_______ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.

_______ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. A. Brand...

For a brand name to be effective, it needs to be

For a brand name to be effective, it needs to be A. easy for consumers to recognize and remember. B. a catchy, tongue-twisting phrase. C. a visual...

A __________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers.

A __________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers. A. SKU B. product...

A(n) ___________ is a group of products that consumers may use together or perceive as similar in some way.

A(n) ___________ is a group of products that consumers may use together or perceive as similar in some way. A. SBU B. STP C. product line D. market...

Which of the following are a systematic means of collecting information from people by using a questionnaire?

Which of the following are a systematic means of collecting information from people by using a questionnaire? A. survey B. experiment C. scanner study D....

______ can be defined as raw numbers or other factual information that, on its own, has limited value.

______ can be defined as raw numbers or other factual information that, on its own, has limited value. A. Statistics B. Charts and graphs C. Marketing...

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

A(n) __________ is a small group of people brought together for an intensive discussion of a topic. A. focus group B. social media site C. experiment D....

A major disadvantage of primary data collection is

A major disadvantage of primary data collection is A. it can only be accessed through syndicated databases or unstructured data mines. B. it cannot...

A major advantage of primary data collection is that

A major advantage of primary data collection is that A. it can be easily accessed through syndicated databases. B. it can be tailored to meet the...

During the research design step of the marketing research process, researchers identify the type of data needed and

During the research design step of the marketing research process, researchers identify the type of data needed and A. the statistical software to...

Marketing research includes all of the following EXCEPT

Marketing research includes all of the following EXCEPT A. collecting data. B. creating data. C. recording data. D. interpreting data. E. analyzing...

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of A. primary data. B. internal secondary data. C. data mining. D. syndicated...

A marketing research project often begins with a review of the relevant __________ data.

A marketing research project often begins with a review of the relevant __________ data. A. primary B. secondary C. quantitative D. unfocused E....

Which of the following defines a value proposition?

Which of the following defines a value proposition? A. the unique value that a product or service provides to customers B. a special discount offer...

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

_________ is often used to illustrate the position of a firm's products or brands in consumers' minds. A. mass marketing analysis B. psychographic...

To develop psychographic segments, the marketer must understand consumers'

To develop psychographic segments, the marketer must understand consumers' A. age, income, and education. B. gender, race, and religion. C. disposable...

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female. This is an example of __________ segmentation.

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female. This is an example of __________ segmentation. A....

Differences in weather and climate create opportunities for

Differences in weather and climate create opportunities for A. concentrated targeting. B. geographic segmentation. C. benefit segmentation. D. psychographic...

Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and __________ targeting strategies.

Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and __________ targeting strategies. A. geographic B....

________ is an extreme form of a targeting strategy.

________ is an extreme form of a targeting strategy. A. Macromarketing B. Micromarketing C. Benefit marketing D. Differentiated targeting E. Concentrated...

Firms use a differentiated targeting strategy because

Firms use a differentiated targeting strategy because A. it is easier than mass marketing. B. it helps to obtain a bigger share of the market. C....

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its A. reference group. B. family. C. culture. D. cognitive...

A consumer's external social environment includes

A consumer's external social environment includes A. impulse, habitual, and limited problem-solving processes. B. functional and psychological needs. C....

Among the factors affecting the consumer decision-making process is/are __________, the way consumers spend their time and money to live.

Among the factors affecting the consumer decision-making process is/are __________, the way consumers spend their time and money to live. A. lifestyle B....

________ refer(s) to the process by which consumers select, organize, and interpret information.

________ refer(s) to the process by which consumers select, organize, and interpret information. A. Attitude B. Learning C. Perception D. Values E....

A(n) __________ is a need or want strong enough to cause the person to seek satisfaction.

A(n) __________ is a need or want strong enough to cause the person to seek satisfaction. A. locus of control B. motive C. attitude D. perception E....

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

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

Marketers fear negative word of mouth because when consumers are dissatisfied, they

Marketers fear negative word of mouth because when consumers are dissatisfied, they A. are less likely to say something than when they are satisfied. B....

Marketers particularly want their brands and products to be in consumers'__________ sets.

Marketers particularly want their brands and products to be in consumers'__________ sets. A. universal B. retrieval C. evoked D. deterministic E....

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process? A. need recognition B. postpurchase...

The consumer decision process model represents

The consumer decision process model represents A. the concept of habitual decision making. B. the retrieval of an evoked set based on physiological...

A generational cohort is a group of people

A generational cohort is a group of people A. who share similar characteristics. B. who grew up and went to school together. C. with the same beliefs...

Which generation is also known as Millennials?

Which generation is also known as Millennials? A. Baby Boomer B. Gen X C. Gen Y D. Gen Z E. the Digital Natives Answer: ...

Tweens are part of which generational cohort?

Tweens are part of which generational cohort? A. Baby Boomers B. Generation W C. Generation X D. Generation Y E. Generation Z Answer: ...

Typical demographic data include all of the following EXCEPT

Typical demographic data include all of the following EXCEPT A. gender. B. income. C. race. D. education. E. language differences. Answer:...

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment is

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment is A. external. B. easier to...

The center of all marketing efforts is

The center of all marketing efforts is A. profits. B. the consumer. C. corporate social responsibility. D. top management. E. the firm.The consumer...

In the immediate marketing environment, the first factor that affects the consumer is

In the immediate marketing environment, the first factor that affects the consumer is A. demographics. B. cultural values. C. social trends. D. the...

A recent poll conducted by Time magazine found that 38 percent of U.S. consumers

A recent poll conducted by Time magazine found that 38 percent of U.S. consumers A. actively tried to purchase from companies they considered responsible. B....

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices but was also

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor...

In a recent Gallup survey, which of the following professions was rated lowest in ethical standards?

In a recent Gallup survey, which of the following professions was rated lowest in ethical standards? A. car salespeople B. lawyers C. senators D....

Compared to the average company, firms with strong ethical climates tend to

Compared to the average company, firms with strong ethical climates tend to A. employ more business development consultants. B. offer more goods and...

The Johnson and Johnson Credo acknowledges the company's responsibility to

The Johnson and Johnson Credo acknowledges the company's responsibility to A. users of its products, its employees, the community, and its stockholders. B....

What does a Klout score measure?

What does a Klout score measure? A. click path and bounce rate ratio B. media influence C. social reach, influence, and extended network D. conversion...

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase,...

What is the appeal of Pinterest to marketers?

What is the appeal of Pinterest to marketers? A. allows big-box stores to compete on a cost basis with online retailers B. helps create exclusive...

What is a microblog?

What is a microblog? A. A blog whose owner doesn't post very often. B. A blog that supports only links to other posts. C. A blog run by a small business. D....

Research indicates that positively engaged consumers tend to be

Research indicates that positively engaged consumers tend to be A. more socially outgoing. B. more profitable consumers. C. older and wealthier than...

Which of the following is the definition of social media?

Which of the following is the definition of social media? A. content distributed through online and mobile technologies B. a collection of websites...

If a price is set too high, it will not generate much ________; if it is set too low, it may result in ________.

If a price is set too high, it will not generate much ________; if it is set too low, it may result in ________. A. interest; less value to the customer B....

One example of a customer loyalty program is

One example of a customer loyalty program is A. a frequent diner card at a restaurant, offering a free appetizer for every $100 in food purchases. B....

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are pursuing which macro strategy?

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online...

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.

Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a(n)...

A product that is in a high-growth market but has a low market share would be classified as ________ on the BCG matrix.

A product that is in a high-growth market but has a low market share would be classified as ________ on the BCG matrix. A. latent B. dog C. cash...

Marketers who design and offer new products and services to their existing customers are pursuing a _________ growth strategy.

Marketers who design and offer new products and services to their existing customers are pursuing a _________ growth strategy. A. product proliferation B....

When discussing the marketing planning process, STP stands for

When discussing the marketing planning process, STP stands for A. strategies, tactics, and plans. B. strategize, target, and promote. C. segmentation,...

_________ 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.

_________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive understanding of what a product...

When conducting a SWOT analysis, in what phase of the strategic marketing process is an organization presently engaged?

When conducting a SWOT analysis, in what phase of the strategic marketing process is an organization presently engaged? A. planning B. implementation C....

Which of the following is NOT one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantages?

Which of the following is NOT one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantages? A....

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in A. higher prices than the market...

The evolution of marketing progressed along the following continuum:

The evolution of marketing progressed along the following continuum: A. sales, marketing, value-based marketing, production. B. marketing, value-based...

As the 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.

As the use of the Internet took off, car manufacturers were tempted to sell directly to consumers but decided instead to continue to sell through their...

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps.

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps. A....

Value is

Value is A. the lowest cost option. B. represented by brand names. C. the highest priced alternative. D. everyday low prices. E. what you get for...

The fundamental goal of marketers when creating goods, services, or combinations of both, is to

The fundamental goal of marketers when creating goods, services, or combinations of both, is to A. defeat the competition. B. serve all consumers. C....

Which of the following is a core aspect of marketing?

Which of the following is a core aspect of marketing? A. satisfying as many needs as possible B. creating a product that everyone will want to buy C....

Marketing involves all of the following EXCEPT

Marketing involves all of the following EXCEPT A. conducting exchanges. B. satisfying customer needs and wants. C. creating value. D. efforts by...

When a T-shirt manufacturer states, "We only sell it 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?

When a T-shirt manufacturer states, "We only sell it in black because that way we can buy plenty of black fabric and run our plant efficiently," its...