midterm

QUESTION 7

Margaret has the role of the ________ in a buying center. She is the person that has the power to prevent sellers or information from reaching other members of the buying center.

initiator

influencer

decider

gatekeeper

approver

5 points

QUESTION 8

The demand for business goods such as airplane parts is ultimately derived from the demand for ________.

raw materials

consumer goods

services

business solutions

e-commerce

5 points

QUESTION 9

Within the heart of Toyota's marketing program is the firm's ________, its tangible offering to the market.

strategy

product

brand

value

people

5 points

QUESTION 10

For Netflix and similar companies, the success of online purchasing resulted in ________ in the delivery of products and services by intervening in the traditional flow of goods through distribution channels.

disintermediation

diversification

reduced competition

deregulation

privatization

5 points

QUESTION 11

In most countries, ________ goods represent more than half of production, distribution, and marketing efforts.

Durable

Impulse

Physical

Luxury

Intangible

5 points

QUESTION 12

As the marketing director for a car dealer, you need to gather information. Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Company)?

custom marketing research firms

syndicated-service research firms

specialty-line marketing research firms

generic marketing research firms

focused marketing research firms

5 points

QUESTION 13

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.

semantic differential

word association question

Thematic Appreciation Test (TAT)

Likert scale

dichotomous question

5 points

QUESTION 14

The Nordstrom, Inc. customer-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company's performance: employees, suppliers, banks, distributors, retailers and stockholders.

True

False

5 points

QUESTION 15

General Products Laboratories warehouses and delivers 3M's medical and surgical products to hospitals across the United States. The best description of this form of alliance would be a(n) ________.

product alliance

logistics alliance

pricing collaboration

indirect collaboration

promotional alliance

5 points

QUESTION 16

Jim wants to purchase a bicycle. After a customer places an order at BigPurchase.com, the company processes the customer's payment information, sends the order to the nearest warehouse, and ships the order via FedEx. This is best described as the ________ process.

market-sensing

customer acquisition

customer relationship management

fulfillment management

new-offering realization

5 points

QUESTION 17

Marketing plans for companies like Samsung who do business manufacturing are becoming more production oriented because of the high costs of doing business and the ability to improve internal processes in today's economy.

False

True

5 points

QUESTION 18

Please select the best true statement about marketing plans for a company such as Patagonia.

They can be independently developed without worrying about other functional areas.

They provide direction and focus for a brand, product, or company.

They are usually profit-oriented.

They are of limited use to nonprofit organizations.

They are typically five-year plans and they lay out the strategies required to achieve targets in those five years.

5 points

QUESTION 19

The most attractive segment is one in which entry barriers are low and exit barriers are high.

True

False

5 points

QUESTION 20

Jake is trying to segment his target market. The ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

measurable

substantial

accessible

differentiable

actionable

5 points

QUESTION 21

The Double Tree and Marriott Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation.

demographic

behavioral

psychographic

geographic

cultural

5 points

QUESTION 22

A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.

situational factors

purchasing approaches

personal characteristics

operating variables

demographic variables

5 points

QUESTION 23

Headphones manufacturer ACYR has to choose between two options for sourcing parts: Italy-based Ricaro Inc. and US-based Radar Z, Inc. How can Ricaro, Inc reduce the total customer cost for ACYR?

by absorbing some risk by offering a warranty

by improving the functional aspects of the products

by augmenting the psychological benefits of the products

by training service personnel to improve their skills

by investing in brand building for the products

5 points

QUESTION 24

Which of the following is an example of focusing disproportionate effort on high-profit customers?

In addition to bicycles, 2Wheels sells biking gear such as helmets, bottles, jackets and other accessories.

2Wheels has a club for its regular customers, organizing cycling events and parties for them.

Though 2Wheels previously offered free delivery, it now charges for deliveries made outside the city.

2Wheels allows existing customers to upgrade to a newer model at less than the sticker price by trading in their older model.

2Wheels encourages customers to send in their suggestions for product improvement.

5 points

QUESTION 25

Your boss Susan has just told you to follow the 80-20 rule. She knows that the 80-20 rule reflects the idea that ________.

20 percent of the company's profits are generated by the top 80 percent of customers

the top 20 percent of customers are highly satisfied and 80 percent of customers will recommend the company to a friend

20 percent of customers are unprofitable, and 80 percent make up a company's profits

the top 20 percent of customers often generate 80 percent of the company's profits

any new product will be accepted by 20 percent of the customers immediately, but 80 percent of the customers will be up for grabs throughout the product's life cycle

5 points

QUESTION 26

Customers interact with an airline in several ways. A customer touch point for Singapore Airlines would be an item such as ________.

ease of access to the airport

a mechanic's ability to service the airplanes

the reservations desk

the value of air travel versus surface transportation

competency of a travel agent

5 points

QUESTION 27

In Japan and other areas of the world, the relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute a ________.

culture

subculture

social class

family

group

5 points

QUESTION 28

Ricardo is a computer service technician in Spain. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Ricardo has the required knowledge and background for understanding the technical properties of the products. Within this context, Ricardo can be called a(n) ________.

transactional leader

opinion leader

role model

gate-keeper

international marketer

5 points

QUESTION 29

When you apply the concepts of Maslow's hierarchy of needs model, you learn that belonging is about love, family, intimacy and a sense of connection.

True

False

5 points

QUESTION 30

GMC uses the caption "Magnify the Experience" in the ad to promote its SUV automobile, the GMC Adventurer. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, GMC is most likely to be strong on which of the following traits?

sincerity

intelligence

imagination

sophistication

ruggedness