Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Postpurchase behavior is the stage of the buyer decision process in which consumers
take further action after purchase, based on their satisfaction or dissatisfaction.
If demand changes greatly with price, the demand is inelastic.
The business marketer normally deals with far fewer but far larger buyers than the
consumer marketer does.
Marketing services agencies are the marketing research firms, advertising agencies,
media firms, and marketing consulting firms that help the company target and promote
its products to the right markets.
Using a push strategy, the producer directs its marketing activities (primarily
advertising and consumer promotion) toward final consumers to induce them to buy the
product.
A marketing communications director has overall responsibility for the company's
communications efforts.
Inter-market segmentation refers to forming segments of consumers who have different
needs and buying behaviors in a given geographical region.
In a territorial sales force structure, as each salesperson travels within a limited
geographic area, travel expenses are relatively small.
In an endorsement style of execution, the endorsers can be characters that represent the
product.
In the supplier selection stage, the buyer reviews supplier performance.
An organization's department follows a customer-centered sense-and-respond
philosophy. The department is most likely practicing the product concept.
Agencies bring an outside point of view to solving a company's problems, along with
lots of experience from working with different clients and situations.
Product quality is harder to define and judge than service quality.
International divisions can be organized as geographical organizations, world product
groups, or international subsidiaries.
Some industries commonly use two-part pricing, breaking the price down into a fixed
fee and a fixed usage rate.
While many consumers welcome the convenience that mobile marketing ads offer,
marketers still must be smart about how they engage people on mobile devices.
Product stewardship involves minimizing not only pollution from production and
product design but also all environmental impacts throughout the full product life cycle,
and accepting increased costs.
The "Stop. Think. Tylenol." ad slogan is an example of a moral appeal.
World product groups, geographical organizations, and international subsidiaries are all
options for organizing a(n)________.
A) export department
B) indirect exporting venture
C) joint ownership
D) international division
E) standardized global marketing strategy
Developing a product or service involves defining the benefits that it will offer. These
benefits are communicated and delivered by ________.
A) product labels
B) product attributes
C) support services
D) product packaging
E) branding
Marketers who use ________ often segment their markets by consumer lifestyles and
base their marketing strategies on lifestyle appeals.
A) demographic segmentation
B) geographic segmentation
C) benefit segmentation
D) psychographic segmentation
E) occasion segmentation
Which of the following involves costs that most likely occur during the
commercialization stage of new product development?
A) building or renting a manufacturing facility
B) paying target customers for product feedback
C) determining the product's planned distribution
D) developing a prototype of the product
E) identifying target markets
The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists
and encourages them to distribute these samples to their patients and to inform the
patients about advantages of using Crest. The manufacturer of Crest toothpaste is using
________.
A) sales promotion
B) direct marketing
C) a push strategy
D) a pull strategy
E) a vertical diversification strategy
Leona bought two different brands of wine from vineyards in Australia. When asked for
her opinion about the wines, she said that one brand of wine tasted like alcoholic grape
juice, but the other had a crisp taste that she really enjoyed. These statements were most
likely made during the ________ stage of the buyer decision process.
A) information search
B) need recognition
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
Which of the following is true about the customer sales force structure?
A) The customer sales force structure is a combination of territorial sales force structure
and product sales force structure.
B) Each salesperson is assigned to an exclusive geographic area and sells the company's
full line of products or services to all customers in that territory.
C) Salespersons specialize in only a particular product line as the company produces
numerous and complex products.
D) Companies using customer sales force structure tend to ignore the importance of
long-term relationship building with customers.
E) Separate sales forces are set up for different industries, serving current customers
versus finding new ones.
To overcome problems in focus group interviewing, some companies employ small
groups of consumers who interact directly and informally with product designers
without a focus group moderator present. Such groups are known as ________.
A) classes
B) consumer guilds
C) virtual communities
D) immersion groups
E) primary groups
Sunny Brews is a coffeehouse chain based in Boston. It recently introduced Eva, a mild
roast, which became immensely popular. This exemplifies ________.
A) benchmarking
B) diversification
C) mass customization
D) product development
E) downsizing
Refer to the scenario below to answer the following question.
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to
industry design changes and consumer demands, for the next financial year, six of those
stampings will require a slight change: two will have an extra hole punched through the
side, two will require an extra plating process, and two will require an additional weld
operation.
In the meantime, purchasing agent Richard Koehl has been asked to reduce the number
of Alpha's steel suppliers in an effort to cut costs. After obtaining updated price
quotations and steel samples from his current suppliers, Richard faced a dilemma. Until
now, he had selected his suppliers based on quality and price, but the major
consideration had been the type of steel required and the specialized production
processes of his respective suppliers. Not all of Alpha's suppliers could produce the
exact grades of steel needed; some suppliers were better at producing certain types of
steel than others.
Richard contacted several employees at Alpha who had worked with the various types
of steel in the past. The quality control manager and line inspector, for example, could
help to determine which suppliers had the capabilities of producing specific types of
steel. The production control manager could provide input regarding which types of
steel worked best in which presses. The warehouse foreman gave inputs regarding how
long various types of steel could be held in inventory before rust spots began to form on
their surfaces. Each person contributed the necessary information to help Richard in
making his decision.
The demand for Alpha Stampings' products is ultimately based on the demand for new
automobiles in the consumer market. This is an example of ________ demand.
A) negative
B) latent
C) primary
D) derived
E) composite
Companies facing the challenge of setting prices for the first time can choose between
two broad strategies: market-penetration pricing and ________ pricing.
A) comparative
B) competitive
C) market-skimming
D) market-segmentation
E) cost-plus
While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a
statement said, "I want to receive promotional offers from KelfanDesigns.com." Which
of the following types of marketing is illustrated in this example?
A) telemarketing
B) viral marketing
C) direct response television marketing
D) contextual advertising
E) permission-based e-mail marketing
Refer to the scenario below to answer the following question.
Casey Brickly opened The Landing, a convenience store on the north shore of Witmer
Lake, in 1962. With a sandwich counter on one side and a bait shop and grocery on the
other, The Landing was an immediate hit with weekend lake visitors and local residents
alike. In the summer, boaters parked at the piers and bought all their fishing needs, such
as rods and reels, bait, snacks, and soft drinks at The Landing. Even during the winter
months, snowmobilers and ice fishermen were lured to The Landing for snacks and hot
coffee or hot chocolate.
As time passed, the business changed and grew tremendously. What was formerly a
weekend tourist area gradually became a full-fledged residential area. Many of the
houses, which were built as cottages in the 1950s and 1960s, were remodeled into
residential homes. By the end of the 1970s, the days of small motorboats and 10
mile-per-hour speed limits were gone; skiing and fast speedboats became the rage.
Through it all, The Landing continued to attract flocks of patrons.
In the 1980s, however, Casey started to realize that the grocery area in The Landing
could not compete with larger local retailers. He eventually enlarged the sandwich
counter, transforming the bait shop and grocery into a restaurant with a full menu
typical of any diner. "Getting rid of the bait shop was hard to do," Casey admitted. "I
still had a summer crowd that relied on us for their fishing needs, but we couldn't
survive a whole year on four months of profit."
In the early 2000s, the atmosphere of Witmer Lake and the neighboring lakes became
upscale. "I could see that people were spending more on their speed boats than what
they had originally paid for their cottages!" Casey exclaimed. Many of the cottages
were inherited by children and grandchildren of the original owners. Once again, the
scene started to change as many of the lake houses were used only as weekend lake
homes. Unlike the previous generation, a vast number of the current owners could
afford to live closer to their jobs while maintaining lake homes. "At this point, business
wasn't growing," Casey said.
As local competition continued to increase, Casey converted the diner of The Landing
into a bar with a lounge area. "The change might have been too drastic," Casey said,
"but it was the only way we could maintain a strong, year-round business in spite of the
population shifts and competitive forces."
Which of the following is the macroenvironmental force that benefitted The Landing
the most?
A) the legal environment
B) the natural environment
C) the economic environment
D) the political environment
E) the technological environment
Maslow's theory is that ________ can be arranged in a hierarchy.
A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions
The following quote best describes ________. "The marvels of modern technology
include the development of a soda can which, when discarded, will last forever, and a
car, which when properly cared for, will rust out in two or three years."
A) planned obsolescence
B) product failure
C) deceptive promotions
D) deceptive packaging
E) excessive markups
Stop-N-Go , 7-Eleven, and Circle K are examples of ________.
A) department stores
B) convenience stores
C) category killers
D) specialty stores
E) supermarkets
Which of the following is a type of industrial structure?
A) marketing economies
B) subsistence economies
C) laissez-faire economies
D) capitalistic economies
E) socialistic economies
The Jay Group hires better employees than its competition by conducting effective
searches and multi-tiered interviews. The company also provides high quality training
to its employees, an aspect often neglected by competitors. The Jay Group is most
likely to gain a strong competitive advantage through which type of differentiation?
A) image differentiation
B) people differentiation
C) services differentiation
D) product differentiation
E) channel differentiation
In an effort to differentiate its offerings from its competitors, Pegasus Computers
decided to add an extra USB port in all its laptops besides providing a free pair of
Delphi power bass headphones with every Pegasus laptop. Although the additional
features increased the price of the laptops by $500, Pegasus was confident that the
strategy would help boost demand for its laptops substantially. This is an example of
________.
A) good-value pricing
B) markup pricing
C) break-even pricing
D) value-added pricing
E) cost-based pricing
Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions
about the firm's new sports shoe line. A team of researchers in the company invited
eight regular customers to talk about the new line of shoes, asking why they chose to
buy the shoe and what they disliked most about its design. A moderator was present to
monitor the discussion. Which of the following types of contact methods is Redrunners
using?
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept
Under which promotional mix strategy does the producer direct its marketing activities
toward channel members to induce them to carry the product and promote it to final
consumers?
A) pull strategy
B) blitz strategy
C) push strategy
D) buzz strategy
E) pulse strategy
Briefly explain the major sales promotion tools.
What is a private brand?
What is a business portfolio? What are the steps involved in business portfolio
planning?
Explain why typical husband-dominant or wife-dominant products of the 1970s may no
longer be regarded as typical.
Discuss the ways in which critics accuse marketing of harming the consumer.
What is horizontal conflict? Illustrate your answer with an example.
Compare the four different types of industrial structures.
Why might the Hispanic American market be a viable targeted group for a new
marketer of products?
