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Study Resources (Marketing)

41              PLANNING PHASECOMPREHENSION Which of the following pieces of information is used in the development of the marketing program, the third step of the planning phase of the strategic marketing process? a.marketing return on investment b.market-product grids with target segments and product groupings c.trends for industry and competitors d.marketing mix actions e.market potential studies 42              PLANNING PHASECOMPREHENSION Which.
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141              ONLINE CONSUMER PURCHASING BEHAVIORCOMPREHENSION Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books as a product category a.are highly standardized. b.require audio or video demonstration. c.do not require pre-purchase trial. d.can be delivered inexpensively through bulk mail. e.are purchased mainly on the basis of price. 142              ONLINE CONSUMER.
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151              CONVENIENCECOMPREHENSION Which of the following characteristics of online shopping contributes to its convenience? a.Customers don’t have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines. b.Consumers can avail themselves of numerous websites for almost any product or service they want. c.Consumers who prefer one-of-a-kind items that.
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51              MARKET PRODUCT FOCUS AND GOAL SETTINGCOMPREHENSION The actions taken during market product focus and goal setting, Step 2 of the planning phase, include: (1) set market and product goals, (2) select target markets, (3) find points of difference, and (4) __________. a.identify industry trends b.research customers c.develop the program’s marketing mix d.develop the budget.
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31              SHARE POINTSKNOWLEDGE Percentage points of market share used in analysis as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm are referred to as a.market share b.ratings c.marketing ROI d.S-curve points e.share points 32              SHARE POINTSAPPLICATION New Balance has no celebrity endorsers and does minimal advertising, yet the.
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191              GANTT CHARTCOMPREHENSION What is the name of the tool shown in Figure 22-7 above that is the basis for the scheduling techniques used today in marketing and production? a.a market-product grid b.a Gantt chart c.a project schedule d.a sales response function e.a Plan-A-Gram 192              GANTT CHARTAPPLICATION When participating in major projects in college marketing classes, effective teams.
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181              ACTION ITEM LISTKNOWLEDGE An action item list refers to a.an aid to implement a marketing plan that consists of four columns. b.a tool that shows the relationships through time of the various program tasks. c.a graphical representation of a program schedule. d.a systematic method to itemize the “value” of products and services. e.an aid to.
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171              PLANNING VERSUS IMPLEMENTATIONAPPLICATION The reformulation of the original less sweet, more bitter Coca-Cola (now Coca-Cola Classic) into a new sweeter one (eventually called New Coke) was one of the biggest decisions in the firm’s history.  Coke was responding to Pepsi’s gain in market share with its sweeter formulation and its.
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  274              WHY CONSUMERS SHOP AND BUY ONLINEAPPLICATION Harley-Davidson is well known for the HOG, or Harley Owners Group, that it has developed.  Harley-Davidson encourages owners to visit its website to find out about events, races, and membership chapters.  The website visitor can play motorcycle-inspired games, plan motorcycle trips, and even investigate.
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71              EVALUATION PHASECOMPREHENSION Which of the following pieces of information is used in the evaluation phase of the strategic marketing process? a.action memos to correct problems and exploit opportunities b.charts assigning responsibilities for actions and deadlines c.revenues associated with each point of market share d.trends for industry and competitors e.possible cannibalization effects on other products in.
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61              IMPLEMENTATION PHASECOMPREHENSION Which of the following pieces of information is used in the implementation phase of the strategic marketing process? a.marketing return on investment b.Gantt charts c.revenues associated with each point of market share d.trends for industry and competitors e.possible cannibalization effects on other products in the line 62              IMPLEMENTATION PHASECOMPREHENSION Which of the following pieces of.
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211              MATRIX ORGANIZATIONKNOWLEDGE A matrix organization a.combines a product line structure with a geographical structure. b.combines a geographical structure with a market-based structure. c.combines market-based groupings with product groupings. d.turns a horizontal organizational structure into a vertical one. e.groups products according to the distribution system that is used. 212              MATRIX ORGANIZATIONAPPLICATION Ingram Micro is the biggest computer wholesaler.
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121              SYNERGY ANALYSISKNOWLEDGE The increased customer value achieved through performing R&D-manufacturing functions more efficiently is referred to as __________. a.points of difference b.proficiency c.synergy d.kiatsu e.competitive advantage 122              SYNERGY ANALYSISCOMPREHENSION Synergy analysis seeks opportunities by finding the optimum balance between a.the needs of the manufacturer versus the needs of the consumer. b.the desire for profit versus responsibility to society as.
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81              INNOVATION METRICSCOMPREHENSION In a recent survey, responding firms reported that on average they used eight metrics to measure their innovation.  Figure 22-3 above shows that among firms that use more than three different innovation metrics, they use two different kinds—output metrics and input metrics.  Which of the following is an.
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91              COMMUNITYKNOWLEDGE A virtual _________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship. a.village b.community c.district d.area e.population 92              COMMUNITYCOMPREHENSION In terms of website design and the online customer experience, community refers to a.an information system where anyone can post content or.
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  252              MANAGEMENT BY EXCEPTIONCOMPREHENSION How is management by exception used in the evaluation phase of the strategic marketing process? 253              EVALUATION PHASECOMPREHENSION Explain the steps in the evaluation phase of the strategic marketing process. 254              MARKETING ROIKNOWLEDGE Define marketing ROI (return on investment). .
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231              MULTICHANNEL MARKETINGAPPLICATION JCPenney has leveraged its store, website, and catalog channels with impressive results.  A JCPenney customer who shops in all three channels—store, catalog, and website—spends four to eight times as much as a customer who shops in only one channel.  JCPenney is likely following a(n) __________ strategy. a.dual distribution b.market penetration c.cross-functional d.interlocking.
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211              MAKING RESPONSIBLE DECISIONSCOMPREHENSION A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet. a.15 b.20 c.35 d.55 e.76 212              MAKING RESPONSIBLE DECISIONSCOMPREHENSION According to the Federal Trade Commission, __________ percent of fraud complaints are Internet related, costing consumers $560 million. a.35 b.46 c.55 d.64 e.75 213              MAKING RESPONSIBLE DECISIONSCOMPREHENSION Self-regulatory.
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111              COST FOCUS STRATEGYKNOWLEDGE A cost focus strategy refers to one of Porter’s generic business strategies that a.focuses on reducing expenses and, in turn, lowers product prices, while targeting a broad array of market segments. b.requires products to have significant points of difference to target one or only a few market segments. c.requires products.
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91              PORTER’S FOUR GENERIC BUSINESS STRATEGIESKNOWLEDGE Porter’s four generic business strategies are __________, cost focus, differentiation focus, and cost leadership. a.exclusivity b.quality focus c.differentiation d.geographic span e.service leadership 92              PORTER’S FOUR GENERIC BUSINESS STRATEGIESKNOWLEDGE Porter’s four generic business strategies are differentiation, __________, differentiation focus, and cost leadership. a.cost focus b.diversification c.service leadership d.quality leadership e.competition-focus 93              PORTER’S FOUR GENERIC BUSINESS STRATEGIESKNOWLEDGE Porter’s four generic business.
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181              SPAMKNOWLEDGE Spam refers to a.communications that take the form of electronic junk mail or unsolicited e-mail. b.sensitive public access materials. c.computer-generated e-mails that are self-directed and self-perpetuating. d.unsolicited computer-generated messages whose sole purpose is to block a consumer from accessing competitors’ websites. e.any non-personal electronically generated message sent via the Internet. 182              SPAMKNOWLEDGE Communications that take the.
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  SHORT ESSAY QUESTIONS 237              FINDING AND USING WHAT WORKSCOMPREHENSION In a five-year study, researchers Nohria, Joyce, and Roberson conducted in-depth analysis of 160 companies and more than 200 management tools and techniques, such as customer relationship management and use of an intranet.  What were their findings?  That is, according to the researchers,.
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  279              MAKING RESPONSIBLE DECISIONSCOMPREHENSION Explain what online companies are doing to address consumer worries about privacy and security when shopping online. 280              CROSS-CHANNEL SHOPPERAPPLICATION Define cross-channel shoppers, explain why they are important to marketers, and list the three reasons cross-channel shoppers research items online before buying in stores. 281              TRANSACTIONAL & PROMOTIONAL WEBSITESCOMPREHENSION How are.
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  247              IMPROVING IMPLEMENTATIONCOMPREHENSION List the six guidelines for improving implementation of marketing programs. 248              BIAS FOR ACTIONCOMPREHENSION Management experts call for a “bias for action.”  How can this attitude be important in marketing program implementation? 249              GANTT CHARTCOMPREHENSION Explain what a Gantt chart is and how it is used. 250              LINE VERSUS STAFF POSITIONSCOMPREHENSION What is the.
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131              MARKETING MATTERSKNOWLEDGE A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage.  The Tech Nester segment represents __________ of online moms. a.12 percent b.15 percent c.25 percent d.31 percent e.32 percent 132              MARKETING MATTERSCOMPREHENSION In its research for Disney Online, C&R Research identifies a mother.
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121              ONLINE CONSUMER LIFESTYLE SEGMENTSCOMPREHENSION Of all the online consumer lifestyle segments, __________ are most likely to view the Internet as a convenience tool. a.time-sensitive materialists b.ebivalent newbies c.click-and-mortar d.brand loyalists e.hooked, online, and single 122              ONLINE CONSUMER LIFESTYLE SEGMENTSCOMPREHENSION The online consumer lifestyle segment called “hooked, online, and single” a.are married couples with children at home who use.
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231              USING MARKETING DASHBOARDS: GENERAL MILLSAPPLICATION Consider Figure 22-10: General Mills Marketing Dashboard Chart “D” above.  As part of the Warm Delights team at General Mills, you are asked to analyze and interpret the marketing dashboard for Warm Delights Minis.  After a careful analysis of Chart “D,” you are especially interested.
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251              VIDEO CASE 21: PIZZA HUTCOMPREHENSION Pizza Hut’s most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles. a.people returning home from work b.families and mothers with no time c.college students living on campus d.men who watch sports on weekends e.high school students on dates 252              VIDEO CASE 21: PIZZA.
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151              GUIDELINES FOR EFFECTIVE MARKETING PLANSAPPLICATION Which of the following statements best reflects the guideline for using a base of facts and valid assumptions? a.“Statistics show that green is the most popular color for scarves for men; it only stands to reason the women will feel the same way.” b.“Of all nurses surveyed,.
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MULTIPLE CHOICE QUESTIONS 1              CHAPTER OPENER: GENERAL MILLSKNOWLEDGE When commenting about her challenges at General Mills, Vivian Milroy Callaway, says that __________ when looking for new-product opportunities for building a consumer packaged goods business like Big G. a.“it is better to ask forgiveness than permission” b.“you need to go with the flow” c.“sometimes you have.
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111              ONLINE CONSUMER LIFESTYLE SEGMENTSCOMPREHENSION Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) brand loyalists; (4) __________; (5) hooked, online and single; and (6) ebivalent newbies. a.desktop veterans b.media movers c.drifting surfers d.digital collaborators e.time-sensitive materialists 112              ONLINE CONSUMER LIFESTYLE SEGMENTSCOMPREHENSION Harris Interactive, a large.
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201              CONTROLCOMPREHENSION Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom. a.1 b.2 c.3 d.4 e.5 202              COOKIESKNOWLEDGE Computer files that a marketer can download onto the computer of an online shopper who visits the marketer’s website are referred to as __________. a.bots b.cookies c.spiders d.spam e.interstitials 203              COOKIESKNOWLEDGE Cookies refer to a.computer files that a.
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161              VALUE-BASED PLANNINGCOMPREHENSION Which of the following is a typical objective for value-based planning? a.integrate sustainable development b.demonstrate corporate integrity c.contribute to the price of a company’s stock d.reduce employee turnover e.identify new channels of distribution 162              VALUE-DRIVEN STRATEGIESKNOWLEDGE A trend likely to influence the strategic marketing process in the future that incorporates concerns for ethics, integrity, employee.
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  242              PORTER’S GENERIC BUSINESS STRATEGIESCOMPREHENSION Describe Porter’s framework and the four resulting generic business strategies. 243              SYNERGY ANALYSISCOMPREHENSION Explain what synergy analysis is and describe the five marketing strategies that result. - 244              EFFECTIVE MARKETING PLANSCOMPREHENSION List the seven guidelines for developing effective plans and planning. 245              EFFECTIVE MARKETING PLANSCOMPREHENSION List four problems that occur in the planning.
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141              FULL COVERAGEKNOWLEDGE Based on a market-product grid framework, which marketing strategy offers all product lines to all market segments? a.full coverage b.market specialization c.product specialization d.selective specialization e.market-product concentration 142              FULL COVERAGECOMPREHENSION What is the primary disadvantage of employing a full coverage strategy? a.Gaining market distribution will be costly. b.The organization may be spread too thin. c.The organization achieves neither.
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101              USING MARKETING DASHBOARDSAPPLICATION Consider the “stickiness” marketing dashboard above for an automobile dealership.  To gauge the “stickiness” of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard).  This is done by tracking the average.
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171              COMMUNICATIONCOMPREHENSION Internet-enabled technologies provide communication capabilities that take three forms.  They are a.a highly interactive and individualized information and exchange environment, phone customer service, and order processing via PayPal. b.marketer-to-consumer e-mail notification, phone customer service, and order processing via PayPal. c.consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and phone customer service. d.recording a.
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201              PRODUCT LINE GROUPINGSCOMPREHENSION A company that uses an organizational structure based on “Dinner Products” or “Baked Goods” uses __________. a.product line groupings b.functional groupings c.reseller groupings d.geographical groupings e.market-based groupings 202              PRODUCT LINE GROUPINGSAPPLICATION A company that uses an organizational structure based on its snowboards, skiing equipment, and ice skates would most likely be using a ____________.
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81              CONNECTIONKNOWLEDGE In terms of website design, connection refers to a.the text, pictures, sound, and videos that the website contains. b.the website’s capabilities to enable commercial transactions. c.the network of linkages between a company’s website and other sites. d.the layout of the website. e.the website’s ability to tailor itself to different users or to allow users.
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11              FINDING AND USING WHAT WORKSKNOWLEDGE Four basic business and management practices are important, according to researchers who studied more than 200 management tools and techniques.  These are: (1) strategy, (2) execution, (3) __________, and (4) structure. a.charismatic leadership b.culture c.quality d.sustainability e.ethics 12              FINDING AND USING WHAT WORKSKNOWLEDGE Four basic business and management practices are important, according.
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  269              CREATING AN ONLINE CUSTOMER EXPERIENCECOMPREHENSION Define the customer experience from an interactive marketing perspective.  List the seven website design elements that companies use to produce a customer experience.  Which two of these design elements provide a platform for the other five? 270              ONLINE CONSUMERSCOMPREHENSION How do online consumers differ from the general.
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101              DIFFERENTIATION FOCUS STRATEGYCOMPREHENSION A firm following a differentiation focus strategy shown in Figure 22-4 above would be found in a.“A” b.“B” c.“C” d.“D” e.both “B” and “D” 102              COST LEADERSHIP STRATEGYKNOWLEDGE One of Porter’s generic business strategies that focuses on reducing expenses and, in turn, lowers product prices while targeting a broad array of market segments, is.
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221              EVALUATION PHASECOMPREHENSION The marketing manager looks for two kinds of deviations, each triggering a different kind of action: (1) actual results fall short of goals and (2) __________. a.deviations that result from major shifts in customer needs b.actual results exceed goals c.there are no deviations but there should be d.deviations that result from executive.
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191              VIRAL MARKETINGCOMPREHENSION There are three approaches to viral marketing.  Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals. a.use customerization b.use choiceboards c.use niche marketing d.make the website content so compelling that viewers want to share it with others e.use permission marketing 192              VIRAL MARKETINGCOMPREHENSION When MSN.
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161              CHOICEKNOWLEDGE The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in an electronic dialogue with marketers for the purpose of making informed decisions are both dimensions of __________, the second reason consumers shop and buy online. a.choice b.communication c.customization d.control e.compatibility 162              CHOICEKNOWLEDGE The.
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131              FIVE MARKET-PRODUCT GRID STRATEGIESCOMPREHENSION There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration, market specialization, product specialization, selective specialization, and __________. a.full coverage b.diversification c.market development d.selective marketing e.new product specialization 132              MARKET-PRODUCT CONCENTRATIONKNOWLEDGE Based on a market-product grid framework, which marketing strategy involves developing a single product for a single.
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221              CROSS-CHANNEL SHOPPERSCOMPREHENSION The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of _________. a.reducing geographical barriers b.finding products that are restricted in their area c.finding.
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  SHORT ESSAY QUESTIONS 264              MARKETSPACEKNOWLEDGE What is the marketspace? 265              MARKETSPACECOMPREHENSION Explain why marketers believe that the possibilities for customer value creation are greater in the digital marketspace than in the physical marketplace. 266              CUSTOMER VALUE CREATION IN MARKETSPACECOMPREHENSION Explain the four ways the marketspace creates value for consumers. 267              CUSTOMER VALUE CREATION IN MARKETSPACEAPPLICATION The greatest marketspace.
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241              PROMOTIONAL WEBSITESKNOWLEDGE Websites designed to advertise a company’s products and provide information on how items can be used and where they can be purchased are referred to as __________ websites. a.choiceboard b.conventional c.transactional d.promotional e.intermediary 242              PROMOTIONAL WEBSITESKNOWLEDGE Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and.
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21              FINDING AND USING WHAT WORKSCOMPREHENSION Lockheed Martin’s Skunk Works is a leader in delivering world-class aircraft.  About 50 engineers and designers and 100 expert machinists closely follow this guideline for organizational structure and implementation: Use a small number of good people who a.implement the idea that “it is better to ask.
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