Reference no: EM13451805
1. Which marketing management philosophy focuses on the question, "What can we make or do best?"Production orientation Marketing orientation Sales orientation Societal marketing orientation Internal orientation
2. A sales-oriented organization seeks to achieve profitability through: the development of long-term relationships with customers sales volume providing customer satisfaction creating customer value All of these
3. Procter & Gamble decided to address the fact that Hispanic women are more likely to die from breast cancer because they're reluctant to get mammograms or discuss screening. So P&G brought screening to the supermarket, parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x-rays. Tie-ins with local hospitals assured that women with suspicious films got follow-up care. P&G adopted a _____ orientation to achieve this goal. promotional societal marketing customer marketing product
4. 96 percent of USAA home insurance policy holders report that USAA representatives meets their commitment in calling back customers quickly about claims. The most likely result of USAA's efforts is: management empowerment retailer-customer synergy customer satisfaction transactional marketing disintermediation
5. _____ is a strategy of increasing market share for present products in existing markets. Market penetration Product development Market development Diversification Product penetration
6. LaRosa's is a popular and successful Italian restaurant chain located in the Cincinnati, Ohio area. It is found only in the "tri-state area" of southwestern Ohio, northern Kentucky, and southeastern Indiana. For over 50 years, this strategy has given the restaurant a: ) brand name strategy niche competitive advantage price differentiation advantage marketing competitive advantage sustainable competitive advantage
7. DeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a custom department where socks, armskins, and gloves can be customized with any motif including sponsor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet's high quality socks. DeFeet's products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products.
Refer to DeFeet International. What kind of competitive advantage would you say DeFeet has? Low cost Niche Product/service differentiation Product Development Diversification
8. Masco is the name of a well-recognized company in the construction industry. It produces cabinetry, furniture, lighting, and plumbing fixtures for the upper-end homeowner and builder. One of the divisions of Masco is the Delta Faucet Company, which is the leader in the faucet industry. Delta Faucet was founded in 1955. Over the decades, it has developed a legacy based on well-crafted, high-quality products. Since the 1970s, Delta has focused its energies on building loyalty with the builder marketplace. Research in 2002 showed that while builders respect the Delta faucet for its quality, durability, and dependability, household consumers were not enamored with Delta products. Due to the number of new magazines and television programs devoted to home style, homeowners wanted faucets that were chic and stylish. This was not the image of the Delta Faucet. To change its image, Delta Faucet began a marketing program in which it committed itself to developing new products to appeal to homeowners. It adopted a new slogan, "Beautifully Engineered."
Refer to Delta Faucet Company. Delta's decision to make more stylish faucets represents a change in the _____ element of its marketing mix. product promotion place production distribution
9. Pharmaceutical companies spent $4.4 billion on prescription drug advertising in 2008, mostly on television and in magazines. While the Internet is becoming a more prominent medium to reach consumers and is the primary source used to seek health information, these companies spent less than $130 million on Web marketing. One reason is that there are no guidelines, which makes these heavily-regulated marketers uneasy. For example, television commercials for prescription drugs must include disclosures regarding the major side effects if the brand name is mentioned in the ad. The Food and Drug Administration (FDA) claims that existing regulations address many of the Internet advertising issues, but other aspects of Web marketing, such as social networking and search marketing, must be reviewed. That's why the FDA hearings on this issue were attended by pharmaceutical giants and Web companies like Google, Yahoo, and WebMD Health.
Refer to Drug Marketing. If a drug manufacturer donated $5 to AIDS research for every prescription sold in the United States, this would be an example of: utilitarianism moral relativism cause-related marketing green marketing conventional morality
10. People who believe in the _____ judge according to time-and-place ethics. virtue theory deontological theory of ethics utilitarian theory theory of moral relativism casuist ethical theory
11. Since 2002, General Mills through sales of its Cheerios brand cereal has donated over $2.0 million to First Book, a national nonprofit organization dedicated to giving new books to children from low-income families, through the Spoonfuls of Stories program. General Mills is engaged in: environmental sustainability social sustainability cause-related marketing advocacy marketing philanthropy
12. Pacific Gas and Electric (PG&E) Company has donated almost $300,000 to 58 local governments and community-based organizations for local economic development projects. Recipients of these grants include the San Benito County Economic Development Corporation's Business Outreach Program, the San Jose Conservation Corps' Hennessy Place Affordable Single-Family Housing Project, and Mariposa County's Business Development Training Program. This sort of donation indicates PG&E was operating at a(n) _____ responsibility level of the pyramid of corporate social responsibility. (Points : 4) legal philanthropic ethical economic cultural
13. A group in society, such as family, friends, or a professional organization, that influences an individual's purchasing behavior is called a(n): reference group conformist group opinion group social group influential group
14. _____ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and is transmitted from one generation to the next. Socialization Customerization Consumerism Lifestyle Culture
15. Clayton's purchase behavior is influenced by his love of rodeo, his patriotism, a fascination with agriculture, his love of country music, and his belief that everyone needs to enjoy life. All of these things are part of which personal influence on the consumer decision-making process? Attitude Personality Beliefs Lifestyle Experiential learning
16. Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as: cognitive dissonance psychological discomfort affect referral perceptual imbalance dissatisfaction
17. _____ is commonplace in business marketing and can sometimes occur over several months.Negotiation Need mediation Customerization Purchase arbitration Disintermediation
18. The largest percentage of B-to-B social media spending goes toward creating: viral videos customer community podcasts blogs webinars
19. A particular segment of the business market includes those individuals and organizations that purchase goods and services for the purpose of making a profit. They achieve this goal by using purchased goods and services to make other goods, to become part of other goods, or to facilitate the daily operations of the organization. This group is called the _____ segment of the business market. institution reseller wholesaler producer government
20. A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products. firm buyer market consumer target
21. One segment of a market is called a: slice wedge pocket slot niche
22. While most marketing to Generation Y tries so hard to be hip that it borders on parody, Vans has kept the decades-old brand real and vital for Gen Yers. Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks, which operate in malls around the country; the wildly successful Vans Warped Tour for alternative music; and the Vans Triple Crown, the brand's answer to the X Games. The segmentation plan used by Vans relies heavily on _____ segmentation. ethnicity income age gender occupation
23. Betty Crocker brand sells a Hershey's Ultimate Fudge cake mix that prominently features both the Betty Crocker and Hershey's names and logos on the box. This is an example of _____ cobranding. (Points : 4) cooperative ingredient umbrella complementary family
24. Which type of product modification changes a product's dependability or durability? (Points : 4) Functional Style Aesthetic Quality Primary
25. A _____ is the part of the brand that can be spoken. (Points : 4) brand equity service mark trademark brand name certification mark