Exam 2 example #39704

Demographic segmentation is segmentation based on all of the following except: age. gender. education. income. lifestyle.

When Ronald complained to his bank about the unprofessional behavior of one teller, the branch manager added a code into his accounts alerting all tellers that Ronald was a valued customer and to provide whatever service he requests. The branch management included Ronald in its __________ segmentation.

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. Given this fact, this type of advertising will be more useful to marketers engaged in ________ segmentation.

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on: providing classes at convenient times and offering online courses. discount pricing for students taking more than twelve credit hours. the higher average salaries earned by college graduates. the great variety of classes offered. the number of Nobel Prize winners on the faculty.

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65. Golden Years is using ________ segmentation. benefit self-actualization psychographic loyalty geodemographic

If values provide an end goal, and self-concept is the way one sees oneself in the context of that goal, lifestyles are: visual images of how we should live our lives. our underlying motivations. how we live our lives to achieve our goals. motivations turned into perceptual maps. determined by demographics.

Overriding desires that drive how we live our lives are called: self-values. self-concept. self-esteem. self-confidence. self-control.

The first step in the STP process is to: identify the segmentation methods to be used. produce a list of strengths and weaknesses of the firm's past marketing strategies. establish the overall strategy or objectives. select target markets. develop a marketing mix, so that an appropriate segment can later be identified.

Beer marketers know that high-school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a ________ segment of the beer market. demographic psychographic behavioral benefits geographic

Marketers often employ a combination of segmentation methods, using ________ to identify and target their customers, and ________ to design products and messages to appeal to them. loyalty segmentation; demographics undifferentiated targeting; differentiated targeting loyalty segmentation; geodemographics demographics and geography; lifestyle or benefit segmentation lifestyle segmentation; geographic segmentation

VALS is the most widely used ________ segmentation tool. geographic behavioral psychographic benefits geodemographic

The light beer commercial with the slogan "less filling, tastes great" was based on ________ segmentation. geographic geodemographic psychographic benefit loyalty

College students can be a less ________ market segment because students' media habits are quite diverse and firms might have to use a wide variety of media to attract this segment. substantial perceptive identifiable reachable quantifiable

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one "happy hour" special, but few members showed up. The manager did not have a grasp of what would make his target market. substantial. responsive. identifiable. reachable. quantifiable.

When Starbucks first opened, many critics suggested, "No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be ________ to the company's offerings. responsive perceptive identifiable reachable quantifiable

Fiona is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will not specifically help her in this analysis? the number of children needing day care in the immediate area the fixed costs of operating the center the percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so the average number of school-age children in families sending a child to the day care center the price she would charge minus the variable cost of providing service to each child

________ is an extreme form of a targeting strategy. Macromarketing Micromarketing Benefit marketing Differentiated targeting Concentrated targeting

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) ________ targeting strategy. concentrated micromarketing benefit-driven differentiated undifferentiated

When selecting a target market, firms will be most successful if they: decide between demographic and geographic segmentation methods. seek out opportunities to customize products. develop a strong communication plan. match the firm's competencies with a market segment's attractiveness. reposition the brand.

An engaged couple is meeting with a bakery to order their wedding cake. They want a cake that will represent their individual styles and tastes. Bakeries that cater to such unique requests are pursuing what kind of targeting strategy? macromarketing micromarketing benefit-based differentiated undifferentiated

All of the following are one of the main components of a value proposition except the target market. the name of the product or brand being offered. the product/service category or concept being offered. the price of the product or service being offered. the unique point of difference or benefits offered.

Which of the following defines a value proposition? the unique value that a product or service provides to customers a special discount offer dropping the price an advertisement that talks about value a display of the position of products or brands in the consumer's mind the one feature that will prompt a customer to buy the product

"Why create a perceptual map?" asked Dave. Andrea, the senior marketing manager, gave him four reasons. All of the following are valid reasons except "It's a quick way for senior managers to see not only our product but each of our competitors' products, all at once." "It's a way to demonstrate the dimensions that our customers think are important." "It shows where we aren't—and where our competitors aren't—in our customers' and prospects' minds." "It's a way to show the position of the company throughout the product's life cycle." "We can easily show where we are positioned and how large the market is."

Marc was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider the features the engineers feel are most important. the ways the sales representatives have been positioning the firm's products. the characteristics that helped his firm win a statewide award for excellence in manufacturing. what the target market would consider the most important features. the safety record of the firm and its products.

The perceptions of ________ are being measured in a perceptual map. competitors strategic planners the company's executive team the current R&D team consumers

Political consultants have been using marketing research for decades to help their candidates understand: who makes up the voting public and how to reach them. what ethical lapses they can get away with. which consumers spend the most money. how large their campaign signs should be. how to buy the votes they need.

Marketing executives at Diet Pepsi want to analyze the number of Diet Coke customers who switch to its product when Diet Pepsi is offered at a deep discount. What data would likely show this information? secondary panel data internal secondary data primary panel data primary internal data scanner data

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of marketing research primarily to: provide a link between him and his production center. help him understand the needs of his customers. monitor his competitors. increase profits through the sale of syndicated data. decide how to price his new products.

The first question a marketing researcher should ask before embarking on a research study is: Who will pay for it? Will the research be useful? What is the due date? What sample size will be needed? Should we use structured or unstructured questions?

Joseph is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line. The advantages of using these data include: they are new and can be used to project overall demand. they can be quickly accessed at a relatively low cost. they are historical data that can be used to accurately predict future trends. they have been collected specifically for the purpose Joe is using it for. their high cost can be justified by the results.

Scanner data are used in quantitative research obtained from scanner readings of Universal Product Code (UPC) labels at checkout counters. The data from these purchases are likely to be acquired by leading marketing research firms such as ___________, which use this information to help leading consumer packaged-goods firms (e.g., Kellogg's, Pepsi, Kraft) assess what is happening in the marketplace. MediaMark Research and NOP World NOP World and Yankelovich Roper Center for Public Research and Research and Markets Yankelovich and Research and Markets IRI and Nielsen

All of the following data sources would be considered external secondary data except: U.S. Census data. syndicated data. newspaper articles. scanner data. a survey.

Company sales invoices, census data, and trade association statistics are examples of: primary data. data mines. secondary data. tertiary data. qualitative data.

Imagine that you currently operate a clothing boutique, and you want to add another boutique in a new location. You need to obtain data to determine the size of your potential market. Which data source would you use? U.S. Bureau of the Census J.D. Power and Associates NOP World Mediamark Research Inc. National Purchase Diary Chanel

With more than 310 million active customers and billions of pieces of shopping data, Amazon qualifies as a big data user. syndicated data user. mining data user. panel data user. survey data user.

Which of the following is an example of an unstructured question? "Would you buy this product (Yes/No)?" "Would you buy this product (A. definitely, B. maybe, C. definitely not)?" "What would convince you to buy this product (A. lower price, B. larger packaging, C. better taste)?" "Please rate the attributes of this product that are important to you (rate 1-5, with 1 being most important and 5 being least important)." "Why did you buy this product?"

Using __________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue. questionnaires experiments in-depth interviews primary data mining observation

A typical focus group has ________ members. 2 to 4 4 to 6 6 to 8 8 to 12 12 to 15

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. quantitative data warehousing syndicated marketing qualitative structured

Firms that are engaged in sentiment mining are analyzing data collected from experiments. in-depth interviews. focus groups. social media sites. observations

When conducting a research study attempting to understand what features were most important to automobile consumers, Cary's Research Company used a questionnaire containing __________ questions, with a predetermined set of response options. structured in-depth interview open-ended free-form unstructured

When the marketing research problem is not clearly defined, a researcher will likely engage in __________ research. data mining qualitative survey quantitative experimental

In a focus group, researchers usually videotape or audiotape the session in order to: evaluate the potential for in-depth interviews. catch any patterns of verbal or nonverbal responses. post the videos on the corporate website. avoid asking repetitive questions. create survey instruments to send to the participants.

Randy wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randy could use __________ to help him develop his survey. in-depth interviews experiments surveys observation primary data mining

Charlie wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and email addresses. Charlie will likely use an online survey primarily because it offers: relatively low response rates. the ability to share video with respondents. the ability to ask sensitive questions with anonymity. fast responses at a lower cost. the opportunity to survey both existing and potential customers.

When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences. observation surveying in-depth interviewing primary data mining a focus group

______ is a disadvantage of secondary research, while ________ is a disadvantage of primary research. Cost; outdated information Time required for collection; sources not original Potential bias; cost Outdated information; information not relevant to data needs Sophisticated training required to obtain it; potential bias

Which of the following is an example of secondary research? surveys observed customer behavior experiments journal articles focus group interviews

Kellogg's used _________ to record participants' faces as they watched three different ads for its Crunchy Nut cereal. It then assessed when they smiled or frowned and their overall positive versus negative response. facial recognition software data mining social media monitoring illegal surveillance methods sentiment mining

Companies are legally required to disclose their privacy practices to customers on an ______ basis. monthly quarterly annual biannual weekly

All of the following are considered part of the actual product level of the product offer except: product warranty. features. design. quality. brand name.

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? actual product associated services product style product position product concept

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? convenience unsought shopping luxury routine

When Meghan planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meghan's trip is an example of a(n) ________ product. specialty convenience unsought shopping sought

All of the following scenarios illustrate a reason why a firm would eliminate an item within a product line except: the firm decided to refocus marketing efforts elsewhere. the firm must respond to evolving markets. the product undermined its own brand. the product being eliminated is unprofitable. the firm has decided to capture new markets.

For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix. brand associations family brands co-brands product lines private-label brands

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct brand associations. product lines. product mixes. brands. augmented services.

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand: establishes novelty. is the only one the consumer will consider. reduces delivery costs. facilitates purchasing. creates brand dilution.

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. logo branding social media value differentiation

One key feature of the value of a strong brand is that: it can protect the firm from competition. it no longer needs to be supported by advertising and promotion. if it becomes a generic name, the brand is worth even more. it cannot be successfully imitated by a retailer's own brand. competitors will typically abandon a sector altogether rather than compete.

Jenny always buys Stacy's brand pita chips. She does not even consider alternatives. Jenny is a __________ customer. price-sensitive brand-persuasion-oriented brand-association-oriented brand-extension-oriented brand-loyal

Frequent buyer/user award programs are used to: increase price sensitivity. decrease co-branding costs. lower licensing fees. expand product line depth. maintain contact with loyal customers.

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: awareness of the brand. perceived value of the brand. loyalty to the brand. product identification of the brand. association of the brand.

For marketers, one of the benefits of having achieved brand loyalty is: recognition through industry awards. lower marketing costs associated with reaching loyal customers. increased price sensitivity among loyal customers. greater concern about competitors' actions. few worries about copyright infringement.

In the case of Band-Aid adhesive bandages, the brand name has: successfully employed private-label branding. distinctive brand substitutability. grown through private-label branding. become synonymous with the product itself. avoided brand extensions.

Consumers might not realize that Philadelphia cream cheese and Jell-O products are made by the same company—Kraft. Philadelphia cream cheese and Jell-O are known as: individual brands. family brands. corporate brands. traditional brands. umbrella brands.

Kraft, Nike, Coca-Cola, KitchenAid, and Sony are considered famous ________ brands because they are owned and managed by the manufacturer. national retailer international premium family

Shell MasterCard, created cooperatively by Shell Oil Company and MasterCard, is an example of co-branding. brand extraction. brand collusion. a generic brand. brand dilution.

Why is brand extension a popular marketing strategy? It separates out the cost of brand extension from brand intention. It allows the firm to discontinue complementary products. It allows the firm to spend less on creating brand awareness and associations. It avoids the problem of brand dilution. It guarantees success for a new product.

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. rights. branding licensing product line rebranding repositioning

Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product? line extension brand extension brand dilution rebranding co-branding

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: corporate branding. brand extraction. brand collusion. brand personality destruction. brand dilution.

All of the following are considered an important function of labels on products and packages except: protecting against damage to the product. providing consumer information to assist in purchasing. identifying the brand and building brand image. promoting the brand or complementary brands. listing the ingredients.

Where on a product's packaging would one most likely find nutrient content and country of origin? inside the secondary package inside the primary package on the company website on the label on the store shelf display

Which of the following can help suppliers save on the cost of a product? rebranding labeling repositioning branding packaging

Many restaurants offer daily specials, appetizers, entrees, and desserts not listed on their standard menu. These daily specials primarily provide the new product benefit of: keeping up in a market where sales come mostly from new products. satisfying the changing needs of current and new customers. avoiding market saturation from products that have been on the market for a long time. creating diversification and reducing risk. reduction in cost of ingredients.

Fashion trends tend to experience ______ product life cycles. long annual sequential competitive short

Whenever Andy considers upgrading his personal computer system, he consults with Jeremy, a knowledgeable friend who always has the newest technology. For Andy, Jeremy is a(n) __________ in the diffusion of innovation curve. innovator laggard late majority adopter early majority adopter early adopters

All of the following groups are included in the diffusion of innovation curve except: innovators. nonadopters. late majority. early majority. early adopters.

One of the potential benefits to a firm of introducing new-to-the-world products or services is: cost savings. late majority marketing. establishment of a completely new market. the ability to avoid paying pioneers for new product development. the ability to capitalize on existing consumer preferences.

Many home design businesses volunteer to provide their latest products for tours-of-homes fundraisers because they know their new products will benefit from: relative advantage. compatibility. observability. complexity. trialability.

All of the following are reasons for the high failure rate of new products except: failing to assess the market properly. neglecting to do appropriate product testing. targeting the wrong segment. overextending a firm's abilities. failing to introduce lower-priced alternatives.

Which of the following adopter categories refers to the last large group of buyers to enter a new product market? late majority early majority laggards early adopters innovators

The diffusion of innovation theory focuses on: the geographic boundaries of innovation. the relationship between pioneer brands and imitators. the psychological traits of innovators. the rate at which consumers are likely to adopt a new product or service. the way a product moves through the product life cycle.

As it pertains to the diffusion of innovation, if the __________ group is relatively small, the number of people who ultimately adopt the innovation likely will also be small. innovator laggard late majority early majority early adopter

Inkjet printers were a big improvement over the dot-matrix printers they replaced. Inkjet printers gained rapid acceptance in the marketplace primarily because of their: relative advantage. compatibility. observability. complexity. trialability.

Cristina created a virtual prototype of her new line of swimwear on a website to show to consumers. Cristina will ask consumers what they think of the clothing. Which is the most important question that Cristina should ask? What retailers should be used to sell the swimwear? Will retailers purchase the swimwear if it becomes available? What wholesale price should be charged? What promotional plan will work best? In which season should we introduce the product?

A company has a new concept for a lightweight electric scooter that can be easily folded and taken with you inside a building or on public transportation. The company is currently engaged in concept testing. The most important question during this phase of product development pertains to: the cost of research and development. the price of the final product. the cost to manufacture the product. marketing and advertising costs. the respondent's purchase intentions if the product were made available.

Barb is using a test model of her firm's new inline skates to see if they work according to the design specifications. Barb is involved in: test marketing. product launch. alpha testing. target marketing. concept testing.

A marketing professor in Ithaca, New York, maintains a museum of failed consumer products. Most new products in this museum failed during the __________ stage of new product development, when they are introduced to a limited geographic area. pretesting product launch test marketing product development concept testing

Suppose that you work for an advertising agency and are brought into a meeting where everyone is asked to generate ideas for names for a new beach resort. You are engaged in __________, a form of new idea generation. R&D licensing technology consumer research geo-demographic analysis brainstorming

Before Segway manufactured its two-wheeled people movers, it built a prototype and had staff engineers test it for performance and stability. At this stage, Segway was involved in: alpha testing. product launch. test marketing. beta testing. concept testing.

__________ involves taking apart a product, analyzing it, and creating an improved product that does not infringe on the competitor's patents. Reverse innovation Reverse engineering Selective dissection Redistribution Creative destruction

If a new product concept gets positive evaluations from potential customers during concept testing, the next step for a firm is: market testing. product development. brainstorming. reverse engineering. launching of the product.

During the __________ stage of the product life cycle, sales peak and profits begin to decline as competition becomes intense. introduction leveling maturity growth decline

During the __________ stage of the product life cycle, sales are low and profits are small or negative. introduction leveling maturity growth decline

During the ___________ stage of the product life cycle, firms either position themselves for a niche segment of diehard consumers or they completely exit the market. introduction leveling maturity growth decline

Some products may stay comfortably in the maturity phase of the product life cycle until a new product emerges to replace them. An example of such a mature product is: e-books. refrigerators. the VCR. smartphones. None of these; no product can stay in the maturity phase and survive for very long.

Which of the following reflects the maturity stage of the product life cycle? Sales: low; Profits: negative or low; Typical consumers: innovators; Competitors: one or few Sales: rising; Profits: rapidly rising; Typical consumers: early adopters and early majority; Competitors: few but increasing Sales: declining; Profits: declining; Typical consumers: laggards; Competitors: low number of competitors and products Sales: peak; Profits: peak to declining; Typical Consumers: late majority; Competitors: high number of competitors and competitive products Sales: peak; Profits: increase; Typical Consumers: laggards; Competitors: low number of competitors

Because a market is saturated, firms may attempt to enter new geographical markets that may be less saturated. For example, pharmaceutical companies are realizing that they need to turn to ____________ for continued growth in the coming years. BRIC countries third-world countries communist countries Germany France

Because services like airline flights and hotel beds are ________, many marketers attempt to match demand with supply using pricing strategies. intangible inseparable heterogeneous perishable accountable

The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use ________ to overcome the problem of inseparability of services. promotional discounts zone of tolerance allowances perishability gap analysis point-of-purchase displays satisfaction guarantees

When marketers state that services are ________, they are referring to the fact that services are not always of the same quality from one time period to another or from one service provider to another. intangible inseparable heterogeneous perishable viable

In countries like the United States, services: have almost all been replaced by technology. are a small portion of GDP relative to manufacturing. are replacing property taxes as a source of government revenue. will decrease in demand as the population ages. account for an increasing share of jobs.

Because services are ________, it is often difficult for marketers to convey the benefits to consumers. heterogeneous inseparable intangible perishable substantial

Along the service-product continuum, which of the following would be considered the most service dominant? grocery store apparel specialty store doctor's office bookstore restaurant

Service providers often encounter rude and unreasonable consumers. Services marketing managers can reduce the delivery gap, even for these customers, by: empowering consumers. providing support and incentives for their employees. directing zone of tolerance limits for employees. doing effective customer screening. forcing rude customers to use technology.

A(n) ________ gap exists when a firm knows what it needs to do to meet customers' service expectations, but sometimes fails to do it. knowledge communication standards empowerment delivery

If a firm promises more than it can deliver, it has created an empowerment gap. consumers will have a knowledge gap. it creates a communication gap. it needs to enact a voice-of-customer program. perishability becomes a problem.

By setting appropriate service standards and measuring service performance, firms can attempt to close a ________ gap. seniority knowledge standards delivery communication

The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises "Quick, In-and-Out Service," and usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff behind the counter showed more interest in gossiping about their social lives than in waiting on customers. Marielle's shop is suffering from a ________ gap. knowledge standards social expectations delivery communications

The Service Gaps Model is designed to highlight those areas where: service providers provide the best possible service. manufacturers are cutting corners on product quality. customers believe they are getting less or poorer service than they should. service providers know more than their customers. delivered service exceeds expected service.

Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and spends up to $1,700 to train a new employee? standards gap knowledge gap performance gap communication gap recovery gap

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a ________ gap in services marketing. seniority knowledge standards delivery communication

Layla is the new manager of a resort hotel. She knows from reviewing customer complaints that service quality at the hotel is not consistently meeting customers' expectations, and she believes that the biggest problem is that her employees are not sure what is expected of them. To improve service quality, Layla will: empower customers to meet their own service needs. establish a broad zone of intolerance to reduce customer complaints. narrowly define a knowledge gap. separate intangibles from tangibles. set specific, measurable goals based on customers' expectations.

The ________ gap can be reduced by managing consumers' expectations and promising only what can be delivered or possibly even a little less. knowledge communication delivery standards empowerment

Collin has been directed by his boss to determine if the company is meeting customers' service quality expectations. One of Collin's problems is that services are ________, making evaluation of service quality difficult. quantifiable substantial unequally distributed intangible inconsequential to customers

All of the following are included in the five dimensions used by consumers to determine overall service quality except assurance. reliability. acceptability. responsiveness. empathy.

Sherry will let only Martiné cut her hair. She has tried other stylists, but she knows from experience that Martiné cuts her hair well every time. For Sherry, ________ is the most important of the five service quality dimensions. assurance reliability tangibles responsiveness empathy

An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is: customer complaints. syndicated data services. employee empowerment programs. distributive fairness analysis. management by objective programs.

When managers understand what their service providers are facing on a day-to-day basis by directly observing them and talking to customers, it is called management by: empowerment. marketing research. high expectations. walking around. being responsive.

Today, almost every sales representative can immediately check the company's inventory and production schedule electronically. This allows sales reps to sell what is available and make promises to customers that they can keep. This technology has improved service delivery through: access to a wide variety of services. greater control by customers over service delivery. increased zone of tolerance. greater ability to obtain information. saving customers time.

When travelers are bumped from overbooked flights, they are frequently offered vouchers good for future travel. The dollar value of the voucher is the airline's estimate of: perishable value. distributive fairness. empowerment. procedural justice. the size of the knowledge gap.

Effective service recovery entails all of the following except: listening to the customer. estimating the damage. providing a fair solution. resolving the problem quickly. involving customers in the service recovery where possible.

Because customers have different needs and expectations, the key to distributive fairness in service recovery is to Multiple Choice listen to the customer. contact a supervisor quickly. estimate the damage. provide a fair solution. resolve the problem quickly.

Where does retailing fall in the supply chain? at the end in the center first second no where

Natalie represents a manufacturer who makes unique, high-end hats. When making a recommendation about potential retail partners, what should be Natalie's first consideration? What is the appropriate advertising strategy? When will customers want this product? What prices will customers be willing to pay? What assortment of products will customers want? How likely is it for certain retailers to carry this product?

Today, ________ dominate supply chains. large retailers manufacturers government agencies wholesalers distributors

Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know: if customers are using credit cards or cash to make purchases. how many employees the retailers have. where their target customers expect to find their products. whether the products will fill a customer's self-actualization needs. whether customers will find the store atmospherics appropriate to the location.

Annabeth is looking for a Michael Kors chronograph watch, and assumes she can view and try them on at Macy's. She makes a special trip to the store to look at the watches, and selects the style she likes best. Which aspect of choosing a retail partner allowed Annabeth to confidently shop for this item at a particular store? channel structure customer expectations channel characteristics distribution intensity vertical integration of channel

Some companies want to get their products into as many outlets as possible, understanding that the more exposure a product gets, the more it will sell. If this belief is consistent with the company's overall strategy, it will choose ________ distribution. primary independent intensive exclusive selective

Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry. Each piece is handcrafted, and production volumes will be very low. To emphasize the unique nature of this jewelry, Anbinh Fashions will most likely choose ________ distribution. luxury selective monopolistic intensive exclusive

Paul's family has owned and operated a small chain of conventional supermarkets for many years. Competition from a variety of other kinds of retailers has adversely affected the business. To address the new competitive reality, Paul wants to apply what he recently learned as a marketing major and he has recommended that his family's business should: emphasize fresh, locally sourced perishables. target the broadest possible customer base. eliminate customer frills and extras. offer fewer private-label brands. offer more national brand packaged goods and few perishables.

Jean has a large family and likes to stock up on large packs of basics like toilet paper, paper towels, and large bottles of condiments like ketchup. Jean would most likely prefer to shop for these items at a(n) convenience store. off-price retailer. specialty store. warehouse club. category killer.

________ are combating competitive pressures by offering fresh food and healthy fast food, tailoring assortments to local markets, opening locations closer to where consumers work and shop, and adding new services. Warehouse clubs Supercenters Convenience stores Department stores Extreme value retailers

Full-line discount, category specialist, and specialty stores are all types of ________ retailers. food general merchandise price sensitive limited demand special appeal

________ offer an inconsistent assortment of brand-name merchandise at low prices. Department stores Specialty stores Category killers Off-price retailers Full-line discount stores

Of the following retailers, the best example of a category killer is Dollar General. Staples. Kohl's. Target. Costco.

________ offer a limited assortment of general merchandise at very low prices and are often found in lower-rent locations. Department stores Off-price retailers Discount stores Extreme value retailers Category specialists

John owns an oil-change business called Oil Only. He changes oil in cars—and that is all he does. What kind of retail business is this? services retailer specialty store category specialist extreme value retailer off-price retailer

Unusual and exciting displays like Bass Pro Shops' climbing wall and stocked aquarium are examples of: promotional discounts. mass media gimmicks. mobile marketing. atmospherics. co-op advertising.

The knowledge retailers can gain from their store personnel and customer relationship management databases is valuable for developing: supply chain relationships. extreme value retailing efforts. increased customer loyalty. global private-label brands. omnichannel retailing.

The percentage of a customer's purchases made from a particular retailer is referred to as: share of wallet. share of market. customer loyalty. customer relationship management. customer value ratio.

For retailers, when making decisions regarding place, a key ingredient to success is: product placement promotion. convenient locations. private-label merchandise. off-price placement. customer relationship management.

Sandra owns a pet sitting service. She recently paid a web developer to build a special version of his company website for use on smartphones. Customers will now be able to easily place orders for pet sitting on their cell phones. This is an example of: M-commerce. smart retailing. cell selling. P-commerce. channel expansion.

Personal selling is particularly important for retailers selling: online services. discount items. products that are complicated or expensive. low-cost services. trend or fashion items.

Jordan directs her salespeople to increase the company's share of wallet. Jordan is directing her salespeople to: focus on increasing sales to their best customers. focus on male consumers, and not female consumers. sell more store brands and fewer private-label products. become omnichannel salespeople. retailing elasticity

Andrew purchased a number of books from Amazon.com, and he learned to trust the recommendations made to him. More than once he was pleasantly surprised at the books and authors he discovered this way. In this case, Amazon.com was creating value for Andrew through: repeat business. rapid delivery. expanded market presence. personalized offerings. interactive offerings.

Retailers need to provide a consistent ________ across all channels. availability of merchandise selling technique assortment of merchandise brand image shopping experience

One of the greatest constraints faced by store-based retailers—and one that the Internet channel can address—is: price competition. the amount of merchandise that can be carried in a physical store. competition from other retailers. common zoning restrictions limiting the kinds of merchandise that can be offered for sale. interactive customer service.