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MK 3010 (Exam 2 Chapters 6, 7, 8)
Exam 2 Chapters 6, 7, 8
Terms in this set (191)
White _______ are reports that present authoritative information about specific topics that can help buyers make decisions about purchasing specific products.
papers or paper
Companies that have a relatively informal buying process tend to be ______.
smaller service firms
Small service companies may not be large enough to get service from a supplier's sales representative, so they typically buy ______.
on the Internet
When purchasing decisions are handled by a buying ______, the buyer typically does not have final authority.
Reorders are straight __________.
A thorough report on a particular topic issued by a supplier to help buyers identify solutions for needs they have is called a(n) ______.
One of the online sites where marketers can gather information on government purchasing is ______.
True or false: For small service firms, the buying process is typically more formal than it would be for a large manufacturer.
What are three challenges a company may encounter when selling to foreign governments? (Check all that apply.)
Government contracts tend to give priority to domestic suppliers.
A firm must often get permission from its own government to sell to the government of another country.
Public sentiment may oppose granting contracts to foreign competitors.
Those small service companies that are too small to warrant attention by a sales rep often rely on _______ buying.
Internet, ecommerce, or online
What types of firms typically hire market research firms or research specialists to help them with market research? (Check all that apply.)
Large, for-profit companies
An increasing number of not-for-profit organizations
True or false: When a buying committee is responsible for deciding whether or not to drop a product line, it can be an advantage to the salesperson.
The local hardware store installed a new computerized checkout system which automatically orders product when inventory levels become low. This is an example of a _____.
A key to making marketing research and an MIS that is useful in marketing strategy planning is _____.
careful communication and coordination with research experts
What group handles vendor federal government contracts for off-the-shelf goods and services?
The General Services Administration
In some instances, in order to sell to a foreign market, suppliers need permission from ______.
their own government
Market research firms or specialists are sometimes called in by companies to
aid in the research process.
The first "V" in the Four Vs is ____ which identifies the quantity of data generated and stored.
Which of the Four Vs refers to the numerous ways a company can collect data?
It is the job of a specialist in the ____ department to make sure the technical aspects of an MIS are correct.
Kelly is a marketing manager and during her last discussion with the IT department, she said she would like to identify when a customer showed interest in an online product and send a coupon or discount offer to that customer within 20 seconds of their view. Which of the Four Vs does Kelly want to implement?
Which of the Four Vs denotes the quality of the data?
The marketing _____ is a statement of relationships among the marketing variables.
The Four Vs are used to understand the dimensions of _____.
Tools that measure _______ _______ can quickly generate a lot of information, and many are free. Yet, much of this information is selective.
Tyler's company collects customer data in many ways, from the number of clicks on their website to the hundreds of retweets of their marketing messages, as well as, focus groups. This is an example of which of the Four Vs?
A customer journey map reveals the _______ for a product.
As one of the Four Vs, _____ is the speed at which data are generated and processed.
Sometimes the best way to observe a customer is for the marketing manager to become a ________.
Maria decided not to use the data found in the report because she couldn't verify the source. Which of the Four Vs helped Maria make this decision?
The most common ethical issue in marketing research concerns marketing managers who ______.
suppress particular results of market research
Jacob is reviewing a report that shows him the sales and costs anticipated with the three different promotional efforts his company plans to use for the new product. From this, he selects the marketing mix appropriate for the product. What type of report is Jacob using to make his decision?
Marketers must be careful when using sentiment analysis because this information is usually ______.
Dental Providers of America, Inc. provides dental services across the country and has dental offices in most major cities. The company has to have multiple locations because ______.
services are conducted in person
Joe's Heating and Air Conditioning Corp. is conducting research that focuses on the entire process of purchasing a home heating system from the initial need for a new furnace, to how the customer learned product information and selected an installer. What type of qualitative data is the company using?
Customer journey map
In more complex service delivery situations, like running a cruise ship, it is hard to keep _________ consistent. (Enter only one word in the blank.)
quality, service, or standards
Which of the following is often the best way for a marketing manager to observe and understand a customer's experience?
The marketing manager should become a customer.
The Lanham Act of 1946 was enacted to _____.
indicate what brand names and trademarks could be protected
A marketing manager at a major coffee house would like the bold roast coffee to receive highest marks from the survey she is conducting. The results indicate that the milder coffee is actually preferred, but she decides to withhold this information. Her decision is an example of ______.
an unethical action
True or false: Better protective packaging can reduce costs by cutting down on breakage, spillage, and theft.
Some customers complain that Frito-Lay's new potato chip packaging hides the fact that they are buying fewer chips for the same price. This type of issue requires marketing managers to make ______ choices regarding the packaging.
True or false: A service is typically done in person once the customer has agreed to pay for it.
Because a company must buy the supplies it needs in order to produce its products, the industry demand for business products is considered fairly ______.
Many services are delivered by individual service providers with varying levels of experience and expertise. This can lead to service quality that is ______.
The Lanham Act of 1946 ______. (Check all that apply.)
explains how to protect marks
describes what marks are protected
The total cost of a(n) _____ item is considered a business expense in the year it's purchased.
Apple has developed innovative protective packaging for its iPad2 tablet computer. This has led to fewer iPads being damaged in shipping which, in turn, will lower ______ costs.
Sason has packaged their aspirin medication so that it is similar to the packaging of Bayer aspirin. This could be considered an _______ dilemma.
In the case of individual sellers facing price competition, demand might be fairly (elastic/inelastic).
A product is a(n) ______ item when its complete cost is treated as a business cost during the year it is bought.
______ and organizational customers are any buyers who buy products to resell them or to produce other goods and services.
As compared to the consumer market, the _____ market includes far fewer buyers.
organizational or organization
Organizational buyers consider the initial price of the product and the ______ of selecting a supplier and its particular marketing mix.
Which of the following are examples of individual needs that organizational buyers might consider when making a buying decision? (Check all that apply.)
Risk of being blamed for a bad choice
When an organizational buyer's interests differ from those of the company, there is a risk of ______.
an ethical conflict
Which of the following are the buying specialists in a company?
Which of the following are typical buying influences for organizational purchases? (Check all that apply.)
True or false: A multiple buying influence may include top management in the purchase decision.
The Knight Foundation provides college scholarships for high school graduates. The purchasing manager is buying a new printer for the foundation's administrative office. In terms of buying influences, the administrative assistant in the office who prints documents everyday would be classified as a(n) ______.
Universal Studios needs to purchase a fuel contract for all its company vehicles. John works in the department that oversees the auto fleet and has been assigned to speak with potential suppliers and complete the purchase. His role is that of a(n) ______.
To comply with centralized controls on who can make purchases, a person who needs to purchase something usually completes a(n) ______.
The written (or electronic) descriptions provided by organizational buyers for what their firms want to buy are called _____.
Refer to Exhibit 6-5 and arrange the three types of buying situations in order from the highest to the lowest in terms of the amount of time required, with the buying situation requiring the most time at the top.
New-task buying often involves which of the following? (Check all that apply.)
Establishing an order routine
Evaluating sources of supply
Setting product specifications
Companies that have computer systems that automatically purchase a product when it is running low are using which buying process?
Which type of purchase requires the most information on the part of the buyer?
When organizational buyers need to find a supplier or a product to meet a new need, they will often turn first to ______.
an Internet search
The growing use of online ______ by buyers has the effect of weakening the influence that communication from marketers has on buyers' attitudes and choices.
A ______ provides a supplier's terms of sale that are designed to meet a buyer's purchase specifications.
Delta Engineering is reviewing proposals from possible new suppliers for its manufacturing process. The company is using ______ to lower its total costs.
Which of the following tends to lead to a lower overall cost for suppliers and their customer firms?
Having a close working relationship
A buyer who has a long-term commitment with a supplier may find that he has _________ (more/less) flexibility in purchasing.
Match the key dimensions (on the left) that help characterize most buyer-seller relationships with an example (on the right) of that key dimension.
Cooperation- Working jointly to reach shared goals
Information sharing- The exchange of proprietary data
Operational linkages- A direct connection between the buyer's and seller's internal operations
Legal bonds- The formal, contractual relationship between the buyer and seller
Relationship-specific adaptations- Customization of procedures to improve the relationship between the buyer and seller
Firms that are in a cooperative relationship should consider their problems to be a(n) ______.
Which of the following statements about information sharing between suppliers and customers are true? (Check all that apply.)
Electronic sharing systems can be set up through the Internet.
Information sharing can help suppliers and customers improve planning.
Firms should not share information that they think might be misused by the other party.
______ buying is an agreement that permits adjustments in purchase arrangements.
The practice of arranging for another company to produce goods and services that a company would otherwise produce itself is called _____.
Green Electric Bike company uses three different suppliers for the batteries it uses in its electric bikes. This helps Green Electric Bike _____.
spread their risk
True or false: In the United States, there are few manufacturers compared to final consumers, but in other countries, the opposite is true.
The North American ___________ Classification System uses codes that group together businesses that are similar to each other.
Approximately how many service firms are there in the United States?
Steve is a buying manager at Publix Supermarkets in Miami, Florida, and wants to be sure that the shelves of the stores reflect the diversity of their local customers. This is because he sees himself as a purchasing agent for his ______.
About what percentage of the United States' gross domestic product is spent by government units?
Buyers for the U.S. government are spending our tax money, and they are under a lot of pressure to spend it carefully. Consequently, their purchasing ______. (Check all that apply.)
is subject to public review
often utilizes competitive bids
requires writing detailed specifications
To share in routine government purchases, a company must be on the_______ supplier list and agree to a price that will remain the same for a set period of time.
The Foreign Corrupt Practices Act was amended in 1988 to allow small grease payments when _____.
it is customary in a local culture
Marketing _____ involves the procedures that develop and analyze new information about a market.
Without _____ data, marketing managers may make the same errors as their predecessors.
The data from a ______ system can be used to guide the marketing strategy planning process.
Some automobile manufacturers install digital sensors to track fuel and engine activity on automobiles sold to the public. This is an example of _____ data.
"Big _______ " is the name given to data sets that are too large and complex to work with typical database management tools.
Companies use a data ______ to store all of their databases so they are available when needed.
When marketing managers are able to answer questions like "How did our competitor enter that market?" and "Why did our Twitter account blow-up after that tweet?," the company has changed data into _____.
A computer program that makes it easier for a marketing manager to get and use information and turn the information into knowledge to make informed marketing strategy decisions is called a(n)
decision support system (DSS).
A customer service manager at a car rental company can check in every afternoon to see which car rental location is renting the most cars that day by using a
Marketing research that is based on the scientific method requires a company's ideas to be
tested prior to implementation.
List the five steps in the marketing research process in order, beginning with the first step at the top of the list.
defining the problem
analyzing the situation
getting problem-specific data
interpreting the data
solving the problem
Because market researchers must be sure that they are focusing on actual problems, cooperation with ______ is critical to good marketing research.
Defining the problem ensures that the research is ______.
not wasted effort
What is the best way for marketing managers to identify the correct problem and not its symptoms?
By doing research
Which of the following are benefits of reducing the number of research objectives at the start of the marketing research process?
It saves money.
It saves time.
An informal study of what information is already available in the problem area is called
a situation analysis.
True or false: A situation analysis allows both the marketing manager and researcher to agree upon and understand what the problem area is.
______ data is information specifically collected to solve a current problem.
What are potential sources of secondary data? (Check all that apply.)
Secondary data found on the Internet
is sometimes inaccurate.
Which of these companies is performing a sentiment analysis?
Bob's Burgers reviewed the number of positive and negative tweets about its new sandwich.
A(n) _____ is a group of customers who provide information on a continuing basis.
Recent television commercials for Chevrolet show customers discussing J.D. Powers rankings and awards for the company. The information from J.D. Powers is an example of _____.
A good situation analysis offers which of the following benefits to marketing managers? (Check all that apply.)
It may eliminate the need to collect more data.
It gives useful information.
It is comparatively quick.
In the marketing research process, what specifies which information will be obtained and how it will be obtained?
A research proposal
Questioning and observing are the two basic methods of obtaining ______.
True or false: Qualitative research provides the advantage of depth in question responses.
Donna was invited to attend a meeting with six other people to review and discuss impressions of a firm's advertisements. After viewing them, the group answered open-ended questions. Donna was most likely part of a ______.
A marketing researcher at a soda company conducted a survey to determine the number of respondents who have tried their new diet soda. He calculates a percentage for respondents who have tried the product and figures an average score for how satisfied they were. The researcher is conducting ______.
Which one of the following is a characteristic of a fixed response questionnaire?
They are easy to analyze.
What are some benefits of distributing questionnaires via mail or e-mail? (Check all that apply.)
Respondents can answer anonymously.
Respondents may be more forthcoming with private details.
Respondents can answer questions on their own time.
True or false: A major drawback of using questionnaires to conduct quantitative research is the low response rate.
In the late 1990s, 36% of contacted households completed a phone survey. Today, about _____ of households participate.
When using the observation method to collect data, the researcher tries to ______.
view or document a subject's normal actions
In marketing, research that investigates the actions of consumers in their natural habitat is called ______.
The Clothing Company sent e-mails with two different subject lines. Five hundred customers received one that said "20% Off and Free Shipping," while another 500 received one that said "Big Sale." The rest of the e-mail message was the same. Marketing managers then compared how many customers from each group clicked through to the Clothing Company from the email. To do their market research, the Clothing Company used ______.
the experimental method
True or false: Marketing managers in small companies can learn a lot simply by listening to what the customers have to say.
A(n) ________ package is an easy-to-use computer program that analyzes data.
Since it is rarely possible for marketing managers to acquire information about every member of a population, they instead acquire information from a representative ______.
A(n) ____ interval is the range on either side of an estimate that is likely to contain the true value for the whole population.
_____ refers to the extent to which data measure what they are intended to measure.
In the problem-solving step, managers use the research results to ______.
make marketing decisions
The product offered by Southwest Airlines achieves the highest level of ______ when the customer's entire flight experience—from departure to arrival—meets the customer's needs.
Within the context of marketing, the power of a product to fulfill a customer's requirements is called its _____.
Which three of the following need to be considered when deciding whether or not to offer a warranty? (Check all that apply.)
The legal environment
Procter & Gamble offers Tide brand laundry detergent in different sizes and types, such as Coldwater Liquid, High Efficiency Liquid, and Bleach Liquid versions. Each size and type is an example of a(n) ______ product.
When it first began distributing root beer to grocery stores, Reggie's Root Beer Supply only sold original flavor root beer. In the last three years, the company has extended the product and now distributes vanilla root beer and caramel root beer to stores. By increasing the number of products in the root beer line, the company is focusing on product line _____.
Which of the following are considered "products"? (Check all that apply.)
Which of the following products are examples of tangible goods? (Check all that apply.)
Rolling Stone magazines
Ford F150 trucks
Carnival Cruises is drastically discounting cabins on its next Caribbean cruise because all the cabins are not currently sold. This discounting is most likely due to which factor of services?
When competitors offer physical goods, a company may differentiate its offering by adding a _______ valued by its target market.
As the text explains, which video game is an example of augmented reality?
_______ customers' behavior may provide companies with ideas for new products, added features or additional services.
Tracking, Following, or Analyzing
What is the purpose of branding?
To identify a product
Leila has repeatedly had a good experience with Overland brand tires and buys them every time she needs a new set of tires for her car. Leila is buying Overland tires primarily because they have ______.
earned her trust
Which of the following conditions help enable successful branding? (Check all that apply.)
When customer need is great enough to make the branding effort profitable
When customers can easily identify a product by brand or trademark
When it is easy to maintain product quality that is the best value for the price
How well a brand is recognized and accepted by people is called brand ______.
Order the five levels of brand familiarity, from the lowest level of brand familiarity (listed at the top) to the highest level of familiarity (at the bottom).
Which of the following occurs when a person is completely unfamiliar with a brand?
Carla Mason usually buys Wheaties breakfast cereal because she likes the taste, though she sometimes buys other cereals when they are on sale. For Carla, Wheaties has achieved brand ______.
When Mallory asked her son what cell phone he would like for his 18th birthday, he replied, "An Apple iPhone of course." The familiarity of the Apple iPhone name proves its overall strength in the market. In other words, this phone has strong brand ______.
True or false: If people begin using a brand name to generally describe the type of product, the owner of the brand name will lose all rights to it.
_______ make unauthorized copies of products.
When multiple products are marketed under a single brand name, it is called a brand ______.
A product brand name that is used only for that product is called a(n) ______ brand.
When Parul went to the store to buy cough medicine, she found Robitussin brand cough medicine and another brand in a plain package that was selling for $4 less than the Robitussin. The lower-priced cough medicine is an example of a _____.
Producer-made brands are referred to as ______ brands.
Which of the following are true of the battle between manufacturer and dealer brands? (Check all that apply.)
In the past, dealer brands were far less popular than manufacturer brands.
Dealer brands account for almost 30% of purchases in U.S. grocery stores.
True or false: In the "battle of the brands," intermediaries have no advantages over manufacturer brands.
What aspect of a product makes it easy to identify on the store shelf?
In order to provide consumers with sufficient information, the ______ Act demands that the packaging of consumer goods use language that is easy to understand.
Federal Fair Packaging and Labeling
Which of the following are intended to be purchased and used by the final end user?
Which of the following are names of consumer product classes? (Check all that apply.)
The convenience product group includes three classes. Match the class with the shopping behavior.
Staple-Doris buys Kellogg's Corn Flakes on her routine shopping schedule.
Impulse-Doris is buying her groceries and notices a new flavor breath mint at the checkout counter.
Emergency-Doris is on her way home from the supermarket and buys an umbrella because it started to rain.
What are the two classifications of shopping products?
When shopping for a homogeneous shopping product, consumers typically search for the _____.
An online shopper is most likely to read reviews, study product features, and compare different models when shopping for a(n) ______.
heterogeneous shopping product
Melissa will not buy any tea except "Highlander"—an expensive white tea brand that few stores carry. She used to buy it only when she visited her mother who lived 100 miles away in a big city. She finally convinced her local grocery store to carry Highlander brand. For Melissa, this tea is a(n) ______.
Products that people are unaware of or do not yet want are called ______ products.
Jose and Marta are both purchasing new televisions. Jose is hosting a Super Bowl party this afternoon and needs to replace the television that broke late last night, while Marta wants to carefully examine the different models available to find the one that is of the highest quality and best suits her needs, regardless of price. For Jose the television is a(n) ______ product, but for Marta it is a(n) ______ product.
emergency; heterogeneous shopping
When the demand for a business product results from the demand for a final consumer product, it is called ______ demand.
Business product classes are based on which of the following? (Check all that apply.)
The way buyers think about the products
The way buyers will use the products
The building and land used by a company are which type of business product?
Capital items that last for only a short period and are used in production or administrative tasks are known as ______.
Country Hill Products, Inc. has a subsidiary that grows soybeans and field corn. In addition, the firm has a subsidiary that mines for coal and precious metals. All of the company's products are examples of ______.
Screentech, Inc. is an LCD manufacturer that produces high-quality LCD screens for use in many different products. Screentech's products are examples of ______.
What are the three categories of supplies? (Check all that apply.)
Which of the following are true of professional services? (Check all that apply.)
They support a firm's operations.
They are typically expense items.
Match each step (on the left) with its components (on the right) that make up a model of business and organizational buying,
Step 1: Defining the problem-Problem recognition describing the need specifying the product
Step 2: Buying process-Establish buying process gather information solicit proposals/bids select the supplier
Step 3: Managing the buyer-seller relationship-Structure the relationship monitor supplier performance
Which of the following are ways in which industrial markets are concentrated? (Check all that apply.)
In specific geographic areas
By economic development
By company size
Eli Lilly, a pharmaceutical company, is replacing the laptops of its entire sale force. The role of the company's technology support personnel, who are asked to provide input on the purchase, is that of a(n) ______.
Short, simple and suggestive of the benefits describe a good ______.
True or false: A buyer who has a long-term commitment with a supplier may find he or she has less flexibility in purchasing.
An MIS should collect _______ information from the marketplace and from competitors.
external or outside
What is syndicated data?
Data collected by a firm and sold to marketing managers
Why is 'fixed response' the typical format of a survey questionnaire?
It simplifies data analysis.
What is the term for the percentage of people contacted who complete a questionnaire?
What are three benefits of conducting a telephone survey? (Check all that apply.)
Consumer responses can be recorded
Interviewer can ask follow-up questions
What academic discipline is ethnographic research based on?
A single item within a product line is called a(n) _______ product.
Which of the following is a consequence of the perishable quality of services?
Balancing supply and demand can be challenging.
There are some apps on the market that contain computer-generated images and sound which are placed into the user's physical words. These apps use ______ (AR) technology.
When an unauthorized company counterfeits a product of another company, it will cause the original owner of the counterfeited item to _____.
The demand for wood pulp depends partly on the demand for books. In this case, the demand for wood pulp is a(n) ______ demand.
When demand for a service fluctuates greatly, it causes problems for the marketing manager, because there is no way to keep an extra supply of services in a warehouse. In other words, services are ______.
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