When Bank of America followed female baby boomers at home and while they shopped
to observe things the shoppers might not have been able to articulate, they were using
ethnographic research.
Attribute listing lists several ideas and considers each in relationship to the others.
A firm that is always working to improve its product offerings such that consumer
needs are addressed more efficiently is following a differentiation strategy.
Before rolling out a new marketing communications campaign, employees went to a
rally and received training on why the company was changing directions and what it
would mean to their customers, which is an example of relationship marketing.
Spending on product research, development, and design constitutes investment in the
brand value development process.
A market-penetration strategy is one where a company searches for new customers in a
group that has never used a product before.
A buyer of the 2013 Subaru Outback 2.5i could pay extra for four-way passenger seats,
an All-Weather package, and a power moon roof because Subaru was using
captive-product pricing.
Internet users spend only 5 percent of their time actually searching for information.
Two-step communication suggests that mass communicators should direct messages
specifically to opinion leaders and let them carry the message to others.
Companies producing a variety of products and brands often establish a product- (or
brand-) management organization.
The flow of materials to refurbish products for resale constitutes a reverse flow.
Which of the following “building block levels” corresponds to the branding objectives
of points-of-parity and difference?
A) performance and imagery
B) judgment and feelings
C) resonance and salience
D) imagery and judgment
E) salience and feelings
When consumers use Tide TOTALCARE laundry detergent, which is used by
consumers who want to obtain dry-cleaning type results at home, it is an example of
________, or switching spending from one category to another while preserving a
desired experience.
A) trading up
B) trading down
C) trading over
D) being trapped in the middle
E) treasure hunting
The ________ method of determining area market potential calls for identifying all the
potential buyers in each market and estimating their potential purchases.
A) group-discussion
B) market-test
C) market-buildup
D) brand development index
E) multiple-factor index
In India, where people often buy items like cigarettes one at a time because incomes are
low and people shop daily because homes lack storage and refrigeration, ________
remains an important function of intermediaries and helps perpetuate long channels of
distribution.
A) breaking bulk
B) jobbing
C) type of transportation
D) information sharing
E) reinforcing policies
The Body Shop, Timberland, and Patagonia incorporate ________ as a way to
differentiate themselves from competitors, build consumer preference, and achieve
notable sales and profit gains.
A) social responsibility
B) technology
C) globalization
D) collaboration
E) goodwill
Which of the following strategies for new-product development incorporates buyers’
preferences in the final design of the product?
A) quality function deployment
B) market leadership
C) cost leadership
D) incremental innovation
E) disruptive technology
A(n) ________ is a descriptive thought that a person holds about something.
A) attitude
B) belief
C) desire
D) feeling
E) emotion
________ serve bulk industries such as coal, lumber, and heavy equipment, assuming
title and risk from the time an order is accepted to its delivery.
A) Producers’ cooperatives
B) Cash and carry wholesalers
C) Truck wholesalers
D) Drop shippers
E) Rack jobbers
When hotels, motels, and airlines offer discounts in slow selling periods, they are said
to be offering ________.
A) trade discounts
B) quantity discounts
C) functional discounts
D) seasonal discounts
E) trade-in allowances
Which of the following is NOT a benefit of a social media presence for a brand?
A) Social media allows marketers to establish a public voice and presence online.
B) Social media can cost-effectively reinforce other communication activities.
C) Social media can encourage companies to stay innovative and relevant.
D) Social media can be used to build or tap into online communities.
E) Social media allows companies to have a short-term focus.
The main risk in a ________ approach is the substantial resources needed and the
difficulty of planning entry strategies for many diverse markets.
A) shotgun
B) continuous
C) born global
D) sprinkler
E) waterfall
________ are certificates that entitle the bearer to a stated saving on the purchase of a
specific product.
A) Samples
B) Coupons
C) Rebates
D) Price packs
E) Premiums
According to the VALS segmentation system, ________ are considered to be trendy
and fun-loving people who are resource-constrained. They favor stylish products that
emulate the purchases of those with greater material wealth.
A) Strivers
B) Survivors
C) Experiencers
D) Makers
E) Believers
A(n) ________ strategy is another name for identifying shifts in market segments that
are causing gaps to develop, then rushing in to fill the gaps and developing them into
strong segments.
A) frontal attack
B) flanking
C) encircling
D) counteroffensive
E) bypass
Cable TV operators and cellular carriers suffer from high levels of ________, or
customer defections.
A) customer retention
B) customer churn
C) detraction
D) share-of-wallet
E) customer complaints
________ refers to buying large carload lots and dividing them into smaller units before
shipping them out to consumers.
A) Bulk breaking
B) Containerization
C) Wholesaling
D) Warehousing
E) Broking
What are some examples of situational factors that can be used to segment business
markets?
Karl Lipton is the marketing communications coordinator for a major electronics
manufacturer. He is assigned with charting out a communications strategy for a new
range of mobile phones developed by his company. How will Karl’s communications
strategy look over the course of the mobile phones’ life cycle?
E&OE is looking to reduce its inventory costs for all its products. The company realizes
that its inventory depends on the setup costs of its various products. How do setup costs
affect E&OE’s inventory costs?
Identify and define the traditional four Ps. Also identify the new four Ps and the reason
for developing the new interpretation.
As the marketing manager for your firm, you have been approached by your key
component manufacturer suggesting that your two firms “ingredient brand” a new item.
What are some of the requirements for succeeding in ingredient branding?
Assume that you have decided to use a niche strategy to advance your marketing goals.
Characterize an attractive niche.
Culture is the fundamental determinant of a person’s wants and behavior. The growing
child acquires a set of values, perceptions, preferences, and behaviors through his or her
family and other key institutions. What values are typical American young children
exposed to?