MKT 100/MKT 100 (1) - 78020

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Question 1 1 points Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. individual differences in innovativeness product characteristics that influence rate of adoption alternative evaluation postpurchase behavior dissonance-reducing buying behavior Question 2 1 points Consumers learn about new products for the first time and make the decision to buy them during the ________. new product recognition adoption process information search quality assessment evaluation process Question 3 1 points Which of the following is NOT true of mature consumers? They place more importance on brand names and are more brand loyal than members of other age groups The best strategy is to appeal to their active, multidimensional lives. They are good candidates for cosmetics and personal care products. They are an ideal market for "do-it-for-me" services. High-tech home entertainment products appeal to them. Question 4 1 points Of the following, the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior. stimulus-response subculture belief generational societal Question 5 1 points The consumer market is made up of which of the following? households that purchase goods or services for personal consumption individuals who acquire goods or services for personal consumption businesses that purchase goods and services A and B all of the above Question 6 1 points A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________. lifestyle reference group membership group brand personality subculture Question 7 1 points A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. perception belief lifestyle motive attitude Question 8 1 points Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. Perceptual alternative evaluation innovative subliminal comparative Question 9 1 points During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive? general need recognition product specification proposal solicitation order-routine specification performance review Question 10 1 points If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________. information search postpurchase behavior brand personality product adoption alternative evaluation Question 11 1 points Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? brand personality brand perception brand equity product image new product Question 12 1 points ________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Cultures Attitudes Lifestyles Social classes Reference groups Question 13 1 points ________ is the task of developing and maintaining an overall company strategy for long-run survival and growth. Advertising Short-term planning Strategic planning Long-range planning Annual market planning Question 14 1 points Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an example of ________. diversification market penetration product adaptation market development product development Question 15 1 points A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: "As we move forward during the 21st century, it is incumbent upon us to inform you that Ford is committed to building profitable customer relationships by creating environmentally better cars and getting them to market faster at lower costs." The marketing manager is most likely referring to Ford's ________. mission statement vision statement business portfolio business objectives market tactics Question 16 1 points Of the following, it is most important for marketers to develop ________ for their products. customer management organizations unique market positions marketing ROI data market management organizations marketing dashboards Question 17 1 points In the BCG approach, ________ are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into ________. stars; question marks cash cows; stars dogs; cash cows stars; cash cows question marks; dogs Question 18 1 points Which of the following is NOT a reason that a firm might want to abandon products or markets? The firm has entered areas in which it does not have expertise. The firm has grown too fast The market environment has changed, making a product less profitable. The firm has not properly researched foreign markets which it has entered. The economic climate is showing signs of recovery. Question 19 1 points Modern marketing departments are arranged in all of the following ways, EXCEPT which one? geographic organization strategic management organization functional organization product management organization market management organization Question 20 1 points In the Boston Consulting Group approach, ________ provide(s) a measure of market attractiveness. SBUs market growth rate relative market share dogs cash cows Question 21 1 points ________ can be a company division, a product line within a division, or sometimes a single product or brand. A PLC A market An SBU The BCG A value delivery network Question 22 1 points In the Boston Consulting Group approach, ________ serve(s) as a measure of company strength in the market. market segmentation cash cows relative market share market growth rate SBUs Question 23 1 points The ________ organizational format was first used by Procter and Gamble in 1929. Functional customer management geographic market management product management Question 24 1 points ________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment. Cats Dogs Starts Question marks Cash cows Question 25 1 points When Kraft focused on cost-cutting with its older and established brands, leaving them without much investment or modification, Kraft had decided to ________ the older products. Maintain harvest extend drop review Question 26 1 points The creation of a successful new product depends on a company's understanding of its ________ and its ability to deliver ________ to customers. customers, competitors, and markets; superior value customers, brands, products; product images product life cycle, legal responsibilities, and social responsibilities; innovations competitors, distributors, and employees; new styles product, marketing mix, and marketing strategy; functional features Question 27 1 points Which of the following statements best explains why idea screening may be the most import step of new product development? Some potentially profitable ideas may be ill perceived by the idea screeners. It gives research and development team members an opportunity to gather consumer feedback. It saves the company money in product development costs by giving the green light to only the product ideas that are likely to be profitable. Some ideas that will become market disasters may be originally viewed favorably by the idea screeners. It increases the number of ideas generated. Question 28 1 points The R-W-W framework asks three questions: Is it real? Can we win? Is it worth doing? Marketers should ask these questions during the ________ stage of the new-product development process. idea screening commercialization product development idea generation concept testing Question 29 1 points Your company decides to use internal sources for developing new product ideas. Which of the following would NOT be consulted? intrapreneurial programs suppliers salespeople company records and data executives and professionals Question 30 1 points Proctor & Gamble has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products. Maintain Harvest Drop further test ignore the test market results of Question 31 1 points Executives, manufacturing employees, and salespeople are all examples of ________. new-product committee members research and development team members core members of innovation management systems internal sources for new-product ideas external sources for new-product ideas Question 32 1 points At Fantastic Flavors, a large regional chain of candy stores, employees from marketing, design, production, and finance work in a cross-functional group to save time and money in the new-product development process. Fantastic Flavors uses a(n) ________ approach sequential new-product development team-based new-product development customer-centered new-product development innovation management system consumer composite Question 33 1 points When a product enters the maturity stage, the company should consider ________. divesting the product maintaining the product harvesting the product dropping the product modifying the product, market, or marketing mix Question 34 1 points Once the prototype of Wainwright Industries' new riding lawnmower, made especially for women, passes product tests, the next step is ________. focus group surveys commercialization post-testing test marketing business analysis Question 35 1 points JoAnn Fabrics, Inc., has just created a new combination of colors and fabric types. The firm wants to be sure of the way consumers perceive its new product. The firm is concerned with the product ________. Proposal Image Concept Presentation idea Question 36 1 points CellTones, a new company selling several lines of cellular phones, has closely modeled its products after successful products that are already in the marketplace. As it prepares to enter the market with its new products and services, which of the following should concern CellTones the most? patent laws product liability suits limited warranties the Federal Food, Drug, and Cosmetic Act legal obligations to suppliers and dealers Question 37 1 points When a company lengthens its product line beyond its current range, it is ________. product line stretching increasing product depth building brand equity product line filling product mixing Question 38 1 points Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important. government buyers consumers industrial users wholesalers co-branders Question 39 1 points An increasing number of retailers and wholesalers have created their own ________, also called store brands. private brands shopping products unsought products specialty products service variability Question 40 1 points Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? total quality management adherence style positioning conformance Question 41 1 points An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? Multibranding brand extension rebranding line extension new brands Question 42 1 points Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. Width Depth Length Height Perimeter Question 43 1 points Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? healthy service profits and growth satisfied and productive service employees satisfied and loyal customers evidence management internal service quality Question 44 1 points ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. Internal marketing Service variability Organization marketing Intelligence marketing Person marketing Question 45 1 points To achieve their social change objectives, social marketing programs ________. utilize only the promotional P of the marketing mix utilize only the promotional and product Ps of the marketing mix work to influence individuals' behavior to improve their well-being utilize all of the Ps in the marketing mix C and D Question 46 1 points Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty. internal marketing awareness extension franchising packaging Question 47 1 points A ________ involves the use of a successful brand name to launch new or modified products in a new category. line extension private brand brand symbol product line brand extension Question 48 1 points Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics? service intangibility service perishability service variability service inseparability service heterogeneity Question 49 1 points What movement has encouraged marketers to pursue environmentally sustainable strategies? the SOHO movement the green movement green intervention the EPA the black market Question 50 1 points All of the groups within a company are called the ________. Range Culture Diversity Internal environment climate Question 51 1 points Value marketing is the strategy of offering consumers ________. luxury quality at a high price reasonable quality at a fair price little quality at a low price lesser quality at a low price high quality at a high price Question 52 1 points Which of the following demographic groups has NOT seen a percentage increase in the past 50 years? nonfamily households nontraditional households women working outside of the home women staying at home with their children men staying at home with their children Question 53 1 points Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission? Research costs for companies have grown. Spending on research and development has decreased More companies have failed to meet safety standards Companies are more focused on making practical, affordable versions of products versions of products The time lag between new product ideas and their introduction to the market has decreased Question 54 1 points Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________. Resellers financial intermediaries marketing service agencies physical distribution firms wholesalers Question 55 1 points The legislation created to limit the number of commercials aired during children's programming is called the ________. Children's Television Act Consumer Product Safety Act Child Protection Act Commercial Product Act Children's Online Privacy Protection Act Question 56 1 points Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute? the migration toward micropolitan and suburban areas the move from rural to metropolitan areas the declining number of manufacturing workers the growing percentage of married couples who do not have children the increasing number of nontraditional households Question 57 1 points Which of the following best explains why Gen Xers who are parents tend to put family before career? Gen Xers were the first generation of latchkey kids Gen Xers were minimally affected by the recent economic downturn Gen Xers are not as educated as members of other generations are. Gen Xers are more skeptical about marketing than members of other generations are. Gen Xers do not face as many economic pressures as members of other generations do. Question 58 1 points Over the past 50 years, which of the following groups of workers has become smaller? married women professionals manufacturers managers telecommuters Question 59 1 points Which type of organization helps companies to stock and move goods from their points of origin to their destination? reseller supplier financial intermediary physical distribution firm marketing service firm Question 60 1 points Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? the marketing mix target markets the marketing environment strategic planning none of the above Question 61 1 points Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called? benefits sought psychographic demographic user status age and life cycle Question 62 1 points Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. benefit usage rate user status loyalty status Question 63 1 points Which of the following is NOT one of the reasons a segment would be less attractive to a company? power of buyers concentrated market substitute products strong competitors power of suppliers Question 64 1 points Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price? less-for-much-less same-for-less all-or-nothing more-for-the-same more-for-less Question 65 1 points Ford Motor Company emphasizes "Quality first–Ford tough" in its truck products. The company has developed a differentiation strategy based on ________. services positioning channels people image Question 66 1 points Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it? demographic geographic psychographic lifestyle behavioral Question 67 1 points When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base? economic factors demographics political and legal factors geographic location benefits sought Question 68 1 points At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This segmentation approach is ________. usage rate benefit behavioral user status psychographic Question 69 1 points Procter & Gamble sells six brands of laundry detergent in the United States, each designed for one of six laundry segments Procter & Gamble has identified. Together, these six brands take four times the market share of Procter & Gamble's nearest competitor. Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy? increased costs for separate marketing plans for each brand lack of resources to succeed in an attractive segment lost sales that would have been made with an undifferentiated marketing strategy across all segments lost customer loyalty due to lack of brand loyalty other suppliers controlling pricing Question 70 1 points In target marketing, the issue is not really who is targeted, but rather ________ and for ________. where; how long why; how long why; what how; what how; where Question 71 1 points Many firms make an effort to identify smaller, better-defined target groups by using ________. positioning user rates multiple segmentation bases loyalty segmentation mass marketing Question 72 1 points When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely primarily using which type of segmentation? gender psychographic geographic age and life cycle behavior Question 73 1 points Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method should Maryann select? individual interviews focus group interviews online panels telephone interviews mail questionnaires Question 74 1 points Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to set a nationwide price for the new offering. This is an example of ________. experimental research descriptive research survey research observational research ethnographic research Question 75 1 points Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following? providing employees with less key company information introducing codes of ethics decreasing the number of employees involved in decision-making processes promising to not participate in marketing intelligence efforts against competitors training employees on protecting company information Question 76 1 points What are the two main types of research instruments used to collect primary data? personal interviews and online focus groups questionnaires and mechanical devices focus groups and online databases online panels and experiments surveys and samples Question 77 1 points Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try? a marketing information system more sophisticated software customer relationship management customer satisfaction measurement decreased marketing intelligence Question 78 1 points Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population. population group audience sample target group Question 79 1 points The real value of a company's marketing research and information system lies in the ________. marketing information system it follows quality of customer insights it provides amount of data it generates efficiency with which it completes studies variety of contact methods it uses Question 80 1 points Which of the following statements regarding marketing intelligence is true? All marketing intelligence is free. Marketing intelligence is privately held information Marketing intelligence is publicly available information. The advantage of using competitive intelligence is negligible Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities Question 81 1 points What is the first step in the marketing research process? interpreting data and deciding on type of research developing a marketing information system developing the research plan for collecting information defining the problem and research objectives implementing the research plan Question 82 1 points Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________. interactive design understandability flexibility ease to complete simplicity Question 83 1 points Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers? telephone surveys Internet surveys personal interviews focus group interviews mail surveys Question 84 1 points When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________. experiments informal surveys marketing intelligence direct marketing observation Question 85 1 points The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being. Equity Marketing Societal marketing Product Selling Question 86 1 points The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________ want satisfaction long-term needs company profits short-run wants human welfare Question 87 1 points The ultimate aim of customer relationship management is to produce ________. steady sales volume high customer equity high current market share satisfied customers a reliable database Question 88 1 points Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy. production concept marketing concept selling concept societal marketing concept product concept Question 89 1 points The product concept says that a company should ________. improve marketing of its best products devote its energy to making continuous product improvements market only those products with high customer appeal focus on the target market and make products that meet those customers' demands make promoting products the top priority Question 90 1 points Which of the following marketing management concepts is most likely to lead to marketing myopia? product customer-driven marketing selling customer-driving marketing societal marketing Question 91 1 points Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the ________. product concept marketing concept selling concept societal marketing concept production concept Question 92 1 points ________ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs Marketing management The product concept Selling myopia Marketing myopia Value proposition Question 93 1 points According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy retailing production marketing product societal marketing Question 94 1 points Which of the following marketing management concepts is most closely aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer high quality, performance, and innovative features? product customer production promotion marketing Question 95 1 points Which customer question is answered by a company's value proposition? "Why should I buy your brand rather than a competitor's?” "How does your brand benefit me and society?" "What are the costs and benefits of your brand?" "What are the benefits of being a loyal consumer of your brand?" "What kind of experience will I have with products and services associated with this brand?" Question 96 1 points Which of the following phrases reflects the marketing concept? The supplier is king This is what I make, won't you please buy it? This is what I want, won't you please make it? Marketing should be viewed as hunting and not gardening none of above Question 97 1 points The final step in the marketing process is ________. understanding the marketplace creating customer loyalty creating customer lifetime value capturing value from customers designing a customer-driven marketing strategy Question 98 1 points ________ is the act of obtaining a desired object from someone by offering something in return Bribery Value A value proposition Exchange Donation Question 99 1 points Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the ________. marketing concept product concept societal marketing concept selling concept production concept Question 100 1 points ________ are human needs as shaped by individual personality and culture Wants Values Deprivations Exchanges Demands
Solution Description

Question 1 1 points  

Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________.

individual differences in innovativeness

product characteristics that influence rate of adoption

alternative evaluation

postpurchase behavior

dissonance-reducing buying behavior

Question 2 1 points  

Consumers learn about new products for the first time and make the decision to buy them during the ________.

new product recognition

adoption process

information search

quality assessment

evaluation process

Question 3 1 points  

Which of the following is NOT true of mature consumers?

They place more importance on brand names and are more brand loyal than members of other age groups

The best strategy is to appeal to their active, multidimensional lives.

They are good candidates for cosmetics and personal care products.

They are an ideal market for "do-it-for-me" services.

High-tech home entertainment products appeal to them.

Question 4 1 points  

Of the following, the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior.

stimulus-response

subculture

belief

generational

societal

Question 5 1 points  

The consumer market is made up of which of the following?

households that purchase goods or services for personal consumption

individuals who acquire goods or services for personal consumption

businesses that purchase goods and services

A and B

all of the above

Question 6 1 points  

A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________.

lifestyle

reference group

membership group

brand personality

subculture

Question 7 1 points  

A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

perception

belief

lifestyle

motive

attitude

Question 8 1 points  

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.

Perceptual

alternative evaluation

innovative      

subliminal      

comparative

Question 9 1 points  

During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive?

general need recognition

product specification

proposal solicitation

order-routine specification

performance review

Question 10 1 points  

If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________.

information search

postpurchase behavior

brand personality

product adoption

alternative evaluation

Question 11 1 points  

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?

brand personality

brand perception

brand equity

product image

new product

Question 12 1 points  

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.

Cultures

Attitudes

Lifestyles

Social classes

Reference groups

Question 13 1 points  

________ is the task of developing and maintaining an overall company strategy for long-run survival and growth.

Advertising

Short-term planning

Strategic planning

Long-range planning

Annual market planning

Question 14 1 points  

Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an example of ________.

diversification

market penetration

product adaptation

market development

product development

Question 15 1 points  

A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: "As we move forward during the 21st century, it is incumbent upon us to inform you that Ford is committed to building profitable customer relationships by creating environmentally better cars and getting them to market faster at lower costs." The marketing manager is most likely referring to Ford's ________.

mission statement

vision statement

business portfolio

business objectives

market tactics

Question 16 1 points  

Of the following, it is most important for marketers to develop ________ for their products.

customer management organizations

unique market positions

marketing ROI data

market management organizations

marketing dashboards

Question 17 1 points  

In the BCG approach, ________ are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into ________.

stars; question marks

cash cows; stars

dogs; cash cows

stars; cash cows

question marks; dogs

Question 18 1 points  

Which of the following is NOT a reason that a firm might want to abandon products or markets?

The firm has entered areas in which it does not have expertise.

The firm has grown too fast

The market environment has changed, making a product less profitable.

The firm has not properly researched foreign markets which it has entered.

The economic climate is showing signs of recovery.

Question 19 1 points  

Modern marketing departments are arranged in all of the following ways, EXCEPT which one?

geographic organization

strategic management organization

functional organization

product management organization

market management organization

Question 20 1 points  

In the Boston Consulting Group approach, ________ provide(s) a measure of market attractive

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