Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Sunset Lawn Service puts most of its resources into value-building marketing
investments. The management at Sunset is practicing customer-value marketing.
Product differentiation refers to the way a product is defined by consumers on
important attributes-the place the product occupies in consumers' minds relative to
competing products.
Companies seldomly solicit ideas from customers during the idea generation stage of
product development.
The major activity in strategic planning is product innovation.
Recently, the increased use of online social networks and video sharing has reduced the
need for advertising standardization with global brands.
You receive a text message on your phone from Upscale Furnishings about an
upcoming sale on custom furniture. Upscale Furnishings is developing a direct
customer relationship with you through kiosk marketing.
The most important objective of a reminder advertising is telling the market about a
new product.
The major activity in strategic planning is business portfolio analysis, whereby
management evaluates the products and businesses that make up the company.
Overhead costs are costs that do not vary with production or sales level.
The societal marketing concept calls on marketers to balance consumer wants and
desires, company profits, and society's interests.
Proposals related to ________ include promoting the use of sustainable ingredients,
recycling and reducing solid wastes, and managing energy consumption.
A) the right to be informed
B) consumer protection
C) preserving the world for future consumption
D) quality of life
E) the right to charge any price for the product
Manufacturers must comply with specific laws regarding ________.
A) profit margins
B) product quality and safety
C) product harvesting
D) distribution channel length
E) product life cycles
________ are offers of a trial amount of a product.
A) Samples
B) Coupons
C) Premiums
D) Rebates
E) Price packs
Stephanie and John wanted to purchase a high-end sports car. Stephanie wanted to buy
one that had a unique, superior design. On the contrary, John wanted to buy a car with a
powerful engine. They both viewed a commercial for a particular sports car which
highlighted the cost, design, and power of the car. After viewing the ad, both had
differing opinions about the car. Stephanie felt that the car's price was acceptable,
considering the superior and unique design. John thought that the car was expensive
owing to the high power engine installed in it. Both used the information in different
ways, focusing on issues that they each considered important. Which of the following
concepts does this scenario demonstrate?
A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance
Which of the following is most likely a disadvantage of focus group interviewing?
A) Focus group interviewing does not connect secondary data with primary data.
B) Focus group interviewing is less flexible compared to mail questionnaires.
C) Consumers in focus groups are always open and honest about their real feelings,
behaviors, and intentions in front of other people.
D) Focus group interviewing involves small samples to keep time and costs down,
which makes it hard to generalize from the results.
E) The moderator in a focus group interview has poor control over the group of
respondents.
Which of the following promotion categories is most likely to use the promotion tools
of press releases, sponsorships, events, and Web pages?
A) sales promotion
B) direct marketing
C) advertising
D) public relations
E) horizontal diversification
Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for
its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads,
and Web site. Delia's works to make sure its public relations activities as well as its
sales promotions harmonize with its advertising in all aspects. From this information,
we can infer that Delia's is using ________.
A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing
An organic farmer has identified three distinct groups that might be interested in his
products: vegetarians, health-conscious individuals, and people identified as
trendsetters who try out new products in the market before others. These three groups
are examples of ________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries
Calypso Motors recently rolled out its hatchback, Proteus. Proteus combines the
attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors
is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury
segment. Which of the following types of market segmentation is evident here?
A) gender segmentation
B) income segmentation
C) benefit segmentation
D) geographic segmentation
E) age and life-cycle segmentation
Most people laughed when Evelyn Ringler explained her product idea: a solar-powered
vacuum cleaner. But the concept was practical and the technology used in the vacuum
was the same as that used in many electronic toys. After setting up a demonstration
booth in a mall in a Chicago suburb, Evelyn felt more assured than ever that her idea
would be a hit. Consumers seemed receptive and offered helpful pieces of advice, such
as how much they would pay for the vacuum, what colors they would prefer, and why
they would not buy the vacuum.
The vacuum itself was shaped like a small saucer, with a filter bag on top and sensory
nodes along the edges. After being charged in the sunlight, the vacuum could run for 7
hours, covering a floor area of 600 square feet. As the apparatus lightly bumped into
table legs, chairs, and so on, the sensory nodes allowed the vacuum to move around the
objects in various directions. This is the same type of technology used in the
manufacture of children's race cars and walking dolls.
Evelyn knew that the solar-powered vacuum would be especially helpful to both elderly
consumers, who may have a more difficult time with vacuuming, and on-the-go
consumers who lead busy lives. The price would be above average but would likely be
reduced after Evelyn recouped some of her costs.
After a 500-unit production run and a substantial financial investment, Evelyn set up a
multiple-city test market, in a Chicago mall and in an appliance store in New Jersey and
several other retail stores in Florida. "It's such a novel idea," Evelyn added. "People will
notice it, even if they don't buy it right away."
Evelyn's vacuum is at the ________ stage of the product life cycle.
A) product development
B) laggard
C) growth
D) decline
E) maturity
What types of products would be successful with standardized global marketing?
What strategy should a marketer use upon learning that consumers are not buying a
product because they do not perceive a need for it?
What is the difference between core beliefs and secondary beliefs? Give an example of
each.
What are the two levels in the sustainability portfolio that deal with "beyond greening"
activities that tend to pay off in the longer term.
Explain how the Internet has transformed the way in which we conduct business today.
What are two possible reasons that management contracting is prevalent in the hotel
industry?
What are the major characteristics of institutional markets?
What might drive a company to create international divisions or subsidiaries? Discuss
the three ways these divisions can be organized.
Give examples of competitor objectives and discuss the importance of knowing a
competitor's mix of objectives.
Describe the major types of buying situations.
