M: Marketing 5th Edition

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 1-1: Overview of Marketing 1-2: Overview of Marketing These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 1-3: Starbucks Ask students: How many of you shop at Starbucks? What do you find most valuable

Chapter 1 Overview of Marketing Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline What Is Marketing? Summing Up Connect Learning Aids Connect Learning Aids Connect Learning Aids Learning Objectives LO 1-1 Define the role of marketing in organizations. Marketing is the activity, set of

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 10-1: Marketing Research 10-2: Marketing Research 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 privacy experts and

10-1: Check Yourself 1. Define objectives and research needs, designing the research project, deciding on the data collection process and collecting the data, analyze and interpret the data, prepare the findings for presentation. 2. Data can be defined as raw numbers or other factual information that, on their own, have limited value to marketers. However, when the data

Chapter 10 Marketing Research Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline The Marketing Research Process Secondary DataPrimary Data Collection TechniquesEmerging Technology and the Ethics of Using Customer Information Secondary DataPrimary Data Collection TechniquesEmerging Technology and the Ethics of

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

11-1: Brand Equity: Brand Associations Target teamed up with high-fashion designer Jason Wu to create reasonably priced, yet very fashionable apparel. Firms sometimes develop a personality for the brand as if it were human. Ask students: What brands have personalities? They might mention McDonalds and Pepsi (young). Consumers develop links between brands

Chapter 11 Product, Branding, and Package Decisions Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline Complexity and Types of Products Product Mix and Product Line Decisions BrandingBranding StrategiesPackagingConnect Learning Aids BrandingBranding StrategiesPackagingConnect Learning Aids Branding Branding Strategies Packaging Connect Learning Aids Learning Objectives LO 11-1 Describe

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 12-1: Developing New Products 12-2: Developing New Products 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

12-1: Competitors Products Products with patents or other proprietary protections cannot be copied, so reverse engineered products must be substantively different from their source product. 12-2: Customer Input Fashion-based product lines often identify trend leaders and watch them to gather new ideas. Ask students: Have you ever modified a product, e.g., apparel,

Chapter 12 Developing New Products Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline Why Do Firms Create New Products? Diffusion of Innovation How Firms Develop New ProductsThe Product Life CycleConnect Learning Aids How Firms Develop New ProductsThe Product Life CycleConnect

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 13-1: Services: The Intangible Product 13-2: Services: The Intangible Product These are the learning objectives for this chapter. 13-3: Seamless 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

13-1: Evaluating Service Quality Class activity. Tell students: Assume you are expecting an important package from UPS. A delivery attempt was made, but you didn't hear the door bell, and missed it. You call the customer service line and they tell you not to worry, and that one of your options is

Chapter 13 Services: The Intangible Product Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline Services Marketing Differs From Product Marketing Providing Great Service: The Gaps ModelService RecoveryConnect Learning Aids Providing Great Service: The Gaps ModelService RecoveryConnect Learning Aids Providing Great

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 14-1: Pricing Concepts for Establishing Value 14-2: Pricing Concepts for Establishing Value These are the learning objectives for this chapter. 14-3: Proctor & Gamble Ask students: Whats the most you will pay for laundry detergent? Why would you pay that price? It really comes down to the benefits

14-1: Substitution Effect Discuss the case of Pete and how the income and substitution effects alter his buying behavior. As a college student, he prefers a less expensive substitute deodorant, because it demands less of his total income. Ask students: When Pete graduates and gets a high-paying job, will he worry as

Chapter 14 Pricing Concepts for Establishing Value Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline The Five Cs of Pricing Pricing Strategies Legal and Ethical Aspects of PricingConnect Learning Aids Legal and Ethical Aspects of PricingConnect Learning Aids Legal and Ethical

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 15-1: Supply Chain and Channel Management 15-2: Supply Chain and Channel Management These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 15-3: Amazon Ask students: How has Amazon aligned its systems? The opening vignette describes distribution

15-1: Check Yourself 1. There are no intermediaries between the buyer and seller in a direct marketing channel. In indirect marketing channels, one or more intermediaries work with manufacturers to provide goods and services to customers. 2. In an administered vertical marketing system, there is no common ownership or contractual relationships,

Chapter 15 Supply Chain and Channel Management Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline The Importance of Marketing Channel/Supply Chain Management Designing Marketing Channels Managing the Marketing Channel and Supply ChainMaking Information Flow through Marketing ChannelsMaking Merchandise Flow

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 16-1: Retailing and Omnichannel Marketing 16-2: Retailing and Omnichannel Marketing These are the learning objectives for this chapter. 16-3: H&M When H&M opened its flagship Times Square store, it aimed to create not just the most exciting store in the fashionable chains range of locations but also

16-1: Check Yourself 1. Food retailers include: a.Supermarkets: a self-service food store offering groceries, meat, and produce with limited sales of nonfood items, such as health and beauty aids and general merchandise. b. Supercenters: the fastest growing retail category, are large stores (150,000220,000 square feet) that combine a supermarket with a full-line

Chapter 16 Retailing and Omnichannel Marketing Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline Choosing Retailing Partners Identify Types of Retailers Developing a Retail Strategy Using the Four PsBenefits of Stores for ConsumersBenefits of the Internet and Omnichannel RetailingEffective

PowerPoint Slides with Teaching Notes PowerPoint Slide Teaching Notes 17-1: Integrated Marketing Communications 17-2: Integrated Marketing Communications These are the learning objectives for this chapter. 17-3: 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. However, as sales of its iconic

17-1: Public Relations (PR) Ask students: Do you view PR as credible, because they are not advertisements, or not credible, because they come from the company? 17-2: Sales Promotions Chapter 18 covers sales promotion in detail. Remind students that sales promotions can be used in a wide variety of situations to

Chapter 17 Integrated Marketing Communications Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline Communicating with Consumers Elements of an Integrated Marketing Communication StrategyPlanning For and Measuring IMC SuccessConnect Learning Aids Elements of an Integrated Marketing Communication StrategyPlanning For and

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 18-1: Advertising, Public Relations, and Sales Promotions 18-2: Advertising, Public Relations, and Sales Promotions These are the learning objectives for this chapter. 18-3: Chipotle Mexican Grill Chipotle has adopted a marketing plan that spans a range of media. In animated YouTube films, two artful spots feature characters that

18-8: Convey the Message The USP (unique selling proposition) concept conveys core benefits to the target audience. The best USPs stands the test of time; consider examples such as those on the slide. Ask students: Do you believe these will stand the test of time? Nokia has been using connecting people for a

Chapter 18 Advertising, Public Relations, and Sales Promotions Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline Identify Target Audience Set Advertising Objectives Determine the Advertising Budget Convey the MessageEvaluate and Select MediaCreate AdvertisementsAssess Impact Using Marketing MetricsRegulatory and Ethical Issues

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 19-1: Personal Selling and Sales Management 19-2: Personal Selling and Sales Management These are the learning objectives for this chapter. 19-3: Boeing How does a company that sells jets for prices ranging from $76 million to $360 million respond to the Dreamliner crisis? Boeing relied on its world-class

Chapter 19 Personal Selling and Sales Management Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline The Scope and Nature of Personal Selling The Personal Selling Process Managing the Sales Force Ethical and Legal Issues in Personal Selling Connect Learning Aids Learning Objectives LO

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 2-1: Developing Marketing Strategies and a Marketing Plan 2-2: Developing Marketing Strategies and a Marketing Plan 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

Chapter 2 Developing Marketing Strategies and a Marketing Plan Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline What Is a Marketing Strategy? The Marketing Plan Growth StrategiesConnect Learning Aids Growth StrategiesConnect Learning Aids Growth Strategies Connect Learning Aids Learning Objectives LO 2-1 Define a

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 3-1: Social and Mobile Marketing 3-2: Social and Mobile Marketing These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 3-3: Gatorade Gatorades Chicago headquarters houses its Social Media Mission Control Center, which hosts massive

Chapter 3 Social and Mobile Marketing Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline The 4E Framework for Social Media Categories of Social Media Going Mobile and SocialHow Do Firms Engage Their Customers Using Social Media?Managing Your Individual Brand

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

Chapter 4 Marketing Ethics Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline The Scope of Marketing Ethics Ethical Issues Associated with Marketing Decisions Integrating Ethics into Marketing StrategyCorporate Social ResponsibilityConnect Learning Aids Integrating Ethics into Marketing StrategyCorporate Social ResponsibilityConnect Learning

PowerPoint Slides With Teaching Notes Power Point Slide Teaching Notes 5-1: Analyzing the Marketing Environment 5-2: Analyzing the Marketing Environment 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 5 Analyzing the Marketing Environment Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline A Marketing Environment Analysis Framework The Immediate Environment Macroenvironmental FactorsConnect Learning Aids Macroenvironmental FactorsConnect Learning Aids Macroenvironmental Factors Connect Learning Aids Learning Objectives LO 5-1 Outline how customers, the company,

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

6-1: Check Yourself 1. Need Recognition, Information Search, Alternative Evaluation, Purchase, and Postpurchase. 2. Wants are goods or services that are not necessarily needed but are desired. 3. Functional needs pertain to the performance of a product or service. Psychological needs pertain to the personal grati+cation consumers associate with a product and/or

Chapter 6 Consumer Behavior Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline The Consumer Decision Process Factors Influencing the Consumer Decision ProcessInvolvement and Consumer Buying DecisionsConnect Learning Aids Factors Influencing the Consumer Decision ProcessInvolvement and Consumer Buying DecisionsConnect Learning

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 7-1: Business-to-Business Marketing 7-2: Business-to-Business Marketing These are the learning objectives for this chapter. 7-3: General Electric 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 would manufacturers use industrial 3D printers? 7-4:

7-1: Stage 3: RFP Process Request for Proposal RFPs enable the buyer to solicit pricing and other information from a variety of suppliers and they also allow suppliers to learn about the buyer and its specific needs. The web link on this page brings you to Fed BizOps site exists for any firm

Chapter 7 Business-to-Business Marketing Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline B2B Markets The Business-to-Business Buying ProcessThe Buying CenterThe Buying Situation The Business-to-Business Buying ProcessThe Buying CenterThe Buying Situation The Business-to-Business Buying Process The Buying Center The Buying Situation Connect Learning Aids Learning

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 8-1: Global Marketing 8-2: Global Marketing 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 face many complexities when entering global markets. Ask students: How should Coca-Cola increase beverage consumption in

8-1: The European Union (EU) Group activity: Brainstorm about how the introduction of a single currency affected various marketing aspects in the EU. The conversion to the Euro presented serious concerns for marketers, most of which have been resolved. But in France, retailers still list prices in both Euros and the now

Chapter 8 Global Marketing Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline Assessing Global Markets Choosing a Global Entry StrategyChoosing a Global Marketing StrategyConnect Learning Aids Choosing a Global Entry StrategyChoosing a Global Marketing StrategyConnect Learning Aids Choosing a Global

PowerPoint Slides With Teaching Notes PowerPoint Slide Teaching Notes 9-1: Segmentation, Targeting, and Positioning 9-2: Segmentation, Targeting, and Positioning These are the learning objectives for this chapter. 9-3: Netflix Through careful analysis of its millions of viewers and how they watched shows, Netflix, thr movie rental company, has quickly and readily become one of the most

9-1: Check Yourself 1. Geographic, Demographic, Psychographic, Geodemographic, Bene ts, and Behavioral. 9-2: Step 3: Evaluate Segment A(rac)veness Marketers first must determine whether the segment is worth pursuing, using several descriptive criteria: Is the segment identifiable, substantial, reachable, responsive, and profitable? 9-3: Iden) able Ask students: When would these women all be in the

Chapter 9 Segmentation, Targeting, and Positioning Tools For Instructors Brief Chapter Outline Learning Objectives Extended Chapter Outline with Teaching Tips PowerPoint Slides with Teaching Notes Additional Teaching Tips Brief Chapter Outline The Segmentation, Targeting, and Positioning Process Connect Learning Aids Connect Learning Aids Connect Learning Aids Learning Objectives LO 9-1 Outline the different methods of segmenting a market. There is

One of the benefits of EDI is that it can reduce lead time, which is A. the time between the decision to place an order and the receipt of the merchandise. B. the time from when an RFP is announced to the time a consumer purchases the finished product. C. the time from

Leona is the logistics manager for the Barnes & Noble bookstore chain. She is weighing the many benefits of the company's JIT system but will need to consider that just-in-time inventory management systems increase _______ costs. A. sales force labor B. transportation C. promotional D. advertising E. new product development Answer: B.JIT systems, despite their benefits, increase

Choose a fast-food restaurant chain that does business in your area. Describe the company's target market, and explain how its marketing mix is designed to appeal to this target market. Answer: Answers will vary. Professors may want to substitute the name of the nearest fast-food restaurant chain. For instance, McDonald's: The Golden

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

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in A. rural areas. B. smaller states. C. New York, Los Angeles, and Chicago. D. coastal resort areas. E. Great Lakes agricultural areas. Answer: C.Although they can be found anywhere, immigrants and foreign-born Americans are found in large numbers in major cities

Which of the following is not one of the benefits to a firm of new product development? A. reducing the costs of production B. satisfying the changing needs of current and new customers C. avoiding market saturation from products that have been on the market for a long time D. creating diversification and reducing

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' __________ needs. A. functional and social B. postpurchase and prepurchase C. safety and situational D. psychological and physiological E. functional and psychological Answer: E.A motorcycle fulfills a need for transportation, but by doing more than that, the motorcyclemay

A marketing professor in Ithaca, New York, maintains a museum of failed consumer products. Most new products in this museum failed during the __________ stage of new product development, when they are introduced to a limited geographic area. A. pretesting B. product launch C. test marketing D. product development E. concept testing Answer: C.Test marketing is

Regina has made the same sales presentation twice a day for almost a month. At first, the presentation seemed to flow nicely but lately it has not seemed as effortless as it initially was. Regina might ask another sales rep to participate in __________ and critique her presentation. A. requalifying leads B.

Before the development of computer-assisted design software, many firms handcrafted __________, wooden or clay models that served as rough physical representations of a new product. A. premarket tests B. blockbusters C. prototypes D. storyboards E. designer models Answer: C.Today, prototypes are often created with the assistance of computers, but wooden or clay models were often used

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy. A. personal selling B. mobile marketing C. advertising D. direct marketing E. public relations Answer: E.Public relations is the organizational function that manages the firm's communications to achieve a variety of objectives, including building and

When Goodwish Marketing decided to upgrade its computer network, many people were involved in the decision. In B2B buying systems, decisions are often made A. quickly. B. by a single expert. C. at auction sites. D. by a committee after considerable deliberation. E. through community debating organizations. Answer: D.B2B buying decisions are often made by a

In a focus group, researchers usually videotape the session in order to A. evaluate the potential for in-depth interviews. B. assess both verbal and nonverbal responses. C. post the videos on the corporate website. D. avoid asking repetitive questions. E. create survey instruments to send to the participants. Answer: B.Videotaping allows the researcher to record verbal

When Dr. Horton checked in at the Ritz-Carlton, it was 3 a.m. He had been traveling for over 12 hours and was exhausted. His suit, which he needed for a speech that morning, looked like he had slept in it. Karen, the night clerk, offered to find a 24-hour dry cleaner

Anupam's company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this issue be addressed? A. control B. planning C. implementation D. design E. ethics Answer: C.During the implementation phase, the company can discuss

The four Ps of the marketing mix include product, promotion, planning, and place. Answer:[cpmembership level="2,3,4,5"] FALSE The four Ps of the marketing mix are product, price, promotion, and place.[/cpmembership] In training service providers, service quality goals should be general to allow for the various needs of consumers. Answer:[cpmembership level="2,3,4,5"] FALSE Service quality goals should be specific in

When you register your telephone number with the National Do Not Call Registry, you are responding to a need for A. privacy. B. enhanced information flow. C. lower phone bills. D. marketing contact. E. tactical communication skills. Answer: A.Privacy is a major concern for consumers, and the Federal Trade Commission is responding by trying to protect

One of the advantages of niche media is it often allows marketers to A. reach a larger audience than mass media. B. use major events like the Super Bowl. C. focus on narrow audience segments. D. sell cooperative advertising space to cosponsors. E. spend fewer advertising dollars. Answer: C.Niche media reach smaller, better targeted audiences and

________ must always be aligned with other elements of a retailer's strategy in order to accurately define the value of the product and a retailer's image. A. Mobile commerce B. Transportation C. Distribution D. Price E. Labeling Answer: D.Price must always be aligned with the other elements of a retailer's strategy: product, promotion, and place. The

One reason auto companies spend millions on racing cars is that they offer the opportunity to test new designs and technology under extreme conditions. Using the cars in a real-use setting provides an opportunity for _______ the product. A. pretesting B. beta testing C. test marketing D. alpha testing E. concept testing Answer: B.A beta test

Tasha was selling siding and her boss told her that she could hide an extra charge for trim in the total, even though the customer was told he would not be charged for trim. Tasha was told this was standard practice for the siding company. If the customer takes legal

Another name for physiological risk is safety risk. Answer: TRUEAs it relates to a purchase decision, physiological (or safety) risk refers to the fear of an actual harm should the product not perform properly. TRUEAs it relates to a purchase decision, physiological (or safety) risk refers to the fear of an actual

Nike sells shoes, clothing, and athletic gear. These represent the breadth of Nike's products. Answer: TRUEA firm's product mix breadth represents a count of the number of product lines offered by the firm. TRUEA firm's product mix breadth represents a count of the number of product lines offered by the firm. TRUE A firm's

In a(n) _______ pricing strategy, marketers rely on the promotion of sales, during which prices are temporarily reduced to encourage purchases. A. high/low B. EDLP C. price skimming D. uniform delivered E. bait-and-switch Answer: A.High/low pricing strategies adopt a regular, higher price and then occasionally offer lower sales prices to encourage purchases. A.High/low pricing strategies adopt a

Marketing research should be used only to produce favorable recommendations for senior management to consider. Answer:[cpmembership level="2,3,4,5"] FALSE This is not at all the case; in fact, if there is reason to believe that senior management will listen only to results that confirm currently held views, there is no point in conducting marketing

During the ___________ stage of the product life cycle, firms either position themselves for a niche market of loyal consumers or they exit the market. A. introduction B. leveling C. maturity D. growth E. decline Answer: E.The decline stage is marked by niche marketing and by firms exiting the market. E.The decline stage is marked by niche

Bob and George live in the United States. Bob recently asked for George's cell phone number, but George said he didn't own a cell phone. George would probably be considered a(n) __________ in the diffusion of innovation process. A. innovator B. laggard C. late majority adopter D. early majority adopter E. early adopter Answer: B.Cell phones

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations and has contributed to the rapid growth in A. media advertising. B. publicity. C. public relations. D. sales promotions. E. direct marketing. Answer: E.Direct marketing is the form of marketing communication that is most easily personalized

A(n) __________ distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area. A. intensive B. widespread C. selective D. collective E. variable Answer: C.Selective distribution intensity, in which a few sellers in a given area are permitted to sell aproduct, is a good strategy for maintaining an image

__________ are the three types of attribute sets. A. Universal, retrieval, and evoked B. University, relatives, and expression C. United, relations, and exploration D. Urban, random, and exchange E. Unanimity, rule, and express Answer: A.Research has shown that the consumer's mind organizes and categorizes alternatives to aid his or her decision process. Universal sets, retrieval sets,

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are most likely pursuing which macro strategy? A. customer excellence B. locational excellence C. operational excellence D. product excellence E. purchase excellence Answer: B.Locational excellence refers to having a good physical location and Internet

As a type of retailer, category specialists are fierce competitors using A. a broad assortment of merchandise. B. highly trained personnel throughout the stores. C. a complete assortment in a specific category at low prices. D. highly attractive loyalty programs. E. a limited, but complementary merchandise assortment. Answer: C.Category specialists have a narrow but deep merchandise

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The

Most Americans tend to take access to global products and services for granted. Answer:[cpmembership level="2,3,4,5"] TRUE Americans are accustomed to easily obtaining products and services from both domestic and foreign producers.[/cpmembership] Ethos Water donates 2 percent of its profits to children in need of clean water. This action demonstrates that Ethos Water is a

Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a(n) ________ that allows them to survive. A. advertising campaign B. plan to evaluate results C. sustainable competitive advantage D. set of performance metrics E. SWOT analysis Answer: C.The other items listed could help

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on A. postpurchase dissonance. B. the outcome of the alternative evaluation process. C. the degree of perceived risk associated with the product or service being considered. D. the results of habitual decision making. E. the results

New product development adds value to a firm's products and services through innovation. Answer: TRUEWithout innovation, firms would have only two choices: to continue to market current products to current customers, or to take the same products to other markets. New product development opens up greater opportunities. TRUEWithout innovation, firms would have

Andy likes gourmet popcorn and will spend time trying to find his favorite brand. His girlfriend, Joanne, loves popcorn but doesn't care about brands. For Andy, popcorn is a(n) __________ good while for Joanne it is a(n) __________ good. A. shopping; specialty B. convenience; shopping C. convenience; specialty D. specialty; convenience E. unique; universal Answer: D.For

A systematic ____________ program collects customer inputs and integrates them into managerial decisions. A. quality gap analysis B. empowerment C. zone of tolerance D. standards analysis E. voice-of-customer Answer: E.A voice-of-customer program seeks to incorporate customer input into management decision making in a systematic way. E.A voice-of-customer program seeks to incorporate customer input into management decision making

When a T-shirt manufacturer states, "We sell it only in black because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing? A. production-oriented B. sales-oriented C. market-oriented D. value-based marketing E. economics-oriented Answer: A.This question

After defining the business mission, what should a firm do next to develop a marketing plan? A. conduct an STP analysis B. perform a situation analysis C. develop a positioning strategy D. select a target market E. implement the four Ps Answer: B.A situation analysis is the second step of the marketing planning process. B.A situation analysis

Inflation refers to the cost of borrowing money. Answer:[cpmembership level="2,3,4,5"] FALSE Inflation refers to the persistent increase in the prices of goods and services.[/cpmembership] Culture can broadly be defined as the shared meanings, beliefs, morals, values, and customs of a group of people. Answer:[cpmembership level="2,3,4,5"] TRUE This is the definition of culture. Culture can be transmitted by

Good salespeople know the types of reservations buyers are likely to raise. Answer: TRUEEffective salespeople can anticipate many objections and be prepared to handle them. TRUEEffective salespeople can anticipate many objections and be prepared to handle them. TRUE Effective salespeople can anticipate many objections and be prepared to handle them. A television ad showing a

It is almost impossible to watch a sporting event on television without seeing Nike's 'swoosh" check mark, which is Nike's A. name. B. symbol. C. design. D. term. E. theme. Answer: B.The 'swoosh" is a brand symbol associated with Nike. The firm has invested a great deal oftime and money in making the swoosh one of

According to the text, 14 cable companies agreed to provide low-cost Internet access to impoverished families for all of the following reasons except A. calls for greater social responsibility. B. increased income from a larger number of subscribers. C. increased access to faster broadband capabilities. D. the economic status of consumers. E. pressures from

Not knowing the roles of key players in the buying process could cause a sales representative to A. bid too high a quantity. B. fail the vendor analysis. C. respond to an RFP too quickly. D. waste time and alienate people. E. misdirect his or her product. Answer: D.A failure to understand the roles and culture of

It is the responsibility of __________ to determine the ethical approach to setting prices so consumers find value and the firm can make a profit. A. the Better Business Bureau B. federal regulators C. the American Marketing Association D. marketers themselves E. industry standards boards Answer: D.Marketers must be aware of ethical considerations in pricing and should

The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes A. where the customer is in the buying process. B. how much time has been allocated for the presentation. C. which of the alternative products to demonstrate. D. whether to quote

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings. A. industry surveys B. experiments C. focus groups D. observation E. primary data mining Answer: C.Focus groups are a good

Which of the two types of appeals does each of these ads represent? (a) "Be all you can be in the Army." (b) "Enlist in the Army today for $20,000 in educational support." Answer: The first is an emotional appeal, while the second is an informational appeal. The first is an emotional appeal, while the

Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the framework for ethical decision making, the first thing Garrett should

If a B2B customer is satisfied with an existing supplier, it will probably engage in a(n) __________ to purchase additional quantities of the item. A. new buy B. modified rebuy C. adapted buy D. straight rebuy E. generic buy Answer: D.A straight rebuy occurs when the company is buying more of a product it has bought