketing ethics policies are broad guidelines that everyone in the organization must follow. What principle should guide companies and marketing managers on issues of ethics and social responsibility? One philosophy is that such issues are decided by the free market and legal system. A second philosophy

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 16.1. What is sustainable marketing? Explain how the sustainable marketing concept differs from the marketing concept and the societal marketing concept. (AASCB: Communication) Answer: Sustainable marketing calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future

Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value and Relationships CHAPTER 2 COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER VALUE AND RELATIONSHIPS PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Explain company-wide strategic planning and its four steps. 2. Discuss how to design business portfolios and develop growth strategies. 3. Explain marketings role in strategic

Use Marketing at Work 2.2 here. Market Targeting Market targeting involves evaluating each market segments attractiveness and selecting one or more segments to enter. A company with limited resources might serve only a few market niches. Market niches are segments that major competitors overlook or ignore. Most companies enter a new

Company Case 2 Samsung: A Strategic Plan for Success Synopsis In less than two decades, Samsung has gone from a little-known copycat consumer electronics brand to the largest consumer electronics company in the world by a wide margin. It accomplished this by setting lofty goals and by creating a culture of innovation. Samsung didnt just think

Use Key Term Marketing Return on Investment here. Use Chapter Objective 5 here. Use Marketing by the Numbers here. Use Figure 2.8 here. Marketing ROI measures the profits generated by investments in marketing activities. A company can assess return on marketing in terms of standard marketing performance measures, such as brand awareness,

Chapter 3 Analyzing the Marketing Environment CHAPTER 3 ANALYZING THE MARKETING ENVIRONMENT PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1 Describe the environmental forces that affect the companys ability to serve its customers. 2 Explain how changes in the demographic and economic environments affect marketing decisions. 3 Identify the major trends in the firms natural and technological environments. 4

Use Key Terms Natural Environment and Environmental Sustainability here. Use Chapter Objective 3 here. Use Discussion Question 3-4 here. The Technological Environment The technological environment is the most dramatic force now shaping our destiny. Use Key Term Technological Environment here. Use Online, Social Media, and Mobile Marketing here. Technology has released such wonders

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 3-1. Name and describe the types of publics in a companys marketing environment. (AASCB: Communication) Answer: The companys marketing environment also includes various publics. A public is any group that has an actual or potential interest in or impact on an organizations ability to achieve

Company Case 3 Sony: Battling the Marketing Environments Perfect Storm Synopsis Not so long ago, Sony was the market leader in consumer electronics. Everyone owned at least one, and probably multiple, Sony devices. But the market changed and Sony didnt. Clinging to its rigid engineering culture, Sony was passed by more nimble and

Company Case 4 Campbell Soup Company: Watching What You Eat Synopsis The Campbell Soup Company is one of those veteran companies that has been around for a long time. And there isnt a product category much older than soup. But Campbell has sustained growth and dominance by maintaining a strong marketing research focus. This

Chapter 4 Managing Marketing Information to Gain Customer Insights CHAPTER 4 MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1 Explain the importance of information in gaining insights about the marketplace and customers. 2 Define the marketing information system and discuss its parts. 3 Outline the steps in the marketing research process. 4

Online Behavioral and Social Tracking and Targeting Increasingly, online researchers are listening to and watching consumers by actively mining the rich veins of unsolicited, unstructured, bottom-up customer information already available on the Internet. Use Marketing at Work 4.1 here. Behavioral targeting is the practice of marketers using online data to

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 4-1. What is big data, and what opportunities and challenges does it provide for marketers? (AACSB: Communication; reflective Thinking) Answer: With the recent explosion of information technologies, companies can now generate and )nd marketing information in great quantities. The marketing world is filled to the brim

Company Case 5 GoldieBlox: Swimming Upstream against Consumer Perceptions Synopsis While pursuing a degree in engineering, Debbie Sterling recognized the lack of women in that field. As she researched possible reasons for this, she discovered that societal perceptions about gender roles and appropriate activities for boys and girls are influenced by the toy industry. While

Chapter 5 Understanding Consumer and Business Buyer Behavior CHAPTER 5 UNDERSTANDING CONSUMER AND BUSINESS BUYER BEHAVIOR PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Understand the consumer market and the major factors that influence consumer buyer behavior. 2. Identify and discuss the stages in the buyer decision process. 3. Describe the adoption and diffusion process for new products. 4.

Business Buyer Behavior Figure 5.6 shows a model of business buyer behavior. Within the organization, buying activity consists of two major parts: 1. The buying center and 2. The buying decision process. Major Types of Buying Situations Straight rebuy: the buyer reorders something without any modifications. Modified rebuy: the buyer wants to

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 5.1. Discuss the stages of the consumer buyer decision process and describe how you or your family used this process to make a purchase. (AACSB: Communication; Reflective Thinking) Answer: Students responses regarding how they used the buyer decision process will vary, but they should demonstrate

Chapter 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers CHAPTER 6 CUSTOMER VALUE-DRIVEN MARKETING STRATEGY: CREATING VALUE FOR TARGET CUSTOMERS PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1 Define the major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning. 2 List and discuss the major bases for segmenting consumer and

DIFFERENTIATION AND POSITIONING Value proposition: How a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A products position is the way the product is defined by consumers on important attributes. Use Key Term Product Position here. Use Chapter Objective 4 here. Positioning

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 6.1. Name and briefly describe the four major steps in designing a customer value-driven marketing strategy. (AACSB: Communication) Answer: Figure 6.1 shows the four major steps in designing a customer value-driven marketing strategy. In the first two steps, the company selects the customers that it

Company Case 6 Virgin America: Flight Service for the Tech Savvy Synopsis There are far more failures among airline startups than there are successes. And in the past few decades, the most notable successes have pursued a low-cost/low-fare model (think Southwest, Allegiant, Spirit, Frontier, etc.). This case shows there is room in the

Chapter 7 Products, Services, and Brands: Building Customer Value CHAPTER 7 PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1 Define product and describe the major classifications of products and services. 2 Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. 3 Identify the

Chapter 7 Products, Services, and Brands: Building Customer Value Managing Service Differentiation The offer can include innovative features that set one companys offer apart from competitors offers. Service companies can differentiate their service delivery by having more able and reliable customer-contact people, by developing a superior physical environment in which the service product

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 7.1. What is a product? Name, describe, and give an example of each type of consumer product. (AACSB: Communication; Reflective Thinking) Answer: A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or

Company Case 7 Target: Where Store Brands Offer More Than Low Prices Synopsis Target is the number two mass discount merchandiser, second only to Walmart. And while Target is only about one-sixth the size of Walmart in terms of revenue, it has plenty of strengths. This case focuses on Targets store brand strategy. While

Company Case 8 3M: Where Innovation Is a Way of Life Synopsis 3M sells more than 50,000 products in nearly 200 countries across dozens of industries, including office products, construction, telecommunications, electronics, healthcare, aerospace, and automotive. Among its products are some of the worlds most recognizable consumer brands, such as Scotch tape, Nexcare

Chapter 8 Developing New Products and Managing the Product Life Cycle CHAPTER 8 DEVELOPING NEW PRODUCTS AND MANAGING THE PRODUCT LIFE CYCLE PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Explain how companies find and develop new product ideas. 2. List and define the steps in the new product development process and the major considerations in managing

Decline Stage Use Key Term Decline Stage here. Use Online, Mobile, and Social Media Marketing here. Use Table 8.2 here. The sales of most product forms and brands eventually dip. This is the decline stage. Management may decide to maintain its brand without change in the hope that competitors will leave the industry.

END OF CHAPTER MATERIAL Discussion and Critical Thinking Discussion Questions 8.1. Define crowdsourcing and describe an example not already presented in the chapter. (AACSB: Communication; Reflective Thinking) Answer: Crowdsourcing throws the innovation doors wide open, inviting broad communities of peoplecustomers, employees, independent scientists and researchers, and even the public at largeinto the new-product innovation process.

Company Case 9 Coach: Riding the Wave of Premium Pricing Synopsis Coach is the number one seller of handbags in the U.S., selling $5 billion company worth of handbags every year. All financials have grown vigorously in the past four years. Coach has achieved this success through value-added pricing. What makes its products worth

Chapter 9 Pricing: Understanding and Capturing Customer Value CHAPTER 9 PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE PREVIEWING THE CONCEPTS CHAPTER OBJECTIVES 1. Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. 2. Identify and define the other important internal and external factors

PRICE ADJUSTMENT STRATEGIES Use Chapter Objective 5 here. Use Table 9.2 here. Discounts include: Cash discount is a price reduction to buyers who pay their bills promptly. Quantity discount is a price reduction to buyers who buy large volumes. Functional discount (also called a trade discount) is offered by the seller

END OF CHAPTER MATERIAL Discussion Questions 9.1. Name and describe the two types of value-based pricing methods. (AACSB: Communication) Answer: There are two types of value-based pricing: good-value pricing and value-added pricing. Good-value pricing strategies offer just the right combination of quality and good service at a fair price. In many cases, this has

Retailers must decide on three major product variables: product assortment, services mix, and ________. A) store location B) store layout C) self-service offerings D) store atmosphere E) store ambience Answer: D D D Which of the following is an example of licensing? A) DMX, an electronics manufacturer, acquires Z-Elex, a start-up firm, and sells all Z-Elex's products under the DMX

Independent off-price retailers purchase merchandise at rates that are substantially higher than regular wholesale rates. Answer: FALSE FALSE FALSE Target costing starts with an ideal selling price based on customer value considerations and then aims at costs that will ensure that the price is met. Answer: TRUE TRUE TRUE Demographic variables are generally more difficult to measure than

ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting certain safety standards in its waste disposal. ColaBlue remedies the problem by adding higher-grade filters and purifiers. Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the

Which of the following steps of the new product development process would most likely use an R-W-W framework? A) idea generation B) idea screening C) concept testing D) test marketing E) commercialization Answer: B B B A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of

Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing. A) corporate intranet B) online video C) viral blog D) media portal E) digital kiosk Answer: B B B One reason demographic variables are the most popular bases for segmenting customer groups is because they

Many low-income consumers find themselves in food deserts, which are plentiful in fruits and vegetables, fresh fish, and chicken but lack products like frozen pizzas, Cheetos, Moon Pies, and Cokes. Answer: FALSE FALSE FALSE The suppliers who are not adding value based on cost and quality are more in demand than their competitors. Answer: FALSE FALSE FALSE The

A product is in the maturity stage of the product life cycle, and the company decides to modify the marketing mix. Which of the following steps is the company most likely to take? A) use aggressive sales promotions B) change features of the product C) improve product quality D) find new uses for the

The more loyal a firm's profitable customers, the lower its customer equity. Answer: FALSE[/cpmembership] FALSE[/cpmembership] FALSE[/cpmembership] Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying. Answer: TRUE TRUE TRUE An airline runs a 6-month promotional program where all baggage fees are waived. It is using a

Which of the following sets the lower limit for a product's pricing? A) product costs B) profits C) competition D) elements of the product mix E) consumer perceptions of value Answer: A A A Introducing a new product into the market is called ________. A) test marketing B) segmentation C) product development D) commercialization E) market penetration Answer: D D D According to the BCG matrix, products or

Cigarettes and junk food are considered pleasing products. Answer: TRUE TRUE TRUE Holiday Inn divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called diversification. Answer: FALSE FALSE FALSE Telemarketing is infrequently used as a fundraising tool for nonprofit and political groups.

In the progress toward environmental sustainability, a company must first develop a sustainability vision, which serves as a guide to the future. Answer: FALSE FALSE FALSE In the 4Ps of the marketing mix, promotion refers solely to advertising. Answer: FALSE FALSE FALSE People use the same products and services as they progress through each life-cycle stage. Answer: FALSE FALSE FALSE The moral

Category killers are superstores that carry a deep assortment of a particular product line. Answer: TRUE TRUE TRUE The most important issue facing online researchers in the United States is the lack of a broad cross section of consumers who have access to the Internet. Answer: FALSE FALSE FALSE Not all companies that use income segmentation target the affluent.

Unsolicited and unwanted commercial e-mail is referred to as ________. A) an infomercial B) an advertorial C) viral marketing D) social media E) spam Answer: E E E Which of the following is a drawback of using blogs as a marketing medium? A) Advertising on a blog is typically very expensive. B) It is difficult to use blogs to reach highly

Kevin Pinker is a freelance computer programmer who writes computer algorithms for companies such as SoftStar and BlueHill. SoftStar and BlueHill use these algorithms to make specific programs based on online market research. These programs are then sold to the online retailer, Abundon, which then sells them to individual consumers

Karen Dodd is employed by Dell and responsible for calling on primary schools in her home state of Maine to promote the company's offerings. She demonstrates the Dell line of products including desktop computers, laptops, and tablets and fields questions from teachers and administrators alike. This is an example of

In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. A) direct marketing B) advertising C) public relations D) predictive analyticals E) indirect procurement Answer: A A A ________ markets consist of individuals and households that buy goods and services for personal use. A) Consumer B) Business C)

Ursa Martin, a book publisher, has decided to work with Hope in Children, a charity foundation that helps feed and educate children in poor countries. Ursa Martin has decided that a percentage of revenue from every book it sells will go to the charity. The books are marketed by conveying

Danko International is a multinational company that targets the BRIC countries (Brazil, Russia, India, and China) because they're fast-growing developing economies and use ________ to segment its world markets. A) political factors B) legal factors C) personality factors D) economic factors E) cultural factors Answer: D D D ________ is the act of obtaining a desired object from someone

Each PC produced by HP involves a cost of computer chips, wires, plastic, packaging, and other inputs. Although these costs tend to be the same for each unit produced, they are called ________ costs because the total changes based on the number of units produced. A) fixed B) variable C) target D) capital E) payroll

Product development usually costs the least among all the steps of the new product development process. Answer: FALSE FALSE FALSE The three types of off-price retailers are: independents, factory outlets, and corporate chains. Answer: FALSE FALSE FALSE Sweepstakes give consumers a chance to win something, such as cash, trips, or goods, by luck or through extra effort. Answer: TRUE TRUE TRUE The

Lakeland Inc. employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. Lakeland could be most accurately described as practicing ________ marketing. A)

In advertising, reach is a measure of the percentage of people in the target market who are exposed to an ad campaign during a given period of time. Answer: TRUE TRUE TRUE Sales promotions typically create short-term sales but are viewed as ineffective at building long-term customer relationships. Answer: FALSE FALSE FALSE Contests, premiums, and displays are tools

Which of the following is most likely a true statement about diversity in the United States? A) Most ethnic groups are shedding their ethnic culture and shifting toward a unified American culture. B) Asian Americans constitute the largest ethnic group in the United States. C) Ethnic and cultural differences exist since different ethnic

Which of the following is a disadvantage of using a magazine as an advertising medium? A) It has a poor pass-along readership. B) It involves high costs. C) It has low geographic selectivity. D) It has low credibility and image. E) It consists of low-quality reproduction. Answer: B B B A TV ad promoting how an ordinary person's life

Marketing intermediaries supply resources needed by a company to produce its goods and services. Answer: FALSE FALSE FALSE The marketing concept is a customer-centered, sense-and-respond philosophy. Answer: TRUE TRUE TRUE Individual interviews cost three to four times as much as telephone interviews. Answer: TRUE TRUE TRUE Public relations can have a strong impact on public awareness at a much lower cost than advertising

Cian, an automobile manufacturer, offers a new car model with features comparable to that of another popular brand. However, the Cian model is priced lower than its competitor and includes a longer warranty. Cian is most likely following a more-for-the-same strategy. Answer: FALSE FALSE FALSE Manufacturers rely on distributors and suppliers as internal sources

The franchise organization is an example of a corporate vertical marketing system. Answer: FALSE FALSE FALSE The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that sellers offer the same price terms to customers at a given level of trade. Answer: TRUE TRUE TRUE To overcome the problem of price escalation when selling to less-affluent consumers

The 4Ps model has been challenged because it omits or underemphasizes important activities such as services. It's also been criticized for taking a seller's, rather than a buyer's, viewpoint. The more recent 4As framework complements the traditional model and includes ________. A) adaptability, affordability, availability and awareness B) adaptability, affordability, accessibility and

The ________ concept holds that a company's marketing should support the best long-run performance of the marketing system. A) selling B) global marketing C) sustainable marketing D) differential marketing E) marketing Answer: C C C When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________. A) accessible B) measurable C) reachable D)

Which of the following would be considered an upstream partner in a company's supply chain? A) a firm that resells a finished product and shares the net sales with the producer B) a firm that provides technical expertise in the production of a product C) a firm that markets a product to consumers through