Marketing Chapters 5-8

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________________ needs.

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

Firms hope that helping consumers to learn more about a company and its products will affect consumers':

Situational factors sometimes override psychological and social factors in the consumer decision process.

After purchasing an expensive pair of shoes, you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead. This is an example of postpurchase cognitive dissonance.

A consumer's external social environment includes:

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and:

Brenda wants a new car that will be dependable transportation and look good. She wants to satisfy both functional and psychological needs.

Upscale men's and women's clothing stores primarily appeal to consumers'______________ needs.

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by:

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ____________ associated with her purchase decision.

Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his:

Elena is in the process of buying a new car. There are many possible cars to choose from, but she is focused on a few she would actually consider buying. These make up her _____________ set.

When Brandon decided he needed a new car, he immediately called his old college roommate who owns a BMW dealership to ask questions about options and financing. Brandon was searching for information from:

Brenda always buys Sears Kenmore appliances. She believes that the Kenmore brand offers good quality and value and does not consider alternatives. Brenda uses ______ to select appliances.

In most countries, ________________ is one of the largest purchasers of goods and services.

The chair of the board of the local Humane Society chose the bank where the organization keeps its money; however, the office manager is the primary person who makes deposits, writes checks, and balances the account every month. The office manager is the _______ in the buying center for the bank account.

A(n) ___________ occurs when the purchasing agent buys additional units of products that have previously been purchased.

Typically, B2B buyers ask potential suppliers to:

Thomas wants to get a number of bids for parts and components for the specialty food-processing equipment his firm will manufacture. He has developed detailed product specifications and has developed an RFP. How will he distribute the RFP to ensure a reasonable supply at a reasonable cost?

Jackie works as a sales rep for a company that produces and sells steel used in building construction. Jackie is in ______________________ sales.

While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on Fridays during the summer. Brad is observing part of his firm's:

The goal of the World Bank is to:

Global marketers typically find distribution in developing countries is more complex because:

The main function of the _______________ is to ensure that trade flows as smoothly, predictably, and freely as possible.

Globalization refers to the process by which ______________ flow across national borders.

Cultural nuances, subcultures, and consumers' different views of their roles in different countries can make ___________________ complicated.

Many of the best-known American retailers, like KFC and McDonalds, have expanded globally using:

Gross National Income equals GDP:

In recent years, the decline in the value of the dollar has hurt U.S. marketers:

Business-to-business marketing involves buying and selling goods or services by all of the following except:

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. Raycom engineers will specify the type of equipment to be purchased. When the decision is made, Reginald will handle the paperwork and send out the purchase order. Reginald plays the ______________ in the buying center.

When a business customer engages in a straight rebuy, the member of the buying center most likely to be involved in the purchase is the:

In most large organizations, several people are responsible for making a purchase decision. This group is called the:

Vendor analysis often involves ____________________ important to the buyer.

A ________________ is a type of reseller, a business that buys from other businesses but does not significantly alter the form of the products it buys.

When firms pool their resources to enter a new market, they create a(n):

Originally, offshoring focused on relocating ________________ to lower cost producer countries.

Global marketers typically find distribution in developing countries is more complex because:

One of the reasons for the surge in foreign-made textiles in the United States was elimination of __________ on foreign-made textiles.

Paula has done exceptionally well in developing U.S. domestic markets, but she has had to learn new rules when marketing overseas. She has been struggling to learn how to communicate her product's benefits and features in foreign markets. Not only did she have to learn how to use a foreign language, she had to learn how ________________ affected how potential customers would view her product.

Offshoring refers to:

Which of the following statements describes the requirements Walmart is mandating from its suppliers in order to address concerns about its reputation where globalization is concerned?

Perceptual maps include positions of current brands as well as ideal points where a segment would want a product to be.

Geodemographic segmentation can be particularly useful for ____________, because customers typically patronize stores close to their neighborhood.

Education marketers have learned that the primary motivations of most non-traditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to:

Automobile manufacturers do not manufacture cars specially designed for very tall people, as this segment is not substantial.

The phrase "birds of a feather flock together" captures the idea of ______________ segmentation.

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a ________________ targeting strategy.

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. The market segment must be:

Coca-Cola introduced Coke Zero to increase sales without taking away from its existing product sales. Which of the following is NOT true about this effort?

Firms use a differentiated targeting strategy because:

The Lite beer commercial with the slogan, "less filling, tastes great," was based on ______________ segmentation.

Differences in weather and climate create opportunities for:

Whenever the president of the local, public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based on:

Innovators, Thinkers, Achievers, and Experiencers are VALS classifications based on:

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and:

Which of the following defines a value proposition?

When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is:

While demographic and geographic segmentation of retail customers is relatively easy, these characteristics do not help marketers determine:

The first step in the STP process is to:

The Lite beer commercial with the slogan, "less filling, tastes great," was based on ______________ segmentation.

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. The market segment must be:

Whenever the president of the local, public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based on:

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

Which of the following defines a value proposition?

Geodemographic segmentation can be particularly useful for ____________, because customers typically patronize stores close to their neighborhood.

Education marketers have learned that the primary motivations of most non-traditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to:

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is:

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and:

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In the process, the company:

Firms use a differentiated targeting strategy because:

Innovators, Thinkers, Achievers, and Experiencers are VALS classifications based on: