Marketing Final Exam
Marketing 3650 with Thompson at University of North Texas
About this deck
By: April Landers
Created: 2011-05-09
Size: 100 flashcards
Views: 372
Created: 2011-05-09
Size: 100 flashcards
Views: 372
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The element of the marketing mix demonstrated when a newspaper carrier throws a paper on the front porch is
Place
Which of the following statements is an example of time utility?
Goodwill has a 24-hour drop box for donations.
The initial introduction of two new 3M products.
The four Ps of the marketing mix are
product, price, production, place
Diversification analysis refers to
A tool that helps a firm search for growth opportunities from among current and new markets as well as current and new products.
The term marketing strategy is used to address both the ___ and ____.
target market; marketing program
The detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________.
marketing tactics
Five situational influences have an impact on a consumer's purchase decision process: purchase task, temporal effects, physical surroundings, antecedent states, and __________.
social surroundings
Kristi goes shopping with a friend and notices her friend's new duct tape wallet. She thinks of her own worn wallet and realizes she needs a new one. In which stage of the consumer purchase decision process was Kristi when she had this realization?
Problem recognition
Routine response behavior
Those needs that are concerned with love and friendship are referred to as__________ needs.
social
Cognitive dissonance refers to
the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
If a firm cannot afford to do both, it will often favor _________ over __________ because a single customer segment will likely require a variety of products, each of which will have to designed and manufactured.
market synergies; product synergies
The company name Zappos was chosen because
it conveyed in Spanish the type of product sold.
Small athletic shoe manufacturers such as Vans have targeted niche markets and made shoes designed to satisfy the needs of different specific groups of customers. This strategy is an example of
market segmentation
Todd Harris and Associates, a New York sales promotion agency, discovered from analysis of its files that one-fifth of its clients accounted for more than three-quarters of its fees and commissions. This is an example of what classic concept?
The 80/20 rule
The aggregation of prospective buyers into groups that (1) have common needs and (2) will respond similarly to a marking action is referred to as __________.
market segmentation
A key question to ask before using the product differentiation - market segmentation strategy is
Will the new products steal customers or sales from the older one?
Which of the following statements regarding market segmentation is most accurate?
If a business firm goes to the trouble and expense of segmenting its markets, it expects to reveal a way to increase sales, profits, and return investment.
One marketing action that can be taken to sell a single product or service to multiple market segments is
develop separate promotional campaigns.
between-meal snack customers
The new-product process refers to
the seven stages an organization goes through to identify business opportunities and convert them to a salable product or service.
When audiences are allowed to preview actual movies such as Pretty Woman and National Treasure: Book of Secrets before they are released to the general public, it is a part of the __________ stage of the new-product process.
market testing
Drafting tables would best be considered which type of support products?
accessory equipment
Although there are three levels of newness from the organization's perspective, there is a fourth way of viewing new products, and that is from the perspective of __________ which involves __________.
consumption; consumers
IDEO is a company that
develops and design new products for other organizations.
There are three levels of newness from the organization's perspective. These include line extension, a significant jump in innovation or technology, and true innovation. The category distinctions are based upon which factor?
potential risks
The _____, first introduced in 2005 and now in its fifth generation, is the world's most popular media player.
ipod nano
Commercialization is the stage in the new-product processes
at which the product is positioned and launched in full-scale production and sales.
Fifty percent or more of American adults have not had their teeth checked by a dentist within the last five years. For these people dental services would be classified as a(n)
unsought product
The demand for a business product that results from the demand for a consumer product is referred to as
derived demand
Counterfeit products can steal sales from the original manufacturer or harm the company's reputation. U.S. companies lose up to __________ each year to counterfeit products.
$250 billion
Mattel has contractually agreed to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of
brand licensing
There are several reasons why a consumer would be reluctant to purchase a new product. One example would be a psychological barrier. A psychological barrier occurs when
there are cultural differences or affects on image
Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet. This technology requires significant customer education for most people. What type of a product life cycle would be associated with this product?
high learning
co-branding involves
pairing two brand names of two manufacturers on a single product.
Industrial distributor refers to
an intermediary that performs a variety of marketing channel functions involving selling, stocking, and delivering a full product assortment, and financing.
The four major considerations for satisfying buyer requirements when designing distribution channels include: (1) convenience, (2) variety, (3) pre- or post-sale services, and (4) _____.
information
Horizontal conflict refers to
conflict occurring between intermediaries at the same level in a marketing channel, such as between two or more retailers.
Corporate vertical marketing system refers to
the combination of successive stages of production and distribution under a single ownership.
Assembling and protecting products at a convenient location to offer better customer service would be an example of a __________ function.
logistical
Channel captain refers to
a channel member (producer, wholesaler, or retailer) who coordinates, directs, and supports other channel members.
Selling agents refer to
agents who represent a single producer and are responsible for the entire marketing function of that producer.
Agent refers to
any intermediary with legal authority to act on behalf of the manufacturer.
A contractual vertical marketing system refers to
the integration of independent production and distribution firms, on a contractual basis, so their efforts to obtain greater functional economies and marketing impact are greater than they could achieve alone.
A manufacturer's sales office
does not carry inventory, typically performs a sales function, and is an alternative to agents and brokers.
The practice of organizing the cost-effective flow of raw materials, in-process inventory, finished goods, and related information from point-of-origin to point-of consumption to satisfy customer requirements is referred to as__________.
logistics managment
Johnson Controls can receive an order for automobile seats from Ford and deliver the order 4 hours later, beginning with raw materials and ending with delivery of the finished seats to Ford. As used by Johnson Controls, logistics
creates utility for Ford
Which of the following is an example of an inventory service cost?
Costs such as insurance and taxes that are present in many states
The objective of information and logistics management in a supply chain is to deliver maximum customer service and to
minimize logistics costs
Which of the following statements about pipe lines is most accurate?
Pipelines have frequent departures and the costs are very low.
Which of the following is a problem resulting from too little inventory?
Too little inventory may result in a loss of market share.
Firms that operate effective supply chains usually develop a set of written customer service standards. These serve as objectives and provide a(n)
benchmark against which results can be measured for control purposes.
Your local Hallmark retailer carries thousands of greeting cards. You can find cards for a twin birthday, for name day, from my cat to yours and many other unique titles. This is an example of the _________ your Hallmark retailer carries.
depth of product line
One reason for the growth of Cyber Monday and online shopping in general is
many retailers now move their Friday in-store sales and promotions to their Web sites on Monday.
Off-price retailing refers to
sale of brand name merchandise at lower than regular proces
The complementary role of different communication and delivery channels is referred to as
the influence effect
Central business district refers to
the oldest retailing setting, a community;s downtown area
A matrix that positions retail outlets in terms of the breadth of their product line and value added, such as location, product reliability, or prestige, is referred to as __________.
retail positioning matrix
While it is possible for multichannel retailers to experience a degree of cannibalism of catalog business with its online retailing, the positive tradeoff is
an online transaction costs about half as much to process as a catalog order.
Retailing refers to
all activities involved in selling, renting, and providing goods and services to ultimate consumers for personal, family, or household use.
Tiffany & Co.
Retailing that occurs outside a retail outlet, such as through direct marketing, direct selling, and automatic vending is referred to as __________.
nonstore retailing
The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, __________, and ancillary services.
risk
After watching Joan Rivers' 30-minute infomercial on her line of jewelry, Mariah was certain the broach she ordered would look spectacular on her new evening dress. In terms of the communication process, Mariah has engaged in __________.
decoding
Telemarketing
public relations
Research indicates that publicity followed by advertising with the same message
increases the positive response to the message.
When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a(n) __________ strategy.
push
Experts have observed that there has been a __________ shift in spending from telemarketing to direct marketing since the Do Not Call Registry came into effect in the United States.
35%
During the planning stage of an IMC program a firm will __________, specify the advertising objectives, set the budget, select the right promotional tools, and design the promotion.
identify the target audience
The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.
direct orders
One of the disadvantages associated with radio as an advertising medium is that it
has a short exposure time.
One of the disadvantages associated with television as an advertising medium is that it
is very expensive to prepare and run ads.
America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages. This campaign is a __________ campaign.
competitive institutional
DreamWorks' CEO Katzenberg considered __________ the company's first __________ movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.
Monsters vs. Aliens; 3D
Pretests refer to
tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement pretests.
The primary purpose of a competitive advertisement is to
promotes a specific brand's features and benefits.
One of the advantages associated with television as an advertising medium is that it
can use pictures, print, sound, and motion.
An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.
comparative
Advertisements are prepared for different purposes, but they basically consist of two types:
product; institutional
Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough."
Great
Broadly speaking there are three types of personal selling: order taking, order getting, and __________ activities.
customer sales support
In the personal selling process, a telemarketer who calls and asks the head of the household, "If you were to die tomorrow, would your family be cared for?" is engaged in __________.
prospecting
Norma Adler works for Tyco Healthcare. Her job is to visit hospitals and meet with staff to explain the equipment that Tyco manufactures for use in operating rooms. Although Adler is part of her company's salesforce, she does not directly solicit orders. Adler is what type of salesperson?
a missionary salesperson
sales management refers to the
planning of the selling program and implementing and evaluating of the personal selling effort of the firm.
When using an account management policy grid, an account would typically be assigned a light personal selling call frequency if it has a
low opportunity rating, and the sales organization has a low competitive position.
Quantitative assessments of sales performance may be based on output-related measures, such as
dollar or unit sales volume, last year/current year sales ratio/ new accounts generated.
The increasing importance of nurturing long-term and widespread relationships with customers has led many firms to adopt a selling approach that uses several professionals to make a sale and win a contract. This approach is referred to as __________.
team selling
Which of the following statements should the salesperson use as a denial response to a prospect's objection?
"Where did you hear that? Your source must have erroneous information."
The search for and qualification of potential customers during the personal selling process is referred to as __________.
prospecting
A disadvantage of a straight commission compensation plan is
it can detract salespeople from providing customer service.
About this deck
By: April Landers
Created: 2011-05-09
Size: 100 flashcards
Views: 372
Created: 2011-05-09
Size: 100 flashcards
Views: 372
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have used this website for three exams, and I see a huge difference in my test results.”
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