Marketing: Real People, Real Choices 9th Edition

Chapter 1: Welcome to the World of Marketing Chapter 1 Welcome to the World of Marketing: Create and Deliver Value I. CHAPTER OVERVIEW Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Therefore, marketing is

Chapter 1: Welcome to the World of Marketing IV. END-OF-CHAPTER ANSWER GUIDE Chapter Questions and Activities QUESTIONS: TEST YOUR KNOWLEDGE 1.1. Briefly explain what marketing is. Though marketing can be described in many ways, the best definition is that marketing is the process of planning and executing the conception, pricing, promotion, and distribution

Part 3: Develop the Value Proposition for the Customer Chapter 10 Price: What Is the Value Proposition Worth? I. CHAPTER OVERVIEW The chapter begins by asking the question, What is price? At first glance, students may think the question has an obvious answerthe number printed on the price sticker. However, as students explore this chapter,

Chapter 10: Price: What is the Value Proposition Worth? p. 305 p. 306 2.3.1 The Economy Broad economic trends tend to direct pricing strategies. The business cycle, inflation, economic growth, and consumer confidence all help to determine whether one pricing strategy or another will succeed. During recessions, consumers grow more price sensitive. Many firms

Chapter 10: Price: What is the Value Proposition Worth? IV. END-OF-CHAPTER ANSWER GUIDE CHAPTER REVIEW CONCEPTS: TEST YOUR KNOWLEDGE 10-1 What is price, and why is it important to a firm? What is digital currency, such as Bitcoin? Price is the value that customers give up or exchange to obtain a desired

Part 4: Deliver and Communicate the Value Proposition Chapter 11 Deliver the Goods: Determine Distribution Strategy I. CHAPTER OVERVIEW When retailers and manufacturers work together within a channel of distribution, linkages can be made stronger and profitability of all channel members can be improved. In this chapter, students learn the definition and functions

Chapter 11: Deliver the Goods p. 354 2.2 Step 2: Evaluate Internal and External Environmental Influences After they set their distribution objectives, marketers must consider their internal and external environments to develop the best channel structure. The organization must also examine issues such as its own ability to handle distribution functions, what

Chapter 11: Deliver the Goods IV. END-OF-CHAPTER ANSWER GUIDE Chapter Questions and Activities CONCEPTS: TEST YOUR KNOWLEDGE 11-1 What is a channel of distribution? What are channel intermediaries? A channel of distribution is a series of firms or individuals that facilitate the movement of a product from the producer to the final customer.

Chapter 12: Deliver the Customer Experience: Bricks and Clicks Chapter 12 Deliver the Customer Experience: Goods and Services via Bricks and Clicks I. CHAPTER OVERVIEW The face of retailing is constantly evolving. From bricks-and-mortar establishments to online transactions, retailing is changing to meet the needs of consumers. In this chapter, students explore the

Chapter 12: Deliver the Customer Experience: Bricks and Clicks IV. END-OF-CHAPTER ANSWER GUIDE CHAPTER QUESTIONS AND ACTIVITIES QUESTIONS: TEST YOUR KNOWLEDGE 12.1 Define retailing. What is the role of retailing in todays world? Retailing is the process by which goods and services are sold to consumers for their personal use. Retailing is

Chapter 12: Deliver the Customer Experience: Bricks and Clicks 12-20 Creative Homework/Short Project Because of increased competition in its community, you have been hired as a marketing consultant by a local restaurant. You know that the characteristics of services (intangibility, perishability, variability, and inseparability) create unique marketing challenges. You also

Part 4: Deliver and Communicate the Value Proposition Chapter 13 Promotion I: Advertising and Sales Promotion I. CHAPTER OVERVIEW Marketing communication can take many forms from creative slogans printed on t-shirts, to chalk art printed on university sidewalks, to newspaper advertisements. The list can go on and on and is limited only by

Chapter 13: Promotion I: Advertising and Sales Promotion p. 425 p. 425 p. 425 p. 426 p. 426 3.1 Types of Advertising The advertisements an organization runs can take many forms. 3.1.1 Product Advertising With product advertising, the message focuses on a specific good or service. Most of the advertising we see or hear is product advertising. 3.1.2 Institutional Advertising Institutional

Chapter 13: Promotion I: Advertising and Sales Promotion IV. END-OF-CHAPTER ANSWER GUIDE Chapter Questions and Activities QUESTIONS: TEST YOUR KNOWLEDGE 13.1 What is promotion? What is integrated marketing communication? What are multichannel promotional strategies? Promotion is the coordination of marketing communication efforts to influence attitudes or behavior. This function is the last

Chapter 13: Promotion I: Advertising and Sales Promotion 13-16 What is media planning? How do media planners use reach, frequency, gross rating points, and cost per thousand in developing effective media schedules? After she chooses the advertising media, the planner then creates a media schedule that specifies the exact media the campaign

Part 4: Deliver and Communicate the Value Proposition Chapter 14 Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations I. CHAPTER OVERVIEW The previous chapter focused on traditional forms of advertising and other communication methods in the one-to-many model. In this chapter, we first look at social media that provides

Chapter 14: Promotion II: Social Media, Direct/Database Marketing, and Personal Selling p. 473 p. 473 p. 473 Then there is the missionary salesperson whose job is to stimulate clients to buy. Like technical specialists, missionary salespeople promote the firm and encourage demand for its goods and services but do not actually take orders. The new-business

IV. END-OF-CHAPTER ANSWER GUIDE CHAPTER QUESTIONS AND ACTIVITIES CONCEPTS: TEST YOUR KNOWLEDGE 14-1What is buzz? How do marketers practice buzz building? The many-to-many communication model relies on consumers like you to talk to one another about goods, services and organizations. Marketers think of buzz as everyday people helping their marketing efforts when they

Chapter 2: Global, Ethical, and Sustainable Marketing Chapter 2 Global, Ethical, and Sustainable Marketing I. CHAPTER OVERVIEW In this chapter, students are introduced to global marketing and explore ways in which economic, political, legal, and cultural issues influence global as well as domestic marketing strategies and outcomes. These issues also affect whether or

Chapter 2: Global, Ethical, and Sustainable Marketing p. 43 3.3 The Technological Environment Changes in technology profoundly affect marketing activities. Amazon had been working on drones, unmanned aircraft controlled by a GPS, to deliver packages. A patent is a legal document that grants inventors exclusive rights to produce and sell a

Chapter 2: Global, Ethical, and Sustainable Marketing IV. END-OF-CHAPTER ANSWER GUIDE CHAPTER QUESTIONS AND ACTIVITIES QUESTIONS: TEST YOUR KNOWLEDGE 2.1 Describe the market conditions that influence a firms decision to enter foreign markets. Marketers must consider domestic demand, the market potential abroad, and a firms ability to have a competitive advantage

Part 1: Understand the Value Proposition Chapter 3 Strategic Market Planning I. CHAPTER OVERVIEW The title of Chapter 3 implies that businesses need to plan for a wide amount of factors in the marketplace in order to be successful and achieve an advantage in the marketplace. In todays dynamic environment, strategic planning

Chapter 3: Strategic Market Planning IV: END-OF-CHAPTER ANSWER GUIDE CHAPTER QUESTIONS AND ACTIVITIES UCONCEPTS: TEST YOUR KNOWLEDGE 3-1 What is a marketing plan, and how does it differ from a business plan? The marketing plan is a document that identifies where the organization is now, where it wants to go, how it

Part 2: Determining the Value Propositions Different Customers Want Chapter 4 Market Research I. CHAPTER OVERVIEW Chapter 4 exposes students to the value of sound marketing research. Through careful planning, collection, analysis, and implementation, research is an invaluable tool for successful businesses. Students are introduced to a typical marketing research process; learn the differences between

IV: END-OF-CHAPTER ANSWER GUIDE CHAPTER QUESTIONS AND ACTIVITIES CONCEPTS: TEST YOUR KNOWLEDGE 4.1 What is the marketing information system (MIS)? What types of information does it include? A marketing information system (MIS) is a system for gathering, sorting, analyzing, storing, and distributing relevant marketing information to managers in a timely manner. There are

Part 2: Determine the Value Propositions Different Customers Want Chapter 5 Marketing Analytics: Welcome to the Era of Big Data! I. CHAPTER OVERVIEW In this chapter students learn that companies use CRM programs to establish relationships and differentiate their behavior toward individual customers on a one-to-one basis through dialogue and feedback. Success is

Chapter 5: Marketing Analytics: Welcome to the Era of Big Data! Chapter Questions and Activities CONCEPTS: TEST YOUR KNOWLEDGE 5-1 What is CRM? How do firms practice CRM? Customer Relationship Management are programs that allow companies to talk to the individual customers and adjust elements of their marketing programs in light of

Part 2: Determine the Value Propositions Different Customers Want Chapter 6 Understanding Consumer and Business Markets I. CHAPTER OVERVIEW In this chapter, consumer behavior is defined and reasons for purchasing studied. Students learn about the process of purchase, beginning with prepurchase behavior and ending with postpurchase behavior. Students will understand how situational factors

Chapter 6: Understanding Consumer and Business Markets p. 175 p. 176 p. 176 p. 176 p.1 76 3.2 Social Influences on Consumers Decisions Families, friends, and classmates often influence our decisions, as do larger groups with which we identify, such as ethnic groups and political parties. 3.2.1 Culture Culture is societys personality. It is values, beliefs, customs, and tastes, produced

IV. ENDOF-CHAPTER ANSWER GUIDE Chapter Questions and Activities QUESTIONS: TEST YOUR KNOWLEDGE 6.1 What is consumer behavior? Why is it important for marketers to understand consumer behavior? Consumer behavior is the process involved when individual or groups select, purchase, use, and dispose of goods, services, ideas, or experiences. It is important that marketers

6-29 Creative Homework/Short Project Think about some of the products and services you purchase each month (pizza on Saturday night or your smart phone bill) as well as a few impulse purchases you might make (new music from iTunes). Categorize each of these items according to Maslows hierarchy of needs. Explain

Part 2: Determine the Value Propositions Different Customers Want Chapter 7 Segmentation, Target Marketing, and Positioning I. CHAPTER OVERVIEW As small children, we are often taught to treat everyone alike. However, after reading this chapter, students will quickly learn that this strategy does not work in marketing. The goal of marketing is to

Chapter 7: Segmentation, Target Marketing, and Positioning IV. END-OF-CHAPTER ANSWER GUIDE Chapter Questions and Activities CONCEPTS: TEST YOUR KNOWLEDGE 7-1 What is market fragmentation, and what are its consequences for marketers? Its a complex task to understand peoples differing needs because technological and cultural advances create a condition of market fragmentation. This means that

Part 3: Develop the Value Proposition for the Customer Chapter 8 Product I: Innovation and New Product Development I. CHAPTER OVERVIEW Is the best product a well-made product, one that works better than all others do and the one that will succeed? The answer yes seems obvious, but in reality, the correct answer

Chapter 8: Product I: Innovation and New Product Development IV. END-OF-CHAPTER ANSWER GUIDE Chapter Questions and Activities CONCEPTS: TEST YOUR KNOWLEDGE 8-1 What is a good? What are the differences between tangible and intangible products? A good is a tangible product, something that we can see, touch, smell, hear, taste, or possess. It

Part 3: Develop the Value Proposition for the Customer Chapter 9 Product II: Product Strategy, Branding, and Product Management I. CHAPTER OVERVIEW Today successful product management is more important than ever. As more and more competitors enter the global marketplace and as technology moves forward at an ever-increasing pace, products are created, grow, reach

IV. END-OF-CHAPTER ANSWER GUIDE Chapter Questions and Activities CONCEPTS: TEST YOUR KNOWLEDGE 9.1 What are some reasons a firm might determine it should expand a product line? What are some reasons for contracting a product line? Why do many firms have a product mix strategy? When a firm has a large number

A Miami restaurant has created atmosphere through its subtle use of blue and green lighting, ceiling fans over each table, and frozen drinks. If its electrical energy supplier raises its prices, the restaurant will most likely ________. A) continue its present operation because it has an elastic demand for electricity B) ask

Which of the following best explains why a company would adopt an undifferentiated targeting strategy? A) to more efficiently focus on customer relationship management B) to remove the need for positioning C) to move a product to the next stage of its product life cycle D) to take advantage of economies of scale E) to

A traditional advertising medium can be used to publicize a sales promotion. TRUE TRUE TRUE When shipping large amounts of bulk products such as forest products, coal, sand, or rock over large distances, a company should choose large trucks because of their low cost per ton shipped. FALSE FALSE FALSE All 50

The producer and the final consumer are part of every type of channel of distribution. TRUE TRUE TRUE ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical

Which of the following best explains why marketers do not consider social class segments as strictly as they once did? A) Many consumers buy according to the social class image they wish to portray rather than according to where they actually fall in the social class framework. B) Due to the Great

Six women were invited to participate in a discussion on motels, hotels, and resorts. A discussion leader first asked them what differentiated motels, hotels, and resort accommodations. Then she asked them to identify all the amenities they expect to find in overnight accommodations. These six women and their group leader

Brand managers may push too hard with coupons or other price incentives to the point that customers will refuse to buy the product without these promotions. TRUE TRUE TRUE Application fees, tuition, and fines are all examples of prices. TRUE TRUE TRUE Researchers carefully design experiments with independent and dependent variables to

What is the most logical explanation that retailers carry private-label brands? A) to eliminate the need for competitive advantages B) to encourage transaction marketing C) to support trade promotions D) to earn more profit E) to prevent sales cannibalization D D D Catalogs, brochures, and pamphlets are all examples of which type of marketing? A) direct mail B)

Which of the following is true about a probability sample? A) The observation method is used to select people who appear most willing to participate. B) Convenience is the key determinant of who participates. C) A researcher uses personal judgment to select participants. D) Every member of the population is included in the sample. E)

Demographic changes have contributed to a decline in the use of door-to-door sales in the United States. TRUE TRUE TRUE Exchanges of nonmonetary value do not involve a price. FALSE FALSE FALSE The individual who develops the product specifications for a complex product would likely assume the role of influencer in the

In terms of the buyclass framework, the purchase of paper towels and toilet paper to restock an employee restroom would be an example of a modified rebuy. FALSE FALSE FALSE The most basic type of nonprobability sampling is a simple random sample. FALSE FALSE FALSE A market research online community is an

Public relations activities can be used to influence the attitudes and perceptions of various publics toward politicians and celebrities. TRUE TRUE TRUE Laggards tend to be in a higher social class than consumers in other adopter categories. FALSE FALSE FALSE According to the theory of the wisdom of crowds, consumers are more

The fair trade goods designation means that a producer has agreed to pay the prevailing minimum wage to its employees. FALSE FALSE FALSE Movie production companies sometimes re-release classic films to theaters to give people who enjoyed them the first time a chance to see the movies again. This is an

People's moods and behaviors are strongly influenced by their physical surrounding. Two dimensions, ________, determine whether a shopper will react positively or negatively to a store environment. A) color and size B) size and activity C) arousal and pleasure D) perceived risk and level of involvement E) motivation and self-concept C C C ________ segmentation variables

Timely topics and research project stories are both types of ________. A) advertising appeals B) advocacy advertising C) puffery D) press releases E) creative strategies D D D Which of the following is true of the global economy after the Great Recession of 2008-2009? A) The global economy has not grown since the Great Recession of 2008-2009. B)

Savings for You, a discount retail chain, is highly competitive. When entering a new market, Savings for You often cuts prices so deeply that it sells below costs, effectively pushing smaller companies with less purchasing power out of the market. Savings for You is most at risk of being accused

The promotion element of the marketing mix includes the design of the product. FALSE FALSE FALSE Customers whose complaints are resolved quickly are no more likely to buy from the same company again than are customers whose complaints are resolved slowly. FALSE FALSE FALSE Data about how consumers use everyday products is

Marketers classify convenience products as ________. A) staple products, impulse products, and emergency products B) specialty products, shopping products, and unsought products C) core products, actual products, and augmented products D) generic products and branded products E) attribute-based products and price-based products A A A Business-to-business marketing differs from consumer marketing in that business-to-business marketing ________. A)

The first step of the market planning process involves closely examining the ________. A) marketing strategies B) product development process C) marketing controls D) marketing environment E) marketing team D D D Interacting with consumers via portable technology such as smart phones, tablets, and wearable screens is referred to as ________. A) mobile marketing B) social marketing C) societal

According to a study of brain scans, consumers who buy something at a discount price experience less satisfaction than people who pay full price for the same product. TRUE TRUE TRUE The simplest pricing method is break-even pricing: adding a standard markup to the cost of the product. FALSE FALSE FALSE Hispanic

Which of the following best explains the goal of neuromarketing? A) using subliminal messages to influence consumer decisions B) collecting data about responses to advertising and products by measuring consumers' brain activity C) observing and tracking consumer behavior on the Internet D) designing marketing research experiments using the Internet E) analyzing data from various sources to

When Home Depot stores entered the Canadian market, there were already stores providing similar services and products. To get people to try Home Depot, the chain deliberately sold merchandise below the price that the Canadians were used to. What type of pricing objective did Home Depot use? A) market share B) profit C)

Puffery is a term for a(n)________. A) straightforward promotional message B) claim of superiority that cannot be proven or disproven C) emotional appeal to customers D) subliminal appeal to customers E) value-added promotion B B B Which of the following accurately describes a product category manager? A) A product category manager works for a company that relies

The greater the ________ of a purchase, the higher the consumer's level of involvement will be. A) perceived risk B) cognitive dissonance C) psychographics D) heuristics E) targeting A A A Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product? A) a rebate B) a merchandising allowance C) a premium D) a cross-promotion E)

Jewels for the Rich and Famous sells very exclusive jewelry with a minimum price of $25,000 to customers around the world. Speed of delivery to distant markets is a must. Management should use ________ as its main carrier. A) railroads B) air C) trucks D) water E) pipeline B B B Service ________ refers to the

Which of the following is a logistics activity that involves developing and implementing a process to ensure the firm always has sufficient goods available to meet customers' demands, no more and no less? A) materials handling B) inventory control C) supply chain supervision D) order processing E) distribution implementation B B B A person's ________ is composed

A maker of cash registers had to develop hand-crank-operated cash registers to sell to Latin American and African markets where access to reliable electricity is limited. The company used a ________ strategy to enter those global markets. A) product adaptation B) standardization C) straight extension D) backward invention E) nationalization D D D You are looking

Which of the following is essentially no branding at all? A) national branding B) ingredient branding C) generic branding D) sub-branding E) store branding C C C Swatch surveyed the market and identified an unserved segment of watch buyers. Using these results, Swatch created a watch at a price consumers were willing to pay. The unorthodox order

The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to analyze ________ retrieved from social media posts related to

Raw, unorganized facts that need to be processed are called ________. A) information B) samples C) data D) insights E) research C C C Which of the following occurs when manufacturers or wholesalers attempt to force retailers to charge a certain price for their products? A) horizontal price fixing B) vertical price fixing C) predatory pricing D) internal reference pricing E)

Through ________, an organization collaborates with customers and other stakeholders to create worth in the new product development process. A) augmentation B) innovation C) value co-creation D) diffusion E) adoption C C C Which of the following is true about convenience stores? A) They carry mostly shopping goods. B) They charge lower-than-normal prices for shopping goods. C) They are

A consumer who is considering purchasing a house would probably use ________. A) habitual decision making B) stimulus generalization C) operant decision making D) limited problem solving E) extended problem solving E E E Organizational markets differ from consumer markets in that organizational markets ________. A) have a high number of purchases that are low risk and

Consumers are able to opt-out of receiving telemarketing solicitations. TRUE TRUE TRUE The purchase of a specialty product typically involves extended problem solving for the consumer. TRUE TRUE TRUE Decisions about packaging and branding are part of a firm's product strategy. TRUE TRUE TRUE Like financial metrics, sustainability metrics are standardized. FALSE FALSE FALSE Prospecting

At some catalog retailers, employees on roller skates called pickers are handed a printout of the products a customer wants, and then the pickers skate through large warehouses accumulating the desired products into one central location. The pickers are engaged in ________. A) enterprise resource planning B) transportation C) materials handling D) warehousing E) inventory control C

Age, gender, place of residence, and income are all examples of ________. A) segmentation variables B) positioning strategies C) market fragment strategies D) psychographics E) targeting strategies A A A Another name for F.O.B. factory pricing is ________ pricing. A) captive B) CIF pricing C) F.O.B. origin D) F.O.B. delivered E) freight absorption pricing C C C To determine the ________, marketers

A young couple contacted a realtor about buying a new home. Now that the realtor has prospects, his next step should be to ________. A) handle any of their objections B) qualify them C) prepare his approach D) make a thorough sales presentation E) close the sale B B B Favorite Memories is a small company

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using? A) buzz marketing B) social networking C) corporate identity materials D) product publicity E) public service materials C C C ________ is a

Most consumer sales promotions temporarily change the price/value relationship. TRUE TRUE TRUE Commercialization comes in the middle of the new-product development process. FALSE FALSE FALSE Consumer surveys are often important to marketers using demand-based pricing. TRUE TRUE TRUE Differential benefits set products apart from competitors' products by providing something unique that customers want. TRUE

In general, vending machines are best suited for selling which of the following? A) specialty goods B) unsought goods C) capital items D) food and beverages E) accessory equipment D D D When using the SERVQUAL scale, a store focused on employee willingness to help customers and provide prompt service would likely pay the most attention

Telemarketing has had the greatest impact on which of the following data collection methods? A) mail questionnaires B) online questionnaires C) mall intercepts D) telephone interviews E) face-to-face interviews D D D Burt can visit his local hardware store and buy one 4-inch paint brush and not the case of 24 brushes that the retailer had

Marketers calculate the metric of ________ by dividing the number of visitors to a website who complete a desired activity by the total number of visitors to the site. A) click-through rate B) conversion rate C) margin on sales D) cost-per-click E) churn rate C C C An email from Amazon.com offers free shipping on your

Which of the following modes of transportation would most likely be used to quickly haul lettuce from California, where it was grown, to markets in Nevada? A) trucks B) railroads C) air D) pipeline E) water A A A People, places, and ideas are all ________ that often need to be "sold" by someone and "bought"

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of an unobtrusive survey. FALSE FALSE FALSE The Clorox Company marketed a new product called Clorox Oxygen Action multipurpose stain

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest

An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the medium of this ad is ________. A) Natalie Portman B) Vogue C) Vogue readers who purchase Dior products D) Dior E) the target market to whom Natalie Portman appeals B B B ________