Marketing Chapters 5-8

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By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________________ needs.

functional and psychological

Maslow's Hierarchy of Needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are:

safety, love and esteem.

Firms hope that helping consumers to learn more about a company and its products will affect consumers':

attitudes

Situational factors sometimes override psychological and social factors in the consumer decision process.

True

After purchasing an expensive pair of shoes, you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead. This is an example of postpurchase cognitive dissonance.

True

A consumer's external social environment includes:

family, reference groups, and culture

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and:

to develop basic strategies for dealing with their behavior.

Brenda wants a new car that will be dependable transportation and look good. She wants to satisfy both functional and psychological needs.

True

Upscale men's and women's clothing stores primarily appeal to consumers'______________ needs.

Psychological

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by:

examining personal memories and knowledge.

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ____________ associated with her purchase decision.

performance risk

Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his:

locus of control.

Elena is in the process of buying a new car. There are many possible cars to choose from, but she is focused on a few she would actually consider buying. These make up her _____________ set.

Evoked

When Brandon decided he needed a new car, he immediately called his old college roommate who owns a BMW dealership to ask questions about options and financing. Brandon was searching for information from:

an external source

Brenda always buys Sears Kenmore appliances. She believes that the Kenmore brand offers good quality and value and does not consider alternatives. Brenda uses ______ to select appliances.

A decision heuristic

In most countries, ________________ is one of the largest purchasers of goods and services.

The central government

The chair of the board of the local Humane Society chose the bank where the organization keeps its money; however, the office manager is the primary person who makes deposits, writes checks, and balances the account every month. The office manager is the _______ in the buying center for the bank account.

user

A(n) ___________ occurs when the purchasing agent buys additional units of products that have previously been purchased.

straight rebuy

Typically, B2B buyers ask potential suppliers to:

submit formal proposals

Thomas wants to get a number of bids for parts and components for the specialty food-processing equipment his firm will manufacture. He has developed detailed product specifications and has developed an RFP. How will he distribute the RFP to ensure a reasonable supply at a reasonable cost?

Use his company's website
Network through his trade association or Chamber of Commerce
Contact potential suppliers directly
Invite current suppliers to bid

Jackie works as a sales rep for a company that produces and sells steel used in building construction. Jackie is in ______________________ sales.

B2B

While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on Fridays during the summer. Brad is observing part of his firm's:

culture

The goal of the World Bank is to:

reduce poverty through low-interest loans and other programs.

Global marketers typically find distribution in developing countries is more complex because:

they must go through many different types of distribution channels.

The main function of the _______________ is to ensure that trade flows as smoothly, predictably, and freely as possible.

WTO

Globalization refers to the process by which ______________ flow across national borders.

Services, capital, goods, people

Cultural nuances, subcultures, and consumers' different views of their roles in different countries can make ___________________ complicated.

Segmentation, targeting, positioning

Many of the best-known American retailers, like KFC and McDonalds, have expanded globally using:

Franchising

Gross National Income equals GDP:

plus the net investment income earned from abroad.

In recent years, the decline in the value of the dollar has hurt U.S. marketers:

importing goods from other countries.

Business-to-business marketing involves buying and selling goods or services by all of the following except:

Consumers

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. Raycom engineers will specify the type of equipment to be purchased. When the decision is made, Reginald will handle the paperwork and send out the purchase order. Reginald plays the ______________ in the buying center.

Buyer

When a business customer engages in a straight rebuy, the member of the buying center most likely to be involved in the purchase is the:

buyer

In most large organizations, several people are responsible for making a purchase decision. This group is called the:

buying center

Vendor analysis often involves ____________________ important to the buyer.

specifications and weighting of issues

A ________________ is a type of reseller, a business that buys from other businesses but does not significantly alter the form of the products it buys.

wholesaler

When firms pool their resources to enter a new market, they create a(n):

joint venture

Originally, offshoring focused on relocating ________________ to lower cost producer countries.

manufacturing

Global marketers typically find distribution in developing countries is more complex because:

the needs of the target market

One of the reasons for the surge in foreign-made textiles in the United States was elimination of __________ on foreign-made textiles.

quotas

Paula has done exceptionally well in developing U.S. domestic markets, but she has had to learn new rules when marketing overseas. She has been struggling to learn how to communicate her product's benefits and features in foreign markets. Not only did she have to learn how to use a foreign language, she had to learn how ________________ affected how potential customers would view her product.

power, uncertainty, individualism, time, and dominant values
symbols, ceremonies, behavior, dress, and physical settings
thoughts, beliefs, and assumptions
verbal and nonverbal cues

Offshoring refers to:

globalization of production

Which of the following statements describes the requirements Walmart is mandating from its suppliers in order to address concerns about its reputation where globalization is concerned?

All manufacturers must be audited by third parties

Perceptual maps include positions of current brands as well as ideal points where a segment would want a product to be.

true

Geodemographic segmentation can be particularly useful for ____________, because customers typically patronize stores close to their neighborhood.

retailers

Education marketers have learned that the primary motivations of most non-traditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to:

emphasize the benefits these consumers are looking for in a college education.

Automobile manufacturers do not manufacture cars specially designed for very tall people, as this segment is not substantial.

true

The phrase "birds of a feather flock together" captures the idea of ______________ segmentation.

geodemographic

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a ________________ targeting strategy.

micromarketing

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. The market segment must be:

responsive

Coca-Cola introduced Coke Zero to increase sales without taking away from its existing product sales. Which of the following is NOT true about this effort?

Segmentation and targeting were of little use compared to developing special advertising.

Firms use a differentiated targeting strategy because:

it helps to obtain a bigger share of the market.

The Lite beer commercial with the slogan, "less filling, tastes great," was based on ______________ segmentation.

benefit

Differences in weather and climate create opportunities for:

geographic segmentation

Whenever the president of the local, public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based on:

value

Innovators, Thinkers, Achievers, and Experiencers are VALS classifications based on:

income.
motivation.
innovativeness.
health.

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and:

lower overall risk.

Which of the following defines a value proposition?

The unique value that a product or service provides to its customers.

When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is:

responsive

While demographic and geographic segmentation of retail customers is relatively easy, these characteristics do not help marketers determine:

what their customers need

The first step in the STP process is to:

clearly articulate the firm's vision or marketing strategy objectives.

The Lite beer commercial with the slogan, "less filling, tastes great," was based on ______________ segmentation.

benefit

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. The market segment must be:

responsive

Whenever the president of the local, public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based on:

value

A ____________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

perceptual map

Which of the following defines a value proposition?

The unique value that a product or service provides to its customers.

Geodemographic segmentation can be particularly useful for ____________, because customers typically patronize stores close to their neighborhood.

retailers

Education marketers have learned that the primary motivations of most non-traditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to:

emphasize the benefits these consumers are looking for in a college education.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is:

substantial.

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and:

lower overall risks

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In the process, the company:

differentiated its product

Firms use a differentiated targeting strategy because:

it helps to obtain a bigger share of the market

Innovators, Thinkers, Achievers, and Experiencers are VALS classifications based on:

motivation.
income.
innovativeness.
health.

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