The issue of corporate identity and its impact on customer attitudes and responses
toward product offerings is no longer relevant in today’s marketplace.
CRM essentially is computer software.
The number of products purchased by the same customer is called repeat purchases.
This can be important with things like stereos and cell phones which are considered
convenience goods.
One of the most critical aspects to the selling process is not what happens before the
purchase decision but what happens after, the follow-up.
A stop-to-market mistake happens when a company fails to stop a bad product idea
from moving into product development.
A patient’s ability to come self-diagnosed and ready to self-prescribe to a doctor’s clinic
is an example of shift in information power.
Marketing managers need to pay attention to culture as ________.
A.It shapes the way people respond to the product offering
B.Not understanding culture means the risk of negative effect on product acceptance
C.The value proposition should include cultural cues
D.Customers filter messages through cultural influences
E.All of the above
Culture is a primary driver of consumer behavior because it teaches values and product
preferences and, in turn, affects perceptions and attitudes. Beginning in childhood and
continuing on throughout life, people respond to the culture in which they live.
When Apple introduced the i-Phone, in order to reach the corporate mobile user it had
to develop features that would attract this market. However, it had to deal with the
offerings of market leader Research in Motion. So when the engineers were designing
the i-Phone, they used BlackBerry as a comparison point. This is an example of the
_______ role the brand plays for the brand’s competitors.
A.Invigoration
B.Education
C.Protection
D.Benchmarking
E.Categorization
Market-leading brands provide competitors with a benchmark against which to
compete. Thus, while designing the i-Phone, engineers used BlackBerry as a
benchmark.
Hoover’s and similar Web sites are good sources of _________ information.
A.Environmental
B.Political
C.Internal
D.Competitor
E.Customer
Online sites such as Hoover’s provide detailed information on thousands of companies,
much of it at little or no cost.
A service is a product in a sense that it represents a bundle of benefits that can satisfy
customer wants and needs, yet it does so __________.
A.Without people
B.Without price perceptions
C.Without physical form
D.Without time utility
E.Without affecting the product experience
Services have no physical form.
Southwest Air was the only airline in the U.S. that did not lose money in the year
following the 9/11 terrorist attacks on the United States in 2001. This fact most likely
reflects the company’s _____________.
A.Advertising budget
B.Marketing (Big M)
C.Marketing (little m)
D.Relationship orientation
E.Sales orientation
Southwest’s overarching customer focus (big M), not marketing programs (little m),
lead to customer loyalty during hard times.
Robitussin redesigned its packaging to provide specific product use information to help
parents make a purchase decision and to inform them about proper product usage. The
package lists three key pieces of information: the symptoms it treats, whether it is
drowsy or non-drowsy, and the recommended age for usage. This is an example of
meeting the ________ requirements of labeling.
A.Legislative
B.Marketing
C.Legal
D.Industry
E.Consumer
Consumers want to use products out of the box, and package labeling is the most
convenient place for initial use instructions. The product package tends to include
product precautions, simple assembly information, and appropriate age for product use.
This case is an example of meeting the consumer requirements of labeling.
(Little m) marketing includes ____________.
A.Marketing strategy
B.Product designing
C.Advertising
D.Production
E.Philosophy
Little m is tactical in nature, and managing advertising is a day-to-day activity.
Since they were unsure of why sales were declining, marketing managers of Brand K
Watches decided that exploratory research was needed, but because their situation was
unique they also decided that primary data was necessary. The best approach is to use
____________ research because it is less structured and may generate unanticipated
insights into the research problem.
A.Quantitative
B.Qualitative
C.Survey
D.Numerological
E.Behavioral
Qualitative research is less structured than quantitative research and is often used in
exploratory research.
As a marketing manager you want to know whether the target market will be receptive
to a new advertising campaign. _________ is the best way to answer this question.
A.An Internet search
B.Asking employees
C.Historical analysis
D.Gut instinct
E.Market research
Market research involves methodical identification, collection, analysis, and
distribution of data. It can be used for solving marketing problems.
Some insurance and credit card companies would like to target students as a segment
but find it hard to capture their attention. This is an example of a market lacking one of
the criteria for segmentation and it is ________.
A.The ability to reach the segment in terms of communication
B.The ability of identifying the market
C.The size of the market
D.The ability of obtaining information about the market
E.None of the above
Barriers to reaching a segment might include language, physical distance, or as in the
case of some developing markets, transportation, technology, and infrastructure
challenges. In this example, it is difficult to capture the attention of the students, so the
problem is related to communication required to reach the segment.
What is an enhanced product? Give an example.
Define product. What is the difference between product and product item?
What is meant by market-driven strategic planning?
The Nature of the Bark is a retailer that creates organic pet foods. They are located in
San Francisco, but have recently figured out how to make their recipes ready for
shipping. The Nature of the Bark would like to sell and ship their pet foods all over the
country, and is considering electronic retailing, what are the disadvantages you could
tell them about?
Charlotte is trying to convince Trey to begin to use some intermediaries in relation to
their home goods business. Trey is resistant, what should Charlotte say?