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50 Cards in this Set
- Front
- Back
A marketing manager who wants to apply the hierarchy of needs model should keep in mind that
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The same marketing mix might satisfy two or more levels of need
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When studying consumer needs, a marketer should
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All of the above
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Psychographics is the analysis of a persons day to day pattern of living as expressed in that persons activities, interest, and opinions
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True
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In light of the relationship between consumer expectations and satisfaction, its usually best for promotion to slightly over promise what the firm can actually deliver
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False
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Diff purchase situations may require different marketing mixes, even though the same target market is involved
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True
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While planning a vacation, shelby visited the website of a package tour provider and closed a pop up ad without even noticing what is was for, example of what
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Selective Exposure
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When taco bell shows a large close up of a chicken taco in a television ad, they are
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Using a Cue to encourage a particular response to the hunger drive
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In the ariat boots ad using rodeo riders, the company is hoping to use ____Groups to influence consumer behavior
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Reference
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In developing marketing mixes for consumers in international markets mkting managers should
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know about the specific social and intrapersonal variables
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Regarding U.S.business and organizational customers
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more goods and services are purchased by business and organizational customers than by final consumers
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Which of the following statements about iso9000 is false
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all of the above are false
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straight rebuy
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Vendor selections are likely to be made by a purchasing manager without consulting anyone else
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charles wood, purchasing manager for a company that makes golf carts, posted the purchase specs for the seats on a new golf cart model his firm is building. Four suppliers submitted___that included the terms of sale each had to offer
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Competitive bids
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In business markets, close buyer seller relationships
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May improve the profits of both the buyer and seller
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Rico paving contractors enters into a contract that allows price to be revised if prices go up
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Negotiated contract buying
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Organizational buyers purchase the same product from more than one source
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To help ensure continuing supplies
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Regarding the business mftking market, small firms (with fewer than 10 employees)
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Are the majority of all firms, but account for less than 3 percent of "value added" by manufacturing
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Which of the following statements about manufacturers is true?
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Marketers often segment industrial markets on the basis of customer size.
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What percentage of total U.S. "value added" is produced by manufacturers which employ 250 or more employees
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Almost 60%
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Regarding the govt market
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Govt is the largest customer group in the united states, spending about 30% of GDP
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A search engine is typically used to help change raw data into more useful information
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False
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Which of the following is more consistent with the marketing research process discussed in the txt
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Secondary data is often all we need to solve our problems
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A situation analysis
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Can be very informative, but takes little time
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about_____% of marketing research spending is for syndicated research
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40 percent
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Which method of quantitative research would prob produce the best results when the questions are simple and require only a quick yes or no
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Telephone interviews
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Regarding the marketing research process, defining the problem
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may have to wait until after a situation analysis has been completed
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When getting information for marketing decisions, the marketing manager
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All of the above
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____research accounts for about 40 percent of marketing research spending
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Syndicated
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decision support systems that include marketing models help managers by showing the relationships among marketing variables
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True
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one of the major disavantages of the focus group interview approach is that
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it is difficult to measure the results objectively
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Emergency products
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Need widespread distribution near probable points of use
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Which of the following are true?
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Brand name is a word, letter, or group of words or letters
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Which of the following is true?
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Dealer brands may be distributed as widely or more widely than many manufacturers brands.
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Which of the following statements about packaging is true
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A package should satisfy not only the needs of final consumers but also those of intermediaries
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Which of the following statements about packaging is true?
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a good package can sometimes provide more promotional impact than advertising
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The federal Fair packaging and labeling act
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Requires that consumer goods be clearly labeled in understandable terms--to give more information
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Staple products
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Need maximum exposure and widespread distribution at low cost
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Impulse products
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Need widespread distribution with display at point of purchase
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When selling _____products, a marketing manager should recognize that consumers have low price sensitivity and the product should have widespread distribution near the probable point of need
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Emergency
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Homogenous shopping products
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need enough exposure to facilitate price comparison
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firms should try to develop marketing mixes that make the most of the market growth stage of the product life cycle---when profits are the highest
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True
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The Japanese success showed that one of the biggest costs of poor quality is lost customers
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True
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Simply showing customer contact employees around the rest of the business--so that they learn how their contribution fits in the total effort can be a key part of their training
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True
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Empowerment means giving employees the authority to correct a problem on their own
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True
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At one time more firms assumed defects were an inevitable part of mass production. _____firms showed that this assumption was not valid
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Japanese
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A marketing manager might use the total quality management approach to
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all of the above
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total quality management
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All of the above
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____ refers to a commitment to constantly make things better one step at a time
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continuous improvement
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Rita spent the night reviewing customer comments and sorting them on what went right and wrong. rita is following a principle of
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total quality management
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Using total quality management to improve the implementation of a marketing plan is likely to include
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Training and empowerment of employees to identify and solve customer problems
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