| Marketing is an activity that only large firms with specialized departments can execute. ((FALSE)) |
| The marketing plan is broken down into various components—how the product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer.((TRUE)) |
| Understanding the marketplace and a customer's needs and wants is fundamental to marketing success. ((TRUE)) |
| As Godiva and Hershey’s battle for chocolate lovers, they divide the population into a host of categories such as luxury versus cost-conscious and service-oriented versus self-service.((TRUE)) |
| The four Ps of the marketing mix include product, promotion, planning, and place. ((FALSE)) |
| Supply chain management is the set of approaches and techniques that firms employ to efficiently and effectively integrate their suppliers, manufacturers, warehouses, stores, and other firms involved in the transaction into a seamless value chain in which merchandise is produced and distributed in the right quantities, to the right locations, and at the right time. ((TRUE)) |
| Value is what you get for what you give. ((TRUE)) |
| In value cocreation, the customer participates in the creation of a good or service, which provides additional value to the customer.((TRUE)) |
| Marketing advises production about how much of the company's product to make and then tells supply chain mangers when to ship it. ((TRUE)) |
| Entrepreneurs are people who organize, operate, and assume the risk of a business venture. ((TRUE)) |
| When a manufacturer sells truck and car parts to Toyota, this is an example of B2C marketing. ((FALSE)) |
| The power adapters Dell sells with its computers are built by small companies that specialize in power-related accessories. When Dell purchases its power adapters from these small companies, it is engaged in B2B marketing. ((TRUE)) |
| Garage sales and online classified ads are examples of C2C marketing. ((TRUE)) |
| Key to the success of many entrepreneurs is that they launch ventures that aim to satisfy unfilled needs. ((TRUE)) |
| HappyCow is an example of a location-based social media application.((TRUE)) |
| As it relates to marketing, the trade of things of value between the buyer and the seller so that each is better off as a result is known as an exchange. ((TRUE)) |
| Marketing's fundamental purpose is to create value by developing a variety of offerings that will earn income for the company. ((FALSE)) |
| Margo likes her morning coffee, and she always stops at Starbucks because it is on her way to work. Margo is being influenced by the place element of the marketing mix.((TRUE)) |
| To build relationships, firms focus on the lifetime profitability of the relationship, not how much money is made during each transaction. ((TRUE)) |
| Firms have come to realize that good corporate citizenship through socially responsible actions should be a priority because it will help their bottom line in the long run.((TRUE)) |
| Effectively managing supply chain relationships has a minimal effect on profitability. ((FALSE)) |
| A group of firms that make and deliver a given set of goods and services is known as a distribution network. ((FALSE)) |
| Buffalo Wild Wings suggests that its diners check in to its locations using their phones. This demonstrates the use of social media to market a product. ((TRUE)) |
| Approximately half of marketers use social media tools for their businesses.((FALSE)) |
| Firms become value driven, in part, by focusing on the competition. ((TRUE)) |
| When a T-shirt manufacturer states, "We sell it only in black because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing? ((production-oriented)) |
| Marketing involves all of the following except ((production scheduling.)) |
| Jami sells construction equipment. Whenever she calls on her building contractor customers, she asks if they are having any problems. In doing so, Jami is addressing which of the following core aspects of marketing? ((satisfying customer needs and wants )) |
| Julia is considering a career in marketing. She is concerned about the image of marketers as fast-talking, high-pressure people who care only about making a sale. When reading about the core aspects of marketing, Julia is relieved to see that in marketing ((all parties to the transaction should be satisfied.)) |
| Xavier is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and ((the ability to buy them. )) |
| When referring to "exchange," marketers are focusing on ((the trading of things of value.)) |
| Whenever Valerie has a new massage therapy customer, she invites the person to be on her e-mail distribution list. In the process, in addition to exchanging her massage therapy service for payment, Valerie is gathering ((information.)) |
| Which of the following is a core aspect of marketing? ((making product, place, promotion, and price decisions )) |
| Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following except ((performance.)) |
| The four Ps make up the marketing mix, which is the __________ set of decisions or activities that the firm uses to respond to the wants of its target markets.((controllable )) |
| The fundamental goal of marketers when creating goods, services, or combinations of both is to ((create value.)) |
| Brian is struggling with the choice of publishing his new book, How to Cook Polish Barbeque, as an e-book or a paperback. Brian is addressing which core marketing aspect?((making product decisions)) |
| The basic difference between a good and a service is that a good ((can be physically touched. )) |
| Four Winds Art Gallery recently began offering appraisals of customers' art collections, in addition to continuing to sell paintings. Four Winds is ((expanding from offering just goods to also offering services.)) |
| Marketers must determine the price of a product carefully, based on potential buyers' beliefs about ((its value.)) |
| Some discount stores put products in large bins and let consumers hunt and find bargains. The price these consumers pay includes ((the value of their time and energy. )) |
| Henriette offers financial counseling and management on a fee-only basis. She has found that different customers are willing to pay different rates for her services. This shows that her pricing decisions should depend primarily on ((how different customers perceive the value of her services.)) |
| Marketing channel management is also known as ((supply chain management.)) |
| ___________ represents all the activities necessary to get the product to the right customer when that customer wants it. ((Place)) |
| Not only does GIS technology help Starbucks determine the ideal locations for new stores, but it also can enable the company to decide ((which kinds of stores to open. )) |
| The marketing goal of getting the "right quantities to the right locations, at the right time" relates to((managing the supply chain. )) |
| Value-oriented marketers constantly measure((perceived customer benefits against the costs of their offerings. )) |
| Many marketing students initially overlook the importance of marketing channel management because ((many of these activities take place behind the scenes. )) |
| Which element of the marketing mix deals with supply chain management? ((place)) |
| UPS, FedEx, DHL, and other shipping companies support other firms' __________ marketing goals. ((supply chain management )) |
| __________ is communication by a marketer that informs, persuades, and reminds potential buyers about a product or service so as to influence their opinions and elicit a response. ((Promotion )) |
| Effective promotion enhances a product or service's ((perceived value. )) |
| By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to ((increase the perceived value of its products.)) |
| When retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts it is considered _______ marketing.((B2C)) |
| By allowing consumers to sell their unwanted goods to other consumers, auction sites like eBay and Etsy cater to __________ marketing. ((C2C)) |
| As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, but decided instead to continue to sell through their existing dealer networks. The car manufacturers considered switching from __________ to __________ marketing. ((B2B; B2C)) |
| Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase __________ marketing. ((C2C)) |
| The "Milk Life" advertising campaign, designed to increase awareness of the health benefits of milk, was intended to help market a(n) ((industry.)) |
| The “onboard, online retail business” refers to ((the options airlines offer passengers to shop through their mobile devices while they fly toward their destination.)) |
| The idea that a good product will sell itself is associated with the __________ era of marketing. ((production-oriented )) |
| Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the __________ era of marketing. ((production-oriented)) |
| Melanie works for a small computer software company. Her boss is constantly improving the company's products but neglects customers, billing, and promoting the company. Her boss is probably stuck in the __________ era of marketing. ((production-oriented)) |
| During the __________ era, firms had excess capacity and used personal selling and advertising to generate customers. ((sales-oriented)) |
| The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold. ((sales-oriented )) |
| Near the end of the model year, the Move-Them-Out automobile dealership had an unusually high inventory level. The manager increased her advertising spending and gave extra incentives to its salespeople. Move-Them-Out operates as if it were in the __________ era. ((sales-oriented)) |
| Many U.S. companies first discovered marketing during the __________ era. ((market-oriented)) |
| Which of the following statements reflects the philosophy of the market-oriented era?((The customer is king. )) |
| Data about how, when, why, where, and what people buy refers to((marketing analytics. )) |
| During the __________ era, manufacturers and retailers recognized they needed to give their customers greater value than their competitors did. ((value-based marketing )) |
| Creative locations, such as kiosks at the baggage claim in airports or small booths in grocery stores, represent Starbucks' effort to improve its offering on which dimension of the marketing mix? ((place)) |
| Trey sells consumer electronics. He knows his customers weigh the costs versus the benefits associated with the different options available. He decides which products to offer and what prices to charge based on the way his customers think. Trey operates as if he were in the __________ era. ((value-based marketing)) |
| Serena studies her customer profiles, market research data, complaints, and other information, attempting to better understand what her customers want. Serena most likely operates in the __________ era of marketing. ((value-based marketing)) |
| In delivering value, marketing firms attempt to find the most desirable balance between ((the need to provide benefits to customers and keep down costs. )) |
| Yolanda is the new restaurant manager in a major hotel. When considering changes in the restaurant that will increase value to customers, Yolanda will likely attempt to either provide the same quality at a lower cost or ((improve products and services at the same cost. )) |
| Christie has just started with a travel agency, and she has been offering clients and prospective clients a range of packaged tours. She is concerned because the commissions she is earning on her sales are lower than she had hoped. Her colleague Peter, who has been with the agency for several years, is having a great deal of success by working closely with the clients, seeking their ideas, and building customized tour packages for each one based on their suggestions. Peter's approach is based on ((value cocreation.)) |
| To become a more value-driven organization, Pokrah University is holding regular coffee-hour discussions with its students and surveying its graduates regarding students' educational needs and desires. By doing so, Pokrah University is becoming more value driven through ((building relationships with customers. )) |
| As owner of a retail franchise food store, Mary Gray purchases supplies based on specials advertised nationally throughout the franchise system. One Monday, she was surprised to find customers asking for specials she hadn't been informed of in advance. The franchise company failed to live up to the value-driven activity of ((sharing information across the organization. )) |
| In the past, manufacturer's representatives did not have real-time inventory data about the products they were selling. Today, manufacturer's representatives are often provided online access to inventory data for the companies they represent. These online inventory systems allow companies to become more value driven by ((sharing information across the organization. )) |
| To build relationships, firms focus on the ___________ of the relationship, not how much money is made during each transaction. ((lifetime profitability )) |
| One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in ((long-term relationships. )) |
| Even though they operate from out-of-the-way airports and offer few extra services, discount, no-frill airlines like Ryanair and EasyJet have been successful. Consumers obviously consider ((the benefit of lower prices to be greater than the cost of reduced services and less convenience. )) |
| A relational orientation is based on the philosophy that buyers and sellers develop ((a long-term relationship. )) |
| A local art gallery keeps information on its customers regarding their preferences for certain artists as well as the style of art that interests them. The gallery uses this information to inform the customers when new products arrive from their favorite artists and targets them with special promotions. In this way, the gallery is using _______ to build loyalty among its customers. ((customer relationship management )) |
| If a firm adopts a CRM business philosophy, it most likely has a(n) _______ orientation with its customers. ((relational )) |
| After major hurricanes like Katrina, many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers, even though due to the huge increase in demand they could charge much more. These firms probably recognize that ((lifetime profitability of relationships matters more than profits from a particular transaction. )) |
| What is the focus of a firm that develops a relational orientation with its customers? ((gaining lifetime profitability from customer relationships)) |
| The goal of customer relationship management is to ((identify and build loyalty among a firm's most valued customers. )) |
| Franco uses a database software system to remind him when his customers should be ready to reorder his industrial cleaning products. With this reminder system, Franco contacts his customers when they are most likely to be "in the buying mode." Franco's system is part of ((customer relationship management.)) |
| Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do customers who mostly order kitchen tools. This is an example of ((customer relationship management. )) |
| It was during the market-oriented era that firms first discovered "marketing." In what timeframe did this occur? ((just after World War II )) |
| Many inventors struggle with the question, "I made it; now how do I get rid of it?" They have made the error of considering marketing as ((an afterthought. )) |
| Georgia, the outside sales rep for a major building supply company, reads a report stating that building permits are down dramatically in her sales territory. She had noticed that things were slowing down, but now she has data confirming her impression. Based on this information, Georgia will help her company become more value driven if she((advises the production and purchasing departments to produce or order smaller quantities of products. )) |
| Jenny, the delivery and sales representative for a beer distributor, is calling on a retailer and sees the shelves are almost empty. An unexpected sporting event held nearby resulted in a huge increase in sales. She calls her company's distribution manager and requests a special delivery for her customer. Jenny is providing the important marketing function of ((alerting the logistics department when to ship products. )) |
| After the previous sales representative in his territory infuriated an important customer, Benjamin visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Benjamin an order. Benjamin was providing the important marketing function of ((engaging customers and developing long-term relationships. )) |
| Which of the following best represents how marketing expands firms' global presence? ((when companies manufacture and sell their products all over the world )) |
| Leah is the marketing manager for an electronics company. While on vacation in Ecuador, she visited electronics stores in the major malls in Quito, the capital city. Most of her company's products were available, except for smartphones. When she returned to work, she mentioned this observation to her international sales manager. Leah was providing the important marketing function of ((identifying opportunities to expand.)) |
| Greenbelt Construction has been a successful small home-building firm for years. The owner pays subcontractors slightly more than the usual rate for different tasks, reducing the company's gross margin. Greenbelt rarely changes subcontractors, has relatively few complaints from home buyers, and is able to get quick responses from subcontractors when buyers do have problems. Greenbelt is engaged in ((effective supply chain management. )) |
| Marketing enriches society by ((sponsoring charitable events. )) |
| A friend of yours is starting a new business. She is confident that her product is superior to her competitors' and doesn't want to budget any money for marketing. You would recommend that she rethink her position on marketing for all of the following reasons except ((Marketing isn't essential now, but it will be in a year or two when the product takes off.)) |
| When we say that marketing can be entrepreneurial, it means that entrepreneurs ((launch ventures to satisfy unfilled needs. )) |
| People who organize, operate, and assume the risk of a business venture are called ((entrepreneurs.)) |
| If a radio station holds an online contest in which you must log in to its website and submit personal details such as name, phone number, and e-mail in order to participate, the radio station is ((offering an exchange. )) |
| Which of the following is true of marketing? ((Marketing affects various stakeholders. )) |
| Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps. ((marketing mix)) |
| Internet sites, physical stores, and kiosks are most closely associated with which element of the marketing mix? ((place)) |
| The primary purpose of the __________ plan is to specify the marketing activities for a specific period of time. ((marketing)) |
| The process of value __________, in which customers collaborate in product design, often provides additional value to the firm's customers. ((cocreation )) |
| How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer are all elements of ((a marketing plan.)) |
| The activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called ((marketing. )) |
| Jeff is going to sell sporting apparel, which he has already purchased from manufacturers, and has signed a deal agreeing to the volume he will sell monthly. He has researched his competition, talked to some customers, and decided on prices he will charge. Jeff has also developed a plan for promoting his business. Based on this description, which element of the marketing mix does Jeff still need to work on? ((place)) |
| Jeff opened a sporting apparel store and signed a lease on the property. He also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct. Based on this description, which aspect of the marketing mix does he still need to work on? ((price)) |
| At one point in the evolution of marketing, the United States entered a buyer's market and the customer became king. Which era is being described? ((market-oriented)) |
| Which of the following is true with regard to mobile advertising? ((Within just a couple of years, mobile advertising will be a bigger market than digital advertising. )) |
| Marketing channel management is related to which of the four Ps? ((place)) |
| Marney bought a dress from a retail store. Which type of transaction was Marney participating in? ((B2C )) |
| According to your text, in the broadest terms, the "marketplace" refers to ((the world of trade.)) |
| Which element of the marketing mix is most relevant to the activity "capturing value"? ((price)) |
| Which element of the marketing mix is most relevant to the activity "delivering value"? ((place)) |
| Which element of the marketing mix is most relevant to the activity "creating value"? ((product)) |
| Which marketing activity is most directly served by the promotion element of the marketing mix? ((communicating value )) |
| Janine was tired of her winter coat, so she sold it to her friend, Marissa. This is an example of ________ marketing. ((C2C)) |
| Strong supplier relations and efficient supply chains help firms such as Walmart achieve operational excellence. ((TRUE)) |
| To build a sustainable competitive advantage, companies should focus on a single strategy. ((FALSE)) |
| It is not always necessary to go through all the steps in the marketing planning process. ((TRUE)) |
| A mission statement describes the specific actions a firm will take to achieve its goals.((FALSE)) |
| iTunes software is often credited with the success of the Apple iPod MP3 player, because it made the iPod easier to use than competing players, and was difficult for competitors to duplicate. This is an example of a sustainable competitive advantage. ((TRUE)) |
| STP refers to segmentation, testing, and promotion. ((FALSE)) |
| The components of a SWOT analysis are strengths, weaknesses, opportunities, and tactics. ((FALSE)) |
| Firms are typically more successful when they focus on opportunities that build on their strengths relative to those of their competition. ((TRUE)) |
| Duke's is a surfer-themed restaurant chain in Hawaii. Most of its customers are tourists. In a SWOT analysis for Duke's, the possibility that the recession might cut back on tourism in Hawaii would be considered a weakness.((FALSE)) |
| Price should be based on the value that the customer perceives as giving them a good value for the product they receive. ((TRUE)) |
| Geraldo manages the electrical turbine engine division of General Electric Corporation. He makes most decisions independently, without consulting headquarters. Geraldo manages a strategic business unit. ((TRUE)) |
| The strategic planning process always proceeds sequentially through the five steps. ((FALSE)) |
| Isaac is looking for ways to offer new goods and services to his existing customers. He is pursuing a market development strategy. ((FALSE)) |
| SanDisk's MP3 player product line (called the Sansa) has a low relative market share. The MP3 player market is expected to decline over the next few years. In Boston Consulting Group (BCG) portfolio analysis, the Sansa would be considered a dog. ((TRUE)) |
| The "implement marketing mix" step of the strategic marketing planning process is part of the control phase. ((FALSE)) |
| Relative market share is an example of a marketing metric. ((TRUE)) |
| Product penetration is one of the four major growth strategies. ((FALSE)) |
| If a firm wants to develop a sustainable competitive advantage, it should ((examine its operations and customer relations to identify significant things competitors cannot easily copy. )) |
| Which of the following is not one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantages? ((planning excellence)) |
| When Ramona, the keynote speaker at a major business leaders' conference, arrived in the middle of the night at the Ritz-Carlton, she was exhausted and her suit was wrinkled from her 10-hour plane trip. The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation. She has been a loyal Ritz-Carlton customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of ((customer excellence. )) |
| Amazon’s latest attempt to shore up and enhance its competitive barriers by introducing a home service marketplace that may help it achieve a lasting, powerful advantage is an example of _______________ excellence. ((customer )) |
| Some banks offer special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth; however bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize ((the lifetime value of customers. )) |
| Nordstrom, an upscale department store, has a well-known reputation for going the extra mile to serve its customers. This reputation for excellent customer service will most likely result in ((a sustainable competitive advantage. )) |
| Firms achieve ___________ through efficient procedures and excellent supply chain management. ((operational excellence)) |
| Marketers want their firms to develop excellent supply chain management and strong supplier relations so they can((create a sustainable competitive advantage. )) |
| For many years, Southwest Airlines distinguished itself as the low-cost airline. Now, many other low-cost competitors have entered the market. Similarly, Southwest was one of the first airlines to offer online ticketing. Now, all airlines have online ticketing. These examples suggest that ((no single strategy is likely to be sufficient to build a sustainable competitive advantage. )) |
| Customers around the world know Pepsi and consider it a primary “go-to” brand if they want a refreshing drink. This positioning reflects Pepsi’s ((careful targeting and marketing mix implementation. )) |
| Carla has been directed by her regional marketing manager to cut prices on seasonal items, place an ad in the local paper, and tell distributors to reduce deliveries for the next month. Which step of the strategic marketing planning process is Carla engaged in? ((implement marketing mix and resources )) |
| When conducting a SWOT analysis, in what phase of the strategic marketing process is an organization presently engaged? ((planning)) |
| The automobile manufacturing industry closely watches annual consumer satisfaction surveys. For years, Japanese car companies consistently had the highest levels of customer satisfaction, creating a(n) ________ for these companies. ((sustainable competitive advantage )) |
| Which of the following is least likely to provide a sustainable competitive advantage? ((lowering prices)) |
| Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a(n) ________ that allows them to survive. ((sustainable competitive advantage )) |
| As part of her company's SWOT analysis, Valerie is assessing the company's internal environment, including ((strengths and weaknesses.)) |
| Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's((opportunities and threats.)) |
| Manufacturers that use just-in-time manufacturing systems coordinate closely with suppliers to ensure that materials and supplies arrive just before they are needed in the manufacturing process. While just-in-time systems can offer major advantages in terms of inventory costs, they must be carefully managed. If a firm found that its just-in-time system was badly managed, leading to frequent manufacturing delays due to missing parts, this would represent a(n) __________ in a SWOT analysis. ((weakness )) |
| For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates ((opportunities. )) |
| In 2006, Ford Motor Company announced it would severely cut back its automobile production. For parts companies supplying Ford its parts, this represented a(n) ((threat. )) |
| Lionel is asked to conduct an STP analysis for his firm. The first step he should perform in this analysis is to ((divide the marketplace into subgroups. )) |
| In 2006, Walmart announced that it would begin selling organic food products. In doing so, Walmart was most likely trying to ((attract a different market segment. )) |
| For years, when considering new products, marketers at Celestial Seasonings asked themselves, "What would Stacy think?" Stacy was a fictional character representing 25- to 50-year-old educated, upper-income women who rarely watched television but did a lot of reading. "Stacy" represented Celestial's primary((target market segment.)) |
| After identifying various market segments that her company could pursue, Lisa evaluated each segment's attractiveness based on size, income, and accessibility. Lisa was involved in ((target marketing. )) |
| LeBron James, Stephen Curry, and other athletes are paid huge sums of money by companies for celebrity endorsements. If endorsements by these athletes create a clear understanding among consumers of the companies' products in comparison to competing products, they can help with the firm's __________ strategy. ((positioning )) |
| __________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive understanding of what a product does or represents in comparison with competing products. ((Positioning )) |
| Imagine that you are in a convenience store choosing your favorite "comfort" food instead of being in a classroom taking this test. You might notice the packaging, colors, labels, even the fonts used on labels. All of these efforts are part of the marketer's ((positioning strategy. )) |
| When positioning products relative to competitors' offerings, firms typically are most successful when they focus on opportunities ((that build on their strengths relative to those of their competition. )) |
| Many small businesses whose competitors are national franchises advertise "we are locally owned" or "we have been here since 1951." This is part of these firms' ((positioning strategy.)) |
| Among Internet users, some do research online, some shop, some look for entertainment, and many do all three. Each of these groups would be called a((market segment. )) |
| Suppose your university made a sizable investment in its career services—additional counselors, increased efforts to bring in recruiters, and other services aimed at helping students find jobs. This investment would enhance the university's _____________ in an attempt to create value for students and recent graduates.((product value)) |
| The idea of value-based marketing requires firms to charge a price that ((captures the value customers perceive that they are receiving. )) |
| E-books, in addition to being an alternative product form, provide __________ value creation since they can be downloaded via the Internet immediately when and where they are needed. ((place)) |
| In value-based marketing, the promotion element of the four Ps communicates the ________ to customers through a variety of media. ((value proposition )) |
| When marketers use a variety of communication disciplines—advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media—in combination to communicate a value proposition to the customer, it is referred to as ((integrated marketing communications. )) |
| Google and other search engines allow marketers to bid to have their ads shown when consumers search keywords related to the firm's products. These marketers are attempting to create value through ((promotion.)) |
| Craig sees that his company's quarterly sales and profits are significantly above projections and says, "That's great. Let's keep doing what we've been doing." Craig is ignoring the __________ step of the marketing planning process. ((evaluate performance )) |
| The first objective in the evaluate performance phase of the marketing planning process is to ((review implementation programs and results using metrics. )) |
| As it pertains to the marketing plan, understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals ((enables firms to make appropriate adjustments. )) |
| A regional manager at GNC, a chain of retail stores selling nutritional supplements, is reviewing sales data after a recent in-store promotion. The data show success in some stores and limited response in others. To understand the differences between stores, the manager will probably next review the company's ((implementation programs, to see if the promotion was handled consistently in the different stores. )) |
| After conducting STP analysis for her custom auto parts store and developing strategies for each of the four Ps, Monique now has to make _____________ decisions. ((resource allocation )) |
| Lamar owns four dry cleaning stores in the suburbs of Orlando, Florida. He recently updated his STP analysis, and has just finished adjusting his marketing mix based on the STP results. His next strategic marketing decision will most likely involve determining ((how to allocate resources among his four stores. )) |
| In most companies, portfolio management is typically done at the SBU or ___________ level of the firm. ((product line)) |
| A(n) ___________ is a group of products that consumers may use together or perceive as similar in some way. ((product line)) |
| Heather has been assessing several of her firm's products using the Boston Consulting Group (BCG) approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors. Heather is trying to determine((the product's relative market share. )) |
| To determine how attractive a particular market is using the BCG portfolio analysis, __________ is(are) established as the vertical axis. ((market growth rate )) |
| In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called ((cash cows.)) |
| Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n) ((star)) |
| Using the BCG portfolio analysis, a "dog" should be phased out unless ((it complements or boosts the sales of another product. )) |
| The strategic marketing planning process ((is not always sequential.)) |
| Which of the following is not one of the four major growth strategies marketers typically utilize? ((segment development )) |
| Adrienne decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems. Adrienne is pursuing a __________ growth strategy. ((market penetration)) |
| A __________ growth strategy employs the existing marketing offering to reach new market segments. ((market development)) |
| Quitman Enterprises sells its business language dictionary to college students throughout the United States. Joseph Quitman, the owner, wants to start selling the book to international students abroad. Quitman wants to pursue a __________________ growth strategy. ((market development)) |
| When Marvel launched several successful series on Netflix, including , , , and , it employed a ___________ strategy. ((product development)) |
| H&R is a small, local heating and air conditioning business. The local military base is a potential source of growth, and H&R already installs and services the type of equipment the military would require, but it is difficult to get established as a certified government contractor. H&R is considering a ____________ growth strategy. ((market development)) |
| Many states create licensing requirements for a variety of professionals (such as lawyers and accountants) designed to restrict entry into their market by professionals from other states. This strategy limits ____________ growth strategies. ((market development)) |
| Marketers who design and offer new products and services to their existing customers are pursuing a ____________________ growth strategy. ((product development)) |
| Most banks now have customer relationship software that, when a customer contacts the bank, tells the service representative what types of accounts, loans, and credit cards the customer currently has. Service representatives use this information to sell some of the other services the bank currently offers to these customers. This is a ___________________ growth strategy. ((market penetration)) |
| Maryam phoned her auto insurance agent to renew her policy. The agent told her about new types of insurance now available—to cover her apartment, or even the engagement ring she just got from her fiancé. The agent was pursuing a ________________ growth strategy. ((product development )) |
| Introducing newly developed products or services to a market segment the company is not currently serving is called ((diversification. )) |
| Zara is a women's clothing retailer headquartered in Spain, with stores located in many countries. Zara has developed a "quick response" system that allows store merchandise to be adjusted rapidly to fit changing customer preferences. Every aspect of Zara's operation is optimized for this system, making it difficult for competitors like The Gap to duplicate. Zara has established ((a sustainable competitive advantage. )) |
| Fourteenth National Bank prides itself on offering better service than any of its competitors. If this is accurate, and if customers recognize and value Fourteenth National's superior service, the bank creates and delivers value through ((customer excellence.)) |
| Anita has gone to the same hair salon for the past ten years. She believes that her stylist, the salon owner, does a better job of cutting and styling her hair than anyone else could. Other salons have opened closer to Anita's home, some offering more plush facilities or lower prices, but she isn't tempted to switch. Anita's attitude toward the salon is an example of ((customer loyalty.)) |
| Customer retention programs are based on what concept? ((Customer relationships should be viewed from a lifetime value perspective rather than on a transaction-by-transaction basis. )) |
| Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in((increased long-term profits. )) |
| Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are most likely pursuing which macro strategy? ((locational excellence)) |
| When a pharmaceutical company develops a new medication, it typically applies for a patent in order to prevent competitors from developing copycat products for several years. Pharmaceutical companies apply for patents to establish ((a sustainable competitive advantage. )) |
| One example of a customer loyalty program is ((a "frequent diner" card at a restaurant, offering a free appetizer for every $100 in food purchases. )) |
| Which of the following is the third step in the marketing planning process?((identify and evaluate opportunities)) |
| In mid-2010, Hewlett-Packard Company (HP) acquired Palm Computing Inc., a manufacturer of personal devices and smartphones. Before deciding to acquire the company, strategic planners at HP spent time thinking about how Palm and HP would "fit" together, and how the acquisition might change HP's core goals and objectives. The strategic planners were engaged in the ____________ step of the marketing planning process. ((define the business mission)) |
| After defining the business mission, what should a firm do next to develop a marketing plan? ((perform a situation analysis )) |
| In a SWOT analysis, increasing gasoline prices would represent a potential __________ for manufacturers of electric cars. ((opportunity)) |
| A former advertising campaign for GEICO Insurance used the slogan "So easy, even a caveman could do it" to emphasize the ease of buying insurance on GEICO's website. This campaign was part of GEICO's ((positioning strategy.)) |
| Abercrombie & Fitch, a clothing retailer, includes a "SHARE" link on the product pages of its website. This link encourages an Abercrombie customer to post a link (perhaps showing a new style of jeans) on Facebook or Twitter. Abercrombie & Fitch hopes that the customer's friends (who are probably very much like current customers) will click the link, visit the page, and make purchases. This is an example of a __________ growth strategy. ((market penetration )) |
| Sodexo is a corporation that manages school cafeterias, university dining halls, mess halls at military bases, concession stands at sports arenas, and other large-scale food service facilities. If Sodexo were to begin to sell individual frozen meals in supermarkets, it would be pursuing a __________ growth strategy. ((diversification)) |
| Singapore Airlines seeks to differentiate itself from competing airlines, in part through innovative design of its airplane seats and in-flight entertainment systems. Through continuous innovation in these areas, Singapore Airlines is pursuing a(n) __________ macro strategy. ((product excellence)) |
| 3M involves its customers in the process of developing new products. In this way, it can benefit from current customers' insights and develop new products that will meet these customers' needs. 3M is pursuing a __________ growth strategy. ((product development )) |
| Over the last few months, Juan and his colleagues have analyzed the current business situation and identified target markets for his firm's personal care products. Finally, they developed the products, prices, distribution, and promotion that should appeal to each of those target markets. In doing so, Juan has also identified what he believes is an advantage his competitors cannot match. Juan and his colleagues have been developing ((a marketing strategy. )) |
| Gerald's Tire Store sets itself apart from competitors by the extra attention it pays to retaining loyal customers by providing fast, courteous service in a clean, professional-looking environment. Gerald's has used this strategy for over 40 years, expanding to 15 outlets. Gerald's Tire Store has created a ___________ macro strategy to create and deliver value and to develop a sustainable competitive advantage. ((customer excellence)) |
| Which of the following is the best way to build a sustainable competitive advantage using product excellence? ((positioning the product using a clear, distinctive brand image )) |
| A competitive advantage based on location is often sustainable because ((it is not easily duplicated. )) |
| Four companies dominate the cereal industry. These firms produce in large volumes, promote heavily, and control access to the supermarket shelves through "slotting allowances," which are payments to retailers in return for shelf space. Combined, these four firms have ((a sustainable competitive advantage.)) |
| Value creation through place decisions for a consumer product involves ((making sure the product is available in the stores where customers will want to find it, and that it is always in stock so they can buy it when they want to. )) |
| In recent years, cellular (mobile) service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on __________ value creation.((place)) |
| When firms successfully implement poor strategies (perhaps due to good luck) or do a poor job of implementing good strategies, it can be difficult to ((evaluate performance and make adjustments.)) |
| In 2007, Apple Computer introduced its new iPhone, adding a cellular telephone, a camera, and Internet access to its iPod. The company was pursuing a(n) __________ strategy. ((product development)) |
| Allen is in the marketing department of a midsized firm that develops and sells communications systems. He is proud of the human resource area in the company that provides the firm with excellent employees. Allen himself really enjoys his work, but he knows the work of HR helps create an operational advantage for the firm because of all the following except ((the company provides products with a high perceived value.)) |
| Which of the following actions would be the most likely to support and enhance an operational excellence macro strategy? ((3M Corporation implementing new software to improve communication with its suppliers )) |
| Which of the following factors, listed in a situation analysis for a major U.S. auto manufacturer, is the best example of a threat? ((A New York law firm has filed a $10 million class action suit against the company on behalf of car owners whose gas tanks exploded. )) |
| Which of the following factors, listed in a situation analysis for a major U.S. auto manufacturer, is the best example of an opportunity? ((Recent consumer studies have indicated that Chinese consumers prefer American cars. )) |
| The global athletic footwear market is expected to experience only very slow growth over the next several years. Nike is the market leader. According to Boston Consulting Group portfolio analysis, how should Nike treat its athletic shoe business? ((Nike's athletic shoe business still requires some investment, but it is likely to produce excess resources that can be invested in other divisions of the company. )) |
| Subway is a large chain of franchise sandwich shops. Marcia owns three Subway stores in a large city. At the end of the year, she notes that sales rose from 2 to 5 percent over last year's sales at Stores 1 and 2, but fell 2 percent at Store 3. Based on this information, which of the following is the best course of action as to how Marcia should reward (or punish) her store managers?((She should seek more information about why the stores had different results before making a decision.)) |
| Coca-Cola sells two different zero-calorie versions of Coke: Diet Coke and Coke Zero. It has chosen to attempt to appeal to men with Coke Zero. In addition to launching an ad campaign featuring men enjoying Coke Zero, Coca-Cola also designed a masculine-looking can for Coke Zero, with bold red lettering on a black background. This specially designed can is an example of ((positioning. )) |
| Delta Airlines is among the companies experimenting with selling products and services on their Facebook pages. The idea is to make purchasing even easier for customers who may spend large portions of the day with Facebook active on their computers or mobile devices. There is no need even to navigate to Delta's website—users can book a trip in Delta's "Ticket Agent" application without ever leaving Facebook. Which element of the marketing mix does this represent? ((place and value delivery )) |
| Because it was able to deliver merchandise overnight, in the required quantities and at a lower delivered cost than its competitors, Joe's Sports Shack was given exclusive rights to sell clothing with school logos for the school district. Joe's demonstrates ________ excellence. ((operational )) |
| During which phase of the marketing planning process does a firm engage in segmentation, targeting, and positioning? ((identify and evaluate opportunities phase )) |
| During a SWOT analysis, a company should assess the opportunities and uncertainties of the marketplace due to changes in several factors, given the acronym CDSTEP. Which of the following is not one of these factors? ((ethical)) |
| The process of dividing the market into groups of customers with different needs, wants, or characteristics is called ((market segmentation.)) |
| ________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products. ((Market positioning )) |
| All of the following statements regarding marketing metrics are true except ((they cannot be used to project the future.)) |
| A product that is in a high-growth market but has a low market share would be classified as a ________ on the BCG matrix. ((question mark)) |
| By paying close attention to customer needs and continuously monitoring the business environment in which it operates, a good marketer can identify potential opportunities. ((TRUE)) |
| When analyzing the immediate environment and the macroenvironment, marketers must be careful to keep the firm at the center of all analyses. ((FALSE)) |
| The marketing firm must consider the entire business process, all from a consumer’s point of view. ((TRUE)) |
| In the immediate environment, the competition has no effect on consumers. ((FALSE)) |
| The three elements of the consumer's immediate environment are the company, competition, and corporate partners. ((TRUE)) |
| Demographics are transmitted by words, literature, and institutions from generation to generation. ((FALSE)) |
| Demographic profiles of customers provide an easily understood "snapshot" of the typical consumer in a specific target market. ((TRUE)) |
| As the euro becomes more expensive relative to the dollar, Americans are likely to purchase more European wines. ((FALSE)) |
| Macroenvironmental factors include the company, competition, and corporate partners. ((FALSE)) |
| Members of Generation Y are also called Millennials. ((TRUE)) |
| As the children of the Baby Boomers, Generation X is the biggest cohort since the original postwar World War II boom. ((FALSE)) |
| The members of Generation X are also referred to as Digital Natives. ((FALSE)) |
| One of the social trends discussed in the text that is shaping consumer values in the United States and around the world is a concern about the vast disparity in income. ((FALSE)) |
| Culture can broadly be defined as the shared meanings, beliefs, morals, values, and customs of a group of people. ((TRUE)) |
| Companies such as Burger King no longer use cartoon characters to promote products such as burgers and fries because the characters do not retain popularity among young children for very long. ((FALSE)) |
| Socially responsible marketing involves a strategic effort by firms to supply customers with environmentally friendly, sustainable merchandise and services. ((FALSE)) |
| Firms that disingenuously market products or services as environmentally friendly, with the goal of gaining public approval and sales rather than actually improving the environment, are engaging in greenwashing. ((TRUE)) |
| The next broad wave of mobile applications is likely to expand the use of wireless payments through applications such as Apple Pay, Google Wallet, Master Card’s Easy Pay, and Softcard Mobile Wallet, all of which enable customers’ phones to serve as m-wallets. ((TRUE)) |
| Inflation refers to the cost of borrowing money. ((FALSE)) |
| The 1890 Sherman Antitrust Act prohibits monopolies and other activities that would restrain trade or competition and makes fair trade within a free market a national goal. ((TRUE)) |
| Consumers’ needs and wants, as well as their ability to purchase, depend on a host of factors that remain consistent over time. ((FALSE)) |
| Parties that work with the focal firm are its corporate partners. ((TRUE)) |
| Jeanne, who lives in Boston, refers to Pepsi as "tonic," while Paul, who lives in Chicago, calls it "pop." This is an example of a regional culture difference.((TRUE)) |
| Lisle Hair Company keeps track of the gender and age of its customers so it can target e-mails to them and be sure to have the right hair products in stock when they visit. This is an example of the use of demographics in marketing. ((TRUE)) |
| Applying age as a basis to identify customers is unethical, as it involves stereotyping. ((FALSE)) |
| As a retail clothing store manager, Randy frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Randy's efforts will likely help him ((identify potential opportunities. )) |
| The centerpiece of the marketing environment analysis framework is ((consumers.)) |
| A firm's macroenvironment includes all of the following except ((competition. )) |
| The center of all marketing efforts is ((the consumer. )) |
| The creation of CVS Health's mobile apps in connection with its onsite MinuteClinics is a response to a _________ trend that surrounds health and wellness concerns. ((social)) |
| One of the goals of value-based marketing is ((to offer greater value than competitors offer. )) |
| Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer. To accomplish this goal, Ryan's firm must look at everything it does ((from a consumer's point of view. )) |
| Yvonne knows her firm must look at everything it does from a consumer's point of view. One major difficulty is that consumers' __________ change(s) over time. ((needs, wants, and ability to purchase )) |
| Select the statement that best describes the key traits of Generation Y. ((This generation varies the most in age, ranging from teenagers to adults who have their own families. )) |
| Which of the following statements accurately describes the current income distribution in the United States? ((Wealthy households are outpacing both poor and middle-class households. )) |
| When you register your telephone number with the National Do Not Call Registry, you are responding to a need for ((privacy.)) |
| In the immediate marketing environment, the first factor that affects the consumer is ((the firm itself. )) |
| Successful firms focus their efforts on satisfying customer needs that ((match their core competencies.)) |
| The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even presidents and dictators from around the world flew to the Mayo Clinic to utilize its services. The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville, Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that ((match its core competencies.)) |
| Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors. Before initiating the promotional campaign, Yuri will assess his competitors' strengths, weaknesses, and ((likely response to his promotional activities. )) |
| The firms that work along with the focal firm to provide goods and services to consumers are viewed as ((corporate partners. )) |
| Yellow Trucking provides transportation services for Dan's Delicious Donuts so that Dan's stores always have fresh stock. Yellow Trucking is an example of a ((corporate partner. )) |
| The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment ((is external. )) |
| The shared meanings, beliefs, morals, values, and customs of a group of people constitute their ((culture. )) |
| Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different areas of the country. These politicians are appealing to differences in ((regional culture.)) |
| Insight Guides, a line of travel books, provides travelers with background information about people's beliefs, values, and customs in various parts of the world. Insight's books educate travelers about a country's ((culture.)) |
| When studying culture, the challenge for marketers is to determine whether culture ((can help identify a particular group that might be interested in the marketer's products. )) |
| Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans purchased all the American flags Walmart stores had available, nationwide. These purchases were indicative of ((country culture. )) |
| The United States has often been called the "melting pot" society, integrating people from many different cultures into the social fabric of the country. The challenge for marketers is to determine whether a group's culture ((can be used as a relevant identifier for a particular target group. )) |
| When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries? ((language )) |
| In New England, foot-long sandwiches are called "grinders," while in many other parts of the country they are called "subs." This is an example of the impact of ((regional culture. )) |
| The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely ((reduce regional cultural differences. )) |
| Typical demographic data include all of the following except ((language differences.)) |
| When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media "fit" with their advertising agenda. ((demographics )) |
| Generational cohorts are groups of people of the same generation who have similar __________ because they have shared experiences and are in the same stage of life.((purchase behaviors)) |
| Viewers of the World Series are likely to see ads for beer and cars, and viewers of the Academy Awards broadcast are likely to see ads for clothing and hair care products, due to ((differing demographic data for potential and past viewers. )) |
| ________ is distinguished from the other generational cohorts in that the group's oldest members are now collecting Social Security. ((Baby Boomers)) |
| Marketers wanting to use social media to reach consumers should understand that people in the _______ group were born into a world that was already full of electronic gadgets and digital technologies such as the Internet and social networks. ((Generation Z)) |
| The first "latchkey" children belong to which generational cohort? ((Generation X )) |
| According to your text, the wealthiest 1 percent of the population control approximately what percentage of Americans' total net worth? ((34.6 percent )) |
| ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of its products as environmentally friendly because they were made with all-natural ingredients, even though ABC's plant was one of the worst polluters in town. The term for this practice is ((greenwashing.)) |
| When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that ((income in the United States has become more unevenly distributed. )) |
| Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups ((creates opportunities to provide value to each group. )) |
| Population estimates show that by the year 2050, nearly 30 percent of the population in the United States will come from which group? ((Hispanics )) |
| For some products, marketers can combine education level with other data like occupation and income to obtain ((accurate predictions of purchase behavior.)) |
| Marketers know that, compared to high school graduates who are working full time, college students ((spend their disposable dollars differently. )) |
| Which of the following is true regarding modern gender roles? ((Gender roles have been blurred in the past several years. )) |
| The results of the 2010 census suggest what about the 42 million African American U.S. households? ((They are more affluent and suburban. )) |
| Marketers in the United States are paying increasing attention to ethnic groups because ((approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.)) |
| Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in ((New York, Los Angeles, San Francisco, and Chicago. )) |
| Though Asian Americans comprise only about 5.6 percent of the U.S. population, they represent ((the fastest-growing minority population.)) |
| Strategic efforts to supply consumers with environmentally friendly merchandise are called ((green marketing. )) |
| By offering environmentally responsible products, green marketers ((add value that other products do not have. )) |
| Many American consumers are purchasing hybrid automobiles even though they are more expensive than conventional compact cars. These consumers ((value contributing to a greener environment. )) |
| Every time a consumer surfs the web and clicks on a site, online marketers can place _____ on that user's computer, showing them where the user starts, proceeds, and ends the online encounter—as well as what the user buys and doesn’t buy. ((cookies)) |
| What retailer, in 2013, suffered a massive security breach that allowed hackers to steal credit and debit card information for millions of customers? ((Target)) |
| What technological advancement enables a firm to track an item from the moment it was manufactured, through the distribution system, to the retail store, and into the hands of the final consumer? ((RFID tags )) |
| An advance in technology called RFID makes it easier for manufacturers, distributors, and retailers to track items through production, distribution, and sales. This advance helps the firm ((meet inventory needs.)) |
| When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following except ((age.)) |
| If the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso-dollar exchange rate almost constant, which of the following would be true? ((Mexican products would be more expensive, while U.S.-made products would become comparatively less expensive. )) |
| Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through ((increased choices. )) |
| Which of the following groups has never lived without easy access to the Internet and other digital technologies? ((Generation Z)) |
| Which of these is a macroenvironmental factor? ((culture )) |
| When Kimberly-Clark introduced rolls of toilet paper without the cardboard core, what social trend did this product respond to? ((green marketing )) |
| If McDonald's wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas except ((creating an advertising campaign targeting elementary schoolchildren.)) |
| Suppose that you are the vice president of marketing for Target, the large retail store chain. You want to keep your website and in-store services current with technological advances. You might consider experimenting with what is most likely the next expected development in mobile technology, which is ((wireless payments from mobile devices. )) |
| Some companies have been accused of taking advantage of the current social trend of green marketing, positioning their products as environmentally friendly when this may not actually be the case. This is called ((greenwashing.)) |
| Part of the social trend toward health and wellness is a concern about the increasing degree of obesity in the United States. Related to this, the text notes the increasing popularity of ((yoga.)) |
| The political/regulatory environment comprises political parties, governmental organizations, and ((legislation and laws.)) |
| Christy, a marketing executive who was born in 1955, advocated that her company focus on a print campaign for its new line of lipsticks rather than spending money on online ads. This point of view may be attributed to the fact that she is a member of which generational cohort? ((Baby Boomer )) |
| Which generation's members are also known as Millennials? ((Gen Y)) |
| The poorest 10 percent of the U.S. population earned less than _______ per week in 2014. (($412 )) |
| Which statement about the changing ethnicity in the United States is true? ((African American U.S. households are more affluent than previous studies suggested. )) |
| According to the text, 14 cable companies agreed to provide low-cost Internet access to impoverished families for all of the following reasons except ((increased income from a larger number of subscribers. )) |
| The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing practices for all suppliers and consumers. These actions are part of the ________ environment of business. ((political/regulatory)) |
| Which of the following specifically prohibits monopolies? ((Sherman Antitrust Act)) |
| What is most likely to happen when inflation increases? ((Consumers buy lower-priced foods. )) |
| ________ is the cost to the customers or the fee the bank charges those customers for borrowing money. ((Interest)) |
| In the summer of 2002 the euro was valued at slightly less than US$1. By 2008, it had risen to an all-time high of $1.60, but in early 2016, the euro and the dollar were nearly equivalent. This change in value is called ((foreign currency fluctuations.)) |
| When Diana went to college, tuition was $650 per semester. Now that same college charges $6,500 per semester. This number reflects a persistent increase in price known as ((inflation. )) |
| From a firm's perspective, the biggest advantage of RFID is ((it enables the firm to track an item from the moment it was manufactured. )) |
| Which of the following is an example of greenwashing? ((A company donates money to a school reading project so it can advertise itself as environmentally friendly. )) |
| Nearly what percentage of U.S. adults now recycle their soda bottles and newspapers? ((50 percent)) |
| Which of the following is a social trend listed in the text? ((health and wellness)) |
| Which ethnic group in the United States tends to earn more, have more schooling, and be more likely to be professionally employed or own a business?((Asian American)) |
| Which ethnic group tends to be not only more affluent and suburban than previously thought, but also younger, with 47 percent between the ages of 18 and 49 years? ((African American)) |
| A generational cohort is a group of people((who are of the same generation. )) |
| A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Effective packaging and labels send consumers the signal "Buy me!"((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A company's product line consists of its various product mixes.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brands enable customers to quickly differentiate one firm or product from another.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The more familiar customers are with a brand, the harder their decision-making process will be.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Harold is a loyal Coca-Cola customer. Loyal customers like Harold require lower marketing expenditures, benefiting businesses like Coca-Cola.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Private-label brands are imitations often sold by street vendors.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For a company like Pepsi-Cola, brand dilution occurs when it sells more product than the competition.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In entertainment licensing, the major risk to licensees is that the brand will become overexposed.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A product label is just a required sticker on a package.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When purchasing a mobile phone, the product you are buying is more than just the phone.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A customized carved cedar wood sign for your house is an example of a convenience product.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For the average college student, a retirement account would be a shopping product.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Kellogg's sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg's product mix.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If Microsoft decided to sell mobile phones under the Xbox brand (which it uses for its gaming systems), this would be an example of a line extension.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sales of private-label brands continue to increase, particularly in big-box stores such as Costco and Trader Joe's.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Jaclyn selects a case of Sprite at the grocery store for her party, she is attracted by the holiday-themed box featuring green and white bells. What Jaclyn is seeing is referred to as the secondary package.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Jenny traded in her old car for her heart's desire, a new Lexus sedan. The Lexus is considered a specialty product.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Nike sells shoes, clothing, and athletic gear. These represent the breadth of Nike's products.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A decrease in a company's product depth will always hurt its marketing efforts.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A familiar brand name always helps the sales of a product.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Claire always liked Lands' End raincoats, so when she was shopping for a winter coat, she ordered one from Lands' End without thinking too much about it. This demonstrates how brands facilitate purchases.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brands are assets that can be legally protected through trademarks.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Mars manufactures M&M’s, Snickers, and other confectionary products, or when Trek designs bicycles, each company’s core question is: How do we produce this product in the least expensive manner?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A product is __________ that can be offered through a voluntary marketing exchange.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The complete set of all products offered by a firm is called its((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark, which is Nike's((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In 2015, Nike signed an 8-year, $1 billion apparel deal with the NBA. This is an example of a deal for _______ rights.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant __________, a large number of items in each product line.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketers with successful brands sometimes hesitate to expand their brands because((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following scenarios illustrate a reason why a firm would eliminate an item within a product line except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company __________ when certain product lines failed to meet this expectation.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The decision to delete a product is never taken lightly because, generally, manufacturers((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A university that has separate graduate and undergraduate admission offices recognizes that these are distinct((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| One important purpose of a brand is to((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In addition to extensive online and outdoor advertising, Under Armour has intensified its ______ efforts by signing Washington Nationals baseball star Bryce Harper to the biggest endorsement deal for an MLB player.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For a brand name to be effective, it needs to be((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| One key feature of the value of a strong brand is that((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonald's, the Golden Arches reduce marketing costs because people (including young children)((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The XYZ car manufacturing company is advertising its new hybrid vehicle. It understands that its competition, Toyota's hybrid car, the Prius, is known for being economical, a good value, stylish, and good for the environment. Toyota has the advantage of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Amanda shops for lipstick, she always buys Really Red by Cover Girl. This is an example of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The value of a brand is often calculated by assessing the((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand’s((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The Doritos advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration. If consumers make a connection between the Doritos brand and this promotional effort, then Doritos has created((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Firms spend millions of dollars annually to build brand equity, recognizing that brand equity contributes to((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following are included in the main criteria used for determining how "good" a brand is, or how much equity it has except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Whether they like them or not, most U.S. automobile customers are familiar with and have an opinion about American-made cars. This familiarity makes it easier for consumers to((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sometimes brand names become synonymous with a product itself. If that happens, the brand((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In the case of Band-Aid adhesive bandages, the brand name has((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Salina is working to create greater brand awareness for her company's new line of fitness trackers. To increase brand awareness, the least important information that should be included in promotions is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the __________ of dental care by reducing the cost to the consumer.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In a competitive market, perceived value is determined by consumers mostly((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store-brand sneakers because they offer((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Matt was passionate about Hollister. It was the only place he'd buy his clothes. If anyone asked him about clothes, he would talk for what seemed like hours about why he only shopped there. From a strictly marketing perspective, this word of mouth is an element of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Jenna always buys Stacy's brand pita chips. She does not even consider alternatives. Jenna is a __________ customer.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following statements regarding brand loyalty are true((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For marketers, one of the benefits of having achieved brand loyalty is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For luxury carmakers, the lowest-end models in their product lines often represent only a small portion of their sales. Yet these models are critically important when it comes to attracting new customers and, potentially, establishing their lifelong((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Imagine that you are the marketing manager of a hotel chain that wants to implement a customer reward and loyalty program. You research the firm Sabre Hospitality Solutions, which offers its services to global and boutique hotel chains to develop and execute these types of programs. Sabre Hospitality Solutions is a company that focuses on((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Frequent buyer/user award programs are used to((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A tablet programmed with key customers' birthdates, wine preferences, and food allergies is a(n) __________ tool.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brands can be owned by((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Adidas, Pepsi, Kitchen-Aid, and Sony are considered famous ________ brands because they are owned and managed by the manufacturer.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which of the following is the best example of a family brand?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The basic reason manufacturers spend time and money building their own brands is to((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Procter & Gamble is a huge national brand manufacturer. By owning its brands like Tide and Crest, P&G((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brands that are owned by ___________ are called private-label brands.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ is another term for private-label brands.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Private-label brands are developed and managed by((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Procter & Gamble added teeth-whitening products under the Crest brand, the firm was engaged in((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Why is brand extension a popular marketing strategy?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following are potential benefits of brand extension except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| One of the categories of products for which brand extension is especially logical is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Jake developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a __________, giving the toothbrush the same brand name as the toothpaste in order to create greater brand awareness.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Ferrari is well known as a brand of luxury sports cars; accordingly, it has leveraged its brand name to introduce clothing offerings emblazoned with its horse logo. It has also licensed its logo to 68 different products, from sunglasses to guitars. Ferrari might be at risk of which of the following?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Harley Davidson’s cake decorating kit tried to appeal to the brand’s unparalleled consumer loyalty, but it was considered too tame by their consumer base. This is an example of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A _______ refers to the use of the same brand in a different product line.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketers with luxury brands use brand extension cautiously in order to avoid((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Shell MasterCard, created cooperatively by Shell Oil Company and MasterCard, is an example of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Efforts to change a brand's focus to target new markets or change the image of a brand are called((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Disney flooded retail stores with products based on its movie, this illustrated((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head and Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an antidandruff shampoo. The new ads suggest that Head & Shoulders has most likely been((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following statements regarding secondary packaging are true except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A __________ package is the one a consumer uses. A __________ package is used by retailers to display and sell the product.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following are considered an important function of labels on products and packages except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What U.S. government agency has the primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Kendra is taking a backpacking trip across Europe. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Kendra, this backpack represents what type of product?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Zappos, an online shoe company, knows shoes are typically a(n) __________ good, with consumers often spending time comparing alternatives. It overcomes that aspect of consumers' search process by offering a free, no-questions-asked return policy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketers selling milk, bread, and other consumer staples know that most customers do not spend much time searching or comparing alternatives. For most consumers, these are _____________ goods.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Andy likes gourmet popcorn, and will spend time trying to find his favorite brand. His girlfriend, Joanne, loves popcorn but doesn't care about brands. For Andy, popcorn is a __________ good while for Joanne it is a __________ good.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following are considered part of the "actual product" level of the product offer except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When a company launches a new product line with an existing brand name, this is known as((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When a salesperson calls you to sell a cemetery plot, this is most likely what type of product?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Where on a product's packaging would one most likely find nutrient content and country of origin?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Returnable packaging, use of 3D printing, and flexible packaging are examples of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Kraft's Philadelphia cream cheese changed its packaging from round to oval to ensure front-facing displays that can’t spin and to fit more into the same shelf space, this was a subtle way in which the firm _________ its product.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| How did consumers respond when Chobani reduced the size of its Greek yogurt containers by 12 percent?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A toothpaste tube is an example of a ________ package.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg's trip is an example of a(n) ________ product.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Price is the cash expenditure plus taxes that consumers have to pay for a good or service.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The key to successful pricing is to match the product with the consumer's perception of value.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Price is the only part of the marketing mix that does not generate costs.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Pricing strategies should be aligned with a firm's overall goals and objectives.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When a firm has a particular profit goal as its overriding concern, it will use target return pricing to meet the profit objective.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Rarely is the lowest-price product offering the dominant brand in a given market.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| American Airlines just reduced its fares for summer flights by $100. Delta Airlines changes its pricing structure and reduces its flights by $100 as well. Delta is employing status quo pricing.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A demand curve shows the relationship between income and demand.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The demand curve for prestige products generally slopes downward due to higher prices.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because consumers are generally more sensitive to price increases than to price decreases, it is easier to lose current customers with a price increase than it is to gain new customers with a price decrease.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When the price of milk goes up, demand does not fall significantly, because people still need to buy milk. However, if the price of T-bone steaks rises beyond a certain point, people will buy fewer of them because they can turn to the many substitutes for this cut of meat. This refers to price elasticity of demand.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Dynamic pricing is also referred to as individualized pricing.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brands that have developed loyal customers have a higher price elasticity of demand.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In U.S. markets, there are many substitute products for Fruit Loops cereal, suggesting the price elasticity of demand for Fruit Loops is high.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Costs related to supply and costs related to demand are the two primary cost categories.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| At the break-even point, profits are maximized.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Diana owns a boutique specializing in ball gowns. Sales are stable and Diana feels it is time she had a 20 percent increase in her salary. If Diana takes this increase in compensation, it will decrease the break-even quantity of gowns she needs to sell on a monthly basis.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Pure competition occurs when there are many firms competing for customers in a given market but their products are differentiated.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| An example of an objective set by a sales-oriented company is to institute a company-wide policy that all products must provide for at least an 18 percent profit margin to reach a particular profit goal for the firm.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If a firm is engaged in monopolistic competition, it should seek a way to differentiate itself.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When CarMax promises a “no-haggle” pricing structure, it exhibits _________ because it provides additional value to potential used car buyers by making the process simple and easy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Earl was known for driving 30 miles just to save a dollar on the price of his favorite beverage. Earl perceived price as _______ for a good or service, while most consumers recognize price as the _______ made to acquire a good or service.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following are included in the full price of a product or service except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Consumers generally believe that __________ is one of the most important factors in their purchase decisions.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Unlike product, promotion, or place, price is the only part of the marketing mix((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In developing marketing strategies, why is price often the most challenging of the four Ps to manage?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Historically, prices were((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Since she does not know much about wine, she will likely use the price of the wines as((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| All of the following are included in the five Cs of pricing except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Tess is the marketing manager for a fast-food restaurant chain. She uses a target return pricing strategy because her firm's primary objective is to((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Gary is the marketing manager for an automobile dealership. His boss tells him the firm's primary goal is to increase its local market share from 15 to 30 percent. His firm is using a ________ orientation.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Delta increases its average fares, American Airlines and United often follow with similar increases. This is an example of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Bernard's firm has set corporate direction to become one of the leaders in each of its significant market segments. It was Bernard's job to examine the firm's pricing strategy to determine how to maximize market share, even at the expense of profits in the short run. What kind of company objective would guide Bernard's effort?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Naomi tells her sales representatives the goal is to generate at least a 20 percent return on investment for all of the industrial building supplies they sell. Naomi is using a _______ pricing strategy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A _______ strategy involves accurately measuring all the factors needed to predict sales and profits at various price levels, so that the price level that produces the highest return can be chosen.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Health clubs often use a low introductory offer price to get people to join their club. These low prices represent a _______ pricing strategy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Many years ago Honda's Accord and Ford's Taurus were the two top-selling cars in the United States. As the year was coming to an end, Ford cut the price of the Taurus, hoping to outsell the Accord and allow Ford to claim that "Taurus is the best-selling car in America." Ford was using a _______ pricing strategy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Julia wants her firm's gourmet snacks to be the leading brand in the U.S. market. When adopting a pricing strategy designed to gain market share, she should remember that((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sharon knew that her established customers liked her product much better than her competitor's. She was planning to expand into new markets, and she was considering pricing. She was leaning toward charging a higher price than competitors to help demonstrate that hers was a high-quality product. Sharon was considering((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Ursula decides how to price new products in her gift store, she measures the value of her product offerings against those of the other stores in her area. Ursula uses a _______ pricing strategy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Ryan gave the manager of his convenience store a set of binoculars so she could see the gasoline prices charged by the other convenience store at that intersection. Ryan told the manager to always match the gasoline prices of the other store. Ryan is using a _______ pricing strategy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When firms set prices similar to those of competitors, they are following a strategy of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In many high-end resort markets, Westin hotels compete directly with Crown Plaza hotels. When it comes to pricing, Westin tends to charge its guests similar rates to what the Crown Plaza hotels charge. Westin is using a _______ pricing strategy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A customer orientation toward pricing implicitly invokes the concept of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A "no haggle" pricing policy is a type of _____ pricing strategy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Julia's is an upscale women's clothing store. Prices are based on customers' beliefs about the value of the clothing. The store focuses on a limited target market and provides excellent customer service. Julia's is using a _______ pricing strategy.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A strategy of setting prices based on how customers develop their perceptions of value can often be the most effective pricing strategy, especially if the strategy((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Traditional demand curve economic theory is used by marketers to understand _______ in the five Cs of pricing.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Customers must see value in a product or service before they are willing to exchange time or money to obtain it, but not all customers see the same value in a product. To analyze how many units will be sold at any given price point, marketers draw on((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A demand curve shows the relationship between _______ during a specific period of time.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A demand curve is built on the assumption that((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| According to a typical demand curve, the higher the price,((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| There is an old saying "If you have to ask the price of a yacht, you cannot afford it." Products like yachts are most likely to be associated with((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The price elasticity of demand for a teeth-whitening kit is -1. The market for this product is considered((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The price elasticity of demand for a specific brand of deodorant is 1. The market for this product is considered((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When it comes to measuring consumers' price sensitivity, products are viewed as either((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For which of the following is demand likely to be least sensitive to price increases?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For which of the following is demand likely to be most sensitive to price increases?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A study found that, among addicted smokers, a 10 percent increase in the price of cigarettes resulted in a 2 percent decrease in quantity demanded. For these consumers, cigarettes have a(n) _______ price elasticity demand.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What situation is occurring if a 1 percent decrease in price results in more than a 1 percent increase in quantity demand?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Assume the demand for electricity, a necessity with few substitutes, is -0.2. If the electric company raised its rates by 10 percent, we would expect((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If a 1 percent decrease in price results in less than a 1 percent increase in the quantity demanded, demand is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Barry customizes Harley-Davidson motorcycles. No two cycles are alike. He notices that very few customers even ask the price of his motorcycles before they decide to purchase them. Demand for his motorcycles is probably((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The observation that consumers are generally more sensitive to price increases than to price decreases suggests that((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The Coffee Express company is located in a business district with few customers on the weekend. To attract customers on Saturday and Sundays, it reduces its prices on these two days. This is an example of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| French luxury goods manufacturer and retailer Hermès is known for making expensive leather goods. But paying $300,168 for a handbag at auction, which is over the standard retail price of $280,000, is extraordinary, and not for the casual shopper. The handbag is considered a((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Natalie operates on a pretty tight budget. She is a price-conscious shopper and usually buys store or generic brands to save money. Recently, however, Natalie was given a pretty substantial raise. As such, she has altered her shopping patterns and now regularly buys more expensive, name-brand goods. This is an example of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how _______ impacts demand for products.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Rodi owns Hallman's auto repair service. He has observed over the years that customers keep their high-mileage cars longer when the economy is doing poorly, creating demand for his maintenance and repair service. Rodi has observed the impact of _______ on demand for his service.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| There are many options available to consumers when it comes to breakfast cereals. So, if Kellogg's significantly increases the price of Rice Krispies, consumers are more apt to buy alternate cereals instead. This illustrates which concept?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The more substitutes that exist in a market,((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brad always buys and uses Nike brand golf balls. If he finds a Titleist or Callaway ball in the rough, he gives it away. Brand-loyal golfers like Brad allow Nike to charge a higher price and not lose many sales. By building a strong brand, Nike has effectively((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketers spend millions of dollars annually trying to create or reinforce brand loyalty. Brand loyalty changes the demand curve for the firm's products by((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Cross-price elasticity is the((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| _______ products are products whose demands are positively related and as such, they rise or fall together.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which of the following is the most logical example of complementary products?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Bill is a yacht broker in the southeastern United States. For years he has had difficulty selling large yachts locally because there were few places to dock these boats. Yachts and spaces to dock them are an example of((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If the price for a product increases, the demand for the complementary product will((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Frank's Heating and Air Conditioning Company specializes in electric heat pumps. Frank keeps track of the price of natural gas, knowing that((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Managers of Wendy's fast-food restaurants keep track of prices at competitors such as McDonald's, Burger King, and Arby's, knowing that a decrease in the prices at these other fast-food restaurants will((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| One problem in relying on price elasticity and demand curves when setting prices is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In general, prices should not be based on costs because((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Consider a bakery like Entenmann’s: The majority of the ___________ costs are the cost of the ingredients, primarily flour.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| David manages a Shoney's restaurant. He is considering staying open later in the evening. For David, the variable costs associated with staying open longer hours will include all of the following except((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Variable costs change with((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Raymond estimates that the fixed costs associated with opening a new bank branch are $500,000. He expects the branch to attract 1,000 new customer accounts in the first year, each of which will cost $50 per year to service. He also expects to generate $100,000 per year in revenue. For Raymond, the total cost of opening the new branch and remaining open for one year will be((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| At the break-even point,((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The break-even point is estimated by((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If the fixed costs of manufacturing a new cell phone are $10,000, the sales price is $60, and variable cost per unit is $20, the break-even point is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Jacob rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is $20, to cover maid service and utilities. His fixed costs are $100,000 and his profit last year was $20,000. For Jacob, the contribution per unit is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The contribution per unit is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Jason rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is $20. His fixed costs are $100,000 and his target profit is $20,000. For Jason, to earn his target profit, he will need to rent out ________ rooms.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Break-even analysis is useful because it allows managers to((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| One of the limitations associated with break-even analysis is that((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which of the following markets is most likely to be characterized by oligopolistic competition in the United States?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because there are only a few firms in markets with oligopolistic competition,((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In a market with _______ there are many firms providing differentiated products.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because there are many firms in monopolistic competition markets,((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In _______ many firms provide similar products that are considered substitutes for each other.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which of the following is most likely to be characterized by pure competition in the United States?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because there are many firms with similar products in purely competitive markets,((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If a firm in a purely competitive market can differentiate its product or service, it becomes part of a(n) _______ market.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| How can a company find its way out of a market characterized by pure competition?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When the price for Blu-ray players dropped, the demand for DVD players went down, so DVD players and Blu-ray players are((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In one year, the Hotel by the Shore incurred $100,000 in fixed costs. Because the hotel booked 10,000 room nights, its total variable cost is $100,000 (10,000 room nights ´ $10 per room). Thus, its total cost is((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| There is often only one provider of cable television services in each region of the country: Time Warner is in New York, Comcast is in most of New England, and so forth. When Comcast recently proposed a plan to buy Time Warner, the purchase ultimately could not be completed, mostly due to concerns that it would have caused Comcast to become an overly large ________with too much power.((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Predatory pricing((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Diane owns a bakery where she sells cupcakes. Two blocks down there is another bakery, CC's Bakery, that sells cupcakes for $1 less than Diane. Diane decides to lower her price and match CC's Bakery prices. What type of pricing strategy is Diane implementing?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The point at which the number of units sold generates enough revenue to equal the total costs of running an operation is known as the((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The commercial airline industry is considered what type of market?((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketing is an activity that only large firms with specialized departments can perform. (False) |
| The marketing plan is broken down into various components—how the product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer. (True) |
| Understanding the marketplace and a customer’s needs and wants is fundamental to marketing success. (True) |
| The four Ps of the marketing mix include product, price, planning, and place. (False) |
| Supply chain management is the set of approaches and techniques that firms employ to efficiently and effectively integrate their suppliers, manufacturers, warehouses, stores, and other firms involved in the transaction into a seamless value chain in which merchandise is produced and distributed in the right quantities, to the right locations, and at the right time. (True) |
| The phone cases Apple sells with its phones are produced by small companies that specialize in smartphone accessories. When Apple purchases its cases from these small companies, it is engaged in B2B marketing. (True) |
| Keurig selling a coffee maker to you via its website is an example of C2C marketing. (False) |
| As it relates to marketing, the trade of things of value between the buyer and the seller so that each is better off as a result is known as an exchange. (True) |
| Marketing’s fundamental purpose is to create value by developing a variety of offerings that will satisfy customer needs. (True) |
| Product deals specifically with retail and marketing channel management, also known as supply chain management. (False) |
| A set of approaches and techniques that firms use to make and deliver a given set of goods and services is known as a distribution network. (False) |
| Pranit really enjoys a morning coffee and an egg and cheese English muffin, so when he travels he makes a quick stop at the airport Dunkin Donuts because it is quick and convenient. Pranit is being influenced by the place element of the marketing mix. (True) |
| In value cocreation, the customer collaborates in the creation of a good or service, which provides optimal value to the customer. (True) |
| Jansport offers free lifetime warranties for all its bags and backpacks to develop strong, lifetime relationships with its customers. (True) |
| To build relationships, firms focus on the lifetime profitability of the relationship, not how much money is made during each transaction. (True) |
| During the value-based era, manufacturers began to focus on customers’ needs before they designed or sold their products. (False) |
| Marketers have steadily embraced new technologies to allow them to connect better with their customers and thereby serve their needs more effectively. (True) |
| Firms have come to realize that good corporate citizenship through socially responsible actions should be a priority because it will help their bottom line in the long run. (True) |
| The publisher of the well-known Clifford the Big Red Dog series wants to celebrate the 60th anniversary of the series, initiating a $400,000 campaign. This initiative represents the ________ component in the four Ps. (Promotion) |
| Adella is the digital marketing manager for a spice company. While on vacation in Brazil, she visited specialty food stores in Rio de Janeiro. Most of her company’s products were available, except for spice mixes like harissa. When she returned to work, she mentioned this observation to her international sales manager. Adella was providing the important marketing function of ________. (Identifying opportunities to expand) |
| Savannah Design Build has been a successful small home-remodeling firm for years. The owner pays subcontractors slightly more than the usual rate for different tasks, reducing the company’s gross margin. Savannah Design rarely changes subcontractors, has relatively few complaints from home buyers, and is able to get quick responses from subcontractors when buyers do have problems. Savannah Design Build is engaged in ________. (Effective supply chain management) |
| If a local winery is holding an online contest in which you must log in to its website and submit personal details such as name, phone number, and e-mail in order to participate, the winery is ________. (Offering an exchange) |
| Which is true of marketing? (Marketing affects various stakeholders) |
| Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps. (Marketing mix) |
| Internet sites, physical stores, and kiosks are most closely associated with which element of the marketing mix? (Place) |
| The primary purpose of the ________ plan is to specify the marketing activities for a specific period of time. (Marketing) |
| Marketing enriches society by ________. (Creating charitable campaigns) |
| Marketing traditionally has been divided into a set of four interrelated decisions and consequent actions known as the ________. (Marketing mix) |
| How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer are all elements of ________. (A marketing plan) |
| The activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called ________. (Marketing) |
| Jai is going to sell sporting apparel, which they have already purchased from manufacturers and has signed a deal agreeing to the volume they will sell monthly. They have researched their competition, talked to some customers, and decided on prices they will charge. Jai has also developed a plan for promoting their business. Based on this description, which element of the marketing mix does Jai still need to work on? (Place) |
| Viviana opened a shoe store and signed a lease on the property. She also signed an agreement with the manufacturer on the amount of merchandise she will sell and the promotions she will conduct. Based on this description, which aspect of the marketing mix does she still need to work on? (Price) |
| When Crumbl Cookies sells its gourmet desserts to the public on its website, it is a ________ sale. (B2C) |
| Even though they operate on a limited schedule and offer few extra services, discount, no-frill airlines like Spirit have been successful. Consumers obviously consider ________. (The benefit of lower prices to be greater than the cost of reduced services and less convenience) |
| Franco, the delivery and sales representative for a wine distributor, is calling on a retailer and sees the shelves are almost empty. An unexpected home and table event held nearby resulted in a huge increase in sales. He calls his company’s distribution manager and requests a special delivery for his customer. Franco is providing the important marketing function of ________. (Supply chain management) |
| Marketing involves conducting exchanges, satisfying customer needs and wants, and ________. (Creating value) |
| Andres sells construction equipment. Whenever he calls on his building contractor customers, he asks if they are having any problems. In doing so, Andres is addressing which core aspect of marketing? (Satisfying customer needs and wants) |
| Leanne is considering a career in marketing. She is concerned about the image of marketers as fast-talking, high-pressure people who care only about making a sale. When reading about the core aspects of marketing, Leanne is pleased to see that in marketing ________. (All parties to the transaction should be satisfied) |
| Albert is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and ________. (The ability to buy them) |
| When referring to “exchange,” marketers are focusing on ________. (The trading of things of value) |
| Whenever Binh has a new manicure customer, she invites the person to be on her e-mail distribution list. In the process, in addition to exchanging her manicure service for payment, Binh is gathering ________. (Information) |
| What is a core aspect of marketing? (Making product, place, promotion, and price decisions) |
| Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including product, place, price, and ________. (Promotion) |
| The four Ps make up the marketing mix, which is the ________ set of decisions or activities that the firm uses to respond to the wants of its target markets. (Controllable) |
| The fundamental goal of marketers when creating goods, services, or combinations of both is to ________. (Create value) |
| Iliana is struggling with the choice of publishing her new book, Croatian Cuisine, as an e-book or a paperback. Iliana is addressing which core marketing aspect? (Making product decisions) |
| The basic difference between a good and a service is that a good ________. (Can be physically touched) |
| A pottery shop adds wind chimes to its existing product offerings. What type of product is this? (Goods) |
| Sticks ‘n Stones sells handcrafted furniture. They have also recently begun offering appraisals of customers’ antiques. Stick ‘n Stones is ________. (Expanding from offering just goods to also offering services) |
| Marketers must determine the price of a product carefully, based on potential buyers’ beliefs about ________. (Its value) |
| Some discount stores put products in large bins and let consumers hunt and find bargains. The price these consumers pay includes ________. (The value of their time and energy) |
| Jonah offers design and consulting services on a fee-only basis. He has found that different customers are willing to pay different rates for his services. This shows that his pricing decisions should depend primarily on ________. (How different customers perceive the value of his services) |
| Marketing channel management is also known as ________. (Supply chain management) |
| ________ represents all the activities necessary to get the product to the right customer when that customer wants it. (Place) |
| Patagonia’s commitment to sustainability is an example of using marketing to ________. (Benefit an entire industry or society at large) |
| The marketing goal of getting the “right quantities to the right locations, at the right time” relates to ________. (Managing the supply chain) |
| Many marketing students initially overlook the importance of marketing channel management because ________. (Many of these activities take place behind the scenes) |
| Which element of the marketing mix deals with supply chain management? (Place) |
| UPS, FedEx, and other shipping companies support other firms’ ________ marketing goals. (Supply chain management) |
| ________ is communication by a marketer that informs, persuades, and reminds potential buyers about a product or service to influence their opinions and elicit a response. (Promotion) |
| Effective promotion enhances a product or service’s ((perceived value)) |
| By promoting athletic wear based on gender neutrality, multi-functionality, and sustainability, Patagonia is attempting to ((increase the perceived value of its products)) |
| Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts. When they sell to consumers, it is considered________ marketing. ((B2C)) |
| Marketing channel management is related to which of the four Ps? ((place)) |
| David bought a new suit from a retail store. Which type of transaction was David participating in? ((B2C)) |
| When a gym sells a membership to a customer, it is an example of _______ marketing. ((business-to-consumer)) |
| According to the text, in the broadest terms, the “marketplace” refers to ((the world of trade)) |
| Which element of the marketing mix is most relevant to the activity “capturing value”? ((price)) |
| Which element of the marketing mix refers to all the activities necessary to get the product to the right customer when they want it? ((place)) |
| 10. Which element of the marketing mix is most relevant to the activity “delivering value”? ((place)) |
| 11. Which element of the marketing mix is most relevant to the activity “creating value”? ((product)) |
| 12. Which marketing activity is most directly served by the promotion element of the marketing mix? ((communicating value)) |
| 13. Diana updated her smartphone, so she sold her old phone case to her friend, Juan. This is an example of________ marketing. ((C2C)) |
| 14. By allowing consumers to sell their unwanted goods to other consumers, auction sites like eBay, Poshmark, and Mercari cater to________ marketing. ((C2C)) |
| 15. Many inventors struggle with the question, “I made it; now how do I get rid of it?” They have made the error of not creating a(n) ((marketing plan)) |
| 16. As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, but decided instead to continue to sell through their existing dealer networks. The car manufacturers considered switching from________ to________ marketing. ((B2B; B2C)) |
| 17. Many universities provide physical or electronic bulletin boards to facilitate ridesharing and used book exchange among students. These bulletin boards increase________ marketing. ((C2C)) |
| 18. The “Milk Life” advertising campaign, designed to increase awareness of the health benefits of milk, was intended to help market a(n) ((industry)) |
| 19. When the publisher of the well-known Amelia Bedelia books wanted to celebrate the 60th anniversary of the series, it initiated a $150,000 campaign. Which of the four Ps does this campaign represent? ((promotion)) |
| 20. Creative locations, such as kiosks at the baggage claim in airports or small booths in grocery stores, represent Peet’s Coffee & Tea effort to improve its offering on which dimension of the marketing mix? ((place)) |
| 21. The idea that a good product will sell itself is associated with the________ era of marketing. ((production-oriented)) |
| 22. Today, most firms recognize that they must provide products or services that meet specific customer needs or wants and are offered at a price that consumers believe is a good value. What is this era called? ((value-based marketing era)) |
| 23. When a T-shirt manufacturer states, “We sell it only in gray because that way we can buy plenty of gray fabric and run our plant efficiently,” its statement reflects the views that were popular in which era of the evolution of marketing? ((production-oriented)) |
| 24. Henry Ford’s statement, “Customers can have any color they want so long as it’s black,” typified the________ era of marketing. ((production-oriented)) |
| 25. When clients work with their investment advisers, they________ their investment portfolios. ((cocreate)) |
| 26. Rachel is giving her wife a Hermès handbag for her birthday. It cost $2,000, but Rachel thinks this is a very fair value. Value here means that ((the product meets her needs and is offered at a price that is a fair value)) |
| 27. After the previous sales representative in his territory infuriated an important customer, Sanil visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Sanil an order. Sanil was providing the important marketing function of ((engaging customers and developing long-term relationships)) |
| 28. The process of value________, in which customers collaborate in product design, often provides additional value to the firm’s customers. ((cocreation)) |
| 29. Maria works for a small jewelry design company. Her boss is constantly improving the company’s products but neglects customers, billing, and promoting the company. Maria’s boss is probably stuck in the________ era of marketing. ((production-oriented)) |
| 30. During the________ era, firms had excess capacity and used personal selling and advertising to generate customers. ((sales-oriented)) |
| 31. The prevailing marketing strategy of the________ era was to find customers for inventories that went unsold. ((sales-oriented)) |
| 32. Near the end of the year, the Slippery Slope skimobile dealership had an unusually high inventory level. The manager increased her advertising spending and gave extra incentives to its salespeople. Slippery Slope operates as if it were in the________ era. ((sales-oriented)) |
| 33. Many U.S. companies first discovered marketing during the________ era. ((market-oriented)) |
| 34. Which statement reflects the philosophy of the market-oriented era? ((The customer is king)) |
| 35. During the________ era, manufacturers and retailers recognized they needed to give their customers greater value than their competitors did. ((value-based marketing)) |
| 36. A relational orientation is based on the philosophy that buyers and sellers develop ((a long-term relationship)) |
| 37. A local home catering service keeps information on its customers regarding their preferences for food and wine, their birthdays and anniversaries, and demographics of guests. The service uses this information to inform the customers when holidays and special occasions are approaching and targets them with special promotions. In this way, the service is using________ to build loyalty among its customers. ((customer relationship management)) |
| 38. If a firm adopts a CRM business philosophy, it most likely has a(n)________ orientation with its customers. ((relational)) |
| 39. After major hurricanes like Ian, many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers, even though they could charge much more due to the huge increase in demand. These firms probably recognize that ((lifetime profitability of relationships matters more than profits from a particular transaction)) |
| 40. What is the focus of a firm that develops a relational orientation with its customers? ((gaining lifetime profitability from customer relationships)) |
| 41. The goal of customer relationship management is to ((identify and build loyalty among a firm’s most valued customers)) |
| 42. Ethan uses a database software system to remind him when his customers should be ready for their next gutter cleaning service. With this reminder system, Eugene contacts his customers when they are most likely to be “in the buying mode.” Ethan’s system is part of ((customer relationship management)) |
| 43. Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order bath items like towels and shower curtains receive a catalog with a larger section of bath items than do customers who mostly order kitchen tools. These special issues are an example of ((customer relationship management)) |
| 44. It was during the market-oriented era that firms first discovered “marketing.” In what timeframe did this occur? ((just after World War II)) |
| 45. At one point in the evolution of marketing, the United States entered a buyer’s market and the customer became king. Which era is being described? ((market-oriented)) |
| 46. Toya sells high-end leather goods. She knows her customers weigh the costs versus the benefits associated with the different styles available. Toya decides which products to offer and what prices to charge based on the way her customers think. Toya operates as if she was in the________ era. ((value-based marketing)) |
| 47. To build relationships, firms focus on the________ of the relationship, not how much money is made during each transaction. ((lifetime profitability)) |
| 48. Tham studies her customer profiles, market research data, complaints, and other information, attempting to better understand what her customers want. Tham most likely operates in the________ era of marketing. ((value-based marketing)) |
| 49. In delivering value, marketing firms attempt to find the most desirable balance between ((the need to provide benefits to customers and keep down costs)) |
| 50. Olive Garden suggests that its diners check in to its locations using their phones. This demonstrates the use of________ to market a product. ((social media)) |
| 51. A cosmetics company ships all products in environmentally-friendly packaging. Which of the four main activities of value-driven marketing does this represent? ((addressing ethical and societal dilemmas)) |
| 52. Businesses take social and mobile media seriously and include these advanced tools in the development of their ((marketing strategies)) |
| 53. Data about how, when, why, where, and what people buy refers to ((marketing analytics)) |
| 54. Charlene is the new spa manager in a major hotel. When considering changes in the spa that will increase value to customers, Charlene will likely attempt to either provide the same quality at a lower cost or ((improve products and services at the same cost)) |
| 55. Darlene has just started with a travel agency, and she has been offering clients and prospective clients a range of packaged tours. She is concerned because the commissions she is earning on her sales are lower than she had hoped. Her colleague Sean, who has been with the agency for several years, is having a great deal of success by working closely with the clients, seeking their ideas, and building customized tour packages for each one based on their suggestions. Sean’s approach is based on ((value cocreation)) |
| 56. To become a more value-driven organization, Heisley University is holding regular coffee-hour discussions with its students and surveying its graduates regarding students’ educational needs and desires. By doing so, Heisley University is becoming more value-driven through ((building relationships with customers)) |
| 57. As owner of a retail franchise organic bakery, Li purchases supplies based on specials advertised nationally throughout the franchise system. One Monday, she was surprised to find that she was unable to produce that week’s bakery specials because she didn’t have the ingredients. The franchise company failed to live up to the value-driven activity of ((sharing information across the organization)) |
| 58. By using social media________ on their mobile phones, customers can check in with Slice to order pizza. ((location-based apps)) |
| 59. In the past, manufacturer’s representatives did not have real-time inventory data about the products they were selling. Today, manufacturer’s representatives are often provided online access to inventory data for the companies they represent. These online inventory systems allow companies to become more value-driven by ((sharing information across the organization)) |
| 60. One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in ((long-term relationships)) |
| 61. What type of marketers constantly measure the benefits that customers perceive against the cost of their offerings? ((value-oriented marketers)) |
| 62. Marianna, the outside sales rep for a brick and stone company, reads a report stating that building permits are down dramatically in her sales territory. She had noticed that things were slowing down, but now she has data confirming her impression. Based on this information, Marianna will help her company become more value-driven if she ((advises the production and purchasing departments to produce or order smaller quantities of products)) |
| 63. What type of firms recognize that including a strong social orientation in business is a sound strategy that is in both its own and its customers’ best interest? ((socially responsible firms)) |
| 64. Which statement is true regarding mobile advertising? ((Within just a couple of years, mobile advertising will be a bigger market than digital advertising)) |
| 65. Value-oriented marketers constantly measure ((perceived customer benefits against the costs of their offerings)) |
| Great human resources management and efficient supply chains help companies achieve operational excellence. ((True)) |
| Zappos is renowned for its customer services. It offers customers a lengthy refund and return window, and often will source from other retailers when a customer wants a particular pair of shoes it does not have in stock. This is an example of a sustainable competitive advantage. ((True)) |
| It is not always necessary to go through each step in the marketing planning process. ((True)) |
| Beaches and Cream is a beach-themed ice cream shop in Sarasota, Florida. Most of its customers are tourists. In a SWOT analysis for Beaches and Cream, the possibility that the recession might cut back on tourism in Florida would be considered a weakness. ((False)) |
| Companies typically are less successful when they focus on opportunities that build on their strengths relative to those of their competition. ((False)) |
| Price should be based on the value the customer perceives as a good “deal” for the product they receive. ((True)) |
| Ethan manages the optical networking division of Certified Systems Inc. His unit has a somewhat different objective than other units, and Ethan makes most decisions independently, without consulting headquarters. It’s likely that he manages a strategic business unit. ((True)) |
| The strategic planning process always proceeds sequentially through the five steps. ((False)) |
| Better Share is a DVD manufacturer and has a low relative market share. The DVD market is expected to decline over the next several years. In Boston Consulting Group (BCG) portfolio analysis, the Better Share’s DVDs would be considered a dog. ((True)) |
| Randall wants to offer his existing design customers new goods and services. He is pursuing a market development strategy. ((False)) |
| If a firm wants to develop a sustainable competitive advantage, it should ((examine its operations and customer relations to identify significant things competitors cannot easily copy)) |
| The four overarching strategies to create and deliver value and to develop sustainable competitive advantages include product, customer, operational, and_______ excellence. ((locational)) |
| Maeve is in the marketing department of a midsized firm that develops and sells computer software. She is proud of the human resource area in the company that provides the firm with excellent employees. Maeve personally enjoys her work, but she knows the work of HR helps create an operational advantage for the firm for all of these reasons except ((the company provides products with a high perceived value)) |
| Which action would be the most likely to support and enhance an operational excellence macro strategy? ((Tesla implementing new software to improve communication with its suppliers)) |
| Wilderness Resort’s wristbands, which enable visitors to access any Wilderness waterpark and open their hotel room door, is an example of________ excellence. ((customer)) |
| If a company succeeds at excellent supply chain management, which of the four macro strategies is it demonstrating? ((operational excellence)) |
| Some banks offer special accounts designed to attract high school students. These customers typically save such small amounts that the accounts cost banks more to maintain than they are worth. However, bankers know consumers are creatures of habit and hope the young people they serve now will become adult customers. These banks recognize ((the lifetime value of customers)) |
| Nello’s, an upscale restaurant, is known for going the extra mile to serve its patrons. This reputation for excellent customer service will most likely result in ((a sustainable competitive advantage)) |
| Firms achieve________ through efficient procedures and excellent supply chain management. ((operational excellence)) |
| What is likely to provide a sustainable competitive advantage? ((creating an efficient supply chain that lowers your costs)) |
| Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have likely developed a(n)________ that allows them to survive. ((sustainable competitive advantage)) |
| Over the last few months, Wilson and his colleagues have analyzed the current business situation and identified target markets for his firm’s personal care products. Finally, they developed the products, prices, distribution, and promotion that should appeal to each of those target markets. In doing so, Wilson has identified what he believes is an advantage his competitors cannot match. Wilson and his colleagues have been developing ((a marketing strategy)) |
| By developing excellent supply chain management and strong supplier relations, companies can ((create a sustainable competitive advantage)) |
| For many years, Southwest Airlines distinguished itself as the low-cost airline. Now, many other low-cost competitors have entered the market. Similarly, Southwest was one of the first airlines to offer online ticketing. Now, all airlines have online ticketing. These examples suggest that ((no single strategy is likely to be sufficient to build a sustainable competitive advantage)) |
| When Luisa, the keynote speaker at a large medical leaders’ conference, arrived in the middle of the night at the Waldorf Astoria, she was exhausted, and her suit was wrinkled from her 8-hour plane ride. The night clerk arranged for Luisa’s suit to be dry cleaned and have it ready for her morning presentation. She has been a loyal Waldorf Astoria customer ever since. In this example, Waldorf Astoria demonstrated the macro strategy of_______ excellence. ((customer)) |
| Generally, to build a sustainable competitive advantage, companies should ((use multiple approaches to solidify their position)) |
| Bangalore Air seeks to differentiate itself from competing airlines, in part through innovative design of its airplane seats and in-flight entertainment systems. Through continuous innovation in these areas, Bangalore Air is pursuing a(n)________ excellence macro strategy. ((product)) |
| Adelaide’s is a clothing retailer headquartered in Ireland, with stores located in many countries. Adelaide’s has developed a “quick response” system that allows its merchandise to be adjusted quickly to fit shifts in customer preferences. Every aspect of the company’s operation is optimized for this system, making it difficult for competitors to duplicate. Adelaide’s has established ((a sustainable competitive advantage)) |
| Choice Auto prides itself on offering better service than its competitors. If this is true, and if customers recognize and value Choice Auto’s superior service, the auto shop creates and delivers value through_______ excellence. ((customer)) |
| Kristi has gone to the same nail salon for the past seven years. She believes her nail technician, who owns the salon, does a better job caring for her hands and nails than anyone else could. Other salons have opened closer to Kristi’s home, some offering more plush facilities or lower prices, but she isn’t tempted to switch. Kristi’s attitude toward the salon is an example of ((customer loyalty)) |
| Which concept is the basis for customer retention programs? ((Customer relationships should be viewed from a lifetime value perspective rather than on a transaction-by-transaction basis)) |
| Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in ((increased long-term profits)) |
| To create a sustainable competitive advantage, a local university began offering several of its degrees via online programs. These online degree programs most likely are pursuing which macro strategy? ((locational excellence)) |
| When a pharmaceutical company develops a new medication, it typically applies for a patent in order to prevent competitors from developing copycat products for several years. Pharmaceutical companies apply for patents to establish ((a sustainable competitive advantage)) |
| One example of a customer loyalty program is ((a “frequent diner” card at a cafe, offering a free pastry for every $50 spent)) |
| Miller’s Auto Service Center sets itself apart from competitors by the extra attention it pays to retaining loyal customers by providing quick, courteous service in a clean, professional-looking environment. Miller’s has used this strategy for more than 45 years, expanding to 20 outlets. Miller’s has created a________ excellence macro strategy to create and deliver value and to develop a sustainable competitive advantage. ((customer)) |
| What is the best way to build a sustainable competitive advantage using product excellence? ((developing clear, memorable, and effective branding)) |
| A competitive advantage based on location is often sustainable because ((it is not easily duplicated)) |
| Four companies dominate the yogurt industry. These firms produce in large volumes, promote heavily, and control access to the supermarket shelves through “slotting allowances,” which are payments to retailers in return for shelf space. Combined, these four firms have ((a sustainable competitive advantage)) |
| The wine industry closely watches consumer satisfaction feedback. For years, French wineries consistently had the highest levels of customer satisfaction, creating a(n)________ for these companies. ((sustainable competitive advantage)) |
| Because it was able to deliver merchandise overnight, in the required quantities and at a lower delivered cost than its competitors, Schools Are Us was given exclusive rights to sell uniforms and clothing with school logos for the school district. Schools Are Us demonstrates________ excellence. ((operational)) |
| During which step of the marketing planning process does a firm engage in segmentation, targeting, and positioning? ((identify and evaluate opportunities phase)) |
| Customers around the world know Sprite and many consider it a primary “go-to” brand if they want a refreshing drink. This positioning reflects Sprite’s ((product excellence)) |
| What is the fourth step in the marketing planning process? ((implement marketing mix and allocate resources)) |
| Audi’s mission statement addresses urbanization, the need to work on traffic flows and safety in urban areas. To that end, Audi is working with Airbus to develop the Pop.Up Next driving and flying transport system that will enable vertical individual mobility. The strategic planners are engaged in ((defining the business mission)) |
| After defining the business mission, what should a firm do next to develop a marketing plan? ((perform a situation analysis)) |
| A company’s mission statement ((is a broad description of a firm’s objectives and the scope of activities it plans to undertake)) |
| During which phase of strategic marketing is an organization engaged when it conducts a SWOT analysis? ((planning)) |
| As part of her company’s SWOT analysis, Karina is assessing the company’s external environment, including ((opportunities and threats)) |
| Miguel is charged with assessing his company’s internal environment as part of a SWOT analysis. Miguel will study his company’s ((strengths and weaknesses)) |
| Manufacturers that use just-in-time manufacturing systems coordinate closely with suppliers to ensure that materials and supplies arrive just before they are needed in the manufacturing process. While these systems can offer advantages in terms of inventory costs, they must be carefully managed. If a firm found its just-in-time system was poorly managed, leading to frequent manufacturing delays due to missing parts, this system mismanagement would represent a(n)________ in a SWOT analysis. ((weakness)) |
| For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates ((opportunities)) |
| What factor listed in a situation analysis for a major U.S. auto manufacturer is the best example of a threat? ((A New York law firm has filed a $10 million class action suit against the company on behalf of car owners whose gas tanks exploded)) |
| What factor listed in a situation analysis for a major U.S. auto manufacturer is the best example of an opportunity? ((Recent consumer studies have indicated that Australian consumers prefer American cars)) |
| Expert Motors is considering announcing it will severely cut back its automobile production. For parts companies supplying Expert Motors its parts, this cut back in production represents a(n) ((threat)) |
| The components of a SWOT analysis are ((strengths, weaknesses, opportunities, and threats)) |
| The Strengths component of the SWOT analysis refers to the evaluation of which attributes? ((positive internal)) |
| In a SWOT analysis, increasing gasoline prices would represent a potential________ for manufacturers of electric cars. ((opportunity)) |
| During a SWOT analysis, a company should assess the opportunities and uncertainties of the marketplace due to changes in several factors, given the acronym CDSTEP. What is not one of these factors? ((situational)) |
| ____________ refers to the process of dividing the market into groups of customers with different needs, wants, or characteristics. ((Market segmentation)) |
| Quench Cola sells two different zero-calorie versions of Quench: Diet Quench and Quench Zero. It has chosen to attempt to appeal to men with Quench Zero. In addition to launching an ad campaign featuring men enjoying Quench Zero, Quench also designed a masculine-looking can for the soda, with bold blue lettering on a gray background. This specially designed can is an example of ((Positioning)) |
| Hollywood Theatres is among the companies experimenting with selling products and services on their Facebook pages. The idea is to make purchasing even easier for customers who may spend large portions of the day with Facebook active on their computers or mobile devices. There is no need even to navigate to Hollywood’s website—users can book theatre tickets in Hollywood’s “Ticket Agent” app without ever leaving Facebook. Which element of the marketing mix does this represent? ((Place and value delivery)) |
| Suppose your university made a sizable investment in its career services—additional counselors, increased efforts to bring in recruiters, and other services aimed at helping students find jobs. This investment would enhance the university’s ________ to create value for students and recent graduates. ((Product value)) |
| The idea of value-based marketing requires firms to charge a price that ((Captures the value customers perceive that they are receiving)) |
| What process does management use to evaluate the firm’s various products and businesses and allocate resources according to which products are expected to be the most profitable for the firm in the future? ((Portfolio analysis)) |
| Value creation through place decisions for a consumer product involves ((Making sure the product is available in the stores where customers will want to find it)) |
| In recent years, cell phone service providers have worked hard to eliminate “dead zones,” providing customers with service wherever they traveled. By working to make the network available in more locations, these companies were focusing on ________ value creation. ((Place)) |
| When firms successfully implement poor strategies (perhaps due to good luck) or do a poor job of implementing good strategies, it can be difficult to ((Gauge performance and implement changes)) |
| Omar has been directed by his marketing manager to raise prices on seasonal items, place an ad in the local paper, and tell distributors to increase deliveries for the next month. Omar is engaged in ((Implementing marketing mix and resources)) |
| Beyond being an alternative product form, e-books provide ________ value creation because they can be downloaded immediately via the Internet when and where they are needed. ((Place)) |
| In value-based marketing, the promotion element of the four Ps communicates the ________ to customers through a variety of media. ((Product or service’s unique value)) |
| When marketers use a variety of communication disciplines—advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media—in combination to communicate a value proposition to the customer, it is referred to as ((Integrated marketing communications)) |
| Marketers can bid to have their ads displayed on Google and other search engines when consumers search keywords related to the firm’s products. These marketers are attempting to create value through ((Promotion)) |
| Angelo sees his company’s quarterly profits are significantly higher than projections and states, “Fantastic. Let’s continue doing what we’ve been doing.” Angelo is ignoring the ________ step of the marketing planning process. ((Evaluate performance)) |
| The first objective in the evaluate performance phase of the marketing planning process is to ((Review strategy results using metrics)) |
| As it pertains to the marketing plan, understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm’s goals ((Enables firms to make appropriate adjustments)) |
| A regional manager at Ulta Beauty, a national chain of retailers of cosmetic and fragrance products, is reviewing sales data after a recent in-store promotion. The data show success in some stores and limited response in others. To understand the differences between stores, the manager will probably next review the company’s ((Implementation programs, to see if the promotion was handled consistently in the different stores)) |
| After conducting STP analysis for her home goods shop and developing strategies for each of the four Ps, Taylor now has to make __________ decisions. ((Resource allocation)) |
| Elena owns three sandwich shops in the suburbs of St. Louis, Missouri. She recently updated her STP analysis and has just finished adjusting her marketing mix based on the STP results. Her next strategic marketing decision will most likely involve determining ((How to allocate resources among her three stores)) |
| Which statement about marketing metrics is true? ((They help in comparing results among product lines)) |
| A product that is in a high-growth market but has a low market share would be classified as a ________ on the BCG matrix. ((Question mark)) |
| Cash cow products are characterized by ((High market share)) |
| In most companies, portfolio management is typically done at the SBU or ________ level of the firm. ((Product line)) |
| Speedwork, a global athletic footwear company, is expected to experience only very slow growth over the next several years. Speedwork is a market leader. According to Boston Consulting Group portfolio analysis, how should Speedwork treat its athletic shoe business? ((Speedwork’s athletic shoe business still requires some investment, but it is likely to produce excess resources that can be invested in other divisions of the company)) |
| Pickles is a chain of franchise sandwich shops. Fatima owns four Pickles stores in a large city. At the end of the year, she notes sales rose from 3 to 6 percent over last year’s sales at Stores 2 and 3 but fell 3 percent at Stores 1 and 4. Based on this information, what is the best course of action as to how Fatima should reward (or penalize) her store managers? ((She should seek more information about why the stores had different results before making a decision)) |
| A(n) ________ is a group of products that consumers may use together or perceive as similar in some way. ((Product line)) |
| Nichole has been assessing several of her firm’s products using the Boston Consulting Group (BCG) approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors. Nichole is trying to determine ((The product’s relative market share)) |
| To determine how attractive a particular market is using the BCG portfolio analysis, ________ is(are) established as the vertical axis. ((Market growth rate)) |
| In BCG portfolio analysis, what term is used for products in low-growth markets that have received heavy investment and now have excess funds available to support other products? ((Cash cows)) |
| Edward was thrilled to learn his company decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, Edward’s product would be classified as a(n) ((Star)) |
| According to the BCG portfolio analysis, a “dog” should be phased out unless ((It complements or boosts the sales of another product)) |
| Which statement about the strategic marketing planning process is true? ((The process is not always sequential)) |
| What is one of the four major growth strategies marketers typically utilize? ((Market development)) |
| Aubrey decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems. Aubrey is pursuing a ________ growth strategy. ((Market penetration)) |
| If an automobile dealership employs its existing offering to reach new market segments, which growth strategy is it using? ((Market development strategy)) |
| A ________ growth strategy employs the existing marketing offering to reach new market segments. ((Market development)) |
| Which growth strategy employs the existing marketing mix and focuses the firm’s efforts on existing customers? ((Market penetration)) |
| The process of defining the marketing mix variables so target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products is known as ((Market positioning)) |
| For more than 50 years, Bounty has used the slogan “The Quicker Picker Upper” to emphasize the quality of its paper products. This campaign is part of Bounty’s ((Positioning strategy)) |
| Hui is asked to conduct an STP analysis for her company. The first step she should perform in this analysis is to ((Divide the marketplace into subgroups)) |
| County Market announced it would begin selling organic food products. In doing so, County Market is most likely trying to ((Attract a different market segment)) |
| When considering new products, marketers at Something Blue ask themselves, “What would Erica think?” Erica is a fictional character representing 25- to 40-year-old well-read, upper-income women who are planning a wedding. Erica represents Something Blue’s primary ((Target market segment)) |
| After identifying various market segments that her company could pursue, Shelly evaluated each segment’s attractiveness based on size, income, and accessibility. Shelly was involved in ((Target marketing)) |
| Sofia Vergara and Matthew McConaughey are paid huge sums of money by companies for celebrity endorsements. If endorsements by these personalities create a clear understanding among consumers of the companies’ products in comparison to competing products, they can help with the firm’s ((Positioning strategy)) |
| ________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what a product does or represents in comparison with competing products. ((Positioning)) |
| Dunkin’ carefully crafts its offerings and advertising message, and it strategically sets prices and selects locations to appeal to its target market. These efforts represent Dunkin’s ((Positioning strategy)) |
| When positioning products relative to competitors’ offerings, firms typically are most successful when they focus on opportunities ((That build on their strengths relative to those of their competition)) |
| Many small businesses whose competitors are national chains advertise “we are family owned” or “we have been serving the community since 1951.” These claims are part of these companies’ ((Positioning strategy)) |
| Some Internet users conduct research online, some shop, some look for entertainment, and many do all three. Each of these groups would be called a ((Market segment)) |
| STP refers to ((Segmentation, targeting, and positioning)) |
| Language without Borders sells its foreign language dictionaries to college students throughout the U.S. Edie Evans, the owner, wants to start selling these products to international students abroad. Evans wants to pursue a ________ growth strategy. ((Market development)) |
| When Marvel launched several successful series on Disney+, including Loki, Moon Knight, Ms. Marvel, and She-Hulk: Attorney at Law, it employed a ________ strategy. ((Product development)) |
| Barajas Kitchens Plus is a small, local kitchen appliance and equipment business. The local military base is a potential source of growth, and Barajas Kitchens Plus already installs and services the type of equipment the military would require. However, it is difficult to get established as a certified government contractor. Barajas Kitchens Plus is considering a ________ growth strategy. ((Market development)) |
| Many states create licensing requirements for a variety of professionals (such as realtors and electricians) designed to restrict entry into their market by professionals from other states. This strategy limits ________ growth strategies. ((Market development)) |
| Marketers who design and offer new products and services to their existing customers are pursuing a ________ growth strategy. ((Product development)) |
| Most banks now have customer relationship software that, when a customer contacts the bank, tells the service representative what types of accounts, loans, and credit cards the customer currently has. Service representatives use this information to sell some of the other services the bank currently offers to these customers. This is a ________ growth strategy. ((Market penetration)) |
| Heather phoned her auto insurance agent to renew her policy. The agent told her about new types of insurance now available—to cover her home or even the engagement ring she just got from her fiancé. The agent was pursuing a ________ growth strategy. ((Product development)) |
| Introducing newly developed products or services to a market segment the company is not currently serving is called ((Diversification)) |
| Marvel has increased its market penetration by expanding the distribution of its films. Marvel movies can be seen in theaters, accessed on Disney+, and viewed on DVDs available in discount stores, grocery stores, and a host of other stores, including book and comic stores. This is an example of a ________ growth strategy. ((Market penetration)) |
| American Meals Inc. manages school cafeterias, college dining halls, mess halls at military bases, concession stands at sports stadiums, and other large-scale food service facilities. If American Meals were to begin to sell individual frozen meals in supermarkets, it would be pursuing a ________ growth strategy. ((Diversification)) |
| Candi’s Creations involves its customers in the process of developing new products. In this way, it can benefit from current customers’ insights and develop new products that will meet these customers’ needs. Candi’s is pursuing a ________ growth strategy. ((Product development)) |
| Marvel was among the first content providers to launch dedicated series on Netflix, such as Jessica Jones, The Defenders, Iron Fist, and Luke Cage. It then decided to create a new channel for getting new offerings to consumers. The company was pursuing a(n) ________ strategy. ((Product development)) |
| Why is a sustainable competitive advantage useful to a firm? ((It makes it hard for competitors to enter a market or attract a firm’s customers)) |
| The text states, “Viewing customers with a lifetime value perspective rather than on a transaction-by-transaction basis is key to modern customer retention programs.” Create an example demonstrating a lifetime value perspective. Why is customer retention almost always a profitable marketing strategy? ((Customer retention is profitable because it costs more to get new customers than to retain existing ones)) |
| Although most people do not have a personal marketing plan, when would one be appropriate? ((During significant life decisions such as selecting a university, marriage, or a job)) |
| One of the benefits of taking marketing courses is the opportunity to apply marketing concepts to marketing yourself. When selling yourself, you are a product including all the skills, aptitudes, and attitudes you bring to the market. What is a sustainable competitive advantage? What can you do to give yourself a sustainable competitive advantage in the marketplace? ((A sustainable competitive advantage is something you can persistently do better than the competition)) |
| The text describes Southwest Airlines, which operates in a competitive market but successfully differentiates itself from the competition. This gives Southwest a sustainable competitive advantage. What is a sustainable competitive advantage? Describe an example of a product or business you have encountered that has developed a sustainable competitive advantage. Why is that product’s or firm’s advantage sustainable? ((It is something the firm does better than competitors that is hard to duplicate)) |
| Suppose that you and a friend decide to turn your favorite fitness activity—volleyball—into a business. You plan to design a line of fashionable clothing that integrates elbow and kneepads. For each of the four macro strategies, briefly describe the most important thing your company should do if you intend to focus on that strategy. Your answers should be specific to the volleyball business. ((Product excellence: Focus on improving product quality; Customer excellence: Offer excellent service; Operational excellence: Efficient supply chain; Locational excellence: Broad product distribution)) |
| Southwest Airlines is known for being the low-cost provider in the U.S. airline industry. What type of macro strategy has Southwest pursued? ((Operational excellence)) |
| Every summer, university administrators attempt to estimate how many students will show up in the fall. When August arrives, they hire part-time instructors and reassign faculty to teach the courses students want. In the spring, administrators often go on a retreat to consider how to do things differently next year. What phase of the strategic planning process do they engage in during each of the three seasons (summer, fall, and spring)? ((Summer—planning; fall—implementation; spring—control)) |
| Your marketing professor, Dr. Clements, has been asked to participate in the university’s strategic marketing planning process. During the planning phase of the process, what questions will Dr. Clements likely ask? ((Questions about the mission statement and competitive advantage)) |
| Conduct a brief SWOT analysis of your prospects of finding a good job related to your major when you graduate (if you already have such a job, think about finding a job with more responsibility). Be sure to include at least one factor representing each of the four major sections of a SWOT analysis, and be sure to label each factor to indicate which of those four sections it belongs in. ((Strengths: Internship experience; Weaknesses: Lack of relocation flexibility; Opportunities: Industry growth; Threats: Job competition)) |
| Nike, the prominent athletic shoe manufacturer, relies heavily on athlete sponsorships to build demand for its products. Spectators at major sporting events—both those attending in person and those watching at home—frequently see the Nike “swoosh” logo worn by elite athletes. Given the vast worldwide audience for Olympics broadcasts, an Olympic year gives Nike increased exposure. On a Nike situation analysis in an Olympic year, would you consider this exposure to be a strength or an opportunity? ((Opportunity)) |
| Your marketing professor, Dr. Blakley, has been asked to participate in the university’s strategic marketing planning process. After completing the planning phase of the process, Dr. Blakley has been asked to assist with the STP analysis. What questions will Dr. Blakley ask during the STP analysis? ((Questions on market segmentation, target segments, and positioning)) |
| Your marketing professor, Dr. Lewis, has been asked to participate in the university’s strategic marketing planning process. After completing the first three steps of the process, Dr. Lewis has been asked to assist with implementing the marketing mix and allocating resources. What questions will Dr. Lewis ask? ((Questions on product selection, pricing, and promotional strategies)) |
| Ivan, a sales manager for an industrial materials company, reviews each sales representative’s performance quarterly. He knows business has been good but is surprised to see some reps are selling much more than their goals while others are not meeting their goals. What should Ivan do? ((Analyze the data and talk to each sales rep to understand their results)) |
| You and your friend, Teddi, work in different parts of a large firm. In a recent analysis, your area was labeled a “cash cow” and hers was labeled a “question mark.” What things would you do differently in your area than Teddi would do in hers? ((Focus on maintaining stable revenue while Teddi seeks to improve growth)) |
| Boston Consulting Group’s portfolio analysis classifies a company’s products or product lines into a two-by-two matrix. What are the bases of classification and what are the products or product lines in each of the four quadrants called? ((Stars, cash cows, dogs, and question marks)) |
| In 2010, Microsoft discontinued the Kin, its social networking phone, after just six weeks of disappointing sales. During what step of the strategic marketing planning process would Microsoft have made the decision to stop offering the product? ((Evaluate performance using marketing metrics)) |
| Your new sales manager, who previously worked for Boston Consulting Group, directs each sales rep to “toss out the dogs,” “exploit the stars,” and “milk the cows.” Translate this into everyday English: What is the sales manager asking the sales reps to do? ((Stop focusing on low-growth products, maximize high-growth products, and maintain stable products for revenue)) |
| After finishing her marketing degree, Rebecca inherited the family Java Chip snack shop. The shop is a small, local institution that residents have been coming to for decades. Rebecca wants to make her business grow and is considering either a market penetration or market development strategy. Describe what Rebecca will likely do if she pursues either strategy. ((Market penetration: Increase promotions and expand hours; Market development: Open new locations)) |
| Explain how Marvel, the superhero entertainment giant, employed a market penetration strategy using its existing marketing mix and focusing its efforts on existing customers. ((Marvel expanded distribution of its films to reach more viewers through theaters, streaming, and retail channels)) |
| Garden Gate is a one-location nursery business, selling plants and flowers for home gardeners. The new owners want to grow through either a product development or diversification strategy. What will the owners likely do if they pursue either strategy? ((Product development: Introduce new types of plants or gardening services; Diversification: Start a landscaping service for commercial customers)) |
| When catalog companies send sale catalogs to their current customers, which type of growth strategy are they pursuing? ((Market penetration)) |
| When musicians and their concert promoters began offering CDs of a live concert immediately after the concert ended, what type of growth strategy were they pursuing? ((Product development)) |
| Several years ago, the Florida Orange Juice Growers Association ran a promotional campaign with the slogan “Orange juice. It isn’t just for breakfast anymore.” Based on this slogan, which of the four growth strategies was the association pursuing? ((Market penetration)) |
| Bristol Landscaping recently discovered nearly 70 percent of the homes in its coverage area are having problems with mosquitoes. To meet customer needs, the company created a new service to help reduce the number of mosquitoes in customers’ yards. Bristol Landscaping has established ((A diversification growth strategy)) |
| For an annual fee, Amazon Prime members get access to unlimited free shipping on most items sold on Amazon, as well as other perks offered through the platform, such as Prime Day deals and a streaming service. This is an example of ((A loyalty program)) |
| PepsiCo’s introduction of bubly sparkling water reinforced its image as a provider of refreshing, distinctive beverages. This is an example of ((Product excellence)) |
| Which step of marketing plan development entails identifying and evaluating different opportunities by engaging in segmentation, targeting, and positioning? ((Implementation phase)) |
| The marketing managers of an electronics company use marketing metrics to evaluate the performance of their marketing plan. What phase of the marketing plan does this demonstrate? ((Control phase)) |
| The SWOT analysis is typically conducted during which step in the marketing planning process? ((Conducting a situation analysis)) |
| Jeremy owns a new local bakery and is developing a marketing plan for the coming year. Currently, he is assessing various factors, both within and outside the bakery, that could affect his company’s potential for success. What step of the marketing plan process is Jeremy in? ((Conducting a situation analysis)) |
| Amorosi, a European luxury car brand, is developing a marketing plan for its latest model. It is planning to develop ads targeted toward educated men ages 40-55 who like to travel and earn more than $120,000 per year. This is an example of the brand’s ((Market segment)) |
| A ________ is a measuring system that quantifies a trend, dynamic, or characteristic and is used by marketers to help explain why things happened and to predict the future. ((Metric)) |
| CHI features its hair products prominently on its website, but also offers them through retail stores and via Amazon. Which of the four Ps does this strategy fall under? ((Place)) |
| Lily has been asked to evaluate the results of her firm’s latest marketing plan implementation. Lily will most likely use _____ to quantify any trends she finds to compare to last year’s results. ((Metrics)) |
| Emilio is putting together a portfolio analysis for his landscaping company. He wants to understand what percentage of the market his company accounts for. Emilio is looking for his company’s ((Market share)) |
| Natalie owns a small chain of restaurants based in Chicago. Her Chicago restaurants have been so successful that she decided to expand her chain and open two new restaurants in Northwest Indiana and Southwest Michigan. This is an example of which growth strategy? ((Market development)) |
| When marketers use the existing marketing mix to appeal to the firm’s current customers and encourage them to buy more, they are pursuing which growth strategy? ((Market penetration)) |
| A good marketer can identify opportunities by paying close attention to customer needs and monitoring the business environment in which it operates. ((True)) |
| Consumers’ needs and wants, as well as their ability to purchase, depend on a host of factors that change over time. ((True)) |
| Parties that are directly influenced by the focal firm are its competitors. ((False)) |
| When analyzing the immediate environment and the macroenvironment, marketers must be careful to keep the firm at the center of all analyses. ((False)) |
| Competition significantly affects consumers in the immediate environment. ((True)) |
| The four factors of the consumer’s immediate environment are the company, products, corporate partners, and the physical environment. ((False)) |
| Demographic profiles of customers provide an easily understood snapshot of the typical consumer in a specific target market. ((True)) |
| Baby Boomers are also called Generation Y. ((False)) |
| As the children of the Baby Boomers, Generation X is the biggest cohort since the original post–World War II boom. ((False)) |
| The members of Generation Z are also referred to as Digital Natives. ((True)) |
| Culture can broadly be defined as the shared meanings, beliefs, morals, values, and customs of a group of people. ((True)) |
| Ethical marketing involves a strategic effort by firms to supply customers with environmentally friendly, sustainable merchandise and services. ((False)) |
| Firms that disingenuously market products or services as environmentally friendly, with the goal of gaining public approval and sales rather than actually improving the environment, are engaging in green marketing. ((False)) |
| According to social trend watchers and marketing researchers, what consumers are most concerned about is the vast disparity in income in the U.S. ((False)) |
| Sustainability, health and wellness, and how to more efficiently utilize and distribute food are all considered social trends. ((True)) |
| Mobile devices enhance the customer’s experience by adding a new channel of access. ((True)) |
| The 1890 Sherman Antitrust Act regulates practices that deceive or are unfair to consumers. ((False)) |
| When the euro is more expensive relative to the dollar, merchandise made in Europe is less costly for Americans. ((False)) |
| As a retail clothing store manager, Armando frequently asks his staff for customer feedback. He also attends the biannual clothing show at the regional merchandise mart. Armando’s efforts will likely help him ((identify potential opportunities)) |
| 20. A coffee shop uses a process that allows it to deliver drinks with exceptional efficiency. When analyzing the marketing environment, this is a component of the ______ factor. ((company capabilities)) |
| 21. ______ is(are) the centerpiece of the marketing environment analysis framework. ((Consumers)) |
| 22. A firm’s macroenvironment includes ((social factors)) |
| 23. One of the goals of value-based marketing is ((to offer greater value than competitors offer)) |
| 24. Sadie understands a goal of value-based marketing is to provide greater value to consumers than competitors offer. To accomplish this goal, Sadie’s company must look at everything it does ((from a consumer’s point of view)) |
| 25. Kerry knows her firm must look at everything it does from a consumer’s point of view. One major difficulty is that consumers’ needs, wants, and ______ change over time. ((ability to purchase)) |
| 26. In the immediate marketing environment, the first factor that affects the consumer is ((the firm)) |
| 27. Successful firms focus their efforts on satisfying customer needs that ((match their core competencies)) |
| 28. The Johns Hopkins Hospital in Maryland is known for top-quality medical care. The hospital has used its reputation to create additional medical facilities in St. Petersburg, Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that ((match its core competencies)) |
| 29. Apparel maker Nau works with its ______ to create outdoor and urban apparel from renewable sources. ((corporate partners)) |
| 30. Parties that work along with the focal firm to provide goods and services to consumers are viewed as ((corporate partners)) |
| 31. Healy Trucking provides transportation services for Brighton Bread Company so Brighton’s stores always have fresh stock. Healy is an example of a ((corporate partner)) |
| 32. The center of all marketing efforts is ((the consumer)) |
| 33. To promote their greener practices, approximately 5,000 private-sector companies have worked with the ______, which seeks to reduce the deforestation caused by the production of many consumer products that rely on palm oil, soy, tree pulp, and paper. ((Tropical Forest Alliance)) |
| 34. Courtney, who lives in Minneapolis, puts ketchup on her hotdogs, while Stephen, who lives in Chicago, never uses ketchup on hotdogs. These different preferences are an example of ((regional culture differences)) |
| 35. The “P” in the acronym CDSTEP stands for ((political)) |
| 36. Typical demographic data do not include ((language)) |
| 37. When marketers look at advertising media, they often begin with viewer or listener profiles such as age, gender, race, and income. They then compare the media profile with their target audience. These marketers are using ______ to see if the media “fit” with their advertising agenda. ((demographics)) |
| 38. Generational cohorts are groups of people of the same generation who have similar ______ because they have shared experiences and are in the same stage of life. ((purchase behaviors)) |
| 39. Viewers of the Super Bowl are likely to see ads for beer and cars, and viewers of the Emmy Awards broadcast are likely to see ads for clothing and hair care products, due to ((differing demographic data for potential and past viewers)) |
| 40. A pharmaceutical company releases a medication for osteoarthritis. Its advertising features scenes of grandparents getting on the floor to play with their grandchildren. When analyzing the marketing environment, this is an example of an appeal to ((a generational cohort)) |
| 41. ______ is/are distinguished from the other generational cohorts in that the group’s oldest members are now collecting Social Security. ((Baby Boomers)) |
| 42. Marketers wanting to use social media to reach consumers should understand that people in ______ group were born into a world that was already full of electronic gadgets and digital technologies, such as the Internet and social networks. ((Generation Z)) |
| 43. The first “latchkey” children belong to which generational cohort? ((Generation X)) |
| 44. Macroenvironmental factors include culture, demographics, the economic situation, and the ((political environment)) |
| 45. The recent increases in wealthy families’ income may be due to ((stock market performance in recent years)) |
| 46. O’Clancy Manufacturing knew its customers were interested in environmentally friendly business practices, so it began marketing all its products as environmentally friendly because they were made with all-natural ingredients, even though O’Clancy’s plant was one of the worst polluters in town. The term for this practice is ((greenwashing)) |
| 47. When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that ((income distribution in the United States has grown more polarized)) |
| 48. Select the statement that best describes the key traits of Generation Y. ((This generation prefers to get married, purchase their first homes, and have kids much later than previous generations)) |
| 49. The difference between a firm’s immediate marketing environment and its macroenvironment is that the macroenvironment ((is external)) |
| 50. What is true of changing gender roles? ((Women outperform men academically)) |
| 51. Triton Co. claims it only uses organic cleaning products in its janitorial services. In reality, the company buys whatever is cheapest in bulk. This is an example of ((greenwashing)) |
| 52. Marketers in the United States are paying increasing attention to ethnic groups because ((approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups)) |
| 53. Many foreign-born Americans and recent immigrants tend to concentrate in ((a few metropolitan areas)) |
| 54. Which group represents the fastest-growing minority population? ((Asian Americans)) |
| 55. Shonda, a marketing executive who was born in 1960, advocated that her company focus on a print campaign for its new line of hair dye rather than spending money on digital ads. She is most likely a member of which generational cohort? ((Baby Boomer)) |
| 56. Which generation’s members are also known as Gen Y? ((Millennials)) |
| 57. The poorest 20 percent of the U.S. population earned ______ or less per year in 2021. (($28,007)) |
| 58. Which statement about the changing ethnicity in the United States is true? ((African American households tend to be younger)) |
| 59. Strategic efforts to supply consumers with sustainable merchandise and services are called ((green marketing)) |
| 60. ______ is/are transmitted by words, literature, and institutions from generation to generation. ((Culture)) |
| 61. The shared meanings, beliefs, morals, values, and customs of a group of people constitute their ((culture)) |
| 62. Political candidates appeal to the different beliefs and values of groups of potential voters in different areas of the country. These politicians are appealing to differences in ((regional culture)) |
| 63. American Savvy Traveler, a travel blog, provides travelers with background information about people’s beliefs, values, and customs in various parts of the world. The blog educates travelers about a country’s ((culture)) |
| 64. Astute marketers recognize the increasing disparity of income between upper- and lower-income groups ((creates marketing opportunities at both ends of the market)) |
| 65. Population estimates show that by the year 2030, more than 72 million of the population in the United States will come from which group? ((Hispanics)) |
| 66. For some products, marketers can combine education level with other data like occupation and income to obtain ((accurate predictions of purchase behavior)) |
| 67. Which ethnic group in the United States tends to earn more, have higher levels of educational attainment, and have higher spending power than other groups? ((Asian American)) |
| 68. Which ethnic group tends to be younger than other groups on average, with one-third of its cohort younger than 22 years? ((African American)) |
| 69. A generational cohort is a group of people ((who are of the same generation)) |
| 70. Marketers know that, compared to high school graduates working full time, college students with a part-time job ((spend their disposable dollars differently)) |
| 71. Which statement is true regarding modern gender roles? ((Gender roles have blurred over the last several years)) |
| 72. When studying culture, the challenge for marketers is to determine whether culture ((can help identify a particular group that might be interested in the marketer’s products)) |
| 73. Which example demonstrates greenwashing? ((A company donates money to a local animal shelter so it can advertise itself as environmentally friendly)) |
| 74. Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans purchased all the American flags Walmart stores had available, nationwide. These purchases were indicative of ((country culture)) |
| 75. What is a critical ethical consideration for green marketers? ((sustainability)) |
| Many American consumers are replacing older versions of washing machines and dishwashers with water- and energy-saving models and to purchase phosphate-free laundry detergent and mercury-free and rechargeable batteries, even if they are more expensive. These consumers ((value contributing to a greener environment)) |
| Approximately 80 percent of all population growth in the United States the next 20 years is expected to come from African American, Hispanic, and Asian communities. The challenge for marketers is to determine whether a group’s culture ((can be used as a relevant identifier for a particular target group)) |
| When considering the use of a radio commercial in Ireland that was designed for U.S. markets, a marketer would likely need to consider which aspect of culture that might be different between the two countries? ((language)) |
| In Philadelphia, foot-long sandwiches are called “hoagies,” while in many other parts of the country they are called “subs.” This is an example of the impact of ((regional culture)) |
| Which statement accurately describes the current income distribution in the United States? ((Many middle- and lower-income groups’ purchasing power is declining)) |
| Luscious Locks Hair Company keeps a record of the gender and age of its customers so it can target emails to them and be sure to have the right hair products in stock when they visit. This is an example of the use of ((demographics)) |
| Whereas it took 38 years for the radio to be adopted by 50 million people and 13 years for television, it only took 2 years for the same number of consumers to sign up for ((Facebook)) |
| Which cohort has never lived without easy access to the Internet and other electronic gadgets? ((Generation Z)) |
| What is a macroenvironmental factor? ((economic situation)) |
| When Ready Roll introduced rolls of toilet paper without a cardboard core, what social trend did this product respond to? ((green marketing)) |
| Some companies have been accused of taking advantage of the current social trend of green marketing, positioning their products as environmentally friendly when this may not actually be the case. This practice is called ((greenwashing)) |
| To help people enjoy healthy outdoors activities safely, Sun Bum offers humorous, educational ad campaigns. Rather than scare tactics, it encourages positive, energizing interactions with friends at people’s favorite “spots,” while highlighting the need for Sun Bum lotion to avoid unpleasant “spots.” What element of the macroenvironment is Sun Bum appealing to? ((social trends)) |
| A snack food company adds the International Fairtrade Certification Mark to its products. Which social trend does this demonstrate? ((sustainability)) |
| Many large companies participate in the___________, which means they commit to advertise only foods that meet certain nutritional standards to children younger than 12 years of age. ((Children’s Food and Beverage Advertising Initiative (CFBAI))) |
| What health issue has increased drastically over the last 20 years, leading many fast food advertisers to self-regulate? ((adolescent obesity)) |
| The U.S. Centers for Disease Control and Prevention (CDC) estimates that approximately 89 percent of U.S. adults are ((obese)) |
| In what country was a law recently passed requiring grocery stores to donate food to charity that would otherwise be thrown away? ((France)) |
| One of the UN Sustainable Development Goals is to ((reduce hunger)) |
| The Fairtrade mark is a certification that is granted to products that are determined to ((promote sustainable farming)) |
| What is a social trend listed in the text? ((efficient distribution of food)) |
| When a consumer surfs the web and clicks on a site, online marketers can place “cookies” on that user’s computer, showing them where the user starts, proceeds, and ends the online encounter—as well as what the user buys and doesn’t buy. Many consumers consider this to be ((an invasion of privacy)) |
| Every time a consumer surfs the web and clicks on a site, online marketers can place________ on that user’s computer, showing them where the user starts, proceeds, and ends the online encounter—as well as what the user buys and doesn’t buy. ((cookies)) |
| Which items are commonly found in distribution and fulfillment centers to fill orders for stores or individual customers? ((robots)) |
| The persistent increase in the prices of goods and services is known as ((inflation)) |
| When marketers monitor the economic situation affecting their target markets, which factor are they likely to monitor changes in? ((interest rates)) |
| If the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso–dollar exchange rate almost constant, what would be true? ((Mexican products would be more expensive, while U.S.-made products would become comparatively less expensive)) |
| Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through ((increased choices)) |
| The political/legal environment comprises legislation and laws, governmental organizations, and ((political parties)) |
| In 2016, in response to the threats of climate change, the United Nations ratified the ((Paris Accord)) |
| The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing practices for all suppliers and consumers. These actions are part of the________ environment of business. ((political/legal)) |
| Which law specifically prohibits monopolies? ((Sherman Antitrust Act)) |
| What is most likely to happen when inflation increases? ((Consumers buy less expensive foods)) |
| ________ represent the cost to the customers or the fee the bank charges those customers for borrowing money. ((Interest rates)) |
| In the summer of 2002, the euro was valued at slightly less than US$1. By 2008, it had risen to an all-time high of $1.60, but by the end of 2022, the euro was down to the point that is was approximately equivalent to $1. This change in value is called ((foreign currency fluctuations)) |
| When Sharvari traveled to Greece in February of 2017, she was able to trade 1 US dollar for .95 euros. When she returned to Greece in December of 2020, her 1 US dollar was now worth .82 euros. On her third trip in February of 2024, the value had changed again; her 1 US dollar was now worth .93 euros. What aspect of the economic situation does this demonstrate? ((foreign currency fluctuation)) |
| When Davio went to college, tuition was $650 per semester. Now that same college charges $7,000 per semester. This number reflects a persistent increase in price known as ((inflation)) |
| Javid goes to the store and buys a 16-ounce bottle of salsa for $4.00. Three years later, he pays $6.50 for a 16-ounce bottle of salsa from the same store. What aspect of the economic situation does this demonstrate? ((inflation)) |
| What purpose does the Child Protection Act serve? ((It prohibits the sale of harmful toys and components to children)) |
| By successfully leveraging its core competency in glass manufacturing while also recognizing marketplace trends toward mobile devices over the last several decades, Corning shifted its focus from lightbulbs to durable, scratch-resistant glass on the faces of smartphones and tablets. What factor of the immediate environment does this demonstrate? ((company capabilities)) |
| Concerns about the depletion of the ozone layer, increased emissions, pollutants in water systems, and rapidly increasing deforestation have reached epic proportions. Which factor of the immediate environment do these concerns affect? ((physical environment)) |
| In the southern U.S., McDonald’s offers biscuits and gravy as an option. In Hawaii, its expanded menu features totally distinct items, including Haupia Pie and Saimin Noodle Soup. Throughout New England, the McDonald’s menu features a celebrated seasonal lobster roll. McDonald’s is using________ to address consumers’ demands. ((regional culture)) |
| Which generation do experts predict will see technology as more than something they use; it will represent a meaningful element or extension of their identity? ((Generation Alpha)) |
| Which generation is known as Generation Glass, referring to the glass casings that surround the technology they use regularly, such as smartphones and tablets? ((Generation Alpha)) |
| About 50 percent of the______ generation are caring for both their children and their parents simultaneously. ((Gen X)) |
| Studies show that higher levels of education don’t lead to better jobs and higher incomes. ((false)) |
| The_________ highlight(s) social issues associated with meeting basic needs, such as ensuring consistent access to sufficient food, clean water, and health care, mainly by eliminating poverty. ((UN Sustainable Development Goals)) |
| Sweet Fruit Smoothies produces a line of ready-made smoothies sold in grocery stores. For the last several years, the company has worked exclusively with farmers committed to sustainable farming practices, even though it means their products cost more. What credential can Sweet Fruit obtain to market its sincere efforts to sustainability? ((International Fairtrade Certification Mark)) |
| Samsung’s Backup Memory app aims to improve the quality of life for people with dementia and reduce the stress on their caregivers by stimulating people’s memories. When a person with dementia is near a family member, a screen pops up on the individual’s phone, displaying the caregiver’s name and shared photos to help them make the connection and feel a sense of increased well-being. What social trend does this tool attempt to address? ((health and wellness)) |
| Coca-Cola’s Freestyle machines allow people to mix and match their preferred flavors and beverages. Cola fans can create whatever drink combinations they prefer, whether that means mixing orange Fanta with Sprite, adding water to lemonade to make the flavor less intense, or blending caffeinated and noncaffeinated versions. Coca-Cola tracks these drink combinations and then uses the data to come new products to introduce. The freestyle machines are an example of utilizing ((data analysis)) |
| The main goal of the ratified 2016 Paris Accord is to ((reduce greenhouse gas emissions)) |
| Integrated marketing communications (IMC) represents the promotion dimension of the seven Ps. It encompasses a variety of communication disciplines—advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Each element of an integrated marketing communication (IMC) strategy must have a well-defined purpose and support, and extend the message delivered by all the other elements. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| As the number of communication media has increased, the task of understanding how best to reach target customers has become easier. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Decoding means converting the sender’s ideas into a message, which could be verbal, visual, or both. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Though a picture may be worth a thousand words, the most important facet of encoding is not what is received but what is sent. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Selena works in her firm’s marketing department where she develops marketing communications to highlight the company’s brand. In the communication process of marketing communications, Selena is functioning in the role of transmitter. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If there is a difference between the message that is sent and the message that is received, it is probably due to noise. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The sender of an integrated marketing communication controls the meaning individual receivers take from the message. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a consumer’s purchase. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Even the best marketing communications can be wasted if the sender does not gain the attention of the consumer. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Aided recall is when consumers indicate that they know the brand when the name is presented to them. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Ivanka is assessing the effect of her firm’s marketing communications. She should remember that the ultimate goal is to drive the receiver to action. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| After seeing advertisements for the Toyota Prius, Jordan becomes interested and does some Internet research. However, after seeing the price for a new model, she decides to purchase a Ford Fusion instead. This is an example of the lagged effect. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Public relations is the component of IMC that has received the greatest increase in aggregate spending. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The cost of communicating directly with a potential customer is low compared with other forms of promotion. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The message originates from the transmitter, who must be clearly identified to the intended audience. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Radhika has been tasked with setting her department’s IMC budget. She decides to use the rule-of-thumb method, so she looks to prior sales and communication activities for guidance. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| It may take several exposures to marketing communications before consumers are moved to buy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Integrated marketing communications (IMC) represents the ________ element of the seven Ps. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The basic goal of integrated marketing communications is to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Especially for marketers with new products or services, IMC is needed because ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Pepsi created a new commercial and print ads to introduce its new slogan, it was doing which part of the IMC communications process? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Integrated marketing communications includes ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Ewan owns a chain of retail shoe stores. He is evaluating how he allocates his firm’s IMC budget. He receives offers from a variety of advertising media, spends money on his firm’s public relations efforts, and is considering electronic media alternatives. Ewan must recognize that each IMC alternative ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The three elements of any IMC strategy are the consumer, the channels, and ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| As the number of communication media has increased, the task of understanding how best to reach target customers has ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The IMC communication process includes a(n) ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The IMC communication process begins with the ________, who (which) must be clearly identified. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In the IMC communication process, the ________ encodes the marketing communication message. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ means converting the sender’s ideas into a message, which could be verbal, visual, or both. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In the communication process, ________ is the person who reads, hears, or sees and processes the information in the message. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In integrated marketing communications, encoding involves ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| According to your text, the most important facet of encoding is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In the IMC communication process, the ________ is the medium that carries the message. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What is a communication channel that may be used in the IMC process? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The right communication channel to use in IMC is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In the IMC communication process, the ________ is the person who reads, hears, or sees and processes the message being communicated. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The sender of an IMC message hopes the receivers are ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The ________ allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ________ to determine what is working and what is not. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of ________ marketers use to assess the effectiveness of their IMC efforts. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Imani would like to know which, if any, of her firm’s IMC efforts are working. She could use ________ to provide feedback on her efforts. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| To ensure each receiver interprets a message correctly, the firm can ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In a television commercial for Eggland’s Best eggs, the manufacturer Eggland’s Best plays which role in the communication process? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The manufacturer of Timberland boots decides to advertise in the “lifestyles” sections of big-city newspapers. However, this generates a limited response in sales. Which statement represents a likely breakdown in the communication process here? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The sender of an integrated marketing communication ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ refers to the process by which the receiver interprets the sender’s message. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble ________ the IMC message. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 51. ________ is any interference in the IMC process. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 52. In the IMC process, noise can occur due to lack of message clarity, a flaw in the medium, or ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 53. Advertising agencies often provide the IMC function of comparing their customer’s target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 54. National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 55. There is not always a direct link between a particular form of marketing communications and ________, although advertising experts wish there was. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 56. Chen is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying, “South of the Border Restaurant and Motel is just 100 miles away.” Chen has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 57. What is a step in the AIDA model? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 58. In simple terms, the AIDA model is also known as the ________ model. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 59. In the AIDA model, awareness leads to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 60. In the AIDA model, the think stage is the ________ stage. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 61. The "do" stage of the AIDA model is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 62. Once the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 63. ________ refers to a potential customer’s ability to recognize or recall that the brand name is a particular type of retailer or product/service. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 64. Even the best marketing communications can be wasted if the sender does not first ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 65. Shannon asked Beth to help her buy some cologne for her boyfriend. Beth was going through a list of different brand names, when Shannon stopped her and said, “I recognize that one.” Marketers call this ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 66. In the AIDA model, the do stage is the ________ stage. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 67. The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 68. After creating awareness of the firm’s products or services, the next goal of integrated marketing communications is to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 69. The AIDA model suggests that after marketers “build” a product or service and create awareness among consumers, they need to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 70. It is common to see pharmaceutical companies promote their products through traditional media. You may see ads on television for specific drugs ending with, “Ask your doctor about [our medicine].” In addition to creating awareness about their drugs, the companies are most likely hoping to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 71. Suzanna could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 72. Leanne is participating in a focus group. When the moderator asks her what companies make cranberry juice, she responds immediately with “Ocean Spray.” This is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 73. Cameron is assessing the effectiveness of his firm’s marketing communications. He knows the ultimate goal is to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 74. If marketing communications are effective, they will ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 75. One of the difficulties in measuring the effectiveness of IMC efforts is the ________, where consumers do not act immediately after receiving a marketing communication. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 76. Yvonne wants to purchase a holiday gift for a colleague. She decides to buy luxury chocolates, as she knows most people enjoy them. Although she is not sure about specific products, Yvonne heads directly to a store selling Godiva chocolates, because she knows this is a high-end brand. Yvonne can be said to have ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 77. From the consumer’s perspective the individual elements of an IMC strategy can be viewed on two axes: ________ and ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 78. Reaching the right audience with marketing communications is becoming more difficult because ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 79. When comparing the various communication channels available to marketing professionals, it becomes apparent that ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 80. ________ is the two-way flow of communication between buyer and a seller that is designed to influence the buyer’s purchase decision. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| X is a form of ________ and is increasingly used to reach current or potential customers. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ involves marketing to customers through wireless handheld devices such as smartphones and tablets. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The goal of any marketing communication is to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What is an interactive element of an IMC strategy? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The proliferation of new media alternatives has led many firms to shift their promotional budgets from ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Compared to other IMC alternatives, advertising is most effective for ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| _______ is an effective strategy for creating awareness of a product or service and generating interest. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| One difficulty associated with using advertising as part of a marketer’s IMC efforts is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| IMC channels include ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which statement best describes personal selling? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Personal selling is an especially important part of IMC in ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Wes is debating how to allocate the IMC budget for his new high-end kitchen equipment store. He wants to simplify the buying process by providing information on features that save his customers time and effort. Therefore, he should invest in ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season’s new clothing? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends’ cell phones asking them to donate. Which type of marketing communication does this represent? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Red Bull sends out student brand managers to distribute free samples to their peers. Which form of marketing communication is this? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A local grocery store encourages visitors to its stores to “check in” using a smartphone app. In return, customers receive an instant coupon toward that day’s purchase. This is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which of the following is the least interactive IMC strategy? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sales promotions include ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| An advantage of Internet-based technologies is they ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In recent years, the component of IMC that has received the greatest increase in aggregate spending is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Blake wants to reduce mass media IMC and increase the use of personalized marketing communication messages. To achieve this goal, Blake will likely increase his use of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Kari will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Kari was surprised to see special offers for matching accessories. This is an example of which marketing strategy? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations. This has contributed to the rapid growth in ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A major factor contributing to the growth in the use of direct marketing IMC efforts is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When purchasing books on Amazon.com, customers are shown other books and a message saying “Customers who purchased [your book] also purchased…” This is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Public relations is the component of IMC that ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which medium is most effective in building brand image, listing details about retail locations, and educating customers about products and services? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A ________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Firms can use ________ to bring like-minded customers together to share thoughts and evaluations around the products. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ help(s) facilitate the consumer decision process by encouraging need recognition, information search, alternative evaluation, purchase, and post-purchase reviews. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Alexis is the IMC manager for her firm. She is creating excitement-building sales promotions and wants to focus on building customer loyalty. As she establishes special incentives for her firm’s IMC efforts, what should she focus on? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What is the most interactive IMC strategy? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Caesar is developing a budget for his firm’s IMC program. First, he sets objectives. Then, he chooses media, and finally, he determines the cost for each product to be promoted. Caesar is using the ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What is true of competitive parity? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Using prior sales and communication activities to determine the present communications budget describes which method of IMC budgeting? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketing communications managers usually state their media objectives in terms of ________, which represents reach multiplied by frequency. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ describes how often the audience is exposed to a specific marketing communication, such as an advertisement, within a specified period of time. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Charlene asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message. Charlene is asking for ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Charlene asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm’s campaign were ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| An ad for Coors Lite ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the ________ for this telecast. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If you send an email and include a link, you can track how many people took the desired action of clicking on the link. This is known as ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Gerald wants to increase the number of visits to his insurance firm’s website, which specializes in rental insurance for college students. Gerald creates an ad to target Internet users who search for the terms “apartment,” “insurance,” and “student.” Gerald receives a high-quality score on his ad. What is Gerald trying to measure? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Gerald wants to increase the number of visits to his insurance firm’s website, which specializes in rental insurance for college students. Gerald is using ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A measure termed ________ describes how useful an ad message is to the consumer doing the search. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Michaela is attempting to calculate marketing metrics for a gardening center, so she measures the number of times a specific online ad appears in front of a site user. What metric is Michaela using? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Gross rating points (GRP) are calculated by multiplying impressions times frequency ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The goals of IMC need to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Heath wants to partner with a local artist to sell their work in his board game shop. His goals should be both_______Blank and_______Blank ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Alanis is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm’s IMC efforts, Alanis’ goals are likely to include ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The best way to assess the effectiveness of an Internet campaign is through ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| List the components in the communication process ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Price is the only part of the marketing mix that does not generate costs. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Pricing strategies should be aligned with a firm’s overall goals and objectives. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When a firm has a particular profit goal as its overriding concern, it will use target return pricing to meet the profit objective. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Rarely is the lowest-price product offering the dominant brand in a given market. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A firm uses customer orientation when it sets its pricing strategy based on how it can add value to its products or services. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The demand curve for prestige products generally slopes downward due to higher prices. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because consumers are generally more sensitive to price increases than to price decreases, it is easier to lose current customers with a price increase than it is to gain new customers with a price decrease. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When the price of milk goes up, demand does not fall significantly, because people still need to buy milk. However, if the price of porterhouse steaks rises beyond a certain point, people will buy fewer of them because they can turn to the many substitutes for this cut of meat. This illustrates price elasticity of demand. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The key to successful pricing is to match the product with the consumer’s perception of value. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brands that have developed loyal customers have a higher price elasticity of demand. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In U.S. markets, there are many substitute products for Chex cereal, suggesting the price elasticity of demand for Chex is high. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Costs related to supply and costs related to demand are the two primary cost categories. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| At the break-even point, profits are maximized. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Carvana promises a “no-haggle” pricing structure, it exhibits________ because it provides additional value to potential car buyers by making the process simple and easy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Ramey was known for driving 20 miles just to save a dollar on the price of his favorite beverage. Ramey perceived price as________ for a good or service, while most consumers recognize price as the________ made to acquire a good or service. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A local movie theater was always able to charge what it wanted because there were no other theaters nearby. However, when a group of businessmen was considering building a multiplex theater a mile away, the local theater was afraid it would lose business, so it lowered its prices significantly to discourage the multiplex from being built. What pricing strategy did the local theater use? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A tractor supply company only changes its prices when other companies in the market change theirs. What pricing orientation does this demonstrate? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Consumers generally believe that________ is one of the most important factors in their purchase decisions. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ is the cash expenditure plus taxes that consumers have to pay for a good or service. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Unlike product, promotion, or place, price is the only part of the marketing mix ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In developing marketing strategies, why is price often the most challenging of the four Ps to manage? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Historically, prices were ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Firms using a________ to set prices believe that increasing sales will help the firm more than will increasing profits. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ is/are one of the five Cs of pricing. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Hannah is the marketing manager for a fast-food restaurant chain. She uses a target return pricing strategy because her firm’s primary objective is to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Edwina is the marketing manager for a home security company. She uses a target return pricing strategy because her firm’s primary objective is to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Charlie is the marketing manager for an automobile dealership. His boss tells him the firm’s primary goal is to increase its local market share from 15 to 30 percent. His firm is using a________ orientation. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Delta increases its average fares, American Airlines and United often follow with similar increases. This is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Tobias’ firm has set corporate direction to become one of the leaders in each of its significant market segments. It was Tobias’ job to examine the firm’s pricing strategy to determine how to maximize market share, even at the expense of profits in the short run. What kind of company objective would guide Tobias’ effort? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Nikita tells her marketing department the goal is to generate at least a 15 percent return on investment for all of the industrial building supplies they sell. Nikita is using a________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A________ strategy involves accurately measuring all the factors needed to predict sales and profits at various price levels, so that the price level that produces the highest return can be chosen. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Fitness centers often use a low introductory offer price to get people to join their center. These low prices represent a________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Many years ago Honda’s Accord and Ford’s Taurus were the two top-selling cars in the United States. As the year was coming to an end, Ford cut the price of the Taurus, hoping to outsell the Accord and allow Ford to claim that “Taurus is the best-selling car in America.” Ford was using a________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Jamaica wants her firm’s gourmet snacks to be the leading brand in the U.S. market. When adopting a pricing strategy designed to gain market share, she should remember that ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Riley knew her established customers felt her product was better quality than her competitor’s. She was planning to expand into new markets, and she was considering pricing. She was leaning toward charging a higher price than competitors to help demonstrate that hers was a high-quality product. Riley was considering ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Umeko decides how to price new products in her gift store, she measures the value of her product offerings against those of the other stores in her area. Umeko uses a________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Arvid decides how to price new products in his comic book store, he measures the value of his product offerings against those of the other stores in his area. Arvid uses a________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Beckett gave the manager of his convenience store a set of binoculars so she could see the gasoline prices charged by the other convenience store at that intersection. Beckett told the manager to always match the gasoline prices of the other store. Beckett is using a________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When firms set prices similar to those of competitors, they are following a strategy of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In many markets, Westin hotels compete directly with Omni hotels. When it comes to pricing, Westin tends to charge its guests similar rates to what the Omni hotels charge. Westin is using a________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Darby owns a bakery where she sells cupcakes. Two blocks down there is another bakery, Boston’s Bakery, which sells cupcakes for $1 less than Darby. Darby decides to lower her price and match Boston’s Bakery prices. What type of pricing strategy is Darby implementing? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A customer orientation toward pricing implicitly invokes the concept of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A “no-haggle” pricing policy is a type of________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Discerning Clothing is an upscale women’s clothing store. Prices are based on customers’ beliefs about the value of the clothing. The store focuses on a limited target market and provides excellent customer service. Discerning Clothing is using a________ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A strategy of setting prices based on how customers develop their perceptions of value can often be the most effective pricing strategy, especially if the strategy ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Traditional demand curve economic theory is used by marketers to understand________ in the five Cs of pricing. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Customers must see value in a product or service before they are willing to exchange time or money to obtain it, but not all customers see the same value in a product. To analyze how many units will be sold at any given price point, marketers draw on ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A demand curve shows the relationship between________ during a specific period of time. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A demand curve is built on the assumption that ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| According to a typical demand curve, the higher the price, ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| French luxury goods manufacturer and retailer Hermès is known for making expensive leather goods. But paying $300,000 for a handbag at auction, which is over the standard retail price of $280,000, is extraordinary, and not for the casual shopper. The handbag is considered a ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ________ shows the relationship between income and demand. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| There is an old saying “If you have to ask the price of a yacht, you cannot afford it.” Products like yachts are most likely to be associated with ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The price elasticity of demand for salon shampoo is -1.5. The market for this product is considered ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The price elasticity of demand for a specific brand of deodorant is -0.9. The market for this product is considered ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When it comes to measuring consumers’ price sensitivity, product prices are viewed as either ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For which item is demand likely to be least sensitive to price increases? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For which item is demand likely to be most sensitive to price increases? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A study found that among addicted smokers, a 10 percent increase in the price of cigarettes resulted in a 2 percent decrease in quantity demanded. For these consumers, cigarettes have a(n)________ price elasticity demand. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What situation is occurring if a 1 percent decrease in price results in more than a 1 percent increase in quantity demand? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Assume the demand for electricity, a necessity with few substitutes, is −0.2. If the electric company raised its rates by 10 percent, we would expect ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If a 1 percent decrease in price results in less than a 1 percent increase in the quantity demanded, demand is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sankha customizes Honda motorcycles. No two cycles are alike. He notices that very few customers even ask the price of his motorcycles before they decide to purchase them. Demand for his motorcycles is probably ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The observation that consumers are generally more sensitive to price increases than to price decreases suggests that ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A gourmet food market is located in a business district with few customers on the weekend. To attract customers on Saturday and Sundays, it reduces its prices on these two days. This is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Annise operates on a pretty tight budget. She is a price-conscious shopper and usually buys store or generic brands to save money. Recently, however, Annise was given a pretty substantial raise. As such, she has altered her shopping patterns and now regularly buys more expensive, name-brand goods. This is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how________ impacts demand for products. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| William owns Local Auto Repair Service. He has observed over the years that more customers keep their high-mileage cars longer when unemployment is high, creating demand for his maintenance and repair service. William has observed the impact of________ on demand for his service. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| There are many options available to consumers when it comes to breakfast cereals. So, if Kellogg’s significantly increases the price of Frosted Flakes, consumers are more apt to buy alternate cereals instead. This illustrates ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| There are many options available to consumers when it comes to potato chips, so if Lay's significantly increases the price of its chips, consumers are more apt to buy alternate potato chips instead. This illustrates ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The more substitutes that exist in a market, ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Dynamic pricing is also referred to as ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| DeShaun always buys and uses Callaway brand golf balls. If he finds a Titleist or Bridgestone ball in the rough, he gives it away. Brand-loyal golfers like DeShaun allow Callaway to charge a higher price and not lose many sales. By building a strong brand, Callaway has effectively ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marketers spend millions of dollars annually trying to create or reinforce brand loyalty. Brand loyalty changes the demand curve for the firm’s products by ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Cross-price elasticity is the ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| ______ products are products whose demands are positively related and as such, they rise or fall together. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which products are the most logical examples of complementary products? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Electa is a yacht broker in the southeastern United States. For years she has had difficulty selling large yachts locally because there were few places to dock these boats. Yachts and spaces to dock them are an example of ______ products. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If the price for a product increases, the demand for the complementary product will ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| City HVAC specializes in electric heat pumps. The owner keeps track of the price of natural gas, knowing that ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Managers of Sonic fast-food restaurants keep track of prices at competitors such as McDonald’s, Burger King, and Arby’s, knowing that a decrease in the prices at these other fast-food restaurants will ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| One problem in relying on price elasticity and demand curves when setting prices is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In general, prices should not be based on costs because ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A local bakery sees an increase in business around every holiday. The majority of the bakery’s ______ costs are the cost of the ingredients, primarily flour. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Mike manages a restaurant. He is considering staying open later in the evening. For Mike, the variable costs associated with staying open longer hours will include ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Variable costs change with ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Kareem estimates that the fixed costs associated with opening a new bank branch are $500,000. He expects the branch to attract 1,000 new customer accounts in the first year, each of which will cost $50 per year to service. He also expects to generate $100,000 per year in revenue. For Kareem, the total cost of opening the new branch and remaining open for one year will be ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In one year, the City Hotel incurred $100,000 in fixed costs. Because the hotel booked 10,000 room nights, its total variable cost is $100,000 (10,000 room nights × $10 per room). Thus, its total cost is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In one year, the City Hotel incurred $250,000 in fixed costs. Because the hotel booked 25,000 room nights, its total variable cost is $250,000 (25,000 room nights × $10 per room). Thus, its total cost is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Marissa went to the store to buy some Gold Medal flour for her famous blueberry scones, but King Arthur flour was on sale so she bought that brand instead. The brands of flour are ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| At the break-even point, ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The break-even point is estimated by ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If the fixed costs of manufacturing a new cell phone are $10,000, the sales price is $60, and variable cost per unit is $20, the break-even point is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The point at which the number of units sold generates enough revenue to equal the total costs of running an operation is known as the ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Mukesh rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is $20, to cover maid service and utilities. His fixed costs are $100,000 and his profit last year was $20,000. For Mukesh, the contribution per unit is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The contribution per unit is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Titus rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is $20. His fixed costs are $100,000 and his target profit is $20,000. For Titus to earn his target profit, he will need to rent out ______ rooms. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A useful technique that enables managers to examine the relationships among cost, price, revenue, and profit over different levels of production and sales is ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Break-even analysis is useful because it allows managers to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| One of the limitations associated with break-even analysis is that ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which market is most likely to be characterized as oligopolistic competition in the United States? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because there are only a few firms in markets with oligopolistic competition, ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In a market with ______ there are many firms providing differentiated products. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because there are many firms in monopolistic competition markets, ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| In ______ many firms provide similar products that are considered substitutes for each other. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which product is most likely to be characterized by pure competition in the United States? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What type of competition occurs when there are many firms competing for customers in a given market, but their products are differentiated? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What price competitive level would be indicated when the price is usually set according to the laws of supply and demand? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If a firm is engaged in ______ competition, it should differentiate itself as most other competitors do. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Because there are many firms with similar products in purely competitive markets, ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If a firm in a purely competitive market can differentiate its product or service, it becomes part of a(n) ______ market. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| How can a company find its way out of a market characterized by pure competition? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| There is often only one provider of cable television services in each region of the country: Time Warner is in New York, Comcast is in most of New England, and so forth. When Comcast recently proposed a plan to buy Time Warner, the purchase ultimately could not be completed, mostly due to concerns that it would have caused Comcast to become an overly large ______ with too much power. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Predatory pricing ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The commercial airline industry is considered what type of market? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Developing a good pricing strategy is essential to the financial well-being of a firm. Even though a firm has an excellent strategy, what are continuing threats to the strategy? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Suppose that a friend asks you to drive him to the airport this weekend so he can catch a flight. He pays you for the gas used driving to the airport and the cost of parking the car at the airport while you help him in with his bags. He then declares that you are now “even,” since he has fully compensated you for any costs you incurred in helping him get to his flight. From your perspective, what aspects of the “price” of taking your friend to the airport has he omitted? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| As electric cars were being produced by most major auto companies, Tesla lowered its prices significantly to capture more of the market and get ahead of the competition. Tesla was using a ______ pricing strategy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Ralph buys body soap, he always buys the brand that is on sale because he doesn’t see any difference in the products. For Ralph, body soap brands are ______ products. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Two taco restaurants occupy the same block in a small town. Macy’s Tacos decided to lower its prices significantly in the hope of putting Farley’s Tex Mex out of business. This demonstrates ______ pricing. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A product is anything of value to a consumer and can be offered through a voluntary marketing exchange. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When purchasing a mobile phone, the product you are buying is nothing more than a phone. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A customized mailbox for your house is an example of a convenience product. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| New Balance sells shoes, clothing, and athletic gear. These products represent the breadth of New Balance’s products. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| General Mills sells many different breakfast cereals, including Cheerios, Cinnamon Toast Crunch, Cocoa Puffs, and Wheaties. This is an example of the breadth of General Mills’ product mix. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A decrease in a company’s product depth will always hurt its marketing efforts. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A familiar brand name always helps the sales of a product. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Brands have little impact on consumers’ decisions. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| The more familiar customers are with a brand, the harder their decision-making process will be. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Niall is a loyal Pepsi customer. Loyal customers like Niall require lower marketing expenditures, benefiting businesses like Pepsi. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Sales of private-label brands are decreasing. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A licensee provides the right to use its brand and obtains revenues through royalty payments from the licensor. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If Microsoft decided to sell mobile phones under the Xbox brand (which it uses for its gaming systems), this would be an example of a line extension. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A product label is just a required sticker on a package. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Camille selects a case of Sprite at the grocery store for her party, she is attracted by the Independence Day-themed box featuring red and blue fireworks. What Camille is seeing is referred to as the secondary package. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| John traded in his old car for his heart’s desire, a new Audi convertible. The Audi is considered a specialty product. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| For the average college student, life insurance would be a shopping product. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Effective packaging and labels send consumers the signal “Buy me!” ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 19. When Hershey manufactures chocolate, candy, and mints, or when Trek designs bicycles, each company’s core question is: What are customers looking for? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 20. Marketers need to think about the product offer on three levels. Which level includes associated services such as warranties, financing, support, and after-sale service? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 21. What is considered part of the augmented product? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 22. The financing of a product is part of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 23. When manufacturers try to understand what customers are looking for, they are thinking about the core customer value component of the product offer. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 24. A product is anything of value to consumers that can be offered through a voluntary marketing exchange. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 25. What aspect of the product is described when a used-car salesperson explains each car comes with a one-year extended warranty and a two-year maintenance plan? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 26. Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 27. When a salesperson calls you to sell long-term disability insurance, this is most likely what type of product? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 28. Vivian is taking a backpacking trip across South America. She wants to make sure the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Vivian, this backpack represents what type of product? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 29. Zappos, an online shoe company, knows shoes are typically a shopping good, with consumers often spending time comparing alternatives. It overcomes that aspect of consumers’ search process by offering a free, no-questions-asked return policy. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 30. Marketers selling eggs, soap, and other consumer staples know most customers do not spend much time searching or comparing alternatives. For most consumers, these are convenience goods. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 31. When Anna planned her trip to Thailand, she spent months evaluating packages, airfares, and hotel accommodations. Anna’s trip is an example of a shopping product. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 32. A clothing designer creates scarves with discreet zipper pockets where travelers can store their essentials. The designer must market the item heavily because customers do not realize they may have a need for it. This is an example of what type of product? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 33. Lenny likes gourmet trail mix and will spend time trying to find his favorite brand. His girlfriend, Nina, loves trail mix but doesn’t care about brands. For Lenny, trail mix is a specialty good, while for Nina it is a convenience good. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 34. The complete set of all products offered by a firm is called its ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 35. A group of associated items that consumers tend to use together or think of as part of a group of similar products. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 36. For a major university, undergraduate studies, graduate studies, and professional programs would be product lines within the university’s product mix. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 37. One of the difficulties in running a clothing company is the need to have significant product line depth, a large number of items in each product line. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 38. A shoe company decreases how many styles of running shoes it offers. The company has ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 39. Marketers with successful brands sometimes hesitate to expand their brands because it is costly to maintain many product lines, and it might weaken the brand’s meaning. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 40. Why would a firm eliminate an item within a product line? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 41. For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company decreasing product mix breadth when certain product lines failed to meet this expectation. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 42. The decision to delete a product is never taken lightly because manufacturers typically have made substantial investments in product development and manufacturing. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 43. A company’s product mix consists of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 44. A university with separate graduate and undergraduate admission offices recognizes these are distinct product lines. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 45. One important purpose of a brand is to increase consumer recognition and awareness of product offerings. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 46. In addition to extensive online and outdoor advertising, Adidas has intensified its branding efforts by signing Kansas City Chiefs football star Patrick Mahomes to a multi-million dollar endorsement deal. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 47. For a brand name to be effective, it needs to be easy for consumers to recognize and remember. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 48. It is almost impossible to watch a sporting event on television without seeing Nike’s “swoosh” check mark, which is Nike’s symbol. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 49. David always liked North Face outerwear, so when he was shopping for a winter coat, he ordered one from North Face without thinking too much about it. This demonstrates how brands facilitate purchases. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 50. Brands are assets that can be legally protected through ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 51. One key feature of the value of a strong brand is that it can protect the firm from competition. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 52. When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand facilitates purchasing. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 53. What would be considered a logo without words? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 54. Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because people already know what the brand means. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 55. Nelson Auto car manufacturing company is advertising its new hybrid vehicle. It understands its competition, Toyota’s hybrid car, the Prius, is known for being economical, a good value, stylish, and good for the environment. Toyota has the advantage of brand associations. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 56. When Priya shops for lipstick, she always buys Very Cherry by Maybelline. This is an example of brand loyalty. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 57. A local ice cream shop is highly active on social media, and it is the top search result when users google "ice cream" along with the town name. When evaluating brand equity, what aspect of the brand does this demonstrate? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 58. One way to determine brand equity is to consider the brand’s loyalty. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 59. The value of a brand is often calculated by assessing the earning potential of the brand over the next 12 months. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 60. Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand’s equity. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 61. The Bud Light advertising effort of “Easy to Summer,” is meant to suggest a lifestyle aspiration. If consumers make a connection between the Bud Light brand and this promotional effort, then Bud Light has created a brand association. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 62. Firms spend millions of dollars annually to build brand equity, recognizing that brand equity contributes to profitability. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 63. What is one of the main criteria used for determining how “good” a brand is, or how much equity it has? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 64. If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable awareness. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 65. Whether they like them or not, most U.S. automobile customers are familiar with and have an opinion about American-made cars. This familiarity makes it easier for consumers to make purchase decisions. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 66. Sometimes brand names become synonymous with a product itself. If that happens, the brand could lose its trademark status. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 67. In the case of Kleenex tissues, the brand name has become synonymous with the product itself. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 68. Melanie is working to create greater brand awareness for her company’s new line of athletic clothing. What is important for increasing brand awareness? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 69. Toys “R” Us was once the top toy store chain. However, the loss of brand value as it struggled to maintain relevance ultimately led to its demise. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 70. Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the perceived value of dental care by reducing the cost to the consumer. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 71. In a competitive market, perceived value is determined by consumers mostly in relation to the value of its close competitors. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 72. Dewayne is deciding whether to purchase brand-name sneakers or a less expensive store brand. He has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Dewayne is likely to purchase the store-brand sneakers because they offer greater perceived value. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 73. Evie was passionate about Beall’s. It was the only place she’d buy her clothes. If anyone asked her about clothes, she would talk for what seemed like hours about why she shopped only there. From a strictly marketing perspective, this word-of-mouth is an element of brand loyalty. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 74. Kaleed always buys Hillshire Farm sliced turkey. He does not even consider alternatives. Kaleed is a brand-loyal customer. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 75. Which statement regarding brand loyalty is true? Loyal customers are a source of positive word of mouth. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 76. For marketers, one of the benefits of having achieved brand loyalty is lower marketing costs associated with reaching loyal customers. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 77. For luxury carmakers, the lowest-end models in their product lines often represent only a small portion of their sales. Yet these models are critically important when it comes to attracting new customers and, potentially, establishing their lifelong loyalty to the brand. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 78. Imagine you are the marketing manager of a restaurant that wants to implement a customer loyalty program. You research the firm Guest Hospitality Solutions, which offers its services to develop and execute these types of programs. Guest Hospitality Solutions is a company that focuses on customer relationship management. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 79. Frequent buyer/points programs are used to reward loyal customers. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 80. Jingles can establish particularly strong associations, especially when they are catchy and get stuck in consumers’ heads. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 1. Brands can be owned by ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 2. Coca-Cola, Levi’s, Ben & Jerry’s, and Starbucks are considered famous brands because they are owned and managed by the manufacturer ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 3. Which is the best example of a family brand? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 4. The basic reason manufacturers spend time and money building their own brands is to ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 5. Procter & Gamble is a massive national brand manufacturer. By owning its brands such as Pampers and Olay, P&G ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 6. Brands owned by________ are called private-label brands. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 7. ________ is another term for private-label brands. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 8. Private-label brands are developed and managed by ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 9. Consumers might not realize Velveeta and Heinz products are made by the same company—Kraft. Velveeta and Heinz are known as ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 10. Kraft uses a_______ branding strategy, in which several product lines are sold under one name. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 11. A combination KFC-Taco Bell restaurant, created by Yum! Brands, the firm that owns the restaurants, is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 12. Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What type of brand would Walgreens be introducing? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 13. When a company launches a new product line with an existing brand name, this is known as ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 14. Which brand strategy is being used when Mrs. Field’s Cookies decides to add a new cookie flavor to its menu? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 15. A power tool company launched a new table saw. This is an example of a ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 16. When a restaurant chain launches its own brand of frozen meals, this is an example of a ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 17. Which best describes when Burt’s Bees introduces a travel-sized package for its existing baby oil product? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 18. When Unilever added men’s hygiene products under the Dove brand, the firm was engaged in ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 19. For a company like Samsonite, adding clothing to its existing luggage offerings may result in________ because consumers don’t associate Samsonite with clothing. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 20. Why is brand extension a popular marketing strategy? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 21. A long-standing staple of______ has been major league sports teams that play in the MLB, NBA, NFL, or NHL as well as various collegiate sports teams. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 22. What is a potential benefit of brand extension? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 23. Which product category is especially logical for brand extensions? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 24. Millie developed a shampoo using only natural ingredients, and has been quite successful selling the product in health food stores and some grocery stores. She has recently developed a hairbrush using bamboo and natural components. Millie is considering a________, giving the hairbrush the same brand name as the shampoo to create greater brand awareness. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 25. Ferrari is well known as a brand of luxury sports cars; accordingly, it has leveraged its brand name to introduce clothing offerings emblazoned with its horse logo. It has also licensed its logo to dozens of products, from sunglasses to guitars. Ferrari might be at risk of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 26. Mei tried a new fruit-flavored beverage and thought it was awful. She was especially disappointed because she liked the dried fruit snacks marketed under the same brand name. Now she wasn’t sure she even wanted to buy the snacks she liked before. This highlights a problem in branding known as ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 27. Cosmopolitan’s yogurt line tried to appeal to the brand’s consumer loyalty, but readers did not see the connection between the magazine and yogurt. This is an example of ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 28. A________ refers to the use of the same brand in a different product line. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 29. Marketers with luxury brands use brand extension cautiously to avoid ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 30. Efforts to change a brand’s focus to target new markets or change the image of a brand are called ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 31. When Disney flooded retail stores with products based on its movie Encanto, it used ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 32. When Gillian was considering trying a new shampoo, she was surprised to see ads for Procter & Gamble’s Head and Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an antidandruff shampoo. The new ads suggest Head & Shoulders has most likely been ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 33. Which statement regarding secondary packaging is true? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 34. A________ package is the one a consumer uses. A________ package is used by retailers to display and sell the product. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 35. What is a particularly important feature of sustainable packaging? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 36. What U.S. government agency has the primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 37. Where on a product’s packaging would one most likely find vitamin content and information about specific ingredients? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 38. Thanks to new scientific innovations and designs,_______ packaging, which has less of a negative impact on the environment, is rapidly evolving. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 39. When Kraft’s Philadelphia cream cheese changed its packaging from round to oval to ensure front-facing displays that can’t spin and to fit more into the same shelf space, this was a subtle way in which the firm________ its product. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 40. What can help suppliers save on the cost of a product? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 41. A mustard bottle is an example of a________ package. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 42. When looking to purchase a mobile phone, describe the components that make up the total product. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 43. When personal computers were new, people spent considerable time and energy investigating choices and options. Now, many consumers replace old computers with little research. In terms of types of products (specialty, shopping, convenience, and unsought goods), how have personal computers changed? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 44. Define convenience, shopping, and unsought products. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 45. Differentiate between breadth and depth of a firm’s product mix by choosing a familiar company and explaining how its products exemplify these two concepts. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 46. What two industry factors often influence a firm’s product line expansion decisions? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 47. Though most colleges are nonprofit organizations, they are engaged in marketing strategy choices, just like businesses. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 48. What are the brand components used by your college/university? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 49. How do brands add value? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 50. How do strong brands reduce marketing costs? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 51. What are the ways that brands add value? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 52. Walmart’s first designer label clothing brand is called George. Few Americans know the George brand, but in England it is well regarded and sold in stand-alone George stores. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 53. How do marketers measure the value of a brand? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 54. Creating brand awareness is the first step in creating brand equity. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 55. Why do businesses want brand-loyal customers? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 56. Think of the car you are currently driving, or an article of clothing you are wearing. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 57. What do the following brands have in common: Band-aids, Kleenex tissues, and Clorox bleach? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 58. What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 59. What role might a CRM program play in brand loyalty? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 60. Why would a huge retailer like Sam’s Club carry national brand products? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 61. Niamh’s firm just acquired a regional athletic apparel chain. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 62. Why do manufacturers like Kellogg’s spend millions of dollars annually creating and maintaining their brands? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 63. Provide a real-world example of a national brand and a private-label brand. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 64. What is the advantage of a corporate or family brand? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 65. Imagine you are stopping at the grocery store on your way home to buy food for lunches for the rest of the week. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 66. Walt Disney Company announced it would no longer allow its characters to be used in promoting unhealthy foods. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 67. Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality, stylish clothing? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| 68. What is brand extension? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What is co-branding? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Burger King and Häagen-Dazs ice cream once attempted to use cobranding. What is a likely reason that it failed? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| A popular trend in the wine industry is house-labeled wine. Restaurants, hotel chains, and even universities now sell wine under their brand name. Is this type of brand extension a good marketing strategy? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| If The North Face allowed a travel company to market adventure travel using The North Face’s brand name, what would The North Face be doing? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| List the benefits provided by product labels. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Wyatt is designing a primary package for his new toffee cookies. From a consumer’s perspective, what should the packaging provide? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Distinguish between primary and secondary packaging. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Effective marketers recognize a label is much more than just a sticker on a package. What can a label do for a marketer? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| When Mars, the manufacturer of Snickers and M&M’s, determined some consumers eat its products for a snack and others use it as an energy boost, the company was most likely assessing the________ of its candy to consumers. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| What do marketers convert core customer value into? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Amy is expecting her first baby. Before selecting an obstetrician, Amy did a lot of research, read patient reviews online, and even visited several doctors’ offices to meet the staff. This is an example of a(n)________ service. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| On her way home from work, Amanda stopped at Target for bottled water and soap. She also sampled various new fragrances before buying one. In this scenario the bottled water and soap are________ and the fragrance is a(n)_______. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Shortly after Apple introduced the iPhone 12, the firm launched the iPhone 12 Pro. Consumers were so enthralled with the Pro that many overlooked the previous iPhone 12. This is an example of brand ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Amazon has a strong following because its reputation for service prompts customers to turn to it first for most product purchases. Which value of branding does this best describe? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| Which statement best describes brand intimacy? ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
| There are two basic brand ownership strategies: manufacturer brands and_______ brands. ((جواب هذا السؤال متوفر للمشتركين فقط لأن حل أسئلة كويز2 تتوفر للمشتركين فقط)) |
