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According to the Model of the Consumer Decision Process, the marketing activities that
affect consumer decision process include the value proposition, technology, and
marketing communications.
Data mining is about analyzing as much information as possible about customers and
potential customers to develop micro-segments.
The ultimate goal of CRM is maximizing performance of the customer side of the
enterprise.
(p.8- 9)Substantiality refers to practices of socially responsible firms that incorporate
doing well by doing good.
If a firm chooses more than one segment to attack, it should approach them
sequentially, not all at the same time.
Access to information and relevant individuals in the buying center is controlled by
goalkeepers.
_____ are NOT purchase event characteristics that affect the actual choice decision.
A.Physical surroundings
B.Social circumstances
C.Time circumstances
D.Biorhythms
E.State of mind
Four purchase event characteristics affect the actual choice decision. They are physical
surroundings, social circumstances, time circumstances, and state of mind. Biorhythms
is not one of them.
In straight rebuy situations, companies that are not on the approved list are called
_____.
A.Preferred suppliers
B.Out suppliers
C.Standard suppliers
D.Variable suppliers
E.Alternate suppliers
The goal of business sellers in straight rebuy situations is to become the preferred
supplier. A company given approved status must be diligent and mindful of competitors
seeking to displace it. Companies not on the approved list are called out suppliers. Their
primary task is to obtain a small order, an opening, then leverage that opportunity to
gain additional business.
The marketing manager for ABC Appliances is working on the warranty for their new
line of dishwashers. She is considering a 2-year total warranty based on costs, but the
competition offers a 4-year total warranty and a 5-year mechanical warranty. She is
worried that the shorter warranty she is planning will make customers think that ABC's
dishwashers are inferior in quality. She should think about the _______ of the warranty.
A.Competitive advantage
B.Costs and benefits
C.Message
D.Product differentiation
E.Persuasiveness
Warranties convey a powerful message to the customer about perceived product quality
and manufacturer commitment to customer satisfaction. In this case, the marketing
manager should work on the message of the warranty.
The marketing manager at MWJ Architects, a firm that specializes in design baseball
parks, discovers a glitch in the software that the firm uses and that some of its most
recent projects will come in over budget. A discussion of this would be included in the
______ section of the SWOT.
A.Strengths
B.Threats
C.Opportunities
D.Strategic
E.Weaknesses
A glitch in the software is an internal problem and so it should be included in the
weakness section in the SWOT.
The essential marketing objective in the introductory stage of the PLC is to build
____________.
A.Trial of the product
B.Public relations for the product
C.Trial followed by loyalty
D.Awareness leading to trial purchase
E.Satisfaction
In the introductory phase, the main goal of marketing is awareness of the product,
hopefully, leading to trial purchase.
Kayla enjoys shopping at Break for her school clothes because if one of her friends
bought the same outfit as she did, Break has a really easy return policy so Kayla can get
something else. Kayla is responding to the _________________.
A.Market makers
B.Sales experience
C.Shopping experience
D.Depth of merchandise
E.Retail experience
Policies that make it easy to return merchandise for credit or refund, enhance the sales
experience. Since Kayla enjoys shopping at Break because Break has a really easy
return policy, she is responding to the sales experience.
New purchases of new products are called _______.
A.Original purchases
B.Subliminal purchases
C.Purchase novelties
D.Trial purchases
E.Replacement purchases
Purchases of new products for the first time are called trial purchases.
ABC company wants to create an association between two stimuli: Marketing
information and a response. ABC Company is using ______.
A.Cognitive learning
B.Brand management
C.Cognitive association
D.Operant conditioning
E.Classical conditioning
Classical conditioning seeks to have people learn by associating a stimulus and
response. ABC company is using classical conditioning by trying to create an
association between marketing information and a response.
The process of measuring marketing results and adjusting the marketing plan as needed
is called ______________.
A.Marketing control
B.Marketing metrics
C.Marketing management
D.Marketing strategy
E.Marketing planning
The process of measuring marketing results and adjusting the marketing plan as needed
is called marketing control.
The sequential steps to successful segmentation are:
A.Positioning, targeting, and segmenting
B.Research, fulfillment analysis, and churn rate
C.Segmenting, targeting, and positioning
D.Need identification, qualitative research, and positioning
E.Consumer analysis, content analysis, and segmenting
Market segmentation divides a market into meaningful smaller markets or submarkets
based on common characteristics. This allows marketing managers engage in target
marketing. Finally, the way the firm ultimately connects its value proposition to a target
market is through its positioning.
Conventional supermarkets are responding to new competitors with _______________.
A.Greater emphasis on freshness
B.Targeting new markets such as health-conscious consumers
C.Creating a neighborhood atmosphere and upgrading facilities
D.A & B
E.A, B & C
Low-cost alternatives to conventional supermarkets are the new competitors for super
markets. Conventional supermarkets are responding to this by laying greater emphasis
on freshness, targeting new markets such as health-conscious consumers, creating a
neighborhood atmosphere, and upgrading facilities.
________________is the percentage of total category sales accounted for by a firm.
A.Market share
B.Value Ratio
C.Cost
D.Value pricing
E.Product adoption
Market share is the percentage of total category sales accounted for by a firm.
What are cultural values? Provide examples of different cultural values.
What conditions existed after World War II that caused the marketing concept to
emerge? What marked the transition from the selling concept to the marketing concept?
Describe the customer interaction phase of the CRM process cycle.
Gale is going to be opening a retail store in Portland. She is trying to determine what
kind of product assortments to carry. What would you tell Gale?
What are the differences between non-store retailers and other retailers?
Lydia is a marketing manager for a grocery store in Boston. She has started to realize
that the availability of low-cost alternatives to supermarkets is affecting her sales. What
should Lydia focus on?
