Chpt 10
An experiment conducted in a natural setting such as a store is referred to as a ____.
Field Experiment
A ______ is a group of potential buyers who are brought together to discuss a marketing
research topic with one another.
Focus Group
Displaying data in a ____ allows data captured in a data warehouse to be accessed and
understood.
Dashboards
To develop standards of conduct and create respect for marketing professionals who gather
market intelligence, the Society of Competitive Intelligence Professionals has developed a code
of ethics. Which of the following is NOT part of this code?
To faithfully adhere to and abide by one’s company policies, objectives and guidelines
To promote this code of ethics within one’s company, with third-party contractors and
within the entire profession
To limit disclosure of relevant info, including one’s identity and organization if necessary,
prior to all interviews.
To provide honest and realistic recommendations and conclusions in the execution of
one’s duties.
_____ allows all managers who are not computer experts to gather all kinds of different info
from a company’s databases, including info that is not produced in reports regularly generated
by the company.
Analytics Software
____ is what a company has to resort to if it can’t answer a question by other types of info that
the organization already has, such as market intelligence, internal company data, or analytics
software applied to data.
Marketing Research
_____ is data generated about the number of people who visit a website and its various pages,
how long they dwell there, and what they buy or don’t buy.
Clickstream Data
An ___ looks and operates like the web, but only an organizations employees can access it.
Intranet
Which of the following is true about Marketing Research?
Marketing research is not always a good decision
_____ is a method of examining content in blogs, tweets, and other online media is to
determine what people are thinking at any given time.
Sentient Analysis
____ is primary data that marketing research firms collect on a regular basis and sell to other
companies.
Syndicated research
An _____ is useful when you are initially investigating a problem but you haven’t defined it well
enough to do an in-depth study of it.
Exploratory Research Design
Which of the following is a source of primary data?
Surveys & Interviews
_____is data that has already been collected by someone else, or data you have already
collected for another purpose.
Secondary Data
Which of the following is a good place to start when looking for secondary data?
Local Library
Using research to explain data is known as _____ research.
Diagnostic
Exploratory research collects data from a large sample, whereas conclusive research uses a
smaller sample.
False
Data that has been collected for some purpose OTHER than the present research question is
known as:
Secondary Data
Using survey data, I can conclusively determine that one thing causes another thing.
False
The executive summary should give enough info that reading the rest of the report should not
be completely necessary.
True
Chpt 3
According to Lasn(1999), how many advertisements are consumers exposed to per day?
3,000
Why do grocery stores put bread and milk in the opposite ends of the store if people typically
buy both?
To encourage the customer to walk around the whole store
The Big 5 personality traits are:
Conscientiousness, Agreeableness, Neuroticism, Openness, Extraversion
Before Beth decides on the price she wants to pay for a product, what would need to occur first
in the consumer purchasing process?
Recognize a need
Which product is most likely to cause the highest level of information search when making a
purchase decision?
A car
According to Maslow’s Hierarchy of needs, before Ben can fulfill his social needs, he needs to
have fulfilled what?
Physiological and safety needs
Grocery stores have an assortment of yummy candy, gum, drinks, and interesting magazines
right by the checkout counter. What is the behavior they are encouraging shoppers to engage
in?
Impulse buying
Seven-Eleven Japan makes sure they immediately restock their products in their stores. They
also offer customers additional services, such as the ability to pay bills and make photocopies.
This is a response to ___.
Customers who are time-starved
Ahmad buys lemonade with his lunch every day. He is likely engaging in ____.
Routine response behavior
Why didn’t Germany agree to deficit-spend to help the world get out of the 2008 recession?
It was not part of their culture to run up debt
In the consumer decision-making process, our preferred or desired state is best described as:
Ideal State
Which of the following statements is most accurate:
The evoked set describes the choices that first come to mind when thinking of a
particular product category and could be choices that we find acceptable or
unacceptable
If one is influenced in a positive manner by a group by which they are not a member, that group
to this person is a(n):
Aspirational group
Which of the following about the Theory of Reasoned Action(TORA) is least accurate?
TORA is most useful in predicting behavior in peripheral-route processing
B2B marketing refers to the process of buying and selling goods and services to be used in the
production of other goods and services.
True
If Netflix users want more movies & TV shows and more variety, then Netflix must make and
source more shows! This is an example of:
Derived demand
In the _____, the buyer makes very clear and specific requirement, sets dates, contract details,
warranty and maintenance details.
Order specification stage
There are 4 specific types of organizations that are typically involved in B2B transactions;
manufactures and service providers, resellers, institutions and government.
True
B2B relationships can be shown on a continuum with transactional at one end, collaborative at
the other, and _____in btw.
Value-added
Collaborative relationships btw. sellers and buyers have close informational, social and
operational links.
True
In a new buy situation, it is likely that all members of the buying center would be involved.
True
In the B2B space, many buying decisions are made purely on price. This is because when the
product is an input to the buyer’s outputs, and is this a production cost, it affects the business’s
profit.
True
Marketing principles & strategies apply just as much to the B2B situation as they do to B2C.
There are some differences in practice. One huge difference is the number of customers.
True
Chpt 4
Why does Intel market to consumers when all of their sales are from businesses?
Marketing to consumers creates derived demand that makes an Intel chips important to
consumers
Cactus corp. is a large business with thousands of employees. Deshi, in the finance dept.,
noticed a need for a new type of machine that would make producing Cactus Corp. product
more efficient. To help get approval from the purchasing mgr, John enlists Rocinante, an
engineer in the manufacturing plant, to speak positively about the new machine to the
purchasing mgr. In order to speak to the purchasing mgr, Deshi & Rocinante need to book an
appt. through Sam, the purchasing mgr’s assistant. In this scenario, who is the influencer?
Rocinante
In terms of B2B buyers, which group is the biggest purchaser of goods & services in the world?
Governments
Companies like Proctor & Gamble, GM, Dell, and Delta Airlines are examples of what type of
B2B buyers?
Producers
A website where a business buys products from multiple sellers is known as a ____.
Buy-side site
The balanced scorecard approach for evaluating suppliers can help businesses _____.
Avoid ethical violations in supplier selection
A website where a single seller offers products to many different buyers is known as a ____.
Sell-side site
Financial Institutions in New York, film production companies in Cali, or oil refineries in Houston
are all examples of _____.
Industry Clusters
When qualified suppliers are asked to submit a bid to supply the good or the service, they have
received a ____.
Request for proposal
A small change in demand by consumers can have a big effect through the chain of businesses
that supply all the goods & services that produce it. This phenomenon is known as ____.
Fluctuating demand
Convergence happens as people become more similar in their wants & desires, as wealth
increases.
True
Global Marketers use 3 main ways to achieve their goals; they standardize, they _____ and they
focus on global integration.
Coordinate across markets
Marketers can use 4 categories of analysis to identify attractive markets for their products &
services and to help with decisions. They are 1; economic analysis, 2; infrastructure and
technology analysis, 3;__________ and 4; gov policy & gov analysis.
Social & consumer analysis
Marketers use Geert Hofstede’s cultural grid to understand some of the basics of cultures & to
design advertising campaigns & other elements of the marketing mix. These include:
Individualism, masculinity & time orientation
Mature markets are attractive because they have wealthy consumers, good infrastructure &
developed legal systems.
True
Exporting is the most popular way for companies to become international.
True
Joint ventures are formed when the business enters a new market & shares its resources with a
business in the host market. Ownership, control and profits are shared.
True
In global marketing, relationships are often with other businesses in the host market who then
deal with consumers in that marketplace.
True
A host country’s ____ shape ad campaigns.
Culture & communication infrastructure
With higher disposable income levels, convergent and divergent pressures start to change
consumer buying behavior.
True
What is NOT a component of Brand Equity?
Brand awareness
Cost
Brand associations
Brand loyalty
A brand association reflects the mental links that consumers make btw. a brand & its key
product attributes, such as a logo, slogan, or famous personality.
True
Which statement below regarding retailer brands is not true?
They are also called Store and Private-Label brands
They are products developed by the retailer or can be contracted out
Sales historically have been limited, but in recent years have experienced an increase
In recent years retailer brands have been declining in sales
Which of the following is NOT a type of consumer product
Sought
Product mix breadth or width is about the number of items within a product line.
False
Which of the reasons below is why firms do NOT create new products?
Can be very costly
Although companies can have a new product that does not meet its expectations its possible
that a company’s new product can exceed its expectations.
True
What is true regarding innovators?
They avoid change
They are risk averse
They represent 34% of the population
Higher educational/income levels
What is NOT true for the most part regarding the growth stage of the product life-cycle?
Sales rise
Profits decline
Producers can enjoy economies of scale
There is an increase in competition
Assurance refers to:
Knowledge & courtesy of employees and their ability to inspire trust & confidence
Which of the following is NOT a characteristic of services?
Intangibility
Homogeneity
Perishability
Simultaneous Production & Consumption
Does price send a message about the quality of a service?
Yes
The customer gap is the difference btw. ___ and ____.
The customer’s expectations and the customers perceptions of service quality
The company has direct control over the customer gap.
False
People includes all of the following except:
Firm employees
Customers
Employees’ families
Other customers
If we are deciding about how many steps a service should require in order to be accomplished,
we are thinking about:
Process
Business cards, employee dress, and the servicescape are all part of the service’s:
Physical evidence
The relationship btw the company and the customer, where the firm makes promises to the
customer, is also known as:
External marketing
The relationship btw the providers and the customer, where the providers keep the promises
made to the customer, is also known as:
Interactive marketing
The relationship btw the company and the providers, where the firm gives providers the tools,
training, and motivation to keep the promises to the customer, is also known as:
Internal marketing
Chpt 6
Materials that have been processed into a finished good but are not yet stand-alone products
(such as sheets of copper) are called _____.
Manufactured material offerings
Managers must be aware of the impact that new offerings will have on the sales of their older
offerings. Which of the following would likely result in the MOST cannibalization?
Product line extension
Which perspective of business integrates the product, service, and price dimensions of an
offering into a single consideration?
Service-dominant perspective
Which term best refers to the name, picture, design, symbol, or combination of those items
used by a seller to identify its offerings and to differentiate them from competitors’ offerings?
Brand
Because magazines, web sites, and trade shows are organized to serve specific industries or
even specific positions within industries, B2B marketers find ___ market structures for
marketing departments to be more efficient then organizing ____.
Vertical; geographically
Dan’s Freshmint Gum is sold in cylindrical containers designed to fit comfortably in a car cup
holder. These cylindrical packages come in larger boxes of 24 that allow retailers to display the
gum on the shelf in the box. These boxes arrive at the retailer in a large cardboard box that
contains ten of the 24-count display boxes. The display boxes would be considered ____.
Secondary Packaging
Which term best refers to products and services for which consumers will make an effort to
compare and select a brand, believing there are meaningful differences btw. similar offerings?
Shopping Offerings
Which term best refers to the phenomenon of when Doc & Eddy’s, a local Tempe restaurant,
introduced hot wings to their menu, the manager noticed that sales of hamburgers dropped.
This phenomenon is known as ____.
Cannibalization
Equipment purchased and used for more than one year and depreciated over its useful life, such
as machinery used in a manufacturing facility, is called _____.
Capital equipment offerings
Which term best refers to the total amount someone pays to own, use, and eventually dispose
of a product?
Total cost of ownership (TCO)
Chpt 7
In which stage of a products life cycle are marketing costs typically highest?
Introduction
When introducing products to international markets, few cultural, legal, and environmental
differences are usually a good sign that a product may be
Standardized
The first prototypes of an offering are produced during which stage of the New Offering
Development Process?
Development
Customers who are good at generating new product ideas or applications of products are called
____.
Lead users
_____ refers to the process of removing a product from an organizations offerings.
Divesting
What is the correct order for the steps in the New Offering Development Process?
Idea generation, Idea Screening, Feature Specification, Development
Which term best refers to the process of making an offering available only to certain markets
first and then other markets later?
Rolling launch
Which term best refers to the process whereby a company begins with the customer’s desired
benefits and then designs an offering that delivers those benefits?
Quality Function Deployment (QFD)
Patrick's Popcorn is a regional producer of speciality popcorn products. They have recently
developed a new variety of low-fat, high-protein popcorn snacks aimed at health-conscious
consumers called PowerPop. PowerPop is currently undergoing Beta Testing. What is most likely
to be happening right now?
Delivery methods for the popcorn are being tested
Advertising materials for the popcorn are being tested
All of these are likely to be happening
The brownies are being tested under hot and cold conditions with real customers
The popcorn is being tested under high altitude conditions with real customers
_____ refers to the possibility that the company will fail to earn the appropriate return on the
money and effort it puts into a product.
Investment risk
