Q&A Hero

Q: Which of the following determinants of customer satisfaction with online websites and merchants while shopping online is characterized by the merchant's ability to match purchase recommendations to one's needs and customize products and advertisements so the customer feels unique and valued? A) trust B) engagement C) network D) interactivity E) adaptation

Q: Walmart's use of Twitter chatter to inform their decision to sell cake pops is an example of social media's impact on ________. A) photography B) television commercials C) market trust D) market research E) customer bias

Q: Social media transformed ________ by giving companies a way to easily collect input and customers' preferences. A) photography B) television commercials C) market trust D) market research E) customer bias

Q: Researchers have identified two interrelated forms of customer engagement with marketers: ________ and ________. A) customer satisfaction; commercial exchange B) social exchange; commercial exchange C) emotional bonds; customer satisfaction D) customer satisfaction; transaction-based relationships E) emotional bonds; transaction-based relationships

Q: Antoine is in charge of customer acquisition and retention. He allocates more of his budget to customer retention than customer acquisition. Why does Antoine's decision make sense? A) Low customer turnover is correlated with higher profits. B) High customer turnover is correlated with higher profits. C) Low customer acquisition is correlated with higher profits. D) Low customer acquisition is correlated with higher employee satisfaction. E) High customer acquisition is correlated with higher employees satisfaction.

Q: Which of the following is NOT one of the benefits of retaining loyal customers? A) Loyal customers are more likely to purchase high margin supplemental products. B) Loyal customers are more price-sensitive. C) It is less expensive to service existing customers. D) Loyal customer refer other customers and engage in positive word-of-mouth. E) Loyal customers make employees' jobs easier and more satisfying.

Q: ________ is turning individual consumer transactions into long-term customer relationships by making it in the best interests of customers to stay with the company rather than switch to another firm. A) Market segmentation B) Customer satisfaction C) Market targeting D) Customer retention E) Product promotion

Q: An individual's perception of the performance of a product or service in relation to one's expectations is known as ________. A) market segmentation B) customer satisfaction C) market targeting D) product placement E) product promotion

Q: Customers have different expectations when they purchase a Lexus than when they purchase a Hyundai. These expectations affect ________. A) market segmentation B) the value proposition C) customer satisfaction D) the corporate vision E) the market targeting

Q: ________ is defined as the ratio between the customer's perceived benefits and the resources used to obtain those benefits. A) Customer satisfaction B) Customer value C) Customer relationship management D) Consumer decision making E) Consumer marketing

Q: Which of the following is an example of how the Internet affects prices and distribution? A) Consumers use smart phones to compare prices as they shop, leading to price matching guarantees from retailers. B) Apple distributes iBooks via its digital bookstore, reducing prices of high school textbooks by almost 90%. C) Marketers are using smartphone apps to target shoppers in stores who are looking for information about products. D) Amazon installed Amazon Lockers in grocery, convenience and drugstores that accept packages for customers to pick up later. E) all of the above

Q: Based on the three criteria for successful customization, which of the following is least likely to be effectively customized? A) running shoes B) fountain pens C) sunglasses D) laundry detergent E) an automobile

Q: Tracy licensed a new software product that enables her to figure out when the same person is accessing her company's website via a mobile phone, tablet, and/or computer so she can keep track of their behavior and target them accordingly. This is an example of ________. A) cross-screen marketing B) cyberstalking C) time shifting D) mobile advertising E) commercial blanketing

Q: When Samsung incorporated twitter comments about the iPhone into its advertising pitch, it was taking advantage of which facet of the interactive exchange? A) the ability to get instant reactions to marketers' messages B) one-way communications C) consumer-generated content D) scanner panel data E) technological innovations

Q: When consumers use online sites to compare models and brands of products and click for more technical information, companies gain information about ________. A) competitors' prices B) product attributes that consumers consider the most important C) buying patterns D) market research E) self-reported data

Q: Cookies are used to track who is interested in what online and sold on exchanges like ________ to other companies who are interested in targeting people based on their interests. A) eXelate and BlueKai B) cheapair.com and Hilton C) Amazon.com D) informationex.com E) IdeaLog.com

Q: Technology enables marketers to do which of the following? A) customize offerings and promotional messages B) offer more effective pricing C) utilize shorter distribution channels D) build long-term relationships with customers E) all of the above

Q: As consumers spend more time online and have more technological tools that enable them to avoid exposure to TV ads, marketers are ________. A) investing in flashier television advertisements to attract attention to themselves B) buying more air time in an attempt to crowd out their competitors' advertisements C) lobbying for legislation that will prohibit the sale of devices that allow consumers to avoid advertising on the basis that such devices are anti-competitive D) shifting dollars from traditional display advertising to sites like Facebook that can deliver huge audiences E) blocking out any mention of brand names during regular programming

Q: Emerging digital technologies are allowing consumers to have more power than ever before. This means that now customers ________. A) are required to buy goods and services from local vendors B) are limited in the time of day that they are able to buy products C) can locate the best prices for products or services D) are more limited in the range of products that they can purchase E) are forced to acquire used items through middlemen instead of directly from the original owner

Q: The adoption of digital technologies has introduced drastic changes into the business environment, including which of the following? A) Customers are forced to deal with distribution outlets and middlemen in order to obtain goods. B) The exchange between marketers and customers is less interactive than in the past. C) Consumers face more barriers to accessing information. D) Marketers can offer more products and services than ever before. E) Market research has become significantly more difficult.

Q: Online companies create a ________: consumers gain information that turns them into sophisticated customers, opportunities to customize products easily, and entertainment content; marketers gain information about consumers that allows them to be more efficient and precise when marketing their products. A) value vacuum B) one-sided transaction C) click-to-buy culture D) divestment opportunity E) value exchange

Q: Socially responsible activities can result in ________. A) improved corporate image among consumers B) improved corporate image among the financial community C) increased sales D) all of the above E) none of the above

Q: Which of the following is consistent with the societal marketing concept? A) Fast food restaurants develop offerings with less fat and more nutrients. B) Food marketers advertise foods to young people in a way that does not encourage overeating. C) Marketers do not use professional athletes in liquor or tobacco advertisements because they may serve as role models for young people. D) Marketers avoid featuring unreasonably slim females in their advertising campaigns because of the potential of such images to increase eating disorders. E) All of the above are consistent with the societal marketing concept.

Q: The example in the text notes San Francisco City Attorney sued ________ because the company chose to market caffeinated energy drinks to children despite alleged health risks. A) Monster Beverage Corp. B) Hansen's Natural Beverage Corp. C) The Coca-Cola Company D) Pepsico E) Red Bull GmbH

Q: Those in favor of socially responsible marketing call on marketers to adopt the societal marketing concept, which requires marketers to ________. A) minimize production costs in order to offer the product at the lowest price possible B) aggressively market all products to all segments of society C) track customer preferences via the Internet to improve customer research databases D) fulfill the needs of the target audience in ways that improve society as a whole, while fulfilling the objectives of the organization E) lobby for government regulation of their industries

Q: Of the four Ps of the marketing mix, price includes ________. A) payment methods B) public relations C) warranties D) distribution centers E) packaging

Q: Of the four Ps of the marketing mix, place includes ________. A) discounts B) public relations C) warranties D) distribution centers E) packaging

Q: Of the four Ps of the marketing mix, promotion includes ________. A) payment methods B) public relations C) warranties D) discounts E) product size

Q: Packaging and warranties are elements of which of the four Ps? A) price B) people C) promotion D) place E) product

Q: When advertising to teens, Matt's Mobile Services focuses its messaging on how its expansive network enables subscribers to stay connected with friends at all times, so subscribers are always accessible and "in the loop" on the latest social news. This is an example of ________. A) a unique social proposition B) societal marketing C) communicating the benefits the product provides D) product placement E) broadcasting

Q: "Me too" products are ________. A) products that need to be bought along with the original product B) secondary products that customers need to be reminded to buy C) products that lack a unique image or benefit in the eyes of consumers D) products aimed at helping children learn to share with each other E) products that are included for free with the desired product

Q: The process of dividing a market into subsets of consumers with common needs or characteristics is known as ________. A) market targeting B) ethical marketing C) product positioning D) market segmentation E) market stewardship

Q: Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell-phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of ________. A) societal marketing B) broadcasting C) market targeting D) the selling orientation E) the product concept

Q: The 4 Ps of the marketing mix are ________. A) product/service, price, place, people B) potential, price, place, people C) product/service, price, place, promotion D) product/service, promotion, potential, price E) price, purchase, placement, product/service

Q: Successful positioning focuses on communicating the ________. A) segments that the company views as prospective customers B) distinct benefits that the product provides C) retail shelf space the product should occupy D) competing offerings that are available E) product instructions for use

Q: Tanya and her marketing team at a fast food restaurant are breaking their company's target audience into groups that have shared needs that are different from the needs shared by other groups. They are engaged in ________. A) market targeting B) positioning C) placement D) promotion E) market segmentation

Q: ________ refers to the development of a distinct image for the product in the mind of the consumer. A) Targeting B) Positioning C) Placement D) Promotion E) Segmenting

Q: ________ is a process that links the consumer, customer and public to the marketer through information in order to identify marketing opportunities and problems, evaluate marketing actions, and evaluate marketing strategies' performances. A) Data analysis B) Data collection C) Market research D) Marketing communication E) Consumer complexes

Q: The process and tools used to study consumer behavior are characterized by the term ________. A) data analysis B) data collection C) consumer research D) marketing communication E) consumer complexes

Q: The selling concept focuses on the needs of the ________ and on existing products, while the marketing concept focuses on the needs of the ________. A) manufacturer; seller B) buyer; manufacturer C) seller; buyer D) seller; manufacturer E) buyer; seller

Q: The key assumption underlying the marketing concept is that ________. A) if manufacturers make a product, consumers will buy it B) a company must determine the needs and wants of specific target markets and satisfy consumers' needs better than the competition C) the primary focus of a business should be producing as much as it can, in the cheapest way possible D) consumers are most interested in obtaining generic products at low prices E) consumers are unlikely to buy a product unless they are aggressively persuaded to do so

Q: Kevin's company owns a factory that can produce 1,000 widgets per week. His primary focus is on getting consumers to purchase as many widgets as possible to ensure that he is maximizing his sales relative to his production capacity. Kevin's business is exhibiting the ________. A) marketing concept B) product concept C) not-for-profit concept D) selling concept E) market orientation

Q: The focus of the ________ was to sell more of what the manufacturing department was able to produce. A) marketing concept B) selling concept C) product concept D) production concept E) market orientation

Q: The production concept makes sense for a business when ________. A) consumers are more interested in product availability than in product variation B) consumers are interested in obtaining the product that offers them the highest quality, best performance, and most features C) consumers have changing needs and insist that those needs be satisfied D) consumers are unlikely to buy the product unless they are persuaded to do so E) consumers are not sensitive to price

Q: A ________ is characterized by the gearing up of manufacturing skills in order to expand production. A) marketing concept B) product concept C) selling concept D) production concept E) societal concept

Q: The ________ concept in business assumes that consumers are mostly interested in product availability at low prices. A) marketing B) societal C) product D) production E) technology

Q: During historical periods when demand exceeded supply, businesses adopted the ________ concept. A) marketing B) technology C) societal D) production E) product

Q: Tripp runs a product development division at a software company. His division was focused on producing a word processing software that performs better and has more features than any competitive product, so they added every feature that was technically feasible. However, they found that consumers were satisfied with fewer features and unwilling to pay more for the advanced software. Tripp and his team suffered from ________. A) marketing myopia B) over-segmentation C) target marketing D) technology devotion E) marketing vision

Q: An example of a company that applied the production concept in the early twentieth century is ________. A) Google B) Microsoft C) Ford D) General Motors E) Apple

Q: Marketing and consumer behavior stem from the ________, which maintains that the essence of marketing is satisfying consumers' needs, creating value and retaining customers. A) production concept B) product concept C) selling concept D) societal concept E) marketing concept

Q: Which of the following is considered an example of consumer behavior? A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand. B) Javier generally gets gas on Monday mornings on his way to work. C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store. D) Jeremy generally recycles his old newspapers and cardboard boxes. E) All of the above are examples of consumer behavior.

Q: The actions that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as ________. A) the production orientation B) consumer behavior C) narrowcasting D) positioning E) the marketing mix

Q: Expertise coordination is the process of a. integrating the functions of finance and operations with sales b. working with top management to help engage the top level managers in the sales process c. diagnosing customer requirements and assembling an ad hoc team of internal experts who possess the skills to deliver a superior customer solution. d. evaluating competitive offers and developing plausible approaches for surpassing those offers in the mind of prospective customers e. All of the above

Q: The goal of a multichannel model is to coordinate the activities of many channels to enhance the total customer experience and profitability.

Q: The first stage of the quality movement: a. centers on conformance to standards or success in meeting specifications. b. emphasized that quality was more than a technical specialty. c. examines a firm's quality performance relative to competitors. d. focuses on market-perceived quality and value versus that of competitors.

Q: Concerning segmentation criteria, _____ concerns the degree to which segments respond differently to different marketing mix elements, such as pricing or product features. a. measurability b. accessibility c. substantiality d. compatibility e. responsiveness

Q: High-performing salespeople are generally set apart from low performing sales people on the basis of: a. their time on the job b. their ability to recruit desired ad hoc members on to their sales team c. their past experience in new task selling situations d. all of the above e. none of the above

Q: Business marketing channels typically include fewer types of intermediaries than consumer-goods channels.

Q: The standard of quality that means a product would have to have a defect level of no more than 3.4 parts per million is called: a. Six Sigma b. ISO 9000 c. the Big Q d. none of the above.

Q: A segmentation study found that purchasers of IBM equipment are more concerned about software support and breadth of product line and they are less concerned about absolute price and price flexibility (i.e., willingness of suppliers to negotiate price). This provides an illustration of segmentation on the basis of: a. the importance of purchase. b. key criteria. c. the structure of the decision-making unit. d. attitude toward vendors. e. decision style.

Q: Interactive marketing, or the use of the Internet, e-mail, and web sites in advertising, is becoming more common. Compare and contrast direct mail with interactive marketing as direct marketing tools. What factors should business marketers consider when deciding on the mix of direct marketing approaches to use?

Q: Channel member motivation begins with the understanding that the channel relationship is a partnership.

Q: The quality standards set out by the Geneva-based International Standards Organization are referred to as: a. ISO 9000 b. Six Sigma c. the Big Q d. none of the above.

Q: For the medical x-ray market, Du Pont initiated a formal positioning study among hospital administrators, radiology department administrators, and technical managers in order to identify the firm's relative standing and the specific needs (criteria) for each level of buying influence within each potential segment. This provides an illustration of segmentation on the basis of: a. the importance of purchase. b. attitude toward vendors. c. value-in-use. d. key criteria. e. decision-specific conflict.

Q: Compare and contrast the rules of thumb and objective task method of setting advertising budgets. Describe the process that business marketers should use that decide to use the objective task method.

Q: A direct sales force is best used for complex sales opportunities.

Q: During the tornado phase of the adoption life cycle, the business marketing strategist should: a. focus on market segmentation. b. extend distribution channels. c. drive to the next lower price point. d. all of the above. e. (b) and (c) only.

Q: Lansing Motor Works produces a line of precision motors. Based on feedback from the sales force, management has learned that one of their new motors is especially well-suited to high-speed packaging systems. The new motor requires less maintenance and has a longer useful life than competing offerings. Lansing Motor Works is now concentrating on this segment. This provides an illustration of segmentation on the basis of: a. usage rate. b. purchasing strategy. c. size of firm. d. value-in-use. e. organizational innovativeness.

Q: Possis Medical invests a significant proportion of their promotional budget in trade shows. Management, however, wonders whether they are getting the proper return on this sizeable investment. Propose a set of guidelines that the firm might use in designing a more effective trade show communications strategy and in evaluating trade show performance.

Q: Once a particular industrial channel structure is selected, channel participants must be selected, and arrangements made to ensure that all obligations are assigned.

Q: During the bowling alley phase of the adoption life cycle, the business marketing strategist should: a. focus on market segmentation. b. extend distribution channels. c. drive to the next lower price point. d. all of the above. e. (b) and (c) only.

Q: Chandler Machine Tool has been successful in segmenting their market using the following bases: (1) NAICS category and (2) key purchasing criteria emphasized by particular groups of buyers within each NAICS industry. They are using: a. macro bases of segmentation. b. micro bases of segmentation. c. a blend of macro and micro bases of segmentation. d. psychographic and economic bases of segmentation. e. none of the above

Q: Explain why a full-page ad by Digital in the Wall Street Journal might be carefully read by a production manager at Pillsbury but quickly passed over by the purchasing manager across the hall.

Q: Frequently, the manager has little flexibility in the selection of channel structures because of trade, competitive, company, and environmental factors.

Q: The stage in the adoption life cycle where a product gains acceptance from segments within the mainstream market but has yet to achieve widespread adoption is referred to as: a. the segmentation phase. b. the early market phase. c. the bowling alley phase. d. the mainstreet phase. e. the tornado phase.

Q: Park Rapids Electronics divides their market on the basis of NAICS category, end market served, and type of buying situation. They have also developed a special strategy for large centralized buyers. They are emphasizing: a. macro bases of segmentation. b. micro bases of segmentation. c. a blend of macro and micro bases of segmentation. d. psychographic and economic bases of segmentation. e. none of the above

Q: Describe the steps that a business marketing manager should follow in developing an appropriate advertising message for a new high-speed packaging system targeted for the food industry.

Q: For products that are bought frequently, repetitively, and in small quantities, industrial distributors provide an efficient channel path.

Q: Among technology adopters, these customers make the bulk of technology purchases in organizations and seek products from a market leader with a proven track record of providing useful productivity improvements. This describes: a. technology enthusiasts. b. visionaries. c. skeptics. d. pragmatists. e. product champions.

Q: Large buying organizations may possess unique requirements and respond to different marketing stimuli than small firms. Research suggests that the degree of influence of presidents, vice presidents, and owners _____ with an increase in corporate size. a. remains constant b. increases c. decreases d. none of the above